SEM Campaign Strategy | Amppfy https://amppfy.com/resources/sem-marketing/sem-campaign-strategy/ Mon, 11 Mar 2024 00:22:25 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.3 How to Create a High-Converting SEM Marketing Campaign Step by Step that Drives More Visitor Traffic https://amppfy.com/resources/how-to-create-high-converting-sem-marketing-campaign/ https://amppfy.com/resources/how-to-create-high-converting-sem-marketing-campaign/#respond Wed, 06 Sep 2023 04:45:51 +0000 https://amppfy.com/?post_type=docs&p=641 Search engine marketing is a digital marketing strategy to receive traffic to a website through paid search. SEM marketing campaigns allow businesses to […]

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How to Create a High-Converting SEM Marketing Campaign Step by Step that Drives More Visitor Traffic

Search engine marketing is a digital marketing strategy to receive traffic to a website through paid search. SEM marketing campaigns allow businesses to gain more online visibility and open unique markets to new prospective customers. 

Create a Winning SEM Marketing Campaign in 5 Steps

Follow the step-by-step guide below to create a high-converting SEM marketing campaign. 

Create a Winning SEM Marketing Campaign in 5 Steps

Step #1: Plan for Specific SEM Long Tail Keywords

SEM keyword research is vital to the success of search marketing campaigns. For example, if you advertise to someone searching for a “car,” you are going against billions of webpages in both paid and organic search results.

Plan for Specific SEM Long Tail Keywords

Why Specific Long Tail Keywords are Beneficial for SEM Marketing Campaigns

Uncovering specific intent behind the search with broad match keywords is more challenging. If the marketing campaign targets a generic head term or a broad keyword with high search volume, advertising spent will significantly increase for highly competitive keywords.

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Leverage Intent-Based Long Tail Keywords in SEM Marketing Campaign

To ensure the marketing dollars are put to good use, start by narrowing down a list of long-tail keywords. Long-tail keywords are extended phrases that typically yield lower search volume but provide a more precise intent behind the searched terms. Try different variations and combinations of keyword phrases that best represent a product or service to uncover new market shares.

Example of Long Tail Keywords in SEM Marketing Campaign

Going back to the “car” example, let’s say your target audience is someone searching for a “current year blue four-door sedan on sale.” This long-tail keyword tells you that the visitor is specific about the car’s age, color, model, and is looking for a discount. You can significantly narrow down what a potential customer is looking for by applying more specific descriptions to a keyword.

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Focus on High Intent-Based SEM Keywords

Capitalize on the SEM keyword strategy specific to the high intent-based search queries. It can translate into increased opportunities for converting a lead or sale. The key is identifying and narrowing down a list of quality long-tail keywords unique to the business so you can discover and capitalize on expanded niche markets. 

Learn more about SEM keyword research strategies.

Step #2 Utilize SEM Tools for Effective SEM Keyword Research

How to uncover the most profitable and relevant keywords for a website? Research long-tail keywords with relatively lower search volume but show great user intent, such as intent to purchase or learn about a topic. Competition for those keywords will be comparatively low. 

Start keyword research with quality SEM tools that takes the guesswork out of the equation. 

Top 2 Free SEM Keyword Research Tools

Free SEM Keyword Tool #1. Google Ads Keyword Planner

Google Ads Keyword Planner is one of the best keyword research tools, and it is free to sign up when you have a Google Ads account. Pay only when you start running ad campaigns.

Advantages of Google Ads Keyword Planner

Google Ads Keyword Planner is a tool that provides keyword suggestions and estimates potential search traffic for each keyword within Google. Additional data, such as keyword competition level and suggested bidding price, are available to help determine the best keywords for ad campaigns.

A Google Ads Tip

Remember to select an applicable target geographic area and define the location parameters. Learn more about Google ads location targeting.

Defining Geographic Parameters in Google Ads

  1. The country where you primarily do business.
  2. The primary language of the region.
  3. Leave the date range at the default setting of 12 months, which has sufficient data.

Free SEM Keyword Tool #2. Microsoft Bing Ads Keyword Research and Opportunities

Like Google Ads, Microsoft Bing Ads has its own platform for SEM marketing campaigns. It is free to sign up, and you can easily import Google Ads campaigns directly into Microsoft Ads.

