PPC Marketing Practice Assignment #1

PPC Marketing
Practice Assignment #1

PPC Keyword Research

Welcome to PPC Marketing Practice Assignment #1.

Repeated info from other practice assignments: Please note that these practice assignments are different from your 1-on-1 real work experience assignments which will come after you are finished with your training videos as stated on our website. These practice assignments are designed to help you immediately get practice implementing what you’ve just learned in smaller, more manageable chunks rather than just expecting you to know how to set up a full campaign all at once. These practice assignments are strategically broken up into several parts and in step-by-step format so that we can tackle every aspect of setting up an effective campaign from the research phase all the way to the creation phase. By doing each of these practice assignments, you will now know how to get your digital marketing campaigns up and going in an effective and strategic way.

Doing these practice assignments are of course optional, but they are encouraged as this extra practice now will help you create better marketing campaigns for the 1-on-1 real work experience part of the program. Instructions on how to do each task, where to save your work, and examples so you can compare what you came up with vs. what I came up with so that you can assess how you did on this practice assignment will all be provided below. Please note that although I provide examples of the marketing content that I came up with in some of the practice assignments, there is no exact right way that your content should look like when it comes to marketing. So, you cannot expect your results to look exactly like mine. What is important is that you are implementing what I’ve taught you in the training videos and in the below practice assignment as this is all meant to help you create the best marketing campaigns possible.

Hypothetical Company For This Assignment:
Repeated info from other practice assignments: As with all practice assignments, you can use your own company, a company you’d like to work for, a made-up company in an industry you’re interested in, or you can use the hypothetical made-up Digital Marketing Agency I talk about below when completing each practice assignment. If you’re unsure which company to use for these practice assignments, using the made-up Digital Marketing Agency may be easiest for learning purposes as you’ll be able to compare and contrast your marketing content with the examples I provide which will be for a Digital Marketing Agency. The key thing is that you should use the same company throughout all of your practice assignments as the practice work you do on 1 practice assignment will be carried over and used in later practice assignments.

Once again, like with all our practice assignments, I’m going to use a Digital Marketing Agency as our hypothetical company that we are trying to grow via Digital Marketing. I want you to assume that they specifically focus on Social Media Marketing, Email Marketing, PPC Marketing and SEO Marketing.

Insert Your Work In the Below Link To Stay Organized
Joseph's Work Product For This Assignment (Use this to compare and contrast your work)
    • In the above link, see the tabs titled: “PPC #1 Joseph’s Keywords and PPC #1: Joseph’s Negative Keywords
    • I recommend only looking at these after you’ve finished doing it yourself.


Start of the Assignment

For this practice assignment, you are going to do some keyword research for a Google Search Ad campaign and group your keywords into their appropriate ad group so that our ads can be as targeted as possible. Keyword Research is very important because you want to make sure that your services or products are showing up for the right people because if you can get your ads in front of people that are actively searching for services or products like you sell, you’re obviously going to be able to convert leads much more easily than if you’re showing up for the wrong keywords. 

So, you’re going to get some practice here making your keywords list that you want your search ads to show up for. Remember, Google Search Ads are one of the best ways to get in front of the highest purchasing intent people possible as these people are actively searching in that moment for services or products like you offer. You now just need to make sure that your ad is showing up for these keywords and that your ad is compelling so that people want to click on your ad. 

Choosing Your Keywords For Your Google Ads Search Campaign

When choosing your keywords for a Google Search Campaign, you would typically use Google’s Keyword Planner tool inside of your Google Ads account. However, in order to use Google’s Keyword Planner tool (which I won’t have you do), you would need to:
      1. Create a Google Ads Account here ↗︎
      2. Put in your company’s website
      3. And put in credit card information. 
I know….super annoying since it’s a free tool they offer. Since I don’t want you going through the hassle of that (you can if you want though by clicking the above link), I am instead bringing the keyword research to you so that you can pick and choose which keywords will be best for your campaign.

The Keyword Research I’m Providing You With For This Assignment

I’ve already gone into Google’s Keyword Planner and I typed in “Digital Marketing Agency” since that’s what our hypothetical company is and I wanted to see what other keywords Google thought could be good to go after for our hypothetical Google Search Campaign.

Remember, when putting in keywords, you want to ask yourself, “If I were searching for products or services like my company offers, what would I type into Google?” This is what led me to put in “Digital Marketing Agency” because if I were searching for a Digital Marketing Agency, this is likely what I would type into Google. Or, maybe I would type in “Social Media Marketing Agency” or something along those lines because that is one of the core services our hypothetical company provides. So, that’s why I decided to type this in as you can see below. To keep this practice assignment from getting too long, I only typed in “Digital Marketing Agency” and “Social Media Marketing Agency” but you can of course add many more keywords that you think a potential buyer could put into Google Search and Google will give you even more suggestions on additional keywords that you could potentially go after. I recommend that if you’re breaking up your campaign into many ad groups (as we’ll be doing below), that you put into Google Keyword planner keywords such as “Email Marketing Agency”, “PPC Marketing Agency” and “SEO Marketing Agency” so that Google can give you plenty of ideas on keywords you should go after for each ad group. 

Below is an image of the results as you’d see within Google’s Ad Account and here are the full results in a Google spreadsheet ↗︎

I wanted to get even more keyword ideas from Google so I also typed in “Social Media Marketing Agency” as you can see below:

Below is an image of the results as you’d see within Google’s Ad Account and you can see the results from Google in the 2nd tab of the above spreadsheet. Please note that I didn’t put all the results in there as there were 768 keyword ideas they provided so I cut this down to showing you 50 of the results for this search as this is more than enough to get practice with.

