Search Engine Marketing (SEM) is one of the most important strategies that you are going to want to implement in your marketing mix. While it used to refer to just about every form of search engine marketing, it is typically relegated to paid advertising methods. Running effective SEM strategies within your marketing mix can pay off in a big way. In this article, we will discuss some of the critical things that you can do to improve your SEM efforts.
Top SEM Tips:
1. Better Tracking.
One of the best things that you can do to improve your SEM efforts is to improve your tracking overall. You want to make sure that you are tracking just about everything that you are doing with each strategy to figure out what is working, what isn’t working, and how to best fix it. Measuring the overall success of any campaign that you run is more than merely looking at the various clicks and metrics to define the campaign. Instead, you should be looking at everything but also how to improve your ranking efforts for each campaign. Without knowing exactly why or how a drive failed, you are not going to have any data to go off of to improve it. At the same time, you are not going to be able to correct each campaign. This is why you want to add things like tracked links to see whether or not you are generating better results with a specific drive.
2. Focus On Your Copy.
Copy-writing is one of the most important things to do correctly to achieve any success with your SEM efforts. A lot of marketers negate the importance of copy-writing and assume that any old copy will be sufficient enough. The truth is, you need to have an excellent ad copy that is going to not only drive people to click on your ads, but also to differentiate your ads from your competition effectively. Along with this, you need to effectively qualify prospects directly through your ad copy which is much more difficult than you might assume. The best way to do these things is by adding something that would effectively qualify a prospect and weed out those that aren’t necessarily looking to make decisions right now. This can mean adding a free quote for a service, offering better shipping rates, a limited time coupon, and more.
3. Always Use Landing Pages.
When you are driving traffic, you are going to be doing your marketing campaigns a disservice if you are not effectively utilizing and leveraging landing pages. Landing pages are excellent for bringing a prospective customer directly to your website and getting them to take action. You want to tailor landing pages to specific campaigns because it is going to allow you to optimize the site and offer which can dramatically improve your conversions when done correctly. You don’t want to direct prospects to your homepage because it is not going to bring them to whatever drove them to click on your ad in the first place. Instead, you want to focus on encouraging them directly to the page that interests them and that you qualified them for. That way, you can optimize the page that you drove them to convert better.
Overall, there is a lot that you can do to improve your SEM efforts. The fact is, you need to be investing heavily in your SEM efforts if you want to succeed in today’s highly competitive marketplace. By following the different tips above, you should be able to experience great success with your SEM implementation.