ENTERTAINMENT BUSINESS MASTER OF SCIENCE DIGITAL MARKETING. Kristin Stewart, CD FULL SAIL UNIVERSITY MAR681. Lecture Four

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1 k dmk dmk dmk dmk dm ENTERTAINMENT BUSINESS MASTER OF SCIENCE DIGITAL MARKETING Kristin Stewart, CD FULL SAIL UNIVERSITY MAR681 Lecture Four

2 Week 2 Assignment Marketing Reflections 10%) Focus: Mastery & Leadership Development, Blog traffic building. Write a journal entry on your Tumblr Mastery Journal 300 words minimum, address assignment questions Incorporate one supporting resource Make a comment on a classmate s blog to help their Analytics data mk Submit dmk through Google dmk doc dmk dmk 2

3 MARKETING CANVAS DUE NEXT WEDNESDAY Deliverable: Complete either the PDF or Word doc. Price of ONE item, service, package. 3

4 3. ENGAGE. Develop Conversations. Relationships. Tools: 7 Digital Marketing Channels. Specifically: Paid Search, Display Ads (including Social Ads), Affiliate Marketing Q: Which channels will best accomplish my marketing objective? 4

5 PAID SEARCH DISPLAY ADS Online Advertising SOCIAL ADS AFFILIATE ADS 5 sparkboutik.com

6 Search Engine Marketing (SEM)

7 Search Engine Marketing (SEM) Organic SEO Free Clicks InOrganic Paid Search Cost-Per-Click CONCEPT RECAP What is SEO? Why would a marketer use it? How are SEO efforts implemented?

8 Search Engine Marketing (SEM) Organic SEO Free Clicks InOrganic Paid Search Cost-Per-Click AKA: PPC Ads, Payper-Click, Sponsored Links/Ads

9 SEM Paid Search

10 SEM PERFORMANCE MARKETING Low cost-per-click (CPC) Low competition Paid Search Keyword Bidding

11 SEM PERFORMANCE MARKETING Direct Marketing direct action Conversions Paid Search Keyword Bidding Call to Action

12 Inorganic Search Results Results that appear on the top and right are paid results. The rank depends on the amount of the bid and there is a charge each time a link is clicked. 12

13 $ Payment Model SEM CPC Cost Per Click Display Paid Search Video Paid Search Keyword Bidding Call to Action

14 Paid Search Placement SEM Keywords PPC Ads Paid Search Ad Mngt Keyword Bidding Call to Action Adwords

15 Do you click on paid search ads? 15

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18 Why would a company run a paid ad campaign?

19 PPC vs. SEO PPC Benefits PPC has instant results You choose the keywords Pay on performance SEO Benefits No paying for clicks Credibility Trust Precision targeting Precise tracking/adjustments Landing page control Buy your position 19 Time/location control

20 Why would someone click on the paid ads over organic results?

21 Will Paid Search work for your marketing efforts?

22 Computer Search Ad Mobile Search Ad

23 The Google Job Experiment

24 Google Advertising Google s PPC program is called Google AdWords Place Paid Search ads Place image/video/display ads in Display Network Place ads in YouTube videos For publishers Google offers AdSense Go to google.com/adsense 24

25 RUNNING A PAID SEARCH CAMPAIGN. OBJECTIVE: What will the ad accomplish? Drive people to specific landing page Direct Marketing - achieve a Conversion (action) Increase awareness/show up in search results 25

26 RUNNING A PAID SEARCH CAMPAIGN 2. SETUP: Keyword selection. Select keywords to bid on to support your objective Set up Ad Groups Group words together with specific ads 6-12 highly relevant keywords for each ad Do not duplicate words in a campaign. 26

27 AdWords Campaigns Settings You Choose... Audience Networks and Devices Search Mobile ads? Daily Budget CPC Bid Automatic or Manual bidding 27

28 Cost Per Click (CPC) Bidding on clicks - Automatic Bidding: You set the budget, Google seeks to gain the most clicks possible. Manual Bidding: Only pay when someone clicks on your ad. You control max bid per keyword, placement or group. 28

29 Setting Up a Campaign 1. Create Search Network Campaign 2. Create AdGroup(s) Research keywords. 29

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31 RUNNING A PAID SEARCH CAMPAIGN 3. DESIGN: Create the ads, set ads to run. 31

32 AdWords Campaigns Text Ad Structure: 1 headline (25 characters) 2 lines of descriptive text (35 characters) Display url (website address) (35 characters) Destination URL (landing page) (35 characters) 32

33 AdGroup AdGroup Keywords: butter coffee butter in coffee coffee with butter coffee butter Keywords: organic coffee buy coffee online coffee online papua new guinea 33

34 Simple Planning Template 34

35 AdWords: Better Ad Texts AdWords: Better ad texts, better performance! 35

36 RUNNING A PAID SEARCH CAMPAIGN 4. OPTIMIZE: Evaluate the success. 36

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39 The Technicalities: How it works 39

40 Received Bid 1. COMPANY selects keywords it would like to bid on Google provides a minimum bid for each keyword. This is the minimum amount to get on the first page of results using AdWords. The highest bid doesn t guarantee top rank... 40

41 Quality Assessment 2. Google assigns each keyword a Quality Score which grades the ad on a scale of The score evaluates: Relevance Landing Page (including links and load time) Ad s past click-through rate (or rate of a similar ad, if new) Plus other secret ingredients 41

42 Rank Calculation 3. Google orders (ranks) the ads based on a formula Rank = Bid x Quality Score An above average quality score (6 or 7) can compensate for a lower bid. 42

43 Price Set 4. The price of an ad is determined by the advertiser below them. (Next-highest-placing-ad) Advertiser Ad Price (Bid x Quality Score) Quality Score Advertiser 43

44 Position Bid Quality Rank Price 1 Starbucks 2 RS&H Roasts 3 WholeLatteLove 4 Dunkin Donuts

45 Position Bid Quality Rank Price (Set by Google) 1 Starbucks 2 RS&H Roasts 3 WholeLatteLove 4 Dunkin Donuts $ $ $ $7.25 5

46 (Bid x Quality Score) Position Bid Quality Rank Price 1 Starbucks 2 RS&H Roasts 3 WholeLatteLove 4 Dunkin Donuts $ $5.50 x 8 = 44 $ $ $

47 Ad Price = (Rank = Bid x Quality Score) From Next highest rank Quality Score Position Bid Quality Rank Price 1 Starbucks 2 RS&H Roasts 3 WholeLatteLove 4 Dunkin Donuts ( 44 / 7 ) = $6.29 $ $6.29 $ $4.69 $ $5.18 $ $7.25 By increasing your quality score, you decrease your cost

48 Common mistakes One ad, many keywords Leaves you with non-targeted ads Focusing on budget instead of the ROI Sending all traffic to one page Hurts the relevancy Hurts conversion rates 48

49 A Graduate Level Marketing Classroom Simulation. 49

50 Salespeople Help Latoya create a sales pitch for Paid Search advertising. Make a pitch to the business owners, in an effort to convince each to use Paid Search for their businesses. 50

51 Consultants Conduct keyword research for Paid Search ads for the companies. Create an ad each company could use, should the business owner choose to employ Paid Search ads. Share your ad during the sales pitch to the business owners. 51

52 Marketing + PR Specialists Conduct SEO research for your company s website. Use the SEO Planner in the Resources section of the simulation website. Look at your competitors SEO efforts. Research keywords. Plan the SEO for your business s homepage. 52

53 CONTACT INFORMATION KRISTIN STEWART Course Director Office: x6812 Cell: Primary Secondary ichat: 53