If you’re up to date with digital marketing strategies, the term SEM probably isn’t new to you. But knowing what the acronym stands for isn’t enough to make your campaigns successful. Have you ever wondered how to do good SEM? In this article, we’ll guide you step-by-step through everything involved in creating a successful search engine marketing (SEM) strategy.
The Best Time to Do SEM
When is the right time to start with SEM? While one might think the ideal time is from the beginning, the answer can vary depending on several factors.
Starting an SEM campaign when launching a new product or service can be an effective strategy. You can take advantage of initial interest and quickly drive traffic to your website.
Another good time is during your industry’s peak sales seasons. If you know there are times of the year when your potential customers are more active, planning your SEM campaigns around these periods can be beneficial.
These are just two examples, but ideally, you should analyse the calendar and study audience behavior to determine the best times. This way, you can establish a suitable schedule to maximise your resources.
Key Elements for Good SEM
Once you’ve identified the best time for your SEM campaigns, it’s important to know some key elements that can help optimise them. First, clearly define your goals and set realistic metrics. This will be the foundation upon which you build your strategy. It’s a fundamental aspect of all types of strategies, but no matter how often it’s repeated, it’s essential. If you don’t know where you’re going, your destination is far away.
Another key element is understanding your audience. Knowing what interests them, how they search for information online, and their purchasing behaviours can help you target them with relevant messages and reach them more effectively.
Ensure you’re also up-to-date with the latest trends and changes in the world of SEM. The market is always evolving, so staying updated can give you a competitive edge if you anticipate your competition.
Campaign Structure
The campaign structure is a crucial element in any SEM strategy. Without a solid and well-thought-out structure, your efforts won’t yield the results you’re looking for.
In addition to defining your goals and considering the audience, select the advertising platforms you’ll use. Google Ads is popular, but there are other options depending on where your audience is that you can consider.
You’ll also need to create persuasive ads that capture attention and motivate the user to act. Always remember to do A/B testing to find the most effective message.
Keywords
Understanding and applying keywords correctly is an essential element in any SEM campaign; they are the foundation that allows your ads to reach the right audience. Your goal as an advertiser is to select the keywords that best relate to your product or service.
Keywords should be present both in your ads and in the structure of your campaign. This ensures greater relevance and, therefore, better results.
Not all keywords have the same value for your business. It’s crucial to do a thorough analysis to determine which will be most effective based on your goals and the buyer persona your campaign targets.
Target Audience
The target audience is one of the pillars for understanding how to do good SEM. It’s imperative to have a very clear and detailed idea of the group your ads are targeting.
Identifying your audience goes beyond knowing their age or geographical location. It includes aspects like their interests, online behaviour, and specific needs. This information will allow you to select the most appropriate keywords to reach them.
This analysis will help you design effective messages that capture your audience’s attention and increase your chances of conversion.
A good understanding of your target audience can make the difference between the success or failure of your SEM campaigns.
Calls to Action
Don’t underestimate the importance of a good call to action (CTA). An effective CTA can be decisive in converting a visitor into a customer. Therefore, they should be clear, persuasive, and irresistible. Use powerful verbs and invite the user to take immediate action, such as “Buy Now,” “Download Here,” or “Sign Up for Free.”
Ensure your CTAs are visible and stand out from the rest of the content to quickly attract the reader’s attention.
Retargeting
Even with the best calls to action, users might need an extra push before committing. This is where retargeting, also known as re-marketing, comes into play, a digital marketing technique essential in your SEM strategy. It allows you to reconnect with users who have already interacted with your website or app.
In retargeting, the key is to show personalised ads to these users when they visit other websites or apps. It’s an effective way to remind them of your products or services and motivate them to return to your page.
You can use this tactic for different purposes, from promoting a specific product to encouraging the completion of an unfinished purchase. It all depends on the user’s previous behavior and the goal you pursue.
However, you must be careful when implementing it. Excessive use can become invasive for the user and generate a negative reaction towards your brand. Therefore, it’s crucial to find the perfect balance to be visible but not annoying.
Landing Page
In good SEM, it’s not enough to drive traffic to any page on your website; you need an effective landing page optimised to convert visitors into customers. It should be relevant to the user’s search, easy to navigate, and have a clean and professional design.
Also, ensure it includes persuasive elements like testimonials or reviews and a clear call to action.
Don't Forget ROI
Return on investment (ROI) is always a crucial detail to consider in your SEM strategy. This indicator will allow you to evaluate the effectiveness and profitability of your campaign, helping you optimise your resources. It’s not just about attracting traffic or catching attention with impactful calls to action; you also need to ensure that interest turns into real sales.
Your goal should be to achieve a high ROI, meaning the profits obtained exceed the costs invested in your SEM campaign. It’s logical, as the investment should always seek maximum benefit if you want the strategy to work.
Tips to Perfect Your SEM Ads
Perfecting SEM ads is an art that requires time and practice. Consider some details related to the points we’ve discussed above:
- Timing: Ensure the dates are still the best to launch your SEM campaign. Organisation and planning are fundamental in any digital marketing strategy.
- Use Semantic Terms: Not only should you select your keywords well, but also use synonyms and related terms to expand your reach.
- Be Flexible: If something isn’t working, or you think it could work better, find a way to adapt to achieve better results.
Now you know how to do good SEM. You just need to get started and create your own strategy to reach your target audience. Go ahead!
