The document provides an overview of digital marketing and paid media channels. It discusses key industry metrics and outlines various paid search channels including search engine marketing, display advertising, social networks, and comparison shopping engines. It then details campaign structure, settings like match types, bidding, geo-targeting and ad scheduling. Best practices for ad copy, keyword selection and quality score are also covered. Finally, it lists several tools and resources for paid search marketing.

1. DIGITAL MARKETING ACADEMY
PPC
PAID SEARCH
PAID MEDIA
NOV. 6TH, 2018

2. DIGITAL MARKETING
& PAID MEDIA
1. Industry + Channels
2. Structure
3. Settings
4. Best Practices
5. Display + Programmatic Networks
6. Social Networks
7. Shopping Ads (CSE)
8. Tools & Resources

3. INDUSTRY
• Digital now makes up 51% of US ad spending
• Google Revenue Q3 2018: $33.6B
• Facebook Revenue 2017: $40.65B

4. PAID MEDIA
CHANNELS
1. SEM – Search Engine Marketing
1. Google, Bing
2. Display Advertising
1. GDN: Google Display Network + YouTube
2. Programmatic Networks
3. Retargeting
4. Native Advertising
3. Social Networks
1. Facebook/Instagram
2. LinkedIn
4. Comparison Shopping Engines
1. Google Merchant Center
2. Amazon

5. CAMPAIGN
STRUCTURE

6. Search
Campaign
Ad Group 1 Ad Group 2 Ad Group 3
Keyword 1
Keyword 2
Keyword 3
Keyword 4
Keyword 5
Keyword 1
Keyword 2
Keyword 3
Keyword 4
Keyword 5
Keyword 1
Keyword 2
Keyword 3
Keyword 4
Keyword 5
Ad Copy 1
Ad Copy 2
Ad Copy 1
Ad Copy 2
Ad Copy 1
Ad Copy 2

7. MATCH TYPES
1. Broad Match
1. Local Dentist
2. Broad Match Modified
1. Local +Dentist
3. Phrase Match
1. “local dentist open 24 hours”
4. Exact Match
1. [best local dentist]
5. Negative Match
1. -free dental work

8. PPC METRICS
1. Impressions
2. Clicks
3. Average Position
4. CPC
5. CTR
6. Conversions
7. Quality Score

9. SETTINGS

10. BIDDING
• CPC: Cost-Per-Click
• Cost associated with direct result of user click your ad
• CPM: Cost-Per-Mil
• Cost per 1,000 impressions of your ad
• Max bid & CPC
• Bid Modifiers
• Location, Device, Time of Day

11. GEO TARGETING
1. Target ads to geographic locations. Google Ads location
targeting allows your ads to appear in the geographic
locations that you choose: countries, areas within a country, a
radius around a location, or location groups, which can
include places of interest, your business locations, or tiered
demographics.
2. National, State, DMA, Custom Shapes, Exclusions

12. AD SCHEDULING
1. Make sure your ads are showing when your customers are
most likely to engage with your business! Ad scheduling or
Day Parting simply lets you specify certain hours or days of
the week you would like your AdWords ads to show
2. Day, Hour, 15 minute blocks

13. AD EXTENSIONS
AdWords Sitelink Extensions.
AdWords Location Extensions.
Affiliate Location Extensions.
Structured Snippet Extensions.
AdWords Call Extensions.
Message Extensions.
AdWords App Extensions.
AdWords Callout Extensions.

14. BEST PRACTICES

15. AD COPY
• This is the language of your campaign
• Position your business and qualify your traffic
• Destination vs. Display URLs
• Test, Test, Test!
• A/B testing
• Character limitations
• Headlines 1, 2, 3: 30 characters
• Descriptions lines 1, 2: 90 characters
• Path (2): 15 characters

16. KEYWORD SELECTION
• Research your industry, business, and competition
• Understand your campaign structure and relevancy of
landing pages
• This is where your QUALITY SCORE exists
• Leverage match types
• Properly group keywords by theme “Ad Group”

17. QUALITY SCORE
• Quality Score is an estimate of the quality of your ads,
keywords, and landing pages. Higher quality ads can lead to
lower prices and better ad positions.
• You can see your Quality Score (Quality Score is reported on
a 1-10 scale and its components (expected clickthrough rate,
ad relevance, and landing page experience) in your keywords’
“Status” column.
• The more relevant your ads and landing pages are to the
user, the more likely it is that you'll see higher Quality Scores.
• Quality Score is an aggregated estimate of your overall
performance in ad auctions, and is not used at auction time to
determine Ad Rank.

18. TOOLS + RESOURCES
1. Keyword Planner
2. Google Trends
3. Spyfu
4. SEM Rush
5. Wikipedia
6. Adwords Editor
7. Adwords Help Center
8. Blogs
9. Certifications