SEM Basic | Paid web marketing overview

Search Engine Marketing ( SEM )

Contents 4 : SEM FAQs 3 : SEM Estimates 2 : How SEM Model Work ? 1 : What is SEM 5 : Future Trends

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 ?

What is SEM ?

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

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

How does a SEM Model work? CPC : Cost Per Click CPM : Cost per thousand impression CPA : Cost per Aquisition

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 :

Google Adwords
Keywords
Add Copy
Geography
Language
Timezone
Maximum CPC
Daily Budget
Conversion

Google Adwords Tools
Keyword Tool
Traffic Estimation Tool
Placement Tool
Contextual Targeting Tool
Add Diagnosis Tool
Reporting Tool
Website Optimizer

Adwords Optimization
History
CPC
Daily Budget
Quality Score
Landing Page
Add Copy
CTR
Keywords

Reporting
Keyword level reporting
Conversion Reports ( Auto Scheduled)
Custom Reports
Google Analytics Integration

Facebook Advertising

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)

LinkedIn Advertising - LinkedIn Profile/Page or External URL - Up to 20 Add variations - Geography - Company - Job Title - Group - Gender - Age

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 ?

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)

Future Trends
Mobile SEM
Increasing number of mobile web surfers
Smart phones
Portability
Less competitive
Social SEM
Intelligent behaviour
More targeting options
Branding

Thank You Amish Keshwani (Innovative SEO) [email_address] http://www.innovativeseo.net

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SEM Basic | Paid web marketing overview

by Amish Keshwani on Oct 13, 2011

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