8/13/2019 The Basics of Search Engine Marketing (SEM)

1/19

Michael George Keating

Internet Marketing Consultant

SearchEngine

Marketing

@MichaelGKeating

8/13/2019 The Basics of Search Engine Marketing (SEM)

2/19

Outline For Todays Class

The Me (Real Talk) What I do

10 facts

Search Engine Marketing

What is it? Why is it important?

Paid (PPC) Vs. Organic (SEO)

Paid Search (PPC)

In-depth breakdown

Organic Search (SEO) Light overview

8/13/2019 The Basics of Search Engine Marketing (SEM)

3/19

The Me (Real Talk) 1.1

eReach Consulting A digital marketing agency that performs:

o SEO

o PPC

o

Video Marketingo Social Media

o Graphic Design

o Web Development

o

Trainingo Consulting

My Role As A Consultant Differs from traditional agencies in structure

o

Have to be well versed in each skill seto Quarterback projects from start to finish

8/13/2019 The Basics of Search Engine Marketing (SEM)

4/19

The Me (Real Talk) 1.2

10 Facts About Me

1. Im from New Jersey Yes my family is okay~

2. I graduated from USD in 2009 with a degree in Marketing

3. I wasnt a good student- 2.7 GPA (That ispassing)

4. I have a puppy named Zaya whom I love

5. Im very open and honest

6. I love helping others in any way possible

7. I started a company and failed

8. I believe people take life too serious

9. I believe you want something go get no matter what

10. I dont believe in dreams I believe in making reality

8/13/2019 The Basics of Search Engine Marketing (SEM)

5/19

Zaya

8/13/2019 The Basics of Search Engine Marketing (SEM)

6/19

Search Engine Marketing

1.1 Definition Form of internet marketing that involves promoting websites

by increasing their visibility in search engines through

organic and paid methods

Includes all search engines mainly Google, Yahoo, and Bing(others dont really matter)

Who Cares? 2012 SEM industry in America was over $23 billion

o $4.1 billion in 2004 Year over year growth of 8%

8/13/2019 The Basics of Search Engine Marketing (SEM)

7/19

Search Engine Marketing 1.2

These terms are often confused so remember this visual so you understand the

8/13/2019 The Basics of Search Engine Marketing (SEM)

8/19

Search Engine Marketing 1.3

A Look at the Numbers 100 % = Paid + Organic 70 % = Organic 30 % = Paid

8/13/2019 The Basics of Search Engine Marketing (SEM)

9/19

Paid Search (Pay-Per-Click)

1.1 Definition Process of gaining traffic and increasing website visibility

by purchasing ads on major search engines

Includes Google Adwords, Yahoo! Advertising Solutions,

Microsoft Search Advertising

Some Numbers Mom and pops to Fortune 500 companies

Ad prices vary from $.01 to $1,000s Fortune 500 companies spend over $200,000 /month

8/13/2019 The Basics of Search Engine Marketing (SEM)

10/19

Paid Search (Pay-Per-Click)

1.2 Mobile Vs. Desktop

8%

11%

81%

Tablet Smartphone Computers

$3.7 Billion $23 Billion

8/13/2019 The Basics of Search Engine Marketing (SEM)

11/19

Paid Search (Pay-Per-Click)

1.3 The User View Title = 25 characters long

Destination URL = 35

characters

Ad Copy = 35 characters

Your insights? What would you do for the

title or add copy? What do you think works

best?

8/13/2019 The Basics of Search Engine Marketing (SEM)

12/19

Paid Search (Pay-Per-Click)

1.4 How The Placement Process Works

Maximum Bid= The maximum amount you are willing to pay onone of your advertisements

Quality Score= An estimate of how relevant your ads, keywords,

and landing page are to the person seeing your ad (scale of 1-10)

Ads Maximum Bid X Ads Quality

Score= AdRank

What Exactly Does It All Mean?

8/13/2019 The Basics of Search Engine Marketing (SEM)

13/19

Paid Search (Pay-Per-Click)

1.5 Maximum Bid Explained PPC- You can pay-per-click

CPM- You can pay per thousand impressions

Advanced options available such as:

o Automatic biddingo Manual bidding

Each bid option has its benefits- When would you use

each?

How To Analyzing Maximum Bid

CPA- How much are you willing to spend per acquisition

http://www.clickz.com/cpa-calculator

8/13/2019 The Basics of Search Engine Marketing (SEM)

14/19

Paid Search (Pay-Per-Click)

1.6 Quality Score Explained Based on:

o Expected Click-through-rate

o Advertisement relevance

o

Landing page experience Past history plays huge role

Adjusted every time someone searches

How It Affects You

Actual CPC for your keyword First page bid estimate

Ad position

8/13/2019 The Basics of Search Engine Marketing (SEM)

15/19

Paid Search (Pay-Per-Click)

1.7 Keyword Tricks

8/13/2019 The Basics of Search Engine Marketing (SEM)

16/19

Paid Search (Display) 1.1

Display Advertising

728 x90(Leaderboard)

180 x150(Medium Rectangle)

160 x 600(Wide Skyscraper)

300 x 250(Medium Rectangle)

8/13/2019 The Basics of Search Engine Marketing (SEM)

17/19

Search Engine Optimization

(SEO) 1.1Basic Overview Determines how your website ranks in Search Engine Results

Entirely organic= Non Paid

Algorithm that consists of over 300 variables- no one knows them

Algorithm is constantly changing

Four Main Parts

Content of your web pages

Site architecture- how your site is created

Incoming links

On page optimization

8/13/2019 The Basics of Search Engine Marketing (SEM)

18/19

Overview- You Better Answer 1.1

SEM

What is it?

What is the structure in relation to SEO and PPC?

Paid (PPC) What is it?

What search engines allow you to run them?

What determines how your ad is displayed?

What are the limitations for setting up the ads?

CPC Vs. CPM- What are they?

When would you use either?

8/13/2019 The Basics of Search Engine Marketing (SEM)

19/19

Goodbye For Today

Please let me if you have any questionsand feel free to reach out to me at

anytime.

Im here to help you learn...

SERIOUSLY