2. (SEM)
SEARCH
ENGINE
MARKETING
Build Your Brand & Maximize Revenue

3. HOW WE SEaRCH
SEARCH ENGINES
PAY-PER-CLICK (PPC)

4. HOW WE SEARCH THE INTUITIVE NATURE OF SEARCH Search Terms Didn’t User
Ad-Hoc
Known-Item
Named Page
Search
Terms
Didn’t
Find You -$
User
Search
Search
Results
Found You $+

5. SEARCH ENGINE OPTIMIZATION (SEO)
SEARCH ENGINES
THE NATURE OF
SEARCH ENGINES
Meta Tags
Content
Optimization
On-Page
Keyword
Research
CONTROL
SEARCH ENGINE OPTIMIZATION (SEO)
Site Structure
Structure your site to be relevant
Incoming
Links
Site visibility programmed to be “natural” / “organic”
Social Media
LIMITED
CONTROL
Develop “off-page” and “on-page” optimization strategy
Off-Page
Directories

6. SEARCH ENGINES HAVE TWO MAJOR FUNCTIONS :
THE NATURE OF
SEARCH ENGINES
Data Center
Data Center
STORAGE of
Information
Data Center
SEARCH ENGINES HAVE TWO MAJOR FUNCTIONS :
1. Crawling & building an index of a site / pages
Incoming
Links
Relevant
Information
Answers
Popularity =
Importance
2. Serve up answers by calculating relevancy & serving results.
Keywords
Efficient
Complicated Algorithms
1,000’s of factors

7. SEARCH ENGINES ROADMAP TO SUCCESS KEEP IT CLEAN BE RELEVANT
Keyword-rich content based on what users are searching for but don’t overdo it.
Make the site for the user not for the search engine exclusively.
Create a useful site rich with information and easily digestible.
Use long-tail & short-tail keywords appropriately.
Clean code with correct hierarchy.
Update site often with useful information.
Rich media is nice but not that nice for SEO.
Be descriptive, be honest, create human friendly URL’s.

8. SEARCH ENGINES ROADMAP TO SUCCESS RESOURCES Google Analytics
Google Webmaster Tools
Google Website Optimizer (Content Experiments)
Now in Google Analytics

9. PAY-PER-CLICK (PPC) HOW IT WORKS PAY-PER-CLICK (PPC)
Paid Placement Based on Clicks
Networks & Individual Sites
Varying Ad positions and Sizes

10. 4 1 2 3 3 PAY-PER-CLICK (PPC) IMPROVING CONVERSIONS-CTR’S Determine
Budget
Test /
Launch
Analyze
Research
Google
Analytics
2-5% toward
marketing
Google
Keywords
Create a
Campaign
Set-up
Account
Create
AdGroups
Conversions
Audit Website
Competitor
Keywords
Set Budgets
Make Changes 3
Optimize
Landing
Pages
Test /
Launch

11. PAY-PER-CLICK (PPC) SAMPLE ADS AND PLACEMENTS Google Adword Ad Google
Sponsored
Links

12. PAY-PER-CLICK (PPC) ROADMAP TO SUCCESS RESEARCH TEST / RE-TEST
Research long-tail keyword and short-tail keywords.
Create 2 (two) ads & run test.
Set campaign length & daily budget.
Product specific keywords.
Optimize landing pages with AdWords campaign ads.
Network vs. Search
Determine budget and cpc spend for the product.
Monitor campaign & make changes.

13. PAY-PER-CLICK (PPC) ROADMAP TO SUCCESS RESOURCES Google AdWords
adwords.google.com
Google Analytics
Google Webmaster Tools
Wordstream - PPC Analyzer

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