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SEM & SO Notes 3) Benefits of paid search. Campaign elements. 4)PPC elements and keyword lists
Benefits of Paid Search A PPC campaign includes several components that work together to ensure effective ad
1.Paid vs organic search
delivery, targeting, and performance tracking. Below are the essential elements:
Aspect Paid Search Organic Search 1. Immediate Visibility 1. Campaign Structure
Indirect costs (SEO 2. Precise Targeting  Campaigns: The highest level of organization, each with specific objectives (e.g., brand
Cost Pay-per-click (PPC) or CPM 3. Measurable Results
efforts) awareness, lead generation).
Speed Immediate Slow, long-term 4. Control Over Budget  Ad Groups: Contain related keywords and ads within a campaign, allowing for focused
Placemen 5. Customization and Versatility targeting.
Above organic results Below paid results 6. Enhanced Brand Recognition 2. Keywords - The foundation of a PPC campaign, keywords connect user searches with your ads.
t
7. Competitive Edge They can be categorized as:
Longevity Ends when budget runs out Lasting impact
8. A/B Testing Opportunities o Broad Match: Matches user searches that include any word in your keyword, in any
Trust Less trusted by users More trusted by users
order.
Targeting Highly customizable Limited targeting 9. Complementary to Organic Search
o Phrase Match: Matches queries that include your keyword phrase in the exact
10. Local Reach
order but may have words before or after.
2. Similarities b/w paid search & organic search. Key Elements of a Paid Search Campaign o Negative Keywords: Exclude specific words to prevent ads from showing for
irrelevant queries. Example:
1. Goal: Driving Traffic 1. Goals and Objectives
 Broad Match: “buy shoes”
a. Both aim to attract visitors to a website by increasing its visibility on search a. Define what you want to achieve: clicks, conversions, sales, leads, or brand  Phrase Match: “buy running shoes”
engine results pages (SERPs). awareness.  Exact Match: “buy Nike running shoes”
2. Keyword Focus 2. Keyword Research  Negative Keyword: “free shoes”
a. Both strategies rely on identifying and targeting relevant keywords to match a. Identify relevant keywords and phrases that potential customers use to 3. Ad Copy
user search queries. search for your offerings.  Headlines: Catch users’ attention; often limited to 30 characters.
3. Search Engine Dependency 3. Ad Copy  Descriptions: Provide more detail about your offering, typically limited to 90 characters.
a. Both are reliant on search engines like Google, Bing, or Yahoo for displaying a. Create compelling headlines, descriptions, and calls-to-action (CTAs) to  Call-to-Action (CTA): Encourages users to take action (e.g., “Sign up now”, “Shop today”).
results and traffic generation. attract clicks.  Ad Extensions: Additional information like sitelinks, phone numbers, or locations.
4. User Intent 4. Landing Pages 4.. Targeting Options
a. Design optimized landing pages that match the intent of the ad and  Demographics: Age, gender, income, education level.
a. Both serve the goal of connecting businesses with users actively searching
encourage conversions.  Geographics: Target specific locations.
for specific products, services, or information.
 Devices: Desktop, mobile, or tablet targeting.
5. Impact on Brand Visibility 5. Bidding Strategy
 Behavioral: Based on user interests or past interactions.
a. Both improve a brand's presence on SERPs, with paid ads appearing at the a. Choose a bidding model, such as cost-per-click (CPC), cost-per-thousand
5. Budget and Bidding
top and organic results appearing below. impressions (CPM), or cost-per-acquisition (CPA).
 Daily Budget: The maximum you’re willing to spend per day.
6. Performance Tracking 6. Ad Extensions
 Bidding Strategies:
a. Both can be measured and optimized using tools like Google Analytics, a. Enhance ads with additional information like sitelinks, call buttons, or
o Cost-Per-Click (CPC): Pay for each click.
Google Ads, and other tracking platforms. location details. o Cost-Per-Mille (CPM): Pay for every 1,000 impressions.
7. Content Quality Matters 7. Budget and Scheduling o Cost-Per-Acquisition (CPA): Pay for each conversion.
a. Success in both requires high-quality, relevant, and engaging content. For a. Allocate budget limits and define the schedule for when ads should run.  Example:
paid search, this improves ad performance (e.g., quality score), while for 8. Performance Tracking and Analytics o Daily Budget: $100
organic search, it boosts SEO rankings. a. Monitor metrics like click-through rate (CTR), cost-per-click (CPC), o CPC Bid: $2
conversion rate, and ROI using tools like Google Ads or Bing Ads. o Expected Clicks: 50/day.

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5) User search journey. - The user search journey refers to the stages a user goes through 6)Conversion rate optimization-mobile optimization and landing page. Ad Groups - An ad group contains a set of ads and keywords that share a common
when interacting with search engines to find information, products, or services. This Conversion Rate Optimization (CRO) focuses on improving the percentage of users who theme. Structuring ad groups correctly ensures better ad relevance and performance.
journey aligns with the buyer’s journey and helps marketers understand user intent at take a desired action, such as making a purchase, filling out a form, or subscribing to a Best Practices for Ad Groups
different stages newsletter. Two critical aspects of CRO are mobile optimization and landing page
1. Awareness Stage optimization because they directly impact user experience and engagement. 1. Use Tight Themes
a. User Behavior: The user becomes aware of a need, problem, or desire and starts Key Strategies for Mobile Optimization a. Each ad group should focus on a specific product, service, or audience
searching for general information or solutions. 1. Responsive Design segment.
b. Search Queries: Informational and broad. 2. Fast Loading Speed 2. Limit Keywords Per Ad Group
i. Examples: a. Include 10–20 closely related keywords to maintain focus.
