Search Engine Marketing 101


Published on

This is a beginners guide to Search Marketing that covers the basics of PPC, SEO & how Google and the major search engines rank web sites.

If you are interested in learning more about Wpromote PPC Management or other online services, please visit us!

Published in: Technology, Design

Search Engine Marketing 101

  1. 1. Search Marketing 101 by Wpromote Inc.
  2. 2. <ul><li>Overview of </li></ul><ul><li>Search Engine </li></ul><ul><li>Marketing </li></ul>
  3. 3. The Anatomy of a Search Results Page <ul><ul><li>Organic or Natural Search Results </li></ul></ul>Pay-per-click (PPC) or Sponsored Links
  4. 4. Pros and Cons of Paid Search <ul><li>PROS: </li></ul><ul><li>Immediate Results </li></ul><ul><li>Total Control of How and Where Displayed </li></ul><ul><li>Can Test and Change Daily </li></ul><ul><li>CONS: </li></ul><ul><li>Costs Money Each Time Someone Clicks </li></ul><ul><li>Very Competitive </li></ul><ul><li>Need Knowledge to Avoid Wasted Spending </li></ul>
  5. 5. Pros and Cons of Organic Search <ul><li>PROS: </li></ul><ul><li>Clicks are Free </li></ul><ul><li>Most People Click on Top Organic Links </li></ul><ul><li>CONS: </li></ul><ul><li>Takes Time to See Results </li></ul><ul><li>Limited Control </li></ul><ul><li>Clicks are Free but SEO efforts are Not </li></ul>
  6. 6. <ul><li>Pay-Per-Click (PPC) Advertising </li></ul>
  7. 7. Anatomy of a PPC Ad <ul><li>Total of 95 Characters Allowed: </li></ul><ul><ul><li>Title = 25 Characters </li></ul></ul><ul><ul><li>2nd line = 35 Characters </li></ul></ul><ul><ul><li>3rd line = 35 Characters </li></ul></ul><ul><li>Select a Landing Page URL that matches the product or service discussed in the ad. </li></ul><ul><li>Should be as Specific as Possible. </li></ul><ul><li>Include the Key Selling Points. Such as “No Signed Contract” </li></ul>
  8. 8. How to Select Your Keywords <ul><li>Keywords + Ad Text = Ad Group </li></ul><ul><li>Make your Ad Groups Very Focused </li></ul><ul><li>Each Group Should be About 1 product </li></ul><ul><ul><li>HP laptop in a different group than HP printer </li></ul></ul><ul><li>No More than 50 Keywords in Each Ad Group (can have up to 2,000) </li></ul><ul><li>Google Keywords Tool </li></ul>
  9. 9. How Google Ranks Paid Ads <ul><li>Google Determines which Advertisers want to Show up for a Keyword Each Time a User Searches. </li></ul><ul><li>Google will Rank the Advertisers based on 2 things: </li></ul><ul><ul><li>The Amount of Money They Bid </li></ul></ul><ul><ul><li>Their Quality Score </li></ul></ul><ul><li>Quality Score is Based on Relevancy of Keywords and Ad as Well as Other Factors </li></ul><ul><li>Bottom Line = The More You Pay the More You Show Up. </li></ul>
  10. 10. <ul><li>Search Engine Optimization (SEO) - Organic Listings </li></ul>
  11. 11. Anatomy of an Organic Ad <ul><li>Page Title = Max of 66 Characters </li></ul><ul><li>Meta Description = Max of 160 characters. </li></ul><ul><li>Page Titles and Meta Descriptions should be different on each page of your website. </li></ul><ul><li>Kewords Used in Ad Should Relate Directly to Product/Service Described on That Page </li></ul>
  12. 12. How Google Ranks Sites Organically <ul><li>Combination of These Elements: </li></ul><ul><ul><li>Content on Your Website (Both Quantity and Quality) </li></ul></ul><ul><ul><li>Meta Description, Keywords & Titles </li></ul></ul><ul><ul><li>Number of Inbound Links </li></ul></ul><ul><ul><li>What Your Domain Name is and How Long it has Been Around </li></ul></ul>
  13. 13. <ul><li>Website & </li></ul><ul><li>Landing Page </li></ul><ul><li>Design </li></ul>
  14. 14. Make Your Messaging Consistent <ul><li>Consistency from start to finish is key </li></ul><ul><li>(a) Search Query (b) PPC Campaign (c) Landing Page </li></ul><ul><li>Customize your messaging so that it appeals to how the user is searching. </li></ul><ul><li>In the example below you can see the message “Digital Music Service” is used every step of the way </li></ul>(a) Search Query (c) Landing Page (b) PPC Campaign
  15. 15. Minimize Distractions <ul><li>Have a clear call to action </li></ul><ul><li>No flash intros! Don’t be too creative! </li></ul><ul><li>Eliminate unnecessary navigation. </li></ul><ul><li>Examples: </li></ul><ul><ul><li>Old Lumineers Landing Page </li></ul></ul><ul><ul><li>New Lumineers Landing Page </li></ul></ul>
  16. 16. Reduce Your Bounce Rate <ul><li>You only have 2 seconds to tell your story. </li></ul><ul><li>Tell users they have found what they are looking for. </li></ul><ul><li>Always use clear, concise and relevant headline. </li></ul><ul><li>Include testimonials, awards, certification. </li></ul>
  17. 17. Perform User Testing <ul><li>Ask friends and colleagues to “do stuff” on your site </li></ul><ul><li>Many easy tasks are harder than you think! </li></ul><ul><li>Use Tools like CrazyEgg to see user behavior </li></ul><ul><li>Make sure your website is compatible with all browsers. </li></ul>
  18. 18. Blog! <ul><li>Blogging is Great for SEO! </li></ul><ul><li>• Blog 3-5 times per week, 300 word posts </li></ul><ul><li>•  Blog on </li></ul><ul><li>Interact in the blogosphere </li></ul><ul><ul><li>Commenting, guest blogging, blog links </li></ul></ul>
  19. 19. About Wpromote <ul><li>Search Engine Marketing Firm with Solutions for All Business’ sizes and needs </li></ul><ul><li>Search Solutions Starting at $99/month </li></ul><ul><li>Website Development </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Landing Page Testing </li></ul><ul><li>PPC Management </li></ul>
  20. 20. Thank You! <ul><li>Contact us for More Information: </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li>1.866.977.6668 </li></ul>