4 Search Engine Marketing PDF

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Summary

Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services...

Description

Search Engine Marketing (SEM)/Price-Per-Click (PPC) (https://blog.hubspot.com/marketing/search-engine-marketing) What’s SEM?  Google controls closed to 40% of digital advertising budget Why SEM?

Paid advertising – Defensive (Google Ads):  Ensure business’s product/service visible in SERPs  When user types in certain keyword, SEM enables business to appear as result for that search query  Bid & show ads for relevant keyword searches 1. SEO takes long time to get results 2. Capture potential customer (signal intent via search query) 3. Discover potential opportunities from Search Console data 4. Search queries reveals a lot (pay attention) a. Besides purchasing intent, search keywords may also reveal demographic & health info, state of mind, position in customer purchase journey

Using Google Ads (Dashboard) SEM Strategy

Keyword Intent (Keyword Planner):  Right keywords: What queries ad to show up for (Pay-per-click, PPC)  Brand term: Describe product & competition  Small budget: Bid on keywords with buying intent  Larger budget: o Bid on keywords targeting earlier stages of buyer’s journey o Bid on terms loosely related to product Keyword Volume & Competition (Keyword Planner):  Low volume: Will not get any result from ad  High volume: Attract more competition (may lose relevancy)  Sweet spot: Relevant high-volume & low-competition keywords  Balancing act: Between demand (volume) & budget (competition) Keyword Cost (Keyword Planner):  Ad placement: By bid you specific & quality score Google gave  Best placement: Higher bids & higher quality ads o High competition keywords: More expensive  No placement: Too low bids Account & Campaign Structure:  At each level, able to determine what's working & not working, more informed about performance & how money being spent o Campaign – Highest level for managing ad groups o Ad Group – Sets of like keywords grouped by theme o Keywords - Queries bidding on o Ad - Copy (Title, Display URL, Description) displayed for keywords chosen...