SEM Process includes planning account structure, conversion tracking implementation, campaign setup, optimization and reporting.
Account Structure
At a higher level campaigns are categorised in to Brand, Non Brand, Competitors and Remarketing.
- Brand campaign includes your brand name as a keyword.
- Non Brand campaign includes generic keywords that drive visitors to the website.
- Competitors campaign includes brand names of your competitors. Using competitors keywords in the campaigns increase awareness about your brand especially if you are new to the market.
- Remarketing campaign to display ads to the users who visited the website during a certain period.
Tracking and Goal Setup
Implementation of Google Analytics and Google Adwords including setting up goals such as form fills, calls and orders.
Campaign Setup
Setting up campaigns based on the account structure and budget allocation. Budget allocation include setting daily budgets to the each campaign in the account structure to align with the business goals.
Optimization
This include bid and budget management and making on going changes to improve the leads or sales.
- Landing Page Optimization
- A/B testing of ads
Reporting
This includes tracking all the performance metrics at campaign, ad group, keyword and ad level to understand the impact of the ad campaigns.