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6 SEM Best Practices Growth Marketers Need To Master

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6 SEM Best Practices Growth Marketers Need To Master

Growth marketing and growth hacking are terms you hear loosely thrown around.

There are even job titles and functions that specialize in “growth hacking.”

But, what does growth marketing actually mean?

Simply put, growth marketing is finding and driving the right customers to your business. These are the people who are most likely to purchase from your brand – whether they’re at the top of the funnel or the bottom of the funnel.

So, what’s the key to growth marketing in today’s world?

Three words: search engine marketing (SEM).

Not to be confused with just PPC or SEO, search marketing has proven time and time again to produce successful results.

SEM is not a short-term effort: it’s an ongoing strategy to drive more qualified customers to conversion in the long term.

Below are six best practices for winning at SEM in today’s market.

1. Deliver Value Across The Decision Journey

As the behavior of your fragmented customers evolves, your growth marketing plan should as well.

Who are the customers behind all those clicks?

Research from Microsoft Ads allows us to better understand the five distinct stages of purchase intent all customers share:

  • Awareness: Getting background information and buying landscape to become a more informed researcher.
  • Consideration: Exploring buying guides, recommendations, and products that meet basic criteria. Comparing a handful of products that meet the customer’s criteria, including ratings, reviews, features, and cost.
  • Conversion: Finding where to buy, then seeing pricing and promotions, availability, and local stores – eventually making a purchase.
  • Maintain: While already having a relationship with a brand, they may come across products or services in different areas that you provide.
  • Expand: The user is a satisfied customer and leaves reviews for your business, word of mouth to peers, etc. These people then go into the Awareness stage.

2. Align Your Campaign & Business Goals

Search can impact, and help you measure, your business goals.

Be sure to align your SEM strategy with your campaign objectives:

  • Brand awareness and perception: Bid competitively on your non-brand, brand, and competitors’ keywords. Non-brand searches are the key to starting a journey: 69% of brand ad clicks are influenced by a non-brand search query. Searchers were 30% likelier to conduct a branded search after being exposed to a brand ad on a generic search query or a competitor’s branded query.
  • Win new customers: Consumers rely on search to inform purchase decisions. SEM can help with every stage of the decision process.
  • Drive sales: Search’s strength is driving conversions. It outperforms other marketing channels across devices in conversion rates.
  • Enter new markets: The ubiquity of search allows you to activate a cross-border marketing strategy that drives foot traffic with Location Extensions, gets more phone calls with Call Extensions, and increases ad clicks with Sitelink Extensions.

3. Expand Your Marketing Funnel

As our constant companion, search is no longer just a product – it’s a behavior.

We turn to search at all times and in all places, whether on our desktops, laptops, tablets, or smartphones.

Understanding how people search at different points on their purchase journeys opens the door to engaging your brand with this new audience.

Having become an engine of insights, search now delivers influence throughout the five buying stages (awareness, consideration, conversion, maintain, and expand).

SEM also reinforces your conversion funnel and unifies disparate marketing activities.

4. Take Audience Targeting To The Next Level

Right-time, right-place engagement alone is no longer enough to compel potential customers.

You need to reach as many unique searchers as possible utilizing audience targeting.

Step 1: Build richer buyer personas that consider these factors:

  • Behavioral: Past behaviors are useful for understanding consumers’ interests and their likelihood to purchase. To better measure user behavior, analyze activities across websites, searches, and content.
  • Demographic: Buying preferences are influenced by elementary but important factors that include age, gender, and location.
  • Contextual: Consumers often search at the moment. Analyzing where, when, and how they search can provide useful content for creating more impactful ad campaigns.

Step 2: Choose keywords that align with the key stages and mindsets of your target customers:

  • Awareness: Keywords such as “What is” and “Benefits of” work best at this stage.
  • Consideration: Keywords such as “Buying guide” and “Models” work best at this stage.
  • Conversion: Keywords such as “Where” and “Coupon” work best at this stage.
  • Maintain: Keywords such as “Support” and “Experience” work best at this stage.
  • Experience: Keywords such as “Reviews” work best at this stage.

