Comment optimiserait-on les campagnes SEM face à une contrainte budgétaire serrée ?

A word of caution here, you still need conversion history on your account, and in your campaigns. Setting smart bidding from the get-go may be a super bad decision. Remember that the common advice is to get ~30 conversions in the last 30 days in a campaign to switch to smart bidding. "But for me conversions are super niche, there are so few committed people to become leads." Yeah, this is what many people get it wrong. You can't eat a cake and have a cake. With lower budgets, you need to move up in your thinking about conversions. So, it would be wise to optimize towards some form of engaged website visits. In high-ticket services, people probably won't become leads on day one anyway.

Tout dépend du secteur, de la concurrence et des objectifs des campagnes. Par exemple sur des campagnes PPC : Pour une entreprise physique à dimension locale, le plus pertinent serait de concentrer le budget sur les mots-clefs/ intentions de recherches les plus vectrices de chiffre d'affaires, tout en contrôlant le CPA cible pour maximiser le ROI. En parallèle, travailler le branding grâce au SEO pour bénéficier de CPA plus attractifs sur les requêtes marques.

Your Quality Score in SEM, Google's rating of the quality and relevance of your keywords and PPC ads, significantly impacts cost-efficiency. 1. Optimize Ad Copy: Ensure your ad copy is relevant and engaging. 2. Relevant Landing Pages: Align landing pages with keywords and ad copy for a seamless user experience. 3. High-Performing Keywords: Use and refine high-performing keywords to maintain relevance. 4. Cost Reduction: A better Quality Score reduces costs and improves overall ad performance

Bei knappen SEM-Budgets sind negative Keywords entscheidend, um Kosten zu sparen und die Relevanz der Anzeigen zu erhöhen. Sie verhindern, dass Anzeigen auf irrelevante Suchanfragen geschaltet werden und verbessern so die Klick- und Konversionsraten. Beispiel für negative Keywords: Verkauft ein Unternehmen Luxusuhren, sollten negative Keywords wie „billig“, „günstig“ und „kostenlos“ verwendet werden. So erscheinen die Anzeigen nicht bei Suchanfragen wie „billige Uhren“. Tipp: Überprüfen Sie regelmäßig den Suchanfragenbericht, um neue negative Keywords zu identifizieren und die Effizienz Ihrer Kampagne zu steigern.

Think of a list of negative keywords prior to setting a campaign. Think about all kinds of fluff phrases related to job offers, freebies, raffles, images, etc. Google may still throw these into the obfuscated part of your campaign traffic. You need to look into your search query report at least weekly and add new negative keywords (or just specific words that make queries irrelevant).

Utilize a comprehensive negative keyword list to filter out irrelevant traffic and save costs. Exclude terms like "free" "cheap" and other irrelevant or inappropriate keywords that do not align with your brand’s goals. By doing so, you can prevent your ads from showing up in searches that are unlikely to convert, ensuring your budget is spent more efficiently on high-intent keywords. Regularly updating and refining your negative keyword list can significantly improve targeting, reduce wasted spend, and enhance the overall performance of your SEM campaigns.

Optimizing SEM campaigns under budget constraints requires strategic adjustments. Here are some tips: 1. Location Targeting: Focus on top cities with higher purchasing power and exclude high Return-to-Origin (RTO) pin codes. 2. Negative Keywords: Use a negative keyword list to filter out irrelevant traffic, such as "free" or "cheap." 3. Device Targeting: For app downloads, reduce bids for desktop traffic to concentrate on mobile users. 4. Placement Optimization: Avoid irrelevant placements by unchecking Google Display Network and Search Network options. 5. Audience Targeting: Focus on specific age groups and genders relevant to your brand. These strategies help maximize efficiency and performance on a tight budget.