SEM NYU Presentation
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Transcript of SEM NYU Presentation
![Page 1: SEM NYU Presentation](https://reader033.fdocuments.in/reader033/viewer/2022061103/5406e5418d7f7288088b485e/html5/thumbnails/1.jpg)
Search Engine MarketingPresentation
Search Engine MarketingPresentation
![Page 2: SEM NYU Presentation](https://reader033.fdocuments.in/reader033/viewer/2022061103/5406e5418d7f7288088b485e/html5/thumbnails/2.jpg)
Google Search Results: Havaianas
Sponsored Results
Sponsored Results
Search ResultsSearch Results
![Page 3: SEM NYU Presentation](https://reader033.fdocuments.in/reader033/viewer/2022061103/5406e5418d7f7288088b485e/html5/thumbnails/3.jpg)
What is The Difference?
Sponsored Results• Also Known As
– Search Engine Marketing (SEM)– Pay Per Click (PPC)– Cost Per Click (CPC)– Paid Search
• Paid Search Advertisements Are Displayed On The Top And/Or Right Hand Side Of Google Search Results Pages
• Paid Search Advertisements Appear As Small Classified Style Ad Copy That Links To A Companies Website
• Paid Advertisements Only Appear When An AdWords Campaign Is Developed To Target Specific Keywords
Search Results• Also Known As
– Organic Search Results– Natural Search Results– Free Search Results– Search Engine Optimization (SEO)
• The Natural Results appear directly below and/or to the left of the paid adveritsements
• Organic results are gathered by search engines’ web crawlers and ranked according to relevance to the search terms
• The Natural Results display a list of web pages with titles, a link to the page and a short description showing where the keyword(s) searched have match content within the page
![Page 4: SEM NYU Presentation](https://reader033.fdocuments.in/reader033/viewer/2022061103/5406e5418d7f7288088b485e/html5/thumbnails/4.jpg)
Yahoo
![Page 5: SEM NYU Presentation](https://reader033.fdocuments.in/reader033/viewer/2022061103/5406e5418d7f7288088b485e/html5/thumbnails/5.jpg)
MSN/BING
![Page 6: SEM NYU Presentation](https://reader033.fdocuments.in/reader033/viewer/2022061103/5406e5418d7f7288088b485e/html5/thumbnails/6.jpg)
Eye Tracking Heat Map
![Page 7: SEM NYU Presentation](https://reader033.fdocuments.in/reader033/viewer/2022061103/5406e5418d7f7288088b485e/html5/thumbnails/7.jpg)
Who Powers Who?
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AOL By Google
![Page 9: SEM NYU Presentation](https://reader033.fdocuments.in/reader033/viewer/2022061103/5406e5418d7f7288088b485e/html5/thumbnails/9.jpg)
Share of Searches
![Page 10: SEM NYU Presentation](https://reader033.fdocuments.in/reader033/viewer/2022061103/5406e5418d7f7288088b485e/html5/thumbnails/10.jpg)
Reasons Behind SEM
– Active Consumers• Searchers are seeking out your products
– Visibility • Results Available Above Natural Results
– Direct Marketing• Measurable
– Daily Results» How Much You Spent vs.
How Much You Made– Real Estate
• Would you rather have 1 or 2 billboards in Times Square?
– Validation• Are you more likely to trust a company
with 1 billboard or 2 billboards?
– Promote Messaging & Control Landing Page• Offers
– Coupon Code– Free Shipping
• Product Launch• Events
– Targeting• Day Of Week• Time Of Day• Geographic
– Flexible Budgeting• Budgets Set Each Day
– Free Impressions• Only Pay Per Click
– Analytics: Learn About Your Visitors/Customers
![Page 11: SEM NYU Presentation](https://reader033.fdocuments.in/reader033/viewer/2022061103/5406e5418d7f7288088b485e/html5/thumbnails/11.jpg)
How It Works?
Account DevelopmentSet Up, Best Practices, Quality Score
& Management
![Page 12: SEM NYU Presentation](https://reader033.fdocuments.in/reader033/viewer/2022061103/5406e5418d7f7288088b485e/html5/thumbnails/12.jpg)
Account Structure
![Page 13: SEM NYU Presentation](https://reader033.fdocuments.in/reader033/viewer/2022061103/5406e5418d7f7288088b485e/html5/thumbnails/13.jpg)
Keyword Research
![Page 14: SEM NYU Presentation](https://reader033.fdocuments.in/reader033/viewer/2022061103/5406e5418d7f7288088b485e/html5/thumbnails/14.jpg)
Campaign Goals and Objectives should line up with the profile of the searcher. Source: Kevin Lee Did-It.com
SEM Buying Cycle
![Page 15: SEM NYU Presentation](https://reader033.fdocuments.in/reader033/viewer/2022061103/5406e5418d7f7288088b485e/html5/thumbnails/15.jpg)
How do you structure a campaign that works ?
