Promoting The Student Hub on Google Ads

The assignment requires creating a PPC ad for the website of 'The Student Hub.' The ad should be well-written to help people easily understand the main facts about the webpage. Important keywords and phrases related to PPC advertising, such as 'student hub' or 'CYRIL ADOKU,' are identified. A PPC campaign is then started using the target webpage, with keyword organization and ad copy writing being key components. The campaign structure is important for monitoring success rates.

DIGITAL MARKETING
DIGITAL MARKETING

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Table of Contents
1. Introduction........................................................................................................................................ 3
2. Search Engine Algorithms................................................................................................................. 3
2.1 Ranking............................................................................................................................3
2.2 Queries related to search...................................................................................................4
3. Marketing approaches....................................................................................................................... 4
4. Marketing calendars.......................................................................................................................... 5
a. Define everything about the webpage....................................................................................5
b. Define necessary things related to the investigation................................................................5
c. Identify important keyword and phrases related to PPC ad......................................................5
5. after using the supplied target webpage in the advertisement, start a PPC campaign......................6
6. Conclusion......................................................................................................................................... 6
Reference list......................................................................................................................................... 8

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1. Introduction
PPC is termed as pay per click, and it is one of the most popular digital marketing services. In
this report top, five search engine and their ranks are going to be mentioned. Google is seen to have
stayed in the first place with a difference of 65 percent from Bing, which is in the second position. A
web page is going to be identified to state necessary things about that web page. The aim of this
report is to start a PPC campaign after using the supplied target webpage in the advertisement.
2. Search Engine Algorithms
2.1 Ranking
Over search engines, DuckDuckGo has a number of advantages as it does not track users
and it is not fully loaded with ads. As per the view of Fisher, Goddu & Keil (2015), it has several other
features such as with this people can search directly other websites. Coming to Google, this search
engine holds the first place with a stunning difference of 65 percent from Bing which is in second
place. Baidu is a popular search engine in China, and currently, its rank is in 4th position. After these,
Yahoo is one of the most famous email providers with a market share of 3.90 percent. Lastly, Yandex
is among 30 popular websites on the internet.
Figure 1: Top search engines in the world

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Figure 2: Graph of most used search engine
2.2 Queries related to search
After choosing one or more search engines, anyone can develop of building an effective
search query as it will help in providing relevant answers in a quicker way. Most search engines are
not case sensitive; thus it is necessary to turn the search engines more query oriented.
3. Marketing approaches
Figure 2: Google paid ad
In the above figure, an example is given for Google paid ad, on which criticism and necessary
improvements are going to be suggested.
Criticism- In headlines, unnecessary URL is used, and the main point is that there is no
proper link is developed between the search query and the advertisement.
Suggested improvement- In the website, changes can be conducted to make the website to
be more user-friendly for the people. Details are needed to be mentioned along with giving a proper
phone number or email id such as; https://www.themanshake.com.au/contact-us.

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Figure 3: Bing paid ad
(Source: Blake, Nosko & Tadelis, 2015)
In the above figure, an example is given for Bing paid ad, on which criticism and necessary
improvements are going to be suggested.
Criticism- In line 2, no description is mentioned which creates unnecessary problems. No
phone number or emails are provided to solve out quarries, and no authenticity is found related to the
pills.
Suggested improvement- Description is needed to mention in line to clear out the queries of
people. Legal papers are needed to be shown related to the authenticity of pills.
4. Marketing calendars
a. Define everything about the webpage
The target webpage supplied is ‘http://www.thestudenthub.co.za/". This webpage is oriented
to education as it aims to create a learner-centric education system where every learner can discover
the purpose of studying (The Student Hub, 2019). This webpage states about their mission, and they
state that they are looking forward to conducting improvement in the quality of education by
encouraging students so that they can achieve success. In their work field, they have 300 plus
professionals who look after student development. The content of this webpage is related to their
courses and placements.
b. Define necessary things related to the investigation
Competitions to these websites are UTP Design competition and OpenUp Hub who also do
the same job as The Student Hub does. In order to bring the website page of "The Student Hub" the
ad is needed to be written well so that people can easily understand the main facts. As the details are
clarified well, thus it does not need to repeat their words again and again. The ad also makes the
clear promise of the thing that gets advertised, and they have also made clear promises by providing
better service and placements to the students.
c. Identify important keyword and phrases related to PPC ad
PPC stands for pay per click which is a model of internet marketing, and it is also a way of
buying visits to the sites as it allows advertisers to bid for ad placement. Kapoor, Dwivedi & Piercy
(2016) commented that one of the most popular forms of PPC is a search engine advertisement. In

