Search Engine Marketing Full Course 2026 [FREE] | Search Engine Marketing Tutorial | Simplilearn

Hey everyone, welcome back to Simply Learn's YouTube channel. In this course, search engine marketing, we'll be learning how paid ads work on search engines, and how businesses use platforms like Google Ads to reach the right people at the right time. Think about this. When someone searches best laptop under budget, digital marketing courses near me, or restaurants near me, the first few results they see are often paid ads. But those ads do not appear randomly. There is a strategy behind them. The right keywords, the right bid, the right audience, the right landing page, and the right campaign setup. And that is exactly what we'll be understanding in this course. We'll start by learning the main types of digital ads including search ads, display ads, YouTube ads, and local ads. Then we'll be understanding how Google ads work behind the scenes, including ad rank, quality score, bidding, click-through rate, ad relevance, and landing page experience. And after that, we'll be moving into campaign setup where you'll be learning how to manage budgets, click impressions, CTR, bids, ad rotation, and campaign performance. Next, we'll be exploring keyword research and keyword filtering, where you'll be learning how to choose the right keywords, remove low performing terms, and send users the right final URL. We'll also be covering ad extensions, also called assets such as site links, lead forms, callouts, which help make your ads more useful and clickable. Then we'll move into YouTube and video advertising where we'll be understanding skippable ads, non-s skippable ads, audience targeting, demographic targeting, specific video placements. And by the end of this course, you'll be understanding how SEM campaigns are created, how Google decides which ads to show, and how to control your budget and how to improve campaign performance using data. So, let's get started with this search engine marketing course and learn how to turn search intent into real business results. Also, if you want to become a digital marketer, I highly recommend you checking out this AI powered digital marketing certificate program from SPJ School of Global Management and Simply Learnure. This is a five-month online course that will teach you everything you need to know about modern digital marketing and it's designed specifically for the AI era we are living in right now. The best part is you'll be learning how to use AI tools like ChargeB, Canva, Seamish along with 50 other marketing tools that companies are actually using today. This isn't just theory. You'll be learning live interactive classes with real world professors from SPG global work on seven hands-on project and mentor support and study over 15 real world case studies. The course covers everything you need to know about modern digital marketing to email campaigns, analytics and automation. And what really makes this course stand out is that you'll be getting free meta and Google ad credits to practice with so you can actually run campaigns and see real results. So what are you waiting for? Hurry up and enroll now. The course link is mentioned below. Now before we get started, here's a quick quiz question for you. What is the main purpose of search engine marketing? Your options are to design website logos, to show paid ads to users searching online, to write only blog articles or to create offline posters. Let me know your answers in the comment section below. So first now as we were discussing so this is the introduction that we are talking about. So this is the introduction introduction slash meaning of and what is PPC? So SEM is nothing but search engine marketing. It is it is a strategy to increase your website visibility. Now let's take a practical explanation. Okay. Now let's try to understand things in a practical way. So website is ready. It is ready to launch. Okay. Now your website is about e-commerce. Okay. And on a e-commerce if you're doing SEO, search engine optimization, how many months do you take to get a ranking on Google? Yes, guys. How many months do you take to get a ranking on Google? If you're doing the marketing of your website of SEO through SEO, how much time does it take to get a ranking on Google? 3 to four months. Agree with that everyone? 3 to four months. It can be 6 to 8 months. It can be one year. True? Agree? Now let's imagine you're a e-commerce business. Now you have set up a business. You have a place. You want to sell your products. Am I right? Do you want sale or do you want people to visit your website? What is your objective? E-commerce. E-commerce. Do you want to sell or do you want to make the visitors come onto your website and see the product? Like there is a expo in expo you have taken a stall the stall cost is 3040,000 but people are just coming and seeing your stall and going there is no sale would you like it expo your stall 30 40,000 you have paid and people are just coming to your stall and seeing and just going there's no no purchase you would not like it so if you're having a website of e-commerce you want to sell the product rather than make the visitors come onto your website your objective is Now will SEO be helpful for you? If you want to sell now immediately the sale has to go now will SEO be helpful? So now SEO will not be helpful. So that is where uh Google ads come into the picture which is search engine marketing. Now in search engine marketing you are paying money to Google to show your ads. Now where are these ads going to show up is what we are going to understand. So now if you just go back to your notes, we have different types of advertisements. One is search ads, display ads, video ads and then shopping ads and the local ads. There are a number of advertisements that we have. So using this ads because you are paying money now you're about to get good amount of results very very quickly. Okay. So you have to run advertisement. So Google give special preference. Now there is a term called as PPC pay-per-click Sara says. Okay. Now can anybody explain what do you mean by payer pay-per-click so what happens is pay-per-click there is a advertisement I'm running let's say it's a YouTube ad okay the video is being played on the YouTube okay somebody got engaged with subject and they have clicked on the button the moment somebody is clicking on the button the advertiser has to be Google. So when somebody clicking on your advertisement wherever you're running the advertisement you have to pay per click that is a PPC model that we have. Okay. So if there is any likely just go through this. Okay. Now we have a habit of searching for Google. Okay. So this is Google just go on search for digital marketing course. Okay. So if we are seeing so there is a ad of uh simply learn. There is a ad of any other companies. So these are the people who are running advertisement. How do I know that these people are running advertisement? You can see this text. What do you mean by sponsored? So sponsored means funding by a particular organization. So this uh organization is funding for this particular advertisement. Now I am searching for a digital marketing course. I have seen this particular results. I will just open it up. Okay. I have clicked on the link. By mistakenly or genuinely, I have clicked on the link. Now, this particular institute has to pay Google per click. Per click. Now, every one of you are clicking for every click he has to pay. So, that click cost can be anything that will come on the later stage. Okay. So, now read this meaning once again. So SEM is a strategy to increase a website vis visibility. You remember the expo example. Okay. So expo example is there on search engine results page. What do you mean by search engine results page? Any idea what do you mean by search engine results page? Search engine results page. Divide these two terms. Okay. Divide these two terms. In SEO you might have heard what is a search engine? Search engine is Google. Okay. So, Google is search engine. Now, uh results page. Just combine the term now. So, it is search engine. Results page is Google's results page. So, now here if I am coming over up here and I'm just going and searching for a keyword. Okay, let's say any let's say any other keyword I'm searching data analytics course. Now, I'm getting some results. This particular landing page where I am right now standing is search engine results page. The place where I am standing right now this particular page is search engine results page. Now we have a clarity. So we were here uh so visibility as you should see uh search engine technically includes paid and organic but organic is called as SEO. So in practical terms it is most oftenly referred to paid search advertisements like pay-per-click campaigns where this is the exact meaning. I would just suggest you people to note down this guys. This is the meaning that you can note it down please where businesses bid on keywords to appear promptly on the results page for a specific fees. Okay. So this is your Google results page. which is also called as SEP page. So how does Google earn money? So initially it will give you the ranking. So the ranking goes like this 4 5 6 7 8 9 or maybe 10 correct. So these are the rankings that you have it. So all these things combined is uh called as you can say this is SEO. Okay. What you get but Google is never satisfied. Okay. So it will give a specific four slots for advertisers. Okay. So these four slots are allocated to advertiser. Four and bottom three. So you will have seven types of advertisement available on your SCP results page. So if I'm coming down here, this is the search engine results page. Okay. And we we are able to see 1 2 3 four four advertisements. Then the genuine results are coming and then again sponsors results one two. Okay. So am I correct? Seven spaces. So this is paid. So now this is free and this is also SEO. So you can just uh connect with