SEM - Understanding the core components of Search Engine Marketing

This webinar reviews Organic SEO and PPC as the building blocks of effective Search Engine Marketing.

1. MARKETING WEBINAR SERIES!
GETTING IT RIGHT IN 2014 & BEYOND
Attract Your Buyers with Search Engine Marketing!
Understanding the Basics of SEO and PPC

2. Joe DeMicco
http://www.linkedin.com/
in/joedemicco
https://twitter.com/demicco
Cohort IV (February 2012)

3. Full service website design & internet marketing.!
ONE COMPANY, EVERY STEP OF THE WAY.
Successfully Partnering with
Our Clients Since 1994

4. Who We Work With:

5. HOUSEKEEPING
•Varied Group at Various Stages of Online Presence & Marketing!
•Feel Free to Ask Questions via Online Pane as Desired!
•This Webinar Touches on a Variety of Elements that Work
Together as a Baseline in Effective Search Engine Marketing!
•Goal is to achieve a high level understanding of Concepts and
Open a Path to Self Evaluation and Next Steps Planning!
•Not crunching a ton of stats - working assumption is we all
understand the opportunity the World Wide Web and Search
Engines offer our businesses and growth.
A LOT TO COVER

6. CONGRATULATIONS!

8. What Is Search Engine Marketing?
Search engine marketing
(SEM) is a form of Internet
marketing that involves the
promotion of websites and
web pages by increasing their
visibility in Search Engine
Results Pages (SERPs) through
optimization and advertising.

9. SEM may consist of:!
• Search Engine
Optimization (SEO)
which is often referred
to as “Organic” or “
Natural”



or 

•Pay-Per-Click (PPC)
listings such as Google
Adwords

10. 5,922,000,000 Searches performed in Google Properties alone DAILY

11. “Search” is the point of Monetization
A NEED has been established and the searcher queries for
a solution using their own terminologies
Every time they click
“Search” they get a SERP
(Search Engine Results Page)
and have a choice of
websites (BUSINESSES) to
visit for a solution

12. So where do I invest?

14. Organic SEO PPC Marketing

15. Organic SEO

16. Benefits of SEO
Long Term Search Engine Visibility and Brand Awareness
Increased Site Traffic
Cost Effective
Infinite ROI
Increase Site Usability
Increase Credibility
Remain Competitive

17. 61% of global Internet users research products online. 

(Interconnected World: Shopping and Personal Finance, 2012)!
!
44% of online shoppers begin by using a search engine. 

(Interconnected World: Shopping and Personal Finance, 2012)!
!
70% of the links search users click on are organic, not paid. 

(Marketing Sherpa, February 2007)!
!
60% of all organic clicks go to the top three organic search results.
(MarketingSherpa, February 2007)!
!
75% of users never scroll past the first page of search results.
(MarketShareHitsLink.com, October 2010)!
!

18. Imagine You Are A Librarian

19. More and More Books
Many Seekers and More
All The Time
Varied Terminologies
You Need a System

22. Need a systematic way to find what people need
Google and Bing are like librarians for the entire world
A Search Engines “secret sauce” system is their
algorithm
And Googles Algorithm consists of over 200 variables and is
“tweaked” several times DAILY in their effort to be the best
librarian in the history of mankind
Avg. 500 - 600 times annually

24. For a page on your website
to organically rank well it
will need to weigh favorably
within the criteria set within
the variables of the
algorithm
Google Ranks Web PAGES not Web Sites

25. Organic SEO is
driven by both
on-site and Off
Site Factors and
weighed via a
multitude of
variables in
determining
ranking
http://searchengineland.com/seotable

26. http://searchengineland.com/seotable

27. http://searchengineland.com/seotable

28. http://searchengineland.com/seotable

29. http://searchengineland.com/seotable

30. http://searchengineland.com/seotable

31. http://searchengineland.com/seotable

32. http://searchengineland.com/seotable

33. Got it Joe!
Let’s Move On To PPC

35. Benefits of PPC (a.k.a. Paid Search)
Speed-to-Market
Reach
Market Research
Highly Targeted Traffic
Control of ROMI
Track-ability
Control of Exposure
Geographically
Flexibility

