Search Engine Marketing (SEM) has been an important marketing tool since people nowadays deeply rely on search engines. With a smartphone on hand all the time, people can get information about the products they are interested in, and compare with different brands before they do the purchase. Therefore, if managing SEM well and your ads appear when people are doing product searches, it will be likely to affect their buying decisions.
When launching an SEM campaign, many people will meet difficulties in planning a keyword structure. For instance, having no idea where to start and do not know how to distribute products into different campaigns. Today, Tagtoo will show you how to plan a good keyword structure and few tips to create your search campaigns.
Structure your Google Ads Search Campaigns
1.Campaign level
The main objective at the campaign level is to control the campaign budget and the bid strategy. We suggest creating at least two campaigns, one for brand keywords and the other for product keywords. If you have enough budget, you can create a third campaign for common keywords. As for budget allocation, we suggest allocating a maximum of 50% on brand keywords campaigns, 30% to 70% on product keywords campaigns, and 10% to 20% on common keywords campaigns. If you are creating your first search campaign, it is better to select Manual CPC for the bid strategy. Until your campaigns generate enough conversions, then you can change the bid strategy to an automated bid strategy, such as Target CPA and Target ROAS.
2.Ad group level
The main objective at the ad group level is to organize the keywords. According to the products on your websites, we suggest creating ad groups by categories. You can start from the contents in your website, classified by brand, products, and service. If you have enough budget, you can apply the relevant content such as competing products, brands, and industry. In each ad group, we suggest setting up five to twenty keywords. The keywords are the items that bid in auctions. Keywords has three matching types listed below, exact match, phrase match, and broad match. If you are limited with the budget, you can start with creating exact match keywords. The search term people search has to be highly relevant to your exact match keyword will the keyword be triggered to participate in the auctions. If needed, you can also add negative keywords to exclude the irrelevant keywords that you do not want people to search.
3.Ad level
At the ad level, we recommend creating at least three ads in one ad group, two expanded text ads, and one responsive search ad for system learning. The main objective here is to create appealing contents that catch people’s attention. To get people’s interests, the ads have to be highly related to the terms they search for. You can write the copywriting and decide the landing pages according to the categories of ad groups and integrate keywords into ad headlines to improve the ad relevance. There are also few elements for you to reference while creating ads, consider adding heuristics, authority bias, and social proof in the copywriting. Mentioning gifts, discounts, cash backs, and express shipping are also helpful to attract potential customers. Setting up extensions can also make your ads stand out and attract more people to click on them. You can set up basic information such as site link extensions, callout extensions, and structured snippet extensions. We also recommend setting up call extensions, location extensions, and promotion extensions as well to improve the ad performance.
Tools that help to generate keywords
Having no idea about the terms people search? The tools listed below may help while generating keywords.
1.Google Keyword Planner
Google has provided free tools to come up with keyword ideas. In Google Ads, you can use keyword planner to discover new keywords. By entering products or services closely related to your business and entering your website domain. Google keyword planner will filter out the products you do not offer, and generate a list of keywords that are relevant to your business. Just keep in mind to not be too specific or general when using the keyword planner. For instance, entering “meal delivery” is better than ”meals” for a food delivery business.
2.SEMrush
SEMrush is a paid software that can help with keyword research, you can get the list of keywords people usually search for before they are directed into the website. Also, SEMrush can provide references of search volume, potential clicks, cost per click, and other specific data for each keyword on the list.
Google DSA and Tagtoo’s AI Dynamic Search Ads system
Even though doing a lot of research on keywords, there are still chances to miss relevant searches. Therefore, Google Ads provides an ad type named Dynamic Search Ads (DSA). When people search with terms closely related to the titles and frequently used phrases on your website, Google Ads will use the titles and phrases to select a landing page from your website and generate a clear and relevant headline for your ad. All you have to do is to add creative descriptions, and DSA will do the rest for you.
Dynamic Search Ads are convenient and time-saving which can easily generate relevant ads for you. However, there are still some restrictions on DSA. Firstly, the headlines are generated from website titles and phrases that can not be adjusted. Secondly, you can not assign specific keywords to be triggered on DSA. The restrictions limit the optimization for ads. Luckily, Tagtoo is launching an AI Dynamic Search Ads system that can customize the ad content instead of using titles on the website. At the same time, Tagtoo’s AI system can generate a large number of related keywords that can be managed manually which can solve the inefficiency of DSA.
Tagtoo’s AI Dynamic Search Ads system is an advanced technology compared to Google Ads’ regular dynamic search ads. If you are interested in our latest technology, please feel free to contact us!