Digital Marketing

Module Search Engine Marketing

Session No. I

Version 1.0
 Digital Marketing

Material from the published or unpublished work of others which is referred to in the Class
Notes is credited to the author in question in the text. The Class Notes prepared is of 9,296
words in length. Research ethics issues have been considered and handled appropriately
within the Globsyn Business School guidelines and procedures.

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Table of Contents
1. Search Engine Optimisation (SEO) ....................................................................... 8

2. Search Engine Marketing (SEM) ............................................................................ 8

3. Comparison between SEO and SEM ..................................................................... 9

4. SEM and Keywords .............................................................................................. 10

5. Terminologies associated to SEM....................................................................... 10

5.1. Pay Per Click (PPC) ......................................................................................... 10

5.2. Cost Per Click (CPC) ....................................................................................... 11

5.3. Search Engine Results Page (SERP) .............................................................. 14

5.3.1. Educational ..........................................................................................................15

5.3.2. Navigational .........................................................................................................15

5.3.3. Interchangeable ...................................................................................................15

5.3.4. Four Different components of SERP ....................................................................15

5.4. Click-Through Rate (CTR) ............................................................................... 16

5.5. Impressions ...................................................................................................... 17

5.5.1. Served Impressions .............................................................................................17

5.5.2. Viewable Impressions ..........................................................................................18

5.6. Google Display Network (GDN) ....................................................................... 18

5.7. Ranking of the Ads ........................................................................................... 19

5.7.1. Bid Amount ..........................................................................................................19

5.7.2. Ad Quality ............................................................................................................19

5.7.3. Search Context ....................................................................................................19

5.7.4. Impact of the Ad Extensions ................................................................................19

5.8. Quality Scores .................................................................................................. 20

5.8.1. Overview..............................................................................................................20

5.8.2. Benefits of Enhancing the Quality Score ..............................................................20

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5.8.3. Manner of increasing the Quality Scores..............................................................21

6. Pay Per Click (PPC) Campaigns .......................................................................... 22

6.1. Elements of PPC Campaigns ........................................................................... 22

6.1.1. Campaigns ..........................................................................................................22

6.1.2. Ad Group .............................................................................................................22

6.2. Management of PPC Campaigns ..................................................................... 24

6.2.1. Adding of PPC Relevant Keywords ......................................................................24

6.2.2. Adding of Negative Keywords ..............................................................................24

6.2.3. Splitting of Ad Groups ..........................................................................................24

6.2.4. Review of PPC Keywords that are Costly in nature ..............................................24

6.2.5. Refining the Landing Pages .................................................................................24

6.3. Creation of a Pay Per Click Campaign ............................................................. 26

6.3.1. Determining the Goals of the PPC Campaign ......................................................26

6.3.2. Setting up of a Budget .........................................................................................26

6.3.3. Developing a list of keywords ...............................................................................26

6.3.4. Developing on the Title and Description ...............................................................26

6.3.5. Development of Creative and Authentic Landing Pages ......................................27

6.3.6. Installation of the Tracking Code ..........................................................................28

6.3.7. Bidding Process ...................................................................................................29

7. Transparency of the PPC Campaigns ................................................................. 30

8. Pricing Models for a PPC Campaign ................................................................... 30

8.1. Hourly Charging Model .................................................................................... 30

8.2. Percentage of the amount spent on Ads .......................................................... 30

8.3. Management Fee + Percentage of Ad Spent ................................................... 31

8.4. Pricing based on the performances of the PPC Campaign .............................. 31

8.5. Milestone Pricing Model ................................................................................... 31

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9. Ease of Navigation ................................................................................................ 32

9.1. Landing Pages for Laptops .............................................................................. 32

9.1.1. Dell’s Landing Page .............................................................................................32

9.1.2. BestBuy.com’s Landing Page ..............................................................................33

10. Tracking Metrics for PPC Campaigns.............................................................. 33

10.1. Clicks ............................................................................................................ 33

10.2. Click-Through Rate (CTR) ............................................................................ 34

10.3. Quality Score ................................................................................................ 34

10.4. Cost Per Click (CPC) .................................................................................... 34

10.5. Cost Per Acquisition (CPA) ........................................................................... 34

10.6. Conversion Rate or CVR .............................................................................. 34

10.7. Budget Attainment ........................................................................................ 35

11. Split Testing ....................................................................................................... 35

11.1. A/B Testing ................................................................................................... 35

11.2. Multivariate Testing ....................................................................................... 35

11.3. Comparison between A/B Testing and Multivariate Testing Techniques ...... 37

12. Testing of Landing Pages ................................................................................. 39

13. AdWords ............................................................................................................ 42

14. Development of PPC Ads ................................................................................. 43

15. Placement Tool .................................................................................................. 44

15.1. Keywords ...................................................................................................... 44

15.2. Website ......................................................................................................... 44

15.3. Category ....................................................................................................... 44

16. CPM and CPA Campaigns ................................................................................ 44

16.1. CPM Campaign............................................................................................. 44

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16.2. CPA Campaign ............................................................................................. 44

17. Retargeting ........................................................................................................ 45

18. Facebook Display Ads ...................................................................................... 45

19. PPC Campaign Budget ..................................................................................... 46

20. Right Time to Choose PPC Campaigning ....................................................... 47

References ................................................................................................................... 48

Tables & Figures

Table 3.1: Comparison between SEO and SEM......................................................................... 9
Figure 5.1: PPC Campaign for Camping Equipment .................................................................11
Figure 5.2: Estimation of Actual CPC Score ..............................................................................12
Figure 5.3: Benchmarks for Average CPC ................................................................................13
Table 5.1: Formulation for estimation of CPC ............................................................................14
Table 5.2: Formulation for estimation of CTR ............................................................................16
Figure 5.4: Calculation for the Quality Score .............................................................................20
Figure 5.5: Cost Per Conversions vs. Quality Score ..................................................................21
Figure 6.1: The Structure of the AdWords Account ...................................................................23
Figure 6.2: Optimisation of the PPC Campaign .........................................................................25
Figure 6.3: Inclusion of CTA Button in Ads ................................................................................27
Figure 6.4: Use of CTA Button in Landing Page ........................................................................28
Figure 6.5: Installation of Conversion Tracking Code ................................................................29
Table 8.1: Fee Structure of Monthly Ads ...................................................................................31
Figure 9.1: Landing Page of Dell ...............................................................................................32
Figure 9.2: Landing Page of BestBuy.com ................................................................................33
Table 11.1: Formula for Estimating Total Number of Variations ................................................36
Figure 11.1: Variations of Elements creating Website Versions ................................................36
Figure 11.2: Illustration of A/B Testing ......................................................................................37
Figure 11.3: Illustration of Multivariate Testing ..........................................................................38
Figure 11.4: A Comparison between A/B and Multivariate Testing Styles .................................39
Figure 12.1: Landing Page Elements that are subjected to Tests ..............................................39
Figure 12.2: Carrying out of an Effective Testing Campaign......................................................40

