Having understood quite a bit about SEM and its various features like keywords, ad auctions etc. you must be willing to get a dip into creating your first ever campaign. However, before you explore this dynamic realm of SEM campaigning, here are a few guidelines or for that matter, tips which you can keep in mind in order to get a decent head start.
Index: SEM Campaign Tips
To start with the key tips for a successful SEM campaign, think of what your target audience are. Their demographics, their preferences, what would they likely purchase and at what likely price. What are their pain points? This is because ultimately, SEM is all about getting relevant leads. Isn’t it?
So, how to go by with this research?
To start with how about surveying your past and current clients! After all, it’s best to start your research by learning from the people who have been associated with you through your offerings. So create a short survey to seek their inputs. They will tell you what they like or do not like about your product or service.
Social Media Accounts
Another effective way to study the behaviour of your existing clients is to dig deep into the accounts of your social media followers. Users only follow entities whom they are interested in. Be it their products, services, or generally. So analyzing their profiles will reveal a lot about their preferences.
You can also look into the details about your clients in your customer relationship management (CRM) software. If you don’t have such data in your CRM, add sections in your CRM data with which you can collect information related to their hobbies, shopping habits, etc.
Careful analysis of what your present clients like about your product, service, after sales support, etc. will help you a lot while you strategize to create a meaningful SEM campaign for your future clients.
To research for relevant audience is fine but how to take a step further. Think of ways with which you can use advanced marketing techniques.
Re-research: Once you have campaign data of say a few months, how about figuring out the age group of users that have clicked your ads but didn’t proceed further. Once you have identified such users, you can fine tune your campaign by simply omitting that age group.
Ad-Copy Relevance: Another way to improve your campaign is by creating a highly relevant ad copy; the one that connects with your target audience. For instance, it should highlight what the users want, their pain points, etc.
USPs: Also try to highlight the unique selling points (USPs) of your business. This will get the exact message across your audience about the product or service you intend to market.
Established businesses, with a decent customer base can look into the data of their existing customers to research. But how about new bees who want to make a mark with a unique offering? They can start with minimal research and can start tweaking their campaign with these advanced marketing techniques once they have a few weeks of data in hand.
Before you create ad copies for your offerings, think of the different ways with which you can categorize your products. For instance, for a multi-brand apparel store, you can have ads for different types of socks such as ankle length, high knee, etc. Another example can be types of suits—Anarkali Suits, Palazzo Suits, Salwar Suits, Straight Suits, Patiala Suits, etc.
If advertisers follow these practices when they create ad copies, they not only adhere to the industry standards but make their life easier, going forward, because by following these practices, overall campaign management becomes a lot easier.
As it’s with other activities world-over, it;s best to experiment with different versions of ads.
Simply edit an ad and save it. Every time you do so, you create a new version of the ad. Especially with Google Ads, the Version History feature lets you look at the details of the various versions of ads as well as their performance related data.
You can experiment with various versions of ads, may be for a few weeks, before deciding on which version or may be a combination of two, works best for your business.
Think of ways with which you can add specifics to your ad. One way to do so is by including extensions in your campaigns.
For instance, use Location Extension to let the users know your business address. This will help you to reach out to users near your location.
Another example is SiteLink Extension that helps you add multiple links to your ad. By default, you can add only one link to your ad.
Last, but certainly not the least, put your best foot forward when it comes to creation of a landing page.
The landing page is where you direct your visitors when they click on your ad. It’s the place where you can showcase your offerings in a more detailed fashion. So use all the creativity in the world to create content as relevant, meaningful and communicative as possible for your landing page.
Also ensure a few more things.
Getting a hang of these suggestions is just a tip of iceberg, to say the least. Its good to have extensions at place and its extremely essential to have a compelling landing page as the backbone of your entire marketing effort. However, to build a successful campaign you also need a carefully crafted strategy with an eye for detail, which will be the topic of discussion for our next tutorial.