SEM Marketing Archives | Amppfy

PPC Marketing – Pay Per Click as a Widely Used SEM Marketing Bidding Strategy for Search and Display Ads

Amppfy Team — Tue, 21 Nov 2023 23:45:28 +0000

What is PPC Marketing?

PPC marketing, or pay-per-click, is a form of online advertising that allows advertisers to display their ads on search engine results pages (SERPs) like Google, Bing, and other relevant publisher websites. It is a paid search model where advertisers bid on keywords or phrases users enter in search engines.

PPC marketing is a powerful way for businesses to reach their target audience and drive traffic to their website. When a user enters a search term, the search engine displays ads based on the winning bids for that term. As the name implies, advertisers only pay when users click on their ad.

How Does PPC Marketing Work?

PPC marketing allows advertisers to bid on specific keywords or phrases relevant to their business. When a user enters a search term that matches one of the keywords an advertiser has bid on, the search engine will display the ad associated with that keyword. The ad will appear at the top or bottom of the SERP, depending on the advertiser’s bid and Google Ad Quality Score.

The ad typically consists of a headline, a short description, and a link to the advertiser’s website. Advertisers can also include other elements, such as images, videos, and call-to-action links, to make their ads more engaging and effective.

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Advantage of PPC Marketing

The advantage of PPC is gaining more opportunities to convert a sale or lead as long as you have the budget.

Disadvantage of PPCMarketing

Depending on the industry and what keywords you are bidding for, SEM keyword auctions can get expensive and exhaust advertising budgets quickly.

Why Use PPC Marketing?

PPC marketing can be very effective for the following reasons.

PPC marketing allows advertisers to target specific keywords and search terms that are most relevant to their businesses.
Customers who see the ads through search are more likely to be interested in their products or services, which leads to higher click-through rates and conversions.
Advertisers only pay when someone clicks on their ads.
Better control of the marketing budget and maximizes the return on investment.

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Optimize SEM Bidding Strategy for PPC

Search engine marketing (SEM) is a powerful tool businesses leverage to reach their target audience. An effective bidding strategy is required to get the most out of the PPC campaigns. Here are some tips and best practices to optimize your PPC bidding strategy and get optimal results.

Constantly Monitor and Adjust Your PPC Bids

Google Ads has turn-key analytic tools enabling tracking of the campaign performance and adjusting the bids accordingly. One of the most important things you can do to optimize the PPC bidding strategy is constantly monitoring and adjusting the bids based on ad performance. This means keeping a close eye on the campaigns and making changes as needed to ensure that the PPC campaigns are performing at their best.

Use A/B Testing to Test Different PPC Ads and Landing Pages

Another important factor to consider when optimizing the PPC bidding strategy is tracking the effectiveness of the ads and landing pages by testing different ad messaging, visuals, and landing page content to see what resonates best with the target audience.

A/B testing creates two versions of the same ad or landing pages and test the performance outcome against each other. Advertisers can track which version performs better and make improvements to optimize campaign results.

Optimize The Google Ad Quality Score

When it comes to SEM, the Google Ad Quality Score is a critical metric to keep in mind. This is a metric that Google uses to determine the relevance and quality of an SEM ad. The higher the Quality Score, the better the ad will perform and the lower the cost per click. Several factors go into determining your Google Ads Quality Score.

Top 3 Factors Impacting Google Ads Quality Score

Relevance of keywords
Quality of ad copies
Engagement of landing pages

Location-Based PPC Marketing

Another important factor that affects the pay-per-click cost is the location of the target audience. Advertisers have the option to target SEM ad campaigns to specific geographic locations, and the cost per click can vary depending on the user’s location. For example, clicks from users in major cities may be more expensive than clicks from users in rural areas.

Device-Based PPC Marketing

User device type also impacts the cost of the pay-per-click campaign. Ads displayed on mobile devices may have a different cost per click than ads shown on desktop computers. This is because different target audiences may be more likely to click on desktop or mobile ads. Depending on the campaign strategy, different advertisers are willing to pay more to reach users on a specific device type.

Craft PPC Ads for Maximum Impact

Crafting compelling ad copy that resonates with your target audience maximizes the impact of the PPC ad campaigns. Ad messaging should be clear, concise, and include a strong call-to-action to ensure the ads are relevant to the targeted keywords and search terms. Use ad extensions, when appropriate, to provide additional information about your business, such as the best phone number, location, or customer ratings and reviews.

Analyzing Ad Performance with PPC Keyword Bidding

Analyzing ad performance with PPC keyword bidding is vital to optimizing the PPC bidding strategy. Regularly review the performance metrics and adjust the bids based on the following metrics. Use tools like Google Analytics to gain deeper insights into the ad performance and make more informed bidding decisions.

Top 3 Metrics Impacting PPC Keyword Bidding

Click-through rate
Conversion rate
Average cost per click

The Role of Automation in PPC Bidding Strategy

Automation plays a key role in optimizing the PPC bidding strategy. By using tools like Google Ads Smart Bidding, you can automate the PPC bidding strategy and optimize bids based on the following metrics. Automation maximizes ROI and frees up time for other important tasks like crafting compelling ad copies and analyzing performance metrics.

Top 3 Metrics to Automate PPC Bidding Strategy

Campaign goals
Historical performance
Real-time bidding signals

Explore Different SEM Bidding Strategies for PPC Marketing

While PPC marketing is a powerful bidding strategy, it’s not the only one available. Let’s explore additional SEM bidding strategies to use in conjunction with PPC marketing.

Cost-Per-Click (CPC)

CPC is often used interchangeably with PPC or pay-per-click. CPC, or the cost-per-click model, is another one of the most common bidding strategies in which the advertiser pays for every click on the ad. This model is best for businesses looking to drive traffic to their website or increase brand awareness.

Cost-Per-Impression (CPM)

CPM (SEM-R6D2) is a pay-per-thousand impression model in which the advertiser pays for every thousand times the ad is viewed. This model is best for businesses looking to increase brand awareness and reach a larger audience.

Cost-Per-View (CPV)

CPV is a pay-per-view model that applies to video ads. CPV is when advertisers pay for every view of the video ad. This model is best for businesses looking to drive video views or promote their products and services via marketing channels such as YouTube.

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CPM Marketing – Cost Per Thousand Impressions as a SEM Marketing Bidding Strategy to Drive More Visibility

Amppfy Team — Tue, 21 Nov 2023 21:16:47 +0000

Understanding CPM Marketing – Cost Per Thousand Impressions

CPM, or cost-per-thousand impressions, is a popular metric used in search engine marketing to measure the cost of placing ads on various online platforms. It is an effective SEM strategy to achieve successful ad campaign results and helps advertisers optimize marketing budget allocation for maximum target audience reach.

What is CPM Marketing?

The “Impression” in cost-per-thousand impressions stands for the number of times visitors see an advertisement, regardless of the ad being clicked on by visitors. The industry standard for paid impressions is measured in increments of every one thousand views. Hence, the “M” in CPM is used to represent 1000.

Advantages of CPM Marketing

One of the benefits of using CPM as a metric is that it allows advertisers to compare the costs of different advertising platforms against each other. For example, when placing ads on Facebook and Instagram, you can use CPM to determine which platform will maximize return for your marketing dollars. Another benefit of CPM is that it provides a clear idea of how much advertisers will pay for an ad to be shown a thousand times. This helps marketers make more informed decisions about budget allocation while better understanding how far the marketing budget can stretch.

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Disadvantages of CPM Marketing

CPM is a useful metric for measuring the potential reach of an ad, as it provides insight into how many people the ad could potentially be seen by. CPM is commonly used in SEM text ads, display, video, and social media advertising, but it may not be the best metric for every campaign.

For example, if the goal is to drive conversions rather than simply increase brand awareness, consider using a metric like pay per click (PPC) or cost per acquisition (CPA) instead.

When using CPM to measure the cost of an ad campaign, it is important to remember that the metric only accounts for impressions, not clicks or conversions. This means that while a high CPM may indicate a wider reach, it does not necessarily guarantee a high return on investment for a campaign.

Optimize the SEM Bidding Strategy with CPM Marketing

When optimizing SEM bidding strategy with CPM, keep in mind the following tips to help you set realistic expectations on campaign results while maximizing the effectiveness of the CPM marketing campaign.

Top 4 Tips on Optimizing SEM Bidding Strategy with CPM Marketing

Set an achievable targeted impression goal: Before starting an SEM campaign, it is vital to set a realistic impression goal to determine how much you should be bidding and how long to run the campaign.
Choose the right bidding type: There are several bidding types, including eCPC, vCPM, CPM, and CPA. Each has its advantages and disadvantages. Choosing the one that aligns with the campaign objectives and goals is crucial.
Run A/B testing of different ad creatives: To maximize the effectiveness of the SEM campaign, test different ad creatives to determine which ones resonate best with the target audience and generate the most clicks or impressions.
Use targeting options based on the audience persona and behavior: To ensure that your ad is seen by the right people, choose targeting options based on the audience persona and behavior. This includes targeting by demographics, interests, and behaviors.

