E n

Search ing gine

Market

A Book by B.
SRMist Vadapalani
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2023 to 2026 batc
Com Students

II B.Com E
 Table of Content

Unit Content PAGE NO

Search Engine Marketing

Introduction
Objectives
1.
Types of SEM
Benefits and Drawback
Growth of SEM

Overview Of Search Engine Optimization

Segments of SEO
Concept of organic SEO
2 On page and Off page SEO
Concept of local SEO
Youtube Ads
Outline of Google and Sense

Content Planning And Creation

Ad Creation And Steps In Ad Creation
Ad Delivery Ad Rotation & Ad Scheduling
3
SiteTargeting - Introduction
Steps Involved In Site Targeting
Functions Of Site Targeting

Pay Per Click - Introduction

Key Concepts Of Pay Per Click
Calculation Of PPC
4 Cost Per Mile
Calculation Of CPM, Steps To Get The Best CPM
Cost per Acquisition (CPA)
Calculation Of CPA; Factors Affecting CPA

Understanding Of Keywords In Search Engine Marketing

Types Of Keywords In SEM
Steps Research Involved In Keywords
5
Keyword targeting
Campaign Types
Ad Ranking and Auctioning
Unit 1
INTRODUCTION:

Search Engine Marketing (SEM) is a digital marketing strategy that involves promoting a
website or online content through paid advertising on search engines like Google, Bing, or
Yahoo. SEM aims to increase the visibility and ranking of a website in search engine results
pages (SERPs) through targeted online ads. Search Engine Marketing (SEM) is a powerful
digital marketing strategy that enables businesses to promote their products or services online
through paid advertising on search engines like Google, Bing, or Yahoo. By leveraging SEM,
businesses can increase their online visibility, drive more website traffic, and ultimately, boost
conversions and sales. With SEM, advertisers can target specific audiences based on
keywords, demographics, and interests, making it a highly effective and measurable way to
reach potential customers. In today's digital landscape, Search Engine Marketing (SEM) has
emerged as a crucial component of online marketing strategies. SEM is a highly targeted and
measurable form of digital advertising that enables businesses to promote their products or
services on search engines like Google, Bing, or Yahoo. By leveraging the power of SEM,
businesses can increase their online visibility, drive more qualified website traffic, and
ultimately, boost conversions, sales, and revenue. With SEM, advertisers can precisely target
specific audiences based on keywords, demographics, interests, behaviors, and even location,
making it a highly effective and efficient way to reach potential customers and achieve
business objectives.

SEM MEANING AND THEIR FUNCTION

MEANING :
Search Engine Marketing (SEM) refers to the promotion of websites through paid advertising
on search engines like Google, Bing, or Yahoo. It involves creating and publishing online ads
that are triggered by specific keywords or phrases, allowing businesses to target specific
audiences and increase their online visibility. SEM enables businesses to drive more qualified
website traffic, boost conversions, and achieve their marketing objectives through measurable
and targeted online advertising. It is a crucial component of digital marketing strategies.
Search Engine Marketing (SEM) is a form of digital marketing that involves promoting
websites through paid advertising on search engines like Google, Bing, or Yahoo. It enables
businesses to increase their online visibility, drive more qualified website traffic, and boost
conversions. SEM involves creating and publishing online ads that are triggered by specific
keywords or phrases, allowing businesses to target specific audiences. This targeted approach
enables businesses to reach potential customers actively searching for their products or
services, increasing the likelihood of conversion. By leveraging SEM, businesses can achieve
their marketing objectives, drive revenue growth, and gain a competitive edge in the digital
marketplace.

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THE MAIN FUNCTIONS OF SEARCH ENGINE MARKETING (SEM):

1. Increased Online Visibility: SEM helps businesses increase their online presence and
visibility on search engines.
2. Targeted Advertising: SEM enables businesses to target specific audiences based on
keywords, demographics, interests, and behaviors.
3. Driving Qualified Traffic: SEM drives more qualified website traffic, increasing the
likelihood of conversion.
4. Lead Generation: SEM helps businesses generate leads and conversions, such as
sales, sign-ups, or downloads.
5. Brand Awareness: SEM increases brand awareness and credibility by displaying ads
on prominent search engines.
6. Competitive Advantage: SEM provides businesses with a competitive edge by
allowing them to outbid and outmaneuver competitors.
7. Measurable Results: SEM provides measurable results, allowing businesses to track
the effectiveness of their campaigns.
8. Improved Return on Investment (ROI): SEM helps businesses achieve a better ROI
by targeting specific audiences and driving qualified traffic.

OBJECTIVE OF SEM

The main objectives of Search Engine Marketing (SEM):

1. Increase Website Traffic: Drive more visitors to the website through targeted online ads.
2. Generate Leads and Conversions: Encourage users to take a specific action, such as filling
out a form, making a purchase, or signing up for a service.
3. Improve Brand Awareness: Increase visibility and credibility for the brand by displaying
ads on prominent search engines.
4. Boost Sales and Revenue: Drive more sales and revenue by targeting specific audiences and
increasing conversions.
5. Improve Return on Investment (ROI): Achieve a better ROI by targeting specific
audiences, driving qualified traffic, and increasing conversions.
6. Increase Online Visibility: Increase the online presence and visibility of the business,
making it more competitive in the digital marketplace.
7. Target Specific Audiences: Reach specific audiences based on keywords, demographics,
interests, and behaviors.
8. Stay Ahead of Competitors: Outbid and outmaneuver competitors by leveraging SEM
strategies and tactics.

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Types of SEM:

The main types of Search Engine Marketing (SEM):

1. Cost-Per-Thousand Impressions (CPM) Advertising: Advertisers pay for every 1,000 times
their ad is displayed.
2. Search Engine Optimization (SEO): Optimizing website content to rank higher in organic
search engine results.
3. Paid Inclusion: Paying a search engine to include a website in its index.
4. Contextual Advertising: Displaying ads on websites based on the website's content.
5. Mobile Search Engine Marketing: Targeting mobile device users with SEM campaigns.
6. Video Search Engine Marketing: Using video content to promote a website or product.
7. Shopping Search Engine Marketing: Creating product listings ads to promote products.
8. Google Ads (formerly Google AdWords): A popular SEM platform for creating and
managing PPC campaigns.
9. Bing Ads: A SEM platform for creating and managing PPC campaigns on Bing and
Yahoo.
10. Pay-Per-Click (PPC) Advertising: Advertisers pay each time a user clicks on their ad.

Benefits of SEM:

The benefits of Search Engine Marketing (SEM):

1. Increased Online Visibility: SEM helps businesses increase their online presence and
visibility.
2. Targeted Advertising: SEM allows businesses to target specific audiences based on
keywords, demographics, and interests.
3. Measurable Results: SEM provides measurable results, allowing businesses to track the
effectiveness of their campaigns.
4. Flexibility: SEM campaigns can be easily adjusted or optimized based on performance
data.
5. Cost-Effective: SEM can be more cost-effective than traditional Forms of advertising.
6. Increased Website Traffic: SEM drives more qualified website traffic, increasing the
likelihood of conversion.
7. Improved Brand Awareness: SEM increases brand awareness and credibility by displaying
ads on prominent search engines.
8. Competitive Advantage: SEM provides businesses with a competitive edge by allowing
them to outbid and outmaneuver competitors.
9. Faster Results: SEM can drive faster results compared to traditional forms of advertising.
10. Scalability: SEM campaigns can be easily scaled up or down based on business needs.

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11. Improved Conversion Rates: SEM can improve conversion rates by targeting specific
audiences and driving qualified traffic.
12. Better Return on Investment (ROI): SEM can provide a better ROI compared to
traditional forms of advertising.

DRAWBACKS OF SEM

The drawbacks of Search Engine Marketing (SEM):

1. High Competition: SEM can be highly competitive, with many businesses bidding on the
same keywords.
2. Costly: SEM can be expensive, especially for competitive keywords or industries.
3. Complexity: SEM requires a good understanding of how search engines work, as well as
keyword research, ad copywriting, and bidding strategies.
4. Time-Consuming: Managing an SEM campaign can be time-consuming, requiring ongoing
monitoring, optimization, and reporting.
5. Ad Blindness: Users may become desensitized to SEM ads, reducing their effectiveness.
6. Click Fraud: SEM campaigns can be vulnerable to click fraud, where fake clicks are
generated to inflate costs.
7. Quality Score Issues: Low-quality scores can increase costs and reduce ad visibility.
8. Limited Budget: Small businesses or individuals may struggle with limited budgets, making
it difficult to compete with larger advertisers.
9. Ad Copy Limitations: SEM ad copy has character limits, making it challenging to convey
complex messages.
10. Constant Algorithm Changes: Search engines frequently update their algorithms, which
can impact SEM campaign performance and require ongoing optimization.
11. Difficulty in Measuring ROI: It can be challenging to accurately measure the ROI of SEM
campaigns, especially for complex sales funnels.
12. Dependence on Search Engines: SEM campaigns are dependent on search engines, which
can change their policies or algorithms at any time.

GROWTH OF SEM IN INDIA

The growth of search engine marketing in India has been remarkable, driven by rapid
internet penetration, increasing social media usage, and the thriving e-commerce industry.
The country's digital marketing market size was around USD 5.15 billion in 2023 and is
estimated to grow at a CAGR of 30.2% between 2024 and 2032, reaching USD 55.37 billion
by 2032.

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Key Factors Contributing to Growth:

Rapid Internet Penetration: Increasing internet users, with over 900 million expected by 2025
Rapid Internet Penetration: Increasing internet users, with over 900 million expected by 2025
Social Media Boom: Rising popularity of platforms like Facebook, Instagram, and Twitter.
E-commerce Revolution: Growing demand for digital marketing services, including online
advertising and search engine optimization.
Government Initiatives: Digital literacy initiatives and the "Digital India" campaign
promoting digital marketing adoption.

Market Trends:

- Increased Focus on Mobile Marketing: With over 900 million smartphone users expected
by 2025. - Rising Importance of Social Media Marketing: For brand visibility, engagement,
and communication. - Growing Demand for Digital Marketing Services: From businesses,
especially in the e- commerce sector.

Benefits of Search Engine Marketing:

- Increased Online Visibility: SEM helps businesses increase their online presence and
visibility. - Targeted Advertising: SEM allows businesses to target specific audiences based on
keywords, demographics, and interests. - Measurable Results: SEM provides measurable
results, allowing businesses to track the effectiveness of their campaigns. The growth of
search engine marketing in India is expected to continue, driven by these key factors and
trends. As the digital marketing landscape evolves, businesses must adapt and leverage SEM
strategies to stay competitive and achieve their marketing objectives.

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Unit 1 : Search Engine Marketing

2-Mark Questions (Short Answer)

1. What is a keyword in search engine marketing (SEM)?

2. Name two types of keywords used in SEM.
3. What is the role of keywords in search engine marketing?
4. Define short-tail and long-tail keywords.
5. What is negative keyword targeting?
6. Mention any two steps involved in keyword research.
7. What is ad ranking in SEM?
8. Name two factors that influence ad ranking.
9. What is Quality Score in Google Ads?
10. How does ad optimization improve campaign performance?

16-Mark Questions (Long Answer)

1. Explain the importance of keywords in search engine marketing (SEM).

2. Discuss the different types of keywords used in SEM with examples.
3. Explain the steps involved in keyword research for SEM campaigns.
4. What is ad ranking in SEM? Discuss the factors that influence it.
5. How can businesses optimize their ads for better ranking and performance?
6. Compare and contrast different types of keywords in SEM.
7. Discuss the impact of keyword selection on search engine marketing success.
8. Explain the relationship between Quality Score, CPC, and ad ranking in SEM.
9. How does keyword research affect ad optimization in SEM?
10. Discuss the challenges of keyword selection and optimization in search engine marketing?

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Unit 2
Search Engine Optimization (SEO)

Search Engine Optimization (SEO) is the process of improving a website or online content to
increase its visibility in search engine results pages (SERPs) for relevant keywords or phrases.
The goal of SEO is to attract organic (unpaid) traffic from search engines like Google, Bing,
or Yahoo by ranking higher in search results.

Definition : “Search Engine Optimization is the process of improving a website’s visibility and
pop-up ads on search engines like Google to attract more organic (unpaid) content.”

Overview of Search Engine Optimization :

Search Engine Optimization (SEO) is the practice of enhancing a website’s visibility and
ranking on search engine results pages (SERPs) to attract more organic (non-paid) traffic. By
aligning website content and structure with search engine algorithms, SEO helps search
engines understand your site’s relevance to specific queries, thereby connecting users with the
information they seek.

Key Components of SEO :

1.On-Page SEO : This involves optimizing individual web pages to improve their search
engine rankings. Key aspects include, •Keyword Research: Identifying relevant keywords and
phrases that potential visitors use when searching for related content. •Content Optimization:
Enhancing titles, meta descriptions, headers, and body content to align with SEO best
practices. •Internal Linking: Creating links within your website to help search engines and
users navigate the site more effectively. User Experience (UX): Ensuring the website is user-
friendly, which is important for both search engine ranking and visitor satisfaction.

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2. Off-Page SEO : This focuses on building a website’s authority and reputation through
external means, such as,
•Link Building: Acquiring high-quality backlinks from reputable websites to improve the
website’s authority and ranking.
•Social Media Marketing: Leveraging social media platforms to increase visibility and drive
traffic to the website.
•Guest Blogging: Writing articles for other websites to gain backlinks and exposure.

3. Local SEO (Search Engine Optimization) refers to the practice of optimizing a website to
rank higher in local search results, thereby increasing its visibility to potential customers in a
specific geographical area. This is particularly important for businesses that operate in a
particular region and want to attract customers from that locality. Local SEO involves
various strategies such as optimizing Google My Business listings, creating location-specific
content, building local citations (mentions of the business on other local websites), and
obtaining reviews from local customers. Additionally, businesses need to optimize their
website for mobile users since many local searches are performed on smartphones. By
focusing on local SEO, businesses can target relevant local audiences, drive more traffic to
their website, and ultimately increase sales. It also helps establish a strong online presence
within the community, improving trust and credibility among local consumers.

4. Technical SEO refers to the process of optimizing a website’s infrastructure to ensure that
search engines can crawl, index, and understand the site effectively. It is a crucial aspect of
SEO that goes beyond content and links to focus on the website’s backend performance. Key
elements of technical SEO include improving website speed, ensuring mobile-friendliness,
optimizing the site’s architecture (such as using clear URL structures and internal linking),
and implementing secure HTTPS protocols. Additionally, it involves optimizing XML
sitemaps, fixing crawl errors, and improving site navigation to enhance user experience.
Proper technical SEO ensures that search engines can easily access all important pages of a
website, leading to better rankings. It also addresses issues like duplicate content, broken
links, and ensuring the site is responsive on all devices, ultimately improving overall website
performance, which enhances search engine visibility and user experience.

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Differance Between On Page & Off Page SEO :

Aspects On-Page SEO Off-Page SEO

Definition On-Page SEO refers to the Off-Page SEO refers to

practices and optimizations actions taken outside the
made directly on the website website to enhance its
to improve rankings authority, credibility, and
ranking.

Location of Performed directly on the Performed outside the

Work website (content, design, etc.). website (backlinks, social
media, etc.).

Primary Improving the content, Building the website’s

Focus structure, and user experience authority and reputation
of the website. through external means.

Key Elements Keyword Optimization Backlink Building

Content Quality Social Media Marketing
Internal Linking Influencer Outreach
URL Structure Guest Blogging
Image Optimization Local Listings
Online Reviews

Purpose To make the website’s content To build the site’s

more relevant and accessible reputation, increase brand
to search engines and users. awareness, and drive
traffic from external
sources.

Control Website owners have full Website owners have

control over on-page SEO. limited control over off-
page SEO (e.g., backlinks,
social mentions).

Impact on Direct impact on rankings as Indirect impact on

Ranking search engines evaluate rankings through trust,
website quality based on on- authority, and traffic
page factors. generation.

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 Title Tags
Backlinks (Quality and
Meta Descriptions
Quantity)
Header Tags (H1, H2)
SEO Factors Social Signals
Internal Linking
Brand Mentions
Site Structure
Reviews
Content

- Acquiring backlinks
- Optimizing meta tags
- Social media
- Improving website loading
Examples engagement
speed
- Getting mentions on
- Creating high-quality content
external websites

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Importance of SEO :

SEO is crucial for increasing a website’s visibility, driving more traffic, and potentially
leading to higher conversion rates and revenue. By staying current with search engine
algorithms and trends, SEO helps ensure that a website remains competitive in an evolving
digital landscape. In summary, SEO is a multifaceted discipline that involves optimizing
various aspects of a website to improve its visibility and ranking on search engines, thereby
attracting more organic traffic and enhancing the site’s overall performance. Organic SEO is
targeting your website so that it can rank higher in unpaid search results through varied
strategies like keyword analysis, content creation, technical optimization, and inbound and
outbound links Organic SEO is a perfect method for attracting visitors without spending
money. By optimizing your website with relevant keywords and creating valuable content,
you climb the search ladder organically, reaching people actively looking for what you offer.
Unlike paid ads, organic SEO delivers long-lasting benefits, making your website a magnet
for qualified visitors, all for free.

