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➢ Padddddrtnership Platforms

DIPLOMA IN DIGITAL
MARKETING

Summary Notes
Lesson 3

Caitlin Hogg – Digital Marketing Educator


Digital.marketing@shawacademy.com
Google PPC & SEO

Acquiring the Right Leads – For Less


Definition: Pay-per-click advertising (PPC) is the form of internet advertising
where advertisers pay a website owner whenever their ad is clicked on.

➢ CPC: Cost-Per-Click

➢ CPM: Cost-Per-Mille (impressions)

➢ CPA: Cost-Per-Acquisition (Sale)


➢ CTR: Click-Through Rate

Google AdWords
When setting up Google ads, you can build different advertising Campaigns in your

Google AdWords account. Built these ads around keywords. You will pay for the

keywords in a bidding system organised by Google, in your AdWords account. The price
of the keywords will be the result of other business competing for the same keywords.

Choosing Keywords
You can use different sources to gather keywords. Google provide a tool called the
Keyword Planner. This tool will give you suggested keywords. However, you need to

investigate the suggest keywords to make sure they align with your overall business
objectives. If you’re selling new cars, you do not want a search for second hand cars to

show your ad.

Some resources for keywords:

➢ Spyfu: www.spyfu.com
➢ Keyword Planner: www.googleadwords.com
➢ SEMrush: www.semrush.com

Keyword Strategy
When you’re building your keyword plan, you align with your overall digital marketing

strategy. Use the resources you have to collect the keywords you plan to use. Then you
want to consider your overall business objectives, gather data on the keywords you have

selected, cost, and average search volume. Then you want to create content based on
your keywords and business goals.

Competitor Analyses For Keywords

➢ Go to your competitor’s website


➢ Right-click in the white space

➢ View source code


➢ Hit Control F (CTRL + F Keys)

➢ Type in keywords

Display Advertising and Remarketing


In Google AdWords, you can also set up and advertise through the display network. The
Display Network is a collection of partner websites and Google websites that show

AdWords ads. On the Display network, you can reach customers outside of search, you
can use additional ad formats such as images and video.

Remarketing
This is also set up in Google AdWords. This form of advertising is a powerful way of
getting in front of your customer. Here the potential customer has arrived at a website,

they leave the site, then the potential customer is browsing the internet, they see an ad
from the original website, they click on the ad. You then convert returning traffic.
SEO-Search Engine Optimisation
Organic traffic is the unpaid search results that shows up in the search engines. SEO is
valuable traffic as it is free and the customer is searching for the product or service.

Imagine Google as a library, the librarian (Google) needs all the books (information)
organised. There are technical aspects and a creative process that will optimise your site

for SEO.

Linking Structure
The search engines give a lot of weight to a good linking structure. It’s important to

develop a strategy around linking. There are two most important aspects you want to
consider. If you can have a website that is deemed to be an authority in your industry,

connecting to your site, through back linking, the search engine will take this
information and make the calculation that your website is relevant and important. It’s

also important to provide a good user experience on your website with linking relevant
pages to the next. The search engines will use this information to determine the user

experience on your website.

Search Console

It’s critical to submitting your sitemap to Google. This is the bones of your website, and
it allows Google to crawl and index your site. The search console has some helpful
resources to optimise your website. You should check each page is optimise for search.

You can use the structured mark-up helper to help with website optimisation.
Additional Notes

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Thank You