DATA DRIVEN DIGITAL MARKETING PLAN

Session 7 – SEO – SEM

Lecturer: Nguyen Quoc Tien

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 Session outcomes

1 2 3

Get about SEO Gain knowledge Get used to

fundamentals about paid search technical tools:
Optimize on page including meta title,
description, keyword, heading tag,
campaign keyword planners, keyword search
trends, SEOQuake
Keyword group – ad text – keyword
alternative image tags,… & Optimize
matching – optimization – KPIs for
off page in terms of building backlinks
search campaign

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AGENDA

1 SEO

2 SEM – Paid Search

3 Smart shopping

4 On-site search (within marketplace)

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How is the important of
Search Engines

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CAN YOU GUESS THE TOP 5 KEYWORDS AFTER?

“Cách cua gái” “Cách cua trai”

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Opportunity for
the Online Business!
The activity of buying/selling products/services
online has changed significantly:

+ For users who have never shopped online, they

"must try" to get used to it.

+ Users who use it with standard frequency

become a loyal customer.

Which creates a large number of potential online

shoppers
What does a normal search look like?

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SEARCH IS KEY IN THE CONSUMER JOURNEY
SEO

1 What is SEO

2 Definition in SEO

3 SEO Strategy

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What is SEO

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What is SEO?

Optimize your website to appear on the first page of the search result

Measure SEO performance at an average level

It takes time if the keyword has highly competitive

No fee when customers click/interact with your website

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Why is SEO important?
• Almost half of all traffic to our website is organic
A visitor who comes to our site from a search engine like Google or Bing.
• The visitors come from SEO source have high loyalty

Each new visitor from a search engine is an opportunity to spread our message, create brand awareness, begin the
customer journey, and drive conversions.
• Traffic is FREE

1.2
Millions

1.0

0.8

0.6

0.4

0.2

0.0
January February March April May June July August September October November December

All Traffic Organic Traffic

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How Search Engine Works

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Search Engine Crawlers

What you see What Google sees

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 The definition
needs to know

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 HTML Title
• The title is the most important text on the page!
• Displays on the tab of the browser

Meta title

Meta
description

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Metadata Keywords
• Meta Keywords Attribute - A series of keywords you deem relevant to
the page in question.

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H1/H2/H... Headers
• H1 and H2 Headers are the header of the website page

<h1>

<h2>

<h2>

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Body Copy
• After titles, headers, keywords, and descriptions, all that’s left is the entire
content of the page!

https://smarthomekit.vn/nha-thong-minh-tu-a-z/

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Images and Videos
• There are elements in the HTML we can use to help crawlers see images.
o Filenames – use descriptive filenames with dashes in place of spaces
o Alt Text – shows when the page load is interrupted, on hover, and is read aloud to the visually impaired, rule
of thumb is to use the same language you would when describing the image over the phone

• Videos are just the same, although you might add in with a video a descriptive summary, or even the entire
video transcript

• These help our page rank naturally but also help with image-only searches on Google

<img src="image1.jpg" alt="" />

<img src=“ev-link-charging-station.jpg" alt=“Charge your

electric vehicle at home with a Schneider Electric EV Link
car charger." />

Much better!

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Links

http://www.schneider-electric.us/en/solutions/for-business/oil-and-gas/address-your-challenge/

Click here for more information.

Learn more about Schneider Electric’s Oil & Gas Solutions.

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 Review definition
HTML Title

Meta
Description
Meta Keywords

Thẻ tiêu đề

Image/ Video

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SEO Health Check Tool

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Internal
Steps to SEO

1 2 3 4
Choose
On-page Linking Measure and
keywords to
Optimization Optimization optimize
optimise

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 SEO Strategy
Choose keywords to optimise

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1. Choose keywords based on keyword planner

Keyword planner in Google Ads is a tool to help suggest relevant keywords based on the
landing page you want to run and the suggested CPC price to run ads.