Advantages of Microsoft Bing Ads Keyword Research and Opportunities

The Microsoft Ads Keyword Planner returns keyword search volume data aggregated from Bing, Yahoo, and AOL search networks. These data represent SEO organic searches. The stats on the search volume are based on the previous six months of historical records.

The Microsoft Ads Keyword Research tool generates keyword suggestions in different languages to the respective countries, which targets ad content to specific demographics. Although the search volume will be smaller than the Google Ads Keyword Planner data, it is still a reliable research platform for getting additional keyword search volume.

Advanced SEM Keyword Research Tool

Basic keyword research tools are sufficient for preliminary SEM marketing. Consider using an advanced SEM tool to win strategically and consistently stay on top of the competition.

Advantages of Advanced SEM Keyword Research Tool

Advanced SEM tool conducts SEM audit, runs competitor analysis, and completes comprehensive keyword research to identify lucrative high-intent keywords. It goes one step further to reveal the competitors’ ad copywriting and their top-ranked keywords.

Semrush is the Best Advanced SEM Keyword Research Tool

Semrush is the most comprehensive SEO and SEM keyword research tool for digital marketing performance tracking. It effectively identifies lucrative and high-yield keywords for search engine marketing ad campaigns.

How Semrush Works to Improve SEM Marketing Campaigns

  • Uncover related keywords, phrase-match keywords, and top-ranked long-tail keywords. 
  • Reveal additional opportunities for long-tail keyword discoveries and identify different word mixes.
  • Calculate every keyword’s competition level.
  • Calculate and analyze each keyword’s cost-per-click.
  • Estimate monthly keyword search volume.
  • Provide historic monthly trends of keyword search volume.

$108.33 / Month

Sign Up Now

Best for SEM Marketing.

Sign up on Semrush’s website.

Semrush Product Details
  • Discover all the best keywords to target and bring traffic to your site through Semrush keyword research tool.
  • Audit webpages and suggest ideas to improve SEM performance.
  • Uncover all of the keywords and content in competitors’SEM strategies.
  • Research competitors to uncover their display ads and SEM marketing campaigns.
Pros
  • Track hundreds of relevant keywords and their Google CPC pricing on a daily basis.
  • Easily research keywords that have search volume relevant to any blog or website.
  • Get competitive research on SEM and display ads.
Cons
  • Does not include social media analytics

Step #3. Optimize and Integrate Keywords to SEM Marketing Campaign Landing Pages

When potential customers know what they are looking for in Google, they are more likely to respond to call-to-actions. Ensure the landing pages are highly relevant to the keywords in the ad copywriting to maximize conversion. Integrating relevant SEM keywords into landing pages reinforces the SEM ad campaign and improves the conversion rate to drive call-to-action, such as closing a sale. 

Top 4 Types of Winning Keywords to Integrate to SEM Marketing Campaign Landing Pages

Top 4 Types of Winning Keywords to Integrate to SEM Marketing Campaign Landing Pages
  1. High buyer’s intent keywords.
  2. Unique and descriptive keywords.
  3. Keywords relevant to products and services.
  4. Call-to-action keywords.

Step #4 Budget-Control SEM Marketing Campaign Cost

After identifying a list of keywords, assign a feasible budget to an SEM ad campaign. Determining how much to spend on SEM marketing campaigns depends on a few factors.

Top 4 Factors that Influence SEM Keyword Pricing

Top 4 Factors that Influence SEM Keyword Pricing
  • Industry
  • Seasonality
  • Market Competition
  • Google Ads Quality Score

What is Google Ads Quality Score? 

Quality score is essentially Google’s 1-10 ranking system for ads. The quality score measures relevancy, click-through rate, and overall user experience delivered through an SEM campaign. Google uses this rating system to determine the quality of ads and landing pages through the keywords used to run the ads. 

How Google Ads Quality Score Affects SEM Marketing Campaign Cost

Google Ads assigns each ad copy with a quality score. The higher the score, the less you pay for clicks on the ad. Remember to keep your overall budget in mind and avoid ego-bidding wars with competitors.

Learn more about SEM marketing campaign cost control strategies.

Step #5 Write Compelling SEM Marketing Campaign Messaging

You are up against more competition than you think. Competitors are not just limited to your direct parallels. For example, a local car dealership may compete directly with dealerships of the same brand, any other brands in the same geographic location, or even used car dealerships from another state that provides free delivery service.