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Explore Different SEM Bidding Strategies for CPA Marketing

While CPM marketing is a powerful bidding strategy, it’s not the only one available. Let’s explore additional SEM bidding strategies to use in conjunction with CPM marketing.

Cost-Per-Click (CPC)

CPC is often used interchangeably with PPC or pay-per-click (SEM-R2D4). CPC, or the cost-per-click model, is another one of the most common bidding strategies in which the advertiser pays for every click on the ad. This model is best for businesses looking to drive traffic to their website or increase brand awareness.

Cost-Per-View (CPV)

Analyze the Target Audience by Utilizing CPM Marketing for More Targeted Campaigns

CPM advertising allows advertisers to segment the target audience. Leverage Google Ads platform data to understand the target audience and adjust the ad targeting and bidding accordingly. Segmenting the target audience creates more specific and relevant ads to optimize campaign results and maximize ROI.

For example, if you are selling sports equipment, target audiences who have expressed an interest in sports or fitness. This ensures that the ads are seen by relevant audience who are more likely to engage with your product or service offering, increasing the chances of a click-through and conversion.

Relevance is Key to Making Effective Use of the CPM Marketing Budget

Creating tailored and relevant ad messaging (SEM-R2D2) for specific target audience segments, such as visitors with specific interests, ages, or locations, increases the probability of potential customers clicking through on the ad and seeing the campaign offer.

For example, if you are selling a product that is popular among a specific age group, customize the ad copy to specifically target audience of that defined age group.

Craft Effective Ad Copy for CPM Marketing

Compelling ad copies must be concise, clear, and captivating to entice clicks and improve campaign performance. Here are the top tips for crafting ad copies that drive conversion rates.

Top 4 Tips on Crafting Effective CPM Ad Copies to Drive Conversion Rates

Highlight the benefits of the product or service
Create urgency with time-limited offers
Build emotional connections and use persuasive language
Showcase customer reviews and positive social proof

Track Performance and Measure ROI with CPM Marketing

Tracking the performance, measuring the ROI of the CPM campaigns, and adjusting the campaign strategies accordingly are essential to the success of SEM marketing. The following CPM marketing metrics should be tracked on a frequent basis:

Impressions
Clicks
Conversions
CPM cost

Use Google Analytics, Google Ads, or Facebook Ads Manager to track campaign performance using conversions, website traffic, and revenue metrics. By consistently monitoring and adjusting the bidding strategy, the chances of achieving a positive ROI significantly increase. Over time, you can better gauge which specific ad creatives and targeting options perform the best and leverage this data to optimize future ad campaigns.

Set the Right Budget with CPM Marketing

Setting the right SEM budget can be challenging with CPM marketing. The marketing budget advertisers allocate to CPM campaigns depends on several factors, such as the size of the target audience group and the level of competition in the industry. Here are a few useful tips to follow.

Top 3 Tips for Setting the Right Budget with CPM Marketing

Start with small budget and scale up as you see successful performance and positive engagement
Test and compare multiple advertising platforms and ad creatives to find the most cost-effective combination
Keep an eye on the competition and adjust the ad spending to align with the bidding behavior

Adjust SEM Bidding Strategy for Maximum Performance in CPM Marketing

The bidding strategy for CPM campaigns should be constantly monitored and realigned based on performance metrics and insights from your audience analysis. Consistent optimization and improvement of the bidding strategy is the key to achieving better campaign performance. Here are four tips to follow.

Top 4 Tips on Adjusting and Realigning SEM Bidding Strategy

Lower or pause the bids for underperforming ads
Increase the bids for top-performing ad groups
Adjust bids depending on the level of competition and the time of day
Keep testing and experimenting with ad creatives and targeting options

Find the Right Balance between Cost and Reach with CPM Marketing

When it comes to CPM campaigns, finding the sweet spot between cost and reach can be tricky. The goal is to get the most reach for the least marketing dollars spent, but it is not always possible, especially in competitive markets. Try the following tips.

Top 3 Tips on Finding the Right Balance Between CPM Marketing Cost and Reach

Adjust the ad targeting options to reduce irrelevant impressions and increase the chance of engagement
Keep refining the target audience segment based on their behavior and interests to increase relevancy
Test different bidding types – CPM, CPA, eCPC, and vCPM – to understand which one is the most suitable for your campaign goals and marketing budget

Strategies for Growing Brand Awareness with CPM Marketing

CPM marketing is also an effective method to boost brand awareness while broadening the reach of the potential target market. Here are four strategies for using CPM to achieve your brand awareness goals.

Top 4 Strategies for Leveraging CPM Marketing to Increase Brand Awareness

Use video ads to create compelling brand stories that capture attention and entice engagement
Keep your branding consistent on ad creatives across all advertising platforms
Run retargeting campaigns to remind the audience of the brand, products, or services
Focus on building meaningful emotional connections with your audience to establish brand loyalty

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CPA Marketing – Cost Per Acquisition as an Effective SEM Marketing Bidding Strategy to Control Marketing Spend

Amppfy Team — Tue, 21 Nov 2023 20:33:15 +0000

What is CPA Marketing – Cost Per Acquisition?

CPA marketing, or cost per acquisition, is a paid search engine marketing campaign displayed in Google and Bing search results. Advertisers only pay when a customer completes a desired action, such as making a purchase on the website or filling out a lead form. The CPA method of SEM marketing offers advantages over traditional paid media, which sets a specific budget and only spends marketing dollars when desired outcomes are achieved.

Examples of CPA Marketing Conversion and Goal

Make a product purchase
Sign up for newsletters
A lead submitting a form fill
Any other type of specific conversion metric defined

Refer to our comprehensive guide on critical SEM campaign metrics to get a holistic understanding of how different SEM campaign KPI (Key Performance Indicators) calculations work.

Advantages of CPA Marketing

Controlled SEM Ad Spending

CPA marketing enables better control of ad spending and target marketing dollars on producing results. CPA marketing accurately tracks SEM ad campaign outcomes by monitoring the number of customer clicks on the ad, how many completed the desired actions, and how much each conversion costs. This metric allows advertisers to adjust campaign strategies in real time and achieve the most optimal campaign outcome while managing SEM campaign spend.

Focus on SEM Ad Conversion

CPA marketing is also a great way to reach a highly targeted audience. Since advertisers only pay for conversions, more focus is placed on advertising to customers most likely to be interested in the product or service. As conversion rates increase, more value can be created from the advertising spend.

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Understand the Risks of CPA Marketing

While CPA marketing has many benefits, it is equally important to understand the risks. One of the most significant risks is that CPA marketing can be more expensive than other bidding strategies. Because advertisers only pay for results, the cost per click can quickly exhaust the marketing budget, especially when targeting highly competitive keywords.

CPA marketing can be challenging to optimize for maximum results. Because advertisers are spending on results converted, it can be more difficult to identify which targeting strategies are working and which are not. This means more trial and error are needed to identify the right targeting strategy for long-term SEM marketing campaigns.

Set a Limit on CPA Marketing

Once the CPA campaign rule threshold is reached, you can potentially miss out on additional ad clicks due to the set CPA price limitation. For example, if the CPA limit is set as $1, other advertisers are bidding $1.10. You could miss out on lucrative potential customer acquisition because of a $0.10 bidding price difference.

Optimize the Bidding Strategy for CPA Marketing

Choose the Right Keywords

To get the most out of a CPA marketing campaign, it is essential to choose the right keywords. Focus on SEM keywords relevant to the product or service most likely leading to conversions. Use keyword research tools like Semrush to identify high-value keywords with low competition.

$108.33 / Month

Best for SEM Marketing.

Semrush Product Details

Discover all the best keywords to target and bring traffic to your site through Semrush keyword research tool.
Audit webpages and suggest ideas to improve SEM performance.
Uncover all of the keywords and content in competitors’SEM strategies.
Research competitors to uncover their display ads and SEM marketing campaigns.

Pros

Track hundreds of relevant keywords and their Google CPC pricing on a daily basis.
Easily research keywords that have search volume relevant to any blog or website.
Get competitive research on SEM and display ads.

Cons

Does not include social media analytics

Create Effective SEM Ads

When it comes to CPA marketing, SEM ad messaging is critical to the success of campaigns. Focus on creating ad messaging that is highly relevant to the target audience and clearly communicates the unique advantages of the products and services. Use eye-catching imagery for display ads and compelling call-to-action on text ads to grab attention and encourage the target audience to take action.

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Refine the SEM Marketing Campaign Targeting

Once the SEM campaign is up and running, it’s important to continually refine the campaign targeting to reach the right audience. Use the data from your campaign to identify which targeting strategies are working and which aren’t. Adjust the targeting criteria accordingly to maximize results.

Start refining SEM campaign metrics based on demographic and technographic data. Here are a few examples.

Demographic of the conversions by state, city, and zip code
Gender of the target audience
The age range of the target audience
Device types that the target audience is using

3 Steps to Craft a Winning CPA Marketing Plan

Step #1: Set Clear Goals

Setting clear goals for what you want to achieve in a CPA marketing campaign is vital. Whether it’s a specific number of conversions or a certain ROI (Return on Investment), having clear goals in mind helps you stay focused and on track.

