Search Engine Marketing

(SEM)
Craig Bailey
www.craigbailey.net

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Increasing Revenue

1. Traffic

2. Conversions

3. Prices
Free versus Paid

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Free versus Paid

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www.craigbailey.net
 Left & Right
Traditionally:
• Organic: the ‘Left side’ of Search
• Paid: the ‘Right side’ of Search

• That’s all changing…

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 Aims
• Understand Search Engine Marketing
• Advice on using AdWords effectively
• Highlight 3 AdWords Strategies
• Introduce Facebook advertising

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 Craig Bailey
• Worked in IT for 20 years
• CTO and Technical Director
• Microsoft MVP for 3 years
• Google Analytics Qualified
• Microsoft adExcellence Member
• Run my own web based businesses
• SEO and Google AdWords for clients
• ‘Web Strategist’ ?
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 Increasing Traffic
Sources
• Search (Google, Bing, Yahoo)
• Social (Twitter, Facebook, LinkedIn, YouTube)
• Recommend (Digg, StumbleUpon)
• Email
• PR

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 What is a Search Engine?
• Google, Bing, Yahoo, etc
• Twitter
• Facebook
• YouTube

Searcher ‘intent’ is different:

• Informational, Navigational, Transactional
• Consumptional, Distractional, …
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 What is Search Engine Marketing?
• Originally – an Umbrella Term
• These days = paid search

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 Free versus Paid

1. Traffic

SEM (Paid)
Organic Bing
(Free) Google AdWords
Search Content Network
Facebook

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 Organic versus with Paid
Organic (SEO)
• ‘Investment’
• Long term
• Indirect control

Paid (SEM)
• Single shot
• Quick results
• Direct control
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 Top 3 Reasons to Use Paid
• Traffic
• Conversions
• Testing as an input to SEO

• Bonus: Block your competitors

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 Search Engine Share
May 2010 USA* Australia**
Google 63.7% 87.7%

Bing 12.1% 3.2%

Yahoo 18.3% 2.3%

Users Users

Facebook (18yo+) 113.1M 7.9M

• Source: *comScore **Hitwise AU

• Bing in Australia via Yahoo Search Marketing (YSM!)
• Bing & Yahoo Search Alliance – October-ish

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 Recap so far
• Traffic -> Conversions -> Sales
• Organic versus Paid
• Paid -> Google AdWords

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 Winning With AdWords
• Add Google Analytics and set up Conversion
Tracking (test everything!)
• Understand that Search trends change
• Remember: It’s an auction (Quality Score)

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Track Conversions

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Search is Seasonal

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 Search Trends
Use the Google Keyword Tool

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 Quality Score
The best results occur when:
• The search term
• Matches the ad
• Which matches the landing page

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 Bad

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Getting Better

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Good

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Get Inside Your Customer’s Head

What You Think Your Customer Wants

≠
What Your Customer Actually Wants

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Keyword Research

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Keyword Research

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 Example
• PDF file = Software?

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 Top 3 AdWords Strategies
1. Tight grouping
2. Ad positioning
3. Bid stacking

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 1. Tight Grouping
Campaign 1 Campaign 2
USA (Search Australia (Search
network) network)

Ad group Product Ad group Product 1

1 • Keywords
• Keywords • Specific ads
• Specific ads

Ad group Product 2 Ad group Product 2

• Keywords • Keywords
• Specific ads • Specific ads

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 1. Tight Grouping
• Campaign (per country/region per network)
• Ad Group per product/service
• Bid prices per keyword
• URLs per keyword (optional)

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 2. Ad Positioning
• Position #1 is not always the best
• Avoid ‘click happy’ searchers
• Use the Keyword Positions report

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Ad Positions

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2. Ad Positioning Results

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 3. Bid Stacking
Match Types
Match type Keyword Examples - Appears for:
Broad microsoft office microsoft
office
microsoft office
office 2010 download
office 2010
microsoft windows
office chairs
“Phrase” “microsoft office” buy microsoft office
microsoft office download
microsoft office 2010 release date
reviews of microsoft office 2010
[Exact] [microsoft office] microsoft office

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 3. Bid stacking
Bid on all 3 Match Types
• Broad
• Phrase
• Exact

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 AdWords DOs
DO
 Enable Analytics & Conversion Tracking
 Aim for a click through rate (CTR) > 1%
 Aim for a bounce rate <80%
 Aim to use “phrase match” (not broad match)
 Test multiple ads per Ad group
 Use Negative keywords (eg free, cheap)
 Use First Letter Capitalised
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 AdWords DON’Ts
DON’T
Point to your home page
Add 100s of keywords into one Ad group
Use Content network and Search network in
same campaign
Use one bid for every keyword
Set and forget

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 Why Facebook?
• >25% of total internet page views
• Almost 500 Million users
• Demographic targeting abilities

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Setting up an Ad

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 Facebook Tips
• Use it for Lead Generation
• Use the Funnel approach
• FB Ad -> FB Page -> Signup form -> Email

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 Facebook Ad Tips
• Images are the key!
• Create multiple ads (same text, different
images)
• Use dark images
• Create ads for each age group
• New ads every 7 days
• Use FB Landing Tabs (not Wall)

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 Example
• Weekly World News (article on
AllFacebook.com)

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 Summary
SEM is a key component for
• Traffic
• Conversions
• Testing

Use it in conjunction with your SEO

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 Resources
SEO
• SEO Book – Aaron Wall
• SEOmoz
Google AdWords
• PPC Blog
• PPC Hero
Google Analytics
• Occam’s Razor - Avinash Kaushik
Facebook
• All Facebook
• HyperArts

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 Questions
• [email protected]
• http://twitter.com/craigbailey
• 0413 489 388

Resources
• www.craigbailey.net/resources/
• www.craigbailey.net/nsw/