A strong SEM strategy uses smart keyword bidding and quality ad content to produce impressive results. Here’s what you need to know about both.
Keyword bidding
Choosing the right keywords to bid on requires a deep understanding of your target audience. When customers search for keywords like “shopping” and “buy,” they’re expressing a very different intent than when they search for “research” and “survey.” This intent is the primary metric that Google and Bing use to determine who participates in ad auctions. As you can imagine, bidding on purchase-related keywords can be costly, but they can be worth it in the right circumstances.
For example, if you buy ads for “buy Apple watch bands,” your bid will likely be more accepted than ads that bid only on the words “Apple watch bands” — even if they set a higher maximum bid — because your keyword combination is more relevant to the user’s intent.
Check Google Trends to find suitable keywords and find synonyms and adjacent phrases that may also be worth bidding on. Then, perform a Google search using these phrases to see your competitors' ads. Determine what worked for them and learn from their mistakes. You can also use other tools to find applicable keywords.
Quality Score
Even if your ad wins the auction, it is not guaranteed to be at the top. A small number of ads win each auction and are sorted into slots based on quality.
Bing and Google Ads use a variety of factors to determine your quality score and display it in your ad listings. The main factors that influence your quality score are the singapore phone list relevance of your ad, your expected click-through rate, and the quality of the landing page you link to. You must optimize all three of these factors to get the best score possible.
PPC is suitable for companies with sufficient budgets, that is, companies with money, and it obtains potential customers through paid clicks.
PPC is very suitable for new website launches , and can quickly reach potential customers
PPC is also suitable for supplementary use after the website implements search engine optimization, which can increase the conversion rate of reaching customers.
Google Ads and Bing Ads are suitable for foreign trade websites; Bing Ads is recommended for domestic websites; Baidu PPC is not recommended because it is relatively opaque and the information displayed is unclear.