A successful search engine marketing (SEM) campaign can help your business get the exposure it needs to raise brand awareness in an instant. Unlike search engine optimisation (SEO), SEM can give you instant web visibility by posting your ads on search engine results pages.
However, while it is an excellent way to attract customers and gain leads, an SEM campaign is not guaranteed to help you reach your goals. Like SEO, you need to work your way up for your SEM campaign to become successful. Most of all, you must be aware of the many errors and blunders when it comes to SEM.
Whether it is your first time creating an SEM strategy or not, you are always at risk of making a few mistakes. That is why it is crucial to study the ins and outs of SEM before you implement your marketing strategy right away.
The rewards of a successful SEM campaign are worth your hard work. Unlike SEO, you can get instant results and exposure for your business. With that said, it is better to be safe than sorry by preparing yourself for the worst.
Here are some of the mistakes that you could encounter when creating an SEM campaign!
5 SEM Mistakes That You Should Avoid
1. Not Enhancing On Your Website
The purpose of setting up your paid ads is to get more clicks and drive traffic to your website. The problem is, some people focus too much on their ads that they forget to enhance their website!
When launching an SEM campaign, remember to design your website and enhance its performance so you can improve the user experience. Factors such as aesthetic visuals, site navigation, and site speed can affect a person’s impression of your website. As much as possible, keep your site up to date with high-quality content and a smooth interface that lets users navigate through your website with ease.
2. Not Using Expensive Keywords
When creating an SEM campaign, you might think of using the cheapest keywords for your ads to save money. However, doing so might not give you the results you need to get more clicks and organic traffic.
Instead, try to diversify marketing your strategy by mixing your paid ads with both cheap and expensive keywords to get the best possible results for your SEM campaign. Some keywords are costly because they have the highest chances of attracting visitors and getting clicks.
The more expensive the keyword, the higher the chances of gaining leads. Use such keywords to your advantage and take a risk. After all, the rewards are worth the price if your ads reach your target audience.
3. Not Making An Engaging Call To Action
A call to action (CTA) is what you use in encouraging your readers to make a decision based on your ads. A simple yet effective CTA is enough to help you gain leads. Without it, your paid ads will lose a significant portion of their value.
To create a CTA, focus on creating content for your audience and offer them something enticing. For instance, you could present a discount or sale so you can motivate your readers to click on your ad. Try to take the least obvious approach as much as possible, or else you might discourage your audience from clicking on your ads.
4. Not Using Ad Extensions
Google is one of the best marketing tools for many reasons, and one of them is that you can use Google Ads for SEM. Google Ads, formerly known as Google AdWords, will let you enhance your ads by using ad extensions. Use the right extension for your ads, and you could reach your target audience in no time.
With so many ad extensions, it would be a waste not to use them for your paid ads. Visit Google’s support centre to know how you can enhance your SEM campaign by using ad extensions.
5. Not Evaluating Your Performance
The efficiency of your paid ads will depend on your keywords and target audience. You must use the right keywords to send your ads to the right audience. Doing so will help you enhance the performance of your SEM campaign.
However, some people forget to evaluate the performance of their SEM campaigns. Avoid this at all costs, and always analyse your performance to see how well your ads are doing.
Your Key Performance Indicator (KPI) is crucial for determining the performance of your ads. Review your ads based on each KPI. In doing so, you can enhance your SEM campaign and know which keywords are best for your paid ads.
There you have it—these are some of the common mistakes that you should not commit at all costs! Your SEM campaign can benefit your business in the long run, but only if you know how to prepare beforehand. If that’s the case, consider working with a digital marketing agency in Singapore that will help you launch a viable SEM campaign.
For more information about digital marketing, feel free to call our SEO company in Singapore at 6391-0930.