How to optimize your SEM campaign?

Over the past two years, digital transformation has become a hot topic. Many companies have successfully transformed themselves thanks to the digital marketing grant, while others are still struggling to make sense of the world of online business and digital marketing.

As digital marketing expands, it’s only natural that there are many things to consider. Besides learning what search engine optimization (SEO) is, you also need to know the other side of the coin: search engine marketing (SEM).

What is Search Engine Marketing?

SEM and SEO optimize website visibility on search engine results pages (SERPs) such as Google, Yahoo! and Bing. The difference is that SEM is a paid advertisement while SEO is organic. Every time someone clicks on your SEM campaign, you have to pay for it, which is why it is also known as pay-per-click (PPC) advertising.

To make sure you manage your budget for SEM campaigns and see real results, we’ve listed the tips that can help you optimize them. You can also watch this video to better understand what to do.

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7 strategies to optimize your SEM campaigns

1. Use Ad Extension

You need to maximize the real estate space of your SEM campaign by adding ad extensions. They are an additional feature that allows you to augment your ad with more information, such as your business address, contact details, and more web page links.

Below is an example of a SEM campaign with ad extensions. Here, FIF Furniture Studio has added more webpage links to its SEM campaign, which can help get more attention from interested parties.


2. Use Landing Pages

A landing page is where visitors land once they click on your SEM campaign. Unlike the homepage, its primary purpose is to get the visitors to take action. You can do that by adding a compelling call-to-action to your content instead of multiple calls-to-actions to reduce the distraction on your landing page. That way, your visitors can focus more on the message your SEM campaign wants to convey.

3. Do A/B Testing

Another digital marketing strategy you should consider is A/B testing, also known as split testing. The purpose of this is to determine which version of two different SEM campaigns will work best for your prospects. You’ll know the answer by comparing clicks and how visitors interact with their respective landing pages.

When doing A/B testing, ensure that both SEM campaigns run for at least one to two weeks to collect enough data. The information collected helps you to make your SEM campaign run even better.

4. Rely on ad scheduling

Rather than running your SEM campaign all day, including rest periods, optimize your SEM campaign by choosing high engagement time frames to display on SERPs so you can get the most out of your budget.

For example, if you’re planning to run an SEM campaign, you can adjust the setting to make sure it doesn’t appear between 1:00 AM and 5:00 AM, which is the time when most people sleep.

5. Use automatic bidding

SEM is about increasing awareness of your digital marketing campaign among your potential customers online. The problem, however, is that to appear at the top of the SERPs, its position depends a lot on your bids.

Your bidding means the amount you are willing to spend for one click of your SEM campaign. And instead of doing this manually, you can save time by using automatic bidding.

This feature allows Google to automatically set bids based on the bid range you set for your Google Ads account. While it does that on your behalf, you can spend the rest of your time managing other vital tasks in your business.

6. Take advantage of keywords

These are words or phrases your potential customers search for online. Linking them to your ads can help you reach high intent audiences to buy your products or services much more effectively.

You can also use modifiers (quotes, parentheses, or plus signs) on your keywords so that your SEM campaign is shown to a wider audience.

7. Set Up Conversion Tracking

By setting up conversion tracking on the Google Ads platform, you can see if you’re making progress towards your business goal.

Whether it’s increasing requests, subscriptions, or purchases, the conversion tracking metric you set will depend on your business goals. The collected results can help you understand and analyze your customer’s behavior and see if your SEM campaigns are working.

2 SEM mistakes to avoid (and how to fix them)

The rewards of a successful SEM campaign are worth the time and effort. It can give your business the boost it needs to stay ahead of the competition. To make sure your SEM campaigns are a success, here are some common SEM mistakes to avoid.

1. Neglecting Performance Evaluation

While you may think your SEM campaigns are working, don’t forget to evaluate their performance. This allows you to manage your SEM spend and campaigns.

2. Geotargeting in all the wrong places

Before publishing your SEM campaign, make sure the location is set to worldwide by default. If so, you’ll need to change this and only choose where you want your SEM campaign to appear.


Latest comments

Implementing effective SEM strategies for your company’s Singapore campaign is a great way to drive traffic, generate leads and convert quickly.

If you need help with your SEM campaign, consider outsourcing your SEM services to a Singapore SEM agency.

Contact OOm, an award-winning digital marketing agency, at 6391-0930 or drop us a line on our website and let us know how we can help.