The Keyword and the SEM Campaign
Often times, marketers overlook the importance of a campaign?s keywords in favor of catchy creative, fancy testing techniques or their reliance on bid management software to sort it all out. Now, I?m not saying that these individual components are not important. Everything plays a role in the success of a campaign. However, keywords make up the fundamental basis of a strong campaign.
Keywords are vital because they indicate user intent. We can determine if the consumer is in the research phase looking for general information, looking for a specific product or brand and when they are ready to make a purchase. Using this information, we can effectively group the keywords into relevant categories in order to creative appropriate (and timely) ads, improving our chances of creating a positive user experience.
All too often, inexperienced markets will take a quantity over quality approach. Judging a campaign by the large number of keywords it contains does not indicate its potential for success. On the contrary, smaller, highly-targeted sets of keywords are the best way to control spend and drive ROI. Once best performers are identified, you can experiment with variations of these keywords instead of making random guesses. Keywords can also be used to beef up your other marketing channels. Successful PPC keywords can be used as content in email, mobile or banner creative.
A successful SEM campaign makes use of many tools and strategies. Start with solid keyword research and add some intuitive thought to get into the mind of your potential customer. You?ll find that using this approach from the beginning can lessen the learning curve and speed up your path to a positive ROI.
This is a guest post by Mark Simmons, a seasoned SEM, SEO, SMM professional and freelance consultant based in Raleigh, NC. As managing partner of marCis Interactive Consulting, Mark specializes in creating comprehensive online marketing strategies and providing highly-effective campaign management services. He can be reached at firstname.lastname@example.org for more info.