2270 U2 C6 SEM Strategy

Example of Search Campaign Budget for Large Corporation (1)

(1) With a larger budget than the small bakery, the large corporation is trying to build both conversions and awareness.

Example of Search Campaign Budget for Large Corporation (2)

(2) Example of Search Campaign Budget for Large Corporation

Average click-through rate (CTR)

(Number of clicks/Number of impressions) X 1000

Cost per impression

(Total cost of all ad impressions/Number of impressions) X 1000

Cost per thousand viewable impressions (vCPM)

(Total cost of all ad impressions/Number of viewable impressions) X 1000

Concatenation

-Concatenation involves grouping or linking large keyword lists with the assistance of keyword tools or software. Attaching two things side-by-side, frequently strings of text. Output permutations include different possible ways in which the individual keyword may be ordered, with options for excluding specific ones. There could be 36 results for three match types--it allows the marketer to avoid having to do this manually.

Related keywords, variations on keywords and order of keywords

-Keyword tools can also help find related keywords, which are connected or similar keywords that the marketer might not have thought of while coming up with a keyword list--abbreviation or plural. -It also matters in what order key terms, variations and related words are searched on. Marketers have to build a combination of key words. Concert tickets AND tickets for concerts yield two different results.

Display ads different than print ads.

-Search ads are shown on search engines, but display ads are shown on display networks. -Interest, affinity, and demographics will determine if it will be shown on a display network. -Conversion rates are lower on display ads than for search campaigns because people are specifically searching fro something. Immediate conversion goals will stick to search ads instead of display ads. -Display ads cost less than search ads. -Display ads are good for awareness and visual components.

SEM campaign types (examples)

1) Shopping campaigns: Digital marketers get leads that are more qualified through a merchant center. Merchant center data campaigns through Google and Bing give advertisers the opportunity to tell consumers about the organization. 2) Audience campaigns: Ads that might appear on Outlook or MSN. Appear inside articles to build awareness. 3) Display ad campaigns: Designed to reach wider audiences like consumers visiting news websites and blocks. Go beyond search engines 4) App campaigns: Promote mobile apps. 5) Local campaigns: Used by businesses, geographical location.

What is remarketing?

1. A consumer performs a search, clicks on a search ad, and ends up on an organization's website. 2. The consumer browses especially on pages that display specific types of dresses. 3. The consumer then leaves the website without making a purchase. 4. The website employs a tracking code that captures data about the consumer. 5. Consumer is presented with the organization's ads when they go to popular websites.

Google Ads: Broad Match

A keyword match type in Google Ads that shows ads when someone searches for a term related to a keyword

Google Ads: Exact match

A keyword match type in Google Ads that shows ads when someone searches for a term that has the same meaning or same intent as a keyword

Google Ads: Phrase match

A keyword match type in Google Ads that shows ads when someone searches for a term that includes the meaning of a keyword

Tracking code

A piece of code that tracks a user's interaction and movement through a website. When consumers visit websites, their behavior might be tracked, and they might be later presented with the organization's ad when they go to YouTube or check Gmail.

Dynamic remarketing

A process that allows a company to show previous visitors ads that contain products and services they viewed on the company's site. Google will later show a consumer an ad for the same product with an image and price. Messaging targeted toward a consumer might feel more relevant to them.

Google Ads account statistics tool

A statistics tool is available that shows performance data including impressions, clicks and click through rates (CTRs) -Also available is ad quality score, ranked between 1 and 10 being the top score. Google allows search marketers to diagnose which keywords are most effective and provides a report showing the relevance of a keyword and the experience a consumer may receive with the landing page.

Google Smart Campaigns example

Ads might appear on Google Search, Google Display Network, YouTube, Gmail and others. Local inventory ads feather, ads might appear on Googe Storefront that promotes detail about a organization's local store and products. Google Smart Campaigns managers bidding, creates ad extensions and generates keywords.

Actual CPC and manual bidding process

Advertiser specifically select the MAX CPC. An advertiser's actual CPC is often less than the MAX CPC. Manual bidding is recommended when a search marketer has researched CPC for the industry and types of keywords being bid on and is confident about what they wish to spend.

Ad extension type/Price extension

Allow products and services to be displayed with their prices.

