1.M3: Search Marketing (PPC)

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1 1.M3: Exercises A series of practical exercises is provided below: Module Domain Module Domain DMI_PDDM_PE_M3_00001 Search Marketing PPC Goals and KPI s Workshop Choose 4 goals for your business and choose specific KPI s for each goal. Goal 1: KPI 1: KPI 2: KPI 3: Goal 2: KPI 1: KPI 2: KPI 3: Goal 3: KPI 1: KPI 2: KPI 3: Goal 4: KPI 1: KPI 2: KPI 3: Module Domain DMI_PDDM_PE_M3_00002

2 Search Marketing PPC Search Terms Create at least 2-3 keywords for Guitar Lessons in the context of the search term tactics for: a. Broad match b. Exact match c. Phrase match d. Negative match

3 DMI_PDDM_PE_M3_00003 Campaign Process Setup You are creating a campaign and you wish to work through the process as follows: (1) Creating an account using Google AdWords, (2) Configuring time zone, (3) Configuring payment options, (4) Configuring user logins (5) Adjusting campaign settings. Work in a small group to attempt this process. Describe how you get on.

4 DMI_PDDM_PE_M3_00004 Ad Copy Guidelines, Google Ad Rules You have been tasked with creating ad copy in the Google Ad Template. With the qualities of a well-written copy and ad guidelines in mind, work as a group to write some ad copy for your company s new slimming drink.

5 DMI_PDDM_PE_M3_00005 Campaign Process - Targeting You have created a really useful product aimed at mothers with newborn babies. Discuss and write down the optimum time you would set your campaign targeting in terms of (1) time day and week (2) location and language.

6 DMI_PDDM_PE_M3_00006 Campaign Management Types of Reports There are a number of reports which can be maintained to help with running various aspects of an advertising campaign. Describe the value of the reports listed below: Ad Performance Report Ad Group Performance Report Campaign Performance Report Account Performance Report URL Performance Report

7 DMI_PDDM_PE_M3_00007 Campaign Management - Bidding (as part of lecture) Create an extensive list of keywords for a company or organisation in the education sector, and segment into 3 sections according to priority: Top Priority, Secondary Importance, and Low Importance. Indicate how much you would be willing to pay for keywords based on their priority. Say what the rationale for your bidding strategy would be.

8 DMI_PDDM_PE_M3_00008 Keyword Research You are looking for keywords for your new fashion website. Use Google Trends to research likely search volumes and advertiser competition for keywords you wish to use. As a group, report back on what you find.

9 DMI_PDDM_PE_M3_00009 Organic and Paid Searches recap You need to explain to your work colleagues about the meaning of Organic Searches, Pay-Per-Click (PPC) and Bidding. As a group, write a brief description of what these terms mean.

10 DMI_PDDM_PE_M3_00010 Quality Score You have heard of the term Quality Score and how important it is within PPC marketing. A friend is grappling with the concept. As a group, attempt to describe briefly what Quality Score means and why it is important.

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