Step #2: Choose the Right Platform

Different platforms are available for CPA marketing, including Google Ads, Microsoft Ads, Facebook Ads, and LinkedIn Ads. It’s important to choose the platform that fits your business needs and maximizes target audience reach. Each platform has strengths and weaknesses, so thoroughly research for the best fit.

Step #3: Set a Realistic Budget

When it comes to CPA marketing, setting a realistic budget is key. Consider the cost per click for the desired keywords and the potential return on investment. Set a budget that you are comfortable with and allows you to achieve the desired results without overspending.

Make the Most of Your CPA Marketing Budget

Test, Test, Test

To get the most out of your CPA marketing campaign, it’s critical to constantly test and refine the campaign strategy. Test different ad creatives, landing pages, and targeting strategies to identify what works best for your business. Use data from the campaign to make data-driven decisions and optimize the outcome.

Focus on Quality, Not Quantity

When it comes to CPA marketing, quality is key. Rather than focusing solely on increasing the number of conversions, focus on improving the quality of your leads. This means targeting users more likely to convert and creating ads and landing pages that clearly communicate the benefits of the products and services. Product returns or customer churn are critical metrics to monitor when driving a CPA marketing campaign.

Leverage Automation to Maximize the CPA Marketing ROI

Automation is a powerful tool to maximize the CPA marketing ROI. Use free automation tools within Google Ads and Microsoft Ads to streamline the campaign and optimize the ad targeting and bidding strategy. By leveraging automation, you can save time and improve the effectiveness of the SEM campaign.

Explore Different SEM Bidding Strategies for CPA Marketing

While CPA marketing is a powerful bidding strategy, it’s not the only one available. Let’s explore additional SEM bidding strategies to use in conjunction with CPA marketing.

Cost-Per-Click (CPC)

One of the most common bidding strategies, CPC, is a cost-per-click model in which the advertiser pays for every click on the ad. This model is best for businesses looking to drive traffic to their website or increase brand awareness. CPC is often used interchangeably with PPC or pay-per-click.

Cost-Per-Impression (CPM)

Cost-Per-View (CPV)

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What is Search Engine Marketing? SEM FAQs

Amppfy Team — Sat, 09 Sep 2023 18:31:05 +0000

SEM stands for search engine marketing. SEM is an effective digital marketing strategy of keyword bidding for paid advertising spaces on search engine result pages (SERPs). Relevant keywords and prime advertising real estate can effectively drive traffic to a website. Search engine marketing provides businesses with opportunities to gain exposure and be in front of ideal customers while capturing more addressable markets.

How SEM Marketing Works?

SEM, or search engine marketing, works by displaying paid ads on search engine result pages (SERPs) that target a curated audience group. Depending on the industry, the cost or pay-per-click (PPC) rate of keyword bidding can vary for an ad. Creating SEM marketing ads with benefit statements and clear call-to-actions is critical to increase engagement and drive visitors to a website.

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What is SEM in Marketing?

SEM, or search engine marketing, is one of the fastest ways to get businesses found online through search with an allotted marketing budget. For example, if a start-up wants to create brand awareness around a new product, SEM marketing can increase search traffic quickly with paid ads. Search engine marketing maximizes online exposure by strategically displaying ads to relevant target audiences.

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Complete Guide to Google Ads Location Targeting to Optimize SEM Marketing Campaign Performance

Amppfy Team — Sat, 09 Sep 2023 02:58:23 +0000

There are two essential benefits to using Google Ads location targeting in SEM marketing campaigns: precision targeting and budget-saving. Unless the targeted demographic is truly worldwide, focusing the advertising dollars on the most marketable and lucrative customer locations makes more sense.

What is Google Ads Location Targeting

Location targeting ads are location-specific SEM marketing campaigns shown to an audience in a specific geographic area. Location targeting ads are set up to target multiple demographic locations with different ad content to maximize ROI (Return on Investment).

Example of Google Ads Location Targeting

For example, let’s say you are hosting a promotional event for customers in New York City area. With location targeting ads, you can set up the ad to target audience with a physical location in New York City only. Both Google Ads and Microsoft Ads allow the inclusion, exclusion, or setting of a specific geographic location radius.

Why Businesses Need Google Ads Location Targeting

Location targeting ads help businesses focus their marketing efforts on the local market. When creating a new campaign within Google Ads or Microsoft Ads, there is an option to choose “all countries,” select a few territories, or choose “United States only.” The settings within location targeting ads provide the flexibility to target ads more aggressively in the active markets and dial down in the less active regions.

Top 6 SEM Marketing Strategies on How to Optimize Google Ads Location Targeting

Strategy #1: Add Location-Specific Keywords in Google Ads Location Targeting

If an ad is specifically designed to market to selected states within the US, it is a good idea to include the location in the ad content. Doing so improves click-through rate and eliminates irrelevant traffic from unqualified locations.

Examples of Using Location-Specific Keywords in Google Ads Location Targeting

Buy a new dining table set today for half off. Visit our New York City store.
Our dining table sets are handmade in New York and have a 10-year warranty.

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Strategy #2: Define Location Radius in Google Ads Location Targeting

To set the radius of ad targeting within a specific distance from a defined location, use the Radius Targeting option in Google Ads to select a range of distance from a geographical location. Hone in and micromanage ad deliveries to target visitors who fit into your ideal customer profile (ICP) from high-converting geographic areas.

How to Define Location Radius in Google Ads Location Targeting

Log into your Google Ads account, and go to the “Campaigns” tab.
Select the campaign you are working on.
Click on the “Settings” tab.
From the “Locations” row, click on “Edit.”
Click “Advanced Search.”
Click on the “Radius Targeting” link at the top, where the menu is located.
Enter an address or the coordinates of a location(s) into the search box.
Input the number of miles/kilometers for the radius from the location of your choice, and hit the search button.
Click “Add,” and your selected locations will turn blue on the Google Ads map.
Click “Done” to complete.

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Strategy #3: Exclude Negative Keywords in Google Ads Location Targeting

Once in a while, you will get search terms that do not match the location predefined in the targeted ads. When this happens, ad campaign costs can increase because the ad was shown to the wrong audience, resulting in wasted clicks.

Use Google Ads Search Terms Report to Eliminate Negative Keywords in Ad Campaigns

Run a “Search Terms Report” within Google Ads to track keywords that generate ineffective leads outside the defined locations. Include these terms as negative keywords and omit them from the ad campaign.

Find a list of search terms that trigger the ad campaigns within the Search Terms Report. Comb through the keywords carefully and look for words or phrases that do not match your specified location criteria. Add these irrelevant terms to the negative keyword list to stop the ads from targeting the wrong audience.

How to Run a Search Terms Report

Click on an active campaign.
Click the “Keywords” tab.
Click on the “Search Terms” box.

Learn more about SEM ad campaign cost control strategies.

Strategy #4: Exclude Low Performing Locations Through Google Ads Location Targeting

Avoid wasting marketing dollars on targeting locations that do not generate leads. Instead, focus on the locations where the ad campaigns make the most impact and conversions.

Example of Why Businesses Should Exclude Low Performing Locations in Google Ads Location Targeting

For example, if you are an e-commerce business, research the target demographics thoroughly based on the average consumer income, buying powers, and demand. Exclude the locations in Google Ads that do not match your ideal consumer profile (ICP).

How to Exclude Low Performing Locations in Google Ads Location Targeting

Log into your Google Ads account, and go to the “Campaigns” tab.
Select the campaign you are working on.
Go to “Settings.”
Scroll to the “Locations” row and click “Edit.”
Select “Advanced Search.”
Within the search box, enter the country, state, or city you wish to exclude from the ad campaign.
Choose “Exclude Link” (next to “Add Link”). The excluded locations will turn red on the Google Ads map.
Click “Done” to complete

Strategy #5: Conduct Periodic Market Research to Improve Google Ads Location Targeting Performance

Geographic market trend research is a great start to optimizing location targeting ads. Save marketing campaign costs by allocating the budget to win keywords with the most demand in high-performing geographic locations.

How to do Market Research with Google Trends to Improve Location Targeting Ad Performance

Google Trends is a great tool for researching the locations with the most demand for a product or service. The tool shows a breakdown of keywords searched by country, sub-region (state or province), metro, or city. The best part, Google Trends is free to use.

Example of Market Research with Google Trends

The example below shows the top US states searching for the term “ergonomic chair,” with California yielding the most searches for the keywords.

Strategy #6: Adjust Bids According to Location in Google Ads

Burning through the budget on an ad campaign can happen faster than you think. Focus on high-conversion locations frees up marketing budget for campaigns that make a true impact. Set the bids higher in locations with higher performance and lower bids in less active geographic regions. Quality, not the number of clicks, creates conversion.

Take Advantage of SEM Marketing Ad Scheduling

Utilize SEM marketing ad scheduling to target ads more aggressively when visitor traffic peaks. Automatically adjust keyword bids during these peak hours to capture more market shares. Set the schedule to lower bids during off-peak hours to reduce marketing spend. It is a cost-effective way to stretch the marketing budget and precisely target ready-to-buy prospects.

