Learn about how paid search targets users at the point of intent and need.
- [Instructor] Paid search advertising is effective…because it's like mind reading.…You can put an ad in front of someone…as soon as they need it.…I'm going to show you how to select the words…that your target customer would use when they search.…This process, called Keyword Bidding, allows us…to target people based on words and phrases…they use in their search.…When they use the words we choose, it triggers our ad.…There are targeting strategies that help us find…more descriptive phrases with clear intent.…
When we know the searcher's intent,…we can deliver a relevant ad that matches that intent.…To do this, we need to know the three primary types…of keyword searches that people perform.…First, the navigational search.…Like smartwatch Best Buy.…In this type of search, the user types in…the intended website along with the keyword.…Now this presents an issue.…
There's clear intent.…But it may be for a competitor's website.…All of the major paid search platforms…restrict the use of US trademarked terms,…which typically include brand names.…
Author
Matt Bailey
Updated
12/11/2020Released
12/19/2018A free OMCA practice exam is available to LinkedIn Learning members courtesy of OMCP. Use voucher code LIOMCA4 for free access to the OMCA Practice Assessment here: https://omcp.org/for-linkedin-omca-course-participants/
The practice assessment reveals strengths and areas where you may want to review. Scores 70% and higher correlate well to a passing score on the certification exam.
- Performing keyword research for SEO
- Building links
- Managing and measuring SEO campaigns
- SEO for local business
- Targeting, matching, and bidding on keywords for paid search advertising
- Writing compelling paid search ads
- Developing content that target specific audiences
- Using influencers for content marketing
- Investing in an email marketing lists
- Designing an email with a strong call to action
- Developing a social media marketing strategy
- Advertising on social media
- Engaging mobile users
- Designing for conversion
- Using landing pages to sell
- Copywriting tips
- Collecting analytics data
- Automating marketing
- Developing customer loyalty
Skill Level Beginner
Duration
Views
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Introduction
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1. Search Engine Optimization (SEO)
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Performing keyword research3m 14s
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Grasping the basics of SEO3m 30s
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Encountering SEO obstacles3m 58s
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Managing SEO campaigns3m 48s
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Reporting SEO measurement3m 29s
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2. PPC: Paid Search Advertising
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Targeting keywords4m 11s
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Matching keywords5m 1s
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3. Content Marketing
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4. Email Marketing
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Investing in your list3m 29s
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Segmenting your list2m 27s
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Defining and fighting spam4m 18s
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5. Social Media
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Advertising on social media4m 16s
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6. Mobile Marketing
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Engaging mobile users3m 48s
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Pushing mobile campaigns3m 51s
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Targeting mobile ads2m 27s
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7. Conversion
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Testing for improvement2m 45s
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Developing heuristics3m 36s
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Using landing pages to sell3m 14s
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Designing for conversion3m 54s
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Copywriting for results3m 50s
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8. Analytics
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Collecting analytics data4m 17s
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Defining goals and KPIs2m 23s
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9. Marketing Automation
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Centralizing data in the CRM3m 47s
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Conclusion
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Next steps1m 31s
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Video: Targeting keywords