How to sell search engine marketing
Search Engine Marketing (SEM): An Overview for Beginners
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How to sell search engine marketing?
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what's up everyone welcome to the
surfside ppc youtube channel today i'm
going to be going over search engine
marketing so i'm going to give you a
basic overview
and search engine marketing can also be
abbreviated as sem so i'm going to do
that throughout this video
so we'll get right into it what is
search engine marketing so
to give you the definition my definition
of it will be the process of creating
paid advertising campaigns that appear
in the search engine results of any
search engine
so it doesn't really matter what search
engine it is but they're ads that appear
in a search engine
so advertisers pay to target keywords
now there's other targeting methods
available but basically you're targeting
keywords
based on their potential customers
search terms so to go over an example
let's just say someone goes to google
and they do
search engine marketing they search for
that directly into google so someone
performs a search in a search engine
so what you're going to see here is
advertisers are targeting search engine
keywords
so that their ads will appear in the
search results so these top three
results right here
are all paid placements in the google
search results
so essentially advertisers are trying to
drive potential customers their website
so they can generate more revenue so if
i search this in here
maybe i'm just looking at for an
overview of search engine marketing but
maybe what i'm doing is looking for an
agency
so you can see that these three
different advertisements these companies
are trying to drive people to their
website so that they can become new
clients
okay so why use search engine marketing
so
it's pretty basic honestly advertisers
can promote products and services to
people as they search for them
so if you think about a television
commercial people aren't actively
searching for a television commercial
people aren't actively searching for
most of the advertisements that they see
throughout the day however someone who
goes to a search engine who is actively
looking for something
if you're a business you want to make
sure that your business is front and
center for those keywords
and some of the major benefits is that
advertisers can track their success
control their budget and grow their
revenue so if you're not seeing success
in terms of return on investment you can
always turn off your advertisements and
just trying to get more people to your
website through seo through social media
and through other forms of marketing now
another example here if someone goes to
google and searches plumbing services
near me you're gonna see some
advertisements up at the top here so
there's a lot of different ad formats
and google is constantly releasing
different ad formats
so i'll go over that in a little bit
throughout the video but you'll see
right here there's three different
advertisements listed
all of these are plumbing services near
me so i'm in the myrtle beach area
so people can click through on any of
these advertisements here go to these
websites and
it helps these companies drive new
customers and they're targeted customers
who are
actually searching their business so
they're searching for
services or products that their
businesses offer so you want to make
sure you're driving people to your
website when people search for the
services that you're offering okay so
next you might have a question what's
the difference between
sem and seo isn't it just the same exact
thing
and it isn't sem is paid advertising seo
is organic listings that appear in the
search results so
sem is when advertisers pay for their
website to appear on the search results
pages
so any advertisement that you're seeing
in google or any other search engine
advertisers are paying for their listing
to be shown there
seo is when marketers optimize their
website and their content to
appear on the search results pages now
you can combine
sem and seo by doing paid advertising so
you make sure you're in some of those
top positions in the search results
and then also optimizing your website to
make sure you're in the organic listings
so that's the best practice and that's
really what all businesses are trying to
accomplish
it's not necessarily an easy thing to do
and sometimes you could be limited by
budget or just your overall resources
but that's really the goal is to make
sure that you're driving that really
targeted traffic to your website
because it's going to turn into
conversions and it's going to turn into
more revenue for your business
so to give you a quick example we're
going to come next so this is a graphic
here and we're looking at a search for a
farmhouse coffee table
on the left hand side is google on the
right hand side is bing
so you're gonna see here these up at the
top are google shopping ads
so these are actually targeted by the
product descriptions for these
individual coffee tables
or any of the products you're seeing
here now being microsoft advertising
they also have their own form of these
advertisements but they're just not