3. Simplified Navigation
1. "What is the best workout routine?"
4. Clickable Buttons and CTAs 3. Customize Ad Copy for Each Group
2. "Benefits of running shoes."
5. Mobile-Friendly Payment Options a. Tailor copy to reflect the specific theme and keywords.
c. Intent: Curiosity or research (informational intent).
6. Integrate mobile payment solutions like Apple Pay, Google Pay, or PayPal. 4. Add Negative Keywords
d. Marketing Focus:
i. Educational content like blogs, guides, or videos. Landing Page Optimization for CRO - Landing pages are standalone pages a. Prevent ads from appearing for irrelevant searches.
ii. Use SEO to rank for general, informational keywords. designed to encourage users to complete a specific action. Optimizing these pages is Account Structure - A well-organized account structure ensures efficient management
2. Consideration Stage critical for maximizing conversions. and high campaign performance. It helps target ads effectively and analyze performance
a. User Behavior: The user evaluates options and narrows down choices by Key Elements of an Optimized Landing Page granularly.
comparing products, services, or solutions. 1. Clear Value Proposition 8) Keyword research-search intent and negative keywords.
b. Search Queries: More specific and comparative.
2.Strong Call-to-Action (CTA) -Use action-oriented language (e.g., “Get Started Now”, 1. Search Intent in Keyword Research - Search intent (or user intent) is the primary
i. Examples:
“Download Free Guide”). goal of a user’s search query. Understanding it ensures your keywords align with what
1. "Top running shoe brands." users want, increasing relevance and conversion potential.
3.Relevant and Engaging Content
2. "Nike vs Adidas running shoes." Types of Search Intent
c. Intent: Evaluation and exploration (navigational or investigative intent). 4. Visual Hierarchy
1.Informational Intent
d. Marketing Focus: 5. Fast Load Times a. Users seek knowledge or answers to questions.
i. Provide detailed product/service information, comparison charts, reviews, 7)Ad copy & Account structure, Ad groups b. Keywords often include words like “how to,” “what is,” “guide,” “tips.”
and case studies. Ad Copy - Ad copy is the text or creative content in your ad designed to attract and c. Examples:
ii. Use remarketing ads and targeted keywords to stay top of mind. engage potential customers. Effective ad copy is critical to driving clicks and conversions i. “How to tie running shoes”
3. Decision Stage in PPC campaigns. ii. “What are the best shoes for running?”
a. User Behavior: The user decides on the solution or product and is ready to take
Best Practices for Ad Copy 2. Navigational Intent
action, such as making a purchase or signing up.
 Highlight Unique Selling Points (USPs): Showcase what makes your product or 3. Transactional Intent
b. Search Queries: Transactional and action-oriented.
i. Examples:
service better. 4. Commercial Investigation Intent
1. "Buy Nike running shoes online."  Use Keywords: Include target keywords to match user queries and improve
2. "Discount codes for running shoes." relevance. 2. Negative Keywords - Negative keywords are terms you exclude from your
c. Intent: Conversion (transactional intent).  Focus on Benefits: Tell users what they gain, not just features. campaigns to prevent your ads from showing for irrelevant or low-quality traffic.
d. Marketing Focus:  A/B Testing: Run multiple versions of ad copy to identify the most effective one. Benefits of Negative Keywords
i. Create clear calls-to-action (CTAs), optimized landing pages, and offers like  Localize When Needed: Customize copy for local audiences, if applicable 1. Improve Ad Relevance
discounts or free shipping. 2. Reduce Wasted Spend
ii. Use paid search (PPC) for high-intent keywords. 3. Increase Click-Through Rate (CTR)
4. Boost Quality Score
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9) Purchase decision cycle. Conversion Tracking , Persuading an audience 10) Maximizing the impact of proposal, Quality score and Ad rank 11) Account elements-search query and three keyword matches.
The purchase decision cycle describes the stages a customer goes through before Maximizing the Impact of Proposals Search Query
making a buying decision. Understanding this cycle helps businesses tailor marketing Proposals play a critical role in persuading stakeholders or clients to take action. To A search query is the actual word or phrase typed by a user into a search engine like
strategies to guide users from awareness to conversion. maximize their impact: Google. These are the specific terms that trigger your ads to appear. It’s important to track
Awareness - The customer becomes aware of a need or problem.
1. Understand the Audience search queries because they help refine your keyword strategy, ensuring you target the
Consideration- The customer explores options and evaluates potential solutions.
Decision - The customer selects a solution and prepares to act. 2. Structure the Proposal Effectively most relevant traffic and avoid irrelevant clicks.
Action - The customer makes the purchase or takes the desired action 3. Use Persuasive Language Keyword Match Types
Post-Purchase - The customer uses the product or service and reflects on the experience. 4. Leverage Visuals and Design Keyword match types define how closely a user’s search query must match your target
5. Address Objections Proactively keyword for your ad to appear. There are three main types of keyword match: Broad
Conversion Tracking – It measures the actions users take after interacting with your 6. Proofread and Edit Match, Phrase Match, and Exact Match. Each has its own impact on the volume of traffic,
ad, email, or website. It helps assess campaign performance and ROI. Quality Score in Paid Search – It is a metric used by platforms like Google Ads to evaluate relevance, and control over who sees your ads.
