SEM - Understanding the core components of Search Engine Marketing


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This webinar reviews Organic SEO and PPC as the building blocks of effective Search Engine Marketing.

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SEM - Understanding the core components of Search Engine Marketing

  1. 1. MARKETING WEBINAR SERIES GETTING IT RIGHT IN 2014 & BEYOND AttractYour Buyers with Search Engine Marketing Understanding the Basics of SEO and PPC
  2. 2. Joe DeMicco in/joedemicco Cohort IV (February 2012)
  3. 3. Full service website design & internet marketing. ONE COMPANY, EVERY STEP OF THE WAY. Successfully Partnering with Our Clients Since 1994
  4. 4. Who We Work With:
  5. 5. HOUSEKEEPING • Varied Group atVarious Stages of Online Presence & Marketing • Feel Free to Ask Questions via Online Pane as Desired • This WebinarTouches on aVariety of Elements that Work Together as a Baseline in Effective Search Engine Marketing • Goal is to achieve a high level understanding of Concepts and Open a Path to Self Evaluation and Next Steps Planning • Not crunching a ton of stats - working assumption is we all understand the opportunity the World Wide Web and Search Engines offer our businesses and growth. A LOT TO COVER
  7. 7. What Is Search Engine Marketing? Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites and web pages by increasing their visibility in Search Engine Results Pages (SERPs) through optimization and advertising.
  8. 8. SEM may consist of: • Search Engine Optimization (SEO) which is often referred to as “Organic” or “ Natural”
 •Pay-Per-Click (PPC) listings such as Google Adwords
  9. 9. 5,922,000,000 Searches performed in Google Properties alone DAILY
  10. 10. “Search” is the point of Monetization A NEED has been established and the searcher queries for a solution using their own terminologies Every time they click “Search” they get a SERP (Search Engine Results Page) and have a choice of websites (BUSINESSES) to visit for a solution
  11. 11. So where do I invest?
  12. 12. Organic SEO PPC Marketing
  13. 13. Organic SEO
  14. 14. Benefits of SEO LongTerm Search EngineVisibility and Brand Awareness Increased SiteTraffic Cost Effective Infinite ROI Increase Site Usability Increase Credibility Remain Competitive
  15. 15. 61% of global Internet users research products online. 
 (Interconnected World: Shopping and Personal Finance, 2012) ! 44% of online shoppers begin by using a search engine. 
 (Interconnected World: Shopping and Personal Finance, 2012) ! 70% of the links search users click on are organic, not paid. 
 (Marketing Sherpa, February 2007) ! 60% of all organic clicks go to the top three organic search results. (MarketingSherpa, February 2007) ! 75% of users never scroll past the first page of search results. (, October 2010) !
  16. 16. ImagineYou Are A Librarian
  17. 17. More and More Books Many Seekers and More AllTheTime VariedTerminologies You Need a System
  18. 18. Need a systematic way to find what people need Google and Bing are like librarians for the entire world A Search Engines “secret sauce” system is their algorithm And Googles Algorithm consists of over 200 variables and is “tweaked” several times DAILY in their effort to be the best librarian in the history of mankind Avg. 500 - 600 times annually
  19. 19. For a page on your website to organically rank well it will need to weigh favorably within the criteria set within the variables of the algorithm Google Ranks Web PAGES not Web Sites
  20. 20. Organic SEO is driven by both on-site and Off Site Factors and weighed via a multitude of variables in determining ranking
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  28. 28. Got it Joe! Let’s Move On To PPC
