Search Engine Marketing or earlier widely known as Pay Per Click (PPC), is one the key pillars of the digital marketing. This can be executed through Google Ads platform, or Apple Ads platform or Binge Ads. The fundamentals of SEM are pretty similar across the platforms. This presentation helps in detail about the Search Engine Marketing principles, and how to execute the same.

1. Search Engine
Marketing (SEM )
Anandan Pillai

2. Earlier known as…
PPC (Pay Per Click)

3. Coverage
• Keyword Research
• Classification of keywords themes
• Keyword Match Types
• Forecasting
• Campaign Structure
• Ad copies
• Ad extensions
• Auction Insights
• Negative Keywords
• Search Terms
• Reporting

4. What keyword
would you use
to search a
formal shoe?

5. Keyword Match Types
• Broad Match (BM)
• formal shoes
• Broad Match Multiplier (BMM)
• +formal +shoes
• formal +shoes
• Phrase Match
• “formal shoes”
• Exact Match
• [formal shoes]

6. How do Keyword Match Types impact ad serving?
BM
formal shoes
BMM
+formal +shoes
Phrase
“formal shoes”
Exact
[formal shoes]
Definition
misspellings, synonyms,
related searches, and other
relevant variations
lose variations of the
“+” terms
searches that
match a phrase, or
close variations
searches that match
the exact term or are
close variations of
that exact term
User’s search
queries
Formal shoes Formal shoes Formal shoes price Formal shoes
Black formal shoes Black formal shoes Black formal shoes Shoes formal
Mens formal shoes Mens formal shoes Mens formal shoes
Buy shoes online Buy formal shoes
online
Buy formal shoes
online
shoe shop near me Formal shoes store
near me
Formal shoes store
near me
School shoe School formal shoe
Latest Bata shoe Formal shoe for job
interviews
Buy formal shoes online

7. Auction Win based on Price
• P1 - 10
• P2 - 12
• P3 -15
• P4 -100
• Auction Won by – P4
• Second Price Auction Model
• P4 – Rs. 15.10 – 15.50/-

8. Campaign Structure
Campaign
Ad Group
1
Ad 1 Ad 2
Ad Group
2
Ad 1 Ad 2
Group of
Keywords
(for Google)
Ads /
Communication
(for User)
Campaign Serving
Conditions
(for Google)

9. Campaign Structure
Campaign
Ad Group
(BM)
Ad 1 Ad 2
Ad Group
(BMM)
Ad 1 Ad 2
Ad Group
(Exact)
Ad 1 Ad 2

10. Campaign Structure
Campaign
Ad Group
(Brand)
Ad 1 Ad 2
Ad Group
(Generic)
Ad 1 Ad 2
Ad Group
(Competition)
Ad 1 Ad 2

11. Campaign Structure
Campaign
Ad Group
(Men)
Ad 1 Ad 2
Ad Group
(Women)
Ad 1 Ad 2
Ad Group
(Kids)
Ad 1 Ad 2

12. Campaign Structure
Campaign
(BM)
Ad Group
(BM)
Ad 1 Ad 2
Campaign
(BM)
Ad Group
(BM)
Ad 1 Ad 2
Campaign
(BM)
Ad Group
(BM)
Ad 1 Ad 2

13. Campaign Level Settings

14. Ad Group
Broad
• Formal shoes
• formal shoes men
• Formal shoes women
• Formal shoes under 3000
• Formal shoes under 5000
• Hush puppies formal shoes
Exact:
• [Formal shoes for women]
• [Women office wear shoes]
• [Formal shoes for women under
3000]
• [Formal shoes for women 5000]
• [Hush puppies ladies formal shoes]
BMM
• +Formal +shoes for +men
• +Mens +formal +shoes
• +Mens +formal wear +shoes
• +Mens +formal +shoes under 3000
• +Mens +formal +shoes under 5000
• Hush puppies +mens +formal
+shoes

15. Ads

16. Ad Components
• Headline 1 (30 characters including spaces)
• Headline 2 (30 characters including spaces)
• Headline 3 (30 characters including spaces)
• Description 1 (90 characters including spaces)
• Description 2 (90 characters including spaces)

17. =
Ad Rank
Ad Rank CPC
Quality
Score
x
Match between
Account Keyword
and Ad copy
Landing Page
Relevance
Ad
Extensions

18. Ad Rank Scenario
Advertisers CPC Quality Score
(on a scale of 10)
Ad Rank Who wins Bid?
Anoop Rs. 5 9 45 3rd person to win bid
Aditi Rs. 9 6 54 2nd person to win bid
Prateek Rs. 8 4 32 4th person to win bid
Ipsa Rs. 20 3 60 1st person to win bid
Indicative CPC of an Advertiser = (Ad Rank of next best bidder/Own Quality Score) + $ 0.01
Advertisers Indicative CPC
Anoop Rs. 3.56 [(32/9)+0.01]
Aditi Rs. 7.51 [(45/6)+0.01]
Prateek Rs. 8.01
Ipsa Rs. 18.01 [(54/3)+0.01]
Who
benefits
most?

19. Auction Insights
• It helps an advertiser to know who are their competitors
• It helps an advertiser to know how much Impression Share are they getting viz-a-viz their
competition
• It helps an advertiser to know how many times are they outbidding their competition
• Auction Insights can be measured at Campaign, AdGroup and Keyword levels
• Auction Insights should be referred for a longer period of time, at least a week or more

20. Negative Keywords
• These keywords prevent your ads from appearing during irrelevant user queries
• It helps to reduce spillage of your budget
• It helps to provide best user experience

21. Search Terms
• It helps an advertiser to know what terms are users searching on Google
• It helps an advertiser to know whether user’s search terms are added in
the account
• It helps an advertiser to think creatively about potential keywords to be
included in the account

22. Reporting
Digital Metrics
• CTR
• CPC
• Click to Website Visits ratio
Business Metrics
• Cost Per Lead
• Cost Per Sale
• Cost Per Conversion
• No. of Conversions
• Average Selling Price
Competitive Metrics
• Impression Share
• Impression Share Lost by
Budget
• Impression Share Lost by Rank
• Keyword Quality

23. Thank you