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How can you adjust SEM benchmarks for changing consumer behavior?

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Search engine marketing (SEM) is a dynamic and competitive field that requires constant monitoring and optimization of your campaigns. However, your SEM performance is not only influenced by your own actions, but also by the behavior of your target audience. Consumer behavior can change due to various factors, such as seasonality, trends, events, preferences, needs, and expectations. Therefore, it is important to adjust your SEM benchmarks accordingly, so that you can measure your results more accurately and effectively. In this article, we will discuss how you can adapt your SEM benchmarks for changing consumer behavior in four steps.

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1 Step 1: Identify the factors that affect consumer behavior

To identify the factors that affect consumer behavior in your industry, niche, and market, you can use various sources of data and insights. Seasonality, trends, events, preferences, needs, and expectations are all common factors that can influence consumer behavior. For example, the demand for certain products or services may vary depending on the time of the year, such as holidays or school terms. Additionally, the popularity of certain products or services may be influenced by current trends or fads. Events like a pandemic or a crisis can also trigger or alter the needs and desires of consumers. Furthermore, the tastes and preferences of consumers can change over time due to personal or social factors. Lastly, the expectations of consumers may increase or decrease due to changes in their awareness or satisfaction.

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Nelson Rayney

Senior Search Engine Optimization / Assistant Head of Marketing at TD Africa
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Focus on Benefits, Not Features: Explain how your product or service can solve problems or improve lives. Show customers what's in it for them. Keep it Concise: Ad space is often limited, so be succinct. Aim to convey your message clearly in as few words as possible. Match Ad Copy to Landing Pages: Ensure that the ad copy aligns with the content on the landing page. A consistent message and experience improve conversion rates. Monitor and Analyze: Regularly review the performance of your ad campaigns. Use data and analytics to refine your ad copy over time.

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Derek Kaupp

Google Ad Grants Expert for Nonprofit Animal Welfare Organizations
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To adjust SEM benchmarks for changing consumer behavior, analyze historical data for trends and pivot based on market awareness. Use a flexible budget to reallocate funds quickly, scale confidently, and innovate. Collaborate with your team for fresh perspectives and study competitors and adjacent industries for proactive strategies. Continuously identify new consumer pain points and desires to refine your messaging and targeting.

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2 Step 2: Segment your audience based on consumer behavior

The second step in building successful SEM campaigns is to segment your audience based on consumer behavior. Doing so will enable you to tailor your campaigns to different groups of consumers, which can lead to improved relevance, reach, and conversion rates, as well as reduced costs and waste. Criteria for segmentation can include demographics, psychographics, behavior, needs, and expectations. To segment your audience effectively, you can use surveys, interviews, personas, customer journey maps, and analytics.

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Tamás Kató

Digitális marketing és hirdetés stratéga | Célorientált szakért?, elk?telezett családapa
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Cross-Channel Integration: Take into account the variations in consumer behavior in various marketing channels (e.g., social media, email, SEM). To get an in-depth knowledge of your audience, match the insights from other channels with your SEM audience segments. Custom Audiences: You can create custom audiences based on particular customer behavior or website engagement with platforms such as Google Ads and Facebook Ads. Make use of these features to target correctly.

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3 Step 3: Set your SEM benchmarks based on consumer behavior

The third step in setting up your SEM benchmarks is to consider consumer behavior. These benchmarks are used to measure your performance and compare it to competitors or industry norms. To set these benchmarks, you can use a variety of approaches such as historical, competitive, and industry-based analysis. For example, you can use your own past performance as a benchmark, or your competitors' performance to assess your market position. Additionally, you can use the industry average or best practices as a benchmark to identify gaps and potential. To do this, you can utilize reports, studies, tools, and analytics. With this information, you can track progress, identify strengths and weaknesses, optimize campaigns, differentiate campaigns, gauge performance level, and align campaigns.

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4 Step 4: Adjust your SEM benchmarks based on consumer behavior

The fourth and final step is to adjust your SEM benchmarks based on consumer behavior, so that you can account for changes and variations in your audience's behavior. Doing this can help you maintain accuracy, relevance, and effectiveness and avoid unrealistic or misleading results. To adjust your benchmarks, you can use seasonal, trending, or eventful techniques to account for changes in demand, supply, competition, conversion rates, popularity, awareness, interest, preference, needs, desires, triggers and expectations. Additionally, you can use various methods and tools like analysis, testing, forecasting and automation.

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Tamás Kató

Digitális marketing és hirdetés stratéga | Célorientált szakért?, elk?telezett családapa
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ROI Monitoring: Keep tabs on and evaluate your SEM campaigns' return on investment (ROI) on a regular basis. Maintaining a positive ROI requires adjusting benchmarks to account for changes in consumer behavior. Customer Lifetime Value (CLV): Use CLV analysis to comprehend how shifting customer preferences impact long-term value. Set benchmarks with this data that correspond to the overarching objectives of your company.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you adjust SEM benchmarks for changing consumer behavior?

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3

4

5

1 Step 1: Identify the factors that affect consumer behavior

2 Step 2: Segment your audience based on consumer behavior

3 Step 3: Set your SEM benchmarks based on consumer behavior

4 Step 4: Adjust your SEM benchmarks based on consumer behavior

5 Here’s what else to consider

Search Engine Marketing (SEM)

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How can you adjust SEM benchmarks for changing consumer behavior?

1

2

3

4

5

1 Step 1: Identify the factors that affect consumer behavior

2 Step 2: Segment your audience based on consumer behavior

3 Step 3: Set your SEM benchmarks based on consumer behavior

4 Step 4: Adjust your SEM benchmarks based on consumer behavior

5 Here’s what else to consider

Search Engine Marketing (SEM)

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