Digital Marketing Training Notes

Introduction

• Instructor Name: अश्विनी विश्वनाथ देसाई
• Experience: 13 years in digital marketing, over 10 years in training
• Today's Agenda:
  • Search Campaigns
  • Keyword Match Types
  • Bidding Strategies
  • Display Campaigns
  • Campaign Measurement

Previous Class Recap

• Reviewed how to create a search campaign.
• Notes shared in the sticky notes by Jaya.
• Students can refer to notes and recordings later.

Search Campaigns Overview

• What is a Search Campaign?
  • An online advertising strategy to promote products/services through search engines.
  • Involves creating ad groups and selecting keywords.

Key Components of a Search Campaign

• Ad Groups:
  • Collections of ads targeting specific keywords.
• Keywords:
  • Words or phrases chosen to trigger the display of ads.

Keyword Match Types

1. Broad Match:
   • Matches ads with similar variations of the keyword.
   • Example: "sofa set" may also show for "green sofa set."
2. Exact Match:
   • Ads shown only when the exact keyword is searched.
   • Example: [sofa set] will only show for that exact phrase.
3. Phrase Match:
   • Matches ads with a phrase or close variations.
   • Example: "green sofa set" will show for searches containing that phrase.

Bidding Strategies

• Bidding Strategy:
  • How much to pay per click.
  • Strategies include maximizing clicks within a budget.
• Understanding Bids and Quality Score:
  • Quality Score affects ad ranking and cost per click.
  • Aim for a high Quality Score to lower costs and improve ad position.

Campaign Measurement

• Search Term Report:
  • Analyzes which search terms triggered ads and their performance.
• Conversion Tracking:
  • Essential for measuring the effectiveness of ad campaigns.
  • Conversion actions can include filling out forms or purchasing products.

Practical Insights

• Using AI in Campaigns:
  • AI can help optimize ads and improve targeting based on data.
• Importance of Data Analysis:
  • Continuous monitoring of campaign performance is critical.
  • Use insights to adjust bidding strategies and keywords.

Conclusion

• Next Class:
  • Focus on Display Campaigns
  • More hands-on practice with real ad accounts.
• Homework:
  • Practice creating campaigns using real accounts and the provided notes.