Achieve relevance with good structure

Achieve relevance with good structure


Hi there! In this video, you’ll learn why relevance
is so important for SEM campaigns. We’re also going to look
at the structure of SEM campaigns, and show you how to build
your campaigns in a way that helps
you achieve that relevance. Ready to be one step closer
to SEM success? Alright, let’s get started. Relevance sounds like
a tricksy sort of word, but it’s easy to understand if you think about it as someone
who uses search engines. For example, let’s do a search
for “Wedding Photographer” and take a look at some
of the adverts that appear. Here we have three. The first headline says,
“Wedding Photographer”, followed by some information
about pricing and selection. This ad is extremely relevant
because the headline matches our search, plus it has plenty of useful information. The second headline says,
“Candid Wedding Photoshoot”. It includes some information
about the types of wedding photo packages this business offers. This ad is fairly relevant,
but less than the first because the headline
doesn’t precisely reflect the search. As a whole, search engines
might consider this ad less relevant. The third headline says,
“Wedding Photograph”, but appears to be an ad
for a site that sells posters. That’s not relevant
to what we’re searching for. When it comes to relevance,
search engines also consider the first page people see
after they click on an ad. This is called the landing page. So, what does this mean for you? Well, just as your advert
should be relevant to the words a person just searched for, your landing page should be relevant
to an advert a person clicks on. Makes sense, right? Great, let’s move on. Relevance is also important
to search engines. After all, it’s their job to find
relevant results for searches, and this includes
finding relevant adverts. Relevance is also
really important to businesses who advertise on search engines. For starters, search engines
reward relevant adverts with higher positions
on the search results page. What’s more, if your adverts
are more relevant than your competitors, you might be able to get
the same amount of traffic for a lower price. So, it makes a lot of sense
to pay attention to relevance. Now, let’s look at ways
to structure your SEM campaigns to achieve that greater relevance. Think of your SEM plan
as an upside-down tree. At the top is your account which you create with Google Adwords,
Bing Ads, or another search engine. Within the account are campaigns. Each campaign controls
important decisions like the daily budget, the areas or countries
where ads can appear, and the advertising networks
you want to use. Within each campaign
you can create multiple ad groups. These are collections of keywords
and the ads that go with them. Structuring your account
in this organized way helps ensure you show
the most relevant ads. Let’s go through another example
with a photographer to bring this to life. Imagine you’re the photographer, and you specialize
in various types of photography, let’s say weddings, baby photos,
and family portraits. Each of these specialties
contain different products, so you decide to split them
into separate campaigns. Within each campaign, your next move is to create groups
for each type of product. For example, within
your Wedding Photographer campaign, you might create ad groups
for engagement photos, bridal portraits,
candid wedding photos, and more. Within your Baby Photos ad group, you add keywords
that someone would search for, for example, keywords like
“baby photography” or “newborn photos”. Now you can write an ad
that corresponds to those keywords, like “Baby Photography, We take beautiful newborn photos”, Affordable rates. Book now!” If someone searched
for your keyword “Baby Photography”, this would be a relevant ad. To sum up, no matter
what type of business you have, your SEM campaigns should have a solid,
well thought-out structure. By dividing your products or services
into separate campaigns and ad groups, you can show ads that help customers find exactly what they’re searching for, which is a win-win for everyone.

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