SEARCH ENGINE

MARKETING
SEARCH ENGINE
MARKETING
1. SEO
2. ADWORDS INTRODUCTION
3. PAID SEARCH ON ADWORDS
WHAT IS SEARCH ENGINE MARKETING?

SEO

Search marketing is
the process of
gaining traffic and
visibility from search
engines through both
paid and unpaid
efforts.

Paid
Search
 AGENDA

SEO
Search Engine • What is SEO
Optimization • How search engines work
• Google Ranking Factors
WHAT IS SEO?
Search engine optimization (SEO) is
the process of affecting the
visibility of a website in a web
search engine's unpaid results -
often referred to as "natural",
"organic", or "earned" results.
HOW SEARCH ENGINES WORK
Search engines have two major
functions:
• Crawling data and building an
index
• Providing search users with a
ranked list of the websites
they've determined are the most
relevant.
GOOGLE RANKING FACTORS
On-site factors:
• Site structure
• The meta description/ meta tag
• Web content
• Mobile friendly
• User experiment (Bounce-rate,
loading time,…)
• ....
GOOGLE RANKING FACTORS
Off-site factors:
• Link building
• Reputation management
• Social media engagement
 SEO VS PAID SEARCH

TOPIC SEO SEM

Position in Search Results Middle of the page Top & Bottom
How to get first page search Optimize website Increase bid, or Improve
quality score
Cost Paid Free * (SEO service)
How long to get first page search Several months/years Immediately
Tracking Limited Comprehensive
A/B testing ability No Yes
Potential traffic Debatable Debatable
Quality of traffic (Time one site, bounce rate) Debatable Debatable
 SEO VS PAID SEARCH

The benefits of running SEO and Paid search together:

● Increase confidence and awareness

● Higher total volume of traffic

Remarketing list

High-cost or low-
SEO converting (yet Paid search
important) keywords

A/B testing of keyword, ad copy and landing pages

 AGENDA

ADWORDS • What & Why?

INTRODUCTIO • Google advertising networks
N
• Ad format
• Targeting ability
 WHAT & WHY ADWORDS?
AdWords (Google AdWords) is an advertising service (self-service platform, except for
some special product) by Google for businesses wanting to display ads on Google and its
advertising network.

Product

Why Adwords:
• Data & Targeting: help show your ads to reach right people
• Scale: Biggest display networks with 2B websites – cover 90% internet users, also the
biggest search engine networks (google search) and video content channels (youtube)
• System & Tracking: Advanced self-manage system, easy to track and manage
campaigns.
 WHAT IS GOOGLE ADVERTISING NETWORKS?

With AdWords, you can show your ads on either the Google Search Network or
the Display Network.

The Search Network The Display Network

• Include: Google Search, other Google
sites (Maps, Shopping) and hundreds
of non-Google search partner
websites (like AOL, yahoo,…) that
show AdWords ads matched to
search results.
• Includes: Google websites (Google
Finance, Gmail, Blogger, and
YouTube), partner sites, and mobile
sites and apps that show AdWords ads
matched to the content on a given
page.
 AD FORMAT

Search ads are shown alongside search results:

● Text ad (Expanded text ad) are made up of headlines, a display URL that shows the
address of your website, and a description. Extensions can be added.
● Shopping ad features detailed information about specific products that you sell
(Product or Showcase).
● Dynamic search ad (DSA) uses Google's organic web crawling technology to
automatically target relevant search queries based on a retailer's website content or
preset page feed
 AD FORMAT

Ad formats available on Display Network:

Text ads Video ads Image ads (static / html5)

 TARGETING ABILITY

Demographic: Age, gender

Geographic: Countries, cities
Language: The language of the customers
Device: Mobile, Desktop

Keyword targeting: Use keyword to control which

searches trigger your ad.

