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 to Optimize for Voice Search
In the past 3-5 years, we've seen a huge rise of voice assistance coming onto the market. People have been searching on their phones by opening up their apps and saying, hey Siri or hey google and so therefore as we're looking for information, we're also searching for information. The way that we would ask a question in a way that you can optimize your ads for voice search is to be very familiar with the types of questions that people pose when they look for a brand or business like yours. What we know is that about 70% of requests to the Google assistant are expressed in natural language And Google predicts that by 2020 half of all searches will be conducted through voice. The other way that voice searches can be very valuable is that they're completely relevant when it comes to local businesses. So we're seeing a very huge rise of people searching for restaurants, stores and other venues near them as they are opening up their phones to look for information. The way that this plays ou...
t is that instead of people searching for a phrase such as new york city weather, they're speaking into their phones. What is the weather in Manhattan like today? So it's very conversational and some other ways that you can utilize this is to think about what we had said earlier regarding purchase intent. So from a voice search perspective, if someone says how can I join a gym that's relatively low intent, that's just somebody looking for information about how they can join a gym, they're just sort of, you know, looking to be educated about it. Or maybe I want to find out about the different ways or the different gyms that are available to them. Medium intent might be, what is the nearest gym? So that's showing a little more interest in the topic at hand and then high intent could be joined a gym near me and you can see how each of those three are quite different in their level of intent and therefore when you're bidding for keywords and coming up with the keyword strategy, understanding the customer's journey and how they plan to search for your brand or business would be quite helpful as well. Other things that um are relevant to this is Knowing that about 70% of all search traffic is long tail keywords. Voice search is naturally fall into the long tail keyword category because anything more than 5 to 6 words counts as a long tail keyword, long tail keywords are typically higher in their purchase intent and they cost less because there are less people searching using those phrases. So from a cost efficiency perspective optimizing for the types of questions that your user might be posing into their device is a great way to take your client's budget and be able to spend it very effectively understanding what types of things they might be seeking, other news and updates from google in terms of their search. Ad features include the ability now for us to shop on google images the same way that you might open up instagram and see the way that a retailer has tagged certain items for sale, google now has that same ability where if you search for a specific image, if it's a retail image that from a retailer that's also buying google shopping ads, those items in the picture are completely linked back to a product page and here's how that can be displayed as you can see here. Someone has typed in home offices and they've clicked on google images to just look at various home offices. The first result that shows up as a sponsored results. So that's right here and all of those items that are tagged in the sponsored results are directly linked back to the company's products. So this is almost like looking at a catalog where if you wanted to shop that lamp that you see on the desk right now, you could click on that and go directly to the website to see it beneath the sponsored image are just the regular photos that you typically would see through google images. So that's an interesting offering that they've just come out with. Another thing that they've launched recently is the ability to shop products through images as well. So what we're just seeing on the screen now is a collection of images from Macy's showing beauty products. And not only are you just seeing the pictures if you were to click on any of the pictures in the collection, you'd be driven to Macy's website, and also specifically to their beauty product pages where you can buy the same things that you're seeing. So it's a little bit of a mix of google now, competing with Pinterest and instagram in the ability to link directly back to the websites, but now charging advertisers in order to get this premium placement.