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Last updated on 2024年5月10日

What do you do if your SEM creativity is hitting a plateau?

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Search Engine Marketing (SEM) can be a powerful tool to drive traffic and conversions, but what happens when your creative juices seem to dry up? Hitting a plateau in SEM can be frustrating, but there are strategies to reinvigorate your campaigns and find new inspiration. Whether it's through exploring new keywords or revisiting your target audience, there are ways to refresh your approach and keep your SEM efforts productive and engaging.

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1 Refresh Keywords

When your SEM campaigns start to stagnate, it's time to dive back into keyword research. Keywords are the backbone of SEM, and discovering new search terms can uncover untapped markets or reveal shifting trends in user behavior. Look beyond the obvious and use keyword research tools to find long-tail keywords that offer a combination of low competition and high intent. This can bring a fresh perspective to your campaigns and help you reach a more targeted audience.

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Ariel Benichou

Growth & Performance Marketing Manager @ORBIDI | Growth Marketing | Strategy & Growth | EMBA UPC
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Hay un cliche que nos dicen siempre que la creatividad te encuentre trabajando. Si hay destellos de iluminación pero SEM en particular es más técnico. Análizar en detalle como funcionan nuestras Kw, ver las que tengan peor rendimiento y apagarlas, expandir nuestras palabras claves actuales para agregar información, el mundo es cambiante y la forma que se busca tambien. Estar muy cerca de lo que el usuario escribe y los anuncios lo más relevantes posibles ayuda sin dudas a mejorar la conversión y a mejorar nuestro share of voice de marca.

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Thorsten Piening

?? Specialist in Google Ads and SEO ?? Recruiting Expert ????♂? Speaker ?? Author ?? Apple Fanboy ?? Nerd ?? Cinephile ??
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Für mehr Kreativit?t bedarf es auch neuer Ans?tze. Wir nutzen z.B. erg?nzend zu den ganzen Software-Tools auch klassische Kreativit?tstechniken, wie die 6-3-5 Methode von Rohrbach. Hier sind wir aber nicht so strikt mit den Regeln. Kolleginnen und Kollegen setzen sich zum Beispiel in einem Raum zusammen, jeder bekommt Zettel und Stift und die Aufgabe, Suchw?rter oder Suchwortkombinationen zu einem Thema zu notieren. Nach ca. 3 Minuten wechseln die Notizen zum Nachbarn im Uhrzeigersinn und dienen für diese als Inspiration. Funktioniert grandios und man ist überrascht, auf welche guten Ideen man da kommt! Nutzen wir bei uns regelm??ig, um über den Tellerrand zu schauen.

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2 Audience Analysis

Understanding your audience is crucial for SEM success. If you're hitting a creative block, revisit your audience analysis. Are you really speaking their language? Analyze your audience's demographics, interests, and online behavior to refine your messaging. You may find that your audience has evolved or that there are new segments you haven't considered before. Tailoring your content and ads to these insights can reignite the effectiveness of your campaigns.

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Ariel Benichou

Growth & Performance Marketing Manager @ORBIDI | Growth Marketing | Strategy & Growth | EMBA UPC
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Dependiendo el tipo de campa?a dentro de SEM usar diferentes audiencias y probar diferentes formas de acercarnos es algo clave. Recuerdo en un cliente de nicho donde hicimos un cambio muy grande en sus campa?as de Search cambiando las audiencias de orientación a segmentación y ampliando las palabras claves para apuntar únicamente a nuestro buyer personas. Esto bajo el número total de búsquedas pero disparo el CR durante unos meses. Lo importante es experimentar, hacer A/B test y estar encima del usuario final, buscar como busca, etender que espera encontrar y adelantarnos a eso

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3 Competitive Edge

Looking at what your competitors are doing can be a great source of inspiration. Analyze their SEM strategies to see what keywords they're targeting, how they're structuring their ad copy, and what their landing pages look like. Don't copy them, but use this information to differentiate your brand and find new angles for your campaigns. A unique selling proposition that sets you apart can be the spark you need to overcome a creative plateau.

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4 Test Continuously

SEM is not a set-it-and-forget-it endeavor; it thrives on continuous testing and optimization. If you're feeling stuck, set up A/B tests for different elements of your campaigns, such as ad copy, landing pages, or call-to-action buttons. Testing allows you to gather data on what resonates with your audience and can provide surprising insights that lead to creative breakthroughs.

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Ariel Benichou

Growth & Performance Marketing Manager @ORBIDI | Growth Marketing | Strategy & Growth | EMBA UPC
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Marketing implica iteración, no hay una formula única, no hay un único camino, no es una ciencia exacta. Es un camino mucho más parecido a la mejora continua de Toyota, la única forma de encontrar la mejor solución es si probamos todas las soluciones posibles. Solo así realmente sabremos que esa es la que más resultado nos da y a veces, puede haber sido una de las primeras soluciones que probamos. Pero así como no hay dos personas iguales, tampoco hay dos estrategias iguales, para dos marcas. Porque aun así se intente copiar una de la otra, hay un otro que lee e interpreta nuestra marca. Si no hacemos A/B Test, no tenemos con que demostrar que elegimos el mejor camino

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5 Embrace Change

The digital marketing landscape is always changing, and with it, the opportunities for SEM. When creativity wanes, look at the latest trends and technologies. Maybe it's time to experiment with new ad formats or platforms. Embracing change and being willing to adapt your strategies can open up new avenues for creativity and growth in your SEM campaigns.

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6 Learn and Grow

Finally, invest in your SEM education. The field is constantly evolving, and staying informed about the latest best practices, tools, and tactics is essential. Whether it's through webinars, online courses, or industry blogs, learning from others can provide new ideas and techniques to try out in your campaigns. This commitment to learning will ensure that your SEM strategies remain fresh and effective.

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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?

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What do you do if your SEM creativity is hitting a plateau?

1

2

3

4

5

6

7

1 Refresh Keywords

2 Audience Analysis

3 Competitive Edge

4 Test Continuously

5 Embrace Change

6 Learn and Grow

7 Here’s what else to consider

Search Engine Marketing (SEM)

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What do you do if your SEM creativity is hitting a plateau?

1

2

3

4

5

6

7

1 Refresh Keywords

2 Audience Analysis

3 Competitive Edge

4 Test Continuously

5 Embrace Change

6 Learn and Grow

7 Here’s what else to consider

Search Engine Marketing (SEM)

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