Introducing Search Engine Marketing


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  • Just to complicate matters, SEM can mean Pay-Per-Click Advertising or all activities related to search engine marketing, including PPC, local search and SEO.\nI’m going to say PPC or SEM only to mean paid search, not SEO\nTransition: So, now that you’ve seen what SEM is, let’s talk about how it works\n
  • Your customer is looking to meet a specific need, looking to answer a question that matters to them. \nOnce the customer has entered a term, they get a Search Engine Response Page (SERP) back.\nThe SERP can contain both natural – or organic – links and paid links, which are also called sponsored links\nThe question the customer asks is called a “query” and it consists of one or more “keywords.” For instance, a query could be as simple as “hotel” or as complex as “luxury spa resort muang district thailand”\nThe keywords selected will influence your business results dramatically\n
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  • Introducing Search Engine Marketing

    1. 1. IntroducingSearch Engine Marketing
    2. 2. Outline• What is SEM? – The basics of paid search• How is an SEM campaign structured? – Explanation of Campaign, Ad Groups, Keywords• “Match Types” for keywords – What is their purpose? How do they function?• Best practices – Some essentials for running a successful Paid Search campaign• Reporting standards – Definition of impressions, CTR, CPC
    3. 3. What is SEM?
    4. 4. Glossary• Keyword or Term or Query: the phrase searched by the customer (e.g., “Six Senses Thailand”)• SERP: The results returned by search engine as seen by the customer• Ad or Copy: Paid search placement seen on a SERP• Impressions: One placement of a paid search ad in a SERP – impressions limited by what customers actually search• Click: Customer action on ad presented on SERP• Click-through rate: Clicks divided by impressions• Bid: The amount you’re willing to pay for a single click• Cost-per-click: Total ad spend divided by total clicks• Landing page: Where you direct the customer on your site when they click• Conversion: Sale following a search click
    5. 5. The Search Marketing Funnel Impressions Clicks Conversions
    6. 6. The SEM Improvement Funnel Keywords/Bids Targets: Impressions Ad Copy Targets: Clicks Landing Page Targets: Conversion
    7. 7. Keyword selection
    8. 8. Match Types• Broad match• Phrase match• Exact match• Negative match
    9. 9. Broad match – Term: “luxury hotels” – Matches: “luxury hotels,” “hotels luxury,” “luxury” and “hotels” – Improves impressions – Increases costs but frequently with no business benefit
    10. 10. Phrase match – Term: “luxury hotels” – Matches: “luxury hotels,” “Chicago luxury hotels” but not “Chicago hotels” – Much more targeted than broad match – Usually improves cost-per-click and cost-per-reservation – Reduces quantity of impressions and may reduce clicks
    11. 11. Exact match• Term: “luxury hotels”• Matches: “luxury hotels” and nothing else• Most targeted match• Typically improves click-through rate, cost-per-click and conversion rate• Almost always reduces quantity of impressions but may not impact clicks or conversions due to improved targeting
    12. 12. Negative match• Reduces possible matches by filtering• Example: “Spain luxury resort Negative:Malaga”• Match: “Spain luxury resort” or “Jafre Spain luxury resort” but not “Malaga Spain luxury resort”• Improves cost-per-click and conversion rates
    13. 13. Best practices for keywordselection• Misspellings – E.g., “Sue Saint Marie” as well as “Sault Ste. Marie”• Using multiple keyword combinations – “Evason Hua Hin Resort & Six Senses Spa” – Greatly improved click-through rate• Core & Explore – Build off what works – Test generic terms for appropriateness to brand
    14. 14. Ad Groups
    15. 15. Campaigns
    16. 16. Reporting• Tied to business results• Timely• Precise• Meaningful
    17. 17. Conclusion