KEDGE Digital Marketing SEA Session 7 PDF

Welcome ! Digital Marketing Session 7 : SEA Axel Partouche  Chapter 1 Concepts and definitions Axel Partouche Chapter 1 : Concepts and definitions Definition Search engine advertising (S...

Welcome ! Digital Marketing Session 7 : SEA Axel Partouche  Chapter 1 Concepts and definitions Axel Partouche Chapter 1 : Concepts and definitions Definition Search engine advertising (SEA) is a branch of search engine marketing (SEM). While search engine optimization (SEO) centers on improving accessibility with the use of keywords, SEA places the paid advert directly into the search engine results and on partner websites. Axel Partouche Chapter 1 : Concepts and definitions Definition Google’s main business model has come from advertising, almost since the creation of the search engine. The same goes for Bing. All the major engines now offer promotional link solutions allowing you to obtain, for a fee, visibility in the results pages Axel Partouche Chapter 1 : Concepts and definitions Definition Google popularized this concept around Adwords, which offers promotional links whose positioning is based on several criteria: auctions, click rate and “Quality Score”. The advertiser, for his part, only pays if the displayed link is clicked. Axel Partouche Chapter 1 : Concepts and definitions Definition Note that in 2016, Google removed the Adwords links on the right of the SERP to add a fourth in the “Premium” position, before the natural results, pushing the latter a little further down. Axel Partouche Chapter 1 : Concepts and definitions Di erent types of ads Ads search Ads display Ads shopping Ads retargeting Axel Partouche Chapter 1 : Concepts and definitions Di erent types of ads Ads shopping Axel Partouche Chapter 1 : Concepts and definitions Di erent types of ads Axel Partouche Chapter 1 : Concepts and definitions SEA : thoughts and debates Google search, Google shopping, Retargeting, Search engines in general, Social Medias, Youtube, Google Display Network… Axel Partouche  Chapter 2 Performance and Quality Score Axel Partouche Chapter 2 : Performance and quality score Bidding, CTR (Click-Through Rate), and Quality Score Axel Partouche Chapter 2 : Performance and quality score Focus : Quality Score According to the Google Ads guide, there are three important elements : - Relevance, clarity and ease of navigation on the landing page, in other words the page on which Internet users who click on the ad land. - The estimated click-through rate for this ad, determined based on the results of your previous paid ads. - The relevance of the ad itself, defined by the level of concordance between the chosen keyword and the content offered in the ad. Axel Partouche Chapter 1 : Concepts and definitions Quality Score, what are the di erent levels of involvement and how to be impactful? Axel Partouche Chapter 2 : Performance and quality score Keywords - Select the best keywords from the start. - Work carefully on purchasing exact keywords because in the event of poor QS, your other targeting will follow the same path. Google does not pay attention to the type of match. - Capitalize on lists of brand-related keywords to achieve a high level of quality. - Exclude negative and irrelevant keywords to improve click- through rate. Axel Partouche Chapter 2 : Performance and quality score Ads - Think about effective ad extensions to improve not only visibility but also CTR. - Monitor AdWords ad groups with a low click-through rate which can lower the QS because Google will deem them irrelevant. - Abuse A/B testing in your Adwords campaigns. Axel Partouche Chapter 2 : Performance and quality score The account - Invisible and difficult to identify, your account has its own quality level also called vertical QS. This includes the history and all existing Quality Scores, so you have little control over them. If your account is recent and not very dynamic at the moment, be aware that it may take several months to reveal its potential! - To gain precision, organize geolocation campaigns or local campaigns. Axel Partouche Chapter 2 : Performance and quality score Landing page - Pay attention to the bounce rate and time spent. - The quality of the landing page is important, prefer a URL that is not too generic and very precise. - Choose pages that are relevant to the ads and keywords. Axel Partouche  Chapter 3 Concrete overview Axel Partouche Chapter 3 : Concrete overview Axel Partouche Chapter 3 : Concrete overview Axel Partouche Chapter 3 : Concrete overview Axel Partouche Chapter 3 : Concrete overview Axel Partouche