Search Engine

Marketing
(SEM)
Juan Morillo PhD
Course Outline

• Introduction to Digital Business

• Introduction to Digital Marketing
• Digital Marketing Plan
• Social Media
• Influencer Marketing
• Email Marketing
• SEM
• SEO
• Social Ads
• Display Ads
Class Agenda

• Search Engine Marketing (SEM) Plan & Strategy

What is SEM?

SEM is a digital marketing strategy that

increases a site’s visibility and rankings
through paid campaigns.

It can also be categorized as paid search

advertising or pay-per-click (PPC)
marketing.
Why SEM?
SEM Plan

1. Objectives Definition

2. Creation of Ad Campaigns
• Campaign Structure
• Ad copywriting
• Bidding strategy
• Keyword research
• Landing pages

3. Tracking and Measurement

Creating an SEM campaign strategy
Keyword research.

Budget.

Ad groups.

Design and test landing page.

Create the ad.

Make a bid.

Monitor the campaign.

Creating an SEM campaign strategy
• The first step in an SEM campaign is for an organization to identify the most effective
keywords it wants to purchase ad space on. This can be done through the use of online
Keyword research. keyword research tools. Research should also be done into competitors' ads and geo-
marketing information about target audiences.

• Marketers create a budget for the ad campaign and set a maximum bid
Budget.
amount.

• An organization advertising several products or services might have to organize its

products into multiple ad groups, which are multiple ads in a campaign that share
Ad groups. similar targets. This approach is more cost-effective than putting every single keyword
into one ad, which can be expensive.
• Every ad must link to a landing page where the product sits. It is a good idea to create a
Design and test landing page. landing page that uses important keywords and provides a good UX. A/B testing can be
used to optimize metrics such as revenue per page and average order value.

• The next step is to create an ad for an ad group based on the keyword and
Create the ad.
competitor research.

Make a bid. • Once an ad is created, a bid is entered into a search engine auction.

• The final step is monitoring the ad's performance with analytics tools, such as Google
Monitor the campaign. Analytics. These tools let organizations track the performance of keywords and make
modifications to the ad, the keywords used or other elements of the campaign.
Some concepts
Term Explanation
An SEM campaign works based on keywords. When a search is made,
Keyword ads will be triggered if these keywords match.
Clicks are redirections from the ad to our landing page, i.e., how many
Clicks people have seen the ad and clicked.
Cost Per Click The value we define within Google Ads to indicate how much we will
(CPC) pay for each click.
We decide how much we want to pay per click. We will only incur this
Pay Per Click (PPC) cost when a user clicks on our link.
The number of times the ad has been shown, i.e., the number of times
Impressions our ad has been seen related to a search. This is data that Google gives
us directly.
Google always considers the users, so the content must fit what they
Relevance need. If we are relevant, Google will help us get more traffic.
Click Through Rate The percentage of people who have seen my ad and clicked, i.e., have
(CTR) interacted with it.
A score from Google, ranging from 1 to 10, to determine if we are good
Quality Score advertisers based on, among other things, the relevance we provide to
the user.
Key Factors Influencing Ad Rank

• Your Bid: Higher bids generally lead to higher ad positions,

but remember, quality also matters.
• Quality Score: A high-quality ad relevant to the search
query and with a good landing page experience has a better
chance of winning the auction, even with a lower bid.
• Ad Extensions & Formats: Using ad extensions like
sitelinks or callouts can improve ad rank and user
experience.
• Search Context: Google considers the searcher's location,
device, and past search history when determining ad
relevance.

The SEM campaign with the biggest budget does not always
get the top spot.
Competitors with a lower bid can win ad space over
organizations with higher bids if their content is more
relevant.
CAC AND LTV
Part 1: Objectives definition
Definition of Objectives

Main General Objectives:

• Sales increase: Boost sales, whether online or in-store.

• Lead Generation: To encourage users in your target

audience to subscribe to your mailing list or provide their
contact information.

• Store traffic: To get the right users to visit our store.

