Voici comment vous pouvez traiter les résultats sous-performants d’une campagne SEM.

If your SEM campaign isn't delivering, don’t worry—here’s how to turn things around: 1. Analyze Data: Dive into your analytics to identify where the drop-offs are happening. Look at CTR, CPC, and conversion rates. 2. Review Keywords: Ensure you’re targeting relevant, high-intent keywords. Use negative keywords to filter out irrelevant traffic. 3. Optimize Ad Copy: Test new headlines, descriptions, and CTAs to see what resonates best with your audience. 4. Improve Landing Pages: Make sure your landing pages are fast, relevant, and user-friendly. 5. Adjust Bids: Reallocate budget to higher-performing keywords and reduce spend on underperforming ones.

An audit of SEM data typically involves analyzing and reviewing the performance of your search engine marketing campaigns. Impressions show the number of times your ads were shown to users. Clicks reveal the number of times users clicked on your ads. Click-Through Rate (CTR) is the percentage of users who clicked on your ads after seeing them. Cost Per Click (CPC) is the average cost of each ad click. Cost Per Conversion is the average cost of each conversion. Return on Ad Spend (ROAS) compares the revenue generated by your ads to their cost. Keyword Performance shows which keywords drive the most traffic, conversions, and revenue. Ad Copy Performance reveals which ad copy variations perform best.

To address underperforming results in your SEM campaign, begin with a comprehensive audit of your data. Examine key performance indicators (KPIs) like click-through rate (CTR), cost per click (CPC), and conversion rate to pinpoint problem areas. For example, a low CTR may suggest that your ads aren't compelling enough, while a high CPC might indicate inefficiencies in your bidding strategy. Use these insights to diagnose issues and refine your approach, such as revising ad copy, adjusting bids, or targeting a different audience segment. By systematically analyzing and addressing these metrics, you can improve overall campaign performance.

Refining keywords is the process of selecting the most relevant and specific terms related to a topic or search query. Start by brainstorming a list of keywords related to your topic, then use tools like Google Keyword Planner, Ahrefs, or SEMrush to find relevant keywords and phrases. Analyze your keywords' search volume, competition, and relevance, and narrow down your list to the most specific and relevant keywords. Consider using long-tail keywords (phrases with 3+ words) for more targeted results, and include synonyms and variations of your keywords. Ensure your keywords are relevant to your content and audience. If you have any specific questions or need help with refining keywords, feel free to ask!

In an ad auction, multiple advertisers bid on keywords, ad placements, or target audiences. The highest bidder wins, but the actual cost paid is often lower due to the second-price auction model. This model ensures advertisers pay only slightly more than the next highest bid. - Cost-per-click (CPC): pay per ad click - Cost-per-thousand impressions (CPM): pay per 1,000 ad displays - Cost-per-action (CPA): pay per conversion or sale To participate in ad bidding, advertisers create campaigns, setting their target audience, budget, and bidding strategy. The ad platform's algorithm evaluates bids, ad relevance, and user experience to determine winning ads and placement.