that now. So these are the specific slots already booked for advertisers. They will compete for these seven slots and the higher you bid your the higher your position. So you have to focus on this one search engine results page. Okay. So now let us just uh get into the other types of advertisements that you have. So let's quickly go go through it. So types of uh search engine advertisements we have already seen search ads. So search ads are nothing but text ads. So these are called as search ads. Okay. So let's have a meaning a little bit uh reading on that. We shall get started with the major aspects. Okay. So if you can see uh so text based advertisements simple ads with a headline description if you can see there is a headline there is a description and then there is a URL and some additional things. Okay. So shown on search engine results page like Google, Yahoo everything you can just mention up targeting specific keyword. So for this specific keyword they are getting a ranking. What is the objective for that? Drive clicks to your website. So you want more visitors. So we are looking out for you can say more visitors not at sales. This is only visitors or landing pages increasing conversion. Not sure. Okay. or boosting website traffic. So it is obviously the objective from the search advertisements is very clear. I'm doing more of like for brand awareness you can say. So this type of advertisement is more of like brand awareness I would suggest. Okay. Or you can say branding. Okay. So it is a brand awareness or branding types of ads. Okay. This is not the pure advertisement that we have but sales and all search ads specifically this one. So if you see I have shown you some of the examples. So these are the advertisements that you have. So these type of advertisements what you see on your screen are called as search ads. Text ads also you can say. Okay. So these are your search ads. How do you set it up? How do you target the location? How do you target specific audience age wise, gender wise, interest wise, demographic wise is all about search engine that we will understand deeply. Now first aspect is we just wanted to understand what is search ads. So these are search ads as you can see on your screens. Okay. So I have shown here search engine results page. So purpose is to run for the digital marketing one. So this is how it goes. So four slots 10 results and then the uh other result other advertisements. Okay. So this is the sales advertisement that we are running. So here our objective is very important to sell the product. Sell the product. Simple. Okay. So promote e-commerce product, increase online sales and attract users ready to purchase by showcasing specific products matching their search intent. So the example can be like if you are searching for buy shoes online. Let's try it. I don't think so you will find it. Buy shoes online. Okay. Now there that is very less uh these are not advertisements. Okay, whenever we are seeing advertisement, you will see a sponsored or ad position. Okay, so I don't think so it is being displayed very openly. Now shopping ads, these are deals, not uh the actual advertisement. Let me just check it on the second page. We don't have much but still I hope you're able to see this uh very clearly. This is not sponsored. These are deals not sponsored but you can see this is like you can search uh it is typically going to be displayed on search engine results page as mentioned. Okay. So here it is being mentioned and the next type of advertisement that we have is display which is very very clearly mentioned as image ads. Okay. So description is image banner video ad shown across a networks of websites. Now here here I am saying video. So your question be sir, video ads are separate. Why are we including it here? Okay. See video ads when you're running it is specifically going to be showing on YouTube. So when the advertisement is only on YouTube then that is called as video ads. But if the advertisement is across other websites then that is also called as display ads. Okay. So across a number of websites called as display network partners. Now who are these people of display networks partners? We are going to be understanding on the other hand. Uh once let us just go through it. Printing uh building brand awareness reaching broader audience and engaging users at early stages of the buying shoes. Now where this particular display ads are shown. So suppose I want to do a speed test, internet speed test. Okay, we have a habit right? So internet speed test there is one website called as Okla. Okay, so this is just a internet speed that it is showing simple but what I want to uh get your attention is what is this? What is this? What is this? And what is this? Why do you need these particular advertisements here? What is the purpose? They are doing the marketing. These type of advertisements inside a third party website is called as display ads. Now there is times of India newspaper. Okay. Times of India. So this is Times of India. Now the Times of India is always empty on the right and left hand side. Why? To advertise. To advertise. Now they are advertising on the left hand side, right hand side and then here also up screen. These type of advertisements are called as display ads. Oh you can see here now one 2 3 four different types of advertisements. Now these are called as display ads. So the next type of advertisement everyone knows. I don't need to explain and dig too much on that. Video ads. Okay, video ads are al also called as YouTube ads because those advertisements are only displayed on YouTube. Simple. Nowhere uh nowhere else only on YouTube. So ads on platform like Google either skippable or non-s skippable everything and all targeting users based on interest and search different simple enhance brand awareness tell a story. So this is YouTube uh as we have understood very clearly. Okay. So content offers aim for awareness and consideration. You can see there are during the video or before the video or after the video you will have it. Okay. So now what do you mean by remarketing? Next type of advertisement that we have. So let us just try to understand what is remarketing. Okay. So you can just note down this meaning guys this one line. Could you please write it for me? Remarketing advertisement. I'll explain you very detail very briefly. How many of you know Amazon? Have you left any product in the cart? Like I have I wanted to buy one product. Okay. And I went till the I added that product in the cart and then I just uh left it till check out and then came back. I did not wanted to buy it. How many of you have gone till there? Okay. So the the situation what happens is you have seen one advertisement. From that advertisement you have gone to Amazon. Okay. on Amazon you wanted to buy that product you are very much attached with that particular product but the moment you are buying you think like do I really need this product is it relevant I don't think so okay so then you what you will do is you will just come out but after that what will happen you need to tell me you come out of the chat okay you come out of the checkout page what happens after that if you have observed based on the observation is showing the advertisement to the same user who have already visited your website is nothing but remarketing. That is what you have written in your notes also. Text, image, video targeting users who previously visited visited your site or interacted with the brand. Showing across display networks re-engaging the potential customers, re-engaging them. Okay. Increase conversions and recover lost leads by reminding them of products. Clear on that? Let's move on to the next one. Local ads. How many of you know this? How many of you know Google maps? What is Google maps? Let's say like I am from Hyderabad. I am moving to Mumbai and Mumbai the moment I go I don't know anybody. Okay. I have booked my I mean room in the hotel and now I need good food. I don't know any places now. I can't trust anybody who is in the Mumbai city. So what can I do? I'll open up a phone. I'll go in Google Maps. In Google Maps, I'll search for local restaurants near me. Correct? Lunch near me, breakfast near me, dinner near me. I will see the business. I will see the I mean quality of the foods, ratings of the things and stuffs and all. and then based on that I'll go and visit that particular place. Correct? So now what happens is some of the businesses also run advertisement to come on top. Okay. So some of them run advertisements to come on top. Now let's say this one only if you're saying uh Google maps. So suppose if I'm searching for digital marketing course. Now you get some results. See what is this result? This is SEO or SEM. These are called as local ads. You can uh run advertisements also on Google maps. So this is how you can run it. Okay. Better better than the other brands that you have in the market. You can run the advertisement. So what is local search ads? Geographically targeted ads oftent with location extension on Google maps. Promoting local businesses and services. very very important term. This is a major important term that you have it Google maps promoting local businesses or services. Objective drive uh foot traffic to physical stores generate local services inquiries and boost location specific conversions. So this is how it looks. The sponsored advertisement if you're searching for anything on Google maps. Okay. Next is responsive search ads. This is a different one. So you can also consider it app ads. Okay. So we have missed out on app ads I guess. So Google app ads are automated advertisement platform within Google ads designed to drive mobile installs or inaction. So these are also called as you can call these particular advertisements uh you can say specifically for uh branding and you can call it as universal. I have been using this universal universal ads. What do you understand by universal ads guys? So universal advertisement