It’s essential to develop an effective SEM strategy to attract the right website visitors and increase conversion rate. Here’s how to develop SEM strategy that helps you get most out of PPC ads.
How to Develop SEM Strategy That Works
Here are the steps to develop SEM strategy that works.
1. Define SEM goals
The first step is to clearly define what you or your client wants to achieve at the end of your SEM campaign. Do you want to increase awareness? Improve conversion rate? Attract new target audience?
Make sure your SEM goals are aligned with your business goals. As an SEM strategy example, if your business aims to spread awareness, then there is no point trying to increase conversion rate through your SEM campaign.
List 2-3 SEM goals, not more, so they are manageable and allow you to develop SEM strategy that is coherent.
2. Research your competition
It is important to understand what your competition is up to, so you know your SEM strategy is headed in the right direction.
Find out which keywords are they targeting? How are their landing pages optimized for conversion? Which PPC platforms do they use?
Once you have a general idea, you can develop SEM strategy to accomplish these goals.
3. Pick the right PPC platform
Google Adwords is the best-performing PPC platform, but there are many others in PPC space. Although Google brings in the most traffic volume, it is also very competitive. So you might want to try other PPC platforms, depending on your budget.
Similarly, if you want to promote your content, you can try something like Taboola, since Google only allows Text Ads.
No matter which PPC platform you choose, make sure to keep testing continuously.
4. Do Keyword Research
Whether you run an SEO, or SEM campaign, it is essential to develop SEM keyword strategy to target the right keywords. Otherwise, you will attract wrong audience.
Depending on your SEM goals, pick medium-traffic, low competition keywords. High traffic keywords are very general and will not attract visitors with an intent to purchase your product. People who want to buy always use specific keywords (e.g black nike sports shoes) instead of general ones (e.g shoes)
5. Calculate your budget
PPC ads can cost a lot, if you are not careful with your SEM bidding strategy. So when you develop SEM strategy for your business or clients, it is important to clearly understand how much clicks/visits you want, and how much it will cost you.
If you are new to PPC marketing, you must definitely consult an SEM marketer or agency to ensure you don’t waste your money. Also, most PPC platforms have an option for ‘auto-bidding’ whereby the platform will automatically bid on your behalf. This can bee quite tricky and cost you a lot of money. So it is best to avoid auto-bidding if you don’t have enough experience in PPC marketing.
6. Write the Ad Copy
People click on your Ad solely by looking at your Ad copy and Ad position. So make sure your Ad copy is specific, has a hook and clear call-to-action, that compels viewers to click. Here are some tips to write a persuasive Google Ad copy. Also, ensure that your Ad copy is relevant to your target keyword.
Make sure you constantly test your Ad copy by measuring the click rates for each Ad copy variation.
7. Build a Relevant Landing Page
Many times, businesses spend a lot of money bidding on keywords, and crafting click-worthy Ad copies that rank high in search results.
However, when users click these Ads, they are directed to a landing page which is either irrelevant, or doesn’t have a clear call-to-action. What is the result? They bounce off your site.
So make sure that your landing page offers the exact same thing that you offer in your Ad copy. Don’t post a click bait Ad. It doesn’t work. Poor website experience will drive away up to 75% of visitors.
Finally, ensure that your landing page as a clear call-to-action such as sign up, subscribe, register, download, etc. depending on what you want people to do after they arrive on your website.
In short, target the right keywords, write an attractive Ad copy and create a stunning landing page. This will improve your SEM strategy quite a lot. Lastly, keep testing all the time to develop SEM strategy that delivers good results.