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Intro To Sem Edm

This study guide provides an overview of Search Engine Marketing (SEM), including key definitions such as Search Engine, SEO, and PPC. It outlines different types of searches (navigational, transactional, informational) and offers guidance on SEM campaign planning, including goal setting, keyword research, and performance metrics. Additionally, it suggests next steps for further exploration of SEM tools and trends.

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44 views3 pages

Intro To Sem Edm

This study guide provides an overview of Search Engine Marketing (SEM), including key definitions such as Search Engine, SEO, and PPC. It outlines different types of searches (navigational, transactional, informational) and offers guidance on SEM campaign planning, including goal setting, keyword research, and performance metrics. Additionally, it suggests next steps for further exploration of SEM tools and trends.

Uploaded by

tsukisleepycat
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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General Assembly

STUDY GUIDE

INTRO TO SEM
Key Definitions
Search Engine
A program for the retrieval of data from a database or network (e.g. the Internet).

SEM
Search engine marketing is intended to promote websites by increasing their visibility on search engine
results pages through optimization (SEO) and advertising (typically PPC).

SEO
Search engine optimization is the process of improving the visibility of a website in a search engine's
unpaid, "natural" (also called "organic") search results.

PPC

In pay-per-click advertising, a business uses an ad platform (such as Google Adwords) to advertise on


search results pages, and bring more targeted traffic to their site.

Types of Search
Navigational Search

Navigational searches are when a searcher is hoping to simply access an online destination that they’re
already aware of. These are brand-aware customers who already know that your business exists.

Transactional Search
Transactional searches may or may not be brand-aware. They indicate some kind of action that the
searcher hopes to take, like a purchase or contact. These consumers are at the end of their research phase
and are prepared to take action.

Informational Search
Informational searches are generally the most top-of-funnel keywords, and usually come from searchers
who don’t have any particular brand preference. At this stage, searchers are looking to answer a question
or gather information about a topic.

SEM Campaign Planning


What are your long-term and short-term goals?
» More sales?

» Higher traffic?

» Is there a specific product or page that needs more visibility?

» Are you looking to acquire a minimum number of emails?

What is the market like for keywords related to your products?


» Find out by using keyword research platforms like Google's Keyword Planning Tool.

What are the average CPCs for your desired keywords?


» This will inform how much budget you can allocate for this campaign.

Can you manage this campaign in-house?


» Determine if you have the bandwidth, expertise, and budget to support this in-house. If not, a an
agency or a 3rd party vendor may be appropriate.

Which KPIs are important to you?


» CTR (click through rate)

» Average CPC (cost per click)

» ROAS (return on ad spend)

» CPA (cost per acquisition)

» Conversions

» Conversion rate

References and Next Steps


» Create an account on Google AdWords and explore the various tools on the site. If you're feeling fancy,
check out Bing Ads and Yahoo Ads.
» Come up with a list of popular keywords (outside of your industry) and search for these on your mobile
and desktop devices. Compare and contrast the different results.
» Learn what your customers are searching for using the Google Keyword Planning Tool, SEMRush, and
Keyword Spy.
» Track SEM trends on popular search blogs, such asSpyFu.

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