Paid Marketing (part 1): Search and Display Ads


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In this slide show, the team at Green & Red Technologies walks you through paid search ads and paid display marketing (Both on google and with local ad networks).

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Paid Marketing (part 1): Search and Display Ads

  1. 1. Paid Marketing: Search & Display Network Ads
  2. 2. Benefits of Paid Marketing ➔ First page exposure on top search engines ➔ Immediate boost in traffic ➔ Can target ads to specific groups ➔ Reach exponentially more people ➔ Can use geo-targeting and ad scheduling ➔ Can track customer’s actions from the moment they click the ad
  3. 3. Paid Marketing Allows You To Reach EVERYONE Online 5.8 M Bangladeshis on Facebook 16 M+ Bangladeshis on desktop internet If they aren’t on FB, they can still be reached with advertising Source: Facebook Ad Manager, Sep 2013, G&R Internal Data
  4. 4. Option 1: Paid Search Ads
  5. 5. How does paid search marketing work? Step 1: Customer goes to and searches for something
  6. 6. Step 2:Google yields two main types of results 2. Sponsored 1. Organic
  7. 7. Step 3: Customer will click on most relevant ad for what they searched for
  8. 8. Landing Page Homepage Step 4: A click on a sponsored ad, either takes them to a landing page or the homepage of the advertiser’s website to find specific info about the exact thing they searched for
  9. 9. Step 5: When a customer clicks an ad, the advertiser is charged for that one click (CPC = Cost Per Click)
  10. 10. Notable New Terms Click Through Conversion: A customer clicks on an ad and then makes a conversion on the website that the ad links to View Through Conversion: A customer views an ad but does not click it at that moment. Later they visit the site and make a conversion
  11. 11. How do you get your ad here? By signing up for Google AdWords
  12. 12. There are some basic rules: Example ad Max length Headline: Name of Website 25 characters Description line 1: Summer Sale 35 characters Description line 2: Save 15% 35 characters Display URL: 35 characters
  13. 13. AND: DISPLAY URL: can actually enter a longer URL, but it’ll appear shortened when the ad is displayed DESCRIPTION LINES: can’t lead into the display URL. For example, the second description line can’t say, “See this site” or “learn more at…” DISPLAY URL: field can’t be used as another line of ad text AD CONTENT: can’t appear cut off or incomplete
  14. 14. What makes a good search ad? 1. High relevance Keywords match ad so that your ad is shown only to people its most relevant for 3. Value proposition Why should someone choose your site over others? 2. Call-to-action A sense of urgency to click your ad NOW
  15. 15. Option 2: Paid Display Network Ads
  16. 16. What’s a Display Network? • A network of websites with advertising space where you can place your ads • A simple, cost-effective way to advertise on millions of high-quality news pages, topicspecific websites, video sites, and blogs
  17. 17. Three Options for Display 1. 2. 3. Google OR Local Ad Networks OR Direct Buys
  18. 18. If you want to advertise on local sites...
  19. 19. Or reach NRBs… (Non-Resident Bangladeshis)
  20. 20. Local Display Networks work best….
  21. 21. BUT if you want to advertise on international sites...
  22. 22. Google Display Network is the way to go 2,000,000+ Display Network Sites
  23. 23. Display Network Targeting is Elaborate: You can reach your audience based on how they search: Keyword Contextual Targeting Google matches keywords in your campaign with themes on the GDN. For example, if you have ‘photography’ in your keywords, your ads will be shown on sites related to photography Topic Targeting Google & LDNs have categorized thousands of sites and pages for you. Select your audience from a list of categories Placement Targeting Serve ads to consumers based on specific sites. Pick websites, videos, games, and RSS feeds that your audience will be visiting
  24. 24. Or based on who they are: Interest Category Marketing Show ads to people based on their interests (based on sites they visit often) Demographics Allows you to select your audience based on their inferred age or gender Remarketing Readvertise to people who have visited your website but didn't convert. Similar users Google's look-a-like technology finds consumers with similar browsing habits to those on your remarketing list
  25. 25. Creating a good Display Network ad can be difficult... Unlike search, people aren’t actively looking at ads
  26. 26. In addition to Relevancy Call-toAction & Value Proposition You need THE DISRUPTION FACTOR
  27. 27. Banner Ads Are NOT All the Same... 1. Standard - images and basic interactivity, no expansion 2. Rich Media - can include video, high interactivity, expansion, and more; use Flash or HTML5 technology