The document discusses strategies for effective search engine marketing (SEM). It explains that an ad's ranking (adrank) depends on both the bid and quality score. Quality score is affected by campaign structure, ad copies, landing pages, and bids. The document provides tips for structuring campaigns, writing effective ad copies, and optimizing landing pages. It also discusses bidding strategies like top-down bidding and conversion optimization. The document shows an example of optimizing keywords based on metrics like clicks, cost, position, quality score, and conversion rate. It discusses using search term reports to identify negative keywords and bidding to find the optimal balance of conversions and revenue. The document promotes integrating SEM and SEO by selecting keywords for both, using

1. Effective SEM for E-Commerce
Bidding Strategy & Integrated Search

2. SEM at its core
Adrank = Bid x Quality Score
(it’s not about the money, it’s about quality)
Advertiser Max CPC Quality Score Ad rank Position
Advertiser A $0.40 6 $0.40 x 6 = 2.4 1
Advertiser B $0.35 5 $0.35 x 5 = 1.8 2
Advertiser C $0.80 2 $0.80 x 2 = 1.6 3
Advertiser D $1.00 1 $1.00 x 1= 1 4
Advertiser E $0.05 5 $0.05 x 5 = .3 5
Advertiser F $0.10 2 $0.10 x 3 = .2 6

3. What affects Quality Score?
 Campaign structure
 Ad copies
 Landing Pages
 The bid itself 
Actually, it’s the fucking CTR

4. Effective Campaign Structure
Thoi Trang
Brands
Nam
Blue
Ao So Mi Ao Khoac Quan Jeans Ao Thun Quan Short Quan Tay Cong So Mattana G2000 Owen
Exchange
 Granularity is key
 Rule of Thumb: max 15 KWs & min 4 ad copies/ ad group | consider DKI
 Use Ad Group Ideas in GKT for easier setup

5. Effective Ad copies
 KW should be in headline, preferentially on the left
 Strong USP & CTA
 Promotional messaging whenever applicable
 A/B Test ad copies for better conversions 

6. Landing Pages
 Use the most detailed page available (product KWs to
product pages, category KW to category pages, brand
KWs to search result pages, etc.)
 Optimize landing pages for conversion:
 Are we happy with the CR of the page(s)?
 What can be improved on? (CTA button, Page headline, overall
layout, video vs images, KW/ Ad Copy match with Page
Content, etc.)
 A/B Test all the time: Google Content Experiment,Visual
Website Optimizer, Optimizely, etc.

7. Bidding Strategies
 Top – Down bidding (higher bid then lower over time: plz ask WHY if I
forget to explain :D)
 Bidding Steps:
 Set bids (ad groups) and let the campaign run for a period of time (depending on
your conversion cycle)
 Identify converting KWs & their CPA
 If KW’s CPA is higher than targeted CPA check QS (can we improve QS to lower bid?)
and search term report (are there terms getting clicks but not conversions?)
 If all fails, use Bid Simulator to lower bid or kill the KW
 If KW’s CPA is lower: check QS (can we still squeeze it?) and STR (can we still fucking
squeeze it) and finally raise the bid to targeted CPA (why waste the opportunity?) and
higher position (more conversions)
 Non-converting KW: if it costs too much, kill it. If cost is trivial, give it a second chance
(maybe volume is small but hopefully can convert)
 Consider Conversion Optimizer when you think the campaign performs
well and need more time on the beach 

8. Optimization in practice
Avg.
Keyword Clicks CTR CPC Cost A.P QS C CC CR What to do? (assuming target CPA = 0.4)
QS = 10 & P = 2  raise bid to improve
KW1 440 1.17% 0.02 10.91 2.07 10 24 0.44 5.68% position & ctr?  Check search term report
KW2 406 7.44% 0.02 6.27 1.85 10 22 0.28 5.42% Raise bid to bring up volume
KW3 246 8.32% 0.02 5.38 2 10 25 0.19 11.38% Raise bid to bring up volume
KW4 261 11.36% 0.02 5.06 1.27 10 6 0.84 2.30% WTF? Check STR! Murder candidate 
KW5 208 6.67% 0.02 3.28 2.29 10 20 0.14 11.06% Raise bid to bring up volume
KW6 117 7.12% 0.03 3.07 2.73 10 13 0.19 13.68% Raise bid to bring up volume
KW7 148 20.22% 0.02 2.91 1.21 10 11 0.24 8.11% Raise bid to bring up volume
KW8 172 2.55% 0.01 2.28 1.93 10 2 1.14 1.16% WTF? Check STR! Murder candidate 
Check to see if QS can be improved. No
need to raise bid as POS is already 1.
KW9 219 0.41% 0.01 2.19 1.51 4 2 1.1 0.91% Otherwise, kill it 
KW10 195 14.67% 0.01 2.16 1.22 10 15 0.12 9.23% Raise bid to bring up volume
KW11 103 10.40% 0.02 2.02 1.12 10 1 2.02 0.97%
KW12 137 16.83% 0.01 1.93 1.3 10 15 0.12 11.68% Raise bid to bring up volume
KW13 84 2.81% 0.02 1.67 2.42 10 4 0.42 4.76% Check STR if we can squeeze
KW14 129 4.02% 0.01 1.57 1.84 10 9 0.17 6.98% Raise bid to bring up volume
KW15 115 2.15% 0.01 1.55 4.47 10 9 0.14 9.57% Raise bid to bring up volume
KW16 152 4.34% 0.01 1.52 1.22 7 3 0.51 1.97% Improve QS, check STR
KW17 107 2.92% 0.01 1.48 1.1 10 0 0 0.00% Non-converting, kill it
KW18 81 12.29% 0.02 1.46 2.59 10 9 0.16 11.11% Raise bid to bring up volume
KW19 106 17.76% 0.01 1.34 1.54 10 8 0.15 8.49% Raise bid to bring up volume
KW20 119 13.55% 0.01 1.33 1.64 10 11 0.11 10.08% Raise bid to bring up volume

