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What are the biggest challenges in problem-solving for Search Engine Marketing (SEM)?

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Search Engine Marketing (SEM) is a dynamic and competitive field that requires constant problem-solving skills to optimize campaigns, increase conversions, and achieve business goals. However, problem-solving in SEM is not always easy or straightforward. There are many challenges that SEM professionals face when trying to identify, analyze, and solve problems in their work. In this article, we will discuss some of the biggest challenges in problem-solving for SEM and how to overcome them.

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Arpan Banerjee

Google Ads Specialist | PPC - SEM

1 Lack of data or tools

One of the most common challenges in problem-solving for SEM is the lack of data or tools to measure and evaluate the performance of campaigns, keywords, ads, landing pages, and other elements. Without reliable and accurate data, it is hard to diagnose problems, test hypotheses, and implement solutions. Moreover, some SEM platforms or networks may not provide enough data or features to help SEM professionals solve problems effectively. For example, some platforms may not allow tracking certain metrics, segmenting data by different dimensions, or conducting experiments or split tests. To overcome this challenge, SEM professionals need to invest in data collection and analysis tools that can complement their SEM platforms and provide more insights and capabilities. They also need to use data sources and methods that are relevant, valid, and consistent for their problem-solving process.

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Arpan Banerjee

Google Ads Specialist | PPC - SEM
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The biggest challenges in SEM problem-solving include: 1. Keyword competition 2. Ad performance optimization 3. Budget management 4. Algorithm changes 5. Data interpretation 6. Competitor analysis 7. Attribution modeling 8. Ad and click fraud 9. Ad fatigue 10. Localized targeting

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Jake Bohall

Technical SEO Consultant and Search Marketing Strategist
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Marketing is often described as strategies used to influencer user behavior toward a desired outcome. Therefore, in order to change user behaviour, you must understand the current behaviour and apply the scientific method in testing strategies and determining influence on the outcome. Typically, user behaviour tracking is the biggest obstacle given the frequency of changes in the tech stack, new pages with new goals or a new angle on influence. Having a platform like Mixpanel, where you can blend the data from different collection sources can be helpful toward identifying gaps and implementing the best solution for the data type you are trying to collect.

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Lee Wilson

Service Operations Director
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There can be myriad internal and external factors, combined with the integrated working between marketing channels, all able to directly influence the performance and complexity of problem solving in SEM. Added to this are industry change, seasonality, and changes in the SEM space as well as with the direct competition (both online and offline).

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2 Complexity and interdependence

Another challenge in problem-solving for SEM is the complexity and interdependence of the factors that affect the outcomes of SEM campaigns. SEM campaigns involve multiple components, such as keywords, ads, bids, budgets, targeting, landing pages, and conversion funnels, that interact with each other and with external factors, such as competitors, customers, search engines, and market trends. Therefore, problems in SEM are often multifaceted and systemic, meaning that they have multiple causes and effects that are not easy to isolate or manipulate. To overcome this challenge, SEM professionals need to use a structured and holistic approach to problem-solving that can help them identify the root causes, prioritize the most important issues, and evaluate the impact of potential solutions. They also need to collaborate with other stakeholders, such as web developers, designers, copywriters, and analysts, to leverage their expertise and perspectives.

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Jake Bohall

Technical SEO Consultant and Search Marketing Strategist
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The performance of an SEM campaign can be volatile for reasons outside the company's control, such as a competitor raising capital, legislation/compliance changes, influence of pop-culture on related queries, etc. There are also a number of internal "wild cards" that SEMs can try to help establish stability and focus. For example, customer support responses play into reputation which affects the SERPs and contrasting points made by competitors. Pricing, availability, product quality, etc.. all play a major role. Generally, the first point of influence for an SEM is UX from discovery through checkout and driving the content for buyer's journey.

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3 Uncertainty and change

A third challenge in problem-solving for SEM is the uncertainty and change that characterize the SEM environment. SEM is a fast-paced and dynamic field that is constantly influenced by changes in customer behavior, search engine algorithms, industry standards, and best practices. Therefore, problems in SEM are often unpredictable and emergent, meaning that they arise unexpectedly and require quick and adaptive responses. Moreover, solutions in SEM are often tentative and provisional, meaning that they may not work as expected or may become obsolete over time. To overcome this challenge, SEM professionals need to adopt a mindset of continuous learning and improvement that can help them monitor and evaluate the results of their problem-solving efforts, learn from their successes and failures, and adjust their strategies and tactics accordingly. They also need to stay updated and informed about the latest trends and developments in SEM and related fields.

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4 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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What are the biggest challenges in problem-solving for Search Engine Marketing (SEM)?

1

2

3

4

1 Lack of data or tools

2 Complexity and interdependence

3 Uncertainty and change

4 Here’s what else to consider

Search Engine Marketing (SEM)

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What are the biggest challenges in problem-solving for Search Engine Marketing (SEM)?

1

2

3

4

1 Lack of data or tools

2 Complexity and interdependence

3 Uncertainty and change

4 Here’s what else to consider

Search Engine Marketing (SEM)

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