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
What Can You Learn From Search
what can you learn from search through search behavior, We can tap into the different desires and needs of the customer. So by looking at search trends, by seeing what kinds of phrases and keywords that are typing into the search bar, we can get insights on what people care about what they're looking for. And by knowing this your brand or your client's company can strategically align with the keywords and phrases that someone is looking for. Its capturing them at this moment that are most critical and it's also understanding what they're looking for that will allow a company to be the answer to that question. And so a great tool to use to look at overall trends is a tool called google trends. Google has published the top search trends from 2018, as you can see here on the screen And it gives you insight into what people all over the world were searching for in 2018. So we see that the World Cup was a really hot topic. Meghan markle, who made headlines all through that year, has also sh...
owed up at the top of search. Sylvester Stallone and Logan paul are some actors that were heavily searched in 2018. We also see musicians like Daniela Votto and Cardi B who made it to the top of search. So as these folks have made headlines as they've been the focus of media people and users all over the world are curious to know more about them and are using search to find out more information about these products and services and people that they're very passionate about and so as a marketer you can do with this information is take all of the insights that you can gain from, what people are literally telling you they're interested in and align with their passion points. So as a brand or company, if you're selling black panther merchandise, you were probably in a great position last year as that was the number one movie that was searched. Or if folks do care about Demi Lovato, what are the things that they are sparking towards? And on the flip side more specifically for your business, Looking at the types of keywords that are related to your business to see if people are talking about you or looking for products and services like yours and how you can meet that customer when they need a product like yours or when they're searching for a company like yours to engage with.