Search Marketing Topics and Optimization

All About Search Marketing Topics and Optimization.

This page is all about search marketing topics and optimization. It will contain information about Google AdWords, Internal SEO, External SEO, and really everything else marketing. Whether you are a professional, student, have your own website, or just getting into search marketing topics and optimization, this page will help clarify some concepts. The goal is to help you with your understanding about search marketing topics and optimization of your website. If you find yourself interested in the topic and are curious about school and career options check out my blog post about Colleges with Digital Marketing Majors.

In this section of, All About Search Marketing Topics and Optimization, we will be talking search marketing topics and optimizationabout:

Four quick ways to optimize your search network campaign on Google AdWords:

First, you need to create a catchy and relevant headline.

As well, make sure to make use of the character limit. Not only will this make the size of your ad larger, but it will allow you to make clarify what you are advertising. If you can improve these two things it will drastically improve your quality score, which will make your advertising costs cheaper.

Second, adjust the size and reach of your campaigns.

To start, work on your ads to improve their ad rank, look into some of Google’s search partners to reach new customer bases and different targets. If you would like to learn more about Google Ad Partners click this link and it will take you to the official Google Ad Words help page. As well, consider increasing your ad spending to increase your ad rank. This is the most effective, yet obviously most expensive route. A couple easy ways to get the best bang for your buck out of bidding are as follows:

  • Use Google Smart Bidding – Automatic bidding that uses Artificial Intelligence
  • Use the filters for where your search can be found – Device type, time, locations, and who sees your ad
  • Track your performance – Look at the performance of your different campaigns and allocate resources properly
    • Look at device performance and use mobile bid adjustments if necessary
    • Check the performance of your ads to look for anomolies

Third, increase your conversion rate through targeting the same customers across all of their devices.

To begin, test out the length of time that it takes for consumers to see your ad. Also, make your conversion windows smaller through increasing the quality of your sites architecture and content. This will decrease the chances that the customer will do research on different devices. Moreover, another easy way to do this is to make sure your ads make sense for the device the customer is on. For example, don’t make a mobile customer fill out a multi-page form or do any activity that is difficult.

Fourth, Use AdWord’s Campaign Drafts and Experiments.

To clarify, this gives you the opportunity to test our changes on a small scale to see the potential results of those changes. Google has made many changes to this program, including disbanding and reinstitution the program in early 2017. For updated information, go to the official Google help guide on AdWord’s Campaign Drafts and Experiments.


In this section of, All About Search Marketing Topics and Optimization, we will be talking about:

Google AdWord’s Display Network – Introduction:search marketing topics and optimization

   Google has the worlds largest display network of websites to display your     display ads. Also, there are four different ad types offered to display your     images on. Each offers different pros and cons, and most good display         campaigns have a combination of all of them. The following is a list of           options.

  1. Responsive ads – These ads just require you to insert your text and an image. They then display as native ads on websites.
  2. Uploaded image ads – This gives you full customizability of your ads. You upload your image in specific sizes and Google places them for you.
  3. Engagement ads – These ads allow users to engage with your advertisements. An example is a vehicle ad that allows you to build the vehicle inside of the advertisement.
  4. Gmail ads – This will allow you to show ads targeted based upon users email habits.

Targeting on the Display Network:

Now, you may be wondering how you target individuals since your ads are on websites and not search results. First, you start with choosing keywords and topics. This will allow Google’s algorithms to target different websites based on the context of the words. Second, Google uses factors such as webpage content, language, and architecture to find which websites will be the best fit for you. Lastly, Google uses your content keywords and contextual topics to find the best content match for a website. This process is now being optimized through Artificial Intelligence.

  • Note – You still pick the location, language, and timing of the campaign at the start of your campaign. As well, don’t forget to pick your KPI!

How Display Ads are Used Differently:

To begin, you should notice that the amount of impressions compared to search is immensely higher. The reach per dollar is much higher in search. It also gives you much more control over who you reach. You are given control over choosing the demographics and audiences that your ads are going to reach. While this reduces the reach of your ad, it will also increase your click through rates and the quality of the content for you audience. You can also refine your ad through content. As previously stated, Google also allows you to choose between keywords, topics, and even website placements for your ads. You also have the option to use Google’s artificial intelligence to do Automated Targeting. You have the option to also choose your risk profile. Your options include to not use it, to use conservative automation, or to use aggressive automation.