Mastering Ad Campaign Management for Success in SEM

Search Engine Optimization and Search Engine Marketing campaigns are the most effective strategies for making your website visible on the SERP. However, SEM is a paid advertising campaign where you have to create ads targeting certain keywords. Digital marketers have to run the campaigns on Google Ads and other similar platforms. However, without proper management, your advertising campaign will be costly. Moreover, you may not get quality leads if you do not manage the campaign efficiently. You can integrate ads with your CRM to get insightful data about your leads.

SEM Campaign Mistakes Made By Many Marketers

Although you have started running your paid ad campaign for SEM, you should avoid making common mistakes.

• • It is often assumed that your SEM program works effectively. However, you should evaluate the ad campaign’s performance.

• • Before publishing ads for your SEM campaign, you have to check the default location. If that location does not match the location of the target audience, you should modify it. This step ensures proper geo-targeting of your ads.

• • If the homepage or landing page is unengaging, it does not help you with lead generation for your SEM campaign.

• • You might have developed campaigns, set your budget limits, and gone live. However, if you do not inform external or internal stakeholders, you may face challenges.

How Should You Manage Your Paid Advertising Campaign?

Paid ad management involves some significant steps-

Find The PPC Ad Campaign Management Platform

Choosing the right platform for PPC campaign management is important. It helps you keep the advertising costs low. Instead of using a third-party tool for campaign management, you can rely on the platform where you run the ads. But, if you want to consider more sites and apply a complicated strategy, using a robust campaign management tool is important. It helps you track your platform, creatives, and budget in a single place. For instance, WordStream Advisor is a third-party tool to analyze Facebook and Google ad costs to maintain a budget.

Review Your Landing Page

Your PPC traffic will land on a webpage of your site. However, you should not drive visitors to your blog or homepage. You have to create a proper landing page and track it constantly to identify the source of your leads. Remember that the final URL in the AdGroup is the same no matter what ad or keyword you have chosen.

You can rank a page for more than one keyword. However, you must not do it with a single landing page. A landing page with a target message addresses just a few keywords. Thus, if you have chosen any irrelevant keyword for your landing page, your ad visitors will not convert into customers.

Analyze Keyword Bids

While bidding for keywords, you have to determine the amount you should pay for every conversion to earn a profit. Google ads tools help you with effective optimization of bids. For example, the Bid simulator lets you find how lower or higher bids influence the performance of your advertisements. After identifying the maximum amount you can afford to pay for a keyword, you can use the tools for better results.

Consider Using Ad Extension

For better optimization of your ad campaign, you can use ad extensions. The right extensions help you incorporate more details (like contact details and business address) into your advertisements.

Make Your Ad Schedule

Many PPC advertisers implement ad scheduling to get more benefits. It is not just about showing advertisers at particular times. Target your advertisements during peak hours when your potential customers are active online. Your advertising budget needs to be optimized to increase the chance of conversion. For instance, a garment store owner can display ads on weekends for maximum visibility.

Take Advantage Of The Automated Bidding Process

Automated bidding depends mainly on your past data for better optimization in the future. There are some advantages of using an automated bidding technology-

·       Auction Time Bidding

Google Search Ads 360 and some other platforms help you set auction time bidding. With proper settings, you can optimize bids. So, there will be a real-time adjustment of bids for every search, and you will get the desired outcome. 

·       More Frequent Adjustment of Bids

PPC advertisers need to adjust bids several times throughout the day. However, when they bid manually, they should ensure a flow of data from past optimization to adjust the subsequent bids. On the contrary, the automated process ensures real-time bidding. 

Conclusion

PPC ad management for SEM involves different activities ranging from researching to reporting. Professional digital marketers rely on tools to do these activities efficiently and help you increase your ROI. They constantly track conversions on your paid ads to know whether the ads are providing value to your business. They try to understand your potential customer behavior and make your SEM campaign more effective. So, run your PPC advertising process for the SEM campaign.