1. WHAT IS DIGITAL MARKETING?

Digital marketing has become one of the most commonly used phrases these days.
Although it’s easily used in a sentence, but quite often it is not defined accurately. For
some, it’s a synonym for “Internet Marketing” while others describe it as marketing
using electronic devices.

Digital Marketing is a term defined as a marketing medium to achieve business

objectives and goals using digital channels. It involves the use of the internet on
digital channels to communicate marketing messages with digital customers in a
more targeted and personalized manner to develop consumer engagement and build
a strong brand name while simultaneously achieving the business objectives.

2. DIFFERENCE BETWEEN TRADITIONAL MARKETING & DIGITAL MARKETING.

The terms "digital marketing" and "online marketing" or "Internet marketing" have
been used interchangeably. This is a regular observation, particularly during
conferences and gatherings. While they have certain similarities, there are several
significant differences to consider while planning the marketing approach.
Table 1 : Difference between Traditional Marketing & Digital Marketing.

BASIS TRADITIONAL MARKETING DIGITAL MARKETING

FORM Mode of communication is real, The mode of

i.e., Physical communication is virtual,
i.e., through the internet
INTERACTIVITY Customers are choiceless about Interactivity in B2B and B2C
ad preferences, formats or form is the revolutionary
channels. It’s the sole choice of option available to
the marketer. customers to build their
opinions and share
experiences.
MEASURABILITY Tracking the campaign success Progress at each step can
at each step of targeting isn’t be easily checked by
possible. Only the sales value tracking it with various
defines the success. online tools like Google
Analytics & Google
Adwords, which can be
easily tweaked to adapt to
the market requirements.
DELIVERY/AGILITY Making ads available in a Online Advertising happens
customer’s approach is a in real-time. The delivery of
lengthy process, whether it is ads is quick by placing ad
print, audio or billboard. creatives at the right
Fulfilment time is large. platform at the right time
amongst the right
audience. Agility of service
is smooth.
REACH The reach is mostly mass in It has the nature of
nature without targeting any reaching out to mass as
specific individual. well as at an individual
level. It can target the right
segment of the audience
accurately.
TARGETING Determination of the target Targeting customers is an
audience is difficult and is easy task as the
mostly backed up by conducting segmentation has been
extensive surveys and market made easy with the help of
research. Google Adwords and
Google analytics, where
even a single individual can
be targeted given his
location and preferences.
RE-TARGETING It’s beyond the power of the Re-targeting helps in the
advertiser to make sure that the retention of customers and
same set of the customer is can be easily performed
targeted again during re- due to the availability of
targeting. advanced technology.
PERSONALIZATION Because of the limitation of Online advertising
mass marketing, providing specializes in delivering
personalized ads to each personalized ads to each
customer is a difficult task. customer according to his
buying persona and
preferences developed on
the internet.
CONVERSIONS The goal of different campaigns Each ad is promoted
is generally different, whether it differently according to the
is for brand awareness, relevance of its objectives,
retargeting, boosting sales or and on relevant platforms,
sales promotion, but due to the the results of which can be
 limitation of traditional easily tracked, and the
advertising, the platforms of performance rate can be
advertising is generally common calculated according to
even if the ads are differently different types of metrics
goal-oriented. Hence, fetching associated with online
conversion rates is impossible in advertising. Hence,
absolute terms. conversions can be easily
evaluated.
COST Generally, small budget Each ad can be easily
campaigns end up being costly targeted to the correct
due to the limitation of audience with an allocated
platform or channels as the budget which can be
minimum cost has to be eventually tracked to
incurred. measure ROI from running
that ad.
TANGIBILITY Traditional advertising has the Online advertisements
power of providing a personal suffer from this limitation
experience to customers so that as they cannot provide the
the customer can experience physical experience of any
the product physically and product before purchase.
evaluate his purchase decision
according to his rationale.

3. EVOLUTION OF DIGITAL MARKETING

Marketing as a discipline has seen some radical changes. From 2000 B.C., when
Egyptians invented outdoor advertising, and 1472 when the first print ad was created
by William Caxton till today, where marketing activities are majorly conducted
digitally, marketing has smoothly transitioned from traditional methods to modern
digital methods. Marketing has witnessed different marketing eras where each era
focused on different marketing goals, which sums up the evolution of marketing.

Web 1.0: Web 1.0 reflects upon those significant years in the marketing landscape
where communication was dominantly one way where only brands chose to deliver
relevant information to the consumers while the consumers were at the receiving
end.

1989: Tim Berners Lee invents the World Wide Web which introduced the idea of an
online space known as the web page which is an information system enabling
information to be shared over the Internet. Documents and other web resources to
be accessed over the Internet according to specific rules, which is known as
the Hypertext Transfer Protocol (HTTP).

1990: First Search Engine by the name of “Archie” was developed.

1993: The first clickable ad was sold by GNN (Global Network Navigator) to a Silicon
Valley Law Firm.

1994: The concept of PPC Advertising & banner ads were introduced.

1995: The concept of CPM (Cost per Mile was introduced and also, the first keyword
ad “Golf” was created by Yahoo.

1996: Double Click was launched which gave the online industry a completely new
perspective which also introduced the first Ad Network with 30 websites. It helped in
tracking banner ads whereas also helped in tracking ROI. Also, more search engines
like Hotbot, Looksmart, and Alexa also came in. It also introduced the concept of flash
ads.

1997: First Mobile ads in the form of pop-up ads.

1998: Google was launched which transformed the digital advertising landscape. Also,
Microsoft launched MSN. These companies gradually progressed in driving the online
traffic to almost 5 billion within 5 years.

Web 2.0: Web 2.0 marks the beginning of consumer engagement where online
platforms enable customers to have their own voice and be a part of an online
community where both brand & customers interact with each other and amongst
themselves to facilitate the marketing processes.

2000: Google launches ‘AdWords’ which today accounts for 95% of total company
revenues.

2002: First social networking platform was launched called ‘MySpace’.

2004: Facebook was launched.

2005: YouTube was launched which introduced the widely accepted way of
advertising i.e., Video advertising on the online apace. It was also the platform that
accelerated the concept of Viral Marketing. Also, Google Analytics was launched
which is a platform used for assessing the campaign’s performance.

2006: Twitter was launched.

2007: Facebook introduced the concept of behavior-based advertising i.e., the social
behaviour of users, and also added the opt-out feature which was not present initially.
2009: RTB (Real Time Bidding) was born – a method for buying & selling display ads
in real- time.

2009- 2020: WhatsApp, Instagram & other major social media platforms were
introduced which picked up popularity really quickly. From 2015 onwards content
marketing in different formats has been the essence of digital marketing space.

4. IMPORTANT FEATURES OF DIGITAL MARKETING

The factors which make digital marketing highly important are listed below:
 Accurate Targeting: Digital marketing helps in easily identifying the target
audience, and it’s the only way to deliver personalized content according to
each customer preference.
 Cost-Leverage: Digital mediums are highly cost-effective for messaging across
various devices and locations.
 Effective: It is easier to tap the requirements of every customer at every stage
of the consumer journey and accordingly provide the services. Consumers
present their intent at every touchpoint, which makes it effective for
marketers to understand what the consumers want in a given moment or
even predict their next course of action.
 Brand Presence Amplification: With the help of digital marketing, amplifying
all the aspects of brand dimensions is convenient. By using digital techniques
and tools, it's easier to spread the word about brands on different online
channels and integration of all the marketing communications helps in forming
perceptions in the minds of customers.
 Increased Authority: Digital marketing is important not just because it helps
marketers be found online, but it also has the power to influence how
potential customers perceive a business. A company's credibility grows
significantly when it ranks high in search engine results pages alongside
credible industry authorities.
 Greater Visibility: Digital marketing techniques such as search engine
optimization (SEO) allow a company's presence to be more visible on channels
where customers are most active. The options that appear first in search
results are more likely to be explored. As a company's online presence grows,
potential customers are more likely to check it out, connect with it, and take
some sort of action or develop a purchase intention.
 Higher Quality Website Traffic: Various marketing techniques, such as paid
advertising, SEO, social media marketing, and email marketing, contribute in
effectively targeting customers. On a website, such targeted efforts will attract
high-quality traffic, which will help to increase engagement because the
consumer has expressed an interest in learning more.
  Interactivity:Interactivity is an exclusive feature of Digital Marketing as it
empowers customers to put forward their needs and feedback, which helps
in bringing in transparency as well as making the platforms a good source for
customer insights.
 Tweaking:It has never been easy to tweak the campaign according to the
performance and response from the target audience because of digital tools.
 Creativity:There is an endless possibility to be creative in presenting ad
content to potential clients or customers. It's easier to use different formats
and incorporate entertaining and captivating content.
 Real-Time Response:Real-time services are available to both customers and
marketers.
 Measurability:It includes features that help marketers in tracking the
performance of the campaign and provides statistics about the number of
clicks, number of views, number of conversions, number of shares etc. These
figures help in adapting to the needs of the campaign.

5. STRUCTURE OF DIGITAL MARKETING

The advertising industry has three players- The advertiser, the publisher and the ad
network.

The advertiser is the particular brand that wants to promote its products and service
through digital marketing. The advertiser would define its marketing objective and
decide the target audience online. Then the advertiser will decide its format of
advertisement and the channels on which it wants its ads to run. For this purpose, an
Ad network is needed, which helps to connect the advertiser with a publisher. The
publisher is the host of the ads. This means that publishers are the owners of various
websites and apps where the intended ad is to be put up. The publisher provides the
space to the advertiser to enable the users using those spaces to come across those
ads.
The advertiser will pay money to the publisher according to the number of
impressions of the ads displayed or according to the number of clicks those ads
receive.

The Ad network is a company like an ad agency (Google AdSense) which helps to

connect the advertiser with the publisher over multiple online platforms. The term
"ad network" refers to a service that connects marketers with websites that host
advertisements. To be more specific, this network looks for unsold ad space from
publishers and then sells it to advertisers looking for content-specific ad space. There
is a special technical process that takes place when users view interactive advertising
on various websites they visit. The goal of every ad network is to bring together
publishers to give advertisers low-cost ad space that reaches a large number of
consumers, making it the main task of the ad network to help the advertiser locate
spaces online from various publishers. Thus, the ad network acts as a mediator
between the advertiser and the publisher.
Fig 1: Structure of Digital Marketing
(Source: [Link])
 Fig 2: Structure of Digital Marketing

6. CHANNELS OF DIGITAL MARKETING

1. Search Engine Optimization

The idea behind SEO is to attain the highest position or ranking in natural or organic
search results. This is achieved when a specific combination of keywords is typed on
the search engine. Google, Bing and Yahoo, the well-known search engines, include
the natural listings below the top PPC or sponsored links as ad revenue is generated
through the sponsored ads for the firm. The organic position depends upon an
algorithm used by each search engine to match the related site page content with the
keyword entered.

