When searching a topic on Google; have you ever wondered how the results that are on the top and down the side of the page, get there? If you look at the picture below it is the words on the right of the green line.
Jenny Goodwin, Search Engine Marketer, came to my class to give us the lowdown on this fairly new terminology and her advertising techniques. Goodwin says before she was hired at her current job she had no idea what Search Engine Marketing (SEM) was, “I’m glad to be a part of it when it is so small so as it grows, I grow.”
Goodwin’s top priorities at her job are keywords, ad copy and negate. Goodwin goes to a company’s site and looks for keyword tools. She takes the key words and separates them into different groups.
“I look for precise words to put into a precise ad copy.”
The ad copy is the words you see under the link on the Google search page. (It is circled in yellow in the picture below) Goodwin also puts keywords into the system that are spelled wrong because people misspell all the time when searching and her product could get overlooked if not in the system under the misspelling. Goodwin does have guidelines she has to follow for her ad copy; she has character limits and the ad cannot be in all caps, use the same word multiple times or use punctuation multiple times.
“My job is for the best interest of the advertiser.” And this is where the third part of her job comes in, she must negate. Goodwin has to look for negative press. If there is a recall on iPhones she does not want iPhone ads to come up on that page when it is Googled, so she has to look for keywords that are negative to the product and make sure the product is not linked with those keywords.
Others in her department do the bidding for the ad space on the Google pages. There are two types of deals a company can pay for, for their ad, the first is pay-per-click and the other is pay-per-impression. Pay-per-click is each time the site is clicked on, this is useful to start the business and is revenue. Pay-per-impression is a cost per every 1,000 hits to the site. Her company suggests to the client what type of hit would be best for their product. The people who do the bidding also look for key times the ads need to pop up during the day. They look for certain times in the day when traffic is higher on the search engine sites. The higher the ad is on the page then the more the company paid for the ad. (The ad circled in blue paid the most in the picture below)
You may have also heard the term Search Engine Optimization (SEO) but the two are not related. SEO is when a “spider” crawls across your sight and looks for how often a term comes across your screen. This is useful for me to get hits on my blog. SEM is used by a company to advertise.