Search engine marketing (SEM) seeks to promote websites by increasing their visibility in search engine results pages through the use of paid search, contextual advertising and organic placement. Since you are spending precious marketing dollars on this, Eu Gene Ang, Lead Trainer at ClickAcademy Asia, shares why SEM is important for your business and 3 tips on how to stretch that marketing dollar.
Automated bidding strategies Automated bidding takes the heavy lifting and guesswork out of setting bids to meet your performance goals. There’s no need to manually update bids for specific ad groups or keywords. Examples of automated bidding include:
Target Impression Shares
Maximize Clicks
Maximize Conversions
Maximize Conversion Value
Target CPA
Target ROAS
Search Audience
Google has audiences that fit into the different marketing objectives, from awareness to loyalty. You can add audience targeting to ad groups and reach people based on who they are, their interests and habits, what they’re actively researching, or how they have interacted with your business. Audience targeting can boost your campaign's performance by reaching people browsing websites, using apps, or watching videos.
Google's machine learning
Google's machine learning allows you to deliver more relevance with responsive search ads. Responsive search ads let you create an ad that adapts to show more text—and more relevant messages—to your customers. The more headlines and descriptions you enter, the more opportunities Google Ads has to serve ads that more closely match your potential customers’ search queries, which can improve your ad performance.
Get hands-on guided training in digital marketing at ClickAcademy Asia's Fast Track Digital Marketing. The 3-day course covers topics gives you a complete overview of the exciting areas of digital marketing, how to effectively leverage the new media & integrate them into your overall marketing strategy. Find out more here.