Search Marketing — Exercise

In the context of your company’s website, answer the following questions.
Note: If you do not currently have a web site, consider the HomeFinder property portal for this exercise.

  • How do you segment your market? Which segments do you target? How do you differentiate your offering for each target segment?
  • What keywords (and landing pages) have you chosen to draw target customers? Distinguish between short and long tail keywords. (think segments, think personas)
  • Use Google Ads Keyword Planner to research and refine your choice of keywords?
  • Which competitor keywords, if any, do you want to target? Is it feasible/advisable to incorporate competitor keywords within your content?
  • Use Google Ads Keyword Plan Forecast to gauge how much to bid for your chosen keyword? What other factors do you need to consider?
  • In the context of Google’s advertising architecture, how would you structure your advertisements in terms of campaigns and groups?
  • What ad extensions are best suited for your business?

Factors to consider when bidding at Google’s Ad Auction:

  • Select a pricing model. CPC (cost per click) where advertisers pay only for clicks, is a good to begin with.
  • Bids are set for keywords. Average CPC on Google Ads vary substantially by keyword, industry and location.
  • Based on benchmarks compiled by WordStream, the average cost per click is roughly $2.32 on the search network, and $0.58 on the display network (third-party websites that have agreed to show Google ads).
  • Gauge return on advertising spend and optimize bid with the Keyword Search Volume Forecast facility supported by Google Ads Keyword Planner.

Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search bar, relevant pages from MarketingMind will appear in Google’s result pages.

Digital Marketing Workshop

Digital Marketing Workshop

Two-day hands-on coaching on Digital Marketing and Advertising, to train participants in developing and executing effective digital marketing strategies.

What they SHOULD TEACH at Business Schools

What they SHOULD TEACH at Business Schools

Marketing has changed. More so in practical terms, and marketing education is lagging.

The fundamental change lies in the application of analytics and research. Every aspect of the marketing mix can be sensed, tracked and measured.

That does not mean that marketers need to become expert statisticians. We don't need to learn to develop marketing mix models or create perceptual maps. But we should be able to understand and interpret them.

MarketingMind helps. But the real challenge lies in developing expertise in the interpretation and the application of market intelligence.

The Destiny market simulator was developed in response to this challenge. Traversing business years within days, it imparts a concentrated dose of analytics-based strategic marketing experiences.

Dare to Play

Dare to Play

Like fighter pilots, marketers too can be trained with combat simulators that authentically reflect market realities.

But be careful. There are plenty of toys that masquerade as simulators.

Destiny is unique. It is an authentic FMCG (CPG) market simulator that accurately imitates the way consumers shop, and replicates the reports and information that marketers use at leading consumer marketing firms.

While in a classroom setting you are pitted against others, as an independent learner, you get to play against the computer. Either way you learn to implement effective marketing strategies, develop an understanding of what drives store choice and brand choice, and become proficient in the use of market knowledge and financial data for day-to-day business decisions.