For example, a user searches for woolen caps, then all the woolen caps from different
brands will appear from which the user can select one. As soon as the user types the
keyword ‘woolen cap’,several results appear on the search engine. However, from
amongst the many results, the ones which are directly relevant to the search will
appear on top.

The answer to creating an attractive website is SEO, where the marketing content is
designed so that any query from a user is answered through it by typing a key phrase
instantly.

Functions of SEO

The customers require details and specific information about the product, and search
engine optimization helps them in obtaining such specific details. Therefore, the main
purpose or function of SEO is to provide the required information by identifying user’s
queries, selecting the keywords and producing web results related to them. Listed
below are the major functions of search engine optimization:

 Crawling: the basic function of SEO web crawling. Specialized programs known
as robots, crawlers or spiders are sent to systematically browse web pages on
the world wide web for indexing them. They access web pages and retrieve a
reference URL of the page for analytical purposes and indexation.
 Indexing:Indexing is the second significant function of SEO which is done to
provide instant results to the user. The crawler searches the web page, indexes
it for future use so that when a search for related articles is done, the index
provides immediate results to the user. The discovered pages are stored in
the index by the crawler.
 Searching and ranking:when information is retrieved from the indexes, the
process is known as searching. On obtaining a query from a user by the search
engine, the index, with the help of keywords, displays the names of various
 sites containing it. The ranking is the process of obtaining relevant results
inreturn for a query put into the search bar. The search engines use algorithms
to determine the relevance through which stored information is retrieved and
ranked rightfully.

2. Pay per Click Marketing

Pay per click marketing in recent times is the most sought-after form of advertising in
all parts of the world. Each time a customer clicks for the search, the marketer has to
pay for it. Hence, the term pay per click for the search, the marketer has to pay for it.
Hence, the term pay per click marketing. It is also similar to the traditional form of
advertising where the advertiser pays for each type of advertising mode, i.e., TV ads,
radio ads, pamphlets, fliers etc. a rapid growth has been witnessed in the online
keyword “pay per click advertising”. The search result page shows such links under
the head “sponsored links” on its right-hand side, or it may appear on the top of the
organic search results. The position and frequency of the ad on the search results
depend upon the amount the marketer is willing to pay.

3. Social Media Marketing

Most consumers and businesses recognize social media simply through the leading
social networks platforms such as Facebook, Instagram, LinkedIn, Pinterest, Snapchat,
Twitter and other social networks witha high active user base in each country.

The term "social media" refers to internet and mobile-based channels and tools that
allow people to communicate with one another and share content and opinions.
Social media, as the term implies, entails the formation of communities or networks
and encouraging participation and engagement.(CPIR, 2011)

Advertisers can use a wide range of techniques and systems to promote content and
get people to engage with it on social media sites. Many social networking networks
allow users to provide precise geographical segmentation and personal information,
allowing advertisers to personalise their messaging to what resonates most with their
audience.

4. E-Mail Marketing

One of the most common tools of direct marketing is e-mail marketing. With the ease
of access to the internet, companies can tap many people through email marketing.

Email marketing can be defined as a means of sending emails to both potential and
existing customers via the internet. In other words, email marketing means sending
business-related messages to the audience by use of the internet. The emails are sent
to promote the products of the firm. The marketers reach out to existing customers
and potential customers by sending out different offers, discounts, announcements,
and schemes of the firm. In a nutshell, email marketing aims to build relationships
with its customers and gain their loyalty and send promotional offers and discounts
to enhance its sale.

5. Website Designing

In a digitalized world, businesses cannot survive without the facility of the “Internet”.
They make their online presence visible through the information on their website.
After visiting the website, the web users can make up their minds regarding the
relevancy of business through the value provided by their website. A well-designed
website acts as an image of the company. It not only attracts new potential customers
but also helps in retaining the existing ones. The attention of the customers is drawn
to a nicely structured website that provides them with the relevant information and
helps them in solving their problems. A website that is planned and designed
attractively can help a business in operating and accomplishing its goals efficiently.

There are five major elements of web designing:

6. Mobile Marketing

In present-day times, a number of people are using smartphones, be it for checking

emails, messages, buying and marketing goods and services. Online users are often
seen glued to smartphones for various purposes. When smartphones had not hit the
market, people used desktop computers for sending emails, seeking information
through Google, watching their shows etc. With the advent of smartphones, the
above-mentioned tasks can be easily accomplished on mobile devices. According to
a recent survey, it has been observed that 80% of internet users own a smartphone.
Mobile marketing is a digitalized strategy to reach a target audience located in any
part of the globe through smartphones, tablets or using any other mobile device
such as email, website, MMS & SMS or social media platforms.

7. FORMATS OF DIGITAL MARKETING

 Display Advertising

In common parlance, display advertising refers to the process of advertising any

market offering, be it product or service through visuals like videos, images on the
network of publishers, e.g. Facebook, google display network etc. Advertisers pay for
ad placement on third-party websites, such as publishers or social media sites, in
display advertising.

 Video Marketing
Video marketing is also an important form of marketing and is being used by
marketers to promote the sale of their products and services. The videos are prepared
on a specific subject related to the product to be uploaded on different platforms to
be viewed, liked and shared by potential consumers.

The techniques used in video marketing are as follows:

 Video Hosting: In this technique, advertisements are shown before starting a

video on websites like Vimeo and YouTube. The marketer ensures that the
advertisements are of interest to the users. The hosting of videos involves a
charge by the websites. However, it is ensured that a large audience is able to
see the video. The negative side of using advertisements is that viewers often
get very irritated on being forced to see such advertisements before watching
the video.

 Integrated Video Viewing: This technique involves the integration of videos

of the website of the firm. In other words, it means that as soon as the viewer
accesses the website, the video automatically starts playing. However, it can
slow down the website.

 Video Linking: It involves using the third party’s web page where the marketer
uploads his video that can be viewed by the potential consumers.

 Third-party Video Advertising: The video in this technique is usually posted in

between the paragraphs of the articles and starts playing as soon as the viewer
reaches that part. It is mostly used by newspapers, websites, and editorial
websites. However, this form may not be so effective as the viewers can easily
stop the video and move forward.

 Video Email: the video in this form comes as an attachment with the text, sent
like the content of the email, implying that the video is combined with the
email content.

In this way, a larger audience can be reached by the marketer. The quality of the
browser has to be very good to play and download the video.

 Content Marketing

Permission marketing success demands excellent, captivating content. The concepts

of content marketing and content strategy have been developed to describe effective
approaches to engage audiences and achieve business outcomes through content to
highlight the importance of content marketing to gain permission, encourage sharing,
and ongoing engagement through websites and social media. The term
"content" refers to a mix of static and dynamic rich media material that stimulates
interaction on web pages. Videos, podcasts, user-generated content, and interactive
product selectors and quizzes are all examples of content that should be refined to
engage users.

 Affiliate Marketing:

It is a type of marketing in which an individual or business markets another company’s

products or services. In exchange for promoting the company’s products, affiliates
earn commissions for their work bringing visitors and sales to the business.
It is similar to the commission a salesperson earns. However, affiliates do not work
for the company whose products they are promoting.
Affiliates typically promote products through their website, blog, social media
accounts, podcasts, or other online platforms.
The company will track all the sales that come from the affiliate in order to credit
them with the commission.

8. COMMON TERMS USED IN DIGITAL MARKETING

 Impressions: Number of times an ad is displayed on the website. Every time

a user comes across an ad on any given online ad space, irrespective of
whether the user clicks it or not, it is counted as an impression.

 Clicks: It is an action performed by an online user to attain desired information

that the given link/ad may carry by tapping on it.

 Conversions: Any action that a marketer expects a user to take upon seeing
their ad or any given ‘call-to-action’ (CTA) link which will fulfil the marketing
objective of the marketer is termed as conversion. It can be a download, sign-
up, click on the link, add to basket, wishlist, save, share, subscribe and
purchase.

 Affiliates: Affiliate marketing is an advertising model in which a company

compensates third-party publishers to generate traffic or leads to the
company’s products and services. The third-party publishers are affiliates, and
the commission fee incentivizes them to find ways to promote the company.
It is generally based on the CPA method.
  Ad Space: It is a space on any given webpage that is a part of the Ad Network
where the advertiser wants the publisher to publish their ad.

9. MEASUREMENT OF DIGITAL MARKETING STRATEGIES

Digital Marketing enables marketers to simultaneously monitor and measure the

performance of the ad campaign simultaneously while running it with the help of
digital tools and statistics. Google Analytics is the software majorly used to measure
the performance of the campaigns with the help of various metrics. There are
different metrics formulated for measuring different marketing goals. They help to
understand the balance between cost to the advertiser and the respective return on
investment. These are some popular metrics that are used in digital marketing
practices:

 CPM (Cost per mile): It’s the cost that has to be paid by the advertiser for
publishing 1000 impressions. CPM is set according to market rate or as decided
between advertiser and publisher.

It is calculated as

Cost to Advertiser= CPM x (Impressions/1000)

 CPC (Cost per click): There are different rate structures for different
advertising goals in digital marketing, and CPC is a well-used metric. It is the
cost that the advertiser has to pay to the publisher for every click that is
received on the published ad.

It is calculated as

Cost to advertiser= CPC x number of clicks

 CTR (Click-through rate): This metric is used to measure the effectiveness of

any advertising campaign.

It is calculated as

CTR= (number of clicks/ number of impressions) x 100

 CPA (Cost per Acquisition): Also known as Cost per Action, is a measurement
technique that assesses the entire cost incurred by the advertiser from the
 point of starting the campaign to attract visitors to the point of converting
them into a client/ customer.

 CR (Conversion rate): This metric is used to calculate the conversion rate,

which means the desired users perform online actions after being exposed to
the ad.

It is calculated as

CR= (number of conversions/Impressions) x 100.

10. CONSUMER LIFECYCLE IN DIGITAL MARKETING (AIDA)

In the digital age, brands have based their entire marketing strategy on the AIDA
model. AIDA stands for Attention, Interest, Desire, and Action. Each term represents
a stage of a consumer's buying journey.

During these four stages, your content will ideally attract attention to your brand,
generate interest in your product or service, stimulate a desire for it, and spur action
to try or buy it.

Brands use the AIDA model to determine the way they should craft and distribute
marketing messages to their target audience at each stage of the buyer’s journey.

The AIDA model is considered a hierarchy of effects model, which means consumers
must move through each stage of the model to complete the desired action. Just like
a typical marketing funnel, each stage has fewer consumers than the previous one.
Attention
If your content can grab their attention and deeply engage them, your target audience
will start to become curious about what your company actually does.

In this stage, the consumer is asking, "What is it?"

In order to get to this stage, you must first get your content in front of them. This
comes with increased brand awareness and effective messaging.

Interest
Once your target audience is interested in your product or service, they’ll want to
learn more about your brand, the benefits of your solution, and your potential fit with
them.

In this stage, the goal is to get them to think, "I like it."

Desire
People do business with those they know, like, and trust. The first two stages of the
AIDA model establish the know and the like.

The goal of this stage is to change "I like it" to "I want it."