9. For KWs that we can raise bids, use Bid
Simulator

10. Use search terms report to identify KWs for
negative filtering
Search Terms Clicks CTR Avg. CPC Cost Pos QS C CC CR
Search Term 1 440 1.17% 0.02 10.91 2.07 10 24 0.44 5.68%
Search Term 2 406 7.44% 0.02 6.27 1.85 10 22 0.28 5.42%
Search Term 3 246 8.32% 0.02 5.38 2 10 25 0.19 11.38%
Search Term 4 261 11.36% 0.02 5.06 1.27 10 6 0.84 2.30%
Search Term 5 208 6.67% 0.02 3.28 2.29 10 20 0.14 11.06%
Search Term 6 117 7.12% 0.03 3.07 2.73 10 13 0.19 13.68%
Search Term 7 148 20.22% 0.02 2.91 1.21 10 11 0.24 8.11%
Search Term 8 172 2.55% 0.01 2.28 1.93 10 2 1.14 1.16%
Search Term 9 219 0.41% 0.01 2.19 1.51 4 2 1.1 0.91%
Search Term 10 195 14.67% 0.01 2.16 1.22 10 15 0.12 9.23%
Search Term 11 103 10.40% 0.02 2.02 1.12 10 1 2.02 0.97%
Search Term 12 137 16.83% 0.01 1.93 1.3 10 15 0.12 11.68%
Search Term 13 84 2.81% 0.02 1.67 2.42 10 4 0.42 4.76%
Search Term 14 129 4.02% 0.01 1.57 1.84 10 9 0.17 6.98%
Search Term 15 115 2.15% 0.01 1.55 4.47 10 9 0.14 9.57%
Search Term 16 152 4.34% 0.01 1.52 1.22 7 3 0.51 1.97%
Search Term 17 107 2.92% 0.01 1.48 1.1 10 0 0 0.00%
Search Term 18 81 12.29% 0.02 1.46 2.59 10 9 0.16 11.11%
Search Term 19 106 17.76% 0.01 1.34 1.54 10 8 0.15 8.49%
Search Term 20 119 13.55% 0.01 1.33 1.64 10 11 0.11 10.08%

11. CPA Elasticity of Volume
 Tough question: at what cost can we achieve maximum
profit?
 Food for thought: does low CPA means success?
 Micro-Economics 101: Price Elasticity of Demand

12. Price Elasticity of Demand
CPA Conversions Revenue
20 200 4,000
18 280 5,040
16 360 5,760
14 440 6,160
12 520 6,240
10 600 6,000
8 680 5,440
6 760 4,560
A/B Test CPAs for better sales & profits 

13. Integrated SEM - SEO
 Keyword Selection
 Meta-description to improve SEO CTR
 SEM on site-branded KW

14. SEM for SEO KW Research
 SEO keyword research alone is almost like guess-work:
 Should we target head-terms or long-tail?
 Competitive analysis
 Commercial value
 Overall, it takes 2-3 months to see if certain KWs can sell
 Enter SEM:
 We know exactly what KWs bring in sales
 We can estimate sales volume once the KW is organically optimized
to be top 3 (click volume distribution)
 Investment in SEM is not a big deal compared to link-building for
KWs that we have no idea about
 No SEM budget? Get your brands to top and monitor organic
conversions

15. Integration Model 1: High cost/Low return
PPC to SEO

16. Integration Model 2: Top Performers

17. Borrow SEM ad copies for better SEO meta-desc (and
other content section like Title, H1, Body)
A/B Test Meta-desc takes time for the pages to be re-crawled 

18. SEM for site-branded KWs?
 Ideally, always go for the combination
 To prevent competitors from hijacking your branded
traffic (especially when you cannot trademark the brand)
 To immediately update promotional / branding messages
that you cannot tight into meta-desc