[Material] Lesson 2 : SEM — Search Engine Marketing Walkthrough

What is SEM? (Search Engine Marketing)

1. a form of Internet marketing
2. increasing websites’ ranking in search engine results pages (SERPs)
3. include both SEO (search engine optimization) and paid search activities
4. SEM=paid search

Search Engine platform

1. Google Adwords
2. Bing Ads (Yahoo)
3. Baibu
4. Naver etc.

SEM account Structure

SEM Terms

CPC : cost-per-click

• your investment/ the price for each click
• e.g. USD 0.50/click

CPM : cost-per-thousand impressions

• Impressions = The total # times your ad is viewed

CPA : cost-per-acquisition/action (conversion)

CTR : click-through-rate/click-rate (click÷impression)

• How you can tell if your ad is “effective”

How to do SEM

1. Keyword planning
2. Write ad copy
3. Set biding system
4. Analysis

Somethings about Keyword

Google keyword planner / Google Trend / Keywordtool (keywordtool.io)

Keyword Type:

1. Broad

2. Broad match modifier

3. Phrase match

4. Exact match

5. Negative match

Write Ad Copy

Google Readable

Please repeat your keyword 3~4 times in your copy

Human Readable

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Biding

How Google biding system work

ad score X cpc = your ad placement

ad score : the relavant content about your ad
(visit time/action in your website)

cpc : how much money you willing to pay for 1 click

Analysis

1. Budget (total Cost)
2. CTR (click / impression)