And that's done by cementing in the final piece of the puzzle: Trust.

To do this, keep serving them content. Make sure they subscribe to your blog, follow
you on social media, and download your offers. The more prospects interact with
your brand, the more they’ll trust you, boosting the chances they’ll eventually buy
your product or service.

Action
After you generate enough desire for your product or service, give your prospects the
chance to act on it. After all, what’s the point of creating content and building deep
relationships with prospects if there isn’t a clear next step?

The goal is to get them to decide, "I'm getting it."

No matter what the "next step" is, you should compel them to respond with low-
friction but high-incentive calls to action.

Fig: Example of AIDA in Digital Marketing Context

1. WHAT IS A SEARCH ENGINE

A search engine is a software program that helps people find the information they are
looking for online using keywords or phrases. Search engines are able to return results
quickly—even with millions of websites online—by scanning the Internet
continuously and indexing every page they find. When a user enters a search term,
the search engine looks at the website page titles, contents and keywords it has
indexed and uses algorithms (step-by-step operations) to produce a list of sites—with
the most relevant websites at the top of the list.

Companies use search engine optimization (SEO) to help search engines recognize
their websites as highly relevant to particular searches. Popular search engines
include Google, Bing and Yahoo.

2. STRUCTURE OF SEARCH ENGINE RESULT PAGE (SERP).

A SERP is the webpage that a search engine, such as Google or Yahoo!, return as a list
of results based on user’s search query. A SERP is divided into two core sections. At
the top it are the paid listings or the sponsored listings. They can also be displayed at
the right side of the SERP. These are marked with yellow flags and they clearly
highlight these entries as the ads. These sponsored links are essentially
advertisements and are often referred to as ‘paid ads’ or ‘Pay per click ads’. Listings
below the PPC listings are the organic search listings which are featured on a SERP
because of their relevance to the keywords that a user has entered into the search
box.

A few factors that a search engine algorithm may consider when deciding what
information to show in the SERP include:
 Geographic location of the searcher
 Historical performance of a listing (clicks, bounce rates, etc.)
 Link quality (reciprocal vs. one-way)
 Webpage content (keywords, tags, pictures)
 Back end code or HTML of webpage
 Link type (social media sharing, link from media outlet, blog, etc.)

2.1 Search tool box:

A search box (or search field) is rectangular/cylindrical space at the op of the

search engine or any webpage which allows the users to enter search terms
in a system. As a result, the system returns content related to the keywords.

2.2 Paid Ads:

When an internet user feeds a keyword in the search toolbox, the SERP
displays paid results or sponsored results at the top or on the right of the result
page, differentiated by a yellow label of ‘Ad’ attached to it or boxed in a
segment. These are the ads that are set up by ‘Google Adwords’ when
marketers bid on them to be placed at the topmost rank, generally top 3-4
listings (depending upon the number of marketers competing on that
particular keyword). These are also known as SEM: Search Engine Marketing
Ads or PPC (Pay per Click) ads.
 2.3 Organic Results:

Organic Listings are the set of results which are displayed just below the paid
listings but are unpaid for and unsponsored. It is called organic because these
results naturally fulfill the search user’s query owing to a multiple set of factors
establishing the benchmark for quality rating by Google to identify and rank
those from its indexed database and these are known as ranking signals.

Paid ads only count for 30% of CTR while the rest 70% click the organic results
as they have earned their position through high quality content, remarkable
SEO efforts over a period of time. They are regarded very valuable due to their
accurate relevancy for generating a good user experience while
simultaneously benefitting the marketers to divert maximum potentially rich
conversion leads, free of cost.

The complete process of SEO is about organic results which revolve around
optimizing the meta data (Title, URL and Snippets) along with the content and
backlinks so as to strive securing a position in the first page of search results
and can also be in the top five results of the first page.

2.4 Keywords:

Keywords (also known as “SEO keywords," “keyphrases,” or “search queries”) are

words and phrases that users type into search engines to find information on a
particular topic.
In the world of search engine optimization (SEO), keywords are used in webpage
content as a way of ranking at the top of Google’s results for that same keyword.

Important note: any term used in a search engine, whether a single word or a long
phrase, is considered a keyword.

For example, the word “desert” is a keyword. But so is the multi-word phrase “which
plants grow in the desert.”

See how the results page changes based on how specific the keyword is:
Long-Tail Keywords:
Long-tail keywords have a lower search volume than short-tail keywords. In other
words, they are the ‘less popular’ search terms. However, they are more specific than
short-tail keywords, providing greater detail to search engines and clearly signaling
search intent. So, although you may receive less site visits per keyword, long-tail
keywords serve more specific results that are more likely to answer user intent and,
as such, will attract higher-quality traffic that is more likely to convert. Typically, a
long-tail keyword contains approximately 3 or more words.

Short-Tail Keywords:
A short-tail keyword, also known as a ‘head term’, is a general search term that
typically contains 1-3 words and covers a broad topic. Short-tail keywords generally
have higher search volume than long-tail keywords which means that they attract
more website visitors.

Although head terms can receive lots of traffic, it’s not necessarily the highest quality
since it’s a generic search that may not serve the right user intent for your
product/service, which can lead to low conversion rates and a higher bounce rate.
Short-tail keywords are also much more competitive, making it more difficult to rank
for these terms.

Short-Tail Keywords Long-Tail Keywords

High search volume Low search volume
High competition in the SERPs Low competition in the SERPs
Generic search terms Specific search terms
Less than 2 words More than 3 words
Low conversion rates High conversion rates
 2.5 URL/ Title/ Snippets:

A snippet is a meta description alongwith the URL of the page under the title on a
SERP which represents a contextual information about the search query and it varies
according to different keywords. As a user keeps on changing the keyword, the
description beneath the title keeps on changing. “Keywords in Context” are the bold
keywords which forms a part of the description also.

On an average, Google limits the number of characters in snippets to 156 characters

and truncates the detail if it crosses the limit with ellipses (…). Since snippets are
query based, crafting a good description which includes popular keywords both in
title and on-page content, as Google can choose to pick information from anywhere
on the website. Hence, quality of meta-description which is a determining factor in
ranking of the listings needs to be addressed very carefully by the marketers.
3. PAID ADS VS ORGANIC ADS

ORGANIC RESULTS PAID ADS

ADVANTAGES

It is free You can function according to the budget

and the performance can be measured

It is in direct communication with your You can target a direct demographic

customers- Customer Loyalty

It creates Brand Identity Instantly provides results & offers flexibility

DISADVANTAGES

It is time-consuming There is no guarantee

Algorithms can be a matter of chance It is competitive

Offers Less Flexibility Limited because of Budget

Organic vs. Paid Advertising: Which One to Use When?

The decision to choose organic or paid advertising for your clients depends on
various factors such as their business goals, target audience, budget, and
resources.
 Organic advertising can build relationships and increase brand awareness, while
paid advertising can generate leads and drive immediate sales.

Both strategies have their benefits and limitations, and a combination of both can
be the most effective approach to maximize results and optimize the ROI of
advertising efforts.

4. SEARCH INTENT:

Users while using search engines, they reveal information about their intent which
guides a marketer to segment their needs according to their psychology into different
search behavior categories such as informational needs, transactional needs or
informational needs.

Users enter navigational queries when they intend to directly go to a specific website
using the brand name or the specific URL which reflects that the searcher is at least
aware of the brand before entering the search query e.g., If a user wants to stay in Taj
group of hotels in Varanasi, the user will type Taj Hotel in Varanasi.

Users enter transactional queries, which are generally convertible into financial
transactions like signing up a free trial account or purchasing a product online after
placing a query. But it is not necessary that it always should result in financial
transaction. Any query that might eventually end up being financial is also considered
transactional in nature, for example creating a Pinterest account.

Users enter informational query, when they are looking for certain information, the
possibilities of which are endless. These queries are generally non-transactional in
nature, whose main goal is the information itself and includes not more than
browsing, reading or clicking.

TERM AVERAGE INTENT CONVERSION

MONTHLY RATES
SEARCHES
Varanasi Airport 10k-100k Navigational Low
Hotels in Varanasi 10k-100k Informational Medium
Varanasi Tour 1k-10k Transactional Medium-High
Package
Varanasi Ghat 1k Informational Low
5-star Hotels in 100-1k Transactional High
Varanasi

5. SEARCH ENGINE MARKETING

Search engine marketing (SEM) refers to the practice of promoting websites by
increasing their visibility in search engine results pages (SERPs) primarily through paid
advertising, but it can also include SEO.

With paid advertising, your website ranks in paid results. Whereas with SEO, it ranks
in organic results. (We have already covered paid vs. organic results above).

Historically, SEM was used to refer to both organic and paid search marketing
activities. However, the phrase now exclusively refers to paid campaigns. SEM can
incorporate both local and worldwide web marketing. It can use Google, Bing, and
Yahoo for marketing and internet advertising for businesses and consumers. Paid
search enables you to be found on search engines for keywords relating to your niche
or domain, resulting in increased traffic to your site, lead generation, and brand
exposure.

6. SEARCH ENGINE OPTIMIZATION

SEO stands for search engine optimization. What is search engine optimization? It is
the process of taking steps to help a website or piece of content rank higher on
Google. The key difference between SEO and paid advertising is that an SEO strategy
involves “organic” ranking, which means you don’t pay to be in that space. The art
and science of “optimizing” your website (both internally and externally) so that it
ranks higher in the natural/organic listings of a search engine.

Therefore, Search engine optimization (SEO) is the process of optimizing a website or

web page to increase its visibility in search engines. SEO techniques can be divided
into two main categories: on-page and off-page optimization. On-page optimization
focuses on factors within the actual webpage, such as content quality and structure,
while off-page optimization focuses on external factors that affect how other websites
perceive your site, such as backlinks and social media presence.

7. TYPES OF SEO:

On-Page Optimization:

On-page SEO refers to any practices that include optimizing content on web pages for
both search engines and users. On-page SEO is about building content to improve
your rankings. This comes down to incorporating keywords into your pages and
content, curating high-quality SEO copywriting content regularly, making sure your
metatags and titles are keyword-rich and well-written, researching keywords, creating
relevant content, setting up proper meta tags, using internal linking structures
correctly, making sure that the URLs are properly optimized for both users and search
engine bots alike, optimizing images by including captions with targeted keywords as
well as using alt tags for better accessibility and dozens of other factors
1. URLs
•URLs should include keywords once
•Either flat/hierarchical structure is acceptable.

2. Title and Headings should contain at least one keyword. The use of ‘primary keywords’ is
recommended.
3. Snippets should have the popular keywords relevant to the website. Also, the snippets
should be rich, having all the necessary extensions (site link, location, message, price etc).
4. The website should have balanced keyword density without going for the unethical
practice of keyword stuffing. There should be a balance between the primary keywords
and the secondary keywords.
5. The landing page should be relevant according to the keywords entered so that the user
stays on the page otherwise bounce rates can increase.
6. The internal links structure should be optimized to make the user interface easily
navigable with relevance as per the requirements of the user that may guide them further
to look for exact piece of information. Also, the links should not be broken.

