I participated a great training course on July 15 to 16, 2017. I like to share her PDF of digital marketing strategy made by the instructor Ms. Jhon Mariano.
Search Engine Marketing
What is SEM and Why Do it?
ϖ SEM is an abbreviation for search engine marketing.
ϖ Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising (unnatural means or non-organic ways).
ϖ SEM allows precise targeting, measurement, analysis of cost, and results-oriented efforts
ϖ PPC stands for pay-per-click also known as CPC (Cost per Click), a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically through SEO
ϖ CPM or Cost per Thousand Impression means that
you pay based per thousand of impressions (times your ads are shown)
ϖ Cost per action (CPA), also known as pay per action (PPA), is an online advertising model where the advertiser pays for each specified action – for example, a click, form submit, double opt- in or sale
Open your SEM Worksheet
Answer the Target Sheet + Goals and User Stages
Step 1: Create a login
This step takes:1-2 min
To create your AdWords account, you just need to provide a valid email address and create your password.
Step 2: Log in and provide information about your
Step 3: Set Up Your budget and Target Audience
If you’re not sure how much you want to spend, try starting off with a budget of US$5 to US$10 per day.
Step 4: Set Your Campaign Keywords
If this is the 1st time you are creating a campaign, it is advisable to use Broad Match first
Step 5: Choose the Network
You can choose the Search network for an all-text based campaign and Display Network if you want to use image and video collaterals in your campaigns as well.
Step 6: Set Your bid
If this is the first time you are creating a bid, choose automatic settings (for the meantime) and then tweak your bidding after 3 days or so after seeing the performance of your ads and keywords.
ϖ Say how you’re different.
Use terms such as “excellent service, good value, professional, competent, quick”, etc. Tell the user what they can expect from your website and your company.
ϖ Incorporate a call to action in your ad.
It’s better to say “Buy flowers” rather than “Flowers for sale”.
ϖ Use the most important keywords in the ad text.
If search terms appear in the ad, they will appear in bold. This means that the ad has a better chance of being noticed and will be clicked on more often.
ϖ Don’t know which ad text is better? Use ad variations.
If you aren’t sure what text to use in your ad, just let your audience decide. You can create multiple versions of your ad and then compare them to find out which ones receive the most clicks or lead to the most conversions.
Remember: You only pay when someone clicks on your ad.
Download to read more .