登录查看更多内容

点击“继续加入或登录”，即表示您同意遵守领英的《用户协议》、《隐私政策》及《Cookie 政策》。

How can you improve your SEM campaign when results are not satisfactory?

由人工智能和领英社区提供技术支持

Search engine marketing (SEM) is a powerful way to reach your target audience and drive conversions. But what if your SEM campaign is not delivering the results you expected? How can you identify and fix the problems that are holding you back? In this article, we will share some tips on how to improve your SEM campaign when results are not satisfactory.

此文章中的业界达人

由社区从 5 条内容中精选。了解更多

Prajwal Reddy

Digital Marketing | Performance Marketing | Digital Analytics | B2B Marketing | Transforming Data into Insights
Matt Martinez

Fractional Head of Growth @ Unbox | Co-Founder @ Lore | Sharing finance-driven marketing tips + my journey to build a…
Md Ramjan Ali

Professional Grow Organic Linkedin Follower, Social Media Marketer, Ads Expert & SEO Expert.

1 Review your goals and metrics

The first step to improve your SEM campaign is to review your goals and metrics. Are they realistic, relevant, and measurable? Are they aligned with your business objectives and customer journey? Are you tracking the right indicators, such as click-through rate (CTR), cost per click (CPC), conversion rate, and return on ad spend (ROAS)? If not, you may need to revise your goals and metrics to better reflect your desired outcomes and performance.

添加您的观点

Prajwal Reddy

Digital Marketing | Performance Marketing | Digital Analytics | B2B Marketing | Transforming Data into Insights
举报内容
Reviewing Your SEM Campaign: Goals & Metrics 1. Assess Goals: Are your goals realistic, relevant, and measurable? Do they align with your business objectives and customer journey? 2. Evaluate Metrics: Track key metrics like CTR, CPC, conversion rate, and ROAS. Ensure metrics are relevant to your campaign goals and customer journey. 3. Refine Goals & Metrics: Revise unrealistic goals or those not aligned with business objectives. Add metrics relevant to specific customer journey stages. Ensure all metrics are measurable and trackable. Goal Setting helps Improved focus and clarity Enhanced campaign effectiveness Data-driven decisions Optimized resource allocation

已翻译

赞
Md Ramjan Ali

Professional Grow Organic Linkedin Follower, Social Media Marketer, Ads Expert & SEO Expert.
举报内容
Survey your objectives and metrics. Analyze your catchphrases and advertisement groups. Test and optimize your advertisement duplicate and landing pages. Experiment with diverse procedures and tactics. Monitor and assess your comes about. Learn and progress persistently.

已翻译

赞

2 Analyze your keywords and ad groups

The next step is to analyze your keywords and ad groups. Are they relevant, specific, and targeted to your audience? Are they organized into logical and coherent ad groups based on themes, intents, and match types? Are you using negative keywords to exclude irrelevant or low-quality traffic? Are you bidding on the right keywords, based on their competition, volume, and value? If not, you may need to optimize your keywords and ad groups to improve your quality score, ad rank, and relevance.

添加您的观点

Geetha B.

Driving Business Growth through Digital Marketing Strategies | ACLP Certified Trainer
举报内容
I recommend going beyond standard metrics like search volume and competition when analysing keywords and ad groups. I delve deeper into lesser-known metrics like impression share lost (rank and budget), top vs. absolute top impression share, and search partners' lost impression share. These metrics reveal hidden insights, such as potential keyword cannibalisation, budget limitations hindering top-of-page visibility, or inefficient targeting through search partners. I identify opportunities to optimise ad group structure and keyword selection by analysing these factors, ultimately unlocking untapped performance potential.

已翻译

赞

3 Test and optimize your ad copy and landing pages

The third step is to test and optimize your ad copy and landing pages. Are they compelling, clear, and consistent? Are they matching the keywords and ad groups they are associated with? Are they following the best practices for writing effective headlines, descriptions, and calls to action? Are they providing a positive and seamless user experience? Are they optimized for mobile devices and loading speed? If not, you may need to test and optimize your ad copy and landing pages to increase your CTR, conversion rate, and user satisfaction.

