Search Engine Marketing Campaigns:
An SEM campaign is an advertising tactic related to specific products, services, target audience or promotions that generate ads in search engine results page. Each SEM campaign has its own unique goal, budget, bid strategy, and targeted audience.
It is basically bidding of keywords on search engines to appear in the top of search engine results page. When a searcher types those keywords in the search engine, our product or services appears in the top position on SERPs.
How To Structured SEM Campaign:
SEM Campaign or SEM Account Structure groups your right object and keywords to create campaigns within your account. It is helpful in organising and setting up of your SEM campaigns.
The grouping of target keywords within an ad group helps your campaign achieve higher click-through rates and lower costs-per-click.
The hierarchical structure of the SEM Account contains the following elements:
Ad Campaigns: There can be multiple Ad campaigns within one AdWord Account. Each Ad campaign focuses on similar products or services. It has its own unique goal, budget, bid strategy, and target audience.
Ad Groups: Within an Ad campaign, there may be multiple ad groups that might focus on relevant keywords and specific areas.
Target Keywords: There is a set of target keywords and ad text in each Ad group. It can help you to target a specific audience. Keyword research can help you to best structure your Ad account.
Landing pages: Landing pages are helpful in conversion into leads that turn traffic into money. It is basically a form that allows your website to receive a visitor’s information in exchange for a given offer or service.
Why Are Keywords Needed:
Keywords are the backbone of search engine marketing (SEM). Finding the right keywords for your target audience is crucial. SEM keywords are nothing but a word and phrases that you target in your SEM campaigns. When the target audience search for those keywords, they see your ads campaigns.
There are following types of SEM Keywords:
Broad Match Keywords:
In this category, similar phrases, singular or plural structure, misspellings or synonyms of the target keywords included.
There is a “+” sign should be added before the keywords.
For example: When you targeting the broad match keyword bizbale SEM, you should add: +bizbale SEM in your ad campaign.
Phrase Match Keywords:
In this category, the exact phrase, as well as any phrases or words that come before or after the target keyword has included.
There is the apostrophe symbol (” “) should be added in the keywords.
For example: When you targeting the phrase match keyword bizbale SEM, you should add: “bizbale SEM” in your ad campaign. So that, this campaign will also target the best bizbale SEM and bizbale SEM services.
Exact Match Keywords:
In this category, closely related words with the same search intent of the target keywords included. These words are very closely related to the target keywords term like misspellings, singular or plural term, paraphrases, abbreviations and reordered words.
There is a square bracket [ ] sign, should be added to the keywords.
For example: When you targeting the exact match keyword bizbale service, you should add: [bizbale service] in your ad campaign. So that, this campaign will also target the bizbale services, bizbale serviced, bizbales service etc.
Negative Match Keywords:
In this category, you exclude a word or phrase that you do not want to target in your ad campaign. Negative match keywords are variant forms of broad match, phrase match, and exact match keywords. It allows us to filter searches which is no meaning for our ad campaign.
There is a negative ( – ) sign, should be added before the keywords.
For example: When you targeting the negative match keyword bizbale service, you should add: -cheap in your ad campaign. So that, this campaign will exclude the cheap bizbale service but may include best bizbale service.
The best practice of setting an SEM campaign, you must have two ad campaigns with the same keyword terms, one will include broad match keywords and the other will exact match keywords.
Your exact match keywords should be included as negative match keywords and included in all broad match campaigns. So, this will avoid internal competition amongst keywords in your ad campaign.