1. Define Conversion Goals - Specify the actions you want to track (e.g., purchases, the relevance and quality of your ads, keywords, and landing pages. It ranges from 1 to 10, a) Broad Match
form submissions, downloads). with higher scores resulting in better ad placement and lower costs.  Definition: Your ad may show for any search query that includes the keyword in any
2. Set Up Conversion Tracking Tools Factors Affecting Quality Score order, along with related variations, synonyms, and even misspellings.
a. Common tools: 1. CTR (Click-Through Rate)  Example: If you target “running shoes”, your ad may appear for queries like “buy
i. Google Ads: Add conversion tracking codes to your website. a. Higher CTR signals relevance to user queries. sneakers”, “running footwear”, or “best shoes for jogging”.
ii. Google Analytics: Set up goals or track events. 2. Ad Relevance b) Phrase Match
iii. Facebook Ads Manager: Use the Facebook Pixel for tracking. a. How closely your ad copy matches the intent of the keyword.  Definition: Your ad will show for search queries that contain the target keyword in
3. Integrate Tags or Pixels - Add tracking snippets or pixels to your website’s relevant 3. Landing Page Experience the exact order, with additional words before or after the keyword. It allows more
pages (e.g., the “Thank You” page). a. The quality, relevance, and usability of the landing page tied to the ad. control than broad match.
4. Test the Setup - Verify the tracking system is capturing data accurately. Ad Rank - It determines your ad’s position on the search results page. It is calculated by  Example: If you target “running shoes” with phrase match, your ad can show for
multiplying the Quality Score with the Max CPC Bid and factoring in other elements like ad “best running shoes for beginners” or “cheap running shoes sale”, but not for
Persuading an Audience - Persuading your audience involves influencing their extensions and auction-time relevance. Ad Rank=Quality Score×Max CPC Bid “running sneakers” (because the word order is different).
behavior or decisions through effective communication and marketing tactics. 12. What is domain authority? c) Exact Match
Domain Authority (DA) is a search engine ranking score developed by Moz that predicts how well  Definition: Your ad will only show for search queries that exactly match the
1. Social Proof a website will rank on search engines. It is scored on a scale from 1 to 100, with higher scores keyword or are very close variations (e.g., plurals, misspellings).
a. Use testimonials, reviews, and case studies to show others trust and value indicating a higher likelihood of ranking well in search results.  Example: If you target “running shoes”, your ad will show only for searches like
you’re offering.  How It's Calculated: Domain Authority is based on multiple factors, primarily focusing on
“running shoes”, “running shoe”, or “run shoes”.
2. Scarcity the quality and quantity of backlinks to a website. It also considers the website’s age, size,
a. Highlight limited availability or time-sensitive offers to create urgency. and overall trustworthiness. Key factors include:
b. Example: “Only 3 left in stock!” o Backlink Profile: The number and quality of backlinks from other reputable

3. Authority websites.
o Linking Root Domains: The number of unique domains that link to your website.
a. Leverage endorsements, certifications, or expert opinions to establish
o Moz Rank and Moz Trust: Metrics that measure the popularity and trustworthiness
credibility.
of a site.
4. Reciprocity
Example: If two websites are competing for the same keyword, the one with a higher DA is
a. Offer something of value upfront (e.g., free trials, ebooks) to encourage
more likely to rank better, assuming other factors are equal.
reciprocation.

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12) Bidding- bid auction , Scheduling Ads 13) Campaign optimization-bid adjustment steps, why bid on devices, and optimize 1) SEO - SEO is the practice of optimizing websites or web pages to improve their visibility
Bid Auction for devices in search engine results pages (SERPs) through organic means (i.e., without paying for
The bid auction is the process through which platforms like Google Ads or Bing Ads Campaign optimization is the ongoing process of improving your paid search campaigns placement). SEO involves various strategies and techniques that focus on increasing
determine which ads to display in response to a search query and their order on the search to increase performance, reduce waste, and maximize return on investment (ROI). One of traffic and visibility, such as optimizing site content, improving user experience, and
results page. the key strategies in this process is bid adjustments, which allow you to fine-tune your building backlinks.
Factors Affecting the Bid Auction: campaigns for better efficiency. Additionally, device bidding and optimizing for devices key elements of SEO:
 Max CPC Bid: The maximum amount you're willing to pay for a click. are crucial to ensuring your ads are seen by the right users on the right devices.
1. On-Page SEO
 Quality Score: Google evaluates your ads based on relevance, landing page quality, Bid Adjustment Steps a. Involves optimizing the content and HTML source code of a web page. This
and historical performance. Bid adjustments allow advertisers to increase or decrease their bids based on specific factors
includes using relevant keywords in titles, meta descriptions, headers, and
 Ad Extensions: Extra information (e.g., phone number, location, site links) can such as device, location, time of day, audience, and more. By fine-tuning your bids, you can
URLs. The goal is to make it clear to search engines what the content is
improve your campaign performance, especially when certain factors are more likely to drive
increase the visibility and relevance of your ad. about.
conversions.
 Ad Relevance and Landing Page Quality: Ads and landing pages with higher 2. Keyword Research
Steps for Bid Adjustments:
relevance typically have a better chance of winning at a lower bid. 1. Review Historical Data a. Identifying the right keywords to target is crucial. These are the words or
 Expected Impact of Extensions and Other Ad Formats: These are additional 2. Identify Opportunities for Bid Adjustments phrases that users type into search engines. Tools like Google Keyword
features like callout extensions, sitelinks, etc., that can enhance ad performance. 3. Adjust Bids Planner help find high-volume, low-competition keywords to rank for.