Stand Out from the Competition with Unique SEM Ad Copywriting

Spend time researching which competitors are advertising for the same keywords. Highlight the unique qualities of your business in ad messaging to entice visitors. Work on differentiating your ad copywriting from the competition.

Include a Benefit Statement in the SEM Ad Copywriting

Create eye-catching benefit statements to improve SEM ad click-through rate. Benefit statements encourage visitors to click through to your website. Focus on identifying and promoting the best features of your product or service on the ad landing page. 

Example of SEM Ad Copywriting with Benefit Statement

  • 50% off
  • Free gift
  • Buy one get one free
  • Free shipping
  • Best-seller of the year
  • One thousand five-star reviews

Keep Testing SEM Marketing Campaign Ad Messaging

Persistence is the key to long-term SEM marketing success. Visitors appeal to different communication styles, so it is important to customize campaign messaging for different audience groups. Test variations of ad messaging over time, and you will find the most profitable version with the highest return on investment, lowest cost per acquisition, and lowest pay-per-click.

Learn more about SEM ad copywriting strategies to increase click-through rate and conversion rate.

Continue the Learning Journey with Amppfy

Amppfy’s digital marketing resource library is beginner-friendly, and zero technical or marketing experience is required to get started. Learn how to create a practical, actionable, and programmatic digital marketing playbook for any business website, e-commerce store, or content platform. Leverage effective SEO, SEM, and social media strategies to boost brand authority, increase online visibility, and generate quality demand.

Follow us on LinkedIn, Facebook, Instagram, and YouTube to stay updated on the latest marketing news, strategies, and free content.

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]]> https://amppfy.com/resources/how-to-create-high-converting-sem-marketing-campaign/feed/ 0 Best SEM Marketing Cost Control Strategies to Maximize SEM Ads Conversion Rate https://amppfy.com/resources/sem-marketing-cost-control-strategies-maximize-conversion-rate/ https://amppfy.com/resources/sem-marketing-cost-control-strategies-maximize-conversion-rate/#respond Thu, 07 Sep 2023 05:02:29 +0000 https://amppfy.com/?post_type=docs&p=646 Keywords with high search volume are more likely to have expensive CPC (Cost-Per-Click) or PPC (pay-per-click) rate. Depending on the industry, the […]

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Best SEM Marketing Cost Control Strategies to Maximize SEM Ads Conversion Rate

Keywords with high search volume are more likely to have expensive CPC (Cost-Per-Click) or PPC (pay-per-click) rate. Depending on the industry, the cost-per-click rate of an SEM ad campaign ranges from a few pennies to over twenty dollars per single click. Let’s discuss how to control SEM campaign costs to minimize SEM ad spend and increase the conversion rate of a lead or a sale.

Top 12 SEM Marketing Strategies to Cost Control SEM Ads and Maximize Conversion Rate

#1. Define Cost Per Acquisition Parameter in SEM Marketing Campaign

Cost per acquisition, or CPA, is the bidding method that focuses on maximizing conversion rate while reducing ad spend. CPA measures the cost to complete a call-to-action (CTA), such as capturing a lead or closing a sale. Within Google Ads and Microsoft Ads, set an appropriate CPA and define how much marketing budget to allocate towards each acquisition or conversion within an ad campaign.

How to Calculate Cost Per Acquisition in SEM Ads

Cost per acquisition is calculated by the total ad campaign cost divided by the total number of leads converted. The value is a dollar amount representing how much an ad campaign costs to make the conversion happen.

SEM marketing cost per acquisition metric

#2. Evaluate SEM Marketing Campaign Ad Messaging Performance

Messaging in an SEM ad is critical to a winning paid search campaign. High-performing ad messaging increases ROI or return on investment. Effective ad messaging increases CTR (Click-Through Rate) and drives more opportunities to successfully complete a conversion. Periodically test ad messaging for optimal campaign performance.

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Top 4 Factors of Effective SEM Marketing Campaign Ad Messaging

Top 4 Factors of Effective SEM Marketing Campaign Ad Messaging
  • Relevant keywords
  • Audience appeal
  • Captivating call-to-action
  • Compelling benefit statement

Learn more about creating effective SEM ads and campaign messaging.

