Search Engine MarketingPresentation

Search Engine MarketingPresentation

Google Search Results: Havaianas

Sponsored Results

Sponsored Results

Search ResultsSearch Results

What is The Difference?

Sponsored Results• Also Known As

– Search Engine Marketing (SEM)– Pay Per Click (PPC)– Cost Per Click (CPC)– Paid Search

• Paid Search Advertisements Are Displayed On The Top And/Or Right Hand Side Of Google Search Results Pages

• Paid Search Advertisements Appear As Small Classified Style Ad Copy That Links To A Companies Website

• Paid Advertisements Only Appear When An AdWords Campaign Is Developed To Target Specific Keywords

Search Results• Also Known As

– Organic Search Results– Natural Search Results– Free Search Results– Search Engine Optimization (SEO)

• The Natural Results appear directly below and/or to the left of the paid adveritsements

• Organic results are gathered by search engines’ web crawlers and ranked according to relevance to the search terms

• The Natural Results display a list of web pages with titles, a link to the page and a short description showing where the keyword(s) searched have match content within the page

Yahoo

MSN/BING

Eye Tracking Heat Map

Who Powers Who?

AOL By Google

Share of Searches

Reasons Behind SEM

– Active Consumers• Searchers are seeking out your products

– Visibility • Results Available Above Natural Results

– Direct Marketing• Measurable

– Daily Results» How Much You Spent vs.

How Much You Made– Real Estate

• Would you rather have 1 or 2 billboards in Times Square?

– Validation• Are you more likely to trust a company

with 1 billboard or 2 billboards?

– Promote Messaging & Control Landing Page• Offers

– Coupon Code– Free Shipping

• Product Launch• Events

– Targeting• Day Of Week• Time Of Day• Geographic

– Flexible Budgeting• Budgets Set Each Day

– Free Impressions• Only Pay Per Click

– Analytics: Learn About Your Visitors/Customers

How It Works?

Account DevelopmentSet Up, Best Practices, Quality Score

& Management

Account Structure

Keyword Research

Campaign Goals and Objectives should line up with the profile of the searcher. Source: Kevin Lee Did-It.com

SEM Buying Cycle

How do you structure a campaign that works ?

• Optimize at the sub keyword level:• Keyword Profile Optimization

How Rankings Used To Work

http://www.youtube.com/watch?v=K7l0a2PVhPQ

+ Quality Score

(0.65/1.8) +$0.01 =

$0.37

(0.65/1.8) +$0.01 =

$0.37

How It Works:

•Rank # = Max CPC X CTR

•Advertiser A (Rank 1) Actual CPC = •(Advertiser B (Rank 2) / Advertiser A CTR) + $0.01

•Advertiser B (Rank 1) Actual CPC = •(Advertiser C (Rank 2) / Advertiser B CTR) + $0.01

•Quality Score Factors:•Relevancy

•Keyword Ad & Landing Page•Quality Of Landing Page

•Content•Loading Time

•Historical Click Through Rates•Account History

How Google Ranks Results Today

33 Optimization Techniques

Keyword Optimizations Ad text Optimization Campaign optimization

• Add/Remove Keywords• Add negatives• Use web analytics to come up with more keywords and misspellings• Raise/Lower Bids• Add misspellings using misspelling toolhttp://tools.seobook.com/spelling/keywords-typos.cgi• Use site related KW tool• Add competitors keywords•Buy your co name with the word coupons and promos•Change KW targeting options (broad, Phrase, Exact)http://adwords.google.com/support/bin/answer.py?hl=en&answer=6100

•Add/Remove creatives•Use official in ad text**•Add price in ads•Add keywords in text ad•Use Dynamic Keywords insertion in your ad {KeyWord:EliteSem Inc}•Get ad ideas from competitors•Optimize landing page URL•Use a call to action in the creative•Change the Display URL •Use trademarks in your ads**(new)

