Search Engine Marketing Full Course 2026 | Search Engine Marketing Tutorial | SEM | Simplilearn

Have you ever searched something on Google and noticed a few results appearing right from the top with the word sponsored? So those are not by accident. Brands pay to appear in front of the right people at the right time and this is where search engine marketing or SEM comes in. Hey everyone and welcome to the search engine marketing full course by simply learn. Today businesses do not just wait for customers to find them. They actively reach people when they are searching for their products, services, courses, solutions, or even answers online. Whether it's a clothing brand for an tech company, a travel business, or a local service provider, SEM helps businesses show ads to people who already have an intent to take action. But SEM is not just about spending money on ads. It's about knowing how to choose the right keywords, set up campaigns properly, write strong ad copies, choosing the right bidding strategy, tracking performance, and keep optimizing so that every click brings value. So in this course we will learn how paid search works, how Google ad campaigns are created and how different types of ads can be used to reach the right audience. So first we will understand what search engine marketing is and how it is different from SEO. We'll look at how SEM focuses on paid visibility and helps businesses appear on search engines faster. Then we will explore the basic structure of a Google ad account including campaigns, ad groups, ads, keywords and landing pages. Then we will understand the important SEM concepts like keywords, search terms, auctions, ad rank, quality scores, CPC, CPV and CPA. After that, we will move into bidding strategies and learn how advertisers decide how much they're willing to pay for clicks, views or actions. Next, we will learn how to create and manage search ads, including campaign objectives, targeting location, language, audience settings, and even ad rotation and scheduling. Then we will understand keyword match types including board match, phrase match, exact match, negative keywords so that ads appear for the right searches. After that we will explore ad creatives and ad extensions including headlines, descriptions, final URLs, site links, callouts, lead forms, price extensions and promotion extensions. Next we will look at different types of SEM ads such as search ads, display ads, video or YouTube ads, shopping ads, app ads and even local ads. Then we will understand remarketing where businesses reconnect with people who have already visited their website or interacted with their brand. Finally, we'll cover optimization techniques where we have learned how to improve campaign performance by tracking metrics, improving ad quality, refining targeting, and making better decisions based on the results. So, this course is not just about running ads. It's about learning how to plan, launch, measure, and even improve paid marketing campaigns in a smart and business focused way. So if you want to become a digital marketer, I highly recommend checking out this AI powered digital marketing certificate program by SPJ School of Global Management and Simply Learn. So this is a five-month online course that teaches you everything that you need to know about modern digital marketing and it's designed specifically for the AI era that we are living in right now. And the best part, you will learn how to use AI tools like Charpt, Canva, SEM Rush along with over 50 other marketing tools that other companies are actually using today. So this isn't just theory. You will get live interactive sessions with real professors from SPJ Global working on seven plus hands-on projects with mentor support and study over 15 real world case studies. So this course covers everything from SEO and social media marketing to email campaigns, analytics and automation. So what really makes this course stand out is that you will get free meta ads, Google ad credits to practice with and you can also run actual campaigns to see real results. Plus, they have Job Assist, their career support program that helps you optimize your profile, prep for interviews, and connect with top hiring companies. I will drop in the link in the description below if you want to learn more and enroll. Trust me, investing in skills like these is one of the most smartest moves that you can make for your career. So, before we get started, here's a quick quiz question. What is the main purpose of search engine marketing? Is it A to edit website images? Is it B to show paid ads to users searching online? C to create mobile applications or is it D to write backend code? Think about your answer and let us begin the course. So index what will happen is you will get started with understanding search engine marketing that is SEM. You might have heard about SEO that is search engine optimization free traffic. Okay. But when we are coming to SEM this is totally paid only money is involved. So you need to invest money paid advertisement paid marketing that is what you can call it. Okay. You will have keywords and search terms. What are those and all? I'll give you a good brief. What is a Google ad account structure? This is where we are going to start guys. So this is the first very very important crucial understanding of Google ad account structure. Okay. Let us understand the meaning and then we'll come to that. Okay. Measurable metrics. What are the metrics? And then these are the uh I mean different bidding strategies. Okay. So first you will be having this introduction. Okay. Once the introduction is done, uh we will jump into the ad structure and then the bidding strategy. What are these types and all? Don't worry about it. We will totally uh dig in point pin to pin. These are new. I can understand this is very new subject. But note it on I'll tell you about this. Uh so CPC CPC is nothing but cost per click. What is CPC and all we will discuss very detail. Don't worry on any of the other terms. Okay. Introduction to search engine marketing. Google ad account structure and then bidding strategies. Three types that we have. Now these are very important guys. Okay. I would just suggest you people to quickly note it down. Different types of advertisement. Different types of SEM ads. search ad, display ad, video ad, shopping ad, app ads and then local ads. Please note it down. Let's get started now. Uh these are the different types of advertisements that we will doing it. Okay. So first now as we were discussing so this is the introduction that we are talking about introduction/ meaning of SEM and what is PPC? So SEM is nothing but search engine marketing. It is it is a strategy to increase your website visibility. Now you have first module is you have created your website design guys. Okay. 