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What are the most damaging SEM mistakes for brand reputation?

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Search engine marketing (SEM) is a powerful way to increase your online visibility, drive traffic, and generate leads. But it can also backfire if you make some common mistakes that can damage your brand reputation and waste your money. In this article, we will explore what are the most damaging SEM mistakes for brand reputation and how to avoid them.

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Abhilash Pillai

Deputy Vice President at Auxilo Finserve Private Limited

1 Mistake 1: Poor keyword research

One of the most fundamental aspects of SEM is choosing the right keywords to bid on and target with your ads. Poor keyword research can lead to irrelevant traffic, low conversions, high bounce rates, and negative feedback. You need to understand your audience's intent, preferences, and pain points, and use tools like Google Keyword Planner, SEMrush, or Moz to find relevant, profitable, and competitive keywords. You also need to avoid keyword stuffing, which can make your ads look spammy and lower your quality score.

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Abhilash Pillai

Deputy Vice President at Auxilo Finserve Private Limited
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In the realm of SEM,several mistakes can significantly harm a brand's reputation.First and foremost,misaligned messaging or inappropriate content in ads can lead to backlash,tarnishing the brand's image.Similarly,neglecting negative keywords and failing to refine targeting parameters may result in ads appearing in contexts contradictory to the brand's values or audience preferences,causing brand association issues. Moreover,inadequate monitoring and slow response to negative feedback or criticism can exacerbate reputational damage,as consumers expect brands to be vigilant and responsive in the digital sphere. Ultimately,transparency,consistency,and sensitivity to context are crucial in safeguarding a brand's reputation in the SEM landscape.

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Neethesh Jayaraman

Group head at HiveMinds | CSSC - Lean Six Sigma Green Belt | Expertise in paid marketing
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While doing keyword research it is important to understand the intent of the keyword we are targeting whether it is informational, navigational or transactional. In tools like SEMrush we get to know the intent of the keywords, but in Keyword planner we don't get that. Few examples of keywords that contain informational terms are "price", "review", "what is", "how". If such terms does not align with your campaign or business KPI, it would be better if we dont include such terms in the campaign.

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2 Mistake 2: Ignoring negative keywords

Negative keywords are the words or phrases that you don't want your ads to show up for. They help you filter out unwanted traffic, reduce costs, and improve your click-through rate (CTR) and quality score. Ignoring negative keywords can result in wasted clicks, low relevance, and poor user experience. You need to regularly monitor your search terms reports and add negative keywords to your campaigns based on your goals, industry, and audience.

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Neethesh Jayaraman

Group head at HiveMinds | CSSC - Lean Six Sigma Green Belt | Expertise in paid marketing
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Adding negative keywords to the campaigns are very crucial if the campaign contains broad match type keywords. Broad match type keywords bid for lot of irrelevant search queries which leads to the inefficiency of campaign performance. Have a practice of creating negative keyword list which you commonly observe that are irrelevant and have a mandate of attaching it with the campaigns while launching it for both search and standard shopping campaigns

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3 Mistake 3: Writing weak ad copy

Your ad copy is the first impression that your potential customers get of your brand. Writing weak ad copy can make you lose their attention, interest, and trust. You need to write compelling, clear, and concise ad copy that highlights your unique value proposition, benefits, and call to action. You also need to use relevant keywords, match your ad copy to your landing page, and test different variations to optimize your performance.

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Neethesh Jayaraman

Group head at HiveMinds | CSSC - Lean Six Sigma Green Belt | Expertise in paid marketing
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Adcopies should be relevant to the search query and highlight the uniqueness of your business. Using dynamic keyword insertion in headlines will make the adcopies more relevant to the search query. Get the adcopies approved by the brand team first if they are good to be added in headlines and descriptions. Utilization of all google ads extensions is important as it helps in reducing your CPC and highlights your ad

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4 Mistake 4: Having poor landing pages

Your landing pages are the destination where you want your visitors to take action after clicking on your ads. Having poor landing pages can make you lose conversions, increase bounce rates, and hurt your quality score. You need to have well-designed, fast-loading, and mobile-friendly landing pages that match your ad copy, offer, and audience. You also need to have clear and persuasive headlines, subheadings, images, and forms, and track and measure your results.

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5 Mistake 5: Not tracking and measuring your results

One of the biggest advantages of SEM is that you can track and measure your results in real time and adjust your strategy accordingly. Not tracking and measuring your results can make you miss out on valuable insights, opportunities, and feedback. You need to set up and use tools like Google Analytics, Google Ads, and Google Tag Manager to track and measure your key performance indicators (KPIs) such as impressions, clicks, conversions, costs, and return on investment (ROI). You also need to analyze your data, identify trends, and optimize your campaigns.

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6 Mistake 6: Not following the best practices and guidelines

SEM is not a one-time activity, but a continuous process that requires constant learning, testing, and improvement. Not following the best practices and guidelines can make you fall behind your competitors, violate the rules, and risk your reputation. You need to stay updated with the latest trends, changes, and tips in the SEM industry, and follow the best practices and guidelines of the platforms and channels that you use. You also need to avoid unethical and black-hat tactics that can get you penalized or banned.

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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 are the most damaging SEM mistakes for brand reputation?

1

2

3

4

5

6

7

1 Mistake 1: Poor keyword research

2 Mistake 2: Ignoring negative keywords

3 Mistake 3: Writing weak ad copy

4 Mistake 4: Having poor landing pages

5 Mistake 5: Not tracking and measuring your results

6 Mistake 6: Not following the best practices and guidelines

7 Here’s what else to consider

Search Engine Marketing (SEM)

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What are the most damaging SEM mistakes for brand reputation?

1

2

3

4

5

6

7

1 Mistake 1: Poor keyword research

2 Mistake 2: Ignoring negative keywords

3 Mistake 3: Writing weak ad copy

4 Mistake 4: Having poor landing pages

5 Mistake 5: Not tracking and measuring your results

6 Mistake 6: Not following the best practices and guidelines

7 Here’s what else to consider

Search Engine Marketing (SEM)

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