Search Engine Marketing | Clustering Creativity

Search Engine Marketing

SEM is a form of marketing which includes the promotion of websites by increasing their visibility in search engine result pages (SERPs) primarily through paid advertising. This topic covers main aspects of advertising a website in Google AdWords. ​

Search Engine Marketing

Learn how to plan, implement, optimize and measure search engine marketing campaigns in Google AdWords and alternative SEM platforms.
Duration: 
90 minutes

Search Engine Marketing topic in TedEd

SEM is a form of marketing which includes the promotion of websites by increasing their visibility in search engine result pages (SERPS) primarily through paid advertising. This topic covers main aspects of advertising a website in Google AdWords. ​

Search advertising slides

Slides covering the main topics of search engine marketing: account structure, keywords, ad texts and points of optimization.

Remember: Why Google AdWords?

Reach: ability to show ads 365/24/7. Google reaches more than 80% of the world internet users;
Relevance: Targeting according to what your clients look for. Targeting exact location, language, device, etc.;
ROI: Measuring the results and acting almost real-time.

Remember: Other "Pro's" for AdWords

Scalable
Flexible
Visible
Engaging
Competitive
Remarketing possibilities
Suitable for large and small companies

Remember: How search works

1. There's a need to advertise a website;
2. Opening AdWords account, choosing targeting, writing ads and choosing landing pages;
3. Potential customers search for certain products, find ads and click on them;
4. AdWords charge you for every click.

Remember: Account structure

1. Account ( login, password, billing info);
2. Campaigns (daily budget, locations, languages, devices);
3. Ad groups (keywords, text ads, landing pages).

Remember: Keyword match types

- Broad match: ad is shown very broadly;
- Modified broad match: gives more control over queries than broad match. Words with „+“ are required to be included into search query;
- Phrase match: ad is shown if the query includes the whole keyword in the exact word order;
- Exact match: ad is shown only when the search query exactly matches the keyword.

Remember: Text ads

Title 1: 30 characters. No exclamation marks;
Title 2: 30 characters. No exclamation marks;
Description: 80 characters. 1 exclamation mark. Text should be grammatically correct. No CAPS LOCK;
Path: 2 fields, max 15 characters;
Final URL: the real URL the user is taken to.

Remember: Measuring search campaigns

Pre-click: CTR, impression share, search terms;
Post-click (in Google Analytics): conversion rate, CPA, bounce rate.

Remember: Main ad extensions

App: sends to the app store or starts the app download;
Call: phone number near the ad (desktop) or a phone call from the ad (mobile);
Location: address for the business (desktop) or directions (mobile);
Review: third party reviews from reputable sources;
Sitelink: links to other pages of the website ;
Callout: descriptive non-clickable text.

Lectors

Milda Prušinskaitė
Lecturer
Digital Academy
Apply for this course
This course is free of charge. You need to register to apply for this course.