Class 06: Search Engine Marketing

1. Sit next to someone you don’t know!
1

2. GOOGLE ADWORDS
SEARCH ENGINE
MARKETING

3. ‣ Learn how to build successful AdWords campaigns that work for user
acquisition, e-commerce, and lead generation.
‣ Find out how to run successful AdWords A/B testing strategies and
avoid nasty pitfalls.
‣ Discover how to optimize spending and avoid throwing your money
down the AdWords wishing well.
‣ Learn everything you need to know to pass the AdWords certification
exams in search.
‣ Find out the most important strategies to maximize conversions and
ROI for your AdWords campaigns.
What you’ll learn
3

4. OUTREACH TO COMPANIES RUN CAMPAIGN(S)
FIRST CLASS LAUNCH CAMPAIGN FINAL PROJECTS DUE
PRESENTINGLEARN ABOUT DIGITAL MARKETING CHANNELS
OCT 30OCT 9AUG 21
SECURE PROJECT COMPANY
AUG 28 - SEPT 6
LAST CLASS
NOV 1
FINAL PROJECT: DUE OCT 30 | PRESENTATIONS OCT 30 & NOV 1

5. Digital Marketing
DIRECTIONS
1. Find a partner
2. Tell your partner about your final project company
1. What company are you using?
2. What’s the business model and persona?
3. What’s the scope of your project?
4. What are you most excited about?
5. What are your 3 biggest challenges?

6. ‣ AdWords Fundamentals
• Basic and intermediate concepts
‣ Search Advertising
• Advanced Search Campaigns
‣ Display Advertising
• Advanced Display Campaigns
AdWords Certification Exams
PRESENTATION TITLE6
‣ Mobile Advertising
• Basic to advanced mobile
concepts
‣ Video Advertising
• Youtube and other video partners
‣ Shopping Advertising
• Merchant Center and Product
Data Feed

7. AdWords Certification Exams
PRESENTATION TITLE7
Exam Passing
score
Time limit
AdWords Fundamentals 80% 120 minutes
Search Advertising 80% 120 minutes
Display Advertising 80% 120 minutes
Mobile Advertising 80% 90 minutes
Video Advertising 80% 90 minutes
Shopping Advertising 80% 90 minutes

8. INTRO TO
PAID SEARCH
PRESENTATION TITLE8

9. Common terms used regarding AdWords
PRESENTATION TITLE9
CAMPAIGN TYPE
KEYWORDS
IMPRESSIONS
CLICKS
CLICKTHROUGH RATE
PAGE RANK / AD RANK
LANDING PAGE
CALL TO ACTION (CTA)
BIDDING
CAMPAIGNS, AD GROUPS
AD EXTENSIONS

10. Common terms used regarding AdWords
PRESENTATION TITLE10
CAMPAIGN TYPE: SEARCH NETWORK
KEYWORDS
IMPRESSIONS
CLICKS
CLICKTHROUGH RATE
PAGE RANK / AD RANK
LANDING PAGE
CALL TO ACTION (CTA)
BIDDING
CAMPAIGNS, AD GROUPS
AD EXTENSIONS

11. Common terms used regarding AdWords
PRESENTATION TITLE11
CAMPAIGN TYPE: DISPLAY NETWORK
KEYWORDS
IMPRESSIONS
CLICKS
CLICKTHROUGH RATE
PAGE RANK / AD RANK
LANDING PAGE
CALL TO ACTION (CTA)
BIDDING
CAMPAIGNS, AD GROUPS
AD EXTENSIONS

12. Common terms used regarding AdWords
PRESENTATION TITLE12
CAMPAIGN TYPE: SHOPPING
KEYWORDS
IMPRESSIONS
CLICKS
CLICKTHROUGH RATE
PAGE RANK / AD RANK
LANDING PAGE
CALL TO ACTION (CTA)
BIDDING
CAMPAIGNS, AD GROUPS
AD EXTENSIONS

13. Common terms used regarding AdWords
PRESENTATION TITLE13
CAMPAIGN TYPE: VIDEO NETWORK
KEYWORDS
IMPRESSIONS
CLICKS
CLICKTHROUGH RATE
PAGE RANK / AD RANK
LANDING PAGE
CALL TO ACTION (CTA)
BIDDING
CAMPAIGNS, AD GROUPS
AD EXTENSIONS

14. Common terms used regarding AdWords
PRESENTATION TITLE14
CAMPAIGN TYPE
KEYWORDS
IMPRESSIONS
CLICKS
CLICKTHROUGH RATE
PAGE RANK / AD RANK
LANDING PAGE
CALL TO ACTION (CTA)
BIDDING
CAMPAIGNS, AD GROUPS
AD EXTENSIONS
KEYWORDS IN THE SEARCH QUERY