Seasonal trend

Targeting

Add
keywords
here to
Suggested keywords +
Avg. monthly search review plan
volume + Competition
+ suggested bid

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1. Choose keywords based on keyword planner

2 chức năng chính trên Google Keyword Planner

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1. Choose keywords based on keyword planner

Discover new keywords

You can enter multiple keywords

in this field and separate them

with commas, then press enter.

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 1. Choose keywords based on keyword planner

The results you will get with the keyword tool. Consider choosing keywords with high monthly search
volume and appropriate CPC levels to choose to buy when setting up ads

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SEO Strategy
On-page Optimization

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Page Titles
Title tag is the most important on-page SEO factor.

#Rule:

. Pages should have its own unique title.

. Including the targeted keywords.

. The closer the keyword is to the beginning of the

title tag, the more benefit it gets on search engines.

. Under 60 characters.

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Meta Descriptions
A meta description is an HTML element that

provides a brief summary of a web page.

#Rule:

• Include relevant keywords for your content.

• Don’t keyword spam your description.

• Write user-friendly meta descriptions.

• 160 Characters long.

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 URLs
#Rule:

• SEO friendly URL’s are very important for GOOD

PERMALINK
better crawling & user behaviour.

• Use hyphens, underscores when

separating words in a URL.

BAD PERMALINK

• Spaces are not recommended because

they translate into %20 within the URL.

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Body Tags (H1, H2, H3, H4, etc.)

#Rule

. Divide your content into smaller sections &

paragraphs.

. These sections can be given heading, which is

where H1, H2, H3, H4, etc. tags are used.

⇒ Search engines use these to determine what

is important within your content.

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Keyword Density
Including targeted keywords throughout your content is

very important, as it helps search engines to tell what

your content is about.

#Rule

• Try to keep your keyword density to roughly 2-5%.

• Put main keyword once in the first paragraph and

again in the last paragraph is a good practice.

• Try to use as much variation of the targeted

keywords as you can: short tail/long tail keywords.

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Image

We all know that search engines cannot read

images but images play a crucial part in how

people interpret a particular web page.

#Rule

• Adding an alt tag.

• Including relevant keywords in the “image

title” and “alt text” can help people find

your site when searching on Google Images.

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Review on SEO On-page Optimization
• Title
• Most important text on the page. Use unique, impactful, keyword rich language
• H1/H2 Headers
• Correlate to the title and use impactful, keyword rich language

• Metadata keywords
• Relic of the past we fill out because it’s available to us

• Metadata description
• Entice the user to click through from a search engine results page

• Body copy
• Use keywords thoughtfully and naturally, varying them as you might in conversation
• Images/Videos
• Use HTML markup or inline descriptions to aid crawlers in understanding
• Links
• Use impactful anchor text to increase link juice

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SEO Strategy
Linking Optimization

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Linking Strategy Techniques

• What is a linking strategy?

• Why backlinking is important (domain authority of the blog)? Why
should you do it?
• How to create a successful linking strategy?

• Building link is a very essential part of SEO. What we're doing here is building authority and for all
intents and purposes here is, if you have no authority you have no rankings so acquiring high
authority links is going to boost your authority and as you gain authority you also gain interaction in
the search results.

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Internal linking strategy

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Internal
 Internal linking guidelines
Internal linking matters

More content
exposure

Longer Better visitors’

residence time Internal linking experience Easier crawled by search engines Higher SEO performance

More traffic

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Internal
Internal linking guideline
Internal links can be added

Campaign Registration Portal

White paper E-commerce

Customer story

Press news

Training materials

Contact sales link

Download center

Call center

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Internal linking guideline
Example: Internal Linking via home page
36,225
6
Keyword “Motion Control”
497,53 35,03 34,64 41,85 56,79
6 0 6 0 9

42,179

101,28
7,918 3,090 4,942
6

1,798

1,904 2,129 1,370

4,942

361 24 952 4,572

Keyword “Process Automation”

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Summary
Internal linking guidelines

• Make it easier for Google to find your content

• Create links via the home page and deep level pages to targeted SEO pages

• Evaluate the journey, and ensure its natural – Do not overdo it.

