Digital or internet marketing regime has one of the biggest successes in the marketing world because of its most striking feature related to end result. It allows the users to understand and work on the impact of every marketing effort, as it is rendered measurable. However, the digital media industry in India and worldwide knows for a fact that measuring the correct Return on Investment (ROI) is both a crucial and complex phenomenon since the results obtained are subject to multiple channels and their innate characteristics. Every digital marketing agency is guilty of planning their Search Engine Marketing (SEM) and plan for their Return on Investment (ROI) after deciding their marketing strategy. This is surely the wrong step on the correct path. SEM should, in fact, be a driving force for a successful strategy, thereby helping a brand to grow and succeed. Every marketer understands and hence, partake in the tedious work of refining the sets of keywords from time to time, keeping a thorough check on optimizing the ad copies at regular intervals, and designing a landing page that is easy to assist the visitors in translating their visit onto a buying cycle. But, an extremely important point that is overlooked more often than not is the consistency between landing page, keywords, and ad copies. Below, we have included certain factors that pose a challenge towards determining the result of Search Engine Marketing and for keeping a track of results of your strategy.
Call to Action (CTA) is a must:
Majority of the advertisers are of the opinion that to implement continuity in their process, one has to keep repeating a single set of keywords within their ad copies and landing page to add more relevance to it. While this approach does yield some benefits, like greater click through rates and improved quality scores, it does not add any benefit for improving conversions at any level of efficiency. This approach can further hurt the performance of your Pay Per Click. Further to keyword continuity, it is important to include Call to Action (CTA) continuity. It suggests, involving a crisp Call to Action in the ad copy, introducing the same on the landing page, followed by confirmation of what the user has purchased or requested to purchase on the confirmation page. This combination of Keyword continuity and Call to Action continuity strategy is expected to give a considerable degree of advantage in the SEM space, which is characterized as being hyper competitive.
The landing page and conversion channel:
Once the keyword and Call to Action continuity is achieved, leading to generation of quality traffic, the next question is about what is the component of the landing page and conversion funnel. What should be included in them is of crucial significance to gain optimal rate of conversion and to deliver the promise as is stated by the ads. We have included the importance of continuity from the perspective of keywords, at the search moment, to the perspective of keywords in the ad itself, to the perspective of keywords on the landing page. The major goal here is to appeal to the searcher, and the search engine, with the help of this continuity — this mechanism provides meaningful content that is relevant in the eyes of the customers and actual keywords that are relevant in the eyes of the search engine along with ad server algorithms. Once the continuity is achieved and there is an inflow of required traffic, the mechanism is opened to the next step. What is that? The next step after the researcher has issued his problem online and clicked on your ad as the answer, is to maintain his interest in your deliverable by continuing with the call and response mode of interaction. The sequence of call and response mode of interaction should be as follows:
1. The ad is placed in the market
2. The keywords that were bid by you are now under the search regime by the prospective researchers.
3. The ad is now served
4. The ad pops up in front of the searcher and he clicks on it.
5. A user experience of choice is then served to the searcher.
6. The searcher is then landed on the page.
The conversion rate is expected to increase by 100 percent with the above stated approach.
Make sure your hypothesis is build on right analytics:
Now the discussion is about what is the best SEM approach? Once you have gathered organic data from an organic SEM campaign, the next step involves utilization of Google Analytics to track inbound marketing to determine the required approach. Without proper analytics and their effective usage for Adwords campaign, it would be almost impossible to determine any fruitful Return on Investment. For the correct hypothesis to work, one must acquire clear knowledge which analytics matter, why, and to what extent. Next, one should always keep a clean track of how many visitors are visiting the website and their duration of visit along with the reason for their visit. Once the information is gathered, specialized SEM tools are utilized to build a more dynamic campaign.
Make usage of specialized SEM tools:
Once there is a subsequent growth in the audience bracket, you should scale your SEM strategies accordingly to ensure that the maximum number of potential consumers are effectively tapped into. The most crucial tools for social media enthusiasts are those that add considerable value to both paid and organic channels of SEM.
Conduct various experiments:
Once your hypothesis is all set to hit the floor, the next step involves conducting a series of experiments around it before you approve or disapprove it, to see what works and what does not. To test SEM and ROI, it is always advisable to associate with specialized agencies and groups, who have enough experience about special tools of SEM and various strategies to attract maximum Return on Investment. For this, agencies like growth marketing are perfect to shake hands.
Conduct an analysis of your research:
Analyzing the above prepared research is the final step in the ladder of success towards improved Return on Investment (ROI). In situations, where you learn that there is a gap between desired and received ROI, you should not necessarily start over from the scratch but, as once you’ve there with finalization of research analysis, you have necessary tools and data to revamp your campaign and experiment with more advanced strategies until the gap is minimized or even better, erased.
The algorithms behind the successful determination of strategies pertaining to SEM may fluctuate regularly owing to their dynamic characteristic, however, with above stated scientific steps and guide you can achieve