15. Common terms used regarding AdWords
PRESENTATION TITLE15
CAMPAIGN TYPE
KEYWORDS
IMPRESSIONS
CLICKS
CLICKTHROUGH RATE
PAGE RANK / AD RANK
LANDING PAGE
CALL TO ACTION (CTA)
BIDDING
CAMPAIGNS, AD GROUPS
AD EXTENSIONS

16. Common terms used regarding AdWords
PRESENTATION TITLE16
CAMPAIGN TYPE
KEYWORDS
IMPRESSIONS
CLICKS
CLICKTHROUGH RATE (CTR)
PAGE RANK / AD RANK
LANDING PAGE
CALL TO ACTION (CTA)
BIDDING
CAMPAIGNS, AD GROUPS
AD EXTENSIONS
CLICKS / IMPRESSIONS =
CLICKTHROUGH RATE (CTR)

17. Common terms used regarding AdWords
PRESENTATION TITLE17
CAMPAIGN TYPE
KEYWORDS
IMPRESSIONS
CLICKS
CLICKTHROUGH RATE (CTR)
PAGE RANK / AD RANK
LANDING PAGE
CALL TO ACTION (CTA)
BIDDING
CAMPAIGNS, AD GROUPS
AD EXTENSIONS

18. Common terms used regarding AdWords
PRESENTATION TITLE18
CAMPAIGN TYPE
KEYWORDS
IMPRESSIONS
CLICKS
CLICKTHROUGH RATE (CTR)
PAGE RANK / AD RANK
LANDING PAGE
CALL TO ACTION (CTA)
BIDDING
CAMPAIGNS, AD GROUPS
AD EXTENSIONS
sources: Chitika, Moz’s Beginner's Guide to SEO

19. Common terms used regarding AdWords
PRESENTATION TITLE19
CAMPAIGN TYPE
KEYWORDS
IMPRESSIONS
CLICKS
CLICKTHROUGH RATE (CTR)
PAGE RANK / AD RANK
LANDING PAGE
CALL TO ACTION (CTA)
BIDDING
CAMPAIGNS, AD GROUPS
AD EXTENSIONS

20. Common terms used regarding AdWords
PRESENTATION TITLE20
CAMPAIGN TYPE
KEYWORDS
IMPRESSIONS
CLICKS
CLICKTHROUGH RATE (CTR)
PAGE RANK / AD RANK
LANDING PAGE
CALL TO ACTION (CTA)
BIDDING
CAMPAIGNS, AD GROUPS
AD EXTENSIONS

21. Common terms used regarding AdWords
PRESENTATION TITLE21
CAMPAIGN TYPE
KEYWORDS
IMPRESSIONS
CLICKS
CLICKTHROUGH RATE (CTR)
PAGE RANK / AD RANK
LANDING PAGE
CALL TO ACTION (CTA)
BIDDING
CAMPAIGNS, AD GROUPS
AD EXTENSIONS

22. Common terms used regarding AdWords
PRESENTATION TITLE22
CAMPAIGN TYPE
KEYWORDS
IMPRESSIONS
CLICKS
CLICKTHROUGH RATE (CTR)
PAGE RANK / AD RANK
LANDING PAGE
CALL TO ACTION (CTA)
BIDDING
CAMPAIGNS, AD GROUPS
AD EXTENSIONS

23. Common terms used regarding AdWords
PRESENTATION TITLE23
CAMPAIGN TYPE
KEYWORDS
IMPRESSIONS
CLICKS
CLICKTHROUGH RATE (CTR)
PAGE RANK / AD RANK
LANDING PAGE
CALL TO ACTION (CTA)
BIDDING
CAMPAIGNS, AD GROUPS
AD EXTENSIONS

24. Common terms used regarding AdWords
PRESENTATION TITLE24
CAMPAIGN TYPE
KEYWORDS
IMPRESSIONS
CLICKS
CLICKTHROUGH RATE (CTR)
PAGE RANK / AD RANK
LANDING PAGE
CALL TO ACTION (CTA)
BIDDING
CAMPAIGNS, AD GROUPS
AD EXTENSIONS

25. Common terms used regarding AdWords
PRESENTATION TITLE25
CAMPAIGN TYPE
KEYWORDS
IMPRESSIONS
CLICKS
CLICKTHROUGH RATE (CTR)
PAGE RANK / AD RANK
LANDING PAGE
CALL TO ACTION (CTA)
BIDDING
CAMPAIGNS, AD GROUPS
AD EXTENSIONS

