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Search Engine Marketing(SEM)<br />Craig Bailey<br />www.craigbailey.net<br />Start Timer<br />
Increasing Revenue<br />
Free versus Paid<br />www.craigbailey.net <br />
Free versus Paid<br />www.craigbailey.net <br />
www.craigbailey.net <br />
Left & Right<br />Traditionally:<br />Organic: the ‘Left side’ of Search<br />Paid: the ‘Right side’ of Search<br />That’s...
Aims<br />Understand Search Engine Marketing<br />Advice on using AdWords effectively<br />Highlight 3 AdWords Strategies<...
Craig Bailey<br />Worked in IT for 20 years<br />CTO and Technical Director<br />Microsoft MVP for 3 years<br />Google Ana...
Increasing Traffic<br />Sources<br />Search (Google, Bing, Yahoo)<br />Social (Twitter, Facebook, LinkedIn, YouTube)<br />...
What is a Search Engine?<br />Google, Bing, Yahoo, etc<br />Twitter<br />Facebook<br />YouTube<br />Searcher ‘intent’ is d...
What is Search Engine Marketing?<br />www.craigbailey.net <br />Originally – an Umbrella Term<br />These days = paid searc...
Free versus Paid<br />www.craigbailey.net <br />
Organic versus with Paid<br />Organic (SEO)<br />‘Investment’<br />Long term<br />Indirect control<br />Paid (SEM)<br />Si...
Top 3 Reasons to Use Paid<br />Traffic<br />Conversions<br />Testing as an input to SEO<br />Bonus: Block your competitors...
www.craigbailey.net <br />
www.craigbailey.net <br />
www.craigbailey.net <br />
Search Engine Share<br />Source: *comScore **Hitwise AU<br />Bing in Australia via Yahoo Search Marketing (YSM!)<br />Bing...
Recap so far<br />Traffic -> Conversions -> Sales<br />Organic versus Paid<br />Paid -> Google AdWords<br />www.craigbaile...
Winning With AdWords<br />Add Google Analytics and set up Conversion Tracking (test everything!)<br />Understand that Sear...
Track Conversions<br />www.craigbailey.net <br />
www.craigbailey.net <br />
Search is Seasonal<br />www.craigbailey.net <br />
Search Trends<br />Use the Google Keyword Tool<br />www.craigbailey.net <br />
Quality Score<br />The best results occur when:<br />The search term<br />Matches the ad<br />Which matches the landing pa...
Bad<br />www.craigbailey.net <br />
Getting Better<br />www.craigbailey.net <br />
Good<br />www.craigbailey.net <br />
www.craigbailey.net <br />
Get Inside Your Customer’s Head<br />What You Think Your Customer Wants<br />≠<br />What Your Customer Actually Wants<br /...
Keyword Research<br />www.craigbailey.net <br />
Keyword Research<br />www.craigbailey.net <br />
Example<br />PDF file = Software?<br />www.craigbailey.net <br />
Top 3 AdWords Strategies<br />Tight grouping<br />Ad positioning<br />Bid stacking<br />www.craigbailey.net <br />
1. Tight Grouping<br />www.craigbailey.net <br />
1. Tight Grouping<br />Campaign (per country/region per network)<br />Ad Group per product/service<br />Bid prices per key...
2. Ad Positioning<br />Position #1 is not always the best<br />Avoid ‘click happy’ searchers<br />Use the Keyword Position...
Ad Positions<br />www.craigbailey.net <br />
2. Ad Positioning Results<br />www.craigbailey.net <br />
3. Bid Stacking<br />Match Types<br />www.craigbailey.net <br />
3. Bid stacking<br />Bid on all 3 Match Types<br />Broad<br />Phrase<br />Exact<br />www.craigbailey.net <br />
AdWords DOs<br />DO<br /><ul><li>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</li></ul>www.craigbailey.net <br />
AdWords DON’Ts<br />DON’T<br /><ul><li>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</li></ul>www.craigbailey.net <br />
Why Facebook?<br />>25% of total internet page views<br />Almost 500 Million users<br />Demographic targeting abilities<br...
www.craigbailey.net <br />
Setting up an Ad<br />www.craigbailey.net <br />
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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.

