PPC

3 ways to scale your SEM efforts when you are hitting a wall

Last Updated: September 1, 2017

It happens to every AdWords practitioner at some point. We launch our campaigns, split out exact match and broad match, mine for queries, work on expansions, test different initiatives, run betas, etc. – and then we hit a wall. What do we do next? How do we continue to push forward and scale our paid search accounts to capitalize on intent? Below are a few strategies to break through the SEM wall and grow your account in an effective yet efficient manner. Use Dynamic Search Ads for query mining This is an obvious one, but many folks forget or tend to not use DSAs as they fear them going rogue and eating up spend without performing. First off, what are DSAs? DSAs are a campaign type in Google that allows Google to crawl your site, matches ads in real time to shoppers, and directs them to the landing page most relevant to their query. (I have written in more detail about DSAs and the various targeting types in a previous article, ‘Capitalize on volume and long tail in Q4 with Dynamic Search Ads‘.) Essentially, the goal I would recommend with DSAs is not to have that campaign as a volume driver but to leverage it for query mining. Cast a wide net, see what matches up and performs, then graduate those to keywords in your other campaigns where you can have more control over optimization, ad copy, and performance. Use RLSA to expand keyword options As you know, RLSA leverages your remarketing audiences for search ads. The great thing about RLSA is the fact that users who have visited your site are already familiar with you, your brand, and your overall offering. With this in mind, you can create a campaign leveraging more broad, upper-funnel terms that you would normally deem to risky or wouldn’t expect to convert. In addition, you can even include terms that you feel are somewhat relevant but may have been tested and paused for poor performance. Layering on RLSA audiences makes the same keywords less risky given that the audiences are already familiar with your brand – the goal is to get back in front of them, convince them to come back to your site, and convert. A couple of additional tips on how to be more strategic with this strategy as you begin to test and expand: Segment different audience types based on their interaction with your website to see how each performs (e.g. researchers, high intent, add to carts, etc.). By segmenting these audiences and layering in RLSA, you can bid more aggressively for segments performing well. If you get significant traffic on your site and have fairly large audience list segments, you may…

Source: 3 ways to scale your SEM efforts when you are hitting a wall

About the author / 

S K Routray

S K Routray is a computer science graduate and Co founder at Gracioustech.com. He worked as a Online Marketing lead at many MNC Companies. He has passion for writing on SEO techniques, Social Media Marketing and digital marketing techniques. If he wasn’t an online marketer, he'd take his love for food and become a great chef cum hotel entrepreneur. Join NAS Writers team to write for NAS.

Email Subscriptions

Enter your email address:

Delivered by FeedBurner

Subscribe to our Newsletter

Best Email Marketing Tool!

Multiply Profits AND Automate Your Business

AWeber's email marketing software makes it easy.

Learn how they can do it for you, too.

Follow us on Twitter