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Figure 12.3: Carrying out of an Effective Testing Campaign (Continued) ..................................40

Figure 12.4: Mistakes associated to Testing of Landing Pages .................................................41
Figure 12.5: Mistakes associated to Testing of Landing Pages (Continued) ..............................41
Figure 13.1: AdWords based on Keyword Bidding (2) and Google Search (1) and Display
Network (3) ...............................................................................................................................42
Figure 13.2: Working of Google AdWords .................................................................................43
Figure 17.1: Retargeting Model .................................................................................................45

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1. Search Engine Optimisation (SEO)

Search Engine Optimisation or SEO is identified as a practice that assists the visitors or users in
search engines to find relevant answers to their queries. In that, it focuses on enhancing the
quality of the website content based on the incorporation of effective keywords such that the
same contributes in enhancing the visibility of the same to the search engine users. SEO is also
considered to be used as a shorthand in terms of carrying out different activities associated to
web marketing. It is also recognised as an effective way for promoting the business over the
web. Likewise, the practice of SEO also focuses on providing quality information and services
that the business institution finds needful to be searched by the users based on the application
of relevant keywords (Zimmerman, 2014).

2. Search Engine Marketing (SEM)

Search Engine Marketing also known as SEM is identified as an effective form of internet or
digital marketing that focuses on promoting the websites in terms of enhancing their visibility
along both paid and also organic searches. SEM is also identified as one of the most effective
strategies for growing the business institution along a highly competitive marketplace. SEM is
thus considered as one of the most effective platforms for both promoting products and services
brands and also for gaining an access to a wider marketplace for the business activity
(Sweezey, 2014). The marketing of products and services and the business as a whole is
carried out by SEM based on the incorporation of paid advertisements that tend to appear on
the result pages of the different search engines. Advertisers tend to bid on different keywords
that are employed by search engine visitors for carrying out relevant searches. The above
practice provides needed opportunity to the advertisers in that the different ads would be
advertised alongside the results that are generated in correspondence to the search queries
initiated by the visitors (Sweezey, 2014).

The advertisements are also known as pay-per-click ads and tend to be generated along
diverse formats like small ads, text-based ads, ads meant for product listing and finally the
product-based advertisements. The Product Listing Ads also identified as PLAs are identified to
be Shopping Ads and thereby are created for generation of a visual appeal. The Product-Based
Advertisements are such that help the consumers in gaining effective information associated to
price points and customer reviews in terms of just glancing at them (Chaney, 2017).

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The practice associated with SEM gains needed significance in that it renders a potential
opportunity to the advertisers for generating the advertisements before prospective customers
at the perfect moment when they are focusing on carrying out relevant purchases. It thus gives
the advertisers greater accessibility in engaging and motivating the customers to try their hands
on product and services brands thus advertised (Moran & Hunt, 2014).

3. Comparison between SEO and SEM

Table 3.1: Comparison between SEO and SEM

SEO SEM
 SEO accounts to be free in that the  SEM accounts to be Paid Search Marketing
business institutions are not required to pay based activity wherein the business
Google for generating clicks and also institutions focus on rendering payments to
considerable amount of web traffic. The Google for highlighting the ads along with
businesses rather earn the advantage of a the results of the keyword searches carried
free spot along the search results in terms out by the users.
of generating relevant contents for specific
keyword searches.

 SEO is also identified as a powerful  SEM acts as a potentially cost-effective

medium involved for driving of web traffic medium that contributes in driving
along the summit of the marketing funnel conversions along the bottom part of the
(Moran & Hunt, 2014). funnel.

 On-Page SEO components encompasses  The components of SEM encompass

different types of keywords associated with different elements like that of paid search,
title tags, heading tags, alt. text and pay-per-click or PPC Campaigns and also
likewise. It also incorporates blog posts, different advertisements (Moran & Hunt,
integration of social sharing links and also 2014).
the optimisation of speed for loading of web
pages. Likewise, the Off-Page SEO
Components tend to encompass effective
backlinks, social bookmarking and other
signals for social sharing platforms
(Zimmerman, 2014).

Author’s Representation (Moran & Hunt, 2014 and Zimmerman, 2014)

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4. SEM and Keywords

Keywords are considered as the foundation of all activities associated to SEM. In that, the users
tend to incorporate keywords for carrying out relevant searches the same thus contributes in
laying the foundation for framing of advertising strategies associated to search engine
marketing. Effective research is required to be carried out by the business institutions in terms
of choosing the right set of keywords that ideally matches with the business category such that
they when used by customers contributes in providing key information regarding products and
services marketed by the firm (Wordstream , 2019).

5. Terminologies associated to SEM

5.1. Pay Per Click (PPC)

Pay Per Click or PPC is identified as an online model for carrying out advertising activities
wherein the advertisers are required to generate payment during each of the different moments
when a user tends to click on one of the online ads generated by them. The most common type
of PPC Ad is identified as the Paid Search Ad. The ads tend to appear owing to the searches
carried out by the users online based on the use of search engines like Google and Bing. The
ads most appear when users focus mainly in carrying out searches for products and services for
meeting of their personal and commercial needs (Mayne, 2014). Other than Paid Search Ad the
other types of PPC Advertisings include banner ads and also remarketing. Keywords are used
regards to PPC for carrying out Ad Auctions that act as an effective bidding system. Advertisers
are required to bid on the specific terms or keywords that are chosen by them for displaying
their ads. A keyword like ‘camping equipment’ can be used by companies for generating bids
while the same when used by visitors along search engines generates effective results for
different types of camping equipment advertised by companies (Wordstream , 2019).

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Figure 5.1: PPC Campaign for Camping Equipment

(Wordstream , 2019)

5.2. Cost Per Click (CPC)

The Cost Per Click model of advertising contributes in generating revenue based on clicks
made by visitors on different advertisements. On clicking the visitor is thereby redirected to the
website of the advertising company. The CPC Model of advertising thus focuses on making the
visitor take needed action in terms of clicking on the ad. CPC is found to be highly useful
regards to meeting of business objectives associated to the drawing of larger amount of web
traffic to the respective sites. A large number of internet firms tend to specialise in the field of
CPC Advertising like that of Google AdSense, Yahoo Search Marketing, AOL and Microsoft
Bing Ads. Blogs like Mashable.com bear the potential of generating around $200,000 on a
monthly basis based on the undertaking of CPC Advertising through the application of Google
AdSense (Russell, 2018).

CPC is also attributed as the cost that is required to be paid for each of the different clicks that
is required to be made in terms of clicking on the PPC Ads along different platforms like Bing
Ads and Google AdWords.

