Strategic Communication 101: Digital and Social Media Strategy - Search Engine Marketing SEM and PayPerClick PPC

What This Is

Search Engine Marketing (SEM) and Pay-Per-Click (PPC) are digital marketing strategies that enable organizations to reach their target audience through search engines like Google. By creating and optimizing online ads, businesses can increase their online visibility, drive website traffic, and generate leads or sales. Effective SEM and PPC campaigns require a deep understanding of search engine algorithms, keyword research, and audience targeting. For instance, during the Tylenol crisis in 1982, Johnson & Johnson's swift and transparent response, including a national recall and a public apology, helped to restore consumer trust and mitigate the damage to their reputation.

Key Theories & Models

• Image Repair Theory (Benoit): This theory provides a framework for repairing an organization's image after a crisis or negative publicity. The five strategies are:
  • Denial: Refusing to acknowledge the issue
  • Evasion: Avoiding the issue or changing the subject
  • Reducing offensiveness: Downplaying the severity of the issue
  • Corrective action: Taking steps to rectify the situation
  • Mortification: Expressing remorse and taking responsibility Strategic implication: Choose the most effective strategy based on the severity of the issue and available evidence.
• PESO Model: This model categorizes media into four types:
  • Paid: Advertising and sponsored content
  • Earned: Media coverage and publicity
  • Shared: User-generated content and social media
  • Owned: Company-controlled media, such as websites and blogs Strategic implication: Plan integrated campaigns that leverage all four categories to maximize reach and impact.
• AIDA Model: This model outlines the stages of the consumer decision-making process:
  • Attention: Grabbing the audience's attention
  • Interest: Generating interest and curiosity
  • Desire: Creating a desire for the product or service
  • Action: Encouraging the audience to take action Strategic implication: Craft SEM and PPC campaigns that address each stage of the AIDA model.
• SEO Pyramid: This model illustrates the hierarchy of search engine optimization (SEO) factors:
  • Keyword research and optimization
  • On-page optimization (e.g., title tags, meta descriptions)
  • Technical optimization (e.g., site speed, mobile-friendliness)
  • Link building and off-page optimization Strategic implication: Prioritize SEO efforts based on the pyramid's hierarchy.
• Customer Journey Mapping: This technique involves visualizing the customer's experience across multiple touchpoints:
  • Awareness: Initial awareness of the brand or product
  • Consideration: Research and evaluation of options
  • Purchase: Final decision and purchase
  • Retention: Post-purchase engagement and loyalty Strategic implication: Use customer journey mapping to inform SEM and PPC campaigns and improve the overall customer experience.
• Return on Ad Spend (ROAS): This metric measures the revenue generated by a campaign compared to its cost:
  • ROAS = Revenue / Cost Strategic implication: Monitor ROAS to optimize SEM and PPC campaigns for maximum ROI.
• Cost Per Acquisition (CPA): This metric measures the cost of acquiring a single customer or conversion:
  • CPA = Cost / Number of conversions Strategic implication: Use CPA to optimize SEM and PPC campaigns for maximum efficiency.

Step-by-Step Application

1. Conduct keyword research: Identify relevant keywords and phrases for your SEM and PPC campaigns using tools like Google Keyword Planner or Ahrefs.
2. Create targeted ad copy: Craft ad copy that addresses the AIDA model and resonates with your target audience.
3. Set up and optimize ad campaigns: Use platforms like Google Ads or Facebook Ads to set up and optimize your SEM and PPC campaigns.
4. Monitor and analyze campaign performance: Use metrics like ROAS and CPA to monitor and analyze campaign performance, making adjustments as needed.
5. Integrate with other marketing channels: Use the PESO model to integrate SEM and PPC campaigns with other marketing channels, such as social media and email marketing.

Common Misconceptions

• Misconception: SEM and PPC are only for e-commerce businesses.
• Correction: SEM and PPC can be effective for any business, regardless of industry or business model, as long as they have a strong online presence and target audience.
• Misconception: SEM and PPC are only for driving website traffic.
• Correction: SEM and PPC can be used to drive conversions, generate leads, and build brand awareness, in addition to driving website traffic.
• Misconception: SEM and PPC are only for small businesses.
• Correction: SEM and PPC can be effective for businesses of all sizes, from small startups to large enterprises.

Exam / Accreditation Tips

• Case-study prompts: Be prepared to analyze real-world SEM and PPC campaigns and provide strategic recommendations.
• Tricky distinctions: Understand the differences between outputs, outcomes, and outtakes, as well as the distinctions between CSR and shared value.
• Strategic thinking: Demonstrate strategic thinking by considering the broader marketing and business goals, as well as the target audience and their needs.

Quick Practice Scenario

Scenario: Your company's CEO is caught on video making an offensive remark. Outline the first three steps your crisis communication team should take.

Answer: 1. Acknowledge the issue and apologize for the CEO's behavior. 2. Provide context and clarify the CEO's intentions. 3. Outline corrective actions and measures to prevent similar incidents in the future.

Rationale: This response is grounded in Image Repair Theory, which provides a framework for repairing an organization's image after a crisis or negative publicity.

Last-Minute Cram Sheet

• PESO Model: Paid, Earned, Shared, Owned media categories
• AIDA Model: Attention, Interest, Desire, Action
• SEO Pyramid: Keyword research and optimization, on-page optimization, technical optimization, link building and off-page optimization
• ROAS: Return on Ad Spend
• CPA: Cost Per Acquisition
• Image Repair Theory: Five strategies for repairing an organization's image after a crisis or negative publicity
• APR Code of Ethics: Professional standards for public relations practitioners
• Google Ads: Platform for creating and managing SEM and PPC campaigns
• Facebook Ads: Platform for creating and managing SEM and PPC campaigns
• 'Two-way symmetrical' is not just 'listening' – it's mutual adjustment, not just research to improve persuasion.