Capture high-intent clients when you use search engine marketing

This post has been reposted from LinkedIn. The founder, Jacqueline Chan, hosted a lunch-and-learn webinar for members of the Canadian Counselling and Psychotherapy Association on January 27th, 2023.

Existential questions for the modern internet philosopher

Great work @Genevieve Barriere and the team at the Canadian Counselling and Psychotherapy Association! Thank you for having me last Friday to share paid search marketing concepts with your therapists.

What a blast to have almost two hundred sign-ups and I hope the webinar has been helpful.

For those members who were unable to make the session, you can watch the recording and retrieve the 65-slide deck at the member’s portal.

We encourage everybody to ask good questions and will be answering all questions on Feb 15th, 2023. We’ll be selecting the three best questions and the winners will enjoy one brainstorming session with the founder (value of $250).

Learning objectives for online marketing 101

Webinar Content Highlights:

1. Successful Marketing requires understanding online customer behavior, consumer mindset within the marketing (or purchase) funnel and your customer’s journey prior to making a purchase
2. The online marketing funnel helps you identify the client mindset and needs at each stage. First, define your customer/audience profile and identify their core needs. Second, clarify your goals at each stage of the marketing funnel.
3. The benefits of SEM (Search Engine Marketing) over SEO (Search Engine Optimization): Speed, intent-targeting, visibility to performance metrics
4. The formula to creating a successful SEM campaign
5. The 3 Principles / Concepts behind Paid Search (SEM): The Principle of Relevance, The Keyword Match Concept, Conversion Tracking
6. Four Steps to Launch Your SEM Campaign
7. Using Google Trends to Identify Macro changes in search behaviour
8. Understanding search intent categories and the variety of keyword match types
9. Understanding the concept of Quality Score and its implications on cost
10. How Campaign Architecture can help improve relevance and the most common campaign types
11. Using Keyword Planner to estimate search traffic and use derived insights in other practical ways
12. Different types of ad copies and the most important thing when creating an effective ad
13. The important measures of success for a SEM campaign

**QUIZ TIME**

Other Questions?

Please post your questions in the comments below.

Be a Partner. Contact Us.

Jacqueline Chan
Founder, Healthily Match
Email: healthilymatch@gmail.com