5. Lift Other Investments With Paid Search

Optimize your search efforts by combining organic search with a paid SEM strategy.

  • Search and social: Customers who click your paid search and social ads are likelier to buy and spend more. Strengthen your keyword coverage to get more impressions, and tailor your bidding strategy for commercial-related PPC campaigns.
  • Search and TV: Search volume spikes for days after a commercial airs. In a Catalyst Digital study, search volume spiked over 30% vs. the same day and times when a commercial did not run.
  • Search and display: Running search and display simultaneously can allow you to make the best decision on which channel drives the best results, which may be both according to Investis Digital.
  • Search and other channels: When Microsoft Ads is alone in the purchase path, purchases have a 27% higher order average order value than purchases not including Microsoft Ads, which also generate value when paired with other channels.

6. Fight & Win The Battle For Paid Search Budget Share

SEM still competes with other channels for a share of your marketing budget.

So, bring along hard data that connects the dots between search engine marketing and business benefits.

Your budget share battle plan involves three elements:

Pick The Right Metrics To Measure SEM Impact

Metrics provide an easy way to see what is and isn’t working.

Your team can test, change, and optimize your brand’s SEM strategy for better results.

Focus your reporting by identifying and tracking key performance indicators that reflect your business goals:

  • Acquiring new customers.
  • Driving foot traffic.
  • Getting more phone calls.
  • Increasing ad clicks.
  • Building your brand trust.
  • Expanding cross-border strategy.

Separate SEM Impacts From Other Channels

Know which channels drive your marketing results.

Each sale is the culmination of a series of marketing touches that may involve several channels over the course of days, weeks, or even months.

Attribution gets quite complex at times, so if you can prove campaigns with paid search delivers ROI and bottom-line results, you’ll unlock more budget and further optimize search performance.

If you are still looking at conversions through a last-click attribution model, you could be vastly underestimating how other channels and tactics contribute to the overall success.

Apply The Same Process To Allocate Budget Between Google Ads & Microsoft Ads

This last piece falls into place when you analyze the paid click share and query that each SEM option represents within your industry.

You’ll not only get your business in front of a large audience, but you’ll also be confident that your paid ads will lead to clicks.

Conclusion

SEM is the backbone of today’s marketing mix and is crucial for growth marketing.

An expansion of channel availability, and multiple devices per user, can create a more fragmented customer journey.

One of the biggest challenges is getting the right message to the right customer, at the right time, on the right device.

In addition to these challenges, arguably the biggest challenge is measuring the success due to user-privacy limitations.

You no longer can afford to put all of your marketing dollars into one search ad network. If you want to grow your marketing, you must enlist other channels to expand your addressable market.

Follow the best practices outlined here to maximize the reach, impact, and value of your paid search campaigns with bottom-line results.

Utilizing these best practices will equip you when trying to obtain marketing resources or budgets.

More Resources:


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4 Ways To Try The New Model From Mistral AI

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4 Ways To Try The New Model From Mistral AI

In a significant leap in large language model (LLM) development, Mistral AI announced the release of its newest model, Mixtral-8x7B.

What Is Mixtral-8x7B?

Mixtral-8x7B from Mistral AI is a Mixture of Experts (MoE) model designed to enhance how machines understand and generate text.

Imagine it as a team of specialized experts, each skilled in a different area, working together to handle various types of information and tasks.

A report published in June reportedly shed light on the intricacies of OpenAI’s GPT-4, highlighting that it employs a similar approach to MoE, utilizing 16 experts, each with around 111 billion parameters, and routes two experts per forward pass to optimize costs.

This approach allows the model to manage diverse and complex data efficiently, making it helpful in creating content, engaging in conversations, or translating languages.

Mixtral-8x7B Performance Metrics

Mistral AI’s new model, Mixtral-8x7B, represents a significant step forward from its previous model, Mistral-7B-v0.1.

