A sophisticated AI agent skill for architecting and managing high-performance paid search campaigns through keyword strategy and bidding optimization.
Install & Download
1. ClawHub CLI
The fastest way to install a skill directly from the registry.
npx clawhub@latest install sem
2. Manual Installation
Copy the skill folder to one of these locations
~/.openclaw/skills/ <project>/skills/ Priority: Workspace > Local > Bundled
3. Prompt Installation
Copy this prompt to OpenClaw to install it automatically.
Help me install sem using Clawhub. If Clawhub is not installed, install it first (npm i -g clawhub).
Prefer to download?
Get the raw skill files in a ZIP archive.
What is SEM (Search Engine Marketing)?
The SEM skill is a comprehensive framework designed to navigate the complexities of modern search engine marketing. It provides a technical roadmap for managing paid search campaigns on platforms like Google Ads and Bing. By leveraging Openclaw Skills, users can move beyond outdated methods like Single Keyword Ad Groups and embrace theme-based structures that the modern search algorithms favor. This skill focuses on the mathematical and logical aspects of digital marketing, including Quality Score diagnostics, bidding efficiency, and the separation of search and display intent.
Integrating this skill allows for a more data-driven approach to advertising. It emphasizes the importance of landing page experience, historical CTR, and technical hygiene in search term reports. Whether you are scaling an existing account or launching a new brand campaign, this skill provides the necessary guardrails to avoid common bidding mistakes and maximize your return on ad spend.
SEM (Search Engine Marketing) Use Cases
- Auditing account health to identify budget waste and low Quality Score keywords.
- Restructuring legacy campaigns into modern, theme-based ad groups for better algorithmic learning.
- Implementing automated bidding strategies like Target CPA and ROAS within the Openclaw Skills environment.
- Managing negative keyword lists across multiple campaigns to refine search intent and reduce irrelevant spend.
- Scaling paid search volume into international markets while maintaining strict efficiency targets.
How SEM (Search Engine Marketing) Works
- The skill evaluates current keyword match types, prioritizing broad match only when paired with smart bidding data.
- It analyzes Quality Score components (CTR, relevance, and landing page speed) to identify levers for lowering CPC.
- The system organizes campaigns by intent, ensuring search and display traffic are handled through distinct budget pools.
- It sets up Responsive Search Ads (RSAs) with 8-10 headlines to provide the platform algorithm with sufficient optimization data.
- Continuous monitoring of search term reports triggers the addition of negatives at the campaign or ad group level to maintain hygiene.
SEM (Search Engine Marketing) Setup
To deploy this SEM management logic within your Openclaw Skills environment, follow these steps:
# Install the SEM skill package
openclaw install marketing-sem-strategy
# Configure your marketing platform connection
openclaw config set marketing_provider google-ads
# Initialize the campaign auditor
openclaw run sem-audit --campaign-id ALL
SEM (Search Engine Marketing) Data Schema & Taxonomy
The SEM skill organizes marketing data into a structured taxonomy to ensure cross-campaign consistency:
| Component | Description | Data Type |
|---|---|---|
| Keyword Intent | Classification of terms as Brand, Non-Brand, or Competitor. | String |
| Quality Score Metrics | Breakdown of expected CTR, ad relevance, and LP experience. | Object |
| Negative Match List | Array of phrase and exact negatives applied at scale. | Array |
| Bidding Targets | Target CPA, ROAS, and budget caps for automated bidding. | Float |
| Conversion Mapping | Primary vs. secondary conversion actions and their relative values. | JSON |
SEM (Search Engine Marketing) Advanced Features
- Script-based automation for real-time bid adjustments and budget pacing based on external triggers.
- Cross-platform synchronization to mirror Google Ads campaigns to Bing Ads with customized CPC offsets.
- Advanced attribution modeling to compare last-click results with data-driven and assist-value metrics.
- Performance Max incrementality checks to ensure automation isn't cannibalizing organic branded search.
- Automated landing page speed diagnostics integrated with campaign-level scaling logic.
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