is nothing but which advertisement is g getting placed on all the platforms. So they promote iOS Android app across Google large property like search, Google play, YouTube, discover, display networks everything. So the the platform automatically optimize bids and placements to the management one. So this is the last one app ads. Okay. So let us just see some app ads images. App ads are universal advertisements which are displayed on all the websites. It is also displayed on search, YouTube and uh display networks as well. Each ad types align with the specific marketing. The marketing is very simple. Traffic, conversion, awareness or re-engagement. Okay. So this is the major aspects that you have it. Okay. Now a small uh brief I would just like you people to quickly note down the green marks that you have guys just for your understanding a little bit. So benefits of search engine uh search engine marketing. So it can generate sales good amount of sales for your businesses. Okay. It can increase your brand awareness throughout the market. It can reach your target audience like TV advertisements, panner advertisements. You do need it rather than uh that you're reaching out to the relevant audience. It can measure your ROI. If anybody is investing in uh on ads 10 rupees uh then the investor should get at least 100 rupees. that is ROI provide transparency and real-time reporting help set up uh campaign quickly. Can you just quickly note down these guys benefits? So now these are the benefits. Okay. So it can give you a good uh generation of leads. It can increase your brand awareness. It can reach uh target audience and it can measure your ROI and provide transparency. Okay. So now the major aspects comes into picture. What is Google ad structure? we need to understand what is Google ad structure. So let us just try to capture. Okay. So I would just suggest you to do this as well. Uh Google ad structure. So this is how please write a heading. This is very very very very important very crucial. Start drawing it. Start drawing it. You can draw this. Actually this will be very relevant for you. So this is how it goes. Uh you need to have a account. In an account you can create n number of campaigns. In each campaign you have to create multiple of ad groups. In n number of ad groups in each ad groups you can have different types of advertisement. So this is how it works out. The frame has fit in very clearly. Right now see this also. So this is also very important. If you can just note it down quickly, well and good otherwise no problem. Okay. So, so Google ads account structure one account per business. So my Gmail is there under my Gmail I'm creating my account that is one account I have inside my account I can have multiple campaigns. So one campaign can be display ads, one campaign can be search ads. So I can run multiple accounts uh ads campaigns under uh one account that is search ad, display ad, shopping ad, YouTube ads and number of advertisement. Under each campaign I can have 7 to 10 ad groups. Okay. Add group one, ad group two, ad group three, ad group four. I can create it. Under each ad group, I need to have 20 ad sets. Okay, two or three ad sets. Okay. And then you can have a keywords. Uh this has to land on the landing page, one per ads group. Okay. So you will have a Google ads account. Under Google ads account you can have 7 to 10 uh campaigns. In each campaign you can create up to 20 15 to 20 ad sets. Okay. Under each ad sets you can have two to three ads. So if you just read it here in an account in account just cross it. Okay cross is very important account in each account you can have different search ads and display ads in each campaign. How many campaigns can we have? Seven to 10 campaigns. Ad groups less than 20 ads less than two or three per ad you can have only one landing page. Okay. So this is how your structure looks like. What is ad group? Now I if you if you can just see the screen now don't note this gown I don't think so it will be relevant now same thing this is the same thing right so if you focus it here now account is now clothing store men's appl women's appl men's this is campaign this is ad group this is ad okay so this is clothing store men's women's and in men's shirts and bottoms in uh women's shirt and bottoms. So this is campaign. This is ad groups. This is how it works. See now this is a example lin uh clothing store is account. Okay. In an account I am creating one campaign on men's, one campaign on women. This is a campaign level this one. Okay. Now in in each campaign I am creating two ad sets ad groups whatever you call it. One ad group is shirt one ad group is bottom. So these are ad groups one two different ad groups. In each ad groups I can have two to three ads. So instead of campaign you are getting men's appraisal instead of ad groups you are getting shirts and bottom. See it it is little bit complicated okay to create this particular account. So let's get started with that okay so how do you create your ads account is what we are going to be doing now okay uh in the top URL on the top ads.google.com ads.google.com google.com. Yes, please click on start. Create a new ads account. Yes. Create new. Okay. So, we will start from here. Okay. Click on new ads account. Google ads account. Yes. So, let's get started. Create a new account. Okay. So, here is where we are going to get started. So, this will be our first screen. Uh though it will ask you all details and all. So what will happen is if you are creating your Google ads account it will immediately start to uh get started with the first campaign like it is going to ask you to create your first campaign and set up the first campaign and all. You should not do that. You should try to avoid it. Yes. Click outside of the box. Yes. So this is the first step. Don't give your details. Just click outside of the box. Click on next. Whatever thing is there click on next now. Okay. Simply learn website you can paste it any URL that you have. Yes. Scroll down. Now if you have this option the moment you see this option you start skipping it because if you don't skip and if you continue with the next you are going to create the account. So you start skipping it. It will not get skipped very quickly. So keep on skipping for two or four times. See now uh Google has got irritated. Okay. So it is saying like uh man you are not serious enough on creating the advertisement. So it will be better you go out of this particular advertisement setup and create your campaign. So it is saying like do you want to leave the campaign creation then you should click on leave campaign creation. Leave that campaign creation. So it'll ask you to get started with this uh current uh details. I would suggest you to change the billing uh uh country. Change it to India. Put it to India. Currency INR. Location also has changed. Right. So here it is asking you for your country code, your currency and your time zone. So select your country code and uh the time zone. Click on next. Please continue. So now it will ask you okay now you are getting started with the account creation. Now why don't you create a profile also. So you can just click on payment profile. Yes, click on that. Now enter the details like any it is individual instead of organization. Just select the option of individual on top. Individual select it as individual. Yeah, it will be better. Select Delhi. Mention it Delhi. No worries. Delhi, you mention it. Okay, fine. State Delhi. Okay. So this is a profile creation simple uh process. Okay, click on create. Click on leave campaign creation. Now payment method. So you can just come into the payment method zone. You will have three formats of payment. Okay, one is your debit card, one is your net banking and the third is a bank transfer. Let me just explain you what are the difference here. Debit card the moment you select okay it will ask you to make a details of your debit card. And the moment you give your uh debit card, it will deduct a specific amount like 500 or 1,000 rupees. Net banking, it will ask you to login into your uh banking uh net banking. Okay, that is very complicated. So what you can do to skip this particular steps so that you're not making any payment. It is better to go with bank transfer. So you're saying Google uh I'll pay you through bank transfer. Share me your bank details. I'll transfer the money by tomorrow. But we are not going to be transferring it. Okay. So click on I agree with Google terms and conditions. Select that. Come down. Do you have any personalized guidance not required? Click on next. So here we did two aspects. One was creating your profile. Second one was your uh bank details. So click on complete. Now what Google is doing is it is saying okay Himmani you are creating the account. No you said bank transfer. These are my bank details. Please save it with you. I will say thank you very much Google. Click on complete. Don't print complete. We don't need that details. We'll not make the payment to them. So your account is created. Click on continue. Now you will get two more steps left over now. So whom are you creating this particular account for? For Himmani. Select for Himmani. Yes. And the next come down. Okay. Select yes. Okay. Come down. Click on submit. With this you are skipping the complete aspect of campaign creation and you're just going to the backwards of your uh campaign creation. Okay. So this second model thinks it is asking more now. Yeah. Continue. Okay. Come down. Continue. Click on another organization. Other wait no. Click on the no one. another Yeah, the first one also. Yeah, just click on continue. Now it is asking details which was not supposed to be asked previously. Okay, now uh type the URL once again. Ads.google.google.com. Leave this screen ads.google.com. Yes, enter it. Sign in. Sign in with your Gmail. Change your account. Yeah. So, this is where we had to be. Okay. So, here you can see all the things. You can just close