SEARCH ENGINE

ADVERTISING
WHAT IS SEARCH ENGINE
ADVERTING?
Search engine marketing (SEM) is a form of Internet marketing that
involves the promotion of websites by increasing their visibility in search
engine results pages (SERPs) primarily through paid advertising.
Search Engine Advertising is a range of paid-for ads that are mostly
displayed on the results pages of search engines like Google.
EXAMPLE
UNDERSTANDING AD
PLACEMENT
The principle of placing ads through Ads is based on auctioning. Advertisers bid on a
specific keyword or they pay for clicks and impressions on display advertisements.
This is known as PPC or CPC advertising.
Factors, such as the quality of the landing page, quality of the ad text, as well as
relevance of the keywords and positive history of the AdWords account, play a
crucial role in the final placement of text ads or banners.
THE FOLLOWING FORMS OF
ADVERTISING ARE POSSIBLE
USING GOOGLE ADS:
1. Classic text ads: An advertiser selects a keyword or keywords with which their text ads will
be displayed on a prominent position in the SERP. This entails creating the so-called
campaigns that, in turn, consist of ad groups.
2. Product listing ads: With the so-called Shopping Ads (former Product Listing Ads), Google
Ads offers the possibility to place product ads that are directly created from a product file
generated by the customer.
3. Display ads: These are ads in the form of images or text that are placed on platforms
belonging to the Google advertisement network. Registration for this network can be done
through the Google AdSense platform.
GOOGLE ADWORDS OFFERS THE
POSSIBILITY TO COMBINE DIFFERENT
FORMS OF ADVERTISEMENT OF SEA.
1. Video ads: Advertisers in the Google AdWords program can also
place ads on YouTube. Text or video ads are available for this
purpose.
2. Gmail-Ads: If you use Google Adss, you can also book ads in Gmail
accounts. Payment is made via CPM or PCC
JBL: USE RATINGS TO BOOST
USER CONFIDENCE
Key Points
1. Makes use of brand name
2. Live pricing extension
3. Call to action ad extensions
Why It’s Great
The ad’s headline starts off with a brand name and the keyword which always grabs the users
attention (earphones in this case).
It also goes on to list the address of the website which is great at catching user’s eyes.
The description of the ad starts with “Immerse yourself in music no matter where you are with
JBL headphones” which again is great for people who have never heard of JBL before.
The first few words of the ad explain what they sell and why they’re a popular brand. The
description then goes on to explain the many benefits of shopping at the JBL store such as free
shipping.
This is a good incentive that will often win over customers and stop them from going elsewhere.
WHY YOU SHOULD USE
SEARCH ENGINE
ADVERTISING?
1. It increases leads and customers.
2. It’s a flexible marketing platform.
3. You get a high return on investment
4. You see fast, transparent results
5. It taps into huge, high-quality traffic sources.
6. You find out more about your market
AD RANK
A value that's used to determine your ad position (where ads are shown on a page relative to other ads)
and whether your ads will show at all.
Ad Rank is calculated using your:
1. Bid amount,
2. Your auction-time ad quality (including expected click through rate, ad relevance, and landing page
experience),
3. Ad Rank thresholds,
4. Competitiveness of an auction,
5. Context of the person’s search (for example, the person’s location, device, time of search, the
nature of the search terms, the other ads and search results that show on the page, and other user
signals and attributes), and
6. Expected impact of extensions and other ad formats.
HOW TO CREATE YOUR FIRST DIGITAL
MARKETING CAMPAIGN?

An effective marketing campaign demands research, planning, time,

and patience. There’s a lot of noise to compete with to ensure your
message gets to the right people at the right time, so it’s wise to make
sure you take the time to plan each step.
There are also a lot of channels to consider and you’ll need to combine
the power of traditional and digital media through an integrated
marketing campaign to ensure success.
STEP 1: OUTLINE YOUR
INDIVIDUAL/COMPANY MARKETING
GOALS
 Establish SMART (Specific, Measurable, Attainable,
Realistic and Timely) objectives for best results.
Goals can be centered around sales, customer satisfaction or
profits, but the key is to establish them from the get-go so
you can track and measure campaign performance.
STEP2: DETERMINE YOUR
BUDGET
Before you start to research, you’ll want to determine
your budget. Why? Because persona research often costs
money, and you’ll want to include these costs as part of
your campaign budget.
