9/3/2023

How To Run Successful

Google PPC And Display Ads To
Increase Your Sales Revenue

INTRODUCTION

What is Search Engine

Marketing (SEM)?
● Search engine marketing (SEM)
is a form of Internet
marketing that involves the
promotion of websites by
increasing their visibility
in search engine results
pages (SERPs) primarily through
paid advertising - Wikipedia

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INTRODUCTION

What is Search Engine

Optimization (SEO)?
● Search engine optimization
is the process of improving
the quality and quantity of
website traffic to a website or
a web page from search
engines. SEO targets unpaid
traffic rather than direct traffic
or paid traffic

INTRODUCTION
Difference between Search Engine Marketing
and Search Engine Optimization

Search Engine Search Engine

Differences
Marketing (SEM) Optimization (SEO)
Type of Traffic Paid Traffic Organic Traffic
Tweak the website to
Bid for keywords to be on
How it works Google’s algorithm to be
1st page
on 1st Page
Pays each time a person No costs when people
Costs
clicks into the ad clicks on the link

Results Results are immediate Takes time to show results

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Learning Unit 1:
Fundamentals of Search
Engine Marketing

Learning Unit 1:
Fundamentals of Search
Engine Marketing
Learning Outcome 1:
To describe the characteristics of search engines ads
platforms such as Google Ads

Learning Outcome 2:
To analyse the various marketing objectives of a PPC
campaigns strategy and design profitable web
marketing programs.

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Learning Unit 1:
Fundamentals of Search
Engine Marketing
Topics:
●Understanding how Search Engine Marketing works
and its key characteristics
●Designing a profitable digital marketing program
through analyzing the PPC marketing objectives

Topic 1:
Understanding how Search
Engine Marketing works and its
key characteristics

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Topic 1:
Understanding how Search Engine
Marketing works and its key
characteristics
To cover:
●Characteristics of Google Ads, Microsoft AdCenter,
Yahoo Search Marketing and other data
management platforms

What is Search Engine Marketing

and how does it Work?

Search engine
marketing is the
practice of marketing a
business using paid
advertisements that
appear on search
engine results pages
(or SERPs).

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●Search engine marketing’s

greatest strength is that it offers
advertisers the opportunity to
put their ads in front of
motivated customers who are
ready to make a purchase.

●No other advertising medium

can do this, which is why search
engine marketing is so effective
and such an amazingly powerful
way to grow your business

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How SEO Works

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What is Google Ads

● Google Ads is one of the largest online advertising

platforms that helps businesses reach large
numbers of customers across the globe and grow
their business.

● Through this pay-per-click network, advertisers pay

Google to target users based on their keyword
search, the country and device type and deliver their
ads to users who are interested in their products or
services.

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Here’s what an ad may look like:

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What Are Google Ad Networks?

● Google Ads allows businesses to target users on two
main networks – the search and the display network.
● On the search network, advertisers bid on the relevant
keywords. This allows them to display their
advertisements to users who enter those keywords into
Google as part of a search. The paid search results are
usually displayed on the top and bottom of the page have
a small ad icon next to them.
● The display network, on the other hand, offers advertisers
the chance to display their banner advertisements on the
websites that are a part of Google network.

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What is Yahoo Search Marketing (YSM)?

● Yahoo Search Marketing (YSM) is a pay-per-

click (PPC) advertising platform similar to Google
Ads or Bing Ads.

● As with AdWords, the position of your PPC ad is

dependent on both your bid and your Quality
Score, which is based on the ad's click-through
rate (CTR) and the relevance of the ad to the
keyword and the landing page it sends users to.

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Yahoo Ads

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What is Microsoft Ad Centre?

● Microsoft adCenter was a pay-per-click (PPC)

advertising platform similar to Google Ads or Yahoo
Search Marketing (YSM).

● Microsoft adCenter was previously branded

MSN adCenter. Microsoft has since then combined
advertising networks with Yahoo! to form a new
advertising platform, Yahoo! Bing Network, to
serve Bing Ads.

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Bing Ads

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● So how does Microsoft

advertising or Bing Ads
work?
● As with Google
advertising, whether
your PPC ad displays
and in what position is
determined by your
maximum bid as well as
your ad's click-through
rate (CTR) and other
factors affecting Quality
Score.

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YouTube

● YouTube reaches over 2 billion logged-in

users per month globally, so it’s an excellent
opportunity for advertisers to reach their
audience.
● Campaign creation and management are
handled through the Google Ads platform
with more in-depth information about the
audience’s demographics and engagement
through YouTube Analytics in their YouTube
account.
● Ad formats can vary from Skippable in-
stream ads, Non-skippable in-stream ads,
Bumper ads, Video discovery ads, and
Masthead ads. Advertisers can reach
potential customers with the same targeting
available for the Google Display Network.
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YouTube Ads

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What is Pay-Per-Click (PPC)?

● PPC is an online advertising model in which
advertisers pay each time a user clicks on one of
their online ads.
● There are different types of PPC ads, but one of
the most common types is the paid search ad.
These ads appear when people search for things
online using a search engine like Google.
● Example of searches can be "pizza near me" or
“looking for a dentist or a plumber in Serangoon”
or Mother's Day flowers”. All of these searches
trigger pay-per-click ads.
● In pay-per-click advertising, businesses running
ads are only charged when a user actually clicks
on their ad, hence the name “pay-per-click.”
● Other forms of PPC advertising include display
advertising (typically, serving banner ads) and
remarketing. 23

How Does Pay-Per-Click

Advertising Work?
In order for ads to appear alongside the
results on a search or SERP, ads are
subject to what is known as the Ad
Auction, an entirely automated process
that Google and other major search
engines use to determine the
relevance and validity of
advertisements that appear on their
SERPs.

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Characteristics of
Search Engine Marketing
• Payment. These are pay per click ads (PPC),
meaning the business will only pay for the
clicks that are interested in the business.
• Speed and short term. Thanks to SEM
positioning businesses can, in a reasonably
short period of time, appear in the top
positions of the first page of Google.
• Complements SEO. Combining SEM and SEO
will have a short term digital marketing
strategy of SEM, as well as a medium to long
term strategy of SEO.
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Learning Activity 1

Group Discussion
In your groups, describe characteristics of
Google Ads on how it can help a business to
achieve leads and sales

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Topic 2:
Designing a profitable digital
marketing program through
analyzing the PPC marketing
objectives

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Topic 2:
Designing a profitable digital
marketing program through analyzing
the PPC marketing objectives
To cover:
● Objectives, goals and expectations of PPC
campaigns strategy
● Build profitable web marketing programs

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Common Goals and Objectives

when using PPC Strategies

● Helps to increase brand awareness

● Gives business a competitive advantage
● Reach their preferred target audience
● Dictate when the ads appear
● Generate revenues with the right account
structure, time and tactics

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Learning Activity 2

Group Discussion
In your groups, select an organization and
describe how the organization can use the
goals of PPC strategy

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Using Google
Keyword Planner

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Google
Keyword
Planner
Keyword Planner helps you research
keywords for your Search campaigns. You
can use this free tool to discover new
keywords related to your business and
see estimates of the searches they receive
and the cost to target them.

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How to Use Google

Keyword Planner

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Step 1:
Set up a Google Ads
Account

Once you’ve created an

account, go to the Google
Ads home page and click
Start Now. Now select your
Google account to sign in.

After signing in, Google Ads

will ask you to create a
campaign. Since we’re not
here to spend any money on
ads, you can skip this step by
clicking Create an account
without a campaign.

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Next, enter your business

information like billing
country, time zone, and
currency. Once you’ve
entered the information,
click Submit.

Congratulations, you’ve now

created a Google Ads account.
Now click Explore Your
Account to go to the Google
Ads panel.

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Step 2:
Access Google Keyword
Planner

To open Google Keyword

Planner, click Tools &
Settings on the right top
corner. And then from
the drop-down menu,
select Keyword Planner
listed under Planning.

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You’ll then see two options:

Discover new keywords –

This option gives you new keyword ideas that you can use to increase your
website traffic.

