SEM is a vital advertising channel that many businesses have failed to embrace. Here I have compiled 5 easy steps you can kick start your SEM campaign today.

1. Fuel Your Marketing Strategies
with Effective SEM
A guide by James Pong

2. What’s Cooking Today
1. Intro
2. What Is SEM
3. Why SEM
4. How to Use SEM (Effectively)
5. SEM Resources

3. A Lil’ Intro
I’m an Internet Marketer.

5. A Lil’ Intro
I’m an Internet Marketer.
I built my first website when I was 16. I learnt internet marketing mostly through
on-the-job experience.
I’m a movie fanatic and I love Star Wars and superhero films.
I enjoy a good cup of coffee and great food.

6. What is SEM?

7. What is SEM or Search
Engine Marketing?

8. Once upon a time, SEM
comprises of SEO and Paid
Search

9. Now, SEM is most commonly refer to:
Paid advertising
(sold on
CPC/CPM basis)
Paid Search
PPC (pay-per-
click)

10. Today, I’m covering mainly:
Paid Search
PPC (pay-per-
click)

11. Definition of SEM
● Search engine marketing (SEM) is a form of Internet marketing that involves
the promotion of websites by increasing their visibility in search engine
results pages (SERPs) primarily through paid advertising.
Source: Google

12. AdWords in 5 Minutes

13. How AdWords Auction Works
Source: Wordstream

14. Why SEM or Search
Engine Marketing?

15. Role of Digital Marketing in Consumer Journey
SOCIAL
AWARENESS CONSIDERATION ACTION
SEO
DISPLAY
PAID SEARCH
VIDEO
SOCIAL
SEO
DISPLAY
PAID SEARCH
VIDEO
EMAIL
SEO
DISPLAY
PAID SEARCH
VIDEO
EMAIL
AFFILIATES
LOYALTY
SEM

16. 5 Reasons Why You Should Consider SEM / PPC
The most cost effective
advertising
1
The most popular medium for
information seekers
2
Ability to target your consumers
with the right ads
3
Eliminate guesswork out of your
marketing
4
Get instant results5

17. How to Use SEM
Effectively

18. 5 Simple Steps to Start a SEM / PPC Campaigns
Set marketing objectives1
Select keywords & targeting2
Create text ads3
Review campaign results, Test &
Optimize
4
Repeat5

19. #1 Set Marketing Goals
Tip
Link your Google
AdWords account to
Google Analytics, it’ll not
only enable auto-
tagging for all your
AdWords campaigns
but provide valuable
data you can later use
for your campaigns.
1 Brand awareness
Getting new product or business to reach
broad consumer base
2 Influence consideration
Educate your customer about your
product and differentiate from your
competitors
3 Drive action
Find customers who are closer to making
a purchase decision or ready to act

20. #2 Select Keywords &
Targeting
1 Keyword research
Find and build a list of keywords
your customers would use to
search for your business
2 Target your audience
Define your target audience to
reach them better
Tip
If you have a large sites
like a listing site, using
Dynamic search ad is a
quick win, it helps you to
discover keywords that
people might be
searching for just based
on your website.

21. Keyword Research - Where to Start?
Your business website categories1
Google Analytics Organic keywords2
Google Analytics Paid keywords /
Google AdWords keywords
3
Google Analytics / Search
Console Queries
4
Google AdWords Search terms5
Dynamic Search Ads6

22. Keyword Research Tools
● Google AdWords Keyword Planner Tool: https://adwords.google.
com/KeywordPlanner
● Google Trends: https://www.google.com/trends/
● Moz Keyword Explorer: https://moz.com/explorer
● Bing Ads Intelligence tool: https://advertise.bingads.microsoft.com/en-
us/resources/training/bing-ads-intelligence-tool

23. Targeting
Google Search Google Display
Location ✔ ✔
Language ✔ ✔
Time of the day ✔ ✔
Devices (Computers, Mobile, Tablet) ✔
Contextual / Keyword targeting ✔ ✔
Placement targeting ✔
Topic targeting ✔
Interest targeting ✔
Remarketing ✔ (RLSA) ✔

24. Targeting (Detailed Breakdown)
Location Advanced Mobile & Tablet options
● Country
● City
● State
● Postal code
● Radius targeting
● Location groups
○ Places of interests
■ Airports
■ Universities
● Operating systems (OS)
● Device models
● Carriers and Wi-Fi

25. #3 Create Ads
Tip
Overwhelmed? Google
AdWords Display
Network has a
marketing objectives
guide which help you to
save time and create
better targeted
campaigns.
1 Create compelling text ads
Right ad improves relevance and get
better qualified clicks
2 Improve quality score
Improving your ad quality is the first step
to improve your quality score and hence
your ad rank
3 Enhance with ad extensions
Improve your ad CTR with the right ad
extensions

26. Create compelling text ads
Standard Text Ad
Headline 1: 25 characters
Description 1: 35 characters
Description 2: 35 characters
Destination URL
Expanded Text Ad
Headline 1: 30 characters
Headline 2: 30 characters
Description 1: 80 characters
Destination URL and
Two Optional “Path” fields
Launched globally on Jul 26
No longer can be created in
3 months time on Oct 26

27. 6 Factors Which Affect the Quality Score
Search Query Relevance1
Historical CTR2
Historical CTR of display URLs3
Landing Page Quality4
Ad Group Relevance5
Account CTR6

28. Enhance with Ad Extensions
Sitelink extensions1
Call extensions2
Callout extensions3
Location extensions4
Review extensions5
App extensions6

29. #4 Test & Optimize
1 Review search terms
2 Review ad extensions
3 A/B test your ads

30. Resources
● Google AdWords Basics https://support.google.
com/adwords/answer/6080949
● Google AdWords Best Practices https://support.google.
com/adwords/answer/6154846
● Google AdWords Expanded Text Ad Guide https://support.google.
com/adwords/answer/7048854
● Google Search Console Mobile Friendly Test https://search.google.
com/search-console/mobile-friendly

31. Let’s Connect
LinkedIn
https://www.linkedin.com/in/jamespong
Twitter
twitter.com/jamespong