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order to find the website of "The Student Hub," some popular keywords get used, and those are;
student hub or by the name CYRIL ADOKU.
Figure 4: One of the popular keyword
Figure 4: One of the popular keyword
5. After using the supplied target webpage in the advertisement, start a PPC
campaign
● PPC is termed as pay per click, and it is one of the most popular digital marketing services.
That gets used strategically.
● PPC campaign is stated as the biggest opportunity to promote a product range of the
business (Accord, 2014)
● In the PPC campaign, keyword plays a vital role, and it gets decided on the basis of subject
● After choosing keywords, they are needed to be organized into a campaign
● Campaign structure is important to monitor the success rate
● After structuring the campaign, the ad copy gets written (Agarwal et al., 2014)
● It is needed to be done in a creative way so that people get attracted and click on the ad
● Basic components of ad copy are; choosing the proper headline, giving proper description line
1 and description line 2 and finally the display URL
● Relevancy is needed to maintain with the Ad words (Todor, 2016)
● Most of the marketers rely on Google Ads as it helps in attracting more ads by showing ads
on the platform as people use Google as a search engine
● It is also needed to fix out the daily campaign budget, and after that, it is needed to be
monitored properly to achieve the objectives.
6. Conclusion
From the above report, it is seen that DuckDuckGo does not track users and it is not fully
loaded with ads. It also comes to know that Yahoo is one of the most famous email providers with a
market share of 3.90 percent. One Google and one Bing paid ads are searched to develop areas of
improvement. The target webpage gets identified of "The Student Hub," and details are mentioned
related to that webpage. Important keywords also get identified in this report with which the website
can be identified in one click.

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Reference list
Accord (2014). How to plan a PPC campaign. https://accordmarketing.com/blog/how-to-plan-a-ppc-
campaign
Agarwal, D., Ghosh, S., Wei, K., & You, S. (2014, August). Budget pacing for targeted online
advertisements at linkedin. In Proceedings of the 20th ACM SIGKDD international conference
on Knowledge discovery and data mining (pp. 1613-1619). ACM.
http://www.ouyangchen.com/wp-content/uploads/2016/04/linkedin-pacing.pdf.
Blake, T., Nosko, C., & Tadelis, S. (2015). Consumer heterogeneity and paid search effectiveness: A
large‐scale field experiment. Econometrica, 83(1), 155-174.
https://www.nber.org/papers/w20171.pdf
Fisher, M., Goddu, M. K., & Keil, F. C. (2015). Searching for explanations: How the Internet inflates
estimates of internal knowledge. Journal of experimental psychology: General, 144(3), 674.
https://tweakimg.net/files/upload/xge-0000070.pdf
Kapoor, K. K., Dwivedi, Y. K., & Piercy, N. C. (2016). Pay-per-click advertising: A literature
review. The Marketing Review, 16(2), 183-202.
https://cronfa.swan.ac.uk/Record/cronfa31942/Download/0031942-19042018131129.pdf
The Student Hub (2019). OUR VISION. http://www.thestudenthub.co.za/
Todor, R. D. (2016). Blending traditional and digital marketing. Bulletin of the Transilvania University
of Brasov. Economic Sciences. Series V, 9(1), 51. http://webbut.unitbv.ro/BU2015/Series
%20V/2016/BULETIN%20I%20PDF/06_Todor%20R.pdf