Strategic planning of SEM campaigns

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Planning SEM campaigns that combine SEO and PPC advertising is the foundation of a successful online marketing strategy.
Learn how to approach it in a way that you don't forget important steps while achieving maximum results.

Why is strategic planning of SEM campaigns important?
SEM (Search Engine Marketing) includes both organic and paid search results in Internet search engines. It is a combination of SEO and PPC advertising within a search network, such as Google, Seznam or Bing.

Planning SEM campaigns begins with analyzing historical data and examining the growth of cost-per-click (CPC) and search activity. When considering factors such as political events and economic changes, it is i lithuania mobile database mportant to adjust budgets and strategies to match current conditions. The key to successful SEM campaigns is careful strategic planning, which involves several stages, including analyzing past data, anticipating future trends, and adapting to changes in the market.

Set goals
When planning SEM campaigns, an important step is to define the goals that the company wants to achieve over time. Goals are set within the overall marketing, individual advertising platforms, but also within individual advertising campaigns.

Control and optimize your budget
If you want to manage your finances effectively, regular budget review and optimization is a key part of your SEM strategy. Regularly compare your planned and actual spend for each advertising campaign to identify campaigns that may be underfunded.

Higher-performing campaigns deserve to be increased in budget , and cut back where you're not achieving the expected results. However, be aware of seasonal fluctuations and political and social events that can affect campaign performance. You may experience a sudden drop or a sharp increase in results that you can't control.

Analyze historical data and prepare for future challenges
Analyze data from previous years to better understand trends and current campaign performance. Explore seasonal, monthly, and daily user behavior across all campaign segments, including product-specific ads, Performance Max (PMax) , branded, and non-branded campaigns.

It’s not just historical data that you should be interested in. Also focus on future challenges, including the residual effects of the pandemic, high interest rates, political events, or a state of war in the world. All of these factors can affect your advertising results.