Determining how much money you can spend early in the
campaign planning process will help determine your
goals, strategy and even how much content you can
create.
STEP 3 : PERFORM MARKET
RESEARCH
Market research is essential to understand your audience. You may think that who
you want to market to and engage is from one group, but then you find out after
research that it’s another cohort you never thought of. This is why creating buyer
personas is important and market research feeds into their development.
So how do you start?
1. Describe your product or service, its features and benefits in detail, as well as
how it differs from your competitors.
2. Then focus on your key product or service features, including pricing, service,
distribution and placement.
3. Finally, collect, organize and write down this information.
SOME AREAS TO CONSIDER
INCLUDE
Market dynamics, patterns such as seasonality
Product - what's currently available? What is your competition selling?
Industry benchmarks
Potential vendors and partners that you will need to rely on
Develop Unique Selling Proposition (USP). What makes you different from your competitors?
Who your key market is
What you sell or offer
Your USP
STEP 4: DETERMINE YOUR
TARGET PERSONAS
To connect with and engage your target audience, you need to ask yourself
questions. What are your customers’ motivations?
How do they like to communicate?
Where do they like to find information?
What marketing channels do they use?
 If they use social media, what do they look for or talk about?
Knowing the answers to these questions will help you develop a successful
marketing strategy.
HOW DO YOU BUILD
MARKETING PERSONAS?
1. First, describe your ideal target customer in terms of age, gender, family
composition, earnings, likes and dislikes, lifestyle, purchasing patterns,
buying objections, hobbies, etc.
2. Test your target customer assumptions. You may not always sell to who
you think, or may not reach your full potential with this target audience.
Do this through in-person or online focus groups (if you have a budget),
customer surveys, quiz targeted at your followers on social media, or use
audience listening tools or paid external surveys to get your information. If
you find out who responds to your product/service most enthusiastically
then that’s your real target market!
OUTLINE YOUR CAMPAIGN
GOALS
Once you’ve determined how to sell your product and who to sell it to, you can start to
outline your specific campaign goals and tie them to a strategic digital marketing plan.
Here you will define ‘The Big Idea’ for your campaign. This idea will determine how
you connect with and convince your audience.
Because you already have a budget in mind for your campaign, you can tie many of
your goals to a monetary value.
For example, perhaps you want to spend $1,500 on Facebook ads and get X amount of
views and X amount of new customers. By the time you get to the analytics portion of
your campaign (more on this later), you can easily determine your marketing ROI and
see if you’ve achieved your goals.
A SUCCESSFUL MARKETING
CAMPAIGN MAY INCLUDE THE
FOLLOWING ELEMENTS:
The power of email marketing  Events
Social Media  Press Releases/PR
 Analytics
SEO  ‘Direct’ marketing (traditional media)-- magazines, print
PPC ads, fliers, etc.
 Customer Relationship Management (CRM) platforms e.g.
Automation HubSpot
Demand generation  Coupons
 Demos/evaluations/trials
Convertible landing pages/website/e-
commerce pages that convert
Content marketing (created, curated,
etc.)
STEP 5: CONTENT CREATION
STEP 6: ANALYZE YOUR
MARKETING CAMPAIGN
Marketing campaigns must have analysis built-in based on focused metrics. That
way, you can ensure your budget goes towards the right tactics and channels using
the most effective content and messaging.
Here are some effective ways to measure and analyze campaign performance:
i. The number of organic website visits to your content (use Google Analytics)
ii. Time spent on page (use Google Analytics)
iii. Email open rates and click-through rates (marketing automation software, such as Marketo)
iv. Click-throughs and referrals from paid ads (Google Analytics)
v. Number of prospects earned at an event (various ways)
vi. Engagement (likes, shares) on social media (paid social analytics tools such as Simply Measured,
or free analytics from the social networks themselves.)
PERFORMANCE REPORTS
You've created your ad, and it's up and running. Your next step is to find out how it's
performing. Tracking statistics like clicks and impressions is a great way to start.
It's also important to think about what you're trying to accomplish with your
campaign, so you can focus on the statistics that can help you achieve your goals.
Types of Performance Reports
1. Segments
2. Search terms
3. Auction terms
EXAMPLE
SEGMENTS
The segment performance reports are compared on the basis of Mapped and
Unmapped segments by impressions and conversion rates
 A mapped segments are segments marketers create and send to a destination for
targeting.