Display Network targeting:

● Contextual targeting: Match relevant website
content using keywords or topics
● Audiences: Reach specific groups of people using
interest, remarketing, demographics
● Placement targeting: Specific websites and apps
 AGENDA

PAID SEARCH
• Tech & tools
ON ADWORDS
• Campaign structure
• Keyword strategy
• Ad strategy
• Bidding strategy
• Automation
• Reporting
TECH & TOOLS

● Remarketing Tag:
- To create audience list for Search ads (increasing the chance to approach the
audiences who already visited the website)
- How: https://goo.gl/1g9v6Z

● Conversion Tracking:
- Record conversions data for real-time optimizationg
- How: https://goo.gl/ygPesY

● Google Analytics linked account:

- To analyze customer activity on your website after an ad click or impression.
- How: https://goo.gl/wY1MTP
TECH & TOOLS

● Keyword Planner:
- Find new keywords and get search volume data & suggested bid to plan your budget
and CPC
- How: https://goo.gl/qQ6zwu

● Ad Preview and Diagnosis Tool:

- The tool shows a preview of a Google search result page for a specific term.
- Identify why your ad or ad extension might not be appearing.
- How: https://goo.gl/QawcwR

● Bulk upload:
- To create or make changes to the keywords, ads, ad groups, campaigns for your
AdWords account at once
- How: https://goo.gl/SC3n1M

● Google Adwords Editor:

- To save time and make it easier to make changes in bulk.
- How: https://goo.gl/kaLguA
 CAMPAIGN STRUCTURE

Depending on the advertised products/ services, we can use 1 or several Adwords

accounts to run Paid search ads

SIMPLE / NARROW PRODUCT RANGE COMPLEX / WIDE PRODUCT RANGE

MCC Your project

ACCOUNT Your project Product group

CAMPAIGN Product group Product sub-group

AD GROUP Product line Product line

 CAMPAIGN STRUCTURE

Search ads can be divided into four campaign types for more efficient campaign
management and optimization

Magic Korea, Magic Korea + action, Magic Korea + platform,

BRAND
etc.
C
A Nồi cơm điện, Nồi cơm điện + action; Bếp điện, Bếp điện +
M PRODUCT
action, etc.
P
A
I COMPETITOR Sunhouse, Sunhouse + action; Comet, Comet + action, etc.
G
N
DSA Pagefeed or website crawled
 CAMPAIGN STRUCTURE

Example of Campaign structure for Ecommerce:

MCC

Occasional
Branded Category 1, 2, 3,... Competitors DSA
campaign

Sub-categories by Campaigns by Categories by

Branded by location
location location location

Product lines by Campaigns by

Branded by keyword
keyword level & keyword level &
level & matchtype
matchtype matchtype
 KEYWORD STRATEGY

We should design a comprehensive keyword strategy to leverage both keyword-based

and dynamic search campaign
Keyword-based campaign: % Budget allocation Keyword-based DSA
● Leverage “cluster of keywords” to complete the
keyword queries we want to build First 3 months 95% 5%
● Master keyword building algorithm to negative
keywords to avoid bidding against each other in 3rd month - 6th month 70% 30%
the same account when we are using broad,
phrase, exact keywords at the same time 6th month - 12th month 50% 50%
Dynamic search campaign:
● Website crawled & and page feed
● Negative bad-performance search term and ...
adjust those keywords in keyword based
campaign. From 24th month 20% 80%
 KEYWORD STRATEGY

Matchtype and level must be considered while dividing ad groups for keyword-based
campaign
Keyword matchtype:
Keyword: sua bot
• Broad match: The search term contains either word in your
keyword and in any order. Sua tuoi Bot my
• Broad match modifier: The search term contains all words in your
keyword in any order. Keyword: +sua +bot
• Phrase match: The search term contains all words in your keyword Sua tuoi Sua bot cho tre
in the same order, with or without other words.
• Exact match: The search term contains all words in your keyword
in the same order, without other words. Keyword: “sua bot”
Sua bot gia re Sua bo bot

Keyword: [sua bot]

Keyword level: Sua bot Sua bot cho me

● Short-tail (Level 1): keyword includes only main keyword

● Long-tail (Level 2, 3): keyword includes main keyword and other Keyword: - co chat bao quan
terms
Sua bot co chat bao quan Sua bot cho me
 KEYWORD STRATEGY

The strategy is to first focus on short-tail broad modified keywords to test and find the
best search terms to go for long-tail keywords with either phrase or exact matchtype.

