Thursday Training - SEM Training
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00:00Hi everyone, thanks for joining will wait just a few more minutes to make sure everyone can log on.
00:30Okay, welcome everyone.
00:59Thanks for joining today's session, I first want to thank you for hanging in there last week with us. We had some hiccups, but we've made some adjustments. Obviously you see we're using teams this week instead of zoom. A few things to note here on the right side of your screen, you'll see a Q&A button. Please ask your questions through the Q&A button. Those questions come straight to the presenters. We're going to collect all of those questions.
01:29And make sure we answer them and post them to Beasley Academy. We have questions already built out that are in a document that we're going to post and we're going to add your questions to it to make sure we cover everything.
01:43Also, the recording of this training will also be on Beasley Academy so you can reference that. It takes a few days for us to upload the recording so early next week you'll see that there. I did already post our deck that we're covering there so right after this training you could see that and the FAQs will be posted at the end of the day on Friday.
02:05So please know where to go to find to find all this information.
02:10So next slide Kimberly.
02:12We're covering a lot of content today, so today is more of a refresher around search engine marketing. We're covering an overview, how paid search works, campaign setup, why choose us, why Beasley, our process, and then additional resources. I just want to make sure you know where to get all the data in the closet.
02:33With us today we have Rachel Pond who's the director of agency services. We're lucky to have her on the call today because she leads the team that does and executes all of our campaigns behind the scenes. So who better to have on the call than the leader of the team that does this?
02:52So let's get into the training. Next slide Kim.
02:57Okay, search engine marketing also known as pay-per-click the ads at the top of the search engine results page are designed to drive quality traffic and measurable leads.
03:13Three important things to know as we start off with search engine marketing. Number one, the act, it's the act of bidding on keywords relevant to the business. Now the word relevant is going to be used a lot in this training and we'll sort of
03:27circle back to it later on. Number two, if you no longer pay, your ad will not appear. Go figure. So you pay to play here. An organic listing will never show up in the paid ads.
03:39There are generally three to four spaces at the top of the page. The search engine results page changed a few years ago and there used to be ads on the right side. There are no longer ads on the right side. Next slide, Kim.
03:53Now Rachel is going to cover more of an overview of search engine marketing.
03:56Now Rachel is going to cover more of an overview of search engine marketing.
04:00Rachel, you're muted.
04:03Sorry, thanks.
04:07So we're going to talk about SEM along the sales funnel.
04:12SEM falls towards the bottom of the sales funnel.
04:16It really allows the advertiser to get in front of the hand raisers or people
04:21who know what products or services they're interested in.
04:24On the next slide, there are multiple platforms that we can use to impact our advertisers position within a search engine results page.
04:34You can see here Bing, Facebook and Pinterest listed on this pie chart, but by far Google has the largest search market share with 94% of searches taking place on a Google search property.
04:47For our campaigns that we implement, we will be focusing our funds on those Google search properties.
04:54So let's talk about on the next slide the type of customer and really how does SEM help this customer?
05:04So first and foremost, it helps customers increase their reach on the number one search site Google.
05:10It helps us to maintain reputation, the client's reputation through consistent ads and allows the advertiser to employ integrated capabilities to create ads in real time that fit the customer who's searching for our advertisers unique search query.
05:28And finally, it allows the advertiser to stay top of mind at the purchasing stage of the funnel.
05:35So one thing I do want to bring up and one thing that you might hear in the field is SEO or search engine optimization.
05:43SEO and SEM are very different strategies and they require different setup and their algorithms are also done differently behind the scenes with Google.
05:53SEO refers to refining your web page to have the most impact on organic search rate rankings in Google organic rankings show below the paid ads.
06:05So for the example here, the box in red is where those organic search results are going to show.
06:11Whereas SEM refers to investing advertising dollars to impact the paid search results of which is which we were covering today.
06:21So that's what we're focusing on is that box in the green at the top there.
06:26I think Ashley is going to take us through a little bit more in depth campaign set up next.
06:32OK, so how does paid search work? OK, so first it's an auction, right?
06:43Every search that's conducted is a new auction that determines the ads that appear.
06:49The algorithm that Google has in place is designed to show relevant ads.
06:54Now that's important because as consumers, we keep coming back to the search engine because we find what we're looking for.
07:02If we didn't find what we were looking for, we wouldn't come back.
07:05So relevancy keeps us coming back and that's a big piece in how the ads are displayed.
07:11Next slide.
07:13OK, so how does the search engine determine what ad position?
07:17So there are two factors here.
07:19First, the bid.
07:20Our team is bidding on each individual keyword based on the cost per click.