shown
in this individual search result but
you're gonna see right here there's four
advertisements at the very top
and then as you come down here there's a
few organic listings
so target and heyneedle.com we're just
on the first page of the search results
organic listings
they drive traffic to their website and
this traffic is free
now any of these ad clicks the
advertisers are going to pay for every
single ad click to their website
whether it's a google shopping ad or
whether it's something right here like
ashleyfurniture.com
now you might see things like wayfair
listed right here and then you also have
wayfair down here in the organic
listings and that's ultimately what
you're trying to do
you can actually have google shopping
ads you can have google search ads and
you can have your organic listings here
but it is a process to do and it's not
something that's necessarily very easy
so in the top portion you're seeing sem
these are advertisements
in this bottom portion you're seeing seo
anytime you see a listing in a search
engine results that doesn't have an ad
next to it
for the most part means that it's seo if
it has the ad next to it it's sem
so that's the major difference sem is
paid seo is
free i mean it does take a lot of work
to rank high but sem the clicks are free
ultimately
next the simplified sem process for an
advertiser
so first what you want to do is choose
your channel so that could be google ads
it could be microsoft advertising
it could be amazon advertising it could
be ebay advertising
pinterest ads so i'll show some examples
of ads in all those different channels
but that's really where you want to
start you want to estimate your monthly
budget
now you might have to split your budget
between multiple channels but really
what you want to do is make sure you
have an idea of how much you want to
spend per month
even if you're just starting with a test
budget you can always change your budget
it's very easy to increase decrease or
just stop your ads altogether when it
comes to budgeting
next you want to make sure you're
setting up your landing pages so where
you're actually going to be sending
paid advertising traffic sem traffic
you want to make sure you're setting up
conversion tracking so you can track the
results
every major sem platform allows you to
easily track
which keywords are driving conversions
which landing pages are performing the
best for you which advertisements are
performing the best for you
but you need to make sure you set up
conversion tracking
you want to choose your targeting for a
campaign so for the most part when it
comes to sem you're targeting keywords
so you want to make sure you're
targeting the key phrases that people
are typing in to find your products and
services
you want to create your advertisements
which are going to be based on the
targeting you set so you want to make
sure your ads
actually tie back to the keywords that
you're targeting and you want to make
sure your ads are driving traffic to
relevant landing pages
that's really the goal of a good sem
campaign is to make sure you have
everything very organized
so people are seeing really relevant
advertisements and landing pages
for the things that they're searching
for last but not least you launch your
campaign
you track results and you optimize so
once you launch your campaign
that's just the very beginning you next
you need to track how everything is
performing
and then optimize as you go expand your
campaign when you need to
or limit your campaign just to make sure
you're getting a positive return on
investment
so next i just want to go through some
of the top search engines and some of
the top
advertising platforms so these are some
of the top search engines
especially in the united states but
google.com is powered by google ads
youtube.com also google ads bing.com is
microsoft advertising
amazon.com amazon advertising yahoo.com
so they actually pull in from multiple
sources but their main source is
microsoft advertising
you have pinterest.com a very large
search engine as well which is pinterest
ads
duckduckgo.com microsoft advertising and
then ebay.com is ebay advertising
now another top search engine ask.com
that's powered by google ads
so to go through some examples of all
these different search engines and the
way advertisements look in them
we're gonna go through each one
individually pretty quickly here so
we'll start here in google and you've
already seen this image but farmhouse
coffee table and you're seeing the
advertisements at the top here
these are google shopping ads down here
you're seeing some more advertisements
ashleyfurniture and etsy.com
so these are all search engine marketing
ads in google
next is going to be youtube so these are
actually powered by google ads as well
so a lot of times you'll see the same
advertisements in youtube
that you see in google now when you
search in youtube you get
different types of advertisements so
sometimes you're going to get what's
called a youtube discovery ad
where there's actually a promoted video
at the top here but for this particular
search result you're seeing it's
showing me just listings very similar to
what you're seeing in google.com
so if we go to bing.com again you've
