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SEO
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Professional Diploma in Digital Marketing
Module 3: Search Engine Marketing
Version 4.0
Location: Bucharest
Lecturer: Ioana Danielescu
Search Engine Marketing Position in Programme Structure
PROFESSIONAL
DIPLOMA IN
DIGITAL
MARKETING
PROFESSIONAL
DIPLOMA IN
DIGITAL
MARKETING
Search Engine Marketing Related Topics
1. Goals
Understand the Benefits of SEM
Choose & Set Goals
Search Engine Marketing: Process SEM is an on-going dynamic process with goals, setup, management and review &
Iteration.
2. Setup
Keyword Research
Campaign Setup
Ad Copy
Targetting
Budget
Scheduling
4. Analysis & Iteration
Analysis Tools
Review and Iteration
3. Manage
Ad Centre
Reports
Quality Score
Conversion Tracking
Source: Digital Marketing Institute
Concepts
Goals
Campaign Setup
Campaign Management
Campaign Analysis
Laws & Guidelines
Agenda: Search Engine Marketing
Definition Search Engine Marketing
Source: Digital Marketing Institute
Definition Pay Per Click
The revenue model adopted by
search engines whereby the
advertiser only pays once a user
clicks on an ad.
Source: Digital Marketing Institute
Search Engine Optimisation (SEO) is the process of refining your
website so that it will be indexed and ranked by search engines, as
well as leveraging your links from other sites
Search Engine Marketing (SEM) advertising is advertising within
search results and advertiser only pays when the user clicks.
Strategic Considerations when to apply PPC
Filling gaps where organic is weak
Strengthen Visibility
Early and immediate access to market
Message control
Concepts: Definitions Recognise that there are two key aspects to any SEM (Search Engine Marketing)
strategy: SEO (Search Engine Optimisation), and PPC (Pay-Per-Click).
Concepts: Positioning Know where organic and paid search results display.
Concepts: Positioning Know how positioning affects clicks
Paid Listings
Organic
Listings
Concepts: Positioning Know how positioning affects clicks
The higher a listing appears on the search results page, the more clicks it receives
Few users go beyond the first page
Common Terms: CPC (Cost per click)
PPC (Pay Per Click)
Paid search
CTR (Click through rate)
Common PPC tools: Google Adwords
Bing and Yahoo Adverting
Search Alliance
Concepts: Common Terms Key search terms
The use of search engines in Romania
13
The User Journey Pay Per Click Marketing provides acess to the complete user journey.
Exit
Activity
Goals
Search for
Click on Ad campaign
Browse & Purchase
Signup or leave Origin & Profile
1. Goals
Understand the Benefits of SEM
Choose & Set Goals
Search Engine Marketing: Process SEM is an on-going dynamic process with goals, setup, management and review &
Iteration.
2. Setup
Keyword Research
Campaign Setup
Ad Copy
Targetting
Budget
Scheduling
4. Analysis & Iteration
Analysis Tools
Review and Iteration
3. Manage
Ad Centre
Reports
Quality Score
Conversion Tracking
Source: Digital Marketing Institute
Intent revealed by the user that makes
PPC marketing work, as the user is self-qualifying.
Relevance factor and reaching the right people who are interested.
Timing factor and reaching the right people at exactly the right time.
Qualified nature of the Visitor: A combination of the above means that a visitor
referred from search is likely to be of a highly qualified nature.
With Pay-Per-Click (PPC) you only pay for the clicks you get.
Accountability
Visibility in search result is within your control
Benefits of PPC
Benefits of high listing position in paid search for business/performance:
increased click through
Increased engagement
Increased conversions
Benefits of high listing position in paid search for your reputation:
Increased visibility
Enhanced reputation
Credibility and status
Market leadership
Competitive advantage
Goals/Benefits Recognise the goals/benefits of Pay per Click
1. Goals
Understand the Benefits of SEM
Choose & Set Goals
Search Engine Marketing: Process SEM is an on-going dynamic process with goals, setup, management and review &
Iteration.
2. Setup
Keyword Research
Campaign Setup
Ad Copy
Targetting
Budget
Scheduling
4. Analysis & Iteration
Analysis Tools
Review and Iteration
3. Manage
Ad Centre
Reports
Quality Score
Conversion Tracking
Source: Digital Marketing Institute
DMI Principle: Start with customer and work backwards (see next slide)
Keyword Research is the fundamental starting point for any campaign, and
allows you to look at what people are actually doing right now.
DMI Principle: PPC Research Tools allow you to consider competitors when
planning your own campaign.
DMI Principle: Be aware of the information that is available about competitors
and the requirement for competitive research about the following: visibility, ad
copy, landing pages, positioning of ads, overall approach etc.
Pay-Per-Click: Keyword Research Keyword research
Planning: There is a process with running a Google Ad campaign.
Identify the four different steps involved:
Plan
Setup
Build
Track and monitor
Iterate (observatie, analiza, imbunatatire)
Be able to describe the ultimate goals for your PPC campaign.