07:26And the second is the quality score.
07:28So the quality score is similar to a credit score.
07:31The higher the quality score, the lower cost per click and the higher positioning.
07:36The quality score is made up of the click through rate, the landing page experience.
07:41So if I click on a heating repair ad, is it taking me to a page that says heating repair and add relevance?
07:49So those three combined determines what ads are displaying on the search engine results page.
07:55Next slide.
07:56OK, so setting up the campaign.
08:00We have a team of experts behind the scenes handling all of this alongside an external partner.
08:09So I'm going to go through this with you guys, but I want you guys to understand that you don't have to worry about any of this.
08:15Because we have the experts that know what they're doing behind the scenes working at all through.
08:20The reason why this is so important to go through, though, is because it paints the picture.
08:25For the client to understand how important it is for a client to use us and use a partner to handle all of this.
08:34Because there's so much involved.
08:36Next slide.
08:38OK, so first is the campaign structure.
08:41It's setting up the bones of the campaign.
08:43Now each account can have multiple campaigns.
08:46And let me give you an example of this.
08:48So if I'm an HVAB company and I want to target Charlotte and I want to target Raleigh, there are two separate campaigns set up.
08:55So for this example, let's say it's campaign Charlotte underneath that campaign.
09:00I'll have the ad groups that are the services that they want to promote.
09:04So it would be air conditioning one ad group and heating the next ad group underneath.
09:09That would be all the app, all the ads and all the keywords associated with that individual ad group.
09:15It's important to set the campaign up the right way in the beginning.
09:19So you have campaign success later on.
09:22Next slide.
09:25Next we're selecting the best keywords.
09:28Our team looks at multiple sources like the client's website, competitor websites.
09:33They do Google search searches.
09:35They're using the Google Keyword Planner, which is the Google tool to understand how many people are searching individual keywords.
09:42Alongside of using the tool that Google gives us, which is Google Trends as well.
09:48They also balance both long tail and short tail keywords.
09:52An example of this would be if I'm a plumbing company, a long tail keyword would be sump pump repair and a short tail keyword would be plumber.
10:01The importance of having both in the campaign is short tail keywords are going to get more volume and long tail keywords.
10:09People are further down the buying cycle, so it's important to combine both and get a mixture of both both sides of the buying cycle.
10:17Next slide.
10:20OK, creating text ads is it is very important because it's the first chance we have to someone actually clicking in to the site and it's almost like a science now building a text that there's a lot that goes into it.
10:32There's multiple headlines you could have. There's a description you have to have naturally written keywords within the description.
10:40And then also you want to make sure that the information that's in the text ad is also somewhere within that website.
10:46Our team creates all of this in their AB testing to make sure we get the highest click through rate.
10:51If by chance your client has text ads that they want us to use, that's OK. It'll probably happen 2% of the time.
10:58We just have to make sure that it's the right character amount and they're using the best practice to make sure the campaign is a success.
11:06Next slide.
11:08Bid and budget management. So we take the allocated SEM budget and we divide it up over 30 days.
11:15Now the bid and budget will change daily based on high traffic days, but in general we're going to stretch out the budget so it's balanced.
11:24The reason we do that is so that on day 2 the budget is not done and then the client has no exposure the rest of the month.
11:31The client will have consistent exposure and be given the opportunity to fluctuate based on high demands of search.
11:38Next slide.
11:41And then campaign optimization, which is extremely important. Every campaign is different, so every campaign is optimized with different goals in mind.
11:50For starters, we're going to start by maximizing the clicks and we do that because that's the first thing we can see.
11:57And then we'll go into trying to increase the amount of conversions and optimize around conversions.
12:03So we're going to look at checking the bids, the bids and the budget, pausing low performing keywords, adding new keywords, optimizing text ads, optimizing campaign structure, and then documenting any campaign changes for a future reference.
12:19Next slide.
12:22OK, so that was a lot of information on campaign set up. Now, why should a business partner with us? Why choose us?
12:30So there's a big seven differentiators. First, we have the experience and that's really important to run a successful campaign.
12:37It's competitive out there and we need to do the best.
12:40So we have a team of experts behind the scenes that making sure that we're doing the best practices.
12:46Also, second, in-depth campaign set up like we just showed.
12:51We just talked about ad creation and keyword analysis. It's important to set up the campaign the best way in the beginning.
12:57Bid management system. So we're optimizing around conversions.
13:02So once the campaign starts going, we can see what clicks actually turn into conversions and will bid appropriately to maximize the budget that we had allocated.
13:12Google partner. We had access to a Google resource to understand algorithm changes and just make sure that we're up to speed on everything.
