7 Master Tactics in SEM Campaigns

SEM Campaigns

Immersed in the operation of campaigns, it is sometimes difficult to abstract to define new tactics in SEM campaigns that allow us to reach our goal. In this article, we talk about a few with the best impact/effort ratio to squeeze any paid search account.

1. Remarketing “in open”

Why limit remarketing campaigns? It is understandable that we do not want to work with broad agreements in the rest of the campaigns, we already know that Google sweeps your home and can make us appear for searches that are not relevant to our business. But what about remarketing?

If we know that our ads are limited to an audience that has already visited our website, it is worth the risk. We may discover new terms to expand our campaigns and, what is better, it is possible and likely that Google will show us for searches of our competition to a reasonable CPC.

To curl the curl more, in the case of large Ecommerce we recommend combining remarketing with DSA, with the only condition that the organic positioning is good. Applying CPA bids can achieve good results in a short time, but it is necessary to remember that these automatons are difficult to reverse and imply loss of control in any case.

2. Prioritization in Google Shopping Feed by remarketing lists

Do you no longer know what to do in Google Shopping Feed? Do you always have a limited budget? One of the usual problems of this type of campaign is the constant budget limitation due to the lack of control over the queries that activate the ads. Frequently, if we upload the CPCs, search “open” and appear for unimportant terms, which makes our campaigns not as effective as we would like.

High Priority and Medium Priority campaigns should always have an unlimited budget for the strategy to work properly.

3. DSA for expansion

If you are missing ideas to expand your Social Media connection and have already reached the optimal volume of search impressions, try Dynamic Search Ads.

The fundamental requirement to start them is to have a well-positioned website in Google at the SEO level since otherwise, it is very likely that you have little or no traffic. For the same reason, this tactic is not recommended if your website changes continuously.

Before launching DSA you should keep in mind that you can cannibalize the other campaigns, so it is recommended to exclude all those terms for which you want to appear with your campaigns based on keywords. This is a thorough job and is the biggest obstacle to the use of these types of campaigns.

4. Experiments as a pre-change stage

With a mature account, it is normal to be afraid to make some big changes and “break” the performance. With a growing account, we may lack time to test strategies.

LIVE! The conversion we are addicted to change, to controlled risk, to improve. Therefore, we use the experiments to prove everything we believe can work. Through this AdWords functionality, we can test different bid strategies in a controlled environment, which helps us achieve maximum efficiency in campaigns more quickly.

The split of impressions that we have derived to the experiment.
The volume of demand for the searches that are contemplated (the impressions and the daily traffic of the campaigns).

When there is sufficient statistical relevance and we can draw conclusions we can apply the experiment or simply finish it without executing any changes in the original campaign for Social Media outreach.

5. Dynamic keyword insertion in landing pages

We talk about these techniques and others in more detail in our CRO category.
The dynamic insertion of keywords in landing pages consists of adapting the headline to the user’s search query so that the match is as accurate as possible. For example in this way:

Dynamic Keyword Insertion
Correspondence Table Keyword – Headline
The possibilities of converting increase significantly when there is consistency between the ad and the landing destination since we can offer a more personalized message to the user.

This tactic requires an advanced technical implementation that must be carried out by a Conversion Rate Optimization professional. The operation is simple:

The landing detects the keyword that has been used in the search and the Headline is automatically modified to offer the user a message adapted to their query.

6. Bing Ads

It is the great forgotten in the Media Plan, but it should always be present. The activation of Bing Ads just requires effort and (depending on the country) is a source of residual traffic within SEM Marketing that can generate conversions at a very low cost.

It’s easy to activate Bing Ads if you already have campaigns running in AdWords. You just have to import them, for which Bing offers a shortcut that facilitates the operation.

AdWords Bing Ads import

Process of Importing AdWords Campaigns in Bing Ads
Whenever traffic permits, it is useful to break down the campaigns into Search Partners and Bing / Yahoo, since performance usually has important differences by a network. However, Bing penetration in some countries is low and it is not possible to execute this action in all countries.

7. Campaign breakdown (mature accounts only)
If there are large differences in performance around the same criteria, a further step in campaign optimization is the breakdown. Some examples of this are:

By device:

If you see differences in performance by device, break down campaigns by device. This way you can apply different strategies and achieve the best results in both. Or control budgets differently.

By geographical area:

If you see differences in performance by the geographic area you can do the same. Frequently the competition varies by region and this will allow you to adapt your strategy.

By sociodemographic profile:

If you see differences in performance by the sociodemographic group, break down the campaigns (sex or age). This will allow you to keep the budget to the top for the group with the best performance and apply other improvements to the other groups.

Attention!! These strategies are only recommended for very mature accounts and with a sufficient volume of traffic that allows them to break down campaigns without losing statistical value.

➡ It is necessary to maintain a balance between results and management capacity. Too many breakdowns can generate excessively complex accounts that are difficult to manage, causing the opposite effect to the one sought.
These tactics must be carried out by professionals and may not apply to all accounts, so the criteria of qualified specialists are required to determine their viability.

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