1.

Search Basics
2.Campaign Structure
3.Purchasing Paid Search
4.Bid Request Exercise
5.Campaign process
6.Where we are currently and headed to?
• Search engine marketing (SEM) promotes brands
by increasing their visibility in search engine
results pages (SERPs).
• Paid search ads can appear as paid placements,
contextual advertising and sponsored listings.
• Organic search listings can appear in multiple
formats including article snippets,
• Search is driven by user interest – they’re looking
for what you have, which means they have
already self-qualified themselves as your target
audience.
• Search is there 24/7—information is always
available when consumers are looking for it. This
persistence helps support offline media efforts.
• Search provides pull, rather than push,
messaging.
Google has majority ownership of the paid search landscape, there are other search engines
also but their presence is negligible considering Google holds 97%+ of market share
With the recent changes
Google have removed
RHS (Right Hand Side)
Ads and currently they

3 Ad units
have only 7 ad units on

4 Ad units
the SERP
Competitive SERP as
advertisers strive to aim
for top position amongst
7 ad units

Higher the ad placement,

more the CPC.
A Search Engine Results Page consists of:
• Product Listing Ads
• Auction based
• Bid for position
• Pay Per Click

• Paid Search
• Auction based
• Bid for position
• Pay Per Click

• Organic Search
• “Free”
• Positions determined by Search Engine
Algorithms
• Not easily controlled
Terminologies are important –

Search terms: Words users type in search box

Keywords: Words advertisers bid on to capture users
 Headline
Display
URL
Ad Description

Location
Sitelink extension

extension
 Headline
Display
URL
Ad Description

Sitelink
extension
SEM (Paid Search)
• Auction Based
• Pay per click
• See results within an
hour

SEO (Organic Search)

• Below the fold
• Free
• Takes longer to see results
• High quality scores are
critical to maximizing volume
and minimizing costs in paid.

• SEO impacts landing page

experience and ad
relevance.

• We have proprietary tools to

visualize potential cost
savings.
• Organic Listings account for 60% of all
Search Engine Results Page clicks
• Improves brand awareness and increases
traffic to owned media
• Increases efficiency of paid investment by
driving increases in quality score and
increasing overall share of voice
• Captures demand created by other media
• SEO campaigns continue to drive results past
any paid media push within the digital scope
• Can be tailored for any stage of a site’s life
cycle
• Campaigns are measurable and accountable
Implications – VOICE SEARCH
Voice technology is the next shift. It allow
- Voice search has huge users to search by saying terms aloud
implication on how consumers rather than typing them in a search field.
will shop, search and discover
brands in future

-There are currently no paid IMAGE SEARCH

advertising opportunities now, Visual search is done by using a
therefore there is no need to start a picture or image (usually on mobile
visual search strategy just yet. But phone) rather than text or voice.
brands should start to think about
how the images on their owned
sites could be optimised for visual
search in future by building and GOOGLE LENS
cataloguing image libraries and Search what you see using your
thinking about what could drive a smartphone camera to detect an
visual search for SEO opportunities. object and get answers and
suggestions based on the object
 Branded Competitive

Panadol Actifast Nurofen Neurobian

Optizorb Aleve

Generic

Migraine Pain Paracetamol Pain Relief

 Awareness ● Awareness, Research & Consideration searches
searches Pain represent an opportunity to reach an interested
audience alongside those you engage today
Headache
Toothache
● Scale of early searches is massive, and they
Fever represent vast interested audiences that are
unaware of all choices
Research
Migraine Pain
Consideration Muscle Pain ● For some brands, up to 50% of buyers fall outside
searches of the brand’s current audience

Branded Panadol
● Brands that take advantage will increase their
searches reach exponentially on top of product-level
exposure
A Cost per Click (CPC) model, the Search Engine only charges you when a consumer clicks on one
of your ads. This also means that essentially, impressions are free

Views Ad Clicks Ad

Free
Advertisers can’t just buy
a top position on a search
engine; instead, the ad
displayed and its position
is determined in real time

Competitor 1

Competitor 2

Competitor 3

Organic
 CPC Bid x Quality Score = Ad Rank

This is the maximum This is the metric to The best

bid you specify for determine how relevant and combined gets the
your keyword useful your ad is to the user best position
 ⚫ Quality Score (0-10) is assigned to each
keyword based on:
⚫ Expected click through rate
⚫ Ad relevance (to the keyword)
⚫ Landing page experience
⚫ Engine algorithm

A score of 7 or above is considered an

excellent QS

And we are at 7
Upper Funnel
AWARENESS Offline Media, Video, Display:
drive awareness and
consideration

CONSIDERATION/
ENGAGEMENT
Lower Funnel

Search: drives research,

intent, and action
ACTION/
PURCHASE
 • Ads can appear near Google search results and other Google sites when people
search for terms related to your ad’s keywords
Search Campaign
• Useful for advertisers who want to show their text ads to high-potential
customers right when they’re searching for related products or services

• This selection allows you to show your ads on the search results page of the
Google Search Network and relevant placements on the Display Network.
Search with Display Opt In • Expand your potential audience. Your ads can reach people as they browse or
research similar products, whether they're looking on Google Search or on a
relevant website.