#3. Improve SEM Marketing Keyword Performance with Advanced Keyword Research Tools

Analytics data is the key to SEM ad campaign’s keyword performance and conversion rate success. Use search engine marketing tools like Semrush to discover profitable keywords. Check for search volume and competitiveness of every keyword periodically. Focus on raising Google Quality Score and click-through rate of keywords within ad content.

Learn more about top SEM keyword research strategies.

4 Criteria of High-Performing SEM Keywords

  • Yield high sales volume
  • Generate the most clicks
  • Create the lowest bounce rate (when a visitor exists a webpage without taking action)
  • Lead to the most time spent on the website

$108.33 / Month

Sign Up Now

Best for SEM Marketing.

Sign up on Semrush’s website.

Semrush Product Details
  • Discover all the best keywords to target and bring traffic to your site through Semrush keyword research tool.
  • Audit webpages and suggest ideas to improve SEM performance.
  • Uncover all of the keywords and content in competitors’SEM strategies.
  • Research competitors to uncover their display ads and SEM marketing campaigns.
Pros
  • Track hundreds of relevant keywords and their Google CPC pricing on a daily basis.
  • Easily research keywords that have search volume relevant to any blog or website.
  • Get competitive research on SEM and display ads.
Cons
  • Does not include social media analytics

#4. Split SEM Marketing Ad Campaign Traffic and A/B Test Landing Pages 

Getting visitors to click on an ad is only half the battle. Turning that click into a conversion is the ultimate objective of a successful SEM marketing campaign. So, how to ensure the ad campaign’s landing page effectively converts call-to-action, such as a sale? Use A/B testing.

A/B Testing SEM Marketing Ad Campaign Landing Pages

A/B testing divides traffic from the same ad campaign onto two or more landing pages. Test ad elements such as keywords one at a time to perfect ad messaging and landing page content for maximum conversion results. Monitor how various landing page elements improve the conversion rate. Keep testing and perfecting the ad campaign for better ROI over time.

#5. Simplify Customer Acquisition Conversion Funnel on SEM Marketing Campaign Landing Pages

Improve the conversion rate of websites by simplifying customer acquisition conversion funnels on the SEM ad campaign landing pages. Here are two examples.

Example 1: Optimize E-Commerce Website Checkout Process

For e-commerce websites, the goal is to guide visitors through checkout in as few simple steps as possible to reduce friction. Making an efficient checkout funnel improves user experience and leads to better conversion results. An efficient checkout process has a higher potential to turn ready-to-buy visitors into customers.

Example 2: Optimize B2B Website Form Fill Process

For B2B websites promoting email signups or form fills that involve collecting customer data, make the landing page form brief, simple, and frictionless. Shorter and straightforward form-fills are more likely to convert through an ad campaign.

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#6. Increase SEM Marketing Campaign Conversion Rate

Conversion rate is the percentage of total sales volume, leads, or other conversion values divided by the total number of visitors. It is one of the most critical key performance metrics in search engine marketing that needs to be tracked closely. 

The higher the conversion rate in an SEM marketing campaign, the better the ad performs. Keywords, ad messaging, and landing page optimization all significantly influence ad campaign conversion rates.

3 Key Factors Impacting SEM Marketing Campaign Conversion Rate

3 Key Factors Impacting SEM Marketing Campaign Conversion Rate

Key Factor #1: Analyze SEM Keyword Performance

Refer to the analytics data from Google Ads and Microsoft Ads to track and improve the campaign’s performance. Based on the data, refine ad messaging, benefit statements, and call-to-actions.

Key Factor #2: Optimize SEM Ad Messaging with Keyword Research

Use keyword research tools to find, track, monitor, and refine keywords with the lowest CPC and the highest CTR in ad campaign messaging. High-performing keywords uncover unique niche markets and improve conversion rates.

Key Factor #3: Improve SEM Ad Campaign Landing Page efficiency  

A/B test different visuals, titles, and CTAs to identify the best landing page content for a high-conversion SEM campaign.

#7. Reduce SEM Marketing Campaign Bounce Rate

Bounce rate is one of the most negative metrics affecting an SEM campaign’s success. When visitors leave a website immediately after clicking on an ad, advertising dollars are wasted, leading to a lost opportunity. 

