What Is SEM?


SEM stands for search engine marketing, which is a paid digital marketing strategy that involves promoting a website or web page on search engine result pages (SERPs) to increase visibility and drive targeted traffic. SEM encompasses various tactics, with the primary focus being on paid search advertising, allowing the campaign to target relevant search term and appear as a search result on SERPs.


What Is SEM


With SEM, digital marketing experts or business owners alike will have to pay every time someone clicks on a campaign even if it does not generate conversions.


RELATED: The Differences Between SEO And SEM In Singapore And How To Utilise Them In Digital Marketing


Before making a successful SEM campaign, you must learn more about SEM and how it can help your business. To achieve your business goals, here are the eight tips for creating a successful SEM campaign in Singapore.



8 Tips For Creating A Successful SEM Campaign


8 Tips For Creating A Successful SEM Campaign

Define Your Target Market

Keyword Research

Understand How An Ad Auction Works

Make Catchy And Engaging Headline and Description

Split Your Campaign Budget

Utilise Bid Adjustments

Ads Should Be Directed To The Right Landing Page

Be Updated About SEM And Google Changes

Define Your Target Market

Understand How An Ad Auction Works

Split Your Campaign Budget

Ads Should Be Directed To The Right Landing Page

Keyword Research

Make Catchy And Engaging Headline and Description

Utilise Bid Adjustments

Be Updated About SEM And Google Changes

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1. Define Your Target Market


For all digital marketing strategies, defining your target market is the first step to reaching your goals. By understanding your target audience, you can come up with more effective ads. Have an in-depth look at your target audience so you can send your ads to the right people.


You can start by evaluating your previous and current customers. Send them surveys with questions that will let you know more about their demographics, including their purchasing habits, preferences, location, and many more. With this, the SEM company will learn more about your target audience and their needs


ALSO READ: Target Market Research: Generation Gaps And Differences


Invest your time in researching everything there is to know about your target audience. In the end, your hard work will reward you with more opportunities for providing your target audience with more effective ads.


2. Understand How An Ad Auction Works


Ad auctions are the bread and butter of every SEM campaign. When you are ready to dish out your ads, understand how an ad auction works so you can increase your chances of successfully bidding for the keyword without having to exceed your budget.


Understand How An Ad Auction Works


Retrieved this screenshot from Google Ads Help


First, you must identify the keywords that you’ll be bidding on to know how much is the average cost per click for the keyword.


DISCOVER: How To Set Up A Google Ads Campaign?


google keyword planner dashboard


Retrieved this screenshot from Google Ads Help


Not all your ads will appear on every SERP related to your keywords. You need to identify the commercial value of each keyword to know if your ads will show up on the SERPs.


3. Split Your Campaign Budget


Rather than putting all the eggs in one basket, run multiple campaigns and do A/B testing. This way, you will be able to find out which SEM campaign works best for attracting traffic, gaining leads, and earning conversions through this method.


ALSO READ: A/B Testing: A Guide To Optimising Google Ads


Instead of investing in one big SEM campaign, consider making at least two or three SEM campaigns. Spend a reasonable amount of money and save your budget for the future. As you deliver your ads, review and evaluate your performance to find out if your campaigns are performing well. From there, work your way up until you can conduct several SEM campaigns that are guaranteed to generate leads and attract potential customers.


4. Ads Should Be Directed To The Right Landing Page


No one likes misreading ads. That means you should direct your potential customers to the right landing page of your SEM campaign instead of your website’s contact page or somewhere else that does not showcase any information about your ad.


Here is a good example of an SEM campaign from FlowerStore PH. The brand directs the user to its best sellers page, which showcases flower arrangements of roses and other types of flowers.


Ads Directed To The Right Landing Page


Increase your conversion rate by making sure your ads and content correlate with each other. Nothing hurts a conversion rate more than an ad that does not deliver as promised.


RELATED: How To Optimise Your Landing Page?


5. Keyword Research


Like SEO, SEM in Singapore also needs refined keywords for a successful campaign. With the right keywords, your ads will have a higher chance of reaching your target audience. To do so, you must use the right tools like Ahrefs or Google Keyword Planner to provide a list of keywords that will help your business rank higher in SERP. As more online users see the relevance of your ads, the more they are likely to support your business.


READ MORE: Keyword Research Guide: Identify The Right Keywords To Optimise Your Digital Marketing Campaigns


6. Make Catchy And Engaging Headline and Description


Another way to optimise your SEM marketing campaign is to make catchy and engine content to entice your audience and make them support your products. You must understand how your target audience thinks to have compelling content. You must also know the trends that can make your campaigns more relevant.


Excellent copywriting skills can also make people click on your ads. As a result, you’ll gain more visitors to your website and increase your daily sales. Don’t forget to add a call-to-action to encourage the readers to buy or support your products. It’s also advisable to work with an SEM agency if you need professional help.


ALSO READ: Clickbait vs Catchy Headlines: Where To Draw The Line?


Clickbait vs Catchy Headlines


7. Utilise Bid Adjustments


Bid adjustments in SEM mean the percentage of increase and decrease in your ads. As a tool, it allows you to show your ads based on where, when and how people search. You can work with an SEM company to help you strategise the campaign, from keywords, audience targeting and bid adjustment to the timeframe the ad should appear on SERPs.


Once you utilise the bid adjustments, it can boost your bids and maximise the traffic. It can also give a better placement for your ads, where online users can see more of your content.


8. Be Updated About SEM And Google Changes


Finally, the essential thing is to be updated with SEM and Google changes so your SEM in Singapore will be relevant. It’s better to partner with a reliable SEM company because they know the changes in the digital marketing industry. For this reason, they can help your business build a successful SEM campaign despite the frequent changes.


ALSO READ: Ultimate Guide To Google Algorithm 2023


Create A Successful SEM Campaign With OOm Singapore


Combining SEO and SEM is the perfect way to gain leads and increase your conversion rate! Consider working with OOm, an SEM company in Singapore to reach your goals and come up with better SEM strategies.


For professional digital marketing services, contact us at 6391-0930.

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