📊 Lecture Slides
Session 5: Search Engine Marketing (SEM) (1 hour 15 min)
- 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
Key Concepts
Running example used in every module: Sajilo Momo, a small family momo shop near Tribhuvan University in Kirtipur that wants more student orders and repeat customers. The business is fictional; the figures are illustrative.
How search ads work
Search ads appear when people type related keywords into Google. Advertisers usually pay per click (PPC). Google ranks ads using Ad Rank, which combines the bid with Quality Score (expected click-through rate, ad relevance, and landing page experience). A relevant ad can beat a higher bid.
Keyword research
Use Google Keyword Planner (free with a Google Ads account) or Google’s autocomplete and “People also ask” to find keywords. For each keyword note the intent, approximate monthly searches, and competition. Prefer specific, high-intent phrases (“momo delivery kirtipur”) over broad ones (“momo”).
Match types and negatives
| Match type | Example | Shows for |
|---|---|---|
| Exact | [momo delivery kirtipur] | That search and very close variants |
| Phrase | “momo delivery” | Searches containing that meaning, e.g. “best momo delivery near TU” |
| Broad | momo delivery | Related searches; needs careful negatives |
Negative keywords block irrelevant searches, such as recipe, how to make, job, franchise.
Campaign structure and ad copy
Campaign (goal, budget, location) → Ad groups (one theme each) → Keywords + Responsive Search Ads. Each ad can have up to 15 headlines (30 characters each) and 4 descriptions (90 characters each).
Activities (Hands-on)
- Keyword Research: Identify 10-15 keywords and 5 negative keywords
- Campaign Setup: Define goal, location, and budget
- Ad Creation: Write 3 headlines and 2 descriptions for one ad group
- Landing Page: Sketch a landing page layout matching your ad offer
Worked Example: Sajilo Momo Search Campaign (Simulation)
Campaign: Search, location = 3 km around Kirtipur, schedule = 11 am–9 pm, daily budget Rs. 500.
Ad group 1 – Momo delivery: [momo delivery kirtipur], “momo delivery near tu”, “momo home delivery” Ad group 2 – Student food: “cheap food near tu”, “student meal kirtipur” Negatives: recipe, how to make, job, vacancy, franchise
Headlines:
| Headline | Characters |
|---|---|
| Fresh Momo in Kirtipur | 22 |
| Hot Momo Delivered in 30 Min | 28 |
| Steam, Fried & Jhol Momo | 24 |
Description: Handmade buff, chicken & veg momo near TU. Order on WhatsApp for fast delivery.
Budget estimate:
- Daily budget Rs. 500 ÷ average CPC Rs. 10 = 50 clicks a day
- 6% of clicks order → 3 orders a day
- Cost per order = 500 ÷ 3 ≈ Rs. 167
- At an average order of Rs. 450, revenue ≈ Rs. 1,350 a day → ROAS ≈ 2.7
Common Mistakes
| Mistake | Better approach |
|---|---|
| Using only broad keywords like “momo” | Use specific, high-intent, local keywords |
| No negative keywords | Add recipe, job, and other irrelevant terms |
| One ad group for everything | Group keywords by theme with matching ads |
| Ad promises something the landing page does not show | Match the ad offer and the landing page headline |
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)
Matches Assignment 5:
- 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)
Key Takeaways
- Search ads reach people who are already looking; Ad Rank rewards relevance.
- Research high-intent keywords and add negatives.
- Structure campaigns into themed ad groups.
- Headlines are up to 30 characters; descriptions up to 90.
Exam-Style Questions
Short answer
- What is PPC advertising?
- What is Quality Score?
- Distinguish between exact, phrase, and broad match.
- What are negative keywords? Give examples.
Long answer / practical
- Plan a simulated Google Search campaign for a local business: keywords, negatives, two ad groups, three headlines, two descriptions, and a budget estimate.
- A campaign has a daily budget of Rs. 800, an average CPC of Rs. 16, and a 5% conversion rate. Calculate daily clicks, conversions, and cost per conversion.