Get search volume and forecasts – You can use this option to find out the
historical trend, search volume, and future forecast for a list of keywords.

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Step 3:
Try the Discover New Keywords
Option

After selecting Discover new

keywords, you’ll see two tabs:
Start with Keywords and Start
with a Website.

Start with Keywords

Under start with keywords, you

can enter words (example:
Google Analytics) or phrases
(example: how to use Google
Analytics) to find keywords. You
can enter up to 10
keywords/phrases, and if you
want, you can enter a domain to
use as a filter. After entering the
search terms, click Get Results. 38

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Start with a Website

If you go with the start

with a website option, you
can enter a website URL to
find keyword ideas. Google
Keyword Planner uses the
website you entered as a
source and brings up
search terms for you to
use.

It even gives you a choice

to search the entire
website or a specific page.
After entering the URL,
click Get Results.

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For each keyword shown by Google Keyword Planner, you’ll see four metrics:

Avg. monthly searches – This shows a range of how many searches the term receives every month,
so you know which keywords get the most traffic.

Competition – This represents how difficult is it to get an ad placement (usually described as low,
medium, or high), but you also use it a basic metric to see the competition on the organic keyword,
too.

Top of page bid (low range) – This shows the lowest price advertisers would pay for a top of page
bid.

Top of page bid (high range) – This number shows the highest price advertisers would pay for a top
page bid.

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Step 4:
Try the Get Search Volumes
and Forecasts Option
Now, let’s take a look at the
other option for finding
keywords we can choose: Get
search volume and forecasts.

Just enter your keywords or

phrases in the box, separated
by commas or on the next
line, and click Get Started.

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For the keywords you enter, Google Keyword Planner will forecast the
total number of clicks, impressions (how many times your ad would be
displayed if you were running ads), overall cost, average position, and
the cost-per-click (CPC) you could expect for the next 30 days.

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It further breaks down each

keyword forecast into
individual clicks, impressions,
cost, click-through-rate (CTR),
and average CPC.

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There are no keyword ideas in

this report, as it’s meant to
display the information for the
specific keywords you
entered. So, to make the most
of this report, head over to the
Historical Metrics tab, and
you’ll see average monthly
searches and competition for
each keyword.

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How to Build, Execute, and

Optimize a PPC Strategy
in 8 Steps

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How to Build, Execute, and Optimize

a PPC Strategy in 8 Steps

Analyse
Define Goals Research
competitive
and Budget keywords
landscape

Build PPC
Define your Identify
landing pages
account Negative
optimized for
structure Keywords
conversion

Measure and
Increase ROI
Report

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1. Define Goals and Budget

● First, ensure that PPC goals align with the overall
digital marketing strategy. For example, if your overall
marketing aim is to increase website traffic, the goal of the
PPC strategy should be to achieve a high click-through rate
to the site.
● Second, ensure your paid marketing goals are not actively
working against existing organic marketing activities.
● Check your organic share of keywords you want to include in
your paid search budget. Analyse carefully before adding
keywords that already bring a large amount of organic traffic
to your site to PPC campaigns.

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● Now it’s time to start thinking

about budget. Identify how many
search terms you plan to bid on
and how many clicks you can
realistically expect from those
per month.
● The number of clicks depends on
multiple factors, including the
quality of your ad copy, the
strength of your landing page as
it relates to the search query, the
aggressiveness of competitor
bidding, and the percentage of
people who click paid ads.
● Finally, identify a breakeven
point between where your paid
marketing efforts start bringing
in a good return on investment
(ROI). This means calculating and
monitoring if your campaign are
breaking even or not.

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2. Analyse competitive landscape

● Analysing your competitors teaches you who

your main paid search competitors are, what
they’re doing and in comparison how
aggressive your campaign should be to.
● You can use tools like Google Ads to help you
outrank competitors. If you use the Target
outranking share feature, Google Ads
automatically raises your bids to help you beat
a competitor to the top spot; one domain at a
time.

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3. Research keywords
● All searches, whether paid or organic, start with words typed
into a search box. Hence, keyword research is the basis of any
successful PPC strategy.
● Besides competitors keywords, you can start off analogue,
brainstorming broad keyword terms around product
features or verticals. A fashion ecommerce business might
start off with the broad term “women’s shoes,” for example.
● You can also access your site’s Google Search Console, and
identify existing organic keywords with a high click-through
rate (CTR). These may well have an equally high CTR when
used in paid search campaigns, which will improve your
Google Ads Quality Score.

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4. Define your account structure

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Account and Campaign Structure

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Credits: HubSpot

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● To set up your Google account, you’ll need to define

your Campaigns and Ad Groups.
● Most accounts will have a few broad campaigns, and a
set of a few Ad Groups within those campaigns.
● You’ll set your budget at the campaign-level, and you’ll
determine your keywords at the ad group-level.

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5. Write Effective Ad Text

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● Within your different ad groups, you’ll define your text ads.

Effective ad copy is crucial for PPC campaigns: It can increase
Quality Score, reduce cost per acquisition, and increase click-
through rates.
● Follow these best practices:
○ Use the target keyword at least once in both the ad headline and the
body text.
○ Include action terms such as “sign up” at the start of the ad copy so the
user knows what to expect when they click. Match these to your PPC
strategy goals.
○ Include a price or a statistic in the ad copy. Searchers are drawn to ads
that make concrete promises; just make sure you live up to these
promises on the landing page.
○ Lead with the benefits. “Winter jacket for men” leads with product
features; try “Stay warm all winter with this men’s jacket” instead.
○ Don’t forget about the display URL. Searchers look to URL copy to guide
their navigation, so make sure the display URL is user-friendly and
descriptive about where they will land.
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5. Build PPC landing pages optimized

for conversion
● Your ads should take searchers to specifically created
landing pages.
● The closer the match between landing page content
and search intent, the higher the conversion rate.
● If you have a generic page—they’ll feel unsatisfied
with the search results and bounce.
● Keep the messaging and keywords consistent
between the ad text and the landing page. You can
use similar terms from the ad in the landing page
header and body text.
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● Each landing page should have

just one call to action (CTA) based
on your key metric from the
planning stage.
● Keep the design simple and user-
friendly. Your only objective at this
point is to get the visitor to
accomplish the goal of your
campaign, so steer clear of
anything that could distract them
from doing so.

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6. Identify Negative Keywords

● Start by identifying ineffectual keywords using the
Google Ads Search Terms report.
● Look for keywords that show high impressions but low
CTR.
● Consider tagging each as a negative keyword—that
just means your ad won’t show up when people
search that keyword. By cutting out negative
keywords you’ll focus your budget on the higher
performing keywords and have a better chance of
increasing CTR, which in turn will help boost Quality
Score.

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● You can also restrict any campaigns you have

running on broad match.
● Broad match means your ads will appear on
relevant variations of your keywords, even if they’re
not in your keyword lists.
● Running broad matches for too long can waste ad
dollars.
● Focus on the terms that are showing a high
conversion rate and restrict them to phrase match
or even exact match types.
● Allow campaigns to run for a while before you start
tweaking them.

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7. Increase ROI
● Optimizing paid search ROI means paying less
and getting the same (or better) results.
● Over the short and medium term, improve
campaign ROI by distributing your budget
better. You can do this by removing low-
performing keywords, and reallocating budget
to high-performing ad groups.
● Then focus more on increasing your Quality
Score.
● Higher quality scores mean the money you
spend on ads will go farther, which will go a
long way toward optimizing ROI.

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8. Measure and Report

● Measurement and reporting should be baked into paid search
strategy.
● How you report on ad performance depends on the goal of your
PPC strategy. In Google Ads report, there are some of the basic
reports as follows:
○ Auction Insights: Compares you to competitors. Use this
report to plan tactical activities.
○ Search Terms: Shows you which terms are getting clicks. Use
this report to spot negative keywords and identify keywords
for exact match.
○ Campaign Performance: Shows performance at the
campaign level. Use this report to get a bird’s-eye view of
performance over time.
○ Ad Performance: Explains how each of your ads is
performing. Use this report to find themes around ad copy
and calls to action.
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Learning Activity 3

Group Discussion
In your groups, using the same
organization, describe how the
organization can use the 8 Steps of
building, executing, and optimizing
a PPC Strategy for a profitable
web marketing program

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Learning Unit 2:
Deep diving into Search
Engine Marketing

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Learning Unit 2:
Deep diving into Search
Engine Marketing
Learning Outcome 3:
The learner will be able to understand the key functions of PPC
such as quality score/conversion rate, monitor key metrics such as
traffic quality/clickthrough rates/conversion rates and identify
possible fraud clicks and low performing PPC campaigns.

