7 Elements of Search

We developed The 7 Elements of Search marketing 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 you say to get an action?	- Finding Motivation - Every ad deserves a good offer - Star, chain, hook approach - Percieved 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

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