this. Not required. Attention, interest, desire and action. So let us try to understand because uh marketing aspect you need to understand how do you pull the traffic from the audience. How do you pull that interest that is very important to sell. Okay. So AIDA model is a marketing and advertising framework that is also called as funnel. Okay. So that outlines the four stages a consumer goes through before making a purchase which is attention, interest, it desire and action. So marketers use this model to create targeted campaigns that guys potential. So what you have to do the funnel aspects goes in this particular as format. Okay. So awareness is a stage where you are capturing the consumer's interest. The interest of the consumer is coming. So you're just trying to I mean uh give the particular business. You might have heard about this particular uh business called as Burger King. Have you heard about this? Anybody has uh heard about this particular brand before? You'll have two burgers for Yeah. See here, this is what I'm talking about. You saw this. This is a framework $79.99. You saw this. This is a screen that I want you to see. You have visited this correct? What is that? That is awareness, attention. The interest of the audience is pulling towards yourself. That's the attention that you need to grab. That is the first aid. Okay. The attention and the interest it is there. Now, so it it is a very easy concept to get the attention and the interest. Now what is the desire? The desire is you can say they want to have it. The desire is they are not getting one they are getting two not one two okay so that is where they will take a action and they will order it online okay so they'll order it online or maybe visit the place so this is nothing but aida model so capture the consumer's awareness through effective advertisement show something to the audience which will make them eager to know more okay that is where the interest of the audience starts coming towards you. Then interest is uh generate interest by highlighting benefits. The benefits are see you get burgers is a awareness. Okay. Uh at a lesser cost 100 rupees burger. The awareness is going to spread. How do you pull the interest is two burgers for 100 rupees. That interest is coming. Now I want the desire. Now I want to have it. So create a desire for the product by connecting emotionally with the consumer. So veg and non-veg ve is much more cheaper you can see 79 chicken is 99 okay so that desire and action action is encourage the consumer to take action such as making a purchase or signing up so this is nothing but aida model so suppose let's take a example if a simple person somebody is hanging so this is the terrace okay so if the person is hanging here on top. Okay. So it is high chances that he might come out of it. He can like uh take a help of any tree and stuff and all he can come out of that particular funnel from here on the terrace. Suppose from here he has slipped here then is will it be easy for him to climb till here? No. Now from interest he has slipped over here. Now it is much more difficult for him to climb till here. So he'll easily skip it and leave that particular and drop it into the action. So this is the awareness is market potential, interest is suspects, desire is prospect and the action is the consumers. So this is the aida model which I wanted to explain to you people. So guys uh once we are done with it we let us just see some of the objectives that we have as you can see. So I would just uh request you people to quickly note it down guys. So in Google ad structure once we are getting started you will have a campaign. In campaigns what are the options we are going to have? So in campaign we are going to having a brand awareness. Uh the second one is traffic and the third is sale. The first one is you are just uh wanting people to know about your brand. Second one is pulling the traffic. You are making them come to your website. Third is you're making them purchase something that is a sale. So these are the three campaign structures that we are going to be having. Increase brand awareness first and drive website traffic. Third is improve sales and in ad groups what are the options that we are going to have is location, gender and age. Quickly note it down guys. I'm not making you write the complete document. I'm just making you write down some very important aspects. Please note down this campaign and ad groups guys. Engagement is where you are making them engage with that particular content. Okay. Gaining attention of the user. Okay. So suppose let's say like Himmani you have uh posted something on social media let's say Instagram. Okay. Now you want to run the advertisement but that particular post is design is very good. Now you want people to engage with that particular post. Engage is something like take action like, comment, share, uh save, repost, anything you want them to connect with that individual post. That is engagement. Next one, office shares, dining, study tables. What are these in the Google ad structure? These are last ads, important terms for search engine marketing. That will be like a small game. Okay? and I'll tell you what are the rules and regulation of the games and I'll make you get involved in that uh game and let's see who is going to come on top on that. So that's the icebreaker game that we are going to be playing very soon. Be ready with your pens and one hint is have your calculators ready with you. Have your calculators ready with you. We are going to be having a quick one. Okay. uh done. Okay, let me just share the screen now. Very very important topics. Okay, so in uh important terms of search engine marketing, the first one now we will not call it as a full form of search engine marketing guys. We'll just simply call it as SEM. Okay, so first is impression. What do you mean by impression? An impression in Google ads is a metric that counts every time your ad is shown. So suppose I'm just uh typing this particular keyword. There is one ad popping up on my screen. I have just seen it. Just seen my eyes has just seen that advertisement. The moment I see that is counted as impression. Okay. On a search engine results page. Impressions. Now what is click? Google click ads are a type of pay-per-click advertising on Google ads platform where you pay only when someone clicks on the advertisement. So now I have seen this advertisement. Now I have clicked on the advertisement. Now this is a click action what I have taken. Okay. So a action taken is nothing but a click. You can call it as. So you can say action taken is nothing but a click. Now there is a very important term which is called as CTR. There is a formula for CTR. Could you please note down this particular formula guys? The formula for CDR, the full form of CDR is clickthrough rate. First note it down as click through rate. The formula for CTR what is the full form of CTR? Click through rate. We'll try to understand that. Okay, I'll show you the example as well. Formula click divided by impressions into 100. So in Google ads, CTR is the percentage of people who have clicked on the advertisement after seeing it calculated by dividing the number of clicks by the number of impressions multiplied by 100. A higher CTR indicates that your ads are relevant. So how do you like uh the main meaning is percentage of people who have clicked on your advertisement after seeing it. So how do you get the number is number of clicks divided by number of impressions multiplied into 100. Okay, this is a formula. Hope you are clear with this. Now what is uh uh bid price? Bid price is per every click how much do you want to pay? We have discussed about PPC, CPC. So every click you are going to pay a specific amount. So bid price is you are placing the amount. Okay. Suppose I am just having this open plots going on for sale. So you will start bidding four lakhs, five lakhs, six lakhs. This is a bid price. Okay, got the clarity on bid price guys? That's a open plot and you're just I mean bidding. So four lakhs, five lakhs, 10 lakhs, 15 lakhs. This is bidding price. After that there is one more term called as daily budget. What do you mean by daily budget? Simple meaning running the campaign per day. How much money are you willing to spay? Uh I mean how much money are you willing to pay for a month? Sorry, for a day. For a day. Sorry. Sorry. For a day. So pull your uh phones out for your calculator. So this is the case study. So the case study goes in this particular format. So the question is suppose the maximum bid price for your keyword is rupees 10. Your ad has shown on Google one lakh times and has been clicked 10,000 times. Now what I need from your end is how many impressions, how many clicks, what is the bid, what is the daily budget and there was one more I guess. Wait, I'll stop the screen and sheet and ask you. So, this is the question. I need the results on this. Your time starts now. What are the answers? Mention it in the chat box and mention totally like this please. So, here the question was how many impressions. So, it is saying like how many times it has been shown on Google which is one lakh. So one lakh is impressions. How many times it has been clicked? Clicked very clearly it is mentioning 10k. Done. CTR CTR formula is click divided by impression into 100. Okay. So that goes like clicks is how much? Clicks is 10,000 divided by 1 lakh impressions So that becomes 10%. Calculated. Okay. Bid price. Bid price per keyword is 10 rupees. Okay. Daily budget is something like not mentioned. So per click if I am paying 10 rupees click into bit is what gets you the daily budget. So click is how many? So that becomes one lakh. So uh then after that uh see uh there is something called as closed bidding I try to understand. So we are talking about this one. So this is the auction we are talking about. So this is a cricket tournament that goes around every year. So what happens is so you can see any number