Are You Paying Too Much On Search Engine Marketing Ads?

Why pay for Search Engine Marketing (SEM) if it’s not helping you meet your marketing objectives?

SEM can be a highly effective way of building leads and boosting conversions through your website. But how do you know if you’re getting the most out of it? Measuring success is vital to ensure you’re not paying for ads that aren’t driving sales for your business. So, how can your brand ensure that you’re not overspending on SEM?

Tracking ROI is a must

If you’re not receiving positive return on investment (ROI), then you know you’re paying too much for your SEM. In its most basic form, a positive ROI will mean you’re earning more money through your marketing efforts than what you’re putting in. So, if you’re spending more than what you’re making through your ads, your SEM budget is not worth the investment. In this case, you may need to take a look at your landing pages, your keywords and your conversion rate to make sure each facet is aligned with a focus on driving conversions. So how can you get there?

Monitor your visitor behaviour.

It’s unlikely your website visitors are going to convert on their first visit. This is why it’s important to track online behaviours to see how your traffic is engaging with your landing pages. This way, you can make adjustments to your strategy where and when necessary. For instance, if your website visitors aren’t converting on their second, third or fourth visit, it might be because the path to conversion is a little muddled. In this case, you may want to review your landing page to make sure it’s easy to understand and optimised for conversion.

Choose the right time to run ads

You might have fantastic ads and great landing pages, but if they’re not reaching your target audience, you could be wasting your time and money. Monitor your customers’ search behaviours and maximise clicks by displaying your ads at a time that your audience is actively searching.

Find out which search queries your customers are using

Monitor your search queries to find out which words your customers are using. You might discover new keywords to use, ones to exclude and effective sentence structures that will drive more clicks to your landing page and ultimately improve your conversion rate and ROI.

Optimise your conversion rate.

It might seem like a no-brainer, but to increase your ROI, you must look at your conversion rate and make sure it’s optimised. Your ads might be receiving thousands of clicks a day, but if people aren’t converting on your landing page, this is a major red flag. To increase your conversion rate, make sure to monitor and improve your quality score. This can be achieved by making your ads engaging, relevant, and specifically tailored to your customers. Your ad text should be clear and concise and directly align with what your landing page has to offer.

If you would like to maximise your ROI on your next SEM campaign, speak to an expert at Flight Digital for advice today.