Search Engine and Performance Marketing Notes
Subject Overview
The second Digital Marketing group elective, covering advanced SEO and technical optimization, Search Engine Marketing and PPC advertising models, performance marketing and conversion rate optimization, and digital performance metrics and campaign analytics. A 4-credit elective theory paper.
Subject at a glance
4
Units
32
Topics
4
Credits
4
Infographics
Unit-wise Syllabus
4 units — open any unit for detailed topic-wise notes, diagrams and important exam questions
- Search engine algorithms and ranking
- website indexing and crawling
- technical SEO and architecture
- mobile-first indexing
- keyword research and competitor analysis
- on-page and off-page optimization
- backlink building
- local and voice SEO
- SEO audits
- 1Crawl
Bots discover pages
- 2Index
Store and understand content
- 3Rank
Algorithms order results
- 4Serve
Show results for a query
Study guide
This unit covers search engine ranking, crawling and indexing, technical SEO, mobile-first indexing, keyword research, on-page and off-page work, backlinks, local and voice SEO and audits. Audit a website and list the top issues.
- Google Ads ecosystem and campaign structure
- PPC advertising models
- bidding strategies and ad ranking
- search/display/shopping/video ads
- remarketing and retargeting
- programmatic advertising
- audience and behavioural targeting
- ad quality score
Ad Rank
Bid × quality factors (expected CTR, ad relevance, landing page) and more
Quality Score
1–10 rating of ad, keyword and page
Actual CPC (classic)
Next Ad Rank below / your Quality Score + ₹0.01 (approx.)
Remarketing
Show ads to past visitors
Study guide
You study the Google Ads ecosystem, PPC models, bidding, ad ranking, ad types, remarketing, programmatic advertising, targeting and quality score. Run a small test campaign with a tiny budget if possible.
- Concept and importance of performance marketing
- conversion rate optimization
- landing page optimization
- A/B and multivariate testing
- affiliate and influencer performance campaigns
- customer acquisition and lead generation
- funnel optimization
- attribution models
- 1
Analyse the funnel
Where do users drop off?
- 2
Form a hypothesis
- 3
Design variant B
- 4
A/B test
- 5
Measure significance
- 6
Roll out the winner
Study guide
You study performance marketing, conversion rate optimisation, landing pages, A/B and multivariate testing, affiliate and influencer campaigns, funnels and attribution. Design an A/B test for a landing page.
- CTR/CPC/CPA/CPM/ROI
- Google Analytics and Search Console
- dashboard interpretation and reporting
- campaign monitoring tools
- audience insights
- advertising fraud and ad blockers
- predictive analytics in campaign management
CTR
Clicks / impressions × 100
CPC
Cost / clicks
CPM
Cost / impressions × 1,000
CPA
Cost / conversions
ROAS
Revenue from ads / ad spend
Study guide
You study CTR, CPC, CPA, CPM and ROI, Google Analytics and Search Console, reporting, monitoring tools, ad fraud and blockers and predictive analytics. Build a campaign report with these metrics.
Why Search Engine and Performance Marketing Matters
SEO and performance marketing roles are among the most available in digital marketing and focus on measurable results.
How to Prepare for Search Engine and Performance Marketing
- Get certified in Google Ads and Analytics if you can.
- Optimise a site or blog as practice.
- Learn to read and report campaign metrics.
Search Engine and Performance Marketing: Frequently Asked Questions
What is CPC?
Cost per click is the amount an advertiser pays each time someone clicks their ad.