Find Success with Search Engine Marketing | IMarketer - Cosmin Selaru | Skillshare
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8 Lessons (1h 7m)
    • 1. Analyzing Your SEO - Part 1

    • 2. Analyzing Your SEO - Part 2

    • 3. Keyword Analysis - Part 2

    • 4. Link Building & Analytics

    • 5. Keyword Analysis - Part 1

    • 6. Search PPC vs Target PPC

    • 7. The Science of PPC - Part 1

    • 8. The Science of PPC - Part 2

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About This Class

Search Engine Marketing (or SEM) is the process of gaining traffic and visibility from search engines through both paid and unpaid efforts.


Do I need it? If yes, then why?


Google, Yahoo and Bing became increasingly sophisticated over the last few years. Constantly changing algorithms make the future of SEO uncertain. 

So as a smart marketer or business owner you have to look at both: SEO & PPC (Pay Per Click Marketing) at the same time.


You don't need to become too techy to learn SEM, you can learn the basics so you'll know how to contribute into your business' search marketing. Maybe you would prefer to hire a tech person at some point, but still you need to understand what means what in SEO reports. Do you want to be at that stage? Or you want to start your career in Search Marketing?

Either way you are at the right place and the right time. This is where you take your first step towards mastering your Search Marketing skills. For more information hit the 'START LEARNING' button.

The course is easy to chew, as its structured in 8 video lessons. Each will take around 5-10 minutes. The entire course clocks in around 1 hour. Happy Learning!

Meet Your Teacher

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IMarketer - Cosmin Selaru

Take baby steps into digital marketing


iMarketer Training is an educational center based in London. We helped many students in the UK to start with their digital marketing campaigns and now we're here to help YOU. Digital Marketing is a phenomenon of our age. In the current business world, no marketing strategy is complete without internet marketing component.