• Use the target keyword as your anchor text

• Regularly evaluate your pages and adjust accordingly

• All links you are adding should bring user directly to the intented page (no redirections are
allowed under internal links)

• If you find old domain on any old internal link please be sure to update it to se.com or relevant
subfolder

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External linking strategy

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Internal
Guideline for backlink publish
Working process

02 Keywords mapping 03 Content creation 04 Platform selection

Choose high-quality information,
Select optimized keywords Pseudo-original content or
forum, blog or industry-related
revision of existing content
and identify relevant platforms.
according to SEO
content specification Local vendor with good media
relationship is a approach.

01 SEO performance
review
Analyze the gap between the
current level of SEO and KPI, so
as to confirm the number of
publishing external chains 07 Strategy modification 06 Effect evaluation 05 Platform Publishing

Adjust keywords and content Collect external link Arrange keyword density,
according to external link platform distribution and
publish data, run
traffic data, SEO ranking
change. referral sites report of release frequency evenly
website. and reasonably.

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 • Social Media Posts:
Think about each page as an individual
social media post and promote it across
the web. Remember to provide links
through your social media posts to the
relevant page

• Youtube Video:
Link the description

• PR activity:
External links picked up by your audience

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Self Created Links
Backlinks from global blog website - https://blog.se.com/

Why blog website?

- It has a high domain authority

- Passes link juice that helps in better ranking

- Available free of cost

- Global Platform to publish your local

content

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 Toxic Backlinks

WHAT are they? WHY to keep them at bay? HOW do we deal with them?

• The backlinks from the following • If we have a large • Backlink Audit tool:
types of websites are
considered toxic:
number of such
• Spam websites – created only for backlinks, it can lead Google Search Console
backlinking
• Sites not indexed by Google to a penalty from
• Malicious websites that contain
viruses and malware
Google.
• Illicit websites
• The above websites have a • This would lead to a
poor trust score in Google. drop in SERP rank,
• These backlinks are toxic
domain authority and
because they reduce the score
of our website in Google. consequently, a drop
in traffic.

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SEO Optimization tool

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Free Tool

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Google Search Console

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keywordtool.io

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Google Keyword planner

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Group work – 15’: Please share your recommendations to improve
SEO Ranking for this keyword: “Máy hút bụi”

https://aquavietnam.com.vn/san-pham/ac-f298/

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Paid Tool

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SEMRush

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2 SEM – Paid Search

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 Steps to run Google Paid Search

1 2 3 4
Set up on Google
Choose Measure and
Write Ad Texts Ads for Search
keywords to buy optimize
campaign

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1. Choose keywords based on keyword planner

Category/
Competitors

Groups of keywords when buying search ads can be divided into 3 main groups

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1. Choose keywords based on keyword planner

For example, when the Mazda brand runs ads with keywords, it
will be divided into 3 main groups:
Category/ Competitor
Brand keywords Affinity Keywords
keywords

✔ Mazda 3 ✔ Xe hơi ✔ Du lịch

✔ Mazda CX5 ✔ Xe SUV ✔ Thể thao
✔ Xe Mazda ✔ Xe Sedan ✔ Chăm sóc gia đình
✔ Mua xe Mazda cũ ✔ Xe Toyota ✔ Công nghệ
✔ Mazda THACO ✔ Xe Honda
✔ Đại lý Mazda ✔ Xe Hyundai
✔ Xe Ford Ranger
The most
important keyword
group

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2. Prepare ad text

Headline 1 Headline 2

Description

Call out
extension

Sitelink extension
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2. Prepare ad text

Cần tạo mở rộng trong nội dung ad text để tăng thông tin cần thiết
cho ad text trên SEA

Sitelinks Callouts
Dẫn users tới các trang có liên quan Highlight các tính năng chính, lợi
khác ích của nhãn hàng

Locations Calls Apps

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EXPANDED TEXT AD

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AD EXTENSION ARE MANDATORY TO IMPROVE AD
RANK

To show more relevant information to users, Google incorporate the expected impact from extensions into Ad Rank. This means
that if two competing ads have the same bid and quality, the ad with the more positive expected impact from extensions will
generally appear in a higher ad position than the other.

