Introduction to Search Engine Marketing (SEM)
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This document discusses search engine marketing and paid search advertising strategies. It begins by explaining the difference between organic and paid search results. The top three reasons to use paid search advertising are to increase traffic, conversions, and to test keywords for search engine optimization. The document then provides tips for setting up effective Google AdWords campaigns, including tight keyword grouping, ad positioning testing, and bid stacking. Finally, it discusses setting up Facebook ad campaigns and provides best practices.
Introduction to Search Engine Marketing (SEM)
- 1. Search Engine Marketing(SEM)Craig Baileywww.craigbailey.netStart Timer
- 6. Left & RightTraditionally:Organic: the ‘Left side’ of SearchPaid: the ‘Right side’ of SearchThat’s all changing…www.craigbailey.net
- 7. AimsUnderstand Search Engine MarketingAdvice on using AdWords effectivelyHighlight 3 AdWords StrategiesIntroduce Facebook advertisingwww.craigbailey.net
- 8. Craig BaileyWorked in IT for 20 yearsCTO and Technical DirectorMicrosoft MVP for 3 yearsGoogle Analytics QualifiedMicrosoft adExcellence MemberRun my own web based businessesSEO and Google AdWords for clients‘Web Strategist’ ?www.craigbailey.net
- 9. Increasing TrafficSourcesSearch (Google, Bing, Yahoo)Social (Twitter, Facebook, LinkedIn, YouTube)Recommend (Digg, StumbleUpon)EmailPRwww.craigbailey.net
- 10. What is a Search Engine?Google, Bing, Yahoo, etcTwitterFacebookYouTubeSearcher ‘intent’ is different:Informational, Navigational, TransactionalConsumptional, Distractional, …www.craigbailey.net
- 11. What is Search Engine Marketing?www.craigbailey.net Originally – an Umbrella TermThese days = paid search
- 13. Organic versus with PaidOrganic (SEO)‘Investment’Long termIndirect controlPaid (SEM)Single shotQuick resultsDirect controlwww.craigbailey.net
- 14. Top 3 Reasons to Use PaidTrafficConversionsTesting as an input to SEOBonus: Block your competitorswww.craigbailey.net
- 18. Search Engine ShareSource: *comScore **Hitwise AUBing in Australia via Yahoo Search Marketing (YSM!)Bing & Yahoo Search Alliance – October-ishwww.craigbailey.net
- 19. Recap so farTraffic -> Conversions -> SalesOrganic versus PaidPaid -> Google AdWordswww.craigbailey.net
- 20. Winning With AdWordsAdd Google Analytics and set up Conversion Tracking (test everything!)Understand that Search trends changeRemember: It’s an auction (Quality Score)www.craigbailey.net
- 24. Search TrendsUse the Google Keyword Toolwww.craigbailey.net
- 25. Quality ScoreThe best results occur when:The search termMatches the adWhich matches the landing pagewww.craigbailey.net
- 30. Get Inside Your Customer’s HeadWhat You Think Your Customer Wants≠What Your Customer Actually Wantswww.craigbailey.net
- 33. ExamplePDF file = Software?www.craigbailey.net
- 34. Top 3 AdWords StrategiesTight groupingAd positioningBid stackingwww.craigbailey.net
- 36. 1. Tight GroupingCampaign (per country/region per network)Ad Group per product/serviceBid prices per keywordURLs per keyword (optional)www.craigbailey.net
- 37. 2. Ad PositioningPosition #1 is not always the bestAvoid ‘click happy’ searchersUse the Keyword Positions reportwww.craigbailey.net
- 39. 2. Ad Positioning Resultswww.craigbailey.net
- 40. 3. Bid StackingMatch Typeswww.craigbailey.net
- 41. 3. Bid stackingBid on all 3 Match TypesBroadPhraseExactwww.craigbailey.net
- 42. AdWords DOsDOEnable Analytics & Conversion Tracking
- 43. Aim for a click through rate (CTR) > 1%
- 44. Aim for a bounce rate <80%
- 45. Aim to use “phrase match” (not broad match)
- 46. Test multiple ads per Ad group
- 47. Use Negative keywords (eg free, cheap)
- 48. Use First Letter Capitalisedwww.craigbailey.net
- 49. AdWords DON’TsDON’TPoint to your home page
- 50. Add 100s of keywords into one Ad group
- 51. Use Content network and Search network in same campaign
- 52. Use one bid for every keyword
- 54. Why Facebook?>25% of total internet page viewsAlmost 500 Million usersDemographic targeting abilitieswww.craigbailey.net
- 56. Setting up an Adwww.craigbailey.net
- 58. Facebook TipsUse it for Lead GenerationUse the Funnel approachFB Ad -> FB Page -> Signup form -> Emailwww.craigbailey.net
- 61. Facebook Ad TipsImages are the key!Create multiple ads (same text, different images)Use dark images Create ads for each age groupNew ads every 7 daysUse FB Landing Tabs (not Wall)www.craigbailey.net
- 62. ExampleWeekly World News (article on AllFacebook.com)www.craigbailey.net
- 64. SummarySEM is a key component forTrafficConversions TestingUse it in conjunction with your SEOwww.craigbailey.net
- 65. ResourcesSEOSEO Book – Aaron WallSEOmozGoogle AdWordsPPC BlogPPC HeroGoogle AnalyticsOccam’s Razor - Avinash KaushikFacebookAll FacebookHyperArtswww.craigbailey.net