already seen the search as well so bing
farmous coffee table
you can see some of these different
advertisements here next we come over to
amazon so you might not think of amazon
as
sem or search engine marketing but
amazon is a huge search engine
so when someone comes into amazon they
search farmhouse coffee table
we scroll down you can see right here
sponsored so it's a farmhouse style
coffee table
sponsored in the very first listing for
my search term and if we come over here
and we just scroll over you're seeing
this ad
based on the product's relevance to your
search query so that's why this
advertisement is showing here
next yahoo.com farmhousecoffee table now
what you might find
is you might see a lot of the same
advertisements in yahoo that you see in
bing
so if you see something like
johnsonmain.com we come over to yahoo
you're going to see the same exact
advertisement here pretty much free
shipping over 35
and free shipping over 35. next we're
going to show pinterest so if we look at
pinterest ads someone comes here they
search farmhousecoffee table
you can see right here
promotedbywayfair.com so this is an
advertisement so you usually see really
relevant ads in pinterest based on the
search queries that you type in
duckduckgo.com so this is a growing
search engine
see here farmhouse coffee table this is
powered by microsoft advertising
so we have some shopping ads at the top
here and then down here
overstock johnsonmain.com so some more
advertisements here as well
ebay again you might not think of ebay
as search engine marketing but ebay is a
huge search engine
someone types in farmhouse coffee table
464 results we scroll down
these second and third results both are
sponsored same with this fourth result
here
fifth result also sponsored so you're
getting a lot of sponsored results in
these different search engines
and if you're not at this very top
ranking people going down to the sixth
seventh eighth nine tenth results on a
lot of these search engines
they just don't do it so that's why it's
important to do sem
to make sure you're getting these
premium listings on these
large search engines so next is gonna be
ask.com this will be last but not least
and again you're seeing just more ads
here these are actually powered by
google ads and they're considered
a google search partner so hopefully
that all makes sense
if you're an e-commerce website you
should really be testing every single
advertising platform that you can
now at the very least what you should be
doing is running google ads you should
be running
microsoft advertising and then you can
also combine your shopping ads as well
so you're getting listings here you can
get listings here like ashley furniture
does
then you can also you're going to have
listings in duckduckgo.com
you're going to have listings in ask.com
so you're going to make sure that people
are can easily find your website
no matter where they're searching as
long as it's a relevant search for your
products and services
so the last thing i'm going to go
through in this video is just kind of
how
sem works from the advertiser's
standpoint
so if we open i'm going to come over
here let's just say i want to drive
traffic
to my website farmhousegoals.com and i
want to drive traffic to this farmhouse
coffee tables page
so we're going to continue with the same
example what we can do
is we're coming over here to google ads
and you can see i have a campaign here
created
now if this is getting a little bit
confusing try to make it as simple as
possible
i have a campaign for farmhouse goals
it's a search campaign so i'm targeting
keywords
i have an ad group here farmhouse coffee
tables
and you can see my keyword farmhouse
coffee tables
this is considered a phrase match
keyword so anytime someone types in
best farmhouse coffee tables farmhouse
coffee tables
uh farmhouse coffee tables for sale
anything like that it's gonna trigger my
advertisement
and you're going to see i've only driven
one click here the one click is from
google search
getting a lot of impressions from search
partners here but getting no clicks
not a not a big deal here my
click-through rate for google search is
still strong
but if someone searches my keyword they
can see my advertisement
so they see my ad here best farmhouse
coffee tables
they click on it they're gonna visit my
website and hopefully they purchase
something from my website
and it's gonna count back as a
conversion in my google ads account
so that's kind of the basic of search
engine optimization
that's really how it works is you're
targeting keywords and when people type
in keywords your advertisements show
and you're able to track back the
success of your campaign to each
individual advertisement
and every single click that you're
driving so that's search engine
marketing it's a process of creating
paid advertising campaigns that appear
in the search engine results so the
search engine results is every time
someone performs a search
in any search engine your ad showing
there is a form of sem
if you have any questions please leave
them in the comments section thanks for
watching my video today
and make sure you subscribe to the
surfside ppc youtube channel
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