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1. Analyzing Your SEO - Part 1: Hi there. Welcome to our search engine marketing course. This is an introductory level unsuitable for everyone wishing to develop their online presence. Whether you were a student studying for a degree in marketing or you are an entrepreneur, maybe just have a genuine interest in online marketing. Then this course is for you. My name is Cosmin. I will be presenting this course throughout and share with you the knowledge developed by our team of online marketing experts. At my marketer training, you can check other related courses after completion of the current one. I hope youll enjoy it. Let's get started. Today we will talk about analyzing your search engine optimization or in short, S E O seo is the process of affecting the visibility of a website in search engines. Did you know that when you're searching the web, you are actually searching the index of the web? Well, what this means is that every search that you perform has already been done by someone else before you, and it is now indexed in a proper order for you to find the same. In a millisecond. Intimate has 20 years of history now, so your search cannot be unique, and our main purpose as a business is to be in that index. In simple words, S E O is about making your website as best as possible for your search engines and your visitors to find it is about offering relevant content, keywords and phrases. It is about your site architecture. When you design your Web pages, you need to have two things in mind. Search engine crawlers and algorithms. Don't be afraid of these terms. Algorithms are ranking formulas for determining relevance off the content to the search mate and Koehler's our little robots that follow the links on Web pages to index them with all of the algorithm updates Ghoul has been releasing lately. Have you ever wondered if your website is keeping up with them? There are two major search engines out Google and Bing. All other search engines take their existing index to show you the search results. So if you want to be successful with your CEO, you should appear on Google and Beings indexes, and you don't have to worry much about any other search engines because if you appear on Google and being the new will appear in their indexes, to so search engine optimization will ensure your website can be found in search engines for words and phrases relevant to what the site is offering. Its simply equality control for websites, and it will help you to reach unlimited people with a small budget. However, this course is not about purely S e o. It is about search engine marketing. Search engine marketing involves organic search, S E O and paid search. BBC Bates searches apart off search engine marketing as it can help your product or brand to be found in the search engines sponsored area. One of the most effective and essential marketing strategies that every business should take advantage of is paid search marketing. You can see from the slide whether sponsored search results are shown. And where are the organic search results we want to be in both. That is the purpose of this course pacer. She's also called pay per click marketing or, in short beat BC Khost per cake marketing and sponsored advertising. It is one of the most powerful ways to get traffic, but today we will focus on organic search. A good idea is to analyze your competitors while building your S E O. You can check their page source and check their keywords, or you can use war rank dot com Will rank Website reviews allow you to enter three competitors sites. You can use rank or other back link analysis toe available on the Web to go through the back. Ling's achieved by your competition. See what type of content your competitors are marketing who links to their content more than to yours. Do they have more back Ling's from their YouTube channel? Digging deeply into your competitors Strategy also gives you a good visual ization or where your prospects and customers are found on the Web. Back links are important for your S E o back. Links are links that are directed towards your website, also known as Inbound Ling's or I B. L's. The number of back Ling's is an indication of the popularity or importance off that website . Again, back links are important for CEO because some search engines, especially Google, will give more credit to websites than have a good number of quality bat wings and consider those websites more relevant than others in their results pages. For a search query, we will talk more details about links in our next lesson. Now, the next thing you should check out is Google Web Master Tools, which provides you with detailed reports about your pages. Visibility on Google To get started simply Adam. Verify you site and you start seeing which pages have been indexed. What master tools helps you see how your site is performing in Google. Search results troubleshoot potential problems and build Google's friendly sites. Web Master Tools is for anybody with a website for bloggers online stores. Whether they're big or small, the site that's active in Web master tools has a better shot at being fully indexed and ranking well. If you haven't set your site up on Google Web master tools yet, getting started is simple. Once you've signed up for an account logging to the Google Web Master Tools dashboard From there, you're able to add your site. First, you will have to verify that you own the domain. At its core. Google Web Master tools is all about metrics. What's getting indexed? What's getting linked and what's getting traffic. You should also know that in terms of S e o content, equal sticks search engines cannot read text placed on images, nor will they help you search words spoken on a video or audio file. Search engines prefer to focus all of their attention on user visible text. The user cannot see the keywords meta tags unless they view the source of your Web page. If you view the source of a Web page, you will notice there are tags, title tags, meta tags, robot meta tags and so on. The title tag is the single most important on page element in telling a search engine. What your page is all about, the title tag is incredibly important. Also, during the design of your website, you should decide on the best keywords for each of your pages. There's also a description meta tag. A search engine may use your description meta tag as the description off your page that it displays in search results. The robots met Attack is relatively new. Both Google and Bing support this tag. It is designed to allow you to tell a search engine when you do not want it to index your page and or when you do not want the search engine to look at or evaluate any of the links on your page. Understanding how to use these days can be very useful. The title tag is critical, the description meta tag is important and the robots met. Attack can be useful in certain situations. Now, understanding the tags, we move on to creating content for your readers. 