1:Introduction - Traditional Search (how pages in web can be searched, what are issues of Traditional Search, what was company doing when paid search not there, what happened next, What is Paid Search - basics, some gyan on history) 2: Introduction of Paid Search - (business size of paid search, Benefits of Paid search, few example, screens, trust by company/users ) 3: Case Study/Success story of paid search ( case about few companies, how it was doing, how its sales benefited after paid search) 4: Technology in Paid Search ( Technology in paid search, How it works, auction mechanism, Layers in Internet, fake click) 5: Future : ( Latest trends in Paid search, mobile ads, app stores)

1. PAID SEARCH

2. What Is It?
Why Use it?
What Are the Advantages?

3. ? Paid Search ??
? PPC ?
? Pay Per Click ??
? SEM ?
?? CTR ??
? CPC ?
? CPM ?
?? CPA ??
?? QS ??

4. Web Search History
• In 1993, early web robots (spiders) were built to
collect URL’s:
– Wanderer
– ALIWEB (Archie-Like Index of the WEB)
– WWW Worm (indexed URL’s and titles for regex
search)
• In 1994, Stanford grad students David Filo and
Jerry Yang started manually collecting popular
web sites into a topical hierarchy called Yahoo.
4

5. Web Search History (cont)
• In early 1994, Brian Pinkerton developed
WebCrawler as a class project at U Wash.
(eventually became part of Excite and AOL).
• A few months later, Fuzzy Maudlin, a grad student
at CMU developed Lycos. First to use a standard IR
system as developed for the DARPA Tipster project.
First to index a large set of pages.
• In late 1995, DEC developed Altavista. Used a large
farm of Alpha machines to quickly process large
numbers of queries. Supported boolean operators,
phrases, and “reverse pointer” queries.
5

6. Web Search “Recent History”
• In 1998, Larry Page and Sergey Brin, Ph.D.
students at Stanford, started Google. Main
advance is use of link analysis to rank results
partially based on authority.
6

7. •Is the process of fine tuning or optimizing a website to attract the
Search Engine
search engines algorithms
Optimization (SEO)
•Variety of elements on the whole site, not just on the homepage
•SEO influences the positioning of the site in the organic listings
•Optimization process is very technical in its nature
•Select specific phrases and create a listing that is displayed
Paid search
•Pay for each click on a listing
•Does not show up in the organic listings; clearly marked as
sponsored or featured listings
•Search engines use different methods to determine the
positioning of the sponsored listings
7

8. SEARCH PROCESS
Search
Impression
Click
Purchase
8

9. Most Important Search Engines

10. Paid
Paid
Natural

11. paid search

12. Google Adwords Basics
• Google's Advertising Product -
https://adwords.google.com
• Create Ads - Text, Image, Video
• Ads Appear on Google Search Engine and
Google Partner Sites
• Pay for Ads when someone "clicks" on them,
(ie. Pay-Per-Click or PPC) but there are other
alternative bidding options in some cases.

13. Yahoo! Sponsored Search Marketing Basics
• Yahoo!'s Advertising Product -
http://advertising.yahoo.com/smallbusiness/ysm
• Create Ads – Text
• Ads Appear on Yahoo! Search Engine and Yahoo!
Partner Sites
• Pay for Ads when someone "clicks" on them. (ie.
Pay-Per-Click or PPC)

14. Microsoft Adcenter Basics
• Microsoft's Advertising Product -
https://adcenter.microsoft.com
• Create Ads – Text
• Ads Appear on Bing Search Engine and
Microsoft Owned Sites and Partner Websites
• Pay for Ads when someone "clicks" on them.
(ie. Pay-Per-Click or PPC)

15. Search Engine Optimization
VijayLaxmi

16. What is SEO ( Search Engine Optimization )?
• The process of improving web pages so they rank higher in search engines for your
targeted keywords.
Internal Link Structure
Link Popularity / Relevance
Key Factors
Crawlability / Optimized Code
Content Relevance

17. Where are the Organic Results?
Pay Per Click
Pay Per Click
Organic

18. Industry Research – Who gets the clicks?
Organic Clicks vs Paid Clicks
The vast majority of clicks -- roughly 60 percent, go to
organic listings.
Source: Enquiro, 2006

19. Industry Research: Organic SEO is the most popular form of
SEM
Organic SEO is the most popular form of SEM, with almost three-
quarters of advertisers using this method, with paid placement a very
close second at 71%

20. Industry Research & The case for SEO
Reasons to conduct SEO
• The majority of clicks are going
to Organic listings.
• SEO is the most popular form of
SEM.
• SEO provides a high ROI.
• Many people don’t go past the
1st page in the Search results.
• Users trust the Natural results to
*Sources: Iprospect Research, eMarketer to their Search
be more relevant
query.

