Search markerting for smbs

eBiz ROI, Inc. - Specializing in Facebook, Google Advertising - www.eBizROI.com (518) 557-3502

http://www.ebizroi.com


Branding/Awareness → Direct Response



Search Engine Marketing (SEM)

i.e. Google



SEM = SEO + PPC

Paid Search Traffic● PPC - Pay Per Click● Users click on paid search results (ads)

driving traffic with an incremental cost per click

● Characterized by small upfront investment that delivers results immediately

● Consider less risky that SEO as cost per click/result more predictable.

Organic Search Traffic● SEO - Search Engine Optimization● Users click organic search result links

driving non-paid traffic with no incremental cost per click

● Characterized by large upfront investment that delivers results gradually over time

● Considered risky due to uncertainty in Google search algorithm and TOU.



3 Fundamental Search Types● Branded/Navigational - user knows where they want to go, click to get there

○ “Nike”

○ “Bayou Cafe”

● Informational - user wants to gain knowledge to perform some task○ “What kind of expenses are deductible?”

○ “How to use SMS for Marketing?”

● Commercial - user searches which suggest high commercial intent○ “stainless steel appliances”

○ “accounting services”



3 Different Kinds of Searches● Navigational “Mail N More”● Informational “What kinds of business expenses are deductible● Commercial “automotive services, burnt hills, ny

Branded/Navigational Search Example

This is what this called the Knowledge Graph



Branded/Navigational Search Example



Homework Assignment #1★ Perform a Branded/Navigational

Search for your Business



Informational Search Example - Notice how information searches can trigger what is called a [Google Answer Box]



Informational Search Example

Organic Link

Another example of how an informational search can trigger a [Google Answer Box]

Paid Ad



Informational Search Example -

In this example, search results are entirely organic with no paid ads triggered due to low commercial intent inference by Google.



Informational Search Example - notice how Google infers commercial intent by triggering search ad!



Homework Assignment #2★ Perform 3 Informational Searches

relevant to your Business



Commercial Search Example -

In this example, search results are entirely paid with no organic search results above the fold. This is due to high commercial intent inference by Google.




In this example, search results are organic and trigger a Google Map result due to location information. Though advertisers can pay for Map Position, those markers are distinguished by blue pins in the map. This result features solely organic results.




In this example, search results are entirely paid with no organic search results above the fold. This is due to high commercial intent inference by Google.




In this example, search results are mostly paid ads with only one organic search result above the fold. This is due to high commercial intent inference by Google.

Sole organic link in these search results




Sole ad in these search results

Search results also include answer box with only partial relevance

Search results also include 2 organic links above the fold




In this example, search results are organic and also trigger a Google Map result due to Google inference on typical service proximity.

Though advertisers can pay for Map Position, those markers are distinguished by blue pins in the map. This result is solely organic results.




In this example, only one paid ad is above the fold.

This example search delivers 4 organic links above the fold



Homework Assignment #3★ Perform at least 3 Commercial

Intent Searches relevant to your Business



GoTo: https://www.google.com/business/ to add, claim and/or update your Google Business Listing :)

Extra Credit!


https://www.google.com/business/


Questions?


Search markerting for smbs

Business

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