Off-Page Optimization:

Off-page SEO is the optimization happening outside your website itself, such as
earning backlinks. This part of the equation involves building relationships and
creating content people want to share. Thus, Off-page optimization is the process of
improving a website's visibility, ranking, and authority on search engines by utilizing
tactics that go beyond what can be done on the site itself. This includes link building,
social media marketing, content promotion, and other activities that help to generate
more online exposure for a website or business.
Link building involves getting links from other websites pointing back to your own in
order to increase its reputation with search engines. Social media marketing involves
creating relationships with influencers within your industry and leveraging those
relationships into additional traffic for your website or business.
Content promotion focuses on distributing valuable content across various platforms
such as blog posts, press releases, and webinars in order to draw attention to their
brand or product offering. All of these off-page strategies work together to help
improve the visibility of a website in organic (non-paid) search engine results pages
(SERPs).

8. SEO AUDIT

An SEO audit is the process of analyzing how well your web presence relates to best
practices – it is the first step to creating an implementation plan that will have
measurable results.
The purpose of the audit is to identify as many foundational issues affecting organic
search performance as possible. The SEO audit will reveal:
● Technical SEO issues
● Website structure issues
● On-page SEO issues
● Potential off-site problems
● User experience issues
● Content gaps and opportunities
● Competitive marketplace insights

An audit is a standard procedure that should occur on a regular basis – It is essentially

a “health check” for your website.

UNIT II

1. KEYWORD RESEARCH (WHY/TYPES/HOW/ALTERNATIVE/KW

CLUSTERING/TOOL FOR KR)
2. WHAT ARE GOOGLE ADS
3. PPC CAMPAIGN & OBJECTIVES
4. TYPES OF GOOGLE ADS
5. YOUTUBE AD FORMATS
6. DISPLAY CAMPAIGNS

UNIT III
1. WHY SOCIAL MEDIA
2. GOALS & STRATEGIES
3. IDENTIFYING TARGET AUDIENCES
4. RULES OF ENGAGEMENT FOR SOCIAL MEDIA

UNIT IV
1. SOCIAL NETWORKS
2. SOCIAL MEDIA MONITORING
3. TOOLS FOR SOCIAL MEDIA MONITORING
4. MOBILE COMPUTING
5. LOCATION MARKETING.
Introduction to
SEO
Week 1
Bit Of SEO History
● Webmasters and content providers began optimizing websites for search engines in
the mid-1990s, as the first search engines were cataloguing the early Web.

● Initially, all webmasters only needed to submit the address of a page, or URL, to the
various engines which would send a web crawler to crawl that page, extract links to
other pages from it, and return information found on the page to be indexed.

● The process involves a search engine spider downloading a page and storing it on the
search engine's own server.

● A second program, known as an indexer, extracts information about the page, such as
the words it contains, where they are located, and any weight for specific words, as well
as all links the page contains. All of this information is then placed into a scheduler for
crawling at a later date.
What is search?
What Types of Customers Do You Serve?

- Lookers. Some visitors are “just looking.” They are not after anything in particular....
- Bargain Hunters. Some shoppers have heard you are having a sale...
- Buyers. Some people are there on a mission....
- Researchers. Some are researching...
- New Customers....
- Dissatisfied Customers....
- Loyal Customers…

It all starts with a customer typing his/her query/wants into a search engine. A search term,
otherwise known as a search query, is the word or phrase someone enters into a search
engine, such as Google/Bing/Yahoo.
A search term often contains (or is itself) a keyword: a word or phrase search marketers bid
on in their search campaigns and try to rank for in the organic search results.
The Science Behind Intent:
● A user is specifically looking to find information relating to the keyword(s) they have
used.
● A user is looking for more general information about a topic.
● A further generalization can be made, and intentions can be split into how specific the
searcher is and how exhaustive the searcher is.
● Specific users have a narrow search intent and do not deviate from this, whereas an
exhaustive user may have a wider scope around a specific topic or topics.
● The search engines are also making strides in understanding both search intent.
Search Behaviour Model (SBM)
● Each keyword phrase has a unique and complete history of consumer behaviour
associated with it
● A consumer search behaviour model (SBM) is a data-driven process (Advanced
Keyword Research) for classifying consumer behaviour for each search query to a
specific source, type or subject.
● It is a reflection of the total consumer buying behaviour experience for products and
services in any single market segment, and should be one of the very first task executed
during a product development cycle.
What Does a SBM do?
● Consumer Search Behaviour models helps you define your information

architecture, focus your content strategy and identify landing page

opportunities.

● This advanced keyword research helps you to better understand the factors

and influences of consumer buying behaviour. The ability for consumers to

quickly find high-quality sites positively influences their shopping

behaviour.
Consumer Behaviour
Models are important!
● Statistically Valid
● Complete Experience
● Identify Important Traffic
● Micro-site Opportunities
● Normalize Website with Consumer Intent
● Content Strategies
● Editorial Focus
● Identify Preferred Terminology
What are search
Engines?
A search engine is a software system that is designed to carry out web searches. They
search the World Wide Web in a systematic way for particular information specified in a
textual web search query. The search results are generally presented in a line of results,
often referred to as search engine results pages (SERPs) The information may be a mix of
links to web pages, images, videos, infographics, articles, research papers, and other types
of files.
How Search Engine
Works
How Search Works
- YouTube

[Link]
h?v=BNHR6IQJGZs
Crawling, Indexing &
Ranking
How Search Engine Works
● Crawling: Google searches the web with automated programs called crawlers, looking for
pages that are new or updated. Google stores those page addresses (or page URLs) in a
big list to look at later. We find pages by many different methods, but the main method is
following links from pages that we already know about.
● Indexing: Google visits the pages that it has learned about by crawling, and tries to
analyze what each page is about. Google analyzes the content, images, and video files in
the page, trying to understand what the page is about. This information is stored in
the Google index, a huge database that is stored on many computers.
● Serving search results: When a user searches on Google, Google tries to determine the
highest quality results. The "best" results have many factors, including things such as the
user's location, language, device (desktop or phone), and previous queries. For example,
searching for "bicycle repair shops" would show different answers to a user in Kolkata
than it would to a user in Hyderabad. Google does not accept payment to rank pages
higher, and ranking is done algorithmically.
Optimizing Crawl
Budget
What is Crawl Budget ?
The number of times a search engine spider crawls your website in a given time allotment is
what we call your “crawl budget.”
Strategies to Optimize
crawl budget
● Avoid using Rich Media files (Flash)
● Build Internal & External Links
● Fix Broken Links
● Make use of Social Channels to spread content
● Make sure pages are crawlable
Avoid Rich Media
Files
Internal Links
External Links
Make use of Social Channel
Make sure pages
are crawlable
Optimizing for Bots
Vs. Optimizing for
Users
● Optimizing for Search Engine Bots Like
Googlebot, Bingbot is optimizing crawl
budget. It falls under regular technical
site maintenance.

● Optimizing your website for users is SEO

(Search Engine Optimization) and takes
into consideration UI, UX of your website.
Organic VS Paid
Two Types of
Search Results
Organic Search Paid Search
WHAT IS SEO ?
The art and science of “optimizing” your
website (both internally and externally) so
that it ranks higher in the natural/organic
listings of a search engine.
SEO helps you to
be found via
Search Engines
Anatomy of a Search Result

Title

Description

Rich Snippet
[Link]
Keyword Research
Agenda
1. Finding Seed Keywords
- Buyer Persona
- Wikipedia
- Forums
2. Keyword Research Process
- Identify Seed Keywords
- Collect Metrics
- Map keywords to Website, Off-page Content
Without Keywords,
there is no SEO.
Type Of Keywords
1. Short-tail Keywords
2. Long-tail keywords
3. Product defining keywords
4. Buying Persona Keywords
5. Geo-Targeting keywords
6. Seed Keywords
The Keyword Research Process

Find Niche Topics using

Buyer Personas, Wikipedia, Prioritize Keywords
Forums, Reddit based on metrics

01 02 03 04

Collect Keyword Metrics Determine Keyword

using Tools such as Google Targeting & New Content
Keyword Planner, Creation Priority
ubersuggest
Finding Seed
Keywords
What are niche topics
A Niche Topic is a topic that your target customer is
interested in.

For e.g. For a website that has content related to

Tennis, niche topics would be:

- Nutrition for Tennis players •

- How to hit a forehand •
- How to be a professional Tennis player •
- Best Tennis coaches in India •
- Tennis shoes
Buyer Persona
● Gender
● Age
● Approximate Income
● Hobbies & Interests
● Things that they struggle with (challenges)
● What they want to accomplish
Buyer Persona: Parent of school tennis player

Age: 35 – 54

Gender: Male or Female

Approximate Income: 10 Lac – 75 Lac per annum

Hobbies & Interests: Roger Federer fan, playing tennis with friends, spending time

with son or daughter Things they struggle with: Having more time to exercise &

stay fit, spend time with kids

Goals: Son or daughter to play Tennis for school team, district or state level.
What would a father / mother
search for?

“How to teach kids tennis”

“tennis racquet for 8 year old kid”

“tennis shoes for kids”

“tennis coaching facilities in ”

“schools with tennis coaching”

Create Mind Map of Topics
Finding New Keywords with Ahref
How To Find Out What Keywords Your Website
Already Appears For
Competitor Research before choosing right keywords
How To Use Google Auto-
suggest To Come Up With
Keyword Ideas
How To Use Google related search to Come Up With
Keyword Ideas
Collect Keyword Metrics
An example – Decathlon India
● Domain Name: [Link]
● Focus: Sports equipment, sports wear & accessories
Business Objectives of
[Link]
● To increase visibility on Search
Engines for business relevant
keywords – tennis rackets, men’s
tennis clothing, tennis shoes for
kids etc.
● To increase traffic to the website (a
result of increased visibility on
organic search results)
Why we should choose long tail

Popular Search Terms Long-tail Keywords

● Consist of 30% of daily searches ● Consist of 70% of daily searches

● Highly competitive ● Less competitive

● Searcher is probably browsing, ● Searcher is almost ready to buy

not ready to buy.

Assessing Keyword Value
● Is the keyword relevant to your website's content?
● Will searchers find what they are looking for on
your site when they search using these keywords?
● Will they be happy with what they find?
● Will this traffic result in financial rewards or other
organizational goals?
Thanks
Search Engine
Marketing
Week 1
Agenda
● Consumer Journey & Moments of Truth
(MOT)
● What is SEM?
● Why Google Ads?
● Google Network
● Define your Goals
● Basic Google Ads Terminologies
● How Does the SEM Ad Auction Work?
● Structure of a Google Ads Account
● Google Ads Campaign Types
● Creation of Search Network Campaign
Guidelines to Participate
● A quiet room, headphones on, and minimal external disturbance is all you will
require to make the most of this session.
● Keep a notepad and pen handy. Note down important points or questions that you
would like to ask in it. Maintain it for your own reference.
● SEM is a highly detailed area of digital marketing and it is important to have a robust
understanding of the underlying concepts at start.
● This session has a theoretical and practical component. It is recommended to pay
close attention to the theory and follow it up with practical application.
Consumer Journey
Consumer Journey
P&G introduced the concept of the First,
Second & Third Moment of Truth.
○ First MOT - Stimulus
○ Second MOT - Purchase
○ Third MOT - Experience
ZMOT
● Google built on this idea and
came up with the Zero Moment
of Truth (ZMOT).

