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
Brand vs. Non-Brand Keywords
I get asked a lot about branded keywords as mentioned, branded keywords fall within a keyword strategy somewhere around the consideration stage of a funnel where people have made a decision that they want to engage with the specific industry or a specific product type. They're also indicating curiosity about a specific brand and many companies feel as if if they already have great S. C. O. Meaning they're already showing up pretty high in the search results page that perhaps they don't have to invest in bidding on their own branded keywords and it's a good practice to continue to bid on your own branded terms. Especially if the business model is one where the product is distributed by retailers or affiliates or if there are a lot of competitors in the space where other competitors might be bidding on your branded keywords. What you see on the screen now is an example of how Marcato has been on their own branded terms so that they are showing up first in terms of ad placement on the sea...
rch engine results page. But what you also see is Marquitos two competitors that have been on marquitos keywords and they're showing up 2nd and 3rd. So if Marcato had not been on their branded keywords, what you would have seen instead is a search engine results page with the top three results not even being links back to the market a website, it would have been alternatives to Marcato or competitors from our keto showing up first before Marcato themselves even showed up organically. Another example I can share with you is when I worked in the hotel business, we would consistently have to bid on our own keywords because we wanted to drive direct bookings through our website. So when you're driving direct bookings or driving direct sales through your website, you don't have to pay commissions to your affiliates and in the hotel world if you're not bidding on your branded keywords, what happens is that results for Expedia Hotels dot com travel ago and any other third party affiliate That might have access to your inventory or your products would show up in the top 3-5 search engine results terms. So it's always a good practice to at least pay attention to what's happening in your client's industry to see if either competitors are bidding against the same branded terms or if affiliates and retailers are bidding for those same branded keywords. And if that is the case, it is then a good practice to bid on your own branded keywords to ensure that your company or your business shows up first.