Learning Outcome 4:
The learner will be able to measure performance of the different
keywords for the mobile audience and analyse the keywords for
contextual targeting for display network.

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Learning Unit 2:
Deep diving into Search
Engine Marketing
Topics:
●Understanding and Monitoring Key Functions and
Metrics of Search Engine Marketing
● Measuring Keyword Performance
● Identifying fraud clicks and low performing campaigns

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Topic 3:
Understanding and Monitoring
Key Functions and Metrics of
Search Engine Marketing

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Topic 3:
Understanding and Monitoring
Key Functions and Metrics of
Search Engine Marketing
To cover:
●PPC functions through quality score and conversion rate
● Monitor traffic quality, click through rates and conversion
rates across accounts

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Learning Activity 4

Individual
Setting up a Google Ads
Campaign with
1 Campaign, 2 Ad Groups,
10 keywords and
1 ads per Ad Group and
Conversion Tracking

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Search for Google Ads and

Click on ‘Google Ads Singapore‘

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Click on
‘Sign In’
and sign
into your
Google
Account

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If you have an
existing Google
Account, you
can sign in
using your old
account

If you don’t
have a old
account, you
can click on
this to sign in

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For easy
navigation,
click on the
‘Expert Mode’

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Choose your goal and click

‘CONTINUE’

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There are several different campaign type.

Choose a relevant campaign type for your ad.

Click ‘CONTINUE’ after selecting your

campaign type. 74

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Enter your website

Conversion can happen only happen

if they have conversion data.

If you don’t have a conversion action,

you can skip.

And click ‘CONTINUE’

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Name your campaign

Choose where you would like your ad to appear.

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Click ‘Show more settings’

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Choose your start date and end date.

Remember to state an end date to avoid

overcharges to your billing

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If you would like to set a specific time your ad to run,

you can set a schedule to your ads.

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By default, the country

reflected is Singapore.

You can add more locations by

clicking ‘Enter another location’

By default, the language reflected is ‘English’.

You can add more languages by searching on the search
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bar.

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Select your
‘Audiences’ here.

Search for relevant

audience groups and
tick the boxes to add
them in.

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Key in your
budget

Choose your
bidding type

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Choose the
type of bidding
relevant to your
goal

Click ‘SAVE AND CONTINUE’ to continue

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Name your
Ad Group

Add your website link

Add your choice of

words that are
relevant to the
product/service you
are promoting

Eg: Example provided are

for recyclable shopping
bag.

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Keywords acquired from

your website and your
product/service will be
displayed here.

You may edit, remove and

add relevant keywords

To add another Ad
Group, click here to add
and follow the same step
as above

Once done,
click ‘SAVE AND
CONTINUE’
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Now you can create your ad:

Key in your ad’s

display link/ URL

The final URL will

be shown here.

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You can use these keywords

provided in your headlines

Headlines will
show up here
in your ad

Key in your headlines

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Example:

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Write your ad description Description will be displayed

there in your ad

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Example:

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Key in the headlines

and the description.

Refrain from using

symbols.

Once done click

‘SAVE AND
CONTINUE’

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Example of ad and ad group:

Click ‘SAVE AND CONTINUE’

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Key in your billing

information and tax
information (if necessary).

Click ‘SUBMIT’ once done.

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If you would like to add more

ads to your ad group, edit or
modify your ad groups.

Click ‘EXPLORE YOUR

CAMPAIGN’

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Before proceeding, adjust your date

accurately so your ad will be reflected.

Click the three dots

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Your Ad Groups are visible here:

Click the
three dots.

If you have
multiples ad
groups, click
the three dots
on the group
you would like
to add your ad.

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Click ‘Edit ad group’

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To modify or edit
your ad group, you
can modify them
here.

If there are no
changes to your ad
group, click ‘SAVE
AND CONTINUE’

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Click here to
add a new ad.

Repeat steps
from slide 19-
slide 24.

Click ‘SAVE And EXIT’

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How to set-up
Conversion Tracking
in Google Ads

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Go to settings, and locate

Conversions under Measurement

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Select the tracking conversion

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Select the
category

Name your
conversion

Place a value if
you have that
value as your
conversion

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Select the
count and
other settings
accordingly.

Click Create
and Continue
when ready

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Select your choice of installing the tag

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Select the
option for
global site
tag

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Select the
option for
event snippet

Click Next
when ready

And Click
Done in the
next screen

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You will be able to see all the conversion tracking here

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Metrics to Monitor and

Measure SEM Campaigns’
Performance

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1. Search Engine Marketing Ad Impressions

Definition: The number times your search engine marketing

ad is run or shown on a search engine marketing page.

● The impression metrics within search engines aren’t

necessarily a positive number.
● Most search engines penalize businesses that have high
impression counts and a small number of clicks.
● Google, for example, uses an impression-to-click ratio as
part of a quality score metric, which dictates the cost per
click and the rank of the ad on the search engine page.

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2. Number of Clicks From the Search

Engine Marketing Ads

Definition: The number of times your search

engine marketing ad is clicked on by a
consumer.
● Clicks or traffic to a website doesn’t
necessarily indicate the consumer/traffic is
interested in what the website is selling or
attempting to communicate.
● So, make sure you are not measuring the
success of the campaign specifically off
website traffic (click) numbers.

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● With click or website traffic numbers, ask the

following questions.
■ How engaged was the traffic?
■ How many conversions did you receive?

● If the traffic from your search engine marketing

campaign (PPC) has little engagement or
conversions, then consider auditing keywords,
checking the your ads locations, testing new ad
copy, and upgrading the landing page where
the traffic is directed.

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3. Search Engine Marketing Keyword

Definition: The keywords or phrases searched within a

search engine that results in a search engine marketing ad
click (SEM or PPC)
● Use this report to understand what keywords or phrases
are driving traffic to your website.
● For example, a RV and camping trailer dealer should
target consumers using keywords searching for camping
trailers or RVs and avoid vague keywords such as
“camping” .
● Use keyword reports to identify keywords that directly
produce engagement and conversions.
● Once identified, you can remodel your budgets to these
keywords, which tends to result in a more successful
campaign.

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4. SEM Keyword Cost-per-click

Definition: The cost charged by a search engine to the
advertiser for a click on a search engine marketing ad.
● Cost- per-click represents the demand for a keyword or
phrase.
● The more businesses that bid on a keyword or phrase,
the more companies will pay per click.
● Search engines provide an average cost per click
numbers per keyword category covering a 30–60-day
period. These numbers provide context and help
advertisers understand how their campaign is
performing. If over the average, there is a problem with
ad copy or web page relevance.
● If the campaigns cost per click is flat or is higher than
average, there may be issues.
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5. Quality Score

The Quality Score is Google's rating of the

overall user experience that your ads and
landing pages provide when users search for
your keyword(s). This is represented on a
scale of 1-10, with 1 being the lowest and 10
being the highest.

You may check your Quality Score by

looking at your keywords report.

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6. Conversion Rate

Conversion rates are calculated by simply taking

the number of conversions and dividing that by the
number of total ad interactions that can be tracked
to a conversion during the same time period.

For example, if you had 50 conversions from 1,000

interactions, your conversion rate would be 5%,
since 50 ÷ 1,000 = 5%.

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Learning Activity 5

Group Discussion
In your groups, using the
same organization, describe
how the metrics works and
can lead to a better PPC
campaign.