 Unmapped segments are segments that marketers have created but have not sent to
a destination for targeting.
MAPPED SEGMENTS RESULTS
UNMAPPED RESULTS
Looking at unmapped segments in a Segment Performance report is a great way to find new
segments you haven’t considered for targeting.
In fact, some of these segments may outperform your mapped segments.
This is because an unmapped segment has to meet a set of qualification criteria to be
included in this report. To be included in this report, an unmapped segment must:
Have conversions greater than the average of all your mapped segments.
Be in the top 100 unmapped segments by conversion rate.
focus on those unmapped segments in the top left section. These unmapped segments
exhibit high conversion rates for a low level of impressions when compared to segments in
the other three sections.
SEARCH TERMS
A search term, otherwise known as a search query, is the word or phrase someone
enters into a search engine, such as Google.
A search term often contains (or is itself) a keyword: a word or phrase search
marketers bid on in their search campaigns and try to rank for in the organic search
results.
ABOUT THE SEARCH TERMS
REPORT
Search terms report to know how your ads performed when triggered by actual searches within
the Search Network.
Differences between search terms and consumer interest insights
1. Conversions: The way the conversions are processed differs between the consumer interest
insights and the search terms report. You may notice slight differences between the 2
surfaces due to conversion lag.
2. Search subthemes and queries: Some search terms that don’t have enough query activity
are omitted from the search terms report in order to keep with our standards on data
privacy. Consumer interest insights account for these low volume queries by grouping them
into their relevant subthemes where applicable, or aggregating them as “other queries”,
without exposing the queries themselves.
MANAGE YOUR KEYWORDS
BASED ON SEARCH TERMS DATA
If a search term isn't relevant enough to the products or services you offer, add it as a
negative keyword.
By adding irrelevant search terms as negative keywords, you can prevent your ad
from showing to people who are looking for something you don’t sell.
Edit your match type (namely, broad, phrase, exact, or negative) for existing
keywords. The "Match type" column can help you understand how keyword match
type is affecting your ad performance.
It is recommend using Smart Bidding, which incorporates a wide range of
contextual signals to set bids for each individual auction and help maximize your
performance.
AUCTION TERMS
Auction insights is a pre-built report in Google Ads that provides information on
other advertisers who’re also bidding on the same keywords as you.
It is available for both search and shopping campaigns. This report can be viewed at
an account, campaign or ad group level. Advertisers are shown only by their
“Display URL Domain”.
WHAT METRICS CAN YOU SEE
& WHAT DO THEY MEAN?
There are six key metrics available in the Google Ads Auction Insights Report.
1. Impression Share: “Impression share” is the number of impressions you received
divided by the estimated number of impressions you were eligible to receive.
2. Overlap Rate: “Overlap rate” is how often another advertiser’s ad received an
impression in the same auction that your ad also received an impression.
3. Position Above Rate: “Position above rate” is how often another advertiser’s ad
in the same auction is shown in a higher position than yours, when both of your
ads were shown at the same time.
4. Top of Page Rate: “Top of page rate” is how often your ad (or the ad of another
advertiser, depending on which row you're viewing) was shown at the top of the
page in search results. “Top of page” is any position higher than Organic results
in the SERP.
5. Abs. Top of Page Rate: “Search absolute top impression rate” is the percentage of
your impressions that are shown as the very first ad above the organic search
results.
6. Outranking Share:
GILLETTE’S ‘THE BEST MEN
CAN BE’
The campaign was clearly inspired by the #MeToo movement
In January 2019, Gillette launched a social media campaign aiming at a modern
interpretation of manhood.
The short film posted exclusively on YouTube depicted several cases of men
struggling with traditional masculinity that Gillette itself used to glorify: the fear to
show their emotions, sexual harassment, bullying others.
Then the film shows several examples of positive masculinity, such as standing up
for others, caring for your loved ones, and so on.
THE NUMBERS
The short film that launched the campaign has over 30 million views.
The #GilletteAd hashtag reached more than 150 million people in one
month, according to Awario (disclosure: I work for Awario), a social
listening tool.
The Instagram posts related to the campaign gathered around 800 likes
and 50 comments, which is higher than usual for Gillette.
WHY DID IT WORK?
This campaign managed to tap into an extremely relevant and widely discussed
issue.
It collocate the previous branding of Gillette with a new one and showed the
willingness to change.