1. Increased Organic Traffic: SEO helps websites rank higher on search engine results pages
(SERPs), making it easier for potential customers to find the website organically. This
leads to more traffic without the need for paid advertising.
2. Cost-Effective Marketing: Unlike paid ads, SEO focuses on organic traffic, which means
businesses can attract customers without continuous investment in paid campaigns. It
provides long-term results at a lower cost.
3. Builds Credibility and Trust: Websites that rank higher on search engines are often seen
as more credible and trustworthy by users. A well-optimized website with good content
and user experience encourages trust and loyalty from customers.
4. Better User Experience: SEO involves improving the website's structure, load speed, and
mobile responsiveness, all of which enhance the user experience. A positive user
experience leads to longer site visits and increased chances of conversion.
5. Competitive Advantage: In today’s digital age, most businesses use SEO to gain an edge
over competitors. Websites that invest in SEO are more likely to outperform those that
don’t, especially in competitive markets.
6. Local Search Visibility: Local SEO helps businesses appear in local search results, which
is essential for companies that serve specific regions. This visibility can drive foot traffic
to physical stores and increase local brand recognition.
7. Higher ROI: SEO is a long-term strategy that delivers a higher return on investment
(ROI) over time. Unlike short-term ad campaigns, SEO provides sustainable growth,
ensuring that businesses continue to attract traffic as long as their website remains
optimized.

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Organic SEO (Search Engine Optimization) refers to the techniques and strategies used to
improve a website's visibility in search engine results through unpaid (organic) methods. The
goal is to attract relevant traffic without relying on paid ads. Here are the key concepts of

Organic SEO :

1. Keyword Research:
Identifying the right keywords that users are likely to search for is crucial for organic
SEO. By targeting the most relevant and high-volume keywords, a website can appear in
the search results when potential customers are looking for specific information.

2. High-Quality Content:
Creating engaging, informative, and valuable content that answers the user's search intent
is essential. This includes blog posts, articles, videos, infographics, and other types of
content that appeal to your audience.

3. On-Page Optimization:
This involves optimizing elements on the website itself, such as:
Meta Tags (title and description)
Header Tags (H1, H2, etc.)
URL Structure
Internal Linking
Content Optimization
Image Alt Text
Site Speed and Mobile-Friendliness. These elements help search engines
understand the content and relevance of the website.

4. Backlink Building:
Quality backlinks from other reputable websites are vital for organic SEO. Backlinks act
as “votes of confidence” that tell search engines the content is trustworthy and
authoritative. High-quality backlinks from relevant sites are more valuable than a high
quantity of low-quality links.

5. Technical SEO:
Ensuring the website is technically optimized for search engines is an important part of
organic SEO. Key technical factors include:
Crawlability: Ensuring search engines can crawl and index the pages.
Mobile-Friendliness: Ensuring the website works well on mobile devices.
Secure Website (HTTPS): Security is important for both user trust and SEO.
Page Speed Optimization: Reducing load times to improve user experience and
rankings.
Fixing Broken Links and Errors: Ensuring there are no broken pages or 404
errors.
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6. User Experience (UX):
Providing a positive user experience plays a role in organic SEO. Websites that are easy to
navigate, with fast load times, clear structures, and mobile responsiveness, encourage
visitors to stay longer, which improves metrics like bounce rate, time on site, and
conversion rates.

7. Social Media Engagement:

While social media does not directly impact SEO rankings, social signals can indirectly
boost organic SEO. Increased engagement on social platforms can drive more traffic to
the website and help build brand awareness.

8. Local SEO:
For businesses targeting local audiences, optimizing for local SEO is essential. This
includes creating and maintaining a Google My Business profile, getting local reviews,
and ensuring the business’s name, address, and phone number (NAP) are consistent
across directories.

9. Content Freshness:
Search engines prefer fresh, updated content. Regularly updating existing content and
publishing new, relevant articles or blogs helps maintain organic rankings and keeps the
website aligned with user intent.

10. Long-Tail Keywords:

These are longer and more specific keyword phrases that tend to have lower search
volume but higher conversion potential. They are essential for attracting highly targeted
traffic and often face less competition.

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Organizations of Organic SEO:

Organizations involved in Organic SEO can be categorized into several key groups, each
playing a crucial role in optimizing websites for better visibility in search engine results. SEO
agencies are professional companies offering comprehensive services, such as keyword
research, content optimization, link-building, and technical audits. Examples include WebFX
and Moz, which cater to businesses of all sizes. For smaller businesses or startups, freelance
SEO specialists provide affordable, customizable solutions, often found on platforms like
Upwork or Fiverr. Another significant category includes technology companies and tool
providers like Google Search Console, SEMrush, Ahrefs, and Yoast SEO, which offer
advanced tools for keyword analysis, backlink tracking, and on-page optimization. Content
marketing agencies also contribute to organic SEO by focusing on high-quality, optimized
content creation, such as blogs, videos, and infographics. Examples include Contently and
Scripted, which specialize in strategic content services. Finally, training and certification
organizations, such as HubSpot Academy, Google Digital Garage, and SEMrush Academy,
provide courses and certifications to help individuals and businesses enhance their SEO
expertise, making organic SEO a collaborative effort between multiple specialized entities.

Youtube ads:

YouTube offers various types of ads that businesses can use to engage audiences, improve
brand awareness, and drive traffic effectively. The main types of YouTube ads include
Skippable In-Stream Ads, Non-Skippable In-Stream Ads, Bumper Ads, Overlay Ads,
Display Ads, and Discovery Ads, each designed to serve different marketing objectives.
Skippable In-Stream Ads appear before, during, or after a video and allow viewers to skip
after 5 seconds. These ads are cost-effective as businesses only pay when viewers watch at
least 30 seconds or interact with the ad, making them ideal for storytelling and driving
traffic. Non-Skippable In-Stream Ads, limited to 15 seconds, ensure full viewer attention
and are useful for creating a strong brand impression in a short time. Bumper Ads, lasting
just 6 seconds, are highly effective for building brand awareness through concise, impactful
messaging. Overlay Ads are semi-transparent ads displayed at the bottom of a video,
primarily on desktop devices, offering non-intrusive engagement. Display Ads appear
beside the video player and are great for driving traffic to a website or product page.
Lastly, Discovery Ads show up on the YouTube homepage, search results, or related video
suggestions, encouraging users to actively choose and watch the content, which builds
organic engagement. Businesses can leverage these ad formats strategically to improve
brand awareness and drive traffic. For instance, skippable ads can be used for storytelling
and showcasing product features, while bumper ads create quick, memorable impressions.
Non-skippable ads ensure brand recall, particularly for new launches or announcements.
By targeting specific demographics, interests, and behaviors through YouTube’s robust
targeting tools, businesses can reach their desired audience effectively.

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Additionally, incorporating clear calls-to-action (CTAs) in ads can direct viewers to websites,
product pages, or social media, boosting traffic and conversions. By combining creativity,
targeting, and consistent messaging, YouTube ads can significantly enhance audience
engagement and contribute to a business’s marketing success.

Types of YouTube Ads

YouTube offers various ad formats that cater to different marketing objectives, such as
boosting engagement, brand awareness, or driving traffic. Here are the main types of
YouTube ads:

1.Skippable In-Stream Ads

Description: These ads play before, during, or after a video and allow viewers to skip
after 5 seconds. Best For: Storytelling, product demonstrations, and driving traffic.
Impact: Cost-effective, as advertisers pay only when viewers watch at least 30
seconds or interact with the ad.

2.Non-Skippable In-Stream Ads

Description: These ads are 15–20 seconds long and must be watched in full before the
main video starts. Best For: High-impact campaigns requiring guaranteed viewer
attention. Impact: Effective for creating strong brand recall in a short time.

3.Bumper Ads
Description: Non-skippable ads lasting 6 seconds that appear before videos. Best
For: Quick, memorable messaging and reinforcing brand awareness. Impact: Ideal
for complementing longer ad campaigns with concise content.

4.Overlay Ads
Description: Semi-transparent ads displayed at the bottom of a video (desktop-only).
Best For: Low-cost, non-intrusive branding. Impact: Less engaging but effective for
desktop-based campaigns.

5.Display Ads
Description: Ads shown in the right-hand sidebar above the suggested video list
(desktop-only). Best For: Driving clicks and traffic to websites or product pages.
Impact: Works well for direct-response campaigns.

6.Discovery Ads (Formerly TrueView Discovery Ads)

Description: Appear in YouTube search results, the homepage, or "related videos"
sections. Best For: Driving organic engagement by letting users choose to watch your
ad. Impact: Builds interest through voluntary viewer interaction.

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7. Masthead Ads Description: High-profile ads displayed on YouTube’s homepage for a set
period. Best For: Large-scale campaigns to maximize brand visibility. Impact: Extremely
effective but expensive, suitable for big brands. 8. Non-Video Ads (Text and Banner Ads)
Description: Static ads like text or image banners displayed on YouTube pages. Best For:
Budget-friendly campaigns focusing on brand visibility. Impact: Limited engagement but
cost-efficient. By using the right combination of these ad types, businesses can achieve
specific goals, from raising awareness to boosting conversions.

YouTube offers a variety of ad formats that cater to different marketing objectives, allowing
businesses to engage audiences effectively, improve brand awareness, and drive traffic.
Skippable In-Stream Ads play before, during, or after videos and allow viewers to skip after 5
seconds. These are ideal for storytelling or showcasing products, as advertisers only pay if
viewers watch at least 30 seconds or interact with the ad. Non-Skippable In-Stream Ads,
lasting 15–20 seconds, ensure full viewer attention and are perfect for creating strong brand
recall in a short time. For concise and impactful messaging, Bumper Ads are non-skippable
6-second ads that work well for reinforcing brand awareness. Other ad formats include
Overlay Ads, which are semi-transparent banners displayed at the bottom of videos on
desktops, offering non-intrusive branding opportunities. Display Ads, shown in the right-
hand sidebar above suggested videos, are effective for driving clicks and traffic to websites.
Discovery Ads (formerly TrueView Discovery Ads) appear in search results, on the
homepage, or alongside related videos, encouraging users to choose and watch the ad
voluntarily, making them ideal for building organic engagement. For maximum visibility,
Masthead Ads are premium, high-profile ads displayed on YouTube’s homepage, suited for
large-scale campaigns. Additionally, Non-Video Ads like text or banner ads provide budget-
friendly options for improving brand visibility. By leveraging these ad formats strategically,
businesses can target specific audiences using YouTube’s advanced targeting tools, such as
demographics, interests, and behavior. This ensures the ads reach the right viewers, creating
opportunities for engagement, brand recall, and driving traffic to websites or product pages.
Combining creativity, audience targeting, and clear calls-to-action, YouTube ads help
businesses achieve their marketing goals effectively.

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Google AdSense:
Google AdSense is an online advertising program developed by Google that allows
publishers (website owners, bloggers, content creators, etc.) to monetize their content by
displaying ads on their websites, blogs, or YouTube videos. It connects advertisers with
publishers, facilitating the delivery of targeted ads based on the content and audience of the
website. The platform operates on a pay-per-click (PPC) model, where publishers earn
revenue every time a user clicks on an ad, or a pay-per-impression (CPM) model, where
publishers earn revenue based on the number of ad impressions (views). The ads served are
either text, image, video, or rich media, and Google’s algorithms ensure that the ads are
relevant to the content of the website and the interests of the viewers. This relevance boosts
engagement and, in turn, helps maximize the revenue generated for the publisher. Working of
Google AdSense When a website owner signs up for Google AdSense, they place a small
code on their website, which allows Google to display relevant ads based on the site’s content
and audience. Advertisers bid through Google AdWords, setting up campaigns to target
specific keywords, demographics, and interests. Once an ad is placed on a publisher’s site,
Google handles everything from ad targeting and placement to payment processing. The
publisher is paid based on how often the ad is clicked (CPC) or viewed (CPM). The system is
automated, making it easy for publishers to earn revenue with minimal effort. Google also
provides tools such as AdSense for Search and AdSense for YouTube to help publishers
integrate ads into search results and video content, expanding their earning potential.
AdSense uses contextual targeting, meaning it displays ads that are most relevant to the
content on the page and the interests of the audience. For example, if a website is about
travel, AdSense will display ads related to airlines, hotels, or travel gear. This increases the
chances that the audience will engage with the ads, either by clicking on them or making a
purchase, providing revenue for the publisher. Additionally, AdSense allows for responsive
ads that adapt to the size of the screen, which is crucial for mobile users, ensuring a seamless
experience across devices.

Advantages of Google AdSense for Publishers and Advertisers For Publishers:

1.Ease of Use: AdSense is relatively easy to set up and requires minimal maintenance. Once
the ad code is placed on a website, Google automatically handles the rest, including ad
placement, targeting, and payment collection.

2.Contextual Relevance: Since AdSense uses contextual targeting, the ads displayed are
closely related to the site’s content, improving the likelihood of clicks and conversions. This
relevance benefits both the publisher (through higher click-through rates) and the advertiser
(by reaching their target audience).

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3. Global Reach: AdSense provides access to a vast pool of advertisers worldwide, making it
possible for publishers to earn revenue from a wide range of ads, even if they don’t have
direct relationships with advertisers.
4. Variety of Ad Formats: Publishers can choose from various ad formats (text, display,
video, etc.), which can be customized to suit the design and user experience of the website.
This flexibility helps to integrate ads seamlessly into the content, improving user engagement.
5. Reliable Payments: Google AdSense has a solid reputation for timely and reliable
payments, typically through wire transfers or checks once a publisher reaches the payment
threshold.

Challenges of Using Google AdSense

For Publishers:

1.Strict Policies: AdSense has strict rules regarding ad placement, click fraud, and content
quality. Publishers must ensure they comply with Google’s policies to avoid suspension or
termination of their accounts. Violations, even inadvertent ones, can lead to revenue loss
and account bans.
2.Dependence on Traffic: Earnings from AdSense heavily depend on website traffic. Without
a steady flow of visitors, it’s challenging to generate substantial revenue. This means
publishers must constantly work on SEO, content marketing, and other strategies to drive
traffic.
3.Inconsistent Revenue: While AdSense can provide a passive income stream, the revenue
can fluctuate depending on factors such as ad placement, click-through rates, and the
seasonality of demand from advertisers. Publishers may find it difficult to predict earnings
consistently.

4.Ad Blindness: Over time, users may develop "ad blindness," where they ignore ads on the
page, leading to lower engagement and reduced revenue. Publishers must regularly
experiment with ad formats and placement to maintain ad effectiveness.

Google AdSense offers an effective way for publishers to monetize their online content
and for advertisers to reach their target audience. For publishers, the platform provides an
easy- to-use solution for earning passive income through contextual and targeted ads.
However, success with AdSense requires careful adherence to policies, consistent website
traffic, and optimization of ad placements. For advertisers, AdSense provides powerful
targeting tools to reach a vast, global audience, but they must navigate high competition
and potential click fraud to ensure they get the best value for their investment. Despite the
challenges, AdSense remains a popular and highly effective tool for both publishers and
advertisers in the online advertising ecosystem.

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2-Mark Questions:

Overview of SEO :
What does SEO stand for?
Define Search Engine Optimization.
What is the primary purpose of SEO?

Segments of SEO:
Name the main segments of SEO.
What is the difference between on-page and off-page SEO?
Mention any two examples of technical SEO practices.

Organizations of Organic SEO:

What is organic SEO?
Name two strategies used in organic SEO.
How does organic SEO differ from paid SEO?

On and Off-Page SEO:

Give an example of an on-page SEO technique.
Mention one tool used for off-page SEO analysis.
What role does keyword placement play in on-page SEO?

Concepts of Organic SEO:

Define organic traffic.
What is the importance of backlinks in organic SEO?
Name two metrics to measure the effectiveness of organic SEO.

YouTube Ads:
What are YouTube Ads?
Name any two types of YouTube ads.
How are TrueView ads different from non-skippable ads?

Google AdSense:
What is Google AdSense?
Mention any two eligibility criteria for using Google AdSense.
How does AdSense help content creators monetize?

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16-Mark Questions :

Overview of SEO:
Explain the importance of Search Engine Optimization in digital marketing.
Discuss the impact of SEO on website ranking and user experience.

Segments of SEO:
Elaborate on the main segments of SEO and their roles in improving website
performance.
Compare and contrast on-page SEO, off-page SEO, and technical SEO with examples.

Organizations of Organic SEO:

Discuss the strategies involved in implementing organic SEO for long-term benefits.
Explain the significance of content quality and user intent in organic SEO.

On and Off-Page SEO:

Analyze the key differences between on-page and off-page SEO techniques. Provide
examples of each.
How do on-page and off-page SEO complement each other in a comprehensive SEO
strategy?

Concepts of Organic SEO:

What are the fundamental concepts of organic SEO? Explain how they contribute to
website visibility.
Evaluate the importance of keyword research, content optimization, and link
building in organic SEO.

YouTube Ads:
Discuss the different types of YouTube ads and their impact on audience engagement.
Explain how businesses can leverage YouTube ads to improve brand awareness and drive
traffic.

Google AdSense:
Outline the working of Google AdSense and its role in monetizing online content.
Discuss the advantages and challenges of using Google AdSense for publishers and
advertisers.

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UNIT 3
Content creation and planning:-

What is content creation and planning? Content creation and planning in search engine”
refers to the strategic process of developing and organizing content on a website with the
primary goal of ranking high in search engine results pages (SERPs) by carefully selecting
relevant keywords, understanding user intent, and creating high-quality content that aligns
with what people are searching for online.

Definition of content creation and planning:-

Content creation, by definition, is the process of
identifying a new topic you want to write about, deciding
which form you want the content to take, formalizing your
strategy .

Key points about content creation and planning for search engines:
Focus on Search Intent: Understanding what users are searching for and creating content
that aligns with their intent is crucial. Keyword Research: Identifying relevant keywords to
target in your content to improve search engine ranking. Content Optimization: Structuring
content with proper headings, meta descriptions, and alt text for better search engine
crawling. Content Calendar: Planning and scheduling content creation to maintain
consistency and reach your audience effectively. Quality Content: Creating high-quality,
informative, and engaging content that provides value to users.

