Search Expertise Deck

Search Tactical/Training

By: Drew Blumenthal

SEM Definition Search Engine Marketing (also

known as SEM) Refers to all paid listings on a Search

Engine Results Page (SERP) Uses keywords to explicitly target

users. Ads placed at top of page (position

1-3) and bottom of the page (position 4-6)

Search Engine Optimization (also known as SEO)

Refers to all unpaid listings on a SERP

Also uses keywords to target users. Ads placed in the middle of the page.

When used together: 94% brand recall, 26% increase in purchase intent

Search query

PLAsSEM Ads

SEO Listings

Engines of Search Engines

Google (largest search engine) 64.0% of marketshare * Advertising Service: Google AdWords Other Application: Google AdWords Editor

Bing (second largest search engine) 21.4% of marketshare* Advertising Service: Bing Ads Other Application: Bing Ads Editor

Yahoo (third largest search engine) 12.2% of marketshare* Advertising Service: Yahoo Gemini*all results are found on comScore.com and are US based only.

Ad Auction

Quality Score Max CPC Ad Rank/Ad Positionx =

Where your ad is placed on the SERP

The highest amount willing to pay per individual Keyword click

Score (1-10) calculated by relevance of the keyword to the landing pageImpacted By:

• Relevance of the keyword, ad copy, and search query

• Historical click-thru-rate• Quality of the landing

page (relevance and load time)

• Budget restrictions• Competitive landscape• Position desired on the

SERP

• Quality Score and Max CPC• You may have a low Quality

Score, but if you are willing to pay a higher CPC, you can bid enough to rank higher on the SERP

Impacted By: Impacted By:

*Think golf, the lower the number the better, as you are higher up on the page resulting in a higher CTR

In a second price auction with sealed bids, the winner is the advertiser with the highest bid, like a traditional auction. However the price s/he pays is different.

The actual cost to the winner is whatever price it takes to beat the price of the second-highest bidder.

Example: In a 3-person auction where A bids $2 and B bids

$3, C Bids $5, C wins the auction but pays $3.01 for the item, not her/his original bid of $5

Paid search ad auctions use a variant of a second price auction.

An equilibrium is created when all players bid their true valuation of the item (click)

Second Price Auctions

$2.00 $3.00 $5.00

CPC $3.01

A CB

-

Search Structure Account: Broadest, change budget order for all the relating campaigns

Example: CTV 2015 – Google Campaign: Change daily budgets, geographical targeting, language, other goals

Example: Brand – CTV – Core – Exact Ad Group: Change keywords, keyword bids, ad copy

Example: Smart TV

CTV 2015 - Google

Brand – CTV Core - Exact NB – SUHD – Best TV - Exact Tier 1 – Competitors - Exact

Vizio TV Sony TV 4K

Android4K TV TvTv Uhd Tv New Tv

samsung tv

uhd samsung

newest samsung tv

4 k tv 4k tvs vizio 4k sony tvs sony 4k

android tv

Match TypeMatch Type Definition Keyword Possible Match QueriesBroad Any close variation can

appearBest Home Appliance Best Home Appliance

Top 2016 Appliances

Broad Match Modified

Any close variation honing in on the plus signs

Best +Home +Appliance

Best Home ApplianceGreat Home Appliance

Phrase Word order must appear and other words before and after okay

“Best Home Appliance”

Best Home ApplianceBest New Home Appliance

Exact Word order must appear with NO other words before or after

[Best Home Appliance] Best Home ApplianceBest Home Appliance 2016

Negative Any word or phrase with negative in it will not appear

Home Best ApplianceBest Home Appliance

Ad Extensions

Extended Sitelinks Most important ad extension Link up to six additional pages Clickable Available on all engines

Structured Snippets Add additional details not

covered in description lines Short and sweet Not clickable Available on Google only

Ad Extensions Callout extensions

Short and sweet Important quick headers/overall highlights Not clickable Available on Google and Bing

Review extensions Comes from a third party source Adds product credibility Not clickable Available on Google and Bing

