Search engine marketing (SEM) is a form of online advertising that involves promoting your website on Google and other search engines. SEM can help you reach potential customers who are searching for products or services related to your business.
If you want to promote your website or business online, you might be wondering how to choose the best option for Google Search Engine Marketing (SEM). There are many factors to consider, such as your budget, your goals, your audience, and your competition. Like other major marketing channels, it takes lots of efforts and study to optimize Google Ads and thus spend the marketing dollar to achieve the best possible results.
Below is a few tips we trained our marketing team regarding Google ads (according to our experiences).
Display Network Selection
We normally donot display our ads outside google network. If you tick the above two options, your ads will show up in other websites which work with Google in providing the ads delivery. We analyzed and checked many of our data, visitors from from places are normally not staying in the website for long. Zero seconds or a few seconds. Most of them wont have much values to business.
Target Location Selection
With our knowledge, the above selection is optimal. We usually choose Presence not Presence or Interest. Logic is very clear, we target people in this location, not people who has an interest in this location. For example, someone may Google Singapore in another location, they have an interest in Singapore, but they are not my customer. Thus they shall not see. However, do note some special products, such as travel service related, may choose the Interest instead. For example, you run ads to promote hotel in Singapore, you certainly want those people who are interested in Singapore hotels to see the ads, even they are not in Singapore yet.
Negative IP Address
For people who did online marketing for years, we often get unwanted visitors from unexpected IP of a strange places. If you run one commercial service for local only, those people shall not see your ads. Check with Google Analytics, or website server logs (get from engineers), and put those IP address here. So they shall not see your ads again, and shall not click any.
Similar logic to above, always add a few excluded countries. Google ads works in a strange way. Even we set target country, but somehow we still need to put Negative Countries to get rid of unwanted ads clickers.
For business owners who knows their products well, always remember to choose target ads viewer demographics. All products have their target users group, and identify them in the ad settings. Facebook is better than Google in this way, but Google, given their massive users data, is still effective in this. Always set this values properly, determined by your products.
There are lots of more. We only mentioned a few here. It took tons of efforts to optimized the settings, and monitor regularly to adjust the ads settings for the best possible results.
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