What are the best practices for SEM in the e-commerce sector?

1 Choose relevant keywords

Keywords are the foundation of any SEM strategy. They determine when and where your ads will show up on the search results page. To choose the best keywords for your e-commerce site, you need to do some research and analysis. You can use tools like Google Keyword Planner or SEMrush to find out what keywords your target audience is using, how competitive they are, and how much they cost. You should also look at your competitors' ads and keywords to identify gaps and opportunities. Ideally, you want to select keywords that are relevant to your products, have high search volume and intent, and low competition and cost.

2 Write compelling ad copy

Once you have your keywords, you need to write ad copy that attracts and persuades your potential customers. Your ad copy should include your main keyword, a clear value proposition, a call to action, and a unique selling point. You should also use ad extensions to enhance your ads with additional information, such as ratings, reviews, prices, or locations. Ad extensions can improve your click-through rate and quality score, which are important factors for your ad performance and ranking. You should also test different variations of your ad copy to see what works best and optimize accordingly.

5 Experiment and test new ideas

SEM is not a one-time or static process. It requires constant experimentation and testing to find new ways to improve your results and stay ahead of the competition. You should always try new ideas and strategies, such as bidding on new keywords, creating new ad groups, writing new ad copy, designing new landing pages, or using new ad formats or features. You should also use tools like Google Optimize or Bing Ads Editor to run split tests or A/B tests to compare different versions of your campaigns and see what performs better. You should always base your decisions on data and evidence, not on assumptions or opinions.

6 Learn from the best

One of the best ways to improve your SEM skills and knowledge is to learn from the best. You can find many resources and examples of successful SEM campaigns in the e-commerce sector online. You can also follow industry experts and influencers, such as Neil Patel, Larry Kim, or Brad Geddes, who share valuable insights and tips on their blogs, podcasts, or social media channels. You can also join online communities and forums, such as Reddit, Quora, or Stack Exchange, where you can ask questions, get feedback, and exchange ideas with other SEM professionals and enthusiasts.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?