Introduction to Search Engine Marketing (SEM)
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An introduction to SEM, Google AdWords strategies and Facebook advertising tips.
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Introduction to Search Engine Marketing (SEM)
- 1. Search Engine Marketing(SEM) Craig Bailey www.craigbailey.net Start Timer
- 3. Free versus Paid www.craigbailey.net
- 4. Free versus Paid www.craigbailey.net
- 6. Left & Right Traditionally: Organic: the ‘Left side’ of Search Paid: the ‘Right side’ of Search That’s all changing… www.craigbailey.net
- 7. Aims Understand Search Engine Marketing Advice on using AdWords effectively Highlight 3 AdWords Strategies Introduce Facebook advertising www.craigbailey.net
- 8. Craig Bailey Worked in IT for 20 years CTO and Technical Director Microsoft MVP for 3 years Google Analytics Qualified Microsoft adExcellence Member Run my own web based businesses SEO and Google AdWords for clients ‘Web Strategist’ ? www.craigbailey.net
- 9. Increasing Traffic Sources Search (Google, Bing, Yahoo) Social (Twitter, Facebook, LinkedIn, YouTube) Recommend (Digg, StumbleUpon) Email PR www.craigbailey.net
- 10. What is a Search Engine? Google, Bing, Yahoo, etc Twitter Facebook YouTube Searcher ‘intent’ is different: Informational, Navigational, Transactional Consumptional, Distractional, … www.craigbailey.net
- 11. What is Search Engine Marketing? www.craigbailey.net Originally – an Umbrella Term These days = paid search
- 12. Free versus Paid www.craigbailey.net
- 13. Organic versus with Paid Organic (SEO) ‘Investment’ Long term Indirect control Paid (SEM) Single shot Quick results Direct control www.craigbailey.net
- 14. Top 3 Reasons to Use Paid Traffic Conversions Testing as an input to SEO Bonus: Block your competitors www.craigbailey.net
- 18. Search Engine Share Source: *comScore **Hitwise AU Bing in Australia via Yahoo Search Marketing (YSM!) Bing & Yahoo Search Alliance – October-ish www.craigbailey.net
- 19. Recap so far Traffic -> Conversions -> Sales Organic versus Paid Paid -> Google AdWords www.craigbailey.net
- 20. Winning With AdWords Add Google Analytics and set up Conversion Tracking (test everything!) Understand that Search trends change Remember: It’s an auction (Quality Score) www.craigbailey.net
- 23. Search is Seasonal www.craigbailey.net
- 24. Search Trends Use the Google Keyword Tool www.craigbailey.net
- 25. Quality Score The best results occur when: The search term Matches the ad Which matches the landing page www.craigbailey.net
- 30. Get Inside Your Customer’s Head What You Think Your Customer Wants ≠ What Your Customer Actually Wants www.craigbailey.net
- 33. Example PDF file = Software? www.craigbailey.net
- 34. Top 3 AdWords Strategies Tight grouping Ad positioning Bid stacking www.craigbailey.net
- 35. 1. Tight Grouping www.craigbailey.net
- 36. 1. Tight Grouping Campaign (per country/region per network) Ad Group per product/service Bid prices per keyword URLs per keyword (optional) www.craigbailey.net
- 37. 2. Ad Positioning Position #1 is not always the best Avoid ‘click happy’ searchers Use the Keyword Positions report www.craigbailey.net
- 39. 2. Ad Positioning Results www.craigbailey.net
- 40. 3. Bid Stacking Match Types www.craigbailey.net
- 41. 3. Bid stacking Bid on all 3 Match Types Broad Phrase Exact www.craigbailey.net
- 43. Aim for a click through rate (CTR) > 1%
- 44. Aim for a bounce rate <80%
- 45. Aim to use “phrase match” (not broad match)
- 46. Test multiple ads per Ad group
- 47. Use Negative keywords (eg free, cheap)
- 48. Use First Letter Capitalisedwww.craigbailey.net
- 50. Add 100s of keywords into one Ad group
- 51. Use Content network and Search network in same campaign
- 52. Use one bid for every keyword
- 54. Why Facebook? >25% of total internet page views Almost 500 Million users Demographic targeting abilities www.craigbailey.net
- 56. Setting up an Ad www.craigbailey.net
- 58. Facebook Tips Use it for Lead Generation Use the Funnel approach FB Ad -> FB Page -> Signup form -> Email www.craigbailey.net
- 61. Facebook Ad Tips Images are the key! Create multiple ads (same text, different images) Use dark images Create ads for each age group New ads every 7 days Use FB Landing Tabs (not Wall) www.craigbailey.net
- 62. Example Weekly World News (article on AllFacebook.com) www.craigbailey.net
- 64. Summary SEM is a key component for Traffic Conversions Testing Use it in conjunction with your SEO www.craigbailey.net
- 65. Resources SEO SEO Book – Aaron Wall SEOmoz Google AdWords PPC Blog PPC Hero Google Analytics Occam’s Razor - Avinash Kaushik Facebook All Facebook HyperArts www.craigbailey.net
- 66. Questions craig@craigbailey.net http://twitter.com/craigbailey 0413 489 388 Resources www.craigbailey.net/resources/ www.craigbailey.net/nsw/