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
Search vs. Social (Push vs. Pull)
in this chapter, we'll talk about the difference between using search marketing versus social media marketing in social. You typically will designate who your target audiences and serve ads to them. So one of the best things about social is being able to segment based on lifestyle, demographic and interests and then you push content and push your message directly to them to engage audiences. What's interesting about search marketing is that people are looking for your product or service and it's the keywords that they use that trigger your ad. So in many ways it's smarter to use social media when you're trying to generate awareness at the top of the marketing funnel before people are clear about whether or not they want to engage with you and then you search marketing when they are looking for you so that you can get them into the funnel and get them to convert with you. Search marketing is a higher converting way of executing pay digital marketing and you often will see higher return ...
on your investment for that reason.