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Topic 4:
Measuring Keyword
Performance

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Topic 4:
Measuring Keyword Performance

To cover:
●Actionable metrics for performance measurement and
effective segmentation of keywords

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Keyword-Level Quality Score

● You can use tools within Google Ads Manager to measure
your keyword performance.
● Quality Score is a score that Google issues your keywords,
and it’s visible in the Google Ads interface.
● A keyword’s Quality Score is scored on a scale of 1 – 10
with 1 being poor and 10 being great.
● Once the keyword receives significant impressions, its
Quality Score will start to reflect how it’s performed in
your account. This is important if you have a lot of
keywords in your account that have very low impressions.
● Until keywords reach the impression threshold, there’s
little that can be done to influence their Quality Score.

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When reviewing keyword QS in your account, you are able to

see the following;
○ Quality Score – How relevant the keyword, ads and landing
pager are to those viewing an ad.
○ Ad Relevance – How closely related keywords are to ad
copy.
○ Landing page experience – How useful the landing page is
to users viewing the page.
○ Expected CTR – Based on past performance, the chances
that an ad will be clicked when shown.
○ Quality Score (historic) – The last known quality score in the
reporting time frame.
○ Ad Relevance (historic) – The last known ad relevance in the
reporting time frame.
○ Landing page Experience (historic) – The last known
landing page experience score in the reporting time frame.
○ Expected CTR (historic) – The last known expected click-
thru-rate in the reporting
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Here are some recommendations to

boost impressions on your keywords:
Analyse impression share data.
● Impression share represents the percentage
of times that your ads were shown out of the
total available impressions for which your
ads were eligible to appear.
● You can improve impression share
performance by increasing your daily
budgets or boosting bids to rank in higher
positions.

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Loosen up restrictive match types or add broad match keywords.

● Applying keywords only in phrases and exact matches will result in
slow impression growth.
● In order to roll this out strategically, start with ad groups or
keywords that have the highest click-through rate (CTR).

Loosen up the themes so keywords are not so niche.

● You want to be sure keywords are not too specific and targeted so
that no one is searching for them.
● The Opportunities Tab in the Google Ads interface is a good place
to find new keywords relevant to add to your current ad groups.

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Learning Activity 6

Group Discussion
In your groups, describe
the actionable metrics for
better keywords
performance

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Topic 5:
Identifying fraud clicks and
low performing campaigns

125

Topic 5:
Identifying fraud clicks and
low performing campaigns

To cover:
●Identify fraud and low performing sources and domains

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What is Click Fraud?

● Click fraud involves clicking on PPC ads with the intention
of boosting website revenue or exhausting an advertiser’s
budget. It’s an intentional and malicious act that increases
advertising costs and distorts business’ analytics data.

● It’s estimated that around one-quarter of all ad clicks are

fraudulent affecting all sectors.

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Types of Click Fraud

● There are two main types of click
fraud: manual and automated.
● Manual click fraud is performed by
people with the intention of
defrauding a business. It can be done
by a single person, or a large group of
people paid to click on ads, also
known as a click farm.
● Automated click fraud is done using
specialized software often called a
click bot designed to visit specific
websites and click on ads.
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Who Commits Click Fraud?

There are four main suspects in any case of click fraud:

Publishers Competitors Customers Affiliates

While less likely to commit

Your competition Hosts of affiliate networks
click fraud compared to
might also engage in attempting to take credit
Website owners can publishers and competitors,
click fraud in an effort for thousands of clicks on
commit click fraud by angry customers that are
to sabotage your a regular basis. This
clicking on ads that are frustrated with the
business by driving creates a dangerous
displayed on their experience they’ve had with
your advertising costs situation where
websites in order to your business might also click
up and exhausting companies are duped by
generate more revenue. on your ads on purpose in an
your advertising businesses they are
effort to cause financial loss
budget. transacting with.
for your company.

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What are Ad Networks doing

About Click Fraud?
● Most ad networks have implemented
measures for dealing with click fraud.
● Ads on the Google Ads network first go
through an automated detection system
to analyse potential instances of click
fraud.
● Any ad activity that doesn’t pass Google’s
automated system is sent for manual
review, where Google’s experts analyse it
to determine if it was valid or not.
● If Google detects that a particular ad click
was fraudulent, it refunds the advertiser.

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How to Recognize Click Fraud?

Two common signs that you should look out for include:

Very high click-through rate (CTR)

A surge in unusual traffic - Check or very low conversion rate -
your website analytics to see if Sudden major increases in CTR, as
you’ve frequently been receiving well as drops in conversion rate,
visitors from the same IP address. can also be indicative of click fraud.

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How to Protect your

Business From Click Fraud

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1. Be Proactive
● You need to be proactive when it comes to click
fraud prevention and continuously monitor your
website analytics and ad performance so that you
can spot any potential foul play before it causes
serious damage.

● If you’re using Google Ads, you can track invalid

clicks and interactions through your dashboard.

● You can enable them by going to Campaigns >

Modify columns for campaigns, and then checking
Invalid clicks, Invalid click rate, Invalid Interactions,
and Invalid Interaction rate.

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2. Setup IP exclusions
● If you’ve identified a few IP addresses you suspect are committing
click fraud, you can prevent your ads from being displayed to users
on those IP addresses by setting up IP exclusions in Google Ads.

● To do this, simply go to Settings > IP Exclusions, and add the

offending IP addresses to the list.

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3. Adjust your targeting

● In some cases, you’ll be able to eliminate click fraud

by adjusting your ads’ targeting.
● For example, you might notice that an increase in
invalid clicks in your Google Ads dashboard happens
at the same time as a surge in traffic from a particular
location
● In such cases, you can simply modify your ads’
targeting to exclude that location.
● But only to do this if you’re certain that the majority of
the clicks generated from this location are fraudulent.

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4. Limit your ad spend to reputable websites

● Another option for eliminating click fraud is to

limit your ad spend to reputable websites only.

● You can specify which websites you’d like to

place your ads on from the Google Ads
dashboard by going to Campaigns > Display
Network > Targeting and then selecting an ad
group.

● Once there, use the Enter multiple placements

option to add your approved website list.

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Learning Activity 7

Group Discussion

In your groups, describe

ways to identify click frauds
for low performing
campaigns.

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Learning Unit 3:
Optimizing Search Engine
Marketing with effective ad
writing and testing

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Learning Unit 3:
Optimizing Search Engine
Marketing with effective Ad
writing and testing
Learning Outcome 5:
The learner will be able to design new ads for acquisition.

Learning Outcome 6:
The learner is able to identify low performing ads and optimize these
low performing ads through split testing, ads design, copywriting
techniques, bid management, competitor analysis and research.

Learning Outcome 7:
The learner is able to monitor and analyse the volume and
profitability of their PPC campaign with Google Ads.

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Learning Unit 3:
Optimizing Search Engine
Marketing with effective Ad
writing and testing
Topics:
●Optimizing Ads with copywriting techniques, bid
management, competitor analysis and research
●Identifying low performing ads for areas to optimize
●Optimizing New Ads with split testing and ads design
●Monitoring Profitability of Search Engine Marketing

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Topic 6:
Optimizing Ads with copywriting
techniques, bid management,
competitor analysis and research

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Topic 6:
Optimizing Ads with copywriting
techniques, bid management,
competitor analysis and research
To cover:
●Ad writing techniques
● Techniques in bid management, ad copy creation,
competitor analysis and keyword research

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1. Get into the mind of the target audience

● Before you start writing, you want to understand things

from the target audience’s perspective.

● What problems are they experiencing?

● What are their pain points?
● How does this product or service solve their problems?
● What questions might they have about your product?
● The answers to these questions will help write your copy.

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2. Make it about your audience, not you

Following on the above point, make your ad copy about your

audience, not you. In other words, you want to use (or imply)
the word “you” more than “us” or “ours.”
● For example, look at these two headlines:
● “XYZ Bus Tours – Ride By Marina Bay Sands”
● “XYZ Bus Tours – We Ride By Marina Bay Sands”

The difference is subtle, but ultimately the first one is better

than the second because you’re making the searcher the
subject.

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3. Include product/service benefits

● What makes your product or service

awesome?
What unique benefits do you bring?
● Put these benefits in your ad
messaging when relevant to your
target audience.