26. Common terms used regarding AdWords
PRESENTATION TITLE26
CAMPAIGN TYPE
KEYWORDS
IMPRESSIONS
CLICKS
CLICKTHROUGH RATE (CTR)
PAGE RANK / AD RANK
LANDING PAGE
CALL TO ACTION (CTA)
BIDDING
CAMPAIGNS, AD GROUPS
AD EXTENSIONS

27. Digital Marketing
Quality Score –
A score calculated by Google. It’s influenced by the
expected CTR, the relevance of the ad to the
keywords and landing page, and the quality of the
landing page itself.

28. PAID SEARCH
HOW GOOGLE SERVES
ADS

29. Digital Marketing
Ad Placement = Max CPC x Quality Score

30. Digital Marketing

31. Digital Marketing
Ad Rank 1
Page Rank 1
Page Rank 2

32. Digital Marketing

33. QUALITY SCORE AND AD RANK

34. Digital Marketing

35. Digital Marketing
Campaigns should be different
products completely (either by
retailer or by product category) or
should be the same products with
different targeting (e.g. Domestic
vs. international).
AdGroups are subcategories
beneath campaigns.
These should be include keyword
extensions and are used to alter
the ad more closely to the search
term.

36. Digital Marketing
AdGroups need a name, an ad and keywords.
AdGroups will share Ad Extensions (set at the Campaign level) and so should have a common theme. A
new feature of Enhanced Campaigns is that you can now set Ad Extensions at the AdGroups level as well
as the Campaign level.
Here is an example of three AdGroups in our Coffee Bean campaign.
Gourmet Dark Roast French Roast
Gourmet Coffee Beans Dark Roast Coffee Beans French Roast Coffee Beans
Gourmet Whole Coffee
Beans
Dark Roast Whole Coffee
Beans
French Roast Whole Coffee
Beans
Gourmet Ground Coffee
Beans
Dark Roast Ground Coffee
Beans
French Roast Ground Coffee
Beans

37. DIGITAL MARKETING
ACTIVITY

38. Digital Marketing
DIRECTIONS
1. Create a 1st draft AdWords Campaign structure
2. Choose 3-5 root keywords per Campaign
3. Choose 3-5 modifying keywords per Ad Group
Worksheet in Lesson folder: DGM17Q3 - AdWords Worksheets

39. LET’S TAKE A TOUR!

41. DIGITAL MARKETING
KEYWORD
RESEARCH

42. Digital Marketing
Use Google AdWords Keyword Planner to see search queries in Google Analytics

43. Digital Marketing
What are 3 other tools you can use to conduct
keyword research?

44. DIGITAL MARKETING
Keyword Research
Keyword Lists

45. Digital Marketing
Awareness(
Interest(
Learn(
Shop(
Buy(
Reten4on(
Advocacy(
Buying Funnel and KeyWord Research
Geddes,&Brad.&Advanced&Google&AdWords.&3rd&ed.&Hoboken,&NJ:&Wiley,&2010.&Print.&

46. Digital Marketing
LOW
INTENT
MEDIUM
INTENT
HIGH
INTENT
Shoes
Footwear
Kids Shoes
Comfortable Footwear
Cheap Kids Shoes
Comfortable
Camping Footwear
HIGH VOLUME LOW VOLUME

47. Digital Marketing

48. DIGITAL MARKETING
ACTIVITY

49. Digital Marketing
DIRECTIONS
1. Use the Keyword Planner to find a list of your target keywords
2. Enter your keywords from the SEO lesson as your input
3. Based on the keywords that you see in the Keyword Tool, collect 30-40 keywords that best fit your
business and objective
4. Make note of the Avg. Monthly Searches, Funnel Stage, Campaign and Ad Groups, and Avg. CPC
Worksheet in Lesson folder: DGM17Q3 - AdWords Worksheets

50. DIGITAL MARKETING
KEYWORD
MATCH TYPES

51. Digital Marketing

52. Digital Marketing

53. Digital Marketing
-NEGATIVE KEYWORDS
‣ Broad
‣ Reaches anything Google considers ‘relevant.’
‣ +Modified Broad
‣ Add a plus in front of any word in the keyword phrase to indicate in must be
included in the search.
‣ “Phrase”
‣ eg. “cute women’s shoes” – the phrase is contained in the search (e.g. buy cute
women’s shoes)
‣ [Exact]
‣ eg [cute women’s shoes] – exactly matches the term

