SEM Explained | 11 Savvy Tips That Improve Your Paid Search 2020

SEM For Business Growth? | 11 Savvy Tips To Drive 10x Leads In 2020

This is Destined Boy – SEM for business growth.

Here you are. Welcome!!

I don’t think I need to ask you, why here?

Your competitors have placed you to where you belong?

Second fiddles?

It seems to be like a short dream to you, marketing strategy has shifted?

They’re no more leads to cater for?

Well, I won’t say you were left behind with your ignorance.

They are bound to occur when you seem to assume all is well.

And nothing seems to be, even inside the well.

Do you know that marketing strategies are unpredictable; they are like courses that need to be studied and understudied.

Hence, do you also know that an expired product is always packaged with the same brand as others without being noticed until you carefully check it?

That’s how the nature of marketing seems to work, a brand without realistic goals and plans may poison the marketing outlook of their campaign which leads to the inability to acquire the sweet side of their potential customers.

I am here and always here to say to you without much fear that a brand that acquires most lead mind their business and they weren’t out of their business.

In that instance, no point walking you through a long journey that looks endless. Let’s just examine a few points or salvage some strategies on how sem could generate 10x leads to your brand.

Here are your SEM and Adwords tips and guide for 2020:

• How SEM works
• How to generate keyword planner for leads
• Type of keywords that trigger Ad campaign
• Use of negative keywords
• How to create a compelling ad campaign
• Use Google Analytics 
• Use Ad schedule in the Google adwords
• Device use to improve conversion
• Link Google my business with Google Adwords
• Create a compelling landing page

Step 1………………….How SEM Works In Promoting A business For Leads

It’s no secret how much more leads are needed in a brand marketing funnel, to that, the word “leads” reveals how good a brand is in acquire customers ahead of others.

Apparently, sem is among the few digital marketing channels to promote a business in front of these great audiences.

The word “sem” is known as search engine marketing, the paid version of the search engine.

Say I navigate to the search engine, insert a search query “Web hosting company”. Google pops up relevant results related to the search term.

Here’s an example below:

If you take a closer tab look at the result list above, one thing you ought to notice in there is that there’s probably a slight difference in the outlook of the result page.

The top two pages displayed a symbol AD – advertisement while the subsequent web pages look different from the top two web pages.

What do you think happens?

The web pages without the sign AD are the unpaid search result known as search engine optimization(SEO)…..It cost nothing to appear there.

While the top two web pages are the paid search results known as search engine marketing(SEM)…..These listings are paid advertisements.

Another important stuff is that sem lets you use these spaces(maximum of 4 slots) to advertize to potential or existing customers when they search for a keyword in certain phrases relevant or related to your business, your product is more likely to show up.

And since 70% of the end-users focus solely on search engine optimization(SEO) and the rest percentage clicks on the advertisement web pages(SEM), because of this, Google Adwords extend the reach of the advertisements that leads to the advertising of brand products on blogs(Adsense), apps(Admobs), and youtube.

In order to flourish the reach and visibility of the ad campaign of a brand.

Another important stuff about sem is that advertisers only pay when someone clicks on their ad. That’s if your ad appears on the search engine result list, but no one clicks on it, you won’t be charged. This is known as pay-per-click.

Let’s say you’re a makeup artist, you may want your ad to show when someone searches for a makeup artist. The exciting thing is you’ll only pay if the searcher clicks on your advert.

In that instance, it shows people who clicked your ad are very much interested in what you offer or in your product.

The screenshot below shows how the latest Google keyword planner infuses something important to advertisers.

And according to the search engine journal

Say you provide the seed keyword “book”, you might see keywords such as “women book”, ‘workbook”, and “cowboy book”. You’ll have the option to broaden your reach by adding recommending words to your seed keyword.

In addition, Ins learn further the statement by saying:

Group keywords or cluster Google create of queries related to ad campaign are now found under the new “Group ideas” menu option.

That way, it helps you discover related terms that may not have otherwise come up in your keyword strategy creation.

