Covers search engine marketing including organic search (SEO) plus paid search (PPC). Covers search types including branded/transactional, informational and commercial. Includes real examples highlighting what Google triggers in the search results for each search type.

1. eBiz ROI, Inc. - Specializing in Facebook, Google Advertising - www.eBizROI.com (518) 557-3502

2. eBiz ROI, Inc. - Specializing in Facebook, Google Advertising - www.eBizROI.com (518) 557-3502
Branding/Awareness → Direct Response

3. eBiz ROI, Inc. - Specializing in Facebook, Google Advertising - www.eBizROI.com (518) 557-3502
Search Engine Marketing (SEM)
i.e. Google

4. eBiz ROI, Inc. - Specializing in Facebook, Google Advertising - www.eBizROI.com (518) 557-3502
SEM = SEO + PPC
Paid Search Traffic
● PPC - Pay Per Click
● Users click on paid search results (ads)
driving traffic with an incremental cost per
click
● Characterized by small upfront investment
that delivers results immediately
● Consider less risky that SEO as cost per
click/result more predictable.
Organic Search Traffic
● SEO - Search Engine Optimization
● Users click organic search result links
driving non-paid traffic with no incremental
cost per click
● Characterized by large upfront investment
that delivers results gradually over time
● Considered risky due to uncertainty in
Google search algorithm and TOU.

5. eBiz ROI, Inc. - Specializing in Facebook, Google Advertising - www.eBizROI.com (518) 557-3502
3 Fundamental Search Types
● Branded/Navigational - user knows where they want to go, click to get there
○ “Nike”
○ “Bayou Cafe”
● Informational - user wants to gain knowledge to perform some task
○ “What kind of expenses are deductible?”
○ “How to use SMS for Marketing?”
● Commercial - user searches which suggest high commercial intent
○ “stainless steel appliances”
○ “accounting services”

6. eBiz ROI, Inc. - Specializing in Facebook, Google Advertising - www.eBizROI.com (518) 557-3502
3 Different Kinds of Searches
● Navigational “Mail N More”
● Informational “What kinds of business expenses are deductible
● Commercial “automotive services, burnt hills, ny
Branded/Navigational
Search Example
This is what this called
the Knowledge Graph

7. eBiz ROI, Inc. - Specializing in Facebook, Google Advertising - www.eBizROI.com (518) 557-3502
Branded/Navigational
Search Example

8. eBiz ROI, Inc. - Specializing in Facebook, Google Advertising - www.eBizROI.com (518) 557-3502
Homework Assignment #1
★ Perform a Branded/Navigational
Search for your Business

9. eBiz ROI, Inc. - Specializing in Facebook, Google Advertising - www.eBizROI.com (518) 557-3502
Informational Search
Example - Notice how
information searches
can trigger what is
called a
[Google Answer Box]

10. eBiz ROI, Inc. - Specializing in Facebook, Google Advertising - www.eBizROI.com (518) 557-3502
Informational Search
Example
Organic Link
Another example of how
an informational search
can trigger a
[Google Answer Box]
Paid Ad

11. eBiz ROI, Inc. - Specializing in Facebook, Google Advertising - www.eBizROI.com (518) 557-3502
Informational Search
Example -
In this example, search
results are entirely organic
with no paid ads triggered
due to low commercial
intent inference by Google.

12. eBiz ROI, Inc. - Specializing in Facebook, Google Advertising - www.eBizROI.com (518) 557-3502
Informational Search
Example - notice how
Google infers
commercial intent by
triggering search ad!

13. eBiz ROI, Inc. - Specializing in Facebook, Google Advertising - www.eBizROI.com (518) 557-3502
Homework Assignment #2
★ Perform 3 Informational Searches
relevant to your Business

14. eBiz ROI, Inc. - Specializing in Facebook, Google Advertising - www.eBizROI.com (518) 557-3502
Commercial Search
Example -
In this example, search
results are entirely paid with
no organic search results
above the fold. This is due
to high commercial intent
inference by Google.

15. eBiz ROI, Inc. - Specializing in Facebook, Google Advertising - www.eBizROI.com (518) 557-3502
Commercial Search
Example -
In this example, search
results are organic and
trigger a Google Map result
due to location information.
Though advertisers can pay
for Map Position, those
markers are distinguished
by blue pins in the map.
This result features solely
organic results.

16. eBiz ROI, Inc. - Specializing in Facebook, Google Advertising - www.eBizROI.com (518) 557-3502
Commercial Search
Example -
In this example, search
results are entirely paid with
no organic search results
above the fold. This is due
to high commercial intent
inference by Google.

17. eBiz ROI, Inc. - Specializing in Facebook, Google Advertising - www.eBizROI.com (518) 557-3502
Commercial Search
Example -
In this example, search
results are mostly paid ads
with only one organic
search result above the
fold. This is due to high
commercial intent inference
by Google.
Sole organic
link in these
search results

18. eBiz ROI, Inc. - Specializing in Facebook, Google Advertising - www.eBizROI.com (518) 557-3502
Commercial Search
Example -
Sole ad in these
search results
Search results also
include answer
box with only
partial relevance
Search results
also include 2
organic links
above the fold

19. eBiz ROI, Inc. - Specializing in Facebook, Google Advertising - www.eBizROI.com (518) 557-3502
Commercial Search
Example -
In this example, search
results are organic and
also trigger a Google Map
result due to Google
inference on typical
service proximity.
Though advertisers can
pay for Map Position, those
markers are distinguished
by blue pins in the map.
This result is solely
organic results.

20. eBiz ROI, Inc. - Specializing in Facebook, Google Advertising - www.eBizROI.com (518) 557-3502
Commercial Search
Example -
In this example, only one
paid ad is above the fold.
This example search
delivers 4 organic links
above the fold

21. eBiz ROI, Inc. - Specializing in Facebook, Google Advertising - www.eBizROI.com (518) 557-3502
Homework Assignment #3
★ Perform at least 3 Commercial
Intent Searches relevant to your
Business

22. eBiz ROI, Inc. - Specializing in Facebook, Google Advertising - www.eBizROI.com (518) 557-3502
GoTo: https://www.google.com/business/ to add, claim
and/or update your Google Business Listing :)
Extra Credit!

23. eBiz ROI, Inc. - Specializing in Facebook, Google Advertising - www.eBizROI.com (518) 557-3502
Questions?