It may seem like a strain on your search engine ad costs to run two separate advertisements. Yet, digital marketers will tell you this is the only real way to get the best returns from your marketing campaign. This is done through a process known as A/B testing. 

When A/B testing, you create two separate ads, each different from the other. Allocating a small amount of your marketing budget, you should let them run for a set amount of time without making changes. When the campaign finishes you can compare the metrics of both. 

You now have a much better understanding of what type of search engine marketing ad works best. This allows you to put the rest of the budget into a more successful campaign. If you want to improve again, you could take this further and do another round of A/B testing.

Knowing the target audience is crucial for a successful SEM strategy. It should inform everything you do, from the language to the imagery used in your content and ads. 

If you already have marketing data, dig into it to see who your general demographic are. Are they bound by geography, age, education, or income? Perhaps you are trying to attract a new demographic, in which case you may need to conduct research into what they want. 

Once you know this data, you can begin to appeal to them in your advertising. Don't make the ad the final point either. Craft specialized landing pages for your target audience once they have clicked, aiding your conversions.

Getting clicks from your search engine ads is not just about putting in the highest bid. Half of the formula used by Google to decide which ones are seen incorporates its Google Ads quality score. By improving it, you can have more chance of being seen.

This also impacts the amount you pay. Should you have a low-quality score but the highest bid, it means that you will end up paying more for your clicks. When you have an outstanding quality score, you can end up paying considerably less. 

Improving the score is an article in itself. It includes improving ad text and keyword organization, optimizing landing pages, and excluding negative keywords.

Timing is crucial for successful search engine marketing, particularly if you are selling products. Multiple factors can change the popularity of keywords, such as the seasons, holidays, major events, and weather patterns.

For example, would you want to be paying for your Christmas-themed keywords in March?

If you have a marketing calendar, then you can add when these events are coming up. Make sure you give yourself enough time to create effective campaigns in the run-up to them, all the time continuing with A/B testing. When the time approaches, you can increase your budget for a much better return on investment.

A call to action (CTA) is a well-used term in marketing. It is an instruction to the reader, usually telling them what to do next. This can involve performing an action, signing up for an email list, or even purchasing a product. 



• Call now
• Buy now
• Schedule an appointment
• Sign up here
• Get your discount here

Usually, a call to action is at the end of the copy, but it can be placed within the body of the text if applicable. The purpose of it is to ensure that the reader does not drop off and is unsure what to do next. A call to action can also be made much more efficient by instilling urgency, such as giving limited-time offers or providing discounts.

Google Analytics is a must if you want to get the most out of your Google ads spending. It tracks numerous metrics for you, making them easy to digest and act upon. These can include how much traffic comes from ads when compared to other sources, other pages that users view once on the site, and how much time people spend. 

Digging into this data can let you improve your return on investment. You can refine ads, landing pages and your whole sales funnel with it.