Module 3 DMI Ioana Danielescu Search Engine Marketing

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


Definition Pay Per Click

The revenue model adopted by

search engines whereby the

advertiser only pays once a user

clicks on an ad.


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


Choose & Set Goals


Iteration.

2. Setup

Keyword Research

Campaign Setup

Ad Copy

Targetting

Budget

Scheduling


Analysis Tools


3. Manage

Ad Centre

Reports

Quality Score

Conversion Tracking


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


Choose & Set Goals


Iteration.

2. Setup

Keyword Research

Campaign Setup

Ad Copy

Targetting

Budget

Scheduling


Analysis Tools


3. Manage

Ad Centre

Reports

Quality Score

Conversion Tracking


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=ro

What 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:


Configure payment options:


Configure user logins:


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.


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


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 Ad group


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


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


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


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.


The dimensions of targeting are: network and devices.


The dimensions of targeting are: network and devices.


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


How to set/edit bids at keyword level


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


Choose & Set Goals


Iteration.

2. Setup

Keyword Research

Campaign Setup

Ad Copy

Targetting

Budget

Scheduling


Analysis Tools


3. Manage

Ad Centre

Reports

Quality Score

Conversion Tracking


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


Be able to run different reports: Ad Performance Report


Know about and be able to run different reports: Ad Group Performance Report


Know about and be able to run different reports: Campaign Performance Report


Select different report attributes: time, date range etc. in the dimensions tab


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

Documents

Module 3 DMI Ioana Danielescu Search Engine Marketing