● “Zero moment” refers to the

point in the purchase cycle
when the consumer researches
for a product or service.
UMOT

● Ultimate MOT (UMOT) - Idea

of shared experiences and
their impact in the consumer
buying cycle.
Micro Moments
● Micro-moments are the moments inside of
the moments that have shifted the landscape
of how we perceive brands and our decision-
making processes.

● They are in the cultural ether and woven into

our daily routines.

● Biggest driver of micro-moments is mobile

and the rise of “ephemeral content” like
SnapChat.

● Big data, mobile innovations and wearable

tech have shifted the consumer’s buying
expectations for immediacy, relevance and
loyalty to the brands that best serve those
needs - in each single moment.
Micro Moments ([Link]
What is SEM?
What is SEM?
SEM is the practice of marketing a
business using paid advertisements
that appear on the Search Engine
Results Pages (SERPs).
SEO vs SEM
Organic Results vs Paid Ads
Google

Search Results Google Ads

Where they appear: Top & bottom
Where they appear: On the
of SERP
middle of the page
How they’re matched: ads are
How they’re matched: sites
matched to a person’s search
are matched to a person’s
based on how closely the search
search using information like
matches your kws & campaign
text on the page
settings
How they’re ordered: based
How they’re ordered: based on a
on relevance to the search
combination of cost-per-click (CPC)
term & popularity
bid & relevance
 Why SEM?
● Markets are moving online

● Largest categories of online retail

globally:
○ Apparel
○ Consumer Electronics
○ Computer Hardware

● Fastest-growing categories:
○ Grocery
○ Health, Personal Care & Beauty
○ Toys & Hobby
○ Computer & Consumer
Electronics

● Online retail in India:

$1.1–1.3 Tn by 2025

CAGR - Compound annual growth rate

Why SEM?
● India is the largest growing market
globally in e-commerce.

● Online retail will grow to reach $145

billion by 2025

● Online shoppers in India:

○ 150 million (2020)
○ 475 million (2026) est.
Google Ads
What is ‘Google Ads’
● An online advertising service developed
by Google, where advertisers pay to
display brief advertising copy, product
listings, and video content within the
Google Ad Network to Web users.

● Google Ads was first launched in 2000.

● Google Ads generate the main source of

revenue for Google.
Why Google Ads?
Why Google Ads?

Your ads appear beside relevant People Click on your ads And connect to your business
content

● Reach new customers and grow your business.

● Advanced targeting options - Choose where your ad appears.
● Flexible Budget - Set a budget that is comfortable for you.
● No minimum spending requirement.
● Measurability - Track the impact of your ad campaigns.
● Pause or Stop an ad campaign at any time.
Google Network
Your boss wants to advertise online & asks you where Google Ads will show up. What
would you tell her?

Google Network:
● Google Search Network (GSN) - [Link] + Search Partner Websites
● Google Display Network (GDN) - > 2 million partner websites and mobile apps.
Google SERP
Search Network Partners
GDN Ads
GDN Ads - YouTube
Define the Goal you want to achieve
Recommended PPC Goals:

1. Increase Traffic To My Website/Blog

Plan : GSN, GDN

2. Generate Sales, Leads or Inquiries (Conversion)

Plan: GSN, GDN

3. Brand Awareness
Plan: GDN – Display, Video campaigns
Understand your Audience/Market
● Local, National or International Market

● Media used to search your product or service - Mobile or Desktop

● Level of knowledge they have about your product or services – Will help to select
Networks

● What they are exactly looking for during the search - product/ service OR
information
Campaign timing (Ad Scheduling)
Scenarios

● Weekdays business hours 8am to 6pm

● Weekdays during travelling hours (7am to 9am or from 6pm to 9pm) on

mobile/Tablet

● Before weekend - Thursdays to plan their weekend

● During meal time or break times

Basic Google Ads Terminologies
● Impressions
● Clicks
● Click Through Rate (CTR)
● Conversions
● Campaign
● Ad Group
● Ad
● Keywords
● Organic Search Results
● Paid Search Results
● Daily Budget
● Bid
● Ad Auction
● Quality Score
Ad Auction
Ad Auction

Of the remaining ads,

From those ads, the system only those with a
When someone searches, the
ignores any that aren't sufficiently high Ad
Google Ads system finds all
eligible, like ads that target Rank may show.
ads whose keywords match
a different country or are
that search.
disapproved.

Things to remember:
- Even if your competition bids higher than you, you can still win a higher ad position -
at a lower price - with highly relevant keywords and ads.
- Since the auction process is repeated for every search on Google, each auction can
potentially have different results depending upon the competition at that moment.
How does my ad appear in the top slot?

Ad Rank = f (Max CPC, Quality Score)

What is Quality Score?
Quality Score is a rating measurement Google gives keywords based upon:

Click-Through Rate

Relevancy

Landing Page Quality

Score of 1-10 (1 being poor, 10 being great)
What is Quality Score?
Quality Score is a rating measurement Google gives keywords based upon:

Click-Through Rate Strong CTR across keywords (above 1-1.5%)

Uniform relevance from keyword → ad →

Relevancy landing page

ROTN: Relevant, Original, Transparent, Navigable (and fast)

Landing Page Quality
Ad Position & Ad Rank
Ad Rank is a value that determines your ad position (where ads are shown on a page) and
whether your ads will show at all.

How is it calculated?

Ad Rank is calculated using your:

- Bid amount
- Components of Quality Score (expected clickthrough rate, ad relevance, and landing page
experience)
- Expected impact of extensions and other ad formats
"Top" placement (top of the page):

- High-ranking ads.
- Up to four ads can show in the top positions and three ads at the bottom positions of
each page.
- Often include ad extensions, such as sitelinks, location extensions, or call extensions.
- Total placement (top & bottom of the page): Maximum of 7 ads.
Tips to help your ads make it to the top

● Focus on Relevance: Keywords, Ads & Landing Page

● Keep keyword list fresh: Use right keywords to reach your customers. Use Keyword planner.
● Keep Bids Competitive: Keep your bids competitive enough to compete with other
advertisers.
How Does This Work In Practice?
If all competitors are bidding on the same keyword targeting the same geography, who
will win the top position?

Advertiser Max. CPC Quality Score AdRank

2nd
Jai Re. 1 8 8

1st
Anita 10 10
Re. 1

Ali 7 3rd
Rs. 2.35 3
Remember
• Advertisers all vie for position every time a search occurs

• Ad Rank = f ( Quality Score , Max CPC )

• Max CPC is not necessarily what you pay for a click, actual CPC is. Actual CPC is
calculated for every single click so it’s a logistical nightmare to sift through the data.
Therefore, average CPC is used for practical purposes (average of all actual CPCs)

• The higher your QS, the LESS you’ll pay!

• Use relevant ad extensions to win the auction.

• Quality Score is further boosted by use of ad extensions along with your standard text
ads on the Search Network.
Account Structure
Account Structure
Example
Good Account Structure - Eg.
Furtados’ Music Shop: thousands of instruments, hundreds of brands, special offers, and
accessories.

Furtados’ Music Shop

Guitars Brass Instruments

Electric Acoustic Lap

steel Trombones Trumpets French Horn

Remember: Targeting occurs at the CAMPAIGN level for things like geographic,
language, and device and location- specific bid adjustments
Good Account Structure - Eg.
Chumbak: Funky accessories, clothes and stationery

Chumbak

Sleeves Boxes

Cookie Storage Accessory

Laptop iPad Notebook Tins Tins Box

Tip: Try to build campaigns and ad groups that are as specific as possible –
break up/refine ad groups where necessary.
Activity
Is the below account structure a good one?

“Furniture” campaign
(targeting everyone, everywhere, all devices treated the same)

“Furniture” Ad Group

leather sofa Rocking chair Bad Account

Bedroom furniture Structure
rugs Floor lamp
Media console
Fabric sofa
dining room table desk
Activity
How would you restructure the previous account?

“US-EN” campaign (targeting US, EN language)

“Leather Love Seats”AG “Leather Couches” AG

● Leather love seats ● Leather couch

● Buy leather love seats ● Buy leather couch
● Leather love seats online ● Leather couches online
● Leather loveseats sale ● Leather couches sale
● Discount leather couches
Best Practices
• Do not combine networks in the same campaign - let search and display targeted ads
have their own separate campaigns.

• Organise your search campaigns and ad groups into common themes.

• Create many, tightly knit ad groups to ensure relevance between the keyword, the ad,
and the landing page. This will result in higher Quality Score and lower costs!
Account Structure - Video
Account Limits
Account Limits
Google Ads Account
Set Up
Navigate to Google Ads
[Link]

New users:

Click ‘Start Now’

Sign In to Google Account
Account Setup
Click - Switch to Expert
Mode
Skip the guided setup

Click ‘Skip the guided set-up’.

Account Setup

Click - Experienced with Google ads

Campaign Creation

Click - Create a/c without a campaign

Account Setup
Account Setup

Click here
Google Ads UI

Click New Campaign

New Campaign

Start Campaign Without Goal

Campaign Type

Select Search Campaign

Campaign Creation
Campaign Name & Networks

Tip: Be descriptive with

Campaign name

● Opt out of DN if you

wish to run a SN only
campaign.

● Choice to opt out of

Google SPs.
Set Campaign Schedule
Location Targeting

Target by:
● Country
● State
● City
● Pin code
● Radius
● Bulk
locations

Target users:
● Physically located in a place, or
● Interested in a place
Note: You can change location settings at any time.
Language

Note:
Pick all languages:
○ Your potential customers speak, and
○ That your website can support
Select Audience

Select
Audience as
per your
business
Average Daily Budget

Set your average daily budget.

