Search Engine Marketing (SEM): An Overview for Beginners

What is Search Engine Marketing (SEM)? You will learn everything you need to know about Search Engine Marketing as you get …

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what’s up everyone welcome to the surfside ppc youtube channel today i’m going to be going over search engine marketing so i’m going to give you a basic overview and search engine marketing can also be abbreviated as sem so i’m going to do that throughout this video so we’ll get right into it what is search engine marketing so to give you the definition my definition of it will be the process of creating paid advertising campaigns that appear in the search engine results of any search engine so it doesn’t really matter what search engine it is but they’re ads that appear in a search engine so advertisers pay to target keywords now there’s other targeting methods available but basically you’re targeting keywords based on their potential customers search terms so to go over an example let’s just say someone goes to google and they do search engine marketing they search for that directly into google so someone performs a search in a search engine so what you’re going to see here is advertisers are targeting search engine keywords so that their ads will appear in the search results so these top three results right here are all paid placements in the google search results so essentially advertisers are trying to drive potential customers their website so they can generate more revenue so if i search this in here maybe i’m just looking at for an overview of search engine marketing but maybe what i’m doing is looking for an agency so you can see that these three different advertisements these companies are trying to drive people to their website so that they can become new clients okay so why use search engine marketing so it’s pretty basic honestly advertisers can promote products and services to people as they search for them so if you think about a television commercial people aren’t actively searching for a television commercial people aren’t actively searching for most of the advertisements that they see throughout the day however someone who goes to a search engine who is actively looking for something if you’re a business you want to make sure that your business is front and center for those keywords and some of the major benefits is that advertisers can track their success control their budget and grow their revenue so if you’re not seeing success in terms of return on investment you can always turn off your advertisements and just trying to get more people to your website through seo through social media and through other forms of marketing now another example here if someone goes to google and searches plumbing services near me you’re gonna see some advertisements up at the top here so there’s a lot of different ad formats and google is constantly releasing different ad formats so i’ll go over that in a little bit throughout the video but you’ll see right here there’s three different advertisements listed all of these are plumbing services near me so i’m in the myrtle beach area so people can click through on any of these advertisements here go to these websites and it helps these companies drive new customers and they’re targeted customers who are actually searching their business so they’re searching for services or products that their businesses offer so you want to make sure you’re driving people to your website when people search for the services that you’re offering okay so next you might have a question what’s the difference between sem and seo isn’t it just the same exact thing and it isn’t sem is paid advertising seo is organic listings that appear in the search results so sem is when advertisers pay for their website to appear on the search results pages so any advertisement that you’re seeing in google or any other search engine advertisers are paying for their listing to be shown there seo is when marketers optimize their website and their content to appear on the search results pages now you can combine sem and seo by doing paid advertising so you make sure you’re in some of those top positions in the search results and then also optimizing your website to make sure you’re in the organic listings so that’s the best practice and that’s really what all businesses are trying to accomplish it’s not necessarily an easy thing to do and sometimes you could be limited by budget or just your overall resources but that’s really the goal is to make sure that you’re driving that really targeted traffic to your website because it’s going to turn into conversions and it’s going to turn into more revenue for your business so to give you a quick example we’re going to come next so this is a graphic here and we’re looking at a search for a farmhouse coffee table on the left hand side is google on the right hand side is bing so you’re gonna see here these up at the top are google shopping ads so these are actually targeted by the product descriptions for these individual coffee tables or any of the products you’re seeing here now being microsoft advertising they also have their own form of these advertisements but they’re just not shown in this individual search result but you’re gonna see right here there’s four advertisements at the very top and then as you come down here there’s a few organic listings so target and heyneedle.com we’re just on the first page of the search results organic listings they drive traffic to their website and this traffic is free now any of these ad clicks the advertisers are going to pay for every single ad click to their website whether it’s a google shopping ad or whether it’s something right here like ashleyfurniture.com now you might see things like wayfair listed right here and then you also have wayfair down here in the organic listings and that’s ultimately what you’re trying to do you can actually have google shopping ads you can have google search ads and you can have your organic listings here but it is a process to do and it’s not something that’s necessarily very easy so in the top portion you’re seeing sem these are advertisements in this bottom portion you’re seeing seo anytime you see a listing in a search engine results that doesn’t have an ad next to it for the most part means that it’s seo if it has the ad next to it it’s sem so that’s the major difference sem is paid seo is free i mean it does take a lot of work to rank high but sem the clicks are free ultimately next the simplified sem process for an advertiser so first what you want to do is choose your channel so that could be google ads it could be microsoft advertising it could be amazon advertising it could be ebay advertising pinterest ads so i’ll show some examples of ads in all those different channels but that’s really where you want to start you want to estimate your monthly budget now you might have to split your budget between multiple channels but really what you want to do is make sure you have an idea of how much you want to spend per month even if you’re just starting with a test budget you can always change your budget it’s very easy to increase decrease or just stop your ads altogether when it comes to budgeting next you want to make sure you’re setting up your landing pages so where you’re actually going to be sending paid advertising traffic sem traffic you want to make sure you’re setting up conversion tracking so you can track the results every major sem platform allows you to easily track which keywords are driving conversions which landing pages are performing the best for you which advertisements are performing the best for you but you need to make sure you set up conversion tracking you want to choose your targeting for a campaign so for the most part when it comes to sem you’re