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Floriology Institute Webinar: Search Engine Marketing (SEM) Demystified!
Renato Cruz Sogueco [email protected]
Introduction & housekeeping
• Who’s presenting? VP of Digital Strategy and Education, Business Educator at the Floriology Institute, former CIO for Society of American Florists (SAF)
• Insights straight from the sources (technology and flower industry)
• Watch for e-mail including survey. Slides will be available to webinar attendees
• Webinar Agenda
• High-level overview of SEM
• Value proposition of SEM
• Campaign start-up highlights
What is Search Engine Marketing (SEM)?
• Search Engine Optimization (SEO) = earned vs SEM = paid
• Ads that appear when you conduct search (more than 80 percent of shoppers use search prior to purchase).
• Pay-per-click (PPC) / Cost-per-click (CPC) / CPM
• Advertisers place bids on keywords people type in search
• So highest bid usually wins other factors in algorithm: ad quality and relevance, good landing page = Quality Score
• Ads will show but not charged until you click — hence, you “pay per click.”
Why SEM is a MUST
• Top position - mobile usage “trains” searchers to click on top links, according to Mediative
• Search engines removed color background from ads
• Ads only distinguished with small “ad” badge. Look very similar to organic results in formatting
Why SEM is a MUST
• Florists do not invest in search marketing, so there is an opportunity — for competitors.
• Lack of competition allows national competitors to bid low on geographical keywords such as “florist jacksonville fl”
• Recall: research shows shoppers are getting trained to click top links.
Why SEM is a MUST
• National, local competitors exploit florist non-participation in SEM.
• Your business name can be used as keyword — inexpensive if you’re not investing.
• Practice is LEGAL.
• Consumers continue to conduct searches for business, even though they know URL.
Start Advertising using SEM
• Use Google Adwords www.google.com/adwords
• Why not use Google Adwords Express?
• Keywords are chosen automatically
• Keywords are all broad matched (more later)
• Cannot input negative keywords (more later)
• Cannot track conversion, just impressions and clicks
Start Advertising using SEM
• Recommended budget: $20 a day ($600 a month)
• Prepare technical resources:
• Get help from Website provider or developer
• Get help from Google Account Manager
• Install or confirm access to Google Analytics account
Create a Campaign
Create a Campaign
Create a Campaign — Set Locations
Create a Campaign — Set Locations
Create a Campaign — Radius Location
Set Budget
√
Create Ad Group Enter Keywords
• Floral-based keywords: fresh flowers, flower arrangements, flower bouquets, floral arrangements, same-day flower delivery, local florist, send flowers, funeral flowers, wedding flowers, birthday flowers, flowers online, red roses, corsage, rose bouquet
• Geographic-based keywords: cities, state, zip codes, venues (hospital names, funeral homes, event places)
Keyword Match Types
Keyword Match Types
Negative Keywords
Create Your Ads
How Can We Help?
• www.floriologyinstitute.com
Floriology Web Business Builder Services launching in Spring 2017