Search Engine Marketing
“How Search Engine Marketing Works”
Search engine marketing (SEM) is the process of promoting and marketing a website through paid listings (advertisements) on search engines (Google, Bing/Msn, Facebook, etc..). 
Introduction to Search Engine Marketing and Online Advertising.
A search engine helps users find the things they’re looking for online. The user types a word or phrase, called a query, into the search engine Google, Bing, Facebook which then displays a set of results that are relevant to the query.
Most search engines provide two types of results listings in response to the same user query: organic (also called “natural” or “free”) listings, and paid listings (i.e., advertisements). Google keeps these two types of listings separate, and ads are noted by the phrase “Sponsored Links” appearing above them.
Most search engines rank the results within each type of listing — in other words, they determine in what order to show the listings on the results page — according to how relevant the result is to the user’s query, with the most relevant appearing at the top of the page.
Each search engine calculates relevancy in a different way for each type of result (organic and paid). This is one of the main differences between one search engine and another, and it’s a factor in many users’ decisions about which search engine to use.
On Google, although both organic and paid results appear in response to the same user query, the results are independent of each other. The ranking of an organic search result has no bearing on the ranking of any ads, and vice-versa. This makes it possible for an advertiser to perform well in the paid listings and have an ample online presence, enen if their site isn’t present in the top organic search results.
In Google’s organic results, relevancy to the user’s query is determined by over 200 factors, one of which is the PageRank for a given page.
PageRank is the measure of the importance of a page based on the incoming links from other pages. In simple terms, each link from site A to a page on site B adds to site B’s PageRank.
Google AdWords also uses a combination of factors to rank paid listings, which is explained in depth in our online courses.
Each type of listing — organic and paid — has a different type of marketing approach associated with it.
Search engine optimization
Search engine optimization (SEO) involves building new websites, or changing existing websites, so that they rank highly in a search engine’s organic listings when users search on terms that are related to the site’s content.
To learn about SEO for Google organic search results, visit Google’s Webmaster Central site.
In order to create an ad for a given search engine, you need to create an account with the advertising product or branch of that search engine.
For Google, this product is AdWords. After creating an account, you then create your ad and enter a list of user search queries — called “keywords” — that can trigger your ad to be shown.
Ads on most search engines operate on a pay-per-click (PPC) model, meaning that you pay only when a user clicks your ad, and not for the ad impression (the instance in which the ad appears on the page).
The other common pricing model in online advertising is cost-per-thousand impressions (CPM), in which you pay per impression, not for any clicks on your ad.
Site owners often choose to advertise their site instead of, or in addition to, optimizing their site for placement in the organic search results. Although it’s necessary to pay for the clicks your ads receive, advertising allows you to be proactive about when and where a listing for your site appears. Creat an AdWords account, and ads can run almost immediately in response to keywords that you choose.
How Online Advertising Works
Although SEM refers to placing ads just on search engines, online advertising as a whole is much broader. The possibilities of online advertising include placing ads on nearly any type of website or page a user might browse, such as news, blogs, reviews, entertainment, online magazines, and marketplaces.
In AdWords, these other sites make up the Google Display Network.
Ads on the Google Display Network can be in a number of formats, such as basic text ads, graphical image ads in a variety of sizes, audio streams, or interactive and video ads. You can also choose many different targeting options for your ads: whether defining the user’s device (a computer or a mobile phone) you’d like your ad to show on, or specifying the user’s location, language, or demographic.
Online advertising offers so many options that it’s useful to define your advertising goals before beginning. This can help you determine where to place ads (search engines, Display Network pages, or both) and what format of ads to place, and also help guide your budgeting decisions.
Direct Response vs. Branding in Online Advertising
Online advertising goals generally fall into one of two categories: direct response or branding.
Direct response
If your goal is direct response, you’d like a user to perform an action after clicking through your ad to your website: make a purchase, sign up to a newsletter, or request a quote, for instance. The completion of your desired action by the user is called a conversion.
To manage your online advertising strategy and costs, it’s useful to define a cost-per-acquisition (CPA) that you’d like to achieve per conversion. You’ll then be able to monitor the performance of your ads to ensure that they’re meeting your CPA goals.
Branding
If your advertising goal is branding, your main reason for advertising online is to raise awareness and visibility of your product, service, or cause. To achieve this, you’ll want to aim to place your ads in front of as many people as possible within your target audience.
Use cases
Although just about anyone could use online advertising for any reason, here are some of the best use cases:
• An online retailer without a physical store location:
Use online advertising to drive traffic to your website. Show ads both in response to relevant keywords on search engines and on Display Network webpages that your target customers would be likely to visit.
• A small business that cannot afford expensive, traditional advertising methods:
Use online advertising to narrowly target your ads to a particular audience, and to closely control your costs and track your return on investment (ROI).
• A large business that would like to build brand awareness:
Show image ads or multimedia ads on Display Network webpages that your target audience is likely to spend time on.
advertisements). Google keeps these two types of listings separate, and ads are noted by the phrase “Sponsored Links” appearing above them.
Most search engines rank the results within each type of listing — in other words, they determine in what order to show the listings on the results page — according to how relevant the result is to the user’s query, with the most relevant appearing at the top of the page.