Ad extension type/Sitelink extension

Allows an ad to be augmented with weblinks that take consumers directly to a specific page such as Ecotribe Reusable Straws.

Ad extension type/Call extension

Allows an organization to add a phone number or call button to the search ad.

Ad extension type/Callout extension

Allows extra text that may present an organization's unique selling points or benefits, such as free delivery.

Key word tool: Google's Keyword Planner

Allows you to search for keywords that are relevant to your organization and provides suggested keywords. -Provides data relating to the number of searches for specific keywords, which marketers may use to select keywords. -Helps gauge how competitive a keyword is.

Google ad auction factor: Ad position

Based on bid price and ad rank. Where an ad will be positioned in relation to other search ads.

Bidding model definitions

Bidding model definitions: Cost per click (CPC): advertiser pays each time an ad is clicked on Cost per impression (CPM) or cost per viewable impression (vCPM): advertiser pays for impressions or views Cost per action/acquisition (CPA): advertiser pays for conversions Cost per view (CPV): advertiser pays for video views and related interactions

Cost per click ad model (CPC)

Common bidding model where advertiser pays EACH TIME a search ad is clicked on. MAX CPC is where search engines allow the advertiser to select a maximum amount they are willing to pay for a SINGLE consumer click.

Culturally Sensitive Content

Content that is aware of cultural differences across regions where they are advertising

SEM Considerations, Strategies, and Tactics Account, Campaign, and Group Strategies and Tactics

Digital marketers should employ SEM strategies and tactics at various levels, as shown in Exhibit 6-2 (next slide): •Account level: Umbrella-like level, may include several campaigns. •Campaign level: Individual subsets of strategic SEM activities intended to promote a goal or objective; Each campaign has its own budget, goals, target consumers, and search ads. •Group level: Groups of search ads that are related. •Ad groups contain one or more search ads that "share similar targets"

Google SEM campaign/conversion tracking

Digital tool that helps search advertisers identify which ads most effectively or often resulted in actions or acquisitions.

SEM Display campaigns

Display campaigns are marketing campaigns that advertise by placing visuals on display networks, a group of millions of sites, videos, and mobile apps where ads may be seen. Google Display network reaches 90 percent of those who use Interent. Display ads: •Stand out from the rest of the website in a box or banner •Market specific brands, products, or services •Can be clicked on to lead to landing pages •Include banner ads

SEM Considerations, Strategies, and Tactics/Example of Account, Campaign, and Group Levels

Exhibit 6-2 shows the example of a local restaurant account that has various campaigns associated with it: •Lunch •Thanksgiving Dinner •Dinner Each of these campaigns would employ specific ad groups and manage them accordingly.

Types of ad extensions:

Extensions offer more opportunities to meet users' needs and strengthen ad rank. Marketer use Goole Ad Preview and Diagnosis Tool. 1) Call extension 2) Sitelink extension 3) Callout extension 4) Price extension 5) Location extension

There are different types of keywords. The use of specific keyword types may depend on what stage of the conversion tunnel the consumer is in: (6)

General keywords Branded keyword Competitive keyword Affinity keyword Long-tail keyword Negative keyword

Type: General keyword

Generic terms such as bike; these are often too broad and have low conversion rates.

Google automated bidding

Google Ads can automatically increase bids for impressions that it predicts could be more successful. Google sets bid amounts based on likelihood of click or conversion.

Google Ads SEM strategy and keywords measuring

Google analytics is used for website performance. But for SEM strategy and tactics, it is important to measure the performance of keywords. Within a Google Ads account, search advertisers may assess keyword performance and determine whether to make pivots to their SEM.

SEM search term example

If a consumer is in the market for a smart refrigerator, they might use "smart fridge" as a keyphrase in a search. The paid ads displayed are an example of SE M.

SEM balancing act

If not carefully implemented, SEM can deplete marketing funds and result in monetary loss. It is a careful balancing act between search marketing spending and projected revenue.

SEM Considerations, Strategies, and Tactics/Ranking and choosing a search engine

If ranking on Bing is more easily achieved and more cost-effective, search marketers should analyze potential return on investment to determine if that is the best choice As the examples demonstrate, organizations may want to select one or more search engines on which to conduct search advertising.