Features of content creation and planning:-

Content creation and planning are essential components of a successful content marketing
strategy. Here are some key features involved in both: 1. GoalSetting:- Define Purpose:
Establish clear objectives for your content (e.g., brand awareness, lead generation, audience
engagement).

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KPIs: Set measurable Key Performance Indicators (KPIs) like website traffic, conversions, or
social media engagement.

2. Audience Research:- Target Audience: Understand the needs, preferences, and pain points
of your audience. Buyer Personas: Create detailed profiles of your ideal customers to guide
your content creation.

3. Content Strategy:- Content Types: Plan for different formats such as blog posts, videos,
podcasts, infographics, or social media posts. Content Pillars: Identify core themes or topics
that align with your brand and audience interests. Content Calendar: Develop a content
calendar to organize publishing dates, topic themes, and promotion strategies .

4. Content Creation:- Research: Conduct thorough research to ensure the content is valuable,
accurate, and relevant. Engaging Content: Focus on creating high-quality, compelling
content that educates, entertains, or informs. SEO Optimization: Implement SEO best
practices (keywords, meta descriptions, internal linking) to increase search engine visibility.

5. Visual and Aesthetic Design:- Brand Consistency: Ensure that your content follows a
consistent visual style and tone that aligns with your brand. Media: Use images, videos,
charts, and other multimedia elements to make the content more engaging.

6. Promotion and distribution:- Social Media: Share content on relevant platforms to

maximize reach. Email Marketing: Use newsletters or email campaigns to distribute content
directly to your audience. Cross- Promotion: Partner with influencers or other brands for co-
marketing opportunities.

7. Content Optimization:- A/B Testing: Test different content formats, headlines, or calls to
action (CTAs) to find what resonates best. Content Updates: Regularly update older content
to maintain relevance and improve performance.

8. Engagement and Interaction:- Community Building: Respond to comments, messages, and

discussions around your content to build a loyal audience. User-Generated Content:
Encourage your audience to contribute content (e.g., testimonials, reviews, or social media
posts).

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9. AnalyticsandPerformanceTracking:- Metrics: Track key metrics such as page views,
engagement rates, conversions, and bounce rates. Reporting: Analyze the results to
understand what’s working and where improvements are needed.

10. Iterative Improvement:- Feedback Loop: Regularly gather feedback from your audience
and team to refine your content creation and planning process. Content Audits: Conduct
periodic audits to assess the quality, performance, and alignment of your content with goals

Types of content creation:-

1. Blogposts: Refers to the process of strategically developing blog content by researching

relevant keywords, understanding your target audience, and structuring your writing to rank
well in search engine results pages (SERPs).

2. Infographics: defining a clear, focused topic, researchingrelevant data, structuring the

information in a logical narrative, using compelling visuals, optimizing for sharing, and
including relevant keywords to enhance discoverability

3.Whitepapers:thorough keyword research, incorporating relevant long-tail keywords

throughout the document, optimizing titles and meta descriptions, structuring the content for
readability, and leveraging social media integration to increase visibility and reach potential
readers.

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4. EBooks: involves meticulously researching relevant keywords, crafting high-quality content
that aligns with those keywords, structuring the ebook with clear headings and subheadings,
optimizing metadata like titles and descriptions, and incorporating visuals to enhance
engagement.

5. Videos: like YouTube, involves thorough keyword research to identify relevant search
terms, crafting engaging video scriptsthat incorporate those keywords, optimizing video
titles anddescriptions, and ensuring high-quality visuals and audio to improve user
experience and engagement.

6. Podcasts: refers to the process of strategically developing podcast episode topics, formats,
and descriptions with the goal of optimizing your podcast to rank well on search engines like
Google, by incorporating relevant keywords, creating detailed descriptions, and ensuring
your podcast is easily discoverable through search queries related to your niche.

7. Webinars: refers to the process of strategically developing and structuring webinar content
with the goal of ranking high in search engine results pages (SERPs).

Keys Elements of a Good Content Creation Process:-

Key benefits of content creation and planning:- Enhanced Brand Visibility: Regularly
creating valuable content helps establish your brand identity and reach a wider audience,
improving recognition and reputation.

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Improved SEO Performance: Strategic content planning with relevant keywords can
significantly boost your website’s search engine ranking, leading to more organic traffic.

Targeted Audience Engagement: By understanding your target audience’s interests and pain
points, you can create content that resonates with them, leading to higher engagement and
conversions.

Consistent Messaging: A well-planned content strategy ensures consistent brand messaging

across all platforms, building trust and loyalty with your audience.

Efficient Resource Allocation: Planning your content in advance helps optimize time and
resources by identifying which content performs best and where to allocate efforts.

Thought Leadership: Creating informative and insightful content positions your brand as an
expert in your industry, enhancing credibility.

Social Media Growth: Consistent content posting on social media platforms can increase
followers and engagement.

Lead Generation: High-quality content can attract potential customers, generating leads and
driving sales.

Measurable Results: By tracking key metrics like website traffic, social shares, and
conversions, you can measure the effectiveness of your content strategy and make data-
driven adjustments.

Collaboration and Teamwork: Content planning encourages collaboration among team

members, ensuring everyone is aligned with the overall strategy.

Advantages of content creation and planning :- Consistency and Quality: Planning content
ahead ensures a steady stream of high-quality content, helping build a strong brand identity
and audience loyalty.

Time Efficiency: By organizing content in advance, you avoid last minute rushes and can
manage your time better. It allows for more thoughtful, well-researched, and refined content.

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Goal Alignment: With a clear content plan, you can align your content with your business
goals, ensuring it supports objectives like increasing traffic, boosting sales, or enhancing brand
awareness.

Better Resource Management: Planning content helps you identify the resources (like writers,
designers, or tools) you need in advance, leading to smoother operations and less stress. SEO
and Engagement: Well-planned content allows for better SEO strategies, ensuring you’re
targeting the right keywords and topics at the right time. It also allows you to optimize your
posting schedule for maximum engagement.

Creative Freedom: Planning can give you more space for creativity, as you’re not caught up in
daily content creation stress. You can focus on experimenting with different formats and
strategies. Measurement and Adjustment: A content strategy allows you to track performance
over time, learn from analytics, and adjust your plan for better results.

Disadvantages of Content Creation and Planning:- Rigidity: Over-planning can lead to a lack
of flexibility. You may miss out on spontaneous, timely opportunities or have to force content
creation that doesn’t feel natural.

Time-Consuming: While content creation itself can be time-consuming, planning takes time
too. Developing a detailed plan requires research, brainstorming, and coordination.

Creative Block: Having to stick to a pre-planned schedule may cause burnout or creative
fatigue, especially if the content creation process starts to feel like a routine or task instead of a
creative endeavor.

Overemphasis on Strategy: Focusing too much on planning and optimization can sometimes
undermine the authenticity or emotional connection of your content, as it becomes more
formulaic or data-driven.

Overlooking Trends: In fast-moving industries, strict planning can mean you miss out on
trending topics or shifts in audience behavior that could have been leveraged for immediate
engagement.

Resource Dependence: A content plan often requires various resources (like designers,
copywriters, tools), and any delays in obtaining those resources can disrupt the whole schedule.

Costs: Planning may require investments in tools, hiring additional team members, or
outsourcing, which can become costly if not managed.

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Reference websites : www.google.com , www.chatgpt.in , www.searchengineinstitution.com

Advertisement delivery meaning :

Ad delivery refers to the process of delivering advertisements to the intended audience

through various channels, such as websites, mobile apps, social media platforms, search
engines, or email.

Functions of Ad delivery :

1. Targeting and Segmentation: Ads are delivered based on audience segmentation, which
includes factors like demographics, behaviours, interests, location, device type, and time of
day. This ensures that the ads reach the most relevant audience. 2. Ad Serving: This involves
the process of serving the ads from an ad server to the user’s device. It ensures that the
correct ad is shown to the user at the right time, based on the criteria set by the advertiser. 3.
Bidding and Auctioning: In programmatic advertising, bidding algorithms determine which
ad will be served based on real-time auctions. Advertisers place bids on ad inventory, and the
highest bidder gets their ad shown. 4. Personalization: Ads can be personalized to suit an
individual’s preferences, browsing history, or past interactions with the brand. This can be
done through dynamic content adjustments. 5. Frequency Capping: This function limits how
often an individual sees the same ad, ensuring the ad does not become repetitive or annoying
to the user. 6. Measurement and Analytics: Ad delivery systems track impressions, clicks,
conversions, and other metrics to measure ad performance. This helps advertisers understand
the effectiveness of their campaigns and optimize future ad delivery strategies. 7.Ad Formats
and Creative Management: Ad delivery includes managing different ad formats (e.g., display
ads, video ads, native ads) and ensuring that creative content is properly formatted for the
platforms and devices. 8.Compliance and Fraud Prevention: Ensuring that the ads comply
with regulations and preventing fraudulent activity, such as bot traffic or click fraud, is a key
function in ad delivery. 9. Retargeting: Ads are shown to users who have previously
interacted with a brand or visited a website. Retargeting ads help maintain brand visibility
and increase conversion chances. 10.Optimization: Based on performance data, ad delivery
systems optimize forbetter results, such as adjusting targeting parameters, bidding strategies,
and creatives to improve ad effectiveness.

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Various Types of Ad delivery :

There are several types of ad delivery, including:

• Real-time bidding (RTB): Real-time bidding (RTB) is an automated process in digital
advertising where ad inventory (space for ads) is bought and sold in real time through an
auction. This process takes place within milliseconds as a user loads a webpage, allowing
advertisers to bid for the opportunity to display their ad to that particular user.
• Cost-per-click (CPC): Cost per Click (CPC) is a digital advertising pricing model where
advertisers pay each time a user clicks on their ad. CPC is commonly used in search engine
advertising (like Google Ads) and display advertising. It’s a way to measure how much an
advertiser is paying for traffic that comes to their website or landing page as a result of an ad.
• Banner Ads: These are static or animated graphical ads displayed on websites, typically in
the form of banners or sidebars.
• Interstitial Ads: Full-screen ads that appear between page transitions or before content is
shown.
• Rich Media Ads: Interactive ads that can include multimedia like video, audio, and
animations.
• Paid Search Ads: These are text-based ads that appear on search engine results pages
(SERPs) when users search for specific keywords. Advertisers bid on keywords to have their
ads displayed.
• Automated Ad Buying: Programmatic advertising uses automated systems and algorithms
to buy and place ads in real-time auctions. This allows for precise targeting based on data-
driven insights, optimizing campaigns in real-time.

Prose/cons of Ad delivery: Pros of Ad Delivery:

1.Targeted Reach: Ad scan be delivered to specific audiences based on demographics,

interests, behaviours, and location, leading to more relevant ads for the user.
2. Increased Engagement: Well-targeted ads are more likely to engage users, as they cater to
their preferences or needs.
3. Better ROI: With precise targeting and effective ad delivery, advertisers can optimize their
campaigns to get the best return on investment (ROI).
4. Real-Time Analytics: Ad delivery allows advertisers to track the performance of their
campaigns in real time, adjusting strategies as needed.
5. Scalability: Ads can be delivered on a global scale, reaching vast audiences on multiple
devices.
6. Personalization: Through machine learning and data analysis, ads can be tailored to
individual user behaviour, improving the relevance and impact of the advertisement.

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1.Intrusiveness : Ad scan some times be perceived as intrusive, especially when delivered in
ways that disrupt the user experience, such as pop-ups or auto-play videos.
2.Ad Fatigue: Overexposure to the same ads can lead to ad fatigue, causing users to ignore
or dismiss the content
3. Privacy Concerns: Targeted advertising often relies on user data, which can raise privacy
concerns and lead to backlash or regulatory scrutiny.
4. Ad Blockers: A significant portion of users employs ad blockers, reducing the
effectiveness of ad delivery.
5. Costly: For businesses, particularly small ones, ad delivery via certain platforms can be
expensive, especially when targeting niche or competitive markets.
6. Ad Fraud: Ad delivery can sometimes be compromised by fraudulent activities, such as
bots that artificially inflate click-through rates or views.

Benefits of Ad delivery : Ad delivery provides a number of benefits to advertisers. First, it

allows advertisers to target their ads to specific users. This ensures that the ads are seen by
the people who are most likely to be interested in them. Second, ad delivery platforms
provide detailed reports that show how users are interacting with the ads. This information
can be used to improve the effectiveness of the ads. Finally, ad delivery platforms make it
easy to scale up an advertising campaign. This means that advertisers can reach a large
number of people with their ads without having to increase their budget.

Challenges of Ad delivery: Ad delivery is constantly evolving. Ad delivery platforms are

becoming more sophisticated, and they are able to target ads more effectively. As advertisers
are become more sophisticated in their digital marketing strategy, they are using data to
improve the effectiveness (messaging, visuals) of their ads. The future of ad delivery is likely
to be more targeted, more effective, and more efficient.

Ad scheduling:

Ad scheduling refers to the practice of setting specific times for your advertisements to be
displayed to your target audience. It allows businesses to optimize their advertising efforts by
targeting audiences at the most effective times, based on factors like audience behaviour, time
of day, or geographic location.

Functions of Ad scheduling in digital marketing:

1. Day parting: This involves scheduling ads to run at certain times of day or days of the
week when the target audience is most likely to be engaged.

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2. Targeting: Ad scheduling can be tailored by factors such as location device, age, or
interests, ensuring that the ad is shown to the right audience at the right time.

Budget Efficiency: By only running ads during high-converting hours or days, advertisers can
get more value from their budget.

Target Audience Relevancy: Different demographics are active online at different times.
Scheduling ensures your ads appear when your target audience is most likely to engage.

•Ad Fatigue Reduction: Consistently displaying ads can lead to ad fatigue. Scheduling can
help in spacing out the ad displays, ensuring freshness.

• Time Zone Optimization: Especially crucial for businesses targeting audiences in

different geographic locations. Ad scheduling ensures that promotions run during optimal
hours in each time zone.

Tools and Software for Ad Scheduling:

Google Ads: Offers robust scheduling options for advertisers right within its interface.
Facebook Ad Manager: Ideal for businesses that rely on social media marketing. SEM rush:
Apart from its primary function as an SEO tool, it also provides advertising toolkit which
can aid in optimization, including scheduling. Hub Spot’s Ad Software: Offers ad tracking
and scheduling integrated with other marketing tools.

Benefits of Ad scheduling:

• Reach more targeted users: By scheduling ads for specific times, advertisers ensure greater
relevance, like targeting toy ads during children’s active hours.
• Reduce wasted ad spend: Advertisers can maximize their budget by displaying ads during
high-engagement periods, leading to better return on investment.
• Improve conversion rates: Strategic scheduling increases the likelihood of conversions,
such as displaying holiday package ads when audiences are likely planning vacations.

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Types of scheduling Ads in market:

There are several types of ad scheduling strategies including:

• Time-of-day scheduling: Tailoring ad displays to peak hours or specific times like morning
or late evening.
• Day-of-the-week scheduling: Choosing specific days for ad displays, like weekends for
leisure products or weekdays for business services.
• Seasonal scheduling: Aligning ads with seasonal events, holidays, or shopping seasons.
• Geo-scheduling: Scheduling ads based on geographical locations and corresponding time
zones.

Some real world example for scheduling are as below :

• Restaurant’s Lunch Specials: A local restaurant increases its ad frequency during late
mornings to advertise lunch specials, effectively targeting office workers and local residents
looking for dining options.
• Tax Service’s Seasonal Campaign: A tax preparation service intensifies its Google Ads in
the weeks leading up to the tax filing deadline, maximizing visibility when people are actively
seeking tax help.
• Travel Agency’s Off-Season Deals: A travel agency schedules ads promoting off-season
travel deals, targeting potential travellers when flights and hotels are cheaper, and
competition is lower.
• Back-to-School Campaigns: Retailers offering school supplies intensify ad scheduling in late
summer, targeting parents and students preparing for the new school year.

Pros/ cons of Ad scheduling :

Pros of Ad Scheduling
1. Cost Efficiency: Ads are shown only during peak times when target audiences are most
likely to engage, reducing wasted ad spend.
2. Improved ROI: By focusing on high-performing time slots, businesses can maximize their
return on investment.
3. Customization: Allows for tailored messaging during specific times, aligning with customer
behavior or promotional needs (e.g., lunch specials for restaurants).
4. Better Audience Targeting: Ads can be scheduled to coincide with when your target
demographic is most active, improving relevance and conversion rates.

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5. Control Over Budget: Helps allocate budgets more effectively by emphasizing times of
high demand or relevance.
6. Seasonal and Event Optimization: By focusing on high-performing time slots, businesses
can maximize their return on investment. Can focus ad efforts around events, holidays, or
time-specific trends, enhancing engagement.

Cons of Ad Scheduling:

1. Missed Opportunities: By not running ads during certain periods, potential customers
outside scheduled times might be overlooked
2. Requires Accurate Data: Effective scheduling depends on deep insights into customer
behaviour, which may not always be available or accurate.
3. Complexity in Management: Implementing and optimizing ad schedules can be time-
consuming and may require advanced analytics tools.
4. Competitive Disadvantages: Competitors running ads during your “off” times could
capture potential leads.
5. Platform Limitations: Some platforms may have restricted scheduling options, limiting
flexibility.
6. Unanticipated Audience Behaviour: Consumer habits can change, leading to misaligned
ad schedules and reduced performance if not monitored regularly.

Ad Rotation:

Ad rotation is a technique that displays multiple ads in the same location on a web page,
either with each page load, within a page load, or both. The ads are typically the same format
because they are placed in the same location. In simple words, Ad rotation refers to the
practice of displaying multiple advertisements in a rotating sequence or schedule, ensuring
that different ads are shown to the audience at different times.

