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    Sem101 Sem101 Presentation Transcript

      • PROS:
      • Clicks are Free
      • Most People Click on Top Organic Links
      • CONS:
      • Takes Time to See Results
      • Limited Control
      • Clicks are Free but SEO efforts are Not
      • PROS:
      • Immediate Results
      • Total Control of How and Where Displayed
      • Can Test and Change Daily
      • CONS:
      • Costs Money Each Time Someone Clicks
      • Very Competitive
      • Need Knowledge to Avoid Wasted Spending
      • Pay-Per-Click (PPC) Advertising
      • Total of 95 Characters Allowed:
        • Title = 25 Characters
        • 2nd line = 35 Characters
        • 3rd line = 35 Characters
      • Select a Landing Page URL that matches the product or service discussed in the ad.
      • Should be as Specific as Possible.
      • Include the Key Selling Points. Such as “No Signed Contract”
      • Keywords + Ad Text = Ad Group
      • Make your Ad Groups Very Focused
      • Each Group Should be About 1 product
        • HP laptop in a different group than HP printer
      • No More than 50 Keywords in Each Ad Group (can have up to 2,000)
      • Google Keywords Tool
      • Google Determines which Advertisers want to Show up for a Keyword Each Time a User Searches.
      • Google will Rank the Advertisers based on 2 things:
        • The Amount of Money They Bid
        • Their Quality Score
      • Quality Score is Based on Relevancy of Keywords and Ad as Well as Other Factors
      • Bottom Line = The More You Pay the More You Show Up.
      • Search Engine Optimization (SEO) - Organic Listings
      • Page Title = Max of 66 Characters
      • Meta Description = Max of 160 characters.
      • Page Titles and Meta Descriptions should be different on each page of your website.
      • Clear Url with keywords in it.
      • K e y words Used in Ad Should Relate Directly to Product/Service Described on That Page
      • Combination of These Elements:
        • Content on Your Website (Both Quantity and Quality)
        • Meta Description, Keywords & Titles
        • Number of Inbound Links
        • What Your Domain Name is and How Long it has Been Around
      • Website &
      • Landing Page
      • Design
      • Consistency from start to finish is key
      • (a) Search Query (b) PPC Campaign (c) Landing Page
      • Customize your messaging so that it appeals to how the user is searching.
      • In the example below you can see the message “Digital Music Service” is used every step of the way
      (a) Search Query (c) Landing Page (b) PPC Campaign
      • You only have 2 seconds to tell your story.
      • Tell users they have found what they are looking for.
      • Always use clear, concise and relevant headline.
      • Include testimonials, awards, certification.
      • Have a clear call to action
      • No flash intros! Don’t be too creative!
      • Eliminate unnecessary navigation.
      • SEM is combination of SEO and PPC internet marketing types.
      • You are not forced to do them both at same time – it all depends on your goals and when we talking about ppc , your bugdet.
      • Best prictice is to measure seo and ppc to let them «work in team».
    • SEM : SERP: SEO : PPC : SEO vs PPC: SERP : Adwords : Meta Data : Bounce Rate :