How to Reduce SEM Marketing Campaign Bounce Rate

Other than technical issues or broken links, landing page content is the first to be evaluated. Ambiguous, irrelevant, or misleading landing page content contributes to high bounce rate. What visitors see on the landing page should be consistent with the ad messaging. Focus on concise call-to-actions and highlight the benefits statement. A sales pitch gets clicks but becomes lost marketing dollars when a customer leaves a landing page because of low-quality content.

#8. Target Geolocation Performance in SEM Marketing Campaign

Picking the right location significantly increases the precision of an SEM ad campaign. In Google Ads and Microsoft Ads, update the location option to the appropriate geographical regions the ad should target. Specify the location based on county, state, or city. Then, adjust the campaign bids according to ad performance in different locations. It is a cost-conservative way to push campaigns to the right audience for maximum exposure.

Take Advantage of Location-Specific Keywords in SEM Marketing Campaign Landing Pages

Use location-specific keywords in landing pages like New York City or Los Angeles to better respond to location-specific search queries. Make educated predictions of visitor demographics by researching Google Analytics reports.

Learn more about Google Ads location targeting for SEM campaigns.

#9. Optimize Time on Site Metric for SEM Marketing Campaign

The longer visitors stay on a landing page after clicking through an ad, the more likely they will respond to CTAs.

Examples of SEM Marketing Campaign Landing Page Call to Actions

  • Clicking on a link
  • Completing a form fill
  • Making a purchase

How to Increase Time on Site and Decrease Bounce Rate

More dwelling time on a webpage potentially reduces bounce rate and increases the website’s Google Quality Score rating over time for the SEM ad. How to keep visitors from ditching a landing page too soon? The following are effective metrics to improve visitor time on site.

Top 3 Metrics to Improve Visitor Time on Site

Top 3 Metrics to Improve Visitor Time on Site
  • High content engagement
  • keyword relevancy
  • Creative ad messaging

#10. Customize SEM Marketing Campaign Schedule and Ad Performance

Google Ads and Microsoft Ads allow scheduling customization of the time when SEM campaign ads appear in search results. It is a great way to improve ad targeting by narrowing the window of the highest search traffic period while reducing ad spending.

How to Customize SEM Marketing Campaign Schedule to Improve Conversion Rate

Both Google Ads and Microsoft Ads have the “day parting” option that allows customization of ad scheduling. Day parting makes ads appear in search results on selected days and times.

How to Determine the Best Time to Show SEM Ads

Look into the Google Analytics reports. Pinpoint the peak period with the most views and conversions. Monitor the day parting schedule and adjust it periodically according to search traffic flow.

Learn more about Google ad scheduling and day parting in SEM campaigns.

#11. Reduce Cost Per Lead in SEM Marketing Campaign 

Advertising cost reduction is one of SEM ad campaigns’ most significant challenges. Campaign cost quantifies the value created through paid search and measures ROI.

How to Reduce Cost Per Lead in SEM Marketing Campaign

Lower the cost per lead by using advanced keyword research tools like Semrush to discover long-tail keywords. It is a more cost-effective method versus going into bidding wars with generic keywords that every competitor wants to advertise for. 

#12. Accelerate SEM Marketing Campaign ROI

ROI is measured by the percentage of converted sales divided by cost. It is one of the most result-oriented but complex performance metrics to measure through search engine marketing. The challenge comes from correctly pinpointing the exact actions contributing to the conversion. For example, there can be instances where visitors see an ad for product A but end up buying product B. 

How to Track and Accelerate SEM Marketing Campaign ROI

Look into the analytics data collected on the back end of the website. Data about how visitors interact with ad campaigns are extremely valuable to the ongoing paid search effort. Use the analytics data to test new campaign messaging and improve landing page content to increase conversion rate over time.

Continue the Learning Journey with Amppfy

Amppfy’s digital marketing resource library is beginner-friendly, and zero technical or marketing experience is required to get started. Learn how to create a practical, actionable, and programmatic digital marketing playbook for any business website, e-commerce store, or content platform. Leverage effective SEO, SEM, and social media strategies to boost brand authority, increase online visibility, and generate quality demand.

Follow us on LinkedIn, Facebook, Instagram, and YouTube to stay updated on the latest marketing news, strategies, and free content.

