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Online Marketing 101

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

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  1. Online Marketing 101 Search Engine Marketing (SEM)

  2. 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?

  3. What: Anatomy of an ad • Components • Headline • Lines 1 & 2 • Display URL • Destination URL • Restrictions • Character Limits • Punctuation

  4. Where: search engines • Google • Yahoo! • Bing

  5. Where: search engines • Google • Yahoo! • Bing

  6. Where: search engines • Google • Yahoo! • Bing

  7. 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

  8. 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

  9. 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

  10. 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

  11. 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

  12. 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/

  13. 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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