SEM is Not a Set-it-and-Forget-it Strategy!


Published: September 4, 2017 Author: Jason Holicky - Hometown Design Studio Inc.
SEM is Not a Set it and Forget it Strategy!

Once the research is in and your SEM campaigns are up and running, managing your campaigns should be like operating a finely-tuned machine. Of course, even the best machines need regular maintenance and the occasional tune-up if you want the best results. The same can be said for your PPC and other SEM operations.

Frequent Check Ins

When you get in your car each day, you might check the gas gauge to be sure there’s enough fuel and give the vehicle a quick inspection to be sure all is well.

For your SEM campaigns, we’ll be checking in on your spending and revenue for ecommerce setups and conversion rates for lead generation campaigns frequently. While fluctuations from day to day are expected--sometimes even large variations--keeping an eye on the daily outcomes will help identify if and when changes are necessary.

Regular Close Examinations

While frequent check ins look at the big picture to make sure things are running as planned, regular close examinations are also necessary to see if any details need to be fine tuned. Think of these as regular oil changes and inspections.

For example, once your ads have had some time to run, a few negative keywords may surface that need to be removed from your campaigns. Negative keywords are those that are frequently paired with your keywords, but not relevant to your business. For example, if you are a commercial pool installer, a negative keyword for you might be “residential,” or “home,” so you can exclude searches from homeowners.

We’ll also want to check on your ad positions and bids to be sure you’re getting the best positioning, and make sure display ads are being featured on the right kind of sites. Monitoring click-through rates over longer periods of time is also helpful to make sure you’re getting enough traffic from your ads.

If any areas are performing poorly, it might be time to check the messaging and test a few different graphics or change up the ad copy to see if we can get better results.

Refresh Ads

With any advertising campaign, ads will get stale and need an update. In some cases, ads may become outdated as promotions come to an end or seasonal rotations mean it’s time to roll out different products and services.

We’ll also want to take a look at your ads whenever your products and services change or when things are going well and you’re ready to expand your reach into new markets.

It’s also important to look at the long-term keyword data so you can better identify negative keywords, high-performing keywords, and other trends. In many cases, new keyword avenues come to light after observing the long-term performance of your efforts.

Your Patience Will Be Rewarded

While SEM campaigns can start producing positive results almost immediately, optimizing them to achieve peak performance takes a bit of trial and error to see what gets clicks and conversions. Frequent check ins are a good thing, but the best data only comes after a few weeks or even months. Optimization will always be a marathon--not a sprint--but your patience will be rewarded with a higher return on your investment.

About the Author

Creative Director Jason co-founded Hometown Design Studio of New Lenox, IL in 2013. He spends his days guiding and consulting industrial clients and small businesses owners on their marketing strategy and projects. Jason enables everyone to be successful and grow their business by sharing his knowledge and experience.
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