123 of SEM

Start with these three things with your Search Engine Marketing

You must to at least these three things in your search engine marketing campaigns. These will get you started; from here it gets really data-heavy.

Some of you might have thought of a Lional Richie song, others a more traditional saying, and some with a bit of a background in reading psych or human behaviour reminded yourselves of the general rule that in order to retain information, most people need to be told (or repeat to themselves) a fact of piece of information three times in order to remember it.

That’s not what we’re talking about here šŸ˜‰

Three times’t the charm when you are building your AdGroups in Google Ads (formerly AdWords). You can spend a ton of timeĀ optimizingĀ thereafter, but what we’re talking about is when you are setting up your search engine marketing (SEM) campaigns from the beginning, from scratch.

Three times insofar as how many times and place to repeat the keyword or key phrase that you are targeting.

  • Once: In the ad title (and play with the {KeyWord:bla bla bla} option*.
  • Twice: In the Destination URL or file name.
  • Three Times A… : Keyword(s) in the landing page page title and content text.
*Do be careful when using {KeyWord} as it can make your ads less applicable to the actual content on the page. If you are really active with your negative keyword set(s), then it’s it gets safer to insert the searches into your ad text.
Simple and straight forward, but yet easy to overlook. Keep it in mind when creating search engine advertising campaigns. Don’t forget it. You can do a lot more, but these three things will help keep a decent quality score.