Search Engine Marketing

Week 2
 Agenda
● Google Ads - Ad Formats, Ad Policies & Best Practices
● Dynamic Keyword Insertion (DKIs)
● Ad Extensions
● Keyword Research
● Keyword Match Types
● Landing Page
● Budget
● Bid Strategies
● Conversion Tracking
Ad Formats
Ad Formats
● Text Ads - Can be used with ad extensions. Network: GSN & GDN (Depending upon
extension)

● Responsive Ads - Automatically adjust their size, appearance and format to fit available
ad spaces. Network: GDN
 Ad Formats
● Image Ads - Static, interactive ads, animated ads, .gif and flash format ads. Network: GSN
(Only search partner network) & GDN

● App Promotion Ads - To drive app downloads and app engagements. Network: GSN & GDN
 Ad Formats
● Video Ads - Standalone ads and in-stream video ads. Runs on YouTube and other
Google Display Partner sites. Network: GSN (Only Search Partner) & GDN

● Product Shopping Ads - Shows users a photo of your product, a title, price, store name, and
more details of your product.

Networks:
● Google Shopping (in select countries)
● Google Search
● Google Search Partner Websites
 Ad Formats
● Showcase Shopping Ads - An image and description that expands when clicked to show several
related products and information about the store.

● Call-Only Ads - Ads that include your phone number to drive

phone calls to your business. Network: GSN
Ad Policies & Best Practices
 Ad Policies
Google Ads policies cover four broad areas:
 Writing Great Ads - Don’ts
● Style & Spelling
● Punctuation & Symbols - invalid or unsupported characters like emoji, @ home,
Flowers!!!, etc.
● Capitalization - Eg: FlOwers, FLOWERS, etc.
● Repetition - Includes extensions repeating text that already appears in ad text.
● Unacceptable Spacing
● Phone Number in Ad Text
● Misuse of ad features - Eg: Ads that don’t contain promotional content; text ads
missing a line of text; animated ads that include a game or contest that people play
to win prizes, etc.
● Unidentified Business - Ads or destinations that do not name the product, service,
or entity they are promoting.
● Image quality - upside down or sideways image; blurry, unclear images; images
with illegible text, etc.
● Video quality - illegible text, poor sound quality, blurry, unclear, or unrecognizable
visuals.
How Not To Write Google Ads Copy
Examples:

Yoga Retreat - Visit Kashmir!

yogasala.org/retreats ● Exclamation mark in headline
AN Amazing Yoga Retreat Awaits You In ● Incorrect capitalization
Kashmir. Register Now!

TAXI Service - call @ 8493058239 ● Incorrect capitalization

taxi.com ● Special characters
Want a cab? Call our driver now. ● Phone number in headline
First ride FREE FREE FREE. ● Repetition
● Unacceptable spacing
Writing Great Ads - Do’s
● Interstitial Capitalization
● Display Path
● Use Keywords
● Relevant Final URL
● Highlight Offers & Discounts
● Choose best headlines
● Highlight Your USP
● Call to Action as per Goal - Book an
Appointment/Buy Now/ Visit our
website to know more
● Don’t Include any brand name in ad
copies
Dynamic Keyword Insertion
 Dynamic Keyword Insertion
Dynamic Keyword Insertion (DKI) lets you automatically update your ads with the keywords in your
ad group that caused your ads to show. This makes your ad more relevant to users searching for
what you offer.

Keyword insertion code:

Headline: Buy {Keyword:Chocolate}
Ad Extensions
Ad Extensions
Using Multiple Ad Extensions
Keywords
 Keywords
● Keywords are words or phrases describing your product or service that you choose to help
determine when and where your ad can appear.
● Research Keywords as per Goal
● Keyword Match Types & similarity of your keyword to a user’s search determine the eligibility
of an ad to trigger in response to a user query.
● A great keyword list implies a better performance & lower cost.
 Keyword Research
● Keyword Planner tool helps you discover keyword and ad group ideas.
● Search Term Report helps you identify exact terms entered by users that triggered your ads.
 Keyword Research
Find New Keywords
Keyword Research
 Keyword Research
Get Metrics & Forecasts For Your Keywords
Keyword Research
Keyword Match Types
Match types help you control which searches trigger your ads.

