What do you do if your SEM strategies lack creativity and fail to keep up with the latest trends?

1 Audit your current performance

The first step to improve your SEM creativity is to evaluate your current performance and identify your strengths and weaknesses. You can use tools like Google Analytics, Google Search Console, and Google Ads to analyze your traffic, conversions, keywords, ad copy, landing pages, and quality score. Look for areas where you can optimize your budget, bid strategy, targeting, and relevance. Also, compare your results with your competitors and see what they are doing differently or better than you.

2 Research your audience and keywords

The next step is to research your audience and keywords to understand their needs, preferences, and behavior. You can use tools like Google Trends, Google Keyword Planner, and Google Audience Network to discover new and relevant keywords, topics, and interests that match your audience's intent and stage in the buyer's journey. You can also use tools like Google Surveys, Google Forms, and Google Optimize to collect feedback and insights from your existing and potential customers. By doing this, you can create more personalized and engaging SEM campaigns that resonate with your audience.

3 Experiment with different formats and channels

Another way to boost your SEM creativity is to experiment with different formats and channels that suit your goals and audience. You can use tools like Google Display Network, Google Video Ads, and Google Shopping Ads to create and distribute visual, interactive, and immersive ads that showcase your products or services. You can also use tools like Google Responsive Search Ads, Google Dynamic Search Ads, and Google Discovery Ads to create and test multiple variations of your ad copy and headlines that adapt to different queries and devices. By doing this, you can expand your reach and optimize your performance across different platforms and networks.

4 Monitor and measure your results

The final step is to monitor and measure your results and learn from your experiments. You can use tools like Google Data Studio, Google Tag Manager, and Google Analytics 4 to track and visualize your key metrics and indicators, such as impressions, clicks, conversions, cost-per-click, return on ad spend, and customer lifetime value. You can also use tools like Google Attribution, Google Experiments, and Google Optimize to attribute your results to different channels, sources, and factors, and to run A/B tests and multivariate tests to compare and improve your SEM campaigns. By doing this, you can identify what works and what doesn't, and make data-driven decisions to enhance your SEM creativity.