Your SEM data is signaling a strategy overhaul. How will you navigate this critical decision?

?Navigate a critical SEM strategy overhaul by analyzing data trends, identifying key performance indicators, and conducting thorough competitor analysis. Collaborate with your team to brainstorm new approaches, test hypotheses through A/B testing, and monitor results closely. Adjust strategies iteratively based on data insights to achieve optimal performance and ROI.

Gosto de analisar três pontos: - termos de pesquisas - aqui mostra quais termos os usuários est?o buscando e meu anúncio está aparecendo. Hoje em dia, mesmo adicionando correspondência ampla, o Google mostra palavras similares que pode n?o ser relevante pro seu negócio. - canais - mostra onde os anúncios est?o aparecendo, como sites e aplicativos. Já peguei anúncio com muita impress?o e clique, mas baixa convers?o quando estava em aplicativos. Vale a pena olhar com calma. - índice de qualidade - com certeza é o meu preferido. Analisar como as palavras-chave est?o nos três pilares e verificar quais pontos precisa melhorar ou até mesmo realocar em novos grupos.

Es importante medir desde la honestidad, en muchas ocasiones los encargados de Paid Media se encargan de medir métricas que no influyen en el largo plazo o intentan medirlo todo. Busca las métricas que de verdad influyen en el negocio y trabaja para llevarlas al siguiente nivel.

Any decision you make about your SEM strategy must be backed by data. But be careful, data must always be put in context with the reality and needs of the business. When a metric you consider key, is not behaving the way you think it should, does not always mean the need for a change in your strategy, it can mean other things, such as seasonality, a tracking failure, or an error on the landing page. For me, as an SEM professional, providing data with context and broadening and narrowing the focus of analysis to be able to put it in relation is of vital importance when it comes to supporting my strategic decisions.

At first I'd scrutinise metrics like click-through rates, conversion rates, and cost per acquisition, identifying anomalies and trends. For instance, a sudden spike in cost per click could indicate changes in competition or quality score issues. By segmenting the data (by product, geography, or audience), I uncover specific underperforming areas. Based on insights, I would A/B test new ad copies, landing pages, or targeting strategies in these segments. A real-world example is when I adjusted bids and revamped ad copy for a client's underperforming campaign, resulting in a 30% uplift in conversions. Continuous monitoring and adapting based on data ensures that our strategies remain aligned with market dynamics and business goals.

Olhe dois pontos: - análise os termos de pesquisa. Quais deles est?o com alto custo e pouca convers?o? Quais n?o fazem sentido pro negócio? Quais voce pode negativar? - análise de índice de qualidade. Quais tem uma qualidade baixa? Elas est?o presentes no anúncio e na landing page? Será que dá para criar um grupo novo com alguma dela?

Busca palabras clave en función de la etapa del funnel. Si centras todo en palabras claves no transaccionales, no evolucionarás, pero tampoco lo harás si solo vas a las Big keywords, busca el equilibrio y el volumen.

Sometimes it is necessary to down-analyze at the individual keyword level. By looking at an overall metric you may detect that there is a problem, but you will need to lower the analysis down because it may be that the overall metric is being affected by only a few keywords. If this happens, it's time to pause them and check if there are new trends that you are not covering. Actually, this is an exercise you should do periodically, not just when the data indicates a performance problem.

Keywords are the lifeblood of any SEM campaign. As your data evolves, so should your keyword strategy. Stay Ahead of the Curve: Regularly analyze search trends and leverage keyword research tools to identify new opportunities or underperforming terms. Align with User Intent: Shift your focus to long-tail keywords that accurately reflect how potential customers search. This ensures your ads resonate with their needs. Optimize for Impact: Adjust bids on existing keywords or retire underperformers to maximize ROI. This continuous optimization keeps your campaigns aligned with your target audience's ever-changing search behavior.

Es clave saber contra quien peleas y en que partes del mercado, te llevarás sorpresas investigándolo. Basa tu estrategia en algo tangible para encontrar el hueco en el que tienes que estar.

In-depth competitor research is an activity that you should perform regularly. You must have a deep knowledge of each of your closest competitors and the overall competitive context for your product niche. This knowledge of your competition and the continuous review of it, will not only help you to make your initial strategic approach but will also be useful when it comes to reacting and adapting to changes in the competitive context, such as changes in competitors' prices or the irruption of a new competitor.

Competitive Analysis: Your Secret Weapon To truly excel in SEM, don't just analyze your own data; dissect your competitors' strategies too. Spy on the Competition: Use tools to see what keywords they're bidding on, how they structure their ads, and where they're placing bids. Identify Gaps and Opportunities: Find areas where your competitors are underperforming or missing out on potential keywords. Differentiate Your Brand: Use these insights to refine your unique selling proposition and stand out in the crowded SERPs.

If your data indicates that a change in your strategy is necessary, don't stop at just analyzing the elements of your campaigns. Often changes need to be made at a higher level, then, instead of looking at each campaign as an isolated unit, you should look at the total channel or even the entire channel mix and reallocate your budget so that your advertising strategy gets the performance you have as a goal.

Es importante tener un kpi objetivo que te diga si tú inversión está siendo positiva para la empresa y escalable para el futuro este indicador tiene que decirte si necesitas bajar o subir tu inversión o cambiarla de plataforma.

Strategic budget allocation is crucial for SEM success. Data is your guide. Analyze campaign performance to identify top performers and underachievers. Shift Funds Wisely: Reallocate budget from draining campaigns to keywords or ad groups with higher ROI potential. Prioritize Profitability: Focus on keywords and ad groups that drive conversions and revenue. Remember, it's not just about spending; it's about spending smarter. By optimizing budget allocation based on data, you'll maximize your return on investment and achieve your SEM goals.

A melhor forma de chegar ao melhor criativo é fazer teste a/b. Primeiro, liste quais argumentos e diferencia??es você pode fazer para o anúncio. Com as novas pe?as prontas, o melhor caminho é usar a fun??o de teste a/b da plataforma, já que assim você terá um teste com entregas semelhantes. Mas, caso n?o seja possível, crie dois anúncios e conceda o mesmo or?amento.

No te olvides de las creatividades, es importante crear focos de trabajo en el que veas personalmente como reacciona tu público objetivo al ver tus anuncios. ?Son relevantes para ellos?

Ad creatives are your brand's ambassadors. To maximize their impact, focus on understanding what resonates with your audience. Data-Driven Design: Analyze which creatives drive engagement and conversions. A/B testing is your ally here. Refresh and Refine: Regularly update your creatives based on data insights. Keep them fresh and relevant. Align with Messaging: Ensure your ad creatives align with your overall brand message and value proposition.

A well-crafted landing page is the bridge between ad clicks and desired actions. Analyze user behavior with metrics like bounce rates and time on page to identify areas for improvement. User-Centric Design: Create landing pages that are intuitive and load quickly. Clear calls-to-action guide users towards the desired action. A/B Testing: Experiment with different landing page elements (headlines, images, CTAs) to optimize conversions. By focusing on user experience, you not only enhance conversions but also improve your website's overall SEO health. Remember, a satisfied user is more likely to return and share their positive experience.

N?o é existe fórmula mágica no SEM. Procure sempre fazer testes e análises detalhadas em todas as campanhas. Com isso você vai encontrar oportunidades de otimiza??o.