4.2 Selected Topics on Google and Project Milestones.pdf

Google: Selected Topics IS3150 AY 24/25 Sem 1 Professor (Adj) Lai Kok Fung Topics SEO SEM Objec&ve: rank high for relevant keywords on organic search results SEO B-2 A...

Google: Selected Topics IS3150 AY 24/25 Sem 1 Professor (Adj) Lai Kok Fung Topics SEO SEM Objec&ve: rank high for relevant keywords on organic search results SEO B-2 A2: Search Engine 1. Major factors of SEO: Relevance, Quality, Performance 2. Backlinks 3. The Wei Zexi Incident a) Promoted vs organic search Results b) Vetting of advertising content c) Influence of ad sales team on organic search results 4  What is SEM? SEM SEO Pay Google Cannot Pay Google 5 A2: Quality Score allows Google to deliver: 1. Relevant advertising results to web users 2. Relevant audience to advertisers CTR Ad Relevancy Landing Page Keyword: Experience Sterile water Relevant & Useful ⬆ Quality Score à ⬆ Ad Ranking ⬇ Cost Per Click 6 Search vs Display Ads Search Ad Display Ad On Google search results page On “Publishers” (Web or APP) 7  Banner Display: Banner Pop-Up Interstitial 8 Display: Video 9  Display ads are shown based on Search ↔ Intent, Relevant content on the page Context of use Display ↔ Context Viewer’s interests or profiles à Right message, place, time, person. 10 Ad Network Margin ~ 40% Aggregate demand from adver.sers and distribute to publishers 11  The Evolution of Display Advertising This was how display By 2017, the digital ecosystem advertising landscape looked has developed from direct buying like in 2012 and selling into an increasingly complex environment with data https://www.youtube.com/watch?v=1C0n_ now powering real time bidding 9DOlwE and selling. https://www.youtube.com/watch?v=efHVOWc NJZo 12  Display Ads: Google Advertisers Publishers in Adsense program Google: Advertising Products Covered: Search, Display, Video Performance Max: combine all 3 into 1 single campaign Other Products: Shopping à Google Merchant Center Google Business Profiles à Local businesses. Discovery à Display ads but on Google-owned properties like Gmail. 14 A2: Events 15  GA4 Conversions Lower LeL Google Tag Manager Event (complicated) Created / Modified GA4 Events Standard GA4 Events Standard GA4 Events 16 GA4 Custom Events ”Thank You” page after form submission (lead conversion) 17  Google Ad: Import Conversion from GA4 Import Conversions Why To tell Google Ads the important metrics you want the ad system to optimize on your behalf How Create/specify the desired conversion actions on GA4 first. Examples: Final Actions: Purchase / Enquiry Form Submission Intermediate Actions: Engagement Next On Google Ads, import conversion from GA4 18 P2: Google Analytics & Search Engine Notes 1. Short description of 3Ps, Audience, Key Marketing Message & Conversion Goals. 2. Access to site may be optional if you do not need to change the site contents or install GA. 6. If you do not yet have access to client’s Google ad account, create a test account to get familiarize with the interface and tools. Postpone the linking to later dates (your client may have linked it in the live account). T1/T2: 17 Sep – T3: 20 Sep F2F session. I will provide feedback on point 1 and answer any questions you face on other steps.  Project Milestones Project Submissions Progress Report Due Major Milestones Date P2: Search Engine 16/9 1. Key marketing message, audience, 3Ps refined 2. Google Analytics & Google Search Console established 3. SEO audit done / in progress; Basic SEO features (eg. meta tagging etc.) in place / in progress 4. Conversion mechanism in place / in progress P3: Content Marketing 23/9 1. Google ad account set up 2. Conversion goals set up and trackable 3. Content marketing strategy and editorial calendar established P4: Interim Report 30/9 1. Key marketing message, target audience, KPI refined/confirmed 2. Social media channels confirmed 3. Blogging feature enabled on website 4. Ready to execute first round of ad campaigns (SEM, Display, Social) 5. Begin execution of editorial calendar P5: Campaign Updates 21-28/10 1. First campaigns completed. 2. Initial analysis done. 3. Second round of ad campaigns began. 4. Editorial calendar execution in progress P6: Final Report 15/11 1. Second round of campaigns completed 2. Execution of editorial calendar completed 3. Result analysis 4. Report compilation  Interacted digitally with you Retargeting 22  Retargeting: Basics Ad platforms employ third-party cookies on a big scale 23 Retarge>ng: Google 1. Set up on your website 2. Set up Audience 24 Retarge>ng: Google (Cont) 3. Target the audience previously set up for ad campaigns Google Retargeting Prospects visit your Site (perhaps via Retargeted ads on Adwords) GDN 25