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7 Elements of Search
Learn The Secrets of Designing Great Search Engine Marketing (SEM) Campaigns
The 7 Elements Methodology
We developed the 7 Elements of Search Engine Marketing video series in response to a need to create a repeatable, measurable method for developing creative advertising content. We routinely use it as a highly successful guide to both strategy and copy development.
The overall success of any Search Engine Marketing campaign (SEM) is dependent on your skill in managing these 7 Elements: Relevance, Prospecting, Competitive Frame, Campaign Structure, Creative, Bidding and Analytics. While each of the elements need to be given attention in developing and running a successful SEM campaign, some of the elements carry more weight in terms of their impact on the total outcome.
| Element | Weight | Description | Aspects |
|---|---|---|---|
| Relevance | 25% | Dominant aspect of SEM | - Motivation, Yours and the Searcher's (Marketing Cycle) - The 7 search outcomes - Outcomes and keywords - Galaxy Marketing Implementation model - Two sources of Relevance - Quality Scores |
| Prospecting | 20% | Who/Where/Why | - Keyword research, deep as well as broad, negative words - Local v National - Urgency, Artificial and Natural - Content Syndication |
| Creative | 20% | What do you say to get an action? | - Finding Motivation - Every ad deserves a good offer - Star, chain, hook approach - Perceived value - Landing pages |
| Campaign Structure | 15% | How the campaign keywords are organised | - Grouping Ads in Google and Yahoo seperately |
| Bidding | 8% | How much you pay | - ROI and Budget Control - The CPA Misnomer |
| Analytics | 8% | Tracking and reviewing results | - Metrics - Why we track? - What we track? |
| Competitive Frame | 4% | Understanding the playing field and other players | - Competitive frame - Who are the Top 4 competitors in Google, Yahoo, MSN? |
Search Training Videos
Learn the secrets of designing great search engine marketing (SEM) campaigns; by using our own 7 Elements of Search methodology next time you create an SEM campaign
Over the coming weeks, we will be releasing a new video in our 5-part series, which will walk you through each new element of search and its importance in designing your search engine marketing (SEM) campaigns.
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Module 1 - Introduction to the 7 Elements of Search A 4 minute introduction to designing great search engine marketing (SEM) campaigns through the use of e-Channel's own '7 Elements of Search' methodology. |
We run regular seminars – Register for the next seminar.
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