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Actual CPC Score is determined by different types of factors like Maximum number of Bids,
Quality Score of the ads and Ad Ranks. The same is illustrated below:

Figure 5.2: Estimation of Actual CPC Score

(WordStream , 2019)

Increase in the value of the CPC happens to affect the ROI (Return on Investment) associated
to the investment activities generated regarding putting up of advertisements.

The value of CPC tends to vary in association with different parameters like industry type,
business type and also the networks based on which advertising activities are carried out. It is
observed that industries featured with increased competition and also with high amount of
conversions essentially reflect higher Cost Per Clicks (WordStream , 2019).

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The Benchmarks regarding Average CPC set by Google AdWords for 20 different industries is
reflected as follows:

Figure 5.3: Benchmarks for Average CPC

(WordStream , 2019)

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The Average CPC can be rightly lowered in terms of enhancing the Quality Score. The Quality
Score is generally influenced by different parameters underlined below:

 Click-Through-Rate (CTR): CTR is identified as an effective measure of the frequency at

which the ad is clicked when the same appears on the search result pages. PPC ads
that tend to be highly compelling in terms of its relevancy to the user’s or visitor’s query
needs tend to get clicked at higher frequencies than other ads.
 Degree of Relevance: The advertisements that are built based on the use of keywords
that earn relevance to the search query or keywords bids posed by visitors are likely to
obtain higher amount of clicks. Use of relevant keywords thus contributes in enhancing
the CTR and also in enhancing the quality scores.
 Developing the Landing Page Quality: The quality of the Landing Pages can be aptly
improved in that the same are made potentially relevant to the different keywords used
by the visitors and users. The application of relevant keywords rightly helps the users
land on the correct web pages that would help them gain access to the right type of
product or service offerings that were being sought after (WordStream , 2019).

Table 5.1: Formulation for estimation of CPC

CPC is effectively calculated based on the following formula:

(Ad Rank of Competitor / Quality Score obtained) + .01 = Actual CPC

(WordStream , 2019)

5.3. Search Engine Results Page (SERP)

The Search Engine Results Page commonly known as SERP is identified as an inventory of
different types of web pages that tend to be returned to the user communities wherein they tend
to search for keywords or phrases in search engines. SERPs are found to be distinctive in that
they tend to personalise the experience gained by users based on generating results associated
with wider categories or datasets along with the search queries of the users. The wider
categories based on which datasets are generated in SERP may tend to vary along different
parameters like the natural location of the user communities, browsing history, preferences of
social media platforms, cookies and other such variables. Owing to the above factors that two
different SERPs associated with two different search engine platforms though would fail to
reflect any mark distinctions yet on close observation would be found to be largely dissimilar in
nature. Further, search engines focus on both examining as well as indexing huge number of

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websites and blogs while also taking into account considerable numbers of factors that
contribute in the generation of highly relevant results associated with given sets of keywords
(Goulas, 2018).

Three different types of Internet Searches are carried out associated with SERPs. They are
identified as:
5.3.1. Educational
In cases where the users focus on searching for specific information associated to a given
subject or issue under question the search engines tend to understand that are needed to
acquire the needed category of information from different sources and thereby display the same
in the form of organic results or without the featuring of advertisements and also other types of
paid results. The above type of internet search is held to be of an informative nature.

5.3.2. Navigational
In cases, where the users focus on locating a specific website or product or service brand based
on engaging a set of keywords in the search engines, the latter would focus on generating an
admixture of both organic and paid results on the SERP that would ideally match the search
queries incorporated by the user bases.

5.3.3. Interchangeable
Interchangeable searches are mainly constituted by quantifiable amount of commercial intent
that help users in gaining information associated to different types of merchandises and
services for meeting of their procurement needs (Goulas, 2018).

5.3.4. Four Different components of SERP

The four different components of SERP are identified as under:

Search Box
Search Box is identified as the first significant element that needs to be present for typing the
search engine queries by the different users. Google as a search engine helps users in gaining
access to quantifiable amount of information associated to web searches, images, videos,
maps, books, scholarly articles and likewise.

Total Pages
Total Pages reflect the total numbers of pages indexed on a specific search engine that ideally
match the query put forward by the users.

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Organic Results
Organic Results are identified as such that are ideally located on the top corners of the result
pages and are essentially constituted by different web pages that ideally match the queries
presented by the users.
Paid Results
The Paid Results are usually located either at the top or at the right corner of the different types
of organic results and are mainly found to contain advertisement contents that can be either
image or text based in nature or also be a combination of text and images (Goulas, 2018).

5.4. Click-Through Rate (CTR)

The Click-Through Rate (CTR) is identified as the total numbers of individuals that tend to click
on one or large numbers of links along the emails. The same is expressed in the form of a
percentage of the total number of tracks that have been opened based on the clicks generated.
The CTR is estimated by dividing the total amount of different individuals that tend to click on
the links provided along the emails by the total numbers of tracks opened. The calculation of
CTR is essentially carried out based on the incorporation of the following steps:
 Estimating the total numbers of unique clicks in terms of adding the total numbers of
clicks made on the links available along the emails and thereby subtracting the total
number of multiple clicks made by a single user.
 To identify the total number of tracks that have opened and thereby divide the same by
the total number of unique clicks (as estimated) for arriving at number of clicks
associated to a single open track.
 Finally, CTR is gained by multiplying the clicks associated with every open track with
100 to arrive at a percentage figure (Arnold, 2007).
 The formula for CTR however encompasses another factor identified as Impressions. It
denotes that CTR equals to the number of clicks obtained by a particular advertisement
divided by the total number of impressions the ad generates on the screen. Going by an
example, say if an ad has received a total of 5 clicks which in turn has contributed in
generating around 100 impressions the CTR for the ad would be calculated as:
Table 5.2: Formulation for estimation of CTR

CTR is estimated based on the following formula:

= (Total number of clicks received on the Ad / Total number of Impressions) x 100
= ( 5 / 100) x100 = 5%

(Arnold, 2007)

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5.5. Impressions
Impressions are generated when a specific advertisement or other forms of digital media are
rendered on the screen of the user. It can also be identified as a single display of a specific ad
on an individual web page. The concept of Impressions is not oriented to any form of specific
action. Rather, Impressions are generated only to render a visual impact on the minds of the
viewers visualising the image on the web page or screen. The generation and visualisation of
Impressions however contributes in meeting the objectives associated with the spreading of
brand awareness for a specific product/service/company brand. The tracking of Impressions has
been made all the more quantitative regards to online or digital marketing than that in the case
of offline advertising. In an offline advertisement like generation of billboard ads it would be
indeed difficult to understand and evaluate the number of impressions that same would render
on the minds of the viewers and thereby cannot be tracked quantitatively by marketers and ad
makers. Regards, to online marketing, CPM or ‘Cost per Thousand Impressions’ stands as an
effective metric in that it focuses on estimating the cost involved in displaying an ad in around a
1000 times over the web. It is observed, that e-commerce businesses maintaining and running
based on affiliate networks considers the pricing structure associated to CPM as an effective
metric for evaluating the cost involved in carrying out a CPM Campaign (Big Commerce
Essentials , 2019).

