What do you do if your SEM campaign is facing intense competition?

In the face of intense competition in your SEM campaign, focus on strategic optimization. > Analyze competitors' keywords, ad copy, and landing pages. Refine targeting to reach niche audiences. > Leverage ad extensions and compelling CTAs to stand out. > Continuously monitor performance metrics and adjust bidding strategies accordingly. > Consider diversifying channels and investing in remarketing to maximize reach and ROI. > Embrace innovation and agility to stay ahead in the competitive landscape.

Facing intense competition in your SEM campaign means you need to stand out. Focus on unique selling points, refine your targeting to reach niche audiences, and continuously monitor and tweak your ads for better performance. Consider leveraging ad extensions and optimizing your landing pages for higher conversion rates. Competitive analysis can also offer insights into what strategies work for others in your space.

If your SEM campaign is facing intense competition, consider several strategies: 1. Optimize ad copy and landing pages for relevance and quality score. 2. Focus on long-tail keywords to capture niche audiences. 3. Adjust bidding strategy to prioritize high-value keywords. 4. Utilize ad extensions and ad formats to enhance visibility. 5. Continuously monitor and refine campaign performance. 6. Explore alternative platforms or channels for advertising. Invest in remarketing to capture potential customers who didn't convert initially. Analyze competitors' strategies to identify opportunities and differentiators. Consider partnerships or collaborations to expand reach. Regularly test new tactics and approaches to stay ahead of the competition

You better have a high ACV and a differentiated product. Otherwise, don't bother ?? LinkedIn wants me to add more words - did you know deer don't have gall bladders? Just a fun fact.

When making adjustments to bidding strategy, the following tips may help 1. Leverage heavily on competitor Insights →While you might not see the exact bid, you can see where their ads are showing compared to yours. →If they're consistently ranking above you for valuable keywords, consider raising your bids strategically. 2. Also , target their Weaknesses. Analyse their ad copy and landing pages and ask yourself? →Are there areas where they lack strength? →You can create targeted ads that address those weaknesses and potentially win conversions at a lower cost-per-acquisition (CPA). 3. Don't just chase clicks. Focus on bidding for keywords that are more likely to convert into valuable customers.

If facing intense competition in your SEM campaign, refine targeting to focus on niche keywords, improve ad copy for relevance, and optimize landing pages for conversions. Monitor competitors' strategies, adjust bidding strategies accordingly, and leverage ad extensions for added visibility. Utilize negative keywords to filter out irrelevant traffic and allocate budget efficiently. Continuously analyze performance metrics and adjust tactics accordingly to stay competitive. Additionally, explore alternative advertising channels to diversify reach and minimize reliance solely on SEM.

First and foremost, root your bid strategy in your business objectives. Then, adjust your bids to be more aggressive on your top performing keywords, especially if you notice competitors outranking you. This could mean lowering your ROAS targets, raising your CPA targets, or raising your CPC bids. Then measure the impact on performance as well as auction insights.

If you bid with a Roas target, keep in mind Roas is just an average. Google compensates the best result (above average Roas) against worse results (below average Roas). If parts of your campaigns are not profitable enough you might think I need to remove these parts. However if you Roas target is unchanged Google will replace the unprofitable parts of your campaign by even worse options to reach the average Roas. If you want to take out bad parts, adjust your Roas target and increase it to cut out the underperforming parts of your campaign.

Make sure that you understand your break-even point, to know how far you can afford to fight back against competiton. Once you know your break-even CPA or ROAS, adsjust your bidding targets within your known limit.