• Brand Awareness (Branding & Reach): If we want to

reach a large number of users and increase the
awareness of our product or service.
Definition of Objectives

Main General Objectives: Specific objectives:

• Targeted Search Ads
• Sales increase • Ad Extensions
• Local Ads
• Lead Generation

• Store traffic

• Brand Awareness
Definition of Objectives

1. Sales increase

Targeted Search Ads

1.Description: Create ads that appear when users search for specific terms
related to your products or services.

2.Tactic: Use high-intent keywords like "buy [product]," "best [product]," or

"[service] price." Ensure the ads include clear and attractive calls to action.

3.Implementation:
• Keyword Optimization: Select and bid on keywords that reflect high
purchase intent.
• Attractive Ads: Create ad copy that highlights promotions, benefits,
and calls to action.
Definition of Objectives

1. Sales increase

Ad Extensions

1.Description: Use ad extensions to provide additional information and

increase the likelihood of clicks.

2.Tactic: Implement price extensions, promotion extensions, and call

extensions to facilitate direct conversion from the ad.

3.Implementation:
• Price and Promotion Extensions: Add extensions that display special
offers and competitive prices.
• Call Extensions: Include a phone number to make it easy for potential
customers to contact directly.
Definition of Objectives

1. Sales increase

Local Ads

1. Description: Create ads focused on users searching for local products or

services.

2. Tactic: Use location-based keywords and configure geographic targeting to

reach nearby users.

3. Implementation:
• Local Keywords: Include terms like "near me" or "[city]
[product/service]."
• Geographic Targeting: Set up campaigns to show only in specific areas.
Definition of Objectives

Main General Objectives:

Sales increase Specific objectives:

• Contact Form Ads
Lead Generation • Ads Targeting Free Resources

Store traffic

Brand Awareness
Definition of Objectives

2. Lead Generation

Contact Form Ads

1.Description: Use search ads that invite users to leave their contact
information.

2.Tactic: Create ads targeted at users seeking information or services,

offering something of value in exchange for their contact information.

3.Implementation:
• Informational Keywords: Use terms like "free consultation," "quote for
[service]," or "more information about [product]."
• Contact Form Extensions: Implement form extensions to capture
information directly from the ad.
Definition of Objectives

2. Lead Generation

Ads Targeting Free Resources

1.Description: Offer free resources (e-books, guides, webinars) in ads to

capture leads.

2.Tactic: Create ads that promote relevant free content, targeted at users
looking to learn more about a specific topic.

3.Implementation:
• Educational Keywords: Use terms like "free guide on [topic]," "[topic]
e-book," or "[topic] webinar."
• Attractive Calls to Action: Include CTAs such as "Download now,"
"Register for free," or "Get the guide."
Definition of Objectives

Main General Objectives:

Sales increase

Lead Generation Specific objectives:

• General Search Ads
Store traffic • Specific Content Ads

Brand Awareness
Definition of Objectives

3. Store traffic

General Search Ads:

1.Description: Create ads that appear for broad searches related to the
website's content.

2.Tactic: Use a mix of general and long-tail keywords to attract a broad and
relevant audience.

3.Implementation:
• Broad Keywords: Include broad terms like "information about [topic],"
"best practices in [industry]," or "[product/service] information."
• Informative Ad Texts: Design ads that lead to landing pages with
relevant and useful content.
Definition of Objectives

3. Store traffic

Specific Content Ads

1.Description: Promote articles, blogs, and other specific website content.

2.Tactic: Create ads that highlight valuable and relevant content to attract
visitors interested in specific topics.

3.Implementation:
• Content Keywords: Use terms like "article on [topic]," "[industry] blog,"
or "guide on [topic]."
• Attractive Ads: Create texts that invite users to explore the content and
include CTAs like "Read more," "Explore," or "Discover."
Definition of Objectives

Main General Objectives:

Sales increase

Lead Generation

Store traffic Specific objectives:

• Broad Search Ads
Brand Awareness • Brand Ads
• Ad Extensions for Greater Coverage
Definition of Objectives

4. Brand Awareness

Broad Search Ads:

1.Description: Create ads that appear for a wide variety of searches related
to the industry.