Functions of Ad rotation in market :

The functions of ad rotation include:

1.Maximizing Engagement: By rotating multiple ads, advertiser scan keep the audience
engaged, preventing ad fatigue and improving the likelihood of user interaction with each ad.
2. Testing Ad Variants: Ad rotation allows advertisers to test different creatives, messaging, or
targeting options to determine which version performs best in terms of click-through rates,
conversions, or other metrics.
3. Improving Campaign Performance: By rotating ads, you can optimize performance over
time, as certain ads may resonate better with different segments of your audience or at different
times.

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4. Balanced Exposure: Ad rotation ensures that each ad receives equal or targeted
exposure, preventing one ad from dominating the campaign unless it’s performing
exceptionally well.
5. Resource Optimization: It helps advertisers utilize multiple ad formats or designs,
ensuring that the creative resources are maximally utilized without wasting any.
6. Diverse Content Delivery: It supports campaigns with a variety of products, services, or
offers, providing more dynamic and diverse content to the audience rather than repeating
the same message.
7. Ad Fatigue Prevention: Rotating ads prevents overexposure to a single ad, reducing the
chance that audiences will become tired of seeing the same ad repeatedly.

Role of Ad rotation in market :

Ad Rotation plays a crucial role in: Maximizing Exposure: By displaying different ads,
companies can showcase a broader range of products, services, or messages to the audience.
A/B Testing: Ad Rotation is a fundamental component of split testing campaigns to
understand which advertisement resonates best with the target demographic. Avoiding Ad
Fatigue: Seeing the same ad repeatedly can diminish user interest. By rotating ads, you can
keep your content fresh and more engaging. Optimizing Ad Spend: By identifying high-
performing ads, businesses can allocate more budget to successful ad creatives, thereby
maximizing ROI.

Different types of Ad rotation:

Even Rotation: This type evenly distributes impressions among all ads in an ad group. It’s
useful for A/B testing as each ad gets equal exposure. Optimize for Clicks: This type
prioritizes ads that have historically received the most clicks. Optimize for Conversions:
Prioritizes showing ads that are more likely to lead to conversions. This requires conversion
tracking to be set up. Rotate Indefinitely: This will give equal preference to all ads
indefinitely, which is useful if an advertiser wants complete control without any automatic
optimization.

Pros and cons of Ad rotation :

1. Improved Engagement: By showing different ads, you can capture the attention of diverse
audience segments, increasing the chances of engagement.
2. Reduced Ad Fatigue: Regularly changing the ads prevents users from seeing the same ad
too often, reducing the likelihood of ad fatigue, which can lead to lower click-through rates
(CTR).

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3. Better Performance Data: Ad rotation helps identify which ads are performing better,
allowing marketers to optimize campaigns based on data.
4. Increased Reach: With a rotating ad schedule, you can promote different products or
services, expanding your reach and visibility.
5. A/B Testing: Rotating ads makes it easier to test different versions of ads (text, visuals,
CTA) to understand what resonates most with the target audience.

Cons:
1. Complex Management: Managing multiple ads in rotation can be time-consuming and
complicated, especially if there’s a large number of ads to manage and optimize.
2. Inconsistent Messaging: If not properly coordinated, rotating ads might send mixed
messages, which could confuse or alienate the audience.
3. Lower Brand Recall: With frequent changes in the ads, the audience might not have
enough time to form a strong connection with a specific message or brand, reducing overall
recall.
4. Ad Clutter:If too many ads rotate too quickly, it could overwhelm users, leading to
disengagement or annoyance.
5. Ad Performance Variability: Some ads may perform significantly better than others, and
rotation could reduce the overall impact if less effective ads are shown too frequently

Ad creation definition:

“Ad creation is the process of developing advertisements to promote a company or its products.
Once created, ads can help a business promote a brand, generate leads and sales, and shape its
image.”

What is ad creation?

Ad Creative is a powerful tool for marketing agencies to use in their campaigns. It is the visual
element of an advertisement that helps to capture the attention of potential customers. Ad
Creative can include images, videos, and text, and can be used to target specific audiences.
Once a company has a marketing strategy in place, it can begin to work on creating ads. In
today’s digital world, software exists to help with both ad design and social media
advertisement creation. social media software assists companies in placing ads on sites such as
Facebook, Twitter, and LinkedIn to quickly and easily design and create personalized
advertisements.

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Basic elements of ad creation A few guiding principles are important while creating ads that
appeal to the audience and drive sales. Source:ad creation|technology glossory definitions|G2
These elements include: Ad placement: For an ad to be successful, it must be seen or heard by
as many potential customers as possible. Consider the target customer’s likes, habits, and
patterns. Then choose a platform—and timing— accordingly.

Objective:

The best ads quickly convey their message. When creating an ad, make sure the value
proposition is strong and clear. Visual design: The design and layout of visual ads should
catch the audience’s attention quickly. Select colors, images, fonts, and media that will
appeal to the viewers and draw them into the ad. Copy: Word choice is important in ad
creation. The ad’s copy should convey the brand’s voice. Make each word count and write in
a voice suitable for the brand.

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Call-to-action: As stated, an ad isn’t complete without a CTA. Make sure the audience
knows what to do next. This may be a button to click or a number to call. Ad creation steps:
There are eight main steps involved in effective ad creation. These steps are: Identify a target
customer: Be as specific as possible and out who the audience is. Many companies create a
“buyer persona,” a profile of a target customer based on research and data. For example, if
you are a home security company, a target customer might be a single person who lives in a
high-crime area or a high- income family in a suburb. Conduct market research: Thoroughly
research the target audience’s demographics, preferences, and habits. With this audience
analysis, a business can create better ad campaigns. Select an ad type: Multiple types of ads
exist across various platforms. For example, on some social network platforms, a company
can create image ads, video ads, text ads, carousel ads, or banner ads. Choose an ad type to
appeal to the target customer.

This Instagram ad copy example leads with the benefit (healthy, glowing skin in large,
all caps font) then shares the features that make the benefit possible (hyaluronic acid,
glycerin, pro vitamin B5).

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This is an facebook ad copy leads with emojis and post shows about digital calander.
Craftamessage: A powerful message establishes a brand as a unique voice in the
marketplace. Consider how to make the message memorable and a driving force to achieve
campaign objectives This type of ad copy is perhaps the simplest form of influencer
marketing on Instagram. This Nike ad copy reads: Always $100 and under The Nike
Reposto are mad versatile.”- Beija Marie Velez

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Choose creative elements : The right promotional text, images, and videos will grab the
audience’s attention. A company may want to enlist the help of a copywriter and a graphic
designer to create a custom advertisement.

Add a call-to-action: The call-to-action (CTA) tells the customer what to do next. For
instance, the CTA can direct the customer to click to learn more or call to purchase. A CTA
should contain clear, concise, and persuasive language Publish the ad: Once the ad has been
created, launch the ad across intended platforms.

Source :webjinnee.com/digital-marketing-interview-questions-and- answers Monitor and

assess performance: Finally, a crucial step in the ad creation process is monitoring the ad’s
performance. Analyze whether it is meeting campaign objectives, and make changes to the ad
as necessary.

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Benefits of ad creation:

With time and effort, ad creation can lead to many benefits for a company in brand recognition
and reach and product sales. Notably, ad creation: Increases brand recognition: Creating and
publishing ads helps increase brand awareness in the marketplace. Every time viewers see an
ad, the brand’s name, message, and logo becomes more ingrained in their minds. Helps
showcase new products and services:When a company starts offering new products or services,
it will often design ads to let the target audience know. Showcasing new products and services
is important for both gaining new customers and piquing the interest of existing ones. Attracts
new customers: Without awareness of a product or service, potential customers may not know
that the solution exists. Ad creation lets audiences know what a company has to offer. Boosts
sales: Because ad creation helps a business attract new customers, it can also increase sales
volume. A well-designed ad with smart placement can increase a company’s return on
investment (ROI). Makes a company stand out from competitors: A product from one brand
might have important features that set it apart from similar products in the marketplace. Ad
creation can help a company highlight these features.

SITE TARGETING

Introduction:
Site targeting allows you to exactly serve ads on specific websites. Instead of relying on
keywords and data to determine where your ads appear, you can directly specify the URLs and
web pages where you want your ads to display, ensuring a controlled placement strategy. This
approach is particularly beneficial for targeting audiences you are intimately familiar with,
ensuring your ads reach the specific websites they frequently visit. It is a strategic feature within
digital advertising platforms like Google Ads that allows advertisers to place their ads on
specific websites, apps, or placements within a display network. This feature is particularly
useful for businesses looking to reach targeted audiences by choosing websites that align with
their brand, message, or audience's interests.

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Targeting helps marketers using SEM to more accurately identify their ideal audience using
criteria that include location, interests, buying behaviours, income, and other
demographics. Targeting aims to get content in front of the right person at the right time.
As a customizable component of SEM, targeting helps marketers maximize their efforts by
allowing for more tailored, personal, and relevant messaging.

To target your ideal audience, look at your current customers and identify trends.
Analyse demographics and gather research about your current and ideal customers.
Conduct market research where your ideal customer lives, their age, interests, occupation,
etc., and create buyer personas based on this data. Set your targets accordingly for the
best results.

Site targeting enables advertisers to manually select particular websites or online placements
where their ads will appear. This gives greater control over where ads are shown and helps
ensure relevance to the target audience. The ads can appear in various locations in phone
such as website, social medias, games etc. The advertiser targets the customers based on their
interest and what they are watching in mobile phone. For example, an individual is using
Nykaa app very frequently so, they will many ads regarding skincare products or makeup
products from the app in every platform such as in YouTube ads, social media and websites.

HOW DOES SITE TARGETING WORKS?

Site targeting is a form of online advertising that allows advertisers to target specific websites,
web pages, or sections of websites to display their ads. By focusing on the keywords and
search terms that matter most to your business, you can connect with users who are most
likely to convert into customers.here is how site targeting works. a)Advertiser Selection:
Advertiser selection is the process of choosing the best channels to distribute an advertising
message to a target audience. Target audience: Advertisers select a target audience by
segmentingtheir customer base into groups based on shared characteristics. These
characteristics can include demographics (age, gender, Education level etc), psychographics
(interests, goals, lifestyles,opinions etc), behaviours, and interests. They collect this
information by market researches, conduct client interviews and analyse the customer base,
browsing history. Media cost: When choosing media for advertising, cost is an important
factor to consider. Different types of media have different costs. For example, television and
radio ads are usually more expensive than magazine and newspaper ads. National newspaper
ads are also more expensive than local ones because they have a larger circulation.The cost of
social media ads depends on the platform, campaign objectives, ad types, and the advertiser's
industry and product or service.

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b) Site Selection: Site selection is the process of choosing the best site to display the
advertisement to target the audience and provide awareness about the product. Site
categorization: Site category targeting is a targeting feature that delivers ads to sites that
belong to specific categories. If you don't specify any category, your ads are delivered to all
available ad places. You can associate the site category with ad groups. Websites are
categorized based on their content, such as news, entertainment, sports, or finance. Site
selection: The advertiser selects specific websites, web pages, or sections of websites that align
with their target audience and campaign goals. c) Ad Serving: Ad serving is the process of
using software to place advertisements on websites, apps, and social media platforms. It
delivers ads to users when they visit a website, use an app, or engage with digital content. Ad
serving technology: Ad serving technology is a software platform that manages the
distribution of digital advertising campaigns. Ad serving technology, such as ad servers or
demand-side platforms (DSPs), is used to deliver ads to the targeted websites. Ad display:
They are advertisements that are delivered online that combine copy, visual elements, and
call to action messaging that link to a landing page. Display advertising can help brands
market their brand and products to target audiences across various online platforms. Ads are
displayed on the targeted websites, web pages, or sections of websites, based on the
advertiser's targeting criteria. ➢ Ad tracking: It is in-market research that monitors a brand's
performance including brand and advertising awareness, product trial and usage, and their
competition. performance is tracked, including metrics such as impressions, clicks, and
conversions.

FUNCTIONS:

Site targeting functions refer to the actions and strategies used to tailor content,
advertisements, or user experiences on specific pages within a website, with the goal of
enhancing engagement and conversions.

1. Audience Segmentation Target Based on User Behaviour: Segment users based on which
pages they visit. For example, a visitor to a product page may be labelled as a "potential
buyer," while a visitor to a blog may be considered a "researcher." Custom Campaigns:
Create personalized campaigns tailored to each segment's interests, leading to more relevant
messaging.
2. Content Personalization Dynamic Content: Show personalized content or offers based on
the page visited. For instance, a user viewing a specific product may see a tailored discount or
a related product suggestion. Relevant Messaging: Display different messages depending on
the page. A product page might feature product details, while a service page may showcase
testimonials and case studies.

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3. Ad Placement and Retargeting Ad Display : Serve ads specific to the content the user is
engaging with on the page. For example, users who browse a service page may see ads for
consultations or demos. Retargeting: Re-engage visitors who leave without converting by
showing them targeted ads on other websites. For example, a visitor to a product page might
see ads for the same product after leaving the site

4. Conversion Optimization Targeted CTAs: Display calls to action (CTAs) relevant to the
page. A "Buy Now" button might appear on a product page, while a "Request a Demo"
button could appear on a service page. Behaviour-Based Modifications: Adapt the site’s
content or features based on user behaviour to encourage conversions, such as showing
discounts or special offers when a visitor revisits the checkout page.

5. A/B Testing Page Variants: Test different versions of content on specific pages to
determine which elements headlines, images, CTAs perform best. Real-Time Adaptation:
Monitor how changes impact user interaction and adjust in real time to maximize
conversions.

6. Lead Generation Form Targeting: Place lead generation forms or sign-up prompts on
specific pages that align with user intent. For example, a visitor to a case study page maybe
shown a form to download a whitepaper or schedule a consultation. Offer Incentives:
Display targeted offers such as free trials or discounts on pages with high visitor intent (like
checkout or pricing pages).

7. Analytics and Behaviour Tracking Page-Specific Analytics: Track user behaviour on

specific pages to gather data on what users engage with and where they exit. This helps refine
strategies and content placement. Optimizing User Experience: Identify bottlenecks or high-
exit points on certain pages and adjust content, layout, or CTAs to improve the user journey.

8. Retargeting and Remarketing Cross-Platform Retargeting: Use cookies to track users

across different platforms and serve ads based on their activity on targeted pages (e.g.,
product page views or abandoned cart scenarios). Email Remarketing: Follow up with users
via personalized email offers or reminders if they showed interest in a specific page but didn’t
complete a desired action (like making a purchase).

9. Funnel Optimization Nurture Visitors Through Funnel: Align content on targeted pages
with the stages of the customer journey. For example, users on a product page may be closer
to making a purchase, while those on a service page may be early in the consideration phase.

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TYPES OF SITE TARGETING

• Behavioural targeting: This mechanism is based on user behaviour. A segment is created

from online activity including pages viewed, previous search terms, amount of time spent on
a website, ads, content, and buttons clicked. Advertisers and publishers can target users and
display relevant ads based on web-browsing information collected in this segment. A tracking
pixel, or third-party cookie, collects the user data, stores it in a Data Management Platform
(DMP), or other AdTech platform like a DSP. The collected data is then analysed and
grouped into segments by behaviour. This is how the behavioural targets work .
• Contextual targeting: Creates ads based on past behaviour. It builds a profile based on how
someone searches over time and provides new offerings that match their past search
performance. Contextual keyword targeting allows marketers and advertisers to get much
more information by targeting URLs based on the keywords that appear within website
pages.
• Demographic targeting: Demographic targeting allows advertisers to show an ad
specifically to visitors based on their demographic information such as age, gender, location,
languages are known, parental status, and annual income. This demographic information
from users is collected from their browsing histories and activity from their Google accounts.
Advertisers use this information to create demographic profiles to segment their target
audiences. From there, the data guides them to reach the right audience.
• Social media targeting: Uses consumer’s behaviour on social media sites, search engines,
and the web to present ads that reflect their interests. Advertisers note the customer search
history in social media (Instagram, YouTube etc) and according to that the customer get
advertisement to their mobile phone in social media. For example, an individual search about
Ramen videos in YouTube later on the ads in the social media will be about the Swiggy,
Zomato etc.

ADVANTAGES

• Increased relevance: Site targeting allows advertisers to reach their a get audience on
relevant websites, increasing the likelihood of engagement. Ads placed on websites with
relevant content are more likely to attract attention. When ads appear on websites that match
user interests, it feels natural and less intrusive, leading to a positive user experience.
• Enhanced user experience: By targeting specific websites, advertisers can help ensure that
users are exposed to ads that are relevant to their interests, enhancing the overall user
experience. Brand safety: Advertisers can avoid placing their ads on websites that may not
align with their brand values or target audience.
• Competitive advantage: By targeting specific websites, advertisers can gain a competitive
advantage over their rivals, who may be using more general targeting approaches.

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• Improved ad frequency: Site targeting can help advertisers manage ad frequency,
ensuring that users are not exposed to the same ad multiple times, which can lead to ad
fatigue.
• Increased transparency: Site targeting provides advertisers with greater transparency into
where their ads are being displayed, enabling them to make more informed decisions about
their ad campaigns.
• Better data collection: Site targeting provides advertisers with valuable insights into user
behaviour, enabling them to collect better data and make more informed decisions about
their ad campaigns.

STEPS IN SITE TARGETING

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The process of site targeting involves several key steps to ensure effective
personalization, audience segmentation, and campaign optimization. Here are the
detailed steps in site targeting: Choose your objective: Understand your objective and use
it as the basis for your advertising. Clearly outline and plan what you want to achieve
with site targeting. It can be increasing product sales, creating brand awareness to the
public.