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 are doing SEO search engine optimization 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, it can be 6 to 8 months. It can be 1 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? So like there is a expo. In expo you have taken a stall. The stall cost is 30 40,000 but people are just coming and seeing your stall and going. There's 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 sell. 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 uh 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 sika says. Okay. SEO class knowledge. Okay. Okay. 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 getting played on the YouTube. Okay. Somebody got engaged with the subject and they have clicked on the button. The moment somebody is clicking on the button, the advertiser has to pay Google. So when somebody is 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 advertisement let's say like let me just go to the things okay so this is Google just go on uh 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. 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. So expo example is there on search engine results page. 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 it is Google's results page. Search engine results page is Google's results page. So, Google where we are searching. No, Yahoo is not the search engine 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. 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 businesses bid on keywords to appear promptly on the results page for a specific fee. I understand this this is available in your docu document guys and I'll share this document 100% but I would suggest you to note down some uh important points that will be relevant for you where businesses bid on keywords to appear promptly on the results page for a specific fees. Now introduction of uh search engine uh marketing is done. Uh everyone has a clarity what is a search engine marketing and why it is necessary for your business. You can say immediate results is what uh search engine marketing works on but it is totally paid. Paid advertisement is very very important. Okay. So this is totally paid. 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 4 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 now. So these are the specific slots already booked for advertisers. They will compete for these seven slots and the higher you bid 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 was 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 res other advertisements. Okay. Second type of advertisement is shopping ads. Now what do you mean by shopping ads? So see uh the explanation on this is these are more of visual ads. Now this is visual means image based. You can try to understand visual means image based displaying product images, prices and merchant names on the SCP or Google shopping tab. I'll show you the example of that as well. Now what is the objective here is promote e-commerce. Now this is what is called as 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. No that is very less uh 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 image ads is something like we are going to be discussing description is image banner video ads 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. Bringing 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. There is one website called as Okla. So Okla is a specific uh website wherein your internet speed will be shown. What's your internet speed? How is it running on what Mbps? Okay. So let's say like example I am just opening this particular advertisement. Screen is empty. You will see this screen get filled up very quickly. Just wait a second. Now you're seeing some bluffs coming up. See? Right, left, top everywhere. See this? Now the screen is totally occupied. Okay. And I'll just click on go. Okay. So what is going to do is it is going to check my internet speed till which file is going. 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. Got it? 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. Now telling a story you might uh know this particular brand. How many of you know this particular brand guys? Big basket. How many of you know this? brand? How did you come to know about it? You might have heard it somewhere right where exactly where it has to come through advertisement branding branding on YouTube. So that app marketing is being done here. Okay. So they are just doing it with the use of YouTube. So this is branding. Okay. So this is the branding that I'm talking of. 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. Okay. Now what is the meaning of remarketing? I'll explain. How many of you know Amazon? Amazon guys do you buy on Amazon? Have you left any product in the cart? Like 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? 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 uh 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. 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. Now the thing what happens is you will start getting a mail and in that mail it will say like you have left something in the cart and then you what will happen? you're just uh playing some game and in that game automatically this particular product branding starts coming. So showing the advertisement to the same user like you have already seen the advertisement. I'm trying to show this advertisement for a second time to you. These type of advertisements is nothing but remarketing. Targeting the people once again showing the advertisement to the same person who have already visited your website is nothing but remarketing advertisement. 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? What is Google Maps? It guides you to the brand as well. Am I correct or not? It guides you to the brand as well. Now 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 food, the ratings of the things and stuffs and all and then based on that I'll go and visit that particular place. Correct? Am I correct guys? This is how we use Google maps. Yes. Now let's say this one only if you're saying uh Google maps. So suppose if I'm searching for digital marketing course you get some results. See what is this result this is SEO or SEM. So 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 terms 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 in action. So these are also called as you can call these particular advertisements u 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. 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 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. Very 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. 