2.Tactic: Use broad match keywords to reach a larger audience and increase
coverage.

3.Implementation:
• Broad Match Keywords: Include general and broad terms to maximize
reach.
• Generic Ads: Create ad copy that is applicable to various searches and
directs to relevant landing pages.
Definition of Objectives

4. Brand Awareness

Brand Ads

1.Description: Create ads that focus on the brand name to increase its
visibility and coverage.

2.Tactic: Use keywords with the brand name and related terms to ensure
users see your ads when they search for your brand.

3.Implementation:
• Brand Keywords: Use the brand name and common search variations.
• High-Visibility Ads: Create ads that highlight the brand name and its
main benefits.
Definition of Objectives

4. Brand Awareness

Ad Extensions for Greater Coverage

1.Description: Use ad extensions to occupy more space on the search results

page and increase visibility.

2.Tactic: Implement all relevant extensions, such as sitelinks, callouts,

structured snippets, and location extensions.

3.Implementation:
• Sitelinks and Callouts Extensions: Add additional links and messages to
capture users' attention.
• Location Extensions: Include the address of your physical stores to
attract local traffic and improve coverage.
Definition of Objectives

Main General Objectives:

• Targeted Search Ads
• Sales increase • Ad Extensions
• Local Ads

• Lead Generation • Contact Form Ads

• Ads Targeting Free Resources
• Store traffic • General Search Ads
• Specific Content Ads
• Brand Awareness • Broad Search Ads
• Brand Ads
• Ad Extensions for Greater Coverage
 Main General

Example: Objectives Tactical Strategies Examples

Ads targeting keywords like "buy makeup online,"
Objective
Attract customers specifically searching for

cosmetics Sales Increase Targeted Search Ads "best skincare products," or "[specific cosmetic cosmetic products with high purchase
product] price." intent.

Promotion extensions highlighting special offers like Increase click probability by providing more
Ad Extensions "20% off your first order" or "Free shipping on orders information and attractive offers directly in
over $50." the ad.

Ads including terms like "cosmetics near me" or Drive local users to physical cosmetic
Local Ads
"[city] makeup store." stores.
Collect contact information from potential
Lead Ads offering "Free skincare consultation" or "Get a
Contact Form Ads customers interested in learning more or
Generation free sample of our new product."
trying products.
Ads Targeting Free Ads promoting "Free e-book on skincare" or Attract users by offering free resources in
Resources "Beginner's makeup guide." exchange for their contact information.

Ads for broad searches like "best makeup practices,"

Attract a broad audience interested in the
Store Traffic General Search Ads "cosmetic trends," or "[cosmetic ingredient]
content on the cosmetics website.
information."

Promote articles like "How to choose the best

Draw visitors interested in specific topics
Specific Content Ads sunscreen," "Ultimate hair care guide," or "Beauty
related to cosmetics and personal care.
and wellness blog."

Maximize reach and increase brand visibility

Brand Ads appearing for general searches like "cosmetics,"
Broad Search Ads in various searches related to the cosmetic
Awareness "beauty products," or "makeup brands."
industry.
Ensure users see the ads when searching
Ads focused on the brand name, such as "[Brand
Brand Ads for the brand, increasing visibility and
Name] cosmetics," "[Brand Name] beauty products."
coverage.
Implement sitelinks extensions directing to pages Capture users' attention by occupying more
Ad Extensions for
like "About us," "Our mission," and "Customer space on the search results page and
Greater Coverage
testimonials." providing more useful information.
Part 2: Creation of Campaigns
1. Campaign Structure
2. Ad copywriting
3. Bidding strategy
4. Keyword research
5. Landing pages
Campaign Structure
Campaign Structure

Definition of Campaigns, Ad Groups, and Ads:

• Campaigns:

• Description: Campaigns are the highest level of

organization in a Google Ads account. Each
campaign has its own budget and settings.

