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How do you handle SEM competition and avoid keyword cannibalization?

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If you are running a search engine marketing (SEM) campaign, you know how challenging it can be to compete with other advertisers for the same keywords. You also want to avoid keyword cannibalization, which is when you target the same or similar keywords across multiple pages or ads, reducing your chances of ranking well and wasting your budget. How do you handle SEM competition and avoid keyword cannibalization? Here are some tips to help you optimize your SEM strategy.

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1 Analyze your competitors

The first step is to understand who your competitors are, what keywords they are targeting, and how they are performing. You can use tools like Google Ads Keyword Planner, SEMrush, or Moz to research your competitors' keywords, bids, ad copies, landing pages, and quality scores. This will help you identify gaps and opportunities in the market, as well as avoid bidding on keywords that are too competitive or irrelevant for your goals.

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Harry LEVY

COO K-Words | Ad-Tech and Creator Economy Expert | Start-up Advisor and Investor | Ex-Google Taboola & Jellysmack | #Advertising #CreatorEconomy #Partnerships #Growth
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Many tools out there can help you analyze your competition. One that I particularly like and would add here is SimilarWeb, which can help you map and understand well your competition

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Boris B.

15 Years Omni-Marketing Experience: From Social to Programmatic. I specialize in Brand Marketing, Business Growth, ABM, Direct, Programmatic, Publisher Monetization, Ad Operations, SMM, E-Commerce, and SEO.
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The keyword universe can be quite large. Before jumping to analyze competitors make a list of your own keywords. Ask yourself - which keywords are informational, navigational, commercial, or transactional? Filter them by priority - what keywords are primary? Which keywords are secondary but still important? Which keywords are not the first priority but have many searches? Once you have a list of keywords, start researching your competitors for specific keywords - this will provide ideas and steps for your marketing plan.

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2 Segment your keywords

The next step is to segment your keywords into different categories based on your products, services, features, benefits, and customer intents. For example, you can segment your keywords by brand, product type, location, price, quality, problem, solution, or modifier. This will help you create more relevant and specific ad groups and landing pages, as well as avoid keyword cannibalization. You can also use negative keywords to exclude terms that are not related to your offer or that might trigger unwanted impressions and clicks.

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Harry LEVY

COO K-Words | Ad-Tech and Creator Economy Expert | Start-up Advisor and Investor | Ex-Google Taboola & Jellysmack | #Advertising #CreatorEconomy #Partnerships #Growth
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Another way to look at this is to potentially rely more on Google and its AI to set and improve targeting. Ex: Google now offers Performance Max campaign types, helping you set-up, launch and optimise your campaigns leveraging its AI to constantly improve your performances

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3 Optimize your bids and budgets

The third step is to optimize your bids and budgets based on your keywords' performance, competition, and return on investment. You can use tools like Google Ads Smart Bidding, which uses machine learning to automatically adjust your bids based on various signals, such as device, location, time, and audience. You can also use bid modifiers to increase or decrease your bids for certain keywords, ad groups, or campaigns based on factors like device, location, time, or audience. Additionally, you can set your daily or monthly budgets and optimize them based on your campaign goals and results.

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4 Test and improve your ad copies and landing pages

The fourth step is to test and improve your ad copies and landing pages to increase your click-through rates, quality scores, and conversions. You can use tools like Google Ads Responsive Search Ads, which allows you to create multiple headlines and descriptions and automatically combines them to show the best-performing combinations. You can also use extensions to add more information and features to your ads, such as callouts, sitelinks, or ratings. Moreover, you can use tools like Google Optimize or Unbounce to create and test different versions of your landing pages and see which ones perform better.

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Alaa Juma

Bookkeeping - Quickbooks - Business - Digital Marketing - Content Copywriting
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Make sure your target keywords, Ad headline, landing page and CTA messaging are in alignment. Give the searcher what you promised.

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5 Monitor and adjust your SEM strategy

The final step is to monitor and adjust your SEM strategy based on your data and feedback. You can use tools like Google Analytics, Google Ads Reports, or Google Data Studio to track and measure your key performance indicators, such as impressions, clicks, cost-per-click, conversions, cost-per-conversion, and return on ad spend. You can also use tools like Google Search Console, Google Ads Recommendations, or Google Ads Performance Grader to identify and fix any issues or errors in your SEM campaign. Furthermore, you can use tools like Google Alerts, Google Trends, or BuzzSumo to stay updated on the latest trends and changes in your industry and audience.

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6 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 do you handle SEM competition and avoid keyword cannibalization?

1

2

3

4

5

6

1 Analyze your competitors

2 Segment your keywords

3 Optimize your bids and budgets

4 Test and improve your ad copies and landing pages

5 Monitor and adjust your SEM strategy

6 Here’s what else to consider

Search Engine Marketing (SEM)

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How do you handle SEM competition and avoid keyword cannibalization?

1

2

3

4

5

6

1 Analyze your competitors

2 Segment your keywords

3 Optimize your bids and budgets

4 Test and improve your ad copies and landing pages

5 Monitor and adjust your SEM strategy

6 Here’s what else to consider

Search Engine Marketing (SEM)

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