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
Ad Extensions
another decision factor that you'll be making as you set up your campaign is what add extensions to develop ad extensions are additional links in the google text ads that allows you to give more information about your product to your business. I have a couple of examples here on this slide. What's great about ad extensions is that it helps you to take up more space on the screen. So rather than just having one link where someone can click on just the headline of a text ad by adding add extensions. What you see here in this Nike ad is they now have four links in addition to the main link. So now they've got five places where somebody can click on this ad and where they can be driven to specific sections of the website. So some best practices for ad extensions is to designate which specific product pages or informative sections of the website people might be searching for meaning in this case Jordan's shoes is one of them add extensions for Nike because presumably people that are searchi...
ng for Nike are probably looking for a pair of jordans and so therefore they put that up as an ad extension as an additional thing that might incentivize people to click on the add another reason why add extensions are important is because when you look at these ads on a mobile device or on a smaller screen, having enough add extensions sometimes affords you the entire space on the screen. So one ad can actually take up the entire screen of a mobile device, meaning that you now have 100% of the customer's attention when they're searching for a business like yours. So the point again, of the strategy of a good search campaign is to get people to click on your ad as you're looking for your type of product. So by adding additional extensions and links into the creative itself, you're going to get a higher level or a higher percentage of click throughs onto the ad when it comes to shopping, ads at extensions are also pretty critical in that you can put in the product price which is dynamic. So that will change based on the inventory that you have. But also if you're searching on mobile or if a user searching on mobile, the address of the location can also be added as an ad extension. And so by clicking on that location, what will happen is that the google maps app will usually open up where you'll get to see directions to the actual store, where you might get to see how far you are in proximity to the nearest retail location. There are different ways that google is helping to drive customers literally into the storefront. And so by putting a location extension that will help with that as well. So that is how you would set up a campaign on google and some best practices to implement as you're thinking through campaign objectives calls to action as well as other ancillary advertising features that you might want to include as you develop out your ads on google.