• Implementation: Define campaigns based on

specific objectives such as sales, lead generation,
website traffic, or brand awareness.

• Example: A campaign to promote a new line of

cosmetic products with a specific budget and
targeting settings.
 Campaigns Budget Ad Groups Keywords Ad 1 Ad 2 Ad 3
Customize bikes Barcelona,

Example:
We focus the
Custom-made bikes We focus the We focus the
Services €40/Day Customize ad on
Barcelona, Customize bike ad on price. ad on quality.
originality.
Barcelona.
We focus the
Cycling store Repairs
Repair bikes Barcelona, Fix
bike in Barcelona, Bike
ad on We focus the
professionalis ad on price.
We focus the
ad on
workshop in Barcelona. warranty.
m.
Mountain bike helmets,
Road bike helmets, Women's We focus the We focus the We focus the
Products €150/Day Helmets
bike helmets, Original bike ad on quality. ad on price. ad on brands.
helmets.
Mountain bike gloves,
We focus the We focus the We focus the
Gloves Protective bike gloves,
ad on quality. ad on price. ad on brands.
Leather bike gloves.
Affordable mountain bikes,
We focus the
Women's mountain bikes, We focus the We focus the
Bikes ad on
Lightweight mountain bikes, ad on quality. ad on price.
warranty.
Lightweight road bikes.
Road bike shoes, Mountain
We focus the We focus the We focus the
Shoes bike shoes, Women's road
ad on quality. ad on price. ad on brands.
bike shoes.

Bike glasses, Bike sunglasses,

We focus the We focus the We focus the
Glasses Polarized bike glasses,
ad on quality. ad on price. ad on brands.
Compact bike glasses.

We focus the
We focus the We focus the
Branding €20/Day General Bike shop in Barcelona. ad on
ad on price. ad on advice.
assortment.
We focus the
Specialized, Scott, Trek, We focus the
ad on naming We focus the
Brands Giant, Canyon, Cannondale, ad on "the
the brands we ad on price.
Orbea, BMC. best brands."
have.
Campaign Structure

Definition of Campaigns, Ad Groups, and Ads:

• Ad Groups:

• Description: Ad groups organize ads around a

common theme, product, or service. They allow
for more granular control over keywords and ads.

• Implementation: Create ad groups within each

campaign, segmented by specific categories of
products or services.

• Example: In a cosmetics campaign, have ad

groups for products like "makeup," "skincare,"
and "fragrances."
 Campaigns Budget Ad Groups Keywords Ad 1 Ad 2 Ad 3
Customize bikes Barcelona,

Example:
We focus the
Custom-made bikes We focus the We focus the
Services €40/Day Customize ad on
Barcelona, Customize bike ad on price. ad on quality.
originality.
Barcelona.
We focus the
Cycling store Repairs
Repair bikes Barcelona, Fix
bike in Barcelona, Bike
ad on We focus the
professionalis ad on price.
We focus the
ad on
workshop in Barcelona. warranty.
m.
Mountain bike helmets,
Road bike helmets, Women's We focus the We focus the We focus the
Products €150/Day Helmets
bike helmets, Original bike ad on quality. ad on price. ad on brands.
helmets.
Mountain bike gloves,
We focus the We focus the We focus the
Gloves Protective bike gloves,
ad on quality. ad on price. ad on brands.
Leather bike gloves.
Affordable mountain bikes,
We focus the
Women's mountain bikes, We focus the We focus the
Bikes ad on
Lightweight mountain bikes, ad on quality. ad on price.
warranty.
Lightweight road bikes.
Road bike shoes, Mountain
We focus the We focus the We focus the
Shoes bike shoes, Women's road
ad on quality. ad on price. ad on brands.
bike shoes.

Bike glasses, Bike sunglasses,

We focus the We focus the We focus the
Glasses Polarized bike glasses,
ad on quality. ad on price. ad on brands.
Compact bike glasses.