Consider your target audience: Consider the audience's characteristics, behaviours,

preferences, and purchasing behaviour. Analyse user behaviour to segment your audience
based on factors such as page visits, time spent on pages, Demographics, location, or device
type.

• Createcontent: Create content with your target audience in mind. Create personalized
content or ads tailored to the audience visiting each targeted page. For example, show
retargeting ads for the same product with discounts, offer a free consultation or case study to
build interest or promote gated content like eBooks or newsletters for lead generation.

• Use targeted marketing: Use targeting tools on social media or Google advertisements to
reach your target audience. Bring into service your targeted ads, offers, or personalized
content on the identified pages. Google Ads or Display Networks for ad targeting. On-site
tools like pop-ups, banners, or dynamic content for personalization.

REFERENCES
https://mediamint.com/9-ad-targeting-strategies/
https://choozle.com/blog/types-of

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Unit 3: Content Planning and Creation.

2-Mark Questions (Short Answer)

1. What is content planning?

2. Mention two key elements of content creation.
3. Define ad creation in digital marketing.
4. List two important steps in ad creation.
5. What is ad delivery?
6. What is the purpose of ad rotation?
7. Define ad scheduling in online advertising.
8. Mention two steps involved in site targeting.
9. What is the role of keywords in site targeting?
10. List two functions of site targeting.

16-Mark Questions (Long Answer)

1. Explain the concept of content planning and its importance in digital marketing.
2. Discuss the process of content creation and the key factors to consider.
3. Describe the steps involved in ad creation with examples.
4. Explain ad delivery, ad rotation, and ad scheduling in detail.
5. Discuss the impact of ad rotation on campaign performance.
6. What are the steps involved in site targeting? Explain with examples.
7. Describe the various functions of site targeting and how it improves ad performance.
8. How does ad scheduling help in optimizing digital marketing campaigns? Discuss in detail.
9. Explain the importance of audience analysis in content planning and ad creation.
10. Compare different ad targeting techniques and their effectiveness in digital marketing ?

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Unit- 4
 SEARCH ENGINE MARKETING UNIT IV

PAY PER CLICK

INTRODUCTION:

Pay-per-click (PPC) is an online advertising model in which an advertiser pays a

publisher every time an advertisement link is “clicked” on. Alternatively, PPC is known
as the cost-per- click (CPC) model. The pay-per-click model is offered primarily by search
engines (e.g., Google) and social networks (e.g., Facebook). Google Ads, Facebook Ads,
and Twitter Ads are the most popular platforms for PPC advertising.

WORKING OF PAY PER CLICK:

The pay-per-click model is primarily based on keywords. For example, in search engines,
online ads (also known as sponsored links) only appear when someone searches a keyword
related to the product or service being advertised. The PPC model is considered to be
beneficial for both advertisers and publishers. For advertisers, the model is advantageous
because it provides an opportunity to advertise products or services to a specific audience
who is actively searching for related content. In addition, a well-designed PPC advertising
campaign allows an advertiser to save a substantial amount of money as the value of each
visit (click) from a potential customer exceeds the cost of the click paid to a publisher. For
publishers, the pay-per-click model provides a primary revenue stream. Therefore, Online
companies are able to monetize their free products using online advertising, particularly the
PPC model.

KEY CONCEPTS OF PAY PER CLICK (P.P.C.):

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KEYWORD RESEARCH AND PLANNING

1. Identify Goals: Define the purpose of the campaign (e.g., brand awareness, lead
generation, sales).
2. Brainstorm Keywords: List words/phrases relevant to your product or service.
3. Use Tools: Tools like Google Keyword Planner, SEMrush, or Ahrefs help find keywords
with high search volume and low competition.
4. Segment Keywords: Group them based on intent: Transactional: "Buy running shoes
online." Informational: "Best running shoes for beginners."
5. Analyse Competition: Check which keywords competitors are bidding on.
6. Prioritize: Select keywords that balance high intent, search volume, and manageable cost-
per-click (CPC).
7. Incorporate Negative Keywords: Exclude irrelevant searches (e.g., for a premium shoe
seller, add "cheap" as a negative keyword). Example: For an online bookstore selling
"children's books": Keywords: "Buy children's books," "educational books for kids," "best
bedtime stories." Negative Keywords: "free children's books," "used books."

Function/Objectives:

Target Audience: Reach users actively searching for your products/services.

Budget Optimization: Avoid wasting money on irrelevant clicks.
Improve ROI: Focus on high-intent keywords that lead to conversions.

AD CREATION AND OPTIMIZATION:

1. Understand Target Audience: Know their pain points and preferences.

2. Write Ad Copy: Headline: Grab attention (e.g., "50% Off Running Shoes"). Description:
Include benefits and a call-to-action (e.g., "Shop Now for Free Shipping").
3. Incorporate Keywords: Use primary keywords naturally in the ad.
4. Choose Ad Format: Search Ads: Text-based, appear on search engine results pages
(SERPs). Display Ads: Visual banners appear on websites. Shopping Ads: Product-based
ads with images and prices.
5. Add Extensions: Include links, phone numbers, or location info to increase click-through
rate.

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Example:
For a shoe retailer: Headline: "Shop Running Shoes – Up to 50% Off!" Description:
"Comfortable and durable running shoes. Free shipping on orders over $50. Shop now!"
Extensions: Sitelink: "View Bestsellers" or "Shop Clearance." Callout: "Free Returns," "Limited
Time Offer."

Function/Objectives:

Drive Traffic: Attract users to your website.

Increase Conversions: Encourage users to take action (purchase, sign up, etc.).
Boost Brand Awareness: Create visibility for your products/services.

TARGETING AND SEGMENTATION :

PPC targeting is essential for any successful pay-per-click campaign, allowing advertisers to
connect with their ideal audience through platforms like search engines and social media. By
selecting the right keywords, locations, and demographics, you can ensure your ads reach
users most likely to engage and convert. Effective targeting helps optimize ad spend and
drive higher returns on investment. 1. Define Your Campaign Goals The first stage is
establishing clear, measurable objectives (e.g., increasing conversions, reducing CPA, or
boosting brand awareness). It determines the expected outcome of your campaign and how
you will analyses your campaign performance. Remember, PPC strategy goals should be
strictly related to the overall goals of your business.

Common goals include:

Increasing website traffic,

Generating leads,
Driving sales,
Boosting brand awareness, or promoting specific products or services.
Your goals will guide your targeting choices.

2. Understand Your Audience The second stage is conducting thorough research to understand
who your ideal customers are, including their demographics, interests, online behaviours, and
purchasing patterns. Tools like:

55
 Google Analytics, Event Tracker Facebook Audience Insights, and customer surveys can
provide valuable data to help you define your target audience.

3. Platform Selection The third stage is choosing the right advertising platforms (e.g.,
Google Ads, Bing Ads, Facebook Ads) based on where the target audience is most active
can provide valuable data to help you define your target audience.

4. Choose Targeting Options Based on Audience Data

The fourth stage boils down to selecting from various targeting options such as:
keyword targeting – ideal for search engines like Google Ads to target users based on
Specific search queries;
demographic targeting – useful for targeting audiences by age, gender, income, education,
and more on platforms like Facebook and Google Ads; location targeting – important for
local businesses or campaigns focusing on specific
Geographic areas;
interest and behavioural targeting – available on social media platforms like Facebook and
LinkedIn to reach users based on their interests, behaviours, and activities;
Retargeting – targets users who have previously interacted with your brand or visited
your website, helping to re-engage potential customers.
Choose the appropriate options depending on your audience characteristics and goals.

5. Utilize Audience Segmentation The fifth stage is segmenting your audience based on
different criteria (e.g., new vs. returning customers, high-value customers, etc.) to create more
personalized and relevant ad experiences. Audience segmentation allows for more precise
targeting and can improve conversion rates.

BIDDING AND BUDGETING :

PPC bidding is a digital marketing strategy where advertisers compete to have their ads
displayed in prominent positions on search engine results pages (SERPs), websites, or social
media platforms. In this model, advertisers bid on specific keywords or target audiences
relevant to their products or services. The bidding process involves determining the
maximum amount an advertiser is willing to pay for a click on their ad. By optimizing bids
and focusing on effective keywords, businesses can get the most out of their advertising
efforts. A PPC budget is a part of the overall marketing budget comprising the amount of
money you allocate for your PPC campaigns across different platforms, such as Google Ads,
Facebook Ads, Amazon Ads, and Microsoft Ads. It determines how much you are willing to
spend on your ads to achieve specific marketing goals, whether it’s generating leads, driving
sales, or increasing brand awareness.

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 PPC budgeting involves allocating money to campaigns across various platforms to
optimize ad spend and achieve maximum ROI. Calculating the PPC budget can be done
using the Revenue Goal-Based and Conversion Goal-Based formulas, depending on the
goals of your PPC campaigns. Allocating a PPC budget effectively requires setting clear
campaign goals, choosing the right platforms, estimating CPCs, and making continuous
adjustments based on campaign performance.

PPC PLATFORMS:

Google Ads
Microsoft Ads
Facebook Instagram LinkedIn X (Formerly Twitter)
YouTube AdRoll
Bid Vertiser Rev Content Pinterest Taboola & Outbrain

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CALCULATION OF PAY PER CLICK:

The basic formula for calculating the pay per click (PPC) is: PPC= Total Ad Spend / Total
Clicks where, Total Ad Spend is the total amount of money spent on the ad campaign. Total
Clicks refers to the number of times users have clicked on the ads.

STEP-BY-STEP CALCULATION:
Total Ad Spend: Rs.1,000 Total Clicks: 2,500 clicks Applying the Formula:
PPC=1,000/2,500 = 0.40 Interpretation: The Cost Per Click (CPC) is Rs.0.40, meaning the
advertiser paid Rs.0.40 for each click on their ad.

FACTORS INFLUENCING PPC:

Several factors can influence how much an advertiser pays for each click: Bid Strategy: In
PPC campaigns, particularly on platforms like Google Ads, advertisers place bids for
keywords. The amount an advertiser is willing to pay for a click can affect the PPC. If more
advertisers are bidding for the same keyword, the CPC will generally be higher. Quality
Score: Platforms like Google Ads use a Quality Score to determine the relevancy and quality
of ads. A higher Quality Score can lower the CPC, while a lower Quality Score can result in
higher costs. Keyword Competition: Highly competitive keywords tend to have higher CPCs
because more advertisers are bidding for those keywords. Ad Position and Relevance: Ads
that appear in higher positions on search engine results pages tend to attract more clicks, but
they may cost more because they are more visible.

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PPC CAMPAIGN OPTIMIZATION:

To improve the efficiency of a PPC campaign and reduce the CPC, advertisers
can take several steps:
Refining Keywords: Using more specific, long-tail keywords can reduce the
competition and lower CPC. Improving Quality Score: This can be done by
optimizing ad relevance, landing page experience, and expected click-
through rate (CTR). Ad Targeting: Narrowing down your target audience
helps ensure that your ads are shown to the most relevant people,
improving the chances of conversion and reducing costs. A/B Testing:
Regular testing of ads and landing pages can improve performance and
lower costs over time. Advertisers can optimize their campaigns by
considering factors such as keyword selection, quality score, and bidding
strategies. By continually refining these elements, PPC campaigns can be
made more cost-effective and efficient.

COST PER MILE

INTRODUCTION:

Cost per mille (CPM), sometimes referred to as cost per thousand impressions, is a
programmatic advertising pricing model where advertisers pay a fixed rate for every one
thousand times their ad is displayed to users/for every one thousand impressions received.
One of many cost and pricing models, the cost per mille meaning is derived from a simple
formula, making it easy for mobile marketers to measure the cost for every one thousand
impressions (mille meaning 1000 in Latin) on a campaign-by-campaign or channel-by-
channel basis.

MEANING:
Cost Per Mile is a financial metric that calculates the total operational costs incurred by a
vehicle for every mile driven. It serves as a fundamental measurement for both freight
carriers and logistics firms, providing an accurate snapshot of the expenses associated with
delivering goods from one location to another. Costs may encompass a wide array of
factors such as fuel, maintenance, insurance, and labour costs. Formula for Cost Per Mile
(CPM) = Advertising cost/number of impressionx1000

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Cost Per Mile:

CPM, or "Cost Per Mille," refers to the cost of reaching one thousand people with an ad. As
online advertising continues to grow, CPM has become a crucial tool for advertisers looking
to optimize their campaigns and maximize their return on investment.
Cost per mile (CPM), is a very traditional online marketing metric in which companies pay
for views of their advertisement. It's primarily used in advertising media selection, marketing
as related to web traffic, and online advertising. One great example that many companies
might be familiar with is Google Ads. This platform works on a CPM and a CPC basis.
For instance, if a CPM price is set at INR 500, the advertiser needs to pay INR 500 for every
thousand impressions of their ad. Woah, how is this calculated? For that, we need to look at
the formula for calculating CPM.

How to calculate CPM?

Calculating CPM is very easy. You can use an online CPM calculator to figure it out or grab
a regular calculator. Since CPM is measured per thousand, the CPM formula to calculate it is
simple. CPM = (Total cost on Ad Campaign / Total Ad Impressions) * 1000
Total Cost of the Campaign = The amount spent on the ad campaign.
Total Impressions = The number of times the ad was displayed.
Multiplication by 1000 is done to express the cost per 1,000 impressions.

How Does a CPM Campaign Work?

By now, you must have the formula to calculate a CPM Campaign by heart, right? But we’ll
have a look at the formula once again. So, the formula to calculate a CPM campaign is as
follows: CPM = (Ad Spend / Ad Impressions) * 1000
Let’s put this formula into reality. A website charges the advertiser a specific price for every
1,000 ad views. For example, if a site charges INR 100 CPM, the advertisers pay INR 100 for
every 1,000 times their ad appears on a website page.

CPM campaigns are often used for brand awareness, as the goal is to get as many people as
possible to see the ad rather than encouraging them to take a specific action. Let’s have a
look at how a CPM campaign works:
A publisher (e.g., a website or mobile app) agrees to host ads from an advertiser. The
advertiser creates a display ad (e.g., a banner or video ad) and submits it to an ad
network or publisher.
The publisher displays the ad on their website or app, and the ad is counted as an
impression each time it is viewed by a user.
The advertiser pays the publisher a predetermined amount for every 1,000 impressions
the ad receives, regardless of whether or not users click on the ad.

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The campaign can be optimized for maximum exposure, targeting specific demographics,
devices, locations, or keywords to ensure the most relevant audience sees the ad.

Steps to Calculate and Optimize CPM for the Best Results:

Step 1: Define Campaign Objectives
Before calculating or optimizing CPM, it’s important to define the campaign goals, such as:
Brand awareness
Lead generation
Conversion rate improvement
Website traffic
A well-defined objective helps in choosing the right advertising platform and strategy.

Step 2: Choose the Right Advertising Platform

Different platforms have different CPM rates. The choice depends on where the target
audience is most active:
Google Ads (Display Network, YouTube)
Social Media Ads (Facebook, Instagram, LinkedIn, Twitter)
Programmatic Advertising (Real-time Bidding - RTB)
Direct Publisher Deals (Buying directly from websites)
Each platform has different CPM pricing, so analyzing past campaign performance can help
choose the most cost-effective option.

Step 3: Calculate CPM for the Selected Platform

Use the CPM formula by inserting the total campaign cost and total impressions received.
Example Calculation:
Total cost of the campaign = $500
Total impressions = 200,000

CPM=(500200000)×1000=$2.50CPM = \left(\frac{500}{200000}\right) \times 1000 =

\text{\$2.50}CPM=
(200000500)×1000=$2.50
This means the advertiser is paying $2.50 for every 1,000 impressions.

Step 4: Compare and Analyze CPM Rates

Compare the CPM rates of different platforms to determine which one gives the best value.
A lower CPM doesn’t always mean better performance—consider Click-Through Rate
(CTR), Conversion Rate (CVR), and Return on Ad Spend (ROAS) alongside CPM.

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Step 5: Optimize CPM for the Best Results
A. Improve Ad Targeting Use Audience Segmentation (age, gender, location, interests) to
reduce wasted impressions.Utilize retargeting to reach users who have already interacted with
the brand.
B. Optimize Ad Creative & Format
High-quality and engaging ads (videos, interactive content) tend to have lower CPM due
to better engagement.
A/B test different ad creatives and headlines to see which performs best.
C. Experiment with Bidding Strategies
Use Automated Bidding (Google Ads, Facebook) to adjust bids dynamically.
Adjust bids based on the time of day, device type, and location for better CPM efficiency.
D. Increase Ad Relevance Score
On platforms like Facebook, Google, and LinkedIn, higher ad relevance scores reduce
CPM.
Improve ad engagement (likes, shares, comments) to boost ad quality scores.
E. Optimize Placement & Inventory
Test different ad placements (news feed, sidebar, stories) to find lower CPM options.
Buy directly from publishers or use private marketplace (PMP) deals to negotiate better
CPM rates.
F. Monitor & Adjust in Real-Time
Use analytics tools (Google Analytics, Facebook Insights) to track CPM trends.
Pause low-performing ads and reallocate budget to higher-performing ones.

Step 6: Evaluate Overall Campaign ROI

Even if CPM is low, check whether it leads to actual conversions and revenue.
Measure Cost Per Acquisition (CPA) and Return on Investment (ROI) alongside CPM
to ensure a profitable campaign.

Getting the Best CPM

To achieve the best CPM:
✅ Choose the right platform based on audience and goals.
✅ Improve targeting and ad relevance to lower CPM.
✅ Use data analytics to monitor and optimize campaigns.
✅ Test different ad formats and placements.
✅ Adjust bidding strategies dynamically. By following these steps, advertisers can not only
achieve the best CPM but also ensure that their campaigns generate the highest possible
returns.