Perfecting Google Ads Location Targeting

Keep testing and monitoring the locations of the ad campaigns to ensure optimal performance. Go one step further by making customized landing pages based on different regions and tailoring content based on specific locations for better visitor engagement.

Learn more about how to create high-converting SEM ad campaigns.

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Complete Guide to SEM Marketing Ad Scheduling to Improve SEM Marketing Campaign Outcome and Drive More Visitor Engagement

Amppfy Team — Sat, 09 Sep 2023 02:50:38 +0000

Unlike the 9 AM-6 PM business hours of a physical store, the hours of operation for a website are around the clock. The prime time to do business can be any time of the day or night, depending on the target market’s browsing habits and trends identified through the analytics data.

Why is the Timing of SEM Marketing Campaign Important

Every dollar counts when spending your marketing budget on a SEM marketing campaign. Determining the precise time frames when online traffic and visitor engagement activities peak is vital. Focus advertising efforts on these critical intervals to maximize conversion. The idea is to show ads when the majority of your potential customers are online and ready to shop.

Benefits of SEM Marketing Ad Scheduling

Both Google Ads and Microsoft Ads have the SEM campaign ad scheduling function. Ad scheduling targets and customizes campaign ad delivery at the time and date of your choice, so you can spend the marketing dollar when it counts. SEM Ad scheduling better budgets ad campaigns by intuitively controlling spending, lowering bids during off-peak hours, and raising them again at peak hours.

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How to Determine the Best Timing for SEM Ad Scheduling

Depending on the business segment, peak hours vary. Typically, most conversions happen when customers are on their devices browsing. Identify these prime periods by looking into Google Analytics and Microsoft Ads reports. Based on the data, determine when to increase or decrease bids or pause the ad. You have the power to tailor business hours around customer activity peak hours when ad scheduling is set up correctly.

Identify Peak Hours for SEM Marketing Ad Scheduling

To determine a website’s prime time for conversion, look within Google Analytics data. Once a pattern for the best conversion time frame is identified, strategically plan ad bidding to increase exposure when visitor activities peak.

Top 4 Metrics to Identify Peak Visitor Activities in Ad Scheduling

Which days of the week do sales peak?
What times of the day do you receive the heaviest online traffic?
What time periods in a day do sales fade off?
Is there a trend or pattern in the days and times that show peak visitor activities?

Try the Free Google Ads
Generator for Ad Descriptions

How to Optimize Your Website to Improve SEM Ad Scheduling Results

To maximize SEM ad scheduling results, optimize the website performance to ensure paid search campaigns reach their full impact and receive the best campaign outcome.

Top 3 Website Optimization Metrics to Improve SEM Ad Scheduling Results

Metric #1. Check Sales Price Competitiveness

Most customers today are price sensitive and always looking for a better deal, but it does not mean you have to go into a price war to stay competitive. Instead, be strategic with pricing. Use advanced tools like Semrush to uncover competitors’ paid SEM marketing strategies and monitor their ad campaigns.

$108.33 / Month

Best for SEM Marketing.

Semrush Product Details

Discover all the best keywords to target and bring traffic to your site through Semrush keyword research tool.
Audit webpages and suggest ideas to improve SEM performance.
Uncover all of the keywords and content in competitors’SEM strategies.
Research competitors to uncover their display ads and SEM marketing campaigns.

Pros

Track hundreds of relevant keywords and their Google CPC pricing on a daily basis.
Easily research keywords that have search volume relevant to any blog or website.
Get competitive research on SEM and display ads.

Cons

Does not include social media analytics

Metric #2. Improve Website Loading Speed

Check your website’s loading speed to ensure user experience is not impacted by a sluggish landing page. Google PageSpeed Insight is a free speed check tool that analyzes mobile and desktop webpage speed. In addition, it provides remediation recommendations on webpage elements to consider fixing and improving website loading speed immediately.

Metric #3. Ensure Landing Page Content Matches SEM Ad Messaging

Ensuring the ad campaign messaging stays consistent with its landing page content helps visitors to have the best website user experience. A properly optimized landing page consistent with ad messaging improves content credibility, increases conversion rate, and closes more sales.

How to Set Up SEM Ad Scheduling in Google Ads

Watch Google’s explanation on how to set up ad scheduling in Google Ads.

How to Set Up Ad Scheduling in Google Ads in 5 Steps

Select a campaign.
Click on the “Settings” tab.
Click on “Ad Scheduling.”
Click on “+ Ad Schedule.”
Assign the days and hours you want the ad campaign to show up.

How to Set Up Ad Scheduling in Microsoft Bing Ads

Watch Microsoft’s explanation on how to set up ad scheduling in Microsoft Ads.

How to Set Up Ad Scheduling in Microsoft Bing Ads in 5 Steps

Select a campaign.
Click on “Change Settings.”
Click on “Targeting Options.”
Click on “Advanced Targeting Options.”
Click the “+Add Another Link” to add targeted days and times.

Option to Adjust SEM Ad Scheduling Bids by Percentage

There is an option to adjust bids for an ad campaign by percentage in both Google Ads and Microsoft Ads. To prevent an ad from running at a specific time, select the option to decrease the bid by 100 percent during the time slot.

Analytics Reporting for SEM Ad Scheduling

After setting the ad scheduling on autopilot for some time, it is a good practice to go back and review periodically. Analyze your website’s historical ad performance to determine the most accurate time frame to maximize conversion. While historical data provides valuable insight into visitor trends, keeping track of the current market’s changing demand is equally important. Analytics data should be re-evaluated regularly to meet the shifting demand.

SEM Marketing Ad Scheduling Time Conversion Report

There is a quick and easy report to generate in Google Ads to keep track of the highest converting periods.

How to Access Google Ads Time Conversion Report

Select “Reports” in the navigation
Click on “Pre-defined Reports”
Go to “Time”
Click on “Hour of Day”

How to Customize Google Ads Time Conversion Report

In Google Ads, choose the appropriate Pre-defined Reports that display different levels of information about the ad campaigns. Play around with the following Pre-defined Report option to gain additional insights on improving SEM ad campaign results.

Google Ads Time Conversion Pre-defined Report Options

Basic
Time
Conversion
Geographic

SEM Marketing Ad Scheduling Dayparting Report

The dayparting report is a one-glance report that tracks a small set of key pages, which drives the entire website’s traffic.

How to Access Dayparting Report in Google Ads

Select an ad campaign.
Click on the “Settings” tab.
Select “Ad schedule.”

Customize Dayparting Report Metrics in Google Ads

Based on the ads scheduled, customize additional dayparting metrics to measure clicks, impressions, cost, and conversion. Filters can be applied to the report to reveal more detailed data. After building the dayparting report with all the necessary metrics, download a .csv file for easy offline viewing and record tracking.

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The post Complete Guide to SEM Marketing Ad Scheduling to Improve SEM Marketing Campaign Outcome and Drive More Visitor Engagement appeared first on Amppfy.

How to Choose High-Intent PPC Keywords to Optimize SEM Marketing Campaigns

Amppfy Team — Sat, 09 Sep 2023 02:44:15 +0000

Digital marketing changed how businesses advertise online by targeting ready-to-buy prospects while appealing to their interest at the right time. SEM or search engine marketing is the paid way of ranking in SERPs (Search Engine Results Pages). The right keywords identify ideal customer demand and capture lucrative market shares. Let’s discuss the best strategies to uncover high-intent keywords with SEM marketing campaigns.

Top 3 SEM Marketing Campaign Metrics

Here are the most commonly used SEM marketing campaign metrics in SEM ads.

SEM Marketing Campaign Metric #1. PPC or Pay Per Click

PPC measures the cost per every click of an ad.

SEM Marketing Campaign Metric #2. CPM or Cost Per Thousand Impressions

CPM measures the cost per increment of every one thousand views.

SEM Marketing Campaign Metric #3. CPA or Cost Per Acquisition

CPA measures the cost per every response to a specified call-to-action that results in a conversion.

Best Way to Choose PPC Keywords to Optimize SEM Marketing Campaign

Tailor SEM campaign strategy around your competitive advantage by discovering the most lucrative keywords for ad campaigns. Use advanced keyword research tools like Semrush to pinpoint the most searched high-intent keywords related to a business segment. Advanced keyword research tools identify keyword ideas, uncover search volume, competitiveness, and average bidding price of broad terms and long-tail keywords.

How Much Should You Pay for PPC Keywords in SEM Marketing Campaign?

How much to spend on SEM marketing PPC keyword campaigns depends on different factors. Including how much you are willing to bid against all the other advertisers wanting to rank for the same keywords.

Every business is unique when it comes to different marketing needs and budgets. The best way to cost-control an SEM campaign is to understand the key factors that sway your customer’s purchasing decisions. Learn more about the most effective SEM keyword campaign cost-control strategies.

Here are the top factors that drive SEM keyword cost.