We focus the
We focus the We focus the
Branding €20/Day General Bike shop in Barcelona. ad on
ad on price. ad on advice.
assortment.
We focus the
Specialized, Scott, Trek, We focus the
ad on naming We focus the
Brands Giant, Canyon, Cannondale, ad on "the
the brands we ad on price.
Orbea, BMC. best brands."
have.
Campaign Structure

Definition of Campaigns, Ad Groups, and Ads:

• Ads:

• Description: Ads are the texts, images, or

videos shown to users. Each ad group should
have multiple ads for testing and optimization.

• Implementation: Develop several ads within

each group, focusing on different angles and
messages.

• Example: Ads highlighting specific product

benefits, promotions, or customer
testimonials.
 Campaigns Budget Ad Groups Keywords Ad 1 Ad 2 Ad 3
Customize bikes Barcelona,

Example:
We focus the
Custom-made bikes We focus the We focus the
Services €40/Day Customize ad on
Barcelona, Customize bike ad on price. ad on quality.
originality.
Barcelona.
We focus the
Cycling store Repairs
Repair bikes Barcelona, Fix
bike in Barcelona, Bike
ad on We focus the
professionalis ad on price.
We focus the
ad on
workshop in Barcelona. warranty.
m.
Mountain bike helmets,
Road bike helmets, Women's We focus the We focus the We focus the
Products €150/Day Helmets
bike helmets, Original bike ad on quality. ad on price. ad on brands.
helmets.
Mountain bike gloves,
We focus the We focus the We focus the
Gloves Protective bike gloves,
ad on quality. ad on price. ad on brands.
Leather bike gloves.
Affordable mountain bikes,
We focus the
Women's mountain bikes, We focus the We focus the
Bikes ad on
Lightweight mountain bikes, ad on quality. ad on price.
warranty.
Lightweight road bikes.
Road bike shoes, Mountain
We focus the We focus the We focus the
Shoes bike shoes, Women's road
ad on quality. ad on price. ad on brands.
bike shoes.

Bike glasses, Bike sunglasses,

We focus the We focus the We focus the
Glasses Polarized bike glasses,
ad on quality. ad on price. ad on brands.
Compact bike glasses.

We focus the
We focus the We focus the
Branding €20/Day General Bike shop in Barcelona. ad on
ad on price. ad on advice.
assortment.
We focus the
Specialized, Scott, Trek, We focus the
ad on naming We focus the
Brands Giant, Canyon, Cannondale, ad on "the
the brands we ad on price.
Orbea, BMC. best brands."
have.
Example: Cosmetics

Campaigns Budget Ad Groups Keywords Ad 1 Ad 2 Ad 3

We focus the ad
Best moisturizers, Hydrating creams, Face We focus the ad We focus the ad
Skincare €100/Day Moisturizers on natural
moisturizers on quality. on price.
ingredients.
We focus the ad
Anti-aging serums, Vitamin C serums, We focus the ad We focus the ad
Serums on customer
Best face serums on effectiveness. on price.
reviews.
Face cleansers, Gentle face wash, Best We focus the ad We focus the ad We focus the ad
Cleansers
cleansers for oily skin on quality. on price. on ingredients.

Best foundation makeup, Long-lasting We focus the ad We focus the ad We focus the ad
Makeup €150/Day Foundations
foundation, Foundation for dry skin on quality. on price. on skin types.

Best lipstick shades, Long-lasting lipsticks, We focus the ad We focus the ad We focus the ad
Lipsticks
Matte lipsticks on colors. on price. on staying power.

Best mascaras, Waterproof mascaras, We focus the ad We focus the ad We focus the ad
Eye Makeup
Eyeliner for sensitive eyes on quality. on price. on features.

Best women's perfumes, Long-lasting We focus the ad We focus the ad We focus the ad
Fragrances €80/Day Women's Perfumes
perfumes, Top perfumes for women on quality. on price. on scents.

