4 Tips To Do Your SEM Right
Search Engine Marketing (SEM), often known by the term PPC ads, is an effective paid ad strategy which enables brands to identify their audience who search for relevant keywords.
Many marketers are aware of this marketing channel to generate web traffic, yet how to do it right is the key to grow your business. In the following, we are going to share with you 4 tips to launch a successful SEM campaign.
1. Always Starts with a Good Ad Structure
Before starting a SEM campaign, it’s a good practice to carefully define your audience segments and potential keywords so as to optimise the ad structure for better performance.
An ad account comprises four main structures:
- Ad group
Here’s what a structured account looks like: For example, when you identify a new targeting group for your business, it’s a good practice to create a separate campaign containing all the relevant ad groups, keywords with corresponding ad copies.
2. Emphasize the Right Keywords
- Brand’s Core Keywords
A branded keyword is a query that includes the website’s brand name. For example, “Voltage PR Agency” is regarded as our website’s core keywords.
We suggest including branded keywords for SEM to secure a high ranking as users tend to click the top results which may be competitors' websites even when they initially want to search for your business.
- Generic Keywords
Generic keyword is referring to search terms without the brand name. This type of keyword usually has a higher cost per click (CPC) due to high competition yet it can greatly broaden your audience pool.
It’s strongly recommended to refine the keywords for cost deduction and monitor its performance closely so as to identify the highest potential keywords for your campaign.
- Keywords that Match with Audience Intention
Keywords of audience intention can drive good traffic to your website.
For example, small businesses looking for startup funds may be interested in banks' personal loans. Thus, by including the Audience Intention keywords i.e. startup funds, banks can capture these audiences.
3. Increase Visibility via Sitelink Extensions
Users who search for related keywords are always looking for direct access to what they want, and therefore, it is a good practice to include sitelink extensions which direct users to the subpages of your website.
Sitelink extensions can be product pages, service pages, contact pages and applications pages. In the below example, we have used “Contact Us”, “Client”, “Case Studies” and call as extensions.
Also, bear in mind to keep the extension urls up-to-date to ensure a seemingless browsing experience.
4. Make Use of Multiple Ad Copies with Contextual Match
For some specific keywords, users are looking for an exact product or service, so contextual match is very important to catch the audience’s attention.
For example, the keyword “A tour spot’s name + family” has been searched by users who want to bring their family to that location. It’s a good practice that you draft extra ad copies with highlights and offers for such scenarios, which can greatly enhance the performance.
The world of paid search marketing is very competitive, it’s essential to equip yourself with the right knowledge. Start by using the tips mentioned in the post, learn the best practices and keep improving your campaign one step at a time are the ways to maximize your returns on SEM.
Last but not least, be sure not to put all of your eggs in one basket. After all, investing your time and effort to develop an integrated marketing strategy will ultimately set the stage in the long run.
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