Search Engine Marketing SEO, google’s mission is to organize the world’s information and make it universally accessible and useful.
As a first step to fulfilling that mission, Google’s founders Larry Page and Sergey Brin developed a new approach to online search that took root in a Stanford University dorm room and quickly spread to information seekers around the globe. Google is now widely recognized as the world’s largest search engine — an easy-to-use free service that usually returns relevant results in a fraction of a second.
Every day, all around the world, millions of people use search engines to find information on the Internet. Search engines are Web-based programs that index the Web and allow people to find what they are looking for. “Search” or “search marketing,” is often used to refer to the industry that has built up around search engines.
Paid search, also known as pay-per-click (PPC) advertising, involves the displaying of sponsored results alongside organic results. Advertisers bid for placement and pay the search engine when their advertisement is clicked on. Paid search results must be distinguished from organic results since paid placement introduces bias. PPC advertisements are usually displayed at the top and on the right side of
the SERPs. Search engines attract and keep users through organic search, but they make most of their money from paid search.
Course Overview
- Learn How to Conduct Relevant Keyword Research
- Know How to Use the Basic Ad words Interface
- Learn the Importance of Quality Score
- Understand the Structure of an Ad Campaign
- Be Able to Set Up a Campaign
- Be Able to Set Up an Adgroup
- Know How to Write an Ad
- Understand the Basics of Ad Copy Writing
- Experience the Bidding Process
- Create a Basic Report
The Language of PPC
SPONSORED SEARCH:
Pay-per-click distribution tactic that displays your ads in the sponsored search results at the top, along the side, and across the bottom of search results pages for searches that relate to your keywords.
CONTENT PLACEMENT TARGETING:
Pay-per-click distribution tactic that displays your ads alongside relevant articles such as product reviews, news articles, etc. on the Yahoo and Google distribution network.
AD TEXT:
The marketing message is displayed to prospective customers. An ad contains a title, description, and URL.
LANDING PAGE:
The page on a website where one is taken after clicking on an advertisement. While this can be any page, it is often a page designed to expand on the service or product mentioned in the initial advertisement.
CAMPAIGN:
A campaign contains one or more ad groups sharing the same budget, schedule, and geo-targeting criteria. A campaign is typically created to support a particular marketing goal.
KEYWORD:
A word or phrase that relates to the products or services you wish to advertise. When prospective customers are looking for information related to what you sell, and they type your keywords into a search box, your ads may be displayed.
CONVERSIONS:
The completion of an action that you value, such as a purchase, registration, or sign-up.
IMPRESSIONS:
The number of times an ad is displayed in search results or on sites.
CLICK-THROUGH RATE (CTR):
The number of clicks received is divided by the number of impressions generated. Example: An ad that is displayed 100 times and receives 10 clicks has a click-through rate of 10%.
AVG CPC:
Average cost per click. The average price you paid each time your ad was clicked.
Definitions are from Online Marketing Mavens.
Additional Reference: Google AdWords Glossary
The primary benefits of Ad Words
- Reach
- Cost
- Timing
- Flexibility
The Google Network reaches over 80% of Internet users*
Benefits of AdWords: Cost
- No minimum spend
- You choose your own maximum daily spending limit (daily budget)
- Choose how much you want to spend per click for every keyword
- Pay Google for users who click on your ad
- More cost-effective than Yellow Pages, Banner Ads & Direct Mail*
- Conversion tracking = real-time return-on-investment data
benefits of online marketing
Timing
Ads are continuously matched to Internet user’s interests
Ads are placed as buying decisions are made
Flexibility
See your ads on Google quickly
Optimize and change your ads to continue to increase ROI
Target multiple locations and languages
Reach
Access to 80% of Internet users worldwide
Cost
Low costs for high ROI
Pay Google when users click on your ads
Timing
Ads are seen by users looking to purchase
Reach your audience at the right time, with the right message
Flexibility
Start advertising quickly
Unlimited changes, whenever you want
You can target ads to the specific location & language of your customers
Learn Search Engine Marketing (PPC) online/ classroom from SEO skills