Top 6 Factors that Influence Keyword Cost in PPC Marketing Campaign

Industry trends
Competitor activities
Google Quality Score
Keyword ranking costs
Keyword competitiveness
Customer search query preferences

PPC Keyword Research Strategy is Critical to Increase Conversion Rate and Decrease SEM Marketing Campaign Cost

Paid search through SEM keyword campaigns can get expensive and quickly exhaust the marketing budget. The key is identifying the most cost-effective and high user intent keywords that generate the most search traffic.

Here are the best SEM keyword research strategies to increase conversion rate and decrease ad costs.

Try the Free Google Ads
Generator for Ad Headlines

Top 5 PPC Keyword Research Strategies to Increase Conversion Rate and Decrease SEM Marketing Campaign Cost

#1. PPC Marketing Long Tail Keyword Research

Long-tail keywords are extended phrases that typically yield lower search volume but provide a more precise intent behind the searched terms. Visitors using long-tail keywords in search tend to be more exact in what they are looking for, meaning there is a higher chance of conversion when the search is specific. Long-tail keywords uncover profitable niche markets without costing a fortune.

Example of Long Tail Keywords

For example, the suggested bid for the keywords “coffee mug” is about $1.60 per click. However, when you change the keywords to “best travel coffee mugs,” the suggested cost-per-click will reduce to $0.79 because you are targeting a more specific keyword.

Advantages of Long Tail Keywords in SEM Marketing Campaigns

The above long-tail keyword example shows considerable savings when there could be thousands of clicks during the ad campaign period. In addition to cost-saving benefits, long-tail keywords bring more ready-to-buy prospects because their search is more defined in terms of knowing what they want.

Try the Free Google Ads
Generator for Ad Descriptions

#2. PPC Marketing Broad Term Keyword Research

Broad term search reveals other variations of the original keywords. These are high search volume generic terms most people use to search for similar products or services. Bids for broad term keywords can become expensive and go as high as $20 per click.

Example of Broad Term Keywords

For example, when visitors look up “mugs,” their search results may yield other keywords like “cups,” “tumblers,” or “‘bottles.” While they are still relevant and highly searched, they include a broader scope of the initially intended keyword.

Advantages of Broad Term Keywords in SEM Marketing Campaign

Broad term keywords are great when going after highly searched and popular phrases. They open up new long-tail keyword markets. Also, include negative keywords in the ad campaign and combine long-tail keywords with broad term matches to improve overall SEM campaign keyword efficiency.

#3. PPC Marketing Negative Keywords Research

Negative keywords are words or phrases with multiple meanings, but some do not apply to your business. Associating with these irrelevant terms can place your ad listings in the wrong search results and incur unnecessary advertising dollars. Exclude these irrelevant negative keywords so they do not exhaust the marketing budget with unintended traffic.

Example of Negative Keywords

For example, search in Google “apple.”

Do you mean the company Apple or the fruit? That is a heteronym dilemma because this word can indicate two utterly different search intents. While Google’s search algorithm has improved significantly over the years to better understand the user intent behind the searched keywords, it is best to parse out the search categories and keywords you do not want to associate with.

Advantages of Excluding Negative Keywords in SEM Marketing Campaigns

Be sure to check keywords with multiple meanings in different industries. Eliminating the possible misleading terms or phrases help you avoid wasted clicks and improve the precision of the SEM ad campaign targeting.

#4. PPC Marketing Branded Keywords

Visitors often associate certain products with their brand-name labels. When a keyword or phrase contains a company or a brand name, it is considered a branded keyword.

Example of Branded Keywords

Branded keywords are cost-efficient opportunities to gain traffic and typically work well when strong brand marketing is established. For example, “Dawn dish soap,” “Charmin toilet paper,” or “Bounty paper towels” are all branded keywords where customers often associate the product with the brand name.

Advantages of Branded Keywords in SEM Marketing Campaigns

Including the name of your business with the keywords you are ranking for reinforces brand awareness. In competitive markets, other advertisers may already capitalize on your branded terms and dilute search traffic. Capture branded keyword opportunities by using them in multiple forms of SEM ad listings, such as Google Product Listing Ads (PLAs), text ads, or display ads.

#5. PPC Marketing Related Keyword Research

Related keywords are extensions of the original keywords. They are typically variations of keywords that expand the reach and uncover new niche markets.

Example of Related Keywords

For example, if someone is looking for “best electric car,” related keywords can include “best hybrid car,” “new electric vehicle,” or “used electric sedans.”

Advantages of Related Keywords in SEM Marketing Campaign

Related keywords are good indicators of words that the ideal prospects use to look up your business online. They help you discover high-conversion keyword combinations with lower cost-per-click.

Try a related keyword search for free with Semrush to get an accurate picture of keyword competitiveness.

$108.33 / Month

Best for SEM Marketing.

Semrush Product Details

Discover all the best keywords to target and bring traffic to your site through Semrush keyword research tool.
Audit webpages and suggest ideas to improve SEM performance.
Uncover all of the keywords and content in competitors’SEM strategies.
Research competitors to uncover their display ads and SEM marketing campaigns.

Pros

Track hundreds of relevant keywords and their Google CPC pricing on a daily basis.
Easily research keywords that have search volume relevant to any blog or website.
Get competitive research on SEM and display ads.

Cons

Does not include social media analytics

A Helpful Tip: SEM Keyword Concatenation in Excel

There is an interesting function in Excel called “=CONCATENATE()”. Use “concatenation” to link multiple words together and turn them into long-tail keyword phrases. Keyword concatenation is a quick way to generate variations of keywords by combining two, three, or more words into one phrase. It is a great brainstorming exercise to explore and identify new keyword categories.

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The post How to Choose High-Intent PPC Keywords to Optimize SEM Marketing Campaigns appeared first on Amppfy.

Effective SEM Marketing Campaign Strategies to Optimize Pay Per Click Advertising Performance and PPC Marketing Ad Messaging

Amppfy Team — Sat, 09 Sep 2023 02:33:32 +0000

PPC or pay-per-click ad campaign is the most popular and commonly used SEM marketing method of online advertising. Advertisers pay a fee every time the search ad or display ad is clicked. Cost-per-click (CPC) is often used interchangeably with PPC. Learn more about SEM marketing campaign metrics.

Here are the top pay-per-click ad strategies to improve SEM campaign performance.

Top 7 Pay Per Click Advertising Strategies to Optimize SEM Marketing Campaigns and PPC Marketing Ad Messaging

#1: Use Product-Level SEM Ads for Pay Per Click Advertising Campaign

Google PLAs or Product Level Ads are great for product-based or e-commerce websites. Product Level Ads display a product image plus detailed descriptions such as pricing and shipping information in search results.

How Google Product Level Ads Work

Instead of creating individual ads for groups of keywords using Google Ads, Google PLAs only require a product feed with a set budget. Product Level Ads are displayed separately from the text ads. PLAs come up in search queries through Google Partner Search websites and Google Shopping search results. It gives your product double the exposure because both the PLAs and search ad campaigns can appear in the same search query.

#2: Plan Strategic Pricing in Pay Per Click Advertising Campaign

Strategically planning pay-per-click ad campaign product pricing increases the conversion of a sale. In a product level ad, test out the best pricing strategy for any market segment by promoting the best sales price in the ad content. This pricing strategy gives visitors a better idea of the product’s competitiveness and precisely target niche markets while optimizing the marketing budget.

Try the Free Google Ads
Generator for Ad Headlines

Include Pricing in Pay Per Click Advertising Campaign

When a pay-per-click ad receives large volume of clicks without converting into sales, realign the PPC campaign strategy to better target ads to the ideal customer profile (ICP). Try incorporating product pricing in the ad content to increase conversion, especially when you know what price points drive the most sales.

Examples of Pay Per Click Ads with Strategic Pricing

Starting at $9.99
Subscribe for as low as $5.99 per month

Try the Free Google Ads
Generator for Ad Descriptions

#3: Take Advantage of SEM Long Tail Keywords in Pay Per Click Advertising Campaign

Advanced keyword research tools like Semrush uncovers high-value long-tail keywords. Long-tail keywords are extended phrases that typically yield lower search volume but provide a more precise intent behind the searched terms. Visitors using long-tail keywords in search tend to be more exact in what they are looking for, which means there is a higher chance of conversion when the search is specific.

SEM Long Tail Keywords Reduce Pay Per Click Advertising Cost

Long-tail keywords help you avoid expensive broad-term keywords that competitors are bidding on. Instead, focus on keyword phrases that enhance the unique value proposition of your business in the ad messaging. With the right keywords, you can improve the quality and the conversion rate of a sale while keeping costs down.

Try keyword research for free and discover long-tail keywords for your next PPC ad campaign.

$108.33 / Month

Best for SEM Marketing.

Semrush Product Details

Discover all the best keywords to target and bring traffic to your site through Semrush keyword research tool.
Audit webpages and suggest ideas to improve SEM performance.
Uncover all of the keywords and content in competitors’SEM strategies.
Research competitors to uncover their display ads and SEM marketing campaigns.

