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SEM In A Day
 

SEM In A Day

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This presentation is from the SVC workshop, Search Engine Marketing in a Day led by Sarah Dahlin from Dragon Media Online.

This presentation is from the SVC workshop, Search Engine Marketing in a Day led by Sarah Dahlin from Dragon Media Online.

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    SEM In A Day SEM In A Day Presentation Transcript

    • AdWords in a Day SARAH DAHLIN
    • What is SEM? DEFINITION #1 BENEFIT
    • Definition of SEM  Search Engine Marketing (SEM) is a type of internet marketing that allows websites to increase their visibility in search engines by purchasing sponsored search results. Many SEM programs also allow you to purchase content-targeted advertisements on content partner sites.
    • #1 Benefit of SEM  It’s advertising at the exact moment a customer indicates interest.  People go to Google to perform a search and they see online ads from companies selling products or services that match their search query.  This is very different from more traditional forms of advertising, because users are actively seeking out the products and services that you are advertising.
    • What is AdWords? ANATOMY OF A SEARCH PAGE AUCTION MODEL
    • Connects Users, Advertisers, and Publishers Users U • Relevant and useful information • Access from anywhere • Ease of use • Objectivity A P Advertisers Publishers • Precise campaign control • Access to global advertiser network • Measurable return on investment • Better user experience • Global audience of interested buyers • Revenue opportunities • Increased traffic Google Confidential and Proprietary 6
    • Anatomy of Search Page Search Keyword Sponsored Listings Natural Listings Google Confidential and Proprietary
    • Anatomy of Search PagePositions 8 Google Confidential and Proprietary
    • Google Content Network Search Results
    • Auction Model The AdWords pricing system is based on an auction model. The advertiser sets a maximum cost per click (CPC) that they are willing to pay, although the amount actually paid per click may be less.
    • Introduction to AdWords Interface CAMPAIGN MANAGEMENT REPORTS MY ACCOUNT
    • Campaign Management
    • Campaign Management  The Campaign Management allows you to navigate to the following areas in the account:  Account Snapshot  Campaign Summary  Tools  Conversion Tracking  …and several other tools and betas
    • Reports
    • My Account
    • Best Practices DEFINITIONS RELEVANCE – KEYWORD, AD, LANDING PAGE WEBSITE RESEARCH COMPETITIVE RESEARCH ACCOUNT STRUCTURE OTHER CONSIDERATIONS
    • Basic Definition: Maximum CPC • Your maximum CPC is the amount your most willing to pay for a click • Click: The action a user takes to select your ad and be taken to your website. • You are charged only when a user clicks on your ad Google Confidential and Proprietary
    • Basic Definition: Quality Score Quality Score is a dynamic variable assigned to each of your keywords. It's calculated using a variety of factors and measures how relevant your keyword is to your ad text and to a user's search query. • Ingredients: •Matched keyword’s clickthrough rate (CTR) on Google •Relevance of the keyword and ad to the search query •Historical keyword performance on Google.com •Other relevancy factors that continually evolve Google Confidential and Proprietary
    • Clickthrough Rate Clickthrough Rate (CTR) = # clicks ____________ # impressions Google Confidential and Proprietary 19
    • Relevance • Targeted advertising • Better ROI than untargeted ads • Takes you directly to the business owner’s website Google Confidential and Proprietary
    • Relevance Creating a relevant, high quality account from the start is vital Targeted Higher Ad Clickthrough Better Rates Conversions Good User More Experience Qualified Leads Google Confidential and Proprietary
    • History of Relevance “Relevance is the key to a successful AdWords Campaign on Google” AdWords is designed to Reward Relevance Ad Rank is determined by an auction of the ad’s relevance and the amount advertisers are willing to pay Max Quality CPC X Score Your bid Determined by Google Google Confidential and Proprietary
    • Researching the Website Browse website • About Us • FAQs • Special Offers • Products • Services Google Confidential and Proprietary
    • Research Competitor’s Sites Google Confidential and Proprietary
