Here’s What Every Paid Media and Search Engine Marketing Manager Needs To Know

The internet has evolved as a massive democratising tool in the past two decades. Its advent created an opportunity for users to amplify their voices. Although, there is no denying the fact that it is becoming harder by the day to harness this tool effectively. Paid Media/SEM (Search Engine Marketing) are marketing channels used to generate and redirect web traffic that can be used to fight decaying organic reach. This includes services like Targeted advertising, Market analysis, Campaign Management, Google AdWords etc. Conducting a successful SEM campaign requires a clear understanding of the objectives and the right tools to apply, and as browsers are not completely transparent about their functioning, a fair bit of luck. Here are a few things to remember if you are a budding SEM manager.

Know Your Client

Your client could have an objective in mind, like improving the visibility of establishing a brand, but might not know the means to achieve said goal. It is essential that they understand the campaign as well as you do to obtain satisfactory results. Spending time to thoroughly understand the product can save a tonne in later stages, such as deciding the timeline, identifying the target audience and platform selection.

Not A One-Trick Wonder

One can certainly pay their way to the top, but it does not have to be the only way. In fact, with proper planning and execution, paid adverts can be quite accessible to businesses on a budget as well. Duping money might not work due to two reasons. One is that websites can not sustain the ideal position without other optimisation, and secondly, the traffic brought to the landing page should find it relevant based on their customer journey.

Target Selection

This step involves picking the right demographic(s) to invite to the landing webpage. The factors determining the ideal audience could be the placement of the creative product offering or the client’s objective -whether the focus is on customer acquisition or retention. Once this group(s) is identified, a plethora of targeting options is at your disposal in order to execute the project.

Landing Site

SEM is merely the first draw to enable the user into the consumer journey (this could be at any stage, such as interest, enquiry or order placement). The bigger task would be to create a useful and memorable experience for the user once they click. It is patent but vital to note that conversion happens at the point of least resistance. The easier the customer experience is on the landing site, the more likely they are to take the next step in the consumer journey.

The Data Is Out There

Unlike traditional advertising, effective SEM does not depend on a “BIG Idea”. It is direct and open. One can get cooped up amidst all the information about the client and the product, and it is easy to look past the scope of this channel. Holistic market analysis and keyword search can reveal important insights into competitors’ strategies that can be imbibed and executed. Sometimes, it is possible to rank higher in the same keywords used by the competitor.

Moreover, SEM tools deliver valuable user data about the client’s existing/potential customers that can be used for the post-purchase journey experience. Therefore, even if an SEM campaign does not deliver to its full potential (a risk that exists in all marketing channels alike, the actions taken along the way act as markers that generate useful data that can be harnessed by a smart manager.

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