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  • Thank you Craig for your useful info. However, when fanpage on Facebook isn't active as it used to in 2012, should we adjust the landing page to other internal landing pages instead of Facebook tab?
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Transcript of "Introduction to Search Engine Marketing (SEM)"

  1. 1. Search Engine Marketing(SEM)<br />Craig Bailey<br />www.craigbailey.net<br />Start Timer<br />
  2. 2. Increasing Revenue<br />
  3. 3. Free versus Paid<br />www.craigbailey.net <br />
  4. 4. Free versus Paid<br />www.craigbailey.net <br />
  5. 5. www.craigbailey.net <br />
  6. 6. Left & Right<br />Traditionally:<br />Organic: the ‘Left side’ of Search<br />Paid: the ‘Right side’ of Search<br />That’s all changing…<br />www.craigbailey.net <br />
  7. 7. Aims<br />Understand Search Engine Marketing<br />Advice on using AdWords effectively<br />Highlight 3 AdWords Strategies<br />Introduce Facebook advertising<br />www.craigbailey.net <br />
  8. 8. Craig Bailey<br />Worked in IT for 20 years<br />CTO and Technical Director<br />Microsoft MVP for 3 years<br />Google Analytics Qualified<br />Microsoft adExcellence Member<br />Run my own web based businesses<br />SEO and Google AdWords for clients<br />‘Web Strategist’ ?<br />www.craigbailey.net <br />
  9. 9. Increasing Traffic<br />Sources<br />Search (Google, Bing, Yahoo)<br />Social (Twitter, Facebook, LinkedIn, YouTube)<br />Recommend (Digg, StumbleUpon)<br />Email<br />PR<br />www.craigbailey.net <br />
  10. 10. What is a Search Engine?<br />Google, Bing, Yahoo, etc<br />Twitter<br />Facebook<br />YouTube<br />Searcher ‘intent’ is different:<br />Informational, Navigational, Transactional<br />Consumptional, Distractional, …<br />www.craigbailey.net <br />
  11. 11. What is Search Engine Marketing?<br />www.craigbailey.net <br />Originally – an Umbrella Term<br />These days = paid search<br />
  12. 12. Free versus Paid<br />www.craigbailey.net <br />
  13. 13. Organic versus with Paid<br />Organic (SEO)<br />‘Investment’<br />Long term<br />Indirect control<br />Paid (SEM)<br />Single shot<br />Quick results<br />Direct control<br />www.craigbailey.net <br />
  14. 14. Top 3 Reasons to Use Paid<br />Traffic<br />Conversions<br />Testing as an input to SEO<br />Bonus: Block your competitors<br />www.craigbailey.net <br />
  15. 15. www.craigbailey.net <br />
  16. 16. www.craigbailey.net <br />
  17. 17. www.craigbailey.net <br />
  18. 18. Search Engine Share<br />Source: *comScore **Hitwise AU<br />Bing in Australia via Yahoo Search Marketing (YSM!)<br />Bing & Yahoo Search Alliance – October-ish<br />www.craigbailey.net <br />
  19. 19. Recap so far<br />Traffic -> Conversions -> Sales<br />Organic versus Paid<br />Paid -> Google AdWords<br />www.craigbailey.net <br />
  20. 20. Winning With AdWords<br />Add Google Analytics and set up Conversion Tracking (test everything!)<br />Understand that Search trends change<br />Remember: It’s an auction (Quality Score)<br />www.craigbailey.net <br />
  21. 21. Track Conversions<br />www.craigbailey.net <br />
  22. 22. www.craigbailey.net <br />
  23. 23. Search is Seasonal<br />www.craigbailey.net <br />
  24. 24. Search Trends<br />Use the Google Keyword Tool<br />www.craigbailey.net <br />
  25. 25. Quality Score<br />The best results occur when:<br />The search term<br />Matches the ad<br />Which matches the landing page<br />www.craigbailey.net <br />
  26. 26. Bad<br />www.craigbailey.net <br />
  27. 27. Getting Better<br />www.craigbailey.net <br />
