Introduction to Search Engine Marketing (SEM)
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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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    Introduction to Search Engine Marketing (SEM) Introduction to Search Engine Marketing (SEM) Presentation Transcript

    • Search Engine Marketing(SEM)
      Craig Bailey
      www.craigbailey.net
      Start Timer
    • Increasing Revenue
    • Free versus Paid
      www.craigbailey.net
    • Free versus Paid
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    • Left & Right
      Traditionally:
      Organic: the ‘Left side’ of Search
      Paid: the ‘Right side’ of Search
      That’s all changing…
      www.craigbailey.net
    • Aims
      Understand Search Engine Marketing
      Advice on using AdWords effectively
      Highlight 3 AdWords Strategies
      Introduce Facebook advertising
      www.craigbailey.net
    • 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
    • Increasing Traffic
      Sources
      Search (Google, Bing, Yahoo)
      Social (Twitter, Facebook, LinkedIn, YouTube)
      Recommend (Digg, StumbleUpon)
      Email
      PR
      www.craigbailey.net
    • What is a Search Engine?
      Google, Bing, Yahoo, etc
      Twitter
      Facebook
      YouTube
      Searcher ‘intent’ is different:
      Informational, Navigational, Transactional
      Consumptional, Distractional, …
      www.craigbailey.net
    • What is Search Engine Marketing?
      www.craigbailey.net
      Originally – an Umbrella Term
      These days = paid search
    • Free versus Paid
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    • Organic versus with Paid
      Organic (SEO)
      ‘Investment’
      Long term
      Indirect control
      Paid (SEM)
      Single shot
      Quick results
      Direct control
      www.craigbailey.net
    • Top 3 Reasons to Use Paid
      Traffic
      Conversions
      Testing as an input to SEO
      Bonus: Block your competitors
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    • 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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    • Recap so far
      Traffic -> Conversions -> Sales
      Organic versus Paid
      Paid -> Google AdWords
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    • 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)
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    • Track Conversions
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    • Search is Seasonal
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    • Search Trends
      Use the Google Keyword Tool
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    • Quality Score
      The best results occur when:
      The search term
      Matches the ad
      Which matches the landing page
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    • Bad
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    • Getting Better
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    • Good
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    • Get Inside Your Customer’s Head
      What You Think Your Customer Wants

      What Your Customer Actually Wants
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    • Keyword Research
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    • Keyword Research
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    • Example
      PDF file = Software?
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    • Top 3 AdWords Strategies
      Tight grouping
      Ad positioning
      Bid stacking
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    • 1. Tight Grouping
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    • 1. Tight Grouping
      Campaign (per country/region per network)
      Ad Group per product/service
      Bid prices per keyword
      URLs per keyword (optional)
      www.craigbailey.net
    • 2. Ad Positioning
      Position #1 is not always the best
      Avoid ‘click happy’ searchers
      Use the Keyword Positions report
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    • Ad Positions
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    • 2. Ad Positioning Results
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    • 3. Bid Stacking
      Match Types
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    • 3. Bid stacking
      Bid on all 3 Match Types
      Broad
      Phrase
      Exact
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    • AdWords DOs
      DO
      • Enable Analytics & Conversion Tracking
      • Aim for a click through rate (CTR) > 1%
      • Aim for a bounce rate <80%
      • Aim to use “phrase match” (not broad match)
      • Test multiple ads per Ad group
      • Use Negative keywords (eg free, cheap)
      • Use First Letter Capitalised
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    • AdWords DON’Ts
      DON’T
      • Point to your home page
      • Add 100s of keywords into one Ad group
      • Use Content network and Search network in same campaign
      • Use one bid for every keyword
      • Set and forget
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    • Why Facebook?
      >25% of total internet page views
      Almost 500 Million users
      Demographic targeting abilities
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    • Setting up an Ad
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    • Facebook Tips
      Use it for Lead Generation
      Use the Funnel approach
      FB Ad -> FB Page -> Signup form -> Email
      www.craigbailey.net
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    • 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
    • Example
      Weekly World News (article on AllFacebook.com)
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    • Summary
      SEM is a key component for
      Traffic
      Conversions
      Testing
      Use it in conjunction with your SEO
      www.craigbailey.net
    • 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
    • Questions
      craig@craigbailey.net
      http://twitter.com/craigbailey
      0413 489 388
      Resources
      www.craigbailey.net/resources/
      www.craigbailey.net/nsw/