of uh teams now uh India in India you have different different cities. You have Mumbai, you have Bangal, you have Kolkata, you have Rajasthan. So all teams sit down like this in an auction. So this is a open auction going on and there are players those are listed for selling. So they pick up the name of the player and they ask them to bid bid and the highest person who is going to bid. Suppose if I himmani says I want to have that player for 1 CR I will say 2 CR. Then Simani will Himmani will say three CR. I'll say 4 CR. She'll say 5 CR. I will say 10 CR. Now 10 CR she can't bid so she'll give up. So that player is bought by me. So this is the auction. So now we are going to be moving on to the new term called as Google ad rank. Could you please note it down guys? This is the formula. So this is the formula for Google ad rank. Now Google ad rank in simple term Google ad rank is a position of an advertisement. Simple nothing more on that. So now let's go into Google and this is the keyword I'm searching again. Okay. Now you are seeing some ads 1 2 3 4. Now if you remember this particular ad was on fourth position if I'm not wrong. So now here you have to see now there are four companies competing. Not everyone can be on the top four right? So they have to be on the the rotation has to happen. So 1 2 3 four. So it has to change. So the positions will keep on changing. Okay. Sometimes this particular company will go here. Sometimes this particular company will go here. But on what basis who is giving this ranking? Google is giving that ranking. And that particular ranking is called as Google ad rank. Clear on the meaning of that. So if you just read out that particular meaning of the word. So Google ad rank is a position of an advertisement on the SCP results page when someone search for a specific keyword. That is what we have done it. Now, now let's let us try to understand the second part. So maybe we'll just divide it into two parts. One is this one. The meaning is done. Now the second is the ad rank is determined by two factors. Now it is saying the shuffling of this positioning is happening because of two things. Now what are those two things? We need to understand. One is the quality score and the second is the bid amount. So bid amount is nothing but the advertiser what they are setting. So bid is per keyword if we are bidding no 10 rupees 20 rupees that is one of the consideration in Google ad rank. Now the second consideration is quality score. Now what is quality score? Quality score is a rating given by Google for your advertisement. Okay. I'll I'll I'll come to the quality score also. We will discuss very detail what is a quality score and stuffs and all. For right now just understand quality score is a score given by Google. So it will rate you out of 1 by 10. So it is giving you ratings. See we write exams. No. So once we write exams you will get some marks. Who is giving that marks? Examiner. Simple. So if you're running advertisement who is your examiner now simple. So who is going to give you the quality score? Google. So both the aspects we know. Quality score is given by Google and the bid is set by advertiser. We are the advertisers now. So now the situation is I will give you a scenario. So your second icebreaker is now ready and I need you people to be attentive now. So let us say some participants. Okay. So first is Sarita and uh second is Riti and the third is Himmani and next is I guess Karthik. Now these people are the competitors. Okay. So let us understand the advertisers. So how will the they they get the advertisements. So let's try to understand. So now the main keyword the main keyword is digital marketing course. Now you are bidding for this particular keyword. Okay. Now now this is bidding. So there are two aspects of understanding this. So based on biddings you tell me the positions guys. Now this is the bidding going on right? Based on the bidding what are the positions? Who is getting the first? Who is getting second? Who is getting third? Who is getting fourth? So Sarita gets first. Correct. Second goes to third goes to now this is based out of bidding but ad rank is calculated based on bidding. Is ad rank calculated based on bidding only? bidding only no what is what is the other aspect that it is calculated quality score so now I'll just mention it as QS Qs okay QS okay now we have to actually note it down once again okay so we'll just now what is the quality quality score. Now, who is going to give the quality score here now? Okay, I am Google. I will give the quality score. So, for Sara out of 10, one out of 10, I'll give her three. For Riti, I'll give her four. The bidding. Okay. And Himmani, I'll give her eight. Okay. So, you can say not eight, I'll give her nine from my end. Okay. Karthik two. Okay. So now we know the bidding. Okay. Now what is the formula for ad rank? Now here let us just uh take the ad rank formula. We'll do one thing. We'll just remove it. Sara and then Riti and then Himmani and then Karthik. Now what is the formula? First let us note down the formula. So the formula goes like bid into quality score. Correct? So I'll just write down the numbers. Okay. So the number goes in this particular format. Okay. So now the numbers goes Sara bid is how much? 99 into 3. Now next 99 90 into 4. Okay. Now next 80 into 9. Next Karthik 96 into 2. Now you tell me the answers guys. What are the answer? Use the calculator. Give me your answers. So let's check out the calculator. The calculator is in front of us. 99 into 3 is how much? 297. Now next is 90 into 4. How much? 360. Next. Next is 80 into 9. How much? 720. Next 960 into 2 how much? 960 96 sorry 96 into 2 how much? 192. Now you tell me the positions based out of this formula. Now the change has come. So this becomes first and this becomes second and then this becomes third and this becomes fourth. Initially if you see now have a comparison now see based out of bidding who was getting the first position based out of bidding the first position was was with Sarika. Now where is Sarika? On third. Riti was getting the third. But where is Riti now? Second. Himmani was on fourth. Now she's on first. Karthik was second. Now he's on fourth. Now we have got a clarity on this. So if you can see this particular screen now simple one give me the answer. Who is getting the first position? Who is getting the second? And who is getting the third? So the situation is let's use an example to illustrate this for Indian students. Suppose there are three advertisers bidding for the keyword online courses in Google ads and they have the following quality score and the bid. So this is the quality score. This is the bid. So this was the example. The situation goes very simple. Advertiser one ad rank is 8. 8 into 100 is 800. 7 into 120 is 840. 9 into 80 is 720. So this is the story. So based out of story advertiser two gets the first advertiser one gets the second advertiser three gets the third. So it is 1 2 3 ranking. Okay. So the advertisement goes like 213. So the answer is 213. So in summary, Google ad is a combination of ad uh quality score and the bid amount and it determines the position of the ad on the search ads when someone search for a particular keyword. Advertisers with higher ad rank have better chances of getting their ads placed on the top of the uh search ads. So it is nothing but position of the advertisement is what we are talking simple. I don't think so I need to detail explain on that. It is pretty much clear in front of your eyes. So I would just suggest you people to please note down this three lines at least till here. I want you be able to note it down till here at least three lines. Quality score. Okay. So let us get started. So the quality score is a metrics used by Google to measure the relevancy and quality of your advertisement that that we know it. I have already mentioned it. So it plays a very crucial role. So we have to just determine it into two aspect. I'll give you one important meaning in that it plays a very crucial role because we have understood see if the quality score is not there we can't get the ad rank which is very very important. Okay. So we need to focus like what is this quality score. Okay, it is very crucial in determining your ads position and uh cost per click in Google ads. But the twist and the tail here is the formula for quality score is not publicly disclosed by Google. Gone. The situation goes it is totally out of our hand. Ad rank formula is simple. We calculated it. We got a study quality score. There is no formula and who is giving that quality score Google. So if there is no formula how do you get the results? How do we determine it? So now we are in easy easy zone or now we are in a difficult difficult zone now it's very difficult. Why Google is making it difficult for us? It can give us a formula. No because they only calculated the quality score. Why it is not giving formula? Ad Google ads is a source of income to Google. Correct? It is a good source of income also. It is a closed bidding. So people who might bid 20 30 and one uh fellow is bidding 100 rupees. There's a 80 rupees difference. That's a loss for the advertiser but it is a benefit for Google. 