Ads May Show On Searches

Match Type Special Symbol Example Keyword Example Searches
That

include misspellings, synonyms, related

Broad Match none women's hats buy ladies hats
searches, and other relevant variations

contain the modified term (or close

Broad Match Modifier +keyword +women's+hats variations, but not synonyms), in any woman's hats
order

are a phrase, and close variations of that

Phrase Match "keyword" "women's hats" buy women's hats
phrase

are an exact term and close variations of

Exact Match [keyword] [women's hats] women's hats
that exact term

Negative Match -keyword -baseball are searches without the term baseball hats
Keyword Match Types
Broad Match

When To Use:
● Spend less time building keyword list.
● Spend your money on keywords that work.

Consider Other Match Types When:

● Quality Score is low
● CTR is low
 Keyword Match Types
Broad Match Modifier

Broad Match Modifier Keyword Ads May Show On Searches For Ads Won’t Show On Searches For

women's hats
+women's +hats Helmets for women
buy women’s hats
women’s visors
hats for women

Best Practice:
● Keep existing Broad match keywords active.
● Use a different ad group in the same campaign to add Broad match
modifier keywords.
 Keyword Match Types
Phrase Match

When To Use:
● Ad can appear when people search for your exact phrase, even if ● Increase CTR
they include one or two words before or after it. Word order is ● Have Your Ad Text
important with Phrase match. Your ad won’t appear if: Appear Bold
○ An additional word is inserted in the middle of your ● Create Ads With The
keyword by the user. Same Keywords Your
○ Sequence of search terms are different from the Phrase Customers Search
matched keyword sequence. On
 Keyword Match Types
Exact Match

Consider Other Match Types

When:
● To use Exact Match, surround your entire keyword with brackets. ● You don’t have the
● Your ad is shown when a user searches your exact keyword or its close variants: time required to build
○ Misspellings, Singular/Plural forms, Stemmings, Abbreviations, Accents and maintain a list of
○ Reordered words with the same meaning. Eg: [shoes men], [men shoes] Exact Match
○ Addition or removal of function words. Function words include: keywords.
■ Prepositions - like in or to, Conjunctions - like for or but, Articles - ● You want to improve
like a or the impressions and
■ Other words that don’t impact the intent of the search. For example, clicks on your ads.
[shoes for men] is a close variant of [men shoes] with the function
word ‘for’ removed.
 Keyword Match Types
Negative Match

How to identify a negative keyword?

● Look for search terms that are similar to your keywords, but might cater to customers searching for a
different product. Eg: If you sell ‘eyeglasses’, you may want to add “wine glasses” and “drinking glasses”
as negative keywords.
● Search Term Report can help you identify negative keywords for your campaign.
 Keyword Match Types
Negative Keywords

● You can add negative keywords to your Search and Display campaigns, and avoid targeting sites
that contain those terms.
● Negative keywords are not as precise in the Display Network as they are on the Search Network.
Site Category options and content exclusions are the best ways to avoid targeting unrelated sites
or videos on the GDN.
● Negative keywords can be added to:
○ Ad Groups
○ Campaigns
○ Negative Keyword Lists
 Keyword Match Types
Negative Keyword Lists

● If there are search terms that give you unwanted impressions or clicks across multiple
campaigns, you can create a negative keyword list that include those terms, then apply the list
to relevant campaigns.
● Advantage of negative keyword list:
○ You don’t have to manually add the same negative keywords to individual campaigns.
○ Easily manage future changes to negative keywords across campaigns.
 Activity
● Imagine you’re building a keyword list for a company that sells yoga pants. If you
include the broad match keyword: women’s yoga pants, which of the following
searches could trigger your ad?

● Women’s Yoga Pants → Yes! Keywords aren’t case sensitive, so this search
could trigger your ad.
● women’s yog pants → Yes! The default setting for keywords includes variations
like misspellings.
● women’s trousers → Yes! The default setting for keywords includes
synonyms, so this search could trigger your ad.
Landing Page
 Landing Page
Landing page is the web page where
people end up after they click on your ad.