•Turn off content targeting**•Check My change history Tool•Use conversion tracking•Turn off search partners•Increase/decrease budget•Use web analytics for time of day and day of week campaigns•Use ad scheduler•Use geo targeting•Add Google maps listing•International targeting•For local campaign run a local and national with the city or state in front of each KW•Restructure adgroups to improve Quality Score•Change landing pages•Add phone call trackingmongoosemetrics.com, webadvantage.net, getabby.com, clickpath

•Turn off content targeting when starting a new campaign

•Not enough Keyword’s or KW’s too general

•No negative KW’s

•All KW are on Broad match without negative match KW

•Ad groups need to be very granular

•Need at least 4 ads per adgroup

•Keep an eye on the change history tool

•Track something

Common Mistakes to avoid

SEM Advanced

Multi Variable TargetingBid Management Technology

Introducing:Multi-Variable Targeting

$

FinancialReturn

Multi-Variable TargetingDay of Week & Time of Day

Search:Tommy Bahama Shirts

Multi-Variable TargetingCreative & Landing Page

$

FinancialReturn

Search:Tommy Bahama Shirts

Conversion Rate By Day

Saturday is the worst converting day

Tuesday and Thursdaysare the best converting days

Conversion Rate By Time Of Day

CPA By Geography

Product Overview

Product Overview Precision View

Client View

Precision View—Product Level

Product Overview Under the Hood

Product Overview Under the Hood

SXUS — Search (AOL), eXact Match, US Target

GXATL + BOS — Google.com, eXact Match, Atlanta, Boston, Dallas, …

GBUS— Google.com, Broad Match, US Target

GXUS + susu1623— Google.com, eXact Match, Sun, 4pm to midnight

Creative Report

Landing Page Testing

Landing Page Testing

Landing Page Testing Results

In 1 month we generated 55 more leads from this tool.For us that was $3000 in revenue. What is a lead or sale worth to you?

SEO Knowledge Refresh

So How do you affect Google’s rankings?

- GET SEEN AS AN AUTHORITY

- MAKE IT EASY FOR SEARCH SPIDERS TO CLASSIFY YOUR PAGE

- INTELLIGENT RESEARCH FOR WEB SEARCHER’S LANGUAGE

- CONSISTENCY AND TENACITY- SEO IS A Marathon not a sprint

What are on-page and off-page SEO factors?

On Page factors (20% importance)On Page factors (20% importance)

- ELEMENTS WITHIN WEBSITE CODE THAT CAN BE MODIFIED- METADATA (TITLE/DESCRIPTION), HEADERS & ALT’S, BODY TEXT

Off Page Factors (80% importance)Off Page Factors (80% importance)

- INBOUND LINKS ARE THE KEY- QUALITY, RELEVANCY, AND AGE ARE KEY VARIABLES- LINK TEXT (IE. ANCHOR TEXT) NEEDS TO BE TARGETED-LINK DESTINATIONS NEED TO BE VARIED-Link Bait or Buy Links

SEO Knowledge Refresh

White, Black, and Grey Hat - What’s the difference?

WHITE HAT = SQUEAKY CLEAN SEO

- Driven from content & “Direct” Link building

BLACK HAT = TRICKS TO FOOL SEARCH ENGINES

- Typically get caught, BMW was...- Cloaking, spamming, keyword stuffing

GREY HAT = MIDDLE ROAD....MOST SEO’S ARE GREY HAT

- Varied tactics and tools to meet changing market- Keep up with changes in Algorithms (ex. Social Bookmarking)

SEO Knowledge Refresh

Google Keyword Tool:https://adwords.google.com/select/KeywordToolExternal

Google Learning Center:http://www.google.com/adwords/learningcenter/

Lynda.com-SEO

SEMPO.org-SEM & SEO

Ranking FactorsSEOmoz.com- http://www.seomoz.org/article/search-ranking-factors

SEOhttp://www.lotusjump.com/

Youtube.com –Web Analytics Conversion University

Contact Info:ben@elitesem.com

Resources