Introduction to Search Engine Marketing (SEM)

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An introduction to SEM, Google AdWords strategies and Facebook advertising tips.

An introduction to SEM, Google AdWords strategies and Facebook advertising tips.

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  • 1. Search Engine Marketing(SEM)
    Craig Bailey
    www.craigbailey.net
    Start Timer
  • 2. Increasing Revenue
  • 3. Free versus Paid
    www.craigbailey.net
  • 4. Free versus Paid
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  • 5. www.craigbailey.net
  • 6. Left & Right
    Traditionally:
    Organic: the ‘Left side’ of Search
    Paid: the ‘Right side’ of Search
    That’s all changing…
    www.craigbailey.net
  • 7. Aims
    Understand Search Engine Marketing
    Advice on using AdWords effectively
    Highlight 3 AdWords Strategies
    Introduce Facebook advertising
    www.craigbailey.net
  • 8. Craig Bailey
    Worked in IT for 20 years
    CTO and Technical Director
    Microsoft MVP for 3 years
    Google Analytics Qualified
    Microsoft adExcellence Member
    Run my own web based businesses
    SEO and Google AdWords for clients
    ‘Web Strategist’ ?
    www.craigbailey.net
  • 9. Increasing Traffic
    Sources
    Search (Google, Bing, Yahoo)
    Social (Twitter, Facebook, LinkedIn, YouTube)
    Recommend (Digg, StumbleUpon)
    Email
    PR
    www.craigbailey.net
  • 10. What is a Search Engine?
    Google, Bing, Yahoo, etc
    Twitter
    Facebook
    YouTube
    Searcher ‘intent’ is different:
    Informational, Navigational, Transactional
    Consumptional, Distractional, …
    www.craigbailey.net
  • 11. What is Search Engine Marketing?
    www.craigbailey.net
    Originally – an Umbrella Term
    These days = paid search
  • 12. Free versus Paid
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  • 13. Organic versus with Paid
    Organic (SEO)
    ‘Investment’
    Long term
    Indirect control
    Paid (SEM)
    Single shot
    Quick results
    Direct control
    www.craigbailey.net
  • 14. Top 3 Reasons to Use Paid
    Traffic
    Conversions
    Testing as an input to SEO
    Bonus: Block your competitors
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  • 15. www.craigbailey.net
  • 16. www.craigbailey.net
  • 17. www.craigbailey.net
  • 18. Search Engine Share
    Source: *comScore **Hitwise AU
    Bing in Australia via Yahoo Search Marketing (YSM!)
    Bing & Yahoo Search Alliance – October-ish
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  • 19. Recap so far
    Traffic -> Conversions -> Sales
    Organic versus Paid
    Paid -> Google AdWords
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  • 20. Winning With AdWords
    Add Google Analytics and set up Conversion Tracking (test everything!)
    Understand that Search trends change
    Remember: It’s an auction (Quality Score)
    www.craigbailey.net
  • 21. Track Conversions
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  • 22. www.craigbailey.net
  • 23. Search is Seasonal
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  • 24. Search Trends
    Use the Google Keyword Tool
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  • 25. Quality Score
    The best results occur when:
    The search term
    Matches the ad
    Which matches the landing page
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  • 26. Bad
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  • 27. Getting Better
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  • 28. Good
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  • 29. www.craigbailey.net
  • 30. Get Inside Your Customer’s Head
    What You Think Your Customer Wants

    What Your Customer Actually Wants
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  • 31. Keyword Research
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  • 32. Keyword Research
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  • 33. Example
    PDF file = Software?
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  • 34. Top 3 AdWords Strategies
    Tight grouping
    Ad positioning
    Bid stacking
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  • 35. 1. Tight Grouping
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  • 36. 1. Tight Grouping
    Campaign (per country/region per network)
    Ad Group per product/service
    Bid prices per keyword
    URLs per keyword (optional)
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  • 37. 2. Ad Positioning
    Position #1 is not always the best
    Avoid ‘click happy’ searchers
    Use the Keyword Positions report
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  • 38. Ad Positions
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  • 39. 2. Ad Positioning Results
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  • 40. 3. Bid Stacking
    Match Types
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  • 41. 3. Bid stacking
    Bid on all 3 Match Types
    Broad
    Phrase
    Exact
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  • 42. AdWords DOs
    DO
    • Enable 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 Capitalised
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  • 49. AdWords DON’Ts
    DON’T
    • Point 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
    • 53. Set and forget
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  • 54. Why Facebook?
    >25% of total internet page views
    Almost 500 Million users
    Demographic targeting abilities
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  • 55. www.craigbailey.net
  • 56. Setting up an Ad
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  • 57. www.craigbailey.net
  • 58. Facebook Tips
    Use it for Lead Generation
    Use the Funnel approach
    FB Ad -> FB Page -> Signup form -> Email
    www.craigbailey.net
  • 59. www.craigbailey.net
  • 60. www.craigbailey.net
  • 61. Facebook Ad Tips
    Images are the key!
    Create multiple ads (same text, different images)
    Use dark images
    Create ads for each age group
    New ads every 7 days
    Use FB Landing Tabs (not Wall)
    www.craigbailey.net
  • 62. Example
    Weekly World News (article on AllFacebook.com)
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  • 63. www.craigbailey.net
  • 64. Summary
    SEM is a key component for
    Traffic
    Conversions
    Testing
    Use it in conjunction with your SEO
    www.craigbailey.net
  • 65. Resources
    SEO
    SEO Book – Aaron Wall
    SEOmoz
    Google AdWords
    PPC Blog
    PPC Hero
    Google Analytics
    Occam’s Razor - Avinash Kaushik
    Facebook
    All Facebook
    HyperArts
    www.craigbailey.net
  • 66. Questions
    craig@craigbailey.net
    http://twitter.com/craigbailey
    0413 489 388
    Resources
    www.craigbailey.net/resources/
    www.craigbailey.net/nsw/