SEM Objectives/establish expertise

In some cases, when an organization wishes to establish its expertise in an area, it may attempt to do so by having its ads consistently show up on search engines. A specialized professional who wants to be perceived by consumers as a local expert in a particular service might use local paid search advertising to show up at the top of results for specific keywords. Examples would be ads for: •Lawyers specializing in niche areas of law ("patent law" or "admiralty law") •Forensic accountants for a specific industry ("insurance fraud auditor")

Type: Branded keyword

Includes the name of a brand, such as Nike or Dell

Examples of most expensive key words

Insurance, attorney and mortgage. Divorce attorney Los Angeles may attract high CPCs but long tail keywods will not.

Global digital marketing and geographic targeting

It is tempting for marketers to search with products and services that may be purchased from anywhere in the world to target ads globally. However, strategically placing ads that are geographically targeted at specific locations may increase the results of a search campaign. •Google Ads allows search marketers to select targeting based on presence in or interest in specific locations. •Having different landing pages for specific regions may be more appropriate than global targeting with the same page.

SEM Objectives (8)

Key objectives of SEM are to: 1) Drive traffic to an organization 2) Create leads and qualified leads 3) Convert consumers from leads to purchases 4) Gain customer insights 5) Establish expertise 6) Build the organization's brand image 8 Enhance the organization's reputation 8) Increase digital trust

Type: Competitive keyword

Keyword used by an organization's competitors

Google Ads: Search competition

Keywords that your competition is bidding on for their marketing. You need to do extensive research to figure out what the competition is doing. How do competitors rank in their search results? Marketers must decide if it is fruitful to bid on relevant keywords on which competitors are not bidding.

Google Ads: Keyword list

List of keywords and key phrases a search marketer instructs a search engine to use. Marketer must think about the stage in the conversion process and HOW people search.

Type: Long-tail keywords

Longer phrases some consumers use in search

Keyword tool: Moz Keyword Explorer

Moz provides keyword suggestions and a SERP analysis Moz allows search marketers to generate keyword lists Moz conducts a competitive analysis for keywords.

Viewable impressions

Number of times at least half of a search ad is shown for at least one second

Google SEM campaign/impressions

Objective: Helpful if goal of campaign is to increase brand awareness. Advertiser pays for each impression or every 1,000 impressions. Bidding: Cost per thousand viewable impressions (vCPM)

Google SEM campaign/Clicks

Objective: Increase clicks on search ad Bidding: Cost per click (CPC)

Google SEM campaign/conversions

Objective: Increase conversions through sales and signups. An advertiser pays a certain amount for each action or acquisition by a consumer as defined by the advertising agreement with the search engine. Bidding: Cost per action/acquisition (CPA)

Google SEM campaign/Video ads and cost per view model (CPV)

Objective: Short videos that appear on sites like YouTube. Bidding: Cost per view model may be used.

First pay per click ad

OpenText in 1996 ran first pay per click (PPC ad). Danny Sullivan is credited with the term SEM, search engine marketing.

Key word tool: Microsoft Keyword Planner Tool

Provides information on effective keywords and bidding.

Type: Affinity keywords

Related to an organization's offering but not directly included in its keyword list

SEM objectives/Build or Increase Brand Image, Reputation, and Trust

Reminder or recall advertising prompts consumers to remember specific brands, products, or services, with a goal of having consumers decide to purchase specific brands again. Reminder advertising and SEM: •Can help consumers gravitate toward familiar brands like Google •May be regulated in some industries •May increase digital trust if it enhances a consumer's conviction about the brand. (Pharmaceutical company.)

Responsive ad content (RSA)

Responsive ads (RSAs) offered by Google and others take advantage of machine learning to deliver more relevant ads to customers. Search marketers can generate different headlines that can be displayed. Users can use 15 headlines and four descriptions in Google.

SEM Objectives/Increase Traffic, Leads, and Conversion/CRO (Conversion Rate Optimization)

SEM can help increase conversion rate optimization (CRO)—improvement of the percentage of consumers who arrive at a landing page and engage in an action that the brand desires, such as a purchase. Consumers engaging in a search may initially be at the top of the conversion funnel, where they become aware of the organization's offering. If they like the organization's search ad they may: 1) Gain an interest in the product or service 2) Click the ad to proceed to the landing page 3) Advance through the conversion process once allured to the landing page

Qualified leads

SEM increases traffic to website and results in more leads. The most valuable leads are targeted or qualified leads who are more likely to convert due to buying potential and interest.

