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  1. E-TourismSearch Engine MarketingMeeting 3 Christoph Hoffinger, MA

  2. Agenda • Search Engine Marketing • Search Engine Advertising (Google AdWords) • Search Engine Optimization

  3. Search Engine Marketing (SEM) • Measuresgearedtoincreasethevisibilityof a business on searchengineslike Google, bingoryahoo • Goal: obtain top placements in thesearchengineresultspages (SERPs) in ordertogeneratevisitsto a website • Search Engine Marketing comprises • Search Engine Advertising (SEA) • Search Engine Optimization (SEO)

  4. Search Engine Marketing Search Engine Marketing Search Engine Advertising Search Engine Optimization Google AdWords Bing Yandex (RUS) Baidu (CN) On-Page Optimization Off-Page Optimization Universal Search

  5. Search Engine Advertising (SEA)

  6. Search Engine Advertising • Text, imageandrichmediaads • Search results: textads • Content Placements: textandbannerads • Placement isdeterminedby an auctionsystem • Advertiserseitherpay per clickorbythousandimpressions  also referredtoas PPC or CPC advertising • Key Player: Google AdWords • Other networks: Bing Ads (Bing+Yahoo), Yandexadvertising

  7. Search Engine Advertising

  8. CPC Terminology • Impression: every time your ad is triggered by a keyword and displayed on the search results page/or on another website • Click: click on your adwords ad • Click-Through-Rate (CTR): percentage of clicks in relation to ad impressions • CTR= clicks/impressions • Cost-per-click (CPC): cost of one click on one of your ads • CPC= Costs/Clicks • Conversion: specific action on your website

  9. Google AdWords - Google Search Paidresults (Google AdWords) Paidresults (Google AdWords)

  10. Google AdWords – Display Network

  11. http://www.wordstream.com/articles/google-earnings

  12. http://www.wordstream.com/articles/google-earnings

  13. How Google AdWordsworks C D A B

  14. Why was Hotel „C“ on 1st Position? • The ad position depends on the maximum cpc bid and the quality score for a specific keyword • By multiplying the cpc bid and the quality score, you get the ad rank for each ad, that forms the basis for the ad position • You can achieve a better ad placement by either increasing the cpc bid ( costs!!) or by continuously increasing the quality score € € WINNER! € €

  15. AdWordsAuction http://www.wordstream.com/articles/what-is-google-adwords

  16. AdWordsAuction http://www.wordstream.com/articles/what-is-google-adwords

  17. AdWordsAuction http://www.wordstream.com/articles/what-is-google-adwords

  18. Bytheway… A goodexampleforinbound/contentmarketing ;-)

  19. Howtoincreasethe Quality Score? • The quality score depends on • CTR • quality of the landing page • relevancy of the keyword to the search query of the user • relevancy of the keyword to your ad • Achieving a high campaign quality means… • Setting up a clear campaign structure • Choosing the right keywords • Writing relevant ads • Guiding users to relevant landing pages

  20. AdWords Account Structure • AdWords account structure • A CAMPAIGN comprises several AD GROUPS, which serve as containers for KEYWORDS • Each AD GROUP has ist own ADS, that guide users to a specific LANDING PAGE

  21. AdWords Account Structure 2

  22. Campaign Setup • The process of setting up an AdWords campaign includes • Finding the right keywords • Building a clear campaign structure • Writing enticing ads • Defining where and when to trigger ad impressions keywords structure ad copies campaign settings

  23. Keyword Research Sources for keywords: • Internal • Brainstorming • Products & services • Website • External • Google keyword tool • Google instant • Competitors

  24. Google Keyword Tool Main menu „Tools & Analysis“ > Keyword-Tool See also: http://support.google.com/adwords/answer/2470029?hl=en

  25. Compiling a Keyword List • Initial list with keywords • Add plural forms • Add variations • Add characteristics • Add locations/points of interest • Refine keyword list and eliminate keywords that are too broad/not relevant enough

  26. Keyword Options • Broad match • keyword • Modified broad match • +keyword • No synonyms • No related keywords • Phrase match • “keyword“ • Exact match • [keyword] BroadMatch Mod. Broad Match Phrase Match Exact Match

  27. Keyword Options

  28. Negative Keywords • Definesearchqueriesthatshould not trigger ad impressionsastheyare not relevant toyourcompany/campaigngoals • The broader your keyword matching options, the more time you should spend on defining negative keywords • Advantages • Less costs for irrelevant clicks • More efficient use of your budget • Higher quality of your AdWords traffic • Higher click-through-rate • Higher campaign quality

  29. Negative Keyword Options • Broadmatch • -keyword • Phrase match • -“keyword“ • Exactmatch • -[keyword] • Thereisnomodifiedbroadmatchoptionfor negative keywords

  30. Structuring your Campaign • By grouping your keywords into thematically related clusters, you can • Write more relevant ads for specific search queries • Include the main keyword in the ad copy • Achieve higher click-through-rates • Easily monitor the success of your campaigns

  31. CampaignStructure • The structurecanbebased on • Products/services • Locations (e.g. hotelchain) • Target regions(AZ, TUR, RUS,…) • Customer segments (business, leisure,…) • Seasonality

