No matter whether you are the head of a large business or a small business based from your kitchen table, you are united in your quest for increasing sales, and getting visitors to your website.
Search engine marketing, or SEM as it is known, is critical for your business’ success and can help drive your business towards achieving your goals. SEM helps your targeted audience to find your business, which means that their interest in the products or services that you offer is already qualified. You are not cold-calling. You are attracting people who have already shown a serious interest in your offerings by clicking through the advert.
So, how can you refine your SEM strategy to make it more effective and relevant to your target audience?
Once upon a time, direct keyword matches were enough to trigger a response; however, since the Google algorithm update of 2016, the search engine can now discern the user intent from the search that is made and will suggest pages related from the topic. It is mind-boggling but true. So rather than focusing all your efforts on sole keywords, you need to mix it up. Identify short-tail and long-tail keywords that will broaden your page’s reach.
Research, Analyze and Respond
It takes time to research the best keyword combinations, and it will require a degree of trial and error until you hit the right spot. Always pay attention to the keyword metrics and adjust one at a time so that you can identify which tweaks are effective. If you don’t have the time, patience or skill to work methodically through the process, it is a good idea to hire experts to handle this process for you. Eventige.com is a Forbes recommended Top 100 Global Marketing Agency who will take the strain and optimize the opportunity.
By default, you may automatically send visitors to your home page. However, this is often just too generic and will mean that visitors are not provided with the information that they were expecting. Create a bespoke landing page for the advert. This way, you can keep visitors engaged with the product or services that you are offering. Bad landing page choices not only increase the bounce rate but lessen the Ad Quality score which makes your SEM campaign a more expensive option for you.
Relevancy and consistency are crucial to the success of your SEM campaign, so by making your landing page compatible to your advert, you are enhancing the user experience.
Your SEM strategy does not have to be overly complex, but what it does have to be is well researched and orchestrated. By investing time and analyzing the metrics that you have available to you, you can develop a campaign that gives you a fantastic return on your investment. You will be able to gain valuable insights into what triggers your target customers which can be used to shape and give direction to future campaigns.