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Learn how search engine marketing such as paid placement (CPC, adwords) and search engine optimization (SEO) works. Search engine marketing is the core of online marketing!
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AARHUS
UNIVERSITY
ASB AU MAPP
SEARCH ENGINE MARKETING
Jacob L. Orquin, Ph.D.
Department of Business Administration
Aarhus University
AARHUS
UNIVERSITY
ASB AU MAPP
SEARCH ENGINES MARKETING
Search engine marketing (SEM): how to market your company or product
through search engines
AARHUS
UNIVERSITY
ASB AU MAPP
SEARCH ENGINE TAXONOMY
AARHUS
UNIVERSITY
ASB AU MAPP
THE SEARCH ENGINE MOTOR
The search engine algorithm will search for the best content match for you
search term
AARHUS
UNIVERSITY
ASB AU MAPP
SEM TOOLS
• Search engine optimization (SEO)
• Paid placement / pay per click (PPC)
• Directory listings
• Specialty search engines
AARHUS
UNIVERSITY
ASB AU MAPP
UNDERSTANDING THE SEARCHER
What are they searching for?
AARHUS
UNIVERSITY
ASB AU MAPP
UNDERSTANDING THE SEARCHER
Why are they searching?
AARHUS
UNIVERSITY
ASB AU MAPP
UNDERSTANDING THE SEARCHER
Is web search always a deliberate action? Can we think of
unplanned/unreasoned searches?
AARHUS
UNIVERSITY
ASB AU MAPP
SEARCH TERMS AND CATEGORIZATION
The search terms can potentially reveal level of expertise
according to the level of categorization
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UNIVERSITY
ASB AU MAPP
UNDERSTANDING THE CLICK
Users click on search results that they expect to fulfill their needs. Of course
they first need to see the result!
AARHUS
UNIVERSITY
ASB AU MAPP
SEM PROCESS
The process can contain:
• SEM strategy
• Definition of KPI’s
• Web analytics
• ROI assesment
• Keyword planning
• Cross evaluation PPC/SEO
AARHUS
UNIVERSITY
ASB AU MAPP
SEM STRATEGY
1. Choose the scope of the SEM program
product line, brand line, country, market, segment etc.
2. Divide the work
copywriting, programming, bidding and optimizing
3. Choose your approach
internal or external team?
4. Project your costs
Assess costs and ROI
AARHUS
UNIVERSITY
ASB AU MAPP
1. SCOPE OF THE SEM PROGRAM
On what scale is your SEM working, corporate or SBU level?
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UNIVERSITY
ASB AU MAPP
2. DIVIDE THE WORK
SEM tasks
• Choosing the search marketing strategy.
• Targeting search engines.
• Planning keywords.
• Managing bids.
• Optimizing content.
• Developing technology.
• Defining standards.
• Selecting search marketing tools.
• Reporting metrics.
AARHUS
UNIVERSITY
ASB AU MAPP
3. CHOOSE YOUR APPROACH
Internal or external SEM team?
Consider the following before deciding:
• Corporate culture
• Budget
• Expertise
• Time
• Quality
AARHUS
UNIVERSITY
ASB AU MAPP
4. PROJECT YOUR COSTS
SEO costs ~ $100 - $200 per page
Dependent on website size and
competition
PPC costs ~ $0,1 - $10 per click
Dependent on competition
AARHUS
UNIVERSITY
ASB AU MAPP
KPI’S
• Web sales. Ring the digital cash register! Your customer buys your product on the Web.
• Offline sales. Ring that other cash register! Your customer uses the Web to research your
product, but buys it in a brick-and-mortar store or over the phone.
• Leads. Find a new customer! Your customer uses the Web to research a problem and
leaves contact information.
• Market awareness. Tell your story! Your customer learns about what you do or engages in
an activity (sponsored by your brand).
• Information and entertainment. Inform people! Your visitor wants to learn something or
have fun killing time.
• Persuasion. Change someone's mind! Your organization might be trying to help people
with a problem or medical condition, or you might be trying to influence public opinion.
AARHUS
UNIVERSITY
ASB AU MAPP
SEARCH ENGINE OPTIMIZATION
1. Select keywords based on web
analytics
2. Onsite optimization: Title, copy,
HTML coding, metatags etc.
3. Offsite/linkbuilding: create ingoing
links to te website from relevant
and high ranking sites
4. Continously monitor the
performance of the website in
search engines, and the
performance of the keywords.
AARHUS
UNIVERSITY
ASB AU MAPP
PAID PLACEMENT PROCES
PPC management is iterative and
often requires daily refinements
and bid management.
1. Set up your paid search program
(PPC software like Google
Adwords)
2. Choose your keywords
3. Attract searcher's clicks (ad copy)
4. Optimize paid search landing
pages
5. Measure and adjust your
campaign
AARHUS
UNIVERSITY
ASB AU MAPP
1. PPC PROGRAM
Choose you PPC software and set up your account. Do you want more
than one PPC program?
AARHUS
UNIVERSITY
ASB AU MAPP
2. KEYWORDS
Identify main keywords: take a look on you WA, but what problems could
arise here?
Expand the list: variations, (mis-)spelling, acronyms, combinations
Test keywords: check search volume and est. Bid to hold position
Bid, trim, and track: bid management, trim keyword list, track conversion
rates on keywords
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UNIVERSITY
ASB AU MAPP
3. ATTRACT CLICKS
The ad copy must simultaneously attract all potential customers and sort
out non customers while increasing the click through rate (CTR)
Rules of thumb for ad copywriting:
• Use the keywords.
• Sell factual benefits.
• Attract attention.
• Call the searcher to action.
• Create urgency.
AARHUS
UNIVERSITY
ASB AU MAPP
4. OPTIMIZE LANDING PAGES
Don’t throw you traffic away: optimize you landing pages for low bounce
rates and high conversion!
AARHUS
UNIVERSITY
ASB AU MAPP
5. MEASURE AND ADJUST
Measure conversion rate and CPA, adjust bids and keywords
AARHUS
UNIVERSITY
ASB AU MAPP
CONSEQUENCES OF BIDDING
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ASB AU MAPP
OPTIMAL BIDDING
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UNIVERSITY
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SEM IN COMPARISON
What are the benefits of SEM compared to:
• Banner advertising
• Affiliate marketing
• E-mail marketing
• Viral marketing
AARHUS
UNIVERSITY
ASB AU MAPP
CONTACT
Jacob L Orquin, Ph.D.
Department of Business Administration
Aarhus University
E-mail: jalo@asb.dk
Check out my company:
www.userpilot.dk
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