2. Analyzing Your SEO - Part 2: We advise you to focus on content for humans, not just search engines. So right, easy to read text, stay organized around the topic and use fresh and unique content. Okay, now let's discuss what you need to avoid. You need to avoid the following embedding text in images for textual content content that will bring little extra value to your readers. Inserting numerous unnecessary keywords aimed at search engines that are annoying to users and last but not least right in text with many spelling and grammatical mistakes. Try to use text for navigation In the old days, it was coming to use image maps with Harper linked hot sports for website navigation. It is still coming to use images such as buttons for website navigation. But if you use text aviation, it is easier for search engines to crawl and understand your site. Here you can see a sample home page. Okay, now let's discuss site maps. Side maps are a way to tell search engines about pages on your site that might not be otherwise discovered. Side maps are particularly helpful in the following situations. If your site has a dynamic content, if your site has Bages that aren't easily discovered by crawlers during the Kroll process. If your site is new and has only a few links to it, Google crawls the Web by following links from one place to another. So if your site is, um, well linked, it may be hard to be discovered or if your site has a large archive of content pages that are not willing to each other or are not linked. Ato Google says we use the data in your site map to learn about your site structure, which will allow us to improve our crawlers schedule and do a better job crawling your site in the future. In most cases, Web masters will benefit from site map submission, and in no case will you be penalized for it. Your company's online presence begins and ends with your website, but hiring a designer can be expensive, and there's no even including the cost of accustomed on my name and Web hosting. Fortunately, you have do it yourself options out there. If you need a basic website toe house and promote your business, these services let you design, publish and host your site for a small monthly faith, all from the comfort off your browser. PC World Recommends Us the following moon Fruit It is a free website host and editor with design templates and detailed editing options. Moon Fruits Basic services are free for one website with up to 15 pages. We bullies online website Designer is a little easier to use than moon fruits. Unfortunately, you're giving up some design elements. Many of Wembley's themes are the same as those offered by WordPress. Like Munford, though Weebly optimizes your side for mobile devices. Creating individual pages in WordPress is quite similar to writing a post. You should simply click add new in the pages menu. WordPress is Is it two years? There really is nothing that can compare to ease a fuse and features that come with the open source package. If you're looking to create a simple false page website, I would certainly recommend Homestead or weeks. Check out what is best for you. These D i Y side builders also offer built in search engine optimization. Here is an example from weebly dot com. So now we know that search engine optimization is the practice of applying techniques to maximize your ranking in organic or natural search results to build effective A CEO. No, the following your key performance indicators or K B I. Your target audience link building techniques. These we will talk about in the next lesson. Google Analytics. Please download the guy to Google Analytics. After completing this lesson and keyword analysis, we will talk about keyword analysis more in depth in our following lessons. Toby Fictive in your search engine marketing, you need to have a plan in place that would help you achieve your goal so that you know what you need to do and how to get there. Another important factor is your target audience. If your audience is everybody, you're making it extremely difficult for your CEO. You should know that nobody will identify with everybody. So who is your target audience? Ask yourself, Who are they described? Their life or business situation? What do they want? What's their pain? By pain? I mean, they're problem that needs to be solved by your organization. What all their needs that aren't being met. After having clarified your goals and knowing your target audience, craft your messages with your audience in mind and start building links to your website. Okay, well, done. We have completed our first lesson on organic search. And I guess the next one will be also very important for you. As we will talk about link building for your S E O. I'm glad you have joined us today. I hope you enjoyed it. And thank you for attending. I will see you in our next lesson. Goodbye for now. 3. Keyword Analysis - Part 2: now where do we get all this knowledge about keyword demand? The number of searches for any particular query is referred to as keyword demand. Keyword demands tells you how many searchers use that keyword in total in the surgeons. Google Trends is also one of Google's works of art that can help you in this. It is based on Google Search, and it shows how often a particular search term is entered relative to the total search volume across various regions off the world. Any various languages. Anybody can use Google trends to great effect, and it's so simple. Business owners, without any technical skills, would feel perfectly comfortable with the tool. Unlike the keyword racers, tool users do not need an ADWORDS account search engine watch dot com says it works best when used in combination with the keyword planner. Google trends will show a normalized or relative level of interest over a specific time frame for a perspective keyword phrase. It also allows you to compare the level of interest among potential target phrases. So let's say you are selling car parts. When does interest in carport speak? What potentially drives more traffic? The search phrase car parts or the search phrase photo parts. Google trends helps you identify how people search. It breaks down the search data by region. If you're doing local S CEO or G or targeted PPC than this data is invaluable. Now, let's think. Do the keywords describe the content accurately? If you identify a keyword phrase that doesn't describe the topic on your webpage but is related to your topic or off related interest to your target demographic, create a new landing page with new content to work in that keyword phrase. Key to success. Your keywords should describe the content when an exact key phrase has a high search volume . It tells us two things. One. That there is a high consumer demand for this product or for information on this topic and to that right now. This month, for example, this is the exact language that many people are using to try to find more information about the products and services that you carry. Identifying high volume search terms means identifying demand and pinpointing language trends, so make sure your keywords are extremely relevant to your site. You want key words that are not too broad, and it could be useful to categorize the relevance into high, medium or low high search volume means most driving traffic. You want to attract visitors to your site competition. You want to select key words that you can compete on. Okay, now let's talk a bit about negative. He work. They are mainly used for paper click, or BBC, and their main feature is that they have a minus keyword. What this means is that if your goal is to find qualified leads, negative keywords will help filter out some of the traffic that you may not want. For example, if you're selling clothes but you don't sell shorts, you can make shorts a negative keyword. This way you won't show your ad to a shopper looking for shorts, which may help you save money in S. E. O. Your goal should be to understand the keyword landscape over topic. What keywords do people search for And what does this tell us about their intent? What can we learn from looking at keywords in a broader context? For PBC, your goal should be to find the key words that you can be done, which keywords are going to make you the most potential money for your cost per click investment. You should focus on keywords that suggest a purchase or gold completion that represent a category area that is profitable for you and that you can't easily get ranked for inorganic . That is most of the time. There are exceptions to this, so it doesn't really matter whether you are doing research for a CEO or PBC. They both have the same gold to increase relevant traffic to your website that converts into lead generation pay per click and CEO accomplish this goal in slightly different ways . As you can see on the slide as CEO and BBC