Passed on 22 May, 2025
4. Implementing SEM
Learn how to implement SEM effectively by selecting the right keywords, using match types, and applying negative keywords. Explore keyword research tools and discover how to write compelling ads that stand out in search results, driving better campaign results.
✅ Learning objectivesBy the end of this lesson, you’ll be able to:Identify relevant keywords for your SEM campaign.Use different keyword match types and negative keywords to control ad targeting.Utilise keyword research tools to enhance campaign effectiveness.Understand the fundamentals of setting up an effective SEM campaign.
Learning objectives
By the end of this lesson, you’ll be able to:
Identify relevant keywords for your SEM campaign.
Use different keyword match types and negative keywords to control ad targeting.
Utilise keyword research tools to enhance campaign effectiveness.
Understand the fundamentals of setting up an effective SEM campaign.
What makes a keyword good?
Choosing the right keywords is crucial for a successful SEM campaign. Good keywords help you reach the right audience and get the most out of your budget. But what makes a keyword “good”? Let’s find out.
Before starting a campaign
Before you start a campaign, you won’t be able to measure the value your keywords are generating. Weighing these three factors can set your ad campaign off to the right start.
Relevance
The first thing to ask yourself is: Is this keyword relevant? In other words, does it closely match what your audience is searching for? Focus on terms your audience would use when looking for your products or services, and you’ll set yourself up for success.
Traffic
You might compile a list of highly relevant keywords, but what if nobody searches for them? Shorter relevant keywords are likely to get more traffic than long detailed ones.
Competitiveness
If a keyword is relevant and gets high traffic, competitors will likely target it too. This makes it harder to rank higher and may increase costs. Include these keywords, but also look for ones with high relevance and traffic but lower competition to balance your strategy.
Keyword research tools
Effective keywords are key to reaching customers online. Keyword research tools can uncover the best terms for your business, reveal what competitors are targeting, and provide data on search volumes—showing how often those terms are searched. This helps you stay ahead and take the guesswork out of your strategy.
Building effective campaigns
Here’s an example to help explain how it all works. Imagine you already have one SEM campaign promoting your wedding photography business. The clients are coming in, but now you want to build a new campaign advertising your pet portraits.
Keywords and insights
Keyword research tools find relevant keywords for your campaign. They also show search volume, suggested bid prices, and competition levels, providing key insights for effective targeting.
Relevant keywords
For example, if you type in ‘pet portraits’, it will show you other related searches. You might see that people search for terms like ‘pictures of dogs’, ‘animal artists’, and ‘dog portraits’.
Ad groups
You can then create ad groups for each related keyword. By organising these terms into ad groups, you can write more relevant ads for each group of keywords, improving your campaign’s effectiveness.
Keyword match types
Keyword match types help you control which search queries trigger your ads. By fine-tuning your targeting, you can attract more relevant visitors to your site, improve your ad campaign’s performance, and get a higher return on investment.
Quality vs quantity
Keyword match types help you find the right audience by showing ads to relevant people and filtering out irrelevant ones.While the syntax and behaviours for match types can vary by platform, the following examples are based on Google Ads.
While the syntax and behaviours for match types can vary by platform, the following examples are based on Google Ads.
While the syntax and behaviours for match types can vary by platform, the following examples are based on Google Ads.
Broad match
Ads may show on searches that are related to your keyword but don’t necessarily contain the exact keyword terms. Broad match can help attract more visitors but can lead to unrelated searches, wasted clicks, and lower ROI. Monitoring your campaign closely is essential.The syntax for a broad match is to simply input the keyword.
Phrase match
Ads may show on searches that include the meaning of your keyword. With phrase match, you only show your ads on the searches that include your product or service. The syntax for phrase match is to put quotes around your keyword.
Exact match
Ads may show on searches that have the same meaning or same intent as the keyword. Exact match gives you the most control over who views your ad but reaches fewer searches. The syntax for an exact match is to use square brackets.
Negative keywords
Negative keywords allows you to exclude irrelevant searches and focus on terms that matter to your customers. This improves targeting, ROI, and ad performance. Add them at the account, campaign, or ad group level by placing a minus (-) before keywords to prevent your ad from showing for unwanted searches.
Making ads stand out
Have you ever searched for something online and noticed how similar the messages in the ads are? It's a common problem.Let’s explore how to create standout search engine ads with compelling headlines, engaging copy, and clear calls to action.
Let’s explore how to create standout search engine ads with compelling headlines, engaging copy, and clear calls to action.
