SEM 101 for VCU BrandCenter

Search Engine Marketing October 12, 2011

Agenda• Introductions• SEM basics• Why should you care?• What do you need to know to be effective?

Introductions

About Me

SEM Basics

Paid vs. Organic Results

Pricing Model• Cost Per Click (CPC) • Advertisers bid the max amount they are willing to spend per click• Auction Model • Advertisers bidding against each other for top spots • Every search is a separate auction

Keyword Targeting• Advertisers bid on individual keywords related to their products and services• Goal is to match the offer with searcher’s intent• Penalties built into AdWords to discourage bidding on irrelevant keywords

Search vs. Content• Search Network: Google.com, AOL.com, Ask.com • More competitive, more expensive • Better response rates• Content Network: Contextually-targeted placements on 3rd party sites • Google AdSense: “Ads by Google” • Lower response rates • Less expensive clicks

Account Structure Account Campaign Campaign Ad Ad Ad Ad Group Group Group Group

Ad Groups Ads •Text •Images •Maps Ad •Deep Links •Product ListingsGroup •Phone Numbers Keywords •Matching options •Negative keywords •Cost Per Click Bids

Lower-Funnel Marketing • Search Marketing does not generate awareness • Best utilized for capturing awareness and funneling searchers to desired content • Complements and helps pay off awareness-building media Mass Marketing Awareness TV, Radio, Print Consideration Direct Marketing Mail, Email Purchase Conversion Marketing SEM, Websites

A Few Definitions• CPC - Cost Per Click• CTR - Click-Through Rate• Impressions - Number of times ad appears• Quality Score - A numeric representation of a keyword’s relevance, as measured by Google• Average Position - An ad or keyword’s average rank within the sponsored results

Why should you care?

Traffic Search engines drive more, better traffic than social mediaSource: Outbrain, April 2011

ComplementaryYou’re already spending moneyon mass media to raiseawareness. Don’t let people get away.

Competitors brand & productSteal competitor’s traffic from their• names• Coupons• Encourage Trial

Targeting• Networks• Devices• Dayparts • Geographic • Demographics • Remarketing

Measurable• Clicks• Cost• Conversion• Attribution• Overlay campaign flighting

Flexible• Instant visibility in search results• No budget requirements or commitments• Rapidly test creative messaging, calls to action,

Cost Effective • Set bids to achieve target CPA or ROI goals • Set max daily or monthly budgets

How to beeffective

Know Your Audience • Personas & Use Cases • Search behaviors • Don’t fear live testing

Plan Ahead• Budget based on traffic, conversion, or CPA goals• Research keyword usage statistics• Develop relevant landing pages with strong calls to

Metrics and Goals• Know what you are measuring in advance• Define success

Have a Test Plan• Creative• Bids/Budgets• Targeting

ActivelyManage• Constantly improve efficiency• Gain insights into consumer behavior• Test and re-test hypotheses

Andrew MillerYourSearchAdvisor.com@AndrewCMiller

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SEM 101 for VCU BrandCenter

by Andrew Miller on Oct 13, 2011

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SEM 101 for VCU BrandCenter — Presentation Transcript