Common SEM Mistakes And How To Fix Them
Performing good SEM requires experience and there are so many things that we need to cover while performing search engine marketing. Oftentimes, beginners or business owners with basic knowledge commit some common SEM mistakes which might damage the website’s reputation. In this article, we will check out some commonly done mistakes and how to fix them asap to avoid any ranking drop. Or, if you want to assure that the SEM practices keep going smoothly for your business, you can always hire a professional SEO agency. On this note, let’s have a quick look at the mistakes and how to fix them.
1. Ads and landing pages don’t match
It happens a lot of time while running an ad that the Ad copy and landing page doesn’t match and due to which the conversion rate goes drastically low and the budget gets wasted. It’s very important to provide a personalized experience on the landing page and it should not look like a forced conversion page. And, which keywords are really performing well are hard to identify.
For solving this problem, you need to start with keyword targeting and instead of creating advertising groups for multiple keywords, create separate groups for each keyword. By creating individual groups, you can easily identify the performance in Google Analytics.
2. Unattractive ad copy
When it comes to writing an ad copy, it requires experience and comprehensive knowledge of human psychology. How to attract more customers with only two to three sentences is really an art. The most common mistake is that people write very generic ad copy that simply fails to convert.
For improving the CTR and online ad conversion, you need to include some emotional triggers like FOMO so that the users will take immediate action. Make them feel special or convince them they need to click on the ad to not miss the benefits. By writing a copy with emotional triggers and hooks can help a lot. You can also hire an SEO agency to get compelling ad copies. You can also hire good copywriters for preparing great converting copies for your SEM campaigns.
3. Not optimizing for mobile
While running an SEM campaign, the biggest mistake most people commit is that they don’t optimize their ad copy for mobile and other portable devices like tablets. One can’t ignore the mobile platform as more than 50% of people show and browse from phones. If you are not optimizing for mobile, you are leaving a lot of money on the table.
To fix this problem, you need to check how your Ad copy of the social media post-campaign is looking in the mobile version. Before making your campaign live, ask your team to emulate the campaign on various mobile versions. By doing this, you can catch any issues and fix them before making them live.
If you’re focusing on a set of keywords on all devices, it’s essential to organize every aspect of the SEM campaigns. In some instances, mobile ads are even more affordable than desktop ads. You can use bid modifiers to improve your bids for mobile devices by a greater percentage.
4. Don’t confuse the users
While running a social media campaign, many businesses confuse potential users by pitching too many offers to them. When the potential buyers get too many options for making a purchase, they often get confused and in most of the cases, they bounce off to another site. More than two offers on the landing page or even on the ad copy can put customers into buying confusion.
Keeping the social media campaign as simple as possible will not only improve the conversion rate but also reduce the bounce rate. While preparing a campaign, create a single goal, and try to optimize it really well. By doing this, you will gain a good percentage of customer retention.
5. Fail to measure RoI
This is among the biggest SEM mistakes that any people commit unknowingly and a good SEO agency can help in this. How to measure the RoI correctly and how to calculate the accurate cost per acquisition requires experience. If the campaigns can’t be measured properly, the efforts are simply wasted.
First, decide which conversion model you want to follow to calculate the RoI. There are several models including Cost-per-conversion (CPA), Click-through rate (CTR), Cost per click (CPC), and Conversion rates (CR). First, decide how you want to measure your success and work accordingly. You can also have more than one goal for your SEM campaigns but you need to calculate them properly.
These were the top five common SEM mistakes that most people commit while they are doing branding. If you are also an SEM for your company and don’t have an in-house team, you should hire a good SEO Company that can deliver good RoI for your product or services.
Mansi Rana1 Posts
With over 13 years of experience as a leader in digital marketing, Mansi Rana is Managing Director of EZ Rankings. Passionate about all things data; providing actionable business intelligence in digital, future tech; and venture bubbles categories for everyone, everywhere.