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 Character Limits Punctuation

WHERE: SEARCH ENGINES Google Yahoo! Bing

WHERE: SEARCH ENGINES Google Yahoo! Bing

WHERE: SEARCH ENGINES Google Yahoo! Bing

Determined algorithmically Based on CPC and Quality Score (CTR, history, relevance, quality) Match types Exact Phrase Broad (and Broad Match Modifier) Negative WHEN: RELEVANT SEARCHES wer.py?hl=en&answer=6100

Ad Agencies RKG, iProspect, eFrontier Charge a fee to manage ads In-House teams Usually a subset of Marketing team Usually report to CMO WHO: AD AGENCIES & IN-HOUSE TEAMS

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

HOW: THE AUCTION PROCESS Instantaneous Factors in aforementioned metrics (CPC, Quality Score) Also takes into account… First page minimum bid Geographic targeting “Real estate” on-to-ad-auction.html

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 html

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 %E2%80%98organic%E2%80%99-experience- part-ii/ /

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.