Let’s explore how to create standout search engine ads with compelling headlines, engaging copy, and clear calls to action.
5 ways to make ads more compelling
How can you take your ad to the next level, and make it ‘jump off the page?’ There are a few simple guidelines you can follow to turn a plain advert into something attention grabbing.
Pro tip: How to boost ad relevance
Imagine creating ads that speak directly to each person's search. That's the power of dynamic keyword insertion (DKI), a feature available in major search advertising platforms. It automatically replaces part of your ad with the exact words a user searched for, making it more relevant.This helps boost engagement, improves click-through rates, and saves time by removing the need to create multiple ads for similar keywords.
This helps boost engagement, improves click-through rates, and saves time by removing the need to create multiple ads for similar keywords.
This helps boost engagement, improves click-through rates, and saves time by removing the need to create multiple ads for similar keywords.
For example, a generic ad might say ‘Hire a Wedding Photographer,’ but with DKI, it becomes more specific by including the location they searched for, like ‘Hire a Wedding Photographer in London.’
To use DKI on Google Ads, for example, add {KeyWord: Default Text} in your headline. If no match is found, the default text will appear. Check each platform’s guidelines, as syntax may vary.
Using AI to create and optimise ads
With AI-powered tools, you can craft relevant text-based ads designed to drive more conversions. Here are some examples.
Keyword selection
AI automatically inserts keywords into your ad copy based on a user’s search query. It’s a simple way to improve the relevance of your ads without having to input numerous copy options.
Copy feedback
AI can provide forward-looking feedback to help you see where you can make your copy more effective, from your use of keywords to the uniqueness of your headlines and descriptions.
Testing variations
AI-powered solutions can create and test different versions of your ads across multiple campaigns to see what messaging chimes with users.
✅ ActivityNow, let’s put it all together. Imagine you’re planning an ad to find new customers for a wedding photography business. Go through the checklist below to practise writing an effective ad.Check the items off as you go.Explore keyword planning tools and choose one to try out.Discover new keywords that are relevant to the business.Choose one based on relevance, traffic, and competitiveness.Write an ad with a relevant headline, promotion, and a clear call to action based on your keyword.
Activity
Now, let’s put it all together. Imagine you’re planning an ad to find new customers for a wedding photography business. Go through the checklist below to practise writing an effective ad.
Explore keyword planning tools and choose one to try out.
Discover new keywords that are relevant to the business.
Choose one based on relevance, traffic, and competitiveness.
Write an ad with a relevant headline, promotion, and a clear call to action based on your keyword.
Download PDF
Download PDF
Check your knowledge
We’ve covered a lot of topics in this lesson. It's time for you to check and reflect on what you've learned about implementing search engine marketing.You must complete the knowledge check to move to the next lesson.
You must complete the knowledge check to move to the next lesson.
You must complete the knowledge check to move to the next lesson.
Question 1 of 3
Which factor should you prioritise when selecting a keyword for your SEM campaign?
Keyword length
Relevance
Number of competitors
Submit
Submit
Yes.Keywords must closely relate to your products or services to be effective in attracting the right audience.
Keywords must closely relate to your products or services to be effective in attracting the right audience.
Question 2 of 3
True or false: Negative keywords are used to increase the visibility of your ads.
True
False
Submit
Submit
Yes.Negative keywords are used to block irrelevant searches, reducing ad visibility for unwanted queries and saving costs.
Negative keywords are used to block irrelevant searches, reducing ad visibility for unwanted queries and saving costs.
Question 3 of 3
Match the keyword match type to its correct description.
Ads triggered by related searches, including misspellings and variations
correct
Ads triggered only when the entire phrase is included in the search
correct
Ads triggered only for the exact keyword or close variations
correct
Submit
Submit
Yes.Each match type provides different levels of control. Broad match casts a wide net, phrase match narrows it to searches including the exact phrase, and exact match ensures ads are shown only for specific keywords or close variations.
Lesson complete
Great job!Well done on completing the lesson! You now have a solid understanding of SEM.In the next lesson, we’ll dive into important considerations for paid ads, like costs, ROI, and how to avoid ad fatigue. See you there!
Well done on completing the lesson! You now have a solid understanding of SEM.In the next lesson, we’ll dive into important considerations for paid ads, like costs, ROI, and how to avoid ad fatigue. See you there!
In the next lesson, we’ll dive into important considerations for paid ads, like costs, ROI, and how to avoid ad fatigue. See you there!
In the next lesson, we’ll dive into important considerations for paid ads, like costs, ROI, and how to avoid ad fatigue. See you there!