Search engine marketing allows businesses to be seen when customers type a search that matches what you sell. Learn how to improve your SEM and receive a complimentary $100 credit for a new Google AdWords or Google AdWords Express advertising campaign.

1. © 2013 YOakleyPR
Yasheaka Oakley
YOakleyPR.com

2. © 2013 YOakleyPR
About Yasheaka
 Cheyney University, 2011
 Bachelor of Arts in
Communication Arts
 Public Relations
 Minor – Graphic Design
 Kent State University, 2014
 Master of Arts in
Journalism & Mass
Communications
 Public Relations

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• Public Relations
• Online Marketing
• Search Engine
Optimization (SEO)
• Search Engine
Marketing (SEM)
 Social Media
 Blogging
 Facebook
 Google+
 LinkedIn
 Twitter

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Source: Solution416

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Search Engine Marketing
 A form of Internet marketing that involves the
promotion of websites by increasing their visibility
in search engine results pages through
optimization and advertising
 It allows businesses to be seen when customers
type a search that matches what you sell
 90% of consumers use search engines to research
products and services
Source: Search Engine Land

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The Right Lead at the Right Time
Decision
and
Purchase
Cycle
Relevant Ad On
Search Engine
“Couch For Sale”
“Black Leather Couch”
“Black Leather Couch
Philadelphia under
$1,000”
Advertise a
supporting
product

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Google Places for Business
 Control what information
Google presents to
potential customers
 List: hours of operation,
services, products,
relevant images, and
contact information
 Getting Started
 All you need is a Gmail
account + a few minutes
to claim your business
Source: Search Engine Watch

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Google+ Local Business Pages
 According to Google, search
ads using Google+ average
5-10 percent more clicks
 You should claim your
Google Places and Google+
Local page before trying any
Google service
 Offers potential clients
personalized search results
based on their Google+
circles (very social)
Source: Search Engine Watch

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Phase One: Planning
Google AdWords Google AdWords Express
 Need A Website
 Daily Budget Control
 Ability To Target Anywhere
 Enhanced By Google+ Page
 Ads On Mobile Search and
Maps
 More Options To Utilize
 No Website Required
 No Daily Budget Control
 Can Target Locally
 Enhanced By Google+ Page
 Ads On Mobile Search and
Maps
 Boosts Your Google Places Or
Local Search Listings To The
Top
Sources: Craig Kahn

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Phase One: Planning
 Set objectives for your campaign
 Increase Sales
 Increase Web Traffic
 Consider your budget for advertising
 Do your keyword research
 Build a list of 10-20 relevant keywords
 Take some time to identify negative keywords
 Write ads that are to the point, use keywords and
feature a strong call to action

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Choosing the Right Keywords
Source: OneStat.com – July 2006
94% of people in the US search with multi-word phrases

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Choosing the Right Keywords
Buy flower
bouquet
Buy cheap flowers now
Wedding
flowers
marigolds
lilies
Bouquet of red
flowers
Floral care

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Google AdWords Ads
AdWords Ads

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What are Negative Keywords?
 Any keywords that you don’t want to advertise
 Prevent ads from appearing on irrelevant search
queries
 Ex. A drain cleaner may not want to advertise
“plumbing”
 Eliminate unwanted impressions
 Lessens the chance of getting charged for clicks that
wouldn’t likely turn into sales
 Keeps you from fielding calls about less profitable
products/services

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Phase Two: Creating Your Ad
 Geo-Targeting
 Define the area
you’re targeting so
that your ads only
appear in your
desired zip code,
city, state, etc.
Source: Business2Community
States
Cities
Zip Code

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Phase Two: Creating Your Ad
 Optimize your ads for
multiple platforms
 Mobile devices
 Desktop Computers
 Link your new Google+
Local and/ or Business
Page to your
advertisement for a social
boost

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Phase Two: Creating Your Ad
 Use the city you want to
target with each ad
 Help you only get clicks
from people you want to
serve
 Example: Looking for a
flower shop in
Philadelphia? Call us
now to save $20 off
today’s purchase.
 Mobile users want
someone local
 By the end of 2013, more
searches will be done
with phones than
desktops

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Writing an Effective Ad
 It’s important to write targeted ad text for several
reason
 First Thing Users See: Ad text distinguishes you from
the competition
 Ineffective Ads Won’t Support Your Objective
Higher
Clickthrough
Rates
Targeted
Ad
More Qualified
Leads
Better
Conversions
Good User
Experience

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Phase Three: Controlling Cost
 No Minimum Spend
 You choose your own maximum daily spending
limit or set a lifetime campaign budget
 Choose how much you want to spend per click
for every keyword
 Pay Google for users who click on your ad
 Conversion tracking = real-time return-on-
investment data

22. © 2013 YOakleyPR
Yasheaka Oakley (@YOakleyPR)
www.yoakleypr.com