Reach your customers through
network
1
Agenda
Google Marketing Concepts
Search Targeting
Contextual Targeting
ROI and Performance Tracking
Summary
Next Steps
2
Google Advertising Concepts
Search
Targeting
Cost Per Click
Text only
Content
Targeting
Text/Image/
Videos
Site
Targeting
Cost Per 1000
Impression
Image / Text
Ads
=
Maximum
Return on
Investment
3
Search Marketing
Target clients when they are searching for you.
Search
Targeting
Cost Per Click
Text only
Use Search
• Serve ads targeted specifically around a
chosen set of keywords e.g. “Hotels in
Bangalore”
• ROI based advertising - Pay only for clicks
• Ranks ads based on a combination of both
relevance and bid price
• Ads displayed on the Google page as
sponsored links next to natural search
results
4
Evolving an Online Sales Strategy
Search is “Pull” Advertising…..
User types in a search query on
Google Search
The text ad is displayed on Google search results
page under “Sponsored Links”
User clicks
on the ad
and is
brought to
the
relevant
landing
page
5
5
Contextual Targeting
Target clients when they research services you offer.
Use Google’s Content Network
• Reach 30,000 sites
• Ads shown only on relevant websites
• 67% Reach of Internet Users
Content
Contextual
Targeting
• Single buy in – reaching the 30k sites is as
easy as checking a box!
• Delivered in a number of formats – text,
image and video
6
Keyword Targeting
Reach your Target Audiences as they Read Online
1. Keyword-targeted campaigns
which run as content relevant
to your offerings is published online
Your Ads
 CPC bidding
 Text or Animated Image ads
 Targets to content on web pages
 Block Unwanted Sites
7
G
oo
Serve ads on 3rd Party sites with the Google Content
Network
So how does it work?.......
Source: Custom Analysis by comScore Network, October 2007
8
How does it work ?
Page Analysis
1 Scan the page
2Analyze the page
Machine learning technology turns
keywords into targetable concepts
and categories
Keywords
Flats, buy properties, real estate in India
Concepts
Real Estate
Categories
Real Estate
9
Managing your Internet Campaign
Track the ROI
• Bid for and Pay For Visitor / “Click” appropriately
• Hence, every lead is cost-effective!
10
Summary : What’s In It for You?
The Jumpstart Service
• Professional Consultation!
• Account Set up!
• Campaign Launch and Review!
11
•Jumpstart – Consultation
•Consultation with a Google Specialist
**We'll discuss your business with you, gain an
understanding of your goals and objectives and advise
you of your options.
•Suggest campaign plans
**We'll then advise you on which targeted keywords,
ad creative and ad network options to choose, to
achieve a successful campaign.
•Provide cost and traffic estimates
**We look at market data to give you estimates
on how much budget you need to allocate to your
campaigns, to meet your objectives.
Account Set up!
•A professionally designed account
A GAP certified professional will design
and structure your AdWords campaign for you.
•Comprehensive Keyword suggestions
We will use our knowledge of Google's tools
to develop the right keyword list for you.
•Targeted Adtext development
Design compelling ad copy to attract
your customers to your site
•Campaign Launch and Review
•1:1 support for launch
**We will review your campaign with you before it goes live.
•Account Optimization
**We will help you understand the results so you can make
informed decisions and improvements.
•Account & Adwords Education
**We will provide your with training and support to help you
manage your campaign successfully.
**
12
Summary: What does this mean for my business?
Leverage the power of network
• Search Network
Millions searches happen every day
your target audience is looking for you
• Content Network
Serve your message directly on 1000s of Websites
Portals and blogs.
Build brand equity
• Improve awareness
Cost effective branding solution to raise the overall
profile of your organization.
• Improve ad placements
Use search and content network to increase visibility
and help drive clicks to your sites.
Increase ROI and profitability
• Targeted advertising
Promote your services and products when
Customers are looking for your services.
• Ease of use
Reaching customers all around the world is as easy
as checking a box!
Promote Multiples Services.
• Target users abroad
Geo-target users – Target users abroad, convert on
Your website.
• Control the user experience
Take users directly to the relevant section on your
website
13
Google Advertising has worked for them!
Why not you as well??...
Getting Started - Next Steps!
•
Confirmation of your account
o
•
Planning your account
o
•
Generating keyword lists, Adtexts, campaign
structure
Activation of your campaign
o
•
Determining the precise objectives of your
campaign
Building your campaign
o
•
Acceptance of terms and conditions and funding
your account
Going live online
Evaluating the results
o
Use the tools available to track the results
15
It’s All About Results
Thank you
16