New_eBook_Google_Search_Engine_Marketing.pdf - Career...

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Search Engine Marketing Ready Reckoner Career Head-Start Series
What is Paid Search Engine Marketing? Major platforms Google AdWords Launching a Google AdWords campaign Determining Marketing Objectives Setting Up Your Account Campaign Types Campaign Location Targeting Campaign Bidding Strategy Setting Daily Budgets Creating and Managing Ad Groups Creating and Managing Ads Text Ad Guidelines Keyword Strategy Keyword Match Types Negative Keywords Managing Campaign Payments Tracking Campaign Performance Conversion Tracking and ROI 3 3 3 4 4 4 4 5 6 8 8 9 10 10 11 12 12 13 CONTENTS Page No Organizing Your Account 7 Campaign Sub-Types 5 7
Paid Search Engine Marketing (SEM) is a form of online advertising where businesses pay advertising platforms when users click on their ads. Paid advertising is typically associated with search engines like Google and Bing. Digital marketers use ad-text to promote a product, service, or an offer. The advertising copy is generally linked to the content of the web-pages the user lands on. Objectives of Paid Advertising Paid Advertising is a great way to reach a global audience of internet users and can help a business achieve several objectives, including - 1. Increased sales. 2. Lead generation and conversion. 3. Enhanced brand awareness. At its core, search engine marketing is all about relevance. Users searching for specific products or services are shown a highly specific, targeted ad that meets their need and significantly lowers the time required to find the right solution. WHAT IS PAID SEARCH ENGINE MARKETING? 1. Google AdWords 2. Bing Ads 3. Microsoft adCenter With over 75% of the market share and 2.3 million searches a second, Google AdWords is the de facto standard for search engine marketers. MAJOR SEARCH ENGINE PLATFORMS AdWords works by using a set of keywords and rules pre-defined by the advertiser to target users. Users of Google’s search engine results pages and web-pages of Google’s partners then display these ads. Advertisers pay when users respond to the call-to-action and visit the business page. Google AdWords consists of two networks – 1. Google Search Network. 2. Google Partner Network. GOOGLE ADWORDS Page 3 of 13
Page 4 of 13 Buy on your website Call your business See your ad Visit your business Visit website Take an action on your website (for example, fill out a form) Source: Google AdWords Guide Determining Marketing Objectives Before investing in paid advertising for your organization, it’s important to clearly set out your goals and objectives for your campaigns. What are you advertising? Who is the intended target audience? What are the actions you would like the user to take after viewing your ad? Depending on the type of business and product/service on offer, any/all of the following user actions could generate value for you - Setting Up Your Account Create an AdWords account with your email id.

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