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Module 5

Search Engine Marketing (SEM)

PRC 112: Digital Marketing Practicum

Faculty of Management Studies • Pokhara University

Duration: 1.15 hours

Session Objectives

  • ✅ Understand Google Ads fundamentals & Auction
  • ✅ Conduct effective keyword research
  • ✅ Structure a campaign & write high-converting ads
  • ✅ Understand landing page basics

What is SEM?

Search Engine Marketing (SEM): Paid advertising on search engines to drive traffic to websites.

SEO vs. SEM

  • SEO: Organic (free), long-term
  • SEM: Paid (ads), immediate results

Why Google Ads?

  • Intent-driven (people are searching!)
  • Highly targeted
  • Measurable ROI

How Google Ads Works

The Auction System:

  1. User searches "digital marketing course Nepal"
  2. Google runs instant auction
  3. Winner determined by Ad Rank (Bid × Quality Score)
  4. Advertiser pays only when ad is clicked (PPC)

Quality Score (1-10): Relevance + CTR + Landing Page Experience. Higher score = Lower cost!

Part 1: Keyword Research

Keywords: Search terms you want your ads to appear for.

Match Types:

  • Broad Match: shoes (Max reach, less control)
  • Phrase Match: "running shoes" (Balanced)
  • Exact Match: [red running shoes] (Max control, less reach)

Negative Keywords

Negative keywords: Terms you DON'T want to show ads for.

Example:

If you sell premium courses, exclude:

  • -free
  • -cheap
  • -jobs
  • -salary

Saves money by filtering bad clicks!

Keyword Research Process

  1. Brainstorm: What would customers search?
  2. Tools: Google Keyword Planner, Ubersuggest
  3. Metrics: Check Volume (100-1K in Nepal is good) & Competition
  4. Intent: Focus on "buy", "hire", "best", "near me" (Transactional)

Part 2: Campaign Structure

Hierarchy:


Account
  └── Campaign (Budget, Location, Goal)
      └── Ad Group (Theme: e.g., "SEO Services")
          ├── Keywords (seo nepal, hire seo expert)
          └── Ads (Headlines & Descriptions)

Key Campaign Settings

  • Goal: Website Traffic, Leads, Sales
  • Network: Search Network only (for now)
  • Location: Nepal, or specific cities (Kathmandu, Pokhara)
  • Budget: Daily limit (e.g., NPR 500/day)
  • Bidding: Manual CPC (control) or Maximize Clicks (traffic)

Part 3: Ad Copywriting

Text Ad Components:

  • Headlines (x3): 30 chars each. (e.g., "Best SEO Agency Nepal")
  • Descriptions (x2): 90 chars each. (Benefits, Social Proof, CTA)
  • Display URL: yoursite.com/seo-services

Formula: Keyword in Headline + Benefit + Call to Action

Ad Extensions (Assets)

Make your ad bigger and more useful (and improve CTR!)

  • Sitelinks: Links to other pages (Contact, About)
  • Callouts: Short benefits (24/7 Support, Free Audit)
  • Call: Phone number (mobile click-to-call)
  • Location: Business address

Part 4: Landing Pages

Golden Rule: Message Match

Ad Promise = Landing Page Delivery

High-Converting Elements:

  • Headline matches Ad Headline
  • Clear benefits (not just features)
  • Social proof (Testimonials, Logos)
  • One clear CTA (Form or Button)
  • Fast loading & Mobile optimized

Hands-On Activity: SEM Plan

Create a Mini-Plan (20 mins):

  1. Select 1 Service/Product
  2. Keywords: List 5-10 relevant keywords (indicate match type)
  3. Negative Keywords: List 3 terms to exclude
  4. Write 1 Ad:
    • Headline 1: ______________
    • Headline 2: ______________
    • Description: ______________

Common Mistakes to Avoid

  • ❌ Broad keywords like "marketing" (Too expensive)
  • ❌ Sending traffic to Homepage (Use Landing Pages!)
  • ❌ Ignoring Negative Keywords
  • ❌ Not using Ad Extensions
  • ❌ Set and forget (Needs weekly monitoring)

Thank You!

Ready to Launch?

Next: Module 6 - Email Marketing

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