Search Engine Marketing cheat sheet Feedback: @eliasdabbas

Code: GitHub

Main campaign elements Keyword match types

Keywords Example Keyword
Ads Landing pages Match Type How to write Matches:
users’ intentions / keyword matches:
your promise to users promise fulfillment
desires
synonyms and shop shoes
Broad keyword example buy shoes
related terms shoes shopping

Broad match +keyword stemmings and buying shoes

+buy +shoes
modifier +example close variants buy shoe

exact sequence
“keyword buy shoes online
Phrase with anything “buy shoes”
example” how to buy shoes
before and/or after

Account Structure close variants,

buy shoes
order doesn’t
Exact [keyword example] [buy shoes] buying shoes
matter, function
shoes buy
words ignored

do NOT trigger my
buy shoes
Negative -keyword example ads if they include -cheap
cheap shoes
this keyword

advertools basic functions

pip install advertools
>>> import advertools as adv
Generate keywords for a campaign:
>>> products = ['cars']
>>> words = ['buy', 'price']
>>> adv.kw_generate(products, words).head()
Campaign Ad Group Keyword Criterion Type Labels
0 SEM_Campaign Cars cars buy Exact Buy
Writing effective ads 1 SEM_Campaign Cars cars buy Phrase Buy
2 SEM_Campaign Cars +cars +buy Broad Buy
Element Explanation Examples 3 SEM_Campaign Cars cars price Exact Price
4 SEM_Campaign Cars cars price Phrase Price
Product What it is you are trying to sell, 100” TV Screen
should be clear and prominent Leather Shoes Create ad templates that dynamically fill the blanks with product names
The emotional / human benefit, the and handle long text with a fallback option
Feel your best by the Summer >>> adv.ad_create('Get the latest {}', ['iphone', 'galaxy', 'sony xperia
Benefit actual reason why people are Achieve a healthy lifestyle xz2 preimum'], fallback=‘phone’, max_len=30)
motivated to do things ['Get the latest iphone', 'Get the latest galaxy', 'Get the latest
How your product / service achieves 12 week fitness program phone’]
Feature Convert a long product name into a properly split ad:
that for them Only certified trainers >>> adv.ad_from_string('Divano Roma Furniture Modern Tufted Linen
Splitback Recliner Sleeper Futon Sofa (Dark Grey)’,
Subscribe to our newsletter slots=(30, 30, 80, 15, 15))
Call to
What you want the user to do Buy now ['Divano Roma Furniture Modern', 'Tufted Linen Splitback Recliner',
action
Get in touch 'Sleeper Futon Sofa (Dark Grey)', '', '']