How would you optimize your SEM campaigns to get improve the efficiency?

1. How would you optimize your SEM campaigns to get improve the efficiency?

2. 1. Negative Keywords • Negative keywords, one of the most underused features offered for PPC campaigns • Negative keywords allow you to choose words that won’t trigger your add. Negative keywords help to filter low quality clicks • Example: if you are a new car salesman, place the word “used” on your negative list to target customers looking for a new car

3. 2. Geo-Localization • PPC dollars are wasted because unsophisticated users don’t focus their impressions by location.  • Google offers geo-location features allowing advertisers to target markets based on IP addresses or geo-specific KWs • For example, your add should not be viewed or clicked by someone in France when you only sell insurance in Spain

4. 3. Add Copy Optimization • With so much competition, you need to differentiate your ad. Are you running a promotion? Is shipping free?  • Offer value and then capitalize on it with a call-to-action. Use terms like “Learn More” and “Free Download” to draw in customers. • Encourage searchers to act and let them know what to expect on the other side of the click.

5. 4. DynamicKeywords • Dynamic keyword insertion allows you to create more relevant add copy by placing the exact phrase searched into your add. • When the potential customer sees the exact term they searched, they are more likely to click on the add.  • If poorly executed, dynamic keyword insertion can result in ads that appear unclear and can drain your budget quickly.

6. 5. Long-Tail Keywords • Long tail keywords are three-to-four-word phrases that are specific to your product. • Visitors using very specific search phrases are often further along in the purchasing process: higher conversion rate • More over long-tail keywords are cheaper since there is less competition than for generic keyword

7. 6. A/B Testing • Don’t just set up a PPC campaign and hope for the best: proper testing and analysis are required. • Metrics allow you to better understand your campaign and results, so set up A/B tests to track what works. • Test multiple ads simultaneously, but only allow for one variable at a time and run your tests long enough to gather proper data.

8. 7. Timing Optimization • In addition to geo-targeting, PPC campaigns allow for time targeting.  • Analyze your metrics to determine when your ads are at their highest conversion rate. • If you are receiving hundreds of clicks at 3 am, but making no sales, restrict ad impressions during those hours to save your budget.

9. 8. Landing Page Optimization • A Home Page is NOT a Landing Page • Don’t throw away all your hard work by sending targeted customers to a non-targeted homepage. • Create a simple landing pages that picks up right where your ad left off. 

10. 9. Keyword Generators • Keyword generators prove helpful in getting you started when mining keywords. • However, do not rely heavily on keyword generators: often a human touch is what you need to target that human searcher.  • Useful tools: Google AdWords Keyword Tools, Microsoft Advertising Intelligence and Market Samurai Tools.

11. 10. Quality Score • Your Google Quality Score determines the overall ranking of your AdWords account • Keep your score high by following the rules set up by Google AdWords and providing quality adds • Stay on top of your Google Quality Score: an unexpected drop is a red flag (early warning)