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COST PER ACQUISITION:

Cost per acquisition (CPA) is a marketing metric that measures the total cost of a
customer completing a specific action. In other words, CPA indicates how much it costs to
get a single customer down your sales funnel, from the first touch point to conversion. This
action can be defined as a click, purchase, lead, or a multitude of other options, and will
depend on performance marketing goals.

IMPORTANCE OF CPA

Budget Management: Cost per acquisition is essential for budget management as it provides
a clear metric to measure how much is spent on acquiring a customer, enabling a company to
allocate its marketing budget effectively.

Profitability Analysis: By comparing CPA to the lifetime value of a customer, businesses can
determine if their marketing strategies are profitable and make necessary adjustments.
Campaign Optimization: CPA aids in comparing the effectiveness of different marketing
campaigns, allowing companies to focus on strategies that bring in customers at the lowest
cost. Investment Decisions: An understanding of CPA can guide business decisions, like
whether to invest more in marketing efforts or in improving product or service quality to
drive organic customer acquisition.

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CALCULATION OF COST PER ACQUISITION:

To calculate cost per acquisition, divide the total marketing cost by the number of new
customers acquired during a specific period. This formula helps businesses evaluate the cost-
effectiveness of their customer acquisition strategies. CPA Formula: CPA = Total Marketing
Cost / Number of New Customers Example: Let your campaign cost is Rs.10,000 and
ultimately you drove 1,000 conversions. Then by plugging in 10,000 / 1,000, your CPA will be
Rs.10. Understanding cost per acquisition (CPA) is essential for managing and optimizing
marketing budgets effectively. By calculating CPA, businesses can gain insights into the
efficiency of their marketing strategies and make data-driven decisions to enhance customer
acquisition efforts.

FACTORS AFFECTING CPA

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 1.Channel Competition: Higher competition in a channel can increase advertising costs,
raising the CPA.
2. Audience Targeting: Precise targeting can improve relevance and reduce CPA by
attracting qualified leads.
3. Ad Quality and Relevance: Compelling and relevant ads enhance engagement and
conversion rates, lowering CPA.
4. Landing Page Experience: Optimized landing pages increase conversion rates, reducing
the CPA.
5. Channel Optimization: Regular monitoring and adjusting of campaigns improve
efficiency and lower CPA.

STRATEGIES TO IMPROVE CPA

Enhance Targeting: Focus your advertising on specific audience segments most likely
to convert, utilizing detailed demographic and behavioural data to refine your
targeting.
Optimize Ad Creatives: Regularly update and test different ad creatives to ensure they
are engaging and effective, capturing your audience’s attention and prompting action.
Improve Landing Pages: Design landing pages that are relevant, fast-loading, and
optimized for conversions, ensuring a seamless and compelling user experience. Use
Retargeting Campaigns: Implement retargeting strategies to re-engage visitors who
have shown interest but haven’t yet converted, increasing the likelihood of conversion
with repeated exposure.
Analyse and Adjust: Continuously monitor campaign performance, using data
analytics to make informed adjustments and optimize your marketing efforts for better
efficiency and lower acquisition costs.

SOURCE LINKS:

1. https://corporatefinanceinstitute.com/resources/valuation/pay-per-click-ppc/
2. https://mountain.com/blog/cost-per-acquisition/
3. https://taglab.net/marketing-metrics/cost-per-acquisition-by-channel/
4. https://searchengineland.com/guide/ppc/budgeting-and-bidding-
strategies#:~:text=A%20PPC%20budget%20is%20the,bidding
%20strategies%20and%20options%20available.
5. https://landingi.com/ppc/targeting/

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UNIT 4 : PAY PER CLICK

2-Mark Questions (Short Answer)

1. What is Pay-Per-Click (PPC) advertising?

2. Mention any two key concepts of PPC.
3. How is PPC different from organic search marketing?
4. What is the formula for calculating PPC?
5. Define Cost Per Mile (CPM) in online advertising ?
6. How is CPM calculated?
7. What is Cost Per Acquisition (CPA)?
8. List two factors affecting CPA.
9. Why is CPA important in digital marketing?
10. How does PPC help in increasing website traffic?

16-Mark Questions (Long Answer)

1. Explain the concept of Pay-Per-Click (PPC) advertising and its importance in digital
marketing.
2. Discuss the key concepts of PPC and their role in online advertising.
3. How is PPC calculated? Explain the steps involved with examples.
4. What is Cost Per Mile (CPM)? Explain its significance and calculation method.
5. Discuss the steps to calculate CPM and its impact on digital marketing campaigns.
6. Explain Cost Per Acquisition (CPA) and how it is calculated.
7. Analyze the factors affecting CPA and how businesses can optimize it.
8. Compare and contrast PPC, CPM, and CPA in digital advertising.
9. How do PPC campaigns help businesses achieve their marketing objectives?
10. Discuss the challenges and best practices in managing PPC campaigns effectively.

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UNIT 5
Understanding Keywords in SEMA keyword is a word or phrase that users enter into search
engines to find relevant content or information. Keywords are critical for web content
optimization, helping websites rank higher in search results. SEO is pretty much impossible
without keywords. But when you have a list of the right keywords, you can start working
on important SEO tasks like:
Figuring out your site architecture
Planning out product and category pages
Writing content for blog posts and YouTube videos
Optimizing landing pages and sales pages
List few Keywords : on-page SEO, off-page SEO, SEO audit, meta description, alt text,
organic traffic, search rankings, SEO strategy, local SEO, link building,

Characteristics:
1. Keyword Research: Example: Before creating a blog post about "healthy eating," you
research keywords like "healthy eating tips," "healthy recipes," and "nutrition for beginners"
to find which one has high search volume and low competition. Explanation: Without this
research, you might end up targeting a highly competitive or irrelevant keyword that doesn’t
attract your target audience.

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2. Search Volume: Example:
A website selling running shoes targets the keyword "best running shoes for flat feet" because
it has a search volume of 1,500 monthly searches, while "running shoes" has millions of
searches but is very competitive.
Explanation: Targeting keywords with significant search volume ensures your content has the
potential to reach a large audience.

3. Relevance:
Example: A business selling eco-friendly cleaning products targets the keyword "eco-friendly
cleaning products" rather than just "cleaning products," because it directly aligns with their
products and target market.
Explanation: Relevance ensures your content matches the user's search intent, which
improves your chances of ranking and attracting the right visitors.

4. Conversion Value:
Example: A software company optimizes for keywords like "buy project management
software" or "best project management software for teams" because these keywords are likely
to convert visitors into customers.
Explanation: Keywords with high conversion value are those that show strong intent to make
a purchase or complete a desired action.

5. Competition:
Example: A local bakery uses the keyword "best bakery in [city]" rather than just "best
bakery," as the broader term is too competitive for a small, local business to rank for.
Explanation: Keywords with reasonable competition increase the chances of ranking higher
and attracting targeted traffic without being lost in the competition of broader terms.

6. Transactional Keywords:
Example: A website selling headphones targets the keyword "buy noise-cancelling headphones"
or "best headphones for travel" because users searching these terms are more likely to make a
purchase.
Explanation: Transactional keywords focus on users who are ready to make a purchase,
increasing the chances of conversion.

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7. Meta Description:
Example: A blog post about "healthy smoothie recipes" includes a meta description: "Explore
10 delicious and nutritious healthy smoothie recipes for weight loss and energy." This
includes the keyword "healthy smoothie recipes."
Explanation: Including the keyword in the meta description helps Google understand the
content of the page and can encourage users to click on your result.

8. Internal Linking:
Example: A page about "types of yoga poses" links to another page about "yoga benefits,"
helping search engines discover related content and improving overall site SEO.
Explanation: Internal linking helps spread link equity throughout your website and improves
search engine rankings for multiple pages.

9. Alt Tags:
Example: A product page for running shoes includes an image of a pair of shoes, and the alt
text for the image is "blue running shoes for flat feet."
Explanation: Alt tags allow search engines to understand the content of images, improving
page indexing and accessibility.

10. URL Structure:

Example: A blog post URL is structured as: www.example.com/healthy-eating-tips-for-
beginners, making it clear and descriptive for both users and search engines.
Explanation: A clean, descriptive URL helps improve SEO by making it easier for search
engines to understand the content of the page. The examples highlight how important each
SEO characteristic is in driving traffic, improving visibility, and ultimately boosting
conversions for a website.

Importance: 1. Improved Search Engine Ranking: Keywords help search engines

understand the content of your web pages. By optimizing your site with the right keywords,
you increase the chances of ranking higher in search results for relevant queries. Higher
rankings lead to increased visibility and more organic traffic.
Example: If your website sells "handmade leather wallets" and you optimize your page with
this keyword, it will be more likely to rank higher in search results for people looking to
buy "handmade leather wallets," boosting visibility and traffic.

1. Targeting the Right Audience: By using keywords that match the search intent of
your audience, you can attract users who are actively looking for the products, services,
or information you offer. This ensures that your content reaches the people who are
most likely to convert or engage with your website.

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Example: If you run a fitness blog and use keywords like "best home workouts for beginners,"
your content will attract people who are looking for easy workout routines to start with,
rather than advanced fitness enthusiasts.
Content Relevance: Keywords ensure that the content on your website is aligned with what
people are searching for. By including relevant keywords, you make sure your website
provides value and addresses the needs of users, which can improve user experience and
reduce bounce rates. Example: If you're a tech company offering "smartphone repair
services," using the keyword "screen repair for iPhone" ensures that your content matches
what users are searching for when they need a specific service.
Competitive Advantage: Proper keyword research helps you identify search terms that your
competitors may not be targeting effectively. By focusing on these keywords, you can create
content that fills gaps in the market, allowing you to stand out and attract traffic away from
competitors.
Example: If your competitors aren’t targeting the long-tail keyword "best budget-friendly
laptops for students," you can create content specifically focusing on this, gaining a
competitive edge by capturing the interest of cost-conscious students.
Increased Organic Traffic: When your website ranks higher for relevant keywords, it
naturally attracts more organic traffic. Organic traffic is highly valuable because it’s cost-
effective, builds trust, and often leads to higher-quality leads and conversions compared to
paid advertising.
Example: If your website ranks #1 for the search term "how to train a puppy," it will attract
more visitors searching for puppy training tips, driving organic traffic to your site without the
need for paid ads.
Better User Experience: By optimizing your site for specific keywords, you ensure that users
find content that matches their needs. This creates a more relevant and engaging experience,
which can lead to longer site visits, lower bounce rates, and more return visitors.
Example: If someone visits your online store and finds products with clear and specific
keywords like "summer dresses for plus size," they will feel that your website provides
relevant, easy-to-navigate content that matches their needs.
Content Strategy Foundation: Keywords serve as the foundation for creating effective
content. They help inform blog posts, articles, product descriptions, and other forms of
content, ensuring that the content aligns with what users are searching for.
Example: For a blog on healthy eating, using keywords like "vegan meal plans" or "quick
healthy recipes" helps guide the development of posts, ensuring the content meets the search
needs of readers interested in plant-based diets.
Long-Tail Keywords and Conversion: Long-tail keywords, which are longer and more specific
phrases, often have lower competition and higher conversion rates. These keywords attract
users with more specific search intent, making them more likely to complete a desired action
(such as purchasing a product or signing up for a service).

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Example: A user searching for "cheap gym memberships in Los Angeles" is likely more ready
to join a gym than someone just searching "gym membership," meaning your site is more
likely to convert this search into a sale. In summary, SEO keywords are essential for
improving search rankings, targeting the right audience, optimizing content, and driving
organic traffic to your website. Effective keyword optimization can enhance your website's
visibility, relevance, and overall success in the competitive digital landscape.

Disadvanatages :

While SEO keywords are essential for online visibility and ranking, there are also some
potential disadvantages when they are not used correctly or strategically. Here are a few of
the disadvantages of SEO keywords:
1. Keyword Overstuffing: When keywords are excessively used in content (known as keyword
stuffing), it can negatively impact the user experience and lead to penalties from search
engines. Google, for example, can devalue pages that try to manipulate rankings by
overloading content with keywords, resulting in lower rankings or removal from search
results.
2. Unnatural Content: Focusing too much on keywords can lead to content that feels forced,
unnatural, or robotic. This can decrease the quality of the content, which may lead to higher
bounce rates, reduced engagement, and a poor user experience, ultimately harming your
rankings.
3. Inaccurate Keyword Targeting: Not all keywords are equally valuable. Targeting overly
competitive, irrelevant, or broad keywords may result in wasted efforts and marketing
resources. If the chosen keywords don’t align with what your audience is searching for, you
may attract traffic that’s unlikely to convert into customers or leads.
4. Changing Algorithms: Search engines, particularly Google, frequently update their
algorithms. What works today in keyword optimization may not be as effective tomorrow.
Relying too heavily on a specific set of keywords can make it difficult to adapt to changes in
search engine ranking factors, leaving websites at risk of losing traffic.
5. Neglecting Other SEO Factors: While keywords are crucial, over-focusing on them can
lead to neglecting other important SEO aspects like site speed, mobile optimization, user
experience, backlinks, and content quality. A balanced SEO strategy is necessary for long-
term success, and relying solely on keywords can be limiting.
6. Long-Tail Keyword Challenges: While long-tail keywords can drive highly targeted traffic,
they usually have lower search volume. This can make it difficult to generate significant traffic
from these keywords alone. It might take more effort to rank for and optimize multiple long-
tail keywords to achieve meaningful results.

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7. Keyword Cannibalization: When multiple pages on your website target the same or similar
keywords, it can lead to keyword cannibalization, where pages compete against each other
for the same search term. This can dilute the effectiveness of your SEO efforts and lower the
overall ranking of your site.
8. Over-Reliance on SEO: Relying too heavily on SEO keywords to drive traffic can result in
an over-focus on organic search, neglecting other important marketing channels such as
social media, email marketing, or paid advertising. This limits the overall scope of a digital
marketing strategy.
9. Time and Effort in Keyword Research: Identifying the right keywords through thorough
research can be time-consuming and resource-intensive. Additionally, keyword trends and
user behavior can change over time, requiring continuous monitoring and adjustments to
your keyword strategy. In conclusion, while SEO keywords are essential for online visibility
and driving organic traffic, focusing too heavily on them or using them improperly can lead
to negative outcomes, such as poor user experience, algorithm penalties, and ineffective
results. It’s crucial to balance keyword usage with other SEO factors and regularly update
your strategies to stay aligned with evolving search engine algorithms.

Reference links https://www.wscubetech.com/blog/keyword-

types/#:~:text=You%20optimize%20your%20web%20content,men's%20casual%20shoes%E2
%80%9D%2 0into%20Google. https://backlinko.com/hub/seo/seo-keywords

TYPES OF KEYWORDS USED IN SEARCH ENGINE MARKETING:

FLOWCHART

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BASED ON MATCH – TYPE : Broad Match Keyword : A broad match keyword is a match
type used in search engine advertising (e.g., Google Ads) that allows your ad to appear when
a user searches for terms that are related to your keyword, even if the search words do not
exactly match the keywords. This variation may consist of phrases having a similar meaning,
singular or plural forms, misspellings, stemming, or synonyms of the If your broad match
keyword is "women's shoes", your ad might show up for:
Example: Related searches like: "ladies footwear," 1. buy shoes for women 2. women's
sneakers Variations like: "womens shoe," "ladies' shoes," etc. targeted word.

Phrase Match Keywords :

A phrase match keyword is one kind of keyword that ads appearing on the search
results page will have a similar meaning to when typed on the search engine. These
keywords will be much more specific and to the point. An advantage of a phrase match
keyword is that it is more flexible than exact match keywords and more distinct than the
standard broad match keywords. Example: For example, if your phrase match keyword
is “gaming laptops”, then your ads will appear on searches such as “laptops for gaming”
or “top laptops for gaming”.

Exact Match Keywords :

Exact match keywords are the kind of keywords that very closely match with the ads. In
other words, your ads will appear only when the keyword searched by the user has the exact
keyword or the same meaning. With a keyword that matches exactly, you can decide on
precisely which kind of consumers you want on your web page. It will help your ads appear
in front of the right audience and drive targeted traffic to your website.Out of all the keyword
matching options, exact match keywords offer you the most control over the type of audience
and consumers you want on your web page.

Example: If your exact match keyword is “laptops for students” then the searches
that your ads might appear in might be “student laptops” or “laptop for a student”
but it will not appear for searches like “laptops for gaming” or “gaming laptops”.

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Negative Keywords : Negative keywords are a feature in search engine advertising that
prevent your ads from showing for specific search queries. By excluding irrelevant or
unrelated keywords, you can ensure your ads are shown only to the most relevant audience.
It is important to remember that using too many negative keywords in your ad campaigns
can further decrease traffic on your web page.

Example: If you are a business that sells bed sheets and cushion covers, you might want to
add phrases like “phone covers” or “assignment sheets” to your negative keywords to negate
them from your campaigns.

BASED ON USER INTENT : Informational keywords : These keywords are used by

searchers who want to acquire knowledge on the topic. These are search queries used by the
people who want to learn something. Informational keywords frequently (but don’t always)
take the form of question keywords. This means they often start with “what,” “why,”
“how,” and so on. For example, the top few Google results for “coffee calories” are articles
about the number of calories found in coffee:

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These keywords are used by searchers who want to find a specific site or page. These
keywords are applied when someone types a website or brand name into a search engine, they
are likely performing a navigational search. People behind these searches already know the
company or product. And want to find the correct website or physical location to get to their
products or services. Short tail keywords are also known as Broad Keywords. They are
general search terms that typically consists of one or two words. They are the most basic and
widely used keyword in Search Engine Marketing.

