Search Engine Marketing 101

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    Search Engine Marketing 101 - Presentation Transcript

    1. SEARCH ENGINE MARKETING 101
      July 21st, 2009
      1
    2. SEARCH ENGINE MARKETING (SEM)
      2
    3. SEARCH ENGINE MARKETING: Market Share
    4. SEARCH ENGINE MARKETING: Paid vs. Organic
      PAID
      ORGANIC
      4
    5. SEARCH ENGINE MARKETING
      SEM
      Search Engine Marketing
      Using the search engines in your marketing strategy
      SEA
      Search Engine Advertising
      A.k.a. Paid Search, PPC
      Using search engine products such as Google Adwords
      SEO
      Search Engine Optimization
      Optimizing your digital content to appear high on search engines during keyword searches
    6. SEARCH ENGINE MARKETING
      Search to represent 40-50% of online spending
    7. SEARCH ENGINE MARKETING: Heatmap
      7
    8. SEARCH ENGINE MARKETING: Terminology
      Algorithm: A mathematical programming system used to determine which web pages are displayed in search results, when referring to search engine algorithms.
      Click Thru Rate: The amount of clicks a visitor makes from search engine results to find the results they sought. Used to track keywords.
      Conversion Rate: A rate that defines how many visitors are converted into money or how many viewed a page.
      CPC:  Cost Per Click
      CPM: Cost Per Thousand impressions. Quantifies the average value/cost of Pay-per-Click advertisements. (M stands for the Roman numeral one thousand).
    9. SEARCH ENGINE MARKETING: Terminology
      Keyword density: The number of times a keyword or keyword phrase is used in a document compared to the total words in the document. You can take the total number of words in the document and multiply it by the percent required to find out how many keywords you need.  Or you can take the number of keywords or keyword phrases you have and divide by the total number of words.
      Keyword Phrase: A phrase a searcher uses when searching using a search engine.
      Keyword: A word used when querying a search engine.
      Landing Page:   The page a website visitor lands on after clicking a link, usually in a advertisement and usually contains a sales pitch.
      Organic Results: Search engine results based on relevance and popularity and are not paid for.
      PPC: Pay Per Click. An advertising program where you agree to pay a certain amount every time your link is clicked on.
    10. SEARCH ENGINE ADVERTISING (SEA)
      10
    11. SEARCH ENGINE ADVERTISING
      Why is SEA Important?
      The best single traffic driver online
      Reach users when they are actively looking for you
      Measurable advertising
      Historically great ROI
      Catch users at the “bottom of the funnel”
      11
    12. SEARCH ENGINE ADVERTISING: Features
      Bid for position (affected by Quality Score)
      Budget management
      Pay only when a user clicks your ad (and only 1 cent over next bid position)
      Geotargeting
      Dayparting
      Rotating creative for best CTR
      Advanced Reporting and Tracking
    13. SEARCH ENGINE ADVERTISING: The Account
      The Building Blocks
      Relevant Keywords
      Engaging Ad Text (aka Copy or Creative)
      Specific Landing Pages
      Account Structure
      Account
      Campaign
      Ad Group
      Keywords
    14. SEARCH ENGINE ADVERTISING: Keyword Tools
    15. SEARCH ENGINE ADVERTISING: Competitive
      MetaTags: Used to identify the creator of a Web page, what HTML specs the page follows, and the keywords and description of the page.
    16. SEARCH ENGINE ADVERTISING: Competitive
    17. SEARCH ENGINE ADVERTISING: Ad Copy
      3 Lines of Text to make your point
      Poorly performing ads are vague, poorly written, or undistinguished.
      Successful ads are clear, well-written, specific, and compelling.
      Here are two sample ads promoting Google Adwords:
      The first ad has been optimized. It contains clear ad text, a specific benefit to the user, and a call to action. The second ad hasn't been optimized. As you can see, it's vague, redundant, and doesn't offer any benefits or contain a call to action.
    18. ADVANCED SEA CAMPAIGN CREATION
      18
    19. ADVANCED SEA: The Purchase Funnel
      Awareness
      Interest
      Research
      Purchase
    20. ADVANCED SEA: The Long and Short Tail
    21. ADVANCED SEA: Feeding the Funnel
      Home Expenses
      Impressions: 32,410
      Clicks: 612
      CTR: 1.89%
      Avg CPC: $3.75
      Awareness
      Monthly Bills
      Impressions: 25,000
      Clicks: 500
      CTR: 2%
      Avg CPC: $2.50
      Interest
      High Air Conditioning Bills
      Impressions: 20,000
      Clicks: 600
      CTR: 3%
      Avg CPC: $1.85
      Research
      FPL Online Survey
      Impressions: 10,000
      Clicks: 750
      CTR: 7.5%
      Avg CPC: $0.75
      Purchase
    22. ADVANCED SEA: Match Types
    23. ADVANCED SEA: Quality Score
      Google Definition:
      “Quality Score is the basis for measuring the quality and relevance of your ads and determining your minimum CPC bid for Google and the search network. This score is determined by your keyword's click-thru rate (CTR) on Google, and the relevance of your ad text, keyword, and landing page. We believe high quality ads attract more clicks, encourage user trust, and result in better long-term performance. To encourage relevant and successful ads within AdWords, our system defines a Quality Score to set your keyword status, minimum CPC bid, and ad rank for the ad auction.”
