Search Engine Marketing (SEM) PDF

Search Engine Marketing (SEM) DDM Shanaka Rathnayake – MBA (UWE Bristol) [email protected] What is Search Marketing? Search marketing is the process of gaining traffic and visibility from search engines through both paid and unpa...

Search Engine Marketing (SEM) DDM Shanaka Rathnayake – MBA (UWE Bristol) [email protected] What is Search Marketing? Search marketing is the process of gaining traffic and visibility from search engines through both paid and unpaid efforts.  What is a Search Ad? Source – clickz.com Source – clickz.com How SERP ads evolved… 2020 Anatomy of Search Search Query Search Ad Organic Search Results SERP on Mobile  5Mn+ Monthly Active Users in Sri Lanka (2020) - 2017 - 2017 - 2017 Source – Google Ads Source - statcounter.com Jan 2020 – Jan 2021 Why Being on top is Important?  The ZMOT Jim Lecinski (2011) Source – Google Internal Data Source – Google Internal Data Why Search? The Components 1 - Headline 03 Headings 30 Characters per heading Have relevance to the Keyword that is targeted The most noticeable element of a search ad The Components 2 - Description Product/Service highlight 90 Characters per heading (expanded text ads can contain 2 decsriptions) Use compelling CTA The Components 3 - Display URL Gives an indication to the users of where the ad may lead Does not need to be similar to the landing page URL (final URL) Domain need to be inline with final URL 02 URL paths can be added (15 characters per path)  Affiliate location extensions Help people find retail chain stores that sell your products.  Callout Extensions Lets you add additional text to your ad – gives you an opportunity provide more compelling information e.g. free delivery” or “24/7 customer support  Sitelink Extensions Link/send people directly to specific pages of your website  Call Extensions Encourage people to call your business by adding a phone number or call button to your ads. Capture business leads of customers that need help, products, or information fast.  Structured Snippets Showcase information potential customers will find most valuable by selecting a predefined header (like, product or service category) and listing items.  Message Extensions Encourage people to send you text messages from your ad.  Price Extensions Showcase your services or product categories with their prices, so that people can browse your products right from your ad. Gives you a chance to add a new depth to your ads and convince users to convert by being upfront and showcasing your pricing on the ad itself.  App Extensions Encourage people to download your app. Available globally for Android and iOS mobile devices, including tablets. This is a mobile-specific ad extension.  Promotion Extensions Add more value to your Search Network text ads by highlighting your sales and promotions for people that are searching for the best deals your business has to offer.  Lead Form Extensions Helps you collect leads directly from your ad. How Google Search works Why SEM? The Fundamentals of SEM… Example – HSBC Loans Exercise What will the search queries be for; Mobitel Broadband HSBC Credit cards Dialog Television  Keyword Match Types Control which searches on Google can trigger your ad. Understanding & utilizing keyword match types accurately can significantly improve CTR & CRO. Also, reduce invalid or irrelevant clicks saving marketing budget & stay relevant.  Negative keywords will prevent your ad from appearing on a publisher’s website or SERP if the negative keywords you choose are included in the search phrase that Google uses. Cut down the number of irrelevant impressions your ads receive. Using negative keywords on your Google AdWords campaigns helps to reduce the number of unqualified link clicks. How to Identify Keywords?  Sample keywords Vacation: Getting to know the AD Auction Top bidders Top Ad Rank User Experience is vital! What makes a good Ad copy Relevancy – to the keyword in the ad group Sell effectively Unique – stand out from the competition CTA – include CTA Relevant landing page Increased CTR % Ask yourself these 03 questions! How do you describe your What is your USP? What is your CTA? products? How not to do it… Do it the right way!  Unspecific title not relevant to a search for t-shirts Punctuations over used Using Not specific about the products superlatives in description No CTA Messy display URL No USP in description Specific and relevant title Specific and relevant Offering compelling descriptions further info Includes a call to action Clear easy to read display Gives specific product URL tying in with the details keyword Dynamic Search Ads (DSA)  Generate incremental leads/sales by promoting ads on more commercial search queries. Works when looking to expand the reach of your current search campaigns because they were designed to help advertisers match to relevant queries that are not already being bid on in the account. SEM – Targeting options  Search adverts are targeted in a variety of ways, depending on how you want to reach your intended audience. Targeting your adverts means you know that the traffic you are getting is relevant to your product.  Keywords and Match Types Broad match It’s not enough to simply pick the right keywords; you need to know about the different ways in which the search engine interprets and matches the Broad match modifier search term to your chosen keyword. Phrase match Exact match Negative match.  Language and location targeting Search engines have versions customized for specific regions and languages, based – Sinhala not available still Both Inclusion/Exclusion options available People in, or who show interest in, your targeted locations People in or regularly in your targeted locations People searching for your targeted locations Advance targeting – locations Add locations in bulk Drop pins and select preferred radius (km/mi)  Behavioral and Demographic Targeting (audiences) Targeted based on personal behavior & interests Remarketing - re-target visitors who came to your site via an AdWords advert based on actions that they took.  Advance targeting – audiences Create customized audiences via audience manager. Ad account structure Keeping things neat is important!  Benefits of a well structured ad account: Determine which ads are driving conversions (sales,leads,etc.) and traffic. Monitor changes easily. Have better control over budgets and costs. Locate specific keywords quickly. Manage and edit your campaigns easily.  Campaign Level: Laying the Foundation Ad Group Level: Building Your House Keyword Selection: Interior Decorating Ad Copy: Exterior Design Ad Extensions: Adding a Backyard Pool  Basic PPC account structure hierarchy MCC – My Client Centre Available with digital agencies An Ideal Ad Account structure The Structure of the Ad Account is important for optimizing…  Objective Drive Traffic Get Calls/messages App installs Build Awareness Etc.  Create the structure within each campaign Are organized by theme Assist to control keyword/ad association  Ideal Ad group components Max of 7-10 ad groups per campaign Max of ~20 keywords per ad group 2-3 ads per ad group  What Are SKAGs? Single Keyword Ad Groups Modified broad match: ads shown on searches that contain the selected, modified term, Quality in any order. Score Phrase match: shown on searches that match a phrase or close variation of that phrase, adding more words before and after. Exact Match: shown on searches that match the term exactly or close variations.