SEM | Advertising Focuses

Advertising Focus Vs. Campaign

Advertising Focus:

With SEM services, the “Advertising Focus” refers to the topic category our efforts should target with the service.

You can think of the Advertising Focus as the goal. For instance; the client’s goal is to gain more [insert SOLUTION or BRAND here] business.   

Customary to how we have cataloged subject matter for this industry, we have developed a catalog of specific Solutions and Brands Residential Integrators can focus their growth strategies towards. Refer to topics menu here:  https://onefirefly.com/us/sem/topics

And because "Campaigns" has a specific definition in Google Ads, and we'll reserve the right to construct as many campaigns needed to effectively execute our service, we'll avoid using these terms interchangeably (which might otherwise confuse the client).

Campaign:

A “Campaign” is a specific term used by Google that describes a set of ad groups, ads, keywords, bids, etc. that share a budget, location targeting, language, and other settings. Campaigns are often used to organize categories of products or services that you offer. You can create separate ad campaigns to run ads in different locations or using different budgets.

Example: Alpha Dog Security

• Focus: Home Solutions - Security
• Topics: Alarm, Smart Security, Surveillance

In this case, each of those “topics” under this focus might very reasonably require their own campaigns or even destination landing pages, maybe. This will depend on a case-by-case, as often times a Brands pages might hit on all three of the topics just fine, or a solutions page might do the same, but the ad language and audience might have to be targeted separately, and perhaps with a different distribution of budget, or even location, etc… All of these factors are to be weighted by the Digital Advertising Specialist to ultimately determine the appropriate and most effective construction of campaigns, Ad Groups, and Ads designed.