ONLINE MARKETING
Course Summary
Abstract
Please note that while these notes do follow the Lecture &
Tutorial Schedule, they have been moved up and down in certain
areas to ensure clarity. It is designed to help understand the
concept as well as answer questions that may pop up in the exam.
Some parts may be more concise than you expect.
Oscar Wilde
,Table of Contents
1. SEARCH ENGINE MARKETING 2
2. SEARCH ENGINE OPTIMIZATION (SEO) 4
3. SEARCH ENGINE ADVERTISING (SEA) 9
4. CREATING A GOOGLE AD CAMPAIGN 12
5. DISPLAY ADVERTISING 19
6. ATTRIBUTION MODELS 25
7. GOOGLE ANALYTICS 26
8. SOCIAL MEDIA MARKETING 28
9. ONLINE BRAND MONITORING 35
10. SENTIMENT ANALYSIS 37
,1. SEARCH ENGINE MARKETING
Search Engine Marketing (SEM) is a term used to describe
the various means of marketing a website via search engines
and entails both organic search engine optimization and
paid search strategies.
1.1. Why is Search Engine Marketing (SEM) important for
Marketers?
ACCESSIBILITY - More than 50% of the world is searching on
the internet.
VOLUME - Consumers are using search engines frequently to
find what they want with more than 40,000 queries per
second / 2 trillion per year
GROWTH – This volume is growing Y-on-Y by 10%.
TIME SPENT - Every person does at least 3-4 searches a day
taking 2 hours a month
SHOPPING BEHAVIOR - Search engines are an integral part of
how consumers to find inspiration, information, selection
and feedback.
TRAFFIC – Search engines direct lot of traffic to
brands/business.
1.2. SEM = SEO (RELEVANCY) + SEA (RANKING)
Relevant = To reach consumers who are looking for your
products/services.
Ranking = To rank first when someone is searching for your
products/services.
1.3. How do you know which consumers are looking for
your products/services?
Search terms (Keywords) become extremely important as they
are the link between the consumer, the product/service and
your business.
, 1.4. SEARCH ENGINE RESULTS PAGE (SERP)
This is basically the results page that is returned by the
search engine when you put in a search query. It contains
3 main sections
• Advertising – search results paid for by advertisers.
• Organic Results
• Rich Snippets – Maps, Knowledge graph, Shopping, etc.
1.5. WHAT DOES GOOGLE SEARCH DO & HOW DOES IT DO IT?
The main objective of Google is to provide you with the
most relevant results possible in relation to your search
query. It does so by going through the process of Crawling,
Indexing, Ranking websites for you which allows it to show
you the most relevant results for you.
• Crawling: A process where it uses Crawlers (software)
to scan all the webpages in the network of internet.
• Indexing – The crawlers will index all the webpages
they visit by adding them to a database – essentially
adding it to the entries for all of the words the page
contains.
• Ranking – Google uses its own algorithm to determine
the order of the page results based on about 200
factors.
- Domain – Age, Keywords, Title Tags, Description Tags
- Content - Keywords – Frequency & Location
- User Experience – Loading speed, compatibility,
mobile friendliness
- Reputation – Authority status of the website –
historical performance (clicks, bounce rate)
- Trustworthiness – backlinks, outbound links, internal
links, social signaling.
- User Profile – Location, web history, language, etc.
Course Summary
Abstract
Please note that while these notes do follow the Lecture &
Tutorial Schedule, they have been moved up and down in certain
areas to ensure clarity. It is designed to help understand the
concept as well as answer questions that may pop up in the exam.
Some parts may be more concise than you expect.
Oscar Wilde
,Table of Contents
1. SEARCH ENGINE MARKETING 2
2. SEARCH ENGINE OPTIMIZATION (SEO) 4
3. SEARCH ENGINE ADVERTISING (SEA) 9
4. CREATING A GOOGLE AD CAMPAIGN 12
5. DISPLAY ADVERTISING 19
6. ATTRIBUTION MODELS 25
7. GOOGLE ANALYTICS 26
8. SOCIAL MEDIA MARKETING 28
9. ONLINE BRAND MONITORING 35
10. SENTIMENT ANALYSIS 37
,1. SEARCH ENGINE MARKETING
Search Engine Marketing (SEM) is a term used to describe
the various means of marketing a website via search engines
and entails both organic search engine optimization and
paid search strategies.
1.1. Why is Search Engine Marketing (SEM) important for
Marketers?
ACCESSIBILITY - More than 50% of the world is searching on
the internet.
VOLUME - Consumers are using search engines frequently to
find what they want with more than 40,000 queries per
second / 2 trillion per year
GROWTH – This volume is growing Y-on-Y by 10%.
TIME SPENT - Every person does at least 3-4 searches a day
taking 2 hours a month
SHOPPING BEHAVIOR - Search engines are an integral part of
how consumers to find inspiration, information, selection
and feedback.
TRAFFIC – Search engines direct lot of traffic to
brands/business.
1.2. SEM = SEO (RELEVANCY) + SEA (RANKING)
Relevant = To reach consumers who are looking for your
products/services.
Ranking = To rank first when someone is searching for your
products/services.
1.3. How do you know which consumers are looking for
your products/services?
Search terms (Keywords) become extremely important as they
are the link between the consumer, the product/service and
your business.
, 1.4. SEARCH ENGINE RESULTS PAGE (SERP)
This is basically the results page that is returned by the
search engine when you put in a search query. It contains
3 main sections
• Advertising – search results paid for by advertisers.
• Organic Results
• Rich Snippets – Maps, Knowledge graph, Shopping, etc.
1.5. WHAT DOES GOOGLE SEARCH DO & HOW DOES IT DO IT?
The main objective of Google is to provide you with the
most relevant results possible in relation to your search
query. It does so by going through the process of Crawling,
Indexing, Ranking websites for you which allows it to show
you the most relevant results for you.
• Crawling: A process where it uses Crawlers (software)
to scan all the webpages in the network of internet.
• Indexing – The crawlers will index all the webpages
they visit by adding them to a database – essentially
adding it to the entries for all of the words the page
contains.
• Ranking – Google uses its own algorithm to determine
the order of the page results based on about 200
factors.
- Domain – Age, Keywords, Title Tags, Description Tags
- Content - Keywords – Frequency & Location
- User Experience – Loading speed, compatibility,
mobile friendliness
- Reputation – Authority status of the website –
historical performance (clicks, bounce rate)
- Trustworthiness – backlinks, outbound links, internal
links, social signaling.
- User Profile – Location, web history, language, etc.
