Digital Advertising Strategies

Search Engine Marketing (SEM)

How it works:

Campaign Structure: Set up tightly themed ad groups with relevant keywords to control relevance and quality scores.
Bid Strategy: Use automated bidding strategies like Target CPA or Maximize Conversions based on campaign goals and budget efficiency.
Ad Extensions: Utilize sitelinks, callouts, and structured snippets to increase ad real estate and CTR.
Geo & Device Targeting: Refine where and how ads show based on performance by location and device type.
Continuous Optimization: A/B test headlines, descriptions, and landing pages while adjusting bids based on search term reports.

Why it works

SEM targets users who are actively searching for solutions, capturing high-intent traffic at the moment they express need. Google's Quality Score system rewards relevance, making well-structured campaigns more cost-efficient and competitive.

Pay-Per-Click (PPC)

How it works:

Keyword Targeting: Identify high-intent keywords using historical data and intent-focused segmentation.
Ad Copy Testing: Continuously test headlines and CTAs to improve Quality Score and drive higher engagement.
Conversion Tracking: Use pixels and event tracking to measure lead, form, and purchase conversions accurately.
Budget Control: Allocate budget dynamically based on campaign ROI and performance thresholds.
Negative Keywords: Build and maintain a strong negative keyword list to eliminate wasted spend.

Why it works

PPC campaigns are measurable and agile, allowing advertisers to quickly test and refine messaging and targeting. You pay only for clicks, ensuring spend is directed toward engaged users, and optimization tools help continuously improve cost-efficiency.

Display Retargeting

How it works:

Pixel Tracking: Implement remarketing tags to capture website visitor behavior for audience segmentation.
Audience Segmentation: Group users based on actions taken (e.g., cart abandoners, product viewers) and customize messaging.
Ad Sequencing: Deliver a series of creative messages over time to guide users through the conversion funnel.
Frequency Capping: Control how often an individual sees your ad to avoid fatigue and maintain effectiveness.
Dynamic Creative: Serve ads dynamically populated with products or services the user previously viewed.

Why it works

Retargeting keeps your brand top-of-mind for users who have already shown interest, increasing the likelihood of conversion through repeated, relevant exposure. Dynamic creative and behavioral segmentation make the message feel personalized and timely.