Know where to find Google's online tutorial supports, and know what the
resource is called.
Pay-Per-Click: Google PPC Starting a Google Ad Campaign
Where to find Google's
online tutorial supports,
and know what the
resource is called:
Google Adwords Online
Classroom
Pay-Per-Click: Google PPC Starting a Google Ad Campaign
Keyword research is: The process of defining
the search terms we most
want to target.
Recognise that
keyword research: Identifies the scale and
volume of searches being
performed for a particular phrase.
Research: Keywords Keyword research
Google Research Tools that are available: Keyword Planner
Google Trends Timeline - http://www.google.com/trends/?hl=ro
Research: Tools Tools for keyword research
http://www.google.com/trends/?hl=roWhat the Keyword Planner does: for specific keywords allows you to look at search volumes, in
particular geographic locations over a particular timeframe.
Use the Keyword Planner Tool to search for new keywords and ad group ideas
Use the Keyword Planner Tool to find the research volumes for a specific keyword, in a specific
region, over a specific timeframe.
Research: Tools Keyword Planner
Recognise what the Keyword Planner does: gives you cost, click and impressions estimates based
your ads based on keywords, budget and region.
keyword in a specific region.
Research: Tools Keyword Planner Tool
Trends allow you look at search trends based on keywords, from the past 30
days to the past 3 years.
Use the Trends Timeline Tool to show search count and advertiser competition
for a specific keyword or website.
Research: Tools Trends Timeline Tool
First key steps in building a campaign: account setup
keyword selection
campaign architecture
search term bandwidth
ad copy
landing page
bidding
targeting options
setting targets / budgets
conversion tracking.
Campaign Process: Set-up Steps to setting up a campaign
Account setup: create an account using Google Adwords.
Campaign Process: Set-up
Configure currency, time zone:
Campaign Process: Set-up
Configure payment options:
Campaign Process: Set-up
Configure user logins:
Campaign Process: Set-up
Account Structure: understand that a Google Account structure is built on Campaigns, Ad Groups
and Ads.
Advantages of good Ad Group Organisation: simplified management, optimisation and reporting,
improved performance in terms of lower cost per click, and higher quality score from Google.
Campaign Process: Set-up
AD Each Advert contains keywords.
CPC bid set for for individual keywords
AD GROUP (Max 20,000/campaign) Group Ads for quality and/or subject
Configure bid CPC for Groups
CAMPAIGN (Max 10,000/account) Configure language, geographic targeting and budget.
Campaigns contains multiple ad Groups Campaign
Source: Digital Marketing Institute
AD GROUP
AD GROUP
AD
AD
AD
AD
AD
What is involved in
devising a Campaign
architecture.
Within Google Adwords
understand what a
Campaign is, and what the
key settings are: Location and language targeting
Campaign Process: Settings Campaign Settings
Campaign Process: Settings Campaign Settings
Campaign Process: Settings Campaign Settings
Campaign Ad group
Campaign Process: Settings Campaign Settings
Location
Language
Networks
Delivery method (distribution of the ads)
Start and end dates
Ad schedule - time targeting (days of the
week, hours)
Sitelinks
One theme of keywords
Default bid/ad group
One domain destination
Keywords specific for one ad group
One set of ads copy
Sitelinks
Ad Group allows for ad copy/keywords assignment to each group and this helps
management, optimisation, and reporting on campaigns
Keyword Match Types: Broad Match, Phrase Match & Exact Match
Campaign Process: Keyword Selection
Broad Match Default option with the broadest reach.
optimizare motoare de cautare
More targeted audience.
preturi optimizare seo
[Exact Match] Most targetted audience.
optimizare seo
BROAD MATCH
PHRASE MATCH
EXACT MATCH
Source: Digital Marketing Institute
Negative Keywords. exclude irrelevant search queries.
Understand what - Negative keywords mean: words or
phrases you do not wish to be found for.
optimizare seo gratis , you might not
want to show your ads for this query, because your services
are not for free
Campaign Process: Keyword Selection Negative Keyword
Well written ad copy is critical to success.
Qualities of well-written copy: clear
Concise
direct
explicit CTA (Call to action)
attractive
Simple
compelling
It is best to trial multiple ads until you find the ones that work : different wording, CTA etc., different
landing page.
There are different criteria against which an Ad is shown: keyword relevance, content
quality and budget/bid.
Dynamic Keyword Insertion (DKI) - it will change copy in your ad based on the search phrase.
Campaign Process: Ad Copy Creating Ad Copy
Create an ad in the Google Ad Template
Campaign Process: Ad Copy Creating Ad Copy
Be aware there are character limits and what these limits are.
Create your ad within Adwords by adding Headline, descriptions and display URL's and
destination URL's
Display and actual URLs need not be exactly the same
Campaign Process: Ad Copy Creating Ad Copy
Character limits with Ad words are strict and must be respected.