At the same time, it was also quite controversial – some people didn’t agree with
how the short film portrayed men and thought that it was offensive.
They even started a #boycottgillette hashtag, however, it only took up around 3.5%
of all the conversations around the campaign on social media.
SOCIAL MEDIA MARKETING
Social media marketing (SMM) (also known as digital marketing and e-
marketing) is the use of social media—the platforms on which users build
social networks and share information—to build a company's brand,
increase sales, and drive website traffic.’
Some Benefits of SMM
1. Increase your brand awareness.
2. Generate leads and boost conversions.
3. Foster relationships with your customers.
4. Learn from your competitors
CREATING SOCIAL MEDIA
STRATEGY
1. Choose social media marketing goals that align to business objectives
2. Learn everything you can about your audience
3. Get to know your competition
4. Do a social media audit
5. Set up accounts and improve profiles
6. Find inspiration
7. Create a social media content calendar
8. Create compelling content
9. Track performance and adjust your social media strategy accordingly
STEP 1. CHOOSE SOCIAL MEDIA
MARKETING GOALS THAT ALIGN TO
BUSINESS OBJECTIVES
Set S.M.A.R.T. goals
The first step to creating a winning social media strategy is to establish your
objectives and goals. Without goals, you have no way to measure success and return
on investment (ROI).
Here’s an example of a S.M.A.R.T. goal:
“We will use Twitter for customer support and lower our average response rate to
under two hours by the end of the quarter.”
STEP 2. LEARN EVERYTHING YOU
CAN ABOUT YOUR AUDIENCE
When it comes to your target customer, you should know things
like:
 Age
 Location
 average income
 Typical job title or industry
 Interests
 etc.

Here’s a simple guide and template for creating audience/buyer

personas.
STEP 3. GET TO KNOW YOUR
COMPETITION
A competitive analysis allows you to understand who the competition is and what
they’re doing well (and not so well). You’ll get a good sense of what’s expected in
your industry, which will help you set social media targets of your own.
It will also help you spot opportunities.
Maybe one of your competitors is dominant on Facebook, for example, but has put
little effort into Twitter or Instagram. You might want to focus on the networks
where your audience is underserved, rather than trying to win fans away from a
dominant player.
STEP 4. DO A SOCIAL MEDIA
AUDIT
If you’re already using social media, take stock of your efforts so far. Ask yourself
the following questions:
1. What’s working, and what’s not?
2. Who is engaging with you?
3. Which networks does your target audience use?
4. How does your social media presence compare to the competition?
Once you collect that information, you’ll be ready to start thinking about ways to
improve.
STEP 5. SET UP ACCOUNTS
AND IMPROVE PROFILES
It’s time to create your profiles. Or improve existing ones so they align with your
strategy.
1. Make sure you fill out all profile fields
2. Include keywords people would use to search for your business
3. Use consistent branding (logos, images, etc.) across networks so your profiles are
easily recognizable
For Ex. Mercedes changed three F1 Race car logos.
STEP 6. FIND INSPIRATION
While it’s important that your brand be unique, you can still draw inspiration from
other businesses that are great on social.
STEP 7. CREATE A SOCIAL
MEDIA CONTENT CALENDAR
Sharing great content is essential, of course, but it’s equally important to have a plan in
place for when you’ll share content to get the maximum impact.
Make sure your content strategy and calendar reflect the mission statement you’ve assigned
to each social profile, so that everything you post is working to support your business goals.
You might decide that:
1. 50% of content will drive traffic back to your website
2. 25% of content will be curated from other sources
3. 20% of content will support lead-generation goals (newsletter sign-ups, ebook
downloads, etc.)
4. 5% of content will be about your company culture
STEP 8. CREATE
COMPELLING CONTENT
The idea here is to:
Keep your content aligned with the purpose of each network;
Show other stakeholders (if applicable) what kind of content they can expect to see
on each network.
STEP 9. TRACK PERFORMANCE AND
ADJUST YOUR SOCIAL MEDIA STRATEGY
ACCORDINGLY
Social media marketing strategy is a hugely important document for your business, and
you can’t assume you’ll get it exactly right on the first try.
As you start to implement your plan and track your results, you may find that some
strategies don’t work as well as you’d anticipated, while others are working even better
than expected.
1. Look at performance metrics
2. Re-evaluate, test, and do it all again