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
How Do People Search
how do people search? So typically when folks are looking for something using a search engine, they'll go through a series of processes. The first thing is they'll have a question and they'll either turn to the device to ask the question. They might type it in, they might speak it in to the browser and they'll open up the platform to be able to find that question or the answer to that question. The browser itself for the search engine results page might suggest an auto fill so they might put in the first couple of phrases of a term and then suggest how to finish that sentence or that question. And the user might click on the longer format of that question. The user then enters the search page and the search engine itself looks at who the user is and suggests some results based on information that they know about the user. The page loads. The user looks at the results and clicks on one of them. He then looks at the website and looks at the page to find out if it matches his question and...
to figure out if it's the answer to his query. And depending on that, he'll either go back to the search page if it's not what he was hoping to find or he might keep looking at the site. So this is a very typical search process and search behavior when people are looking for information online. Google has categorized this behavior into micro moments and these are moments that they have indicated as the most critical moments that an advertiser has to capture the needs of the customer and to be the answer to their question. The four categories of micro moments. Our first category which is that I want to know moments. So these are people that are searching for information, searching for things that they want to learn. These are all of the how to, searches, how to roast a chicken, how to change a tire, how to be a better parent. These are the, I want to know moments and more and more people are searching in this way. The second category is the I want to go moments. So these are moments that are dedicated to travel or to experiences. I want to go to a restaurant. So restaurants near me or I want to go to bali flights to bali. These are all planning moments where you have an aspirational desire and you're typing that into google or a search engine to start planning that trip or that experience. There's the, I want to do moments which have to do with wanting to make a change, wanting to learn something new or wanting to challenge yourself in those moments. So how to learn a new language or how to say a specific word in Russian. These are things that people are actually in the process of doing something. Perhaps they're already in their kitchens and they need a recipe really quickly where they're turning to google to help facilitate those moments as they're doing something. And then the last type of moment is the I want to Buy moment, which I find to be quite interesting and it's people that are in the middle of a purchase process. They could be in the aisle of a store, they might be already on a website, but they're leaving that experience turning to their search engine and asking a question about a comparison product. So it could be a competitor product or it might be looking for that same product. But on sale. So they're using search as they're about to convert to either validate their purchase or to perhaps find other options related to their purchase. And here's a video that will show you how google recommends capturing customers at these critical moments. Mm hmm, mm hmm. Okay. Yeah. Yeah. Mm hmm.