Bidding Strategies, Ad Copywriting

Bidding Strategies, Ad Copywriting

6.6 Bidding Strategies in SEM

Google Ads uses different bidding methods depending on campaign goals.

Bidding Type	Goal / When to Use
Manual CPC (Cost Per Click)	You control how much to pay per click.
Enhanced CPC (ECPC)	Google automatically adjusts bids to increase conversions.
CPM (Cost Per Thousand Impressions)	Best for brand awareness campaigns.
CPA (Cost Per Acquisition)	You pay when a conversion (sale, signup) happens.
ROAS (Return on Ad Spend)	Optimizes bids to maximize revenue from ad spend.
Smart Bidding	Uses AI to automatically set bids based on performance.

6.7 Ad Copywriting

Ad copy is the text that appears in your ad — it should be short, attractive, and relevant.

Structure of Google Search Ad:

Headline:
- Up to 30 characters each (3 headlines).
- Example: “Buy Shoes Online | Free Delivery Today.”
Description:
- Up to 90 characters.
- Example: “Shop branded shoes at the best prices. Limited-time offer!”
Display URL:
- Shows your website link (e.g., www.shoestore.com).

Tips for Effective Ad Copy:

Use keywords in the headline.
Add Call to Action (CTA) — e.g., “Buy Now,” “Get Offer.”
Highlight benefits — discounts, free shipping, etc.
Keep it clear, short, and attractive.

6.8 Google Ads Campaign Setup – Basic Steps

Create a Google Ads Account.
Select Campaign Type: Search, Display, Video, etc.
Set Campaign Goal: Sales, leads, website traffic.
Choose Target Audience: Location, language, device, demographics.
Set Budget and Bidding Strategy.
Add Keywords: Based on your product/service.
Write Ad Copy: Headlines + Description.
Review and Publish.
Monitor Performance: Use Google Ads dashboard and Google Analytics.

6.9 SEM Tools

Tool Name	Purpose / Use
Google Ads	Create and manage paid ad campaigns.
Google Keyword Planner	Find keywords and their search volume.
SEMrush / Ahrefs	Competitor keyword and ad analysis.
SpyFu	Analyze competitors’ ad strategies.
Google Analytics	Track performance and conversions.

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