SEARCH ENGINE

MARKETING
Why Search Engine Marketing?
SEM vs SEO
Consider a website for which you’re running campaigns on multiple
channels. Which of the following statements do you think is most
relevant for the SEM channel?

• The user enters your website URL in the browser and lands directly
on your website.
• The user clicks on the topmost search result and lands on your
website.
• The user clicks on a Facebook ad and lands on your website.
• The user clicks on the topmost ad in the search results and lands on
your website.
How It Works?
SEM objectives

Suppose you searched for a local electrician on Google. You came across an ad
that asked you to submit your details, including your name, email ID, phone number,
and location. After two hours of filling the form, you got a call from the service
provider to understand your requirements in detail. Which of the following do you
think is the objective used by the service provider to create the ad?

• Lead generation
• Product selling
• Brand building
• None the above
 Elements Of A
PPC
Campaign

Campaign Ads And

Keywords Landing Page
Structure Targeting
Campaign Structure
Ads And Targeting
Landing Page
How Does The Google Auctioning Work?
How Much Does One Pay?
 Objectives Of
SEM
Campaign

Brand Lead Product

Building Generation Selling

Bid For Generate

Quality Of Immediate
Branded Relevant
Leads Sales Target
Keywords Leads
Google AdWords: Types Of Campaigns

Types Of
Campaigns

Search Display Search With Universal App

Shopping Video
Network Only Network Only Display Select Installs
Keyword Framework Research
 Keyword
Match types

Broad
Broad Phrase
Match Exact Match
Match Match
Modifier
Exact Match
Phrase Match
Broad Match Modifier
Broad Match
Which is the default match type applied on a new keyword
submitted to an ad group without quotes or brackets?
• Phrase
• Broad modifier
• Negative
• Broad
Ad Messaging
Ad Components
 Ad Extensions

Call
Call Out
Sitelinks Extensions(
Extensions
For Mobile)
Sitelinks
Call Out Extensions
Call Extensions (For Mobile)
What is one of the benefits of using ad extensions?

• Extensions are automated, so you don't have to create your

ads.
• Extensions make your ad more prominent.
• Extensions increase your reach by showing your ad on more
advertising networks.
• Extensions provide additional information to add more useful
information and interactions to your ad.
Campaign Structure Ideation : e-commerce
Continued Skinny Jeans
Continued Women’s Tshirts
Campaign settings
Suppose you are the digital marketing manager of Furlenco, an
online furniture rental company that operates in Mumbai, Pune
and Bangalore. Now suppose Furlenco wishes to specifically
target people like Zubin, who stays in Lucknow, is about to
change jobs and move to Mumbai and thus, searches for
furniture rentals. In order to achieve this, which of the following
options will you chose on Google AdWords?

• ‘People in my current location’

• ‘People in and searching for my target location
• Anyone searching for ‘rent furniture’
• Both A and B
SEM and the Buying Cycle
Create Your Own Campaign
 Optimizing
Your
Campaigns

Updating Ad Copies A/B

Changing Bids
Keywords Testing
What Are The Other Types Of Campaigns?