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SEARCH BOOT CAMP SEPTEMBER 29, 2015
ASSEMBLY SEARCH TEAM - DETROIT
SCOTT DEROCHE Director of Search Marketing With Assembly since 2012, Scott leads the team that manages digital marketing campaigns for a diverse portfolio of clients including the UPS Store, C Spire, Meijer, Highmark, OhioHealth, AKC, the PGA Tour and Owens Corning. Prior to joining Assembly, Scott was the lead SEO for Chevrolet. During this time Scott developed SEO campaigns for Chevrolet.com, new vehicle microsites and the launch of the 2014 Corvette Stingray. Additionally, he authored the 2013 SEO strategy for the automotive company’s North American web properties. Having spent over a decade working in the search engine marketing, ecommerce and advertising industries, Scott got his start in digital marketing as the owner of www.stringsbymail.com, an industry-leading ecommerce business within the online musician community.
ASSEMBLY SEARCH TEAM – DETROIT (CONT.) SHAWN MUELLER
DAYNA ELCONIN
Dayna joined Assembly in November 2014. She has worked across a variety of industries including Academia, Agriculture, Construction, Healthcare, Office Supplies Retail, and Sports and Entertainment. Dayna earned her BBA from the Stephen M. Ross School of Business and BA in Sport Management from the School of Kinesiology at the University of Michigan (Go Blue!)
With a year under his belt, Shawn’s search marketing experience encompasses clients within the Healthcare, Mobile Retail Providers, Entertainment, and Retail verticals. He holds a B.B.A in General Management from Grand Valley State University (Go Lakers! #LakerForALifetime).
Associate SEM Analyst
Associate SEM Analyst
WHAT IS SEARCH?
To the searcher, search is a journey…
not a destination
ANATOMY OF THE EVOLVING SERPS
+ Every SERP can contain multiple channels
+ Multiple “optimization” opportunities
+ Real estate for top terms within organic, paid, local and social snippets
Text Ad
Sitelink
Sitelink Description
Knowledge Panel
Product Listing Ads
Organic Result
Trusted Stores Rating
Location Extension
Sitelinks Search Box
Organic Sitelinks
“In the news” /
Trending
Social Paid Organic
Social
Search Engine Marketing (SEM) is the art & science of improving the
visibility of a website within relevant search engine results
ORGANIC SEARCH
SEO, ETC.
+ Ranking Factors + External (backlinks, social sharing, citations, virality) + Technical (indexation and crawlability) + Content (on-page optimization, rule of + T.H.U.M.B.: title tag, h1, URL, meta description, body)
+ Optimization Tools + Google & Bing Webmaster Tools + Open Site Explorer + Browseo.net + Moz.com (among many) + schema.org
+ Additional Organic Real Estate + Video Results + Rich Snippets + Sitelinks Search Box + Google My Business
RESEARCHING KEYWORD TARGETS
+ Google Keyword Tool + Google Trends + AdWords “Search Terms” report + SEMrush.com + ubersuggest.org + keywordtool.io + soovle.com + moz.com (keyword difficulty tool)
+ http://google.com/complete/search?q=YOUR&KEYWORD&output=toolbar
“ABOVE THE FOLD” SNIPPETS DOMINATE ORGANIC
+ Over 75% of page-one organic clicks originate from the first three positions
18.20%
10.05%
7.22%
4.81%
3.09% 2.76% 1.88% 1.75% 1.52% 1.04%
0% 2% 4% 6% 8%
10% 12% 14% 16% 18% 20%
1 2 3 4 5 6 7 8 9 10
Clic
k Th
roug
h R
ate
Google Organic Position
CTR by Organic Position
* Source Slingshot SEO http://www.slingshotseo.com/resources/white-papers/google-ctr-study/
ORGANIC TRAFFIC TAKES TIME
0
5,000
10,000
15,000
20,000
25,000
Organic Paid
PAID SEARCH
WHY SEARCH MARKETING?
1. Google
2. Facebook
3. Amazon
4. YouTube
5. Yahoo
Top 5 U.S. Websites*
*http://www.alexa.com/topsites/countries;0/US
PAID SEARCH = VISIBILITY
+ Achieve top placement within SERPs
+ Advertise your business on local results
+ Advertise products within Google Product Listing Ads
Text Ad
Sitelink
Sitelink Description
Product Listing Ads
Trusted Stores Rating
Location Extension
TOP AD POSITIONS DRIVE TOP RESULTS
+ 40% of PPC traffic driven by #1 position ads
+ 80/20 Rule – Over 80% of PPC traffic driven by top 3 positions
6.6%
1.9% 1.3%
1.0% 0.8% 0.7% 0.6% 0.5% 0.2%
0%
1%
2%
3%
4%
5%
6%
7%
1 2 3 4 5 6 7 8 9
Clic
k Th
roug
h R
ate
Ad Position
CTR by AdWords Average Position
* Client study based on 3 million impressions
SEM AND SEO WORK TOGETHER
* Source http://googleresearch.blogspot.com/2012/03/impact-of-organic-ranking-on-ad-click.html
ADWORDS ACCOUNT STRUCTURE
Account
Campaign
Ad Group Ad Group Ad Group
Ad Text Ad Text Ad Text
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Campaign
Ad Group Ad Group Ad Group
Ad Text
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Ad Text Ad Text
ANATOMY OF A PAID SEARCH AD
Headline (25 characters)
Display URL (35 characters) Description Line(s)
(35 characters)
40% of consumers are unaware that Google
AdWords are advertisements*
*https://econsultancy.com/blog/62249-40-of-consumers-are-unaware-that-google-adwords-are-adverts/
Thank You!
Linkedin.com/in/scottderoche
Linkedin.com/in/shawnmueller
Linkedin.com/in/daynaelconin
ASSIGNMENT
Gunther, the owner of Central Perk Coffee Shop, is embarking on his first search engine marketing campaign with Google AdWords. He is hoping to
advertise a “20% off coupon” which users can access via the destination URL of the text ad.
Since he has a limited marketing budget, he wants to show ads to relevant customers only (customers
searching for coffee and tea products) in areas closely surrounding each of his shop locations.
SEARCH EXERCISE 1. Create three (3) AdWords campaigns – one for each of Central Perk’s
three (3) store locations (Albany, Buffalo, and New York City) 2. Create two (2) ad groups per campaign – one for each of Central Perk’s
main product lines, coffee and tea 3. Implementing a maximum cost-per-click (CPC) of $5.00 or less 4. Using the Google AdWords Keyword Tool, add at least five (5) keywords
to each ad group, pertaining specifically to either coffee or tea 5. Create at least one (1) relevant ad per AdGroup 6. BONUS: Negative match irrelevant keywords that may trigger your ads
Examples: golf tee, coffee side effects, tea health risks Adwords.google.com