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4. Describe how you’re better than the competition

● If your ad displays next to competitor ads,

how will it compare? It’s never a bad idea to
research competitor ads to find out.
● You don’t want competitor ads to unduly
influence what you write, of course. But
knowing how they compare might make
clear which product features and benefits to
highlight.

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5. Think holistically
● You must consider the big picture
when writing ad copy. This helps
you avoid the problem of
inadvertently repeating messaging
when one or more ad extensions
show up.
● Some repetition is fine, of course, if
it helps you make your point. But if
“Get 10% off!” shows up in four
different places, it’s not only wasted
space, it’s also distracting.

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6. Include a call to action

● Somewhere in your ad copy, you need
to tell visitors what to do, such as “Buy
now,” “View now,” “Shop now,”
“Learn more” or “Request a quote.”
● Make sure your call to action is strong
and clear. Use an action verb and
include any actual time constraints if
necessary.

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7. Use keywords

●Of course, you also need to use

keywords in your ad, typically in your
first or second headline.

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8. Mirror the potential search phrase

● The closer you can match your ad

copy to the users’ search phrase,
the better.
● So, for example, if people are
searching for “office lunch catering
Atlanta,” then try putting “office
lunch catering in Atlanta” in your
ad copy instead of “catering for
office lunches in Atlanta.”

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9. State your price point (optional)

● You’ll need to decide whether or not to include

pricing in your ad. If you’ve done your research,
and you know that your product or service is
price-competitive, then you can include it.
● But monitor carefully, in case your competitors
drop their prices or have a sale
● You may also decide to include your price if you
have a high-quality, more expensive product and
want to discourage bargain-hunting shoppers
from clicking on your ad.

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10. Craft your headlines carefully

● When it comes to paid search ad

copy, headlines are king. Your
description line, display URL and
ad extensions only exist to
complement the headlines. So
write them carefully and clearly.

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Learning Activity 8

Group Discussion
In your groups, describe how to use the
different ways to improve ad writing
techniques to achieve sales

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Bid Management
● When you create a campaign in
Google Ads, you’ll notice that there
are different bid management
options that you can use. These
different options essentially allow
you to optimize for different
goals and customize how and what
you want to bid.

● Here are your options:

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● Manual CPC, which lets you set the maximum cost-per-click

amount that you’re willing to pay. You will never pay more
than that bid on any ad.
● Manual bidding allows you to say “this is as much as I’m going
to pay, and that’s it. Manual CPC is the only manual bidding
options.

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The other options are all “smart” or “automated”

bidding options that use Google algorithms to calculate
your ideal cost-per-click based on your specific goals.

Target Return-On-Ad-
Target CPA Maximize clicks
Spend (ROAS)

Where you specify

Where you specific what sort of return on
Where Google will try
how much you are ad spend you want
to get you as many
willing to spend to from your ads
clicks as possible out
produce a certain (generally works best
of your budget
action for eCommerce
companies)

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Smart bidding, on the other hand, will take your bids

and use them a little more creatively to reach very
specific results. It gives you a little less control, but it
tells Google what you’d like them to optimize for.
Maximize Target search Target outranking
Enhanced CPC
conversions page location share
Which works Where Google Which adjusts Which essentially
like maximize optimizes your your bid up or allows you to pick
clicks, except bids to get you a down in order to how often you
Google tries to specific ad rank optimize for want to outrank
maximize conversions the competition
conversions, not
clicks

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How Much Should I Bid

on Google Ads?
• You need to consider:

The average CPC of your chosen

keyword(s). Different keywords will
cost more than others due to
Your ROI. Google Ads is typically
volume and competition levels. If
used for customer acquisition, so
you really want to have placements
while a few dollars for a single click
for high competition keywords,
or conversion can seem expensive,
you’ll need to bid more. Keyword
it is often worth the investment.
research tools like SEMrush can
show you the estimated CPC of
individual keywords.

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Your budget. If you have a smaller budget and want to make it go further,
consider bidding on lower cost keywords or making smaller bids.
If your budget is on the smaller side, you may get more bang for your buck
by keeping CPC costs down.

You need to keep all of these factors in mind when deciding how much you want to bid on
Google Ads. And here’s the tricky part: you’ll want to do this for each individual campaign,
because certain keywords advertising certain products or services may have different
revenue or LTV marks.

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Adjusting
Your Bids
As you’re monitoring your
campaigns, you may
notice different scenarios
that could indicate that it’s
time to adjust your bid.
You can adjust your bid at
any time during the
campaign’s lifespan.

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Scenarios where you may want to adjust your bid include:

● If your CPC is coming in way under budget, but you want to improve
your position in the ad display, increase it.
● If your CPA is too high, but you’re in a top position in the ad rankings
and you want to stick with the keyword, drop your bid slightly. This
can bring the CPA down while still getting you placements.
● If you’re getting a ton of conversions, but your profit margin is low,
change up your bid.
● If you’re paying for a lot of clicks but not getting conversions, switch
up your bid strategy or change your keywords.

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Topic 7:
Identifying low performing
ads for areas to optimize

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Topic 7:
Identifying low performing ads
for areas to optimize

To cover:
●Identify low performing ads and placements and make
necessary changes to maximise profit and volume

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Here are some tips by which

you can improve the
performance of your
underperforming
PPC campaigns

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1. Increase the Quality Score

● Quality Score is the estimated quality of your keywords, ads and the
landing pages.
● If your keywords, ads and the landing pages are highly relevant, then it will
give a better search experience to the users.
● One of the fundamentals of PPC is that the higher the quality score, the
lower will be the costs. For this reason, it is really important to focus on
improving the Quality Score of your PPC Campaigns.

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Quality Score

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To improve the Quality Score,

you will have to improve all the three factors.
To improve the Ad To improve the Landing Page
To improve the CTR
Relevance Relevance
• Make sure that your keywords
and the ads are highly • Optimize the loading time of your
• Use proper match of keywords
relevant and have a direct page
• Employ negative keywords
correlation. • Make your landing page easy to
• Use sitelink extension
• Have a constant check on your navigate
• Write Outstanding PPC Ad
search terms and ensure that • Create attention grabbing
Text
the keywords and ad text are headline and remove distractions
• Make full use of Ad Extensions
relevant to the search queries • Include a compelling CTA and
• Increase your bids
of the users. highlight the USP
• Conduct A/B testing of the ads
• To make your Ad Groups • Use attractive images and videos
• Ensure the relevance between
highly themed and for best Ad • Make your landing page
the keywords and the ads
relevance, make Single responsive and device compatible
Keyword Ad Groups.

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2. Do not forget Negative Keywords

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● Negative keywords play a vital role in avoiding high budget losses

from your PPC Campaigns.
● They are those keywords which prevent your ads from being
triggered by irrelevant search queries.
● Whenever your ads are triggered by irrelevant search queries, they
are pushed down to a lower position. As a result, the CTR falls
drastically.
● Moreover, if your ads are getting high impressions but you CTR is
comparatively low, this calls for the inclusion of negative keywords.
● Negative keywords drive targeted and qualified traffic which result in
increased conversions.
● They also let you improve your Quality Score and reduce the Cost Per
Click, making a win-win kind of situation.

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3. Ensure the relevance between

the Ads and the Search Terms

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● When you look at your Ad Groups, you will notice that there are
certain Ad Groups which are performing well while the others
could be underperforming.
● The first step that is required for boost the performance of the
underperforming campaigns is to evaluate the relevance between
your ads and the search terms.
● For this go to a particular Ad Group, check the keywords and then
go into Details> Search Terms> All
● With this, you will be able to see the search terms that have
initiated the clicks on your ads.
● If you get to see a lack of relevance between your ads and search
terms, this may be a major problem as your ads are showing for
irrelevant search queries which are not only lowering your CTR but
is also wasting your Ad spend.

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4. Perform Competitors’ Analysis

● Competitor Analysis is the process of identifying your competitors and

assessing their strategies, strengths and weaknesses.
● Information about your competitors not only lets you upgrade your PPC
Campaigns but will also increase the conversions for you.

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To conduct a solid competitor analysis you

should know about:
● Your Competitors
● The products/services that they sell
● Their strategies
● Their strengths and weaknesses
● The kind of threat that you have from
your competitors.

