2. ASSEMBLY SEARCH TEAM - DETROIT
SCOTT DEROCHE
Director of Search Marketing
With Assembly since 2012, Scott leads the team that manages
digital marketing campaigns for a diverse portfolio of clients
including the UPS Store, C Spire, Meijer, Highmark, OhioHealth,
AKC, the PGA Tour and Owens Corning.
Prior to joining Assembly, Scott was the lead SEO for Chevrolet.
During this time Scott developed SEO campaigns for
Chevrolet.com, new vehicle microsites and the launch of the
2014 Corvette Stingray. Additionally, he authored the 2013 SEO
strategy for the automotive company’s North American web
properties.
Having spent over a decade working in the search engine
marketing, ecommerce and advertising industries, Scott got his
start in digital marketing as the owner of www.stringsbymail.com,
an industry-leading ecommerce business within the online
musician community.
3. ASSEMBLY SEARCH TEAM – DETROIT (CONT.)
SHAWN MUELLER
DAYNA ELCONIN
Dayna joined Assembly in November 2014. She has worked across a
variety of industries including Academia, Agriculture, Construction,
Healthcare, Office Supplies Retail, and Sports and Entertainment.
Dayna earned her BBA from the Stephen M. Ross School of Business
and BA in Sport Management from the School of Kinesiology at the
University of Michigan (Go Blue!)
With a year under his belt, Shawn’s search marketing experience
encompasses clients within the Healthcare, Mobile Retail Providers,
Entertainment, and Retail verticals.
He holds a B.B.A in General Management from Grand Valley State
University (Go Lakers! #LakerForALifetime).
Associate SEM Analyst
Associate SEM Analyst
6. ANATOMY OF THE EVOLVING SERPS
+ Every SERP can
contain multiple
channels
+ Multiple
“optimization”
opportunities
+ Real estate for
top terms within
organic, paid,
local and social
snippets
Text Ad
Sitelink
Sitelink
Description
Knowledge
Panel
Product
Listing Ads
Organic
Result
Trusted
Stores Rating
Location
Extension
Sitelinks
Search Box
Organic
Sitelinks
“In the
news” /
Trending
Social Paid Organic
Social
7. Search Engine Marketing (SEM) is
the art & science of improving the
visibility of a website within
relevant search engine results
9. SEO, ETC.
+ Ranking Factors
+ External (backlinks, social sharing, citations, virality)
+ Technical (indexation and crawlability)
+ Content (on-page optimization, rule of
+ T.H.U.M.B.: title tag, h1, URL, meta description, body)
+ Optimization Tools
+ Google & Bing Webmaster Tools
+ Open Site Explorer
+ Browseo.net
+ Moz.com (among many)
+ schema.org
+ Additional Organic Real Estate
+ Video Results
+ Rich Snippets
+ Sitelinks Search Box
+ Google My Business
11. “ABOVE THE FOLD” SNIPPETS DOMINATE ORGANIC
+ Over 75% of page-
one organic clicks
originate from the first
three positions
18.20%
10.05%
7.22%
4.81%
3.09% 2.76%
1.88% 1.75% 1.52% 1.04%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
1 2 3 4 5 6 7 8 9 10
ClickThroughRate
Google Organic Position
CTR by Organic Position
* Source Slingshot SEO http://www.slingshotseo.com/resources/white-papers/google-ctr-study/
14. WHY SEARCH MARKETING?
1. Google
2. Facebook
3. Amazon
4. YouTube
5. Yahoo
Top 5 U.S. Websites*
*http://www.alexa.com/topsites/countries;0/US
15. PAID SEARCH = VISIBILITY
+ Achieve top
placement within
SERPs
+ Advertise your
business on local
results
+ Advertise
products within
Google Product
Listing Ads
Text Ad
Sitelink
Sitelink
Description
Product
Listing Ads
Trusted
Stores Rating
Location
Extension
16. TOP AD POSITIONS DRIVE TOP RESULTS
+ 40% of PPC traffic driven
by #1 position ads
+ 80/20 Rule – Over 80% of
PPC traffic driven by top 3
positions
6.6%
1.9%
1.3%
1.0% 0.8% 0.7% 0.6% 0.5%
0.2%
0%
1%
2%
3%
4%
5%
6%
7%
1 2 3 4 5 6 7 8 9
ClickThroughRate
Ad Position
CTR by AdWords Average Position
* Client study based on 3 million impressions
17. SEM AND SEO WORK TOGETHER
* Source http://googleresearch.blogspot.com/2012/03/impact-of-organic-ranking-on-ad-click.html
18. ADWORDS ACCOUNT STRUCTURE
Account
Campaign
Ad GroupAd GroupAd Group
Ad Text Ad Text Ad Text
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Campaign
Ad GroupAd GroupAd Group
Ad Text
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Ad Text Ad Text
19. ANATOMY OF A PAID SEARCH AD
Headline
(25
characters)
Display
URL
(35
characters)
Description
Line(s)
(35
characters)
20. 40% of consumers are
unaware that Google
AdWords are
advertisements*
*https://econsultancy.com/blog/62249-40-of-consumers-are-unaware-that-google-adwords-are-adverts/
23. Gunther, the owner of Central Perk Coffee Shop, is
embarking on his first search engine marketing
campaign with Google AdWords. He is hoping to
advertise a “20% off coupon” which users can access via
the destination URL of the text ad.
Since he has a limited marketing budget, he wants to
show ads to relevant customers only (customers
searching for coffee and tea products) in areas closely
surrounding each of his shop locations.
24. SEARCH EXERCISE
1. Create three (3) AdWords campaigns – one for each of Central Perk’s
three (3) store locations (Albany, Buffalo, and New York City)
2. Create two (2) ad groups per campaign – one for each of Central Perk’s
main product lines, coffee and tea
3. Implementing a maximum cost-per-click (CPC) of $5.00 or less
4. Using the Google AdWords Keyword Tool, add at least five (5) keywords
to each ad group, pertaining specifically to either coffee or tea
5. Create at least one (1) relevant ad per AdGroup
6. BONUS: Negative match irrelevant keywords that may trigger your ads
Examples: golf tee, coffee side effects, tea health risks
Adwords.google.com