If you know your monthly budget, then find the average daily budget by dividing the
monthly budget by 30.4.
Bid Strategy
Conversion & Ad Rotation

Campaign-level conversion setting is a way for advertisers to select which of their

conversion actions the algorithm should track and optimize towards for a campaign.
Ad Extensions
Ad Group

● An ad group is a collection of ads and keywords

● Pick theme base keywords in an adgroup
● Give meaningful name to the adgroup
Responsive Text ad

● 15 Headlines
and 4
Description are
allowed

● Try to add
maximum
information
Publish Campaign
Campaign Overview

To run campaign need

to add billing details
Navigate to Billing & Payments

Navigate to Billing from Setting and Billing

gear Icon at the top - Billing - Setting
Payment Setup
Payment Set Up - A/c Type Individual
Payment Set Up - A/c Type Individual
Payment Setup - A/c Type Organisation
Payment Setup - A/c Type Organisation
Payment Settings
Payment Settings - Tax Detail
Tax Detail
Manage Payment Users
Search Campaign Creation - Video
Thanks
Search Engine
Marketing
Week 2
Agenda
● Google Ads - Ad Formats, Ad Policies
& Best Practices
● Dynamic Keyword Insertion (DKIs)
● Location Insertion
● Countdown Insertion
● Ad Extensions
● Ad Preview & Diagnosis tool
● Keyword Research
● Keyword Match Types
● Landing Page
● Budget
● Bid Strategies
● Conversion Tracking
Ad Formats
Responsive Search Ad
Responsive Search Ads - 15 headlines and 4 descriptions can be added and Google
combines them into relevant ads at run time. It’s recommended to have 1 responsive
search ad per ad group with at least 'Good' or 'Excellent' ad strength. There’s a limit of 3
enabled responsive search ads per ad group.

[Link]
Responsive Display Ads
Responsive Display Ads - Automatically adjust their size, appearance and format to fit available
ad spaces. Network: GDN

[Link]
Google Display Ad/ Image Ad
Image Ads - Static, interactive ads, animated ads, .gif and flash format
ads. Network - GDN
App Promotion Ads
Mobile App Promotion ads - Drive app downloads and engagement with app promotion
ads. Network - GSN, GDN, Google Play Store, Youtube, with in other apps
Ad Formats
● Video Ads - Standalone ads and in-stream video ads. Runs on YouTube and
other Google Display Partner sites. Network: GSN (Only Search Partner) & GDN

● Product Shopping Ads - Shows users a photo of your product, a title, price, store name,
and more details of your product.

Networks:
● Google Shopping (in select countries)
● Google Search
● Google Search Partner Websites
Ad Formats
Call-Only Ads - Ads that include your phone number to drive phone calls to your
business. Network: GSN
Ad Policies & Best
Practices
Ad Policies
Google Ads policies cover four broad areas:
Writing Great Ads - Don’ts
● Style & Spelling
● Punctuation & Symbols - invalid or unsupported characters like emoji, @ home,
Flowers!!!, etc.
● Capitalization - Eg: FlOwers, FLOWERS, etc.
● Repetition - Includes extensions repeating text that already appears in ad text.
● Unacceptable Spacing
● Phone Number in Ad Text
● Misuse of ad features - Eg: Ads that don’t contain promotional content; text ads
missing a line of text; animated ads that include a game or contest that people play
to win prizes, etc.
● Unidentified Business - Ads or destinations that do not name the product, service,
or entity they are promoting.
● Image quality - upside down or sideways image; blurry, unclear images; images
with illegible text, etc.
● Video quality - illegible text, poor sound quality, blurry, unclear, or unrecognizable
visuals.
How Not To Write Google Ads Copy
Examples:
Yoga Retreat - Visit Kashmir! ● Exclamation mark in
[Link]/retreats headline
AN Amazing Yoga Retreat Awaits ● Incorrect capitalization
You In
Kashmir. Register Now!

TAXI Service - call @ 8493058239 ● Incorrect capitalization

[Link] ● Special characters
Want a cab? Call our driver now. ● Phone number in headline
First ride FREE FREE FREE. ● Repetition
● Unacceptable spacing
Writing Great Ads - Do’s

● Interstitial Capitalization
● Display Path
● Use Keywords
● Relevant Final URL
● Highlight Offers & Discounts
● Choose best headlines
● Highlight Your USP
● Call to Action as per Goal - Book an
Appointment/Buy Now/ Visit our website
to know more
● Don’t Include any brand name in ad
copies
Dynamic Keyword
Insertion
Dynamic Keyword Insertion
Dynamic Keyword Insertion (DKI) lets you automatically update your ads with the
keywords in your ad group that caused your ads to show. This makes your ad more
relevant to users searching for what you offer.
Keyword insertion code:
Headline: Buy {Keyword:Chocolate}
Location Insertion
Location Insertion
Location insertion Location insertion for RSA highlights a location in the ad text where
your product or service is offered. Locations are selected from your campaigns location
targeting. You can select 1 location for your headline and up to 2 in your descriptions.
Location Insertion code:
Headline: We deliver to {LOCATION(City):default
text}
Countdown Insertion
Countdown Insertion
Countdown Insertion gives you the power to create a sense of urgency for potential
customers and move them down the conversion funnel can be a game-changer for search
campaign performance.
Countdown Insertion code:
Headline: Be Sure to place your order within
{GLOBAL_COUNTDOWN(2021-07-20 00:00:00,5)}
Ad Extensions
Ad Extensions

[Link]
Lead Form Ad
Extensions
Lead form extensions help you capture
interest when potential customers are
searching, discovering, or watching
relevant content.

[Link]
Using Multiple Ad
Extensions

[Link]
Ad Preview & Diagnosis Tool
Ad Preview & Diagnosis - Tool allow you to check the status of your ad and the way it’s being
displayed to different searchers in different geographic locations. You can use the tool to
troubleshoot issues with your ads and check the way they’re being displayed without having to
create impressions or cost yourself ad spend by searching on your account’s keywords and
clicking on the results to diagnose potential issues in your campaigns.
Keywords
Keywords
● Keywords are words or phrases describing your product or service that you choose
to help determine when and where your ad can appear.
● Research Keywords as per Goal
● Keyword Match Types & similarity of your keyword to a user’s search determine
the eligibility of an ad to trigger in response to a user query.
● A great keyword list implies a better performance & lower cost.
Keyword Research
● Keyword Planner tool helps you discover keyword and ad group ideas.
● Search Term Report helps you identify exact terms entered by users that triggered
your ads.
Keyword Research
Find New Keywords
Keyword Research
Keyword Research
Get Metrics & Forecasts For Your Keywords
Keyword Research
Keyword Match Types
Match types help you control which searches trigger your ads.

Match Special Example

Ads May Show On Searches That Example Searches
Type Symbol Keyword

Lawn mowing Loose Match Type - Ad may show on searches that related to
Broad Match none Lawn aeration prices
service your keyword

Lawn mowing services near me

"Lawn mowing Moderate Match Type - Ad may show on searches that include
Phrase Match "keyword" Hire company to mow lawn
service" the meaning of your keyword
Landscaping services to cut grass

[Lawn mowing Tight Match Type - Ad may show on searches that are the Lawn mowing services
Exact Match [keyword]
service] same meaning as your keyword Grass mowing services

Lawn mowing guide

Guide
Negative Lawn mowing books
keyword Books are searches without the term
Match Mowing DIY videos
DIY video

Misspelling, singular, plural are taken care of under each match type except -ve match type
Keyword Match Types
Broad Match - Ad may show on searches that are related to your keyword, may show ad
which doesn’t contain your keyword terms.

To help deliver relevant

matches, It may take into
account -
● The user’s recent search
activities
● The content of the landing
page
● Other keywords in an ad
group to better understand
keyword intent
Keyword Match Types
Phrase Match - Ads may show on searches that include the meaning of your keyword.

● The meaning of the keyword can be implied, and user searches can be a
more specific form of the meaning
● Phrase match is more flexible than exact match, but is more targeted than
the default broad match option
● With phrase match, you can reach more customers, while still showing your
ads to customers who are most likely searching for your product or service
Keyword Match Types
Exact match - Ads may show on searches that are the same meaning or same intent as the
keyword. Of the three keyword matching options, exact match gives you the most control
over who sees your ad.

Your ad is shown when a user searches your exact keyword or its close variants:
○ Misspellings, Singular/Plural forms, Stemmings, Abbreviations, Accents
○ Reordered words with the same meaning. Eg: [shoes men], [men shoes]
○ Addition or removal of function words. Function words include:
■ Prepositions - like in or to, Conjunctions - like for or but, Articles - like a or the
■ Other words that don’t impact the intent of the search. For example, [shoes for men]
is a close variant of [men shoes] with the function word ‘for’ removed.
Keyword Match Types
Negative Match Type - By adding negative keywords to your Search campaign you can avoid
showing your ads for those terms. For Display Network campaigns, you can avoid targeting
sites that contain those terms.
Negative keywords won’t match to close variants or other expansions. For example, if you exclude the negative broad match
keyword flowers, ads won’t be eligible to serve when a user searches red flowers, but can serve if a user searches for red flower.

How to identify a negative keyword?

● Look for search terms that are similar to your keywords, but might cater to customers
searching for a different product. Eg: If you sell ‘eyeglasses’, you may want to add “wine
glasses” and “drinking glasses” as negative keywords.
● Search Term Report can help you identify negative keywords for your campaign.
Keyword Match Types
Negative Keywords

● You can add negative keywords to your Search and Display campaigns, and avoid
targeting sites that contain those terms. For Display and Video ads, a maximum of
5,000 negative keywords is considered.
● Negative keywords are not as precise in the Display Network as they are on the Search
Network. Site Category options and content exclusions are the best ways to avoid
targeting unrelated sites or videos on the GDN.
● Negative keywords can be added to:
○ Ad Groups
○ Campaigns
○ Negative Keyword Lists
Keyword Match Types
Negative Keyword Lists

● If there are search terms that give you unwanted impressions or clicks across multiple
campaigns, you can create a negative keyword list that include those terms, then apply
the list to relevant campaigns.
● Advantage of negative keyword list:
○ You don’t have to manually add the same negative keywords to individual
campaigns.
○ Easily manage future changes to negative keywords across campaigns.
Keyword Match Types Tips
● The keyword match types you use are dependent on your individual advertising goals and
budget.
● Broad match keywords should be used sparingly, unless you have a very large budget,
your goal is brand awareness, or there is very low search volume for your relevant search
terms
● Broad match keywords are generally best when your advertising goal puts volume over
quality or when using advertising to discover new keywords and search terms relevant to
your business
● You can layer audiences (Affinity or Intent) to target on top of your broad match keywords
to keep them in control.
● Phrase match can be useful when you want to refine your targeting to more relevant
search terms. This can lead to higher efficiency campaigns
● Phrase match can help to improve CTR for your keywords, as ads will be more relevant to
your keywords
Keyword Match Types Tips
● Use exact match type on high volume keywords-especially long tail keywords
(Buy Puma shoes online for men)
● Use “Search Term Report” to migrating high valued keywords added under
phrase match type to switched to exact match type
● Use negative keywords to reduce the number of clicks you receive from traffic
that isn’t relevant to your business; thereby, reducing wasted ad spend and
increasing your advertising efficiency
Activity
Imagine you’re building a keyword list for a company that sells yoga pants. If
you include the Broad match keyword: women’s yoga pants, which of the
following searches could trigger your ad?

1. Women’s Yoga Pants → Yes! Keywords aren’t case sensitive, so this search could
trigger your ad.

1. women’s yog pants → Yes! The default setting for keywords includes variations like
misspellings.

1. women’s trousers → Yes! The default setting for keywords includes synonyms, so
this search could trigger your ad.

