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Webucator's Free Introduction to Google AdWords Tutorial

Lesson: Overview of Search Engine Marketing

Welcome to our free Introduction to Google AdWords tutorial. This tutorial is based on Webucator's Introduction to Google Ads course.

Lesson Goals

  • Fundamentals of search engine marketing.
  • Advantages of search engine marketing over other marketing methods.

Building SEM Vocabulary

Duration: 15 to 20 minutes.

Find the right definition for the following terms:

Parameter Definition
CPC AdWords Ad which you wrote.
Impression Average amount spent on bringing visitors to your landing page.
Avg. CPC Number of times someone clicked the ad.
Clicks Single instance of SERP that contains your ad.
CTR Amount of money you agreed to pay per click.
Creative Money you spend on clicks.
Cost Clicks divided by impressions.
  1. CPC - amount of money you agreed to pay per click.
  2. Impression - single instance of SERP that contains your ad.
  3. Avg. CPC - average amount spent on bringing visitors to your landing page.
  4. Clicks - number of times someone clicked the ad.
  5. CTR - clicks divided by impressions X 100.
  6. Cost - money you spend on clicks.
  7. Creative - AdWords Ad which you write.

Organic vs. Paid Traffic

Search engines rely on complex ranking algorithms to decide the search result rank of any Web site. This process is dynamic and rankings are continuously updated.

Search engines also use "spiders" or "Web crawlers" to gather information about your site and bring it back to be analyzed by a powerful central engine.

Search Engine Optimization (SEO) refers to a diverse set of activities that you can perform to increase the number of desirable visitors who come to your Web site via search engines which is also referred to as organic medium.

In contrast to organic medium, a paid medium is one in which you are paying to bring visitors to your Web site.

Marketing Plan 101

Consider the following points before you start your online marketing campaign:

Differentiate Your Services

Identify what makes your products/services unique.

4Ps of Marketing

  1. Product/Services: functionality, brand, etc.
  2. Price: discount, bundling. etc.
  3. Promotions: call to action, compelling reasons to buy your products.
  4. Place: distribution, where do you want to market.

Target and Segment Your Audiences

First identify your audience on a global scale and then decide if you want to focus on a particular segment.

Understand Your Customers Pain Points

Think in terms of your customers' pain points and how your product/services is going to solve your customers' problems (e.g., instead of saying "'rapid weight loss program" in your marketing message it will be more effective if you say "Get in shape for your wedding in a week").

Online Marketing Plan

Duration: 15 to 30 minutes.

Take a moment to think about your business. List the differentiating factors, target audiences, and selling points unique to your business.

Understanding Search Engine Marketing (SEM)

Snapshot of SEM Industry

Pay Per Click (PPC) advertising started gaining momentum in 1998 and at that time it was hard to predict if the PPC medium would succeed or not.

According to Forrester Research, by 2014, SEM will account for 21 percent of all advertising dollars spent.

Google alone has around 63 percent market share in the SEM industry.

Advantages of SEM over Other Marketing Methods


Highly targeted approach toward marketing. Your ad is displayed to only those people who are searching for products/services which you want to market.

Conversion vs. Exposure: Advertisers have to pay only when a prospect clicks on their ads, and there is no charge for displaying your ad on a search engine. Thus, emphasis is on conversion and not exposure.

Control:Ability to measure conversions and cost per conversion, manage daily budget, and measure ad performance allows more control over your marketing efforts.

Simplicity: Do-it-yourself model allows small businesses to start marketing campaign without the huge overhead cost associated with traditional marketing campaigns.

Introduction to SEM Terminologies

Definitions and Significance of Important Parameters

Parameter Definition
PPC Pay-per-click is a pricing model an advertiser gets charged each time a prospect clicks on the advertiser's ad.
CPC Cost-per-click is the amount you'll actually pay for a click on your ad.
Creative Your actual ad content (i.e., four lines of text in AdWords).
SERP Search Engine Results Page.
Impressions Number of times your ad has been displayed by a search engine, represents visibility.
CTR Click-through rate = clicks divided by impressions; measure of relevancy.
Ad Rank The position of a keyword-targeted ad on SERP.
Quality Score Quality Score is a measure of relevancy. There are several types of Quality Scores (e.g., for ad, for keyword).
Google Content Network Google's partner network (Web sites, blogs, etc.) where AdWords ad can be displayed based on content themes rather than specific keywords.
Click How many times someone clicked on your ad to visit your site.
Avg. CPC Average amount you paid per click on your ad.
Max CPC Maximum amount you are willing to pay when someone clicks on your ad.
Avg. Pos. Average position of your ad on the SERP. Varies depending on your ad performance.