4. The Ad Copy How do we say it?

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Once we have configured the campaign options we want and have decided on the offer we are going to advertise, we must create the Copy of the ad to transmit in the form of a relevant and clear message. The Copy of the SEM ad must be directly in line and related to the offer and must be convincing enough to encourage our target audience to click on the ad. Likewise, the Copy must mention or use the Keywords or key words that we choose for our campaign to achieve a higher ranking in them.

5. Call-To-Action: Call attention.

A large number of ads forget to include a powerful Call-To-Action at the end of the Copy . This is sometimes a mistake. It is a good idea for the campaign to indicate to the users what we expect from them once they have clicked and reached the destination Landing Page, such as downloading an eBook , filling out a form or even hiring a service. It helps convert users into Leads, so Call-To-Action can become more important elements than the title of the PPC ad .

6. Website Links in PPC Ad.

It may seem at first glance to be a secondary point in our SEM campaign , an unimportant element in our advertisement, but it is proven that the Link to the website indicated in the advertisement can provide greater credibility to it and make many users click to discover which is the website of origin of said advertisement. The clearer and more concise the Link is, the better so as not to mislead our users, and it will also enhance Branding if they do not know our brand or the website of our B2B company .

7. Landing Page: Convert traffic.

Attracting the target audience to our website is just the first step to convert them into leads for our B2B company . While the SEM campaign aims to achieve greater traffic to our website, the Landing Page is the decisive factor in converting those visitors into leads . We must take into account the destination Landing Page , its structure, design and content to convince visitors to fill out the different Contact or Information Request forms.

8. Integrate Analytics.

An action of the SEM characteristics without reviewing and reading well-defined metrics is a waste of money in the long term. We must ensure that our PPC campaign design includes integrated key analysis and monitoring programs.

Google Analytics is a MUST HAVE tool to use in our campaigns, although there are others that can also help us achieve success in our campaigns such as Hubspot, which allows us to know how many visitors through SEM traffic reach our site and even which Leads obtained come from our investment in SEM .

We need to make sure that we set up ongoing reporting so that we can be able to dynamically respond to the information provided to us by the various tools.

9. ROI.

The key objective in managing our keywords must be to maximize the cost per click. In a SEM campaign that is constantly changing, we must continuously improve it and understand that each keyword that converts can help us chief vp sales marketing officers email lists make an intelligent offer with a better ROI . We must know how much money we can invest in total for our action and even how much money to allocate each day to the campaign to analyze daily how our investment, our results and ROI evolve .

10. Budget.

As with everything in marketing and advertising, if we want to be successful in our different actions, we must have an initial investment budget that has been studied and chosen to generate benefits and not losses for our B2B company .

Sometimes we have to be realistic and not forget this factor when setting goals that we can safely achieve due to a limited budget. Likewise, large budgets can be wasted on meaningless actions that do not bring new leads and clients to the company.



The success of a SEM campaign lies in achieving the perfect combination of all the elements that influence it and, above all, its performance. From the selection of Keywords , the Copy of the ads or the destination Landing Page , everything counts and must be previously analyzed.

Everything deserves careful attention and optimal monitoring to obtain maximum results. Although there is a wide variety of management tools for SEM campaigns , it is best to let professionals fine-tune their campaigns to obtain optimal results and good Lead Generation for our B2B company .