• Optimize at the sub keyword level:• Keyword Profile Optimization
![Page 16: SEM NYU Presentation](https://reader033.fdocuments.in/reader033/viewer/2022061103/5406e5418d7f7288088b485e/html5/thumbnails/16.jpg)
How Rankings Used To Work
![Page 17: SEM NYU Presentation](https://reader033.fdocuments.in/reader033/viewer/2022061103/5406e5418d7f7288088b485e/html5/thumbnails/17.jpg)
http://www.youtube.com/watch?v=K7l0a2PVhPQ
+ Quality Score
(0.65/1.8) +$0.01 =
$0.37
(0.65/1.8) +$0.01 =
$0.37
How It Works:
•Rank # = Max CPC X CTR
•Advertiser A (Rank 1) Actual CPC = •(Advertiser B (Rank 2) / Advertiser A CTR) + $0.01
•Advertiser B (Rank 1) Actual CPC = •(Advertiser C (Rank 2) / Advertiser B CTR) + $0.01
•Quality Score Factors:•Relevancy
•Keyword Ad & Landing Page•Quality Of Landing Page
•Content•Loading Time
•Historical Click Through Rates•Account History
How Google Ranks Results Today
![Page 18: SEM NYU Presentation](https://reader033.fdocuments.in/reader033/viewer/2022061103/5406e5418d7f7288088b485e/html5/thumbnails/18.jpg)
33 Optimization Techniques
Keyword Optimizations Ad text Optimization Campaign optimization
• Add/Remove Keywords• Add negatives• Use web analytics to come up with more keywords and misspellings• Raise/Lower Bids• Add misspellings using misspelling toolhttp://tools.seobook.com/spelling/keywords-typos.cgi• Use site related KW tool• Add competitors keywords•Buy your co name with the word coupons and promos•Change KW targeting options (broad, Phrase, Exact)http://adwords.google.com/support/bin/answer.py?hl=en&answer=6100
•Add/Remove creatives•Use official in ad text**•Add price in ads•Add keywords in text ad•Use Dynamic Keywords insertion in your ad {KeyWord:EliteSem Inc}•Get ad ideas from competitors•Optimize landing page URL•Use a call to action in the creative•Change the Display URL •Use trademarks in your ads**(new)
•Turn off content targeting**•Check My change history Tool•Use conversion tracking•Turn off search partners•Increase/decrease budget•Use web analytics for time of day and day of week campaigns•Use ad scheduler•Use geo targeting•Add Google maps listing•International targeting•For local campaign run a local and national with the city or state in front of each KW•Restructure adgroups to improve Quality Score•Change landing pages•Add phone call trackingmongoosemetrics.com, webadvantage.net, getabby.com, clickpath
![Page 19: SEM NYU Presentation](https://reader033.fdocuments.in/reader033/viewer/2022061103/5406e5418d7f7288088b485e/html5/thumbnails/19.jpg)
•Turn off content targeting when starting a new campaign
•Not enough Keyword’s or KW’s too general
•No negative KW’s
•All KW are on Broad match without negative match KW
•Ad groups need to be very granular
•Need at least 4 ads per adgroup
•Keep an eye on the change history tool
•Track something
Common Mistakes to avoid
![Page 20: SEM NYU Presentation](https://reader033.fdocuments.in/reader033/viewer/2022061103/5406e5418d7f7288088b485e/html5/thumbnails/20.jpg)
SEM Advanced
Multi Variable TargetingBid Management Technology
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Introducing:Multi-Variable Targeting
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$
FinancialReturn
Multi-Variable TargetingDay of Week & Time of Day
Search:Tommy Bahama Shirts
![Page 23: SEM NYU Presentation](https://reader033.fdocuments.in/reader033/viewer/2022061103/5406e5418d7f7288088b485e/html5/thumbnails/23.jpg)
Multi-Variable TargetingCreative & Landing Page
$
FinancialReturn
Search:Tommy Bahama Shirts
![Page 24: SEM NYU Presentation](https://reader033.fdocuments.in/reader033/viewer/2022061103/5406e5418d7f7288088b485e/html5/thumbnails/24.jpg)
Conversion Rate By Day
Saturday is the worst converting day
Tuesday and Thursdaysare the best converting days
![Page 25: SEM NYU Presentation](https://reader033.fdocuments.in/reader033/viewer/2022061103/5406e5418d7f7288088b485e/html5/thumbnails/25.jpg)
