Paid Search Full Court Press: Integrating Paid Search into Your Wider Marketing Program
Search Engine Marketing- Understanding The Paid Search Aspect
19
MICHAEL GEORGE KEATING Internet Marketing Consultant Search Engine Marketing
-
Upload
michaelgkeatingcom -
Category
Business
-
view
209 -
download
0
description
Search Engine Marketing is the umbrella that includes Search Engine Optimization and also Paid Search. Many people aren’t aware that SEM encompasses both SEO and PPC, but this presentation breaks down SEM for you. Mainly focused on the paid search aspect, I will be uploading another presentation that focuses more on the SEO side of the equation.
Transcript of Search Engine Marketing- Understanding The Paid Search Aspect
MICHAEL GEORGE KEATING
Internet Marketing Consultant
Search
Engine
Marketing
Outline For Today’s Class
The Me (Real Talk) • What I do
• 10 facts
Search Engine Marketing • What is it?
• Why is it important?
• Paid (PPC) Vs. Organic (SEO)
Paid Search (PPC) • In-depth breakdown
Organic Search (SEO) • Light overview
The Me (Real Talk) 1.1
eReach Consulting • A digital marketing agency that performs:
o SEO
o PPC
o Video Marketing
o Social Media
o Graphic Design
o Web Development
o Training
o Consulting
My Role As A Consultant • Differs from traditional agencies in structure
o Have to be well versed in each skill set
o Quarterback projects from start to finish
The Me (Real Talk) 1.2
10 Facts About Me 1. I’m from New Jersey – Yes my family is okay~
2. I graduated from USD in 2009 with a degree in Marketing
3. I wasn’t a good student- 2.7 GPA (That is passing)
4. I have a puppy named Zaya whom I love
5. I’m very open and honest
6. I love helping others in any way possible
7. I started a company and failed
8. I believe people take life too serious
9. I believe you want something go get no matter what
10. I don’t believe in dreams I believe in making reality
Zaya
Search Engine Marketing 1.1
Definition • Form of internet marketing that involves promoting websites by
increasing their visibility in search engines through organic and paid
methods
• Includes all search engines mainly Google, Yahoo, and Bing (others
don’t really matter)
Who Cares? • 2012 SEM industry in America was over $23 billion
o $4.1 billion in 2004
• Year over year growth of 8%
Search Engine Marketing 1.2
These terms are often confused so remember this visual so you understand the hierarchy
Search Engine Marketing 1.3
A Look at the Numbers • 100 % = Paid + Organic • 70 % = Organic • 30 % = Paid
Paid Search (Pay-Per-Click) 1.1
Definition • Process of gaining traffic and increasing website visibility by
purchasing ads on major search engines
• Includes Google Adwords, Yahoo! Advertising Solutions,
Microsoft Search Advertising
Some Numbers • Mom and pops to Fortune 500 companies
• Ad prices vary from $.01 to $1,000s
• Fortune 500 companies spend over $200,000 /month
Paid Search (Pay-Per-Click) 1.2
Mobile Vs. Desktop
8% 11%
81%
Tablet Smartphone Computers
$3.7 Billion $23 Billion
Paid Search (Pay-Per-Click) 1.3
The User View • Title = 25 characters long
• Destination URL = 35
characters
• Ad Copy = 35 characters
Your insights? • What would you do for the
title or add copy?
• What do you think works
best?
Paid Search (Pay-Per-Click) 1.4
How The Placement Process Works Maximum Bid= The maximum amount you are willing to pay on one of your advertisements Quality Score= An estimate of how relevant your ads, keywords, and landing page are to the person seeing your ad (scale of 1-10)
Ad’s Maximum Bid X Ad’s Quality Score
= AdRank
What Exactly Does It All Mean?
Paid Search (Pay-Per-Click) 1.5
Maximum Bid Explained • PPC- You can pay-per-click
• CPM- You can pay per thousand impressions
• Advanced options available such as:
o Automatic bidding
o Manual bidding
• Each bid option has its benefits- When would you use each?
How To Analyzing Maximum Bid
• CPA- How much are you willing to spend per acquisition
• http://www.clickz.com/cpa-calculator
Paid Search (Pay-Per-Click) 1.6
Quality Score Explained • Based on:
o Expected Click-through-rate
o Advertisement relevance
o Landing page experience
• Past history plays huge role
• Adjusted every time someone searches
How It Affects You
• Actual CPC for your keyword
• First page bid estimate
• Ad position
Paid Search (Pay-Per-Click) 1.7
Keyword Tricks
Paid Search (Display) 1.1
Display Advertising
728 x90 (Leaderboard)
180 x150
(Medium Rectangle)
160 x 600
(Wide Skyscraper)
300 x 250
(Medium Rectangle)
Search Engine Optimization (SEO) 1.1
Basic Overview • Determines how your website ranks in Search Engine Results
• Entirely organic= Non Paid
• Algorithm that consists of over 300 variables- no one knows them
• Algorithm is constantly changing
Four Main Parts • Content of your web pages
• Site architecture- how your site is created
• Incoming links
• On page optimization
Overview- You Better Answer 1.1
SEM • What is it?
• What is the structure in relation to SEO and PPC?
Paid (PPC) • What is it?
• What search engines allow you to run them?
• What determines how your ad is displayed?
• What are the limitations for setting up the ads?
• CPC Vs. CPM- What are they?
• When would you use either?
Goodbye For Today
Please let me if you have any questions and feel free to reach out to me at
anytime.
I’m here to help you learn...
SERIOUSLY
