Search Engine Marketing Overview

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.