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SEM 101 – THE BASICS

For The Very Beginner – What You Need To Know To Get Started

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April 10, 2023

SEARCH ENGINE MARKETING = SEM

• Definition• Glossary of common lingo• Examples of PPC and Organic listings• Search Engine relationships• Common Objectives & Metrics• Learn more - Resources

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April 10, 2023

WHAT IS SEARCH ENGINE MARKETING?1. Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote

websites by increasing their visibility in search engine results.en.wikipedia.org/wiki/Search_engine_marketing

2. The process of marketing a web site on search engines, including search engine optimization, submitting your site to the search engines and directories for organic listings, pay per inclusion, pay per click, banner ads or any other marketing programs offered by search engines.

www.getonsearchengines.com/kb-search-engine-marketing-glossary.php

3. A set of marketing methods to increase the visibility of a website in search engine results pages (SERPs).

www.thenationtraffic.com/glossary.html

4. The process of building and marketing a site with the goal of improving its position in search engine results. ...

searchenginewatch.com/define

5. Utilizing Search Engine Optimization (SEO) and paid advertising for improved search engine results.

www.activemedia.com/online_marketing_glossary.shtml

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April 10, 2023

Down parka SEARCH

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April 10, 2023

COMMON SEARCH MARKETING LINGO

• AD - Advertisements a searcher sees after submitting a query in a search engine or web site search box. In PPC, these ads are usually text format, with a Title, Description and Display URL. In some cases, a keyword the searcher used in his or her query appears boldfaced in the displayed ad. Ads can be positioned anywhere on a search results page; commonly they appear at the top – above the natural or organic listings – and on the right side of the page, also known as “Right Rail.”

• AD COPY - The main text of a clickable search or context-served ad. It usually makes up the second and third lines of a displayed ad, between the Ad Title and the Display URL.

• AD GROUP• ADWORDS• ADWORDS EDITOR• ALGORITHM - A set of rules that a search engine uses to rank listings in response to a query. Search

engines guard their algorithms closely, as they are the unique formulas used to determine relevancy. Algorithms are sometimes referred to as the ”secret sauce.”

• AUCTION MODEL BIDDING – The most popular type of PPC bidding. First, an advertiser determines what maximum amount per click they are willing to spend for a keyword. If there is no competition for that keyword, the advertiser pays their bid, or less, for every click. If there is competition at auction for that keyword, then the advertiser with the highest bid will pay one penny more than their nearest competitor. For example, advertiser A is willing to bid up to $0.50; advertiser B is willing to bid up to $0.75. If advertiser A’s actual bid is $0.23, then advertiser B will only pay $0.24 per click. Also referred to as market or competition-driven bidding.

• BID - The maximum amount of money that an advertiser is willing to pay each time a searcher clicks on an ad. Bid prices can vary widely depending on competition from other advertisers and keyword popularity.

• BUCKET – An associative grouping for related concepts, keywords, behaviors and audience characteristics associated with your company's product or service. A “virtual container” of similar concepts used to develop PPC keywords, focus ad campaigns and target messages.

• CLICK THROUGH RATE – Also known as CTR. The percentage of those clicking on a link out of the total number who see the link. For example, imagine 10 people do a web search. In response, they see links to a variety of web pages. Three of the 10 people all choose one particular link. That link then has a 30 percent click-through rate. Also called CTR. Source: Webmaster World Forums

• COPY

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April 10, 2023

COMMON SEARCH MARKETING LINGO

• COST PER CLICK – Also known as CPC. Some search engines charge advertisers a cost for every click sent to their web site. The Cost per Click is the total cost for each click received.

• CPA - Acronym for Cost Per Acquisition (sometimes called Cost Per Action), which is the total cost of an ad campaign divided by the number of conversions. For example, if a campaign cost $100 and resulted in 5 conversions, the CPA is $20 ($100 / 5). It cost $20 to generate one conversion.

• CPC – Acronym for Cost Per Click. Some search engines charge advertisers a cost for every click sent to their web site. The “CPC” is the total cost for each click received.

• CREATIVE• CTR - Acronym for Click-Through Rate, the number of clicks that an ad gets, divided by the total number of

times that ad is displayed or served. (Represented as: total clicks / total impressions for a specific ad = CTR). For example, if an ad has 100 impressions and 6 clicks, the CTR is 6%. The higher the CTR, the more visitors your site is receiving; CTR also factors into you advertiser search engine Quality Score and, therefore, your minimum keyword bids on Tier I engines.

• DESTINATION URL• IMPRESSION• IMPRESSION SHARE

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April 10, 2023

COMMON SEARCH MARKETING LINGO

• INVENTORY• KEYWORD• KEYWORD ESTIMATOR• KW• LISTING• MSN AD CENTER• NATURAL• ORGANIC

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April 10, 2023

COMMON SEARCH MARKETING LINGO

• PAGE RANK• PAID INCLUSION• PPC• QUALITY SCORE• SEM• SEO• SERP• SYNDICATION• VISIBLE URL

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April 10, 2023

SERP EXAMPLES - GOOGLE

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April 10, 2023

SERP EXAMPLES – YAHOO!

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April 10, 2023

SERP EXAMPLES – BING (MICROSOFT)

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April 10, 2023

SERP EXAMPLES – ASK.COM

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April 10, 2023

SERP EXAMPLES – AOL SEARCH

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April 10, 2023

COMMON SEM OBJECTIVES & METRICS

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April 10, 2023

RESOURCES FOR LEARNING MORE & GETTING STARTED

• Google for Advertisers – Pet Stick Worst Case Study

• SEMPO – Search Engine Marketing Professionals Organization