Steps to Launching a Google Campaign
Even though Google allows the advertising of a product or service, a simple payment automatically is not enough. This is because organizations must develop a clear plan for ad campaigns and set up targeting. Launching a Google campaign requires going through several stages.
The first step is to build a list of keywords that will be the basis of future advertising, which makes it necessary for the search engine results (SEM) campaign (“How to use keywords for effective SEM,” 2023). Since this type of promotion requires high financial costs, setting up a budget and bid strategy is necessary. This will provide an opportunity to allocate the budget and avoid unnecessary costs properly.
Furthermore, organizations need to set geographic and demographic targeting, which is essential for the SEM campaign as it allows the target audience to expand. The direct creation of ads implies the development of how the product or service will be advertised, including the visual and audio components. This is necessary for the SEM campaign because it will attract more consumers.
Keyword Types: Branded, Unbranded and Competitive
Branded keywords when advertising a product imply the presence of the name of the brand that promotes it. For example, when searching for soap from the company “Dove,” customers will search for “Dove soap.” Unbranded words differ in that they do not include the brand name but still refer to it, for example, “moisturizing soap.” Keywords such as competitive ones are characterized by the fact that other companies resort to their use when advertising a product or service. Thus, they can be pretty expensive to buy and require careful selection. The words “moisturizing soap” can also be considered in this category, as many manufacturers use them.
Types of Keyword Searches
Short-tail and longtail keywords can be used in the SEM campaign. The first approach is defined as a search using one or two words. For example, consumers may seek “nourishing cream” or just “lotion.” On the other hand, longtail keywords imply longer queries, such as “nourishing cream for dry skin.”
Keyword Matching
When advertising products and services with the search engine results campaign, keyword matching processes such as broad match, exact match, and phrase match are of value; this type of keyword matching displays search results for a wide range of search terms related to the query. If individuals wish to find women’s clothing, the search engine may also show options such as “women’s dresses” or “women’s jackets.”
The second method is Exact match, which, unlike the first, provides precise results that the consumer requests. Therefore, when entering the words “apple juice” into the search bar, the consumer will receive the results of these words. Phrase match differs in that it implies a mixture between the previously mentioned ones; that is, it will show both exact matches to the entered keywords and alternatives (“How to use keywords for effective SEM,” 2023). Hence, when requesting “moisturizing cream for women,” the search engine will provide the results of this phrase and, for example, “women’s cream.”
Negative Keywords in SEM Campaign Building
The introduction of negative words in the development of the SEM campaign is a critical aspect. This measure implies the designation of keywords; when requested, the advertising of a product or service will not be shown to the consumer. For example, when promoting “sports sneakers,” “women’s shoes” may be considered a negative word, or when advertising a “seafood restaurant,” this keyword will be “beef.” Thus, negative words are essential in SEM campaign building as they significantly narrow the target audience of a product or service and reduce the cost of an advertising company.
Reference
How to use keywords for effective SEM (search engine marketing) in 2023. (2023). Syspree. Web.