Search Engine Marketing IS3150 2024/2025 PDF
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Uploaded by PleasantRelativity2024
Lai Kok Fung
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Summary
This document provides an overview of search engine marketing (SEM). It covers various aspects of SEM, including learning outcomes, case studies, and practical applications. The document highlights how to use Google Ads, and includes considerations like keyword planning, campaign structure, and quality scores.
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Search Engine Marketing IS3150 AY 24/25 Sem 1 Professor (Adj) Lai Kok Fung 2 SEM: Learning Outcome The What & Why of SEM Basic concepts and steps in using SEM Related topics: Long-tail keywords, purchase funnel, quality score...
Search Engine Marketing IS3150 AY 24/25 Sem 1 Professor (Adj) Lai Kok Fung 2 SEM: Learning Outcome The What & Why of SEM Basic concepts and steps in using SEM Related topics: Long-tail keywords, purchase funnel, quality score 3 What is SEM? SEM SEO Pay Google Cannot Pay Google 4 Does SEM work? July 2024: Link About 40% of global digital advertising budget is spent on SEM 5 Search query Defensive SEM Why SEM? 1. SEO may take a long time to Offensive SEM get results 2. You discover potential opportunities from Search Console data 3. You want to capture potential Organic SEO customers who have signaled their intent via search queries 6 What does this Search Console data tell you? A Digital Display Solution Company SEM Opportunities High Search Low Volume Position Sorted by Clicks Sorted by Impressions 7 search keyword Intent: search queries reveals a lot ads What do these searches tell you, and why should you pay attention? Bali holiday Diabetes CPF withdrawal Romantic dinner Besides purchasing intent, search keywords may also reveal demographic and health info, state of mind, position in customer purchase journey etc.. Use SEM to bid and show your ads for relevant keyword searches. organic 8 Case Study: Manitobah Mukluks https://www.youtube.com/watch?v=zaJfkHGxaOI It democratizes commerce. It allows us to the same level of exposure as our billion-dollar competitor. CEO, Manotobah Mukluks Using Google Ads 10 Register for Google Ad Account Can use any Gmail account to register May get free credit (from second billing cycle) 11 Expert Mode Although it may sound counter- intuitive, using “Expert mode” may help you skip some steps (like being forced to start a campaign with a valid credit card). Skip campaign creation If you do create a campaign with credit card specified, remember to pause the campaign for now 12 Gaining Access to Existing Google Ad Account 13 Step by Step Guides Search on YouTube for tutorials 14 Keyword Planner SEM is based on auction and cost per click Use Keyword Planner to discover Search volume: what keywords do users search on? Driven by user interests, eg. Google Trend Indicative bidding price: are other advertisers competing on the same keywords? Driven by advertisers’ assessment of market demands. Sweet spot for your business: High search volume Low advertiser competition 15 Long Tail Keywords More “generic” keywords à more competitive bidding higher CPC Example: Head keywords: tuition, tutors Long tail: Math tutor, P5 Chinese tutor, Tuition near Clementi 16 Create New Campaign 17 Campaign, Ad Group & Ad Bidding & budget, locations & languages, networks & 18 devices, start & end dates, etc. Keyword sets, placements, audience Keywords, Ad Text, Landing Pages Ad Text example., ”We are the top tuition agency in Singapore” Google Ads Dashboard Key Topics Keywords Search Terms +, “quotation”, … Negative Keywords Audience Demographics ….. Need hands-on practice to grasp these concepts 19 Keywords & Purchase Funnel For a cake shop, which search term indicates that the customer is closer to purchase decision? Birthday cake Cake shop near Clementi Typically, SEM is used to target customers at the “lower funnel”, closer to conversion. Historically, it was the first major “performance” marketing channel. 20 Quality Score 1. Google wants to deliver: Relevant advertising results to web users Relevant audience to advertisers 2. To achieve the objectives, Google uses “Quality Score”, determined by factors below: Click Through Rate of your keywords (CTR) Relevance of each keyword to its ad group Landing page quality and relevance Relevance of your ad text Your historical account performance 3. The better your Quality Scores, the less you pay per click. 4. Of course, you still bid against other advertisers. 5. It is a brilliant model, making advertisers work to deliver more relevant ads (better relevance), and generate higher income for Google (through bidding). 21 Recap: How Search Works https://www.youtube.com/watch?v= BNHR6IQJGZs We won’t show any ad unless It is relevant to the users It delivers the right audience to the advertisers 22
