How can you use SEM to build a flexible and adaptable brand?

Scorch the competition! Launch sizzling SEM campaigns built on fiery brand identity, laser-targeted audiences, and keywords so hot they melt ROI. No wishy-washy goals, just Michelin-star results. Analyze rivals like a chef dissecting bland soup, exploit their weaknesses with killer keywords. Forget generic, sizzle with specificity! Align brand goals with business ambitions, every click a taste sensation. Your campaign? A symphony of results, cooked with precision and served to your audience's hearts (and wallets). In the digital jungle, only the hottest brands survive. Be the culinary king (or queen) of SEM.

There are 2 ways to think about building your brand with SEM. Branded search campaigns for people that already know you, and cold paid traffic campaigns to get in front of new customers. You can focus on looking professional and well established, or you can focus more on guiding users to specific pages on your site.

In addition to these cases, we must consider the customer's journey and define the call-to-actions purposefully and according to the user's language. Even the use of user behavior analysis tools should not be forgotten

You're allowed up to 4 sitelinks on your ad with Google Search Ads. Be sure your headlines and descriptions for each sitelink accurately align with the pages on your website that you are directing traffic to. Nobody wants to click on something and then land on a page that was completely irrelevant to what they clicked on.

This synergy between PPC and SEO is powerful; for instance, insights from PPC keyword data can inform your SEO content strategy, making it more effective. Conversely, SEO efforts in improving website content and user experience can lead to higher quality scores in PPC, reducing the cost per click.

The power of combining paid search and organic search is pretty awesome. You can literally take up the entire first page of search results with your listings. Just see for yourself by searching 'google ads' in Google Search. You should see an ad for 'Google Ads' pop up first as well as top organic results as well. Taking up tons of space with their brand.

Just keep in mind that you should not involve yourself in numbers and figures, see that the user's need has been met. In SEM and digital marketing, it is necessary to coordinate with the sales team because many data cannot be analyzed and measured with digital tools

Choose a source of truth for your data. I like to use Google Tag Manager to set up all my conversions and I will also use a screen recording software to learn more about how users are interacting with the different pages on my site. I want to know which of my sitelinks are delivering the right conversions, and what were the exact search terms that were triggered.

Don't be too shy to ask for help when you need it! There are so many factors that come into play when deciding how exactly to approach SEM campaigns. It's great to have a mentor or proven strategies that you can learn from. There are also ad agencies like myself, that offer white-label services where you can hire an expert media buyer to build & run your SEM campaigns for you. If you feel stuck or confused with anything, just know that there is an answer out there.