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Bài giảng Tiếp thị trực tuyến (E-Marketing) – Chapter 4: Search Engine Marketing (SEM) and Search Engine Optimisation (SEO)

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Bài giảng Tiếp thị trực tuyến (E-Marketing) – Chapter 4: Search Engine Marketing (SEM) and Search Engine Optimisation (SEO) phân tích hai công cụ thiết yếu trong việc tăng khả năng hiện diện của doanh nghiệp trên môi trường trực tuyến. Người học sẽ nắm được kỹ thuật tối ưu hóa tìm kiếm tự nhiên (SEO) và quảng cáo tìm kiếm trả phí (SEM). Mời các bạn cùng tham khảo!

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  1. University of Information Technology – Vietnam National University, Ho Chi Minh City Dr. Tran Van Hai Trieu Faculty of Information Systems Chapter 4 Search Engine Marketing (SEM) and Search Engine Optimisation (SEO) Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, Copyright © 2022, 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
  2. University of Information Technology – Vietnam National University, Ho Chi Minh City Dr. Tran Van Hai Trieu Faculty of Information Systems Learning objectives 1. Recognize what SERP, SEM, and SEO are. 2. Understand definitions of SEM and SEO. Questions for marketers 1. What are SERP, SEO, and SEM? 2. How do SEO and SEM apply in digital marketing? Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, Copyright © 2022, 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
  3. University of Information Technology – Vietnam National University, Ho Chi Minh City Dr. Tran Van Hai Trieu Faculty of Information Systems 1. Search Engine Result Page (SERP) Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, Copyright © 2022, 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
  4. University of Information Technology – Vietnam National University, Ho Chi Minh City Dr. Tran Van Hai Trieu Faculty of Information Systems How do search engines work? Source: https://www.youtube.com/watch?v=W5h22tgPAS8 Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, Copyright © 2022, 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
  5. University of Information Technology – Vietnam National University, Ho Chi Minh City Dr. Tran Van Hai Trieu Faculty of Information Systems Activity of search engines • To find relevant content on web pages, search engines are constantly performing three tasks: Crawling Indexing Ranking Search engines use Search Search engines “crawlers,” programs engines ultimately rank that visit every page create an them based on of each site online to index of all relevancy & determine what content authority content they hold stored online (popularity) Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, Copyright © 2022, 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
  6. University of Information Technology – Vietnam National University, Ho Chi Minh City Dr. Tran Van Hai Trieu Faculty of Information Systems How Google Works Figure 1.1: How Google Works. Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, Copyright © 2022, 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
  7. University of Information Technology – Vietnam National University, Ho Chi Minh City Dr. Tran Van Hai Trieu Faculty of Information Systems How Google Works (Cont.) Figure 1.2: How Google Works. Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, Copyright © 2022, 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
  8. University of Information Technology – Vietnam National University, Ho Chi Minh City Dr. Tran Van Hai Trieu Faculty of Information Systems Search Engines • Identify web pages that match queries based on one or more techniques ➢ Keyword indexes ➢ Page ranking • Also serve as: ➢ Shopping tools ➢ Advertising vehicles (search engine marketing) ➢ Tool within e-commerce sites • Top providers: Google, Bing, etc. Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, Copyright © 2022, 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
  9. University of Information Technology – Vietnam National University, Ho Chi Minh City Dr. Tran Van Hai Trieu Faculty of Information Systems Example of SERP Figure 1.3: Example of SERP. Source: Own processing. Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, Copyright © 2022, 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
  10. University of Information Technology – Vietnam National University, Ho Chi Minh City Dr. Tran Van Hai Trieu Faculty of Information Systems Search engine result page • There is a variety of information shown on a ✓ Search engine result page (SERP) ✓ Organic search results ✓ Non-organic search results ✓ meta-information about the result (e.g. number of result pages) ✓ vertical navigation ✓ advanced search options ✓ ………. Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, Copyright © 2022, 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
  11. University of Information Technology – Vietnam National University, Ho Chi Minh City Dr. Tran Van Hai Trieu Faculty of Information Systems In conclusion • How do search engines work? • Activity of search engines. • Example of SERP Understand • Search engine result page Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, Copyright © 2022, 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