→When adjusting SEM strategies and campaigns →Don't be afraid to experiment with different headlines, visuals, CTAs, and landing page elements.? → Always craft a compelling Ad Copy. It should be clear, concise, with loads of captivating headlines highlighting the key benefits of your product. →Your audience should also be able to land on your landing page smoothly and know exactly what's next in the first 5-7 seconds of landing. →Carefully guide them down the sales funnel with a Strong Call to Action (CTA's). Always tell them what you want them to do very early in the landing page. →Make use of high quality imagery, videos and A/B test different creatives. →Lastly, Use negative keywords. It saves cost and improve campaign focus

Differentiate your ad copy from competitors by highlighting unique selling points, promotions, or offers. Emphasize what sets your products or services apart to attract clicks and conversions. Take advantage of the ad extensions to improve CTR.

Improve and try new ad copy. But make always sure that the relevance between keyword, ad copy, intent and landing page is very high. As extra: make always sure you use the necessary ad extensions and assets well. Make sure you have a strong CTA.

It’s all about capturing attention and driving action. Create compelling ad copy has been key for me in standing out from the competition. I've found that experimenting with different messaging, ad formats, and visuals can significantly impact click-through rates and overall ad performance.

Conduct thorough keyword research to identify high-value keywords that are less competitive but still relevant to your business. Focus on long-tail keywords and niche terms that align with your target audience's intent and preferences.

consider making improvements such as clarifying your message to ensure visitors understand what you're offering and what action they should take. Enhance the visual appeal of the page to make it more engaging, and ensure that your call-to-action button stands out and clearly communicates the desired action. Pay attention to loading speed and mobile optimization to provide a smooth user experience across devices. Incorporate social proof, such as testimonials or trust badges, to build credibility and trust with visitors. Clearly communicate the value proposition of your offer and simplify any forms to minimize friction. Experiment with A/B testing different elements on the page to see what resonates best with your audience.

→If I am going to do a rerun of a landing page in less than 1 hour of time, I'd probably fix layout and user design first before contents →Your audience are visual consumers. A lousy copy with great looks and feel would always outlast a great content but with ridiculous layout and UX. →Try as much as you can to maintain an uncluttered minimalist design, which should easily and ultimately guide the user's eye to the "Call to action". →"Mobile first, desktop last", the golden rule of layouting. Over 80% of end users are mobile users. Make sure your landing page is mobile friendly, responsive and with fast loading speed. →Lastly, limit CTA's to one strong CTA and a couple of adjacent complementary CTA's.

Competition in SEM can be a positive challenge as it compels a brand to sharpen its unique value proposition for a specific target audience. Assuming you have identified the right keywords and created ad copy with proven success, the next step in campaign optimization is to focus on your landing pages. PPC campaigns that drive traffic to a service or product page that contains generic information, small images, walls of text, no clear call-to-action, and poor load speed will suffer. Strike a balance between frequency of changes and the number of visits to gather sufficient data for making informed decisions.

Optimize your ad campaigns to improve Quality Score, which can lower your CPC (Cost Per Click) and improve ad positioning. Improve ad relevance, landing page experience, and click-through rates (CTR) by aligning keywords, ad copy, and landing pages effectively.

Ensure your ad copy is compelling and relevant to your target audience. Make sure your landing pages are optimized for conversion to maximize the return on investment (ROI) from your SEM efforts.

If competition is high, do research on other platforms such as META Ads, Microsoft/BING Ads, Linkedin Ads. As long as it is relevant for your target audience. It could be that your competition is not active on an alternative platform.

I look for different ad networks, like Bing or other less-known networks. If all optimization techniques fail, I look for other marketing channels like email, mobile, and geofencing; it really depends on the business and products or services sold.

There is always a need for innovation. I always say that the Internet never closes and that pressure can be exhausting. There is always something new to test and you always have to have defined games to explore different avenues.

Go back to the underlying business needs, and review what led you to SEM in the first place. You may be able to find tactics your competitors are not exploring, where you have a better chance of standing out. Display ads and retargeting are great options. Tradeshows can be too. Look for affinity groups on social media, and don't forget about Reddit! Find the relevant online publications for your audience, and try to sponsor webinars.