‘Impressions Tracking’ is identified as an effective metric that contributes in evaluating the

performance of different types of online/digital marketing campaigns underlined as follows:

 Impressions associated to Pay-Per-Click that are measured against the number of actual
clicks rendered on an Ad.
 The total number of times a meme tends to appear along different social media
platforms like Facebook and Twitter.
 Total number of on-site views in terms of calls-to-action internally.
 Accessing of graphic materials through the employment of third-party sites like that of
Pinterest and also Google Image Search (Big Commerce Essentials , 2019).

Impressions are generally identified along two different types like Served and Viewable.

5.5.1. Served Impressions

Tracking of online impressions are mainly carried out based on served content. The same is
associated to the accessing and transmission of a marketing-related file which in turn tends to
generate an impression. The same can be easily tracked as it highly depends on server data for

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counting the impressions. However, counting data based on information provided by the servers
tends to bear the same problem as in the case of billboard ads in that a much deeper analysis is
needed to be carried out for evaluating the degree of impressions that had been cast by such on
the viewer’s mind (Big Commerce Essentials , 2019).

5.5.2. Viewable Impressions

Viewable Impressions as a measuring method focuses on gathering data from a device or
gadget owned and used by individual users for refining the impression count in terms of
excluding the cases wherein the content was not visualised. Tracking of viewable impressions
tends to identify the behaviour of the users that tends to prevent the viewing of ads. It also
includes other parameters like:

 Software that blocks ads.

 Unfriendly screen resolutions that obscure the ad from being viewed
 Greater loading time for the ads thereby enabling users to scroll down the page before
the loading of the ads.
 Existence of broken plug-ins that prevent the content to be effectively displayed.
 Failure in generating mobile responsive websites.

Tracking of Viewable Impressions mainly generate two types of benefit underlined as follows:

 Enhancement of accuracy and specificity associated with the information received by the
firm based on the total number of actual impressions.
 Data retrieved based on the application of viewable impressions are highly actionable in
nature such that it generates greater room for improvement and thereby helping in the
delivery of quality contents (Big Commerce Essentials , 2019).

5.6. Google Display Network (GDN)

Google Display Network or GDN is identified as one of the most interesting and significant parts
associated to the campaign management activity carried out based on employment of Google
AdWords. Based on the use of GDN, the campaign management associated to Google
AdWords gains the potential for generating greater performances over an effective period.
Further, the use of GDN ideally contributes in earning the access to large number of people
even though they are engaged in browsing along different websites, social media platforms,
using of apps enabled on smartphones and tablets and even surfing across Gmail accounts.

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The application of GDN ideally contributes in helping the online companies find the right type of
target audiences. The targeting options associated to GDN ideally contribute in transmitting and
displaying the right type of information to the right category of stakeholders and at the right
moment ( Google, 2019).

5.7. Ranking of the Ads

Ad Rank is associated with the position that the ad tends to occupy on a specific results of a
paid search engine. In case, the advertisement shows up at the second place along the results
page the rank that is attributed to the same corresponds to be second or Two. Further, Ad Rank
not only determines the rank of the ad in terms of the value attributed to the ad along the search
page but also in terms of determining that whether the ad would at all be reflected along the
search result page or not. A set of different types of factors are identified by Google that ideally
help in evaluating the ad rank. The same is reflected as follows:

5.7.1. Bid Amount

Bid Amount helps in evaluating the minimum amount that need to be rendered for helping the
ad in earning a specific position along the results page.

5.7.2. Ad Quality
The quality of the ad is ideally determined by factors like Click-Through Rate (CTR), relevancy
of the ad and experience associated to the landing pages. The factors ideally contribute in
determining the quality of the ad generated and thereby contributes in attributing a
correspondent quality score against the ads.

5.7.3. Search Context

Search Context is associated with other key variables like the device used, period of the day
when used, other terms and likewise.

5.7.4. Impact of the Ad Extensions

The evaluation of the impact of the Ad Extensions are carried out in terms of understanding their
relevance to the search queries and also whether the same contributed in enhancing the level of
CTR beyond the standard average.

Further, in that Google AdWords stands out to be an auction platform where the company
focusing on gaining a higher page rank for the ads aims in bidding higher amount for the same.

Again, three different ways can be incorporated for enhancing the ad ranks in addition to
generating greater number of clicks on the same.

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 Using of Ad Extensions that earn needed relevance such that the same would help in
generating greater CTR and other parameters.
 Development of effective landing pages in terms of creating unique offers that earn
relevance to specific ads.
 Improvement of the Quality Score based on the utilisation of relevant and specific
advertisement groups.

5.8. Quality Scores

5.8.1. Overview
Quality Score is identified as the quality rating offered in by Google regarding the content quality
and relevance associated with the keywords used and other Pay Per Click or PPC Ads. The
Quality Score is basically used for determining the Cost Per Click or the CPC of the
advertisement which is then multiplied by the maximum number of bids for arriving at an
effective Ad Rank during the auction process (WordStream, 2019). The Quality Score rendered
to the ad is found to be dependent on large number of factors that are outlined as follows:

 The Click-Through-Rate (CTR) of the Ad

 Relevancy of the keywords to the Ad Group.
 Quality and the Relevance of the Landing Pages
 Relevancy of the Ad Text
 Historical performances of the AdWords Account

Figure 5.4: Calculation for the Quality Score

(WordStream, 2019)

5.8.2. Benefits of Enhancing the Quality Score

 The increase of the Quality Scores is understood to bear a direct correlation with the
success of the PPC accounts.
 Further, the optimisation of the Quality Scores ideally helps in generating increased
Returns on the Investment carried out or ROI. In that, enhanced Quality Scores ideally

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correlate with lower levels of cost on a per conversion basis it thus helps in generating
increased amounts of ROI.
 Stronger Quality Scores thus helps in lowering both the Cost Per Click and also the Cost
Per Conversion associated to the Ads (WordStream, 2019).

Figure 5.5: Cost Per Conversions vs. Quality Score

(WordStream, 2019)

The above figure ideally reflects that increase in the cost per conversions tend to affect
the Quality Score of the Ads.

5.8.3. Manner of increasing the Quality Scores

The Quality Scores can be aptly increased by the website owner and digital marketer in terms of
aptly fulfilling the following points:

Researching for New Keywords

Exploring and incorporation of new and relevant keywords helps in enhancing the applicability of
the advertisement campaigns.

Organisation of Keywords
The keywords can be effectively categorised under different groups that thereby earn
association to different types of advertisement campaigns.

