© All Rights Reserved By  www.aviksengupta.com A Comprehensive Presentation   Of Pay Per Click Advertising
Agenda <ul><li>Presentation Topics: </li></ul><ul><li>1.Introduction to AdWords </li></ul><ul><li>2.Google‟s Ad Distributi...
© All Rights Reserved By  www.aviksengupta.com Introduction to AdWords
© All Rights Reserved By  www.aviksengupta.com What Is Google? •  Google has a  search engine  that will gather, sort & re...
© All Rights Reserved By  www.aviksengupta.com What is Google Advertising? Your customers see your ad when they search You...
© All Rights Reserved By  www.aviksengupta.com What is Google Advertising? Your customers see your ad when they surf Googl...
© All Rights Reserved By  www.aviksengupta.com Keyword Advertising •  Targeted advertising •  Better advertiser ROI than u...
© All Rights Reserved By  www.aviksengupta.com A Typical AdWords Ad • Ad Title (25 character limit) • Ad Text (35 characte...
© All Rights Reserved By  www.aviksengupta.com Google’s Ad Distribution Network
© All Rights Reserved By  www.aviksengupta.com Google Network Basics –Ad Distribution   The Google Network consists of   G...
© All Rights Reserved By  www.aviksengupta.com
© All Rights Reserved By  www.aviksengupta.com Google Network Basics With the Google Network advertisers can: •  Reach a v...
© All Rights Reserved By  www.aviksengupta.com Ad Distribution Example Search query: ‘SUV’ Four AdWords ads under the titl...
© All Rights Reserved By  www.aviksengupta.com Benefits of AdWords
© All Rights Reserved By  www.aviksengupta.com What Google can do for Advertisers •  Advertising on Google can help an adv...
© All Rights Reserved By  www.aviksengupta.com Benefits of AdWords The primary benefits of AdWords include: <ul><li>Reach ...
© All Rights Reserved By  www.aviksengupta.com Benefits of AdWords: Reach   The Google Network reaches over 80% of Interne...
© All Rights Reserved By  www.aviksengupta.com Internet Marketing Tactics Chart
© All Rights Reserved By  www.aviksengupta.com Google Reaches Global Markets Reach customers around the world on one platf...
© All Rights Reserved By  www.aviksengupta.com Benefits of AdWords: Cost   •  Minimum spend •  You choose your own maximum...
© All Rights Reserved By  www.aviksengupta.com Example of AdWords :  Traffic Estimator
© All Rights Reserved By  www.aviksengupta.com Example: How AdWords Can Pay for Itself $1,000 initial investment in AdWord...
© All Rights Reserved By  www.aviksengupta.com Benefits of AdWords: Timing Timing: •  Ads are continuously matched to Inte...
© All Rights Reserved By  www.aviksengupta.com Example: Ads Show on Relevant Content Pages   Your customers see your ad wh...
© All Rights Reserved By  www.aviksengupta.com Benefits of AdWords: Flexibility Flexibility: •  See your ads on Google qui...
© All Rights Reserved By  www.aviksengupta.com Benefits of AdWords: Summary •  Reach - Access to ~80% of Internet users wo...
© All Rights Reserved By  www.aviksengupta.com PPC Flow Chart
© All Rights Reserved By  www.aviksengupta.com Thank You
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  1. 1. © All Rights Reserved By www.aviksengupta.com A Comprehensive Presentation Of Pay Per Click Advertising
  2. 2. Agenda <ul><li>Presentation Topics: </li></ul><ul><li>1.Introduction to AdWords </li></ul><ul><li>2.Google‟s Ad Distribution Network </li></ul><ul><li>3.Primary Benefits of AdWords </li></ul><ul><li>4.Online Advertising Stats and Trends </li></ul><ul><li>5.Appendix: Basic AdWords Features </li></ul>© All Rights Reserved By www.aviksengupta.com
  3. 3. © All Rights Reserved By www.aviksengupta.com Introduction to AdWords
  4. 4. © All Rights Reserved By www.aviksengupta.com What Is Google? • Google has a search engine that will gather, sort & report information from the Internet, based on your topic of interest • But, Google also offers a lot more than search alone… www.google.com
  5. 5. © All Rights Reserved By www.aviksengupta.com What is Google Advertising? Your customers see your ad when they search Your ad reaches users at the moment they demonstrate interest
  6. 6. © All Rights Reserved By www.aviksengupta.com What is Google Advertising? Your customers see your ad when they surf Google Network properties Google technology places your ad on the most relevant content pages
  7. 7. © All Rights Reserved By www.aviksengupta.com Keyword Advertising • Targeted advertising • Better advertiser ROI than untargeted ads • Improved user experience
  8. 8. © All Rights Reserved By www.aviksengupta.com A Typical AdWords Ad • Ad Title (25 character limit) • Ad Text (35 character limit) • Display URL (35 character limit)
  9. 9. © All Rights Reserved By www.aviksengupta.com Google’s Ad Distribution Network
