SEM, or Search Engine Marketing, is the process of getting your website to rank highly on search engines. This works well when you already have a robust online presence, but it can be complicated to build that presence if your marketing campaign isn’t very well-established.

That’s where we can help. Below, this SEM agency in Oak Lawn, Illinois is going to review some ways to optimize your SEM campaign so you can start bringing in more customers from paid advertisements.

Use Negative Keywords

When planning your SEM campaign, it is important to include negative keywords.

Negative keywords are words or phrases you want your ad to not show up for. These might be competitors’ names, misspellings of the company name, or other unrelated terms.

Your SEM agency in Oak Lawn, Illinois will include these negative keywords in your campaign to help you avoid spending your hard-earned money needlessly by preventing irrelevant traffic from coming into your website and hurting conversion rates.

Create an Engaging Ad Copy

A successful ad copy can be the difference between a click and no click, but it can be tough to come up with something new. The following suggestions will help you keep your ad copy fresh and engaging:

  • Use plain language. Write in a way that speaks your customer’s language, not yours. This means using phrases like “save money” instead of “increase profitability.” You want your customer to see what they will get from clicking on your ad.
  • Ask questions. Questions are great because they engage the reader and compel them to read or take action.
  • Be timely. Being current and relevant shows customers that your company cares about their needs and wants now. Your SEM agency in Oak Lawn, Illinois will recommend highlighting trends and products or services in demand right now so people can better relate to your message.
  • Incorporate emotion. People respond emotionally, not rationally. Using an emotional appeal in your copy will grab your customer’s attention and keep it focused on you. Offer something exciting or intriguing that may make a customer stop what they are doing and look into your company’s services.

Optimize Your Landing Pages

Your landing page is one of the most critical pieces in your SEM strategy. It is how you convert visitors into leads and turn those leads into customers.

The landing page is where people make their decision on whether they want what you are selling or not, so it needs to be optimized with a compelling headline, persuasive copy, engaging media, trust indicators (e.g., trust badges, customer testimonials, or third-party seals), lead capture form, a strong call-to-action (CTA), and an intuitive design that is easy on the eyes.

Narrow Where Your Ads Appear

You want your ads to be relevant, so you will want to set them up in a way that will make them show up only in relevant locations. We are not just talking about location-based searches but also websites and apps.

You can also set them up, so they only show when a certain type of keyword is used. For example, if you are a pizza chain in the Midwest, but your advertising is showing on East Coast pizzerias, your SEM agency in Oak Lawn, Illinois should turn off your advertising on those terms to save money.

Revisit Your Ad Schedule

One of the most effective ways to optimize your SEM campaign is by revisiting your ad schedule. If you are running ads on a platform like Facebook, this is especially important because there are different times of day optimal for targeting people with various interests.

For example, if you are trying to reach college-aged kids, the best time of day would be early evening — when they are typically home from school or work and have the most free time. Similarly, late at night might be better if you are trying to reach people who work during the day.

You should also consider how often your customers want new products or services. For example, if your customers purchase something from you once a month, it would make sense to advertise every month. But if they only buy twice a year, you would want to run your ads in the months leading up to those two purchases.

Looking for a Professional SEM Agency in Oak Lawn, Illinois?

Are you looking to partner with an SEM agency in Oak Lawn, Illinois that can help you develop an effective paid advertising campaign? If so, Digital Destination LLC is here to help. Our paid search specialists can help you optimize your SEM campaign for success. Contact us today at (312) 933-6806 to discuss your options.