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 adsets 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. Very very important. Now same thing this is the same thing right. So if you focus it here now account is now clothing store. Men's appears women's appearals. 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. 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 yes uh search for ads.google.com ads.google.com. Yes. Please get inside that particular website. Click on start now. So guys uh use click it on create a new ads account. There's one more option 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. 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. Scroll down. Just wait till you see a button called as skip. Okay. Scroll down. Click on next. Now of skip. Select one option. Select one option. Yeah. Next. Initially when I asked most of you suggested like you you are h not having account. That is where we got started. Simply learn website. You can paste it. any URL that you have. Copy it, paste it. Yes. Scroll down. Yeah. So, this is where the things get start. Yeah. 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. Uh Google has got irritated. Okay. So it 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. Yes, leave to 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. Put it to India. Put it to India. Yes. INR 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 pin code do you remember your pin code okay fine state Delhi okay so this is a profile creation simple uh uh process okay click on create floor. 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 you have. 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 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 This 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 will 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're skipping the complete aspect of campaign creation and you're just going to the backwards of your uh campaign creation. Okay. So this the second model thinks it is asking more now. Click on continue. 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. 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 G. 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. Aida. What do you mean by aida? So we are talking about aida model. So what do you mean by aida model? It is nothing but attention interest. Attention, interest, desire and action. This is a full form of that. Please quickly note it down so that I can just explain you a little bit on this very very important for a marketing aspect. What is a aida model? 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, 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 Burger King? 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 nonveg ve is much more cheaper. You can see 79 chicken is 99. Okay. So that desire an 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 which is very very important. 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 are 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. So this is what we have we were doing it uh in the Google ads account. Now let us just uh try to understand uh 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. 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. The formula for CTR the full form of CTR is clickthrough rate. First noted as clickthrough rate. 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 have 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? 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. So this is the case study. So the case study goes in this particular format. 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. Have you understood guys? Now suppose this is a question. Just try to read the question. Okay. Suppose uh the maximum bid price of the keyword. So bid price is rupees 10. Okay. And your ad has been shown on Google 1 lakh has been clicked 10,000. So here if we can see we have got three things that is not budget that is bid. Okay. budget we will just multiply that is a formula based again we have got the bid which is 10 rupees impressions how many time it has shown in the I mean in the SCP and clicks so three things are clear for us so impressions is 1 lakh clicks is 10,000 bid price is 10 rupees these three are clear with us now we are pretty clear on these three things okay so now now the formula we know it the formula is very simple cdr formula. So click divided by impressions into 100 is what we are doing it. Okay. So like uh the the the thing is clicks are 10,000 divided by impressions one lakh. I'll just calculator. Okay. So uh clicks is 10,000 divided by impressions. Impressions are one lakh. Okay. Then do the division. Now the division will come into a format of 0.1%. into 100 is what we need to do. Okay. So what is the formula? The formula is click divided by impressions into 100. That came to how much? 10%. For us daily budget is spending. So daily how do we calculate it? Now we know the bid price. We know the clicks. So per bid per bid we are giving 10 rupees. How many clicks happened? 10,000. So 100 into 10 that is one. We started from here quickly. I'll go through it guys. Just few minutes. Introduction. We started Google ad account structure. We had different strategies and different types of advertisement. We ran into the format where the meaning of the SEM was discussed and after that we jumped into the different type of advertisements. So search ad is also called as text ads. Display ad is also called as uh image ads, shopping ads and then video ads are called also called as YouTube ads. We discussed all about this. Okay. Then there was app ads which is universal because why it is called universal is because it is displayed everywhere. Then we went into the benefit. These are some of the benefits as you can see on your up screen. And then we went into the structure. So this is why I wanted to discuss account. So per account different campaigns we can have per campaign you can have up to like per account you can have 7 to 10 campaigns uh 20 less than 20 ad groups and then in each ad groups you can have a keywords and the ads and both of them we'll be redirecting to the landing page. So this was the concept that I wanted to explain yesterday. So you know this already structure so campaign ad groups and per ad groups add. So this was the example which you have given it very clearly also and then we had discussed on this which we created also yesterday. So uh then after that uh see uh there is something called as closed bidding. Now you need to understand the difference between open bidding and closed bidding. Now Google ask you to bid for a keyword. Okay. But Google is not revealing anything here. So Google will say