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
Objectives and Conversions
So specifically for search, the first step that you'll take, similar to many other digital marketing campaigns is to designate what the goal of your campaign is. And for google search ads, the three goals that you're given, or three objectives that you're given in the platform or to generate sales, generate leads or generate website traffic for sales, This encompasses not just e commerce sales online, but its sales that you might be generating within an app if that's the format of a company that you have, it also encompasses phone calls. So sales over the phone as well as in store sales. And depending on what objective you choose, Google has ways that will track whether or not people are making phone calls or entering your store accordingly and I'll get into that a little bit later. The second campaign objective is leads. So if you have the kind of business where you are capturing emails, building a database, being able to engage customers to then close the deal with them later on, Goo...
gle can help you to find the right people that are going to give over their information for you as a prospective customer so that you can nurture that lead and encourage them to take action. And then the last type of campaign objective is website traffic. So this is purely just getting the right people to visit your website. Sometimes it's visiting a certain section of your website. Sometimes it's visiting a specific product page with the objective of website traffic, Google will help you to find the type of user that will most likely click on this ad and want to visit your website depending on what they're searching for.