80 rupees different. If he that was open bidding if I'm bidding 20 if the other person is bidding 30 then the next person will win 31 not 100. So that gap is there no 70 rupees gap. Who is getting that benefit? Google. Now ad rank position you want to determine the but the major aspect in determining the ad rank position is quality score that is only not given. So people will not understand how the quality score is given. So they'll do a hard work on that hard work they will burn money because they want to improve the score quality score. So they will burn more money. More money, more benefit to whom? If the advertisers are spending more money, who is the benefitor? Beneficiar. So based on the research that we have done as digital marketing trainers and the persons who are there into the market, we have done a very good research. Okay, not us but the complete uh community you can say. The digital marketing community they have come down to a aspects that we can analyze how quality score is given. So quality score is influenced by several factors. Please note this down guys. Could you please note this down quickly? CTR. The next factor is add relevancy. Note down these factors. I'll explain you detail what are this. Click through rate is one of the factors. Ad relevancy is one of the factor. Add copy is one of the factors. Landing page experience is one of the factors. Fourth factor. Fifth is ad format and performance history. These are five. Note down this five please. CTR, add relevancy, add copy, landing page experience. Note it down. CT rone. Add relevancy. Done. Add copy done. Now these two, please note it down quickly. So let us say the ad rank is given on one out of 10. The score is 1 out of 10. So there are five things 1 2 3 4 5. So per factor let's give it as a two marks. Okay. So this is two marks and then that is two marks. Okay. So CTR two marks. Add relevancy two marks. Add copy two marks. Landing page experience two marks. Add format two marks. So this is what we need to understand. So this is what we are discussing. So these were the five aspects. Okay. Now what is CTR? What is ad relevancy? What is ad copy? What is landing page? What is ad format? Now this is where you need to get started and understand this particular aspects five elements. Okay. So let's get started with CTR. CTR we know it already. Okay. So a higher CTR typically indicates that your ad is relevant and useful to users. So if there are more clicks than impressions, you have a very good CTR. If your CTR is good, you have a very good click-through rate is good. You have a very good quality score. If your quality score is good, then your ad rank is good. If the ad rank is good, your business is good. Simple. Okay. Ad relevancy. So, how well your ad copy? Now, what is ad copy? First is ad copy. So, let us come to the ad copy first. What is ad copy? Ad copy is a written content of an advertisement. So what is this? So this is the written content of an advertisement. So now text academy is doing this advertisement of search ads. So now they are writing the written content. This is a written content okay of an advertisement including the headline. So there is a headline there is a description. There is a CTA taking action of subs and all. Okay. Designed to persuade potential customers to take a specific action such as making a purchase. So now this is ad copy. This is something called as ad copy. So suppose if I just take a screenshot of this. Okay. So now this is your ad copy. Let me just put it in front of you people. So now this is your ad copy. What we are talking of headline, description and buttons. Simple ad copy. We have understood now. how well your ad copy aligns with the search query. Now if I ask you this is a ad copy. What is the main keyword of this ad copy? So suppose it should not happen the ad relevancy. It should not be like suppose I'm searching for digital marketing courses and your ad is related to data analytics. Your ad is related to app development. Your ad is relevant to data analytics. That is not ad relevancy. Ad relevancy is how well your ad copy aligns with the keyword. Ad relevancy. Okay. So, ad relevancy is how well your ad copy aligns with your search query and the targeted keywords. Relevant ads tend to have a higher quality score. Now, if I'm talking about digital marketing, you can see some points are in the black. Digital marketing, digital marketing, digital marketing, digital marketing. See it is very relevant. Now this is what is called as ad relevancy. The subject of the content is the ad relevancy. The clickthrough rate is done. Ad relevancy is done. Ad copy is done. Now moving on to the landing page experience. So the quality and relevancy of your page. So suppose here if I'm clicking I'm opening this particular advertisement. This is a landing page. Now the moment I am coming to a landing page is it good or not? Okay. Now let's try to understand a example here. Simple example you have a store. Okay. So you have a store of maybe you can say plants beautiful plants are being placed. You have 100 customers coming to your store in an hour. 100 customers. Out of that 80 people just came and saw your store and they walked out. 20 people made made some purchase. So how much do you think your uh I mean business is relevant now? Is it good enough for you? 80 people they came and they went away. 20 people only bought out of 100. Now is that a good margin or a bad margin? Not good enough. Right? So landing page experience is you're showing the advertisement, you're telling them to take a action. Everything is happening. All the aspects are happening. Correct? In all that aspects, whatever is happening. Sorry, where where was I? Landing page. Okay, this is advertisement. From this advertisement, they are coming here. The main purpose is here, right? So if they I mean don't communicate here they don't take action here is your ad successful the people they are going to your landing page they they're not taking a action then your ad is relevant it is not relevant so your landing page has to be relevant to the subject it is very important so you have to maintain the audience now in the landing page so audience has to be maintained that is nothing but landing page experience audience maintain the audience. Don't let your audience run away on from your website. So quality and relevancy of the page users are directed. Users are directed after clicking on the advertisement. Users are directed to after clicking on the advertisement. It should provide valuable content and be related to the search query. Very very very important landing page experience. So you have to draft this design beautifully so that you are getting connected with the subject. Okay, this is very very crucial for you. Clear on that. So here when somebody is coming they have to take a action otherwise it is not relevant at all. The action needs to be taken. That is the landing page experience that you need to give them. Okay. Now, eight out of 10. Eight out of 10. Are we satisfied? More than enough. No, eight out of 10. Let it be. Are we satisfied? No, you should not be satisfied. We are rankers. We are understanding the subject. We have to hit 10 out of 10. It is very very very important. Now what you are saying you know 100 marks paper 80 marks paper you wrote it and 20 marks a not required I'll get 80. But will you get 80 exactly? Are you sure exact 80 you will get? If you write the paper of 80 80 out of 100 is it going to work out? No. You might get 60 you might get 50. You might get 79. Depends. Google again is not a small player it is a master player so 10 out of eight you're hitting you might get four five then that's a loss right so two marks you lose it so why why don't you cover the two marks also okay so let's come come down and cover the last two marks so ad performance is Google takes into the account the historical performance of your ads historical performance 8 to 10 years 8 to 10 months There is a difference. So that particular advertisements will be different. Now we have marketing. Try to have more keywords as digital marketing in your ad. And here also. So how many times do you have this digital marketing? Let's see. How many times do we have it? 25. That is good. If it was one or two that will not be good. So what you have to do if you want to improve your quality score is you need to use relevant keywords. Relevant keywords in your ad. See in your ad and your landing page also both both are important not only one. Okay. Next is creating uh compelling ad copy. So write ad copy that is more attractive, relevant and encouraging for the users like this more engaging one. Okay. So optimize your landing page. Ensure that the pages users land on after clicking on your ad is relevant. It should be related to the subject not off subject. Okay. So if your CDR is less please try to I mean improve your CTR that is that will be one of the suggestions. Okay. Optimizing your landing page that is also very very important. Create compelling ad copy very Okay. And the next monitor and adjust regularly. So you have to keep on changing okay what is working you work on that what is not working you just segregate it okay so this was the simple aspect that example is jumped a various first of all uh once you're going into this particular aspect you need to understand the dashboard so let me just sign in okay so I'll just simply sign in with uh whatever account that is there okay so I've just signed in so there are some aspects in the left hand side so we just need to have a little bit brief small introduction you can say of what are these options. So I've just mentioned uh those points. So this is a dashboard. So you will have campaign. The first option that you have in the left hand side is a campaign. So in campaigns uh campaign is a primary highle container in the dashboard where you can organize your ads. First of all to be very clear whatever advertisement we are creating that is totally editable. Okay. So we can uh edit that advertisement any given point of time. It is not like once you have done it you can't change it. No you can change it any time. Okay. So that changes can be done in the campaign. So you can organize your keywords, you can set the keywords, you can bid specific keywords and also all the editing of the advertisement has to be done uh done under the option of campaign. So this is where you are doing the complete setting of uh and setup and the maintenance of the advertisement under uh campaign. Next is uh the Google ad dashboard goal represents the specific intent business's outcomes. If you remember we had this objectives. Okay. So what are your objectives? So sales, leads, traffic, brand awareness, what is the goal that you want to set