Search engine marketing or SEM campaign is a kind of online marketing with focus on improving the visibility of websites in search engine results pages (SERPs) mainly through paid advertising. SEM may also use search engine optimization or SEO, that is making a website content search engine friendly, in order to improve the website ranking in SERPs and to increase the footfall of the target audience.
There are certain key elements that one must observe before starting a SEM campaign.
- Business objectives
- Target audience
- Keyword research
- Ad development
- Landing page development
Before investing your energies into figuring out your target audience or harbouring the keywords pool, you need to device the business objectives you hope to achieve through a SEM campaign. Without a blueprint of your business objectives or business goals you will not have anything to measure the success of your SEM campaign against. You ought to point out the actions taken by a user on your website as well as the worth of each action taken by a user to your business.
Thus, having business objectives in place give your SEM campaign a clear meaningful direction and lead to measurable results.
Understanding who is your target audience is a major step before starting a SEM campaign. Identifying target audience also involves identifying the target region, language spoken by the target audience, their needs and choice of products and services. Identification of target audience will result in broader insights into your online marketing campaign.
Thus, digging into this element very carefully can help optimize your interaction with your target audience and will also be instrumental in coming up with excellent target ads and landing pages.
Keywords are the key or pivot words in the web content which make your web pages list in the search engine results whenever your potential customers or users look for products or services offered by your business. In other words, keywords are the relevant terms used in the web content to target your potential audience.
While doing your keywords research think from the users’ perspective that what you would type in the search engine to find a product or service from a website that you are advertising. So once you have such keywords handy, group them into ad groups i.e. group the related keywords into various logical bundles.
Besides this, you also ought to prepare a negative keywords list in order to ensure isolation from any inappropriate keywords combination. Doing so will marginally reduce the number of wasted clicks and also lower the cost of SEM campaign significantly.
Now that you have your ad groups in place with logically related keywords in one group, you can go ahead and start developing your ad around your products and/or services using these ad groups. Lay down the unique selling points (USPs) of each product or service you want to target with your ad. While doing so you have to ensure that the value proposition or USPs you are using stand out from your competitors.
Landing Page Development
Pulling out a great landing page is as important as getting your page listed in the search results. A landing page is a super good landing page when it not only offers the most authentic and relevant information but is also user friendly. User friendly means that the landing page is well-structured (the web content is contained within valid HTML tags), easy to navigate and loads fast.