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2. Prepare ad text

Cấu trúc thường thấy của Ad Text

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2. Prepare ad text

Good ad text should have the following elements:

The ad text content must be related to the keywords in
Ví dụ: từ
the ad group khóa “thẻ
✔ Content contains useful information: specific tín dụng”

information about existing products and services,

benefits of products, current promotions
✔ There is a call-to-action according to Google's
standards
✔ Ensure the level of synchronization between the ad
text and the landing page
Ví dụ: từ
khóa “bảo
hiểm”
Note: It is recommended to run 4-5 ad texts with
related keywords at the same time to evaluate
the attractiveness of Ad Text

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2. Prepare ad text

Request topic: Mazda cars want to increase test drive registrations in districts in HCMC area

Mazda https://mazdamotors.vn/

Headline 3 (max 30 chars)

Headline 1 (max 30 chars) L Headline 2 (max 30 chars) L L
(Optional)
0 0 0
0 0 0
0 0 0

Description 1 (max 90 chars) L Description 1 (max 90 chars) L

0 0
0 0
0 0

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2. Prepare ad text

Request topic: Mazda cars want to increase test drive registrations in districts in HCMC area

Mazda https://mazdamotors.vn/

Headline 1 (max 30 chars) L Headline 2 (max 30 chars) L

Xe Mazda chính hãng 19 Đăng ký lái thử tại TP.HCM 26
Mazda Việt Nam chính hãng 25 Đăng ký lái thử Q. Tân Bình 28
Đăng ký lái thử Mazda 22 Đại lý chính hãng TP.HCM 24

Description 1 (max 90 chars) L Description 1 (max 90 chars) L

Hỗ trợ trả góp, dịch vụ 24h, phụ tùng chính hãng, Tư vấn tận tâm, xe giao đúng hẹn, hỗ trợ vay linh
85
bảo dưỡng và sửa chữa nhanh chóng. hoạt với lãi suất thấp. Tư vấn tận nhà. 89
Siêu Ưu Đãi Khủng Tiền Mặt Cùng 50% Phí Trước Showroom Mazda Tân Bình 2021 tặng BHVC 01
82
Bạ, Lãi suất ưu đãi đầu năm chỉ 7.2% năm, Phim cách nhiệt BH 5 năm, hỗ trợ 24/7. 85
Showroom Mazda Trường Chinh hỗ trợ trả góp LS Gọi ngay để nhận giá hấp dẫn, nhiều quà tặng, phụ
88
thấp, thủ tục nhanh. Phiên bản mới, đủ màu kiện giá trị. Xe có sẵn, giao xe ngay. 88

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3. Set up SEM ads on Google Ads system

Set up SEA ads

through Google Ads
system

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3. Set up SEM ads on Google Ads system

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KEYWORD MATCH TYPE

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3. Set up SEM ads on Google Ads system

Xe mazda
Exact match: “xe mazda”
Phrase match : “mua xe mazda”, “xe mazda cx9”
Broad match modifier: “xe hơi mazda”
Broad match: “mazda”, “mazda cx9”, “xe hơi”, “xe honda”

Include các từ khóa này vào hoặc exclude

Trong một số trường hợp mình cần loại bỏ những từ khóa trong danh sách search:
“xe mazda gây tai nạn liên hoàn”
“xa mazda cháy trên cao tốc”
“Malaysian Airlines rớt máy bay”
“Citibank lừa đảo”
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HOW SEM DEFINES AD RANKS