21. SEO Process
Step 1: Discuss Business objectives.
Step 2: Conduct initial keyword analysis.
Step 3: Identify the keyword/landing page combinations.
Step 4: Interim Client Approval for Keyword/Landing Pages.
Step 5: Baseline Ranking & Traffic reports.
Step 6: On-site & Off-site optimization.
Step 7: Detailed Recommendation documents.
Step 8: Implementation.
Step 9: Monitoring and Optimizing: We provide monthly reporting and
optimization recommendations. The reporting is compared to the baseline (or
previous month’s results) to identify trends and help guide additional
adjustments.

22. Technical SEO
1. Comprehensive Website Analysis
2. Keyword Research and Analysis.
3. Baseline Ranking report.
4. Competitive analysis in Search Engines.
5. Content Analysis & SEO Copywriting.
6. Analysis of URL structure & information architecture.
7. Analysis of internal linking.
8. Analysis of source code and page layout.
9. Code validation.
10.Search Engine Saturation.
11.Link Popularity Analysis.
12.Link Relevancy & Co-Citation Analysis (Topical Relevancy).

23. Technical SEO - Example of Page Elements
Site-Side Optimization
Page Title
Alt-Tags
Anchor Text
Navigation
Link Title Tags

24. Technical SEO - Source Code
Title Tag
Meta data
Javascript

25. Paid Search
Shailesh Pachori
25

26. AdWords Start Page
Step 1: Go to
Step 1: Go to
www.google.com/adwords
www.google.com/adwords
When you reach the Google AdWords
When you reach the Google AdWords
page, simply click the button to begin
page, simply click the button to begin
The sign-up process usually takes
The sign-up process usually takes
about 15 minutes
about 15 minutes
You can read more about the benefits
You can read more about the benefits
of AdWords and how it works on this
of AdWords and how it works on this
page as well
page as well
26

27. Choose Your Edition
Step 2: Choose Your Edition
Step 2: Choose Your Edition
For this presentation we will
For this presentation we will
walk you through the Starter
walk you through the Starter
Edition sign-up process
Edition sign-up process
Starter Edition has a simplified
Starter Edition has a simplified
sign-up and set-up process for
sign-up and set-up process for
new AdWords advertisers
new AdWords advertisers
You will have simplified
You will have simplified
keyword selection, ad copy
keyword selection, ad copy
writing, and campaign/local
writing, and campaign/local
targeting
targeting
You can always graduate to the
You can always graduate to the
Standard Edition at any time
Standard Edition at any time
27

28. What if I Don’t Have a Web Page?
Hosted business pages are informational sites that new AdWords
Hosted business pages are informational sites that new AdWords
advertisers may create when setting up advertising campaigns.
advertisers may create when setting up advertising campaigns.
If you have a small business and would like to advertise with
If you have a small business and would like to advertise with
Google AdWords, but you don't have a website, you can create a
Google AdWords, but you don't have a website, you can create a
hosted page to showcase your business. It usually takes only 15
hosted page to showcase your business. It usually takes only 15
minutes to set up.
minutes to set up.
With AdWords and hosted business pages, you'll be able to reach
With AdWords and hosted business pages, you'll be able to reach
28 potential customers with a few quick and easy steps.
potential customers with a few quick and easy steps.

29. Select Your Ad Location and Language
Step 3: Select the language and location where you want your ad to show
Step 3: Select the language and location where you want your ad to show
You can target a specific area within your selected country, territory, and
You can target a specific area within your selected country, territory, and
even state if you so wish
even state if you so wish
29

30. Write Your Ad
Step 4: Write your ad
Step 4: Write your ad
In this step, you enter the
In this step, you enter the
website address where you
website address where you
want potential customers to go
want potential customers to go
when they click on your ad
when they click on your ad
If you don’t have a webpage,
If you don’t have a webpage,
you can still take advantage of
you can still take advantage of
AdWords. We have a tool that
AdWords. We have a tool that
allows you to create a simple
allows you to create a simple
page hosted by Google
page hosted by Google
Then, follow the instructions
Then, follow the instructions
and write your ad. Your ad title
and write your ad. Your ad title
and copy should be relevant
and copy should be relevant
and understandable to your
and understandable to your
customers
customers
If you are having a case of
If you are having a case of
writer’s block, there’s a tool
writer’s block, there’s a tool
that can provide you with ad
that can provide you with ad
copy ideas; simply click the
copy ideas; simply click the
30 “Give me ideas” tab and follow
“Give me ideas” tab and follow
the simple instructions
the simple instructions

31. Choose Your Keywords
Step 5: Choose Your Keywords
Step 5: Choose Your Keywords
Keywords are what your prospective customers are
Keywords are what your prospective customers are
typing into the search bar to find your products and
typing into the search bar to find your products and
services, such as
services, such as
“real estate, 91311”
“real estate, 91311”
In this step, you can enter as many keywords and key
In this step, you can enter as many keywords and key
phrases as you’d like into the box
phrases as you’d like into the box
Your ad will be more effective if your keywords are
Your ad will be more effective if your keywords are
31
directly related to your ad. More specific key phrases and
directly related to your ad. More specific key phrases and
keywords will lead to better leads
keywords will lead to better leads