You can collect all the relevant information

about your competitors and then base your
strategies according to that.

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5. Take Remarketing into consideration

● Remarketing is a feature that in PPC that allows you to show your
ads to users who have already visited your website in the past.

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● Remarketing campaigns are a great way to increase

the overall conversions for your campaigns because
they only target those users who have who have
previously shown some kind of interest in your
product or service.
● Remarketing helps you to connect with your past
visitors and as your past visitors are already familiar
with your product, service or brand, they are more
likely to convert into a lead or sale.
● Furthermore, you can even segment your audience
through remarketing and create different ads on the
basis of the pages that your visitors have visited.

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6. Improve the Landing Page Experience

• The landing page acts as a first step towards the conversion funnel
because it is responsible for converting your website visitors into
potential conversions.

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● The first thing that you do is to create attractive headlines that

grab the attention of the user. Make your headline short, clear and
concise.
● To minimize the distractions, you can either shrink or remove the
irrelevant menu and eliminate the side bars. You can also take off
the irrelevant images as well as videos.
● The CTA is the action that you want your customers to take and if
you do not have a CTA, your visitors will not convert into customers.
And ensure that the CTA is the most prominent feature of your
landing page.
● Choose images and videos that are relevant to your product and
service and make sure that they are of high-quality.
● Optimize your landing page for the mobile users as well.
● Reduce the loading time of your landing pages because while
surfing the internet, the users are in a hurry. If they find that a
certain website is taking too long to open, they will simply move on
to some other website.

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Learning Activity 9

Group Discussion
Describe the various factors to improve
poor performing ads to achieve a better
ROI

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Topic 8:
Optimizing New Ads with
split testing and ads design

179

Topic 8:
Optimizing Ads with split testing
and ads design

To cover:
●Techniques in conducting split testing on different websites
and layouts and designs
●Design and test ads for new and existing acquisition campaigns

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What is Split Testing?

● Split testing (also known as A/B testing and
multivariate testing) is a straightforward,
scientific way to determine which version of a
website will produce more conversions.
● A split test distributes website traffic between
two different versions of a webpage—the
original (A) and a variation (B)—which differ
from each other in terms of design, content
structure, page elements, etc.
● Observing how traffic groups respond to the
version they're exposed to helps marketing and
optimization teams determine which version
offers the greatest conversion rate and
opportunities for business growth.

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Split testing vs A/B testing

The term ‘split testing’ is often used interchangeably with A/B testing.
The difference is simply one of emphasis:
● A/B refers to the two web pages or website variations that are
competing against each other
● Split refers to the fact that the traffic is equally split between the
existing variations

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● Both testing can evaluate small changes to a single website element

(such as a different image, header, call to action, etc.) or be run
between two completely different styles of design and web content.
● All available users will be split into groups (without their knowledge)
and half of them will see the original version (the control) while the
other half will see a new version (the variation).
● Once the test has reached a statistically significant sample size, the
design and optimization team will investigate differences in
behaviour and declare a winner (or an inconclusive test result if no
measurable differences are obtained).

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Why is split testing important?

● Split testing ensures that decisions aren’t made by gut feel or
guesswork.
● Even the most experienced marketers, designers, and copywriters
can be wrong when trying to figure out what users will respond to.
Split testing lets the users decide and can prevent a conversion
optimization team from going down a dead end.

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6 steps to form split test hypotheses

Find out which page
Conduct informal See where users leave
elements users interact
research your website:
with:
Look at what customers Use general Heat maps can show
say about your brand analytics tools (such as you where large groups
and your products. Google Analytics) to see of users click, scroll, and
Find the common where user's drop-off. hover their mouse
themes in these pointers.
different sources of
feedback.

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Study individual session Gather customer Conduct usability

recordings feedback testing
Observe individual Use customer Usability testing
users as they navigate polls, on-page surveys, tools allow you to
your website, and and open-ended observe real people
watch those feedback to get direct using your website so
recordings keeping in feedback from your you can create an
mind the feedback visitors and customers easy, frictionless user
users have left. experience.

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Learning Activity 10

Group Discussion

Discuss on the elements of a

website that can be split tested
and illustrate the elements

187

Topic 9:
Monitoring Profitability of Search
Engine Marketing

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Topic 9:
Monitoring Profitability of
Search Engine Marketing
To cover:
●Monitoring Profitability of Search Engine Marketing

There are several tools available to monitor the

profitability of your search engine marketing efforts:

189

Key metrics to monitor profitability of SEM

To cover:
• Monitoring Profitability of Search Engine Marketing

There are several metrics available to monitor the

profitability of your search engine marketing efforts:

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Key metrics to monitor profitability of SEM

Clickthrough Rates:
● Click-Through Rate is calculated simply
by dividing the number of clicks by the
number of impressions, or how many
people see your ad.
● It measures the performance of the ads,
hence the profitability of your ads
● If your CTR is low, check things like
keyword quality, emotional appeal and
clarity of message.

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Key metrics to monitor profitability of SEM

Conversion Rate
● Conversion rate tells us how many users out of the
total number of site visitors clicked and completed
your desired action (e.g., purchased a product,
signed up for a trial, submitted a form) . This is a
crucial metric for ROI, as you wouldn’t want to
continue paying for ads that gain CTRs
● To boost your conversion rate, make sure your
landing pages perform well on all types of devices.
It’s also important to keep forms and buttons visible
above the fold. Show only high-quality images, and
add a well-made video to your landing page.

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Key metrics to monitor profitability of SEM

Cost Per Conversion/Acquisition

● Calculated by dividing the cost per click
(CPC) by the number of conversions, this
shows the price marketers pay for every
new customer they acquire.
● If you are spending more just to gain a
new customer but their worth is less than
what you spend, that means your PPC
campaign is not bringing the ideal return
for your business.

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Key metrics to monitor profitability of SEM

Return On Ad Spend (ROAS)

● ROAS can be calculated by
dividing the money spent by the
gross revenue
● The ROAS gives insights into how
the marketing contributes to the
bottom line. And combined with
the customer lifetime value, this
could inform budget planning and
marketing direction.

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Learning Unit 4:
Optimizing Search Engine Marketing
using Google Display Network

195

Learning Unit 4:
Optimizing Search Engine
Marketing using Google Display
Network
Learning Outcome 8:
The learner is able to analyse the use of Google Display Network
with campaign management tools to enhance the effectiveness of
their Search Engine Marketing (SEM) Campaign.
Learning Outcome 9:
The learner is able to analyse social media platforms to enhance
the effectiveness of Google Display Network for their Search
Engine Marketing Campaigns.

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Learning Unit 4:
Optimizing Search Engine
Marketing using Google Display
Network
Topics:
• Using Google Display Network with Campaign
Management Tools to enhance Search Engine Marketing
• The role of social media platforms in Search Engine
Marketing

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Topic 10:
Using Google Display Network with
Campaign Management Tools to
enhance Search Engine Marketing

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Topic 10:
Using Google Display Network with
Campaign Management Tools to
enhance Search Engine Marketing
To cover:
●Campaign management tools
●Manage display network placement lists on AdWords
and through other contextual advertising platforms

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1. HubSpot's Ad Tracking Software

● The HubSpot Ads tool helps

you go beyond traffic and
click metrics to analyse
exactly how ads are
influencing your customers
and where they are in the
buyer's journey.
● This will help you understand
which ads actually work,
justify SEM as a channel, and
integrate your advertising in
with the rest of your
marketing efforts.

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2. SEMRush

● SEMRush allows you to conduct

extensive keyword research,
keyword rank tracking, site
audits, and traffic analysis to
name a few.
● SEMRush is a fantastic tool to
figure out where your
competitors are concentrating
their marketing efforts, and
analyse their regional presence,
to figure out how much budget
you want to put behind certain
keywords.

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3. Google Trends

● Google Trends allows you to

track search volume for a
particular keyword across a
specific region, language, or time
frame -- which can enable you to
identify which search terms are
trending, and which ones aren't.
● Since you don't want to put
money behind a keyword that's
decreasing in popularity, this is
an incredibly useful tool for your
SEM efforts.