SEM Considerations, Strategies, and Tactics/Search Engine Selection Strategy

SEM strategy: Choosing the search engine on which to conduct SEM is a major decision. Considerations include: 1) Placement of search ads on SERP's 2) Search ad options 3) Competition 4) Search ad pricing 5) Expected results Costs for search ads will vary on different search engines, and search marketers may wish to compare the costs and benefits of different search engines. Example keyword " buy cell phone"

Negative keyword list

Search advertisers should also consider indicating negative keywords, which should be excluded so that the advertiser's search ad would not appear if a consumer types them into the search engine. For example, an organization that markets only mountain bikes might tactically use negative key terms to exclude its search ads from appearing when consumers search for other types of bikes.

Search Engine Marketing

Search engine marketing (SEM) is marketing in which an organization bids on keywords within a search account that are relevant to the organization's products and services, and whose results are displayed on search engine results pages (SER P's).SEM focuses on paid search advertising, whereas SEO is more about ranking high on natural results on SE RP's.

SEM Considerations, Strategies, and Tactics/Search Ad Auction and Bidding Strategy (4)

Search engines display search ads based on ad auctions. SEM advertisers make bids for ads that could appear for specific search terms. A search engine decides the ad rank and whether it will appear. The results of ad auctions on Google are influenced by several factors: 1) Bid 2) Ad quality 3) Ad rank 4) Ad position

Search marketing budget

Search marketers assign a search campaign to a daily budget and specify that when the budget is exhausted, no further ads will be shown that day. Careful planning must be done for better use in funds.

Misspelled key words

Search marketers might consider bidding for misspelled keywords. Ad results still appear

Keyword tool: Semrush's keyword tool

Semrush enables search marketers to find optimal keywords Semrush obtains new ideas for keywords Semrush puts keywords into groups Semrush reviews what competitors are doing Semrush manages spending.

Ad extension type/Location extension

Show an organization's location and can be linked to details of the organization such as business hours.

Keyword tool: Spyfu

Spyfu research tool helps track keywords, their rankings and helps perform competitor research.

SEM Considerations, Strategies, and Tactics (8)

Strategically, an organization can employ SEM to obtain rapid positioning in the short term. Success showing up on search engines in top advertising spots, depends on the SEM strategies and tactics employed, such as: 1) Search engine selection strategy 2) Account, campaign, and group strategies and tactics 3) Search ad auction and bidding strategy 4) Keyword strategy 5) Display ad strategies and tactics 6) Remarketing and audience-targeting strategies 7) Landing Page and Website-Related Strategies 8) Budgeting strategies and tactics

Example of campaign budget for small business

Suppose a group of bakers have recently branched off from their employer to create a new bakery. As shown in Exhibit 6-8, they launch a Google Ads campaign using only search ads, to maximize conversion. An example of remarketing:

Search Ad Copy

The actual content the consumer sees in response to a search

Google bid estimate

The amount it might cost when a consumer clicks on an ad related to a keyword. Tool might provide a suggested bid, which is the amount Google suggests the search marketer should bid.

SEM gain customer insights (3)

The analytics available through paid search advertising tools can tell organizations much about consumers: 1) The types of search terms they use 2) Which search engines they use 3) Other data These insights can help organizations adapt and change their search ad content.

Search advertising budget

The competitiveness of a keyword itself is a major factor and some search marketers will actively bid on very competitive keywords. This occurs when increasing market share is an objective.

SEM campaign types (5)

The different types of campaigns have a different focus and may be effective for specific types of audiences, as shown in Exhibit 6-3 (next slide): •Shopping campaigns: may be able to get leads that are more qualified and focus on a campaign that is more "retail-centric"; might be based on merchant center data that includes details about an organization and its products •Audience campaigns: ads that appear within articles or other content especially to build awareness •Display campaigns: reach wider audiences, including consumers visiting several types of websites such as news sites and blogs •App campaigns: promote the organization's apps •Local campaigns: useful for businesses to reach consumers in specific geographical locations

Google ad auction factor: Bid

The maximum amount of money a search marketer is willing to spend on a keyword when a consumer clicks on the organization's search ad

Impressions

The number of times an advertisement appears in front of the user. Importance: Monitoring the number of impressions it receives for its search ads is important because a large number of impressions with few clicks may result in a lower quality score.