La principal sugerencia si no conseguimos el rendimiento esperado en SEM siempre es derivar presupuesto a otros canales. RRSS, Display, Vídeo Online, Branded Content, Influencer Marketing, Connected TV o DOOH son algunas de las opciones disponibles en un abanico de formatos cada vez más diverso. Tanto en objetivos de generación de marca como en captación de clientes el media mix es importante. Sin embargo, no es el único factor de éxito. Sea cual sea el objetivo o canal digital, debemos considerar el valor a?adido del producto o servicio, así como la creatividad y mensaje con el que lo presentamos.

Moniter Trends Regularly monitor your SEM campaigns, analyze performance metrics, and make data-driven adjustments to optimize your campaigns for better results.

SEM takes vigilance and expertise to maintain key placements and returns. Falling behind? Make sure you: -Win on ad strength -Segment for profitability -Follow continuous development processes -Stay ahead of seasonal trends -Pay for value, not low price

With high competition and a limited budget, narrowing your niche is essential. For services, this entails focusing on one or more specific industries, while for products, it involves targeting a narrower audience. Conducting search demand research and user interviews can aid in identifying the appropriate industry or audience. However, seeking assistance from an agency is advisable. Additionally, considering a shift in strategy and channels for user acquisition could yield significant results. Best of luck!

So important! Often, we don't dedicate sufficient time to trends, becoming too absorbed in the details of dashboards and known levers. We miss out on managing our understanding those broad, crucial elements that were important from the start in developing strategy.

Yes that’s what a lot of people miss. And by monitoring I mean, you should do it daily - and not just of market but also of competition. It helps identifying best keywords, knowing how better you can optimise the landing page, understanding user behaviour on site & consumer behaviour with respect to your industry.

When facing intense competition in your SEM campaigns, it's a signal to reassess your strategy. Your unique selling point (USP) is your competitive edge, but if it's not effectively integrated, you're missing out. Evaluate your messaging—are you clearly communicating what sets you apart? Adjust your ad copies and landing pages to highlight your USP. Understand your audience's needs and tailor your approach accordingly. Remember, it's not just about being present; it's about resonating with your audience at crucial touchpoints. By fine-tuning your strategy and emphasizing your USP, you can carve out your niche amidst the competition.

My favorite advanced technic for Brand keywords: 1. Don’t replicate the SEO experience by using the home page. It's actually the worse LP because it’s the furthest from the Thank-you page Chose 3+ LPs with a business objective (New Pdts, Best Sales, Top categ, Basket pages …) 2. A keyword can only have one LP, so: - either you add RSA ads (can’t have more than 3 per ad group) - or you create a specific ad group for each LP 3. tROAS will optimize for conversions, at a similar IS, thanks to signals such as Site behavior - Wait for 2 weeks or 3 conversion cycles as it learns from this new user experience - Create a portfolio bid strategy to control the Max CPC, and assign the recommended tROAS - Run an Experiment campaign if necessary

All the previous points are indispensable, not just optional. In a very competitive industry is necessary to have an integrated strategy with all your digital paid and organic channels, where you understand the customer and give them what they expect to find from their searches and a plan to engage them in your landing page. Also it is important to explore the tools the search engines develop and take advantage of them, it can be a huge advantage to dominate them before your competitors do. And finally be aware in changes in the algorithms and act accordingly.

Leverage first party data such as customer lists or audiences created via specific conversion actions on your website or app to compliment keyword and third party platform audience targeting. Be sure you have permission to activate the first party data in advertising.

While all of the suggestions listed would work to a degree - you will eventually just end up bidding higher. And higher. A more sustainable strategy may be to change the narrative - of your brand and how you contextualize your brands role in your customer’s life. Put simply, change tack. Optimize around the new contexts you create and relate your brand to. Let your brand pop up in unexpected contexts and newer relatable spaces. Often enough that it elicits a “Aha, I didn’t think THAT would work” reaction. New and unique brand story > higher SEM spends and effort. SEM after all is still fundamentally marketing.