  32. Ad Groups • Ad groups are containers for keywords and are means to structure your keyword lists • Each ad group has its own ad copies • Ad groups should comprise max. 5-10 thematically related keywords Campaign 1 ad group 1 ad group 2 keyword keyword keyword keyword keyword keyword keyword keyword keyword keyword

  33. Mapping Keywords to Ad Groups keyword ad group 1 keyword keyword keyword keyword keyword keyword keyword keyword keyword keyword ad group 2 keyword keyword keyword keyword keyword keyword keyword keyword keyword keyword ad group 3 keyword keyword keyword keyword keyword keyword keyword

  34. Ad Copies • Are triggered by the keywords you define • Specifications: • Header (max. 25 characters) • 2 text lines (max. 35 characters each) • Display URL (max. 35 characters) • Always create 2 ads per ad group an run continuous split tests A B A A2

  35. Tips for enticing Ad Copies • Writing enticing ads means writing ad copies that are relevant to the keywords of an ad group • Use the main keyword of the ad group in the header and one of the text lines • Include a call-to-action • Communicate the main benefits of the products/services • Link to relevant landing pages on the website, not just the homepage

  36. Campaign Settings • Campaign name • Clear and consistent naming of your campaigns • E.g.: AZ_Search_Hotel, RU_Display_Packages,… • Locations • Define the target location(s) of your campaign • You can choose countries, regions or custom areas • Languages • Choose only one language per campaign as ads can‘t be translated

  37. Campaign Settings 2 • Ad networks • You can choose between Google Search, Google Search Network and the Google Display Network • Google Search • Search queries entered on Google • Google Search Network:Google products (Maps, Gmail) and partner websites using Google search technology (e.g. AOL) • Google Display Network • Ad Placements on websites using Google Adsense

  38. Campaign Settings 2 – Google Search

  39. Campaign Settings 2 – Google Display

  40. Campaign Settings 3 • Devices • You can define specific devices for your campaigns • Desktop PCs, mobile phones, tablets • Bids • “Automatic” or „manual“ bid management options • Budget • Define a daily budget for each campaign

  41. Campaign Settings 4 • Delivery method • Choose the standard ad delivery option (default) so that your ads will show evenly during the day • Advanced Settings – ad scheduling • Limit ad impressions to specific days or time periods • Advanced Settings – ad rotation • Select “ad rotation” so that all ads within an ad group get the same amount of ad impressions • This option is important for conducting split tests

  42. Search Engine Optimization

  43. Search Engine Optimization • The goalof Search Engine Optimizationistoobtain top placements in thenatural/organicsearchresults Organicresults

  44. On- and Off-Page Optimization SEO canbedividedinto On-Page Optimizationand Off-Page Optimization On-Page Optimization • Factorsthatcanbeinfluenceddirectlyatthewebsite in orderto • increasetherelevancyofcontentforspecifickeywords • Increasetheavailabilityofcontentforsearchengines Off-Page Optimization • Measuresthatfocus on increasingthenumberofexternal links fromotherwebsitestoyourwebsite • Eachexternal link countsas a voteforthewebsitereceivingthe link • Links from high qualitywebsiteshave a greatereffectthanmany links fromwebsitesoflowvalue

  45. How Search Engines Work

  46. How Search Engines Work • Search engines (e.g. Google) analyzethecontentofwebsites via so-calledrobots/crawlerthatregularlyvisitwebsitesandlookforchangesornewcontent • The searchenginerobotcanonlyprocesstheraw HTML codeandhastoinferthetopicofthewebsitebased on thatcontent • The robotcan‘tinterpretimagesandhastorely on imagedescrptionsprovided in thesourcecode • The robotnavigatesfrompagetopage via hyperlinks

  47. How Search Engines Work • Content thathasbeenanalyzedmaybestored in theindexofthesearchengine. Ifthecontentisalreadyindexed, thenewcontent will beidentifiedascopyofthatcontentand not stored in theindex. • Search engines also don‘tindexcontentthatviolatestheirpolicies • If a contentisprocessedtotheindex, searchenginesstore a copyofthatcontentand tag thiscontentwith relevant keywords

  48. How Search Engines Work • Search enginesusesophisticatedalgorithms in ordertoprovidethemost relevant resultsforeachsearchquery • The algorithmusedby Google isbased on 200 rankingfactoresandiscontinuouslyrefined in ordertoprovidebetter/more relevant results • All thesefactorscanbegroupedinto 3 categories: • Accessibility: technicalfactors, pageload time • Relevance: thematicrelevanceandqualityofthecontent • Importance: amountandqualityof links fromotherwebsites

  49. Search Engine Optimization • Continuousimprovementoftherankingsandvisibility in thesearchresultsofthemajorsearchengines • Definition ofrankingsisbased on 200 rankingfactors

  50. SEO Terminology • Search results: organic/naturalsearchresults • Blended Search/Universal Search: Implementingothersearchresultslikemaps/videos/imagesintothesearchresults • Snippet: Search resultsconsistingof a title, URL anddescription • Ranking: Position of a domain in thesearchresultsforoneorseveralkeywords