We include Search Engine Marketing (SEM) in most media plans. And while some media are great at generating brand awareness, SEM usually isn’t. But SEM thrives under direct response tactics.
Google AdWords makes it very simple to target consumers through geographic and location targeting and keywords. The next step is creating relevant and engaging ad text that will captivate the consumer searching for your product or service. A good rule of thumb is to think of words that describe your business or service and then think of action words that you would like the consumer to do in relation to your ad such as buy, sign up or enroll.
When writing ad text for SEM, make sure you highlight the unique “it factor” about your business or product and make this known on the headline. Try to describe unique selling factors in as few words as possible so that you can then follow up with a call-to-action. As you know, you are limited by 35 characters of body text. If there are any discounts or price points that you can offer, make sure this information is included. I often think of the SEM consumer as a typical impulse buyer. They are online searching because they want to convert immediately.
Also, make sure that you include your keywords in your ad text so that the keyword appears in bold in your ad. This makes the ad incredibly relevant and eye catching. Lastly, make sure that any promotions or products mentioned on your ad are also mentioned on your landing page. There is nothing more frustrating then searching for a deal, clicking and going to the homepage. Make the conversion as easy as possible.
The tips above are certainly easy to do. The hardest part is thinking about SEM as an actionable medium.