  10. 10. © All Rights Reserved By www.aviksengupta.com Google Network Basics –Ad Distribution The Google Network consists of Google sites & partner properties that use Google AdSense to serve AdWords ads These properties include: Search sites , content pages , newsletters , email services & discussion boards. The Google Network reaches over 80%of Internet Users worldwide
  11. 11. © All Rights Reserved By www.aviksengupta.com
  12. 12. © All Rights Reserved By www.aviksengupta.com Google Network Basics With the Google Network advertisers can: • Reach a vast and highly-targeted audience • Target ads to search results and relevant Web content • Opt-in or opt-out of search and content distribution (default is opt-in for all advertisers) Note: by default, AdWords ads appear on Google.com
  13. 13. © All Rights Reserved By www.aviksengupta.com Ad Distribution Example Search query: ‘SUV’ Four AdWords ads under the title „Sponsored Links‟
  14. 14. © All Rights Reserved By www.aviksengupta.com Benefits of AdWords
  15. 15. © All Rights Reserved By www.aviksengupta.com What Google can do for Advertisers • Advertising on Google can help an advertiser meet many objectives • Determining, measuring, and tracking metrics helps ensure success Objectives Example Success Metrics <ul><li>Generate awareness </li></ul><ul><li>Build brand </li></ul><ul><li>Educate prospects </li></ul><ul><li>Targeted impressions </li></ul><ul><li>Qualified visits your website </li></ul><ul><li>Depth of involvement </li></ul><ul><li>Generate leads </li></ul><ul><li>Identify prospects </li></ul><ul><li>Customer acquisition </li></ul><ul><li>Sales </li></ul><ul><li>Request for proposals </li></ul><ul><li>Coupon downloads </li></ul><ul><li>Newsletter registrations </li></ul><ul><li>Email address opt-ins </li></ul><ul><li>Sales conversions = $$$ </li></ul><ul><li>Lower cost per lead/sale </li></ul>
  16. 16. © All Rights Reserved By www.aviksengupta.com Benefits of AdWords The primary benefits of AdWords include: <ul><li>Reach </li></ul><ul><li>Cost </li></ul><ul><li>Timing </li></ul><ul><li>Flexibility </li></ul>
  17. 17. © All Rights Reserved By www.aviksengupta.com Benefits of AdWords: Reach The Google Network reaches over 80% of Internet users*
  18. 18. © All Rights Reserved By www.aviksengupta.com Internet Marketing Tactics Chart
  19. 19. © All Rights Reserved By www.aviksengupta.com Google Reaches Global Markets Reach customers around the world on one platform Your customers search Google in over 100 languages #1 search engine in 17 out of 20 countries measured Ranked #1 in 2005 Web Globalization Report Card Sources: Measured by Media Metrix and NetRatings (September 2004); “2005 Web Globalization Report Card,” Byte Level Research (November 2004) “ Google is arguably the most global commercial Web site ever built.” – John Yunker, Chief Analyst, Byte Level Research
  20. 20. © All Rights Reserved By www.aviksengupta.com Benefits of AdWords: Cost • Minimum spend • You choose your own maximum daily spending limit (daily budget) • Choose how much you want to spend per click for every keyword • Pay Google for users who click on your ad • More cost-effective than Yellow Pages, Banner Ads & Direct Mail* • Conversion tracking = real-time return-on-investment data
  21. 21. © All Rights Reserved By www.aviksengupta.com Example of AdWords : Traffic Estimator
  22. 22. © All Rights Reserved By www.aviksengupta.com Example: How AdWords Can Pay for Itself $1,000 initial investment in AdWords $1.00 CPC ≥1,000 clicks 10% conversion rate =100 sales Average sale = $100 $1K investment returns $10K in sales Reinvest profits, increase budget
  23. 23. © All Rights Reserved By www.aviksengupta.com Benefits of AdWords: Timing Timing: • Ads are continuously matched to Internet users‟ interests • Ads are placed as buying decisions are made The Result: • You reach your audience at the right time , with the right message
  24. 24. © All Rights Reserved By www.aviksengupta.com Example: Ads Show on Relevant Content Pages Your customers see your ad when they surf relevant Google Network properties Google technology places your ad on the most relevant content pages
  25. 25. © All Rights Reserved By www.aviksengupta.com Benefits of AdWords: Flexibility Flexibility: • See your ads on Google quickly • Optimize and change your ads continually to increase ROI • Target multiple locations and languages
  26. 26. © All Rights Reserved By www.aviksengupta.com Benefits of AdWords: Summary • Reach - Access to ~80% of Internet users worldwide • Cost - Low costs for high ROI - Pay Google when users click on your ads • Timing - Ads are seen by users looking to purchase - Reach your audience at the right time with the right message • Flexibility - Start advertising quickly - Unlimited changes, whenever you want - You can target ads to the specific location & language of your customers
  27. 27. © All Rights Reserved By www.aviksengupta.com PPC Flow Chart
  28. 28. © All Rights Reserved By www.aviksengupta.com Thank You

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