It’s designed to understand better and create text, a key feature for anyone looking to use AI for writing or communication tasks.

This latest addition to the Mistral family promises to revolutionize the AI landscape with its enhanced performance metrics, as shared by OpenCompass.

Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

What makes Mixtral-8x7B stand out is not just its improvement over Mistral AI’s previous version, but the way it measures up to models like Llama2-70B and Qwen-72B.

mixtral-8x7b performance metrics compared to llama 2 open source ai modelsmixtral-8x7b performance metrics compared to llama 2 open source ai models

It’s like having an assistant who can understand complex ideas and express them clearly.

One of the key strengths of the Mixtral-8x7B is its ability to handle specialized tasks.

For example, it performed exceptionally well in specific tests designed to evaluate AI models, indicating that it’s good at general text understanding and generation and excels in more niche areas.

This makes it a valuable tool for marketing professionals and SEO experts who need AI that can adapt to different content and technical requirements.

The Mixtral-8x7B’s ability to deal with complex math and coding problems also suggests it can be a helpful ally for those working in more technical aspects of SEO, where understanding and solving algorithmic challenges are crucial.

This new model could become a versatile and intelligent partner for a wide range of digital content and strategy needs.

How To Try Mixtral-8x7B: 4 Demos

You can experiment with Mistral AI’s new model, Mixtral-8x7B, to see how it responds to queries and how it performs compared to other open-source models and OpenAI’s GPT-4.

Please note that, like all generative AI content, platforms running this new model may produce inaccurate information or otherwise unintended results.

User feedback for new models like this one will help companies like Mistral AI improve future versions and models.

1. Perplexity Labs Playground

In Perplexity Labs, you can try Mixtral-8x7B along with Meta AI’s Llama 2, Mistral-7b, and Perplexity’s new online LLMs.

In this example, I ask about the model itself and notice that new instructions are added after the initial response to extend the generated content about my query.

mixtral-8x7b perplexity labs playgroundScreenshot from Perplexity, December 2023mixtral-8x7b perplexity labs playground

While the answer looks correct, it begins to repeat itself.

mixtral-8x7b errorsScreenshot from Perplexity Labs, December 2023mixtral-8x7b errors

The model did provide an over 600-word answer to the question, “What is SEO?”

Again, additional instructions appear as “headers” to seemingly ensure a comprehensive answer.

what is seo by mixtral-8x7bScreenshot from Perplexity Labs, December 2023what is seo by mixtral-8x7b

2. Poe

Poe hosts bots for popular LLMs, including OpenAI’s GPT-4 and DALL·E 3, Meta AI’s Llama 2 and Code Llama, Google’s PaLM 2, Anthropic’s Claude-instant and Claude 2, and StableDiffusionXL.

These bots cover a wide spectrum of capabilities, including text, image, and code generation.

The Mixtral-8x7B-Chat bot is operated by Fireworks AI.

poe bot for mixtral-8x7b firebaseScreenshot from Poe, December 2023poe bot for mixtral-8x7b firebase

It’s worth noting that the Fireworks page specifies it is an “unofficial implementation” that was fine-tuned for chat.

When asked what the best backlinks for SEO are, it provided a valid answer.

mixtral-8x7b poe best backlinks responseScreenshot from Poe, December 2023mixtral-8x7b poe best backlinks response

Compare this to the response offered by Google Bard.

Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AIMixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AIScreenshot from Google Bard, December 2023Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

3. Vercel

Vercel offers a demo of Mixtral-8x7B that allows users to compare responses from popular Anthropic, Cohere, Meta AI, and OpenAI models.

vercel mixtral-8x7b demo compare gpt-4Screenshot from Vercel, December 2023vercel mixtral-8x7b demo compare gpt-4

It offers an interesting perspective on how each model interprets and responds to user questions.

mixtral-8x7b vs cohere on best resources for learning seoScreenshot from Vercel, December 2023mixtral-8x7b vs cohere on best resources for learning seo

Like many LLMs, it does occasionally hallucinate.

mixtral-8x7b hallucinationsScreenshot from Vercel, December 2023mixtral-8x7b hallucinations

4. Replicate

The mixtral-8x7b-32 demo on Replicate is based on this source code. It is also noted in the README that “Inference is quite inefficient.”

Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AIScreenshot from Replicate, December 2023Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

In the example above, Mixtral-8x7B describes itself as a game.

Conclusion

Mistral AI’s latest release sets a new benchmark in the AI field, offering enhanced performance and versatility. But like many LLMs, it can provide inaccurate and unexpected answers.

As AI continues to evolve, models like the Mixtral-8x7B could become integral in shaping advanced AI tools for marketing and business.


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OpenAI Investigates ‘Lazy’ GPT-4 Complaints On Google Reviews, X

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OpenAI Investigates 'Lazy' GPT-4 Complaints On Google Reviews, X

OpenAI, the company that launched ChatGPT a little over a year ago, has recently taken to social media to address concerns regarding the “lazy” performance of GPT-4 on social media and Google Reviews.

Screenshot from X, December 2023OpenAI Investigates ‘Lazy’ GPT-4 Complaints On Google Reviews, X

This move comes after growing user feedback online, which even includes a one-star review on the company’s Google Reviews.

OpenAI Gives Insight Into Training Chat Models, Performance Evaluations, And A/B Testing

OpenAI, through its @ChatGPTapp Twitter account, detailed the complexities involved in training chat models.

chatgpt openai a/b testingScreenshot from X, December 2023chatgpt openai a/b testing

The organization highlighted that the process is not a “clean industrial process” and that variations in training runs can lead to noticeable differences in the AI’s personality, creative style, and political bias.

Thorough AI model testing includes offline evaluation metrics and online A/B tests. The final decision to release a new model is based on a data-driven approach to improve the “real” user experience.

OpenAI’s Google Review Score Affected By GPT-4 Performance, Billing Issues

This explanation comes after weeks of user feedback about GPT-4 becoming worse on social media networks like X.

Complaints also appeared in OpenAI’s community forums.

openai community forums gpt-4 user feedbackScreenshot from OpenAI, December 2023openai community forums gpt-4 user feedback

The experience led one user to leave a one-star rating for OpenAI via Google Reviews. Other complaints regarded accounts, billing, and the artificial nature of AI.

openai google reviews star rating Screenshot from Google Reviews, December 2023openai google reviews star rating

A recent user on Product Hunt gave OpenAI a rating that also appears to be related to GPT-4 worsening.

openai reviewsScreenshot from Product Hunt, December 2023openai reviews

GPT-4 isn’t the only issue that local reviewers complain about. On Yelp, OpenAI has a one-star rating for ChatGPT 3.5 performance.

The complaint:

yelp openai chatgpt reviewScreenshot from Yelp, December 2023yelp openai chatgpt review

In related OpenAI news, the review with the most likes aligns with recent rumors about a volatile workplace, alleging that OpenAI is a “Cutthroat environment. Not friendly. Toxic workers.”

google review for openai toxic workersScreenshot from Google Reviews, December 2023google review for openai toxic workers

The reviews voted the most helpful on Glassdoor about OpenAI suggested that employee frustration and product development issues stem from the company’s shift in focus on profits.

openai employee review on glassdooropenai employee review on glassdoor

openai employee reviewsScreenshots from Glassdoor, December 2023openai employee reviews

This incident provides a unique outlook on how customer and employee experiences can impact any business through local reviews and business ratings platforms.

openai inc google business profile local serps google reviewsScreenshot from Google, December 2023openai inc google business profile local serps google reviews

Google SGE Highlights Positive Google Reviews

In addition to occasional complaints, Google reviewers acknowledged the revolutionary impact of OpenAI’s technology on various fields.

The most positive review mentions about the company appear in Google SGE (Search Generative Experience).

