1. Training Deck – SEM & Facebook Ads

2. THERE ARE 6,586,013,574 SEARCHES BEING DONE A DAY WORLDWIDE

3. SEARCH PAID SEARCH SEM (SEARCH ENGINE MARKETING) PPC (PAY PER CLICK)
VISUAL OVERVIEW
PAID SEARCH
SEM (SEARCH ENGINE MARKETING)
PPC (PAY PER CLICK)
GOOGLE ADWORDS
MAPS LISTINGS
LOCATION BASED
CLAIMING GOOGLE LISITNGS
SEARCH ENGINE RESULTS PAGE
ORGANIC SEARCH
SEO (SEARCH ENGINE OPTIMIZATION)

4. SEM (SEARCH ENGINE MARKETING)
SEM IS GREAT FOR LEAD GENERATION
AWARENESS
CONSIDERATION
PREFERENCE
PURCHASE
LOYALTY
ADVOCACY
LEAD GEN
“SPRINT CAMPAIGN”
ALL ABOUT QUALITY OF ADS AND LANDING PAGES ON WEBSITE
REACH CUSTOMERS WHEN THEY ARE READY TO BUY
CPC (COST PER CLICK) METHOD; ONLY PAY WHEN AN AD IS CLICKED ON

5. SEARCH ENGINE MARKETING
WHAT IS IT?
DRIVES THE MOST QUALITIFED TRAFFIC IN A SHORT PERIOD OF TIME WITH MAXIMIZED rOI
FEATURES: TARGET SPECIFIC SEARCH QUERIES AND KEYWORDS THAT ARE CUSTOMIZED TO EACH CLIENT
SEARCH ENGINE RESULTS PAGE
ADVANTAGES: PAY TO BE TOP OF PAGE. DISPLAYS MOST RELEVANT ADS ON SERP.
BENEFITS: INCREASE QUALITY TRAFFIC AND LEADS IN A COST EFFECTIVE MANNER, LEADING TO MAXIMIZING ROI

6. Text Ad Elements & Character Limits
TEXT ADS
Text Ad Elements & Character Limits
Example
DOs
Provide a strong Call-to-Action
Make a compelling offer
Ensure it is relevant to the ad group
Write grammatically correct
Look at competition for inspiration
DONTs
No superlatives (best, cheapest) unless verified within two clicks of landing page
No words in all CAPS
No more than one “!” in description
Display URL must match Destination URL

7. SEARCH ENGINE MARKETING
HOW IT WORKS
PAID SEARCH IS AN AUCTION
TOGETHER, WE STRATEGIZE ON A BUDGET THAT WOULD BE NEEDED TO HAVE A SUCCESFUL CAMPAIGN based on the advertiser’s goals
We then determine how much we are willing/able to bid in the auction for keywords and categories of keywords
Advertisers with good quality ads and website landing pages that are relevant to the keywords searchers are looking for, along with the price per bid, determines the position on the page
The advertiser’s ad only appears to those who are searching for keywords/phrases we are bidding on
The advertiser only pays when a searcher clicks on their ad.

8. AD POSITIONING
IT COUNTS

9. QUALITY SCORE
AD RANKING
Quality Score is Google's rating of the quality and relevance of both your keywords and PPC ads. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process. Your Quality Score depends on multiple factors, including:
Your click-through rate (CTR).
The relevance of each keyword to its ad group.
Landing page quality and relevance.
The relevance of your ad text.
Your historical AdWords account performance.
No one outside of Google knows exactly how much each factor “weighs” in the Quality Score algorithm, but we do know that click-through rate is the most important component. When more people who see your ad click it, that’s a strong indication to Google that your ads are relevant and helpful to users. Accordingly, Google rewards you with:
Higher ad rankings
Lower costs
QUALITY SCORE HAS INFLUENCE OVER THE COST AND EFFECTIVENESS OVER PAID SEARCH CAMPAIGNS. IT IS GOOGLE’S RATING OF THE QUALITY AND RELEVANCE OF BOTH KEYWORDS AND ADS. THIS ALGORITHM IS USED TO DETERMINE THE COST PER CLICK AND MULIFPLPLED BY MAXIMUM BID TO DETERMINE THE AD RANK IN THE AD AUCTION PROCESS.

10. WHY CHOOSE US FOR SEM?
GOOGLE PARTNER STATUS
WE DON’T USE COOKIE CUTTER APPROACH – EVERY CAMPAIGN IS CUSTOM
DEDICATED TEAM OF EXPERTS MANAGING AND OPTIMIZING THESE CAMPAIGNS
GOOGLE premier PARTNER STATUS
TRANSPARENT ANALYTICS
INTEGRATE SEARCH CAMPAIGNS INTO ALL OTHER MEDIA/CAMPAIGNS
HANDS ON APPROACH – NOT SET IT AND FORGET IT

11. SEM FULFILLMENT – OVERVIEW OF PROCESS
Identify an interest from the advertiser - Have a conversation about their needs (minimum retail budget is $300 monthly)
SUBMIT A request for quote for budgets over $1,000 monthly
Orders under $1,000 monthly generate self-serve quote at:
Submit sold order for setup at:
CAMPAIGN SETUP AND GO LIVE (Centralized team)
Campaign is monitored to ensure that it is spending correctly and adjustments made to keyword bids as needed
REPORTING CAN BE FOUND IN AMPLIFIED LOCAL REPORTING SUITE
FINAL COSTS ARE CHARGED BACK TO ENTERPRISE

12. TOGETHER, SEM AND SEO BRING THE 1-2 PUNCH
SEM VS. SEO
WHAT IS THE DIFFERENCE?
SEM
SEO
PAID ADS IN THE PAID SECTION OF SEARCH ENGINES
ORGANIC OR “FREE” LISTINGS SECTION
TOGETHER, SEM AND SEO BRING THE 1-2 PUNCH
POSITION CALCULATED BY COMBINATION OF BID AND QUALITY SCORE
RESULTS ARE DISPLAYED BY RULES AND ALGORITHMS
COMBINATION OF LOCAL, NATIONAL AND SOCIAL MEIDA RESULTS
IMMEDIATE RESULTS; SPRINT CAMPAIGN

13. QUESTIONS. Sales: Contact Adriane Morris Adriane. morris@lee
QUESTIONS? Sales: Contact Adriane Morris Fulfillment: Contact Eddi Umphrey