Each search engine calculates relevancy in a different way for each type of result (organic and paid). This is one of the main differences between one search engine and another, and it’s a factor in many users’ decisions about which search engine to use.
On Google, although both organic and paid results appear in response to the same user query, the results are independent of each other. The ranking of an organic search result has no bearing on the ranking of any ads, and vice versa. This makes it possible for an advertiser to perform well in the paid listings and have an ample online presence, even if their site isn’t present in the top organic search results.
In Google’s organic results, relevancy to the user’s query is determined by over 200 factors, one of which is the PageRank for a given page. PageRank is the measure of the importance of a page based on the incoming links from other pages. In simple terms, each link from site A to a page on site B adds to site B’s PageRank.
Google AdWords also uses a combination of factors to rank paid listings, which will be explained in depth later in this lesson.
How Search Engine Marketing Works
Each type of listing — organic and paid — has a type of marketing approach associated with it.
Search engine optimization
Search engine optimization (SEO) involves building new websites, or changing existing websites, so that they rank highly in a search engine’s organic listings when users search on terms that are related to the site’s content. To learn about more about SEO for Google organic search results, visit Google’s Webmaster Central site or contact us at 808 283-7333.
Search engine marketing
Search engine marketing (SEM) is the process of promoting and marketing a website through paid listings (advertisements) on search engines.
In order to create an ad for a given search engine, you need to create an account with the advertising product or branch of that search engine. For Google, this product is AdWords. After creating an account, you then create your ad and enter a list of user search queries — called “keywords” — that can trigger your ad to be shown.
Ads on most search engines operate on a pay-per-click (PPC) model, meaning that you pay only when a user clicks your ad, and not for the ad impression (the instance in which the ad appears on the page). The other common pricing model in online advertising is cost-per-thousand impressions (CPM), in which you pay per impression, not for any clicks on your ad.
Site owners often choose to advertise their site instead of, or in addition to, optimizing their site for placement in the organic search results. Although it’s necessary to pay for the clicks your ads receive, advertising allows you to be proactive about when and where a listing for your site appears. Creating an AdWords account takes minutes, and ads can run almost immediately in response to keywords that you choose.
How Online Advertising Works
Although SEM refers to placing ads just on search engines, online advertising as a whole is much broader. The possibilities of online advertising include placing ads on nearly any type of website or page a user might browse, such as news, blogs, reviews, entertainment, online magazines, and marketplaces. In AdWords, these other sites make up the Google Display Network.
Ads on the Google Display Network can be in a number of formats, such as basic text ads, graphical image ads in a variety of sizes, audio streams, or interactive and video ads. You can also choose many different targeting options for your ads: whether defining the user’s device (a computer or a mobile phone) you’d like your ad to show on, or specifying the user’s location, language, or demographic.
Online advertising offers so many options that it’s useful to define your advertising goals before beginning. This can help you determine where to place ads (search engines, Display Network pages, or both) and what format of ads to place, and also help guide your budgeting decisions.
Direct Response vs. Branding in Online Advertising
Online advertising goals generally fall into one of two categories: direct response or branding.
Some Additional Internet marketing Concepts
- Affiliate Marketing
- Article Marketing
- Attraction Marketing
- Automated Marketing Systems
- Autoresponders
- Copywriting
- E-Mail Campaigns
- Internet Marketing Resources
- List Building
- Merchant Accounts
- Pay Per Click
- Personal Branding
- Press Releases
- Search Engine Optimization (SEO)
- Website Development (Blogs, E-Commerce, Communities)
We offer Pay-Per-Click Solutions around your business.
All plans come with our 5-Step-Plan
Step #1 – We Setup your PPC account.
Step #2 – We generate the best keywords.
Step #3 – Create “call to action” PPC Ads.
Step #4 – Impactful Custom Landing Pages.
Step #5 – Track and Improve!
Call Today! 808.283.7333
E-Mail: troy.tanga@gmail.com
FAQ’sWhat are sponsored listings?Sponsored listings are paid advertisements that are priced based on the cost per click and the total amount of times the ad was clicked on. Where will my sponsored listings appear?Your listings will be shown on the first pages of Yahoo and/or Google along with the many search partners each maintains, i.e., AOL, MSN, Lycos, etc. What is pay-per-click management?Management of a sponsored listing ad campaign includes: creating quality ads, choosing relevant keywords, setting and adjusting cost per click bids, maintaining a monthly budget, and determining the best means of achieving the greatest return on investment. What will my sponsored listing look like?Your listing will have a title, two lines of text describing your products or services, and the URL link to your web site. How many keywords will I get?The amount of keywords will depend on your budget, industry, and relevancy. Will I receive monthly reports?You can request to have a monthly report emailed or faxed to you. Can I add or change the keywords I have?You may request revisions to your account at any time. Does my budget stay the same every month?Unless otherwise stated, your budget will not change. Can I pause my account at any time?Just call us and we will pause your account for any reason. When will I be charged for my click costs?If you are setup for direct pay from Google or Yahoo, then you will be charged for clicks any time you reach an unspecified amount. This can be several times a month. If you have chosen the combined management package, then you will be automatically charged once a month. |
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