Tips for Success in Semantic Search and Advertising

Reaching online audiences is oftentimes the core focus of a business’s marketing efforts.  Publishers and advertisers must take advantage of the new technology to create more seamless experiences for customers in order to execute impactful and lucrative campaigns for themselves.  Using semantics to understand the context of content will help create more accurate and more relevant campaigns as opposed to simply relying on keywords based campaigns only. 

So, how can you ensure that your website and online advertising campaigns are equipped for success in the world of semantic advertising? 

Here are 6 things to keep in mind:

1) Develop clear copy.  Communicate who you are and what you offer so your ads can be accurately aligned with publisher page content and so prospective consumers know what to expect from your website and brand.

2) Create Relevant Landing Pages.  The success of a paid search campaign goes beyond the ad creative and landing pages are just as important. Creating landing pages with effective images, call to action and description copy is essential to the success of your campaign, in fact it can influence targeting capabilities. Semantic technology not only scans publisher content, it also scans your landing page content to extract the information to more accurately match your products with publisher content.

3) Remember, a picture is worth a thousand words.  Use images in your paid-search ads that will appeal to consumer interests.  After all, paid, semantic-search advertising shouldn’t just be about the clicks, it should also be viewed as a chance to build your brand and generate awareness.

4) Utilize geo-targeting and semantic ad matching.  Combining geographic targeting with semantic ad matching gives advertisers an edge by ensuring that ads are targeted to a local market AND on specific content pages that are relevant to your industry and your consumers. This precise targeted experience will inevitably create more time spent with your brand online and can help drive traffic in-store when combined with timely promotions.

5) Be dynamic and flexible.  Run a few different campaigns that target different segments or geographic locations of your audience.  Don’t be afraid to change things up (image, copy, landing pages and more) if you see that one of your ads is getting a better response than another.

6) Incorporate social media links on your landing pages.  Capturing consumers is all about timing. In today’s socialized world many consumers want to get to know more about you, so instead of filling out a form they may opt to join your social community. Giving them the option to join your social pages can be very powerful for future communications and promotions.

By using these tips as a resource, you are now armed with information that will help your products and service to be better aligned with publisher content, which creates a more robust customer experience and elevates your brand even further.

For more tips on how to make your paid search campaigns call us at 877.861.2230 or email us at mkt@ntent.com.  We are always happy to help!