36. Lots of Healthy Choices for Your Business

37. We are looking at a Select Segment of
Google Pay-Per-Click (PPC) Opportunities

38. Google Ad Type

39. Compete with
Trusted
Informational
Resources
depending upon
Search Term
Organic pushes
down the fold to
commercial-/
buyer centric
terms
Sponsored Ads
on Commercial
KWPs dominate
“above the fold”
real estate

40. Google Ad Type Options

41. Google Ad Type Options

42. Google Ad Type Options

43. Google Ad Type Options

44. Google Ad Type Options

45. Google Ad Type Options

46. More Coming all the time

47. Some Definitions
Campaign:Consists of one or more Ad Groups, a budget,
language / location settings, (among other criteria)
Adwords
Women’s Sneakers Women’s Shoes

48. Ad Group:
Some Definitions
Groupings of Ads that are inline with your buyers
intent. Ad Groups make up your campaigns
Women’s Sneakers Women’s Shoes
Dress Casual

49. Ad:
Some Definitions Headline:
Women’s Dress
Shoes
25 Characters
Description
Line 1:
Summer Sales 35 Characters
Description
Line 2:
Save 15% 35 Characters
Display URL
www.shoes.com/
womens-dress-
shoes
35 Characters
A structured message that speaks to a buyers
search intent and that links to a landing page that
is in-line with the ad.

50. Ad Group Ad Group Ad Group
KEYWORDS10-20
Ad Ad2-4
DIVIDE and CONQUER
Basic Campaign Structuring
Campaign #1 Campaign #2 Campaign #3

51. DRIVEN
BY
YOUR
BUYERS
MIND

53. A Key To Success is…
Discovery of Buyers Key Word Phrases
Applying Weight to Their Value
Leveraging the Right Platform in SEM to Optimize ROMI

54. PPC
SEO
High Buyer Intent KWP
Informational Intent KWP
$$$
$$
$$$
$
Business Value

55. Keyword Phrases (KWP)
“Head” Phrase
“Long Tail” Phrase
TV
60” 1080P Samsung Flat Panel TV
Challenge: Position
Challenge: Discovery

56. Buyer-centric
content page already
meeting quality
webpage standards
List Keyword
Phrases that best
target page!
(Buyers Taxonomy)
Verify with
tools to assist
in triage of list
Confirm on-page SEO and
content fits intended goal
PPC Campaign
Ad group with
targeted KWP’s

58. 1. Understand Your Customers Journey
2. Create Excellent and Engaging Content
3. Leverage Google Authorship on well
written content
4. All Citations should have same N.A.P. info
5. Clean, clear and concise URL structuring
SEO TIPS

59. 6. Use Clear Meta Data & Alt Attribute Tags
7. Check your page speed (It Counts)
8. Confirm Robots.txt file is correct and
you have no penalties
10. Just like a physical, get a site audit every year
(minimally)
9. Quality links NOT quantity
SEO TIPS

60. 6. Target Geographically
4. Write Effective Ad Copy
5. Monitor Quality Score
PPC TIPS
1. Do Your Homework or Align with a Trusted Professional
3. Carefully Architect Your Campaigns
2. Target LP Per Ad Group that is Optimized to CONVERT

61. 10. Analyze, Analyze, Analyze
7. Check Your Search Terms Report
9. Use Ad Extensions
11. Monitor Competitors
PPC TIPS
12. Explore Re-marketing and Ad Types
8. Use Negative Keyword Function

65. INTELLIGENT RISK TAKING Marketing
Per Initiative / Campaign
Return on Marketing Investment
Marketing
Spend ($)
Gross
Profit
(%)
Incremental
Revenue &
Value
Attributable
from
Marketing
($)
Short Term ROMI Example
*
-
Marketing
Spend ($)/
(From Month #1 Webinar)

66. INTELLIGENT RISK TAKING Marketing
Per Initiative / Campaign
Short Term ROMI Example
$50030%$5000* - $500/
$1500-$500/$500
$1000 $500/
Factor of 2
For Every 1$ Invested, You Saw $2 Back + INTANGIBLES

67. Begin To Map Your SEM Plan

68. Take Your Shot
DIY or Select a well-vetted
partner
SEM is a PROCESS.
It is NOT a Project.
Audit what is and is not
working and adjust
accordingly

69. THANK YOU
Q&A