we are going to be having closed bidding. Now what do you mean by closed bidding? So we are talking about this one. So this is the auction that we 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 3 CR. I'll say 4 CR. She'll say 5C cr I will say 10 CR. Now 10 CR she can't beat. So she'll give up. So that player is bought by me. So this is a auction. Now you have understood what is a open auction. Now so there there is a group of people sitting in an auction and they are bidding for that particular player. Okay. The highest bidder gets that player. That's a open bidding. Okay. Now in Google uh they don't consider having open bidding. They consider so Google prefer you can say Google prefer closed bidding. Now what do you mean closed bidding? Open bidding was in front of everyone. Closed bidding is in the four walls. So what I will do now okay let's say the scenario uh there is a company for digital marketing. Everyone is running in the digital marketing only. They have their own institutes. Now you want to do Google ads. Okay. And I am Google. So I will call one by one. So I'll say Himmani you come for this particular digital marketing keyword. What is the bid that you want to do? So what is the bid that you want to do? So Himmani will say sir 50 rupees per keyword. Now closed bidding. Now I'm saying Himmani has a digital marketing institute. Sarik Sarita has a digital marketing institute. Kartik has a digital marketing institute. Now these people want to run the advertisement but not everyone can come first, right? So they can't come first. So they have to bid. Now whoever bid is highest will get the first position. But it is known only to Google. So I know what you're bidding. See what Himmani is bidding Kartik doesn't know. What Kartik is bidding him doesn't know. So now individual I'll call. So I'll say Himmani come what is your bid? Tell me in my ears. She'll say sir 50 rupees. I know. Karthik doesn't know. Now Himmani goes out. Karthik comes in. Karthik what is your bit? He will say 40 rupees. Sarita please come inside. Karthik you go. Now Sarita will come. She'll say sir 100 rupees. Who is bidding highest? Do you know? Because she has not bidded in front of you. She has only told Google. Only Google knows. Now this is considered as closed bidding. And this is how bidding works in Google ads. Okay? It it works on the closed bidding aspect only 100%. On closed bidding aspect only. Clear on that guys? So Google ads works on closed bidding. 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 the position has changed. So now this changing of position is nothing but Google ad rank. 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 4. 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. 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. Okay. So now first part of the meaning is done. 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 one 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? Who is giving that marks for your exams? Yes guys, the exams that you write, who give the marks for that? Examiner. Simple. So if you're running advertisement, who is your examiner now? Google. 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. Okay. 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. 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? I'll just post it in the chat. So Sarita gets first correct. Second goes to third goes to fourth goes to clear. Correct. Second, third, fourth. Correct. Correct. Now this is based out of bidding. But ad rank is calculated based on bidding. What is what is the other aspect that it is calculated? Quality score. So now I'll just mention it as QS. Now we have to actually note it down once again. Okay. So we'll just now what is the quality score now who is going to give the quality score here now who is going to give the quality score and now I am Google okay I am Google I will give the quality score so for Sarita 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. 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 Sarita bid is how much? 99 into 3. Now next 99 90 into 4. Okay. Now next 80 into 9. Next kartik 96 into 2. I don't trust you'll give the right answers or not. Okay. 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? Hey 960 96 sorry sorry sorry sorry sorry sorry sorry sorry 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 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 was getting the third but where is Riti now second. Himmani was on fourth now she's on first. Kartik was second now he's on fourth. Now let's create a situation. So now this is a situation. Okay. 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. You tell me the answers. 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 2 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. I hope we have understood funny. Did you get very good? So this is how uh ad rank is calculated. It's a very simple aspect. So let me just conclude it with a specific meaning on that so that you get a clear picture on that. 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. Okay. So let us get started. So the quality score is a metric 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? There's no formula. Formula is not there. No formula. 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 who 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 bid 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 Google is simple aspect. 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. Quality score is influenced. This is very important term influenced. Influenced. So quality score is influenced by several factors including let us come to it. Okay. So it is influenced by several factors. Now what are the several factors? Please note down the factors. Don't note down the meanings. The first factor is click through rate. The first factor is click through rate. CTR. The next factor is ad 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. So I'll just uh briefly explain. So quality score is a metric used by Google to measure the relevancy and quality of your advertisement. We have understood it plays a very crucial role. The exact formula for calculating quality score is not publicly disclosed by Google. But is it is influenced by several factors. This is what we are discussing. It is influenced by several factors. What are the factors? Clickthrough rate is one of the factor. ad relevancy, ad copy, landing page experience, ad format and then the performance history. So these are the five aspects. Now it is very important for us to understand all three all five right. So let us say the ad rank is given on one out of 10. The score is one 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 CT. 