Truvo Search Engine Marketing - Beginners

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18 Νοε 2013 (πριν από 3 χρόνια και 10 μήνες)

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Truvo
Search Engine Marketing - Beginners
September 23 2009
Prepared by:
Philip Nagle
Beginners Introduction to Search Marketing
What is AdWords?
Paid Search/Organic
Search?
How does it work?
Invalid clicks
One step further
What are Keywords?
Google Initiatives
What is AdWords?
What is AdWords?
Google AdWords is
Google’s Advertising
programme that
allows Advertisers to
display their adverts
under the
Sponsored Link
section in the
Google Search
Results Page
What is AdWords?
The Advertiser only
pays when someone
Clicks on the Advert
If the Advert is never
clicked on, the
Advertiser never has
to pay!
What are Keywords?
What are Keywords
Keywords are any
combination of
words that will
trigger an
Advertisers Ad
What are Keywords
In this example –
“Plumbers” triggered
this advertisement
Plumbers
What are Keywords
Advertisers select what keywords they would like
to bid on
Google’s AdWords is an auction system
Advertisers tell Google what is the maximum
amount of money they are willing to pay each
time someone clicks on their advert
How does it work?
How does it work?
Hotel Owner – Eugene
Google Budget: €200 a month
Location: Cork
Website: Yes – its quite good!
Hotel Owner – Eugenie
Google Budget: €800 a month
Location: Kerry
Website: Yes – but it could be better
How does it work?
Each have selected
Keywords they would
like to bid on.
KeywordsMax CPC
hotel accommodation Cork€0.25
ireland hotel€0.35
hotel breaks€0.35
luxury hotel breaks€0.35
hotel deals ireland€0.35
conference hotel business from€0.35
hotel business facilities€0.35
book hotel suites€0.35
KeywordsMax CPC
hotel accommodation Kerry€0.50
ireland hotel€0.50
hotel breaks€0.50
luxury hotel breaks€0.50
hotel deals ireland€0.50
conference hotel business from€0.50
hotel business facilities€0.50
book hotel suites€0.50
How does it work?
They have also told Google what
is the maximum amount of
money they are prepared to pay
when someone clicks on their
advert
KeywordsMax CPC
hotel accommodation Cork€0.25
ireland hotel€0.35
hotel breaks€0.35
luxury hotel breaks€0.35
hotel deals ireland€0.35
conference hotel business from€0.35
hotel business facilities€0.35
book hotel suites€0.35
KeywordsMax CPC
hotel accommodation Kerry€0.50
ireland hotel€0.50
hotel breaks€0.50
luxury hotel breaks€0.50
hotel deals ireland€0.50
conference hotel business from€0.50
hotel business facilities€0.50
book hotel suites€0.50
How does it work?
They have nearly identical
keywords! But Eugenie is prepared
to pay more! What do you think will
happen when someone searches
“Ireland hotel”?
KeywordsMax CPC
hotel accommodation Cork€0.25
ireland hotel€0.35
hotel breaks€0.35
luxury hotel breaks€0.35
hotel deals ireland€0.35
conference hotel business from€0.35
hotel business facilities€0.35
book hotel suites€0.35
KeywordsMax CPC
hotel accommodation Kerry€0.50
ireland hotel€0.50
hotel breaks€0.50
luxury hotel breaks€0.50
hotel deals ireland€0.50
conference hotel business from€0.50
hotel business facilities€0.50
book hotel suites€0.50
How does it work?
She is willing to
pay more, so
her advert is
displayed at the
top
His is displayed
down the page
How does it work?
She is willing to
pay more, so
her advert is
displayed at the
top
His is displayed
down the page
Research has shown that to build brand recognition and get
more clicks, you need to be in the top 3 positions in Google
– but you need to be prepared to pay for it!
1st
2nd
3rd
4th
5th
What happens with
invalid clicks?
How does it work?
Budget €800 a
month
Eugene could try and click on his
competitors advert in order to use
up her budget
How does it work?
Budget €800 a
month
Google will know what is happening! When they discover
invalid clicks, they give money back to the person whose ads
were clicked on!
STOP!
One step further
One step further
•Google scores every Advertisers Keyword
•This is called their Keyword Quality Score
•Score is between 1 - 10
Landing Page
quality
Click Through Rate
(CTR)
Quality Score
Keyword and Ad Text
Relevance
One step further
•The position of an Advertisers Ad is determined by…
Quality Score
Max CPC
Ad Rank
X
=
Relevance
Willingness to Pay
One step further
Keyword “Ireland Hotel”
8/10
5/10
Google has
scored the same
keyword for
Eugene and
Eugenie
One step further
Keyword “Ireland Hotel”
Quality Score
Max CPC
AD Rank
X
=
8
5
.35
.50
2.8
2.5
x
x
=
=
One step further
Eugene appears higher than Eugenie even though she is willing to
pay more
Google rewards Advertisers who have relevant campaigns for
users
1st
Paid Search /
Organic Search
SEA
Paid Search/ Organic Search
Paid Search / Organic Search
Paid Search are
the
advertisements
under the
“Sponsored Links”
section which are
triggered by
certain keywords
that the advertiser
is bidding on.
Also known as
Sponsored Links
Paid Search
Pay Per Click
Campaigns
S
earch E
ngine A
dvertising = SEA
Paid Search/ Organic Search
SEO
Paid Search/ Organic Search
Organic results
are all the
search results
which Google
believes are
relevant to the
search term that
the user has
entered in
Paid Search/ Organic Search
Paid Search / Organic Search
Search Engine Optimisation
Google sends Robots through the
Internet to scan every webpage!
Page Rank
Traffic Volume
Meta Data
Links
Accessibility
Page load time
Paid Search / Organic Search
Search Engine Optimisation
Google sends Robots through the
Internet to scan every webpage!
Page Rank
Traffic Volume
Meta Data
Links
Accessibility
Page load time
All of these factors are taken
into account by Google when it
decides which website it should
bring back in the Search
Results!
The exact algorithm is a closely guarded secret!
Also known as
Organic results
Natural results
Free results
S
earch E
ngine O
ptimisation = SEO
Paid Search/ Organic Search
Paid Search
S
earch E
ngine O
ptimisation = SEO
+
S
earch E
ngine A
dvertising = SEA
=
S
earch E
ngine M
arketing = SEM
Paid Search
S
earch E
ngine O
rganic = SEO
+
S
earch E
ngine A
dvertising = SEA
=
S
earch E
ngine M
arketing = SEM
Beginners Introduction to Search Marketing
What is AdWords?
One step further
What are Keywords?
Paid Search/Organic
Search?
How does it work?
Invalid clicks