PPC Marketing Practice Assignment #2

PPC Marketing Practice Assignment #2

Creating Your Search Ad

Welcome to PPC Marketing Practice Assignment #2

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.

Insert Your Work In the Below Link To Stay Organized
  • PPC Practice Assignment Spreadsheet ↗︎
    This is the same one from your last PPC practice assignment so continue using that spreadsheet but now just go to the tab titled “PPC #2: Competitor Research/Search Ad”.
Joseph's Work Product For This Assignment (Use this to compare and contrast your work)
  • In the above link, see the tab titled: PPC #2: Joseph’s Answers
  • I recommend only looking at this after you’ve finished doing it yourself.
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. In the last practice assignment, you were instructed to create 1 ad campaign going after high-purchase intent keywords and within that ad campaign, you were instructed to create 5 ad groups (Social Media Marketing, Email Marketing, PPC Marketing, SEO Marketing, and a Generic Ad group (for keywords like “Digital Marketing” that don’t indicate what area of marketing someone needs help with)).

Start of the Assignment

For this practice assignment, you are going to create your Search Ad. This is what will show up in the Google Search Engine Results Page when someone types in keywords that your campaign is going after as you see below: 

For this assignment, you will only be creating ads for your Social Media Marketing Ad group (you can do it for the other ad groups too if you’d like additional practice). This means that you will focus on creating ads that will populate whenever people type into Google search queries like “Social Media Marketing Agency” or “Social Media Marketing help” and things of that nature. 

What You Will Do For This Practice Assignment

Step 1: Do Your Competitor Research

As stated time and time again throughout our program, you should NEVER create marketing materials from scratch. This is of course true for your search ads as well. Instead, you’ll want to first look at what your competitors are doing because they have likely spent a lot of money on their ads and are only using the ones that are performing the best at this point. Also, if they are your competitors, then that means they have the same target audience as you so if it’s working for them, then something similar will likely work for you too. 

How do you see what your competitors’ search ads look like? 
  • Easy. Simply type into Google some of the keywords you’re going after in your search campaign and you’ll see your competitors’ search ads there. For instance, since we are creating an ad for our Social Media Marketing Ad group in this practice assignment, I’ll want to see what other ads look like when someone types in “Social Media Marketing Agency”. So, I’ll type that into Google now and this is what Google gives me:

Now just copy each of these headlines and the description underneath each search ad that you see and put these in your search ads spreadsheet so you can have all your research in 1 place as you will be using these search ads as guidance to make your own headlines and descriptions. When you are doing this for your company, I’d also recommend clicking on the ad 1 time and then saving the landing page URL in this spreadsheet too so that you can see what their landing page looks like as your landing page should look similar to these as these have likely been tested extensively and you’ll likely see that a lot of these companies talk about very similar things on their landing pages and try to get people to convert in very similar ways so you should likely have something that is similar to your competition as well. Obviously the design of your landing page is going to be different as you are a different company, but you’ll likely want to talk about similar things and likely will have a similar lead magnet or method of getting people to take the next step (such as booking a call) on your landing page as your competitors. Remember, good keywords and ad creation merely get the right people to your landing page. It’s now up to your landing page to convert these people into customers or at least leads so you don’t want to overlook the importance of your landing page as you don’t just care about getting people to your website. No, you want to get conversions and your landing page is a huge part of accomplishing this. Now, for this assignment, I don’t want you clicking on their ads as this costs those companies money and you don’t want to waste their budget since you aren’t a serious lead so that wouldn’t be cool. But, when you’re at a company, it’s very common for companies to do this once and save the URL so that you can simply go back to their landing page when you want without costing them money by clicking their ad.

  • I recommend adding the headlines and everything else I go over below that you see from your research into the same PPC Practice Assignment Spreadsheet from your last practice assignment under the tab titled “PPC #2: Competitor Research/Search Ad”. If you didn’t do the last practice assignment, you can access the PPC Practice Assignment Spreadsheet here.

You should repeat this process a few more times of typing in a keyword (the same keyword or different keywords that are in your ad group) into Google and adding these new headlines and descriptions that you see pop up into Google to your spreadsheet so that you can see what a lot of different companies are doing to give you even more ideas.

Step 2: Create Your Headline

You’ll be able to create up to 15 headlines for each ad group and they can each have a maximum of 30 characters. 

  • Your headlines and other parts of your ad (including extensions) may show in different configurations based on the device that a potential customer is using, or when Google Ads predicts that it may improve your performance.
  • Google will decide when to use each headline based on when it thinks it will perform best for you and Google may use 2 headlines at the same time 
  • So, you always want to make sure that your headlines say something different from one another as you don’t want 2 or more of them saying the same thing as there is a chance they can show up next to each other which would hurt the effectiveness of your ad.

What should you say with your headline?

  • First, look at what your competitors are doing (in the spreadsheet you just made) as this will be the best indication of what you should be saying since these are ads that are likely working at least decently well on your target audience for your competition. So, you should be doing something similar but with your own company’s twist and unique selling proposition.
  • After you’ve done that, just make sure you follow the advice I just gave you in the training videos to make these headlines as attractive as possible so you can get as many clicks as possible. 
  • Insert your headlines in your spreadsheet.
Step 3: Create Your Description

You’ll be able to create 2-4 descriptions for each ad group and they can each have a maximum of 90 characters. Your ad’s description appears below the display URL.

  • Your descriptions and other parts of your ad (including extensions) may show in different configurations based on the device that a potential customer is using, or when Google Ads predicts that it may improve your performance.
  • Google will decide when to use each description based on when it thinks it will perform best for you. 
  • So, you always want to make sure that your descriptions say something different from one another so that Google has some options based on what it thinks will work best for you. 

What should you say with your Description?

  • First, look at what your competitors are doing (in the spreadsheet you just made) as this will be the best indication of what you should be saying since these are ads that are likely working at least decently well on your target audience for your competition. So, you should be doing something similar but with your own company’s twist and unique selling proposition.
  • After you’ve done that, just make sure you follow the advice I just gave you in the training videos to make these descriptions as attractive as possible so you can get as many clicks as possible. 
  • Insert your descriptions in your spreadsheet. 
Step 4: Add Images, Company Logo, Sitelinks and Extensions (no action needed here for this practice assignment)
  • As mentioned in the training video, you’ll want to use all of these if possible as this allows your ad to take up more space on the screen which is good as it brings more attention to your ad. So, when it comes time for you to do it for your company, just insert your company info here just like I mentioned in the training video as these all help your ad stand out more and provide the viewer with more relevant information about your company.

That’s it for this practice assignment. That’s how you create a Google search ad. For your convenience, if you’d like to see what my search ad looks like after you have finished your practice assignment, you can see that at the bottom of your PPC Practice Assignment Spreadsheet in the tab titled “PPC #2: Joseph’s Answers” so you can compare and contrast what you’ve created to what I’ve done.

JobPrepped