SEM Strategies for 2023

Now that the New Year’s celebrations are over, it is time to anticipate your 2023 SEM budget. Assessing your current strategy and making adjustments based on our recommendations is one of the best ways to forecast higher growth and overall better SEM. 

What Should You Be Doing Right Now?

As 2023 kicks off, the following suggestions can be implemented into your current SEM strategy.

Forecast a Budget

Search budgets can be forecast year after year if you know how. Assuming the strategy remained the same, we lost impression shares (IS) due to budget cuts, and CPC increased by 3%-5%. Forecasting got more difficult when the pandemic hit. Currently, that method is less effective than it once was. It’s time to understand that click-through rates have skyrocketed over the past few months (starting around April 2022). There are a variety of theories as to why this happened, but no one can truly pinpoint the reason. You can take the following precautions to learn and become more knowledgeable about CPC:

  • If you want to grow on a budget, go to Google’s recommendation tool, see what it says, take 15%-25% off that number, and try it.
  • If you consistently exceed your budget and are adjusting up and down for seasonality, gradually increase your budget by 5%-10%.
  • Talk to a team member at Boston Web Marketing. If you’re looking for a more personal approach with someone taking the time to learn more about your business, we are here to assist.

Planning Content Calendars

New businesses might not need this as much, but it should be addressed. Take note of your deals, the peaks and lows of the season, and everything you want to accomplish creatively and within budget for content creation. You can ensure that every asset is ready when needed by building your assets in advance, approving them, and scheduling their deployment.

Transitioning to Google Analytics 4 

Universal Analytics will be coming to a halt this year. To stay ahead of the curve, Boston Web Marketing has already implemented our client’s analytics by transitioning over to GA4. This is Google’s newer and updated version of Google Analytics, and it will be vital to learn before switching. To learn more about how we can assist you during this transition, please get in touch with us today.

The Overall Takeaways

Now that we’re onto bigger and better, here are some of our final recommendations as to what you can do in 2023:

  • The CPCs for Q1 will be higher than any other Q1. If your money becomes less cost-effective, you will need to explain why.
  • When unemployment increases (as we saw in the 2007-2009 recession), demand/search volume will decline, so be prepared to address the rise.
  • Due to HIPAA compliance, healthcare brands will have to quickly eliminate UA and switch to GA4.

Contact Boston Web Marketing for More Recommendations

For more information about what your 2023 strategy should look like, please get in touch with our team at Boston Web Marketing today. We’re happy to help make recommendations and suggestions and optimize your website in 2023. Contact us today by calling (857) 526-0096 or emailing We look forward to hearing from you!

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