Search engine marketing is an ever-changing subject with lots of techniques and subjects to learn about. It truly is a full-time job to use it effectively for your business.
If you’re tackling SEM on your own, we hope these tips help you succeed. If you’re looking for some extra, help, let us know. We have multiple Google AdWords, Google Display Network and Analytics experts on staff.
1. Spreading Your Ads Thin
You may believe that by not targeting your ads, you’ll be able to hit everyone and have a better chance of getting more sales. In reality, it’s like hoping a rainstorm will put out your house fire; no, you need a lot of concentrated water in one spot, not a ton of water spread out over miles.
Target your ads at the people who will be most likely to react to them: target by age, gender, income, language, device they are using, along with targeting people who have visited your website in the past 30, 60 or 90 days.
2. Unfocused Ad Groups
Each ad group you create should have a single focus. Don’t make the ad group do too much, because if it’s not focused people will be less likely to click on it because it doesn’t pertain to the problem they’re searching to solve for.
3. Directing Ads To Poor Pages
Okay, so you’ve targeted your ad, and you’re pretty sure people are going to click on it. But where is it taking them?
Make sure the page you’re sending them to is worth their time. If they’re clicking on the ad expecting information about your lawn mowing services, make sure the page describes what they’ll get, pricing, and how to get in touch with you (fill out a form, call, email, location, etc.) If your landing page is vague, not helpful or doesn’t have prominent contact information, it’s not going to perform well with your SEM ads.
4. Resting On Your Laurels
Finally, remember to keep studying! One of the hardest parts of managing a search engine marketing strategy is keeping on top of the latest strategies, technology and information.
Google is constantly putting out new features for clients to try, and sometimes those features are rolled out early only to digital marketing agencies who are Google Partners, like us. That means we get to play with and test features, learning how best to use them before the general public does, giving us an advantage.
If you’d like some expert help with your SEM strategy, give us a call or send us an email. We hope these tips have helped start you on the right path!