• Ads appears in Google Shopping, next to search results, and near text and
responsive ads. Also show up on Google Search partner websites like YouTube.
Shopping Campaign • Useful for retailers who want to promote their online and local inventory, boost
traffic to their website or local store, and find better qualified leads
• Feed required
GOOGLE KEYWORD PLANNER ALLOWS US TO GET KEYWORD IDEAS, KEYWORD SEARCH VOLUME AND FORECASTS SO AS
TO PROVIDE INSIGHTS ON PAST AND FUTURE CAMPAIGNS
▪ Using Google, we can get keywords
relevant to landing page website

▪ Map these keywords and their

search volume to determine
important keywords

▪ Sort keyword into respective

category

▪ Project indicative CPC and spends

required

▪ https://ads.google.com/aw/keyword
planner/home
 Think like a customer when
you create your list Organize your keywords by
1) Your website theme for easy Select specific keywords to
management, optimization target specific customers
2) Your products and maintenance
▪ Selecting the right keyword 3) Your brand
list for your campaign can
help you show your ads to
the right customers.
Pick the right number of
Choose keywords that keywords
Select general keywords to
relate to the websites or
▪ Your keywords should match reach more people
apps your customers see 5 to 20 keywords per ad
the terms your potential group
customers would use to find
your products or services

Use negative keywords to

Control searches that
reduce cost & make your
trigger your ads with match
terms only appear for
types
search terms your want
 Write compelling, Create ad text that appeals
Setup your ads for success Test and optimize creatives
genuine ad copy to users across device

• Implement relevant ad • Test and iterate your ad

• Craft messaging • Focus on your extensions to increase ad text.
that focus on user headline, make performance. Min. 3
benefits every word count • Add 3-5 ads per ad
• Tie creatives to your • On mobile, the • Location extensions group
keyword headline may wrap • Affiliate location
extensions • Focus your testing efforts
• Avoid generic beyond the first line,
• Callout extensions on high-value
language in ads. so consider how this
• Call extensions campaigns.
Use specific calls to will read to ensure
action it’s a compelling • Message extensions • Optimize your ad rotation
• Give people experience. • Sitelink extensions to prefer the best
answers and avoid • Structured snippets performing ads
questions in text ads • Price extensions
• Implement & monitor
• App extensions
Dynamic search ads to
increase traffic by
• Use keyword insertion
automatically target
and ad customizers if you
relevant search queries
have a lot of ads
based on website
• Landing page • Test & learn using
experience Responsive Search Ads
 Preliminary Briefing 1

Strategy, Research, Planning 2

• Agree on the brief
• Outline objectives and
goals
• Discuss holistic plan Campaign Set Up 3
• Define budgets/ timing
• Agree on KPIs and • Market observations
success metrics • Evaluate site content
• Review key findings • Keyword generation
from previous
Implementation 4
Consider selected media
campaigns owners (e.g., Google, Bing,
• Confirm analytics tools • Develop the keywords, ad copy and
etc.)
landing page
• Investigate other online
• Secure approval on campaign recommendations Management Optimization 5
opportunities:
• Create campaign structure
• Organic search
• Define conversion events and provide list for
• Content networks • Approve budget with media
analytics tracking
• Select landing pages to improve conversion rates owners
• Generate and install tracking tags and secure access • Ensure tracking has been
to analytics implemented correctly • Continuous management
• Assign budgets to each provider based on expected • Upload campaigns to selected • Optimize bid strategies
traffic volumes and performance search providers • Expand keyword list
• Set initial campaign • Optimize campaign creative copy
parameters • Monthly reporting:
• KPIs
• Traffic
• Sales/response
• Analyze and respond to results to further improve
conversions
RGM – Repeated growth Model
▪ From June onwards, ETAs
(extended text ads) will be
discontinued by Google and
RSA (responsive search ads)
will be the only available
option.

▪ We have already started the

adoption of RSAs by sharing
suggested copies with all
brand teams.
Search Query = Actual query a searcher types into the search bar
Search Term/Keyword = The keywords that we bid on
Algorithm = The technology that a search engine uses to deliver results to a query
Impression = Number of times an ad is triggered and appears in the Search results
CTR = (Click Through Rate) Percentage of users that click on an ad after seeing it. CTR=Clicks/Impressions
CPC = (Cost Per Click) Average amount paid each time a searcher clicks on an ad. CPC=Spend/Clicks
PPC = (Pay Per Click) Advertising model that requires payment to the publisher for each click on the ad unit
Landing Page = The URL searchers are directed to after clicking on an ad
Conversion = Action taken by a user on the site that is being tracked as a successful visit
CVR = (Conversion Rate) Percentage of searchers that click through to the site then go on to carry out a
conversion. CVR=Conversions/Clicks
CPA = (Cost Per Action) Avg. investment to gain one conversion. CPA=Spend/Conversions
ROI = (Return on Investment) profitability ratio. ROI=Revenue-Spend/Revenue