Bài 5: Paid Advertising & PPC

# Google Ads Campaign: "Digital Marketing Mastery Course"

## 1. Campaign Structure

### Campaign Type: Search Network
**Objective:** Website Traffic & Conversions
**Budget:** $50/day ($1,500/month)
**Bidding Strategy:** Target CPA ($25)
**Location:** Vietnam (Ho Chi Minh City, Hanoi)
**Language:** Vietnamese
**Ad Schedule:** Monday-Friday 9AM-9PM, Weekend 10AM-6PM

## 2. Ad Groups Structure

### Ad Group 1: "Digital Marketing Course"
**Keywords:**
- [digital marketing course] - Exact Match - $2.50 bid
- "học digital marketing" - Phrase Match - $2.00 bid  
- +digital +marketing +online +course - Broad Match Modified - $1.50 bid

**Negative Keywords:**
- free, miễn phí, download, crack

### Ad Group 2: "Social Media Marketing"
**Keywords:**
- [social media marketing course] - Exact Match - $2.80 bid
- "khóa học social media" - Phrase Match - $2.20 bid
- +facebook +ads +course - Broad Match Modified - $1.80 bid

### Ad Group 3: "SEO Training"
**Keywords:**
- [seo course vietnam] - Exact Match - $3.00 bid
- "học seo online" - Phrase Match - $2.50 bid
- +seo +training +ho chi minh - Broad Match Modified - $2.00 bid

## 3. Ad Copy Examples

### Ad Group 1 - Headline Variations:
**Headline 1:** "Khóa Học Digital Marketing #1 VN"
**Headline 2:** "Từ Zero Đến Hero Trong 8 Tuần"  
**Headline 3:** "Đảm Bảo Có Việc Sau Tốt Nghiệp"

**Description 1:** "Học Digital Marketing thực tế với 100+ case studies Việt Nam. Mentor 1-1, Job guarantee. Đăng ký ngay!"
**Description 2:** "8 tuần intensive training. Portfolio thật. Certificate quốc tế. Tỷ lệ có việc 95%. Free trial class!"

### Sitelink Extensions:
- "Xem Curriculum" → /curriculum
- "Học Phí & Lịch Học" → /pricing  
- "Alumni Success Stories" → /testimonials
- "Free Trial Class" → /trial

### Callout Extensions:
- "Job Guarantee"
- "Certificate Quốc Tế"  
- "Mentor 1-1"
- "95% Có Việc Sau Khóa"

## 4. Landing Page Strategy

### URL Structure:
- Ad Group 1 → /digital-marketing-course?utm_source=google&utm_campaign=search_brand
- Ad Group 2 → /social-media-marketing?utm_source=google&utm_campaign=search_smm
- Ad Group 3 → /seo-course?utm_source=google&utm_campaign=search_seo

### Conversion Tracking:
- Primary Goal: Course enrollment ($500 value)
- Secondary Goal: Free trial signup ($50 value)  
- Micro Goal: Curriculum download ($5 value)

## 5. Optimization Strategy

### Week 1-2: Learning Phase
- Monitor search terms report daily
- Add negative keywords
- Adjust bids based on performance
- Test ad copy variations

### Week 3-4: Optimization Phase  
- Pause low-performing keywords
- Increase bids on high-converting terms
- Test new ad extensions
- Optimize landing pages based on heatmaps

### Week 5+: Scaling Phase
- Expand to similar keywords
- Test new ad groups
- Increase budgets on profitable campaigns
- Implement remarketing campaigns

## Expected KPIs:
- Click-through Rate: >3%
- Cost per Click: $1.50-3.00
- Conversion Rate: >5%
- Cost per Acquisition: <$25
- Return on Ad Spend: >400%