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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 :