Search Engine Marketing: The Core of Online Marketing

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Learn how search engine marketing such as paid placement (CPC, adwords) and search engine optimization (SEO) works. Search engine marketing is the core of online marketing!

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Search Engine Marketing: The Core of Online Marketing

  1. 1. AARHUS UNIVERSITYSEARCH ENGINE MARKETINGJacob L. Orquin, Ph.D.Department of Business AdministrationAarhus University ASB AU MAPP
  2. 2. AARHUS UNIVERSITYSEARCH ENGINES MARKETINGSearch engine marketing (SEM): how to market your company or product through search engines ASB AU MAPP
  3. 3. AARHUS UNIVERSITYSEARCH ENGINE TAXONOMY ASB AU MAPP
  4. 4. AARHUS UNIVERSITYTHE SEARCH ENGINE MOTORThe search engine algorithm will search for the best content match for you search term ASB AU MAPP
  5. 5. AARHUS UNIVERSITYSEM TOOLS• Search engine optimization (SEO)• Paid placement / pay per click (PPC)• Directory listings• Specialty search engines ASB AU MAPP
  6. 6. AARHUS UNIVERSITYUNDERSTANDING THE SEARCHERWhat are they searching for? ASB AU MAPP
  7. 7. AARHUS UNIVERSITYUNDERSTANDING THE SEARCHERWhy are they searching? ASB AU MAPP
  8. 8. AARHUS UNIVERSITYUNDERSTANDING THE SEARCHERIs web search always a deliberate action? Can we think of unplanned/unreasoned searches? ASB AU MAPP
  9. 9. AARHUS UNIVERSITYSEARCH TERMS AND CATEGORIZATION The search terms can potentially reveal level of expertise according to the level of categorization ASB AU MAPP
  10. 10. AARHUS UNIVERSITYUNDERSTANDING THE CLICKUsers click on search results that they expect to fulfill their needs. Of course they first need to see the result! ASB AU MAPP
  11. 11. AARHUS UNIVERSITYSEM PROCESS The process can contain: • SEM strategy • Definition of KPI’s • Web analytics • ROI assesment • Keyword planning • Cross evaluation PPC/SEO ASB AU MAPP
  12. 12. AARHUS UNIVERSITYSEM STRATEGY1. Choose the scope of the SEM program product line, brand line, country, market, segment etc.2. Divide the work copywriting, programming, bidding and optimizing3. Choose your approach internal or external team?4. Project your costs Assess costs and ROI ASB AU MAPP
  13. 13. AARHUS UNIVERSITY1. SCOPE OF THE SEM PROGRAMOn what scale is your SEM working, corporate or SBU level? ASB AU MAPP
  14. 14. AARHUS UNIVERSITY2. DIVIDE THE WORKSEM tasks• Choosing the search marketing strategy.• Targeting search engines.• Planning keywords.• Managing bids.• Optimizing content.• Developing technology.• Defining standards.• Selecting search marketing tools.• Reporting metrics. ASB AU MAPP
  15. 15. AARHUS UNIVERSITY3. CHOOSE YOUR APPROACHInternal or external SEM team?Consider the following before deciding:• Corporate culture• Budget• Expertise• Time• Quality ASB AU MAPP
  16. 16. AARHUS UNIVERSITY4. PROJECT YOUR COSTS SEO costs ~ $100 - $200 per page Dependent on website size and competition PPC costs ~ $0,1 - $10 per click Dependent on competition ASB AU MAPP
  17. 17. AARHUS UNIVERSITYKPI’S• Web sales. Ring the digital cash register! Your customer buys your product on the Web.• Offline sales. Ring that other cash register! Your customer uses the Web to research your product, but buys it in a brick-and-mortar store or over the phone.• Leads. Find a new customer! Your customer uses the Web to research a problem and leaves contact information.• Market awareness. Tell your story! Your customer learns about what you do or engages in an activity (sponsored by your brand).• Information and entertainment. Inform people! Your visitor wants to learn something or have fun killing time.• Persuasion. Change someones mind! Your organization might be trying to help people with a problem or medical condition, or you might be trying to influence public opinion. ASB AU MAPP
  18. 18. AARHUS UNIVERSITYSEARCH ENGINE OPTIMIZATION 1. Select keywords based on web analytics 2. Onsite optimization: Title, copy, HTML coding, metatags etc. 3. Offsite/linkbuilding: create ingoing links to te website from relevant and high ranking sites 4. Continously monitor the performance of the website in search engines, and the performance of the keywords. ASB AU MAPP
  19. 19. AARHUS UNIVERSITYPAID PLACEMENT PROCES PPC management is iterative and often requires daily refinements and bid management. 1. Set up your paid search program (PPC software like Google Adwords) 2. Choose your keywords 3. Attract searchers clicks (ad copy) 4. Optimize paid search landing pages 5. Measure and adjust your campaign ASB AU MAPP
  20. 20. AARHUS UNIVERSITY1. PPC PROGRAMChoose you PPC software and set up your account. Do you want more than one PPC program? ASB AU MAPP
  21. 21. AARHUS UNIVERSITY2. KEYWORDSIdentify main keywords: take a look on you WA, but what problems could arise here?Expand the list: variations, (mis-)spelling, acronyms, combinationsTest keywords: check search volume and est. Bid to hold positionBid, trim, and track: bid management, trim keyword list, track conversion rates on keywords ASB AU MAPP
  22. 22. AARHUS UNIVERSITY3. ATTRACT CLICKSThe ad copy must simultaneously attract all potential customers and sort out non customers while increasing the click through rate (CTR)Rules of thumb for ad copywriting:• Use the keywords.• Sell factual benefits.• Attract attention.• Call the searcher to action.• Create urgency. ASB AU MAPP
  23. 23. AARHUS UNIVERSITY4. OPTIMIZE LANDING PAGESDon’t throw you traffic away: optimize you landing pages for low bounce rates and high conversion! ASB AU MAPP
  24. 24. AARHUS UNIVERSITY5. MEASURE AND ADJUSTMeasure conversion rate and CPA, adjust bids and keywords ASB AU MAPP
  25. 25. AARHUS UNIVERSITYCONSEQUENCES OF BIDDING ASB AU MAPP
  26. 26. AARHUS UNIVERSITYOPTIMAL BIDDING ASB AU MAPP
  27. 27. AARHUS UNIVERSITYSEM IN COMPARISONWhat are the benefits of SEM compared to:• Banner advertising• Affiliate marketing• E-mail marketing• Viral marketing ASB AU MAPP
  28. 28. AARHUS UNIVERSITYCONTACTJacob L Orquin, Ph.D.Department of Business AdministrationAarhus UniversityE-mail: jalo@asb.dkCheck out my company:www.userpilot.dk ASB AU MAPP

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