This document discusses search engine optimization, search engine marketing, and pay-per-click advertising. It provides tips for writing effective text ads, factors that influence ad rank, and how to optimize landing pages. It also discusses building targeted keyword lists, principles of conversion-centered design, and different media cost models like cost-per-click, cost-per-acquisition, and cost-per-thousand impressions. Key metrics for evaluating campaign performance like impressions, clicks, click-through rate, conversions, and cost per conversion are also outlined.

1. SEO & SEMSearch Engine Optimisation // Search Engine Marketing

2. Example of GOOD text AD:
- Clear Headline
- Interesting descriptive text
- Call-to-Action
Text Advertisements
BAD text Ads:
- Random capitalization
- Looks Unprofessional
- Lack of enthusiasm
- No call-to-action
- No unique aspects of product

3. Google Ads
Factors that contribute to Ad Rank:
1. Your Bid
2. Ad Formats enabled
3. Expected Click-Through Rate (CTR)
4. Landing Page Experience
5. How Relevant your ad is
- high Quality Score means that our systems think your ad and landing page
are relevant and useful to someone looking at your ad.
Ad Rank:
- value that is used to determine your ad placement, also based with Quality
Score
- Higher Ad Rank → more desirable placements on search page

4. Landing Page Optimisation
● Never start a marketing campaign without a dedicated Landing Page
● Never build a landing page without a campaign goal

5. Keywords
● words or phrases that help determine where and when your ad can appear
Seven tips to build a Keyword List:
1. Think like a Customer when creating your keyword list
2. Organise your words by theme
3. Select specific keywords to target specific customers
4. Select general keywords to reach more people
5. Use negative keywords
6. Pick the right number of words
7. Choose keywords that relate to websites/apps your customers see
Keyword Softwares/Tools:
- Google Keyword Planner
- SEMrush

6. A Perfectly Optimised Page
- URL
- Title Tags
- Header Tags
- Main Content
- Alt Text
- Anchor Text
Must Contain the Chosen Keyword

7. 7 Principles of Conversion Centered Design
1. ATTENTION
- Using Attention-Driven design to apply focus to your conversion goal
- Principles: Proximity, Anomaly, Dominance, Consistency, Continuation, Direction
- As attention ratio goes down, conversion rates go up
2. CONTENT
- Designing post- click experiences that speak directly to
the Desires, Expectation, and Data Established prior to
the click
- the more content you can grab onto and bring across
into your page, the more likely someone is to convert
- conversation momentum: whatever you mention in ad
must be seen on landing page

8. 4. CONGRUENCE
- Aligning every element on the landing page with the campaign goal
- design form first without landing page → foundation , communicate exactly what this is for
- Form Headline (what), Subhead(why), Benefits Bullets, Form (how), Call-to-Action (button), The Closer
3. CLARITY
- People only scan a page for 5 seconds
- 3 Questions:
- What is this page about?
- What will happen if people click on this button?
- Do you think page looks trustworthy?
- shouldn't bring people's attention everywhere → should be in fluent order
- eg. going top to bottom and not left right left down right

9. 5. CREDIBILITY
- Being Authentic and Trustworthy
- be genuinely lovely & give delightful experience
(people will trust you)
6. CLOSING
- Applying positive click triggers and removing negative ones
- remove anxiety/fear/doubts in subheadings
7. CONTINUANCE
- Ask for something else after conversion

10. Media Cost Models
COST PER THOUSAND IMPRESSIONS (CPM)
- Pay every time the publisher serves your ad.
- Raise Brand Awareness
- used for raising awareness of your company or product, rather than
persuading customers to buy right now.
VARIABLE COSTS PER THOUSAND IMPRESSIONS (vCPM)
- Pay every time your ad is displayed on screen
COST PER CLICK (CPC)
- Drive traffic to site
- Pay each time someone clicks on your ad, regardless of what happens
after
COST PER ACQUISITION (CPA)
- Pay only if a user sees an ad on the publisher’s site and later makes a
purchase or completes a desired action on your website
COST PER VIEW (CPV)
- Pay for people watching or interacting with your video ad
- EG. clicking on a call-to-action overlay or companion banner ad

11. Evaluating Campaign Performance
Metrics:
Impressions: shows how often your ad was shown on a search result page or site on the Google
Network
Clicks: how many clicks your ad has received
Click Through Rates (CTR): percentage of people who clicked and saw your ad
Conversions: how many people clicked on your ad, and did something (eg. purchased a product,
sign-up, download)
Conversion Rate: percentage of how many conversions resulted from ad click
Cost per conversion/Cost per Acquisition (CPA): how much each ad conversion cost you