Voici comment transformer une campagne SEM ratée en une expérience d’apprentissage précieuse.

After reviewing the obvious metrics, take a large step back and look at the bigger picture. Should you have taken on the account in the first place? Was the potential client showing signs they weren't an ideal fit, right from the beginning?

To transform a failed SEM campaign into a valuable learning experience, start by conducting a thorough analysis to identify what went wrong. Examine metrics such as CTR, conversion rates, and ROI to pinpoint underperforming areas. Gather insights on audience targeting, ad copy, keywords, and landing pages. Use this data to adjust your strategy, focusing on optimization and experimentation. Document the lessons learned and apply them to future campaigns. Encourage a culture of open discussion about failures and successes within your team to foster continuous improvement. Embrace failure as an opportunity to grow and refine your SEM skills.

Everything in SEM is a learning opportunity, and most of the evidence you'll need will be ever-present within your data sets. Rarely is a marketing campaign a failure. More often than not, it's a starting point that's provided invaluable insights for direct action-taking and refinement.

I have felt SEM is more about data analytics and a good SEM specialist is always a good data analyst as well. In my personal experience when I was working on a large budget at that time we were able to reduce CAC by almost 23% by just analyzing a few data like match type analysis, location-wise analysis, and landing page widget analysis this analysis helped us to decide where to spend and where not to spend which eventually helped us to reduce CAC.

You will never know if it was the 'ad copy' that let you down, because that's a decision made by the user who didn't click, and you'll never be able to ask them. Likewise, unless you split test your landing page, you won't know about that either. Check the known data points and stop worrying about the unknown data points. You will only convert unknowns into knowns when other aspects of the campaign are successful: like winning good CTR and driving enough traffic. If a campaign isn't successful, check metics from the top end down, i.e. how many people were shown the campaign, how many of those actually saw it, how many clicked on it, how many actually landed on the site, how many engaged etc.

SEM is the best way to reach hot and warm audiences and it gives power of the fastest way to acquire the most relevant target audience. However, when we bid on broad match and phrase match keywords we may face some challenges then in that case we need to filter out our search terms and only keep the most relevant search terms.

SEM means Search Engine Marketing. That means your campaign is all about Search. Search is an inbound channel, so first and foremost, to understand whether a campaign can succeed you need to prove that there is inbound demand for what you have to offer.

The keyword is not king but kingdom when it comes to SEM. In my experience, 70-80% of campaigns fail just because of keywords. Although it is very dynamic as it depends upon many external factors like CPC, competition, etc selection of the right keyword and bidding of high-performance keywords makes your campaign successful or unsuccessful.

Ironically, Google encourages use of Broad Matched keywords so that their system can use your money to learn what words mean. If you already KNOW that you sell Nike Shoes, then your best converting keywords will include the words Nike and Shoes, or similar, and feel free to use exact matches if there's enough volume of search. It's not rocket science.

There's no point sending traffic to a poorly designed website or landing page. Make it a rule not to enable a new Google Ads account until the landing page or website is improved.

Diagnose decline, reboot with renewed targeting, ad copy & bidding. Mine data for gems, refine audiences, messaging & budget. Identify what didn't work, extract insights & apply learnings. Transform failure into a stepping stone for success & optimize for triumph!