do not have to be mutually exclusive, it is very possible to combine both and see the advantages off each type of traffic generation while conducting keyword research. It is important to think like your users think, why they're looking for your product. What kind of things are they looking for? Think like a user and start brainstorming all the different reasons. So here it comes. In the next lesson, we will talk about paper cake advertising. Search engine marketing is about bringing traffic from search engines organically or paid, so we will look into paid advertising this time. Thank you once again for attendance and see you in our next lesson. I hope you have your keywords right till then. Bye bye. 4. Link Building & Analytics: Hello again. I'm happy to see her back. Welcome to our second lesson, which focuses on link building for your CEO and analytics. This is a distance learning platform, which means you can access the course anytime and anywhere. You can also check other related courses after completion of this one, so let's get started. Getting links to your website or link building is an important part off search engine optimization. Wikipedia says that in the field of search engine optimization, ling building describes actions aimed at increasing the number and quality off inbound links to a page so your press releases might contain links to your website Web articles, block posts, social media posts on forums or any other posts related to your industry websites that could link to your main page. Mars dot com says that for search engines that crawl, the Web links are the streets between pages, so imagine links as streets. Using sophisticated link analysis, the engines can discover how pages are related to each other and in what ways simply link. Building is the process of building quality relevant links to your website, which in turn help your website achieve higher page rank and will drive organic and free traffic. So what is Page rank? You may think Patron is an algorithm used by the Google search engine to rank websites in their search engine results. Page Brin measures how effective your link building has been and is an important factor in your search engine rankings. Page rank measures a Web pages Importance. You can check your websites page rank at www dot br checker dot info. This is a Google's page rank checker. Patron Checker is a completely free service to check Google Page ranks in simple words. Page rank is a measure off how important a webpage base. Each link increases the ranking of the Web page, but the links must be relevant. A link from unrelated source does not enhance your websites position in the search engine results page in short, S E R P. But it drops it. Remember, we're not advertising any tools here. We're just recommending to you tools that we use Okay, If you want to plan successful link building, you should know that there are generally two types of links. One is genuine, which could be your PR, your blawg or social media. That is a genuine link from a genuine partner or purchase links. Purchasing links for Google means violation off quality guidelines. Google says sites should not engage in the practice of developing links with the intent off influencing link popularity or pay drank, distribution or any other s e o benefit in mind. This is because if Google does not win the fight against purchase links, eventually the top rankings will belong to sites that spend the most money on links. This hurts almost every S e O. So if Google discovered that your links are mainly purchased, your site may be removed from their directory, so we won't take you on that route. Instead, we will build together genuine real links. So who will help us build real links? Well, think about classified ad sites in the UK It is normally come to eat dot com. It could be Craig List for the States. EBay will also allow you to place your link onto their sites and other free ad placing sites. You can also get links from forums, link building principles, work like this. If Page a links to page, be then Page A is suggesting that Page B is a good page, meaning page A likes page. Big forums can suggest your website to get more information or relevant topics. The most common link building techniques using forums are to create a profile page and a signature link. Signature links allowed links to be created at the bottom of posts or comments. You leave in a forum. But remember, signature links are at best, very low quality. And although they may send you some traffic, are unlikely to have any long lasting impact. Okay, now let's discuss question and answer format links. Nowadays, Q and A engines are built into old social media sites answering someone's question. You can always leave your details with your link. Blog's are powerful tools for a CEO, an online visibility overall, every block post you write becomes another Web page, and every Web page is another opportunity to rank well for a specific search. Your ideal customer is doing right now or in a month or in a year, because good content will continue to attract visitors to your blawg or website for years, generating more leads for your business. Nowadays, B. R s CEO and content marketing it's old going in the same direction when looking for fresh ling building ideas. Sick inspiration from PR leverage The good days your company does to earn links and goodwill in order to do this most effectively right 2 to 3 articles to showcase the breath of writing talent and teach them to the websites either directly or with the help of a peer software like PR Web Vocus he releases or PR Bus. When writing an article or press release, look for genuine opportunities to help others in order to secure press coverage for your company. If any activities of your company are interesting enough to get attention from the press, take advantage of the link value they could provide. Another good trick is to use link building software. They will help you to see who's linking to your Web pages to see who's linking to your competitors pages to understand your competitors strategies and how effective they are to filter your searches to find the links that you want to pick the best links and save them into a campaign to target a specific sector and to build and manage as many campaigns as you want now in the link building process, understand that there is a paid links penalty that could bring you negative. SCL. And it could devalue your link, dropped the linking page or simply ignore your link. Okay, so now, having plenty of links, you should start analyzing your traffic. We recommend you Google Analytics as it provides you with quality digital analytics, and it is for anyone with a Web presence, large or small. It's one of the most powerful digital analytics solutions available right now, and it's free for anyone to use. Google analytics will attract as many websites as you own. It provides multiple reporting views in your account so you can view individual reports for specific domain or sub domains. You can also track your blog's. There is no reason why not to run Google analytics. Google says your customers go everywhere, and Google Analytics will show you full customer picture across adds videos, websites and social tools. That makes it easier to serve your current customers and win new ones. Just open www dot google dot com slash analytics slash y and you can see success case studies and how to find out everything about your audience and their needs. How to trace the customer path. How to find out where the customers are, how to track the route people take to reach you so it helps you to improve the visitor experience. You can also see what they are up to. You can see how visitors interact with your pages. So then you can tailor your marketing activities more than anything else. On analytical approaches about breaking a problem town into the smaller pieces necessary to solve it, each piece becomes a