    • Other Things To Consider  Budget  Service Restrictions  Special Offers  Audience  Seasonal Trends Google Confidential and Proprietary 25
    • Account Hierarchy Account Campaign Campaign Ad Group Ad Group Ad Group Ad Group Ads Ads Ads Ads Keywords Keywords Keywords Keywords Google Confidential and Proprietary
    • Keyword-Targeted versus Content Match  Keyword-targeted and content match advertising should never be grouped in the same campaign.  This allows for budget efficiency, since daily and monthly budgets are set on the campaign level in Google.  Because the overall reach of the Google Content Network is so large, CTR is generally much lower than in keyword-targered campaigns.  Keyword selection is different for Content Match campaigns.  Keywords in content ad groups need to describe the kinds of landing pages you want your ads to appear on. For instance, an advertiser who is selling laptops may want to appear on a website geared toward college students.  The keyword list should be words that appear most frequently on the kinds of pages you want to target.  Use small, tightly-themed ad groups with no more than 30-50 keywords.  The Site Targeting option also gives you the ability to directly target specific sites.  Only broad match keywords are used.  Bids are set on the ad group level.  Ads creation is also slightly different for Content Match campaigns.  Ads need to stand out amid site content.  Keyword to ad relevancy does not apply in content.  Things You Should Know About Reporting:  Run Placement Performance reports - these give stats on how your ads are performing on Content Network sites.  Use site exclusion to block sites on the Google Content Network that are costly and not performing well toward your goals.
    • The Ad FORMAT RANKING QUALITY SCORE TESTING
    • The Google AdWords Ad • Title and link to website. • Helps the user decide if information is useful. • Web address or uniform resource locator (URL) Google Confidential and Proprietary
    • How do I write an effective ad? 1 Ad text distinguishes you from the competition Communication, appearance, and style are 2 important Be persuasive and informative. Entice users to 3 click! Google Confidential and Proprietary
    • Keywords in Ad Text Catch your customer’s eye by making sure your headlines match the keywords. Laptops Tablet Laptop High Quality. Buy from a Trusted Seller. Learn More! www.AdWordsExample.com Tablet Laptop High Quality. Buy from a Trusted Seller. Learn More! www.AdWordsExample.com Matching terms show up in bold text on the Google results page. Google Confidential and Proprietary
    • Include a Call to Action Examples: get info, research here, download free white paper, order our catalog, buy it now, save money Corporate Laptops Customer Satisfaction. Super Fast Processor. Get Info! www.AdWordsExample.com Avoid meaningless slogans and gimmicky language Click Here Visit Us Google Confidential and Proprietary
    • Differentiate Products or Services Business Laptops Save 10% on Fulfillment. Get Free White Paper! www.AdWordsExample.com  Save 50%  $10 Off  Free Shipping  Seasonal Sales  Free White Paper Google Confidential and Proprietary
    • Advertise by Location Location in ad text can increase performance • Attracts attention of local users • Non-local users will not click on ad Computer Notebooks Delivering to the NY Metro Area. Ship Across The State. Learn More! www.AdWordsExample.com Google Confidential and Proprietary
    • Inter-capitalize Display URL Laptop Solutions Laptop Solutions Laptop Solutions Laptop Solutions Affordable and High Quality. We Affordable and High Quality. We Affordable and High Quality. We Affordable and High Quality. We Ship Across The State. Order Now! Ship Across The State. Order Now! Ship Across The State. Order Now! Ship Across The State. Order Now! www.adwordsexample.com www.adwordsexample.com www.AdWordsExample.com www.AdWordsExample.com Inter-capitalizing your display URL may make your ad stand out more and lead to better clickthrough rates Google Confidential and Proprietary
    • The Importance of Quality CTR, Relevance, and Landing Page Quality all contribute to Quality Score.
    • Ad Rank The most important thing to remember is that by using relevant and quality keywords, ad copy, and landing pages, you will rank higher and possibly even pay less than your competitors.
    • The Value of Quality Quality score can be improved over time by refining keywords, ad copy, and landing pages.
