[IE - English] PPC and Paid Search Fundamentals (Part I)_ theory and main concepts 2.pdf

Paid Search Fundamentals Theory and main concepts Session 8 Prof. Emiliano Chedrese AGENDA 1. Recap from last session 2. PPC and Search Fundamentals o o o o Why Search is critical SEO vs. SEM How Search works Key decisions to tackle when setting up Google Search PAID MEDIA CAMPAIGN STRUCTURE Cross S...

Paid Search Fundamentals Theory and main concepts Session 8 Prof. Emiliano Chedrese AGENDA 1. Recap from last session 2. PPC and Search Fundamentals o o o o Why Search is critical SEO vs. SEM How Search works Key decisions to tackle when setting up Google Search PAID MEDIA CAMPAIGN STRUCTURE Cross Strategic Foundamentals & Trends KPIs & Attribution Models Ecosystem Media Planning & Buying Innovation Vertical / Paid Social Media Display & Programmatic Video Strategy Paid Search Deep-dive Let’s start with the basics WHEN WE TALK ABOUT SEARCH…? Who is the giant that we think of? CONFIDENTIAL & RESTRICTED Google’s Co Founders: Larry Page and Sergey Brin The garage where Google was created Google’s name coming from: "Googol", which is a mathematical term for a single digit 1 followed by one hundred zeros. First Google doodle as a message outside the office of its founders: they were attending the Burning Man Festival. CONFIDENTIAL & RESTRICTED Search in Google Why is Search that critical? 3.5 3.5 billions of searches happens on Google … every day 15% El 15% of these searches… are completely new Face skin breakout Think Brand Awareness & Reach See Product & Brand Consideration Care Drive Action: Sales, Leads, Traffic, App Grow Loyalty & Reengage Do Digital Media Channels Brand Awareness & Reach Product & Brand Consideration Drive Action: Sales, Leads, Traffic, App Grow Loyalty & Reengage Digital Media Channels Programmatic (RTB) Youtube for reach Display (prospecting) Programmatic (Brands Days, PGs) Brand Awareness & Reach SEM (genérica) 1st party Email Marketing Retargeting sobre compradores Product & Brand Consideration Drive Action: Sales, Leads, Traffic, App Grow Loyalty & Reengage Display (retargeting) SEM (marca) Social Orgánico CONFIDENTIAL & RESTRICTED SEO vs SEM Which is the difference? Which is the meaning of SEO? SEO: Search Engine Optimization. It is the methodology or best practices by which we can increase the quantity and quality of organic traffic that reaches your website from search engines. Which are the key levers of SEO? Content Architecture Receive searches related to your product or service Provide an optimized experience to your users Technical SEO Update the code that is not directly seen by the user that influences the ranking Which is the meaning of SEM? SEM: Search Engine Marketing It is the methodology or practice by which the visibility of a brand is improved through paid marketing actions on search engines. CONFIDENTIAL & RESTRICTED Every Google ad you see goes through an ad auction before appearing in the SERPs. 1) To enter into an ad auction, you'll first need to identify keywords you want to bid on and clarify how much you're willing to spend per click on each. 2) Once Google determines the keywords you bid on are contained within a user's search query, you’re entered into the ad auction. Not every ad will appear on every search related to that keyword. Some keywords don't have enough commercial intent to justify incorporating ads into the page. Which are the key levers of SEM? Ad Rank = Max CPC x Quality score -Expected CTR (score 1-10) -Ad Relevance (score 1-10) -Landing Page Experience (score 1-10) Search