Say you’re willing to pay up 15 dollars when people click on your ad after searching for makeup eyebrow. Known as cost-per-click.

If your competitors only got a max CPC of 10 dollars, you’ll have a higher bid, quite impressive! meaning you’ll be ahead in the auction slot.

Apparently, there’s more to the auction than just the bids. Another big factor that needs much more attention is relevance(known as quality score).

Let’s say someone searches for “makeup eyebrow” and your ad’s headline is “makeup eyebrow in Lagos”, the search engine may seem to consider your ad highly relevant to the search query.

But, what if your ad’s headline is “makeup service in Lagos“, to that, both ad’s headline refers to makeup, but this one seems to be less relevant because it’s about makeup service instead of makeup eyebrow.

Step 2…………….How to Generate Keyword Planner For Leads

As I always say, keyword research is the padlock opener, with that, the dictator of any marketing ad campaign.

Say you want to attract new visitors, but you lack the clue on how to go about it.

What do you think happens next?

Are you going to abandon keyword research?

Or lean on your own understanding?

If not, still, there’s no credible way of knowing whether a keyword seems to be good or bad.

Although it depends on the average value of these clicks which is base on what the keyword cost you.

In essence, what makes me think you must do this is because measuring and fashioning out the value of your ad clicks will help you know if your keywords are good or bad.

Say I navigate to Google Adwords keyword planner,

Search for the query makeup eyebrow,

Click Get results.

Right now, I’m less concern about the number of traffic a given keyword is likely to generate. I am more bothered about the search intent of the keyword scheme.

Say I compile a lot of relevant keywords and add them to the plan.

But what if nobody searches for them?

Perhaps, let’s say I use “Lagosian makeup eyebrow” for my ad headline, it might describe my business exactly. But it’s unlikely that many people will search for it.

In that instance, bidding on this exact keyword won’t yield a better result I ever dream about.

That way, it is better to look out of the box, checking what the searchers are up to(search intent) rather than what they’re typing(search query); however, what if a given keyword is relevant and get quite of traffic, but your competitors are more likely to be using it too.

In that instance, it is more likely every makeup artist in Lagos is bidding on that exact keyword.

If so, it’s better to search for a keyword where the relevance and traffic are high, and competition is low.

What about a keyword like makeup adult eyebrow or makeup eyebrow for females would be a less competitive, because of it’s more unique to the service you render.

Step 3…………..Types Of Keyword That Triggers AD Campaign

In sem, keywords are segmented into three sections.

Broad match keyword:

Using this keyword aid more impressions than conversion. It shows up more to irrelevant searchers, people that have less interest in the service you render.

Phrase match keyword:

This keyword is a bit relevant, with that, other options use also triggers the ad keyword.

For instance, if someone searches for makeup artist, your service will pop up. The same way, if someone types new makeup artist, your service also will show up.

Here is what I mean by the statement above:

Using phrase match keyword also triggers your keyword to appear when a word is added at the beginning and at the end of the keyword phrase.

And to change from broad match to phrase match, use a quotation ” “.

Exact match type:

This keyword match is the most relevant.

Let’s say, someone type makeup artisan, your service won’t appear to the searchers because of it’s not an exact match keyword to the makeup artist.

And to change from phrase match to exact match, use bracket [ ].

Step 4……………Use Of Negative Keywords

What happens when someone delivers an errand sent by you in a reverse way?

How do you choose to feel with such impulses?

I believe you will be on your high voices?

That’s the same way it sounds like when a given keyword chooses to show up to irrelevant searchers.

And to avoid such circumstances, it is better to pick up the keywords that seem irrelevant to your service(search terms you don’t want them to show for your service).

Let’s say, your main keyword is fashion dress and you don’t want such keyword to appear for search terms like fashion cloth, fashion cosmetics, fashion makeup, etc.

That way, all you need to do is to serve those keywords above as negative keywords(those queries won’t trigger your service to appear to the searchers).

Step 5………….How to create a compelling ad campaign for leads

In sem, what matters are:

• Strong Relevance(quality score).
• Competitive bids.