      In English…
      The engines incentivize advertisers to create highly relevant ads by means of
      A lower minimum bid to even be visible on the engine
      A higher bid position than even competitors who are paying more per click
      A lower Cost Per Click
      Quality Score is based on the relevancy between:
      Keywords
      Creative
      Landing Page
      CTR Performance
    24. ADVANCED SEA: Optimizations
      Optimization Opportunities
      Results
      Keyword Listings
      Copy
      Match Type
      Negatives
      Bid Price
      Rank
      Landing Page
      Budget/Volume
      Engines
      Day parting
      Demographic
      GeographicTargets
      Click Thru Rate (CTR)
      Conversion % (CTC)
      Rank
      Actual Bid Cost
      Total Media Spend
      ROI
      ROAS
      CPA
      Profit Margins
      Lifetime Value
      Pageviews/Time on Site
      Avg. Sale Amount
    25. SEARCH ENGINE OPTIMIZATION (SEO)
      25
    26. HOW DO SEARCH ENGINES RANK WEBSITES?
      “Google recognizes 1 trillion unique URLs and adds more than 2 billion new pages of content every day.”
      Google Press Release
    27. SEARCH ENGINE OPTIMIZATION: Page Ranking
      People ask us all the time, how to get ranked high?
      There are some important guidelines you have to follow
      CONTENT IS KING
      27
    28. SEARCH ENGINE OPTIMIZATION: How does it work?
      Spiders crawl the web
      To find new documents/web pages
      Following hyperlinks (6 Degrees of Separation)
      Indexes the content
      Adding it to their databases
      Periodically updates this content
      User Searches
      Engines search their own databases
      Not searching web pages in real-time
      Engines rank documents using an algorithm
      Mathematical formula
      Various weights and ranking factors
      28
    29. SEARCH ENGINE OPTIMIZATION
      Google’s Technology Statement:
      “We use more than 200 signals, including our patented PageRank™ algorithm, to examine the entire link structure of the web and determine which pages are most important.”
      PageRank Technology: PageRank reflects our view of the importance of web pages by considering more than 500 million variables and 2 billion terms. Pages that we believe are important pages receive a higher PageRank and are more likely to appear at the top of the search results. PageRank also considers the importance of each page that casts a vote, as votes from some pages are considered to have greater value, thus giving the linked page greater value.
      Hypertext-Matching Analysis: Our search engine also analyzes page content. However, instead of simply scanning for page-based text (which can be manipulated by site publishers through meta-tags), our technology analyzes the full content of a page and factors in fonts, subdivisions and the precise location of each word. We also analyze the content of neighboring web pages to ensure the results returned are the most relevant to a user's query.
      29
      29
    30. SEARCH ENGINE OPTIMIZATION: Algorithms
      Top Secret!
      Search Engines want you to be found for your topic but can’t give away the secret in fear of spammers
      Constantly changed, tweaked & updated
      Varies by Search Engine
      Weighs both On-Site and Off-Site factors
      30
    31. SEARCH ENGINE OPTIMIZATION: Tactics
      With ever-changing algorithms; reverse engineering, continual research and experimenting is the only approach to growing organic page rank…
      31
    32. SEARCH ENGINE OPTIMIZATION: Tactics
      Keyword Factors
      Ex: Keywords in a Title Tag, in bold / strong tags, in the H2, H3, H (x) Tags, in url or domain name
      Internal Factors
      Ex: Quality / related links to external sites, age of document, validation of HTML code, quality of content pages, page update frequency
      Link Popularity
      Ex: Verification and validation per Google Webmasters, attributes of external links, links to and from website, page rank of referring websites and internal page popularity among other pages
      Negative Factors
      Ex: Excessive use of keywords (stuffing / spamming), external links from spam site, participation in exchange or actively selling links, low level of visit, duplication of title and meta tags, the server is often unavailable for engine crawlers
      32
    33. WHERE TO RUN SEARCH ENGINE ADVERTISING
      33
    34. GOOGLE
      The Google Network is the largest advertising network available online, reaching over 86% of Internet users worldwide.
      Includes:
      Google Search
      Google Content
      Google Site Targeting
      Google Local
    35. GOOGLE SEARCH
    36. GOOGLE CONTENT TARGETING
    37. GOOGLE PLACEMENT TARGETING
    38. GOOGLE LOCAL
    39. YAHOO SEARCH
    40. YAHO LOCAL
    41. YAHOO SEARCH SUBMIT
    42. MSN ADCENTER
    43. OTHER SEARCH ENGINES
    44. SUPERPAGES
    45. SHOPPING ENGINES
    46. ALWAYS NEW TECHNOLOGIES

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