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Optimisation of Landing Pages

The optimisation of the landing pages is carried out in terms of following a set of best practices
that focus on creating pages which would bear a direct connection with the different ad groups
and thereby contribute in rendering effective experiences for visitors to the site ranging along
different facets right from keyword to finally conversion.

Exclusion of Irrelevant Keywords

Herein, continual research work is required to be carried out for effectively identifying and
thereby in excluding negative or irrelevant keywords that tend to increase the budget for
carrying out digital marketing activities (WordStream, 2019).

6. Pay Per Click (PPC) Campaigns

6.1. Elements of PPC Campaigns

The PPC Campaigns are essentially structured based on the incorporation of two different
elements and three different sub-elements that are underlined as follows:

6.1.1. Campaigns
Campaigns are considered to be the highest-level elements associated with a paid search
related account. Search engines like Bing AdWords tend to highlight a single campaign whereas
others may tend to work based on large numbers of such paid search type campaigns. In terms
of carrying out different types of campaigns the ‘campaign’ element thus tends to hold the top
most position in the AdWords Account.

6.1.2. Ad Group
Ad Group account to be the second important element associated with the development of the
PPC Campaigns. In terms of an example, the carrying out of a particular campaign based on a
holiday theme for capitalising on end-of-the-year shopping activities carried out on the online
platform can be essentially constituted based on the application of two different types of ad
groups like that of ‘winter clothing’ on one hand and ‘sporting equipment for winter’ on the other
(WordStream, 2019).

The Ad Groups are further sub-divided along other types of elements like that of Keywords, Ad
Text and finally the Landing Pages.

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Keywords
The keywords are needed to be ideally selected and put to use which are found to be utterly
relevant with the two different ad groups reflected above.

Ad Text
The text of the advertisements is required to be written in a unique fashion in terms of keeping
in focus the expectations and information demands of the prospective customer groups. Herein,
effective set of keywords are required to be potentially selected for development of quality and
relevant Ad Texts that suit the objectives of the PPC Campaigns.

Landing Pages
The development of the Landing Pages is required to be carried out in such fashion as would
help in matching the concerned advertisements based on the incorporation of relevant keywords
and also the overall messaging structure (WordStream, 2019).

The Structure of the Ad Group Accounts is highlighted as follows:

Figure 6.1: The Structure of the AdWords Account

(WordStream, 2019)

The structure of the AdWords Account is reflected in a hierarchal format where the AdWords
Account is constituted by two separate Ad Campaigns. Further, each of the different Ad
Campaigns is further broken along two separate Ad Groups. Finally, each of the different Ad
Groups are further distributed in terms of Keywords, Ad Texts and finally Landing Pages.

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6.2. Management of PPC Campaigns

The management of the PPC Campaigns is required to be carried out in an effective fashion for
earning benefits from the same in a sustained fashion. The management of the PPC
Campaigns need to be carried out based on the implementation of the following steps:

6.2.1. Adding of PPC Relevant Keywords

The reach of the of the Pay Per Click Campaigns thus developed can be rightly expanded
based on the inclusion of effective keywords that earn relevance to the business campaign.
Adding of relevant keywords to the same ideally helps in enhancing the visibility of the same to
the target customers.

6.2.2. Adding of Negative Keywords

The addition of terms that cannot be converted or negative keywords to the PPC Campaigns
ideally helps in enhancing the relevancy of the marketing campaigns and also reduce the
spending of wastes.

6.2.3. Splitting of Ad Groups

The practice of splitting up the different Ad Groups into a number of smaller and relevant ad
groups ideally helps in enhancing the level of CTR and also the Quality Scores and thereby
assists the creation of effective Ad Texts and right type of Landing Pages.

6.2.4. Review of PPC Keywords that are Costly in nature

Review of expensive and also keywords that are under-performing in nature are required to be
carried out in that the same helps in reducing cost.

6.2.5. Refining the Landing Pages

In terms of refining the landing pages, the content needs to be modified in nature while the
different calls-to-action or the CTAs of the Landing Pages are required to be effectively aligned
with the relevant search queries posted by users. The above practice duly continued would
contribute in enhancing the degree of the conversion rates for the PPC Campaign (WordStream
, 2019).

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Continual Optimisation of the Pay Per Click or PPC Campaigns ideally contributes in enhancing
the level of the customer base and also in augmenting the degree of ROI. The same is
illustrated in the following figure:

Figure 6.2: Optimisation of the PPC Campaign

(WordStream , 2019)

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6.3. Creation of a Pay Per Click Campaign

A Pay Per Click Campaign can be effectively constituted by a digital marketer in terms of
involving the following steps:

6.3.1. Determining the Goals of the PPC Campaign

The goals and objectives for designing the PPC Campaign must be clearly stated and
mentioned in that the same contributes in designing an effective pathway for the formulation of
the campaign to generate required effectiveness. Herein, the need for carrying out the PPC
Campaign for enhancing the sales, number of sign-ups or inquiries must be clearly identified
and stated for helping in driving the campaign to achieve the required ROI.

6.3.2. Setting up of a Budget

Regards to setting up of a budgetary plan for carrying out the PPC Campaign it is required for
the digital marketer to focus firsts on carrying out a test on the target market based on the
designing of a small PPC Campaign and thereby on deciding on to enhance the amount for the
same (Chaney, 2017).

6.3.3. Developing a list of keywords

The Ad Platforms for the conducting of the PPC Campaigns encompass both Google AdWords
and also Bing Ads that operate based on a set of effective keywords. Herein, the digital
marketer is thereby required to focus on generating a pool of different types of keywords such
that the right and relevant keyword can be effectively selected from the pool that would thereby
help in promoting success for the PPC Campaign. Tools like ‘Wordtracker’ and also ‘Google
AdWords Keyword Planner’ can be rightly used in this respect for the generation of different
sets of keywords. Separate PPC Campaigns are needed to be constituted for channelizing the
efforts in a focused fashion (Chaney, 2017).

6.3.4. Developing on the Title and Description

The best practice entails the incorporation of keywords for development of the title and
associated description of the ads such that it helps in fuelling customer attention. The use of
specific and relevant keywords for development of the title and description of the ads ideally
matches the search enquiries generated by the customers along the search engine pages. The
same encourages the growth of viewership and the usability of the ad. In the metadata following
the headline or title of the ad effective description highlighting the benefits that ought to be
received can be included for attracting prospective customers (Chaney, 2017).

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In addition to the above the inclusion of a ‘Call to Action’ (CTA) button further enhances the
quality of the ads. Examples of well optimised ads reflected on search engines like Google and
Bing are generated as follows:

Figure 6.3: Inclusion of CTA Button in Ads

(Chaney, 2017)

6.3.5. Development of Creative and Authentic Landing Pages

Development of unique and also creative landing pages are considered a must such that the
same contributes in redirecting the customers searching for information associated to a product
or service directly to the concerned pages. The development of the landing pages is required to
be carried out based on the incorporation of potential keywords that are used for the generation
of the ad and the description of such. Further, the Landing Pages are also required to
incorporate ‘Call to Action’ buttons that would help in channelizing the customers to the sales
funnel or even help in carrying out follow-up activities associated to services and products
marketed (Chaney, 2017).