Key Characteristics :

High Search Volume:

Short-tail keywords attract a large number of searches, leading to more visibility.
Broad Intent:
These keywords are less specific, meaning the user’s intent may vary (informational,
navigational, or transactional).
High Competition:
Due to their popularity, these keywords are often targeted by many advertisers, resulting
in higher costs-per-click (CPC).
Low Conversion Rates:
Because of their general nature, short-tail keywords often attract less qualified traffic,
leading to lower conversion rates compared to more specific keywords.

EXAMPLES :
1. SHOES
2. LAPTOPS
3. DIGITAL MARKETING

Mid Tail Keywords : Mid tail keywords are search terms that are slightly more specific than
short tail keywords but not as detailed as long tail keywords. They usually consists of 2 or
3 words and strike a balance between traffic volume and user intent specificity.

Key Characteristics :

Moderate Search Volume: Mid-tail keywords have lower search volume than short-tail
keywords but higher than long-tail keywords.
Balanced Competition: They face less competition than short-tail keywords, making them
more cost-effective.
More Specific Intent: These keywords target users with a clearer idea of what they are looking
for, improving relevance.

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Higher Conversion Rates: Compared to short-tail keywords, mid-tail keywords tend to attract
a more focused audience, leading to better conversion potential.

EXAMPLES :
1. Running shoes
2. Best laptops 2024
3. Digital marketing tools

Long Tail keywords : Long tail keywords are highly specific search phrases, typically
consisting of 3 or more words. They target niche audiences and have a clear search intent,
making them a powerful tool in Search Engine Marketing.

Key Characteristics :

Low Search Volume: These keywords have fewer searches compared to short- and mid-tail
keywords.
Low Competition: Because of their specificity, long-tail keywords face less competition,
leading to lower cost- per-click (CPC).
High Conversion Rates: They attract users who are closer to making a purchase or taking
action, improving ROI.
Highly Specific Intent: Long-tail keywords cater to users with a clear understanding of what
they want, ensuring relevant traffic.

EXAMPLES :
1. Best running shoes for flat feet women
2. Affordable graphic design courses online
3. Hotels near Times Square New York with free parking

BASED ON TARGET AUDIENCE : Brand keywords are search terms that include the
name of a specific brand, product, or service. These keywords are used by users who are
already familiar with the brand or are searching specifically for it.

Key Characteristics :

High Intent: Users searching for brand keywords often have a strong interest in the brand,
indicating familiarity or loyalty.
Lower Competition (Usually): Most competitors avoid bidding on another brand's keywords,
though exceptions exist.

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Better Conversion Rates: These keywords often lead to higher conversion rates as users
searching for them are already interested in the brand.
Non Branded Keywords : Non-branded keywords are search terms that do not include a
specific brand name. They are generic and often describe a product, service, or topic. These
keywords help attract new customers who are unaware of your brand but are searching for
related offerings.Non- branded keywords target users in the awareness and consideration
phases, researching and comparing their options.

Key Characteristics:

Broad Audience: Non-branded keywords target users in the discovery phase who are not yet
loyal to any brand.
High Competition: Since these keywords are generic, many businesses compete for them,
increasing cost-per- click (CPC).
Diverse Intent: User intent can range from informational to transactional, requiring careful
keyword selection and ad targeting.
EXAMPLES :
1. Running shoes for women
2. Affordable graphic design services
3. Best hotels in New York

COMPETITIVE KEYWORDS : Non-branded keywords are search terms that do not include
a specific brand name. They are generic and often describe a product, service, or topic. These
keywords help attract new customers who are unaware of your brand but are searching for
related offerings. These keywords are often associated with popular products, services, or
industries, making them highly competitive and expensive to bid on.

Key Characteristics : High search volume : These keywords are frequently searched by users,
indicating high demand and potential for generating a large volume of traffic. High
Competition: Since these keywords are generic, many businesses compete for them, increasing
cost-per- click (CPC).

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Diverse Intent:
User intent can range from informational to transactional, requiring careful keyword
selection and ad targeting.
EXAMPLES :
1. Samsung galaxy S23 ultra
2. Affordable graphic design services
3. Best hotels in New York

SEASONAL KEYWORDS : Seasonal keywords are search terms that experience significant
increase in popularity during specific times of the year. These keywords are often associated
with holidays, seasons, or weather-related events. They are used in SEM campaigns to target
users actively searching for products or services relevant to the season. One Example is a search
term like “Christmas decorations”: a lot more people are looking for Christmas decorations in
December, whereas in the summer months there will be a really low demand for that kind of
products.

Key Characteristics : Time-Sensitive: These keywords are highly effective during specific periods
and have limited relevance outside of those times.
High Search Volume (Seasonally): During their peak period, these keywords attract significant
search traffic.
Event or Holiday-Centric: Typically linked to events like Christmas, Black Friday, Valentine's
Day, or seasonal needs like summer vacations or winter clothing.

EXAMPLES :
1. Christmas gift ideas" (Holiday)
2. Best Black Friday deals 2024" (Sales event) 3. Summer vacation packages" (Seasonal) 4.
Diwali decoration ideas" (Festival-specific)

REFERENCE :
1. www.semrush.com
2. www.creatopy.com
3. www.marketing91.com

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Steps Involved in research keyword: The primary goals of the keyword research is to
understand the user’s through the relevant words and phrases given by the user into the
search engines to get the desired output.

Steps involved :-
1. Define your goals :- knowing your goals helps you to know your important keywords
which can attract or bring out the potential consumers to get their needs and results through
the digital channels like website and social media. Use SMART [Specific, Measurable,
Achievable, Relevant and Time bound] frame work to achieve your goals.

2. Brainstorm seed keyword :- Seed keywords are the short words or phrases that can process
the generating initial keyword research for your product or company . It is the foundation of
keyword research. Seed keywords is the theme and core term that represents the company so,
the keywords would be common sense. That’s why it is so easy to find a product online using
keywords.
•Importance:- It spots the potential topic that your consumers or targeted audience searching
for. It helps you to recognize a rang of related keywords that you might like. It makes your
website to get more traffic by making your keyword rank higher on search engine outcomes.
It can identify broader search trends and niche topics •Example:- If you run a beads bracelet
then your seed keywords would be “bracelet”, “bead jewelry” etc. If you sell stuffed toys
online then your seed keywords words would be “bear”, “dolls” etc.

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3. Use keyword research tool :-
Tools like “Google keyword planner”, “Ahrefs”, “Semrush”, etc. helps you to finding and
analyzing the core terms that consumers type into the search engine to get their required
results. There are many websites available to understand their search volume.
• Example:- Moz Keyword Explorer Keyword Surfer Ahrefs Keyword Explorer Keyword it
Ahrefs Keyword Difficulty Local Keyword Research

4. Analyze competitors :- Competitor keywords are the higher rank or rival website rank in
search engines. Use an SEO tool to identify the competitors content and the keywords they
target and rank for How to rank higher in search engine:- Analyzing competitor’s keywords
Keywords that are relevant to what audience search for Grab the opportunities to
outperform rivals and divert
traffic to your site Avoid targeting keywords that are too difficult (or expensive) to rank
for Compare your keywords with your competitors keywords Compare your rankings
against competitors Examine search volumes (it represents the average number of monthly
searches a keyword receives and a higher keyword volume)

5. Identify long tail keywords :- Long tail keywords has more details given to the search
engine. They are mostly three or more words.
Examine auto complete suggestions in google directly:- Collecting a pool of long tail
keywords is to simply enter a board keywords into search engine.
Use question modifiers:- Question modifiers like “what” and “how” makes the targeted
audience to search for your content often because it solves the queries your audience might
ask. Add qualifiers to short tail keywords:- Try adding qualifying terms to your keywords
relevant to your business or product. For example, if you sell shoes, append a combination of
terms like “blue”, “not slippery”, or anything relevant. Even add your location information.
For instance, “dancing shoes available in vadapalani ”.

6. Evaluate keyword metrics :- It helps you to analyze the numerical data and improve your
keywords for search engine. It evaluate keyword rankings, organic traffic, conversion rate,
bounce rate, clicks and average position, cost per click (CPC). It refers you the most
important keywords for your product or company. You can even find some good keywords
to overcome your competitor’s keywords. You can even use tools to evaluate keyword
metric.

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7. Check search intent :- It is also known as “User Intent”. It is used when the users has
to search a query into a search engine. Users use search engines like Google to get results
for their questions each and everyday. Even for cooking dinner, consumers look up for
the recipes online and they get their required recipes. Expanding your understanding of
search intent can refine your engagement and marketing strategies – improving audience,
segmentation, relevancy, engagement, visibility and conversions. People often use it when
they want to compare products, find store nearest location, find tutorial and solve
problems, etc.

8. Group and prioritize keywords :- You need to know how to use your keyword properly.
You need to rank your keyword based on their value and difficulty. Search volume :- Add
keywords that shows most search volume relevant to your business. Search competition :-
It shows how tough it is to rank higher for a keyword. Keyword research tool :- Use tools
to get new keyword ideas to beat your rivals and rank higher. Clustering :- It makes
content planning and website page easier using structure and hierarchy to your keywords.

9. Testand refine :- It is a process of rating and testing a product before it is launched for
production. It is an important step to check the product, If it’s performing well or not.
This means keeping an eye on your keyword rankings and making changes to your
approach if you’re not seeing the results you want. You need to be willing to experiment
with different strategies and tactics in order to find what works best for you. It is
important to monitor your progress as you implement your keyword strategy. Analyze
keyword metrics :- Metrics determines which keywords are performing well. Test and
experiment :- Try new keywords and tactics. Monitor and adjust :- Keep an eye on your
keyword rankings and analyze it. Check the SERP [ Search Engine Results Page] :- If
your keywords are competing against a lot of brand names and has more influence then
try making it as long tail keywords. ( Referred websites : semrush.com ,
blog.hubspot.com , blanklinko.com , vexpower.com )

Keywords Targeting in Search Engine Marketing (SEM)

Introduction Keywords targeting is a fundamental strategy in Search Engine Marketing
(SEM). It involves identifying and bidding on specific search terms that potential customers
are likely to use when searching for products, services, or information. By targeting the right
keywords, advertisers can ensure their ads appear prominently in search engine results,
driving relevant traffic and maximizing return on investment (ROI). Definition of Keywords
Targeting Keywords targeting refers to the practice of selecting and optimizing keywords for
use in paid search campaigns. It is the process of identifying the terms and phrases that align
with a user’s search intent and leveraging these to ensure ad visibility. Effective keyword
targeting helps in reaching the right audience and achieving campaign goals.

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Importance of Keyword Targeting Understanding your audience: By researching what your
audience is looking for, you can understand their needs, questions, and concerns better. This
knowledge enables you to create content tailored to their needs and provide solutions to their
queries Different keywords cater to different stages of the customer journey (e.g., awareness,
consideration, decision). For example: Awareness: “What is digital marketing?”
Consideration: “Best digital marketing tools” Decision: “Buy digital marketing course
online” Boosting website visibility: When you optimize your content with the right keywords,
search engines rank your website higher for those keywords. High web rankings lead to
increased visibility and traffic, ultimately attracting more potential customers. By targeting
keywords that align with the product or service, advertisers attract users who are genuinely
interested, increasing the likelihood of conversions For example, a company selling fitness
equipment might target “buy home gym equipment” to attract purchase-ready users. Staying
ahead of competitors: Knowledge of strategic keywords gives you an advantage over
competitors. You understand the audience better, answer their queries more effectively, and
meet their needs more efficiently. Simultaneously, it allows you to create content that stands
out in the crowded market .Identifying and targeting niche or long-tail keywords can help
smaller businesses compete effectively with larger brands. Example: Instead of targeting
“shoes,” targeting “affordable running shoes for men” narrows competition and improves
targeting.

Lower advertising costs: With strategic targeting, your ads appear to the most relevant
audience, leading to a higher click-through rate (CTR). A higher CTR can lower your cost-
per-click (CPC) in advertising campaigns Effective keyword targeting minimizes wasteful
spending on irrelevant clicks. Using tools like Google Keyword Planner helps identify high-
performing, cost-effective keywords, optimizing the campaign budget. By targeting
keywords with high conversion potential, marketers can reduce ad spend on irrelevant
clicks and focus resources on audiences likely to convert.

Advantages and Disadvantages of Keywords Targeting

Advantages:
1. Reaches Relevant Audience Targeting keywords ensures that ads are displayed only to
users actively searching for terms related to the business, increasing relevance.
2. Improves Conversion Rates Keywords that align with user intent (e.g., transactional intent
like “buy,” “order,” or “subscribe”) lead to better conversions as users are already motivated.

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3. Enhances Cost Efficiency By focusing on specific, high-performing keywords, businesses
reduce wasteful ad spending on irrelevant clicks.
4. Supports Ad Customization Keywords enable advertisers to create tailored ad copy and
landing pages that match user search queries, increasing click-through rates (CTR).
5. Provides Competitive Advantage By targeting niche or less competitive keywords, smaller
businesses can compete with larger brands.
6. Increases Ad Rank and Quality Scor Ads with highly relevant keywords score higher on
relevance and CTR, improving their ad rank while reducing CPC.
7. Facilitates Performance Measurement Keyword targeting provides measurable metrics like
impressions, CTR, and conversion rates, enabling data-driven decisions.

Disadvantages:
1. High Competition for Popular Keyword Short-tail or high-demand keywords often have
intense competition, leading to higher CPC and reduced ROI for smaller businesses.
2. Risk of Irrelevant Clicks Broad-match targeting may lead to irrelevant clicks from users
with unrelated search intents.
3. Requires Continuous Monitoring Keyword performance fluctuates due to changing search
trends, seasonal demand, and competitor strategies, demanding regular optimization.
4. Potential for Keyword Cannibalization Targeting too many similar keywords can cause
ads to compete with each other, reducing overall effectiveness.
5.Dependence on Tools and Expertise Effective keyword targeting requires technical
knowledge and access to paid tools like SEMrush, Ahrefs, or Google Ads, increasing
operational costs.
6. Ineffective Negative Keyword Usage Failing to add negative keywords may result in ads
being displayed for irrelevant searches.
7. Overspending on Broad Match Keywords Broad-match keywords cast a wide net but can
waste budget on unrelated queries. 8. Difficulties with Long-Tail Keywords Explanation
While long-tail keywords are less competitive, their low search volume can limit visibility and
traffic.

Steps for Effective Keyword Targeting: At its core, keyword targeting works on the principle
of relevance. When a user enters a query into a search engine, the engine’s algorithms sift
through billions of pages to provide the most relevant results. They do this by scanning the
pages for the presence and context of the searched keyword in this context, isn’t just about
the presence of a keyword on your web page. Factors like the position of a keyword, its
frequency, the context around it, the relevance of overall content, the user’s geography, and
more drive the relevance.

Research: Start by conducting comprehensive keyword research. This step involves

identifying a list of potential keywords that your target audience uses when searching for
products or services similar to yours. There are a variety of tools to aid your research.

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 You can simply use SEOmator’s Keyword Research Tool to find the perfect target keyword
for successfully managing your online advertising campaigns.Also, sign up SEOmator’s
dashboard for free to achieve a more detailed research and gain competitive edge.

Analysis: Once you have a list, the next step is to analyze these keywords. Consider factors
like search volume, competition, cost-per-click (CPC), and more Low difficulty or low
competition keywords might represent niche queries with lower search volumes but these
keywords often have high conversion rates as they attract highly specific traffic. Furthermore,
long-tail keywords are highly specific and usually have lower search volumes, but they tend
to attract highly targeted traffic, leading to better conversion rates.

Selection: Based on your analysis, select the most relevant, high-performing keywords to
target. The goal here isn’t to choose the keywords with the highest search volume. Instead,
you want to select those that align with your audience’s intent and your business goals.

Implementation: The strategic placement of your keywords helps search engines understand
the context of your content and index it accordingly. Once you have your chosen keywords,
start incorporating them into your website content, metadata, URLs, ad campaigns, and
more. The main areas to focus on are the title, headers, sub-headers, introductory sentences,
concluding paragraphs, meta descriptions, and image alt texts. Aim for a natural, value-
adding placement over forced keyword stuffing. Title tag is the most important place to put
your keyword. Make sure it seems natural and not forced. Mention your keywords at a
normal cadence throughout your content but also include them in headers. If possible, use
your keyword in your web page’s URL. Although meta description doesn’t directly influence
ranking, a keyword-optimized meta description can improve click-through-rates.

Monitoring: The next stage is to monitor your keyword performance. Using various
analytics tools, you can track how your keywords are performing in terms of rankings,
traffic, conversions, etc.

Optimization: Based on your monitoring, you’ll often need to make adjustments. You’ll see
some keywords performing well, while others might not deliver as expected.

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Types of campaigns:

What is campaign? It involves a series of planned actions or strategies aimed at achieving a

specific goal. It involves a series of planned actions or strategies aimed at achieving a specific
goal. According to Philip Kotler, a prominent marketing expert, campaigns are “a series of
planned activities aimed at achieving defined marketing objectives, often executed through
integrated communication channels to resonate with the target audience.”

Types:-

1. SEARCH AD’s CAMPAIGNS MEANING :

A Search Ad Campaign is a type of Pay-Per-Click (PPC) advertising where businesses place
ads on search engine results pages (SERPs) like Google, Bing, or Yahoo. These ads are shown
to users actively searching for products, services, or information, making them highly targeted
and effective for driving traffic and conversions.

BENEFITS :

1. Targeted Advertising: The amount advertisers pay per click on their ad. Strategies depend
on competition, goals, and budget.
1. Ad Quality Score: A rating given by search engines (like Google) based on ad relevance,
landing page quality, and CTR (Click-Through Rate).