54. DIGITAL MARKETING
ACTIVITY

55. Digital Marketing
DIRECTIONS
1. Choose 10 long tail keywords on your list
2. Use punctuation to change those keywords from Broad Match to Broad Match Modified. Be
intentional about which words are Anchored!
Worksheet in Lesson folder: DGM17Q3 - AdWords Worksheets

56. Digital Marketing

57. Digital Marketing
Expanded Text Ads have 5 elements.
‣Two headline fields (up to 30 characters each)
‣A single, expanded description field (up to 80 characters)
‣A display URL that uses your final URL's domain
‣Two optional ”Path” fields, used in the ad’s display URL (up to 15 characters each)
PRO TIPS
•Use Excel’s “=LEN(A1)”

58. Digital Marketing
PRO TIPS
• Line 1 should highlight what you’re
offering, aka the Benefit.
• Line 2 should include a clear CTA. Tell me
what I should do!
• If the user’s search term appears in your
ad, the text will be bolded.
• Most tests indicate that seeing the actual
keyword(s) in the ad copy generates
higher clickthroughs (hence, dynamic
keyword insertion).

59. Digital Marketing
‣ Length
‣ Exaggerated punctuation (only one ! allowed)
‣ ALL CAPS
‣ Curse words
‣ The word “click”
• Limited Real Estate
• Be Specific
• Highlight your Value Prop
• Do your ads relate to your KeyWords?
• Include a Call-to-action
• Is your ad formatted properly?
• Benefits of Using a Unique Display URL
• Relationship between Ads and LP’s

60. Digital Marketing
Manual
•App
•Call
•Location
•Review
•Sitelinks
•Callout
Automated
•Consumer Ratings
•Previous Visits
•Social Extensions
•Seller Ratings

61. DIGITAL MARKETING
ACTIVITY

62. Digital Marketing
DIRECTIONS
1. Write at least 2 Ads for each ad group
Worksheet in Lesson folder: DGM17Q3 - AdWords Worksheets

63. PAID SEARCH
LANDING PAGE
SELECTION

64. Digital Marketing

65. DIGITAL MARKETING
ACTIVITY

66. Digital Marketing
DIRECTIONS
1. Select the Landing Page for each of the ads you wrote earlier, or write a spec for a new required
landing page. Be sure to encode the full URL as the Final URL field, and then select a human
readable Display URL. Bonus points for including the keyword in the Display URL.
2. Show a partner your Ads, Keywords, and Landing Page for one of your Ad Groups. Partners should
look for how well the Ads correspond to the keywords, and how well the Landing Page corresponds
to the Ad.
Worksheet in Lesson folder: DGM17Q3 - AdWords Worksheets

67. PAID SEARCH
BIDDING STRATEGY

68. Digital Marketing
Max. Willing to Spend Per Visit
Expected Value
for Acquisition
Conversation
Rate
Desired Cost
Margin
x x
=

69. Digital Marketing
Max. Willing to Spend Per Visit
Expected Value
for Acquisition
$100
Conversation
Rate
15%
Desired Cost
Margin
50%
x x
=

70. Digital Marketing
$7.50
Expected Value
for Acquisition
$100
Conversation
Rate
15%
Desired Cost
Margin
50%
x x
=

71. Digital Marketing
$15
Lifetime Value
or Value per
Conversion
$100
Conversation
Rate
15%
x
=

72. DIGITAL MARKETING
ACTIVITY

73. Digital Marketing
DIRECTIONS
Calculate a general Max. CPC bid for your paid search efforts.
Raise your hand if you need help for your company.

74. PAID SEARCH
REVIEW: PLAN YOUR
CAMPAIGNS

75. Digital Marketing
DIRECTIONS
1. Create an AdWords Search Campaign for one of the following products
2. Determine your AdWords objectives (ie - sign ups, purchases, etc.) and business model/category.
3. Research keywords based on each objective, then create a separate campaign for each objective.
4. Collect keywords into Ad Groups for each campaign. Aim for 5-20 keywords per Ad Group.
5. Pick landing pages for each Ad Group.
6. Write at least two Ads for each Ad Group. Don’t forget to use the keywords you’ve selected in your
Ads where possible.
7. Calculate your Max CPC to set your bids for each Ad Group.
20 MINUTES

76. DIGITAL MARKETING
ADWORDS API

77. Digital Marketing
‣Automatically generate keywords, ad text, landing pages, and
custom reports.
‣Integrate AdWords data with your inventory system to manage
campaigns based on stock.
‣Develop additional tools and applications to help you manage
accounts.
‣Supports Java, PHP, Python, .NET, Perl, and Ruby