1. Used Women yoga → Yes ! The default setting for keywords includes related
variations
pants
→ Yes ! The default setting for keywords includes related
1. Cotton Yoga pants for variations
free
Activity
Imagine you’re building a keyword list for a company that sells yoga pants. If
you include the Phrase match keyword: “women’s yoga pants”, which of
the following searches could trigger your ad?

→ Yes! Keywords aren’t case sensitive, so this search could

1. Women’s Yoga Pants trigger your ad.

1. Yoga pants for woman → Yes! The default setting for keywords includes variations like
misspellings.

1. Women’s trousers → No! As it's not having the same meaning as targeting
keyword, as Yoga is missing

2. Buy Yoga pant for

→ Yes! The default setting for keywords includes relevant
women on sale variations
Activity
Imagine you’re building a keyword list for a company that sells yoga pants. If
you include the Exact match keyword: [women’s yoga pants], which of the
following searches could trigger your ad?
1. Women’s Yoga Pants → Yes! Keywords aren’t case sensitive, so this search could
trigger your ad.

1. Yoga pants for women → Yes! The default setting for keywords includes variations like
misspellings and connecting words are taken care of

1. Women’s trousers → No! As it's not having the same meaning as targeting
keyword
2. Yoga pant companies
→ No! As it's not having the same meaning as targeting
keyword

1. Yoga pant for men → No! As it's not having the same meaning as targeting
online keyword
Landing Page
Landing Page
Landing page is the web page where people end up after they click on your ad.
● A Final URL is specified for each ad and this determines the LP for that ad.
● LP Experience is a factor in determining Quality Score. It affects the Ad Rank and therefore
the CPC and Ad Position in the Ad Auction.
LP Experience is Google Ads measure of how well your website gives people what they are
looking for when they click your ad.
Factors affecting LP Experience:
● Relevance and usefulness of the information on the page.
● Ease of navigation for the user
● How many links are on the page.
Landing Page
• Landing page Examples
• LP Metrics to track:
– Mobile Friendly Click Rate
• Percentage of mobile clicks that go to a page that is deemed mobile
friendly by Google’s Mobile Friendly test.
– Valid AMP Click Rate
• Percentage of ad clicks to AMP LPs that reach a valid AMP, as determined
by the AMP Validator
• Note: Only clicks from Search Ads are reported currently for this metric.
– Performance Metrics
Landing Page

Test your LP URL using Google’s Mobile Friendly

test to see if it is mobile-friendly.
Budget
Budget
● You need to set a campaign budget for your Google ads to run.
● Daily average budget is the amount that you set for each
campaign to indicate, how much, on average, you’re willing to
spend per day.
● Factors that determine daily budget:
○ Your advertising Goals
○ Amount you’re comfortable spending
Budget
Tips to Determine Your Daily Budget:

● Calculate based on your monthly budget: Divide your

monthly budget by 30.4 (the average number of days
per month).

● Calculate based on your average CPC: Choose a daily

budget for each campaign based on the advertising
goal. For example, if your CPC is Rs. 5 on an average,
and you would like around 500 clicks per day, you
might need to set a daily budget of Rs. 2500. →
Average CPC x Clicks per day (goal) = Daily Budget.
Budget
• Find your campaign’s Recommended Budget: Google Ads
shows recommended budget for campaigns based on the
following factors:
– Recent campaign performance
– Current campaign budget
– Keyword list
– Campaign targeting settings

• Google Ads won’t show recommended budget when:

– You rarely meet your daily budget
– Your campaign has limited data
Activity
Imagine you’re creating a Google Ads account for a new small business. What is the best
strategy to set an initial budget?

→ Might be too conservative to see

● Start with Rs. 50 daily budget until you start seeing results.
results, and then increase budget.

→ Yes! Start small to see what’s working

● Start small and after a couple of weeks, invest more in for you.
the areas that drive your business

● Start big and after a couple of weeks, lower your budget → Might be a bit aggressive. Best
practice is to test with lower stakes
in areas where your account isn’t performing. before significantly increasing the
budget.
Bidding
Bidding
Google Ads offers several bid strategies that are tailored to different types of
campaigns. Bid strategy that is best for you can be decided based on:
● Which networks your campaign is targeting
● Whether you want to focus on getting clicks, impressions, or conversions.
Each bidding strategy is suited for different
Media Cost Models
kinds of campaigns and advertising goals.

[Link]
Bidding
How do you know which bid strategy is best for you as per Goal?

Ask yourself what you want the user to do after they’ve seen your ad.

● Do you want them to walk away simply being familiar with your
brand?
● Do you want them to click through to check out your website?
● Do you want them to join your loyalty program and create an
account?
● Do you want them to purchase something?
Bidding - Media Cost Models
Advertising Goal Focus On Bid Strategy What to Use?

Direct action by customers Conversions Google Ads Smart Bidding Conversion Tracking.
on your website.

Generate traffic to your Clicks Cost-Per-Click (CPC)

website.

Increase Brand Awareness Impressions Cost-Per-Thousand Viewable

Impressions (vCPM) - GDN

Target Search Page Location-GSN

Increase views or Views Cost-Per-View (CPV) or CPM TrueView Video Ads /

interactions with your ads Image Ads
through videos

Increase product or brand Views CPV TrueView Video Ads

consideration through
videos
Bidding Strategy As
Per Goal
Traffic
Manual CPC - Manual CPC Bidding gives you more control over your bidding strategy.
But, more control means more time spent monitoring costs and adjusting on your own.

Manual CPC is where you set bids for different ad groups or keywords on your own. If
specific search terms are more profitable than others, you can quickly adjust budgets to
add or remove money from other campaigns.
Traffic
Maximize Clicks - Maximize Clicks is an automatic bidding strategy based on your
maximum daily budget.
Google Ads will attempt to drive the most clicks possible with your daily budget.

Maximize clicks is the best option if you have a very limited budget or limited search
volume for the keywords in your campaign.
Brand Awareness
Target Impression Share (GSN) - This smart bidding strategy is focused on brand awareness
and helping you reach as many people as possible.
As an example, if you’re looking to dominate impressions for specific brand related keyword
searches, like “Digital Vidya Training”
Brand Awareness
Viewable Cost per Thousand Impression (GDN) - CPM bidding is a tactic of manual
bidding best reserved for brand awareness campaigns. It is reserved for the Display
Network

This bidding type is setting your maximum costs on a viewable 1,000 impressions. An ad is
counted as "viewable" when 50 percent of your ad shows on screen for 1 second or longer
for Display ads, or plays continuously for 2 seconds or longer for video ads
Conversion
Google Ads Smart Bidding - is a set of automated bid strategies that uses machine
learning to optimise for conversions or conversion value in each and every auction - a
feature known as “auction-time bidding”. It also factors in a wide range of auction-time
signals such as device, location, time of day, language and operating system to capture
the unique context of every search.
Five Conversion base Smart Bidding Strategies:

● Maximise Conversions
● Maximise Conversion Value
● Target CPA
● Target ROAS (Return-On-Ad-Spend)
● Enhanced CPC (ECPC)

[Link]
Maximise Conversion
Maximise Conversion - Maximize Conversions is one of the simplest bidding strategies that
Google Ads offers.
Using the maximum daily budget that you set, Google will automatically run your bidding for
you to get you the most conversions for your money.

For example, if your daily budget is $100, Google will spend it wisely to find the most
conversions.
Maximise Conversion Value
Maximize Conversion Value - Google Ads automatically sets your bids to help you get the
most conversion value within your budget.

Maximize conversion value with a optional setting of target ROAS will behave like a Target
ROAS strategy only.
Enhance Cost per Click (ECPC)
ECPC - It’s a mix of manual and smart bidding. You set the basic CPC for your ad groups and
keywords, but the algorithm gets to optimize them.

Google has the right to increase or decrease your bid amount based on the likelihood of
driving the sale. Bids will try to be averaged out at your max cost per click settings.
Target CPA
Target CPA - Target CPA bidding will focus on trying to convert users at a specific
acquisition cost.

With "Target CPA", Google Ads automatically sets bids to help get as many conversions as
possible at the target cost-per-action (CPA) you set. Some conversions may cost more or less
than your target.
Target Return on Ad Spend (ROAS)
Target ROAS - Target ROAS is the bidding strategy where Google Ads will set your
bids to maximize conversion value based on the return you want from your ad
spend. This number is percentage-based.

E.g let's say you want to generate $10 for every $2 spent. To do the math, you follow
this formula:

Sales ÷ ad spend x 100% = Target ROAS

$10 in sales from campaign ÷ $2 ad spend (clicks) x 100% = 500% target ROAS
Cost per View (CPV)
CPV - Cost-per-view bidding is strictly reserved for video advertising on Google Ads and can
be used on the YouTube Ads platform. Using CPV bidding, you pay for video views or
interactions.

Interactions on YouTube could be any of the following:

● Call to action Overlay clicks

● Companion banners
● Pause ad while watching
Bidding - Activity
1. You’ve just started a new business. You’re excited to spread the word. What bid strategy would
you opt for when you create a Google Ads campaign?

CPM: Impressions are valuable for you. Building brand visibility and brand recall are important at
this stage.
2. Your business has decided to set up an e-commerce portal to market some trendy products that are
in vogue at the moment. Your business is already well known. What bid strategy would you opt when
you create a Google Ads campaign at this point?

CPC: To drive more clicks from the ads to the landing page.
Conversion-based bid strategies

3. Which bidding strategy should Ajay use to increase phone calls to his local catering
business? He is running campaign for first time with Google Ads.

CPC: To drive more clicks and conversions. It will also help to get some data in Account then
he can try conversion base smart bidding strategy
Conversion Tracking
Conversions
A conversion is an action that's
counted when someone interacts
with your ad (for example, clicks a
text ad or views a video ad) and then
takes an action that you’ve defined
as valuable to your business, such as
an online purchase or a call to your
business from a mobile phone.

[Link]
Type of Conversions
Conversion Set up
Conversion Set up
Conversion Set up
Conversions- Attribution Models
Attribution Models - On the path to conversion, customers may interact with multiple ads
from the same advertiser. Attribution models let you choose how much credit each ad
interaction gets for your conversions.
Attribution models can give you a better understanding of how your ads perform and can
help you optimize across conversion journeys.

[Link]
Conversions - Global Site Tag
Conversions - Event Snippet Tag
Conversions
Conversions
Once any conversion will be there system will be able to verify the
status.
Set Up Conversion Tag

[Link]
Thanks
[Link]
1. Set up your Google Ads account.
First, go to the Google Ads homepage ([Link]) . On the top right-hand corner, click on
‘Start Now.’
3. Choose your Business name and Website.

After signing in, you’ll be taken to a page where you’ll provide your business
name and website. The domain you provide is where anyone who clicks on your
ad will be taken.

