Search Engine Marketing (SEM)
"Talent hits a target no one else can hit; Genius hits a target no one else can see."
~ Arthur Schopenhauer
Paid Search. Targeted Campaigns. Acquisition of Customers.
We offer Target Marketing via Google AdWords, Facebook and other social and marketing platforms, Pay-Per-Click Campaigns, and Pay-Per-Click Campaign Management. By getting your ads in front of your target audience with content that is timely and highly relevant to them, we brand your business and acquire new customers and sales.
Whether it is on Facebook, Twitter, LinkedIn, via Google AdWords, or an Email Online Marketing Campaign, timing, accurate targeting, and planning are a big part of launching a campaign to meet the goals of strong CTR’s and ROI. It is the difference between targeting a customer who is ready to buy, and targeting a customer who is still considering their options. We think through how to connect with the requirements and emotions of the viewers, and ensure the campaign is positioned to the target audience and objectives for a strong ROI.
There are a few common mistakes that people make while choosing keywords in their pay-per-click (PPC) campaigns. They end up choosing keywords which are common in the industry, or the ones which get the most traffic. This doesn’t typically set them apart for the right SEM campaign. We spend sufficient time to ensure that the right keywords are used with appropriate targeting techniques, and stay accountable to deliver transparent reports and key learnings that are relevant and timely, so we can tweak for greater success related to the online marketing campaigns.
Monitoring the performance of our client ad campaigns is the most important aspect of advertising on Google, Facebook and other marketing platforms. It is also important to track the performance of keywords, conversions and landing pages. We track which keyword has achieved maximum click-through-rate (CTR), and which keyword has a low CTR, we monitor and manage CTR’s and conversions, and help clients understand which keywords have underperformed in order to maximize the online marketing outcome.
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Optimizing Your Peformance
Tips To Increase the CTR in Your Next Pay-Per-Click SEM Campaign
Google Adwords is known to be the best PPC online advertising service that places advertisements with the list of search results. The placement of the advertisement depends on the relevancy of the search query and is determined by Google’s proprietary algorithm. Google Adwords platform is the most efficient, but it is also the most expensive compared to other services or platforms.
It is important to know how to judiciously use the budget allocated to advertise using Google Ad words. In its algorithm to calculate the quality of ads, Google uses something known as the “Quality Score” of the ad. This score is used to determine the rank of the advertisement in the search result, and the final applicable bid value.
The click-through-rate (CTR) is directly proportional to a high “Quality Score”. The higher the “Quality Score”, the higher is the CTR and vice versa. This means that a large number of people using these keywords are getting directed to the content, which also means that the content is relevant and the users are satisfied with the information provided on the landing page. With more and more people accessing the content, the CTR will increase.
Monitor and Track Your CTR Status – Daily or Weekly
Monitoring the performance of client ad campaigns is the most important aspect of advertising on Google. It is also important to track the performance of keywords. This can involve understanding which keyword has achieved maximum click-through-rate (CTR), which keyword has a low CTR, monitoring and managing CTR’s, and helping clients understand which keywords have underperformed in order to maximize the outcome. The bid amount assigned to these keywords is also important to consider, and needs to be checked and altered in order to maximum the outcome.
Keyword Targeting To Increase CTR
There are a few common mistakes that people make while choosing keywords in their pay-per-click (PPC) campaigns. They end up choosing keywords which are common in the industry, or the ones which get the most traffic. This typically doesn’t set them apart for the right SEM campaign. This is why it is important to spend sufficient time to ensure that the right keywords are used with appropriate targeting techniques that are relevant and timely to ensure the greatest success. Below are a few things to keep in mind.
- If one chooses common keywords, it is most likely already in use by the competition. This typically will not give the desired result.
- It is important to use simple terms in searches, and think of keywords from the customer’s point of view.
- Another common mistake made is choosing keywords which get more traffic. This generally happens when one uses a keyword tool to get a list of most used keywords for a particular search. The reason these keywords are bringing in traffic is because the same keywords are being used by the competition, and hence are highly competitive in nature. Using these keywords will be of no use, and will lead to an unfocused campaign.
Bid On Branded Terms and Raise Your Bid To Increase CTR
After one is done setting up the campaign, it should run for a few hours to check the performance. It is important to look for the position of the advertisement achieved based on the campaign settings. If the position of the advertisement is below 1, then the bid amount on the keywords will need to be revised. One might need to bid a higher amount on the keyword in order to get a higher position. One should keep in mind to recheck this figure by inserting the main keyword in the Google search box. Sometimes there is a discrepancy in the result given by Google related to where the advertisement is actually displayed.
In addition to regular monitoring of one’s ad campaign, it is also vital to check its default settings. If one does not do this and forgets about the campaign on default settings, there is a very high probability that the competitor can outbid you and come on top of the list. This is why it is crucial to constantly monitor the advertisements. In case the competitor has outbid you, then you need to raise the bid amount to outbid your competitor. The keywords which have underperformed should be removed and replaced with new keywords. The bid amount assigned to these keywords also needs to be checked and altered in order to maximize the outcome.
Use Different Ad Formats To Increase the CTR
Different ad formats can give different results. For example, in some cases, use of text ads can lead to higher CTRs and higher cost-per-clicks (CPCs). In other cases, an image ad can give good results in terms of CTR. It is crucial to understand what kind of format needs to be selected depending upon the expected outcome.
Create Emotional Ads
It is advantageous to create ads which can connect with the requirements and sentiments of the viewers. That is, an ad can be created in various ways. A successful ad will keep the emotion in mind as users view and click on it. The ad in the first place, should be able to attract the viewer’s attention, and once the attention has been sought, it should be able to strike a chord with the viewer’s needs.
Use Negative Keywords To Increase CTR
As discussed above, in addition to using unique keywords to bring traffic to the website, it is also necessary to know and monitor which keywords are bringing in traffic, but not meeting the overall objective of the advertisement. This aspect needs to be kept in mind while setting up any campaign. Negative keywords are strong keywords which help bring in volumes of traffic; however, they may not lead to any conversions. This can lead to wastage of budget.
To sum it up, there are various ways to increase the CTR of an SEM campaign. It will be fruitful to understand which factor needs to be addressed in order to get the desired outcome.