Pros

Track hundreds of relevant keywords and their Google CPC pricing on a daily basis.
Easily research keywords that have search volume relevant to any blog or website.
Get competitive research on SEM and display ads.

Cons

Does not include social media analytics

#4: Add Sitelinks to Branded Keywords in Pay Per Click Advertising Campaign

Sitelinks give visitors an in-depth view of what a website offers. Create up to four additional URLs and keywords to display below the original ad content in both Google Ads and Microsoft Ads. Adding sitelinks to branded keyword ads increase the opportunity of receiving more clicks.

Use Sitelinks to Promote Additional Landing Pages in Pay Per Click Advertising Campaign

Use sitelinks to target additional supporting landing pages to upsell the promoted product or service. Include links to different categories or related product pages to gain more pageviews. The cost of each click in the sitelink is the same CPC rate set for keywords in the same campaign.

Example of a Google Ads Pay Per Click Advertising Campaign with Sitelinks

The example above shows a PPC ad from a national retailer with four relevant sitelinks. A good sitelink for an e-commerce business should include the following ad messaging.

Effective SEM Ad Messaging in Sitelinks

Price-matching incentives
Seasonal promotions
Price competitive merchandise
Helpful tips and guides

Additional Examples of Sitelinks in Pay Per Click Advertising Campaigns

For example, if you sell branded sunglasses through an e-commerce store, the Google Ads sitelinks can include the following related categories.

Luxury Sunglasses
Sunglasses Guide
We are Price Matching
Sunglasses Under $40

#5: Build High Converting Landing Pages to Improve Pay Per Click Advertising Campaign Conversion Rate

In addition to capturing leads, converting them into sales require strategic landing page content after visitors click through on a PPC ad. Improving ad conversion rate also reduces marketing cost over time. Learn more about SEM marketing cost control strategies.

The landing page visitors see after clicking on a PPC ad serves a critical purpose as the sales conversion funnel. Ensure landing page information correlates to what you offer in the ad campaign and captures leads with meaningful and honest advertising.

Top 3 Tips to Improve Landing Page Content in Pay Per Click Advertising Campaigns

Tip #1. Match Pay Per Click Ad Messaging with Landing Page Headings

Match keywords in the ad copy with the landing page headings to help visitors recall the ad messaging and capture more on-page conversion opportunities. Google will also index keywords on the landing page to improve SEO organic ranking over time. This is a cost-effective method to drive long-term SEM marketing success.

Tip #2. A/B Test Pay Per Click Ad Messaging and Landing Page Content

A/B test both SEM pay-per-click ad messaging and landing page content for optimal conversions.

How to A/B Test Pay Per Click Ad Copy and Landing Page Content

Test different versions of an ad copy with different keywords.
Change out a text link with a call-to-action button.
Test videos instead of images on landing pages.
Switch out the layout and change the theme color.
Move module positions to test different landing page elements.

Tip #3. Create a Call to Action in Pay Per Click Advertising Campaign

Create a call-to-action feature on the ad landing page, such as a button or a form fill. A call-to-action reinforces visitors to respond to the ad messaging. It can be a link, a button, or a simple form that’s easy to complete.

#6. Include Contact Information in the Pay Per Click Advertising Campaign

If your business has excellent customer service or a sales team, consider adding a phone number or a live chat sitelink in the PPC ad campaign. Phone numbers in a PPC ad’s title or description enable one-click dialing on mobile devices.

If your business relies heavily on one-to-one service, include a phone number on visible spots of the website, such as the navigation, footer, or call-to-action modules, to capture more opportunities. Ad campaign conversion significantly improves with a live representative making sales and answering questions.

#7: Every Online Review Counts

Check your business’ reputation on major review websites like Trustpilot, G2, or Google Top Quality Store. The average rating can be shown in Google Ads. While you cannot and should not manipulate online reviews, you can encourage satisfied customers to share their positive experiences.

Top 2 Tips to Gain More Positive Online Reviews

Tip#1. Frictionless Path to Leave an Online Review

Make it simple and easy for customers to leave reviews. Include links in the thank-you emails and place them on the website. A frictionless path encourages customers to leave reviews.

Try the Free Email
Subject Line Generator

Tip#2. Ask Happy Customers for an Online Review

Check in with your happy customers and ask them to complete an online review. Provide links in a follow-up marketing email campaign for easy access, and do not spam their inbox.

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The post Effective SEM Marketing Campaign Strategies to Optimize Pay Per Click Advertising Performance and PPC Marketing Ad Messaging appeared first on Amppfy.

Best SEM Marketing Cost Control Strategies to Maximize SEM Ads Conversion Rate

Amppfy Team — Thu, 07 Sep 2023 05:02:29 +0000

Keywords with high search volume are more likely to have expensive CPC (Cost-Per-Click) or PPC (pay-per-click) rate. Depending on the industry, the cost-per-click rate of an SEM ad campaign ranges from a few pennies to over twenty dollars per single click. Let’s discuss how to control SEM campaign costs to minimize SEM ad spend and increase the conversion rate of a lead or a sale.

Top 12 SEM Marketing Strategies to Cost Control SEM Ads and Maximize Conversion Rate

#1. Define Cost Per Acquisition Parameter in SEM Marketing Campaign

Cost per acquisition, or CPA, is the bidding method that focuses on maximizing conversion rate while reducing ad spend. CPA measures the cost to complete a call-to-action (CTA), such as capturing a lead or closing a sale. Within Google Ads and Microsoft Ads, set an appropriate CPA and define how much marketing budget to allocate towards each acquisition or conversion within an ad campaign.

How to Calculate Cost Per Acquisition in SEM Ads

Cost per acquisition is calculated by the total ad campaign cost divided by the total number of leads converted. The value is a dollar amount representing how much an ad campaign costs to make the conversion happen.

#2. Evaluate SEM Marketing Campaign Ad Messaging Performance

Messaging in an SEM ad is critical to a winning paid search campaign. High-performing ad messaging increases ROI or return on investment. Effective ad messaging increases CTR (Click-Through Rate) and drives more opportunities to successfully complete a conversion. Periodically test ad messaging for optimal campaign performance.

Try the Free Google Ads
Generator for Ad Descriptions

Top 4 Factors of Effective SEM Marketing Campaign Ad Messaging

Relevant keywords
Audience appeal
Captivating call-to-action
Compelling benefit statement

Learn more about creating effective SEM ads and campaign messaging.

#3. Improve SEM Marketing Keyword Performance with Advanced Keyword Research Tools

Analytics data is the key to SEM ad campaign’s keyword performance and conversion rate success. Use search engine marketing tools like Semrush to discover profitable keywords. Check for search volume and competitiveness of every keyword periodically. Focus on raising Google Quality Score and click-through rate of keywords within ad content.

Learn more about top SEM keyword research strategies.

4 Criteria of High-Performing SEM Keywords

Yield high sales volume
Generate the most clicks
Create the lowest bounce rate (when a visitor exists a webpage without taking action)
Lead to the most time spent on the website

$108.33 / Month

Best for SEM Marketing.

Semrush Product Details

Discover all the best keywords to target and bring traffic to your site through Semrush keyword research tool.
Audit webpages and suggest ideas to improve SEM performance.
Uncover all of the keywords and content in competitors’SEM strategies.
Research competitors to uncover their display ads and SEM marketing campaigns.

Pros

Track hundreds of relevant keywords and their Google CPC pricing on a daily basis.
Easily research keywords that have search volume relevant to any blog or website.
Get competitive research on SEM and display ads.

Cons

Does not include social media analytics

#4. Split SEM Marketing Ad Campaign Traffic and A/B Test Landing Pages

Getting visitors to click on an ad is only half the battle. Turning that click into a conversion is the ultimate objective of a successful SEM marketing campaign. So, how to ensure the ad campaign’s landing page effectively converts call-to-action, such as a sale? Use A/B testing.

A/B Testing SEM Marketing Ad Campaign Landing Pages

A/B testing divides traffic from the same ad campaign onto two or more landing pages. Test ad elements such as keywords one at a time to perfect ad messaging and landing page content for maximum conversion results. Monitor how various landing page elements improve the conversion rate. Keep testing and perfecting the ad campaign for better ROI over time.

#5. Simplify Customer Acquisition Conversion Funnel on SEM Marketing Campaign Landing Pages

Improve the conversion rate of websites by simplifying customer acquisition conversion funnels on the SEM ad campaign landing pages. Here are two examples.

Example 1: Optimize E-Commerce Website Checkout Process

For e-commerce websites, the goal is to guide visitors through checkout in as few simple steps as possible to reduce friction. Making an efficient checkout funnel improves user experience and leads to better conversion results. An efficient checkout process has a higher potential to turn ready-to-buy visitors into customers.

Example 2: Optimize B2B Website Form Fill Process

For B2B websites promoting email signups or form fills that involve collecting customer data, make the landing page form brief, simple, and frictionless. Shorter and straightforward form-fills are more likely to convert through an ad campaign.

Try the Free Email
Subject Line Generator

#6. Increase SEM Marketing Campaign Conversion Rate

Conversion rate is the percentage of total sales volume, leads, or other conversion values divided by the total number of visitors. It is one of the most critical key performance metrics in search engine marketing that needs to be tracked closely.