● A Final URL is specified for each ad and this

determines the LP for that ad.
● LP Experience is a factor in determining Quality
Score. It affects the Ad Rank and therefore the CPC
and Ad Position in the Ad Auction.

LP Experience is Google Ads measure of how well your

website gives people what they are looking for when
they click your ad.

Factors affecting LP Experience:

● Relevance and usefulness of the information on
the page.
● Ease of navigation for the user
● How many links are on the page.
 Landing Page
➢ Landing page Examples
➢ LP Metrics to track:
○ Mobile Friendly Click Rate
■ Percentage of mobile clicks that go to a page that is deemed mobile friendly by Google’s
Mobile Friendly test.

○ Valid AMP Click Rate

■ Percentage of ad clicks to AMP LPs that reach a valid AMP, as determined by the AMP
Validator
■ Note: Only clicks from Search Ads are reported currently for this metric.

○ Performance Metrics
 Activity
Test your LP URL using Google’s Mobile Friendly test to see if it is
mobile-friendly.
Budget
 Budget
● You need to set a campaign budget for your Google ads to run.
● Daily budget is the amount that you set for each campaign to indicate, how
much, on average, you’re willing to spend per day.
● Factors that determine daily budget:
○ Your advertising Goals
○ Amount you’re comfortable spending
 Budget
Tips to Determine Your Daily Budget:

● Calculate based on your monthly budget: Divide your monthly

budget by 30.4 (the average number of days per month).

● Calculate based on your average CPC: Choose a daily

budget for each campaign based on the advertising goal. For
example, if your CPC is Rs. 5 on an average, and you would
like around 500 clicks per day, you might need to set a daily
budget of Rs. 2500. → Average CPC x Clicks per day (goal) =
Daily Budget.
 Budget
• Find your campaign’s Recommended Budget: Google Ads shows
recommended budget for campaigns based on the following factors:
– Recent campaign performance
– Current campaign budget
– Keyword list
– Campaign targeting settings
• Google Ads won’t show recommended budget when:
– You rarely meet your daily budget
– Your campaign has limited data

● Check your ad delivery method: When your average daily

budget is reached your ad stops showing for that day. Ad
delivery method determines how quickly your ads are shown
and how long your budget lasts during a given day.
○ Standard - Spreads budget throughout the day
○ Accelerated - Ideal for advertisers who wants to show
results more quickly.
 Activity
• Imagine you’re creating a Google Ads account for a new small business. What is the best strategy to set
an initial budget?

● Start with Rs. 50 daily budget until you start seeing results, and → Might be too
then increase budget. conservative to see results.

● Start small and after a couple of weeks, invest more in the → Yes! Start small to see
areas that drive your business what’s working for you.

● Start big and after a couple of weeks, lower your budget in → Might be a bit
areas where your account isn’t performing. aggressive. Best practice is
to test with lower stakes
before significantly
increasing the budget.
Bidding
 Bidding
Google Ads offers several bid strategies that are tailored to different types of campaigns. Bid strategy that is best
for you can be decided based on:
● Which networks your campaign is targeting
● Whether you want to focus on getting clicks, impressions, or conversions.

Each bidding strategy is suited for different kinds of Media Cost Models
campaigns and advertising goals.
 Bidding
How do you know which bid strategy is best for you as per Goal?

Ask yourself what you want the user to do after they’ve seen your ad.

● Do you want them to walk away simply being familiar with

your brand?
● Do you want them to click through to check out your
website?
● Do you want them to join your loyalty program and create
an account?
● Do you want them to purchase something?
 Bidding - Media Cost Models
Advertising Goal Focus On Bid Strategy What to Use?

Direct action by Conversions Google Ads Smart Bidding Conversion Tracking.

customers on your
website.

Generate traffic to your Clicks Cost-Per-Click (CPC)

website.