78. DIGITAL MARKETING
TESTING &
EXPERIMENTATION

79. Digital Marketing
EXPERIMENTATION
‣ Varying Ad Concepts
‣ Continuous A/B Testing
‣ Emotional Appeal
‣ Economic / Financial Appeal
‣ Feature / Benefit Driven

80. HOW DO YOU
CREATE
EXPERIMENTS?

81. Digital Marketing
DATA-DRIVEN
DECISION
MAKING
EXPERIMENTATION =
Determine how well a tactic worked, then
develop ways to optimize

82. Digital Marketing
Compare two
versions that
differ one way
Which version
performs
better
->
How effective
is this method
Run a method
vs. a control ->

83. Digital Marketing
WHAT
QUALIFIES AS A
VALID TEST?

84. Digital Marketing
1. Define quantifiable success metrics
2. Explore before you refine
3. Less is more. Reduce choices.
4. Words matter. Focus on your call to action.
5. Fail fast.
6. Start today.
STOLEN FROM DAN SIROKER

85. Digital Marketing
LET’S GO BACK TO
YOUR MIDDLE SCHOOL
SCIENCE CLASSROOM
FOR A MINUTE...
...WHAT IS the
scientific method?

86. Digital Marketing
Data-Driven Strategy

87. Digital Marketing
Concept
Test
Analyze
Act Data-Driven Strategy

88. Digital Marketing
Concept
Test
Analyze
Act Data-Driven Strategy
Strategize
Strategize
ExecuteExecute

89. Digital Marketing
Concept
Test
Analyze
Act Data-Driven Strategy
Strategize
Strategize
ExecuteExecute
What To Do How To Do It
What HappenedWhy

90. Digital Marketing
WHO
WHAT
WHERE
WHEN
HOW
WHY
PERSONAS
COPY/IMAGES
PLATFORM
TIME/DATE/SEASON
UX/UI
BEHAVIOR

91. WHAT COULD YOU TEST WITH THIS AD?

92. WHAT COULD YOU TEST WITH THIS AD?
▪ Phrasing / Language
▪ Call to action
▪ Offers
▪ Targeting
▪ Keywords
▪ Location
▪ Age
▪ Language
▪ Day of Week, Time of Day
▪ Devices
▪ Ad destination (i.e. landing page)
▪ Bid amount

93. WHAT COULD YOU TEST WITH THIS SITE?
https://www.warbyparker.com/eyeglasses/women/linwood/violet-magnolia

94. WHAT COULD YOU TEST WITH THIS SITE?
‣ Check-out / sign-up process or form
‣ Button shapes, text, and color
‣ Site or product photography

95. Digital Marketing
1. Define quantifiable success metrics
2. Explore before you refine
3. Less is more. Reduce choices.
4. Words matter. Focus on your call to action.
5. Fail fast.
6. Start today.
STOLEN FROM DAN SIROKER

97. Digital Marketing
1. Define quantifiable success metrics
2. Explore before you refine
3. Less is more. Reduce choices.
4. Words matter. Focus on your call to action.
5. Fail fast.
6. Start today.
STOLEN FROM DAN SIROKER

98. Digital Marketing
OPTION 1: Run “Free Shipping” ad on all keywords for 1 week &
compare Conversion Rate to average conversion rate.
OPTION 2: Run “free shipping” ad on half of keywords for 1 week +
CONTROL ad on other half & compare conversion rates.

99. Digital Marketing
OPTION 3: Run “free shipping” ad + CONTROL ad on same keywords AT
SAME TIME & compare conversion rates.
OPTION 1: Run “Free Shipping” ad on all keywords for 1 week &
compare Conversion Rate to average conversion rate.
OPTION 2: Run “free shipping” ad on half of keywords for 1 week +
CONTROL ad on other half & compare conversion rates.

100. PREMATURE OPTIMIZATION
IS THE ROOT OF ALL EVIL.
- DONALD KNUTH

101. CHECK YOUR CURRENT DATA

102. A/B TESTING & MARKETING OPTIMIZATION
PICK SOMETHING TO
IMPROVE

103. Digital Marketing
DIRECTIONS
10 minutes Create and stage a text ad copy A/B test in AdWords
1. Choose an objective
2. Choose a primary metric
3. Choose a test variable
4. Create your control ad
5. Create your test ad

104. DIGITAL MARKETING
REPORTING &
OPTIMIZATION

105. DIGITAL MARKETING
DISPLAY
NETWORK