Assignment 5: SEM Strategy & Google Ads

Objective

Develop a targeted Search Engine Marketing (SEM) strategy by conducting keyword research and designing a Google Ads campaign structure with compelling ad copy.

Instructions

  1. Keyword Research
    • Identify 10-15 high-intent keywords relevant to your business.
    • For each, list: Monthly Search Volume, Competition Level, and Estimated CPC.
    • Group them into 2 distinct Ad Groups based on themes.
  2. Campaign Structure
    • Goal: Define your primary campaign goal (e.g., Website Traffic, Leads).
    • Targeting: Define geographic location (e.g., Kathmandu Valley) and audience demographics.
    • Budget: Set a hypothetical daily budget.
  3. Ad Copywriting
    • Write 1 Responsive Search Ad (RSA) for each of your 2 Ad Groups.
    • Headlines: Write 3-5 headlines per ad (include keywords).
    • Descriptions: Write 2 descriptions per ad (focus on benefits & CTA).

Deliverables

Submit a single PDF document containing:

  • ✅ Keyword Strategy: Table with 10-15 keywords, metrics, and Ad Group assignments.
  • ✅ Campaign Overview: Goal, Targeting, and Budget.
  • ✅ Ad Copy:
    • Ad Group 1: Headlines & Descriptions.
    • Ad Group 2: Headlines & Descriptions.

Submission Guidelines

  • Format: PDF
  • Naming: M5-Assignment-YourName.pdf
  • Due: End of Module 5
  • Submit via: Google Classroom

Evaluation Criteria (15 points)

  • Keyword Research (5 pts): Relevant, high-intent keywords with accurate metrics.
  • Campaign Structure (5 pts): Logical Ad Group organization and clear targeting settings.
  • Ad Copy (5 pts): Compelling headlines and descriptions that match the keywords and include strong CTAs.

Common Mistakes to Avoid

  • Keyword lists with only broad, high-volume terms. Include specific, high-intent phrases and a negative keyword list.
  • Sending ads to the home page instead of a page that matches the ad.
  • Ad copy that repeats the business name but never states the benefit or offer.
  • No conversion defined: decide what counts as success (call, form, WhatsApp click) before writing ads.

Resources