4. Select your Advertising Goal.

Next, select your main advertising goal. You have four options: Get more calls,
get more website sales or sign-ups, get more visits to your physical location, and
get more views and engagement on YouTube.
You can select either the
above goals or opt for
switch to expert mode
below in red
 When you select the first option

Set up your first campaign

Now Google will immediately take you to the first step of setting up a Smart campaign. You don’t
need to do this! We also don’t recommend it as it’s the automated option that gives you less control
over your account. Instead, click on “Switch to Expert Mode” below it, but let us understand the
initial few steps of the first option:
 OR
When you select the Second Option
CLICK
Click No
 What is Google Ads?

Google Ads is a pay-per-click (PPC) advertising platform, where

advertisers pay per click (or impression) on an ad.

Google Ads is an effective way to drive qualified traffic, or good-fit

customers, to your business because they're searching for products
and services like the ones you offer. With Google Ads, you can boost
your website traffic, receive more inquiries, and increase in-store visits.
PPC CAMPAIGNS & THEIR OBJECTIVES
TYPES OF GOOGLE AD CAMPAIGNS
 1. Google Search
campaigns

How they work: You bid on keywords relevant to your offer

so that when people search something related (or identical) to
those keywords on Google, your ad will show at the top of the
results page (assuming your ad wins the Google Ads auction).

Who they’re best for: Any business can leverage this type of
Google Ads campaign. However, since standard Search
campaigns are so dependent on commercial intent searches,
they can be particularly effective for businesses trying to drive
leads or purchases (Sales).
 Google Search ad pros & cons

 Pros:  Cons:
• Easy to set up. Check out our Search • Tend to be highly competitive.
campaign tutorial here.
• Text-based ads don’t provide much
• Targeting users based on particular opportunity for branding and
keywords mean you’re attracting creativity.
higher-intent traffic.
• Low keyword volume or high
• High-intent traffic means high return competition could lead to low or
on investment. The average ROI for pricey traffic.
search ads is 200%.
 2. Google Performance Max
campaigns
What they are: Another automated type of Google Ads
campaign, Performance Max wraps up all your assets in one
swoop for goal-based advertising across all of Google’s
network. This means that your ads could show on the SERP,
in Google Maps, across the Google Display Network,
YouTube, Gmail, and Discovery networks.
How they work: You give Google a main goal along with
assets and information about your products or services, so
that the platform can auto-generate ads across all available
placements. You’re letting Google use machine learning to
identify the best-performing asset combinations and
placements.
Who they’re best for: Since Performance Max requires a
goal to be set in order for it to work, it’s best for accounts that
have specific conversion goals already set up. Also, as
mentioned in our Performance Max guide, it’s best for
ecommerce businesses at this time (as opposed to lead gen
businesses).
Types: Performance Max will put out almost every type of ad
possible across all placements.
 Performance Max pros & cons
Here are the pros and cons of Performance Max campaigns:

 Cons:
 Pros
• Requires a marketing budget some advertisers
• Target multiple placements with just one may not be able to afford. PMax needs to be
campaign. able to collect a good chunk of data to fully
optimize out of its initial learning period, so if
• Focus on performance drivers. Testing you don’t have at least $50-100 to spend per
and assessing everything in one place day you may fail to see your desired results.
can help you make strategic decisions
faster. • Not for beginners. PMax requires you to provide
a number of assets, including text, images,
logos, videos, feeds, audience data, geo-
targeting preferences, and more. An advertiser
totally new to the PPC game might not yet know
what would be best to plug into a Performance
Max campaign.
• Not recommended for lead generation
businesses.
• Requires an understanding of how your other
campaigns are impacted.
3. Google Display campaigns

What they are: Display campaigns are totally different from

Search campaigns. Instead of text-based ads that appear
when someone is actively searching for something, they’re
image-based and show passively on websites within
the Google Display Network (GDN) as people browse them.
How they work: Display campaigns are all about who you’re
showing to and where. Instead of targeting keywords, you
target placements, audiences, and topics.
Who they’re best for: The biggest benefit of Google Display
ads is that they drive brand awareness since they achieve
high volumes of relevant impressions. And increased brand
awareness leads to better results with your other campaigns.
This is especially helpful if your business falls into a niche
market and your Search campaigns are sluggish. A Display
ad can trigger more branded searches that can then boost
your Search campaign. In fact, you can track any indirect
conversions that originated from a Display campaign
through view-through conversions.
 Google Display ad pros & cons

 Pros:  Cons:
• Generally cheaper than Search • A higher volume of impressions can
campaigns. mean lower click-through rates. Can
be hard to measure their success.
• Visual ads can be more appealing to
new audiences. • Best when used in conjunction with
other campaign types. Display
• Tons of customizable targeting
creates awareness, but Search might
options. (You actually can target
be the final campaign to seal the deal.
keywords with Display ads, but
audiences and topics are more
common.)
 4. Google Shopping
Campaigns

What they are: Shopping campaigns are vital to any business

selling products. They are the visual ads you see on the
Search and Shopping tabs on Google.
How they work: This type of Google Ad campaign survives
off a product feed you provide—which lives within Google
Merchant Center. Shopping feeds hold all your product
information, called attributes, about your products like price,
color, quantity, and more.
Google creates your Shopping ads and chooses when to
serve them on the SERP based on the details provided in
your feed. Because of this, the structure of your Shopping
campaigns will be different from other campaign types.
Instead of “ad groups” you’ll have “product groups” to
separate out categories of products.
To narrow your targeting since your product feed subs in for
your keywords, you’ll rely on negative keywords and other
targeting parameters, like location settings and more.
Who they’re best for: Ecommerce advertisers looking
to increase sales online and local retailers looking to drive
store traffic
 Google Shopping ad pros & cons

 Pros:  Cons:
• Visual ads. Shopping ads contain real • No keyword targeting means you have to
photos of the product you’re selling, which be on top of your negative keyword game,
makes them more attractive than text ads. or you’ll likely see irrelevant traffic to your
landing pages.
• Shopping ads can appear both in the
regular Search tab and the Shopping tab. • Your shopping feed needs to be
Also, more than one of your Shopping ads optimized in order to create high-quality
can appear for a given user search and, if ads for the right consumer.
relevant, a Shopping ad and a text ad can
• Requires Merchant Center account setup
appear at the same time.
and integration with your e-commerce site,
• Shopping ads allow you indicate special which can be involved.
attributes like “Black-owned,” “price drop,”
and more.
 5. Video campaigns
What they are: Video ads that can show on video or website content.

How they work: Video campaigns function similarly to Display campaigns in that you bid to have your
video show on specific placements on YouTube or across the web to specific audiences. The main
difference is that Video campaigns have different types of ad formats available.

Who they’re best for: Businesses that have a hard-to-describe product or offer might benefit from
Video campaigns so that they can show their audience an offer rather than tell them about it. Since they
function similarly to Display campaigns, this type of Google Ads campaign can also be ideal for those
who are looking to drive brand awareness in specific target markets.

[Link]
 Google Video ad types

• Skippable in-stream ads: Video ads that appear before, during, or after streamed content that viewers have the option to skip after 5 seconds.

• Non-skippable in-stream ads: Video ads that appear, before, during, or after streamed content that viewers have to watch the whole way
through (maximum of 15 seconds).

• In-feed video ads: A thumbnail image of your video with text that invites viewers to click to watch for more. These appear on placements like
YouTube search results, next to related YouTube videos, and more.

• Bumper ads: Non-skippable ads that are 6 seconds or less that play before, during, or after another video.

• Outstream ads: Mobile-only video ads that only appear on Google Video Partner sites—not YouTube. They automatically play for viewers with
the sound off to invite viewers to watch the full version with the sound on.

• Masthead ads: Only available on a reservation basis through a Google sales rep, these ads auto-play without sound for up to 30 seconds. They
appear at the top of YouTube’s homepage feed.

You can find the types of video ads on this link : [Link]
 Pros & cons of Google Video ads

 Pros:  Cons:

• Video content is engaging, immersive, and • Creating video ads takes up time and
can drive action through emotion. budget.
• Lots of ad format, bidding, and targeting • These four fine-print settings to be aware
options. Video campaigns are extremely of.
customizable.
• Spaces like YouTube are highly
• Can showcase a value proposition that competitive.
otherwise may be difficult to convey in a
regular text-based ad.
 6. Google Ads App campaigns
What they are: App campaigns are meant to drive Who they’re best for: App campaigns
downloads or engagement with your app and can appear on are only applicable to advertisers that
Search, Google Play, YouTube, Discover on Google Search, have an app.
and the Google Display Network.
Types: There are three different types of
They look similar to that of other campaigns with a few lines
App campaign ads:
of text and an image of the app depending on the placement.
App installs: These will have a download
button
How they work: The ads are created using the text and App engagement: Drive existing app
images provided in your app store listing, and you decide on users to a specific landing page.
other campaign settings like budget or location. Google takes App pre-registration (Android only):
the campaign information and settings you provide to know Build an audience for your app before it’s
when to best serve your app ad for you. released on Google Play.
 7. Google Ads Discovery
campaigns
What they are: Discovery is another automated Google Ads campaign type
that allows advertisers to show ads across all of Google’s feed placements to
increase—you guessed it—discovery of your products/services.

However, with a potential audience of up to 3 billion, only

Those feed placements include Gmail (the Promotions and Social tab feeds), Smart Bidding options, and full automation, this type of
YouTube (the Home feed and Watch Next feed), and the Google app (the Google Ads campaign requires you to put your foot on the
Discover feed). gas without expecting to do a ton of campaign oversight. If
you like a lot of manual control, this campaign type may not
be for you.
How they work: Similar to other campaigns run by Google, you have a say in
the ad assets you provide, like text and images, but when it comes to managing
actual placements of your ads, the platform takes care of it all for you. Types: Google creates text, image, and video ads across
users’ feeds within Gmail, YouTube, and the Google app.

Who they’re best for: If you’re looking to reach new audiences, Discovery is Pros and cons: Helpful for businesses looking to grow that
the name of this campaign’s game, so it can be a great option for businesses don’t have a huge audience yet, but offer little control over
looking to drive brand awareness via media-rich ads. placements.
 8. Google Ads Local
campaigns

What they are: This last type of Google Ads campaign is being replaced by
Performance Max. However, if you have a legacy Local campaign already in
your account, or still see it as an option when you create a new campaign, you
may be wondering what it’s all about. Well, we have the answer: your Google
Business Profile.

How they work: You link your Google Business Profile to your account in order
to promote your store or service locations across Google Maps, the Search
Network, YouTube, Gmail, and the Google Display network.

Similar to some of the other cross-placement campaigns, you don’t get a ton of
control over how your ad looks or serves since you’re just uploading assets,
adding a budget, and a few lines of text. Google uses that information you
provide to know how to best serve your local ads.

Best for: I would no longer recommend this type of Google Ads campaign for
local businesses since they’ll be upgraded manually or automatically to
Performance Max campaigns optimizing for store goals in 2023. Given the
budget needed for PMax campaigns, I’d instead recommend a local inventory
Shopping campaign for e-commerce and retail, or a Local Services Ad for
service-based businesses