fuel your marketing strategies with effective sem
TRANSCRIPT
Fuel Your Marketing Strategies with Effective SEMA guide by James Pong
What’s Cooking Today1. Intro
2. What Is SEM
3. Why SEM
4. How to Use SEM (Effectively)
5. SEM Resources
A Lil’ IntroI’m an Internet Marketer.
A Lil’ IntroI’m an Internet Marketer.
I built my first website when I was 16. I learnt internet marketing mostly through on-the-job experience.
I’m a movie fanatic and I love Star Wars and superhero films.
I enjoy a good cup of coffee and great food.
What is SEM?
What is SEM or Search Engine Marketing?
Once upon a time, SEM comprises of SEO and Paid Search
Now, SEM is most commonly refer to:
Paid advertising (sold on CPC/CPM basis)
Paid Search PPC (pay-per-click)
Today, I’m covering mainly:
Paid Search PPC (pay-per-click)
Definition of SEM ● Search engine marketing (SEM) is a form of Internet marketing that involves
the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising.
Source: Google
How AdWords Auction Works
Source: Wordstream
Why SEM or Search Engine Marketing?
Role of Digital Marketing in Consumer Journey
SOCIAL
AWARENESS CONSIDERATION ACTION
SEO
DISPLAY
PAID SEARCH
VIDEO
SOCIAL
SEO
DISPLAY
PAID SEARCH
VIDEO
SEO
DISPLAY
PAID SEARCH
VIDEO
AFFILIATES
LOYA
LTY
SEM
5 Reasons Why You Should Consider SEM / PPC
The most cost effective advertising
1
The most popular medium for information seekers
2
Ability to target your consumers with the right ads
3
Eliminate guesswork out of your marketing
4
Get instant results5
How to Use SEM Effectively
5 Simple Steps to Start a SEM / PPC Campaigns
Set marketing objectives1
Select keywords & targeting2
Create text ads3
Review campaign results, Test & Optimize
4
Repeat5
#1 Set Marketing Goals
Tip
Link your Google AdWords account to Google Analytics, it’ll not only enable auto-tagging for all your AdWords campaigns but provide valuable data you can later use for your campaigns.
1 Brand awarenessGetting new product or business to reach broad consumer base
2 Influence considerationEducate your customer about your product and differentiate from your competitors
3 Drive actionFind customers who are closer to making a purchase decision or ready to act
#2 Select Keywords & Targeting
1 Keyword researchFind and build a list of keywords your customers would use to search for your business
2 Target your audienceDefine your target audience to reach them better
Tip
If you have a large sites like a listing site, using Dynamic search ad is a quick win, it helps you to discover keywords that people might be searching for just based on your website.
Keyword Research - Where to Start?
Your business website categories1
Google Analytics Organic keywords2
Google Analytics Paid keywords / Google AdWords keywords
3
Google Analytics / Search Console Queries
4
Google AdWords Search terms5
Dynamic Search Ads6
Keyword Research Tools● Google AdWords Keyword Planner Tool: https://adwords.google.
com/KeywordPlanner
● Google Trends: https://www.google.com/trends/
● Moz Keyword Explorer: https://moz.com/explorer
● Bing Ads Intelligence tool: https://advertise.bingads.microsoft.com/en-
us/resources/training/bing-ads-intelligence-tool
Targeting Google Search Google Display
Location ✔ ✔
Language ✔ ✔
Time of the day ✔ ✔
Devices (Computers, Mobile, Tablet) ✔
Contextual / Keyword targeting ✔ ✔
Placement targeting ✔
Topic targeting ✔
Interest targeting ✔
Remarketing ✔ (RLSA) ✔
Targeting (Detailed Breakdown) Location Advanced Mobile & Tablet options
● Country● City● State● Postal code● Radius targeting● Location groups
○ Places of interests■ Airports■ Universities
● Operating systems (OS)● Device models● Carriers and Wi-Fi
#3 Create Ads
Tip
Overwhelmed? Google AdWords Display Network has a marketing objectives guide which help you to save time and create better targeted campaigns.
1 Create compelling text adsRight ad improves relevance and get better qualified clicks
2 Improve quality scoreImproving your ad quality is the first step to improve your quality score and hence your ad rank
3 Enhance with ad extensionsImprove your ad CTR with the right ad extensions
Create compelling text ads
Standard Text Ad
Headline 1: 25 characters
Description 1: 35 characters
Description 2: 35 characters
Destination URL
Expanded Text Ad
Headline 1: 30 characters
Headline 2: 30 characters
Description 1: 80 characters
Destination URL and
Two Optional “Path” fields
Launched globally on Jul 26
No longer can be created in
3 months time on Oct 26
6 Factors Which Affect the Quality Score
Search Query Relevance1
Historical CTR2
Historical CTR of display URLs3
Landing Page Quality4
Ad Group Relevance5
Account CTR6
Enhance with Ad Extensions
Sitelink extensions1
Call extensions2
Callout extensions3
Location extensions4
Review extensions5
App extensions6
#4 Test & Optimize
1 Review search terms
2 Review ad extensions
3 A/B test your ads
Resources● Google AdWords Basics https://support.google.
com/adwords/answer/6080949
● Google AdWords Best Practices https://support.google.
com/adwords/answer/6154846
● Google AdWords Expanded Text Ad Guide https://support.google.
com/adwords/answer/7048854
● Google Search Console Mobile Friendly Test https://search.google.
com/search-console/mobile-friendly
Let’s ConnectLinkedIn
https://www.linkedin.com/in/jamespong
twitter.com/jamespong