SEM Campaign: How to Create a Successful OneGoogle SEM Campaign | 30 October 2019 Reading Time: 3 minutes
Search Engine Marketing (SEM) is the process of gaining website traffic by purchasing ads on search engines. Digital Marketing has been a field that has been continuously changing, and therefore, many people confuse SEO with SEM. SEO is the process of optimising a website to rank better on a search engine, and SEM can advertise your website on the search engine. Also, you don’t need to learn the in and outs of SEO to run a successful SEM campaign. SEM advertising is based on paid search methods, which involves advertising on partnered websites or advertising on search engines.
Sometimes, it is better to let an SEM advertising agency to run the SEM campaign, as these agencies are well versed in optimising campaign ideas and generating conversions. If you would like to run a successful SEM campaign, you will need to follow the below pointers:
1) Target Audience:
When the ads are personalised as the audiences’ liking, the response factor on these personalised ads from the audience increases exponentially. Consumers are more likely to respond to an advertisement with which they can reciprocate with easily. Therefore, personalised ads are the way to go for increased conversions.
To personalise your offers, you will need:
• Geographic location
• The devices they use
• Day and time when they’re active
• What they want, what are they looking for, and how are they searching it
• Detailed personas of buyers
An SEM agency like ValueHits will be well versed in creating personalised ads.
2) Accurate Keywords:
You need to create a list of keywords and find the right ones from this list. Think of every search term your potential users will be using to find your product. Also, include branded keywords which also have higher conversion rates. Using branded keywords will let you have full control in describing and selling your brand. Organic listings will help you with free exposure, but you do not have much control over them. Unlike a PPC campaign, you can create your messages here to entice your audience into clicking your ad and visiting your website. You also have the ability to send them to send the audience to your highest converting landing page, which you cannot do in organic listings.
Use Google’s keyword planner tool to validate your keywords. Look for search volumes, competition level and suggested bids, and you can also get suggestions on these keywords.
3) Organise your account structure:
Google and Bing use account structure and organisation as a metric in determining your SEM campaign’s relevancy. This account structure is significant in determining your Quality Score, and generally, businesses don’t spend enough time on it.
You will see reduced results for your investments if your account isn’t well-organised or structured. Therefore, make sure you set it up correctly from the beginning because it gets tougher to set up in the later stages.
4) Keyword grouping:
All successful SEM advertising campaigns have these five elements:
• ad groups
• landing pages
SEM Campaigns are at the top with ad groups below.
The keywords you use need to be specific to your ad group. Even if the two campaigns are similar, you should be using keywords specific to the ad group only! Your ad text should also contain keywords that are relevant to the ad group. These particular keywords might take effort initially, but in the long term, it will help improve your Quality Score.
5) Your Ad Copy:
You would want your SEM copy to be persuasive and promotional in nature. You have the freedom to insert any kind of text in your ad, but it should resonate with your audience for better conversions.
You also try adding the USP of your product/service in the ad copy, so that it attracts visitors to your website, and repel the ones who aren’t interested – saving you money.
Also, consider adding a humanised image on your landing page – because people respond better to these type of pages.
Excluding SEO, there’s a lot to learn in handling an SEM advertising campaign. If you would like your SEM campaign to run smoothly as butter, consider hiring ValueHits – an excellent SEM agency. With their years of experience handling SEM campaigns and converting clients to customers, hiring ValueHits will be your best bet. For more details, feel free to call us or visit our website.