Before choosing what keywords you will be using in your search engine marketing campaigns, you need to conduct ____ research  about the industry you are in. This can be done by typing a word in to this “_____” search tool. Writing an ad copySearch engine ads are short and sweet. Google limits ad copy to two 35 character lines and one 25 character headline. It’s a good idea to use the keyword in the headline since research shows that increases the chances of a click. Use the limited space provided for the ad copy to describe a benefit  and or a feature, remembering that you have a very short space to grab the reader’s attention and get them to convert. SEM AD auctionContrary to popular belief SEM is not favored to companies with the largest advertising budgets. In SEM, a large advertising budget can be advantageous but in the majority of cases it is not a requirement for success.The reason for this is because all of the ads go through the ad auction before they go on search results. How does the ad auction work?Before the ad auction takes place, our system first narrows down all of the available AdWords ads to determine which ones are eligible to compete to show on your pages. Here are a few ways that this happens:Ad targeting: We only consider ads that are relevant to the content or users of your site. Through placement-targeting, we’ll also consider ads from advertisers who have specifically chosen to show ads on your pages when they’ve found a match between their offerings and your site’s users.Ad format: Advertisers can create text or image ads, and choose contextual-targeting or placement-targeting, and so depending on the selections you’ve made, certain types of ads may or may not be eligible to show on your pages.Just like in a traditional auction, the more advertisers that bid to appear on your pages, the higher the competition is for your ad units, and the more you can earn. The fewer restrictions you place on the ads that can show on your site, the more ads our system will be able to return, therefore increasing your revenue.Once we have a pool of eligible ads, the ad auction determines which of those ads will show up on your pages and how much each advertiser will pay. For each eligible ad, Ad Rank is calculated by combining the CPC bid and the ad’s Quality Score. Because ads are then ranked by Ad Rank, an advertiser with a low CPC bid but high Quality Score may win the auction against another competitor whose CPC bid is higher but who has ad creatives that pose poor user experience and are not likely to be clicked. This dynamic auction-based system also means that the price the winner pays varies from auction to auction, and from ad impression to ad impression, depending on the advertisers’ Quality Score for that page and on the level of auction competition.Quality Score is a measure of how useful an ad is to the people who see it. It’s based on several factors, including:The ad’s predicted clickthrough rate (CTR) based on its past performance on your site and similar sites.Relevance factors, such as the relevance of the advertiser’s ads and keywords to your site.How ads win the ad auction Google AdWords advertisers submit a bid to show their ads on AdSense for content published sites  on the Google Display Network.The ad auction is used to select the ads that will appear on pages and determines how much you will learn from those ads. In an auction,bidders declare the maximum price that they are  willing to pay to buy an item. Our ad auction allows advertisers to choose the price they are willing to pay for clicks on ads on AdSense pages.The ad auction ranks advertisers based on their bids and Quality Score, this creates a win-win-win situation: it assigns the ad to the advertisers who value it the most; the winning ads are from the advertisers who are willing to pay the most; and the Quality Score-based creates a good user experience.  Quality scoreQuality Score is essentially Google’s own rating of your ads, including the quality and relevance of both the keywords and ads. It is about how good your ad is at meeting the customer’s needs, and this means providing both relevance and value. How to increase quality scoreKeyword Research  – Find highly relevant industry keywords to include in your campaigns, this includes long-tail keywords contributing to the majority of your overall search traffic.  Keyword Organization – Split your keywords into organized groups that are more effectively used in different ad campaigns.Refining Ad Text – Test out different PPC ad copy, catering to your individual ad groups. Having great ad copy results in higher CTR, which ultimately improve your Quality Score. Optimizing Landing Pages – Create landing pages that flow directly with your ad groups and providing a great experience for visitors,making it easy for them from keyword to conversion.Eliminating Negative Keywords – Continuously exclude irrelevant keywords that are limiting your search traffic potential.       What makes a great landing page?Landing pages are meant to prompt a potential customer to take a specific action, the key to an effective landing page is the focus. In a PPC campaign, this means creating a page that brings people to exactly what they are looking for.For example: If you sell household electronics and your paid ad promotes your selection of noise-cancelling headphones, your landing page should feature your noise-cancelling headphones. Directing people to your homepage instead, where they’ll need to sift through your product categories or do another search, will lead to frustration and a poor chance of getting the sale.Planning your landing page, you should answer the questions that are critical to any promotional campaign, including your objective, target audience, and metrics. The narrow focus of the messaging will guide your landing page design, but here are a few other considerations.Clean design.It should be very easy to see what the page is about, why it’s relevant, and what the next action should be.A good headline. Your headline should be direct, interesting but not so complex that the topic of the page isn’t obvious. A compelling headline informs the reader that they have found what they’re looking for and entices them to read on. A compelling call to action (CTA). Regardless if you want a visitor to make a purchase, make them give you their email, or book an appointment,The CTA should be easy to spot and optimized to get the most conversions. Will your mailing list get more sign-ups with a button that says “subscribe now,” “register today,” or “sign me up?” There may need to some A/B testing that needs to be done to find out.Optimize your lead capture form. Lead generation forms are a crucial part of a landing page design; if you get this wrong, people won’t fill it out. There is no one size fits all for sign-up forms: a website review service: WooRank has discovered that short forms get more responses, however people that take time to complete a longer form generally tend to be higher-quality leads. As with a CTA, only testing can tell you what your audience will do.You should follow standard SEO best practices to ensure that your landing page is optimized.In addition to a copywriter to write enticing copy for your campaigns, you’ll also need a web designer to create polished and optimized landing pages that will get people to convert.WHAT IS A/B TESTING?A/B testing is a simple: test two versions of the same concept and see which one performs better.There are many websites that offer advice, case studies, and best practices for marketing campaigns. The only way to truly test what works with a target audience is to test different options see what happens.Here are a few ideas that you can A/B test.How does incorporating clipart and photos of people affect conversions?Does including a video to the sign-up page improve results?Are people more receptive to headlines focused on action or benefits?Fine-tune your call to action (CTA): Do response rates change with different language, color of buttons, link placement, etc.?Does the length of your sign-up page effect conversions?Testing different elements can give you the insights you need to:Change headlines and descriptions for an increase in resultsTweaking landing pages to perform betterComparing identical ads on different search advertising networksRefining your keyword groups