A solid search engine marketing strategy that combines both SEO and PPC can be a game changer for your business. Without combining your SEO and PPC efforts to achieve a common goal you could potentially be wasting a lot of money and time!

The relationship between SEO and PPC is an unbeatable one.

For top tips on how to create a SEM strategy that really works, keep reading…

Manage Your AdWords

Setting up a PPC campaign for Google AdWords opens you up to vast amount of visibility in the search results and elsewhere on the web however if you let your campaigns run riot it can be catastrophic to your budget and monitoring your performance. You should always be proactive with monitoring your ads performance so that you can ensure you aren’t wasting money on irrelevant keywords, placements or devices.

Mobile vs Desktop

Despite the domination of mobile devices over the last few years, ignoring desktop would be ignorant. Desktop is still very much an important part of your sales strategy and as your ads are much larger and prominent on desktop devices you should make sure that your desktop ads ‘pop’ and really grab the attention of your target audience. By testing which ads work better or which devices (i.e. mobile or devices) you can maximise the success of your campaigns.

Differentiate Remarketing Ads

It is important to remember that not all ads serve the same purpose. The ads you create to entice new customers won’t be the same as your remarketing ads; the ads you display should be customised to your products or services that users have previously shown an interest in. Your remarketing ads are your last chance to transform a user into a lead, so ensure your remarketing ads provide that final nudge!

Don’t Ignore Micro Conversions

Your end goal conversions such as selling a product or downloading a whitepaper are the actions you want primarily from you campaigns, but don’t forget to measure your micro conversions too. Micro conversions such as a newsletter subscribe can give you brilliant insight into how users interact with your website and areas of improvement. If no one is interacting with your micro conversion actions, there may be diminishing factors that are affecting your macro conversion rate too.

Keep Up To Date With Algorithmic Changes

Google are constantly releasing and changing their algorithms to make the search engine results more relevant to the search queries. Whilst these updates won’t impact your PPC performance directly, they will impact SEO. Algorithms specifically related to content quality will impact how well your landing pages perform in the search engines and how user friendly they are.

Think Fast

Page speed is one of the main factors of not only your pages ranking well but keeping user’s onsite. If your organic listing or PPC landing pages are very slow to load, you will lose the user and the CPC you spent in order to get them to click through was wasted.

Need help setting up remarketing? Find out how the In Front team can here you here.