This video provides an overview of search and display marketing.
- [Instructor] Online marketing has several benefits, but the biggest is the ability to target people with amazing granularity. Because search and display advertisements are served up digitally, we can measure exactly when a user clicked, where they clicked from, and what happens after the click. This data lets us change our marketing plan and optimize our ROI. Let's start by looking at search marketing. This involves placing advertisements on the organic results page of search engines. These advertisements are sold on a pay-per-click model, so you don't pay for impressions, but rather an actual action.
Let's take a look at some of these results by running a query here on Google. I'll look for glasses online. So you can see right away that we have paid ads here along the top of the page. In this case I have four of them, and you notice that they all look a little different. They contain their headline, the link, labeled Ad, and below that there are various pieces of information. Some contain links, some contain reviews, others contain simply a description, and so on. As I scroll to the bottom of the page, you'll also notice that ads appear at the very bottom.
In this case, we have three of them. Now at one point you may have noticed ads along the right-hand side, and ads on the right-hand side do not appear anymore, but instead, sponsored listings can. In this case, we're seeing sponsored results for Google Shopping listings. In this case, these various vendors all have subscribed to share this data with Google Shopping, and then they pay for sponsored results. Now, search marketing is great because the searcher has expressed intent.
In this case, I'm looking for glasses online, so these ads are very relevant to my needs. As a marketer, you'll create a custom list of words or phrases that you want to display ads against. Now, when you conduct a search, a lot happens simultaneously. Now keep an eye on these top two search results. I'm going to run this search again. Now, notice how things changed slightly. Perhaps it's the same ads, or maybe different ads, but the content of the ads may have also changed.
Now the moment that you run your query, Google is going to grab the list of advertisers who want to display ads for this term. They're then going to look at the cost each advertiser wants to pay, and they may get them into a bidding war until the top bids are identified. Next, Google will apply a quality score to the bid, and this score is determined by the keyword's click through rate, the relevance of the ad, prior performance, and even the keyword focus on the landing page itself. The number that comes out determines who wins and who shows up in which slot.
Now, display advertisements are banner ads, or even these same text ads, but shown on someone else's website, not on the Google results page, and you might encounter these as you browse the web. I'm here on mashable.com, which is a popular blog-style website. Here along the top we can see a banner ad for a particular product, and along the right-hand side, we can see a square style advertisement for PayPal. These banner ads are targeted by the content on the page, the actual website itself, or they could be targeted to your user profile as determined by, say, a site you visited in the past.
Now within this chapter, we'll look at setting up both search and display ads using the Google AdWords platform. You can still follow along if you plan on using, say Bing, because many of these concepts are similar, but the platforms do vary. So we'll start by visiting adwords.google.com. To get started, you'll need to either sign in with your Google account here in the upper right-hand corner, or select Start Now and setup your Google account. Now, since this might be your first time using Google AdWords, you'll have to answer a few questions before you get started.
First, you'll confirm your email address, and then we'll enter in the URL of our website. You'll then have the option to decide if you'd like to receive recommendations and tips about your ad performance from Google. In this case, I'll choose Yes, and choose Continue. Once you're done, the first thing Google is going to do is drop you into a wizard to create your first campaign. We'll walk through setting up our first campaign in the next movie.
This course is part of a Learning Path approved by the American Marketing Association.
Gain the skills you need to become an AMA Professional Certified Marketer (PCM) in Digital Marketing by using the industry-leading courses and resources in the Learning Path. Take the AMA certification exam to show that you have what it takes to lead the digital transformation.
- What is online marketing?
- What makes a website effective?
- Working with a designer or developer
- Creating engaging web copy
- Understanding online analytics
- Using goal and event tracking
- Exploring the conversion funnel
- Defining key performance indicators (KPIs)
- Understanding SEO techniques
- Conducting keyword research
- Creating a content strategy
- Leveraging local SEO
- Understanding who's on social media
- Marketing with Facebook, Twitter, LinkedIn, and Pinterest
- Creating compelling video marketing campaigns
- Building an email marketing plan
- Measuring the success of your marketing efforts
- Setting up a blog
- Running A/B marketing tests
Skill Level Beginner
Q: This course was updated on 03/08/2016. What changed?
A: We updated six movies to keep current with the latest interfaces in Google Tag Manager, Google Keyword Planner, Facebook, Twitter, and LinkedIn. Brad also added one new tutorial on setting up a blog.
Q. This course was updated 03/21/2017. What changed?
A. The following topics were updated: installing Google Tag Manager, using goal tracking, looking at a conversion funnel, looking at attribution models, leveraging local SEO, introduction to search and display, launching display search ads, and deciding to use remarketing.