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Search Engine Marketing
Cheat Sheet
Search Engine Advertising is commonly referred to as SEM (for Search Engine Marketing) or PPC (for Pay Per Click,
which is how such advertising is most commonly priced by the search engines).
1. Keeping all of your campaign data in one place helps you run an organized
and focused campaign. As you make changes to your campaign – change
your document first – then update your campaign using the search engine’s
interface. Keep a record of all the changes you make in the same document,
so that you keep a central file that captures all of the insights from your
campaign. If multiple people are responsible for the campaign; or if you’re
constantly updating your campaign – store that file online with an online
productivity/sharing tool, such as TELUS ePoint.
2. A successful PPC campaign starts with setting clear cost-limits. Determine
how much you can afford to spend each day on Online Marketing. At
the launch of the campaign, you need to set a value high enough to get
meaningful data – perhaps $50/day – for 1-2 weeks. After that point, you
may want to scale the daily spend up or down to a level your business can
afford.
3. List the terms that your clients are typing into search engines or reading on
Web sites or blogs to learn about or purchase the product/service you want
to sell. A well designed campaign usually starts with at least 100 terms,
including plurals, different spellings and other variations of each word. Use
a keyword suggestion tool to help develop your list (https://adwords.google.
com/select/KeywordToolExternal or http://inventory.overture.com/d/searchin-
ventory/suggestion/).
4. Do you want to advertise on specific Web sites or blogs? Google is currently
unique among the search engines in offering a Site Targeting service where
you can ensure that your ad runs on the specific Web sites you designate.
Site Targeting allows your to select the audience you specifically want to see
your ad, reg