A simplified introduction to people who want to learn digital marketing, and embark on a career as a digital marketer Created this for my office colleagues for 'learning and sharing' with each other Hope this helps aid your understanding

1. Search Engine
Marketing

2. What
• High quality traffic – captures all stages
of the buying cycle, from research to
price comparison
• Organic traffic has no media cost,
search engine marketing (paid media)
has – by keyword, location, time of day,
day of week, demographic, income,
gender
• Also known as Pay Per Click(PPC), paid
media, search engine marketing(SEM)

3. What

4. • What current search engines use SEM?

5. Google + Yahoo + Bing
Google – largest volume, highest quality audience, best testing tools & easiest
user interface, larger content network

6. Who
• Campaign Specialist, Media Planner, Digital Marketeer, Digital nomad
• People moving from traditional to digital media

7. Where

8. Where

9. Where

10. Where

11. Where
• Areas to Optimise
• Campaign Structure
• Budget
• Keywords
• Match types (broad, phrase, exact)
• Negative Keywords
• Ad Copy
• Bid Strategy/ Ad Rank
• CTR
• Landing Pages

12. Where

13. How
MAX CPC x Quality Score – Ad Rank/
Position
• Each keyword search query is a live
time bidding auction
• To achieve a higher position in the
SERP, you need to either increase your
CPC or increase your marketing
relevany through your quality score

14. How

15. How
• Make sure campaign and ad group
structure is very targeted and precise;
staying away from genetic topics
• Place high value keywords in ad text,
keyword list and landing pages
• Repeat your “Ad Headline” on your
landing page as the H1
• Quality score is assigned at the
keyword level and incorporates CTR
click through rate

16. Process
• Conduct keyword research and select a
set of keywords related to their
website or product;
• Select a geographic location for the ad
to be displayed within;
• Create a text-based ad to display in the
search results;
• Bid on a price they are willing to pay
for each click on their ad.

17. Benefits
• Incremental improvements over long term if you include seasonality, week, day, device,
gender preferences
• Google Analytics (web analytics) provide granular tracking which helps support your
strategy and bid adjustment
• Able to bring direct traffic to your site
• Testing is not optional – A/B testing of variables

18. Disadvantages
• SEM isn’t the end goal, it is dependent on the entire search process
• High conversion “intent” keywords
• Landing page experience
• More words, more images, mores links – is it honestly better?
• Any disconnects between what the marketing message and the landing page will cause
friction
• Limitations by media budget