Scheduling Ads (Ad Scheduling) – It allows you to control when your ads are shown, Optimizing for Devices - Optimizing for devices means adjusting not only your bids but also the 3. Technical SEO
optimizing your budget for specific times or days of the week. This feature is important for way your ads are presented and the user experience across devices. The goal is to provide the best a. Focuses on optimizing the technical aspects of a website, such as site
aligning your ads with when your target audience is most likely to engage or convert. possible experience for users based on the device they’re using and, in turn, maximize conversions speed, mobile-friendliness, URL structure, and ensuring that search engines
 Optimize Budget: Focus your budget on peak hours or days when conversions are Why Bid on Devices? can crawl and index the site correctly.
more likely to occur. Device bidding refers to the practice of adjusting your bids based on the type of device a user is 4. Content Creation
 Improve Relevance: Show ads during specific hours or days when your products or using to search (e.g., desktop, mobile, tablet). Bidding on devices allows you to optimize your a. Quality content is vital for SEO. It must be engaging, informative, and align
campaigns by taking into account how user behavior changes across different devices. with user intent. Creating valuable, keyword-optimized content helps
services are more relevant (e.g., restaurant ads during lunch hours).
14) Overcoming objections-pre handling improve rankings.
 Increase Efficiency: Prevent wasteful ad spend during off-peak hours or times
Pre-handling objections involves anticipating potential concerns or resistance that 5. Backlinking
when customers are less likely to convert (e.g., middle of the night).
prospects may have before they raise them. By addressing objections proactively, you can a. Acquiring backlinks from reputable websites increases the domain authority
3) Difference b/w on page and off page optimization
increase the chances of a positive response and build trust with your audience. This of your site.
technique is widely used in sales, marketing, and even in paid advertising to ensure 2) 3 pillars of SEO, SEO Algo- crawling, indexing and ranking
smoother conversions and reduce hesitation. SEO can be broken down into three essential pillars that work together to improve a
Method How It Helps website's visibility on search engines. These pillars are:
Understand Common Objections Identifies key concerns early on and allows for proactive
1. Technical SEO -This pillar focuses on the backend elements of a website that affect how
solutions.
Address Objections in Ad Copy Directly tackles potential concerns in messaging, building trust. search engines crawl and index the site. Key aspects of technical SEO include:
Build Trust Early Establishes credibility and addresses concerns before they i. Site Speed: Ensuring that your site loads quickly.
arise. ii. Mobile-Friendliness: Ensuring your site is optimized for mobile devices.
Ask Qualifying Questions Uncovers potential objections early and allows you to address iii. URL Structure: Clean, descriptive, and user-friendly URLs.
them.
2. On-Page SEO - This pillar refers to optimizing individual web pages to make them more
Reframe Objections Turns objections into opportunities to highlight product
value. attractive to search engines and users. On-page SEO includes:
Clear Value Proposition at Checkout Reduces objections related to cost, value, and ease of i. Keyword Optimization: Ensuring your target keywords are strategically
purchase. placed in titles, headings, content, and URLs.
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ii. Content Quality: Creating high-quality, relevant, and valuable content for 4) Features and key differences between long tail and short tail keywords 5) Technical optimization, SERP, SEO Objectives
users. Technical SEO Optimization – It refers to optimizing the technical aspects of a
iii. User Experience (UX): Improving website navigation, design, and
website to ensure that it meets the requirements of modern search engines for crawling,
accessibility.
indexing, and ranking. The goal is to improve the website's performance, ensure search
3. Off-Page SEO -This pillar focuses on activities outside of your website that can influence its
engines can access and understand its content, and enhance user experience.
ranking. The most common off-page SEO strategies include:
1. Website Speed: Site loading times are crucial for both user experience and search engine
i. Backlinks: Acquiring links from high-authority external sites to boost
rankings. Slow websites may have high bounce rates and lower engagement.
credibility and trustworthiness.
Mobile Optimization: With mobile-first indexing, it's essential that websites are optimized for
ii. Social Signals: While not a direct ranking factor, social media engagement
mobile devices.
can increase traffic and brand visibility.
Secure Sockets Layer (SSL): Websites using HTTPS are given preference over non-secure HTTP
iii. Brand Mentions: Online mentions of your brand or website, even without
sites.
direct links, can improve authority
SEO Algorithm: Crawling, Indexing, and Ranking SERP (Search Engine Results Page)
1. Crawling The SERP is the page that a search engine returns after a user enters a query. It contains a
a. Crawling is the process by which search engines discover new and updated list of results that the search engine has deemed most relevant to the user's search query.
content on the internet. Search engines use crawlers or spiders (like SERP elements may include organic search results, paid ads, knowledge graphs, images,
1. What's a robots.txt file? What is a spider/crawler? videos, and local results.
Googlebot) to follow links across websites and gather information about new
A robots.txt file is a text file placed on a website to give instructions to web crawlers Key Elements of SERP:
pages or content.
(bots) about which pages or sections of the site should or should not be crawled and
b. Crawlers start from a list of known web pages and then follow links from 1. Organic Results: The non-paid listings on the search results page. These results are ranked
indexed by search engines.
these pages to discover additional content. Crawling ensures that the search based on factors like content relevance, backlinks, and technical SEO.
 Location: The file is typically located at the root of the website (e.g.,
engine is aware of the content and can potentially index it. 2. Paid Search Results: These are advertisements that appear at the top, bottom, or side of
www.example.com/robots.txt).
