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SEM Basic | Paid web marketing overview
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SEM Basic | Paid web marketing overview

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Search Engine Marketing is a broad term now. This presentation will help you to understand the basic concept of SEM & an overview of few paid social media platforms as well.

Search Engine Marketing is a broad term now. This presentation will help you to understand the basic concept of SEM & an overview of few paid social media platforms as well.

Published in: Business, Technology

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Transcript

  • 1. Search Engine Marketing ( SEM )
  • 2. Contents 4 : SEM FAQs 3 : SEM Estimates 2 : How SEM Model Work ? 1 : What is SEM 5 : Future Trends
  • 3. Burning Questions
    • What will be CPC / CPL ?
    • How many clicks we can deliver ?
    • What will be Facebook CPC ?
    • What will be LinkedIn CPC ?
    • What are Search & Placement adds ?
  • 4. What is SEM ?
  • 5. What is SEM ?
    • Search engine marketing (SEM) is the process of promoting and marketing a website through paid listings (advertisements) on search engines.
    • Google (Google Adwords)
      • Paid Search Listing
      • Managed site Display Advertising
      • Auto site Display Advertising
      • Type Of Adds :
      • Text Adds
      • Banner Adds
      • Mobile Adds
      • Video Adds
  • 6. What is SEM ?
    • Yahoo (Yahoo Advertising)
      • Paid Search Listing
      • Mobile Search Marketing
      • Display/Banner/Video Advertising
      • Mobile Display/Banner Advertising
    • Bing (Microsoft Adcenter)
      • Paid Search Listing
      • Display Advertising
      • Ad Network / Ad Exchange
      • Mobile/ Gaming
      • Email / Social Media/Profile matcher
    • Facebook
      • External URL
      • Fanpage with Like Button
    • LinkedIn Advertising
    • Slideshare Advertising
    • Banner Adds
    • Publishers Network
  • 7. How does a SEM Model work? CPC : Cost Per Click CPM : Cost per thousand impression CPA : Cost per Aquisition
  • 8. How does a SEM Model work? Although SEM refers to placing ads just on search engines, online advertising as a whole is much broader. The possibilities of online advertising include placing ads on nearly any type of website or page a user might browse, such as news, blogs, reviews, entertainment, online magazines, and marketplaces. Typical Adwords Account Structure :
  • 9. Google Adwords
    • Keywords
    • Add Copy
    • Geography
    • Language
    • Timezone
    • Maximum CPC
    • Daily Budget
    • Conversion
  • 10. Google Adwords Tools
    • Keyword Tool
    • Traffic Estimation Tool
    • Placement Tool
    • Contextual Targeting Tool
    • Add Diagnosis Tool
    • Reporting Tool
    • Website Optimizer
  • 11. Adwords Optimization
    • History
    • CPC
    • Daily Budget
    • Quality Score
    • Landing Page
    • Add Copy
    • CTR
    • Keywords
  • 12. Reporting
    • Keyword level reporting
    • Conversion Reports ( Auto Scheduled)
    • Custom Reports
    • Google Analytics Integration
  • 13. Facebook Advertising
  • 14. Facebook Advertising
      • External URL or Exisitng Fan Page
      • Facebook Add / Sponsored Stories
      • Demographic (Country / City)
      • Likes & Interest of the people
      • Gender
      • Age
      • Interested In
      • Relationship
      • Language
      • Education
      • Workplace
      • Connections (Page, Event, App)
  • 15. LinkedIn Advertising - LinkedIn Profile/Page or External URL - Up to 20 Add variations - Geography - Company - Job Title - Group - Gender - Age
  • 16. SEM FAQs
    • How much should I charge/ What will be my costing ?
    • It depends on Keywords, Type of Add marketing, Objective, Quality Score for new campaign.
    • Facebook, LinkedIn sites give approx value during the campaign setup.
    • What is better ? Google Adwords or Media Buy ?
    • Display Add or Search Add ?
  • 17. Review
    • So, what is important for paid marketing success?
    • Identify your objective (Clicks, Awareness, Conversions)
    • Identify target audience
    • Find out keywords/Interest/Location for target audience
    • Bid reasonable amount as per your business objective.
    • Cost Estimation is based on Search Volume, Quality Score, Competition, CTR & History (Google Adwords)
    • SEM is not only Google Adwords. It also includes Yahoo, Bing, Facebook, LinkedIn, Display adds (Midea buy)
  • 18. Future Trends
    • Mobile SEM
        • Increasing number of mobile web surfers
        • Smart phones
        • Portability
        • Less competitive
    • Social SEM
        • Intelligent behaviour
        • More targeting options
        • Branding
  • 19. Thank You Amish Keshwani (Innovative SEO) [email_address] http://www.innovativeseo.net