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
How Google Serves Ads
how google serves ads in this chapter, we'll talk about how google determines whether or not your ad will show up and what triggers these things. Your ad placement is based on two things. The first thing is the bid or the amount of money that you have to spend on each action that you're looking to create, primarily the cost per click. And secondly, it's based on your quality score. A quality score is a combination of relevancy factors that include how relevant your ad is to the person searching for it. How relevant your keywords are to your website as well as historical information that google is picking up from your campaign itself or from your accounts, such as click through rates. Historically any kind of landing page metrics that they might have balance rates, factor heavily into this as well as conversion rates and then historical performance overall of your website and how well you've been able to convert those customers depending on the goals that you've set out. The reason why ...
the quality score is quite important is because google is limited in terms of real estate for the number of placements it has to offer to advertisers. So even if you have a very high budget and you can afford to pay a gazillion dollars. Yes, that's an official term gazillion, if you had a lot of money, but your ads have not historically performed well, then google won't be making any money from those ads. This again is a cost per click or pay per click model where google only gets paid. If somebody clicks on the ad. So if your ads historically have not generated clicks, therefore, google has historically not generated money from you and therefore it will not be serving your ads over your competitors, even if your competitors are bidding for those same keywords at a lower price. And so therefore being able to create ads that are highly engaging, highly clickable, as well as highly converting are going to help you to save money in the long run by being more cost efficient and not having to spend as much money to have your ads still be served based on the keywords that you trigger even in competition with your competitors. So hopefully that's a helpful tip. Good content always wins over budgets.