search engine marketing

Cleverly Campaigning for Search Engine Marketing

Creating a successful Search Engine Marketing Campaign is not a child’s play it involves several tasks, I can say that very
easily – it is not that easy.

If you are creating a new campaign from scratch like you intend to make your very own from zero, or you want to modify or optimize a previous campaign, this Checklist will be of great help to you to increase your success and earn good results through your campaign.


Step 1: Groundwork

The Basics

The start-line would be defining the objectives of launching a Search Engine Marketing campaign, like what is your motive to earn from that campaign. Examples of routine campaigns are: To increase your yearly revenue or yearly sales by some goal set like 10%-20%. Wants to enhance the number of leads produced for categories. To increase the return on investment of digital campaigns by some set numbers like 10%.

Identify Conversions

You need to specify and concentrate for your conversions like what is a conversion to you in the campaign? What you need from your user to complete that conversion for like you want to them to call, fill out your forms, or a purchase of any of your products or it can just be a visit, or it can be anything set by you.

Give a Value to Conversions

So the next step would be setting a value for the conversions so they will be measured and that how you can track your ROI. Now you have to give numeric values to every conversion as how they benefit your business, this will help you in analyzing how much you can pay each click later on. Must know your key performance indicators right, they will help you in measuring success in getting your goals. These KPI’s will depend on your goals, they include:

  • Clicks
  • (CPA) Cost per Acquisition
  • (CTR) Click-through Rate
  • Impressions
  • Conversion Rate
  • Average Ad Position
  • (CPC) Cost Per Click
  • Quality Score
  • (CPL) Cost Per Lead

Step 2: Craft Your Search Engine Marketing Campaigns

Keyword Selection

For Keyword selection you can use tools like SEMrush or Keyword planners from Google to gather intelligence and look at their search volumes those are estimates but it can help in selection. These keyword tools are also very helpful in determining your budget how much you really have to invest and what will be the best schedule and the most important what are your competitor’s keywords.

Do not try to ignore keywords with fewer search volumes, low competitions they would be of great help for you if they are relevant. They may manage to pull less traffic but they will pull traffic who are ready.

Opt-Out Negative Keywords

You must take notes and exclude those keywords which are not favorable for your business and you can choose to exclude those from searches so nobody can see your add on those keywords.

Determine your Budget to Spend

The keyword planner tools which are listed above are helpful in determining and measuring how much amount to be spent, based on demands from particular markets and keywords. Google’s tool even takes the step further and gives you analysis on initial CPC, which can be adjusted modified easily later on.

Campaigns should be created with Related Ad Groups

You must sort out keywords in similar groups like similar keywords, this way you will get increased relevance and it will result in an increased quality score of ads. Must run two ads per Ad Group to get you’re a/B test effective with different keywords and Ad copies.

Branded Keywords should be separated

Some of the companies think of this act as unnecessary use of the budget, as branded keywords must be doing well in organic sear rankings and results. But it is proven by studies that inorganic search results actually help in organic search rankings.
You must think about your branded keywords. Your Company name, key products, taglines along with your services and other things should be included in keywords to get more results.

Keyword Match Types should also be considered

You have to determine the match types for your keywords like they should be matched on phrases, exact match or broad match. They will provide a different level of authority over who you have to show your ads. Broad match keywords yield the max possible viewers, but they will cost you more as they will generate irrelevant audience who will cost you on every click and search.

Craft Your Ads

Craft your ads with a suitable keyword in the title of your ad and its description. CTA’s are a must. Must do research on your competitor’s ads as it will give you an idea about what is working and what is trending.

Ad Scheduling & Targeting

Your ads should be scheduled to run on specific days or time. Choose cities, zips or states where you want your ad to be shown.

Not to Forget Ad Extensions

These ad extensions can help in quality scores, along with it they will also increase click-through rates. Must think about which of these can help in increasing more conversions:

  • Click to Call
  • Location and Maps
  • Links to Pages on your Site
  • Third Party Reviews
  • Consumer Ratings
  • CTA’s for Products
  • Google+ Followers
  • App Downloads
  • Auto-Tagging Should be Turn On

It automatically tracks ads performance in google analytics. Must keep it on under your Google Analytics. Viewing this information will enable you to analyze additional data that can help determine, whether you are getting good quality traffic or not.

Landing Page Optimization

Your page must be optimized properly, just to make sure that you linked your ad to a page which is completely optimized and is relevant to your ad. So Google looks for these traits in a properly optimized page. Here are some unknown facts about Google Algorithm.

  • Page Load Speed and its User experience
  • Content Relevancy
  • Information about business


Step 3: Campaign Optimization

Result Evaluation

Check your results through other analytics platforms to check what campaigns are performing up to your mark. Meeting your set KPI’s just to check which of your campaigns are providing good results.

Check your quality score

Your quality score is determined by how a search engine marketing is acting to your ad and they act by checking the relevance of your ad towards your website. It includes quite a few factors to measure this relevance and they are keywords, landing pages, ads and the user experience of your landing page or website. If you are getting a low score on this, it means you need to optimize these things immediately.

Author Bio

The best part of modernization is masses having access to vast information and wisdom of knowledge finding its way in most of our homes. I am David Smith and I am a full-time blogger. I believe everyone has a chance at success with innovation and opportunities the world of technology is opening us to. I use my blog to make my readers aware of how they can better their lives using technologies, such as search engine services in new york and much more.


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