Search Engine Marketing Overview

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Questions and Answers

Which search term suggests that the customer is closer to making a purchase decision?

Cake decorating ideas

Birthday cake (correct)

Cake shop near Clementi

Best cake recipes

What is primarily measured by Google's Quality Score?

Number of advertisers bidding

Total impressions received by ads

Total sales generated from ads

Click Through Rate of keywords (correct)

What happens as your Quality Score improves?

You pay more per click

You pay less per click (correct)

You are guaranteed first position

Your ads receive less exposure

Which factor is NOT part of the Quality Score evaluation?

Advertiser's total revenue Signup and view all the answers

Which statement best describes the goal of Google Ads?

To deliver relevant ads to enhance user experience Signup and view all the answers

What is a benefit of using 'Expert mode' when setting up a Google Ads account?

It allows skipping certain steps in the setup process. Signup and view all the answers

How can you discover the indicative bidding price for keywords?

Using the Keyword Planner tool. Signup and view all the answers

What type of keywords tend to have higher competition and thus higher cost-per-click (CPC)?

Generic head keywords. Signup and view all the answers

Which of the following is NOT a focus area when creating a new campaign in Google Ads?

Personal Google account settings. Signup and view all the answers

What should you do after creating a campaign that requires a valid credit card?

Pause the campaign for future use. Signup and view all the answers

What is a primary function of Search Engine Marketing (SEM)?

To pay for visibility in search engine results Signup and view all the answers

What is a common use of the Keyword Planner tool?

To discover user search volume and interests. Signup and view all the answers

Which aspect related to Google Ads would NOT typically be included in campaign creation?

Choosing social media platforms for campaigns. Signup and view all the answers

Which of the following statements best describes why companies utilize SEM?

SEM helps discover opportunities from Search Console data. Signup and view all the answers

What characterizes long tail keywords compared to head keywords?

They attract less competition from advertisers. Signup and view all the answers

In the context of SEM, what does the term 'long-tail keywords' refer to?

Specific phrases that target niche markets Signup and view all the answers

What is indicated by high search volume and low position in SEM?

There is high competition and low visibility Signup and view all the answers

What advantage does SEM offer compared to SEO alone?

Immediate results and visibility Signup and view all the answers

How can search queries contribute to understanding customer behavior in SEM?

By providing insights into their demographic and intent Signup and view all the answers

Which statement best characterizes the relationship between SEM and the customer purchase funnel?

SEM can capture customers at various stages of the funnel. Signup and view all the answers

What role does a quality score play in SEM strategies?

It defines the position of your ads in search results. Signup and view all the answers

Study Notes

SEM: Search Engine Marketing

SEM involves paying for online advertising on search engines like Google.
It differs from SEO (Search Engine Optimization), which relies on organic ranking.
Approximately 40% of the global digital advertising budget is allocated to SEM (July 2024).

Why Use SEM?

SEM offers faster results compared to the potentially lengthy process of SEO.
Search Console data reveals SEM opportunities based on user search queries.
It allows targeting customers who have demonstrated purchase intent through searches.

Understanding Search Console Data

Analyzing search query data helps identify SEM opportunities.
This data reveals user intent, demographics, and their stage in the purchase funnel.
Keywords like "Bali holiday," "diabetes," and "CPF withdrawal" provide insights into user needs and preferences.

Case Study: Manitobah Mukluks

This case study highlights SEM's ability to level the playing field for businesses of all sizes.
It allowed Manitobah Mukluks to achieve similar exposure to larger competitors.

Setting Up a Google Ads Account

Registration can be done using any Gmail account.
Free credits may be available starting from the second billing cycle.
Using "Expert Mode" can streamline the setup process, even allowing skipping the initial credit card requirement. Pause campaigns created this way until needed.

Keyword Planner & Bidding

SEM is an auction-based system where advertisers bid on keywords (cost-per-click).
The Keyword Planner tool helps determine:
- Search volume (user interest, driven by factors like Google Trends).
- Indicative bidding prices (competitor activity and market demand).
The goal is to find keywords with high search volume and low competition.

Long-Tail Keywords

Long-tail keywords (e.g., "Math tutor," "P5 Chinese tutor") are less competitive than generic head keywords (e.g., "tuition," "tutors"). They result in lower costs per click (CPC).

Google Ads Campaign Structure

Campaigns are structured into Ad Groups and individual Ads.
Components include bidding strategy, budget, targeting (location, language, device), scheduling, keywords, ad text, and landing pages.
Ad text examples: "We are the top tuition agency in Singapore."

Google Ads Dashboard & Key Metrics

The Google Ads dashboard provides data on:
- Keywords (including use of +,””, and negative keywords).
- Search terms.
- Audience demographics.
Hands-on practice is vital for comprehensive understanding.

Keywords & the Purchase Funnel

Keywords indicate the customer's stage in the purchase process.
"Birthday cake" suggests a higher purchase intent compared to "cake shop near Clementi."
SEM often targets customers further down the funnel, closer to conversion.

Quality Score

Google aims to deliver relevant ads to users and appropriate audiences to advertisers.
Quality Score is determined by:
- Click-Through Rate (CTR) of keywords.
- Relevance of keywords to ad groups and landing pages.
- Ad text relevance.
- Historical account performance.
Higher Quality Scores lead to lower costs-per-click (CPC), although bidding still occurs.

How Search Works (Recap)

Ads are only displayed if they are relevant to the user's search and provide the advertiser with a suitable audience.

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Description

Explore the fundamentals of Search Engine Marketing (SEM) and understand how it differs from Search Engine Optimization (SEO). This quiz delves into the strategic advantages of SEM, the use of Search Console data, and a case study showcasing SEM's impact. Ideal for anyone looking to deepen their knowledge of digital advertising.