1. DISPLAY AD’s CAMPAIGN: DEFINITION : Display advertising is defined as a mode of

online advertising where marketers use banner ads along with other visual ad formats to
advertise their product on websites, apps, or social media.

MEANING : A popular and effective format of digital advertising is display advertising.

It is completely driven by the visuals It uses to attract attention and spread brand
awareness across the internet. Display ads are a successful method of advertising for
marketers looking for ways to reach and acquire customers. They make generous use of
visual media in the form of texts, images, or even videos to catch people’s attention. Most
successful display advertising campaigns use a clever combination of images, text, gifs,
and videos to stand out on the internet and send their message across to the targeted
audience. Marketers can play around with language, design, shapes, and sizes of banners
to create engaging display ads.

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Types of Display Advertising ;

Banner AD’s : Banner ads are the most common display advertising format, as they clearly
stand out on any webpage. They are named after their shape, which is banner-like. These
are traditional image-based ads placed on websites, typically in rectangular or square
shapes. They are usually placed on the top of a webpage to immediately draw the user’s
attention. They are best for brand visibility and driving traffic.

EXAMPLE :
1. Leaderboards (728x90)
2. Medium Rectangles (300x250)
3. Skyscrapers (160x600)

Rich Media : Rich media ads are interactive and dynamic online advertisements that
include engaging elements like video, audio, animations, and clickable features. Unlike
static banner ads, rich media ads allow users to interact with the ad, creating a more
engaging experience and often driving higher engagement rates. They are best for
Capturing user attention and encouraging interaction.

EXAMPLE :
1. Expandable banners
2. Ads with forms or games.

Interstitial Ad’s : These are ads that appear as a separate webpage before you are directed to
the original page that you wanted to visit on the internet. They are effective in capturing the
user’s attention as they take up the entire screen. These ad’s are often seen in mobile apps.
They are best for High-impact campaigns with a focus on brand visibility.

EXAMPLES :
1. After completing a level in a mobile game, an interstitial ad appears
2. On a free video streaming platform, an interstitial ad appears before or after a video:

Video Ad’s : Video ads are short video clips designed to promote products, services, or
brands. These ads are an effective marketing tool as they combine visuals, audio, and
storytelling to capture the audience’s attention and deliver a compelling message.

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When it comes to display advertising costs, video ads are slightly more expensive but worth
it. Platforms like YouTube and Instagram have made it convenient for marketers to run
video ads and attract a lot of attention and engagement.

1. Shopping ads campaigns:

It is a type of google ad campaign. It shows ads relevant to the search history of a consumer.
To create a shopping ads campaign, you can:

In your Google Ads account, click the plus button and select
New campaign Choose a campaign objective, such as Sales, Leads, or Website traffic
Select Shopping as the campaign type
Choose your Merchant Center account and country
Select Standard Shopping as the campaign subtype
Name your campaign
Select a bid strategy, such as Target ROAS Enter a desired ROAS

1. Video ad campaign: This type of campaign promotes their products or services through
vedio to reach their targeted audience. They display their ads on social platforms like
YouTube, Instagram, Snapchat etc. Their goal is to capture their audience’s attention and
convey their messages through videos.

Types of video ads:

Bumper Ads: These ads are short time consuming. They play before or after or
while watching a video. They mostly try to create their brand name.
Out stream ads: This type of ads will play outside the video. Like a banner while
scrolling through the reels or shorts or page.
Native video ads: They are considered as branded content within an app or website
like Spotify application.
In-Feed video ads: These ads can be text, picture or even in video formats. They
share news to some
targeted audience: This ad can last upto 60 secs. Example: YouTube

1. Remarketing ad campaign This shows how to re-engaging a customer. It is a paid

marketing strategy. They show the ad relevant to the website and search engine from a
brand you have visited or used but didn’t buy anything from them. Remarketing is mostly
through email. They collect the list of user’s information to create sales mail.

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Steps to re-engage a customer with ads:-
Find people who are ready to take action
Create a Custom Audience for your retargeting campaign
Personalize your ads
Test your ads and measure your results

1. LOCAL AD’s CAMPAIGN: MEANING : A local ad campaign is a marketing initiative

designed to target a specific geographic area or community to promote a product, service, or
brand. These campaigns are tailored to meet the preferences, needs, and culture of the local
audience and often aim to increase awareness, foot traffic, or sales within a particular city,
region, or neighbourhood. A business wanting to use local slang or influencers to attract
customers living nearby would benefit from local advertising.

EXAMPLES :
1. A restaurant running ads on a neighbourhood Facebook group to promote a weekend
discount.
2. A fitness centre offering free trials via posters in a local gym or community centre.
3. A boutique advertising its grand opening on a local radio station.

Types of Local Ad’s campaign :

Google My Business AD’s : Google My Business (GMB), now known as Google Business
Profile, is a free tool that allows businesses to manage their online presence on Google
Search and Maps. When combined with Google Ads, businesses can create targeted
advertising campaigns to enhance their visibility and attract local customers.

Google AD’s Location Extentions : Location Extensions in Google Ads help businesses
enhance their ads by displaying their physical address, phone number, and a map marker.
These extensions link your Google Business Profile (formerly Google My Business) to your
Google Ads account, making it easier for potential customers to find and interact with your
business.

Facebook AD’s Location Targeting : Facebook Ads’ location targeting feature allows
advertisers to reach people in specific geographic areas based on their location. This
capability is ideal for businesses looking to connect with local audiences, promote events, or
advertise location-specific offers.

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Native AD’s : Native advertising refers to ads that blend seamlessly into the platform or
content they appear on, making them look like natural content rather than traditional
advertisements. Native ads are designed to match the look, feel, and function of the
surrounding content, ensuring they don’t disrupt the user experience. Target local customers
on platforms like Yelp, Trip Advisor, or local news websites.

AD RANKING:

Ad Rank is a value that determines the position of a paid advertisement on a Search Engine
Results Page (SERP) or other digital platforms. It is also used in paid search marketing,
otherwise known as pay-per click marketing. It is calculated using several factors, including
the bid amount (how much an advertiser is willing to pay per click), the quality of the ad
(including its relevance and the landing page experience), and the expected impact of
extensions and other ad formats. Essentially, Ad Rank is what decides whether an ad appears
in the top position, on the first page, or on the subsequent pages on the search results.

Components of Ad Ranking: Ad rank is determined by a combination of three key factors:

Bid Amount: This is the amount an advertiser is willing to pay per click on their Ad. The bid
amount sets the baseline for ad rank, but it’s not the sole determinant. While a higher bid can
improve an ad's position, it needs to be balanced with other factors. In Ad ranking, your bid
amount is the maximum amount you're willing to pay for a click on your ad. A higher bid
can increase your chances of ranking higher, but it doesn't guarantee the top spot. Google
also considers ad quality when determining ad rank, so even if you bid higher than another
advertiser, they might rank above you if their ad is higher quality.

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Quality Score in Ad Ranking is a metric used by platforms like Google Ads to evaluate the
quality and relevance of your ads, keywords, and landing pages. It significantly influences
your Ad Rank, which determines the position of your ad and its cost per click (CPC).This
measures the relevance and quality of the ad and is calculated based on several sub-factors:
• Click-Through Rate (CTR): The percentage of clicks an ad receives compared to its
impressions. A higher CTR indicates that an ad is resonating with users, contributing to a
higher quality score.
• Ad Relevance: How well the ad matches the user's query. This factor reflects the ad's
alignment with the keywords being searched, ensuring that it addresses the user's needs
effectively.
• Landing Page Experience: The quality and relevance of the landing page linked to the ad.
This includes factors such as page load speed, content relevance, and the overall user
experience.

3. Ad Extensions: These are additional pieces of information that can be added to an ad, such
as sitelinks, callouts, or phone numbers. Extensions provide more context and options for
users, enhancing the ad's functionality and, in turn, its rank. Ad extensions are additional
information that can be added to online advertisements to improve their visibility and
effectiveness. They can include features like: call buttons, additional links, location
information, contact details, and sitelinks. Here are some types of ad extensions:

Location extensions: Good for businesses with physical stores, these extensions can include a
store's location, phone number, and business hours.

Sitelink extensions: These extensions add links to specific pages on a website, which can help
promote products, services, or sections of the site.

Structured snippet extensions: These extensions can highlight features of products or services,
such as amenities or offerings.

Video extensions:
These extensions can be used to demonstrate products, services, and brand messages.
To find ad extensions in a Google Ads account, you can: 1. Navigate to the Ads &
Extensions tab
2. Click Extensions
3. View extensions at the account, campaign, or ad group level The number of ad extensions
to include depends on the campaign, audience, and goals.

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AD RANKING FORMULA
Ad Rank = Quality Score x CPC (Cost per click) Bid Amount.

Here, the bid refers to the maximum amount you are willing to pay for a click on your
ad. The ad with the highest ad rank gets the top position on the SERP. It is important to
note that quality score and ad rank are dynamic and can change with each search query.
This means that even if your ad has a high quality score, it may not always appear at the
top if other advertisers have higher bids or more relevant ads.

To optimize your quality score and ad rank, consider the following strategies: Conduct
thorough keyword research to identify relevant and high-performing keywords. Create
compelling ad copy that aligns with the search intent of your target audience. Continuously
monitor and improve your landing page experience to enhance user satisfaction. Regularly
review and adjust your bids to remain competitive in the auction. By understanding the
calculation of quality score and ad rank, businesses can make informed decisions to improve
their SEM strategies and maximize their advertising performance.

BENEFITS OF AD RANKING:

1. Increased Visibility: A higher ad rank ensures your ad appears prominently on the SERP,
often above organic results, increasing the likelihood of being noticed by potential customers.

2. Improved Click-Through Rate (CTR): Ads in higher positions tend to attract more clicks,
leading to better engagement and driving more traffic to your website.

3. Enhanced Credibility : Users often perceive higher-ranking ads as more trustworthy and
relevant, which can positively impact your brand reputation.

4. Better Return on Investment (ROI): Higher-quality ads with good ad rankings often qualify
for lower cost-per-click (CPC) due to better Quality Scores, allowing you to get more value
for your ad spend.

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5. Increased Conversion Opportunities: Being highly ranked means more visibility to targeted
audiences, which improves the chances of converting clicks into leads, sales, or other desired
actions.

6. Competitive Advantage: Outranking competitors' ads helps you capture a larger share of
the audience’s attention, reducing their opportunities to gain leads.

7. Higher Quality Score: A better ad rank often correlates with a higher Quality Score, which
can reduce overall ad costs and improve ad performance.

8. More Effective Use of Budget: With higher ad rankings, your ads reach the right audience
more effectively, maximizing the utility of your SEM budget. Focusing on improving ad
ranking through better targeting, ad copy, and bidding strategies can significantly enhance
your SEM efforts

AD AUCTION

DEFINITION:
The ad auction is the pricing process of online advertising on a pay-per-click basis, in which
there are different bids to place your ads in locations delimited by advertisers.

MEANING:
An ad auction is a real-time bidding process wherein advertisers compete to have their
ads displayed to specific segments of an online audience. Every time a user conducts an
online search, visits a website, or interacts with an app, they may trigger an event that
could display an ad. Instead of purchasing ad space at a fixed price, advertisers bid on
specific criteria, and the auction determines whose ad will be displayed based on various
factors.

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Steps involved in Ad Auction:
The steps in an ad auction typically follow a series of processes to determine which ads are
displayed to users and in what order. Here's an overview of the typical steps in an ad auction:

Advertiser Sets Up Campaign:

The advertiser creates an ad campaign, defining elements like: Target Audience:
Demographics, location, interests, etc. Keywords: For search-based ads, advertisers select
keywords they want their ads to appear for. Bid Amount: Advertisers set a maximum
amount they are willing to pay per click (CPC), per 1,000 impressions (CPM), or other
metrics.

Action Triggers Auction:

When a user performs an action, such as entering a search query, visiting a website, or
scrolling through a social media feed, the advertising platform (e.g., Google, Facebook)
triggers an auction to decide which ad to display. In search ads, this happens when a user
types a query into the search bar. In display or social ads, this happens when the user engages
with content that matches advertiser criteria.

Eligibility Check:
The platform checks whether any ads meet the criteria for that particular user. This includes:
Whether the ad matches the keywords or interests. Whether the user fits the targeting criteria
(location, age, device, etc.).

Ad Auction and Evaluation:

The platform runs an auction to evaluate each eligible ad based on two main factors:
Bid Amount: The amount the advertiser is willing to pay.

Ad Quality/Rank: Factors like:

Quality Score:
This includes relevance of the ad to the user's search or behavior, expected click-through
rate (CTR), and the quality of the landing page.
Expected Impact: Google Ads, for example, takes into account the likely performance of
the ad.

Ad Rank:
The combination of bid amount and ad quality is used to calculate an "Ad Rank" score,
which determines the ad’s position in the auction.

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Winning Ad Selection:
The platform selects the ads with the highest Ad Rank to display. The winning ads are placed
in the available ad spots (e.g., the top of search results, in-stream video, or social media
feeds). The ad that is selected might not necessarily be the highest bid; it depends on both bid
amount and ad quality (relevance, CTR, landing page experience).

Cost Determination:
After the auction, the winning advertiser is charged based on the auction outcome: In CPC
(Cost-Per-Click), the advertiser pays the minimum amount required to beat the competitor’s
bid. In CPM (Cost-Per-Mille), the cost is determined per 1,000 impressions. The advertiser
only pays when the user clicks or views the ad, depending on the pricing model chosen.

Post-Auction Optimization:
After the ad is displayed, platforms track user engagement (clicks, conversions, impressions,
etc.). This data is used to refine targeting and bidding strategies for future auctions,
improving ad relevance and performance.

Ad Display:
The winning ad is displayed to the user. If the user clicks on the ad or views it (depending on
the type of ad), the advertiser is charged. The auction process can happen in real-time or
within fractions of a second, ensuring the most relevant ad is shown at the right moment.

Key Elements of an Ad Auction:

Bid Amount: Advertisers set a bid, which is the maximum amount they are willing to
pay when someone clicks on their ad (CPC) or sees their ad (CPM).

Quality Score/Ad Rank: Platforms like Google also consider the Quality Score, which
includes factors like the relevance of the ad, landing page experience, and expected
click- through rate (CTR). The ad rank determines where an ad will appear and if it will
show at all.

Targeting Criteria: Ads are shown to users based on targeting options like
demographics,interests, keywords, location, and behavior.

Ad Auction Dynamics: When a user searches or browses the web, the advertising
platform runs an auction based on the ads of all eligible advertisers targeting that user.
The ad with the best combination of bid, quality, and relevance usually wins.

Ad Placement: After the auction, the winning ads are displayed in prominent spots, such
as search engine results or social media feeds.

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Example for Ad Auction:
In Google Ads, when someone searches for a term like “best running shoes,” advertisers
who have bid on related keywords enter the auction. Google evaluates their bids, ad
relevance, and quality to determine which ad will be shown and in what order, ensuring
the most relevant ad appears in front of the user. In summary, an ad auction is a
competitive process where advertisers bid for the right to show their ads, and the
winner is determined by a combination of bid amount and ad quality.

REFERENCES:

www.rebid.co/ad-rank/
https://gr0.com/
https://www.simpletiger.com

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2-Mark Questions:

1.What is the role of keywords in Search Engine Marketing (SEM)?

2.Define short-tail and long-tail keywords.
3.What are negative keywords in SEM?
4.Mention any two steps involved in keyword research.
5.What is keyword targeting?
6.Differentiate between exact match and broad match keywords.
7.What is the importance of keyword intent in SEM?
8.Name two types of campaigns used in SEM.
9.What is ad ranking in Google Ads?
10.Explain Quality Score in ad ranking.
11.What is ad auction in paid search advertising?
12.Define CPC and how it impacts ad ranking.
13.How do display campaigns differ from search campaigns?
14.What are the key factors affecting Ad Rank?
15.Mention two tools used for keyword research.
16.What is the impact of bidding strategies on SEM campaigns?

16-Mark Questions:

1.Explain in detail the concept of keywords in Search Engine Marketing (SEM) and their
significance in driving traffic.
2.Describe the various types of keywords used in SEM and give examples of each.
3.Outline the step-by-step process of keyword research and selection for an SEM campaign.
4.Discuss keyword targeting strategies and how they impact ad performance.
5.Explain the different types of SEM campaigns and their applications in digital marketing.
6.Analyze the factors that influence ad ranking and how advertisers can improve their Ad
Rank.
7.Discuss the ad auction process in Google Ads and how it determines which ads appear in
search results.
8.Compare and contrast different bidding strategies in SEM and their impact on campaign
performance.

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 Unit 1 Author Unit 2 Author
Safrin Fathima S Zaheer Basha
Mathini Sri H Yuvan Shankar G
Mayuri Sri Saravanan
Krithika Saravana Prasadh
Ragavi Prithvi Raj
Yugendhar Dayanand
Santhosh Mukil
K Sanjay Bala subramaniyan
R Sanjay Monish Godson
U Sanjay Rohith S
Lindon Jaba samual

Unit 3 Author Unit 4 Author

Nithin Nandhini
Dinesh Arthi Gracy
Rajaguru Partha
Ravichandran Rohith Kaviarasan
Mahalakshmi Stalin
Vedhavalli Ramya
Roshini Clindan
Nirenjan Pranav
Praveen Kumar Mohamadh Aakif
Abul Hasan Joel
Roshan

Unit 5 Author
Riyaz
Kishan
Prithvi Ram
Sudesh
Jee Varsha
Samina Fathima
Kesavan
Veera kumar
Aravindh
Adhish
Mahaveer
Seetha Lakshmi

2 0 2 3 T O 2 0 2 6 B A T C H

SRMIST
V A D A P A L A N I