The higher the conversion rate in an SEM marketing campaign, the better the ad performs. Keywords, ad messaging, and landing page optimization all significantly influence ad campaign conversion rates.

3 Key Factors Impacting SEM Marketing Campaign Conversion Rate

Key Factor #1: Analyze SEM Keyword Performance

Refer to the analytics data from Google Ads and Microsoft Ads to track and improve the campaign’s performance. Based on the data, refine ad messaging, benefit statements, and call-to-actions.

Key Factor #2: Optimize SEM Ad Messaging with Keyword Research

Use keyword research tools to find, track, monitor, and refine keywords with the lowest CPC and the highest CTR in ad campaign messaging. High-performing keywords uncover unique niche markets and improve conversion rates.

Key Factor #3: Improve SEM Ad Campaign Landing Page efficiency

A/B test different visuals, titles, and CTAs to identify the best landing page content for a high-conversion SEM campaign.

#7. Reduce SEM Marketing Campaign Bounce Rate

Bounce rate is one of the most negative metrics affecting an SEM campaign’s success. When visitors leave a website immediately after clicking on an ad, advertising dollars are wasted, leading to a lost opportunity.

How to Reduce SEM Marketing Campaign Bounce Rate

Other than technical issues or broken links, landing page content is the first to be evaluated. Ambiguous, irrelevant, or misleading landing page content contributes to high bounce rate. What visitors see on the landing page should be consistent with the ad messaging. Focus on concise call-to-actions and highlight the benefits statement. A sales pitch gets clicks but becomes lost marketing dollars when a customer leaves a landing page because of low-quality content.

#8. Target Geolocation Performance in SEM Marketing Campaign

Picking the right location significantly increases the precision of an SEM ad campaign. In Google Ads and Microsoft Ads, update the location option to the appropriate geographical regions the ad should target. Specify the location based on county, state, or city. Then, adjust the campaign bids according to ad performance in different locations. It is a cost-conservative way to push campaigns to the right audience for maximum exposure.

Take Advantage of Location-Specific Keywords in SEM Marketing Campaign Landing Pages

Use location-specific keywords in landing pages like New York City or Los Angeles to better respond to location-specific search queries. Make educated predictions of visitor demographics by researching Google Analytics reports.

Learn more about Google Ads location targeting for SEM campaigns.

#9. Optimize Time on Site Metric for SEM Marketing Campaign

The longer visitors stay on a landing page after clicking through an ad, the more likely they will respond to CTAs.

Examples of SEM Marketing Campaign Landing Page Call to Actions

Clicking on a link
Completing a form fill
Making a purchase

How to Increase Time on Site and Decrease Bounce Rate

More dwelling time on a webpage potentially reduces bounce rate and increases the website’s Google Quality Score rating over time for the SEM ad. How to keep visitors from ditching a landing page too soon? The following are effective metrics to improve visitor time on site.

Top 3 Metrics to Improve Visitor Time on Site

High content engagement
keyword relevancy
Creative ad messaging

#10. Customize SEM Marketing Campaign Schedule and Ad Performance

Google Ads and Microsoft Ads allow scheduling customization of the time when SEM campaign ads appear in search results. It is a great way to improve ad targeting by narrowing the window of the highest search traffic period while reducing ad spending.

How to Customize SEM Marketing Campaign Schedule to Improve Conversion Rate

Both Google Ads and Microsoft Ads have the “day parting” option that allows customization of ad scheduling. Day parting makes ads appear in search results on selected days and times.

How to Determine the Best Time to Show SEM Ads

Look into the Google Analytics reports. Pinpoint the peak period with the most views and conversions. Monitor the day parting schedule and adjust it periodically according to search traffic flow.

Learn more about Google ad scheduling and day parting in SEM campaigns.

#11. Reduce Cost Per Lead in SEM Marketing Campaign

Advertising cost reduction is one of SEM ad campaigns’ most significant challenges. Campaign cost quantifies the value created through paid search and measures ROI.

How to Reduce Cost Per Lead in SEM Marketing Campaign

Lower the cost per lead by using advanced keyword research tools like Semrush to discover long-tail keywords. It is a more cost-effective method versus going into bidding wars with generic keywords that every competitor wants to advertise for.

#12. Accelerate SEM Marketing Campaign ROI

ROI is measured by the percentage of converted sales divided by cost. It is one of the most result-oriented but complex performance metrics to measure through search engine marketing. The challenge comes from correctly pinpointing the exact actions contributing to the conversion. For example, there can be instances where visitors see an ad for product A but end up buying product B.

How to Track and Accelerate SEM Marketing Campaign ROI

Look into the analytics data collected on the back end of the website. Data about how visitors interact with ad campaigns are extremely valuable to the ongoing paid search effort. Use the analytics data to test new campaign messaging and improve landing page content to increase conversion rate over time.

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The post Best SEM Marketing Cost Control Strategies to Maximize SEM Ads Conversion Rate appeared first on Amppfy.

How to Create a High-Converting SEM Marketing Campaign Step by Step that Drives More Visitor Traffic

Amppfy Team — Wed, 06 Sep 2023 04:45:51 +0000

Search engine marketing is a digital marketing strategy to receive traffic to a website through paid search. SEM marketing campaigns allow businesses to gain more online visibility and open unique markets to new prospective customers.

Create a Winning SEM Marketing Campaign in 5 Steps

Follow the step-by-step guide below to create a high-converting SEM marketing campaign.

Step #1: Plan for Specific SEM Long Tail Keywords

SEM keyword research is vital to the success of search marketing campaigns. For example, if you advertise to someone searching for a “car,” you are going against billions of webpages in both paid and organic search results.

Why Specific Long Tail Keywords are Beneficial for SEM Marketing Campaigns

Uncovering specific intent behind the search with broad match keywords is more challenging. If the marketing campaign targets a generic head term or a broad keyword with high search volume, advertising spent will significantly increase for highly competitive keywords.

Try the Free Google Ads
Generator for Ad Headlines

Leverage Intent-Based Long Tail Keywords in SEM Marketing Campaign

To ensure the marketing dollars are put to good use, start by narrowing down a list of long-tail keywords. Long-tail keywords are extended phrases that typically yield lower search volume but provide a more precise intent behind the searched terms. Try different variations and combinations of keyword phrases that best represent a product or service to uncover new market shares.

Example of Long Tail Keywords in SEM Marketing Campaign

Going back to the “car” example, let’s say your target audience is someone searching for a “current year blue four-door sedan on sale.” This long-tail keyword tells you that the visitor is specific about the car’s age, color, model, and is looking for a discount. You can significantly narrow down what a potential customer is looking for by applying more specific descriptions to a keyword.

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Focus on High Intent-Based SEM Keywords

Capitalize on the SEM keyword strategy specific to the high intent-based search queries. It can translate into increased opportunities for converting a lead or sale. The key is identifying and narrowing down a list of quality long-tail keywords unique to the business so you can discover and capitalize on expanded niche markets.

Learn more about SEM keyword research strategies.

Step #2 Utilize SEM Tools for Effective SEM Keyword Research

How to uncover the most profitable and relevant keywords for a website? Research long-tail keywords with relatively lower search volume but show great user intent, such as intent to purchase or learn about a topic. Competition for those keywords will be comparatively low.

Start keyword research with quality SEM tools that takes the guesswork out of the equation.

Top 2 Free SEM Keyword Research Tools

Free SEM Keyword Tool #1. Google Ads Keyword Planner

Google Ads Keyword Planner is one of the best keyword research tools, and it is free to sign up when you have a Google Ads account. Pay only when you start running ad campaigns.

Advantages of Google Ads Keyword Planner

Google Ads Keyword Planner is a tool that provides keyword suggestions and estimates potential search traffic for each keyword within Google. Additional data, such as keyword competition level and suggested bidding price, are available to help determine the best keywords for ad campaigns.

A Google Ads Tip

Remember to select an applicable target geographic area and define the location parameters. Learn more about Google ads location targeting.

Defining Geographic Parameters in Google Ads

The country where you primarily do business.
The primary language of the region.
Leave the date range at the default setting of 12 months, which has sufficient data.

Free SEM Keyword Tool #2. Microsoft Bing Ads Keyword Research and Opportunities

Like Google Ads, Microsoft Bing Ads has its own platform for SEM marketing campaigns. It is free to sign up, and you can easily import Google Ads campaigns directly into Microsoft Ads.

Advantages of Microsoft Bing Ads Keyword Research and Opportunities

The Microsoft Ads Keyword Planner returns keyword search volume data aggregated from Bing, Yahoo, and AOL search networks. These data represent SEO organic searches. The stats on the search volume are based on the previous six months of historical records.

The Microsoft Ads Keyword Research tool generates keyword suggestions in different languages to the respective countries, which targets ad content to specific demographics. Although the search volume will be smaller than the Google Ads Keyword Planner data, it is still a reliable research platform for getting additional keyword search volume.