up? Okay, that is also very very important. So you need to set up your uh goals and all which I'll be telling you in the further uh upcoming classes. So you need to set your goals. So what is your objective? Sales, leads, website traffic or brand awareness. Then next we have is tools. Very very important option. You have more options here as you can see. So planning is there. You have troubleshooting, bulk action. See script and everything is there. And then you have budget bidding and also everything is available here. So this is where you are going to be I mean doing the major of the aspects. Uh the remarketing also is done in the tools only. So this is where you will set your remarketing audience as well. So there are a lot of options available. B billing. So billing obviously you might know it. So there's no point of uh briefly discussing but we can actually I can explain. So Google ads billing dashboard is a centralized hub under the billing tab that manages, tracks and displays all financial aspects of an account. So this is a very important term maybe you can say all financial aspects of an account is maintained under billings payment invoices and cost. So what happens is suppose if I want to see the payment mode. So you can check the payment mode. So you can add a card, you can add a debit card, you can add a credit card or you can add uh something like your funds. So you can set up your funds also. So you can just simply go on add funds. Then you select your payment zone. So bank transfer or what is that? So initially while we were creating the account we selected that bank transfer. Now you can make the payment. So it is totally allowed. So uh choose the option and then choose the amount. So suppose if I am just choosing a debit card and a credit card. So it will ask me to uh enter the specific amount and then I'll just continue on the specific amount. So this is how the funds are added. So you can add your funds like this. So inside your payment method. So in the billings you will have payment method. In that you can add funds other you can add your debit card and credit card or net banking also. Now once we are making the payments how is the summary? So in how many months like in February how much you have spent, how much payment you have made it and January how much it is and then what is the available funds you have when the last payment was deducted any promotional codes that you have so you can actually take it. Actually we have 20,000 of promotion codes. What do you mean by that? Uh, so what does promotion means is just it 20,000 promotion you will have So what does that means is let me just uh briefly explain you okay so Google ads actually give you a 20,000 promotion code they'll give you option of spending 20,000 typically in suppose let's say Himmani wants to run advertisement so her budget is 20,000 so she has added a 20,000 but before that you need to add this promo code. Okay. So, promo offer for new advertisers only, not for the old advertisers. That is also there. It acts as a max match credit, meaning you must spend 20,000 on ads. First criteria, you spend 20,000 on ads within the first 60 days. That is also very important. First 60 days, within 60 days, you have to spend 20,000. So, you will receive an additional 20,000 in ad credit, not in cash. not in cash that's a credit so it is obviously credit means 20,000 excess you will have it so this credits applies only to the future ad cost so I hope you have understood what is the promotion of 20,000 okay so you have to spend 20,000 must spend 20,000 on advertisement first so spending is very important in the first 60 days that's also very important first 60 is okay. So must spend that 20,000 on advertisements or first six years then additional credit of 20,000 will be added in your account. So this is a promotion. So you can just consider it as some important point. Okay. And then you have admin. So admin is a place you will have the dashboard admin sections like centralized hub for managing high levels and also these are all the options that you have in the left hand side. Let's get started with the advertisement. So just go in the campaigns. Okay, in campaigns you can see a option of create on the left hand side and the option here create new campaign. Okay, so let's create a new campaign. So click on new campaign. New campaign. Okay, so this is where you are going to get started. So here you can see so I have set up the complete advertisement. You can see this is a demo. So we are going to be having one demo brief explanation. Okay, let me just make it a little bit bigger. Okay, so this is a demo. So what is a demo is so this is the demo that we are talking of guys. Okay. So I'll show you how do you run the search ads practically. So this will be detailedly explained to you. The notes is here and practical also I'll show you up front. Okay. So Google ads going to the Google ads ads.g Google. So first comes is choose your objectives. So in the objectives you have sales, you have leads, you have traffic and then etc etc. So let us see what are the campaigns do you have objectives. So if you observe here there is one thing which is not uh accurate in this particular screen right now. So sales is there, leads is there, website traffic is there, app promotion is there, consideration is awareness local and then create a campaign without a goal guidance. What is not looking appropriate in that options in the objectives? Can anybody notice it guys? You feel that option should not be there here. One option is not a good option you can say. So now if you are seeing this particular options it is saying like sales it is saying leads see Google is saying you can run with sales leads traffic promotion awareness store but you can do it on your own also it is your call why is it giving you should not it should not have given that option right but it is given so there is a reason why this option is given because if you're selecting any of these options you have a interference from Google in your complete campaign the practical that we will do no the bidding and keywords and all everything we will add these all it will be there no Google will interfere in that. So the moment Google start interfering it will only look at maximizing the spend of your advertisement not the results of your advertisements. So you have to be very cautious. Now what type of campaign we are creating now? What is this campaign that we are creating now? So we are creating search ads ch then let's get started. So we'll choose the search ads and then here is the goals. I'll tell you later on about this goals how to add it and stuff and all. Click on continue. So this is not the final destination. This is not the landing page. This is just for a data. So if you want phone calls you can add phones. If you want website visits you can do either of that or both. Okay. So what I will do is I'll give the website visit. So let me just take this final URL. Okay. So this is the website visit that I'm expecting. Okay. Click on continue. So campaign name is very important guys. So campaign name you have to write it. Okay. Very very important. So campaign name. So SEM March 2026 patch okay because see campaign name if you're not giving know campaign one campaign two campaign three campaign four campaign five now I'm asking shoes campaign which one is a shoes campaign how will you get to know you'll get confused right so that is where you need to focus on these particular things of the campaign name give it a name very very important everything is mentioned here guys okay now click on continue now do you want to continue from any of the draft one or do you want to create new? Obviously we are starting from new. So we'll just take a start new. So now these are all the options that you have in the left hand side. So let us just get started with this. So the first one in that is bidding. Now what do you mean by bidding per keyword how much do you want to bid? So for that you like sample if you're taking. So let there is a website called as Seamrush. How many of you know it? $117 per month $11,000 per month. You will get only seven searches free. That's it. After seven you have to pay this amount per month. So don't call it as free. Okay. So here so we are going to bid we are going not going to be bidding based on conversions we are going to be bidding based on clicks. Okay. So now clicks I'm going to be bidding but there is one important term conversion bidding clicks. There is one important term called as maximum CPC. What is this maximum CPC? I would just suggest you people to just quickly note down this guys. What is maximum CPC? Please note it down. So what I am going to be bidding is I'm going on bidding on clicks. But where is the bidding? Where is the amount? Amount is here hidden. So here I have to give my limit. So I am saying to Google my bid limit is 120. This is a closed bidding. If you don't select this option, Google can bid the highest bid automatically. 200, 300, 400, whatever they want, they can bid. Suppose I am bidding 120. Okay, my bid price is 120. Google can't take more than this money. So per click it will only charge you 120 rupees. That is nothing but maximum CPC. So maximum CPC is the highest amount you are willing to pay for a single click on your advertisement. I hope it is very clear. So how do we get to know what is the maximum CPC? What is the bidding going on for this particular keyword? So we are doing the keyword like we are targeting the digital marketing course. What is the highest bidding going on? So digital marketing course. Let us see the bidding. So the bidding here is if you just uh do the overview of that particular keyword you will see on the right hand side which is called as 0.61 pisa CPC cost per click. How much it is? 0.61 PISA. Okay. So suppose if I change the location in different countries different bidding is there. Guys be very careful. United States is totally based out of dollars. How much is that? $7. How much in INR? $650. Initially how much was the bid? 0.61. Now if you go in Pakistan our neighbor country $0.20 $20. How much is that? 26 rupees. See the bidding is changing. So let's come back to India. 