Search engine marketing (SEM) is a rapidly changing field rife with opportunities, but it takes expertise and experience to run optimal interactive advertising campaigns. When engaging in digital advertising, such as paid search, display media, social media advertising and remarketing, it's extremely important that your efforts are backed by knowledge and strategy. Here, our SEM experts provide the tips and information you can use to improve your campaigns, and your ROI. To stay up to date on our search engine marketing blog, subscribe to our feed.
In 2000, Google launched AdWords, a platform for running text ads on desktop Search, with roughly 350 advertisers. During that time, AdWords offered the most technologically advanced features that enabled advertisers to quickly design a flexible program to achieve their digital marketing goals.
The Google Display Network (GDN) has a growing list of ways to reach potential customers. To do so, we can target audiences (in-market audiences, affinity audiences, demographics, etc.) or content (topics, keywords, etc.). To take that a step further, we can layer different types of targeting to truly pinpoint a subset of users or we can simply observe how different types of people interact with our ads. This is where the very important distinction between targeting settings come into play.
If you are running paid advertising campaigns to boost leads or generate sales, then Conversion Rate is probably a metric you look into frequently. Conversion Rate is telling you how many people saw and clicked your ad against how many people converted. If 10 users clicked my ad, but 5 bought something from my website – my Conversion Rate is 50%. This is a great way to measure campaign efficiency, especially if you are trying to stay within a tight budget and keep your Cost per Conversion low.