SEM Search Marketing

Search Engine Marketing  

How It Works

There are numerous building blocks to how Google AdWords works; here are a few key ones to get you started on your journey to managing a successful and profitable online advertising campaign.

·       Keywords

·       Placements

·       Ad Rank

·       Bids

·       Quality Score


How do keywords trigger ads to appear on a SERP Search Engine Results Page.


Keywords are a single word or group of words (phrases) that a user types into a search box, better known as a search query. The latest is long tail keywords. Use keywords that are relevant to your business and or services. For example, if you are in the hotel business you may use the “ocean view rooms Victoria BC” or “pet friendly rooms Victoria BC” as two unique keywords in your AdWords campaign. When a searcher using the phrase " pet friendly rooms Victoria BC" or a similar term, your ad might appear next to or above the organic search results.

Your ads can also be eligible to appear on other websites in the Google Network that are related to pet friendly rooms Victoria BC.


Important Note:

Create your list of keywords that are relevant to your product or service. Make sure you choice specific keywords and not broad keywords, to increase the likely hood that your ad is showing to people who are interested in your product or services. Example, use the keyword “rooms in Victoria” rather than simply “hotel rooms”. The more specific your keywords are the better the ad position and the better chance a prospect will be interested in your ad. Carefully selecting the correct and relevant keywords improving your ad's performance and your advertising dollars will go further.

Placements: Advertising on non-search websites

Keywords can also trigger your ads to show on other sites across the Internet on Google-owned properties like YouTube, Gmail as well as Google's partner sites like or These are what are called placements, which are part of what are call theDisplay Network. Placements can automatically determine where your ads appear by matching your keywords to websites or, if you can choice to have greater control over where your ads appear by picking placements of your choice.


Ad Rank:

How does Google determines which ads appear and in which positions

It is guaranteed that multiple advertisers will use the same or similar keywords to trigger their ads or will want their ads to appear on the same websites. Ad Rank is used to determine which ads will appear, and in what order.

Ad Rank is based on a combination of:

·       Bid, which is how much you're willing to spend, (CPC)                            maximum  cost per click you are willing to pay as well as                      your daily budget.

·       Quality Score, a measurement of the quality of  ads, keywords,          and website, your ad must have your keywords in it and your                 website and or landing page must have information pertaining             to your ad and keywords. *IN You don’t want your ad for                “five star penthouse room in Victoria” landing on a page                         promoting “cheapest rooms in Victoria”.

·       Ad Extensions will impact if your ads show and in what position,          ad extensions link your ads to various pages on your website as          well as phone numbers and locations.

Quality Score

Your bid and Quality Score can work differently across different campaigns styles. Here are a couple of examples to help illustrate.

With a keyword-targeted ad on Google search, your bid is based on your maximum cost-per-click (max. CPC) bid, the maximum amount you are willing to pay for each click on your ad. It is possible and likely that you will often pay a lot less for your clicks as you will only pay one cent more than the next highest bidder, this is called actual CPC cost per click.

 Your Quality Score is based on

·       Relevance Of Your keywords

·       Quality Of your Landing Page

·        Your Ads (CTR) Click Through Rate number of click s divided                                  by impressions , 1 click per 100 impressions = 1.0% CRT

·        A few other secrete factors - formulas

With a placement-targeted ad on the Display Network using Cost-per-thousand impressions (CPM) bidding, your Quality Score is simply based on the quality of your landing page.

What you pay

Each time an ad is eligible to appear for a search query, it goes through the ad auction. What you’re charged (your actual CPC) is often less than your maximum CPC bid because, with the AdWords auction, the most you will pay is the  minimally required to hold your ad position and any ad formats shown with your ad, such as sitelinks.

Who Offers Pay-Per-Click

All search engines offer Pay-Per-Click, Google, Yahoo, Bing, Facebook to name but a few.
  • Don't put all your eggs in one basket.
  • Google Search is over 75% of all search traffic on the internet
  • Bing and Yahoo are the next most relevant.
  • Facebook has a PPC program and is gaining momentum.
  • LinkedIn is another option and is the social media for Business.

Banner - Image Ads

Again there are hundreds of options when it comes to Banner or image ads, my preference will again be go big or go home...the winner is the Google Display Network.

  • The Google Display Network is the worlds largest network of over a million  websites, videos and apps that you can advertise on with basic text ads or image/banner ads. You can now also create video or rich media formatted ads.These ads are available to anyone with a Google AdWords Account.

  • You Can pick where your ads appear: Advertising on the Display Network, you can not only choose  where you want your ads to appear, but the  types of pages or specific websites, as well as audiences.

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