“học tiếng anh hiệu quả”

+học +tiếng +anh [học tiếng anh ielts]

“học phát âm tiếng anh”

 KEYWORD STRATEGY

Frequently review Quality score of your keywords and take action accordingly to
increase your chance to show the ad and reduce CPC
 AD STRATEGY

All components of the ad should be leveraged with full given number of characters to
repeat the keywords for higher ad relevance

Final URL
Headline
(30 characters)
Patch
(15 characters)
Description
(80 characters)
 AD STRATEGY

An ad group should have at least 2-3 ads to A/B test and optimize
PROMOTION ORIENTED QUALITY ORIENTED

WITH CTA WITHOUT CTA

 AD STRATEGY

Extension is the key to make sure that your ad can be in the top 1-3 rank

Sitelink

Location

Callout

Promotion
 AD STRATEGY

Apply appropriate ad rotation tactics depending on your budget and goals

- Automatically optimize - Reliance on machine - A/B testing - Time consuming

ad that are expected to learning - More control over the ad - Higher CPC
perform better - Cannot A/B test - Cannot use smart
- Lower CPC bidding
- Can use smart bidding

Best practices: Rotate >> Optimize

 AD STRATEGY

Other best practices for effective search ads

● Highlight what makes you unique
● Include prices, promotions and exclusives
● Use specific figures in ad texts to sound more
reliable
● Use specific Call-to-action words (ex: Click ngay,
Đăng ký ngay...)
● Do not use questions, use sentence that directly
talks about users’ benefits
● Try keyword insertion for higher relevance*
● Match your ad to your landing page
● Frequently refresh ad text

(*) Keyword insertion should be used with high attention to wording & format in order to keep your ad professional
 BIDDING STRATEGY
Your bid and Quality Score decide your ad rank, resulting in your ad position and actual CPC

Ad position

4
 BIDDING STRATEGY

Determine a bid strategy based on your goals:

Focus on impression Focus on click Focus on conversion

- Target search page location - Manual CPC bidding - Target CPA

- Target outranking share - Maximize click - Target ROAS
- Maximize conversion
- Enhanced CPC (ECPC)
 AUTOMATION

Automatic rules available on Adwords and other 3rd-parties can help optimize your
Search campaigns more effectively
 REPORTING

Dimensions: Metrics:

• Campaign • Impression
• Adgroup • CTR
• Keyword • Clicks
• Adtext • CPC
• Location • CR
• Device • Conversion
• Gender • Cost/conversion
• Age • Conversion rate
• Time • Search Imp. share
• Imp. lost
• Average position
 REPORTING

Create saved reports and custom dashboards to review performance more easily
Practice
1. Nghiên cứu về keyword dùng để bán sản phẩm của mình để ước tính cpc nên mua
và chi phí hàng tháng

1. Tạo 1 chiến dịch SEM với đầy đủ adtext và extension

1. Tạo 1 chiến dịch dynamic search ads

1. Tạo 1 chiến dịch SEM với đầy đủ 3 loại keywords và có sử dụng negative
keywords
REPORTING &
OPTIMIZATION
REPORTING & OPTIMIZATION | Search Benchmark: > 60%
Actions: Review bid & ad text

Benchmark: < 3
Actions: Review bid & ad text, add extension
 Benchmark: (depends on KPIs)
REPORTING & OPTIMIZATION | Search Actions: Review search term, pause keywords /
increase bid / split to new ad group

Actions: Add as new keyword or exclude

from ad group
REPORTING & OPTIMIZATION | Search Actions: Deep-dive ads with high % Served to find
best practices and apply to others
REPORTING & OPTIMIZATION | Search

Actions: Deep-dive reasons why ad not show and each

elements that affect Quality Score
REPORTING & OPTIMIZATION | Search

Actions:
- Select the type of extension to view
report
- Identify the level of extension
(Account / Campaign / Ad group)
 REPORTING & OPTIMIZATION | Search

Actions: Review performance by remarketing lists and

demographics to edit targeting or apply bid adjustment
accordingly
REPORTING & OPTIMIZATION | Search

Actions: Deep-dive performance by dynamic ad target

to find the best target for your ad group
REPORTING & OPTIMIZATION | Search

Actions: Deep-dive performance by dynamic ad target

to find the best target for your ad group
Homework
Lập 1 báo cáo về các chỉ số của chiến dịch quảng cáo SEM của mình và đưa ra:
a. Nhận xét về hiệu quả hiện tại của các chiến dịch
b. Đề xuất thay đổi để chiến dịch của mình hiệu quả hơn
 THANK YOU FOR WATCHING

Hanh Le - Founder & COO of PMAX An Nguyen - Optimization Manager @ PMAX

Skype: lengochanh2310 Skype: an.nguyen263
Email: hanh@pmax.com.vn Email: an.nguyen@pmax.com.vn