Speaker: Suleman Punjani Speaker Bio: Suleman Punjani is a Senior Performance Analyst at DexYP. He is an expert in search engine marketing (SEM), pay per click (PPC) advertising, and reporting analytics. He focuses on optimizing Google and Bing campaigns and to suggest landing page improvements. The following are notes from the Eventeny Webinar Series and the full recording can be found below. -Search engine marketing is a process to gain website traffic by purchasing ads on search engines, such as Google or Bing. -Pay per click is when advertisers pay a fee for each time one of their ads is clicked. -There are 3 main search platforms: -Google, which has dominated the search engine market and maintains 86.86% market share -Bing Ads -Yahoo Search Ads -Google Ads: -Google User Interface (UI): https://ads.google.com/ -Google Ads Editor: https://ads.google.com/ home/tools/ads-editor/ -The Google network allows you to select from a variety of campaigns. Never combine the search and display campaigns. Display campaigns advertise brands and search campaigns are when someone searches directly on Google. Here are the campaign creation networks and settings: -Search Network with Display Select -Search Network on Google Search Result -Display Network: These are often made up of text-based, image, or video advertisements that encourage the user to click through a landing page and take action. -Basic Terms: -Keywords: These are the words or phrases that people type into Google Search, which trigger your ad to appear. When setting up an ad campaign, you’ll pick a list of keywords that you think people might search for when they want what you have to offer. -Bid: This is the maximum amount you’re willing to pay when someone clicks on your ad. (Wth AdWords, you don’t pay for the words to show up, you only pay when someone clicks on your ad to visit your site or call you.) -Quality Score: This metric tells you how relevant your keywords are to your ad — and to your landing page (i.e. the webpage where people will be taken when they click your ad). A good Quality Score can lower your bid costs and improve your ad rank in the search results. -Ad Rank: This metric helps determine where your ad will show up, relative to other ads, when it's triggered to appear on Google. Your rank is determined using your bid, your Quality Score, and other factors. -CPC (cost per click): The actual amount you pay when someone clicks on your ad. (You don’t necessarily pay your entire bid price for every click — that just sets up a range of possible costs-per-click you might pay.) -Conversion: A conversion takes place when someone who has clicked your ad goes on to take another action you’ve designated as important — like making a purchase, signing up for a newsletter, or calling you. -Optimization Score: Your optimization score is an estimate from Google Ads of how well your Google Ads account is set to perform. -Broad Match: The “broad match” setting shows your ad for searches that contain your keywords in any order, and for related terms. This option shows your ad in the broadest variety of searches, and is the default setting for all campaigns. -Broad Match Modifier: This setting allows you to specify that certain words in your broad-match keyword must show up in a user’s search to trigger your ad. So, if your keyword is “high fiber wool yarn” and you wanted to make sure “wool” and “yarn” were always present in a search, you could ensure that by adding a plus sign (+) before those words. So, your broad match modifier keyword would be: high fiber +wool +yarn. -Popular Ad Extensions: -Sitelink: Link customers directly to areas of your website. -Callout: Text-based links to highlight benefits. -Location: Encourages people to visit a brick and mortar business. -Call: Allows people to call directly from your ad. -Price: Shows the price of products or services. -Structured snippets: allow your ads to highlight specific aspects of your products and services.