How does a Search Engine work?

  • Crawler
  • Index
  • Algorithm

Key Objectives of a SEM campaigns

  • Increase website traffic
  • Increase brand visibility
  • Increase sales and revenue
  • Spend budgets more efficiently
  • Help grow the client’s business

What is Google Adwords?

How does it work
What is Client Account Structure in Adwords?

  • Campaign
  • Ad Groups
  • Ad Copies
  • Keywords Types/Matching Options

How PPC Clicks are charged to Clients? 
Google Search Engine Results Page (SERP) – Search Network

  • SEM Text Ad Structure
  • Title: 25 character limit
  • Description 1 & Description 2 line 35 character limit (each)
  • Display URL: 35 character limit
  • Destination URLs

Pricing, Ranking & Quality Score

  • Online Costing Model
  • Cost Per Mille Impressions (CPM)
  • Cost Per Click (CPC)

What is Quality Score?

  • Click Through Rate
  • Relevancy
  • Landing Page Quality

Google Quality Score Based Auction

  • How Actual CPCs Are Calculated
  • Higher Quality Score Lower Bid Price
  • Quality Score – Reward The Most Relevant
  • Quality Score – Content Network
  • Controlling What You Can of Google Quality Score

Key SEM Metrics

  • Cost Per Click (CPC)
  • Maximum Cost Per Click (Max CPC)
  • Impressions
  • Daily Budget

Key Marketing Concepts

  • Advert Spend
  • Click Through Rate (CTR)
  • Transactions
  • Cost Per Acquisition (CPA)

Key Conversion & ROAS Concepts

  • Conversion Rate
  • Return Value
  • Return On Investment (ROI)
  • Return On Advert Spend (ROAS)

PPC Optimization

  • Conversion Target (ROAS/CPA)
  • Increase Conversion Volume
  • Budget Target (Open or Paced)
  • Increase Click Volume (rare in established PPC markets)
  • Common PPC Strategies


Understanding Pay per Click (PPC)
Nawaz Shahzad

Nawaz Shahzad

My name is Nawaz Shahzad and my strengths are Strategic Internet Marketing, SEO, Paid Search, Direct Response Engagements, Online Conversion Techniques, Social Media Optimization & Marketing, Mobile Advertising and Online Brand Reputation Management. For last 11 years i worked for top names in the online marketing industry. Currently working for one of worlds biggest media agency in UAE as an marketing consultant. Some of the industries i worked for are Airline Clients, Top Banks, International Automative Clients, Top Hotels, Telecommunication companies and many more...

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