Never miss another opportunity with this SEM-savvy guide. Is your website optimised for conversion? If the answer is ‘no’ then it’s highly likely you are wasting your search engine marketing (SEM) budget.
“This is very important: driving traffic to a page that doesn’t have a clear purpose or call to action means risking the potential customer giving up and moving on,” says Sensis group manager of media products Cam Pegg.
If your website isn’t offering conversion opportunities such as generating leads and landing new customers, then you’re not capitalising on its true potential.
“Once you’ve invested the time and money in getting leads to your site, you want to give yourself the best chance possible of turning that lead into a customer,” says Pegg.
Here are three tips for effectively setting your SEM budget and avoiding the most common mistakes, according to Pegg.
1. Research keywords
Spend time researching the keywords you want to target and what the demand, competition and suggested bid prices are for those keywords.
When considering paid adverts to ensure your company is included in search engine results, both Google and Bing have tools that will help you identify keywords that offer the most value for your buck.
2. Work out your bid price
Approximately how many clicks are you looking to capture? Some basic multiplication will reveal how much this will cost you. The bid prices for keywords do fluctuate, so this will be a guide only, but you’ll get a sense of the kind of money you need to spend.
If this is more than you have available, try to cut out some of the lower demand keywords to allow you to focus on ones that will get you more leads. You can also look at removing some high-demand (and therefore higher-priced) keywords if you can generate the traffic more cheaply though a combination of other keywords.
3. Prevent over-spending
You have come up with an SEO strategy that you can support with paid advertising, but one of the hardest things to get right is pacing the campaign so that your budget lasts the length. It’s common to go over budget, come in too far under budget or get through the budget before the campaign’s end.
Resist the temptation to overbid for terms just to generate impressions. Set your bids at a reasonable but realistic level, and don’t just set and forget your campaign. The market is constantly moving, so check in regularly to make sure you’re not being bid out of the market, and also that you’re not overpaying.