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MMS Marketing Batch 2022-2024 by Mohseen Shaikh

The document discusses search engine marketing (SEM) strategies including paid search advertising (PPC) on platforms like Google Ads. It covers keyword research, campaign setup, bid strategies, and optimization tactics like ad testing and conversion tracking.

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Pratik aher
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85 views

MMS Marketing Batch 2022-2024 by Mohseen Shaikh

The document discusses search engine marketing (SEM) strategies including paid search advertising (PPC) on platforms like Google Ads. It covers keyword research, campaign setup, bid strategies, and optimization tactics like ad testing and conversion tracking.

Uploaded by

Pratik aher
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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SEM

MMS Marketing
Batch 2022-2024
By Mohseen Shaikh
What is SEM?
• Search engine marketing, or SEM, is one of the most effective ways to grow your
business in an increasingly competitive marketplace. With millions of businesses
out there all vying for the same eyeballs, it’s never been more important to
advertise online, and search engine marketing is the most effective way to
promote your products and grow your business.

• Appear on SERP PPC Ads Product List Ads


Importance of SEM
Strategic SEM is the best way to go if you don’t want your company to be buried
under the millions of queries on Google and want to expand its reach Domestically
as well as internationally.
1. Brand Recognition
2. Increased Traffic
3. Gaining Consumers Attention
4. Quick Results
5. Easy to manage
Need for SEM
1. Accessible Even to Small Accounts
2. SEM is Great for Local Marketing

3. SEM Brings in More Qualified Leads


4. Search Ads Work Because They’re Practical

5. SEM is Actually a Diverse


Channel Itself!
Strategies for SEM
Before you set up an SEM campaign: Is PPC right for your business?
3 Key Component – 1) Time & patience 2) Financial budget 3)Business goals on lock
Steps for Campaign Strategy
• Step #1: Pick a PPC Network –
Google Ads, Microsoft Ads, Yahoo Ads.

• Step #2: Conduct Keyword Research –


Google Search, Keyword Tool.

• Step #3: Optimize your landing pages


• Step #4:Plan your campaign structure
• Step #5: Craft compelling ad copy –
Impacting CTR

• Step #6: Set up conversion tracking and analytics –


UTM Tracking, Auto Cconversion Tracking,

• Step #7: Run split tests with ad variations


• Step #8: Review, audit, and iterate on your PPC campaigns
Types of Keyword
Core Type
1) Branded Keyword 2) Category Keyword 3) Competitor Keyword 4) Negative Keyword

Keyword Match Type


1) Broad Match 2)Phrase Match 3)Exact Match
Identifying Keyword and Their Configuration
Steps:
1) Find New Keywords 2) Analyse Keywords 3) Get Bid Estimate
4) Make you Plan
Keyword Plan – Forecast - Campaig

Tools to be used:
Bid Strategy
A bid strategy determines the way you bid in paid advertising platforms for your ads to
show up in available spaces.

1. Target Cost Per Acquisition (CPA)


2. Target Return on Ad Spend (ROAS)
3. Maximize Conversions
4. Enhanced Cost Per Click (ECPC)
5. Maximize Clicks
6. Manual CPC
7. Target Impression Share Bidding
Auction
The process that happens with each Google search to decide which ads will appear for that specific
search and in which order those ads will show on the page.

How it Works
• keywords match that searched.
• Eligible Keyword, like ads that target a different country or are disapproved based on a policy
violation.
• High Ad Rank
• Combination of Bid
• Ad Quality
Campaign Creation and Assessment

Platform:

Steps for Campaign Creation:


1. Determine your goals – Increasing website traffic, Generating Sales.
2. Select SEM Channel
3. Keyword Integration
4. Set A Monthly Budget
5. Set up Landing Page
6. Create your Ads
7. Launch
Thank You
Any Question

Mohseen Shaikh
mohseen211115@gmail.com

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