Search Engine Marketing
(SEM)
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What is SEM?
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Search Engine Marketing
⊡ While it's critical you employ organic strategies to
attract traffic over the long-term, sometimes, you can't
properly compete on the SERPs without putting
money behind it -- and that's where SEM comes into
play
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⊡ As of 26 January 2022, Google processes over
3.5 billion searches every day, or, 1.2 trillion searches
per year.
⊡ The importance of search in influencing product
purchase is suggested by Global Web Index via
Datareportal. This shows that
"58.4% of consumers purchased a product or
service online each week"
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SEM
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Search Engine Marketing
⊡ With 35% of product searches starting on Google, and
the average Google search lasting only a minute, it's
critical your business's product or service appear at the
top of a SERP when a user is searching for it.
⊡ This isn't always possible organically, particularly when
other businesses are paying to ensure their products
appear above yours. When this is the case, it's critical
you invest in a SEM strategy.
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“
SEM, or search engine marketing, is using paid
advertising to ensure that your business's products or
services are visible in search engine results pages
(SERPs). When a user types in a certain keyword,
SEM enables your business to appear as a result for
that search query.
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Google Ad Auction
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THIS IS A SLIDE TITLE
⊡ Once you're ready to invest in SEM, you'll need to enter
into an ad auction -- for our purposes, we'll focus on the
ad auction in Google Ads.
⊡ In simple terms, every Google ad you see goes through
an ad auction before appearing in the SERPs.
⊡ To enter into an ad auction, you'll first need to identify
the keywords you want to bid on, and clarify how much
you're willing to spend per click on each of those
keywords.
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Google Ad Auction
⊡ Once Google determines the keywords you bid on are
contained within a user's search query, you're entered
into the ad auction.
⊡ Not every ad will appear on every search related to that
keyword.
⊡ Some keywords don't have enough commercial intent to
justify incorporating ads into the page -- for instance,
when I type "What is Marketing?" into Google, I don't
see any ads appear.
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Google Ad Auction
⊡ The ad auction considers two main factors when
determining which ads to place on the SERP -- your
maximum bid, and your ads Quality Score.
⊡ A Quality Score is an estimate of the quality of your
ads, keywords, and landing pages.
⊡ The more relevant your ad is to a user, as well as how
likely a user is to click through and have an enjoyable
landing page experience, all factor into your overall
Quality Score.
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“
Ad Rank = CPC Bid x Quality Score
.
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How does Google Ads work?
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AdRank and Quality Score
⊡ AdRank determines the placement of your ads, and
Quality Score is one of the two factors (the other
being bid amount) that determines your AdRank.
⊡ Remember, your Quality Score is based on the quality
and relevance of your ad, and Google measures that
by how many people click on your ad when it’s
displayed — i.e. your CTR.
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AdRank and Quality Score
⊡ You CTR depends on the how well your ad matches
searcher intent, which you can deduce from three
areas:
The relevance of your keywords
If your ad copy and CTA deliver what the searcher
expects based on their search
The user experience of your landing page
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Location
⊡ Your location settings will play a role in placement.
⊡ For instance, if you own a yoga studio in San
Francisco, someone in New York that enters “yoga
studio” will not see your result, no matter your
AdRank.
⊡ That’s because Google’s main objective is to display
the most relevant results to searchers, even when
you’re paying.
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Keywords
⊡ Keyword research is just as important for paid ads as
it is for organic search.
⊡ Your keywords need to match searcher intent as
much as possible.
⊡ Because Google matches your ad with search queries
based on the keywords you selected.
⊡ Each ad group that you create within your campaign
will target a small set of keywords (one to five
keywords is optimal) and Google will display your ad
based on those selections.
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Ad Extensions
⊡ Sitelink Extensions extend your add — helping you
stand out — and provide additional links to your site
that offer users more enticing reasons to click.
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⊡ Call Extensions allow you to incorporate your phone
number in your ad so users have an additional (and instant)
way to reach out to you. If you have a customer service
team that is ready to engage and convert your audience,
then include your phone number.
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⊡ Location Extensions include your location and phone
number within your ad so Google can offer searchers a
map to easily find you. This option is great for businesses
with a storefront and it works well for the search query
“...near me.”
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⊡ Offer Extensions work if you’re running a current
promotion. It can entice users to click your ad over
others if they see that your options are discounted
compared to your competitors.
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⊡ App Extensions provide a link to an app download for
mobile users. This reduces the friction from having to
perform a new search to find and download the app in an
AppStore.
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Headline and Description
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