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An example of an effective Landing Page associated to Vistaprint is provided below that is

created for highlighting Business Card as an effective product while also rendering its key
benefits, price points and a ‘Call to Action’ (CTA) button like ‘Get Started’. The Landing Page
also reflects different social networking buttons that encourage the customers to share the link
of the ad along their social networking pages (Chaney, 2017).

Figure 6.4: Use of CTA Button in Landing Page

(Chaney, 2017)

6.3.6. Installation of the Tracking Code

The Installation of the Tracking Code contributes in knowing the different keywords that would
tend to be profitable and thereby lead to the generation of needed clicks and also contribute in
increased conversions. The same also contributes in optimisation of the bids and hence also
enhances the level of ROI associated to the ads (Digital Vidya , 2017).

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The installation of the Tracking Code is illustrated below:

Figure 6.5: Installation of Conversion Tracking Code

(Digital Vidya , 2017)

6.3.7. Bidding Process

The Bidding Process associated to the placement of the PPC ads entails the following points:

 The prominence associated to the links of the PPC Ads ideally helps in determining the
amount the ads is tending to generate.
 The process of bidding sometimes ought to become bias in that the same tends to
favour the online businesses that are tending to generate increased bids.
 Online firms focusing on marketing a specific product or service that is increasingly
associated with the different search terms tend to observe that generation of bids of
higher amounts does not stand to be an effective tactic in terms of its marketing budget.
 The process of Real-Time Bidding contributes in empowering marketers and digital
advertisers in streamlining ads across a number of different networks. It is conducted on
a per-impression basis (BigCommerce Pty. Ltd., 2019).

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7. Transparency of the PPC Campaigns

The degree of transparency associated to the PPC Campaigns is both ensured and enhanced
in terms of incorporation of the following points:

 Sharing of relevant and updated information about the business and the mode of
conduct.
 The prices reflected in the PPC Ad are needed to ideally correspond to the information
provided on the website.
 Further, the sponsored links need to be effectively distinguished (Chaney, 2017).

8. Pricing Models for a PPC Campaign

Different types of Pricing Models are associated with the PPC Campaign. The same are
underlined as follows:

 Hourly Charging Model

 Percentage of the amount spent on Ads
 Charging of a Management Fee + Percentage of the amount spent on Ads
 Pricing based on performance of the PPC Campaigns
 Milestone Pricing Model

The above listed pricing models are elaborated as follows:

8.1. Hourly Charging Model

The Hourly Charging Model is identified to be a simple pricing model. The application of the
concerned model also contributes in keeping a track of the PPC Campaigns. Thus, a change
brought about in the PPC Campaigns ideally correspond an alteration along the charging model.

8.2. Percentage of the amount spent on Ads

Agencies involved in generating a PPC Campaign are observed to charge around 10 percent of
the total amount spend on the ads while other PPC Agencies tend to charge in around 15 to 20
percent of the amount spend on developing of the ads. Here, needed transparency is required
to be maintained for showing the fee that would be charged by the agency associated to the
growth of the ad based spending across the different tiers (Martin, 2018).

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The fee structure along the different tiers is reflected as follows:

Table 8.1: Fee Structure of Monthly Ads

(Martin, 2018)

8.3. Management Fee + Percentage of Ad Spent

This price charging model replicates the above model with only a basic difference associated
with the charging of a management fee that is identified as the basic minimum amount that is
required by the clients to pay on a monthly basis to the ad agency. This model helps the ad
agencies to earn an effective ROI associated to the investments carried out for running the
advertising campaign.

8.4. Pricing based on the performances of the PPC Campaign

The performance based pricing model applied by the PPC Ad agencies tend to work in an
obvious fashion such that the price charged from the clients is ideally based on the
performances generated by the campaign like the enhancement of sales leads or volumes on a
monthly basis. The generation of increased volumes of sales leads thus tends to act as an
effective KPI associated to the pricing model (Martin, 2018).

8.5. Milestone Pricing Model

The pricing model based on setting of milestones is identified to be an extension of the pricing
based on performance model in that it focuses on aligning key objectives of the client firm with
the business objectives of the ad agency. This pricing model thus tends to act on a customised
tone in terms of linking the needs of the clients with the revenue earning objectives of the PPC
ad agencies (Martin, 2018).

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9. Ease of Navigation
The Ease of Navigation is considered as a significant factor associated with the designing of a
PPC Campaign. The sub-factors that are needed to be kept in mind for easing the navigation
along the different pages are outlined as follows:
 It needs an effective and simple path to be traced out for carrying out the purchasing
activities on behalf of the clients.
 Further, the use of the obtrusive elements like those pop-ups and the pop-unders need
to be potentially restricted for enhancing the effectiveness of the landing pages.
 The landing pages are required to be made as such that they tend to load quickly
thereby helping in minimising the time required by the clients in getting an access to the
same.
 Further, in terms of ‘ease of navigation’ the pages are required to be designed as such
to help the clients navigate along to other pages without needing the support of a
navigation bar and also other types of links except the Call to Action link ‘Buy Now’.

Case Studies of websites focusing on selling of laptops are generated as under:

9.1. Landing Pages for Laptops

9.1.1. Dell’s Landing Page
The Landing Page of Dell designed for selling of laptops is designed based on use of the
organic term and is essentially formulated for helping the visitors in directly moving on for
conducting a purchase rather than focus on the gaining of needed information associated to the
laptops. The landing page is constructed in such a fashion that shows that it has already
assumed the need of the visitors to the website and also that the visitors are such that can
rightly convert.
Figure 9.1: Landing Page of Dell

(Saleh & Shukairy, 2010)

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9.1.2. BestBuy.com’s Landing Page

Another Landing Page for a site like BestBuy.com for the same organic term, ‘laptop’ is
constructed for serving dual needs like helping the prospective customers to avail the different
products and also to help new visitors gain adequate information associated to the creation of
links to other pages like, ‘Knowing before Buying’ and ‘Different Features to be Considered’.

Figure 9.2: Landing Page of BestBuy.com

(Saleh & Shukairy, 2010)

10. Tracking Metrics for PPC Campaigns

Different types of Tracking Metrics can be involved for evaluating the success of a PPC
Campaign. The same are underlined as follows:

10.1. Clicks
This metric reflects on the total number of clicks that are obtained for a specific PPC Ad. The
managers of the PPC Campaigns focus on carrying out checks for identifying such ads that gain
little or no clicks and also such ads that tend to gain the maximum clicks. The ads that tend to
gain little or no clicks are thereby removed while keyword bids are carried out for ads gaining
larger clicks to help them move at the top of the search result pages.

