What are some of the advanced SEM techniques that you use to gain a competitive edge?

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Search engine marketing (SEM) is a dynamic and competitive field that requires constant innovation and adaptation to stay ahead of the curve. If you want to improve your SEM performance and gain an edge over your competitors, you need to master some of the advanced SEM techniques that can help you optimize your campaigns, increase your conversions, and reduce your costs. In this article, we will share with you six of these techniques and how you can apply them to your own SEM strategy.

本文章的要点总结

Segment and test ads:

To keep your search engine marketing fresh, split your audience based on their previous interactions with your ads. Serve them tailored ad copies that guide them through the next steps. It's like having a personal conversation at scale.
Harvest negative keywords:

Combine conversion data with organic search rankings to pinpoint non-converting terms. Cutting these can tighten up your campaigns and stop your budget from leaking on searches that just don't convert.

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1 Use Dynamic Search Ads

Dynamic search ads (DSAs) are a type of Google Ads that automatically generate headlines and landing pages based on the content of your website and the search queries of your potential customers. DSAs can help you reach new audiences, fill in the gaps of your keyword coverage, and save time and resources on creating and managing ads. To use DSAs effectively, you need to segment your website into relevant categories, set appropriate bids and budgets, and monitor and optimize your performance regularly.

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Gaurav Pandey

Marketing & PR Advisor, Speaker | D2C | Small Business | SaaS
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DSA's are good for discovery campaigns, where your KPI's includes higher number of clicks, impressions, and engagement, to attain an overall broader audience size. They may not be a good option to run retargeting or intent serving ad copies with conversion objective, whether soft conversion (form submission) or, hard conversion (transaction).

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Mersudin Forbes

Portfolio SEO Director | SEO Agency Advisor | E-com SEO Specialist
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DSA's are a really efficient way of farming new keywords to expand into existing campaigns. Make sure you are using effective ad group negatives to ensure you are not competing with pre-existing keywords in the account.

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Jamie Leckie

Paid Media Manager @ MCM
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You should also make sure you exclude irrelevant/low-quality web pages from your dynamic ad-targeting pages to reduce wasted spend!

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2 Implement Remarketing Lists for Search Ads

Remarketing lists for search ads (RLSAs) are a feature of Google Ads that allows you to customize your search ads and bids for people who have previously visited your website or app. RLSAs can help you increase your conversion rates, lower your cost per acquisition, and boost your brand awareness and loyalty. To use RLSAs effectively, you need to create specific and relevant remarketing lists, match them with the right keywords and ad copy, and test and refine your strategy based on your results.

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Gaurav Pandey

Marketing & PR Advisor, Speaker | D2C | Small Business | SaaS
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Tip: Remarketing campaign built out of your existing but sleeping customer base can act as a very good re-activation tool. Remarketing campaign in combination with a focused email marketing campaign to the same audience, can amplify the customer reactivation.

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3 Leverage Automated Bidding Strategies

Automated bidding strategies are a set of Google Ads features that use machine learning and historical data to automatically adjust your bids to optimize your campaign goals. Automated bidding strategies can help you save time and effort, maximize your return on investment, and adapt to changing market conditions. To use automated bidding strategies effectively, you need to choose the right strategy for your objective, set realistic and measurable targets, and track and evaluate your performance frequently.

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?? Leonardo Pizarro

Director, Demand Generation @ Eye Security ? Scaling Startups with Revenue Marketing ? Hummus Artist (DM me for my secret recipe)?
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Google's automated bidding strategies are only as good as the data it receives. Before considering automated strategies, take the time to review and validate your historic data. Using Lunio and BigQuery helps you understand the quality of data you're working with.

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4 Optimize Your Quality Score

Quality score is a metric that Google uses to measure the relevance and quality of your keywords, ads, and landing pages. Quality score affects your ad rank, cost per click, and ad position. Optimizing your quality score can help you improve your visibility, relevance, and efficiency of your SEM campaigns. To optimize your quality score, you need to conduct keyword research, create compelling and relevant ad copy, and design user-friendly and fast-loading landing pages.

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5 Utilize Negative Keywords

Negative keywords are a type of keywords that you can use to exclude your ads from showing up for irrelevant or unwanted search queries. Negative keywords can help you improve your click-through rate, quality score, and conversion rate, as well as reduce your wasted spend and avoid cannibalizing your own keywords. To utilize negative keywords effectively, you need to conduct negative keyword research, use different match types, and update your negative keyword lists regularly.

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Tim Moorhead

Paid Search Manager at Thermo Fisher Scientific
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Tip: Combine your paid search term conversion data with your organic ranking data to uncover negative keywords for your campaigns. Have non-converting paid search terms that are also not ranking in the top 100 organic positions? Chances are, these search terms are driving irrelevant traffic and draining your ad budget.

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6 Experiment with Different Ad Formats and Extensions

Ad formats and extensions are additional features that you can use to enhance your search ads and provide more information and value to your potential customers. Ad formats and extensions can help you increase your click-through rate, conversion rate, and competitive advantage, as well as differentiate your brand and offer from others. To experiment with different ad formats and extensions, you need to understand the benefits and requirements of each option, test and compare different combinations, and optimize your ad copy and landing pages accordingly.

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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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Gaurav Pandey

Marketing & PR Advisor, Speaker | D2C | Small Business | SaaS
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Ad fatigue is real in digital campaigning. So keep refreshing your ad graphics, and copies to stay out of the blind zone, and to reignite interactions. However don't use this advice as click bait, instead try offering a sequential ad copy serving to this audience, based on their behavior. Those who have previously interacted with your ad copy, should see the next step focused ad copies. This acts as a funneling practice in customer acquisition.

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What are some of the advanced SEM techniques that you use to gain a competitive edge?

1

2

3

4

5

6

7

1 Use Dynamic Search Ads

2 Implement Remarketing Lists for Search Ads

3 Leverage Automated Bidding Strategies

4 Optimize Your Quality Score

5 Utilize Negative Keywords

6 Experiment with Different Ad Formats and Extensions

7 Here’s what else to consider

Search Engine Marketing (SEM)

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What are some of the advanced SEM techniques that you use to gain a competitive edge?

1

2

3

4

5

6

7

1 Use Dynamic Search Ads

2 Implement Remarketing Lists for Search Ads

3 Leverage Automated Bidding Strategies

4 Optimize Your Quality Score

5 Utilize Negative Keywords

6 Experiment with Different Ad Formats and Extensions

7 Here’s what else to consider

Search Engine Marketing (SEM)

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感谢您的反馈

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