smaller and easier problem to solve. So with Google Analytics, you are seeing the intent, the behavior of prospect, analyzing their route and seeing if anything is going wrong on your website, how long your traffic stays at your website and how engaged they are. Search engines show intent. Are people finding what they want? Measure what they want? If you have a Google Analytics account, you can add Google analytics tracking to your email campaigns as well. You can learn more about Google analytics by visiting Google's free online learning platform that offers comprehensive training in Google analytics and data analysis videos on the official Google Analytics YouTube channel cover beginner to advanced topics. But now, in our search engine marketing course, there is one more topic that appears in the horizon, which is not less important for your s CEO than analytics. That is key words. Your keywords will give you in depth. Answer to what your prospects are looking for. There are lots of keywords tools available to help you big, which keywords to target. Here, you can see an example off key word segmentation. We will talk more about keywords in our next lesson. I hope you enjoy darling building process and will come back for keyword analysis. Thank you very much for attending and see you soon. 5. Keyword Analysis - Part 1: well, we have approached the meat of this course. Hello, everyone. Here I am again. Coast Mitt. Welcome to our lesson on keyword analysis. Keyword analysis is an integral skill for both CEO and BBC. Key words are the words or long tail phrases that are typed by users in search engines. To find some information by optimizing the keywords, you can get ease in driving traffic to your website article, video or broke. So why is it important? Well, keyword analysis helps to increase conversions, find new markets and optimize spend. You have to concentrate your efforts on keywords likely to be used by potential customers. So focus your individual with BAe's target. Just a few key words per page. Take into account what the competition is doing, and you will be rewarded with the right traffic search Engine experts dot com says that if any wrong keywords are targeted by you, then it will be a loss for your business because wrong keywords may drive traffic for your site, but it will not help your business to grow. If key words are chosen in such a way that they are less common, less competitive than they're most likely to get more traffic as there is less competition . So in order to succeed with getting the right traffic, you have to conduct keywords research. It is one of the most important, valuable and high return activities in the search marketing field. Ranking for the right keywords can make or break your website through the detective work of puzzling out your markets. Keyword demand. You don't only learn which terms and phrases to target with S C O, but also learn more about your customers as a whole is not always about getting visitors to your site, but about getting the right kind of visitors. So identify search terms and key words that will yield the best quality traffic. Then target those segments with specific, highly optimized offers. Targeted Web pages with keyword search terms appear more relevant to visitors to identify the right keywords for your Web page, you can check out some free tools. Google's keyword tool will be a good help for free with this tool. First typing your gave race second Chicken, the exact match box. Third, see the competition for your keyword. Fourth, check out other key word ideas and last notice what the monthly global searches are conducted on that particular K word. Websites that are dependent on search engine traffic rely heavily on details keyword research to reach their targeted audience. Some companies use Yahoo's keyword assistant will to conduct this research. Work Tracker is a keyword research tool as well, which shows how many competitions the keywords are getting and how many people have searched for that particular keyword in the past 24 hours. Now going back to Google's keyword toe, I would like to mention that it changed its name and became keyword planner. You can find this tool in your Google AdWords account by typing in your keywords and phrases you can check out your traffic estimates. This is really a simple tool to help you with your keyword research, and it is free of any charges. Knowing everything about your keywords and key phrases really boost your business because knowledge of keyword search frequency provides insight into market behavior, which you can apply to multiple aspects of your business. Now let's talk about density. Density of keywords in one particular place on your site is something that you would need to avoid if the search engine detects a higher keyword density than is acceptable. It will rate your content lower and this regarded as being relevant to the search. A balance is important to get high ranking and to be recognized, you wrote only to know the relevance and competition off your keywords. It's important to notice that each of the keywords must be relevant to your website and you must have enough content for each of those keywords, as you will need to dedicate a page of your website to each and every one of them. The primary keyword should be placed at the beginning of every paragraph on your site and should be the first thing in the page. Content. Long tail keywords should be placed in the second half off the paragraphs because placement is not as crucial with them because of the lesser competition. But what are long tail keywords? Long tail keywords are a type of keyword phrase that has a least three and sometimes as many as five words in the phrase. These keywords are highly specific and draw less traffic for the website, but tend to drop more quality traffic, which leads the more conversions than normal keywords. So these are unique searches that might be conducted a few times in any given day. They comprise the majority off the world's demand for information through search engines. Long tail keywords often convert better because they catch people later in the buying or conversion cycle. Here's an example provided by www dot clever investor dot com. The key word real estate is brought, so the search volume for this word is high. But using broad keywords can bring you a lot of traffic. But that doesn't mean that this traffic will convert. Maybe someone who clicks your ad. We're looking for real estate in London, But what if your company is in the state of Arizona? So then you add the third ward to your key phrase, and it becomes really state. A result in this case, your paper click. Add won't come out in London searches, but only in Arizona. Someone should type really state Arizona, so you appear in their search results. But of course, you can be more specific than that. So you add your area and it becomes four words. Gentler Arizona really state. In this case, Maybe the search for this particular key phrase is lower, but the conversion will be much higher than if you use the broad, really state key phrase because you found your customer in your country and in your area. Working with long tail keywords successfully means that you need to know which long tail keywords actually get hits or our search fel on the major search engines. Research is the only way to know if long tail keywords will work or not. So this is how you can find more specific key phrases to your product. Go ahead and hit pause if you want to look through this example. 