Training Deck – SEM & Facebook Ads

THERE ARE 6,586,013,574 SEARCHES BEING DONE A DAY WORLDWIDE http://www.smartinsights.com/search-engine-marketing/search-engine-statistics/

SEARCH PAID SEARCH SEM (SEARCH ENGINE MARKETING) PPC (PAY PER CLICK) VISUAL OVERVIEW PAID SEARCH SEM (SEARCH ENGINE MARKETING) PPC (PAY PER CLICK) GOOGLE ADWORDS MAPS LISTINGS LOCATION BASED CLAIMING GOOGLE LISITNGS SEARCH ENGINE RESULTS PAGE ORGANIC SEARCH SEO (SEARCH ENGINE OPTIMIZATION)

SEM (SEARCH ENGINE MARKETING) SEM IS GREAT FOR LEAD GENERATION AWARENESS CONSIDERATION PREFERENCE PURCHASE LOYALTY ADVOCACY LEAD GEN “SPRINT CAMPAIGN” ALL ABOUT QUALITY OF ADS AND LANDING PAGES ON WEBSITE REACH CUSTOMERS WHEN THEY ARE READY TO BUY CPC (COST PER CLICK) METHOD; ONLY PAY WHEN AN AD IS CLICKED ON

SEARCH ENGINE MARKETING WHAT IS IT? DRIVES THE MOST QUALITIFED TRAFFIC IN A SHORT PERIOD OF TIME WITH MAXIMIZED rOI FEATURES: TARGET SPECIFIC SEARCH QUERIES AND KEYWORDS THAT ARE CUSTOMIZED TO EACH CLIENT SEARCH ENGINE RESULTS PAGE ADVANTAGES: PAY TO BE TOP OF PAGE. DISPLAYS MOST RELEVANT ADS ON SERP. BENEFITS: INCREASE QUALITY TRAFFIC AND LEADS IN A COST EFFECTIVE MANNER, LEADING TO MAXIMIZING ROI

Text Ad Elements & Character Limits TEXT ADS Text Ad Elements & Character Limits Example DOs Provide a strong Call-to-Action Make a compelling offer Ensure it is relevant to the ad group Write grammatically correct Look at competition for inspiration DONTs No superlatives (best, cheapest) unless verified within two clicks of landing page No words in all CAPS No more than one “!” in description Display URL must match Destination URL

SEARCH ENGINE MARKETING HOW IT WORKS PAID SEARCH IS AN AUCTION TOGETHER, WE STRATEGIZE ON A BUDGET THAT WOULD BE NEEDED TO HAVE A SUCCESFUL CAMPAIGN based on the advertiser’s goals We then determine how much we are willing/able to bid in the auction for keywords and categories of keywords Advertisers with good quality ads and website landing pages that are relevant to the keywords searchers are looking for, along with the price per bid, determines the position on the page The advertiser’s ad only appears to those who are searching for keywords/phrases we are bidding on The advertiser only pays when a searcher clicks on their ad.

AD POSITIONING IT COUNTS

QUALITY SCORE AD RANKING Quality Score is Google's rating of the quality and relevance of both your keywords and PPC ads. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process. Your Quality Score depends on multiple factors, including: Your click-through rate (CTR). The relevance of each keyword to its ad group. Landing page quality and relevance. The relevance of your ad text. Your historical AdWords account performance. No one outside of Google knows exactly how much each factor “weighs” in the Quality Score algorithm, but we do know that click-through rate is the most important component. When more people who see your ad click it, that’s a strong indication to Google that your ads are relevant and helpful to users. Accordingly, Google rewards you with: Higher ad rankings Lower costs QUALITY SCORE HAS INFLUENCE OVER THE COST AND EFFECTIVENESS OVER PAID SEARCH CAMPAIGNS. IT IS GOOGLE’S RATING OF THE QUALITY AND RELEVANCE OF BOTH KEYWORDS AND ADS. THIS ALGORITHM IS USED TO DETERMINE THE COST PER CLICK AND MULIFPLPLED BY MAXIMUM BID TO DETERMINE THE AD RANK IN THE AD AUCTION PROCESS.

WHY CHOOSE US FOR SEM? GOOGLE PARTNER STATUS WE DON’T USE COOKIE CUTTER APPROACH – EVERY CAMPAIGN IS CUSTOM DEDICATED TEAM OF EXPERTS MANAGING AND OPTIMIZING THESE CAMPAIGNS GOOGLE premier PARTNER STATUS TRANSPARENT ANALYTICS INTEGRATE SEARCH CAMPAIGNS INTO ALL OTHER MEDIA/CAMPAIGNS HANDS ON APPROACH – NOT SET IT AND FORGET IT

SEM FULFILLMENT – OVERVIEW OF PROCESS Identify an interest from the advertiser - Have a conversation about their needs (minimum retail budget is $300 monthly) SUBMIT A request for quote for budgets over $1,000 monthly http://leeenterprises.formstack.com/forms/SEM Orders under $1,000 monthly generate self-serve quote at: https://amplified.advertiserreports.com/rip/launch/home Submit sold order for setup at: http://leeenterprises.formstack.com/forms/SEM CAMPAIGN SETUP AND GO LIVE (Centralized team) Campaign is monitored to ensure that it is spending correctly and adjustments made to keyword bids as needed REPORTING CAN BE FOUND IN AMPLIFIED LOCAL REPORTING SUITE FINAL COSTS ARE CHARGED BACK TO ENTERPRISE

TOGETHER, SEM AND SEO BRING THE 1-2 PUNCH SEM VS. SEO WHAT IS THE DIFFERENCE? SEM SEO PAID ADS IN THE PAID SECTION OF SEARCH ENGINES ORGANIC OR “FREE” LISTINGS SECTION TOGETHER, SEM AND SEO BRING THE 1-2 PUNCH POSITION CALCULATED BY COMBINATION OF BID AND QUALITY SCORE RESULTS ARE DISPLAYED BY RULES AND ALGORITHMS COMBINATION OF LOCAL, NATIONAL AND SOCIAL MEIDA RESULTS IMMEDIATE RESULTS; SPRINT CAMPAIGN

QUESTIONS. Sales: Contact Adriane Morris Adriane. morris@lee QUESTIONS? Sales: Contact Adriane Morris Adriane.morris@lee.net 563-383-2127 Fulfillment: Contact Eddi Umphrey edwina.umphrey@lee.net 563.383.2502