  29. 29. Benefits of PPC (a.k.a. Paid Search) Speed-to-Market Reach Market Research HighlyTargetedTraffic Control of ROMI Track-ability Control of Exposure Geographically Flexibility
  30. 30. Lots of Healthy Choices forYour Business
  31. 31. We are looking at a Select Segment of Google Pay-Per-Click (PPC) Opportunities
  32. 32. Google AdType
  33. 33. Compete with Trusted Informational Resources depending upon Search Term Organic pushes down the fold to commercial-/ buyer centric terms Sponsored Ads on Commercial KWPs dominate “above the fold” real estate
  34. 34. Google AdType Options
  35. 35. Google AdType Options
  36. 36. Google AdType Options
  37. 37. Google AdType Options
  38. 38. Google AdType Options
  39. 39. Google AdType Options
  40. 40. More Coming all the time
  41. 41. Some Definitions Campaign :Consists of one or more Ad Groups, a budget, language / location settings, (among other criteria) Adwords Women’s Sneakers Women’s Shoes
  42. 42. Ad Group: Some Definitions Groupings of Ads that are inline with your buyers intent. Ad Groups make up your campaigns Women’s Sneakers Women’s Shoes Dress Casual
  43. 43. Ad: Some Definitions Headline: Women’s Dress Shoes 25 Characters Description Line 1: Summer Sales 35 Characters Description Line 2: Save 15% 35 Characters Display URL womens-dress- shoes 35 Characters A structured message that speaks to a buyers search intent and that links to a landing page that is in-line with the ad.
  44. 44. Ad Group Ad Group Ad Group KEYWORDS10-20 Ad Ad2-4 DIVIDE and CONQUER Basic Campaign Structuring Campaign #1 Campaign #2 Campaign #3
  46. 46. A KeyTo Success is… Discovery of Buyers Key Word Phrases Applying Weight toTheirValue Leveraging the Right Platform in SEM to Optimize ROMI
  47. 47. PPC SEO High Buyer Intent KWP Informational Intent KWP $$$ $$ $$$ $ BusinessValue
  48. 48. Keyword Phrases (KWP) “Head” Phrase “LongTail” Phrase TV 60” 1080P Samsung Flat PanelTV Challenge: Position Challenge: Discovery
  49. 49. Buyer-centric content page already meeting quality webpage standards List Keyword Phrases that best target page (BuyersTaxonomy) Verify with tools to assist in triage of list Confirm on-page SEO and content fits intended goal PPC Campaign Ad group with targeted KWP’s
  50. 50. 1. UnderstandYour Customers Journey 2. Create Excellent and Engaging Content 3. Leverage Google Authorship on well written content 4.All Citations should have same N.A.P. info 5. Clean, clear and concise URL structuring SEO TIPS
  51. 51. 6. Use Clear Meta Data & Alt AttributeTags 7. Check your page speed (It Counts) 8. Confirm Robots.txt file is correct and you have no penalties 10. Just like a physical, get a site audit every year (minimally) 9. Quality links NOT quantity SEO TIPS
  52. 52. 6.Target Geographically 4.Write Effective Ad Copy 5. Monitor Quality Score PPC TIPS 1. DoYour Homework or Align with aTrusted Professional 3. Carefully ArchitectYour Campaigns 2.Target LP Per Ad Group that is Optimized to CONVERT
  53. 53. 10.Analyze,Analyze,Analyze 7. CheckYour SearchTerms Report 9. Use Ad Extensions 11. Monitor Competitors PPC TIPS 12. Explore Re-marketing and AdTypes 8. Use Negative Keyword Function
  54. 54. INTELLIGENT RISK TAKING Marketing Per Initiative / Campaign Return on Marketing Investment Marketing Spend ($) Gross Profit (%) Incremental Revenue & Value Attributable from Marketing ($) Short Term ROMI Example * - Marketing Spend ($)/ (From Month #1 Webinar)
  55. 55. INTELLIGENT RISK TAKING Marketing Per Initiative / Campaign Short Term ROMI Example $50030%$5000 * - $500/ $1500 - $500 / $500 $1000 $500/ Factor of 2 For Every 1$ Invested,You Saw $2 Back + INTANGIBLES
  56. 56. Begin To Map Your SEM Plan
  57. 57. TakeYour Shot DIY or Select a well-vetted partner SEM is a PROCESS. It is NOT a Project. Audit what is and is not working and adjust accordingly
  58. 58. THANKYOU Q&A