6. Search PPC vs Target PPC: hi there. As you probably know by now, my name is Cosmin or listen today is about paper click marketing paper cake marketing is basically obeyed. Search If 10 years ago, a business could thrive by focusing only on organic search engine optimization and as Mark S. C O strategy seemed to outweigh a smart pay per click advertising agency. Nowadays a lot has changed. BBC can send more traffic relative to organic listings, so today we will discover paper, click marketing or, in short, BBC BBC is the standard term used for advertising your products and services on search engines, social media platforms and across the Web. Also in this lesson, we will compare search paper, click with targeted paper click so you can see which one is best for you. So let's get started. Well, here comes the question. Why do I need it? Pay per click Advertising is a great way to get visitors when you need traffic, and especially if you need it right now. But it's risky. With poor management, you can spend a fortune, generate many visits and end up with nothing except huge expenses. Search BBC He sometimes cold cost per click. You can see from this demonstration where your BBC will be located. Normally, BBC ads appear above, below and to the right side off natural search results. Your business should be there, too, because after working for months to secure a top spot on a search engines Organic Results page, it is not fulfilling to lose the click to the BPC teams. Add that they wrote and targeted in under an hour. If you are on top of the organic search, then it's great. But if you are also on the PPC section, then it's double great. Now you have all the chances to look credible and secure the lead. BBC is the most reliable return on investment off any online marketing strategy. You won't be charged unless you get traffic. And if you run a clear advertisement toe a relevant audience, there's a good chance that the traffic will be legitimately interested in converting Google . AdWords is the number one PPC advertising platform on the Web. Google gets over one billion search queries every day. Advertising with Edwards means that you can big. Which of those billions search query is you want to show your ads for It works in this way , you set up on account with a PPC advertising platform like Google AdWords, or you can use your existing Gmail account. You choose keywords and demographic information to select an audience to advertise to. Then you create ads to be shown to that audience and lost. You pay each time someone clicks on your ads with Google Edwards Set up process is very simple. Just add your payment information and begin showing ads today. There aren't any contracts with Edwards. You pay for the clicks on your ads. If you want to stop showing ads, you compose them at any time and stop spending money. And it's easy to come back to campaigns that you have posed and rework them to be more profitable in the future. Now this is the risky part that we've mentioned earlier. If you are new to BBC, you should know the following. According towards three, the average small business spends $1200 a month on AdWords. Unfortunately, those advertisers waste an average of 25% off their budget, primarily because they fail in using relevant keywords or they are being penalized for low ad click through rates. Google doesn't provide guidance on how many keywords to use. And that's why first timers blow out a lot of money and receive no results. In an ideal world, you should have 5 to 10 keywords in H ad group all only exact match. So the main idea is quite simple. Know your keywords. Choose from broad phrase and exact concentrate on your exact keywords. These are the ones that really describe your product or service. Never bet on broad keywords and forced each keyword to float on its own merit. No, let's see what is targeted. PPC Targeted advertising is becoming more pervasive. For example, Facebook can pull information from your profile and select the ads that appear on users cranes. This is not a search. No one is searching for your product. But according to the profile information, Facebook shows your ads toe a user that reflects the same interest as your product. When an advertiser uses targeted advertisements, they can select all sorts of para meters so they can reach the right people. A very simple example of a para meter would be someone engaged to be married, who lives in London between the ages of 20 and 30. But you can actually narrow that down to insane specifics. Something like someone engaged to be married, who lives in London between the ages of 20 and 30 who likes swimming and who drives a BMW. If your profile fits those para meters, you're likely to see the ad on Facebook. You can choose the audience for your ads. Targeting options Allow filtering users based on interests, demographic and geographic filters you can reach The right audience in your ads will be seen only by users that you have profiled Facebook ads. An event ads can be seen by friends when users like them. The difference between as on Facebook and ads on Google lies in the targeting system. Henry Blodget from Business Insider says that advertising or Google is like advertising in a store. Potential customers tell you what they want to buy, and then you show them adds to help them narrow down their choice and buy it. Advertising on Facebook, on the other hand, is like advertising at a party. You might reach the right people, but they may not be in the mood to even think about buying. Facebook users want to socialize with their friends and not always pay attention to adds. However, if you target them by group, your ad could be highly relevant to their group. So if you're new to targeted PPC and Facebook eyes, our advice would be the following. Target your ad by choosing the location, gender, age, likes and interests relationship status, workplace in education off your target audience If you are the admin of a Facebook page event or up, you can also target your ad to people who are already connected to you. But you must decide what you want to achieve with your ads. Decide your gold. So what do you think is better for your campaign search BBC or targeted BBC? You can run both at the same time and see which one is performing better for your particular product or service. We will talk about Facebook ads in a different lesson. In a course dedicated to social media today, we will continue with Google Edwards. Now you know the difference between search and targeted BBC. So to start any campaign, you should first understand your market. Your target audience and buyers personas have a clear vision of what you're trying to achieve and imagine what success will look like for you. So ask yourself or your team and business partners the following questions. Where are we now? As a business, Where do we want to be? Do we have a time frame? What are our goals? And KP eyes, which are the key performance indicators for success? How can we achieve ALS? That and what is the budget? Remember, key performance indicators are important to a business because they help it focus on common goals and ensure that those coals stay aligned within the organization. This focus will help a business to stay on task and work on meaningful projects that will assist in reaching objectives faster. Also, your goals should be smart, which means they have to be specific, clear, concise, intangible. They also have to be measurable in money volume time and so on. Actionable. What can you do to actually make it happen? Realistic, even 50% realistic is fine timed with a deadline and commitment to deadline. Next, you should know your target audience. Your personas. Who would want to associate with your product or brand? Who would like to buy from you? You're buying personas. Buyer personas are research based models representations off who your buyers are, what they are trying to accomplish, what gold's try their behavior, how they think, how they buy and why they make buying decisions. Insightful boy persona profiles. Informed strategies for persuasive messaging content, marketing product or solution, launches, campaigns and sales alignment. Your marketing messages should be crafted with these personas in mind. Work to understand them better. And think carefully how best to reach them with your message. Don't