📊 Lecture Slides

Session 5: Search Engine Marketing (SEM) (1.15 hours)

  • Google Ads fundamentals & Auction system
  • Keyword research & match types
  • Campaign structure & Ad copywriting
  • Landing page best practices

💡 Click the session above to view full-screen presentation with navigation

Learning Objectives

  • Conduct keyword research and select appropriate match types
  • Structure a Google Ads campaign (Ad Groups, Keywords, Ads)
  • Write high-converting ad copy with extensions
  • Design a landing page wireframe that matches ad intent

Activities (Hands-on)

  1. Keyword Research: Identify 10-15 keywords and 5 negative keywords
  2. Campaign Setup: Define goal, location, and budget
  3. Ad Creation: Write 3 headlines and 2 descriptions for one ad group
  4. Landing Page: Sketch a landing page layout matching your ad offer

Deliverables

Deliverables

  • Keyword Strategy (10-15 keywords with metrics)
  • Campaign Overview (Goal, Targeting, Budget)
  • Ad Copy (Headlines & Descriptions for 2 Ad Groups)

Mini Rubric (15 pts)

  • Keyword Research: High-intent keywords with accurate metrics (5)
  • Campaign Structure: Logical Ad Group organization (5)
  • Ad Copy: Compelling headlines/descriptions with strong CTAs (5)