Conversion Rate By Time Of Day
![Page 26: SEM NYU Presentation](https://reader033.fdocuments.in/reader033/viewer/2022061103/5406e5418d7f7288088b485e/html5/thumbnails/26.jpg)
CPA By Geography
![Page 27: SEM NYU Presentation](https://reader033.fdocuments.in/reader033/viewer/2022061103/5406e5418d7f7288088b485e/html5/thumbnails/27.jpg)
Product Overview
![Page 28: SEM NYU Presentation](https://reader033.fdocuments.in/reader033/viewer/2022061103/5406e5418d7f7288088b485e/html5/thumbnails/28.jpg)
Product Overview Precision View
Client View
![Page 29: SEM NYU Presentation](https://reader033.fdocuments.in/reader033/viewer/2022061103/5406e5418d7f7288088b485e/html5/thumbnails/29.jpg)
Precision View—Product Level
Product Overview Under the Hood
![Page 30: SEM NYU Presentation](https://reader033.fdocuments.in/reader033/viewer/2022061103/5406e5418d7f7288088b485e/html5/thumbnails/30.jpg)
Product Overview Under the Hood
SXUS — Search (AOL), eXact Match, US Target
GXATL + BOS — Google.com, eXact Match, Atlanta, Boston, Dallas, …
GBUS— Google.com, Broad Match, US Target
GXUS + susu1623— Google.com, eXact Match, Sun, 4pm to midnight
![Page 31: SEM NYU Presentation](https://reader033.fdocuments.in/reader033/viewer/2022061103/5406e5418d7f7288088b485e/html5/thumbnails/31.jpg)
Creative Report
![Page 32: SEM NYU Presentation](https://reader033.fdocuments.in/reader033/viewer/2022061103/5406e5418d7f7288088b485e/html5/thumbnails/32.jpg)
Landing Page Testing
![Page 33: SEM NYU Presentation](https://reader033.fdocuments.in/reader033/viewer/2022061103/5406e5418d7f7288088b485e/html5/thumbnails/33.jpg)
Landing Page Testing
![Page 34: SEM NYU Presentation](https://reader033.fdocuments.in/reader033/viewer/2022061103/5406e5418d7f7288088b485e/html5/thumbnails/34.jpg)
Landing Page Testing Results
In 1 month we generated 55 more leads from this tool.For us that was $3000 in revenue. What is a lead or sale worth to you?
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SEO Knowledge Refresh
So How do you affect Google’s rankings?
- GET SEEN AS AN AUTHORITY
- MAKE IT EASY FOR SEARCH SPIDERS TO CLASSIFY YOUR PAGE
- INTELLIGENT RESEARCH FOR WEB SEARCHER’S LANGUAGE
- CONSISTENCY AND TENACITY- SEO IS A Marathon not a sprint
![Page 36: SEM NYU Presentation](https://reader033.fdocuments.in/reader033/viewer/2022061103/5406e5418d7f7288088b485e/html5/thumbnails/36.jpg)
What are on-page and off-page SEO factors?
On Page factors (20% importance)On Page factors (20% importance)
- ELEMENTS WITHIN WEBSITE CODE THAT CAN BE MODIFIED- METADATA (TITLE/DESCRIPTION), HEADERS & ALT’S, BODY TEXT
Off Page Factors (80% importance)Off Page Factors (80% importance)
- INBOUND LINKS ARE THE KEY- QUALITY, RELEVANCY, AND AGE ARE KEY VARIABLES- LINK TEXT (IE. ANCHOR TEXT) NEEDS TO BE TARGETED-LINK DESTINATIONS NEED TO BE VARIED-Link Bait or Buy Links
SEO Knowledge Refresh
![Page 37: SEM NYU Presentation](https://reader033.fdocuments.in/reader033/viewer/2022061103/5406e5418d7f7288088b485e/html5/thumbnails/37.jpg)
White, Black, and Grey Hat - What’s the difference?
WHITE HAT = SQUEAKY CLEAN SEO
- Driven from content & “Direct” Link building
BLACK HAT = TRICKS TO FOOL SEARCH ENGINES
- Typically get caught, BMW was...- Cloaking, spamming, keyword stuffing
GREY HAT = MIDDLE ROAD....MOST SEO’S ARE GREY HAT
- Varied tactics and tools to meet changing market- Keep up with changes in Algorithms (ex. Social Bookmarking)
SEO Knowledge Refresh
![Page 38: SEM NYU Presentation](https://reader033.fdocuments.in/reader033/viewer/2022061103/5406e5418d7f7288088b485e/html5/thumbnails/38.jpg)
Google Keyword Tool:https://adwords.google.com/select/KeywordToolExternal
Google Learning Center:http://www.google.com/adwords/learningcenter/
Lynda.com-SEO
SEMPO.org-SEM & SEO
Ranking FactorsSEOmoz.com- http://www.seomoz.org/article/search-ranking-factors
SEOhttp://www.lotusjump.com/
Youtube.com –Web Analytics Conversion University
Contact Info:[email protected]
Resources