Post on 19-May-2015
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Search Engine Marketing(SEM)
Craig Baileywww.craigbailey.net
Start Timer
Increasing Revenue
1. Traffic
2. Conversions
3. Prices
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Free versus Paid
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Free versus Paid
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Left & Right
Traditionally:• Organic: the ‘Left side’ of Search• Paid: the ‘Right side’ of Search
• That’s all changing…
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Aims
• Understand Search Engine Marketing• Advice on using AdWords effectively• Highlight 3 AdWords Strategies• Introduce Facebook advertising
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Craig Bailey
• Worked in IT for 20 years• CTO and Technical Director• Microsoft MVP for 3 years• Google Analytics Qualified• Microsoft adExcellence Member• Run my own web based businesses• SEO and Google AdWords for clients• ‘Web Strategist’ ?
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Increasing Traffic
Sources• Search (Google, Bing, Yahoo)• Social (Twitter, Facebook, LinkedIn, YouTube)• Recommend (Digg, StumbleUpon)• Email• PR
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What is a Search Engine?
• Google, Bing, Yahoo, etc• Twitter• Facebook• YouTube
Searcher ‘intent’ is different:• Informational, Navigational, Transactional• Consumptional, Distractional, …
What is Search Engine Marketing?
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• Originally – an Umbrella Term• These days = paid search
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Free versus Paid
1. Traffic
Organic (Free)
SEM (Paid)
Bing
Google AdWordsSearch Content Network
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Organic versus with Paid
Organic (SEO)• ‘Investment’• Long term• Indirect control
Paid (SEM)• Single shot• Quick results• Direct control
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Top 3 Reasons to Use Paid
• Traffic• Conversions• Testing as an input to SEO
• Bonus: Block your competitors
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Search Engine Share
• Source: *comScore **Hitwise AU• Bing in Australia via Yahoo Search Marketing (YSM!)• Bing & Yahoo Search Alliance – October-ish
May 2010 USA* Australia**
Google 63.7% 87.7%
Bing 12.1% 3.2%
Yahoo 18.3% 2.3%
Users Users
Facebook (18yo+) 113.1M 7.9M
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Recap so far
• Traffic -> Conversions -> Sales• Organic versus Paid• Paid -> Google AdWords
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Winning With AdWords
• Add Google Analytics and set up Conversion Tracking (test everything!)
• Understand that Search trends change• Remember: It’s an auction (Quality Score)
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Track Conversions
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Search is Seasonal
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Search Trends
Use the Google Keyword Tool
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Quality Score
The best results occur when:• The search term• Matches the ad• Which matches the landing page
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Bad
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Getting Better
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Good
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Get Inside Your Customer’s Head
What You Think Your Customer Wants
≠What Your Customer Actually Wants
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Keyword Research
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Keyword Research
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Example
• PDF file = Software?
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Top 3 AdWords Strategies
1. Tight grouping2. Ad positioning3. Bid stacking
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1. Tight Grouping
Campaign 1USA (Search
network)
Ad group Product 1• Keywords• Specific ads
Ad group Product 2• Keywords• Specific ads
Campaign 2Australia (Search
network)
Ad group Product 1• Keywords• Specific ads
Ad group Product 2• Keywords• Specific ads
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1. Tight Grouping
• Campaign (per country/region per network)• Ad Group per product/service• Bid prices per keyword• URLs per keyword (optional)
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2. Ad Positioning
• Position #1 is not always the best• Avoid ‘click happy’ searchers• Use the Keyword Positions report
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Ad Positions
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2. Ad Positioning Results
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3. Bid Stacking
Match TypesMatch type Keyword Examples - Appears for:
Broad microsoft office microsoftofficemicrosoft office office 2010 downloadoffice 2010microsoft windowsoffice chairs
“Phrase” “microsoft office” buy microsoft officemicrosoft office downloadmicrosoft office 2010 release datereviews of microsoft office 2010
[Exact] [microsoft office] microsoft office
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3. Bid stacking
Bid on all 3 Match Types• Broad• Phrase• Exact
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AdWords DOs
DOEnable Analytics & Conversion TrackingAim for a click through rate (CTR) > 1%Aim for a bounce rate <80%Aim to use “phrase match” (not broad match)Test multiple ads per Ad groupUse Negative keywords (eg free, cheap)Use First Letter Capitalised
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AdWords DON’Ts
DON’T Point to your home page Add 100s of keywords into one Ad group Use Content network and Search network in
same campaign Use one bid for every keyword Set and forget
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Why Facebook?
• >25% of total internet page views• Almost 500 Million users• Demographic targeting abilities
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Setting up an Ad
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Facebook Tips
• Use it for Lead Generation• Use the Funnel approach• FB Ad -> FB Page -> Signup form -> Email
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Facebook Ad Tips
• Images are the key!• Create multiple ads (same text, different
images)• Use dark images • Create ads for each age group• New ads every 7 days• Use FB Landing Tabs (not Wall)
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Example
• Weekly World News (article on AllFacebook.com)
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Summary
SEM is a key component for• Traffic• Conversions • Testing
Use it in conjunction with your SEO
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Resources
SEO• SEO Book – Aaron Wall• SEOmozGoogle AdWords• PPC Blog• PPC HeroGoogle Analytics• Occam’s Razor - Avinash KaushikFacebook• All Facebook• HyperArts
Questions
• craig@craigbailey.net• http://twitter.com/craigbailey• 0413 489 388
Resources• www.craigbailey.net/resources/ • www.craigbailey.net/nsw/