Saloni Jain

DefinitionSEM or Paid Search is paid listings - include both SEO and SEM - also called PPC - pay per click / call ( a model of internet marketing)

Major Platforms to measure them : 

• Google: AdWords

• Bing Ads

• Yahoo: Search Ads

Adwords is a PPC platform - advertisers pay a fee each time one of their ads is clicked - buying visits to your site rather than attracting organic reach.

The actual formula for cost per click in AdWords is:

So, CPC will always be less than or equal to your maximum bid, as it is an average of bids against a series of competitors over a period of time So Our CPC is heavily influenced by both you and your closest competitor's ad rank, maximum bid, and Quality Score.

Importance  Adwords helps determine the financial success of your paid search campaigns, and how much AdWords will cost for you.

Your return on investment, whether you're over- or underpaying for each action, will be determined by how much you are paying for clicks, and by what kind of quality you are getting for that investment.

: in terms of both cost and value. You want to identify and target clicks that are both inexpensive and valuable. 

i.e. Low CPC and High value

KEY TERMSCALL-TO-ACTION (CTA)A Call-to-Action (CTA) is a “call” that prompts an “action.”. CLICK-THROUGH RATE (CTR)Click-Through Rate (CTR) is a percentage based on the number of people who have clicked on an ad (aka Clicks) divided by the number of people who have viewed an ad (aka Impressions). So, (Clicks/Impressions) * 100 = CTR

CONVERSION A conversion occurs when a user (customer) carries out an event that is considered a business goal.

COST PER CLICK (CPC)Cost Per Click (CPC) is the price an advertiser pays for each click that occurs in your Pay Per Click (PPC) campaigns.

GEO-TARGETINGTargeting users based on their geographical location. This can be done based on continent, country, province/state, city or postal code/zip code.

Organization gives your account a solid framework, making it easier to determine which of your ads, campaigns, and keywords are working, and which aren’t, so you can alter or add campaigns as necessary.Ad groups let you segment your campaigns into multiple parts to achieve even greater focus and simplicity. Just like campaigns, each ad group should have one common theme

Step 1: Create Your Headline

Step 2:Develop your description text.

Step 3: Designate display and destination URLs.

How to get low CPC and high value

1. Raise Your Quality Score - Google gives discounts to well-managed PPC campaigns with high Quality Scores = 6 or higher (the average score today is 5) are granted a 16-50% decrease in CPC, whereas accounts with a 4 or lower Quality Score see a 25-400% increase in CPC! 

Since low CPC = PPC success because it ultimately translates into your cost per conversion. 

Boost your chances of getting discount :

• Increase click-through rates (CTR) by creating compelling, relevant ads.

• Build out closely related ad groups.

• Optimize ad text and landing pages that speak to individual search intent.

2. Expand Your Reach: • discovering new, relevant and valuable

clicks, the distribution of your budget will be improved - find new PPC keywords and search advertising opportunities

• simultaneously eliminate irrelevant or overpriced clicks from your campaigns.

3. Refine Your Reach: 

Continually designating negative keywords - control your average CPC by filtering out traffic from searchers that are highly unlikely to convert

When you target only keywords that perform well: 

Your spend is protected - Negative keywords tell your PPC campaigns which terms not to target, therefore reserving your budget for relevant terms only.

Your Quality Score improves - If your keywords are clearly related to your ad text, landing pages, and offering, your click-through rate and other Quality Score factors will be positively affected.

Keyword Match

MATCH TYPE.

-(+) = term have to be there in search= broader reach = broad modifier.

-(“)= phrase match= exact phrase b4 n after can be anything.

-([ ])=   exact match

Thank You !