INCREASING
TRAFFIC
Getting enough quality traffic to your website in a cost-effective way is the first step for your business to start profiting from paid advertising. At SEM Consulting Bcn we implement strategies so your ads appear in front of the users that are most likely to click. This way, we achieve a gradual and consistent growth of traffic at the minimum possible cost.
Reach the maximum thematic relevance
The more thematically relevant your ads and your keywords are to the page you are promoting, the higher their quality will be. This is what increases the number of impressions you get, which in turn increases traffic on your website. Google values the relevance of your keywords, so we will conduct a thorough analysis fo the structure of your account to make you the algorithm's first priority every time someone searches for your products or services in their browser.
We also check that the reach (location, language, demographic) is as segmented and as accurate as possible., in order to reduce costs and avoid getting irrelevant clicks.
Ads that lead to clicks
The more thematically relevant your ads and your keywords are to the page you are promoting, the higher their quality will be. This is what increases the number of impressions you get, which in turn increases traffic on your website. Google values the relevance of your keywords, so we will conduct a thorough analysis fo the structure of your account to make you the algorithm's first priority every time someone searches for your products or services in their browser.
We also check that the reach (location, language, demographic) is as segmented and as accurate as possible., in order to reduce costs and avoid getting irrelevant clicks.
Extensions that increase the average CTR
The most popular extensions to encourage the user to click on an ad is are site links. However, we don't recommend using the same extension for every ad. We first need to make sure that you don't have other pages on your site that might give additional information to the user and then tailor the add accordingly.
We also consider other types of extensions (callouts, structured snippets, etc.) that give you more visibility on the SERP, even thought they're not clickable. This can potentially increase the average CTR of the ad for free.
New relevante keywords
The quickest way to generate more traffic is finding keywords that your potential users are searching and bid for them to increase your share of impressions in searches. At SEM Consulting Bcn we analyze your search term report to identify the most popular terms that you're still not using. We also check Google Trends to identify upward trends, and we use Keyword Planner to ensure that your new keywords have enough monthly searches.
We also analyze the demand and the competition to place a bid that will allow us to appear at the top of the SERP.
Negative keywords to block irrelevant traffic
Adding irrelevant search terms as negative keywords for each ad is the most effective technique to reduce costs. We analyze the search terms report for each ad group to select irrelevant terms and filter them out.
Keyword match strategy based on your goals
The level of matching of your keywords must be decided based on the number of searches they have, your budget, and the expected reach to obtain a positive return on investment. If you're not getting enough traffic, it might be interesting to use a broad match to increase your reach. If, however, you want to reduce your CPC and segment traffic to increase it's quality, exact match is the best option.
Each account and each business has very specific needs, so we study each one individually in order to make the best possible recommendation.
Increasing and decreasing bids (keywords, audiences, devices, etc.)
When deciding whether to adjust a bid, it's important to consider the right filters and the relevant metrics for your goals. For example, if we want to increase quality traffic, we will reconsider the share of lost impressions by position, the the amount of overlap with your competition, the current CPC compared with the average of the ad group, amongst others.
Consider automated bidding
We first have to evaluate whether your campaigns are suited to automated bidding. If they have fewer than 50 clicks in the last 30 days, the algorithm won't have enough data to make the right decisioins. We then need to choose betwen "maximizing clicks" or "Objective CPC" (putting a limit on the cost-per-click we are willing to spend.
At SEM Consulting Bcn we leave this decision to the data. We conduct a series of experiments to give you the best automated solution that will give your account the best performance. Occasionally, depending on the resultus of the experiments, we can use manual bids. It all depends on your business and industry!
Similiar audiences and relevant affinity audiences
Segmentation of reach is key to reduce costs and keep sustainable traffic growth. By bidding for affinity audiences, we will be reaching those audiences who have interests related to your business. If you have enough traffic, we will also consider the option of using similar audiences to introduce your brand to users with similar characteristics to those who have already shown interest in your products or services.
Exclude irrelevant placements (Display and video)
Following the same logic as with negative keywords, it is important to exclude for Video and Display those irrelevant placements in which you appear (either by type of content or by performance) to increase your CTR and improve the average ad ranking in auctions . We take care of analyzing the placement reports manually to detect any page that is harmful to your business and it is convenient not to appear on it.
Adding responsive search ads
With Responsive Search Ads, we give Google the option to choose from multiple titles and descriptions based on the user's search intent. In this way, the final ad that will be shown to the user will be personalized to their browsing history and their place in the sales funnel, so it will be more relevant and more likely to get clicks.
Include keyword inserts and countdowns
With keyword inserts we tailor the ad to the user's exact search. This way, we increase the likelihood of a click, therefore improving CTR and traffic onto the site. On the other hand, countdowns are useful when you have promotions for a limited amount of time and you want to create a sense of urgency in the user. This way you increase the chances that he clicks through to your landing page.
Broad match to increase reach
Keyword matching is a good way to control the reach, increasing or reducing segmentation, depending on your KPIs. In the case that the goal is to increase your brand awareness and increase traffic in the upper level of the funnel, using a broad match is advisable. This way we will capture more generic searches and with less thematic relevance to our keywords.