55. It it it was to be actually 55. It was wrong. 0.61. That was what I was checking. So this is 55. But this is not the accurate bidding. This CPC is average bit. And for different keywords it is different. Okay. So suppose if I'm just looking for digital marketing then the bidding goes to 80. Now what is the bid? 80. How much? 80 is the average. What is the actual bidding? What is the actual bid? 160. That's the current bidding going on into the market. So you need to check out the bidding cost. Okay. So now if here if I am bidding for digital marketing course how much should I keep digital marketing course it is closed bidding still but you know that it is assumptions you know it so how much should I bid now what is your bid going to be for this particular keyword digital marketing course your bid average is like 80 rupees right you have to be on a lower aspect 160 is the maximum minimum. Why are you bidding 160 exactly? Because immediately you can't go on top. No, just go back to the example of the ad performance. Old employee, new employee. We are old employee. We can't bid the highest. Start from a little bit lower. 140 145 like that. Okay. 110 will be too low. Your advertisement will not show average in between. So 145 140 150 155 is also too much 150 it should be less than 150. So you know what is a maximum CPC. Okay. So I have set my maximum CPC with with that my bidding is done. This is not at all relevant customer acquisition. It is only relevant for the new customers. Okay. So you skip that. So these are the two options that you have. Now let's go into the campaign settings. Immediately have come here. There are two options which already checked. Now this is a close observation. Behind both of these options there is a text called as. See the moment I have un choose that option you can see expand your reach with Google search results pattern not required. Google display networks expand your reach. Now what are these meanings? So search partner networks what are search partner networks? The search partner networks are Google, Bing, Yahoo, etc. But where am I running the advertisement? The partners are Google, Bing, Yahoo. But where am I running the advertisement for? Specifically, search ads are going to be displayed on SCP results page. What is STRP results page? It is going to be displayed only on Google. So if I'm running the advertisement on Google, why do I want to show it on Yahoo? Why do I want to show it on Bing? and Yahoo and Bing is it relevant website guys are those using people are using it Yahoo and Bing it is dead so why do you consume that money there not required right so don't use that money there so don't choose this option it is not going to be relevant next option is Google display networks what is Google display networks so display networks are relevant websites videos apps across Google like YouTube and stuffs and all so I am doing search ads. Search ads are also known as text ad. Text ad how it will be displayed in videos. Text ad how it will be displayed in image. Does it relate? Is it going to relate? Is that option relevant for us? No, not at all. That's the reason we have unchecked it. But initially Google suggested us. See, it suggested us. Recommended. recommend it. Nonsense. Don't choose this options. These are not relevant because this is useful for brand awareness not for sales. Okay. So, networks is done. Coming on to location. Location there are a number of options available. So, locations what you can do? You can choose a country, you can choose a state, you can choose city, you can choose areas, you can choose radius also. So what I will do is I will not select all countries and territories. My advertisement is very specific oriented. So I'm not going to be very broad. I'm going to be narrowed like anything. India also I will not choose. I want to choose countries now. So first I will choose India. You can choose multiple locations. Okay. So, India, USA, United Kingdom. Countries I'm choosing. I can choose any number of countries. Saudi Arabia. Okay. I have a option of excluding also UAE, United Arab Exclude. Show the advertisement in this countries and don't show it here. Include and exclude. So I can select countries. After connect countries what what all can I select? States Telangana state. Okay. Maharashtra state, Rajasthan state and then Delhi is a state, union territory you can say and then you have Andra. See you can target specific states also after say states cities also Hyderabad Mumbai Bengaluru and then you can say indoor you can select see so you can select specific locations as well. So this is what is being mentioned here. So these are specific locations you can include and exclude. But next after that is radius. I want to target radius very very important radius wise. Okay. So let's jump in. So advanced search now this locations are selected right. I'll remove all and I'll only select Hyderabad. I guess many are from Mumbai. Let's jump into Mumbai guys search. So first of all this is Mumbai. As you can see the complete Mumbai is here being covered. Now I'm not targeting location. I'm targeting areas. So in areas I'm targeting kilometers. How many kilometers? 3 kilometers. So in Mumbai the specific city what I am targeting is Anderi. Now there is a specific circle going on in Andheri. Okay. So the circle is 3 kilometers. So what I will do not 3 km let us make it to 2 km. 2 km. So what is happening is so the advertisement is not being only shown in Maharashtra it is prioritizing and showing the advertisement in andhi more prioritizing. Okay so that is also very very important. Next malad it is covering that part. So this one also and also 3 kilometers. Let us just make it. And then next any other area that you have in that. Yes guys, I don't know about area. Sorry M. It is showing mod mumbai. It is going out in the reverse. Not required. What I'll do is I'll just keep it as 1 kilometer within mod. Okay. So it is covering the outside. So you're getting to know now radius targeting people in like they are already in regularly in and who have shown interest in your included location that can be from Hyderabad that can be from Indor. So those people will not be relevant. Second option if you see people in regularly simple open the door close the door. So this is a good option rather rather than this. Okay. Clear on this location. Totally good to see that. Now next one is uh we have this languages option guys. So languages you can just uh set it up. So what type of languages? Yeah. So instead of English languages I would prefer going to all languages. Which language should be there? So obvious obviously I will prefer all languages. And then this is irrelevant option. Totally irrelevant. EU political ads. Totally irrelevant. Does your uh campaign have European uh United political ads? No. Simple. Close it. Now we are going on to the very major option of audience segment. But this is this is way too broad guys. Okay. Second most important option in the Google ads. I will just give it a star. Second most very important. So we have to understand what do you mean by browse? Who they are? What their interest are? What are they actively searching? So in the who they are. First one is the audience. Exact audience. It is very very important. Okay. So we are just targeting the audience. So we are targeting with parental status. We are targeting with marital status, education status, homeowner employment. So let's go into the who they are. So mine is digital marketing course. Now change the subject. Now I am selling baby products. Now I'm marketing for this one. Now which option shall I shall I choose now? Here first cry. First cry. I'm doing the advertisement for first cry. Parental station. It is first cry. First cries are kids. Parental status. Parental status of parents of 1 to 0 to 1, 1 to 3, 4 to 5, 6 to 12, 13 to 17. Marital status you don't have anything. Three option. Okay. So this one you can select. But very detail here you have to go. So suppose my kid is from 1 to 3 years and one more kid is from four to five. So I have to target this. So this is what is who your audience are. So suppose now we are doing for education digital marketing course. Okay. So I'm going to be targeting with people with bachelor's degree and advanced degree and currently college students. So these are the three criterias what I'm going to be targeting in who are your audience. So this is the first one. what their interest and habits are. So this is based out of interest. Okay. So interest is based out of the subjects categories you can say banking and finance, beauty, wellness, food, dining and stuffs and all everything. So suppose I have looking for something related to digital marketing. So I will go in technologies, social media enthusiast. Okay. Media and entertainment. Anything in media and entertainment? Uh no no so who they are what their interest or habits are. So there is nothing on that. Next is what they are actively searching for. What they are actively searching for. So this is based out of interest behavior wise what they are actively searching. So businesses services we don't provide services we provide. So, we'll skip that. Education again. See, open online courses. That's a good one. Tutotoring not required. And uh anything that I want to target specifically, I can't find any options here. So, by now you might have understood what are these three criteria. Not wrong. What is audience segment? We have understood, right? Who your audience are, what their interests are, habits are, what they are actively researching for planning. So, we have understood those three. Yes or no guys? We have understood the threes, right? So, once it is understood, now in case someone…

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