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Online Marketing 101. Search Engine Marketing (SEM). Search Engine Marketing. What am I ? Where can you find me? When do you see me? Who created me? Why do I exist? How do I work?. What : Anatomy of an ad. Components Headline Lines 1 & 2 Display URL Destination URL Restrictions

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online marketing 101

Online Marketing 101

Search Engine Marketing

(SEM)

search engine marketing
Search Engine Marketing
  • What am I?
  • Where can you find me?
  • When do you see me?
  • Who created me?
  • Why do I exist?
  • How do I work?
what anatomy of an ad
What: Anatomy of an ad
  • Components
    • Headline
    • Lines 1 & 2
    • Display URL
    • Destination URL
  • Restrictions
    • Character Limits
    • Punctuation
where search engines
Where: search engines
  • Google
  • Yahoo!
  • Bing
where search engines1
Where: search engines
  • Google
  • Yahoo!
  • Bing
where search engines2
Where: search engines
  • Google
  • Yahoo!
  • Bing
when relevant searches
When: relevant searches
  • Determined algorithmically
    • Based on CPCand Quality Score (CTR, history, relevance, quality)
  • Match types
    • Exact
    • Phrase
    • Broad (and Broad Match Modifier)
    • Negative

http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=6100

who ad agencies in house teams
Who: Ad agencies & in-house teams
  • Ad Agencies
    • RKG, iProspect, eFrontier
    • Charge a fee to manage ads
  • In-House teams
    • Usually a subset of Marketing team
    • Usually report to CMO
why should i put my money here
Why: Should I put my money here?
  • Moneymaker!
    • Google revenues in 2009: $23.7b
    • In 2010: $29.3b
    • First 3 quarters of 2011 (unaudited): $27.3b
  • …Even in a down economy
    • Proven ROI
    • While spending on TV & print decreased, online advertising expenditures increased

http://investor.google.com/financial/tables.html

how the auction process
how: The auction process
  • Instantaneous
    • Factors in aforementioned metrics (CPC, Quality Score)
    • Also takes into account…
      • First page minimum bid
      • Geographic targeting
      • “Real estate”

http://adwords.blogspot.com/2009/03/introduction-to-ad-auction.html

bells and whistles
Bells and whistles
  • Ad Extensions
    • Product Extensions
    • Seller Ratings
    • Sitelinks
    • Location Extensions
    • Social Extensions
  • New Ad Formats
    • Product Listing Ads
    • Click to call (and bid-per-call)
    • Dynamic Search Ads

http://www.google.com/ads/innovations/search.html

sem seo
SEM & seo
  • Look similar
    • It seems that Google makes more money by making SEM ads look more like SEO natural results
  • Work together – not against each other
    • Effective marketing programs use these to complement each other
    • It’s possible to look at search logs for each to find missed opportunities with the other

http://www.rimmkaufman.com/blog/a-more-%E2%80%98organic%E2%80%99-experience-part-ii/20092011/

performance evaluation
Performance & Evaluation
  • Fake data (Excel spreadsheet)
    • Examine raw numbers
    • Compute performance metrics
    • Analyze efficiency
  • Evaluate different targets
    • Different clients judge efficiency differently
    • Targets include A/S, ROI, CPC, etc.
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