What you will do for this practice assignment:

1. Choose And Group Your Keywords By Ad Group
  • You will be creating 1 Google Search Campaign. This search campaign will be going after high-purchasing intent keywords. Within your campaign, you will have 5 ad groups so that you can make your ads and the landing pages as specific as you can to the keyword that was typed in. These ad groups will be: Social Media Marketing, Email Marketing, PPC Marketing, SEO Marketing, and Generic (which will encompass digital marketing agency queries when the searcher doesn’t specifically say what type of digital marketing help they are looking for.
    •  Remember, your ads are going to be more effective and convert better if they align with the searcher’s query. For instance, if someone typed in “Social Media Marketing Agency For Small Businesses” and your ad says “#1 Social Media Agency For Small Businesses” followed by a landing page that talks specifically about the Social Media help you provide, it’s likely going to convert much better than if your ad says “#1 Digital Marketing Agency For Small Businesses” and then takes them to a landing page that shows off a ton of different digital marketing areas that you help companies with where the viewer needs to sift through a ton of info to find what they are looking for. So, this is why you’ll want to break up your keywords so that they are in different ad groups as this will allow you to tailor your ads much more effectively to match what people are searching for so that you get a higher click through rate on your ads and so that you can also send them to a much more appropriate landing page that gives them exactly what they are searching for as this will help you turn more people into clients or at least leads. 

  • So, go through this list of keyword suggestions ↗︎ (this is the same Google spreadsheet as given above) Google gave us in their Keyword Planner tool and I want you to copy and paste any keywords that you think would be good from this list in the appropriate ad group in your PPC Practice Assignment Spreadsheet here ↗︎ (please make a copy of this by going to “File” and then select “Make a Copy” so that you can make edits to this). You will be using this spreadsheet for all of your PPC Practice Assignments.
    • You do not need to add every keyword that Google has given us as a suggestion to one of your ad groups. Remember, these were just Google’s suggestions for additional keywords. If you don’t think some of these keywords would be good in your Search Campaign, leave them out. 
    • Additionally, depending on what industry you are in and if you have a very tight budget, there might be some keywords that although gets a good amount of “Avg monthly searches” you may decide to leave out as it may deplete your budget. This is typically most common in the legal industry (personal injury lawyers primarily as some of these keywords can cost $50+ a click). For most other industries, don’t get too bogged down on the data that Google is giving here as you should be putting in any keywords that you think would be good for your ad to show up. This data is usually good to give you an estimate on how much each click is going to cost so that you can do a very rough calculation as to how many high-intent people you can drive to your website via this campaign as well as this data can inform you if your keywords that you’re going after are too niche. What I mean by this is that if you’re only seeing keywords that have very low “Avg monthly searches”, your ads will have trouble showing as there aren’t enough searches there. This then means that you should probably think about some other keywords that relate to your business otherwise you won’t get much benefit from this search campaign as people aren’t searching these keywords enough to have your ad show up often if at all. 

  • Once you are done inserting all of the keywords that you think would be good for each ad group, feel free to compare yours to mine in your PPC Practice Assignment Spreadsheet (same link as above). I have what I would’ve done under the tab “PPC #1 Joseph’s Keywords” so you can compare and contrast how close you were to what I would’ve done to start this campaign.
    • Please note that this is only the start of your Google Search Campaign so it’s perfectly fine if what you put in as keywords is not exactly the same as what I put in for the keywords. Afterall, these are just educated guesses at this point as we really don’t know for sure which keywords are going to do well yet. The important thing at this point in time is that we want to put in keywords that we think will do well for us and then, we’ll look at the data as the weeks go on and see which keywords are actually leading to conversions and which keywords aren’t and then we can get rid of the keywords that aren’t working well for us so that more money is spent on the keywords that are actually driving conversions. 
2. Come Up With Negative Keywords
  • Once you are done putting in all your keywords into their ad groups, I want you to then come up with Negative keywords and add those to your spreadsheet in the appropriate tab so that Google knows not to show your ads when someone has these particular keywords in their search query. This is an important part of your campaign as your ads can easily show up for search queries that you may not want them showing up for if you don’t add in any negative keywords. 
    • For example, if we are going after the keyword “Digital Marketing Agency” using broad match, Google could possibly show our ad to someone that typed in “Digital Marketing Agency Career” or “Digital Marketing Agency Job” because these terms are close to the keyword we are going after. However, we of course know that someone that is searching for a job is not who we want clicking on our ad as these people won’t convert into a customer so it would be good to add “Job” and “Career” as a Negative keyword to prevent wasting ad money showing up for these types of searches.
  • Once you are done inserting all of your negative keywords that you think would be good to add, feel free to compare yours to mine in your PPC Practice Assignment Spreadsheet ↗︎ (same link as above). I have what I would’ve done under the tab “PPC #1: Joseph’s Negative Keywords” so you can compare and contrast how close you were to what I would’ve done to start this campaign.
    • Please note that although you may not have a ton of negative keywords right now off of the top of your head, you will be able to look at your Search Terms Report (which we’ll get into later) which shows all of the search queries that caused your ad to show up. By going through this report, you will likely see search queries that you know aren’t good for your business and you’ll be able to add these to your Negative Keyword list as well which only further optimizes your campaign. 
3. Directing People To The Right Landing Page
  • Finally, you will state for each ad group what landing page they will be sent to if they click on an ad from this ad group. You can just fill out the appropriate column in your spreadsheet with something something like: 
    • Social Media Landing Page
    • Or Generic Landing Page where we discuss all the services we help with

Now, when people type in these keywords (and similar keywords assuming we’re starting off with broad match (which we should be to start off with)), your ad now has the chance to show up in front of these high intent people. In the next practice assignment, we’ll work on creating the ad itself so that we can hopefully get as many of these high-purchase intent people to click on our ad as possible so that they can see what we are all about on our landing page and hopefully convert them into a customer or at least a lead.