2. Indexing the search results. Paid results are typically labeled as "Ad" or "Sponsored."
 Purpose: It controls search engine bots' access to specific parts of the website. For
a. After a page is crawled, the search engine must decide whether to index it, 3. Featured Snippets: A boxed section at the top of the SERP displaying an answer to a
example, you might not want search engines to crawl confidential pages, admin
meaning it adds the page to its database of content. The search engine looks search query directly. Featured snippets may include lists, paragraphs, or tables extracted
sections, or duplicate content. from web pages.
at the content of the page (text, images, and other media) and assesses its
A spider or crawler is a type of automated software program used by search engines 4. Knowledge Graph: A box that appears on the right-hand side of the SERP with quick facts
relevance.
to explore the web. They "crawl" websites by following links to gather information or details about a particular entity (e.g., a person, place, or thing). It pulls data from trusted
b. If the page is deemed valuable, it is added to the index. If not, it may be
about web pages. sources like Wikipedia.
discarded, and the page won’t appear in search results. Search engines also
 Purpose: Crawlers visit websites, collect content, and then index it for search
take into account canonical tags, which help them determine the primary SEO Objectives
engines like Google, Bing, etc., so that it can be served to users in search results.
version of a page when there are duplicates. The objectives of SEO are the goals you aim to achieve through the optimization of a website or
 How It Works: The spider starts at a list of web URLs. It downloads and analyses
3. Ranking web page to improve visibility, traffic, and conversions. These objectives guide SEO strategies
the content of the page.
a. Ranking is the process by which search engines determine the order in and tactics, ensuring measurable results.
 Main Function: To gather and index content for search engines. To understand how
which indexed pages should appear in search results. Pages that are Key SEO Objectives:
to rank pages based on relevance and content.
deemed more relevant, trustworthy, and high-quality are ranked higher.
Example: Googlebot is Google’s web crawler. It checks your website and stores 1. Increase Organic Traffic:
information in Google's database, allowing your website to appear in search results. 2. Improve Search Engine Rankings:
Would you like to dive deeper into any of these concepts? 3. Enhance User Experience (UX):
4. Increase Conversion Rates:
5. Establish Brand Authority:

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6) Turning research into control, Mini technical SEO Audit 1. What are QR match types, how they are denoted, and how many are there? 4. What's PPC? What is real-time bidding?
In the context of Google Ads, the term "QR match types" likely refers to Keyword Match  PPC (Pay-Per-Click) is an online advertising model where advertisers pay a fee each
Turning research into control in SEO involves gathering data, analyzing it, and then Types, which are fundamental in determining how closely a user's search query matches time someone clicks on their ad. It’s a way to buy visits to a website rather than
implementing actionable strategies based on findings to improve your website’s your keyword. Here’s an explanation: earning them organically through SEO. PPC is commonly used in SEM and platforms
performance. By conducting research and then taking control of SEO elements, you can Keyword match types allow advertisers to control which search terms can trigger their ads. like Google Ads, Bing Ads, and social media channels.
optimize your website more effectively and drive better results. There are three main match types (plus a variant): Example: If a company bids on the keyword "buy laptops" and a user clicks on the ad, the
Steps to Turn SEO Research into Control: 1. Broad Match: company pays for that click, even if the user doesn’t make a purchase.
 Conduct Thorough Keyword Research: Identify high-value, relevant keywords that o Denoted as: No special symbols, e.g., keyword.
 Real-Time Bidding (RTB) is a programmatic advertising technology that enables the
your target audience is searching for. Use tools like Google Keyword Planner, o How it works: Matches your ad with searches that include any words related to
buying and selling of ad impressions in real-time auctions. It happens automatically
SEMrush, or Ahrefs to find the best keywords to target. your keyword, including synonyms and variations.
and in milliseconds, as a webpage or app loads for a user.
 Analyze Competitors: Conduct a competitive analysis to understand how your o Example: Keyword women's hats may match searches like "ladies' hats" or "buy
hats for women."
Example: If a user visits a travel website, advertisers like airlines, hotels, or travel agencies
competitors are ranking for similar keywords. I can bid in real-time to show their ads to that specific user.
2. Phrase Match:
 Technical Audit: Perform a technical SEO audit to identify issues that could affect 5. Different types of campaigns on Google Ads?
o Denoted as: Quotation marks, e.g., "keyword".
your website’s performance o How it works: Matches your ad with searches containing the exact phrase or a 1. Search Campaigns - Ads appear on Google’s search results pages when users search for
 User Intent Mapping: Map keywords to the specific intent of the user close variant, with words before or after it. specific keywords.
(informational, transactional, navigational, etc.). o Example: Keyword "women's hats" may match "buy women's hats" or "women's  Purpose: Drive traffic to your website or landing page by targeting users actively searching
 Improve Site Architecture and Navigation: Ensure that your website’s structure is hats on sale" but not "hats for women." for related products or services. Ad Format: Text ads.
logical and that users and search engines can easily navigate between pages. 3. Exact Match:  Example: A user searching for "buy shoes online" might see an ad for a footwear brand.
o Denoted as: Square brackets, e.g., [keyword]. 2. Display Campaigns - Visual ads appear across the Google Display Network, which includes
Mini Technical SEO Audit – It is a simplified version of a full technical SEO audit. It
o How it works: Matches your ad with searches that are identical or close variants of millions of websites, apps, and Gmail.
focuses on key technical factors that impact a website’s visibility, user experience, and  Purpose: Build brand awareness and engage users who may not be actively searching for
the exact keyword.
performance in search engine results. Here's a step-by-step process for conducting a your product. Ad Format: Image, video, or rich media ads.
o Example: Keyword [women's hats] may match searches like "women's hats" or
basic technical SEO audit: "women hats" but not "buy hats for women."  Example: An ad for a vacation package appearing on a travel blog.
Steps for a Mini Technical SEO Audit: 2. What's Google Ads & why are they called SEM Marketing tools? 3. Shopping Campaigns - Product ads appear in Google Shopping results and the main Google
1. Site Crawling and Indexing Check: Use tools like Google Search Console, Google Ads is an online advertising platform developed by Google, where advertisers can create search results page.
