Module 5
Search Engine Marketing (SEM)
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:
- User searches "digital marketing course Nepal"
- Google runs instant auction
- Winner determined by Ad Rank (Bid × Quality Score)
- 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
- Brainstorm: What would customers search?
- Tools: Google Keyword Planner, Ubersuggest
- Metrics: Check Volume (100-1K in Nepal is good) & Competition
- 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):
- Select 1 Service/Product
- Keywords: List 5-10 relevant keywords (indicate match type)
- Negative Keywords: List 3 terms to exclude
- 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