Use of special characters, trademarks, exclamation marks, content
Constraints on capitalisation. issue with Grammar / spelling. use phrase click or
click here. Overuse superlatives etc.
You cannot run description lines into one another.
Campaign Process: Ad Copy Rules Ad guidelines
Know where to find Google rules about ads: Advertisers Portal
Campaign Process: Ad Copy Rules Ad guidelines
Understand what a landing page is (the page on a site users arrive at after clicking on an advert)
Attributes of good landing pages: relevant content to search
(Not to bid on keywords without
have matching content for on your site)
focus on one key objective
product
title and image prominent and visible
clear call to action (CTA)
minimal clicks to conversion
Campaign Process: Landing Pages Good landing page
The dimensions of
targeting are: time
(time of day, week)
Campaign Process: Targeting Options for campaign targeting
The dimensions of targeting are location and language.
Campaign Process: Targeting Options for campaign targeting
The dimensions of targeting are: network and devices.
Campaign Process: Targeting Options for campaign targeting
The dimensions of targeting are: network and devices.
Campaign Process: Targeting Options for campaign targeting
Enhanced campaign
Ad Words allows
you to set a daily
budget for your ad
campaigns.
Campaign Process: Budgets Options for campaign budgets
How to edit campaign-bidding settings
Campaign Process: Budgets Options for campaign bidding
Bidding is the competitive process of determining the price that will be paid for a
a click on an ad
Consider how much to pay, and what your bidding strategy is.
A bidding strategy reflects the priority in terms of business needs.
Create an extensive list of keywords.
Segment into 3 sections according to priority.
Assign different bids to different keywords according to priority setting: top
priority, secondary importance, Low importance
Bidding
Campaign Process: Bidding
How to set / edit bids at ad group level
Campaign Process: Budgets Options for campaign budgets
How to set/edit bids at keyword level
Campaign Process: Budgets Options for campaign budgets
Navigate the Ad Centre and access Campaigns, Ad Groups, Ads and Keywords.
Campaign Process: Ad Centre Navigate around adwords ad centre
Be aware of the opportunities tab, and know that it provides suggestions /
improvements based on account performance.
Campaign Process: Ad Centre Navigate around the adwords ad centre
What Paid Ads are on Google Display Network
Ads can be text or image based.
Google Display Network consists of publishers that allow Google to place
advertisements on their sites.
Campaign Process: Display Network Google Display Network
1. Goals
Understand the Benefits of SEM
Choose & Set Goals
Search Engine Marketing: Process SEM is an on-going dynamic process with goals, setup, management and review &
Iteration.
2. Setup
Keyword Research
Campaign Setup
Ad Copy
Targetting
Budget
Scheduling
4. Analysis & Iteration
Analysis Tools
Review and Iteration
3. Manage
Ad Centre
Reports
Quality Score
Conversion Tracking
Source: Digital Marketing Institute
Recognise key areas /parts of the campaign dashboard.
Navigate throughout the Ad Centre and access campaigns, Ad Groups, Ads and
keywords.
Know about the opportunities tab, and know that it provides suggestions /
improvements based on account performance.
Management: Ad Centre Interface
Know about and be able to run different reports:
Keyword Performance Report
Ad Performance Report
Ad Group Performance report
Campaign Performance Report
Account Performance Report
URL Performance Report
Management: Reports Reporting options
Know about and be able to run different reports:
Keyword Performance Report
Management: Reports Reporting options
Be able to run different reports: Ad Performance Report
Management: Reports Reporting options
Know about and be able to run different reports: Ad Group Performance Report
Management: Reports Reporting options
Know about and be able to run different reports: Campaign Performance Report
Management: Reports Reporting options
Select different report attributes: time, date range etc. in the dimensions tab
Management: Reports Reporting options
Campaign Management: Quality Score Quality Score
Recognise the success parameters in Quality Score:
relevance
correlation with ad
specific landing pages
Recognise weaker position:
somewhat less relevant keywords
keywords not always correlating
Recognise poorest position:
random keywords
little correlation
Relevance
not coherent with landing pages etc.
Campaign Management: Quality Score
Quality Score
What is meant by Click Through Rate(CTR).
How to calculate click through rate: number of clicks / number of times the ad
was served* 100 to give a percentage value.
Factors which impact click through rate:
ad copy
call to action (CTA)
campaign architecture
bidding strategy.
Campaign Management: Click Through
Rate Click Through Rate
Understand what it is meant by Ad Position, as the location on a search page
where your ad appears.
Recognise the factors which impact Ad Position:
Relevance
Quality Score
Budget/bid
Campaign Management: Ad Position
Ad Position
Conversion tracking allows you to track outcomes based on Adwords traffic.
Conversion tracking requires code to be applied at the last unique step in the
online process: e.g.: product purchase, website inquiry, download etc.
Campaign Management: Conversion
Tracking Conversion Tracking
Campaign Management: Conversion
Tracking Conversion Tracking