Search Engine Marketing
(SEM)
Paid Campaigns on Google Networks-
PPC
(ads.google.com)
Old Format of Google Results on SERP
New Format of Google Results on SERP
Paid Search
Organic
Search
Ad Formats
• Text Search
Ads
• Text Ads with extensions
• Display/Image Ads
• Video Ads
• Shopping Ads
• App Promotion Ads
• Local Search Ad
Text Search Ads
Ad with extensions
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Display Ads
Video Ads
Shopping Ads
App Promotion Ads
Google Networks- Ads run here
• Google Search Network - Clickable link ads with text appears in
Google Search Results, Google Shopping, Google Maps, Google
Play, Other partner sites
• Google Display Network (GDN)- Display ads (with Images) on
partner sites, bloggers site, Gmail, mobile apps, YouTube
• Google Video Network- YouTube & other partner sites with video
players
Factors effecting Paid Search Results
• Ad Rank (Based on quality score*) – Quality & Relevance of Ad Copy for users,
Landing Page, Key Word Optimization
• Power of Domain- Authority
• Out Bid- Bidding Method & Bidding Value
• Best use of Google Ads options
• *Google has a concept of quality score for choosing the paid ad for any rank which
is kind of a page rank score on organic search. This quality score is then multiplied
by the bid to calculate the ad score. This ad score is finally used to rank order the
ads for a search instance. Higher Quality Scores typically lead to lower costs and
better ad positions.
Keywords for PPC
• Most of the time objectives would be Lead Generation, Sales
or App Download
• Transactional Keywords, Product Based Keywords, Process or
Service Based Keyword would solve the purpose
Type of Keywords Match in Campaign
Keywords for Paid Campaigns can be selected from Key Word Planner
• Broad match – Shows your ads based on any word in your
key phrase and close variations like synonyms and
misspellings- Banking Institute
• Broad match modifier- Shows your ads based on the broad
match, but excludes synonyms (+ Banking Institute, Banking
+ Institute)
• Phrase match - Shows your ads based on exact
phrases in key phrase or query - “Banking Institute”
• Exact match – shows your ads based on exact keywords -
[Banking Institute]
• Negative match - Shows your ads based on searches and
site visits that exclude keywords
Bidding- Types & Strategy
• Frequency Based , Highest Value Bid
• Manual Vs. Automatic Bidding
• Bid on the most relevant keywords. Do not pick them based on only
popularity
• Tie the bidding strategy to business results. In many cases a
lower Ad position will produce a higher ROI.
• Based on Goal & available budget
• Value of product
Campaign Budgeting- Match Media Cost Model
• CPM- Cost per Mille (Cost Per Thousand) – Impressions
• VCPM- Viewed CPM
• CPC- Cost per click
• CPV- Cost per view
• CPA- Cost Per Acquisition
Types of automated bid strategies
• Target CPA- Sets bids to get the most conversions possible while reaching
your average cost-per-acquisition (CPA) goal
• Target ROAS- Sets bids to help you get the most conversion value while
maintaining your
target return on ad spend (ROAS)
• Maximize clicks- Sets bids to get the most clicks within your budget
• Target search page location- Adjusts bids to get your ads to the top of the
page or the first page of search results
• Target outranking share- Sets bids to outrank another domain's ads
• Enhanced CPC- Adjusts your manual bids up or down to help you get more
conversions
Objectives of the campaign
Objective & expected outcome of the campaigns determine the bidding method
• Drive customers into store
• Sell Products online
• Generating Product Demand
• Increasing Brand Recognition
• Get More traffic to site
• Generating the leads of interested customers
• Increasing News Letter Subscription
• Getting phones call target customer
Factors determining the Campaign Budget
• Campaign Planning- Number of Campaigns
• Group of Keywords
• Bidding Value
• Number of Searches, Impressions, Clicks, Views,
Leads, Sales etc.
• Period of campaign- Daily, Weekly, Monthly requirements
Landing Page
• Landing Page is a web page which serves as the entry
point for a website or a particular section of a website.
• Many times we need to create such pages for various campaigns.
• We create certain pages for marketing & campaign purpose
• Such Pages help in acquiring the customers visiting digital media
Here comes Role
of
Landing Page
Components for Landing Page
• Landing Page is a web page which serves as the entry point for a
website or a particular section of a website, many times we need to
create such pages for various campaigns. Following are the
components of Landing page-
➢ Objective of page creation based on campaign
➢ Context (Ad, Post, Comment, Blog, information)
➢ Enablers (Identity of Company like Logo, Brand Name, Information & Direction
which helps/motivate/guide users to take action on page) It should be useful &
informative content with no other navigation (you want users to stay on the page!)
➢ Call to Action (CTA) of Ad Copy - (50% Discount, Season Sales, Free Gift)
➢ Actionable Item (Forms)
Tools for Landing Page Creation
• https://landerapp.com/
• https://unbounce.com/
• https://instapage.com/
• https://www.leadpages.net/
• https://mailchimp.com/features/landing-pages/
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First Name
Last Name
PPC Campaign Results
Email
Phone
Privacy Policy Terms of Servlces
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A/B Testing
• Method of comparing two versions of a Landing Page/webpage/app
against each other to determine which one performs better.
• Experiment where two or more variants of a page are shown to users at
random
• Statisticalanalysis is used to determine which
variation performs better for a given conversion
goal.
• Collect Data, Identify Goals, Generate Hypothesis, Create Variation,
Run Experiment, Analyze Results
What should be tested
Don’t limit yourself when you are choosing which elements to test-
• Test Headline
• Sub Headlines
• Calls to Action
• Colors
• Testimonials
• Images & Videos
• Structure of Page
• Kinds of content
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A/B Testing
A/B testing - also known as split testing or bucket testing
Designing SEM Campaigns in Google Ads
Select the campaign type
Search Campaigns
Select the objective of the campaign
(Traffic, Sales or Lead)
Search Campaigns….
• Select the campaign name, Networks, locations,
language, Audience, budget per days & delivery
method
• Select if Dynamic Ad Campaign needed
• Select the bidding method, start & end date
• Select the site link extensions, callout extensions & call extensions
• Create Ad Groups with set of keywords & content
• Create & Launch Campaign
Set up ad groups Confrmation
Networks *s SeachNe oh
Ads can appear near Google Search results and other Google sites when people search for
terms that are relevant to your records
Include Google search partnes 0
Add Display Neuok â
Expand your reach b/ showing ads to relevant customers as they browse sites, videos, and
apps across the Internet
Yes No
Locations
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Display Campaign
Display Campaign
• Select the objective of the campaign
• Select the campaign name, locations, language, budget per days
• Select the bidding method, start & end date
• Select the Audience & Demographics
• Create Ad Groups with set of keywords
• Create Ad Copy with creative work
• Create & Launch Campaign
Create your campaign ñOnfirndtlO0
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Create your ads
Create an ad now, or skip this step and crate or›eIae. Your campaign won’t w uittodan ed.
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SEO Vs. SEM
SE SE
O M
Outcome in Long Term Outcome in Short Term
Targeting by Content Interest Targeting by
demographics, location
Keyword most important Ad Copy, Bid including
for outcome keyword also important
On the Pages of site Working on Tool options
Organic Traffic Paid Traffic
Content Marketing
• Native Advertising
• Interest & Topic Based content
• Audience & Location Selection
• Few Service Provider-
Taboola, Outbrain, MGID, https://www.dianomi.com
Paid Content Marketing