targeting keywords so you want to make sure you’re targeting the key phrases that people are typing in to find your products and services you want to create your advertisements which are going to be based on the targeting you set so you want to make sure your ads actually tie back to the keywords that you’re targeting and you want to make sure your ads are driving traffic to relevant landing pages that’s really the goal of a good sem campaign is to make sure you have everything very organized so people are seeing really relevant advertisements and landing pages for the things that they’re searching for last but not least you launch your campaign you track results and you optimize so once you launch your campaign that’s just the very beginning you next you need to track how everything is performing and then optimize as you go expand your campaign when you need to or limit your campaign just to make sure you’re getting a positive return on investment so next i just want to go through some of the top search engines and some of the top advertising platforms so these are some of the top search engines especially in the united states but google.com is powered by google ads youtube.com also google ads bing.com is microsoft advertising amazon.com amazon advertising yahoo.com so they actually pull in from multiple sources but their main source is microsoft advertising you have pinterest.com a very large search engine as well which is pinterest ads duckduckgo.com microsoft advertising and then ebay.com is ebay advertising now another top search engine ask.com that’s powered by google ads so to go through some examples of all these different search engines and the way advertisements look in them we’re gonna go through each one individually pretty quickly here so we’ll start here in google and you’ve already seen this image but farmhouse coffee table and you’re seeing the advertisements at the top here these are google shopping ads down here you’re seeing some more advertisements ashleyfurniture and etsy.com so these are all search engine marketing ads in google next is going to be youtube so these are actually powered by google ads as well so a lot of times you’ll see the same advertisements in youtube that you see in google now when you search in youtube you get different types of advertisements so sometimes you’re going to get what’s called a youtube discovery ad where there’s actually a promoted video at the top here but for this particular search result you’re seeing it’s showing me just listings very similar to what you’re seeing in google.com so if we go to bing.com again you’ve already seen the search as well so bing farmous coffee table you can see some of these different advertisements here next we come over to amazon so you might not think of amazon as sem or search engine marketing but amazon is a huge search engine so when someone comes into amazon they search farmhouse coffee table we scroll down you can see right here sponsored so it’s a farmhouse style coffee table sponsored in the very first listing for my search term and if we come over here and we just scroll over you’re seeing this ad based on the product’s relevance to your search query so that’s why this advertisement is showing here next yahoo.com farmhousecoffee table now what you might find is you might see a lot of the same advertisements in yahoo that you see in bing so if you see something like johnsonmain.com we come over to yahoo you’re going to see the same exact advertisement here pretty much free shipping over 35 and free shipping over 35. next we’re going to show pinterest so if we look at pinterest ads someone comes here they search farmhousecoffee table you can see right here promotedbywayfair.com so this is an advertisement so you usually see really relevant ads in pinterest based on the search queries that you type in duckduckgo.com so this is a growing search engine see here farmhouse coffee table this is powered by microsoft advertising so we have some shopping ads at the top here and then down here overstock johnsonmain.com so some more advertisements here as well ebay again you might not think of ebay as search engine marketing but ebay is a huge search engine someone types in farmhouse coffee table 464 results we scroll down these second and third results both are sponsored same with this fourth result here fifth result also sponsored so you’re getting a lot of sponsored results in these different search engines and if you’re not at this very top ranking people going down to the sixth seventh eighth nine tenth results on a lot of these search engines they just don’t do it so that’s why it’s important to do sem to make sure you’re getting these premium listings on these large search engines so next is gonna be ask.com this will be last but not least and again you’re seeing just more ads here these are actually powered by google ads and they’re considered a google search partner so hopefully that all makes sense if you’re an e-commerce website you should really be testing every single advertising platform that you can now at the very least what you should be doing is running google ads you should be running microsoft advertising and then you can also combine your shopping ads as well so you’re getting listings here you can get listings here like ashley furniture does then you can also you’re going to have listings in duckduckgo.com you’re going to have listings in ask.com so you’re going to make sure that people are can easily find your website no matter where they’re searching as long as it’s a relevant search for your products and services so the last thing i’m going to go through in this video is just kind of how sem works from the advertiser’s standpoint so if we open i’m going to come over here let’s just say i want to drive traffic to my website farmhousegoals.com and i want to drive traffic to this farmhouse coffee tables page so we’re going to continue with the same example what we can do is we’re coming over here to google ads and you can see i have a campaign here created now if this is getting a little bit confusing try to make it as simple as possible i have a campaign for farmhouse goals it’s a search campaign so i’m targeting keywords i have an ad group here farmhouse coffee tables and you can see my keyword farmhouse coffee tables this is considered a phrase match keyword so anytime someone types in best farmhouse coffee tables farmhouse coffee tables uh farmhouse coffee tables for sale anything like that it’s gonna trigger my advertisement and you’re going to see i’ve only driven one click here the one click is from google search getting a lot of impressions from search partners here but getting no clicks not a not a big deal here my click-through rate for google search is still strong but if someone searches my keyword they can see my advertisement so they see my ad here best farmhouse coffee tables they click on it they’re gonna visit my website and hopefully they purchase something from my website and it’s gonna count back as a conversion in my google ads account so that’s kind of the basic of search engine optimization that’s really how it works is you’re targeting keywords and when people type in keywords your advertisements show and you’re able to track back the success of your campaign to each individual advertisement and every single click that you’re driving so that’s search engine marketing it’s a process of creating paid advertising campaigns that appear in the search engine results so the search engine results is every time someone performs a search in any search engine your ad showing there is a form of sem if you have any questions please leave them in the comments section thanks for watching my video today and make sure you subscribe to the surfside ppc youtube channel

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