In some cases, advertisers can change their Max CPC at any time, so you’ll want to keep an eye on their bids regularly to ensure you put out the best result you want.

Let’s say, you’re about to run an ad campaign, what about this?

• Do you have a unique selling point?
• How do you want to be known by the new customers?

Perhaps, let’s say you are set and ready to create an ad campaign, your first headline should be about the keyword use, followed by information and pricing and selection with compelling call-to-action.

If you can see the way I did it for a sample, I included a bit of curiosity and desperation to the ad headline with important call-to-action that direct users to perform a specific action on my website.

Research has shown people respond fast when you direct them to perform a specific action. It’s a brilliant idea to include it as the second line of your advert, making the searcher know what to do after clicking on it.

As for the description line, let the keyword also appear there and update it with a special offer.

And with a bit of eagerness to make the searcher want to click on it.

When creating an ad campaign, it is better to create your campaign into different ad groups.

For instance, an ad group may be segmented into different ad copy, for further insight into how each ad performance is fairly.

That way, it aids me with more insights on how to run A\B testing for my campaign. By segmenting them like that, each ad copy with a different description and adorable picture.

Step 6……….. Use Google Analytics

To study the activity of your website visitors, it’s a brilliant idea to link your Google Adwords account with your Google Analytics account for proper insights on how your visitors are engaging with your ads.

It gives a proper ratio of what next to do and how to go about it.

If so, it is better to set a goal for your ad campaign for proper tracking into the metrics.

That way, it aids better foresight on how to engage better with their search intent and resonates with their interest.

Read also: how to grow your blog ranking fast

Step 7………….Use Ad schedule in the Google Adwords

With the ad schedule in the Google Adwords, you can easily choose the displayed time for your ad campaign to your target audience.

This way, it helps maximize the ad spend.

Additionally, when running an ad campaign, it’s better to use the manual approach. If not, using the automatic bid will speed up the rate of your market budget.

While using the manual approach will help you stay on budget every time.

Read also: how to make money fast on Youtube

Step 8………….Devices use

Google Adwords allows a business to choose their most preferable device to display their ad on.

Take, for instance, using the search network, you can choose between desktop, tablets, and mobile devices.

In the screenshot above, the bid adjustment section shows how likely conversion could take place on a site based on the device use.

Step 9……………Link Your Google My Business With Your Google Adwords

Are you running a business in Nigeria?

Or other parts of the world?

Where do you think conversion occurs mostly for you?

Physical shop? or

Online shop?

If it’s a physical shop, I will recommend an ad extension for you.

This helps to display your physical shop address within the ad, by doing this, people are more likely to trust and build a better relationship with your brand.

In that instance, is your Google My Business account set and verify?

If yes and your listing directories are live.

Then, head to your Google Adwords accounts to link your Google my business account with it.

At the “ad extension’ tab, click on it. Select the extension and create an ad extension.

You will be driven to add the location of your Google my business account to your listing directory on sem.

That way, after the approval, your location ad extension will be live, enabled, and your business location will appear when your ad pop up on search engine(sem).

Step 10…………Create a compelling landing page that drives conversion(leads).

More leads equal more conversion.

In fact, surely, you’ll also want to get the ROI(Return of Investment) of your market budget.

Or not so?

And to get that done, your website must be a landing copy that drives conversion. That’s the endpoint of your conversion rate optimization.

Every aspect of your site must be seen as an atmosphere of conversion, ranging from the speed rate, user experience, responsive design(no much of animation), product inventory, product pages, sign up pages, etc.

All must be full of well-written descriptions, product information(pricing and information). Also, showcase your low selling products as cross-selling products.

That way, you’ll be able to get the return of investment of your market budget.

If so, let your visitors scan and accomplish what they want in the quickest manner.

Conclusion

I believe you gain a lot in the summary of the content above?

But, don’t forget user experience is the key to the shopping complex of every business today.

Read also: how to rank your website fast on Google

I hope you found the article helpful? Please don’t forget to share it.

Bye!

I am Destined Boy, a certified digital marketer.

Follow @Blogdestined