5 tips for SEM (paid search engine marketing)

Do you want to get more traffic and increase your brand awareness? SEM can be the solution! The word SEM stands for Search  Engine Marketing and is about making a website appear higher up in search results on search engines such as Google, Bing and Yahoo by paying.  

We have talked to Johan, SEM expert who has shared his top 5 tips for a successful campaign:

Have well-defined visions and goals

Define what you think is important and what you want out of your campaign. Is it the amount of clicks, traffic that results in engagement or is the goal to increase your brand’s awareness? No matter what goal you’re aiming for, be sure to pursue your vision and follow the measurement points that are relevant.

Think extra about: Is it important to have many clicks if very few people click on the ad convert/consume? Most of the time not, therefore, it is important that you define the campaign’s goals and audience even before you start with the set of the campaign.

Do a keyword analysis

Once you have defined your target group, you should investigate and analyze the potential customer’s online search behavior, something that can be done with a keyword analysis, also called keyword analysis. Among other things, Google has a tool for this – Google Keyword  planner. It can be used to see how many people search for one or more keywords, and during which parts of the year selected search terms are searched for the most. It is thus an optimal tool to investigate the potential of different keywords based on the amount of traffic they generate.  

Tip: The tool also helps you find related keywords, which are also worth being seen for. For example, if my keyword is a communications agency, it can be varied by: Communication Website, Communication News, Best Communications Agency, Communication Stockholm. Related keywords can be found by looking at the keyword  ideas  section.

Reflect on “negative keywords”

If your keyword is broad, you should try to keep track of the actual reference keywords that trigger your ads. It’s about getting a more accurate match and removing unwanted traffic that you needlessly pay for. By adding negative keywords, i.e. keywords that you don’t want to trigger your ad, you ensure that your ad only appears in the most relevant searches. It can sometimes be difficult to know in advance what keywords are triggering your ads unnecessarily. Therefore, the list of negative keywords is something that you update continuously during your campaigns.

For example, if you have a broad keyword like communication, you might not want your ad to appear if someone searches “communications agency” or “communication tips.” Then “agency” and “tips” are your negative keywords.

Reflect on publishing time

You can set the time of day that you want your ads to appear, as well as adjust the percentage of your budget for a specific portion of the day. If you have a smaller budget to move around with, this can be an effective way to save some extra money. This is done with advantage if you know what time of day your customers are more likely to search for just what you offer. This way, you get the most out of your budget during your set time window and spend less budget at times that are less likely to give you business.  

Conceivable: Virtually all businesses have time windows where people are more likely to do business. For example, people looking for dinner restaurants might be looking between 15:00 and 18:00. Most often, people browse the internet for things that don’t concern their work before, after, or around lunchtime during a regular workday.

Test and review!

Last but certainly not least, review your ad performance consistently and continuously. To get the most money on your ads, you need to continue to review the results and make adjustments/improvements like adding keywords detected from the actual search queries, adding negative keywords, and raising or lowering bids. If you don’t, you’re heading for your biggest search engine marketing mistake!

An extra trick: Remember to learn from SEM when working with SEO. If a paid ad works extra well, SEO can draw inspiration and use the texts in optimization with the goal of increasing the number of clicks.

Now you have some simple tips to move around with when you are about to start work with SEM. Betting on a world of search engine marketing can be daunting at first, but when you’re warm in your clothes, you might be surprised at how much it can bring, even on a small budget.

If you need help getting started, we are here. Our employees are experts in SEO/SEM and are happy to help make your brand visible in the Google jungle.  Contact us at:

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