This document provides an overview of search engine marketing (SEM). It discusses why companies invest in SEM and how it can help drive revenue, conversion rates, and return on investment. Key points covered include how SEM works through paid search advertising on search engines, how to target keywords and write effective ads, and optimizing a SEM campaign. Tips are provided on targeting specific audiences and industries. The document also looks at trends in SEM, including the growth of mobile search and new ad formats. Exercises are included to help attendees develop SEM strategies and goals for their own businesses.

2. #DIGITALACADEMY

3. Search Engine Marketing

4. WHY ARE WE HERE
TODAY?

6. 41%

7. ATL
Display
SEM & SEO
Loyalty

8. YOY REVENUE UP 75%
CONVERSION RATE UP 25%
RETURN ON INVESTMENT 29:1

9. Promote your brand / increase customers to your website
Promote an offer on your website / brand new website
Increase sales on your website / drive offline sales
Improve Return on Investment (ROI)
Decrease Cost per Acquisition (CPA)

11. Is SEM recession proof?
All advertising slowed during the recession.
Except digital, which grew 4.5%.
Of all advertising, search grew the most.

12. Where are brands investing?

13. "Half the money I spend on
advertising is wasted; the
trouble is I don't know
- JOHN WANAMAKER -

14. $90B

15. 36%

16. Buying online doesn't
mean transacting online

17. WHERE IS SEM?

19. SEM (bought ads)
SEM (bought
ads)

22. Yahoo
Google

23. HOW DO I GET MY
BRAND TO
THE TOP?

25. Getting your SEM campaign started
1. Pick the search terms that are relevant to your
business goals
2. Decide the maximum you are willing to pay to
attract a customer to your website
3. Write your ads to attract them

26. Targeting C-Suites
iphone 5 dubai

28. A closer look at the auction model
Ad Quality
Max Bid
Position Score

31. EXERCISE

32. Exercise
You have a business website www.Richmond.com.
Create the online goals your business:
1. What does your website do?
2. Who is your audience?
3. What are the business goals for the website?
4. What 2 products, or services you offer?
Time: 4 minutes

33. OPTIMISE YOUR
SEARCH ENGINE
MARKETING (SEM)

35. What makes a good SEM ad?
A call to action phrase
A clear selling
/information message
Avoid repetition
Be as relevant as
possible to the user
Support competitive
claims

36. Mini exercise

37. EXERCISE

38. Exercise
services:
1. Consider adding product price in the ad
2. Consider your business USPs
3. Consider using a promotion
4. Consider who your audience is
Character limits:
25
35 Time: 10 minutes
35

39. Targeted ads relating to search terms
General ad text, keywords covering Tightly themed keywords, relevant
several topics ad texts
Everything to refine Premium Olive Oil
Highest Quality from Italy.
Keywords:
olive oil
your food Order today and save money!
www.oil-shop-london.co.uk buy olive oil
High quality produtcs for seasoning olive oil greece
your food. Visit our online store!
www.oil-shop-london.co.uk
Keywords:
olive oil
buy olive oil
olive oil greece Balsamic Vinegar Keywords:
balsamic vinegar Premium Quality at an. balsamic vinegar
affordable price. Order here.
buy balsamic www.oil-shop-london.co.uk buy balsamic vinegar
vinegar
basil oil
buy basil oil
premium basil oil
Gourmet Basil Oil Keywords:
For fish, pasta and more. basil oil
Order today and save money!
www.oil-shop-london.co.uk buy basil oil
premium basil oil

41. EXERCISE

42. Exercise
-
brainstorm 15 keywords per product:
1. Consider the search your target customers are
most likely to do search
2. Consider whether these terms are likely to
achieve your business goals
Time: 5 minutes

45. SEM (bought ads)
SEM (bought
ads)

48. Tier Low organic Listings
TIER ONE
1
Paid Search : Aggressive approach (Target High Availability
positions 1-2)
High Competition
Tier 2 Top 10 Organic Listings
TIER TWO
Paid Search : Aggressive approach (Target Medium Availability
positions 3-5)
Moderate Competition
Tier Top 3 organic listings
TIER THREE
3
Paid Search : Conservative approach (Target Low Availability
positions 6-10)
Low Competition

50. £60m in revenue generated
in December 2011!

51. The mobile movement

52. The mobile movement

53. Sitelinks Extensions
• These allow companies to show additional deeplinks into their website
• Can be a great way of directing people to where you want/highlighting
deals

54. Remarketing

55. FUTURE OF PAID
SEARCH

56. 5 factors driving the growth in mobile internet usage
1.Computing Power
Memory cost 2.Clever
Devices
Transistors
per chip
Time
3.Connectivity
increasing
5.Cloud
Computing
4.Costs Decreasing

57. Factors in the M Commerce Equation
23% 20 Million 27% £500m
of time accessing mobile internet of UK mobile Value of
the internet is via a users in the UK in subscribers have a m-commerce in
mobile device 2010 smart phone the UK in 2010
IAB/PWC mobile study, Apr 2010 Mobile Squared, Oct 2010 UK Ofcom, Aug 2010 IAB/PWC mobile Adspend study Apr
2010
12% 38% 2007: 2 Seconds
of all UK shoppers penetration of 3G £40/month for frequency of sales
use mobiles to in the UK (from iPhone 2G via a mobile device
research before 28% in 2009) on ebay
they shop Morgan Stanley, Nov 2010
ITPro.co.uk, 2010
2010: $1 Billion
£20/month for Amazon’s revenue
iPhone 3Gs from M-commerce
Tesco, O2

58. Search plus Your World
An Extension of Personal Results
Social + Search
Can also just search in social

59. New ad formats

60. New models
Keywordless SEM
Cost Per Click  Cost Per Action

61. SUMMARY

65. QUERY FULFIL MY
BUSINESS GOALS?

66. DOES THIS MESSAGE
QUERY?

70. Digital pack
What do you need to
know
How digital builds
business value
What's the bottom line

71. CRM
31st January 2013
What the age of the customer means for
multi-channel CRM strategy
How Social and Digital are disrupting tried
and trusted business models across every
industry
How CRM can enable you to win in this
context
CRM case studies – good & bad
Designing multi-channel CRM Strategy
Led by Tom Burrell Global CRM Director, LBi Exercise to apply these principles to your
Leads LBi EMEA multi-channel CRM, Social business
CRM and mobile CRM strategy offering
@tomburrell

72. Stay in contact with us
www.lbi.com/mena
: www.facebook.com/LBiMENA
: @lbimena
: +971 444 62404
Roy Badawi Firas Wahida
Roy.Badawi@lbi.com Firas.Wahida@lbi.com
: @roy.badawi : @FirasWahida
: +971 55 3688 069 : +971 55 8977 872