Search engine marketing is a form of internet marketing that appears on the search engine results page through paid advertising.
Search engine marketing or SEM is one of the most effective way brands can get to the face of their targeted audience or potential customer if the user is doing a search research about their product or product similar to their keywords.
One of the most used search engines is google search which is one of the reasons why setting up a search campaign using Google AdWords has become more and more difficult for people that are not in the Digital marketing field but want to do it themselves because they can’t hire an expert, here are five easy steps on how to set up search engine marketing campaign SEM.
1. Keyword Research
Before creating any campaign that has to do with search you need to research your keywords and also your website to see the keywords that are related or closely related with what you offer.
keywords research also help you get an insight on the amount of monthly search carried out on those specific keywords you intend to use for your search engine marketing campaign and can also help you determine the bid, location and age group of people searching for those keywords.
There are multiple tools out there for keyword research but most expert uses google trends and googles keyword planner.
2. Set Up Your Goal
After doing the keyword research you can determine what you want to achieve with the search engine marketing campaign, but there are three basic goals when it comes to setting up SEM campaign sales, leads, and website traffic and you can also create your campaign without a goal, but setting up a goal for your campaign is the best way to use the search engine marketing effectively so as to know what is working and what is not working.
After setting up your goal you will be asked to put in your website Url before you can continue.
NOTE: AdWords will give you suggestions of keywords based on the Url you put up, that is why keyword research is important beforehand so you may choose to use your already researched keywords or use AdWords suggested keywords that match what your website is about.
After setting up your goal and adding your website URL the next phase is to create the campaign for your search engine marketing.
This includes the locations you want to target, languages, your bid strategy, daily budgets, start and stop date of your campaign, site link extensions, call out extensions and call extensions, there are additional settings but they don’t really matter if you don’t understand them and know how to make them align with your goal for the search engine marketing campaign.
After the basic campaign, setup click save and continue
4. Set Up Ad Groups
Adgroups contains your keywords that you want to trigger your advert you can add as many keywords as you want but it is advisable to add 20 keywords that are closely related per ad group.
Each ad group can take up to 5 adverts of same keywords and the best practice is to use same keywords that are closes related per ad group if you intend to set up more than one.
You will also get keywords suggestions from AdWords based on the website URL.
This is the final part if you are able to follow this steps and get to this part the rest rely on your creativity to write catchy headlines and text descriptions that are relevant to the keywords on your adgroups and also relevant to your landing page URL.
There is a preview of what you are typing and how it will be displayed on google search alongside other related adverts, so make your headline unique and your text description standout.
You are advised to set up three or more adverts for each adgroup based on the keywords each adgroup contain and are relevant to.
After setting up your adverts click save and your adverts will be submitted for review and if there are errors that will make it not display you will get a notification on your AdWords account on how to fix it.