Lessons
The Power of Search Marketing
1Class introduction
02:12 2How Do People Search
05:10 3What Can You Learn From Search
02:12 4SEO vs. SEM
03:44 5Search vs. Social (Push vs. Pull)
00:58 6How Google Serves Ads
02:03 7Quiz: The Power of Search Marketing
Campaign Setup Best Practices
8Google Campaign Types
03:26 9Objectives and Conversions
01:25 10Ad Extensions
02:43 11Quiz: Campaign Setup Best Practices
Keyword strategy - Ad Groups
12Types of Keywords
02:52 13Measuring Purchase Intent of Keywords
02:14 14Brand vs. Non-Brand Keywords
02:26 15Keyword Research
07:16 16Identifying Proper Match Types
04:26 17Quiz: Keyword strategy - Ad Groups
Bidding Strategy
18Bidding Strategy
05:31 19Quiz: Bidding Strategy
Search Ad Hall of Fame / Ad Copy
20Search Ad Hall of Fame
10:32 21Quiz: Search Ad Hall of Fame / Ad Copy
After the Click: Landing Pages, Results and ROAS
22Landing Page Best Practices
03:55 23Tracking Results & Google Tag Manager
07:13 24Google Analytics
04:11 25Quiz: After the Click: Landing Pages, Results and ROAS
Optimization and Refinement
26Optimization and Refinement
08:57 27How to Optimize for Voice Search
05:17 28Quiz: Optimization and Refinement
Summary
29Conclusion
00:44Final Quiz
30Final Quiz
Lesson Info
SEO vs. SEM
paid search versus organic search. What's the difference? So the key difference between paid search and organic search is that by paying for search campaigns and investing in a search campaign you're ensuring that your website will show up in the top 3 to 5 placements on a search engine results page. What we're looking at here is a combination of both paid search results and organic search results. The page search results are up top in the yellow highlighted, taking up the first three spaces and the organic search results are showing below that. Organic search results are a result of how strong your S. C. O. Strategy is or how optimize your website is for the search engines will get into the details of that in a little bit. But essentially it's important to have a strategy that encapsulates both because they actually feed into each other and complement each other so that your website can rank for specific keywords and phrases that people would be using to associate to your brand and yo...
ur business. So a question that I get asked a lot as well if I have very strong S. C. O. Meaning if I show up 1st, 2nd or third. Typically on the first page of google, do I still need to pay for search ads and my answer overall would be yes. And I'll tell you why an organic search strategy or an S SEO strategy is one that you should absolutely have in place. It's a long term strategy. It often takes six months or longer for your website to be ranked for certain keywords, meaning if people are typing in a specific phrase that's related to your business, it takes the search engines at least 3 to 6 months to learn that your website is directly related to that term. So therefore it's a long term strategy. It'll take a while for you to see a return on your investment. In terms of all the optimizations that you'd have to make to your website, you would also have to continuously update content. Look at back links, look at your site structure and just make sure that your website is performing well and meeting the needs of people that are searching for your product, your business or your service organically with paid search because you are guaranteed placement in the first couple of placements for a search engine results page, you often will get immediate return and immediate results, meaning that when your ad shows up in the 1st, 2nd or third position, you will be directly in front of someone who's looking for a product or service like yours. So they'll type in a search term that will trigger the ad. The ad will show and they'll either click on the add or they won't. And when they do click on the add depending on how they interact with that ad, you'll get quick insights on conversion rates, quick insights on what type of audience you're engaging with as well as create relevance for the search engine. So google will start to learn that when someone types in green shoes, when your ad shows up and people are clicking on your ad, therefore your website and the term green shoes are directly related to each other. And it's a much faster way to be able to draw that connection for google or any search engine because you're guaranteeing yourself placement directly in front of the users are looking for green shoes. Therefore it's a much shorter return, with the investment being the cost that you're paying for these ads itself. So it does require an investment, but it's a much shorter term investment in shorter term R. O. I. That you'd be getting from paid search. The challenge with paid search is that the main way that you can win with paid search is by having a budget that you can sustain over time or by investing a budget very early on to be able to get these results. So it does require some money and it does require a budget for you to be investing. But what you'll get in return is you'll get those quick wins and at least a much quicker way for the search engines to know specifically what your products are about.