So how do you fix it? Having the right SEM tools can help you combat unpredictable market fluctuations. Imagine having powerful SEM analytics at your disposal to precisely predict when to be aggressive or conservative with all your advertising goals.
Take complete control of your return on investment (ROI) by increase bids on keywords when visitors are actively browsing, and pause campaigns to control cost-per-acquisitions at low traffic hours. In addition, SEM tools help you to discover new keywords. It uncovers more market shares within your industry so you can consistently improve marketing campaigns for better results.
With SEM tools to track and optimize marketing campaigns for the best return on ad money spent, you can finally sleep a little better at night.
Explore 5 Best SEM Tools for Search Engine Marketing Campaigns
SEM Tool #1: Semrush (Paid)
Gain SEM Traffic Intelligence for Competitors
- Keyword advertising position
- CPC of the keyword
- URL of the landing page the SEM ad is pointing to
- Estimated traffic for advertising per keyword
- Estimated total advertising spend per keyword
Semrush SEM Ad Copy Insights
Semrush Display Advertising Insights
Additionally, Semrush will provide demographic details on the display ads targeting criteria give you data on who your competitors are targeting. The demographic data contains:
- Audience Interests
Overall, the data you receive from Semrush’s SEM tool will pay for itself by providing you the data necessary to improve your SEM and display ad campaigns.
SEM Tool #2: Google Ads Tool (Free)
Additionally, the “Opportunities” tab guides you to discover new keywords to continuously improve campaign efficiency. “Recommendations” like adding site links, different match phrases for your keywords, and negative keywords are also an option to consider and to test out.
Maximize Your Advertising Goals through Bidding Strategies
CPA stands short for cost-per-acquisition. What is the maximum dollar you are willing to spend to acquire a lead or customer? This is a question to analytically considered as you will have to take into account the average sale and other costs involved in a transaction. Through a target CPA model, Google Ads will do their best not to spend over your cost-per-acquisition to capture a lead or customer. Let’s say your CPA goal is $10. Then Google will advertise your search ad between $0.01 to $10.00.
This sounds great from a profit and cost control perspective, but what if a lead or customer costs $10.50 or $12.00. For fifty cents or two dollars more, you have an opportunity to convert an additional lead or customer.
However, based on the CPA modeling, you would have missed out on this opportunity. As you can tell, target CPA could get restrictive on costing you to miss out on leads or customers because any penny greater than what you are willing to spend will not see your advertisement
ROAS stands for return on ad spent. What is the percentage of return you like you like to see for every sale that is converted to a customer? Generally, this modeling will work with businesses that are an eCommerce or direct-to-consumer versus business-to-business (B2B) service or products that require a longer sales cycle. Be reasonable with the ROAS percentage, as you can ask for 1,000% or more ROAS. This example will not benefit you from a conversion rate perspective because Google Ads will not show your ad unless the total sale from a customer covers the percentage you are looking for from your total ad spent. Think what is the minimum ROAS percent that is acceptable when a sale occurs for this modeling.
Based on your total budget to run campaigns, Google SEM’s tool will maximize the clicks on your ads. The core focus of this model will be getting the most clicks from the budget you have set.
Maximize Conversions. For this model to work appropriately, you will have to decide what is considered a conversion for your business. Depending on your industry or vertical, a conversion could be a form fill for a demo request or a cart checkout for eCommerce. Based on this value, Google’s SEM tool bidding strategy will serve ads to potential customers that will maximize the conversions of all visitors clicking through on the ads. Regardless of the cost to acquire a customer, Google’s sole goal here is to create that conversion.
Maximize Conversion Value
This model will focus on the profit or sales growth of each conversion as your SEM ads run by taking into account the sale price of the transaction. Maximize conversion value does not consider the cost to acquire a customer but will justify the ad spent based on the profit margin of the sale.
Target Impression Share
In this instance, Google will maximize your daily budget and show your ad as much as possible for the targeted keywords. This is a very straightforward model, and most advertisers choose this strategy for brand awareness. Be cautious as this model will burn through your total daily budget as quickly as possible to deliver impression shares of your ads.
Test, Test, and Continue to Test Ad Messaging
Through Google’s machine learning, you can test headlines and short descriptions of your ads, and Google will optimize the best headline and description to present to achieve your goals. With 15 headlines and four brief descriptions, Google will consistently test your messaging and support which message attracts visitor clicks through data such as click-through rate (CTR).
Maximize Your Budget on Day-Parting and Device Targeting
Save your advertising dollars when your business is not open or is considered slow on certain days or devices through Google Ads SEM tool. For example, if historically over on the weekends (Saturdays and Sundays) for an eCommerce store, sales and website are low, you may want to consider only advertising during the weekdays (Monday’s to Friday’s). Additionally, the exact ad targeting goes for devices such as desktop, mobile, and tablet. Be data-driven when considering which devices and date with time to target so that you are spending your budget at times that are working.
SEM Tool #3: Microsoft Bing Ads Webmaster Tools (Free)
You can get Microsoft Bing Ads Keyword Research tool for free as long as you have a Bing Ads account. Sign up for Bing Ads for free today.