Best Practices

Let's build on your understanding of what SEM is and how it works. So now you should be very comfortable with the terminology. What a campaign is. How keywords interact with search terms. How to create and use relevance. Ready to move on to some of the more subtle, but very important, points about how to create SEM success.

Best Practices are secrets. Approaches. Formulas. Rules. Ideas. They come from experience - mostly bad ones - where you learn that what appears to be a simple choice actually ends up making a big difference in your chances for success.

These are the plays we believe will help you to find the conversions for your business while paying the least amount of money for clicks along the way. Then, helping you to scale those conversions as well as possible.

We apologize in advance. We will be mentioning this one about six times. It is that important. If you can't understand clearly what your campaign is doing, you can't be successful with it. Keep your campaigns simple, focused, and easy to use and manage and modify.

There's a simple test to perform here: Can you accurately predict how your campaign will work? Do you understand why you got the clicks you did? Is your campaign doing what you expect? Even if you had some agency design your campaign, you need to be an expert at what it will actually do.

The best way to avoid creating complex campaigns: Don't mix!

Search marketing is unique and needs to be treated as such. Mixing search campaign strategy or tactics with anything else (video campaigns, display advertising, shopping campaigns, etc.) is a mistake. That includes running your search campaigns "on the Google network". That inludes "remarketing". That includes pictures on your ads. Don't reuse ad copy from anything else. Everything you do in SEM needs to be done in the context of one campaign at a time and extreme focus on making those searches turn into your customers.