Chapter 3
SEARCH ENGINE ADVERTISING
Copyright © 2023 by McGraw Hill Education (India) Private Limited.
INTRODUCTION
Search Engine Market Share in May 2019
100.00%
92.40%
90.00%
80.00%
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
2.67% 2.39% 0.89% 0.51% 0.38%
0.00%
Google Yahoo! Bing Baidu YANDEX RU Duck Duck Go
Percentage
WHY TO PAY FOR SEARCH ADVERTISING
CAPTURES EASE OF CONTROLLED ANALYTICS COMPETITION
INTENT ACTION COST
Understanding Ad Placement
LET US UNDERSTAND AD RANK
Ad Rank = Maximum bid × Quality Score4
COMPONENTS OF QUALTIY SCORE
LANDING PAGE RELEVENCY CTR
20%
55%
25%
IMPORTANCE OF AD RANK
Primacy effect
Competition for Attention
Theory
Information Overload
Architecture of
Search Advertising Account
Ads Account Structure for an
Online Grocery Retail Store
Anatomy of Search AD
Account
Online grocery retail store
Campaign Campaign
Home Needs Personal Care
Ad group Ad group Ad group Ad group
Fresh Produce Groceries Cosmetics Hair care
Ads Ads Ads Ad 1
Ad 1 Ad 1 Ad 1 Ad 2
Ad 2 Ad 2 Ad 2 Ads
Keywords-The most important element
Of search Advertisement
Map Your Keywords to
consumer Buying Funnel
TIPS FOR CREATING EFFECTIVE AD
Ad text phrases Good/Bad Reason
The phrase is too vague for the user and
Satisfaction guaranteed x conveys no clear benefit
Up to 50% Discounts ✓ The benefit to user is clear from the text
Click on this ad to buy Uses unnecessary keywords like click on
shoes
x this ad
Limited period offer ✓ The message creates urgency for the users
to click on the ads.
ENHANCE YOUR AD CAMPAIGN
KEYWORD REMARKETING LISTS
TARGETING FOR SEARCH ADs
NEGATIVE
CONVERSION
KEYWORD
TRACKING
CREATE
ADVANCE AD SHOPPING ADs
FORMAT
Keyword Match Types
Match Type Symbol Example Ads may Show on Searches Example
Keyword Searches
Broad match none women's hats Include misspellings, synonyms, related searches, and other Buy ladieshats
relevant variations
Broad match modifier +keyword +women's Contain the modified term (or close variations, but not Hatsforwomen
synonyms), in any order
+hats
Phrase match ‘keyword.’ ‘women's hats.’ Are a phrase, and close variations of that phrase Buy women's
hats
Exact match [keyword] [women's hats] Are an exact term and close variations of that exact term Women’shats
Negative match -keyword -women Are searches without the term Basketballhat
Create Advance Ad Formats
App Extension
Price extension
Ad with call out action
Call extension
Structured Snippet
Location extension
Message extension
Shopping Ads
Conversion Tracking
Remarketing List for Search Ads
PERFORMANCE REPORT USING
VARIOUS TABS IN GOOGLE AdS
Segments FORMATS FILTERS ROWS &COLUMNS SEARCH TERMS AUCTION INSIGHTS
You can check One can view data in Filters One can A marketer has an It shows the keywords/ This report enables you to
your the various formats that add various filters opportunity to view search terms that users understand who are your
performance of include tables and to view the data data in the form of a queried, which triggered key competitors,
your campaigns different charts for in specific table with any your ad.
by ‘time’, day, getting a clearer picture formats. number of rows and
week, month, insights columns.
quarter, year.
TRENDS IN SEARCH ENGINE ADVERTISING
1. GOOGLE SMART CAMPAIGNS
2. TACKLING INVALID CLICKS – DISPLAY ADS
E-COMMERCE
Different types of advertising on e-commerce platform.
PUSH ADs DISCOVERABLE BRAND ADs
ADs