  28. 28. Good<br />www.craigbailey.net <br />
  29. 29. www.craigbailey.net <br />
  30. 30. Get Inside Your Customer’s Head<br />What You Think Your Customer Wants<br />≠<br />What Your Customer Actually Wants<br />www.craigbailey.net <br />
  31. 31. Keyword Research<br />www.craigbailey.net <br />
  32. 32. Keyword Research<br />www.craigbailey.net <br />
  33. 33. Example<br />PDF file = Software?<br />www.craigbailey.net <br />
  34. 34. Top 3 AdWords Strategies<br />Tight grouping<br />Ad positioning<br />Bid stacking<br />www.craigbailey.net <br />
  35. 35. 1. Tight Grouping<br />www.craigbailey.net <br />
  36. 36. 1. Tight Grouping<br />Campaign (per country/region per network)<br />Ad Group per product/service<br />Bid prices per keyword<br />URLs per keyword (optional)<br />www.craigbailey.net <br />
  37. 37. 2. Ad Positioning<br />Position #1 is not always the best<br />Avoid ‘click happy’ searchers<br />Use the Keyword Positions report<br />www.craigbailey.net <br />
  38. 38. Ad Positions<br />www.craigbailey.net <br />
  39. 39. 2. Ad Positioning Results<br />www.craigbailey.net <br />
  40. 40. 3. Bid Stacking<br />Match Types<br />www.craigbailey.net <br />
  41. 41. 3. Bid stacking<br />Bid on all 3 Match Types<br />Broad<br />Phrase<br />Exact<br />www.craigbailey.net <br />
  42. 42. AdWords DOs<br />DO<br /><ul><li>Enable Analytics & Conversion Tracking
  43. 43. Aim for a click through rate (CTR) > 1%
  44. 44. Aim for a bounce rate <80%
  45. 45. Aim to use “phrase match” (not broad match)
  46. 46. Test multiple ads per Ad group
  47. 47. Use Negative keywords (eg free, cheap)
  48. 48. Use First Letter Capitalised</li></ul>www.craigbailey.net <br />
  49. 49. AdWords DON’Ts<br />DON’T<br /><ul><li>Point to your home page
  50. 50. Add 100s of keywords into one Ad group
  51. 51. Use Content network and Search network in same campaign
  52. 52. Use one bid for every keyword
  53. 53. Set and forget</li></ul>www.craigbailey.net <br />
  54. 54. Why Facebook?<br />>25% of total internet page views<br />Almost 500 Million users<br />Demographic targeting abilities<br />www.craigbailey.net <br />
  55. 55. www.craigbailey.net <br />
  56. 56. Setting up an Ad<br />www.craigbailey.net <br />
  57. 57. www.craigbailey.net <br />
  58. 58. Facebook Tips<br />Use it for Lead Generation<br />Use the Funnel approach<br />FB Ad -> FB Page -> Signup form -> Email<br />www.craigbailey.net <br />
  59. 59. www.craigbailey.net <br />
  60. 60. www.craigbailey.net <br />
  61. 61. Facebook Ad Tips<br />Images are the key!<br />Create multiple ads (same text, different images)<br />Use dark images <br />Create ads for each age group<br />New ads every 7 days<br />Use FB Landing Tabs (not Wall)<br />www.craigbailey.net <br />
  62. 62. Example<br />Weekly World News (article on AllFacebook.com)<br />www.craigbailey.net <br />
  63. 63. www.craigbailey.net <br />
  64. 64. Summary<br />SEM is a key component for<br />Traffic<br />Conversions <br />Testing<br />Use it in conjunction with your SEO<br />www.craigbailey.net <br />
  65. 65. Resources<br />SEO<br />SEO Book – Aaron Wall<br />SEOmoz<br />Google AdWords<br />PPC Blog<br />PPC Hero<br />Google Analytics<br />Occam’s Razor - Avinash Kaushik<br />Facebook<br />All Facebook<br />HyperArts<br />www.craigbailey.net <br />
  66. 66. Questions<br />craig@craigbailey.net<br />http://twitter.com/craigbailey<br />0413 489 388<br />Resources<br />www.craigbailey.net/resources/<br />www.craigbailey.net/nsw/<br />
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