Search Engine Marketing, kako, zašto, pošto?

DaFED #25
Speaker: Dejan Marić, Verteez
Kako se uključiti u plaćene tokove internet saobraćaja, prednosti i troškovi istog.

Transcript

1. Search Engine Marketing Dejan Maric
2. Search Marketing paid / unpaid
3. Content / Organic SEO
4. Paid Search / Paid traffic SEM
5. Search engines
8. Targeted / PPC / Analytics 90% global reach 6 000 000 000 ads impressions per day Key benefits
9. Keyword planer
12. Match type Special symbol Example keyword Example searches Broad match none stanovi novi sad nekretnine novi sad Broad match modifier +keyword +stanovi +izdavanje izdavanje stanova u novom sadu Phrase match "keyword" "izdavanje novi sad" lux stanovi izdavanje novi sad Exact match [keyword] [izdavanje novi sad] izdavanje novi sad Negative match -keyword -izdavanje prodaja stanova Keyword match types
13. Essential AdWords terms Campaigns Display Network Ad groups Ads Keywords / Negative Keywords Ad extensions
14. Campaign types / Display networks Search Network Display Network Search Network & Display select
15. Campaign details Location ( include / exclude ) Languages ( all / selected ) Bid strategy ( manual / automatic ) Ad extensions ( location / sitelinks / call / app / reviews )
16. Add extensions App Call site links
17. View on mobile phone
18. Ad groups
19. SERP Max CPC Avg CPC Impressions CTR Quality score Key terms Search Engine Results Page Max Pay Per Click price Average Pay Per Click price Number of ad impressions Click Through Rate (impressions/clicks) CTR, Keyword relevance, Landing page, ...
20. Adwords Bidding Process (Simple) Ad Pos. Max CPC Actual CPC 1 $ 4.00 $ 3.00 2 $ 3.00 $ 2.00 3 $ 2.00 $ 1.00 $ 1.00
22. Adwords Bidding Process Max CPC X Quality score = Ad Rank Ad Pos. $ 4.00 1 $ 3.00 3 $ 2.00 6 $ 1.00 9
23. Adwords Bidding Process Max CPC X Quality score = Ad Rank Ad Pos. $ 4.00 1 4 $ 3.00 3 9 $ 2.00 6 12 $ 1.00 9 8
24. Adwords Bidding Process Max CPC X Quality score = Ad Rank Ad Pos. $ 4.00 1 4 X $ 3.00 3 9 2 $ 2.00 6 12 1 $ 1.00 9 8 3
25. Actual CPC
26. Adwords Bidding Process Max CPC X Quality score = Ad Rank CPC $ 4.00 8 32 (24 / 8) = $ 3.00 $ 4.00 6 24 (12 / 6) = $ 2.00 $ 4.00 3 12 min price
27. Conversions
28. Webpage Mobile or tablet app Calls from ads using call extensions Conversion "Source"
29. CPA Cost Per Acquisition
30. Focus on conversions (Conversion Optimizer) - use CPA bids Bid strategy
31. Or why we do it Results
32. Conversation Thank You