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Internal
Group work – 15’: Please select your keywords to run SEM Ads
and prepare Ad Text for Ielts course from British Council

https://www.britishcouncil.vn/
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Group work – 20’: Please select your keywords to run SEM Ads
and prepare Ad Text for Ielts course from British Council

British Council https://www.britishcouncil.vn/

Headline 3 (max 30 chars)

Headline 1 (max 30 chars) L Headline 2 (max 30 chars) L L
(Optional)
0 0 0
0 0 0
0 0 0

Description 1 (max 90 chars) L Description 1 (max 90 chars) L

0 0
0 0
0 0

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Smart shopping ads

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 Proprietary + Confidential

Shopping ads help

drive online sales
People use Google to find the best product, prices,
and places to buy. Shopping ads are shown to
people who are already searching for the kinds
of products you advertise.

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 Shopping ads put your
products in front of
potential customers in a
visual, immersive, and
engaging way that give
shoppers detailed
information about what
you're selling before they
even click your ad.

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 Performance

Achieve your goals by optimizing to real-time signals

Smart Shopping campaigns choose the right bid for every user and each auction.

Google insights Retailer insights

Audience Brand Sales

Queries Time Seasonality
lists

Max conversion
value or tROAS
Price & Product Ad creative
Devices Location Placements
basket size category

In Europe, Smart Shopping campaigns can be used with any Comparison Shopping Service (CSS) you work with. The ads will show on general search results pages and on any other surfaces the CSS has opted in to.
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 Reach

Smart Shopping campaigns find the right user

In order to maximize conversion value, your ads can be shown to...

People searching for People who have viewed New potential customers Your existing
your products. specific products or are shown recommended customers to drive
browsed your site. products based on their repeat purchases
recent interests.

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 Reach

Show ads on the right channel at scale

Search Google Display Ads YouTube Gmail

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 Reach

Ads are tailored based on whether a potential customer

viewed specific products or browsed your site

My cart(0)

User visits a website User views products Dynamic Remarketing ads shown
Advertiser website Google Display Ads

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 Reach

Dynamic ads recommended high-converting products from your data

feed to brand new users, based on a number of signals:

Recent online activities and profile:

● Demographic profile
● Customer interests
● Products actively being researched

Insights from your data feed:

● Top performing products for users, based on gender, age, etc
● Other signals tailored to perform in your industry

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 Proprietary + Confidential

Are Smart Shopping

campaigns a good fit for me?

If you fit the following

requirements, Smart
Shopping campaigns are
the recommended
campaign type.

In Europe, Smart Shopping campaigns can be used with any Comparison Shopping Service (CSS) you work with. The ads will show on general search results pages and on any other surfaces the CSS has opted in to.
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 Proprietary + Confidential

Required: Recommended:

✓ Approved Merchant Center ✓ Ensure your site is tagged most

feed effectively
✓ Conversion value tracking ✓ Custom parameters
✓ Sufficient conversion data
✓ Active Dynamic Remarketing
(100+ conversions in the
Tag with 100 active users
last 30 days)
✓ Marketing assets
○ 1 marketing image (size: 1.91:1)
○ 1 long headline
○ 1 short headline
○ 1 description (90 character limit)
○ 1 final landing page URL

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 Proprietary + Confidential

https://www.google.com/intl/en_sg/retail/solutions/merchant-center/
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On-site search

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 Sponsored Search
Drive conversion by highlighting a specific product SKUtriggered bykeywords

WHY MẢKETPLACE SPONSORED SEARCH

✓ Easy and efficient way to help online shoppers reach your products
✓ Select specific product SKUs and sponsor keywords to drive conversions
✓ Pay-per-click model
✓ Leverage our search algorithm to suggest recommended keywords to user searches

BENEFITS OF SPONSORED SEARCH

PRODUCT VISIBILITY PAYFOR RESULTS

Show up when people searchfor Only pay when users click on
your product your product

BUDGET CONTROL ACCESS RELEVANTSHOPPERS

Control how much you spend by Reach out to millions of buyers
Sponsored
setting a budget and the amount across markets
you want to bid for clicks.

