MODULE 9 | Improve your search campaigns | FUNDAMENTALS OF DIGITAL MARKETING | Digital Garage | AG
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FUNDAMENTALS OF DIGITAL MARKETING: MODULE 9/26
Improve your search campaigns
The world of Search Engine Marketing (SEM) is full of opportunities, but to benefit you’ll first need to master research tools and keyword selection. From there, you can improve and optimize your search campaigns to ensure you get maximum value for what you spend.
Lessons
1. Achieve relevance with good structure
Key learnings
To succeed as an advertiser, you need to create adverts that help searchers find what they’re looking for – and when you do, search engines may reward you. In this video, you’ll learn:
how SEM campaigns are structured
how to use that structure to achieve relevance
the benefits you’ll get by focusing on relevance.
Anna is a commercial photographer.
She’s setting up SEM campaigns to draw more traffic to her site. She needs to make sure her ads are relevant, and she’s doing this by creating ad groups for each type of product.
Take a look at the ad below:
Wedding photography
Capture your special day with beautiful photographs
Call to book your date now!
Can you help Anna by eliminating the keywords that wouldn’t be relevant to her ad?
Lessons
2. Get the most from your keywords
Key learnings
Search engines, like Google and Bing, offer tools that take the guesswork out of choosing the right keywords and can help potential customers find you online. We'll talk about:
research tools
related searches
negative keywords.
Anna specializes in portrait photography. She uses her website to reach potential customers and has recently set up an SEM campaign to draw more traffic to her site.
She wants to use negative keywords to make sure her ads don’t appear for people who aren’t potential customers.
Which of the following keywords are the negative keywords?
Lessons
3. Fine-tune with keyword match types
Search engine marketing (SEM) is great for letting you choose specific searches to trigger your ads. But search engines often show your ads for keywords that are slightly different from the ones you’re targeting. The solution: keyword match types. This video explains:
what match types are and why they’re useful
the different kinds of match types
how to control which searches may trigger ads.
Anna has a themed portrait photography studio. She offers competitive prices and reaches and engages with visitors to her site through her online presence. However, not many of them become paying customers.
Anna has a range of keywords and wants to fine-tune them to best target potentially paying customers.
Put the keywords in order of the broadest to the most restrictive.
Lessons
4. How to know what’s working and what isn’t
Key learnings
One of the best ways to measure how well your search engine marketing is working is by tracking conversions, or actions you’d like website visitors to take. In this video, we’ll cover:
what conversions are
how to choose the ones you want to measure
what tools you can use to track them.
Anna is a photographer. She’s previously focused on wedding photography, but she now takes requests to photograph other events as well.
Customers can contact her through the site’s inquiry page to make requests. They can also look at her gallery and sign up for an email newsletter.
Anna wants to track how many people request photography for events that aren’t weddings.
Where should she place the conversion tracking code?
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