How Search Engine Marketing (SEM) Affects Your Business Success

Hi everyone, today we’re going to take an introduction to the Google Search Network (G.S.N.) but before delving into that we have to know what the Google Ad words entails.

The Google Ad word is an online advertising program that allows you to grow your business by reaching new customers. This can be done through the Google network which is basically divided into two namely:

• Google Search Network
• Google Display Network

There are some basic terminologies used in Google ad word. These include;

Search phrases: They can also be referred to as search terms or search queries.  Search phrases are words or phrases used by people to search online. E.g. “latest phones”, “undergraduate scholarships”.

Campaigns: This is your general plan of getting your ads to reach new customers.

Ads: it is the message you convey to your customers which tells them about your goods, services and offers. It also tells them the key selling points and how to respond to.  It can take different forms such as text, videos or images. They are also referred to as PAID SEARCH RESULTS.

AD GROUP:  An ad group is a group of ads with related theme

AD AUCTION: It is the means by which Google determines which ad is shown and in what order they appear. This is determined by the bid and quality score of the ads.

Organic search results: It is the list of websites that matches the search phrases of an individual.

Keywords: They are words i.e. search phrases that customers are likely to use when searching for things related to your goods and or service.

Placements:  These are sites across the internet where your ads can be displayed, they maybe whole websites or part of a website. They include Google owned properties like YouTube and Google search partners.

IMPRESSION: This is the number of appearances of your ad shows on websites, mobile apps and other places where it appears.

Landing page: These is a page where your customer is directed to after clicking your ads. They include the same details, selling points and promotional information as your ads.

Ad rank: It is a way by which Google determines whose ad will appear on sites and search results and in what order. Ad ranks are based on your bids and quality score i.e. your ad rank is as good as the maximum amount you’re willing to spend on an ad as well as the quality and relevance of your keywords, landing pages and ad

Bid: It is the maximum amount you're willing to pay for each click on your ad

BUDGET: It is the amount an advertiser pays for his ad to show per day.

Quality score: This is based on the relevance of your keywords, the quality of your landing page, your ad's click through rate (CTR), adjusted for its position on the page, and a few other factors. When using Cost-per-thousand impressions (CPM) bidding on the Google Display Network, Quality Score is simply based on the quality of your landing page.

Average Cost- per-click: It is also referred to as pay-per-click.  Average CPC is the average price you pay each time an individual clicks on your ad,  it is used to compare the performance of different keywords, campaigns, ads, etc.

 Avg. CPC = Cost / Clicks

Click through Rate (CTR): This is the ratio that shows how often your ad is clicked by individuals that see it.

CONVERSION: It is the action a customer takes when your ad is clicked.

GOOGLE SEARCH NETWORK

The Google Search Network is a group of search related websites where your ads can appear. It also includes Google search sites and Google search partners (other search sites which partner with Google to show ads). GSN exploits the search results of an individual to match websites based on the terms used by such individual.

We’ll continue from here in our next discussion.

Thanks.