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 Understanding Sponsored Search
✓ Relevant searches – Our system finds the most eligible products (with high product ranks) whose keywords match that search.
✓ Cost per click model – Brands are charged only when shoppers click on your promoted product. The cost is deducted from your Sponsored Services
credit when a valid click happens.
✓ Fraud detection - Lazada’s system auto-detects invalid clicks*. Invalid clicks will be excluded from the charges.
*Invalid clicks are clicks on promoted product that Lazada considers to be illegitimate, such as unintentional clicks or fraudulent or errors by the system.

1 2 3

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How Sponsored Search works
Our solution is available in Lazada/ Shopee Seller Center and will start to promote your products on Lazada/ Shopee
search result page

Access Sponsored Create a campaign and Select the products Decide which keywords to Shopper searches for Customer makes a
Search on Seller set a daily budget you want to promote target and how much you product and clicks on your purchase. System records
Center want to bid for clicks promoted product the purchase from your
promoted product.
Sponsored Search can Before you start, make Let Lazada You pay for each valid clicks
work for almost any sure that your product recommend product- on your promoted product.
budget. Plus, you can title, pictures, relevant keywords for Each click result in a visit to
pause or adjust your descriptions and stock you, or add your own. your product page
spend anytime. are updated.

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 Discover Sponsored Search on Seller Center
OVERVIEW
Performance overview and a snapshot of their
Items Sold, Revenue and Store ROI driven by
Sponsored Search.

CAMPAIGN SETTING
See all your promoted products and customize
your campaign schedules, product state
and keywords.

BALANCE BUDGET
Brands will be able to see their Sponsored
Services credit balance and the campaign
daily budget.

REPORT & INSIGHT

Brands have the option to view and export
different types of report to get variousinsights
down to keyword level.

Private & Confidential

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Store-centric campaign management
Our Sponsored Search solution is integrated with your Lazada/ Shopee store, streamlining the process for easy campaign
management

1
View & promote best
performing products
1 2
2
Tied to real time inventory
management

3
Ability to bid granularly on
keyword level for each
product

4
Search relevance & volume
3 4 5
insights based on actual
platform behavior

5
Tailor bids based on actual
keyword performance

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Make data-driven decisions
View performance and optimize granularly at the product or keyword level

1.Track performance metrics

easily by product or keyword level

2.Analyze and export

performance data

3. Evaluate sales contribution at

the product or store level Search
Volume

4. Conduct real time optimization

based on performance

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Sponsored Search Best Practices
Our recommendations for Sponsored Search approaches for new users to optimize your brand’s performance

Start with the recommended CPCbid price and review your

BIDDINGSTRATEGY performance closely. You can increase bids on high performing
keywords subsequently to get more exposure.

Our quality score is a prediction of multiple variables

including query, keyword, product and user’s interest in
QUALITYSCORE Lazada. Improve your quality score by ensuring your offer
and discounts are compelling and your promoted product is
relevant to our users.

Consider selecting products that are:

✓ Trending in sales
PRODUCTSELECTION ✓ High in stock
✓ New arrivals

KEYWORDSELECTION Bid on keywords with high relevancy and high searchvolume

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Accessing the Business Advisor Keywords List
2
Follow the steps

1. Go to Business Advisor tab

4

2. Click on Traffic
3
3. Click on Traffic Source
1 5
4. Change the time period

5. Click on Keyword List

Private & Confidential

Internal
Accessing the Business Advisor Keywords List
You will see a list of keywords which
have led to a visit to your product
details page in the past.

We recommend adding these keywords

to your Sponsored Products keyword
list.

Private & Confidential

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 THANK YOU
LOOK FORWARD TO SEEING YOU
NEXT SESSION

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