    • Including Multiple Ads Use multiple ads to test messages Google Confidential and Proprietary
    • Automatic Optimization of Ads Google Confidential and Proprietary
    • Assignment  Please create two ads for http://www.solarhome.org/ that fit the following requirements, and adhere to the best practices mentioned:  Headline: 25 characters  Description Line 1: 35 characters  Description Line 2: 35 characters  Display URL: 35 characters
    • Solarhome.org
    • The Keyword GOAL VARIATIONS KEYWORD TYPES BUYING PHASE
    • How do I Choose Relevant Keywords? Relevant Keywords:  Accurately reflect products/services being offered  Match what your audience is looking for  Capture a large audience without being too general Google Confidential and Proprietary
    • Choosing the Right Keywords buy cheap notebooks online now computer notebook computer buy notebook Notebooks notebook battery tablet pc notebook pc Google Confidential and Proprietary
    • Choosing the Right Keywords 94% of people in the US search with multi-word phrases Source: OneStat.com – July 2006 Google Confidential and Proprietary
    • Choosing Keywords for Your Goals notebook notebook computers RESEARCH / ENGAGEMENT notebook reviews CONSIDERATION COMPARISON compare notebooks PURCHASE buy acme notebook order acme monster 2000 discount acme notebook Google Confidential and Proprietary
    • Choosing Keywords: Plurals & Synonyms Expand your keyword list to contain: • plurals • common variations • synonyms Keyword: acme notebook Buy acme notebook Buy acme notebooks Buy acme laptop Purchase acme notebook Add variations Purchase acme laptop Buy acme notebooks Google Confidential and Proprietary
    • The Keyword Tool Google Confidential and Proprietary
    • Keyword Match Type  What are keyword matching options?  The four keyword matching options determine which Google searches can trigger your ads to appear. These options can help you control who sees your ads.  You can set each search-targeted keyword to have one of those four settings. To use a keyword matching option, just add the appropriate punctuation to your keyword:  Broad match: keyword  Allows your ad to show on similar phrases and relevant variations  Phrase match: "keyword“  Allows your ad to show for searches that match the exact phrase  Exact match: [keyword]  Allows your ad to show for searches that match the exact phrase exclusively  Negative match: -keyword  Ensures your ad doesn't show for any search that includes that term  With some options, you'll enjoy more ad impressions, clicks, and conversions; with others, you'll get fewer impressions and more narrow targeting. By applying the appropriate matching options to your keywords, you can best meet your ROI goals.
    • Broad Match  Broad Match  This is the default option. If your ad group contained the keyword 'tennis shoes,' your ad would be eligible to appear when a user's search query contained either or both words ('tennis' and 'shoes') in any order, and possibly along with other terms. Your ads could also show for singular/plural forms, synonyms, and other relevant variations.  Ads may show on searches for:  tennis shoes  tennis  shoes  buy tennis shoes  tennis shoe photos  running shoes  tennis sneakers  Run a Search Query Performance Report to see what keyword variations trigger your ad.
    • Phrase Match  Phrase Match  If you enter your keyword in quotation marks, as in "tennis shoes," your ad would be eligible to appear when a user searches on the phrase tennis shoes, with the words in that order. It can also appear for searches that contain other terms as long as it includes the exact phrase you've specified.  Ads may show on searches for:  red tennis shoes  buy tennis shoes  tennis shoes photo  Ads won't show on searches for:  shoes for tennis  tennis shoe  tennis sneakers  Phrase match is more targeted than broad match, but more flexible than exact match.
    • Exact Match  Exact Match  If you surround your keywords in brackets -- such as [tennis shoes] -- your ad would be eligible to appear when a user searches for the specific phrase 'tennis shoes,' in this order, and without any other terms in the query.  Ads may show on searches for:  tennis shoes  Ads won't show on searches for:  red tennis shoes  tennis shoe  buy tennis shoes  You likely won't receive as many impressions, clicks, or conversions with exact match as you would with broad match. However, if you've carefully constructed a comprehensive keyword list, the traffic you do receive may be more targeted to your product or service.
    • Negative Match  Negative Match  If your keyword is 'tennis shoes' and you add the negative keyword '- used,' your ad will not appear for any searches that contain the word 'used.'  Ads may show on searches for:  buy tennis shoes  tennis shoes  Ads won't show on searches for:  used tennis shoes  shoe used for tennis  Negative keywords are especially useful if your account contains lots of broad-matched keywords. It's a good idea to add any irrelevant keyword variations you see in a Search Query Performance Report or the Keyword Tool as a negative keyword.