Screaming Frog, or Ahrefs to crawl your website and identify any pages that are and run ads to reach their target audience. It allows businesses to promote their products or  Purpose: Showcase products with images, prices, and descriptions to drive sales for e-
blocked from indexing or have crawl issues. services across Google Search, YouTube, Google Display Network, and other partner sites. commerce businesses. Ad Format: Product listing ads with images, titles, prices, and store
2. Check Site Speed: Run your website through tools like Google Page Speed 2. Search Engine Marketing (SEM): details.
o SEM is a digital marketing strategy focused on increasing visibility on search engine  Example: A user searching for "smartphone under $500" might see a carousel of product
Insights or GT metrix to analyze your site’s loading time.
results pages (SERPs) through paid advertising. ads from different sellers.
3. Mobile-Friendliness: With mobile-first indexing, it’s crucial that your site is mobile-
o Google Ads is one of the most widely used platforms for SEM because it displays 4. Video Campaigns- Video ads run on YouTube and other video partner sites.
friendly. Use Google’s Mobile-Friendly Test to ensure your site displays correctly
ads at the top or bottom of Google search results.  Purpose: Build brand awareness, promote products, or drive conversions through engaging
on mobile devices.
3. Key Features of SEM in Google Ads: video content. Ad Format: Skippable or non-skippable in-stream ads, bumper ads,
4. SSL Certificate: Check if your website uses HTTPS. Google considers SSL as a discovery ads, or outstream ads.
o Targeted Keywords: Advertisers select specific keywords relevant to their products
ranking factor, and sites with SSL certificates are more secure.  Example: A 30-second video ad for a fitness app playing before a YouTube workout tutorial.
or services to trigger their ads when users search for those terms.
5. 404 Errors and Redirects: Identify any 404 errors (broken links) using Google o Real-Time Bidding (RTB): Google Ads uses an auction system to decide which ads 5. App Campaigns - Promotes app downloads or in-app actions across Google Search,
Search Console or Screaming Frog. appear for a given search query. Display, YouTube, and the Google Play Store.
o PPC Model: Advertisers only pay when users interact with their ads, ensuring cost-  Purpose: Increase app installs or drive user engagement within your app.
efficiency.  Ad Format: Automated ads created from your app’s details (text, images, and videos).
 Example: A gaming app ad appearing on the Play Store or within another app.
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6. Explain different types of audiences on Google Ads? (In-market, Affinity, Topics,  Example: If your daily budget is ₹1,000, Google will allocate it across bids to maximize the 9. What is indexing? What is Search Console used for?
Keywords) total number of conversions. Indexing is the process where a search engine stores and organizes the content it
1. In-Market Audience - These are users actively researching or comparing products 3. Maximize Clicks - An automated bidding strategy focused on getting the most clicks discovers during the crawling process. After a spider (or crawler) scans a web page, the
and services in a specific category and are likely to make a purchase soon. possible within your set budget. search engine indexes it, meaning the page is added to the search engine’s index.
 Purpose: Increase website traffic and brand visibility.
 Purpose: Target users with high purchase intent, making it ideal for conversion- Example: If you create a blog post, once a search engine bot crawls it, the post will be
 Best For: Advertisers prioritizing traffic to their site rather than immediate conversions.
focused campaigns. indexed. Later, when users search for related topics, your blog post can appear in
 Example: If you have a ₹2,000 daily budget, Google will try to get the maximum clicks for
 Example: A user browsing travel websites and searching for "cheap flights to Paris" search results.
that budget.
would be placed in the "Travel" in-market audience. 8. What's the character limit for search ads? (Title - 90, Description - 120) Google Search Console (GSC) is a free tool offered by Google that allows website
2. Affinity Audiences - These are users with long-term, consistent interests and The character limits for Google Search Ads are as follows: owners to monitor, maintain, and troubleshoot their website's presence in Google
hobbies (not necessarily tied to immediate purchase intent). 1. Headline (Title): Up to 30 characters per headline. You can include up to 3 search results. Primary Uses:
 Purpose: Build brand awareness by targeting users who align with your brand's o Monitor Search Performance: Track clicks, impressions, CTR (click-through
headlines, so the combined maximum is 90 characters.
values or offerings. 2. Description: Up to 90 characters per description. You can include up to 2 rate), and average position of your website's pages in Google Search.
 Example: A user who frequently visits tech blogs, watches gadget reviews, and o Submit Sitemaps: Helps Google find and crawl all your website's pages by
descriptions, so the combined maximum is 180 characters.
searches for new devices might belong to the "Tech Enthusiasts" affinity group. Ad Components in Detail: submitting an XML sitemap.
3. Topics - Topics allow advertisers to target or exclude users viewing content related 1. Headlines: The clickable part of the ad that appears at the top. Make it engaging o Crawl Errors: View any issues Googlebot may have encountered while
to specific categories or themes. and relevant to attract clicks. Example: "Buy Sports Shoes Online - 50% Off Today" crawling your website (e.g., broken links or pages that couldn’t be found).
 Purpose: Show ads on websites, apps, or videos that match the chosen topic. Example: If you're running an e-commerce website and notice a drop in search traffic,
2. Descriptions: Provides additional details about your offer or product. Helps users
 Example: If you select the "Fitness" topic, your ads will appear on fitness blogs, you can use Google Search Console to identify issues like pages being excluded from
understand why they should click. Example: "Explore the latest collection of sports
workout tutorial videos, or related apps. shoes. Free shipping on all orders!" indexing or errors preventing Google from crawling your site.
4. Keywords - Keywords target users based on their search queries or the context of 8. What are extensions? Name different types of extensions (Call, Site link, Location). 10. Name some SEO tools? (SEMrush, AHREFS, MOZ)
the content they are viewing. Extensions are additional pieces of information that you can add to your Google Ads to SEMrush Features:
 Purpose: Match ads with relevant user intent, whether they are actively searching  Keyword Research: Discover profitable keywords, track rankings, and analyze
provide more context and increase ad visibility. They enhance your ad by making it more
for a product/service (Search Network) or reading related content. useful and attractive, often leading to higher click-through rates and better performance. competitors’ keywords.