Best men's colognes, Long-lasting We focus the ad We focus the ad We focus the ad
Men's Colognes
colognes, Top colognes for men on quality. on price. on scents.
We focus the ad We focus the ad
Best cosmetic store, High-quality We focus the ad
Branding €50/Day General on brand on customer
cosmetics, Premium beauty products on product range.
reputation. testimonials.

New skincare products, Latest makeup We focus the ad We focus the ad We focus the ad
New Arrivals
releases, New fragrances 2024 on innovation. on exclusivity. on latest trends.
Example: Sports Shoes Store

Campaign Budget Ad Groups Keywords Ad Copy

Ad 1: "Discover the Best Running Shoes for Men - Shop
Running Best running shoes for men, Now!“
€100/Day Men's Running
Shoes Lightweight running shoes Ad 2: "Top Lightweight Running Shoes - Free Shipping
Available!"
Ad 1: "Find Comfortable Running Shoes for Women -
Women's running shoes, Order Today!“
Women's Running
Comfortable running shoes Ad 2: "Top Women's Running Shoes - Get 20% Off Your
First Purchase!"
Ad 1: "Conquer Any Terrain with the Best Trail Running
Best trail running shoes, Shoes - Shop Now!“
Trail Running
Durable trail running shoes Ad 2: "Durable Trail Running Shoes - Special Offers
Inside!"
Ad 1: "Upgrade Your Game with the Best Basketball Shoes
Basketball Best basketball shoes, High- - Buy Now!“
€80/Day High-Performance
Shoes performance basketball shoes Ad 2: "High-Performance Basketball Shoes - Limited Time
Offer!"
Ad 1: "Protect Your Ankles with Our Basketball Shoes -
Basketball shoes with ankle
Ankle Support Shop Today!“
support, Ankle support shoes
Ad 2: "Ankle Support Basketball Shoes - Free Returns!"
Ad 1: "Step Up Your Style with Men's Casual Sneakers -
Casual Best casual sneakers for men, Shop Now!“
€70/Day Men's Sneakers
Sneakers Stylish men's sneakers Ad 2: "Best Stylish Men's Sneakers - Great Prices
Available!"
Stylish women's sneakers, Ad 1: "Find Stylish & Comfortable Women's Sneakers -
Women's Sneakers Comfortable women's Order Now!“
sneakers Ad 2: "Top Women's Sneakers - Discounts on All Orders!"
Ad copywriting
Ad copywriting

Create Attractive and Relevant Ads:

Key Elements:

• Headline: It should be catchy and relevant to the

target keywords.

• Description: Provide clear and persuasive

information about the product or service.

• Display URL: Ensure the visible URL is relevant and

easy to remember.

• Call to Action (CTA): Include a clear and direct CTA,

such as "Buy Now," "Download Free," or "Contact
Today."
Ad copywriting

Create Attractive and Relevant Ads:

Example:

• Headline: "Discover the Best Makeup 2024 - Free

Shipping Available“

• Description: "Shop our new makeup collection.

Premium quality, incredible prices. Get 20% off
today!“

• Display URL: www.cosmetic-store.com/makeup

• CTA: "Buy Now"

Ad copywriting

A/B Testing for Ads:

•Description: A/B testing involves creating two or more versions

of an ad and testing which performs better.

•Implementation:

• Create Variations: Develop multiple versions of ads with

different headlines, descriptions, CTAs, and display URLs.
• Example: Test an ad that highlights "premium quality"
against another that emphasizes "20% discount."
• Measure Results: Evaluate performance based on metrics
like CTR (click-through rate), conversion rate, and CPA (cost
per acquisition).
• Optimization: Use the results to optimize and select the
most effective ads.
Keyword research: match types

1. Broad Match

Broad match is the default match type that reaches the

widest audience. If we have purchased the keyword
"running shoes" with broad match, our ad might also show
up for searches like "house slippers" or "children's shoes.“

•Example:

• Keyword: running shoes

• Possible Searches: house slippers, children's shoes
Keyword research: match types

2. Broad Match Modifier

Broad match modifier allows for more control than broad

match by adding the "+" sign to the keywords. This ensures
that the specified words must be included in the search
query for the ad to be shown. Using the same example, we
would do the following: +running +shoes. In this case, if the
user searches for "shoes for running," our ad will appear.