13:21Ongoing campaign optimization. It's important to keep that optimization going to always increase and increase the conversions there.
13:31Full transparency. We have monthly reporting for the client to look at to understand what's going on.
13:37And then because we're Beasley, we can incorporate the SEM into a bigger media plan, which is very important.
13:43SEM is just a part of the pie and to be mixed with other with other solutions.
13:50Now Rachel is going to talk about process.
13:53Awesome, thanks. So we on the agency services sides really want to ensure that you have a smooth you and your clients have a smooth process in setting up these SEM campaigns.
14:04So we need the for the pre-buy process.
14:07We will need the CNA form filled out in order to get started on a proposal.
14:12The proposals for SEM will take three business days to turn around.
14:17We know that sometimes proposals need to be executed quickly and we will definitely do our best to try and accommodate any proposal needs that you have.
14:26But as Ashley mentioned previously, there's a lot that goes in on our end to making sure that when we are recommending SEM, it's the right client for us to recommend that.
14:39And we're also doing our due diligence on the back end and making sure that the information that we're providing within the proposal will best suit your advertisers needs.
14:50My tips for success during the pre-buy process and thinking about SEM and really thinking about that for an advertiser versus make sure to add as much detail to that CNA form as possible.
15:03That really allows us to be strategic in the recommendation that we're giving to the advertiser.
15:10Next is also to think about the type of advertiser that you're going to recommend SEM to.
15:20For a successful campaign, we will require pixel placement and connection to Google Analytics prior to advertising.
15:27So you want to think and make sure that that advertiser is familiar with pixels and can really help us and understand that that is a part of having a successful SEM campaign.
15:39So let's talk about the post by process.
15:43So a successful campaign really starts with a completed media request form.
15:49Once we receive that form within three business days, we will provide you keywords and ads for your client to approve.
15:58And at that time, we will also provide you instructions with pixel placement.
16:04And again, we can't launch the campaign until those pixels have been placed.
16:07So once that pixel has been placed and the creative is approved, it will take us about one to two business days to go live with your campaign.
16:17And again, setting everybody up for success here.
16:22You know, my success for post by is to set expectations with your advertiser around setup.
16:27This isn't a setup that is going to be just, you know, one time the advertiser approves the creative.
16:34We're going to require them to really help us by placing that pixel on their site so we can optimize their campaigns.
16:40Okay, so that was a lot of information.
16:50Let's just recap.
16:51So the main benefits of SEM are number one qualified traffic.
16:54We're getting in front of people that are already in need of a particular service and the business just needs to be an option in front of them.
17:01Targeted ads.
17:02The ads are targeted specific to the keywords.
17:05Flexibility.
17:06We can adjust bids.
17:07We can adjust strategy.
17:08Message control.
17:09Each text ad is different depending upon the campaign.
17:13And then a measured ROI.
17:16Very, very measured ROI.
17:18SEM captures consumers in the purchase stage of the sales funnel.
17:24We have a team of experts handling all of this behind the scenes.
17:28Campaign success relies heavily on the campaign setup right from the beginning.
17:33Every campaign is different and every campaign is optimized with the client's goals in mind.
17:38And then why Beasley?
17:39Well, you have seven big differentiators to reference and really own when we're going out there selling,
17:46especially selling against someone else trying to take that spend over to us.
17:50Next slide.
17:53Okay, so we have the FAQs that will be uploaded for you on Beasley Academy by the end of the day tomorrow.
18:02I have a case study that I'm also uploading by tomorrow.
18:06We have another knowledge check.
18:08It's four questions.
18:09Please, right after today's course, go in and take that knowledge knowledge check quiz.
18:15The recorded video will be available next week.
18:18Last week's video, just so you guys know, I'm rerecording because the slides messed up.
18:24So if you're looking for that recording, it'll be up soon.
18:27I'm just in the middle of recording that one.
18:29Pricing and updated media request form.
18:32It will be emailed to the DSM's by the end of the week.
18:36I'm sure you guys have questions about pricing and you guys will have that information.
18:40Just ask your DSM's.
18:42And then on Beasley Academy next week, you'll see a new request a training button.
18:47We want to make sure we're giving you guys the content you guys are looking for.
18:51So please, I'll show you a screenshot next week of what it looks like.
18:55But please go there and tell us what you want to hear because we'll build content around what you guys are looking for.
19:01That's all we have today.
19:03We will gather all your questions.
19:05Make sure we get those answered.
19:06Please email me directly if you have anything else additional.
19:09But we appreciate you joining this week and we'll see you next week.
19:12Thank you guys.