Search Engine Marketing Demystified · What is Search Engine Marketing (SEM)? • Search Engine...

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Floriology Institute Webinar: Search Engine Marketing (SEM) Demystified! Renato Cruz Sogueco renato@floriologyinstitute.com

Transcript of Search Engine Marketing Demystified · What is Search Engine Marketing (SEM)? • Search Engine...

Page 1: Search Engine Marketing Demystified · What is Search Engine Marketing (SEM)? • Search Engine Optimization (SEO) = earned vs SEM = paid • Ads that appear when you conduct search

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

Renato Cruz Sogueco [email protected]

Page 2: Search Engine Marketing Demystified · What is Search Engine Marketing (SEM)? • Search Engine Optimization (SEO) = earned vs SEM = paid • Ads that appear when you conduct search

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

Page 3: Search Engine Marketing Demystified · What is Search Engine Marketing (SEM)? • Search Engine Optimization (SEO) = earned vs SEM = paid • Ads that appear when you conduct search

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.”

Page 4: Search Engine Marketing Demystified · What is Search Engine Marketing (SEM)? • Search Engine Optimization (SEO) = earned vs SEM = paid • Ads that appear when you conduct search
Page 5: Search Engine Marketing Demystified · What is Search Engine Marketing (SEM)? • Search Engine Optimization (SEO) = earned vs SEM = paid • Ads that appear when you conduct search

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

Page 6: Search Engine Marketing Demystified · What is Search Engine Marketing (SEM)? • Search Engine Optimization (SEO) = earned vs SEM = paid • Ads that appear when you conduct search

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.

Page 7: Search Engine Marketing Demystified · What is Search Engine Marketing (SEM)? • Search Engine Optimization (SEO) = earned vs SEM = paid • Ads that appear when you conduct search

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.

Page 8: Search Engine Marketing Demystified · What is Search Engine Marketing (SEM)? • Search Engine Optimization (SEO) = earned vs SEM = paid • Ads that appear when you conduct search

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

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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

Page 10: Search Engine Marketing Demystified · What is Search Engine Marketing (SEM)? • Search Engine Optimization (SEO) = earned vs SEM = paid • Ads that appear when you conduct search
Page 11: Search Engine Marketing Demystified · What is Search Engine Marketing (SEM)? • Search Engine Optimization (SEO) = earned vs SEM = paid • Ads that appear when you conduct search
Page 12: Search Engine Marketing Demystified · What is Search Engine Marketing (SEM)? • Search Engine Optimization (SEO) = earned vs SEM = paid • Ads that appear when you conduct search
Page 13: Search Engine Marketing Demystified · What is Search Engine Marketing (SEM)? • Search Engine Optimization (SEO) = earned vs SEM = paid • Ads that appear when you conduct search

Create a Campaign

Page 14: Search Engine Marketing Demystified · What is Search Engine Marketing (SEM)? • Search Engine Optimization (SEO) = earned vs SEM = paid • Ads that appear when you conduct search

Create a Campaign

Page 15: Search Engine Marketing Demystified · What is Search Engine Marketing (SEM)? • Search Engine Optimization (SEO) = earned vs SEM = paid • Ads that appear when you conduct search

Create a Campaign — Set Locations

Page 16: Search Engine Marketing Demystified · What is Search Engine Marketing (SEM)? • Search Engine Optimization (SEO) = earned vs SEM = paid • Ads that appear when you conduct search

Create a Campaign — Set Locations

Page 17: Search Engine Marketing Demystified · What is Search Engine Marketing (SEM)? • Search Engine Optimization (SEO) = earned vs SEM = paid • Ads that appear when you conduct search

Create a Campaign — Radius Location

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Set Budget

Page 19: Search Engine Marketing Demystified · What is Search Engine Marketing (SEM)? • Search Engine Optimization (SEO) = earned vs SEM = paid • Ads that appear when you conduct search

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)

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Keyword Match Types

Page 21: Search Engine Marketing Demystified · What is Search Engine Marketing (SEM)? • Search Engine Optimization (SEO) = earned vs SEM = paid • Ads that appear when you conduct search

Keyword Match Types

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Negative Keywords

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Create Your Ads

Page 24: Search Engine Marketing Demystified · What is Search Engine Marketing (SEM)? • Search Engine Optimization (SEO) = earned vs SEM = paid • Ads that appear when you conduct search
Page 25: Search Engine Marketing Demystified · What is Search Engine Marketing (SEM)? • Search Engine Optimization (SEO) = earned vs SEM = paid • Ads that appear when you conduct search
Page 26: Search Engine Marketing Demystified · What is Search Engine Marketing (SEM)? • Search Engine Optimization (SEO) = earned vs SEM = paid • Ads that appear when you conduct search

How Can We Help?

[email protected]

• www.floriologyinstitute.com

Floriology Web Business Builder Services launching in Spring 2017