Increase Brand Impressions Cost-Per-Thousand Viewable

Awareness Impressions (vCPM) - GDN
Target Search Page Location-GSN
Target Outranking Share - GSN
Target Impression Share - GSN

Increase views or Views Cost-Per-View (CPV) or CPM TrueView Video Ads /

interactions with your Image Ads
ads through videos

Increase product or Views CPV TrueView Video Ads

brand consideration
through videos
 Bidding
Activity

1. You’ve just started a new business. You’re excited to spread the word. What bid strategy
would you opt for when you create a Google Ads campaign?

CPM: Impressions are valuable for you. Building brand visibility and brand recall are
important at this stage.

2. Your business has decided to set up an e-commerce portal to market some trendy
products that are in vogue at the moment. Your business is already well known. What bid
strategy would you opt when you create a Google Ads campaign at this point?

CPC: To drive more clicks from the ads to the landing page.

Conversion-based bid strategies

Bid Strategies
 Bid Strategies

Portfolio Bid Strategies (previously Flexible Bid Strategies) is an automated, goal-driven bid strategy that groups
together multiple ad groups, ads, and keywords. They include:
● Three Smart Bidding Strategies: Target CPA, Target ROAS, and ECPC
● Maximize Clicks
● Target Search Page Location
● Target Outranking Share
● Once created, a portfolio bid strategy is stored in the Shared Library. You can manage the bid strategies and
track their performance from this location.
● Use Campaigns, Ad Groups, and Keywords pages to add items to a Portfolio Bid Strategy.
 Conversion-Based Bid Strategies
Google Ads Smart Bidding is a set of automated bid strategies that uses machine learning to optimise
for conversions or conversion value in each and every auction - a feature known as “auction-time
bidding”. It also factors in a wide range of auction-time signals such as device, location, time of day,
language and operating system to capture the unique context of every search.
Four Smart Bidding Strategies:
● Target CPA (cost-per-acquisition): To increase conversions within a Target CPA
● Maximise Conversions: If you want to spend your entire budget instead of targeting a specific
CPA to increase conversions
● Target ROAS (Return-On-Ad-Spend): To increase conversion value within a Target CPA
● Enhanced CPC (ECPC): To automatically increase your manual bids to maximise
conversions.
● Target Impression Share: To automatically increase your manual bids to maximise
conversions.
 Bid Strategies - Conversion
Target CPA

● Requirements:
○ Set up Conversion Tracking
○ For best results, 15 conversion in the last 30 days before opting for Target CPA.
● The target CPA you set may influence the number of conversions you get.
● If your campaign has historical conversion data, Google Ads will recommend Target CPA. Target
CPA recommendation by Google Ads is calculated based on your actual CPA performance over the
last few weeks.
 Bid Strategy - Brand Awareness
Target Impression Share - This Bidding Strategy can be useful for campaigns with brand terms.
Conversion Tracking
Conversions
A conversion is an action that's counted
when someone interacts with your ad (for
example, clicks a text ad or views a video
ad) and then takes an action that you’ve
defined as valuable to your business,
such as an online purchase or a call to
your business from a mobile phone.
Conversions
Conversions
Conversions
Conversions
Conversions- Attribution Models
Conversions - Global Site Tag
Conversions - Event Snippet Tag
Conversions
Conversions
Introduction to SEO

Keyword Report Metrics

Agenda
• Understanding keyword metrics from the research tool on Ahrefs
How to understand the metrics?
The Basic Interface of the Keyword Explorer
Some of the Basic Factors to Consider
Keyword Difficulty Allows you to Understand How
Hard it will be to Rank for this Keyword
The main thing to observe here is Clicked % and
CPS
Out of the total clicks, what is the Organic%?
Also, which countries can you target with this
keyword, and research accordingly..
Some Other Keyword ideas..
Search for Some Other Terms that has that
Particular Phrase in it...
Manipulate the KD and other Metrics..
Or look into Keywords With a Featured Snippet on
Which You can Try and Rank...
You’ll have to create content accordingly for these
keywords, but the search volume would be low...
Export all the relevant keywords for yourself...
Thank You