Search Engine Marketing (SEM) Best Practices

Webbiquity

Search engine marketing (SEM) can be a powerful lead generation source, or a complete waste of money. B2B marketers often get less from their SEM programs than possible by overlooking basic but critical steps. Here are some best practices to optimize your results from SEM campaigns: 1.

13 More Bing Ads Secrets to Broaden Your SEM Coverage

QuanticMind

Last year we published some tips and secrets on how to expand your SEM strategy using Bing Ads. If you want to maximize the value of Bing Ads for SEM in 2020, here are 13 new tips and strategies to consider. Bing’s Keyword Planner. Product Negative Keyword Conflicts Report.

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SEM Mystery: The Case of the Missing Leads

Webbiquity

No problem, I thought; knock out a keyword list, crank out a few ads, test a couple of different landing pages, keep an eye on things to weed out the bum search phrases and keep bids in line, piece of cake. So I downloaded a keyword report and went through it with a fine tooth comb.

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How to Avoid Underspending and Overspending Your SEM Budget

QuanticMind

Balancing your SEM budget is one of the major challenges of marketing management today. It can also frustrate the leaders who put you in charge of SEM in the first place. Numerous factors can contribute to poor SEM budget spend. Probably the most common reason for SEM budget underspending is setting your budget too low. When you have a small war chest, it becomes more difficult to bid on more relevant (and competitive) keywords.

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How to Solve PPC Keyword Cannibalization

QuanticMind

Optimizing your ROI is a challenging, seemingly endless, process in the highly competitive world of search engine marketing (SEM). That of course includes implementing best practices around keywords, as well as staying on top of any unanticipated PPC roadblocks — like keyword cannibalization. . A costly, oftentimes unrecognized, consequence of this can be keyword cannibalization across entire PPC programs. Keyword Cannibalization – The Basics.

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SMX East 2016 Day 2 – SEM for Brands, SEM Testing Best Practices, SEM + TV, Beyond Search, Multi-Channel

QuanticMind

For your perusal, here are the quick hits: Brand SEM insight from “Brands Talk Search Marketing”: Featuring: Daniela de Simone, @erinever , @jknob8 , @simonheseltine , @CJSherman. Every brand is at a different point in its SEM journey – for some, SEO departments manage keyword lists, while others are starting to focus on secondary search engines. Panelists discuss the ups and downs of various SEM tools, particularly on a finite budget.

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Data-Driven Attribution and SEM [ebook]

QuanticMind

Using a blanket strategy to bid equally on all kinds of keywords using a simple CPA model can lead to lost opportunities and wasted ad spend. A simple portfolio strategy can cause search marketers to overspend on cheaper keywords or overspend on expensive keywords.

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SMX Advanced Day 2 – Branded Keywords, More Audience Targeting, ETAs and Shopping

QuanticMind

Day 2 of #SMX Advanced includes tips and tactics on branded keywords, audience targeting, expanded text ads and Google Shopping. It’s estimated that competitors running ads against branded keywords can cost up to a 10% drop in clicks and 20% higher CPC.

17 (of the) Best AdWords and SEM Guides of 2011

Webbiquity

Discover the answers to these questions and many more here in 17 of the best AdWords and SEM guides of the past year. 2 Little Known Ways To Increasing CTR And Quality Score by Certified Knowledge. Noting that “the biggest factor that influences (quality score) is CTR,” Chris Thunder shows how to use day-parting and geo-targeting to gradually increase CTRs and quality scores by granularly excluding low-click-through hours and geographic locations.

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Seven Common AdWords Mistakes to Avoid

Webbiquity

In fact, recent WordStream research highlighted on eStrategy Trends reveals that, for keyword phrases with “high commercial intent,” almost two-thirds of all clicks are now on paid ads. Digging a bit deeper, it usually turns out it wasn’t the tactic that was ineffective, but rather the execution of the AdWords or other search engine marketing (SEM) program. A keyword with a low CTR and a $10.00 Using the wrong keywords.

What’s the Difference Between SEO and SEM?

TrustRadius Marketing

SEO stands for search engine optimization , and SEM stands for search engine marketing. SEO experts focus on generating traffic and leads through organic search whereas SEM experts aim to generate traffic and leads through organic and paid search. When it comes to practicing SEO and SEM, it’s not an either/or–SEM actually includes SEO tactics. We’ll explain what both SEO and SEM experts do, rather than soley their differences, to help paint the picture for you.

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An Expert’s Thoughts On How To Scale ‘Single Keyword Ad Groups’ (SKAGs)

Ladder.io

Our Growth Analysts at Ladder noted some issues with ‘keyword stuffing’ in a few Google Ads campaigns recently. Initially, several keywords that performed well previously were added to these campaigns in order to increase the volume – because we were finding it difficult to spend with the old campaigns. The Problem With Keyword Stuffing. Keyword Stuffing is defined as putting too many dissimilar keywords in the same ad group.

Google AdWords Average CTR and Best Practices

WebMarketCentral

It's surprisingly difficult, however, to get meaningful data on the average click-through rate (CTR) for Google AdWords ads. On the B2B side, I'd place the average Google AdWords CTR in the range of 0.9-1.4%. So—how can you optimize your Google AdWords CTR to beat those averages?