Google SGE response on OpenAIScreenshot from Google SGE, December 2023Google SGE response on OpenAI

Conclusion

OpenAI’s recent insights into training chat models and response to public feedback about GPT-4 performance illustrate AI technology’s dynamic and evolving nature and its impact on those who depend on the AI platform.

Especially the people who just received an invitation to join ChatGPT Plus after being waitlisted while OpenAI paused new subscriptions and upgrades. Or those developing GPTs for the upcoming GPT Store launch.

As AI advances, professionals in these fields must remain agile, informed, and responsive to technological developments and the public’s reception of these advancements.


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ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

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ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

ChatGPT Plus subscriptions and upgrades remain paused after a surge in demand for new features created outages.

Some users who signed up for the waitlist have received invites to join ChatGPT Plus.

Screenshot from Gmail, December 2023ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

This has resulted in a few shares of the link that is accessible for everyone. For now.

RELATED: GPT Store Set To Launch In 2024 After ‘Unexpected’ Delays

In addition to the invites, signs that more people are getting access to GPTs include an introductory screen popping up on free ChatGPT accounts.

ChatGPT Plus Upgrades Paused; Waitlisted Users Receive InvitesScreenshot from ChatGPT, December 2023ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

Unfortunately, they still aren’t accessible without a Plus subscription.

chatgpt plus subscriptions upgrades paused waitlistScreenshot from ChatGPT, December 2023chatgpt plus subscriptions upgrades paused waitlist

You can sign up for the waitlist by clicking on the option to upgrade in the left sidebar of ChatGPT on a desktop browser.

ChatGPT Plus Upgrades Paused; Waitlisted Users Receive InvitesScreenshot from ChatGPT, December 2023ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

OpenAI also suggests ChatGPT Enterprise for those who need more capabilities, as outlined in the pricing plans below.

ChatGPT Plus Upgrades Paused; Waitlisted Users Receive InvitesScreenshot from OpenAI, December 2023ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

Why Are ChatGPT Plus Subscriptions Paused?

According to a post on X by OpenAI’s CEO Sam Altman, the recent surge in usage following the DevDay developers conference has led to capacity challenges, resulting in the decision to pause ChatGPT Plus signups.

The decision to pause new ChatGPT signups follows a week where OpenAI services – including ChatGPT and the API – experienced a series of outages related to high-demand and DDoS attacks.

Demand for ChatGPT Plus resulted in eBay listings supposedly offering one or more months of the premium subscription.

When Will ChatGPT Plus Subscriptions Resume?

So far, we don’t have any official word on when ChatGPT Plus subscriptions will resume. We know the GPT Store is set to open early next year after recent boardroom drama led to “unexpected delays.”

Therefore, we hope that OpenAI will onboard waitlisted users in time to try out all of the GPTs created by OpenAI and community builders.

What Are GPTs?

GPTs allow users to create one or more personalized ChatGPT experiences based on a specific set of instructions, knowledge files, and actions.

Search marketers with ChatGPT Plus can try GPTs for helpful content assessment and learning SEO.

There are also GPTs for analyzing Google Search Console data.

And GPTs that will let you chat with analytics data from 20 platforms, including Google Ads, GA4, and Facebook.

Google search has indexed hundreds of public GPTs. According to an alleged list of GPT statistics in a GitHub repository, DALL-E, the top GPT from OpenAI, has received 5,620,981 visits since its launch last month. Included in the top 20 GPTs is Canva, with 291,349 views.

 

Weighing The Benefits Of The Pause

Ideally, this means that developers working on building GPTs and using the API should encounter fewer issues (like being unable to save GPT drafts).

But it could also mean a temporary decrease in new users of GPTs since they are only available to Plus subscribers – including the ones I tested for learning about ranking factors and gaining insights on E-E-A-T from Google’s Search Quality Rater Guidelines.

custom gpts for seoScreenshot from ChatGPT, November 2023custom gpts for seo

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