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
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  • 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…
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  • Aims
    Understand Search Engine Marketing
    Advice on using AdWords effectively
    Highlight 3 AdWords Strategies
    Introduce Facebook advertising
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  • 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, …
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  • What is Search Engine Marketing?
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    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
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  • 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)
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  • 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
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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)
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  • 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
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  • 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/