  12. University of Information Technology – Vietnam National University, Ho Chi Minh City Dr. Tran Van Hai Trieu Faculty of Information Systems 2. Search Engine Marketing (SEM) Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, Copyright © 2022, 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
  13. University of Information Technology – Vietnam National University, Ho Chi Minh City Dr. Tran Van Hai Trieu Faculty of Information Systems What is SEM? SEM is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. (Source: wikipedia.org) • SEM aims to increase the visibility of a website ➢ Search engine optimisation (SEO) ➢ Pay-per-click (PPC) ➢ Social media optimization (SMO) ➢ Video search marketing (VSM) Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, Copyright © 2022, 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved September 9, 2011 13
  14. University of Information Technology – Vietnam National University, Ho Chi Minh City Dr. Tran Van Hai Trieu Faculty of Information Systems Example of SEM and SEO Figure 1.4: Example of SEM and SEO. Source: Own processing. Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, Copyright © 2022, 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved September 9, 2011 14
  15. University of Information Technology – Vietnam National University, Ho Chi Minh City Dr. Tran Van Hai Trieu Faculty of Information Systems Difference between SEM and SEO SEM SEO • Need to pay for the click • Do not need to pay for the click • Can see immediate result • Take time for result • Short term benefit • Long term benefit • Prefer for high budget people • Prefer for low budget people • Results show as per multiple • Search engine shows results ads methods as per ranking factors • Can target specific audience • Can not target specific audience • Running PPC advertisement • Optimizing on-page, off-page, and creating Google Ads and creating backlinks Table 1.1: Difference between SEM and SEO. Source: Own processing. Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, Copyright © 2022, 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved September 9, 2011 15
  16. University of Information Technology – Vietnam National University, Ho Chi Minh City Dr. Tran Van Hai Trieu Faculty of Information Systems Non-Organic Search • In addition to the so-called organic search, websites can also participate in non-organic web search ➢ Cost per impression (CPM) ➢ Pay-per-click (PPC); Cost-per-click (CPC) • The non-organic web search should be treated independently from the organic web search. • Quality of the landing page can have an impact on the non-organic web search performance. • The Google Ads programme is an example of a commercial non-organic web search service. ➢ Other services include Facebook Ads, Tiktok Ads, Zalo Ads, etc. Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, Copyright © 2022, 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved September 9, 2011 16
  17. University of Information Technology – Vietnam National University, Ho Chi Minh City Dr. Tran Van Hai Trieu Faculty of Information Systems Google Ads • PPC or CPM • Campaigns and ad groups • Two types of advertising ➢ Search ➢ Content network - Google Adsense • Highly customisable ads ➢ Region ➢ Language ➢ Daytime ➢ ... September 9, 2011 Figure 1.5: Benefits of Google Ads. Source: Own processing. Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, Copyright © 2022, 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved 17
  18. University of Information Technology – Vietnam National University, Ho Chi Minh City Dr. Tran Van Hai Trieu Faculty of Information Systems Pay-Per-Click Terms Impressions: Occurs each time an ad is displayed Clicks: Occurs whenever a PPC ad is clicked upon Cost-Per-Click (CPC): The amount of money an advertiser pays when someone clicks on its ad Click-Through-Rate (CTR): Represents the percentage of clicks to impressions Conversion: Occurs when web visitors take the desired action on the landing page that the ad takes them to, such as making a purchase, subscribing, registering for an event, etc. Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, Copyright © 2022, 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
  19. University of Information Technology – Vietnam National University, Ho Chi Minh City Dr. Tran Van Hai Trieu Faculty of Information Systems Pay-Per-Click Terms Landing page: Website page that visitors are directed to when they click on a PPC ads. Call-to-Action (CTA): Usually a button on the landing page that clearly indicates what is hoped a visitor will do as a result of visiting the page. Quality Score: A Google metric that considers keyword quality, ads, and landing page experience. Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, Copyright © 2022, 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
  20. University of Information Technology – Vietnam National University, Ho Chi Minh City Dr. Tran Van Hai Trieu Faculty of Information Systems Steps for PPC Ads 1. Define the audience 2. Set an objective 3. Research the keywords 4. Build a landing page 5. Create the PPC ads 6. Set ad keyword bids and targeting options 7. Test the ads Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, Copyright © 2022, 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
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