Floriology Institute Webinar: Search Engine Marketing (SEM) Demystified!

Renato Cruz Sogueco renato@floriologyinstitute.com

Introduction & housekeeping

• Who’s presenting? VP of Digital Strategy and Education, Business Educator at the Floriology Institute, former CIO for Society of American Florists (SAF)

• Insights straight from the sources (technology and flower industry)

• Watch for e-mail including survey. Slides will be available to webinar attendees

• Webinar Agenda

• High-level overview of SEM

• Value proposition of SEM

• Campaign start-up highlights

What is Search Engine Marketing (SEM)?

• Search Engine Optimization (SEO) = earned vs SEM = paid

• Ads that appear when you conduct search (more than 80 percent of shoppers use search prior to purchase).

• Pay-per-click (PPC) / Cost-per-click (CPC) / CPM

• Advertisers place bids on keywords people type in search

• So highest bid usually wins other factors in algorithm: ad quality and relevance, good landing page = Quality Score

• Ads will show but not charged until you click — hence, you “pay per click.”

Why SEM is a MUST

• Top position - mobile usage “trains” searchers to click on top links, according to Mediative

• Search engines removed color background from ads

• Ads only distinguished with small “ad” badge. Look very similar to organic results in formatting

Why SEM is a MUST

• Florists do not invest in search marketing, so there is an opportunity — for competitors.

• Lack of competition allows national competitors to bid low on geographical keywords such as “florist jacksonville fl”

• Recall: research shows shoppers are getting trained to click top links.

Why SEM is a MUST

• National, local competitors exploit florist non-participation in SEM.

• Your business name can be used as keyword — inexpensive if you’re not investing.

• Practice is LEGAL.

• Consumers continue to conduct searches for business, even though they know URL.

Start Advertising using SEM

• Use Google Adwords www.google.com/adwords

• Why not use Google Adwords Express?

• Keywords are chosen automatically

• Keywords are all broad matched (more later)

• Cannot input negative keywords (more later)

• Cannot track conversion, just impressions and clicks

Start Advertising using SEM

• Recommended budget: $20 a day ($600 a month)

• Prepare technical resources:

• Get help from Website provider or developer

• Get help from Google Account Manager

• Install or confirm access to Google Analytics account

Create a Campaign

Create a Campaign

Create a Campaign — Set Locations

Create a Campaign — Set Locations

Create a Campaign — Radius Location

Set Budget

√

Create Ad Group Enter Keywords

• Floral-based keywords: fresh flowers, flower arrangements, flower bouquets, floral arrangements, same-day flower delivery, local florist, send flowers, funeral flowers, wedding flowers, birthday flowers, flowers online, red roses, corsage, rose bouquet

• Geographic-based keywords: cities, state, zip codes, venues (hospital names, funeral homes, event places)

Keyword Match Types

Keyword Match Types

Negative Keywords

Create Your Ads

How Can We Help?

• renato@floriologyinstitute.com

• www.floriologyinstitute.com

Floriology Web Business Builder Services launching in Spring 2017