SEM 101 for VCU BrandCenter
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A high-level overview of Pay Per Click advertising on Google AdWords. Presented to VCU BrandCenter students on 10.12.11.
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SEM 101 for VCU BrandCenter
- 1. Search Engine Marketing October 12, 2011
- 2. Agenda • Introductions • SEM basics • Why should you care? • What do you need to know to be effective?
- 4. About Me
- 5. SEM Basics
- 6. Paid vs. Organic Results
- 7. Pricing Model • Cost Per Click (CPC) • Advertisers bid the max amount they are willing to spend per click • Auction Model • Advertisers bidding against each other for top spots • Every search is a separate auction
- 8. Keyword Targeting • Advertisers bid on individual keywords related to their products and services • Goal is to match the offer with searcher’s intent • Penalties built into AdWords to discourage bidding on irrelevant keywords
- 9. Search vs. Content • Search Network: Google.com, AOL.com, Ask.com • More competitive, more expensive • Better response rates • Content Network: Contextually-targeted placements on 3rd party sites • Google AdSense: “Ads by Google” • Lower response rates • Less expensive clicks
- 10. Account Structure Account Campaign Campaign Ad Ad Ad Ad Group Group Group Group
- 11. Ad Groups Ads •Text •Images •Maps Ad •Deep Links •Product Listings Group •Phone Numbers Keywords •Matching options •Negative keywords •Cost Per Click Bids
- 12. Lower-Funnel Marketing • Search Marketing does not generate awareness • Best utilized for capturing awareness and funneling searchers to desired content • Complements and helps pay off awareness-building media Mass Marketing Awareness TV, Radio, Print Consideration Direct Marketing Mail, Email Purchase Conversion Marketing SEM, Websites
- 13. A Few Definitions • CPC - Cost Per Click • CTR - Click-Through Rate • Impressions - Number of times ad appears • Quality Score - A numeric representation of a keyword’s relevance, as measured by Google • Average Position - An ad or keyword’s average rank within the sponsored results
- 14. Why should you care?
- 15. Traffic Search engines drive more, better traffic than social media Source: Outbrain, April 2011
- 16. Complementary You’re already spending money on mass media to raise awareness. Don’t let people get away.
- 17. Competitors brand & product Steal competitor’s traffic from their • names • Coupons • Encourage Trial
- 18. Targeting • Networks • Devices • Dayparts • Geographic • Demographics • Remarketing
- 19. Measurable • Clicks • Cost • Conversion • Attribution • Overlay campaign flighting
- 20. Flexible • Instant visibility in search results • No budget requirements or commitments • Rapidly test creative messaging, calls to action,
- 21. Cost Effective • Set bids to achieve target CPA or ROI goals • Set max daily or monthly budgets
- 23. Know Your Audience • Personas & Use Cases • Search behaviors • Don’t fear live testing
- 24. Plan Ahead • Budget based on traffic, conversion, or CPA goals • Research keyword usage statistics • Develop relevant landing pages with strong calls to
- 25. Metrics and Goals • Know what you are measuring in advance • Define success
- 26. Have a Test Plan • Creative • Bids/Budgets • Targeting
- 27. Actively Manage • Constantly improve efficiency • Gain insights into consumer behavior • Test and re-test hypotheses
- 28. Q&A
Editor's Notes
- Needed a visual analogy\nLike The Matrix, SEM requires knowing what to do with the data.\nOnce you can “read” it, you can spot trends, patterns & master it\n
- Start with the boring detail, end with the practical application\n
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- PPC vs. SEO\n
- Actual CPCs are usually less than the Max CPC bid\n
- A search query indicates an objective - research, buy\nSymptoms, specialists, treatments, providers, etc.\n
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- Campaigns for each brand, product, or service\nAd Groups for groups of related keywords\n
- match types\n
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- Social media gets the spotlight, but so hard to do well\nSearch should get as much, if not more attention\n
- Pays off other media\nConsumers go online to search\nMultiplies effectiveness\n
- Legal to bid on trademark names\nIllegal to use trademarks in ad copy\n
- Mobile devices\nRight message at the right time in the right place\n
- Caution - last-click attribution\n
- On/off in seconds\n
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- You don’t have to get it right the first time\nRun a test, get significant results, optimize for better results\n
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