This presentation was given at Bournemouth University as a beginners guide to SEO and AdWords.
It explains the basics of both of these advertising channels, as well as what people looking to embark on a career in either field need to know.
2. What You Will ‘Take Away’…….
• What you will need to know at work
• WHAT YOU’LL TAKE AWAY
Basic understanding of SEO
• Basic understanding of AdWords
• Careers in Search Marketing
3. SEO
Enhancing websites so search
engines perceive them as high
quality and relevant to particular
subject areas
4. AdWords
A Google service offering many
different formats of online
advertising on search results
pages and other online content
9. WHAT DOES SEO
INCLUDE?
Social Keyword
Media Research
Link
Building &
SEO On-Page
Factors &
Online PR Content
Traffic and
Technical
Rankings
Factors
Analysis
10. WHERE DOES SEO FIT
IN?
Online
Advertising
Online Email
Marketing
Marketing
Your
SEO Website
Affiliate
11. WHAT SEO CAN BE USED
FOR?
Brand Awareness &
Management
Local Search
Traditional SEO
12. BENEFITS OF SEO
Searchers are Branding & Direct
already engaged Response
Benefits Search
Cost Effective
Engines & Users
Long Term Strategy Accountable
13. NEGATIVES OF SEO
Highly Competitive Resource intensive
Black Hat Google are
Techniques Removing Data
Ever Changing Longer to see
Algorithms results
14.
15. KOOZAI’S SEO PROCESS
Keyword Technical On-Page
Research Optimisation Optimisation
Monthly
Off-Page
On-going Analytics
Optimisation
Optimisation
27. BENEFITS OF PPC
Instant Visibility Direct Response
Searchers are
Competitor Bidding Already Engaged
Accountable, &
Highly Controlled
Cost Effective
28. NEGATIVES OF PPC
Specialist
Highly Competitive
Knowledge
Rising Costs Approval Issues
Product Type Ever Changing
Limitations Interface
29. PPC ACCOUNT
STRUCTURE
Account
Campaign Campaign Campaign
Ad Ad Ad Ad Ad Ad Ad Ad Ad
Group Group Group Group Group Group Group Group Group
Key- Key- Key- Key- Key- Key- Key- Key- Key-
words words words words words words words words words
30. ADWORDS ANALYSIS
• CTR (Click through Rate) • Average position
• Impressions • Impression Share
• Average Cost per Click • Conversions
• Cost • Conversion Rate
33. 20%
OF ADWORDS TRAFFIC IS VIA
GOOGLE DISPLAY NETWORK
(Source: http://www.wordstream.com/blog/ws/2012/05/15/ipo-facebook-vs-google-display-advertising)
41. RETARGETED CUSTOMERS ARE
MORE LIKELY TO COMPLETE A
PURCHASE
(Source: http://www.criteo.com/sites/default/files/success_stories/documents/cs_consumer_electronics.pdf)
43. DID YOU
KNOW? $17 billion
INTERNET AD
REVENUE IN FIRST
HALF OF 2012
44. SEARCH MARKETING
CAREERS
Search Technical Analytics Account
Specialist SEO Specialist Manager
Digital Search Head of
Ecommerce
Marketing Team Search /
Manager
Executive Manager Director