添加您的观点

4 Experiment with different strategies and tactics

The fourth step is to experiment with different strategies and tactics. Are you using the right campaign type, such as search, display, video, or shopping? Are you targeting the right audience, based on their demographics, interests, behaviors, and locations? Are you using the right bidding strategy, such as manual, automated, or smart? Are you using the right ad extensions, such as sitelinks, callouts, or reviews? Are you using the right features, such as remarketing, dynamic search ads, or responsive search ads? If not, you may need to experiment with different strategies and tactics to find the best combination for your goals and budget.

添加您的观点

5 Monitor and evaluate your results

The fifth step is to monitor and evaluate your results. Are you using the right tools, such as Google Ads, Google Analytics, or Google Search Console? Are you reviewing your reports and dashboards regularly, such as daily, weekly, or monthly? Are you comparing your results with your goals and metrics, as well as with your competitors and industry benchmarks? Are you identifying the strengths and weaknesses of your campaign, as well as the opportunities and threats? If not, you may need to monitor and evaluate your results to measure your progress and performance, and to make informed decisions and adjustments.

添加您的观点

Matt Martinez

Fractional Head of Growth @ Unbox | Co-Founder @ Lore | Sharing finance-driven marketing tips + my journey to build a DTC brand to 7 figures
(已编辑)
举报内容
Forget platform data for a sec - if you’re not supplementing Google Ads data w/ other tools, you’ll be left behind. Here are the tools/ strats you need to learn to stay ahead: 1. 1P Data Tools (Northbeam/TripleWhale/ etc) - These give you 1st party data and a better ability to track where users first started their ad journey without playing favorites with platforms 2. Holistic Marketing metrics - Learn how to find: MER, aMER, LTV, LTV:CAC 3. Post Purchase/ Customer Data - Ask customers how they FIRST found out about you. You’d be surprised how many ecomm brands are over saturated on Google and under indexed on platforms like Tik Tok, influencer, & FB Use these tools to challenge your bias & paint a more holistic picture of performance

已翻译

赞

6 Learn and improve continuously

The sixth and final step is to learn and improve continuously . Are you staying updated with the latest trends and changes in SEM, such as algorithm updates, new features, or best practices? Are you seeking feedback and insights from your customers, partners, or experts? Are you testing new ideas and hypotheses, and learning from your failures and successes? Are you applying your learnings and improvements to your campaign, and measuring their impact? If not, you may need to learn and improve continuously to keep your SEM campaign relevant, effective, and profitable.

添加您的观点

7 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?

添加您的观点

Taynara Arruda ????????????

?? MSc Digital Marketing | ?? AI Marketing Automation | ?? Sustainable Marketing | ?? Multilingual SEO
举报内容
Use Ad Extensions: Utilize ad extensions to provide additional information and increase your ad's real estate on search results.

已翻译

赞

Search Engine Marketing (SEM)

+ 关注

给文章评分

我们借助人工智能创建了此文章。您认为这篇文章怎么样？

很棒不太好

举报此文章

查看全部

How can you improve your SEM campaign when results are not satisfactory?

1

2

3

4

5

6

7

1 Review your goals and metrics

2 Analyze your keywords and ad groups

3 Test and optimize your ad copy and landing pages

4 Experiment with different strategies and tactics

5 Monitor and evaluate your results

6 Learn and improve continuously

7 Here’s what else to consider

Search Engine Marketing (SEM)

给文章评分

感谢您的反馈

更多Search Engine Marketing (SEM)相关文章

更多相关阅读内容

How can you improve your SEM campaign when results are not satisfactory?

1

2

3

4

5

6

7

1 Review your goals and metrics

2 Analyze your keywords and ad groups

3 Test and optimize your ad copy and landing pages

4 Experiment with different strategies and tactics

5 Monitor and evaluate your results

6 Learn and improve continuously

7 Here’s what else to consider

Search Engine Marketing (SEM)

给文章评分

感谢您的反馈

查看其他技能