•Example:

• Keyword: +running +shoes

• Possible Searches: shoes for running, best running
shoes
Keyword research: match types

3. Phrase Match

Phrase match requires the search query to include the

exact keyword phrase, but can have other words before
or after it. This is indicated by enclosing the phrase in
quotes. If our keyword is "running shoes," our ad will
appear in searches like "buy running shoes" or "cheap
running shoes.“

•Example:

• Keyword: "running shoes"

• Possible Searches: buy running shoes, cheap running
shoes
Keyword research: match types

4. Exact Match

Exact match provides the most control over who sees your
ad. Your ad will only appear when the search query
exactly matches your keyword, indicated by square
brackets. For example, [running shoes]. In this case, if the
user searches for "shoes for running" or "running
sneakers," our ad will not appear.

•Example:

• Keyword: [running shoes]

• Possible Searches: running shoes (exactly)
Keyword research: match types

5. Negative Match

Negative match is used to filter out searches that are not

relevant to your product or service. It prevents your ad from
being shown if the search query includes the specified
term. For example, if we include -cheap in our keyword,
Google will understand that users searching for "cheap
running shoes" will not find our ad relevant, so it will not be
displayed.

•Example:

• Keyword: running shoes -cheap

• Filtered Searches: cheap running shoes, affordable
running shoes
Keyword research: match types
Keyword research: tools

• Google Keyword Planner: Best for advertisers looking for

reliable keyword data and PPC planning directly from
Google. It is free but primarily focused on Google Ads with
limited SEO capabilities.

• SEMrush: Ideal for comprehensive digital marketing,

including in-depth keyword research, SEO analysis, content
marketing, and competitor analysis. It offers extensive
features but comes with a higher price tag.

• Ubersuggest: Great for beginners and those looking for a

budget-friendly tool with basic keyword research, SEO
analysis, and content suggestions. It provides a good balance
of features and ease of use at a lower cost.
Feature Google Keyword Planner SEMrush Ubersuggest
Comprehensive digital marketing tool offering
Free tool provided by Google Ads for User-friendly tool for keyword research, SEO
Basic Functionality keyword research, competitor analysis, and
keyword research and planning. analysis, and content ideas.
more.
Provides keyword ideas, search volume, Offers extensive keyword data including search Provides keyword ideas, search volume, SEO
Keyword Research
competition, and cost-per-click data. volume, difficulty, and trends. difficulty, and CPC data.

Advanced competitor analysis including

Limited competitor analysis features; Basic competitor analysis with top-ranking pages and
Competitor Analysis keyword gap analysis, backlink analysis, and
primarily focused on Google Ads. domain overview.
organic search data.

Primarily focused on PPC with limited Extensive SEO features including site audits, Includes SEO audit, backlink data, and keyword
SEO Features
SEO insights. backlink analysis, and position tracking. tracking.

Does not provide specific content Offers content ideas, SEO writing assistant, and Provides content ideas and suggestions for improving
Content Marketing
marketing features. content audit tools. existing content.

Free to use, but requires a Google Ads Subscription-based with various plans starting Freemium model with limited free access; paid plans
Pricing
account. from $119.95/month. start from $29/month.

Integrated with Google Ads; user-friendly Feature-rich interface with a steeper learning
User Interface Simple and intuitive interface, suitable for beginners.
but requires familiarity with PPC concepts. curve due to extensive functionalities.

