SEM Basic | Paid web marketing overview


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Search Engine Marketing is a broad term now. This presentation will help you to understand the basic concept of SEM & an overview of few paid social media platforms as well.

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SEM Basic | Paid web marketing overview

  1. 1. Search Engine Marketing ( SEM )
  2. 2. Contents 4 : SEM FAQs 3 : SEM Estimates 2 : How SEM Model Work ? 1 : What is SEM 5 : Future Trends
  3. 3. Burning Questions <ul><li>What will be CPC / CPL ? </li></ul><ul><li>How many clicks we can deliver ? </li></ul><ul><li>What will be Facebook CPC ? </li></ul><ul><li>What will be LinkedIn CPC ? </li></ul><ul><li>What are Search & Placement adds ? </li></ul>
  4. 4. What is SEM ?
  5. 5. What is SEM ? <ul><li>Search engine marketing (SEM) is the process of promoting and marketing a website through paid listings (advertisements) on search engines. </li></ul><ul><li>Google (Google Adwords) </li></ul><ul><ul><li>Paid Search Listing </li></ul></ul><ul><ul><li>Managed site Display Advertising </li></ul></ul><ul><ul><li>Auto site Display Advertising </li></ul></ul><ul><ul><li>Type Of Adds : </li></ul></ul><ul><ul><li>Text Adds </li></ul></ul><ul><ul><li>Banner Adds </li></ul></ul><ul><ul><li>Mobile Adds </li></ul></ul><ul><ul><li>Video Adds </li></ul></ul>
  6. 6. What is SEM ? <ul><li>Yahoo (Yahoo Advertising) </li></ul><ul><ul><li>Paid Search Listing </li></ul></ul><ul><ul><li>Mobile Search Marketing </li></ul></ul><ul><ul><li>Display/Banner/Video Advertising </li></ul></ul><ul><ul><li>Mobile Display/Banner Advertising </li></ul></ul><ul><li>Bing (Microsoft Adcenter) </li></ul><ul><ul><li>Paid Search Listing </li></ul></ul><ul><ul><li>Display Advertising </li></ul></ul><ul><ul><li>Ad Network / Ad Exchange </li></ul></ul><ul><ul><li>Mobile/ Gaming </li></ul></ul><ul><ul><li>Email / Social Media/Profile matcher </li></ul></ul><ul><li>Facebook </li></ul><ul><ul><li>External URL </li></ul></ul><ul><ul><li>Fanpage with Like Button </li></ul></ul><ul><li>LinkedIn Advertising </li></ul><ul><li>Slideshare Advertising </li></ul><ul><li>Banner Adds </li></ul><ul><li>Publishers Network </li></ul>
  7. 7. How does a SEM Model work? CPC : Cost Per Click CPM : Cost per thousand impression CPA : Cost per Aquisition
  8. 8. How does a SEM Model work? Although SEM refers to placing ads just on search engines, online advertising as a whole is much broader. The possibilities of online advertising include placing ads on nearly any type of website or page a user might browse, such as news, blogs, reviews, entertainment, online magazines, and marketplaces. Typical Adwords Account Structure :
  9. 9. Google Adwords <ul><li>Keywords </li></ul><ul><li>Add Copy </li></ul><ul><li>Geography </li></ul><ul><li>Language </li></ul><ul><li>Timezone </li></ul><ul><li>Maximum CPC </li></ul><ul><li>Daily Budget </li></ul><ul><li>Conversion </li></ul>
  10. 10. Google Adwords Tools <ul><li>Keyword Tool </li></ul><ul><li>Traffic Estimation Tool </li></ul><ul><li>Placement Tool </li></ul><ul><li>Contextual Targeting Tool </li></ul><ul><li>Add Diagnosis Tool </li></ul><ul><li>Reporting Tool </li></ul><ul><li>Website Optimizer </li></ul>
  11. 11. Adwords Optimization <ul><li>History </li></ul><ul><li>CPC </li></ul><ul><li>Daily Budget </li></ul><ul><li>Quality Score </li></ul><ul><li>Landing Page </li></ul><ul><li>Add Copy </li></ul><ul><li>CTR </li></ul><ul><li>Keywords </li></ul>
  12. 12. Reporting <ul><li>Keyword level reporting </li></ul><ul><li>Conversion Reports ( Auto Scheduled) </li></ul><ul><li>Custom Reports </li></ul><ul><li>Google Analytics Integration </li></ul>
  13. 13. Facebook Advertising
  14. 14. Facebook Advertising <ul><ul><li>External URL or Exisitng Fan Page </li></ul></ul><ul><ul><li>Facebook Add / Sponsored Stories </li></ul></ul><ul><ul><li>Demographic (Country / City) </li></ul></ul><ul><ul><li>Likes & Interest of the people </li></ul></ul><ul><ul><li>Gender </li></ul></ul><ul><ul><li>Age </li></ul></ul><ul><ul><li>Interested In </li></ul></ul><ul><ul><li>Relationship </li></ul></ul><ul><ul><li>Language </li></ul></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>Workplace </li></ul></ul><ul><ul><li>Connections (Page, Event, App) </li></ul></ul>
  15. 15. LinkedIn Advertising - LinkedIn Profile/Page or External URL - Up to 20 Add variations - Geography - Company - Job Title - Group - Gender - Age
  16. 16. SEM FAQs <ul><li>How much should I charge/ What will be my costing ? </li></ul><ul><li>It depends on Keywords, Type of Add marketing, Objective, Quality Score for new campaign. </li></ul><ul><li>Facebook, LinkedIn sites give approx value during the campaign setup. </li></ul><ul><li>What is better ? Google Adwords or Media Buy ? </li></ul><ul><li>Display Add or Search Add ? </li></ul>
  17. 17. Review <ul><li>So, what is important for paid marketing success? </li></ul><ul><li>Identify your objective (Clicks, Awareness, Conversions) </li></ul><ul><li>Identify target audience </li></ul><ul><li>Find out keywords/Interest/Location for target audience </li></ul><ul><li>Bid reasonable amount as per your business objective. </li></ul><ul><li>Cost Estimation is based on Search Volume, Quality Score, Competition, CTR & History (Google Adwords) </li></ul><ul><li>SEM is not only Google Adwords. It also includes Yahoo, Bing, Facebook, LinkedIn, Display adds (Midea buy) </li></ul>
  18. 18. Future Trends <ul><li>Mobile SEM </li></ul><ul><ul><ul><li>Increasing number of mobile web surfers </li></ul></ul></ul><ul><ul><ul><li>Smart phones </li></ul></ul></ul><ul><ul><ul><li>Portability </li></ul></ul></ul><ul><ul><ul><li>Less competitive </li></ul></ul></ul><ul><li>Social SEM </li></ul><ul><ul><ul><li>Intelligent behaviour </li></ul></ul></ul><ul><ul><ul><li>More targeting options </li></ul></ul></ul><ul><ul><ul><li>Branding </li></ul></ul></ul>
  19. 19. Thank You Amish Keshwani (Innovative SEO) [email_address]