Search Engine
Marketing 101
Intro To Google Ads
Hello!!
Paid Ads Specialist Niagahoster
Background
❏ Lead PPC-Niagahoster (2021)
❏ Team Lead (Mentor) Digital Marketing Course Revou.co (2020
-2021 )
❏ Digital Marketing Consultant Syarihub (2021)
❏ Ex Paid Strategic Dietela.id (2021)
❏ Ex Ini-digital Agency (2020)
❏ Ex Business Development PersebayaStore.com (2017-2019)
Topic
★ Understanding Why Google Ads is Important
★ Get to know Closer to Google Product
★ Get to know How Search Works
★ Account Structure & Keyword Research
★ Budget Plan
But, first ...
I Want you All got 50% Better
Concept with Discussion.
So be Proactive. 😇 !!!
★ Understanding Why Google Ads is Important
Can you spend 1 day “without”
Googling something ?
https://review42.com/resources/google-statistics-and-facts/
Get to know Closer to Google Product | What Can We Do ?
★ SEARCH CAMPAIGN
*Placement :
- Search Result Page
- Have “ad” mark on result.
★ Display CAMPAIGN (GDN)
*Placement :
- Website that uses
google adsense
inventory
★ Shopping Campaign
*Placement :
- Search Result ( Shopping)
Page
★ Video Campaign
*Placement :
- Youtube
★ Discovery Campaign
*Placement :
- Youtuber
- Google Discovery
- Mail that Promoted
★ Universal App Campaign (UAC)
*Universal = Everywhere
placement that google’s have.
Goal Based on Campaign
Campaign Choice Based On Goal
Quick Break (60s) | *Google Products
Any Question ?
★ Get to know How Search Works
How Search Campaign Works
Search Psychology
Search Psychology
Advertisements As if
"We deliberately
seek"
Unlike commercial ads or
social media that "appear"
suddenly in the middle of our
activities.
Key : Search Psychology
Google’s
OUR JOB
JOB
Key : Search Psychology
So, what are the best
products to "run" on search Anything, That Have on
ads? Customer mind, and
Have A Search Volume.
How Does Paid Search Work ?
How Google Search Works : that include ads too
https://www.youtube.com/watch?v=tFq6Q_muwG0
How Does Paid Search Work ?
How Google answer
and organize this
result ??
Algorithm = AD RANK
How Does Paid Search Work ?
Algorithm =
2
AD RANK
4
How Does Paid Search Work ?
Algorithm = Auction Ads
2 Advertiser Quality Expected
Impact of Ad
AD RANK Bid Score Extensions
4
Quality Score Explained
Quality Score is a Metric On
Relevance of Ad Copy
A Scale 1 (low)to 10 (high)
Quality
Relevance of Landing Page
Score
Experience
Expected CTR
How Does Paid Search Work ?
Algorithm = AD RANK
Quality Score Explained
Quick Break (60s) | *How Search Works.
Any Question ?
★ How to Start a Search Campaign ?
Step to launch a Paid Search Campaign.
1. Select the right keyword 2. Develop a paid Search 3. Plan The budget 4. Develop ad-copies and
and phrases to target Account Structure needed for paid Search ad extensions
Keyword Account Budget
Ad-Copies
Research Structure Planning
Step to launch a Paid Search Campaign.
1. Select the right keyword 2. Develop a paid Search 3. Plan The budget 4. Develop ad-copies and
and phrases to target Account Structure needed for paid Search ad extensions
Keyword Account Budget
Ad-Copies
Research Structure Planning
1. Keyword Research
Keyword Research
INFORMATIONAL NAVIGATIONAL TRANSACTIONAL
People type certain keywords in People type certain keywords in the People who type in certain
hopes of getting certain hope of getting some direction or keywords in hopes of buying
information. After that okay. They guidance to do something. They something. or there is something
just expected some information. really have a problem to solve. you want to get.
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High Volume, Low Intent, Low Competition Low Volume, High Intent, High Competition
Lucky = Find Keyword
that High Volume, High
Intent, and low
Competition
Keyword Research
Keyword Research | Inspired by Google Recommendations
Keyword Research | Inspired by How Storytelling Works
Keyword Research | Inspired by Keyword Planner
**You can use
keyword Planner to
crafting more idea!
Quick Break (60s) | *Keyword Research
Any Question ?
Step to launch a Paid Search Campaign.
1. Select the right keyword 2. Develop a paid Search 3. Plan The budget 4. Develop ad-copies and
and phrases to target Account Structure needed for paid Search ad extensions
Keyword Account Budget
Ad-Copies
Research Structure Planning
2. Account Structure
Campaign level
➔ Start date, End Date
➔ Geo Targeting
➔ Language
➔ Budget
Ad-group Level
➔ Keywords
➔ Ad-Copies
**Notes :
● We can have as Many ad-group as we need
● Each ad group can have as many keywords as we
need.
2. Keyword Grouping
We can group based on :
● Generic
● Generic product
● Brand Product
● Models
● Brand
**Notes :
● A Granular account structure will help you to achieve
better Quality Score
Keyword Grouping Example
Keyword Grouping Example
Campaign Structure
Remember Audience Exclude on FB
We also known Negative keyword rules.
Quick Break (60s) | *Ad Grouping
Any Question ?
Step to launch a Paid Search Campaign.
1. Select the right keyword 2. Develop a paid Search 3. Plan The budget 4. Develop ad-copies and
and phrases to target Account Structure needed for paid Search ad extensions
Keyword Account Budget
Ad-Copies
Research Structure Planning
3. Plan The Budget. | From forecast
Then
Forecast
3. Plan The Budget. | From forecast
3. Plan The Budget. | From forecast
❖ Total Search = All
search volume on that
keyword.
❖ You just need to make
sure target and can
predict how much you
need to spend to
achieve that goals!
Crafting ad copies
Step to launch a Paid Search Campaign.
1. Select the right keyword 2. Develop a paid Search 3. Plan The budget 4. Develop ad-copies and
and phrases to target Account Structure needed for paid Search ad extensions
Keyword Account Budget
Ad-Copies
Research Structure Planning
Crafting ad copies
Crafting ad copies
Thank you So Much
Quick Break (60s) | *Budget and Media Plan
Any Question ?