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]]> https://amppfy.com/resources/sem-marketing-cost-control-strategies-maximize-conversion-rate/feed/ 0 Effective SEM Marketing Campaign Strategies to Optimize Pay Per Click Advertising Performance and PPC Marketing Ad Messaging https://amppfy.com/resources/sem-marketing-campaign-strategies-optimize-ppc-advertising/ https://amppfy.com/resources/sem-marketing-campaign-strategies-optimize-ppc-advertising/#respond Sat, 09 Sep 2023 02:33:32 +0000 https://amppfy.com/?post_type=docs&p=648 PPC or pay-per-click ad campaign is the most popular and commonly used SEM marketing method of online advertising. Advertisers pay a fee every […]

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Effective SEM Marketing Campaign Strategies to Optimize Pay Per Click Advertising Performance and PPC Marketing Ad Messaging

PPC or pay-per-click ad campaign is the most popular and commonly used SEM marketing method of online advertising. Advertisers pay a fee every time the search ad or display ad is clicked. Cost-per-click (CPC) is often used interchangeably with PPC. Learn more about SEM marketing campaign metrics.

Here are the top pay-per-click ad strategies to improve SEM campaign performance.

Top 7 Pay Per Click Advertising Strategies to Optimize SEM Marketing Campaigns and PPC Marketing Ad Messaging

Top 7 Pay Per Click Advertising Strategies to Optimize SEM Marketing Campaigns and PPC Marketing Ad Messaging

#1: Use Product-Level SEM Ads for Pay Per Click Advertising Campaign

Google PLAs or Product Level Ads are great for product-based or e-commerce websites. Product Level Ads display a product image plus detailed descriptions such as pricing and shipping information in search results.

How Google Product Level Ads Work

Instead of creating individual ads for groups of keywords using Google Ads, Google PLAs only require a product feed with a set budget. Product Level Ads are displayed separately from the text ads. PLAs come up in search queries through Google Partner Search websites and Google Shopping search results. It gives your product double the exposure because both the PLAs and search ad campaigns can appear in the same search query.

#2: Plan Strategic Pricing in Pay Per Click Advertising Campaign

Strategically planning pay-per-click ad campaign product pricing increases the conversion of a sale. In a product level ad, test out the best pricing strategy for any market segment by promoting the best sales price in the ad content. This pricing strategy gives visitors a better idea of the product’s competitiveness and precisely target niche markets while optimizing the marketing budget.

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Include Pricing in Pay Per Click Advertising Campaign

When a pay-per-click ad receives large volume of clicks without converting into sales, realign the PPC campaign strategy to better target ads to the ideal customer profile (ICP). Try incorporating product pricing in the ad content to increase conversion, especially when you know what price points drive the most sales.

Examples of Pay Per Click Ads with Strategic Pricing

  • Starting at $9.99
  • Subscribe for as low as $5.99 per month

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#3: Take Advantage of SEM Long Tail Keywords in Pay Per Click Advertising Campaign

Advanced keyword research tools like Semrush uncovers high-value long-tail keywords. Long-tail keywords are extended phrases that typically yield lower search volume but provide a more precise intent behind the searched terms. Visitors using long-tail keywords in search tend to be more exact in what they are looking for, which means there is a higher chance of conversion when the search is specific.

SEM Long Tail Keywords Reduce Pay Per Click Advertising Cost

Long-tail keywords help you avoid expensive broad-term keywords that competitors are bidding on. Instead, focus on keyword phrases that enhance the unique value proposition of your business in the ad messaging. With the right keywords, you can improve the quality and the conversion rate of a sale while keeping costs down.

Try keyword research for free and discover long-tail keywords for your next PPC ad campaign.

$108.33 / Month

Sign Up Now

Best for SEM Marketing.

Sign up on Semrush’s website.

Semrush Product Details
  • Discover all the best keywords to target and bring traffic to your site through Semrush keyword research tool.
  • Audit webpages and suggest ideas to improve SEM performance.
  • Uncover all of the keywords and content in competitors’SEM strategies.
  • Research competitors to uncover their display ads and SEM marketing campaigns.
Pros
  • Track hundreds of relevant keywords and their Google CPC pricing on a daily basis.
  • Easily research keywords that have search volume relevant to any blog or website.
  • Get competitive research on SEM and display ads.
Cons
  • Does not include social media analytics

#4: Add Sitelinks to Branded Keywords in Pay Per Click Advertising Campaign

Sitelinks give visitors an in-depth view of what a website offers. Create up to four additional URLs and keywords to display below the original ad content in both Google Ads and Microsoft Ads. Adding sitelinks to branded keyword ads increase the opportunity of receiving more clicks. 

