How can you integrate SEM bidding with other digital marketing channels?

In my experience, Defining goals is one of the most important part of SEM success - Keep 3 important things in mind while setting goals for SEM. 1. What you do. 2. Number of ways / channels to reach right audience. 3. Keep channels separated and track user behaviors 4. Brand awareness is important 5. Keep clean solution intention

Within any marketing function there should be distinct goals that can be measured to evaluate the performance of your strategy. Based upon the performance you are achieving you can optimize your budget and campaigns. When evaluating SEM campaigns I recommend optimizing towards opportunities/deals/purchases this ensures you are moving the needle in a ROAS positive way.

Defining clear and specific goals is a fundamental step in creating a successful Search Engine Marketing (SEM) campaign. Mainly it depends on what are the business requirements. We need to ensure that my SEM goals align with overall business and marketing objectives. For instance, if the primary objective is to increase online sales. My SEM goal could be to increase online sales by 20-30% within certain period of time. I measure my success through ROAS/ROI after determining how much the business is willing to spend on SEM We need to look into our KPI's that will help us measure success through other channels as each channel has it's unique way of getting us the results. The most important factor is determining the right audiences.

Understanding your audience is a fundamental aspect for any business, as it will determine who will buy your products or services. Knowing your audience allows you to segment them based on various factors like demographics, interests, and behaviors. This enables highly targeted SEM campaigns that are more likely to resonate with different groups within your audience. Tailoring the ad copies and messaging to your specific audience's needs and pain points can improve the performance of your campaigns. Then create relevant content that addresses their concerns and desires. To gain these valuable audience insights, it's essential to use analytics tools, conduct market research, and gather data from various sources like SEO, SMM and so on

Some of the tactical ways to integrate SEM with other channels: 1. Loyalty: Sync the different CRM audiences with the ads account to improve bidding signals, and bid up and down for these audiences depending on the potential incremental revenue/conversions. 2. Loyalty: Incorporate the SEM ads in the CRM automations so you're able to reach customers across all touchpoints e.g. show abandoned cart vouchers via SEM ads to eligible customers 3. SEO: Do incrementality analysis using Paid & Organic report to see if bidding on brand terms drives incremental clicks or not. If not, and there are no competitors bidding, pause brand ads 4. SEO: Use the search queries report in GSC to find new high-performing +ve keywords or low-performing -ve keywords