What's the most innovative SEM strategy you've implemented?

One of the most innovative SEM strategies I’ve implemented involved leveraging AI-driven predictive analytics to optimize bidding and personalize ads based on user intent. This strategy began with analyzing a vast amount of historical data to identify patterns in user behavior and pinpoint which keywords, demographics, and times of day generated the highest conversion rates. Using these insights, we integrated AI algorithms into the campaign's bidding strategy to automatically adjust bids in real time. The AI system monitored a wide range of factors, such as device, location, and time of day, and adjusted the bids accordingly to maximize the chances of conversion while keeping the cost-per-click (CPC) low. We also used machine learning to personalize ad copy dynamically based on user behavior, such as showing specific product recommendations or highlighting certain features that were more relevant to the user's previous searches. The results were outstanding, with a significant boost in conversion rates and a decrease in cost-per-acquisition. This approach not only maximized the efficiency of the campaign but also allowed us to stay agile and responsive in an ever-changing market.

One of the most innovative SEM strategies I've implemented combined dynamic search ads with real-time data feeds. This setup automatically updated ads with the latest product info, pricing, and availability, ensuring high relevance for searchers. The result was improved click-through rates and higher conversions, all while keeping the ads fresh and aligned with what people were looking for at that moment.

Broad match keywords targeting a specific (winning) audience segment only.

After 9 months of running a Search campaign for an e-commerce client, we established that there was one audience segment that was just head and shoulders above the rest.

Therefore it made sense to focus this campaign targeting the winning audience only, and then create a new Search campaign (that didn’t include this audience segment), which targeted all other audience segments.

What happened was we essentially doubled down on what was working, conversions increased, conversion value increased, and ROAS increased. All because we focused all of the budget on the winning audience segment.

So more ad budget was spent towards what was working.

In the background, we had the new Search campaign that performed ok.

But the key takeaway here is that you always want to scale what’s working and reduce what isn’t.

In this case, I identified a specific winning audience segment, honed in on that with its own budget, and I was able to scale the campaign to new heights.