Search Engine Marketing:
SEM is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages and its contextual pages through Paid Search. Best suited examples for the same would be Google AdWords, Yahoo Search Marketing and Bing.
Learning from search marketing helps to improve all areas of our business, including offline revenue, product development and Brand Awareness through marketing campaign.
How to Start the Basic Search Engine Account:
Start with Keyword Research:
A stagnant keyword list is dangerous as it neglects trends and information on new products or developments. Choosing the right keywords is the first step to better search engine positioning. Analyze your business carefully and think of all the words that relate to your company or product.
As you think about keywords, consider the following:
• Who needs your service?
Think about who will use your services, then target them with keywords. For example, targeting people whose dogs are about to have puppies will need puppy food, so you can add phrases like "dog pregnancy" and "puppy health" to your list.
• Include variations of your keywords
People will search for your site using all sorts of keywords. Making your site easy to find which means including misspelled, capitalized and plural keywords. Always include the longer forms of keywords too. For example, use "domestication" as well as "domestic."
• Avoid wrong keywords
Do not use "stop words" -- particles like "and" and "the" and common words like "Internet." Remember, the more specific your keywords are better chance that people who find your site through search engines will actually benefit from its content.
• What are the best places for keywords?
You can check the web pages of site or landing page eg. sections like HTML Title, Text of the page, Meta description, Meta keywords, ALT tags, Comment tags, URL name.
Set up Paid Search Marketing Campaign:
• Group keywords in relevant Campaign and Groups and write appropriate ad text to help improve your Quality Score, which will lower your bid and improve ad position.
• Try running 2 to 4 ads per ad group. Google will automatically monitor the click through rate (CTR) of each ad and show better performing ads more often than ads with lower CTRs.
• Pick the right landing page make sure the destination or landing page for your ad is a page where users can find the product or service promised in your Ad.
• Refer to specific keywords, offers, and calls to action on your landing pages.
• Make your landing page navigation as simple as possible, and should help people get what they want in three clicks or fewer.
Analyze the Performance:
Data Analysis is a process of inspecting, cleaning, transforming and modeling data with the goal of highlighting useful information, suggesting conclusions, and supporting decision making.
Using graphical representation will be easy way of analyzing the performance. In most cases we use weekly evolution details to check and compare the performance of our accounts/campaigns.
The chart below contains performance evolution of one account. Here you find Conversions with bar chart and Cost per Conversion with line chart. From the graph we can easily understand how our account performance is? We easily estimate our spent and revenue generation.
By using the line graph we easily understand the trend of business. In the above chart we have increasing and decreasing levels of Cost per Conversion. If cost per conversion decreased means there is an increase in sales may also mean increase of customers. If cost per conversion increased means the budget spent for a sale is high.
We can also review the performance by plotting the graphs in between
• Clicks Vs CTR
• Spent Vs CPC
• Impression Vs Clicks
• Clicks Vs Conversions
• Spent Vs Revenue
• Spent Vs Avg Position
Improving campaign performance or optimization is a process of analyzing data about your ads and keywords and then modifying your ads and keywords in response.
It is important to run performance reports regularly they can help you to determine how each Campaign/keyword is performing.
Repeat Ad Nauseum:
Negative keywords are great because they prevent unnecessary clicks and spend, ensuring your advertisement displays only for applicable searches. However, not using negative keywords can mean that your ads show to users who aren't interested in your business or service. This untargeted traffic can lower your keywords' Quality Scores and hurt your return on investment. Consider all your potential keywords carefully, including negative keywords, before you add them to your account. Negative keywords help in improving the performance of your campaign by increasing your quality score and having a positive follow-on effect on you CPC and Conversions.
Conclusion: Search Engine Marketing helps us reach, potential customers in easy manner by reducing Cost and increasing Revenue. We can easily estimate our business reach and ROI in Search Marketing Campaign.
