SEM Strategy

SEM

Apr 2023

Restructure the SEM campaign and manage performance to maximize ROI. Tasks include, but are not limited to:
- Bidding
- Cost control
- Keyword research and search term review
- Draft ad copy and extension
- Audience segmentation and targeting
- Performance optimization and reporting

+31% Conv. YoY in the first year 2023 vs 2022
+17% Conv. YoY in the second year while cost -11% 2024 vs 2023

The main challenge is to restructure the existing SEM campaign to improve performance, increase ROI, and adapt to changing market conditions. The previous campaign structure led to increased costs and budget without a corresponding increase in sales, resulting in a high CPA (Cost Per Acquisition). The campaign needs to be data-driven, flexible, and capable of responding to unforeseen challenges and opportunities.

SEM Campaign Restructuring with Best Practice:

1. Separate Campaigns: By pet types, language, and campaign type (Brand, Generic, Products, Suppliers, Competitors, Dynamic Search).

2. Ad Group Separation: Separate ad groups by match types to ensure precision and lower CPC.

3. Keyword Research and Optimization: Conduct thorough keyword research to identify high-performing keywords, and implement negative keywords to reduce wasted spend.

4. Ad Copy: Utilize dynamic keyword insertion for personalized ad copy.

5. Pmax Campaign: Separate Pmax campaigns into prospecting and remarketing to target audiences across the funnel. This approach ensures that the right ad and message are delivered at each stage of the consumer journey.