Session 11

Search Marketing & Display Ads (based on Pay-Per-Click)

Search Marketing
Search Ads
(Search Engine Marketing – SEM)

Dr. Karen C. Kao 1 of 25

Source: www.digitalmarketer.com/digital-marketing/digital-advertising-strategy/#
 Search Ads
• Advertising program to promote products/services in search results.
• These are paid advertising based on Pay Per Click (PPC) displayed above and
below organic search engine results when users search certain keywords.
• Dynamic Search Ads: google auto-generate ads headliner based website content
for search terms.

Display URL
Headline
Description text
Ad extensions
Dr. Karen C. Kao 2 of 25
 Search Ads are
Native Ads?
• True or False?

Dr. Karen C. Kao 3 of 25

 The higher price you bid, the higher the
position (rank) your ad will appear?

Dr. Karen C. Kao 4 of 25

 AdWord Quality Score
• It is a mark from 1 (lowest) to 10 (highest) given to the keywords in your ad
campaign.
• It evaluates the quality and relevance of your keywords regarding your ad
copies, landing page (destination URL), and the user.
• Google will apply a bonus or penalty to the price paid per click for a specific
keyword depending on the score.
Ad Rank (CPC, Quality Score)
Max Cost Per Click (CPC) x Quality Score = Ad Rank

Dr. Karen C. Kao 5 of 25

 Three indicators of the Quality Score

Expected Click-through- •
•
below average
average
rate (CTR) • above average
Quality
Score • below average
1~10 Ad Relevance • average
• above average

AD • below average
Landing page experience • average
Rank
Position among advertisers
• above average

Position in the SERP

Cost Per
Click
(CPC)
you’d pay for
https://searchengineland.com/google-ads-the-quality-score-formula-revealed-348063
Dr. Karen C. Kao 6 of 25
 Quality score factor: Keywords & CTR
• Keywords affect the expected click-through-rate (CTR)
• Expected CTR: the likelihood people will click your ad when search for the
keyword associated with it.
• Google use past keyword performance to determine the expected CTR
• Average or above average expected CTR ➔ your keyword is as good or better than
all other keywords on the Google Ads Network.
• Below average ➔ consider adjust your ad text to make it better match your keyword
• Use negative keywords to exclude irrelevant search terms.
• Try different ad formats to see the performance of the keywords.

Dr. Karen C. Kao 7 of 25

 Quality score factor: Keywords & Ad relevance
• Is your ad copy relevant to the keywords in your ad group?
• Example: keyword: content marketing agency, website design agency
• Your company ad: marketing agency
• Relevance of ad and keywords:

Content marketing Website design

agency agency

Ad design: marketing agency for e-commerce

website

• Check the keywords, be more specific and more relevance: long-tail keywords
Dr. Karen C. Kao 8 of 25
 Quality score factor: landing page experience
• Technological aspect:
• Landing page needs to be clear
• Conversion Ratio 1:1
• Visual hierarchy
• Mobile experience and loading speed
• Content aspect:
• Landing page needs to be useful
• Landing page needs to be relevant to your keyword groups
• be related to what the searchers look for

Dr. Karen C. Kao 9 of 25

 When it is good to use Search Ads
• To supplement organic traffic
• To capture high-quality leads
• When catering to a local audience
• If the sales cycle is short
• To promote emergency products
• For Smaller budget
• PPC: Those use relevant search term click on your ad
• Bidding on highly relevant keywords for high-quality leads
• Easier to manage PPC compared to display ads

Dr. Karen C. Kao 10 of 25

https://instapage.com/blog/search-ads-vs-display-ads
 Session 12

Digital Advertising Plan

Display Ads

Dr. Karen C. Kao 11 of 25

 Pull vs Push

Google Search Ad Google Display Ad

1. People actively use keywords to search
2. The search ad looks similar to the
designs of the result page (plain texts)
Dr. Karen C. Kao
1. People are passively shown ads in different
websites (such as YouTube)
2. Allows visual and rich media ads
3. Allows the designated sites to appear your ads
(cost only on the chosen sites displayed your
ads)
4. Allows to choose who to see your ads (demo,
locations, interest, activity, and more)
5. Allows to tweak the selection criteria according
to google analytics and reports- monitor 12 of 25

https://tinuiti.com/blog/paid-search/google-display-network/
 Display Ads: social media

Dr. Karen C. Kao 13 of 25

Source: https://instapage.com/blog/search-ads-vs-display-ads
 Display Ads: banner ads

Dr. Karen C. Kao 14 of 25

Source: https://instapage.com/blog/search-ads-vs-display-ads
 Display Ads: email box

Dr. Karen C. Kao 15 of 25

Source: https://instapage.com/blog/search-ads-vs-display-ads
 Which channel to do?
Depends on where your customers hang out and the type of your marketing

Dr. Karen C. Kao 16 of 25

 Measure your display ads
choose the pricing model for your spend

• Cost per Click (CPC)

• Pays for every click of a visitor on your ad
• E.g. $1 per click, 500 clicks per day cost you $500
• E.g. set $1000 budget per day, the ad will stop to display after 1000
clicks goal is reached
• Cost per Action (CPA)
• Pays when a visitor takes action on your site
• E.g. sign up for a newsletter, fill up a form => leads
• E.g. make a purchase => customer
• Cost per Thousand (CPM): viewable CPM
• Pays for 1000 advertisement impressions
• Impression: your ad needs to be seen on screen at least for 1s on
screen or 2s on videos
Dr. Karen C. Kao 17 of 25
 Display Ad Campaign Elements

Dr. Karen C. Kao 18 of 25

 High-performing campaign element 1 –

Your Offer
• Business is built around a
product; ad campaign is built
around an offer.
• You may only have one
product, but you can offer it
for sale in a variety of ways,
creating hundreds of different
offers.
• Promotions: (consider operant
conditioning)
• Stepwise promotions by
coupon, special discount
• Timeline for promotions by
seasonal sale, holiday sale
• What and how to deliver: online
Dr. Karen C. Kao
code, same day delivery 19 of 25
 High-performing campaign element 2 –

Your Copy
the text message in ads

• Be engaging and an action

taking driven
• What is the problem (pain
point) of your people
• What you can help
• What is your offer
• What is the action you
want your audiences to do
while seeing this ad?

Dr. Karen C. Kao 20 of 25

 • What is the problem of the TA?
• What can you help?
• What is your offer?
• What do you want audience to
react to your ad?

Dr. Karen C. Kao 21 of 25

 High-performing campaign element 3 –

The Creative
• Be creative to your ad
design using images,
videos which are
supportive to the copy

• Images to catch attention

• Videos provide
demonstration
• Copies give information
and idea
Dr. Karen C. Kao 22 of 25
 High-performing campaign element 4 –

Congruency – Ad Scent
• Consistent design for the
campaign (all ads for Social media
different platforms) ads

• Messaging the similar Action button

benefits Consistent - Trust
• Offering the same
throughout campaign
Landing page

Dr. Karen C. Kao 23 of 25

 High-performing campaign element 5 –

Targeting

• Your target audience Identify your TA

• Which funnel stage are
they in now ToFu MoFu BoFu

• Which media they use AD1 AD2 AD3

Media

Dr. Karen C. Kao 24 of 25

 Display ads - content strategy
what your ad can bring to your audience?

• What will they have if they use your product /service?

• What will they feel if they use your product / service? Better or worse?
• Will using your product / service changes people’s average day?
• Will using your product / service changes status of your people?
• How you validate your argument about your product / service?
• How quick they can get your product / service?

Dr. Karen C. Kao 25 of 25