Google Marketing Concepts
ROI and Performance Tracking
Google Advertising Concepts
Cost Per Click
Cost Per 1000
Image / Text
Target clients when they are searching for you.
Cost Per Click
• Serve ads targeted specifically around a
chosen set of keywords e.g. “Hotels in
• 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
Evolving an Online Sales Strategy
Search is “Pull” Advertising…..
User types in a search query on
The text ad is displayed on Google search results
page under “Sponsored Links”
on the ad
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
• Single buy in – reaching the 30k sites is as
easy as checking a box!
• Delivered in a number of formats – text,
image and video
Reach your Target Audiences as they Read Online
1. Keyword-targeted campaigns
which run as content relevant
to your offerings is published online
Text or Animated Image ads
Targets to content on web pages
Block Unwanted Sites
Serve ads on 3rd Party sites with the Google Content
So how does it work?.......
Source: Custom Analysis by comScore Network, October 2007
How does it work ?
1 Scan the page
2Analyze the page
Machine learning technology turns
keywords into targetable concepts
Flats, buy properties, real estate in India
Managing your Internet Campaign
Track the ROI
• Bid for and Pay For Visitor / “Click” appropriately
• Hence, every lead is cost-effective!
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
• Control the user experience
Take users directly to the relevant section on your
Google Advertising has worked for them!
Why not you as well??...
Getting Started - Next Steps!
Confirmation of your account
Planning your account
Generating keyword lists, Adtexts, campaign
Activation of your campaign
Determining the precise objectives of your
Building your campaign
Acceptance of terms and conditions and funding
Going live online
Evaluating the results
Use the tools available to track the results