 Example: A business selling running shoes might target keywords like "best running  Competitor Analysis: See what keywords your competitors are ranking for and how
1. Call Extensions: Add a phone number to your ad, making it easier for users to call
shoes" or "buy running shoes online." your business directly. they perform.
7. Different bidding strategies? (Enhanced CPC, Maximize Conversion, Maximize o Best For: Businesses that rely on phone leads or want to drive direct
 Site Audit: Conduct comprehensive SEO audits of your website, find issues, and get
Clicks) customer inquiries. actionable insights to improve performance.
1. Enhanced CPC (eCPC) -It is a manual bidding strategy with an automatic adjustment  Advertising Research: Offers insights into competitor ad strategies on Google Ads.
o Example: "Call Us at 123-456-7890 for Instant Support!"
feature. Google adjusts your manual bids in real-time to increase the chances of conversions. Example: You can use SEMrush to track your keyword rankings and perform a website
2. Sitelink Extensions: Provide additional links to specific pages on your website,
 Purpose: Optimize for conversions while maintaining control over manual bids. audit to fix technical SEO issues, which can improve your search engine visibility.
such as product pages, services, or special offers.
 Best For: Advertisers who want better results but still prefer some control over their bids.
o Best For: Highlighting multiple offerings or directing users to deeper sections
2. AHREFS Features:
 Example: If your base bid is ₹10, Google might raise it to ₹13 for a high-probability
 Backlink Checker: Provides detailed data about backlinks, including who is linking
conversion click or lower it to ₹7 for a less valuable click. of your site.
o Example: Links like "Shop Now," "Contact Us," or "View Offers."
to your site, their domain authority, and anchor text.
2. Maximize Conversions - An automated bidding strategy where Google tries to get the
 Site Explorer: Analyse your website or any competitor’s website for organic traffic,
maximum number of conversions within your budget. 3. Location Extensions: Display your business’s address, phone number, and a map
 Purpose: Drive as many conversions (e.g., purchases, sign-ups, form submissions) as link. This helps users find your physical location easily. backlinks, and top-ranking pages.
possible for the set budget.  SEO Audit Tool: Identify on-page issues such as missing meta tags, broken links,
o Best For: Local businesses or stores aiming to drive foot traffic.
 Best For: Advertisers focused on increasing the number of conversions. o Example: "Visit Us: 123 Main Street, New York, NY."
etc., and track SEO health.

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Example: AHREFS is ideal for backlink analysis. If you're building backlinks, you can track oProduct Performance: Metrics for specific SKUs (e.g., clicks, sales, and 13. SEO vs SEM
competitor backlink strategies and identify high-quality websites to acquire links from. conversions). SEO SEM
3. MOZ Features: 5. App Campaigns It is a part of SEM. It is used for traffic generation and is a
 Objective: Drive app installs or in-app actions. superset of SEO.
 Keyword Explorer: Find high-potential keywords and get search volume, difficulty,
o Installs: Number of app downloads. The Click-Through Rate (CTR) of SEO is higher The Click-Through Rate (CTR) of SEM is lower
and SERP analysis. than SEM. than SEO.
o Cost Per Install (CPI): Average cost of an app installation.
 Site Audit Tool: Perform site audits to identify on-page SEO issues, such as broken Traffic potential is unlimited. Traffic potential is limited depending on the
o In-App Actions: Engagements like purchases, sign-ups, or subscriptions.
links, missing meta descriptions, or issues with page speed. budget.
o Conversion Rate: Installs or actions divided by ad impressions or clicks.
 Link Explorer: Check your website’s backlink profile and compare it with your
Competition is lesser due to the requirement Competition is higher in the targeted areas.
12.Name different types of YouTube Ads? for organic content
competitors. 1. Skippable In-Stream Ads The SEO search result doesn’t target any SEM search result targets the selected
 Moz Bar: A browser toolbar that provides SEO metrics for any webpage, including audience. audience.
 Description: Ads that play before, during, or after a video. Viewers can skip the ad
domain authority, page authority, and links. Example: Backlinks creation Example: Google Ads
after 5 seconds.
Example: If you're working on improving your site’s ranking, you can use Moz to track your 14. What are all services a digital marketing organisation provides?
 Best For: Brand awareness, reach, and engagement.
rankings and optimize individual pages based on their SEO recommendations. A digital marketing organization offers a wide range of services to help businesses build their online
 Payment Model: Cost Per View (CPV) or Cost Per Thousand Impressions (CPM). presence, engage with their audience, and achieve marketing goals.
11.Explain different measurement metrices for different Google Ad campaign? 2. Non-Skippable In-Stream Ads 1. Search Engine Optimization (SEO)
1. Search Campaigns
 Description: Ads that must be watched fully (typically 15–20 seconds) before the  Keyword Research & Strategy: Identifying high-traffic, low-competition keywords.
 Objective: Drive traffic, leads, or sales.
main video starts.  On-Page SEO: Optimizing website content, metadata, and structure.
o CTR: Percentage of users who clicked on your ad after seeing it.
 Best For: Maximum brand exposure.  Off-Page SEO: Building backlinks and managing external factors.
o Quality Score: A measure of the relevance of your keywords, ads, and landing page.
 Payment Model: CPM (Cost Per Thousand Impressions).  Technical SEO: Ensuring website performance and fast loading speeds.
o CPC (Cost Per Click): Amount paid for each click on your ad.
