Optimize Client SEM Campaigns with These Best Practices

BY Rachel Cagle
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Are you staying on top of which PPC (pay-​per-​click) trends your client should be taking advantage of in their SEM campaigns? If not, don’t worry. Here are some you should know about, according to TheeDigital.

Optimize Client SEM Campaigns with These Best Practices

Artificial Intelligence

There’s no escaping the positive impact artificial intelligence (AI) is bringing to the business world. So, why keep it out of your client’s SEM campaigns? TheeDigital says that you can implement AI into the PPC portions of your client’s SEM campaigns to:

  • “Predict future ad CTRs
  • Identify the bids that will get the most traffic
  • Analyze a customer’s likelihood of converting”

Basically, by paying attention to trends in your client’s target audience’s behavior, you can use AI to create more targeted ads. The more targeted the ads, the more likely consumers will interact with them.

Advertising on Amazon

That’s right, Amazon is getting into paid advertising. If your client isn’t making plans to add ads on Amazon to their SEM campaigns’ strategies, they should. Why? When consumers are browsing Amazon, they’re in a mindset to buy, says TheeDigital. So, if they see ads that are related to things they’re in the market for, there’s a high chance they’ll click on them. Compare that to the paid ads consumers run into on social media platforms and general searches, and your client will see where the highest chance of conversion is.

Advertising on Social Media

That being said, your client should never leave social media out of their SEM campaigns. TheeDigital points out that about 70% of consumers check at least one platform per month. That number is even higher when you look at younger generations. With the majority of U.S. consumers spending a significant amount of time on social media every single day, your client’s ads have a good chance of being seen and acted on. TheeDigital also recommends that your client extend their reach beyond Facebook. Other platforms, like TikTok, are gaining speed. So, your client should have a presence on these platforms before they become overly popular with their competition.

Want to know which social media platforms your client’s target audiences are most active on? Check out their profiles on AudienceSCAN on AdMall by SalesFuel to find out.

Audience Targeting

Did you know that Google Ads offers the option to add target audiences to your client’s SEM campaign efforts? Google’s audience targeting feature allows your clients to specify aspects of the audience they want to target with their ads, such as age or household income. “You can even set ad preferences to exclude audiences that you don’t think your service appeals to,” says TheeDigital. When your client combines audience targeting with keyword targeting, you create ads that are extremely relevant to your client’s target audience.

Take Advantage of Voice Search

Voice search has been around for many years and is only continuing to gain popularity. Yet, not many brands have made their websites or resources very conversational. “People are more conversational when making voice searches,” says TheeDigital, “so it will improve your chances of a hit,” if you make your client’s website content have a more conversational tone. The more ways your client’s target audiences can find your client’s website and other content, the more likely they’ll be to interact with it and make purchases.

Visual Searches

Consumers are also making more visual searches to find exactly what they’re looking for without having to type out a detailed description. “To stay ahead of this trend, create a photo catalog of your products and services,” says TheeDigital. “Add metadata to the images to make sure they are categorized correctly by search engines. For example, a photo of a jade green vase would have alt text like, ‘small jade green vase.’”

Photo by Siarhei Palishchuk

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