Are you encountering a lot of objections around SEM (search engine marketing) with your advertisers? You aren’t alone. Companies often don’t want to invest in it because it’s complicated and can get expensive quickly. The more competitive the industry, the more expensive it becomes to bid on those keywords. However, you can respond to their concerns by discussing the approach of conversion-based optimization in SEM.
In this post, we’ll give you the information you need to prove the value of SEM to your advertisers.
What Is Conversion-Based Optimization in SEM?
Conversion-based optimization in SEM is a unique approach to paid search ads. Traditionally, businesses start with keywords they want to bid on and exclude ones they don’t. From there, they build ads in groups and set parameters around daily spending and targeting. Then, the campaign deploys, and it just keeps running until someone presses pause or makes updates.
In this approach, there’s no feedback regarding what’s working and what’s not. As a result, advertisers can see budgets depleted and no results.
Conversion-based optimization is all about maximizing ad spend for the best return. This strategy automatically allocates the budget to the keywords and text ads that drive the most calls for the customer. This continuous optimization means the ads that resonate the most with their target customers are the ones they’ll be most likely to see when searching.
You’ll also have access to complete and transparent reporting that reveals measurable ROI for your clients. It can be a differentiator for your SEM offering and persuade them to say yes to a campaign.
Calls Are a Significant Conversion Signal in Local Business SEM
In designing SEM as a tactic for Marketron NXT, our digital experts knew it was essential to optimize versus just letting spend free-float. It was critical to align conversion signals to ads and keywords. With 88% of searches for local businesses resulting in a call or visit, calls were a signal to track and optimize.
When users click to call a business from the SEM ad, the system recognizes this as a conversion. It then “boosts” the visibility of the ads leading to these calls. Being able to show your clients this clear line between investment and return could be the reason they say yes.
More Keys to Better SEM ROI
In addition to conversion-based optimization, SEM ads should focus on the right keywords that reference the vertical specifically. The longer tail the keyword is, the more targeted the ads can be. All ads should also have multiple headlines and descriptions, which dynamically combine when displayed to improve performance. All this is happening behind the scenes in the ad ops ecosystem, and it’s no work for you or your advertisers.
Help your advertisers find value and revenue with SEM with this unique approach.
For more SEM selling tips, read these Aspire posts:
Think You Don’t Need to Sell SEM? Find Out Why You Do and Its Importance for Local Advertisers
SEM Metrics That Matter to Local Advertisers
The SEM Checklist for Digital Sellers