SEM for Class

8/12/2019 SEM for Class

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AdWordsSEM

T h r u



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As a Marketer, Your Objectives are Manifold

Print

AwarenessCreate awareness EducationCreate interest throughinformation

ImageMaintain brand

Direct responseCycle of trial, purchase, and repeat

Television

Radio

Direct mail& response

Outdoor

Search

Marketing



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The Google Network

Google: #1 U.S.

search engine:

Search partners:

Thousands of

Content partners:



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Connect withConsumers When They

Search

with Google‘s

Search Solutions

Connect withConsumers When TheyResearch

with Google‘s

Content Network

Connect withConsumers When They

Pursue Interests

with Google‘s

Site Targeting

Reach customers via three advertising touch points:

Reaching Customers Online



Why Search Engine Marketing?

85% of all traffic on the internet is referred from asearch engine.

90% of all users don‘t look past the first 30 results (most

only view top 10)

Many websites aren‘t even indexed, most are poorly

optimized and get very little traffic from the searchengines.

Cost-effective advertising.

Clear and measurable ROI.

Operates under this assumption:



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Imagine Your Business on Google

Your BusinessImagine your business here right when auser is searching for what you offer

www.YourBusiness.com



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Google Search Results

Search Query:‗flowers‘

GoogleSearch Results



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Google AdWords Ads

AdWords Ads



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Keyword Advertising

• Targeted advertising

• Better advertiser ROI thanuntargeted ads

• Improved user experience



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AdWords for Content - AdSense

Reaches millions of users as they read content online

Google scans a page,

interprets its content and

serves relevant ads

Recipe for Roasted

Garlic Pasta Sauce

Relevant ads

Targeted in real-time



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Choose Your Edition

Step 2: Choose Your Edition

For this presentation we will

walk you through the StarterEdition sign-up process

Starter Edition has a simplifiedsign-up and set-up process for

new AdWords advertisers

You will have simplified

keyword selection, ad copywriting, and campaign/local

targeting

You can always graduate to the

Standard Edit ion at any tim e



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What if I Don‘t Have a Web Page?

Hosted business pages are informational sites that new AdWordsadvertisers may create when setting up advertising campaigns.

If you have a small business and would like to advertise with Google AdWords, but you don't have a website, you can create a hosted

page to showcase your business. It usually takes only 15 minutes toset up.

With AdWords and hosted business pages, you'll be able to reachpotential customers with a few quick and easy steps.



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Choose Your Keywords

Step 5: Choose Your Keywords

Keywords are what your prospective customers are typinginto the search bar to find your products and services,

such as―real estate, 91311‖

In this step, you can enter as many keywords and keyphrases as you‘d like into the box

Your ad will be more effective if your keywords are directly

related to your ad. More specific key phrases andkeywords will lead to better leads



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Set Your Budget and Choose a Currency

Step 6: Choose your budget

Select the currency in which you will be paying foryour ad

AdWords will show your ad as often as possiblewithin the budget guidelines you set

You can select one of the preset budget amounts orinput your own monthly budget amount in the box



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Enter Your Billing Information

Select a form of payment

You can use direct debit or credit card



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Targeted

Ad

Higher

ClickthroughRates

More Qualified

Leads

Better

Conversions

Good User

Experience

How do I create an effective AdWords campaign?

Relevance is the key to a successful AdWords campaign



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Keyword Match Types

Ads are continuously matched to Internet users‘

interests based on your keywordsUse keyword match types to your advantage

• Broad Match

• Phrase Match

• Exact Match

• Negative keyword

Ads are placed as buying decisions are made

The Result: Businesses reach their audience at theright time, with the right message



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Broad Match Example

For the broad-matched keyword used book- used book dealer

- buy used book

- used and rare book

- used book for sale

- Cheap used book

Ad can appearfor any of these

queries



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pets

buy dog food

buy cheap dog food online now

Purina dog chow

vet

dogs

canned dog meals

dog food recipes

Choosing the Right Keywords – Selling Dogfood



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Source: OneStat.com – July 2006

Choosing the Right Keywords

Average US Search Phrase Length

6%

6%

12%

20%

22%

29%

3%

0% 10% 20% 30%

7 word phrases

6 word phrases

1 word phrases

5 word phrases

4 word phrases

3 word phrases

2 word phrases

94% of people in the US search with multi-word phrases



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• Ad text distinguishes you from the competition

• Communication, appearance, and style are important

• Be persuasive and informative

• First thing the user sees

How do I write an effective ad?

