Search Engine Marketing (SEM) is a valuable method to earning the coveted top spot on Search Engine Result Pages (SERPs). However, without a solid strategy, you will soon see underwhelming campaign results and ad spend issues.
Here are a few red flags to watch out for and some extra tips to help boost underperforming SEM campaigns:
Clicks are Few to None
If your SEM campaigns keywords aren’t relevant to a user’s search intent and where they are in their buyer’s journey, Google’s less likely to show your ads. Keyword research can help you target relevant keywords that satisfy Google and your users so they engage more with your ads.
Start your keyword research by using a keyword tool. If you use Google for your marketing needs, you can utilize Google Keywords. You can use the tool to discover new keywords, research keywords, and creating an advertising plan to share with your marketing team. The tool “cleans” your keywords by removing unnecessary characters and duplicates, groups keywords by campaigns, and more.
Poor Performance Tracking
If you want to measure the success of your SEM strategy, tracking your keywords’ positions can help you do that. If a competitor starts targeting or ranking for the same keywords as you, tracking their positions can alert you. Tracking relevant campaign KPIs helps you understand the following:
- Keyword performance: Successful ad campaigns hinge on finding the right keywords. If the target keywords you’re using aren’t driving relevant traffic, you can quickly change them.
- Media and content types your audience resonates with: By A/B testing campaigns with different media and content types, you gain insight into which media types drive engagement and help boost conversions.
- Audience behavior: You can analyze audience behavior and tell which parts of your ad campaign your target audience is not engaging with.
- Channel attribution: This enables you to focus more resources on these channels. Google Attribution is an excellent tool that can help.
Multi-Media Planning for Ad Campaigns
Media should be considered an integral part of your advertising campaigns. You can use different media types in the same campaign to create a seamless customer experience. Using a combination of websites, text messages, and YouTube videos may help you achieve this goal.
If your ad campaign assets aren’t in sync across all platforms, your customer will become confused and your engagement and conversion rates will suffer. With the right tools, multi-media planning will be significantly easier. Ad campaigns are optimized to offer customers a positive CX as they move across different platforms on your buyer journey.
While the business world is increasingly competitive, you can still outperform your competitors and drive enough revenue-generating traffic to your business. By planning ahead and strategizing your ad campaigns, you can stay ahead of the curve and create a robust ad campaign strategy.
At Onimod Global, our talented digital team has unbeatable experience and expertise when it comes to all things SEO, expanding your social presence and digital marketing. Got questions about how to develop a digital marketing strategy for 2022 or want to learn more about us? Contact us here today.