Good accuracy, though data may not be as

High accuracy for Google search data; High accuracy with comprehensive data from
Data Accuracy comprehensive as Google Keyword Planner or
directly sourced from Google Ads. multiple sources, including Google.
SEMrush.
Comprehensive support including tutorials,
Extensive resources and support from Offers basic support and resources; less extensive
Support and Resources webinars, and a dedicated customer support
Google Ads. than Google or SEMrush.
team.
Wide range of additional tools including PPC
Additional Tools and Integrates seamlessly with Google Ads Integrates with Google Analytics and offers a Chrome
analysis, social media tools, and integrations
Integrations and other Google services. extension for on-the-go analysis.
with other platforms.
Highly customizable with advanced features for
Customization and Limited to basic keyword planning and Offers basic customization; less advanced compared
seasoned digital marketers and SEO
Advanced Features PPC data; less customization available. to SEMrush.
professionals.
Landing pages: Design and Content

Create Specific Landing Pages for Each Ad Group:

• Purpose: Tailor each landing page to match the intent and

content of the associated ad group.

• Implementation: Ensure that the landing pages reflect the

keywords and ad copy used in the ads. For example, if an ad
group focuses on "running shoes," the corresponding
landing page should prominently feature running shoes,
highlight their benefits, and include relevant images and
product descriptions.
Landing pages: Design and Content
Landing pages: Design and Content

Conversion Optimization:

• Purpose: Design landing pages with the goal of maximizing

conversions.

• Implementation:
• Clear Call to Action (CTA): Use compelling CTAs that guide
users towards the desired action, such as "Buy Now," "Sign
Up," or "Learn More."
• User-Friendly Design: Ensure the landing page is easy to
navigate, with a clean layout, intuitive interface, and mobile
responsiveness.
• Trust Elements: Include trust signals such as customer
testimonials, reviews, security badges, and guarantees to
build credibility and reduce hesitation.
• Relevant Content: Provide concise, relevant, and engaging
content that addresses the user's needs and interests. Avoid
unnecessary distractions or excessive information.
Landing pages: A/B Testing

Evaluate Different Versions of Landing Pages to Optimize Results:

• Purpose: Identify which landing page design and content

elements lead to the highest conversion rates.

• Implementation:
• Create Variations: Develop multiple versions of a landing
page with different headlines, images, CTAs, layouts, or
content arrangements.
• Test and Analyze: Use A/B testing tools to show different
versions of the landing page to different segments of your
audience. Measure the performance of each version based on
key metrics like conversion rate, bounce rate, and average
session duration.
• Continuous Improvement: Analyze the test results to
determine which version performs best. Implement the
winning version and continue testing new variations to
further enhance performance. Regularly update and refine
landing pages based on ongoing test results and user
feedback.
Part 3: Tracking and measurement
1. KPIs
Key Performance Indicators (KPIs):

Key Performance Indicators (KPIs):

•CTR (Click-Through Rate):

• Definition: The percentage of users who click on your
ad after seeing it.
• Importance: High CTR indicates that your ad is relevant
and engaging to your audience.
• Goal: Monitor and optimize ad copy and keywords to
improve CTR.

•CPC (Cost Per Click):

• Definition: The amount you pay for each click on your
ad.
• Importance: Helps in managing and optimizing your ad
budget.
• Goal: Aim to reduce CPC while maintaining or
increasing the quality of traffic.
Key Performance Indicators (KPIs):

Key Performance Indicators (KPIs):

•CPA (Cost Per Acquisition):

• Definition: The cost associated with acquiring a customer
through your ad campaign.
• Importance: Provides insight into the cost-effectiveness of
your campaign.
• Goal: Lower CPA to increase ROI by optimizing ad spend and
improving conversion rates.

•Conversion Rate:
• Definition: The percentage of users who complete a desired
action after clicking on your ad.
• Importance: High conversion rates indicate effective landing
pages and ad relevance.
• Goal: Improve conversion rates through A/B testing, better
targeting, and optimized landing pages.
Key Performance Indicators (KPIs):

Key Performance Indicators (KPIs):

•ROAS (Return on Ad Spend):

• Definition: The revenue generated for every dollar spent on
advertising.
• Importance: Measures the profitability of your ad
campaigns.
• Goal: Increase ROAS by optimizing ad performance and
ensuring efficient use of the ad budget
THANK
YOU!
Juan Morillo PhD