Creating a search engine marketing campaign - What is the most important thing to consider when optimising a search engine marketing campaign
To prepare for the creation of a search engine marketing campaign, you must do five things.
The first of these is to establish objectives. Then you must establish objectives. You must first determine what resources are available.
You must first define the KPIs, or key performance indicators, that you seek. Determine the target groups or customers.
Finally, you must continue to measure and adjust in order to improve. We'll go over each of these briefly.
Now, when running a search engine marketing campaign, the campaign may have various objectives.
For example, if you run an e-commerce site, your primary goal would be conversion.
However, if you're a company involved in developing a new product and want to reach out to customers with this new technology or new product that isn't yet on the market, your goal could be to raise customer awareness about the new technology you're providing.
So, anything can be your goal, from raising customer awareness to creating a group of customers who come to your landing page and buy from you, which means conversion.
So the first step in developing a search engine marketing strategy would be to establish these goals.
When running a search engine marketing campaign what goal do you expect?
Once you've identified all of your objectives, the next step is to identify the goals and resources that will help you achieve them.
For example, if your goal is to raise awareness, you should set a target for how many customers you want to reach out to.
How many customers do you want to visit your landing page as a result of this campaign?
How many customers do you want to be registered users or members of your CRM program?
If you're thinking about conversions, you might have goals in mind, such as how much sales increase you can bring in. How much can the acquisition cost be reduced?
For example, if you had sales of one crore today, do you expect your sales to increase to 1.2 crores by running this campaign?
Then your goal will be to raise an additional 0.2 crores. You might also be thinking about expanding your loyalty program.
Your loyalty program may currently have 10 lakh members. Your goal could be to increase this 10 lakh figure to perhaps 20 lakhs in the next three months.
As a result, such easily identifiable goals should be identified.
Once you've identified your objectives, you'll need to translate them into key performance indicators.
These key performance indicators are extremely important because they will be used later on to determine whether or not your campaign was successful.
Following that, you must determine who your target customers will be. What will the demographics of these customers be?
What are the kinds of things they'll be looking for? What are the geographies of these customers? What kinds of interests should they look for? What kind of keywords do you want to find? etc.
All of these things should be arrived at, and once you have done all of these things, and once you launch the campaign, you must continue to measure each of these things and basically improve and adjust a lot of these things that aren't going so well.
You may want to remove them or rework these things so that they can be improved, and things that are going well should be supported with additional resources so that you can have the most effective campaign on search engine marketing.
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