Use Sitelinks to Promote Additional Landing Pages in Pay Per Click Advertising Campaign

Use sitelinks to target additional supporting landing pages to upsell the promoted product or service. Include links to different categories or related product pages to gain more pageviews. The cost of each click in the sitelink is the same CPC rate set for keywords in the same campaign. 

Example of a Google Ads Pay Per Click Advertising Campaign with Sitelinks

Example of a Google Ads Pay Per Click Advertising Campaign with Sitelinks

The example above shows a PPC ad from a national retailer with four relevant sitelinks. A good sitelink for an e-commerce business should include the following ad messaging.

Effective SEM Ad Messaging in Sitelinks

Effective SEM Ad Messaging in Sitelinks
  • Price-matching incentives
  • Seasonal promotions
  • Price competitive merchandise
  • Helpful tips and guides

Additional Examples of Sitelinks in Pay Per Click Advertising Campaigns

For example, if you sell branded sunglasses through an e-commerce store, the Google Ads sitelinks can include the following related categories.

  • Luxury Sunglasses
  • Sunglasses Guide
  • We are Price Matching
  • Sunglasses Under $40

#5: Build High Converting Landing Pages to Improve Pay Per Click Advertising Campaign Conversion Rate

In addition to capturing leads, converting them into sales require strategic landing page content after visitors click through on a PPC ad. Improving ad conversion rate also reduces marketing cost over time. Learn more about SEM marketing cost control strategies.

The landing page visitors see after clicking on a PPC ad serves a critical purpose as the sales conversion funnel. Ensure landing page information correlates to what you offer in the ad campaign and captures leads with meaningful and honest advertising.

Top 3 Tips to Improve Landing Page Content in Pay Per Click Advertising Campaigns

Top 3 Tips to Improve Landing Page Content in Pay Per Click Advertising Campaigns

Tip #1. Match Pay Per Click Ad Messaging with Landing Page Headings

Match keywords in the ad copy with the landing page headings to help visitors recall the ad messaging and capture more on-page conversion opportunities. Google will also index keywords on the landing page to improve SEO organic ranking over time. This is a cost-effective method to drive long-term SEM marketing success.

Tip #2. A/B Test Pay Per Click Ad Messaging and Landing Page Content

A/B test both SEM pay-per-click ad messaging and landing page content for optimal conversions. 

How to A/B Test Pay Per Click Ad Copy and Landing Page Content

  • Test different versions of an ad copy with different keywords.
  • Change out a text link with a call-to-action button.
  • Test videos instead of images on landing pages.
  • Switch out the layout and change the theme color.
  • Move module positions to test different landing page elements.

Tip #3. Create a Call to Action in Pay Per Click Advertising Campaign

Create a call-to-action feature on the ad landing page, such as a button or a form fill. A call-to-action reinforces visitors to respond to the ad messaging. It can be a link, a button, or a simple form that’s easy to complete.

#6. Include Contact Information in the Pay Per Click Advertising Campaign

If your business has excellent customer service or a sales team, consider adding a phone number or a live chat sitelink in the PPC ad campaign. Phone numbers in a PPC ad’s title or description enable one-click dialing on mobile devices.

If your business relies heavily on one-to-one service, include a phone number on visible spots of the website, such as the navigation, footer, or call-to-action modules, to capture more opportunities. Ad campaign conversion significantly improves with a live representative making sales and answering questions.

#7: Every Online Review Counts

Check your business’ reputation on major review websites like Trustpilot, G2, or Google Top Quality Store. The average rating can be shown in Google Ads. While you cannot and should not manipulate online reviews, you can encourage satisfied customers to share their positive experiences.

Top 2 Tips to Gain More Positive Online Reviews

 Tip#1. Frictionless Path to Leave an Online Review

Make it simple and easy for customers to leave reviews. Include links in the thank-you emails and place them on the website. A frictionless path encourages customers to leave reviews.

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Tip#2. Ask Happy Customers for an Online Review

Check in with your happy customers and ask them to complete an online review. Provide links in a follow-up marketing email campaign for easy access, and do not spam their inbox.

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The post Effective SEM Marketing Campaign Strategies to Optimize Pay Per Click Advertising Performance and PPC Marketing Ad Messaging appeared first on Amppfy.

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