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4. Keywordtool.io

● This tool can tap into Google, Bing,

YouTube, Amazon, Instagram,
Twitter, and the App Store, so that
you’ll be able to segment your
keyword research through various
channels and better target your
efforts.
● This tool also takes your base
keyword and provides you with
variations of words and phrases,
which allows you to curate a more
extensive list of possible keywords
you might want to include in a paid
ad.

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5. Google Ads Keyword Planner

● The Keyword Planner will help you

narrow down a list of possible
keywords to ensure you're
choosing the most effective ones
for your business.
● Additionally, Keyword Planner will
give you suggested bid estimates
for each keyword, so you can
determine which keywords work
with your advertising budget.

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Learning Activity 11
Group Discussion

Select a tool and describe how the tool can

help to enhance your SEM Campaign

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Google Display Network Ads

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About Display ads and

the Google Display Network

● The Google Display Network can help

you reach people with targeted Display
ads while they’re browsing their favourite
websites, showing a friend a YouTube
video, checking their Gmail account, or
using mobile devices and apps.

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How the Google Display Network works?

● The Google Display Network is designed to help you

find the right audience with its targeting options.

Here are some examples of how you can approach

targeting with Display ads:

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● Find new customers or engage ● Drive more conversions using automation.

your existing customers using
audiences.
● Similar audiences and in-market
audiences allow you to target
people who are most likely to be
interested in your products,
helping you find new prospective
customers.
● Automated targeting helps you get more
conversions by finding high-performing
audiences based on your existing audiences
and landing page.
● By automatically optimizing over time, Google
Ads can learn which audiences work for you.
● Automated bidding automatically adjusts your
bid to help you meet your return on investment.

● Smart display campaigns combine the best of

automated targeting, bidding, and creatives to
maximize your conversions on Google Ads.

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When Display ads show?

● While the Search Network can reach people when

they're already searching for specific good or
services, the Display Network can help you capture
someone's attention earlier in the buying cycle.
● You can put your ads in front of people before they
start searching for what you offer, which can be key
for your overall advertising strategy.
● You can also remind people of what they're
interested in, as in the case of remarketing to
people who've previously visited your site or app.

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Learning Activity 12
Individual

How to Create
Display Ad Campaign

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Choose a goal that is

relevant to your ad goals.

Your chosen goal should

then have the ‘Display’ as
a campaign type.

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Click on ‘Display
campaign’

Key in your website

link.

Name your campaign

Click ‘CONTINUE’ once done.

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By default, the
country reflected
is Singapore.

You can add more

locations by clicking
‘Enter another location’

By default, the language

reflected is ‘English’.

You can add more

languages by searching
on the search bar.

Click ’MORE SETTINGS’ for more settings

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Click here to
choose your
campaign date

215

Click ‘NEXT’ once

you are done

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Set your
daily budget

Set your
bidding

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You can choose what you

want your ad to focus on

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You can choose the method to get

high quality traffic

Click ’NEXT’
once you're
done

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Click here for more Audience settings

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221

Click the
‘Audience’ tab

Search for the relevant

audience and click on
the box and click ‘DONE’

Click ‘NEXT’ once you are

done.

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Create your
ad here

Key in your website

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Click here to add

images and logos

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Click ’CHOOSE TO UPLOAD’ or drag and drop if you have your

own images
OR you can use the available stock images.

You can add up to 15 images.

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Once uploaded, click

the image and click on
‘Use Image’.

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a) Choose what the image

represents

b) Choose the size and crop you would like

your image to display as. You can choose
the image to display as both size or only
opt for one size.

c) Select 1 Ratio (If you are choosing one

size and Select 2 Ratios If you are
choosing both when you are done

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a) Choose what the image

represents

b) Choose the size and crop you would like

your image to display as. You can choose
the image to display as both size or only opt
for one size.

c) Select 1 Ratio (If you are choosing one size

and Select 2 Ratios If you are choosing both
when you are done

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Click each image

individually and click ‘Use
Image’ and chose the
image type and image
ratio as per the steps
above.

Once you are done,

click ‘SAVE’

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A preview of your
ad with your
added images will
be displayed here

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Click here to add video

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For Google Display Ads, you can

only use videos from YouTube.

Paste the link or search for the

video

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Once the link is added

click ‘SAVE’

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Write your
Headlines

Write out your

Description

Type your Business

Name

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Example of Ad

Click ‘CREATE AD’ once you are done

235

To create more ads, click on + New Ad and repeat

steps from slide 45- slide 57.

Click Next once the ads are created.

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Review your campaign

and click on ‘PUBLISH
CAMPAIGN’ once
you're done.

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Topic 11:
The role of social media platforms in
Search Engine Marketing

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Topic 11:
The role of social media platforms
in Search Engine Marketing

To cover:
●Mechanics of social media platforms including
blogging and twitter

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What is Paid Social Media Advertising?

● Paid social media advertising is

similar to traditional advertising,
in that it helps build awareness
around your company’s product,
service or solution.
● With paid social advertising, your
company pays to have your
product or service put directly in
front of an audience and you
have the ability to zero in on your
target audience to get your ad in
front of the right person.

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Build Brand Awareness

● Social media advertising is

highly effective for
generating top of funnel
awareness.
● It provides a first touch-
point for audiences to hear
about your brand name
and product, and quickly
move them into the next
stage of your funnel for
downstream marketing.

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Find Your Audience

● Sometimes your audience isn’t exactly who
you think it is.
● A custom audience lets you find and target
existing leads on Facebook by uploading
their contact information or other form of
information and a lookalike audience uses
the custom audience as a seed list to find
new, similar users.
● This means Facebook will find the audience
that is most likely to be interested in your
product or service based on your best
existing customers, rather than relying on
broad demographic targeting.

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Move Leads Through the Buying Funnel

● Every day, we offer-up sensitive information to our social

media profiles that is used to advertise products and services
aligned with our personal interests.
● Social media platforms such as Facebook leverages this self-
volunteered user info such as full name and email address to
pre-populate a lead form.
● This means users only need to click the ad and click “submit”
to download a piece of content, join an email list, receive a
discount code, and more.
● And once your leads inch further down the buying funnel,
many still use social platforms to learn more about the
product that increased their interest.

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What is Search Engine Marketing (SEM)?

● As the name implies, search engine

marketing focuses on displaying your
service or product in front of someone
searching for or showing interest in
similar topics or products.
● With SEM, you can ensure your
business’s site is one of the top search
results to provide whatever relevant
product or service your lead is looking
for.

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Move Leads to Bottom of Funnel

● SEM is ideal for capturing

leads at the middle or
bottom of funnel.
● Your leads are already warm
and actively searching for
what your business has to
offer. SEM offers a final
touch-point for leads when
they’re ready to buy what
you’re selling.

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End Their Search

● SEM allows you to virtually buy your

way to the top of search results.
● Not only that, but you can customize
your appearance in search results. So
instead of your usual website’s title
and description that shows up in
organic results, you can add a
descriptor that calls out to a specific
sale or product as it relates to the
search query given.

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Test for Best Results

● After running your SEM campaign for a period of time, you can collect
data and review the analytics. You can then implement any necessary
modifications based on the data you receive.
● This optimization can help your brand see improvement in key
performance indicators like as CPL (cost per lead) and CPA (cost per
acquisition).
● With the ability to manage this paid traffic to your website, you have
the ability to scale up what works (and dial down what doesn’t)
● From initial interest to closing the deal, leveraging the power of paid
social and SEM helps your business turn browsers into buyers.
● Whether you need help attracting new leads to your site or
converting those leads into sales, we can make sure all the
moving pieces of your site are in the right place at the right

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Case Study: Tankfully Fresh

● Company background
Located in Singapore, TankFully Fresh is an online seafood supply retailer

● Problem
Tankfully Fresh wanted to increase their ranking in major search engines through
targeted keywords to generate more traffic to the website.

● Solution
Did in-depth keyword research to generate high traffic volume. Developed
compelling Ad copy and built custom landing page to convert paid traffic to leads.

