SEM stands for Search Engine Marketing and is an abbreviation which was once used as an umbrella term that included both SEO and paid searches. In the online world, PPC SEM continues to be a large part of a business’s online marketing strategy. Similar to other online channels which are used in a marketing campaign, SEM is mostly targeted, effective and also accountable, which is the reason why it is so important.

Its ability to hyper-target relevant customer intent makes it a crucial asset in an online marketing campaign. But, on the flip side, using the wrong tactics will leave you feeling like you’re playing chess with a supercomputer. So, here are a few tips to prevent that from happening.

Arbitrage Opportunities

Most of the web analytics tools that are out there report search engine data. They also have a special report that covers only the keywords being used. This makes the process of drilling down from the search engine report to look for valuable keywords extremely easy.

In reality, the ranking of your website on a search engine is fairly well settled and has been that way for a long time, as in, it changes every few months. The data in your keyword report shows how certain keywords perform or have performed in the past across various search engines. If this sounds too complicated, hooking up with a professional sem agency dubai will do all the heavy lifting for you at an affordable cost.

Have a Report

Having a report usually means that one has to sift through hundreds of thousands of keywords. An effective way of doing away with this problem is by focusing on what’s changed. Concentrate on the areas which need your attention. This will be important if you’re looking to gain a decent ROI on your search campaign, consequently improving your PPC SEM campaign. To this you must focus on campaigns, ad groups and the various keywords that are gaining more impressions, getting clicked on more, and are producing more revenue as compared to others.

The biggest problem with PPC or paid search is that you don’t have a starting point. Using reports and various other metrics, allow you to have that, and with their help you can move forward in investigating the hot leads.

Google’s Search Based Keyword Tool

The Search based keyword tool offers Ad/Search Share. It lets you know how often your ad shows up when someone carries out a search using a specific search query. The tool is very useful when trying to find out how much share of shelf you have. The tool also allows you to get Impression shares for the keywords portfolio from the AdWords Campaign reports.


While the entire business of PPC SEM revolves around keywords, often times people don’t pay attention to the role of ‘Match Types’ when determining which search queries, (which are the words the search engine user types) that triggers your paid search ad.

Making all decisions solely on the basis on what keywords we bid on is not the smart thing to do. Try using “Broad”, “Phrase” and “Exact” match types to ensure your ad will be showing up for the relevant searches. This is where using Match Types comes in handy.


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