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You’re tasked with managing a SEM campaign. What are the key things you need to know?

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If you're new to search engine marketing (SEM), you might feel overwhelmed by the many aspects of running a successful campaign. SEM is the process of using paid ads to reach potential customers who are searching for your products or services online. It can help you increase your visibility, traffic, conversions, and revenue, but it also requires careful planning, execution, and optimization. Here are some key things you need to know before you start managing a SEM campaign.

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Alice B.

Growth & Performance Marketing Lead | Paid Media & Analytics
??? Yoann Ferrand

???? ???? Senior PPC Manager | Fractional Head of PPC | Dad | 2x Top 100 Most Influential PPC Experts | Empowering…

1 Know your goals and metrics

Before you launch any SEM campaign, you need to define your goals and how you will measure them. What are you trying to achieve with your ads? Do you want to generate more leads, sales, sign-ups, downloads, or something else? How will you track your performance and evaluate your return on investment (ROI)? You need to set clear and realistic key performance indicators (KPIs) that align with your business objectives and budget. Some common SEM metrics include impressions, clicks, click-through rate (CTR), cost per click (CPC), conversions, conversion rate, cost per acquisition (CPA), and quality score.

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Philip Chilonda

Founder @ Clicks Craftsmen
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For managing a Search Engine Marketing (SEM) campaign, key things to know include: target audience, relevant keywords, budget allocation, ad copy effectiveness, landing page optimization, and ongoing performance tracking.

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Ayesha Rahman

SEO | SEM | ASO | SMO | YouTube SEO | Analytics | Deccan Herald, Prajavani | Ex- The Indian Express
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To effectively manage a SEM campaign, understand campaign goals, target audience, and key performance indicators. Conduct thorough keyword research, ensuring relevance and aligning with user intent. Craft compelling ad copy and leverage ad extensions for enhanced visibility. Implement precise targeting parameters based on demographics, geography, and device usage. Set realistic and measurable campaign budgets, and regularly monitor and optimize bids for cost-effectiveness. Utilize analytics tools for continuous performance analysis, adjusting strategies based on data-driven insights. Stay abreast of industry trends, algorithm updates, and competitor actions, fostering a dynamic and adaptive approach to SEM campaign management.

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Koos Hoeijmakers

Head of Marketing
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Align the goals of the campaigns closest to the desired business outcome. This way you can distribute budgets and priorities your campaigns better.

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Deepak Lal

Growth Manager CPS | CPL | Branding
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As a SEM campaign manager, it's crucial to understand the client's goals, target audience, and budget. Knowing the industry landscape, including competitors and keywords, is essential for effective campaign planning. Mastery of platforms like Google Ads and Bing Ads is necessary for ad creation, bidding strategies, and performance monitoring. Familiarity with analytics tools like Google Analytics helps track key metrics and optimize campaigns accordingly. Continuous testing and optimization of ad copy, landing pages, and targeting parameters are vital for maximizing ROI. Staying updated on SEM trends, algorithm changes, and best practices ensures staying ahead in the competitive digital advertising space.

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2 Know your audience and keywords

Another essential step in managing a SEM campaign is to understand your target audience and what they are searching for. You need to conduct thorough keyword research to identify the most relevant and profitable terms that match your audience's intent and needs. You can use various tools, such as Google Keyword Planner, to find and analyze keywords based on their volume, competition, and cost. You also need to segment your keywords into different ad groups based on their themes, categories, and specificity. This will help you create more focused and relevant ads and landing pages for each group.

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Alice B.

Growth & Performance Marketing Lead | Paid Media & Analytics
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For large-scale or complex campaigns, consider tools like Optmyzr, Kenshoo, or WordStream. These offer advanced features like automated bid optimizations, in-depth reporting, cross-channel campaign management, and sophisticated A/B testing capabilities. These can boost efficiency and uncover optimization opportunities not readily available within the native Google Ads platform.

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3 Know your competitors and strategy

You also need to know who you are competing against and what they are doing in the SEM space. You can use tools, such as SEMrush, to spy on your competitors' keywords, ads, and strategies. You can learn from their strengths and weaknesses, and find gaps and opportunities to differentiate yourself. You also need to develop your own SEM strategy that defines your unique selling proposition (USP), your value proposition, your ad copy, your landing page design, and your bidding strategy. You need to consider factors such as your target location, device, time, and network when setting up your campaign.

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Koos Hoeijmakers

Head of Marketing
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Keep track of your competitors by checking there visibility, overlap and outperforming rates on a regular basis. Segment this data on a weekly level to trend these metrics and act accordingly.

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4 Know your platform and tools

The most popular platform for SEM is Google Ads, which allows you to create and manage ads on Google's search network and display network. You need to familiarize yourself with the features and functions of Google Ads, such as campaign types, ad formats, extensions, settings, and reports. You also need to use other tools, such as Google Analytics, Google Tag Manager, and Google Optimize, to integrate your SEM campaign with your website and optimize your user experience and conversions. You need to learn how to use these tools effectively and efficiently to monitor and improve your campaign performance.

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5 Know your best practices and trends

Finally, you need to know the best practices and trends in SEM that can help you achieve better results and avoid common pitfalls. Some of the best practices include writing compelling and relevant ad copy, using clear and strong calls to action, testing and optimizing your ads and landing pages, using negative keywords to exclude irrelevant traffic, and setting realistic and flexible budgets and bids. You also need to keep up with the latest trends and changes in SEM, such as new ad formats, features, algorithms, and policies. You need to stay updated and adaptable to the evolving market and customer behavior.

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6 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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??? Yoann Ferrand

???? ???? Senior PPC Manager | Fractional Head of PPC | Dad | 2x Top 100 Most Influential PPC Experts | Empowering businesses to achieve digital maturity with confidence.
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Just remember the basics. "Your goal is driving qualified traffic and bringing an ad that meets expectations." Check three things when starting: (1) Conversions: Is everything set correctly? Do you pass the correct data? What else do you think can be improved? (2) Search terms: Is the traffic qualified? Do your ads meet the user's intent and direct them in the right direction? (3) Change history: Is the account under, regularly, or over-managed? Are there any auto-recommendations or unusual changes? Here's my latest: An agency took over a client; the negative lists were at the MCC level of the previous contractor. If we hadn't checked the above, we would have never known, and the client's traffic quality would have been diminished.

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Alice B.

Growth & Performance Marketing Lead | Paid Media & Analytics
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If you manage data across multiple platforms, tools like Supermetrics help streamline reporting. Pull data from Google Ads, Analytics, social media, etc., into a single dashboard (like Google Data Studio or Sheets). This provides a holistic view of campaign performance and simplifies cross-channel analysis.

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You’re tasked with managing a SEM campaign. What are the key things you need to know?

1

2

3

4

5

6

1 Know your goals and metrics

2 Know your audience and keywords

3 Know your competitors and strategy

4 Know your platform and tools

5 Know your best practices and trends

6 Here’s what else to consider

Search Engine Marketing (SEM)

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You’re tasked with managing a SEM campaign. What are the key things you need to know?

1

2

3

4

5

6

1 Know your goals and metrics

2 Know your audience and keywords

3 Know your competitors and strategy

4 Know your platform and tools

5 Know your best practices and trends

6 Here’s what else to consider

Search Engine Marketing (SEM)

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