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.

 

5 Common Mistakes in Paid Search and Tips to Avoid Them

In a world where new marketing strategies and platforms are emerging faster than ever before, it’s hard not to make mistakes.  The reality is that most businesses make mistakes every single day.  The key is to learn from them.  The trick is to continually assess the mistakes your company is making when it comes to paid search advertising.  The good news is that online advertising campaigns are not permanent, they allow for trial and error.

We’ve pulled together a short list of 5 of the worst mistakes that we’ve seen businesses make.  Fortunately, there is also room to learn from these common mistakes and doing so could whip your campaign into tip-top shape in no time.

 

1. Making your homepage the ONLY destination

If your ad features a specific product, then your users should be taken to that specific product page when they click on your ad.  If you send them to your homepage, it’s almost certain you will lose them.  The less clicks it takes for consumers to go from product to purchase, the better it is for your business.  For example, if you are a company that offers a variety of home décor products: wallpaper, accents, lighting, etc., your homepage is likely full of a lot of different links and options.  If someone saw an ad for “lighting”, send them straight to the page where you show your lighting options or take them to a specific type of light, if that is what was featured.  This will help avoid forcing readers to navigate around your webpage (and then usually clicking off).

2. Misusing or not using images

It is no secret that consumers are drawn to things that are visually pleasing.  If you opt for paid search programs that only allow for text, you’re missing out on a big opportunity to lure consumers in.  Opt for platforms that allow you to incorporate an image.  But don’t just slap one up there.  If you are a small business and/or a lesser known brand, think twice before using your logo.  Instead, opt for images that hit on consumer passion points.  For example, if you sell chicken, use images of BBQ wings that are cooked to perfection and will appeal to consumers thinking about summer BBQ’s as opposed to an image of raw chicken wings.  Put your thinking cap on and get creative!

3. Not making use of the text you have available in your ad

Sometimes saying things twice isn’t so nice!  Don’t repeat your headline in the description copy.  It might sound obvious, but many companies do this without even realizing.  The headline is meant to pop off the page and lure consumers in (i.e. One Day Sale, $100 off), while the description gives them more details on what it is that you want them to know about your products and/or services.  They should work together, not separately.

4. Disregarding the value of testing

Believe it or not, many companies flip the switch and set their campaigns on cruise control – don’t do that.  Testing is extremely important when it comes to every aspect of paid search marketing.  Very few platforms give marketers the ability to test and optimize on an ongoing basis and this is the beauty of paid search.  You want to make sure you have a plan: What are the objectives of the test?  What are you testing for?  Do use  A/B testing and don’t run too many tests at the same time.  It’s never a good idea to start any new campaign before knowing how you’re going to test its success so that you maximize response.  Not sure how to set up a test?  Call us: 212.952.9607.

5. Ignoring your competition

Ignoring what your competition is up to online is a no-no.  Online advertising space is competitive.  It’s more than just placement, it’s about promotions, deals and copy that appeal to consumers.  You will want to make sure that your promotional offerings are a step ahead of your competition.  But you can’t do that if you have blinders on.  Take some time every month to check in and see what your competition is up to!

All of this can seem a bit overwhelming at first, but know that everyone makes mistakes – even the seasoned professional.  It takes time to develop a well thought-out paid search campaign and its success is heavily dependent on testing, optimizing and the expertise of a dedicated campaign manager.

NTENT account managers are always available and can help you with A/B testing and other optimization strategies. Do not hesitate to reach out at customerservice@ntent.com or call 212.967.9502.