K d i Ad T



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Keywords in Ad Text

figurinesCollector Dolls 40% OffThe Anastasia Collection -Porcelain Dolls, Doll Stands, & Morewww.AdWordsExample.com

Discount FigurinesUnique Collectibles, Gift Ideas,Figurines & Miniatures. Buy Online!www.AdWordsExample.com

Catch your customer‘s eye by making sure your

headlines match the keywords.

Matching terms show up in boldtext on the Google results page.



Diff i P d S i



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Send Chocolate GiftsSave 10% on all chocolate orders.Free shipping over $50.

Differentiate Products or Services

Save 50%

$10 Off

Seasonal Sales

Free Shipping

Free White Paper

Ad ti b L ti



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New York Advertising

Location in ad text can increase performance

• Attracts attention of local users

• Non-local users will not click on ad

Advertise by Location



I l di M lti l Ad



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Use multiple ads to test messages and see which on works best

Including Multiple Ads

C t lli C t



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Controlling Costs

• No minimum spend

• You choose your own maximum daily spending limit (daily budget)

• Choose how much you want to spend per click for every keyword

• Pay Google for users who click on your ad

• Conversion tracking = real-time return-on-investment data

U i B d t



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Using Budgets

With AdWords, you can set your advertising budget towhatever you desire. Simply enter a monthly budget

amount into the box in the ―Budget‖ section

For more control, you can even decide how much eachcustomer lead (click) is worth to you. You can set your

maximum cost-per-click to any amount you desire, suchas $0.10

If you‘re unsure, Google could help optimize yourbudget based on the keywords you choose; simply

check the ―Google should set my bids…‖ box



AdWords is Accountable



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AdWords is Accountable

Monitor Your AdWords Performance

The AdWords interface lets you monitor the performance of each adthat you are running, as well as your overall performance

With AdWords, you always know how your ads—and marketingbudget—are performing

SEM Implementation



SEM Implementation

1.Search Engine

Optimization (SEO)

2.Search Engine Marketing

(SEM)

Search Engine Optimization




Search engine optimization (SEO) is the art andscience of publishing and marketing information that

ranks well for valuable keywords in search engines.





• Keyword Analysis/Reporting• Link Building

• Site Optimization• Content Writing• Sitemap Submission

1.First and the last stage of our SEO cycle.We will analyze target website, it‘s competitor's websites and the leadingwebsites in it‘s industry.

2.Single most important factor to get any website ranked higher on the searchengines.Inbound links will help the Search Engines determine how popular yourwebsite is.

4.Fresh new website articles will help your website expand and appear on moresearch phrases.New informative relevant articles will also encourage other websites to link to targetwebsite

3.Optimize target website so the search engines can easily traverse your wholewebsite and establish which keywords should rank highly for.5.Submit the new pages to Google & the other Search Engines

What Does a (good) SEO Do?



What Does a (good) SEO Do?

Researches desirable keywords and search phrases

(Wordtracker, Overture, Google AdWords)Identifies search phrases to target (should be relevant to

business/market, obtainable and profitable)

―Cleans‖ and optimizes a website‘s HTML code for

appropriate keyword density, title tag optimization, internallinking structure, headings and subheadings, etc.

Helps in writing copy to appeal to both search engines andactual website visitors

Studies competitors (competing websites) and searchengines

Implements a quality link building campaign

Pushes for more content!

Monitors rankings for targeted search terms

STEPS in Pay Per Click SEM



STEPS in Pay Per Click SEM

Bid on relevant keywords

Advertising enginedisplays your text adon their results page ornetwork of web sites

You only pay whenpeople click

Pay Per Click SEM



Pay Per Click SEM

PPC ads appear as ―sponsored listings‖

Companies bid on price they are willing to pay ―per

click‖

Typically have very good tracking tools andstatistics

Ability to control ad text

PPC vs ―Organic‖ SEO



PPC vs. Organic SEO

Pay-Per-Click ―Organic‖ SEO

• results in 1-2 days

• easier for a novice or one withoutmuch knowledge of SEO

• ability to turn on and off at anymoment

• generally more costly per visitor andper conversion

• fewer impressions and exposure

• easy to compete in highlycompetitive market space (but it willcost you)

•ability to target ―local‖ markets

• better for short-term and high-margincampaigns

• results take 2 weeks to 4 months

• requires ongoing learning andexperience to reap results

• very difficult to control flow of traffic• generally more cost-effective, doesn‘t

penalize for more traffic

• SERPs are more popular thansponsored ads

• very difficult to compete in highlycompetitive market space

• more difficult to target local markets

• better for long-term and lower margincampaigns

SEM for Class

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