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17 Best Paid Media Tools for Marketers

Single Grain

Plus, all this is complemented by the fact that SEMrush has one of the biggest keyword databases in the world. See ads displayed for certain keywords in Google. Apply large-scale changes to your Ads account without wasting time by adapting existing keywords to target specific locations.

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What is PPC? A Guide to the Basics

QuanticMind

There are several types of PPC advertising, but the most popular remains paid search, commonly known as search engine marketing (SEM). This sophisticated, keyword-driven discipline allows industry professionals to place bids for ad placement on a search engine results page (SERP) real-estate when a consumer searches for a keyword that is related to their products or services. This is where you set up your bids on the keywords you want to trigger an ad display.

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Friend or Frenemy: the Synergy Between SEO and PPC

QuanticMind

When it comes to Search Engine Marketing (SEM) programs, the question of the synergy between SEO and PPC eventually comes into play. For example, Sammy’s sales campaign includes paid advertising on search engines for the keyword “wool toque.” This results in a better CTR for organic traffic. How does keyword research differ between PPC and SEO? If you’re struggling with where to start, remember that keyword research informs SEO and PPC, streamlining the process.

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10 Effective SEO Techniques to Drive Organic Traffic in 2020

Single Grain

Focus on Topic Clusters Instead of Keywords. Head over to Keyword Rank Checker , a tool that you can use to determine your page ranking based on keyword search: It goes without saying that your goal is to get your website to the top of this list. But if you’re feeling disheartened with the keyword ranking check you just ran, don’t panic. Here are a couple of other points worth bearing in mind when optimizing for voice search: A) Use Long-Tail Keywords.

3 More Tips for Optimizing SEM Campaigns

WebMarketCentral

The previous post on this topic advised search engine marketers to bid on their own company name and branded terms, keep keyword lists clean and cross-pollinate SEO and SEM efforts. Here are three more tips for optimizing results from SEM programs such as Google AdWords.

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Social PPC: 17 Tips for Successful Ads on Twitter, LinkedIn & Facebook

The Point

Twitter and even Facebook have shown more limited success, but both can be a good fit for certain B2B companies whose target markets align well with specific interests or keywords. Using Keyword Targeting typically produces a higher click-through rate (CTR), since users are searching for a term directly related to your ad/offer, but volume is harder to come by, and so attaining meaningful volume can require an extensive list of keywords, which may dilute the campaign’s effectiveness.

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Are You Making These PPC Mistakes? 10+ Bizible PPC Fails… And How We Fixed Them

bizible

Promoting content based on persona -- e.g. blog posts targeted at CMOs only go to CMO audience -- greatly increases ad relevance and CTR, which results in more conversions and lower CPC. Mistake #9: Going general with keywords, then narrowing. Marketers, including us, naturally tend to really want to show up for everything related to their brand, so they start really general with keywords ('marketing analytics' vs 'marketing attribution' for example).

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Measuring Year-End Marketing KPIs – Where’s the Data?

Act-On

Average Keyword CTR. Average Landing Page CTR. Average Keyword Position. Keyword Queries. Content Keywords. Marketing Strategy Reports & Analytics data engagement data key performance metrics KPI marketing strategy Search engine marketing search engine optimization search marketing SEM SEOWhere did the year go? We’re wrapping up 2016 and there’s less than 10 days left in the year!

11 Expert PPC Guides, Tips and Techniques (and One Rant)

Webbiquity

SEM changes take effect in a matter of minutes. • You decide which keywords, and how many, you’d like to show up on page one for, including popular phrases for which it may be very difficult to rank organically. You can add and drop keywords on the fly. • You decide exactly which landing page to send traffic to for each keyword–without worrying that a minor edit to the page, or Google’s next algorithm update, will annihilate your ranking.

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Become an Expert on Google Shopping, Chapter 1: Google Shopping, Then and Now

QuanticMind

Now that right-rail ads are a thing of the past, PLAs are arguably the biggest winner in paid search, with top placement on search engine results pages (SERP) and massive clickthrough rate (CTR). By 2015, Microsoft Bing launched “Bing Product Ads,” which serve much the same purpose, while Google launched new SERP for mobile, desktop and tablet, making PLAs especially prominent on mobile and leading to even higher click-through rates (CTR) than before. But avoid keyword stuffing!

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Seven Expert Search Engine Marketing Guides

Webbiquity

SEM, paid search, PPC) is a powerful complement to SEO and an effective tactic on its own. Google and Yahoo both say that by including your keywords in your ad title and descriptions will greatly help increase your quality scores&# ). Done properly, search engine marketing (a.k.a.

The Case of the Missing Leads: An SEM Mystery

WebMarketCentral

No problem, I thought; knock out a keyword list, crank out a few ads, test a couple of different landing pages, keep an eye on things to weed out the bum search phrases and keep bids in line, piece of cake. So I downloaded a keyword report and went through it with a fine tooth comb.

