The Anatomy of a Successful Search Engine Marketing Campaign

In 2023, the organic and paid search combination makes up 80% of all trackable website visits. In this digital age, a successful search engine marketing campaign has become essential for businesses to accelerate online growth.

Stick around and read on to find out more! 

Before we jump in, are you interested in working with an SEM (search engine marketing) agency? Download our FREE resource and learn how ROAR can maximise visibility for your business.

Keyword Research

Yes, it will take a while, but this is the most important part of search engine marketing. Keyword research is the foundation of organic and paid search. How could you optimise your website content without relevant keywords or run your pay-per-click (PPC) ads? How could you possibly achieve a successful search engine marketing campaign?

Identifying relevant and accurate keywords is crucial for reaching the intended audience for your ads and organic content.

Focus on a mix of high-volume and long-tail keywords to strike the perfect balance between relevance and reach. Using a keyword research tool such as the SEMrush keyword magic tool will help you find keywords that you may not have thought of. It will provide you with key bits of information such as the keyword volume, CPC (cost-per-click) and competitive density.

Engaging Ad/Website Copy

So, now you’re off to a flying start; it’s time to write some compelling copy for your Ads and website! Your copy must be clear, concise, persuasive, and resonate with your target audience. Make sure to highlight your unique selling proposition (USP) within the messaging. Include a strong call-to-action (CTA) to help encourage and persuade search engine users to click on your ad.

Creating strong and compelling ad copy will help improve the CTR (click-through rate). Whilst also increasing the chance of a user converting once landing on your website.

Ad Extensions

Ad Extensions are additional pieces of information that take up extra real estate in the search engine results page (SERPs). They provide users with links to specific sublinks to different web pages of your website. Utilising ad extensions such as site links, call extensions and location extensions to enhance the visibility and relevance of your ads. Including ad extensions within your ads will help improve your CTR (click-through rate) and give users more opportunities to interact with your business.

Account and Campaign Structure

In theory, taking all of your keywords from the initial keyword research you carried out and lumping them all together may sound like a good idea to someone with little to no experience in this industry.

However, doing this would only see your ad campaign budget to be swallowed up and spat out by Google Ads. Instead, its best practice is to stick to a proper campaign structure. This also means the quality score of your keywords will be high due to the relevancy of the keywords within each ad group. 

Lastly, remember that SEM is not something you can pick up and drop off whenever it suits you. You must carry out frequent PPC account management to utilise SEM effectively and benefit from the results. This helps eliminate wasted ad spend and carry out A/B testing on your ads, all of which can help generate the highest ROI (return on investment). 

To learn more about SEM and how you can implement a strategy that best suits your business, read our blog on ‘Strategies For a Killer SEM Campaign That Gets Results.’

ROAR Digital Marketing offer a specialist suite of search engine marketing services to accelerate your business’s online growth. Check them out here.