Google ad auction factor: Ad quality

The overall superior characteristic of an ad based on: •The expected click-through rate (CTR) •The ad's relevance •The experience provided by the landing page

Relevant and Brand-Appropriate Content

The principle that ad content should relate to search terms and be in line with the organization's brand

Personalized Content

The principle that ads should feel personalized to the search

A/B testing and testing content

The principle that marketers should test ad copy, content, and headlines, using techniques like A/B testing

Bidding process/Manual bidding process

The type of bidding process used largely depends on the marketer's confidence: Manual bidding process, in which the advertiser specifically selects the max bid, is recommended when a search marketer is confident about what they wish to spend. The search marketer may use keyword research tools to obtain a bid estimate or even a suggested bid.

SEM Content Strategies and Tactics

There are many different aspects of a digital marketer's search ad content strategy: •Search Ad Copy •Responsive Ad Content: •Relevant and Brand-Appropriate Content •Personalized Content •Culturally Sensitive Content •Testing content

Google ad auction factor: Ad tank threshold

These thresholds measure the ability of an organization to compete with other organizations in ad auctions. Determined by ad position, ad quality, consumer location, topic of search. ect.

Consumer clicks on search ad

Triggers cost to the search marketer based on a model. Bid strategy based on search advertising objectives. Key words are important.

Keyword testing

Trying different keywords to determine what keywords or keyphrases work best in ad searches. Found tool does this.

SEM Objectives/Increase Traffic, Leads, and Conversion/SEM Dove and AXE examples

Unilever brands Dove and Axe both allure consumers in different ways through SEM. The following search using the keyphrase deodorant and antiperspirant displays paid search ads for both brands. -Dove emphasizes the value it provides for customers: Tough on Sweat, Not on Skin; Smell Great; and Fresh Scent. -Axe, starts with a more educational approach ("How to use"), and also states the value of its products: Smell Good, Every Day; Odor Protection; Stay Fresh.

Google Smart Campaigns and Microsoft Dynamic Search Ad Campaigns

Used by organizations that are complicated and want search engines to manage campaigns.

Google smart bidding

Uses machine learning to increase conversion rates for ad auctions. Search engine will automatically and dynamically adjust bid prices within bid limits to improve the position of ad results based on objectives set by advertisers. Used to maximize ad budget.

Google ad auction factor: Ad rank

Value used to determine whether an organization's ad will be shown and what the ad position will be, as measured by ad rank threshold.

Burger King example

When a consumer conducts a search for Burger King, Google Maps will display location options. Consumers can then click the Order option. Consumers may decide what service to place their order with, whether Burger King directly or other services where available. This service provides added value through convenience.

Sample keyword list for snow boot products

When creating a keyword list, it is important to keep in mind various factors, including: •The target consumer •How they search •The targeted stage in the conversion funnel

Type: Negative keywords

Words that are intentionally excluded so that the organization's ad will not appear if they are included in the search, May also consider bidding on misspelled words.

Responsive Ad Content

dynamic ads that take advantage of machine learning to serve different versions of an ad in response to different queries and users

Cost per click (CPC)

total cost/total clicks

SEM Considerations, Strategies, and Tactics Exhibit Keyword Match Types (3)

•Broad match permits ads to display if the search did not include the same exact keywords. •Phrase match allows ads to be displayed if the keywords or close variations are within the search terms. •Exact match requires the same or close variations of specified keywords.

The parts of a search ad are as follows:

•Display URL (https://www.eco-tribe.com) •Headline (Reusable Straws | Metal Straw Pack & Wooden Case Set | Ecotribe) •Description (Ecotribe Makes Quality, Functional, Environmentally Conscious . . .) •Ad extension These are the blue phrases below the description (Ecotribe Reusable Straws, The Ecotribe Story, etc.)