waste your energy targeting a two broad Odin's. Instead, focus your campaign on the right audience that will pay dividends. So do your keyword research. Remember Nowadays, customers can pass through different stages on their customer journey. These stages are research, consideration, purchase or lead generation and loyalty. At each stage, they used different search techniques. Different keywords. Hence, it is best advisable to use different sets of keywords for each of the stages. Here is illustrated a good example of a PPC campaign for selling coffee. As we can see with every stage, the consumer is getting more and more specific with their search query, and hence PPC campaigns also need to be designed keeping such consumer buying behaviors in mind. Therefore the number and order off keywords can help us identify what stage of the purchase journey a customer rezone. Now, what is your budget? While defining your budget for the campaign, you may need to go with assumptions. Your assumptions will be guided by results m past experiences. So ask yourself How much can I pay? Per click. What is my budget per day? How many competitors will compete with my keywords? What is my cost per outcome? Okay, we're done. Thank you very much for attending this class. Our guest today you've learned many new things about BBC. But there could be some questions that are still not answered. We will try to answer them in our next lesson. So please join us further to find out more insights. Toby PC marketing. We really appreciate your attendance. Thank you. And see you soon. 7. The Science of PPC - Part 1: hi there. I would like to welcome you today to our lost lesson on pay per click marketing. In this lesson, we will be discovering the science of BBC. I would like to warn you that today's lesson could be difficult to understand straight away , as we will give you some formulas to calculate if your campaign is successful. But you can listen to this lesson several times and write down the formulas. In previous lesson, you've discovered your main keywords. You set up Google AdWords accounts, so today, let's calculate your ads quality score to get better conversions with clicks. So what is quality Score? Well, quality score is an estimate of how relevant your ads, keywords and landing page are to a person. Seeing your act having a high quality score means that Google things your ad keyword or landing page are all relevant and useful to someone looking at your ass. You can find out the quality score for any of your keywords by looking within your keywords . Stab in your Google AdWords account, so click the campaign, stab at the top, then select the keyword stab and then click the white speech bubble next to any keyword status to see details about the keywords quality score. You'll also be able to see ratings for expected click through rates, ad relevance and landing page experience. So if you're quality score is high enough, then you should have a good ad position. At position is determined by a formula called ad drank that gives your add a score based on your bid and your quality score. This means that even if your competition bids more than you, you can still win a higher position at a lower price with highly relevant keywords and adds . So go ahead. Imposed a video to look through the given example. You can see from the example that Advertiser A is holding the first position because it has a higher bid than the advertiser base. It's quality score is it seven, and its bid is 0.75 U. S. Dollars, so 0.75 times seven equals 5.25. The quality score off Advertiser B is higher than advertiser ace quality score, but because he or she is bidding only 0.50 they are on the second position. If advertiser be would be 0.53 for example, even if that is less than 0.75 because they're quality score is higher than he or she should be on the first place. Advertisers see is bidding the most in this case $1. But it has a poor quality score, and that's the reason why they are on the third position. Your ad drank is recalculated each time your ad is eligible to appear so you're at position can fluctuate each time, depending on your competition. At that moment, Google Edwards offers amazing tools to learn how you are doing with your campaign. One of these helpful tools is bid simulator. You can use the bid simulator toe estimate, the cost, the clicks and impressions that the keyword or add group could have received during a period of a week. Here are some tips as a guideline of creating a winning PPC campaign, so to be successful, please keep the following things in mind. Make offers that your audience can't refuse, show what to expect on the other side of a click. Conduct a B testing. It is essential to track what ad copy works best. A landing page is a new homepage, so don't send your traffic to your website's homepage. Instead, create a landing page for a particular product and send them to your landing page. And last but not least, follow the Google quality score. One PBC campaign should have several ads running simultaneously. Conduct a B testing for your Google AdWords campaign and check which ad copy is bringing the best click through rate and relatively more clicks. A B testing, sometimes called split testing, is comparing two versions of your ad to see which one performs better. You compared to ads by showing the two versions of your ad copy. Let's call them A and B the similar visitors at the same time. The one that gives the better conversion right is the one that wins. So to optimize for conversions, you should keep testing both your ad copy and your landing page. Put yourself in the shoes of your customer and brainstorm their goals on your website. Remember that regardless of how similar your site product offerings or services might be, no two sites or ad copies will perform exactly the same. Optimization takes work and persistence to achieve long term success, so plan ahead based on your business goals. Okay, now what is an ad copy? An ad copy is a term that refers to the main text of a clickable advert. An ad copy is made up off different elements. Credibility, attention, promise of benefit and action. Google A deer's to a strict advertising format or listings are text only with a title line off 25 characters and the product or service description. With two lines of up to 35 characters each. Your euro is also limited to 35 characters, so have a call to action in each of your ads and make sure your landing page is synchronized with your ad. Copy. The Spain's keywords in your ad copy should match with keywords at your landing page. This will add great ability. Experts believe that the best ad copy for paper cake advertising contributes to a high conversion rate after the click through is accomplished torch of this, though, many advertisers will test different ad copies to learn if they are more effective than other versions of a particular ad. So the next rule is to test multiple versions. Off ads take advantage of Google's feature, allowing multiple as to be created and rotated within a single ad group. That's different at text and see which version works best, both from an R O. I and a CTR perspective. A better add would lead to a higher CTR and lower bids for the same ad position. To be successful with your ad copy. Here are some more tips You should tune your message to your audience. Research on your competitors. Ad copy. Identify your differentiating characteristic include a call to action that gives an incentive to click, let it get a few impressions and then measure your success and lost. Measure your click through rate and conversion, right? 