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10.2. Click-Through Rate (CTR)

Regarding CTR, a survey carried out by WordStream associated to the performance of PPC
Campaigns carried by around 2000 business institutions based in United States reflects that the
average amount of CTR regards to auto industry amounted to 2.14 while the same amounted to
3.40 regards to that of the industry involved in carrying out dating activities. The above CTR
benchmarks were obtained based on dividing the total number of clicks obtained by the total
number of impressions obtained for the different PPC ads (Silva, 2019).

10.3. Quality Score

Quality Score works as an effective metric that contributes in evaluating the relevancy of the
different PPC Campaigns. The Quality Score metric as created by Google focuses on
evaluating an ad content based on the incorporation of potential metrics like that of CTR and
also experiences gained associated with the Landing Pages. Google has set specific
benchmarks associated with the Quality Score (QS) like an effective QS is held to be that which
ranges between 7 to 10 while ineffective QS scores are held to be such that have a score of 6
or less.

10.4. Cost Per Click (CPC)

The measure of CPC regards to CPC Campaigns ideally focuses on estimating the amount of
payment rendered by an advertiser. Herein, the CPC is measured based on dividing the total
cost of carrying out the campaign by the total number of times a specific ad was clicked within
the campaign.

10.5. Cost Per Acquisition (CPA)

The CPA is estimated by Google in terms of evaluating the amount paid by advertisers regards
to the acquiring of an individual customer. It is estimated based on dividing the total amount
expended for generating conversions by the total number of conversions that took place.

10.6. Conversion Rate or CVR

CVR is estimated by Google based on dividing the total numbers of conversions earned by the
campaign by the different numbers of clicks corresponding to such. Thus, if the PPC campaign
has had around 100 clicks but conversions of 10 the CVR for the same is estimated to be 10
percent.

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10.7. Budget Attainment

Budget Attainment as a metric ideally focuses on evaluating that whether the PPC Campaign
was ideally carried out within the set budget. The accomplishment of a PPC Campaign within
the budgeted outline ideally speaks of the efficiency of the same and thus contributes in
generating needed revenue margins for the firm (Silva, 2019).

11. Split Testing

Optimisation of a website is essentially carried out based on the use of Split Testing. The term is
associated with the conducting of controlled and random experiments for enhancing the
potential of the website metrics like clicks, opt-ins and also sales. Split Testing as a whole is
essentially divided along two different types like A/B Testing and the Multivariate Testing
technique.

11.1. A/B Testing

In A/B Testing, two different versions of a particular web page are essentially compared based
on their performance potentials while regards to Multivariate Testing a specific combination of
different variables are subjected to test at a point-of-time (Diamond, 2019).

The Split Test is essentially carried out based on splitting the incoming web traffic to the website
along the original page for the site and other like variations for the web page. The performances
of the different versions are analysed based on effective parameters like generation of sales
leads, customer engagement and revenue generated which thereby assists in identifying the
most effective version. The Split Tests ideally helps in identifying the factors that tend to
increase or deter the amount of conversions (Diamond, 2019).

For a specific web page different elements like the existence of visual elements like audio-
visuals layout and structure, flow of web traffic and also other factors like the headlines,
descriptions and Call-to-Actions or CTAs are evaluated based on the application of Split Tests
(Optimizely , 2019).

11.2. Multivariate Testing

Multivariate Testing is identified as an effective technique that is used for testing of hypotheses
such that in which different types of variables are subjected to modifications. The main objective
of Multivariate Testing is to focus on identifying the variations combinations that tend to
outperform other different combinations. The websites and mobile apps tend to be

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encompassed by large numbers of combinations of different types of changeable elements.

Herein, a multivariate test would contribute in altering the different elements and also the
headings in a simultaneous fashion. An example of Multivariate Testing is like where around
three different variations of the image (Element A) and around two different variations of the
heading (Element B) are ideally combined for generating around six different versions for the
corresponding content (Optimizely , 2019). The estimation of total numbers of the variations
associated to the Multivariate Test is reflected as follows:

Table 11.1: Formula for Estimating Total Number of Variations

[# of Variations on Element A] X [# of Variations on Element B] … = [Total # of Variations]

(Optimizely , 2019)

Figure 11.1: Variations of Elements creating Website Versions

(VWO, 2019)

The above illustration reflects the manner in which the different variations of both Element A and
B contribute in the generation of four different versions for the original website.

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11.3. Comparison between A/B Testing and Multivariate Testing Techniques

A detailed comparison between A/B and Multivariate Testing Techniques are presented in the
form of an illustration below:

Figure 11.2: Illustration of A/B Testing

(Saleh, 2013)

The illustration reflects that Version B of the Landing Page for a particular website would tend to
attract and retain users in that the navigation bar is put on the left side while the content body on
the right side of the page. Version B thus stands out to be the winner in that the same gains the
potential in fetching in around 75 orders compared to Version A which has only fetched 50
orders.

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Figure 11.3: Illustration of Multivariate Testing

(Saleh, 2013)

The illustration reflects Multivariate Testing as that which focuses on testing a number of
variations associated to the combination of different elements like headline, image and buttons
in a simultaneous manner. The landing page that contributes in achieving the highest number of
conversion rates and also needed revenue happens to emerge out as the winner.

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Figure 11.4: A Comparison between A/B and Multivariate Testing Styles

(Saleh, 2013)

A comparison between A/B Testing and Multivariate Testing ideally reflects that Multivariate
Testing has more potential compared to the former regards to simultaneous testing of elements
for websites attracting significant amount of traffic.

12. Testing of Landing Pages

The different elements of the Landing Pages that are subjected to Tests is illustrated as follows:
Figure 12.1: Landing Page Elements that are subjected to Tests

(Saleh, 2013)

The different elements that are subject to tests are reflected in the above illustration.

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An effective Testing Campaign for Testing of Landing Pages is generated based on the
inclusion of 15 different steps that are reflected in the following illustrations:

Figure 12.2: Carrying out of an Effective Testing Campaign

Figure 12.3: Carrying out of an Effective Testing Campaign (Continued)

(Saleh, 2013)

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The Testing of the Landing Pages are essentially carried out based on the inclusion of 15
different steps that are reflected in the above illustration. A set of different types of mistakes that
one must tend to avoid while carrying out Tests of Landing Pages are outlined as follows in the
form of an illustration:
Figure 12.4: Mistakes associated to Testing of Landing Pages

Figure 12.5: Mistakes associated to Testing of Landing Pages (Continued)

(Saleh, 2013)

The above illustrations reflect the different types of mistakes that are tended to be conducted
while carrying out the testing of the landing pages. The identification of such mistakes requires
the conscious evasion of such to produce a successful landing page.