● Results
Conversion rate increased by 30%
Website traffic doubled in 7 days
Site positioning on search engine increased 248

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Case Study: Tankfully Fresh

• Improved compelling Ad copy

resulted in an increase in CTR

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Case Study: Tankfully Fresh

• Paid Search brings in the highest traffic volume

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Case Study: Tankfully Fresh

• Competitor keywords

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Learning Activity 13
Group Discussion
Describe how social advertising can help to
push for a more effective search engine
marketing campaign

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Learning Unit 5:
Understanding the use of third party
tools for new competitors entry and
search landscape.

253

Learning Unit 5:
Understanding the use of third
party tools for new competitors
entry and search landscape.
Learning Outcome 10:
The learner will be able to make use of third-party tools to
create reports to get insights on new competitors and search
landscape.

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Learning Unit 5:
Understanding the use of third
party tools for new competitors
entry and search landscape.
Topics:
• Insights on competitors and search landscape
with third party tools

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Topic 12:
Insights on competitors and search
landscape with third party tools

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Topic 12:
Insights on competitors and search
landscape with third party tools
To cover:
●Features of third-party tools and technologies such as
Adobe Adlens, DS3, BrightEdge
●Create reports about new competitors entering the
landscape and any possible changes in the search
landscape

257

Competitor Analysis Tools

for Social Media

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1. Sprout Social

● Sprout Social enables you to understand

competitor performance on social media
from multiple angles and data points.
● You can use Sprout’s suite of competitive
reports to assess and optimize your social
strategy with rich data points you can track
across Facebook, Twitter and Instagram.
● By tapping into publicly available social
conversations, you can quickly find out how
consumers feel about your competitors’
products and services, as well as examine
your own share of voice in your industry.

259

2. Social Blade

● A fun tool for checking out

bigger brands is Social Blade.
● It breaks down follower counts
on the likes of Twitter, Instagram
and YouTube among other
services.
● Another cool feature is the
ability to stack brands’ social
presences against each other.

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3. SEMRush

● SEMRush is one of the most widely-

used SEM tools on the market, but its
competitor analysis features set them apart
from the pack. For starters, you can use
SEMRush to pull your competitor’s backlinks
and monitor changes in their ranking.
● This is an invaluable tool for understanding
who your competition is from a strictly SEM
perspective. Likewise, highlighting what
keywords are targeted by competitors
directly influences your own content
strategy.

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4. iSpionage

● If you’re interested in a
competitor’s paid ads,
iSpionage is definitely for
you. This tool analyses
multiple aspects of PPC
campaigns, including how
many keywords a brand is
targeting on AdWords:

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Additionally, you see

what their target PPC
keywords.

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5. BrightEdge

● On BrightEdge, you can

plug both URLS into the
Data Cube and you can get
an analysis of how your site
compares overall to the
other domain.

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● You can compare the performance of different

types of content as well as the keywords where
one site ranks but the other does not.
● Look at your competitors’ market share and
market position. See how much of the digital
conversation they control.
● This will not only help you see areas where you
need to focus, but you will also clearly be able to
track your progress as you begin optimizing to
overtake particular competitors.

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Quick Tips for Conducting

Competitive Analysis

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Analyse Your Actual Competitors

● A local coffee shop with 1,000 followers

shouldn’t beat themselves up because they
don’t have as many followers as Starbucks
or Dunkin’ Donuts.

● Sure, take a look at what the big players in

your industry are doing. But when
assessing your competition, focus first on
those who are the most similar in terms of
size and target audience.

267

Focus on Metrics First

● When looking at competitors, it’s more
prudent to take a data-driven approach to
analysis first. Try to pick out as many metrics
before trying to break down the “why” of their
marketing.
● For example, how often do your competitors
post new content? What’s the ratio of
promotional versus non-promotional posts?
What are their top-performing keywords and
hashtags?
● The answers to these questions are arguably as
important as understanding someone’s
messaging.

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Turn Analysis into Action

● Finally, make sure the data you

uncover translates into some sort of
action.
● The end game of competitive analysis
is to improve your own marketing
strategy. The more information you
glean from competitors, the better.

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Learning Activity 14
Group Discussion

Identify a third party tool and

its features to improve an
organization's Search Engine
Marketing Campaign

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4 Types of Keyword
Matches on
Google Ads

271

Broad Match

● Broad match is the keyword

match type that’ll get you the
most impressions (when your ad
is triggered by a user, whether
they click or not). The problem
with that is, they might not be
impressions that you want.
These users will see your ads, but
they’re never going to click on
them, and this’ll force down your
clickthrough rate. For example,
say you sell walking boots. Using
the broad match keyword
“walking boots” will get you
found for that query, but it might
also get you found for “boots uk” Credits: Hallam Internet

or “ankle boots”, neither of which

are particularly relevant. 272

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Phrase Match

● Phrase match keywords are

shown in AdWords with quote
marks around them, e.g.
“walking boots”. If you use this
match type, your ads will be
triggered if the user searches for
those words in that exact order,
with or without additional words
either side. So “walking boots”
could trigger an ad if someone
searches for “walking boots”,
“leather walking boots” or
“walking boots for kids”.
Credits: Hallam Internet

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Exact Match

● Exact match has the narrowest

focus of the three keyword types.
With exact match, the search
query must exactly match the
keyword (spelling, word order etc)
in order for your ad to be
triggered. In AdWords, exact
match keywords have square
brackets around them. This match
type is very good for getting
super-relevant traffic and
maximising the number of
conversions you get, but be
careful – too narrow a focus could Credits: Hallam Internet

limit the number of impressions

your ads get. 274

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Negative Keywords

● Negative keywords are an

essential part of any AdWords
campaign. You can use these to
cut down the number of
irrelevant impressions your ads
receive (handy if you’re using a lot
of broad match keywords),
making sure that your ads appear
only for relevant queries. For
example you could add words like
“holidays” or “dog” to your
negative keyword list to stop your
ads for walking boots showing up
for “walking holidays” or “dog Credits: Hallam Internet

walking”.
275

Examples of Match Types

Credits: Rosemont Media

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High-volume keywords
vs.
Low-volume keywords

277

High-volume Keywords

● These keywords are search terms that have a large search volume. In other words,
many people are querying these terms on Google, Yahoo and Bing. One example is
the keyword phrase “computer repair.” Google Ads (formerly known as AdWords)
shows that worldwide there are 823,000 Google searches for this phrase each month.

Credits: Word Stream

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High-volume Keywords

The pros of buying high-volume keywords:

● More people will probably see your ad.
● More people will probably click on your ad.
● More people may buy your product or service.

The cons of buying high-volume keywords:

● Your costs per click will probably be greater.
● More clicks mean even higher costs.
● Your clicks will likely be less qualified.

Credits: Word Stream

279

Low-volume Keywords

● These keywords are search terms that have a small search volume. An example is
“hot pink headbands,” which Google Ads shows has 210 Google.com queries per
month.

● Another low-volume keyword phrase is “stylish crocs,” with just 20 monthly queries.

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Credits: Word Stream

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Low-volume Keywords

The pros of buying low-volume keywords:

● Your costs per click will probably be lower.
● Fewer clicks mean even lower costs.
● Your clicks will likely be more qualified.

The cons of buying low-volume keywords:

● Fewer people will probably see your ad.
● Fewer people will probably click on your ad.
● Fewer people will probably buy your product
or service.

Credits: Word Stream

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Using Google Trends

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Google Trends
Google Trends is a website by Google that
analyzes the popularity of top search
queries in Google Search across various
regions and languages. The website uses
graphs to compare the search volume of
different queries over time

283

How to use Google Trends

Type in the
keyword or
search term and
click search icon

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How to use Google Trends

This shows the

popularity of the
search term.

You can add in

more search
terms to
compare or
adjust the
duration to see
the interest over
time

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How to use Google Trends

From this chart, we

can tell that SEO is
more popular than
”digital marketing”
or ”SEM”

This means that

we should create
more topics
around SEO to
draw in more
traffic

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Learning Activity 15
Individual

Create a Google Trends Report based

on the organization selected earlier
using keywords relevant to the
business

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