3. Outstream Ads 2. Pay-Per-Click Advertising (PPC)
o Conversion Rate: Percentage of clicks that result in a conversion (e.g., purchase,
 Description: Mobile-only video ads that play on partner websites and apps outside  Google Ads: Running search, display, and shopping campaigns.
sign-up).
 Social Media Ads: Advertising on platforms like Facebook, Instagram, LinkedIn, and Twitter.
2. Display Campaigns YouTube.
 Remarketing Campaigns: Targeting users who have interacted with your site or ads.
 Objective: Build brand awareness or retarget audiences.  Best For: Expanding reach beyond YouTube’s platform.
 Programmatic Advertising: Using AI to buy and optimize ad placements.
o Impressions: Number of times your ad was displayed.  Payment Model: CPM (for viewable impressions).
3. Social Media Marketing (SMM)
o CTR: Indicates how engaging your display ad is. 4. YouTube Shorts Ads  Profile Management: Creating and managing accounts on platforms like Facebook,
o Cost Per Thousand Impressions (CPM): Cost to display your ad 1,000 times.
 Description: Ads tailored for YouTube Shorts, appearing between vertical video Instagram, LinkedIn, and TikTok.
o Engagement Rate: User interactions such as clicks, video plays.
content.  Content Creation: Developing engaging posts, videos, and stories.
3. Video Campaigns (YouTube Ads)
 Best For: Reaching younger, mobile-first audiences.  Community Management: Interacting with followers and responding to comments.
 Objective: Increase engagement, views, or brand awareness.
 Payment Model: CPM or CPV.  Social Media Strategy: Planning campaigns for audience growth and engagement.
o View Rate: Percentage of people who watched your video ad after it started.
5. YouTube Shopping Ads 4. Content Marketing
o CPV (Cost Per View): Average cost of a single video view.
 Description: Interactive video ads integrated with product cards or carousels that  Blog Writing: Creating SEO-optimized blog posts.
o Watch Time: Total time viewers spent watching your video ad.
let viewers directly shop.  Video Marketing: Producing promotional videos, explainers, and tutorials.
o Engagements: Clicks on CTAs, overlays, or companion banners.
 E-books and Whitepapers: Developing downloadable resources for lead generation.
4. Shopping Campaigns  Best For: E-commerce businesses looking to drive sales.
 Content Strategy: Aligning content with business goals and audience interests.
 Objective: Drive product sales through visually rich product ads.  Payment Model: Target ROAS or CPC.
5. Email Marketing
o Impressions: Number of times your product ad appeared.
 Campaign Management: Designing and executing email campaigns.
o CTR: Reflects interest in your product listings.
 Automations: Setting up workflows for abandoned carts, welcome emails, etc.
o ROAS (Return on Ad Spend): Revenue generated per dollar spent on ads.
 List Segmentation: Tailoring messages for different audience segments.
o CPC: Cost per click for product ads.
 Performance Tracking: Monitoring open rates, click-through rates, and conversions.
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15.What is T shaped marketer? 17. What is Tiny png and what it is used for?
A T-shaped marketer is a professional with broad knowledge across various aspects of TinyPNG is an online image optimization tool that uses smart lossy compression
marketing and deep expertise in one or a few specific areas. The "T" metaphor represents techniques to reduce the file size of images. It primarily supports PNG and JPEG formats,
their skill set: and its goal is to maintain visual quality while significantly reducing file size.
1. The Horizontal Bar: Represents a wide understanding of multiple disciplines, such TinyPNG Used For
as SEO, content marketing, social media, paid advertising, analytics, and email 1. Website Optimization: Reducing image file sizes improves website loading speed,
marketing. This breadth allows them to collaborate effectively with specialists in leading to better user experience and SEO rankings.
different areas and understand how various marketing channels interact. 2. Saving Bandwidth: Optimized images consume less bandwidth, which is especially
2. The Vertical Bar: Represents deep expertise in a particular area, such as SEO, PPC, beneficial for users with limited data or slow internet connections.
or social media strategy. This depth enables the marketer to execute and strategize 3. Improving Performance for Mobile Users: Faster loading images enhance
effectively in their specialty. performance on mobile devices, where connection speeds can vary.
Example of a T-Shaped Marketer 4. Reducing Storage Needs: Smaller image sizes help save storage space on servers
 Broad Skills: Understands the basics of PPC, social media marketing, email and devices.
campaigns, and web analytics. 5. Email Attachments: Optimized images ensure email attachments don’t exceed
 Deep Expertise: Is highly skilled in SEO, capable of executing technical audits, size limits and load faster.
keyword strategies, and optimizing on-page content. 6. Social Media & Digital Marketing: Compressed images are easier to share and
16.What is Sitemap and format of Sitemap? maintain quality when uploaded to social media platforms or used in ads.
A sitemap is a file that provides search engines with a structured list of all the
important pages on a website, helping them crawl and index the content efficiently. It
acts as a roadmap for search engine bots, guiding them to the most critical parts of
your site.
Types of Sitemaps
1. XML Sitemap: Lists URLs along with metadata like the last modified date, priority,
and change frequency.
2. HTML Sitemap: Provides a clickable list of important pages to improve user
navigation.
3. RSS/Atom Feeds: Helps search engines discover recently updated content.
4. Image Sitemap: Includes image-specific metadata to help search engines index
images.
Format of Tags in an XML Sitemap
1. <urlset>: Encapsulates all URLs in the sitemap. The xmlns attribute defines the
namespace.
2. <url>: Represents each individual page.
3. <loc>: Specifies the URL of the page.
4. <lastmod> (optional): Indicates when the page was last updated (in YYYY-MM-DD
format).
5. <changefreq> (optional): Suggests how frequently the page is likely to change (e.g.,
daily, weekly, monthly).