Marketing – the heart throb of a business strategy, irrespective of its size, is definitely an ultimatum toward its success. Apparently, marketing today takes the advantage of SEM to reach potential customers, influence decision makers, and more.

Businesses employing full potential of SEM are certainly not left behind in the current globalized market scenario. The responsibility of Digital marketing/SEM managers are not just confined to managing the budget alone, but also in improving the business performance.

Some of the important factors that aid in enhancing SEM are discussed here:

Bounce Rate:

Can be effectively reduced by increasing the relevancy of ad copies. Incorporate appropriate changes in the landing page or insert keywords/ad copies

relevant to the available content.

Landing-Page content and Design:

Content on the landing page is the prime driving factor for improving the performance of Paid Search. Page design is the main target that impacts user behavior. Once acquired, design should be able to retain the visitor in the page.

Quality Score:

Quality score is an indicator to evaluate the keywords or an ad group. A score of five is deemed acceptable and any keyword or an ad group having a score of less than five requires special attention.

Google states: “The higher the quality score, the lower the CPC”  A variety of factors contribute to the ‘Quality score’. Google and MSN maintain a

certain standard as their control, and also advice their customers to watch out for certain aspects such as Click Through Rate (CTR) and Ad copy relevancy. By increasing the QS, we can thus reduce the CPC.

Priority Keywords:

The first step toward the goal of SEM would be to identify important keywords for the business, and the opportunity/global or local search volume of the keywords that can be identified using tools such as Google ad words or www.semrush.com.

Click Through Rate: Increase the CTR by different means.

1. Deliver the matching Ad copy

2. Use modifiers such as discounts, best in the industry, etc. in the creative content if legally permissible. Compare the ad copies with top-performing competitors and formulate innovative content to fight the competition.

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 Dynamic Ad Copy:

Dynamic ad copy creation might be an advanced concept for starters. But businesses that insist on performance should utilize this advanced feature to deliver more personalized ad copies for the internet searchers. Optimized usage of dynamic ad copy will increase the CTR.

Benchmarking:

 Competition for any specific keyword, average CPC, and monthly search volume are some of the competitors’ data available through tools such as www.semrush.com. It would be appropriate to exploit such tools to compare our business performance and then decide on the strategy to be adopted.

Content Sharing:

Engage vendors based on the CPL. A good deal of research is required to identify such vendors instead of engaging vendors with CPC and CPM.

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