32. Set Your Budget and Choose a Currency
Step 6: Choose your budget
Select the currency in which you will be paying for your
ad
AdWords will show your ad as often as possible within
the budget guidelines you set
You can select one of the preset budget amounts or input
your own monthly budget amount in the box
32

33. Create an Account
Step 7: Set Up Your Account
Step 7: Set Up Your Account
If you already have an account with
If you already have an account with
any of Google’s properties, you can
any of Google’s properties, you can
choose to use that email address and
choose to use that email address and
password to log into AdWords
password to log into AdWords
If you want to create a new account,
If you want to create a new account,
simply select the second option and
simply select the second option and
enter the requested information
enter the requested information
Then, click “create account”
Then, click “create account”
33

34. Enter Your Billing Information
Select a form of payment
Select a form of payment
You can use direct debit or credit card
You can use direct debit or credit card
34

35. How do I Choose Good Keywords?
Relevant Keywords:
• Accurately reflect products/services being offered
• Match what your audience is looking for
• Target the audience without being too general
35

36. Keyword Match Types
Ads are continuously matched to Internet users’
interests based on your keywords
Use keyword match types to your advantage
– Broad Match
– Phrase Match
– Exact Match
– Negative keyword
Ads are placed as buying decisions are made
The Result: Businesses reach their audience at the right
time, with the right message
36

37. Broad Match Example
For the broad-matched keyword used book
• used book dealer
• buy used book
• used and rare book Ad can appear
• used book for sale for any of these
•
queries
Cheap used book
37

38. What are Negative Keywords?
• Prevent ads from appearing on irrelevant search queries
• Eliminate unwanted impressions
Keyword: used book
Negative Match: -cheap
38

39. Choosing the Right Keywords – Selling
Dogfood
buy cheap dog food online now
pets Purina dog chow
buy dog food
dog food recipes
dogs
vet canned dog meals
39

40. Controlling Costs
– No 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
– Conversion tracking = real-time return-on-investment data
40

41. Using Budgets
With AdWords, you can set your advertising budget to
With AdWords, you can set your advertising budget to
whatever you desire. Simply enter a monthly budget
whatever you desire. Simply enter a monthly budget
amount into the box in the “Budget” section
amount into the box in the “Budget” section
For more control, you can even decide how much each
For more control, you can even decide how much each
customer lead (click) is worth to you. You can set your
customer lead (click) is worth to you. You can set your
maximum cost-per-click to any amount you desire, such
maximum cost-per-click to any amount you desire, such
as $0.10
as $0.10
If you’re unsure, Google could help optimize your budget
If you’re unsure, Google could help optimize your budget
based on the keywords you choose; simply check the
based on the keywords you choose; simply check the
“Google should set my bids…” box
“Google should set my bids…” box
41

42. And Targeting Is Easy…
94043
AdWords gives you the option to target the
AdWords gives you the option to target the
location where your ad will be visible to
location where your ad will be visible to
potential customers
potential customers
If you want your ad to be shown to all relevant
If you want your ad to be shown to all relevant
searches in a particular country, you can simply
searches in a particular country, you can simply
select a country
select a country
If you would like to target a local area within a
If you would like to target a local area within a
country, simply enter a city name or postal
country, simply enter a city name or postal
code to search and select the area where you
code to search and select the area where you
42 would like your ads to show
would like your ads to show

43. Regional and Local Targeting
You can target ads so they appear only in locations of
interest to you – your neighborhood, your service areas,
your city or your state.
Select from pre-defined Define the area, customize
geographies OR the targeting
Countries Within a defined radius Within defined borders
Regions
Cities
43

44. AdWords is Accountable
Monitor Your AdWords Performance
Monitor Your AdWords Performance
The AdWords interface lets you monitor the performance of each ad
The AdWords interface lets you monitor the performance of each ad
that you are running, as well as your overall performance
that you are running, as well as your overall performance
With AdWords, you always know how your ads—and marketing budget
With AdWords, you always know how your ads—and marketing budget
—are performing
—are performing
44

45. Case Study - Panasonic Online -
Store
Yogesh Jedhe

54. Future – Latest Trends
Anil Rai

55. Trend Shift – from Traditional Browser
to new media
• Ad in Mobile Website
• Ad in Mobile application, Growth of Free Apps
• Social Ads – Facebook and other social networking
• Specific Target Ads- Linkedin
• Video Ads – Vdopia, Youtube
• And much more ..

56. Ad in Mobile Website

57. Mobile Application Ads

58. Facebook Ads

59. Linkedin Ads

60. Video Ads

61. Smart Phone Targeting
• High End Phones (iPhone, Android,
etc.) that have Full Internet
Browsers
• Ads show on Google Search
results, Content Network, and
relevant mobile apps.
• Turned on by default when creating
a new campaign. Can turn off in the
"Networks, Devices, and
Extensions" section.
• Different than "mobile ad" ad type,
which shows on WAP mobile
phones.

62. THANK YOU