    • How to Optimize Account Structure Group Keywords Based on Theme Bad Ad Group Good Ad Group Business Computers Corporate Laptop PC Notebook Too Many Themes Corporate Laptops Unified Theme Corporate Laptop Acme Corporate Laptop More Generic Ad More Specific Ad Computers Corporate Laptops We provide laptops for Shop for Network Computers businesses. & Accessories. Buy Direct Now! www.AdWordsExample.com www.AdWordsExample.com .2% CTR 3.8% CTR Additional Benefits of This Structure • Far Better Content Performance • More Scalable Campaigns • Lower Cost (QS x Max CPC) Google Confidential and Proprietary
    • Assignment  Please create two tightly themed keyword sets for http://www.solarhome.org/, with broad, phrase, exact and negative match keywords.  Don’t forget synonyms and plurals.
    • Solarhome.org
    • The Landing Pages WHAT MAKES A LANDING PAGE STRONG LP EXAMPLES QS CONSIDERATIONS
    • What Makes a Landing Page Strong? 1. Providing relevant and substantial content 2. Treat personal information responsibly 3. Develop an easily navigable site Google Confidential and Proprietary
    • Exercise: ‘Acme’ Printers  Consider a website that sells several major-brand printers, including the “Acme” brand  What would be a good landing page for the keyword ‘Acme printers?’ Google Confidential and Proprietary
    • Landing Page Option #1  Displays a list of all printer manufacturers  Not ideal for ‘Acme printers’  Good keywords for this landing page:  buy printer, buy printers, color printer, digital printer Acme Acme Canon Canon Xerox Xerox Epson Epson Kodak Kodak Google Confidential and Proprietary
    • Landing Page Option #2  Displays the Acme 710c printer  Too specific for ‘Acme printers’  Good keywords for this landing page:  Acme 710, Acme 710-c, Acme 710c, 710c Acme 710c Acme 710c Google Confidential and Proprietary
    • Landing Page Option #3  Displays several Acme printers  Ideal for ‘Acme printers’  User has identified which brand they want/need Acme 710c Acme 710c Acme 500g Acme 500g Acme Performance Acme Performance Acme Ultimate 2000 Acme Ultimate 2000 Acme El Cheapo Deluxe Acme El Cheapo Deluxe Google Confidential and Proprietary
    • Landing Page QS  If you’re suffering from a low quality score, there are things you can do to your landing page to increase it. 1. Decrease the load time of your landing page. 2. If you have a form on your landing page, have a link to a privacy policy and be clear and upfront about how you use the data you collect. 3. Some people have reported that having a link to a sitemap increases quality score. 4. Make sure the content on your landing page is relevant and original. 5. Make sure your site is easily navigable. Google Confidential and Proprietary
    • Performance Expectations and Evaluation TEST AND REFINE MEASURE RESULTS
    • How do I Evaluate AdWords Performance? Create relevant keywords Test ads & and ads grouped by keywords goals Refine campaigns: Use reporting tools keep what’s working to measure results Google Confidential and Proprietary
    • Test and Refine  Continually test new ad copy against top performers.  Test multiple calls to action  Seasonal ad copy  Advertise specials  Speak to different products and services  Continually test new keywords, expand keyword lists, add additional negatives.  If keywords are not performing well, consider moving to another ad group or pausing to improve quality score.  If particular keywords are performing very well, consider expanding and branching off into additional ad groups.
    • Measure Results  Use Conversion Tracker to track unique actions on your site.  Conversion Tracker allows you to track leads, email signups, ecommerce, and other actions.  Use Google Analytics to get full site-side analytics.  Google Analytics allows you to track detailed user behavior, including goal funnels, pages viewed, and geographic information.
    • SVC Account Setup BRAINSTORM SESSION ACCOUNT BUILD CONVERSION TRACKER SETUP
    • Account Setup Assignment CREATE TWO CAMPAIGNS – ONE KEYWORD-TARGETED AND ONE CONTENT MATCH CREATE ONE AD GROUP PER CAMPAIGN, WITH APPROPRIATE KEYWORDS AND AD COPY