This piece suggests tips on how to avoid the most common SEM mistakes.
One of the most common mistakes marketers make is not implementing SEO in conjunction with SEM. Instead of relying only on SEM, marketers should use both SEO and SEM to improve website traffic. While creating evergreen content, marketers should use SEM for the quick volume and utilise SEO for the long-term incremental traffic.
Marketers should avoid operating on autopilot in SEM without frequent monitoring. They should always have a budget set throughout their media flight to prevent spending excessive amounts of money in a short duration.
Companies should also pay more attention to their geo-targeting locations as targeting the wrong places would cost unnecessary ad dollars. Marketers should avoid using the traditional, broad match as their only match type. They should bid for exact matches and use negative keywords for brand safety purposes.
[12 minute read]