Lessons
The Power of Search Marketing
1Class introduction
02:12 2How Do People Search
05:10 3What Can You Learn From Search
02:12 4SEO vs. SEM
03:44 5Search vs. Social (Push vs. Pull)
00:58 6How Google Serves Ads
02:03 7Quiz: The Power of Search Marketing
Campaign Setup Best Practices
8Google Campaign Types
03:26 9Objectives and Conversions
01:25 10Ad Extensions
02:43 11Quiz: Campaign Setup Best Practices
Keyword strategy - Ad Groups
12Types of Keywords
02:52 13Measuring Purchase Intent of Keywords
02:14 14Brand vs. Non-Brand Keywords
02:26 15Keyword Research
02:47 16Identifying Proper Match Types
04:26 17Quiz: Keyword strategy - Ad Groups
Bidding Strategy
18Bidding Strategy
05:31 19Quiz: Bidding Strategy
Search Ad Hall of Fame / Ad Copy
20Search Ad Hall of Fame
10:32 21Quiz: Search Ad Hall of Fame / Ad Copy
After the Click: Landing Pages, Results and ROAS
22Landing Page Best Practices
03:55 23Tracking Results & Google Tag Manager
07:13 24Google Analytics
04:11 25Quiz: After the Click: Landing Pages, Results and ROAS
Optimization and Refinement
26Optimization and Refinement
08:57 27How to Optimize for Voice Search
05:17 28Quiz: Optimization and Refinement
Summary
29Conclusion
00:44Final Quiz
30Final Quiz
Lesson Info
Keyword Research
in this chapter, I will take you through some of the most common tools of the trade to use as you are developing out your keyword strategy. Some of my favorite tools are google keyword planner, which you'll find right in your google ads account. I also like using the google search console as well as Uber suggest, which is great for competitive research. So I'll walk you through some of how you can use each of these tools for keyword planner, you'll find that right in the ads, account itself, under tools under planning and then keyword planner and you will type in a keyword idea that you might have. So I've put in, we work here just to get a sense of how often it's being searched. Maybe some related search terms that people tend to use when they're looking for. We work space as well as to get a sense of competition for these search terms. So google has told me That on average 100,000 to a million people are searching for. We work every month. It's also telling me that top of at the low ...
range um we work or anyone bidding on the term we work is spending $8.18 to be at the top of the page And then at the high range you're spending up to $33.33 for that same placement. It's also giving us some ideas of related search terms. So this is typically taken from how people are searching for we work space before they click on we works website. They're searching for things like we work office space we work app office for rent, shared office space. So these are all coworking related terms for folks that are clearly looking for a shared space to rent out for their own small businesses. Another tool that I find to be very useful especially when looking at competitors is Uber suggest and here you would put in a search term as well. I'm going to put in we work just so we can compare the same set of data and what Uber suggests is going to tell us is similar to the keyword planner and that will get a sense of average monthly volume of searches. So the number of searches on google. Um It'll It's telling us that it's that we work typically gets about 165,000 searches per month which falls within the range that Google gave us which was a broader range. It's also giving us some information about S. C. O. And paid difficulty for this search term. The average cost per click according to Uber suggests is $3.41. So the data is a little different here but it's telling us that it's relatively competitive. It's also telling us that other keyword ideas might be we work san Francisco or we work Chicago, we worked jobs we were careers and so it's giving us different insight into the types of searches that people might be conducting. It also gives us a search engine results page analysis, meaning it's showing us what other links show up when people search for. We work. And I find this to be useful when you are thinking about your own company or your own clients Keyword strategy and that a part of this strategy is understanding the context in which your ad is going to show. Right? So it's not just about having the best ad out there. It's also understanding which other websites you'll be competing against for that click. And so with Uber suggest we can see that when you search for we work the way we work site itself shows up, which is great. That means they've got, you know that their own website is ranking for their own branded search term. We're also seeing that Wikipedia shows up linkedin shows up for we works page and then we've got a couple of other articles that have shown up maybe some blog posts, other topics and social media features about we work. So these are the top ranking pages for the term we work. It also gives us a sense of how many visits that specific website received or that specific link received when it showed up on the search engine results page also gives us a little insight into the number of shares social shares that the website received as well as rates it on a gives it a domain score. So this is really it's an Uber suggests rating for how powerful or credible these websites are related to that keyword and so a way that you can use both of these tools is to go into your keyword planner. A good practices actually input historical keywords that you've already bid for into keyword planner so that you can get a sense from google of how you've performed in relation to your competitors for that specific keyword or search term. And then overlay that research with Uber suggests data which will give you a broader view of what else is happening with your competitors or just with other related websites to that search term. And together you'll be able to craft a keyword strategy and a list of ideas, search terms and phrases that would help you to identify which terms to be bidding on for the various goals that you may have set up for your client, some best practices for how you can implement these strategies. Is to start with 3 to 5 phrases that are related back to the business and run those words or phrases through both keyword planner and Uber suggest. So you'll get a long list of related keywords like we had just done for. We work and then you can start to identify themes and those themes will help you to create ad groups or related phrases that you would then implement into your campaign. And these tools over time will also give you some ideas on budgeting and bidding, which we'll get into shortly. Another tool that you might want to use is google search console, which is a dashboard that will give you some insights into organic search results. So these are search results that users have put into google as they are looking for your product or your business that you haven't been on but that have driven people into your website. So some things that I'm showing you on on the screen now, our results for a local organic hair salon here in new york city. The top organic search results are branded keywords. The salon itself is called Mauricio Hair, but as you can see further down the list, other more broad unbranded search terms that folks had searched for before they clicked on the website where beauty salon, new york, organic hair salon vegan hair salon or new york hair salon. So these are also different themes and phrases that you could implement into a keyword strategy where perhaps there's an entire ad group just focused on organic hair salon or organic hair products and that then becomes a group of keywords that you could pull together for your campaign that would indicate both a theme that's related back to the business as well as interest in the type of service that this company is offering. So hopefully that gives you some tips on how you can marry together both research from historical performance, research from competitive activity as well as organic search results together to be able to craft a very strategic and effective keyword search strategy.