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What is the Most Important Thing to Consider When Optimising a Search Engine Marketing Campaign?

search engine marketing strategy


Has it ever occurred to you that you are constantly trying to generate quality leads through search engine ads but all your efforts are failing? If yes, then this blog is for you.

Acquiring more leads and conversions through relevant ads is a lot more than just putting in some ad copy and investing a certain amount in the paid campaign. An effective search engine marketing strategy is a blend of various factors, such as relevance of the ad, keyword research, landing page optimisation, increasing quality score, properly targeting the audience and many more things. We as an Digital Marketing Agency is an expert at building and optimizing conversion-based search marketing campaigns.

Search Engine Marketing Techniques for Optimisation

With a good result in the search engine, digital visibility of the business increases and thereby more clients are attracted. To get a full-proof outcome, implement these following techniques.

  • Ad Relevance

    The most important thing to consider for a successful search engine marketing campaign is ‘relevance’. The ads should be properly aligned with the search intent of the users. Only when you put what the customers are looking for, will the ad receive more clicks. You can optimise the ads by using proper keywords in the ad copy. These keywords reflect what is being searched more and more.

  • Keyword Optimization

    Including proper keywords in search engine results by incorporating them into the ad creative and consecutive landing page is the key to garner more attention. When the right words and phrases are used, the clicks more often come from genuinely interested customers.

  • Landing Page Optimization

    The next step of search engine ads is the landing page. This is the place where your visitors are converted into buyers and customers. If the landing page is not optimised correctly, the visitors can also return mid-way. Ensure the landing page has all the information one may require for completing the purchase. Remember, user experience should be seamless and cohesive with the ad in the search engine.

  • Quality score

    Google uses quality score to determine the relevancy of the search ads. With a greater score, one can reduce the cost of pay per click and also take their ads to a higher position. You can increase the score by working with relevant keywords and a properly optimised landing page.

  • Audience Targeting

    The most important thing to be done is understanding the target audience. Various search engine marketing tools facilitate this process of understanding audience behaviour, and precisely targeting the right audience so the search engine marketing campaign reaches its full potential.


Fine tuning each minute details of various types of search engine marketing campaigns means synergy of multiple processes. It is imperative to strike a good balance between so many aspects so the desired outcome is achieved. Taking the advantage of ever-changing algorithms, conducting frequent A/B tests and regularly analysing data and metrics ensure marketing campaigns are as effective as they can be.


In order to optimise a search marketing campaign, one needs to balance a number of critical steps- understanding the target audience, relevant keyword research, using relevant ad copy, building landing pages etc.

The most important thing to consider while optimising a search engine campaign is to have a proper landing page, using relevant keywords in the ad copy, increasing the quality score etc.

While optimising an SEM campaign, what you should not neglect is keyword research, not doing A/B testing, not having a landing page etc. These mistakes can cost you a lot.

From the search engine results, a visitor goes directly to the landing page. Hence, it becomes important to build a proper landing page with the right information and right details.

Relevant ad copy plays a very important role in optimising search engine results. Using relevant words helps the ads to reach the right audience at the right time.

Writen by BMDigital

28 Jun 2024