SEM Campaigns: 10 Y’s Campaign Plan for Google Ads – Step 9: Simplify 

Oftentimes, as the campaign begins to grow they start to get fragmented or loose. In order to avoid an unorganized campaign, you need to consistently optimize it. 

This means reviewing campaigns, messaging, media, key phrases, negative keywords, paused key phrases, and matching types.

For example, what if certain key phrases needed to be paused because there was a short-term competitor that bid up those phrases’ average cost-per-click? 

It is always important to remember that online marketing is always changing so reverting complex campaigns back to simple, straightforward strategies is the best way to keep your campaigns running at an optimal level. 

Are you looking over your campaign at bird’s eye level?.

SEM Campaigns: 10 Y’s Campaign Plan for Google Ads – Step 8: Intensify

This is the most satisfying step in every SEM campaign. 

Once online marketing is at optimum performance  – proven to have a profitable and predictable ROI – it’s time to intensify the campaign, step 8 in the 10 Y’s Campaign Plan for Google Ads.

For example, if we have three campaigns running where the average ROI on marketing spend is 5:1 and the total spend is at $5K that means the campaigns have led to $25K in sales. 

If the available funding between the three campaigns is 50%, the next logical step is to increase the spending to $10K.  

By wisely disbursing this new capital into the successful Google Ads investments we can increase the odds of reaching $50K in sales. 

Are you ready to take advantage of your profits by making some more?

SEM Campaigns: 10 Y’s Campaign Plan for Google Ads – Step 7: Diversify

For most search campaigns, the growing list of key phrases should be divided into different ad groups, each with individual ad text and imagery. 

This brings us around to diversify, step 7 in the 10 Y’s Campaign Plan for Google Ads.

This means diversifying existing campaigns by identifying which methods yield the best return on investment. 

By identifying successful keywords, businesses can hyper-target niches specific to their industry.

At OptFirst, we’ve seen these key phrases convert better and at a lower cost when they’re separated into individual campaigns or ad groups.

This technique will increase ad performance, quality score, click-through rates, and conversions.

Next try some new campaign types that you may not have run before. Introduce remarketing to existing campaigns as a targeting option and add Google Shopping campaigns if relevant. 

The idea is simple: always be in search of the best performing ads that deliver a positive ROI.

Is your business’s keyword net diverse enough to catch all the relevant niche fish?

SEM Campaigns: 10 Y’s Campaign Plan for Google Ads – Step 6: AMPlify

Remember, most online traffic these days happens on smartphones so it’s wise to focus campaigns toward mobile users. 

This means your mobile site should function just as efficiently as the desktop version, bringing us around to AMPlify, step 6 in the 10 Y’s Campaign Plan for Google Ads.

Check ad and landing page formats using common browsers to make sure their speed is acceptable using Google’s Mobile Analysis Page Insight alongside Google Analytics. 

While in Analytics, examine the difference in activity between desktop and mobile to verify they’re working at full potential.

Look for differences in conversions, time on site, and bounce rate, to identify additional issues that may need to be addressed.

Some sites can look great on desktops but may barely function on smartphones – and vice versa. This makes them less relevant on search engine result pages and cuts their potential for revenue.

Is your company’s mobile site amped and putting the pedal to the metal?

SEM Campaigns: 10 Y’s Campaign Plan for Google Ads – Step 5: Spy

Discerning which keywords apply to an internet marketing campaign is key to achieving profitable results.  This requires a little bit of ingenuity and careful use of resources, bringing us around to spy, step 5 in the 10 Y’s Campaign Plan for Google Ads.

Every good spy has a range of nifty gadgets to save the day and the digital espionage game is no different.  

At OptFIrst, we use third-party tools for keyword research – like Google keyword discovery, SpyFu, and SEMRush – to examine what works not just for our clients, but their competitors as well.

This may seem sly, but these tools are available to everyone so it’s in your business’s best interest to take advantage of these opportunities.  

In many cases, we’ve used them to turn losing campaigns 180 degrees, satisfying our clients and theirs. 

The fact of the matter is your most successful competitors are likely applying the same techniques.  It’s time to level the playing field.

Is your website utilizing internet spycraft to channel your digital 007? 

SEM Campaigns: 10 Y’s: Step 4: Nullify

Google works by responding to keywords. However, some of these may be irrelevant to your marketing campaign’s goals.  To manage these speedbumps, one must nullify negative terms, bringing us to step four in the 10 Y’s Campaign Plan for Google Ads.

Setting up negative keywords in each search campaign helps target key phrases to nullify irrelevant searches that unnecessarily deplete budgets. 

For example, if you were selling used desks, one key phrase in your campaign should be “used desks,” but a negative keyword to add should be “free.” This will keep from having to pay for a click when someone searches “free used desks.”

As the campaign starts to compile data, review the search terms section to see which are performing best.  Google Ads shows every impression, pinpointing key-phrases that generate paid clicks. This will identify any terms that may not have led to enough conversions or obvious key phrases that still need to be added as negative phrases to the campaign or ad group.

OptFirst has seen the use of negative key phrases turn SEM campaigns around by helping reduce non–converting traffic by up to 50%, delivering a profitable ROI.  There is nothing negative about that.

Is your Google Ads campaign nullifying terms that throw away your money?