8. The Science of PPC - Part 2: now we mentioned a few times about click through rates. You must be thinking, What is that exactly? If you're familiar with the term, you probably already know how to calculate your plague through right. If not, here is the simple formula. Click through rate. In short, CTR is the number off clicks that your ad receives divided by the number of times your ad is shown. Cold impressions. Here is the example. If we ran a Google AdWords campaign and the ad placed was shown 15,000 times the impressions you've got and received 1320 clicks, our click through Rate, or CTR, would be 8.8%. Each of your ads, in key words, have their own CD ours that you can see listed in your account. So why is knowing CTR so important? Well, because CTR can be used as a barometer of engagement, your customers engagement? Yeah, Who says that the ads click through rate is a measure off. How many users click on your ad and see your website from there, depending on how well you design your landing page, visitors to your site can navigate in purchase the product or service that you are offering . The more users click your ad, the more likely they are to be converted into customers. Google says that the high CTR is a good indication that users find your ads helpful and relevant. City are also contributes to your keywords quality score, which can affect your costs and add position. You can use CTR to gorge, which adds, and keywords are successful for you and which need to be improved. The more your keywords and adds relate to each other and to your business, the more likely a user is to click on your ad after searching on your keyword phrase. Note that good CTR is relative to what you're advertising and on which networks to get an idea of how your ctr compares to other advertisers. Visit the Analyze Competition page on the Opportunities tab, but still you should remember that you don't make money on it. Leak. Rather, spend money on Italy, but you make money on a conversion. So if your main advertising goal is to increase traffic to your site, try focusing on increasing your clicks and click through rates. Start by creating great at text and strong keywords to make ads that are highly relevant and very compelling to your customers. Then closely monitor your clicks, CTR keywords and search terms. Keep the ad group keyword list short. Instead of having a single ad group with a large list of keywords create. Many ad groups, each with a short list, said higher bids on exact matches include both broad and exact matches. For a keyword phrase, set the bid higher for the exact match. This allows you to control the position off the ad for the exact search. Use a relevant landing page for most searches. Don't point the add to your home page. Choose a landing page on your site that includes the keywords from the search. In some cases, it's worth creating a custom page. There's not in the normal navigation of your site with BBC. You should also measure the R O I on every ad, an ad group to see which one is performing better than the others. R O I stands for return on investment. This is very important when you are making an investment. So in this case you are investing in your PPC campaign and you want to know that you're not losing money. Google says that when you use AdWords to increase conversions, such a sales leads and downloads by knowing your are Oi, you'll be sure that the money you're spending on AdWords advertising is going to a good cause. That is healthy profits for your business. The R. O. R is the ratio of your net profit to your costs. For example, if on investment of £1000 least two sales off £1200 your profit is £200 your r O I is £1200 minus £1000 divided by 1000 or 20%. Calculating the R. O. I is the most important measurement for an advertiser because it's based on your specific advertising goals and shows the rial effect your advertising efforts have on your business by calculating your R O. R. You learn how much money you've made by advertising With PBC, you can use our ally to help you decide how to spend your budget. For example, if you find that a certain campaign is generating or higher R A Y than others, you can apply more of your budget to the successful campaign and less to the ones that aren't performing as well. You can also use the information to try improving the performance off the less successful campaigns. Okay, here we have a sample calculation on how your campaign is doing. Let's say we are advertising a fashion bag. The conversion rate is given at 11%. We set our pricing per click at toe pans and we generate £30 profit for lead. Our ad has been shown 2500 times, and we've got 200 clicks so far, so we divide our clicks by impressions and CR CTR is at 8% now, 11% conversions are actually 22 leads from 200 clicks. 200 cakes cost us £400.22 leads at £30. Profit gave us net profit off £260 which means we have a winning 65% return on investment . So our r O I, in this case is 65% which means we're making money. Go ahead and press pause if you want to write down all the shown formulas. These formulas are quite simple but very important to analyze your camping's. Okay, let's move on cost per acquisition or insured. C P A is also known as coast for conversion. Cost per acquisition or C P A is calculated as cost divided by the number of acquisitions or conversions. So from the previous example of the fashion bag, we spent £400 on a campaign and received 22 acquisitions or leads. This gave us a cost per acquisition off £18. So why do we need to know our C B A. Well, because now we know that with this particular ad on the fashion bags, we are spending per lead £18. If you want to get more leads, you can increase the advertising budget or try to change and test different ad copies and optimize your landing page for more conversions. Here are some more tips for you useful during the testing process Picker Campaign and focus all your channels on it. Look for opportunities to integrated marketing efforts and focus multiple channels on a single campaign. You then get better results and help focus your prospects onto your top campaign. Tell your customers what they're getting. Any time you're offering something to your prospects, be clear about exactly what it is the point off. The offer is to give your prospects a reason to engage with you. What are they taking away? Is it an e book? A. Webinar? A Slight day. What is the topic covered in your offer? Think about it. You can analyze your competitors by going into the Opportunities tab on your Google AdWords account. So log in and check all the taps and there is an analyze competition link in the side panel off opportunities. You can use this feature to see how you're performing compared to other advertisers, and make more informed decisions about which types of optimization changes are right for your account. Here are some of the key benefits off having competitive data. Understand whether your performance is in the normal range for advertisers like you. Identify areas of your performance that might be improved by optimization changes. Explore new opportunities to grow your account and become more competitive in your market. You can compare your performance with competitors in terms of impressions clicks click through right or CTR and average position. Choose one of these metrics to focus on first to find out more about Google AdWords. Visit AdWords, the blog's spot dot co dot UK bpc. Maybe as expensive as traditional advertising. If your industry is competitive, competitive industries require competitive budgets. If you don't have the funds to dedicate to a substantial paid search campaign, you might not be able to find the key words that convert. In that case, you can check out targeted PPC advertising offered by Facebook. Thank you very much for attending this lesson today. This was quite a journey. Now you can go and check out if your PPC is working or not. There is a great deal more to learn about online marketing, which will be covered in other courses. Hopefully, our lessons have increased your appetite to learn more. I'm happy we made it till the end. I hope he enjoyed our course and we to join us again in other courses. I wish you good luck in your online marketing, Curry