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The Right Way To Spend Millions on Senior-Living Advertising

Fathom

You definitely need to track your ads and keywords in a way to understand which are generating high-quality and low-quality leads. Assisted-Living and Memory Care Keywords Are Most Expensive. If you’re wanting to run Google search campaigns on these type of keywords, be willing to pay anywhere from $10-$20 per click! That being said, making sure you have the proper negative keywords and a user-friendly landing page experience is crucial.

Paid Search & The Truven 15 Top Health Systems

Fathom

Using a keyword spy technology called SpyFu , we were able to get a very rough estimation of what health systems are spending on Google AdWords (specifically related to search campaigns only). What keywords are the ads showing up for? Interestingly, Advocate Health is investing heavily in medical staff and nurse recruitment keywords, such as nursing jobs , medical jobs , hospital careers , etc. Again, according to Google, this increases CTR by about 15% on average.

PPC Budget Forecasting on the Fly

Fathom

From here, use the following formulas for the rest of the potentials: Potential clicks: potential impressions*CTR. Of course, adding additional keywords or moving targeting and settings around will help to generate additional opportunities. Online Advertising / SEM / Display AdWords Online Marketing optimization Paid Search ppc It’s Friday afternoon and an e-mail comes through to your inbox from your client: “Do you think we can spend an extra $10,000 this month?

Hero Conference 2014: Key Learnings in Paid Search

Fathom

The sessions contained various topics including lead gen PPC, eCommerce PPC, attribution, live audits (keyword research, ad copy, account audits), and much more. Doing extensive keyword research, writing ads, and choosing/designing a landing page is not enough. However; how much of our testing and optimization efforts focus on click-through and monitoring CTR over time? If budget is an issue, focus on your highest intent (primary keywords) FIRST.

Best AdWords Tips and Tactics of 2009, Part 2

Webbiquity

Click-through rate (CTR) is the single most important factor in determining Quality Score, which is as important as bid level in determining how highly an ad will appear in search results. Ron Jones steps through the process of structuring content for AdWords campaigns, developing keyword lists and setting up ad groups, along the way identifying helpful resources and tools such Permutator.

How to Solve the Biggest New Problem in Search Engine Marketing

QuanticMind

How can you solve SEM’s biggest new challenge? In fact, if you’re a paid search professional who works on PPC campaigns for a living, you’re probably already tracking a huge amount of mission-critical information: your cost-per-click (CPC) bid levels, your click-through rates (CTR) and conversion rates (CVR) on various ad campaigns you’re running. Search Engine Marketing / SEM bid adjustments Bidding Search

Are You Advertising Your Urgent Care Clinics Online?

Fathom

Average click-through rate (CTR) was significantly higher for mobile (3.11%) and tablets (2.96%); where desktop CTR was 1.95%. Mobile / Responsive Website: with over 50% of users searching urgent care related keywords from mobile devices, it’s imperative to have a website that renders properly on mobile devices. Healthcare Online Advertising / SEM / Display urgent care advertising urgent care digital marketing urgent care online

8 Ways to Improve PPC Campaign Management

QuanticMind

Researching search queries and adding relevant new keywords to accounts. Eliminating poor performing keywords from campaigns. Define your goals before you start, because it will ultimately impact what bidding strategy you choose, what keywords you target and what kind of ads you serve. Duplicating keywords across campaigns and ad groups. Refine your keyword lists as you learn. Consistently update your negative keyword lists.

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10 Shopping Feed Optimization Techniques for Better Retail Advertising

QuanticMind

In the past, the most expensive and competitive keywords were bottom of the funnel, suggesting shoppers had immediate purchase intent. They appear prominently in search results and can have a huge impact on click-through rate, or CTR. It’s important to include keywords as part of your product title, as this impacts what search queries your product will appear for. One thing you’ll want to do is ensure your product title includes a target keyword towards the beginning.

Hospital Advertising Tips: Increase Patients with Ad Extensions

Fathom

There’s no documented data on how click-through is affected by Google yet but I’d imagine it would definitely increase CTR. Unfortunately, RAIS ads are only applicable on ‘branded’ keywords only. Healthcare Online Advertising / SEM / Display ad extensions According to an article posting in July 2012 by Kaiser Health News , only 150 of 6,000 hospitals were actively using paid advertising (Google & Facebook) to promote their hospital and medical services.

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How to Perform an Onsite Audit for SEO, Part 3: Take Action

Marketing Action

Check Google’s Search Console (formerly Webmaster Tools) for landing page and keyword impressions, clicks and CTR improvement. Review your keyword rankings for improvement and Google Analytics for traffic improvements. Keyword Research & Canonical Mapping. During a keyword analysis, in essence you’re looking for evidence of Google being confused. With the resources below you’re sure to learn all you need to know about keywords to get you ready to test.

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How to Improve Google Adwords Quality Scores [Infographic]

Cody Ward

I recently stumbled upon an useful infographic created by Digital Net Agency , a performance-based search agency with a concentration on Search Engine Optimization (SEO) and Search Engine Marketing (SEM). Online Advertising Paid Search google infographic measurement optimization quality score search engine marketing sem