In the world of B2B marketing, lead generation solutions like search engine marketing (SEM) are essential for success. However, many professionals fail to use SEM to the best of its ability because many of the practice's best tools fly under the radar.
The whole point of implementing an SEM campaign is to target specific audiences based upon their interests. Unlike in social media marketing on Facebook where ads can be specifically directed for certain segments, SEM through organic Google search requires a bit more conceptualization.
If you are on the Google Display Network and are initiating a campaign to target affluent male consumers over the age of 40, you might want to target placements by Topic. This means that the search engine will scan the content on each page and place advertisements where appropriate. To discover what type of topics to target, you simply have to think about what information your demographic would search for online. In this case, you might find success by using the topics of finance, business services or banking.
Additionally, Google offers its Contextual Tool, a service that creates a visual map of keyword sets and their relationship to one another. This feature provides you with even greater insight into how consumers search for information that pertains to their needs. When using SEM, make sure you take advantage of every tool available on the market.