Search EngineMarketingReady ReckonerCareer Head-Start Series
What is Paid Search Engine Marketing? Major platformsGoogle AdWordsLaunching a Google AdWords campaignDetermining Marketing ObjectivesSetting Up Your AccountCampaign Types Campaign Location TargetingCampaign Bidding StrategySetting Daily BudgetsCreating and Managing Ad GroupsCreating and Managing AdsText Ad GuidelinesKeyword StrategyKeyword Match TypesNegative KeywordsManaging Campaign PaymentsTracking Campaign PerformanceConversion Tracking and ROI333444456889101011121213CONTENTSPage NoOrganizing Your Account7Campaign Sub-Types 57
Paid Search Engine Marketing (SEM) is a form of online advertising where businesses pay advertising platforms when users click on their ads. Paid advertising is typically associated with search engines like Google and Bing. Digital marketers use ad-text to promote a product, service, or an offer. The advertising copy is generally linked to the content of the web-pages the user lands on. Objectives of Paid AdvertisingPaid Advertising is a great way to reach a global audience of internet users and can help a business achieve several objectives, including - 1. Increased sales.2. Lead generation and conversion.3. Enhanced brand awareness.At its core, search engine marketing is all about relevance. Users searching for specific products or services are shown a highly specific, targeted ad that meets their need and significantly lowers the time required to find the right solution.WHAT IS PAID SEARCHENGINE MARKETING?1. Google AdWords2. Bing Ads3. Microsoft adCenterWith over 75% of the market share and 2.3 million searches a second, Google AdWords is the de facto standard for search engine marketers.MAJOR SEARCHENGINE PLATFORMSAdWords works by using a set of keywords and rules pre-defined by the advertiser to target users. Users of Google’s search engine results pages and web-pages of Google’s partners then display these ads. Advertisers pay when users respond to the call-to-action and visit the business page.Google AdWords consists oftwo networks – 1. Google Search Network.2. Google Partner Network.GOOGLE ADWORDSPage 3 of 13
Page 4 of 13Buy on your websiteCall your businessSee your adVisit your businessVisit websiteTake an action on your website(for example, fill out a form)Source: Google AdWords GuideDetermining Marketing ObjectivesBefore investing in paid advertising for your organization, it’s important to clearly set out your goals and objectives for your campaigns. What are you advertising? Who is the intended target audience? What are the actions you would like the user to take after viewing your ad?Depending on the type of business and product/service on offer, any/all of the following user actions could generate value for you - Setting Up Your AccountCreate an AdWords account with your email id.