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13. AdWords
Google AdWords is identified as the advertising system of Google that is used by advertisers for
bidding on keywords such that the same helps the clickable ads to effectively appear along the
top results of the different search engine pages. The payment generated by the advertisers
against the different clicks accounts to be revenue generators for Google.

The AdWords tends to work based on the premise of different keyword bids and operates
associated to two different display options like that of Google Search and Display Network
(WordStream , 2019). The same is reflected in the following illustration:

Figure 13.1: AdWords based on Keyword Bidding (2) and Google Search (1) and Display Network (3)

(WordStream , 2019)

The application of high bid keywords in framing the advertisements ideally help in reflecting the
same along relevant searches on the search engine pages.

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Figure 13.2: Working of Google AdWords

(WordStream , 2019)

The illustration regarding the working of Google AdWords, reflects that firstly keywords are
chosen by the advertisers on which bids are needed to be generated. Further, the advertisers
also tend to decide on the amount of investments they need to generate regarding the keywords
while also needs to group the different keywords that are paired with relevant ads.
Subsequently, Google then searches and tracks the most relevant keyword from the list of
keywords and thereby sends it for auction in terms of with the numbers of bids specified for the
same and the concerned advertisement.

14. Development of PPC Ads

The PPC Ads are needed to be developed based on the incorporation of the following points:

 The Ads are needed to have enough clarity for helping the readers to have better
understanding.
 The PPC Ads are also required to incorporate effective Price Points.
 The landing pages are required to be made in correspondence to the contents flashed
against the pay-per-click ads.
 The Ads are required to act as effective problem solvers for the visitors.
 The Ads that are required to be developed are needed to be free of spam ( Google,
2019).

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15. Placement Tool

The Placement Tool ideally contributes in both reviewing and also selecting different sites that
need to be advertised. The AdWords Placement Tool can be rightly leveraged based on the
incorporation of three significant inputs detailed as follows:

15.1. Keywords
Few terms that are relevant are needed to be included for getting back recommended
placements.

15.2. Website
URLs of different sites on which advertisement is required to be made are required to be
identified and incorporated.

15.3. Category
Categories of different sites that tend to be key-interests are needed to be advertised (Demers,
2018).

16. CPM and CPA Campaigns

16.1. CPM Campaign

For a CPM Campaign, the advertiser tends to agree in paying the publishers a specific amount
for around 1000 different ad impressions. The CPM Campaigns are mainly employed in carrying
out direct sales of ads and branding campaigns for enhancing the awareness about the
company and product/service brand. In terms of benefits, the carrying out of CPM Campaigns
helps the advertisers in earning revenue for the ads displayed irrespective of being clicked or
not. However, if the site fails to draw greater web traffic the CPM Campaign fails to generate
needed results.

16.2. CPA Campaign

Regarding the CPA Campaign, the advertiser tends to pay only for the clicks on which some
specific action is carried out by the visitors. Different types of actions like purchasing of a
specific product, signing up of newsletters and also downloading of documents can be carried
out by the visitors (Sweezey, 2014).

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17. Retargeting
Retargeting is also identified as Remarketing and tends to act as an effective form of online
advertising that allows the web marketer or website owner to access the web traffic that had
paid visit to the website. Retargeting works based on the following model:

Figure 17.1: Retargeting Model

(Retargeter, 2019)

Retargeting is considered to be effective in that it focuses on investing on the concerned web

traffic that have become familiar with the brand (Retargeter, 2019).

18. Facebook Display Ads

Facebook Display Ads are carried out based on focusing on personal profiles of customers and
thereby focuses on carrying out needed market segmentation by categorizing the profiles under
different like categories. It thus contributes in ideally segmenting and targeting prospective
customers. It also helps in carrying out people engagement. The Facebook Display Ads are built
in a responsive manner to ideally fit with the web and mobile platforms. The Display Ads put
forward by Facebook are essentially incorporated within newsfeeds for better viewer
engagement.

While creating Facebook ads the marketer is required to focus on determining the goals for
production of the ad, segment and thereby target the right customer groups, focus on creating
an engaging advertisement by using of text and audio-visual elements, set effective budgets for

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the advertisements and finally review and analyse the ads produced while identifying areas of
improvement (Marshall, et al., 2017).

19. PPC Campaign Budget

The Return on Investment or ROI associated with a PPC Campaign can be estimated in the
following fashion:

Total numbers of conversions: Sales leads generated on a daily basis x Conversion Percentage
x 20 working days

PPC Budget (Maximum): (Amount of Profits / Conversion) x Total Numbers of Conversions

Estimation of PPC Profit: Total Profit estimated from the PPC Campaign – Total Budget
accounted for the PPC Campaign (Mayne, 2014).

Budgeting estimation based on Keywords for a PPC Campaign is to be carried out as follows:

In case where 50 terms are there and around 300 searches on an average daily basis,

Total Number of Monthly Searches: 50 terms x 300 daily searches = 15,000 (Total Monthly
Searches)

Total Number of Potential Clicks: Total Number of Monthly Searches X Click Rate X Search
Engine Volume = 15,000 X .33 X .8 = 3,960 Total Number of Potential Clicks

Total Number of Clicks = Total Numbers of Potential Clicks x CTR = 3,960 X 0.03 = 118 Clicks

Estimation of the PPC Budget: Total Number of Clicks X Cost Per Click X Competition Buffer

= 118 Clicks X $ 2.50 (CPC) X 1.3 (Competition Buffer) = $383.50 (The PPC Budget)

Estimating PPC Budget based on Leads

Around 10 new clients are tracked on a monthly basis.

Number of PPC Leads per Month: Number of Close Leads / Close Rate = 10 / 0.5 = 200 (PPC
Leads on an Average Monthly Basis)

PPC Budget Estimation: Total Number of PPC Leads generated on a monthly basis X Cost Per
Lead = 200 x $30 = $6,000 PPC Budget.

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20. Right Time to Choose PPC Campaigning

A PPC Campaign is focused on being generated during each of the following circumstances:

 Desiring for immediate results: In that PPC Campaigns are featured in terms of
generating quicker results the same are designed by the digital marketers while deciding
on launching a specific product/service, promotions carried out on a seasonal basis,
focusing on higher conversions, designing of online promotional campaigns and the like.
 Targeting a huge web traffic: The designing of the PPC Campaigns ideally contributes in
tracking huge amount of web traffic based on segmenting customer data received or
tracked based on consulting social media platforms.
 Promotions of Time-Sensitive Offers: For promotions that are highly time sensitive in
nature or those promotions that would get expired over a concerned period, the
designing of PPC Campaigns is considered the best in that the same contributes in
generation of increased web traffic.
 Desire for dominating the search results: In that, PPC results mainly occupy the top
positions in a search result page dominating the organic results the same encourages
the growth of clicks from the visitors to the different search engines.

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DM/M4S1/v1.0/090819 Search Engine Marketing | Session No: I