Advanced SEM Keyword Research Tool

Basic keyword research tools are sufficient for preliminary SEM marketing. Consider using an advanced SEM tool to win strategically and consistently stay on top of the competition.

Advantages of Advanced SEM Keyword Research Tool

Advanced SEM tool conducts SEM audit, runs competitor analysis, and completes comprehensive keyword research to identify lucrative high-intent keywords. It goes one step further to reveal the competitors’ ad copywriting and their top-ranked keywords.

Semrush is the Best Advanced SEM Keyword Research Tool

Semrush is the most comprehensive SEO and SEM keyword research tool for digital marketing performance tracking. It effectively identifies lucrative and high-yield keywords for search engine marketing ad campaigns.

How Semrush Works to Improve SEM Marketing Campaigns

Uncover related keywords, phrase-match keywords, and top-ranked long-tail keywords.
Reveal additional opportunities for long-tail keyword discoveries and identify different word mixes.
Calculate every keyword’s competition level.
Calculate and analyze each keyword’s cost-per-click.
Estimate monthly keyword search volume.
Provide historic monthly trends of keyword search volume.

$108.33 / Month

Best for SEM Marketing.

Semrush Product Details

Discover all the best keywords to target and bring traffic to your site through Semrush keyword research tool.
Audit webpages and suggest ideas to improve SEM performance.
Uncover all of the keywords and content in competitors’SEM strategies.
Research competitors to uncover their display ads and SEM marketing campaigns.

Pros

Track hundreds of relevant keywords and their Google CPC pricing on a daily basis.
Easily research keywords that have search volume relevant to any blog or website.
Get competitive research on SEM and display ads.

Cons

Does not include social media analytics

Step #3. Optimize and Integrate Keywords to SEM Marketing Campaign Landing Pages

When potential customers know what they are looking for in Google, they are more likely to respond to call-to-actions. Ensure the landing pages are highly relevant to the keywords in the ad copywriting to maximize conversion. Integrating relevant SEM keywords into landing pages reinforces the SEM ad campaign and improves the conversion rate to drive call-to-action, such as closing a sale.

Top 4 Types of Winning Keywords to Integrate to SEM Marketing Campaign Landing Pages

High buyer’s intent keywords.
Unique and descriptive keywords.
Keywords relevant to products and services.
Call-to-action keywords.

Step #4 Budget-Control SEM Marketing Campaign Cost

After identifying a list of keywords, assign a feasible budget to an SEM ad campaign. Determining how much to spend on SEM marketing campaigns depends on a few factors.

Top 4 Factors that Influence SEM Keyword Pricing

Industry
Seasonality
Market Competition
Google Ads Quality Score

What is Google Ads Quality Score?

Quality score is essentially Google’s 1-10 ranking system for ads. The quality score measures relevancy, click-through rate, and overall user experience delivered through an SEM campaign. Google uses this rating system to determine the quality of ads and landing pages through the keywords used to run the ads.

How Google Ads Quality Score Affects SEM Marketing Campaign Cost

Google Ads assigns each ad copy with a quality score. The higher the score, the less you pay for clicks on the ad. Remember to keep your overall budget in mind and avoid ego-bidding wars with competitors.

Learn more about SEM marketing campaign cost control strategies.

Step #5 Write Compelling SEM Marketing Campaign Messaging

You are up against more competition than you think. Competitors are not just limited to your direct parallels. For example, a local car dealership may compete directly with dealerships of the same brand, any other brands in the same geographic location, or even used car dealerships from another state that provides free delivery service.

Stand Out from the Competition with Unique SEM Ad Copywriting

Spend time researching which competitors are advertising for the same keywords. Highlight the unique qualities of your business in ad messaging to entice visitors. Work on differentiating your ad copywriting from the competition.

Include a Benefit Statement in the SEM Ad Copywriting

Create eye-catching benefit statements to improve SEM ad click-through rate. Benefit statements encourage visitors to click through to your website. Focus on identifying and promoting the best features of your product or service on the ad landing page.

Example of SEM Ad Copywriting with Benefit Statement

50% off
Free gift
Buy one get one free
Free shipping
Best-seller of the year
One thousand five-star reviews

Keep Testing SEM Marketing Campaign Ad Messaging

Persistence is the key to long-term SEM marketing success. Visitors appeal to different communication styles, so it is important to customize campaign messaging for different audience groups. Test variations of ad messaging over time, and you will find the most profitable version with the highest return on investment, lowest cost per acquisition, and lowest pay-per-click.

Learn more about SEM ad copywriting strategies to increase click-through rate and conversion rate.

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The post How to Create a High-Converting SEM Marketing Campaign Step by Step that Drives More Visitor Traffic appeared first on Amppfy.

SEM Marketing Archives | Amppfy

PPC Marketing – Pay Per Click as a Widely Used SEM Marketing Bidding Strategy for Search and Display Ads

What is PPC Marketing?

How Does PPC Marketing Work?

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Advantage of PPC Marketing

Disadvantage of PPCMarketing

Why Use PPC Marketing?

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Optimize SEM Bidding Strategy for PPC

Constantly Monitor and Adjust Your PPC Bids

Use A/B Testing to Test Different PPC Ads and Landing Pages

Optimize The Google Ad Quality Score

Top 3 Factors Impacting Google Ads Quality Score

Location-Based PPC Marketing

Device-Based PPC Marketing

Craft PPC Ads for Maximum Impact

Analyzing Ad Performance with PPC Keyword Bidding

Top 3 Metrics Impacting PPC Keyword Bidding

The Role of Automation in PPC Bidding Strategy

Top 3 Metrics to Automate PPC Bidding Strategy

Explore Different SEM Bidding Strategies for PPC Marketing

Cost-Per-Click (CPC)

Cost-Per-Impression (CPM)

Cost-Per-View (CPV)

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CPM Marketing – Cost Per Thousand Impressions as a SEM Marketing Bidding Strategy to Drive More Visibility

Understanding CPM Marketing – Cost Per Thousand Impressions

What is CPM Marketing?

Advantages of CPM Marketing

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Disadvantages of CPM Marketing

Optimize the SEM Bidding Strategy with CPM Marketing

Top 4 Tips on Optimizing SEM Bidding Strategy with CPM Marketing

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Explore Different SEM Bidding Strategies for CPA Marketing

Cost-Per-Click (CPC)

Cost-Per-View (CPV)

Analyze the Target Audience by Utilizing CPM Marketing for More Targeted Campaigns

Relevance is Key to Making Effective Use of the CPM Marketing Budget

Craft Effective Ad Copy for CPM Marketing

Top 4 Tips on Crafting Effective CPM Ad Copies to Drive Conversion Rates

Track Performance and Measure ROI with CPM Marketing

Set the Right Budget with CPM Marketing

Top 3 Tips for Setting the Right Budget with CPM Marketing

Adjust SEM Bidding Strategy for Maximum Performance in CPM Marketing

Top 4 Tips on Adjusting and Realigning SEM Bidding Strategy

Find the Right Balance between Cost and Reach with CPM Marketing

Top 3 Tips on Finding the Right Balance Between CPM Marketing Cost and Reach

Strategies for Growing Brand Awareness with CPM Marketing

Top 4 Strategies for Leveraging CPM Marketing to Increase Brand Awareness

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CPA Marketing – Cost Per Acquisition as an Effective SEM Marketing Bidding Strategy to Control Marketing Spend

What is CPA Marketing – Cost Per Acquisition?

Examples of CPA Marketing Conversion and Goal

Advantages of CPA Marketing

Controlled SEM Ad Spending

Focus on SEM Ad Conversion

Try the Free Google Ads Generator for Ad Headlines

Understand the Risks of CPA Marketing

Set a Limit on CPA Marketing

Optimize the Bidding Strategy for CPA Marketing

Choose the Right Keywords

$108.33 / Month

Create Effective SEM Ads

Try the Free Google Ads Generator for Ad Descriptions

Refine the SEM Marketing Campaign Targeting

3 Steps to Craft a Winning CPA Marketing Plan

Step #1: Set Clear Goals

Step #2: Choose the Right Platform

Step #3: Set a Realistic Budget

Make the Most of Your CPA Marketing Budget

Test, Test, Test

Focus on Quality, Not Quantity

Leverage Automation to Maximize the CPA Marketing ROI

Explore Different SEM Bidding Strategies for CPA Marketing

Cost-Per-Click (CPC)

Cost-Per-Impression (CPM)

Try the Free Google Ads
Generator for Ad Headlines

Try the Free Google Ads
Generator for Ad Descriptions

Try the Free Google Ads
Generator for Ad Headlines

Try the Free Google Ads
Generator for Ad Descriptions

Try the Free Google Ads
Generator for Ad Headlines

Try the Free Google Ads
Generator for Ad Descriptions

Try the Free Google Ads
Generator for Ad Headlines

Try the Free Google Ads
Generator for Ad Descriptions

Try the Free Google Ads
Generator for Ad Headlines

Try the Free Google Ads
Generator for Ad Descriptions

Try the Free Google Ads
Generator for Ad Headlines

Try the Free Google Ads
Generator for Ad Descriptions