Call extensions Make sure the number is accurate Great for mobile and geo-targeting

campaigns Clickable Available on Google and Bing

Change accounts here Generate custom

reportsDate Filter

Change daily budgets here

suggestions, alerts

Key metrics/KPIsOrganized highest to lowest

Key tabs

Indicates campaign

Select allChange statuses

Change or pause whenever

Page Position

*Blue is clickable

Indicates accountClickabl

e Select all

ClickableChange budgets

Key notification

Change columns

Key tabs

Change values Organized

largest to smallest

Date filter

Change Statuses

Generate custom reports

Key Metrics/KPIs

*Blue is clickable

Generate custom reports

Key tabs

Suggestions, alerts

Date filter

Change budgets

Change values

Change columnsOrganized

largest to smallest

*Blue is clickable

Date filter

Ads that show

Saved views

Change columns

Change rows

Change values

Download

Filtered view types

Bulk Uploads

Back to dashboard

Clickable breadcrumb trail

Suggestions, alerts

Organized largest to smallestSelect all

Change graph view

*Blue is clickable

Rows of Text

Always first stepChange

accountsUpload bulk sheets

Change levels

Post changes

Change specific features

Change errors

Change accounts

Always first step

Post changes

Change levels

Error alerts

Error description

Change specific features

Change errors

Upload bulk sheets

Key Columns: Row Type, Action, Campaign, Ad Group, Engine, Status, Engine Status, Clicks, Impr, Cost, CTR, AVG Pos., Advertiser ID, Advertiser, Account ID, Campaign ID, AD Group ID, Ad ID, Ad Title, Description Line 1, Description Line 2, Ad Path filed 1, Display URL, Final URL, Mobile Preference, Ad Type, Ad Sponsored by, *Keyword, *Match Type, *Keyword ID, *Keyword Landing Page

Quick Access ToolbarFormat

PainterPaste Special

Pivot Table

Find and replace

Delete rows and columns

Google ETAs: Headline 1, 30 Characters/ Headline 1, 30 Characters/ Description Text, 80 CharactersGoogle Current: Headline 1, 25 Characters/ Description Line 1, 35 Characters/ Description Line 2, 35 CharactersTips: Use branded name, use call to actions (CTAs), entice the reader, be clear and concise

Column Labels

Format TextGreat for CTR Formatting

Great for highlighting cells

Key Columns: Row Type, Action, Campaign, Ad Group, Engine, Status, Engine Status, Clicks, Impr, Cost, CTR, AVG Pos., Advertiser ID, Advertiser, Account ID, Campaign ID, AD Group ID, Ad ID, Ad Title, Line 1, Line 2 (blank), Ad Path filed 1, Display URL, Ad Landing Page, Mobile Preference, Ad Type, Ad Sponsored by, *Keyword, *Match Type, *Keyword ID, *Keyword Landing Page

Important QA

Column Labels

Great for collaborative projects

Bing/Yahoo Ads: Headline, 25 Characters/ Description Text: 71 CharactersTips: Use branded name, use call to actions (CTAs), entice the reader, be clear and concise

Important for web queries

Clear all filters

Great for QA

Excel Formulas

Vlookup – reference something from a different document/place in current document Important tip: each item in the reference column must be unique Example: =Vlookup(B4,D2:E47,3,0)

Concatenate – combines text together Important tip: when combining text together use quotation marks to leave a space between

the two texts Great for combining Google Copy into Bing and Yahoo copy Examples: =Concatenate(A1, ‘‘ ’’,B1), =Concatenate(A1&B1)

Value being lookup up in current document

Range of values where the answer in sought out

Column number where the answer is based on the range of values being referenced

For exact matches always zero

Excel Formulas Continued

Len – Counts the number for characters including spaces Great for character limits when writing ad copy Example: =Len(A1)

Trim – Removes spaces between text Great for Vlookups, QA Example: =Trim(A1)

Find and Replace Ctrl + H

Add Labels Ctrl + Shift + L

Other Excel Tips and Tricks

Highlight all columns and click the two dimensional arrow to expand all columns

Highlight or un-highlight one or a few cells Shift + or Shift +

At the top of a column: If text below is filled

Hit Shift + to replace all text If text below is not filled

Move over to the next filled column Hit Ctrl + then over to the column you want to fill Then hit Ctrl + Shift +

NEVER use the + icon at the bottom right hand corner of a cell Drags and drops data whether a cell is visible or not