Below are a few strategies to break through the SEM wall and grow your account in an effective yet efficient manner.

Use Dynamic Search Ads for query mining
This is an obvious one, but many folks forget or tend to not use DSAs as they fear them going rogue and eating up spend without performing. First off, what are DSAs?DSAs are a campaign type in Google that allows Google to crawl your site, matches ads in real time to shoppers, and directs them to the landing page most relevant to their query.Essentially, the goal I would recommend with DSAs is not to have that campaign as a volume driver but to leverage it for query mining.Cast a wide net, see what matches up and performs, then graduate those to keywords in your other campaigns where you can have more control over optimization, ad copy, and performance.

Use RLSA to expand keyword options
The great thing about RLSA is the fact that users who have visited your site are already familiar with you, your brand, and your overall offering.With this in mind, you can create a campaign leveraging more broad, upper-funnel terms that you would normally deem to risky or wouldn’t expect to convert.In addition, you can even include terms that you feel are somewhat relevant but may have been tested and paused for poor performance.Layering on RLSA audiences makes the same keywords less risky given that the audiences are already familiar with your brand – the goal is to get back in front of them, convince them to come back to your site, and convert.

A couple of additional tips on how to be more strategic with this strategy as you begin to test and expand:
*Segment different audience types based on their interaction with your website to see how each performs (e.g. researchers, high intent, add to carts, etc.).

*If you get significant traffic on your site and have fairly large audience list segments, you may actually want to create separate broad RLSA campaigns per audience segment.

Pair a token analysis with broad match expansion
We’re all familiar with doing keyword expansions, whether that involves poring over search query reports to find converting terms orleveraging

competitor keyword tools.A note on tokens if you’re not familiar with them: Tokens are basically the different stems in the keyword(essentially, you break up the keyword into its individual words).For example, ‘Photography ecommerce website’ contains the tokens: photography, ecommerce, website.Download your last 3-6 months of performance data across your keywords.Break down your keywords to their various tokens, and aggregate the data for each token.(You’ll want to look at Impressions, Clicks, Conversions, CPA, or Revenue/ROI.)Abonus to the token analysis is that it can also help with efficiency efforts; if you notice bleeding or poor-performing tokens, add them to your negative keyword list and free up budget better spent elsewhere.These three strategies should help you push past the SEM wall – but you don’t necessarily need to wait for a performance plateau to use them.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.