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. So, it depends upon the minor to minor aspect. 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 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 actions of s 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. 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? 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. So 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? A 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 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 are not taking a action then your ad is relevant it is not relevant so your landing page 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. 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 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. 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. So this is ad format and your performance history. Performance history is very very important. What is a performance history? Let's say performance history plays a very crucial role. How old are you into the market is a big question. Now let's say that there is an example there is a company. Okay. So there is a company there are two employees. one employee let's say employee employee one is Himmani okay employee two is Karthik okay now this these are two employees there's a promotion time going on appraisal appraisal time employee one employee two Karthik has been a long servant of that particular company he's there in that particular company since 8 to 10 years Kartik Okay. Himmani is there in that company since 8 to 10 months. Who gets the advantage for appraisal? Himmani or Karthik? Experience and knowledge. Okay. So in the similar aspect like let's take a example. I am a digital marketer. I am I have been running advertisement since 8 to 10 10 years. You're a newbie. in the last four or 6 months you started running advertisements and you are not getting that good results your quality score is bound to be less only because you are a newbie so Google will prefer me it is not like 100% you will prefer me but some favoritism will be there because I am a old customer and you are a new customer some preference is there you have automatically lost the two points as a newbie correct but you can't say I'm a newbie I'll not do that Google advertisements right you have to test it so that is where you start the journey so you have to spend more time 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 okay there are some points okay some add-ons okay so to improve your quality score what you need to do these are some of the factors use relevant keywords very very important relevant keywords very important okay so use most of the time you use the relevant keyword so now if it is this digital 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 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. 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. 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 a small introduction you can say of what are these options. So I've just mentioned 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 goal 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 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 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 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. Okay. So Google ads actually give you a 20,000 promotion code. They'll give you a option of spending 20,000 typically in INR. Suppose let's say Himmani wants to run advertisement. 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 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. 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 go into 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? So without any Google recommendations exact answer. Okay. So now if you are seeing this particular options it is saying like sales it is saying leads it is saying uh website traffic you can choose only one app promotion or then uh awareness consideration local store visits create a campaign without a goal guidance consider Google as your friend when you're running advertisement Google is a business it is not concerned with the emotions it is only concerned with money is money oriented. The answer is no. It is not going to be your friend. So you have to consider Google as your enemy. So suppose enemy is saying something like recommended. So suppose enemy is saying recommended. Will you follow that steps? What do you mean by recommended suggestion? So the moment Google is suggesting that option, it is automatically across. Now come back. It is suggesting some answers. It is recommending these options. But it is also making us cautious. What is that cautious option? 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? It should not 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 is 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. First option is very clear. I have chose this. Now what type of campaign we are creating now? What is this campaign that we are creating now? So we are creating search ads. 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. So I'll 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 batch. 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? So 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 Samrush. How many of you know it? 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? So maximum CPC. So bidding is something like uh suppose if I say I am bidding 120. Okay. So Google knows that you're bidding 120. Suppose I will say like Google bid on behalf of me. So is it good? Is it good good to give a access to Google to bid beha on behalf of you? Is it a good option? Enemy remember right? So it is not a good option. That is where the maximum CPC comes into picture. It is hiding that option. 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? Okay. 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 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 inrer? 650 in 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. What do you mean by average? Anyone knows what is the meaning of average guys? Half of it. Okay. So, what is the bidding going on for digital marketing course in India? If it is average bid is 55 rupees, 110 double of that. Double of that. Yes, that's a average. Okay. So, this is average is something like if you go for a restaurant for a dinner, okay, and the bill comes up. So, you divide with equally you divide within your group. So per per head how much? So that is the average. So that is 110 55 rupees. And for different keywords it is different. 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? 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…

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