2021 SEM
Category
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FunTranscript
00:00Hi, and welcome to SEM Training, Search Engine Marketing, also known as pay-per-click.
00:15In this session, we will review all the important information surrounding our solution.
00:20So let's get started.
00:21On the agenda today, we will review an overview of search engine marketing, how paid search
00:26works, how campaigns are set up, and then why choose Beasley, why choose us.
00:31Let's talk about what search engine marketing is, again, also known as pay-per-click.
00:37Search engine marketing is designed to drive quality traffic and measurable leads through
00:41sponsored results, the ads.
00:43Four things to know about SEM.
00:46Number one, it's the act of bidding on keywords relevant to the business.
00:50If you no longer pay, your ad will not appear at the top of the page.
00:54There are generally three to four paid spaces at the top of the page.
01:00Search engine marketing is a lead driver.
01:03When having an SEM campaign, businesses are putting themselves in a room, raising their
01:08hands, saying, pick me in front of all their potential customers that are in need of what
01:12is offered.
01:14They are getting in front of the low-hanging fruit because people are further down the
01:17buying cycle.
01:18Overview of search engine marketing.
01:20It's really important to know that SEM is further down the buying cycle since people
01:25are actively in search for products and services.
01:28When building a media plan, this solution should not be positioned as a branding tool.
01:34Its ROI should be linked to conversions since people are clicking, are more ready to buy.
01:39Google is the search engine most consumers go to to find what they're looking for.
01:4490.8% of consumers to be exact.
01:46That is why Google is a search engine we use for our campaigns.
01:51Search engine optimization versus search engine marketing.
01:55It's important to understand the difference between these two terms.
01:58They are very different strategies with a separate campaign setup, separate analytics,
02:03and different algorithms driving them.
02:06SEO, search engine optimization, refers to turning your content and website to be most significant
02:13and striking to search engines.
02:15Search engine marketing refers to a strategy that involves investing in advertising on search
02:21engine's results page, the SERP.
02:23Both strategies are important.
02:25You can see the example on the right.
02:27SEM is getting in front of consumers a bit further down the buying cycle.
02:31How does paid search work?
02:33Well, first, it's an auction.
02:35Google uses an auction system to determine ads that appear.
02:39The algorithm is designed to show relevant ads to users.
02:42Why relevancy?
02:44So we keep coming back to use Google.
02:46Google wants the user to have the best experience and keep people back when they are in need of
02:52answers.
02:53And remember, advertisers only pay when the ad is clicked.
02:57So it's an auction, but the algorithm determines the order of the ads by, number one, the bid.
03:03Of course, it's an auction.
03:04Highest cost per click.
03:06Number two, ad relevance.
03:08Does the search query match the text ad?
03:11Example, heating contractor having a heating text ad.
03:16And number three, quality score.
03:18Quality score is similar to a credit score.
03:22The better the quality score, the lower cost per click and the higher positioning an ad will get.
03:29Three key items determine quality score.
03:32Expected click-through rate, landing page experience, and ad relevance.
03:37Setting up the campaign.
03:40Campaign success equals setting up the campaign right from the beginning.
03:45We have a team of experts handling all of the important information and setup behind the scenes.
03:50Campaign structure.
03:52This is nothing a seller has to worry about, but it is important to understand what goes on behind the scenes.
03:57When a campaign is created, each product or service is in its own ad group.
04:02From there, all the relevant keywords fall under each ad group, with certain rules to make sure the right ads are displayed for the correct keyword searched.
04:12Selecting the best keywords.
04:15Our teams look at multiple sources to form the right keyword list.
04:20Website, competitors' websites, Google searches, the Google Ad Keyword Planner, and Google Trends.
04:26They also balance both quality and quantity of traffic by applying unique characteristics of the business, like service area and precise services.
04:36And they also include a long tail and short tail keywords.
04:39An example of this would be a short tail keyword, attorney, and a long tail keyword, help with immigration deportation.
04:48Creating text ads.
04:49Text ads seem simple at first glance, but there is a lot that goes in to make sure they convert impressions to clicks.
04:56Again, nothing a seller has to focus on, but it's good to know there are rules and limitations and also best practices.
05:04Bid and budget management.
05:06There are several ways that we can optimize a campaign.
05:09We start with maximizing clicks and then transition to conversions.
05:13Budget and bid management fluctuate daily.
05:16On days with high traffic, costs could be two times the daily budget.
05:20This spending is balanced by days when spending is below the daily budget.
05:24Campaign optimizes consistently change, affecting quality score, CPC, and therefore bids.
05:32Campaign optimization.
05:34Every campaign is different and every campaign is optimized with client goals in mind.
05:39This six-step process allows us to maximize campaign performance and return on investment.
05:45Number one, we check bids and budget.
05:47Two, we pause low-performing keywords.
05:49Number three, add new keywords.
05:53Number four, optimize text ads.
05:55Number five, optimize campaign structure.
05:58And number six, we document all campaign changes.
06:02Why partner with Beasley?
06:04There are really seven big differentiators here.
06:08Number one, our experience.
06:10We have a team of experts to help strategize.
06:13We also have in-depth campaign setup.
06:16Remember, campaign setup is equal to campaign success.
06:20Ad creation and keyword analysis is something we look thoroughly into.
06:24Number three, our bid management system to help optimize.
06:27We are a Google partner.
06:29We have ongoing campaign optimization, full transparency with monthly reporting,
06:34and we can integrate our search engine marketing with all the other solutions we have to offer
06:40to create an integrated media plan.
06:42In summary, let's review all that we shared this session.
06:47The main benefits of search engine marketing.
06:50Qualified traffic, targeted ads, flexibility, message control, and a measured return on investment.
06:58Search engine marketing captures consumers in the purchase stage of the sales funnel.
07:03We have a team of experts handling all behind the scenes.
07:07Campaign success equals setting up the campaign right from the beginning.
07:10Every campaign is different, and every campaign is optimized with clients' goals in mind.
07:16And why choose us?
07:18Why Beasley?
07:18Well, I'll review the big seven that makes a big impact for our advertisers.
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