Search Engine Marketing By Rp Singh

1. Some
numbers
• 130
million
Internet
users
• 900
million
Mobile
subscribers
• 150
million
GPRS
users
• 45
million
Facebook
users
(2nd
in
the
world)
• 2,500
crore
Digital
Media
Industry
• 76%
of
Indian
Internet
users
spend
more
Lme
online
than
watching
TV

2. What
consLtutes
Digital?
Digital
Display
Search
Mobile
Social

3. Display
AIDA
Search
DA
Mobile
AA
Social
WoM,
I
Role
of
each
Digital
Vehicle?
A:
Awareness
I:
Interest
D:
Desire
A:
AcLon

4. Page
Impression/view
One
full
download
of
a
web
page
by
a
user.
An
ad
impression
is
a
single
instance
of
an
online
ad
being
displayed
on
a
page.
5
ad
impressions
Jargon
Buster

5. Cookies
• A
Lny
parcel
of
text
dropped
on
your
computer’s
hard
drive
by
a
web
site’s
server
–
dropped
by
the
site
or
the
adverLser’s
ad
serving
system.
• Cookies
allow
a
server
to
store
informaLon
on
a
user's
computer
and
later
retrieve
it.
• A
server
can
only
receive
the
data
it
has
stored
on
your
computer.
It
cannot
look
at
any
other
cookie,
nor
anything
else
on
your
computer.
Jargon
Buster

6. • Unique
Browser
– Unique
browsers
are
counted
by
cookies
dropped
when
visitors
visit
a
parLcular
site
–
counLng
period
set
by
the
site
e.g.
one
month
• CTR
– Click
Through
Rate
=
Clicks/Impressions*100
Jargon
Buster

7. Buying
Currencies
Delivery
Based
• CPM
Cost
Per
Millet
(Thousand)
impressions
• Sponsor
All
ad
impressions
on
a
web
page
(e.g.
roadblock)
Performance
Based
• CPC
Cost
Per
Click
• CPL
Cost
Per
Lead
• CPA
Cost
Per
AcLon/AcquisiLon
• CPV
Cost
Per
View
Jargon
Buster

8. Two
types
of
Placements
• Home
page
– Inventory
available
only
on
Home
Page
of
a
website
• ROS
(Run
of
Site)
– All
inventory
apart
from
the
homepage
inventory
across
inside
pages

9. Basic
types
• Banners
– StaLc
– Animated
– Rich
Media
with/without
video
• Text
Links
• Video
Ad
units
• Emailers
or
eDMs
• Sponsorship

10. What
does
468
x
60
mean?
468
x
60
refers
to
pixels
A
pixel
is
the
smallest
unit
of
colour
used
to
make
up
images
on
a
screen
First
ever
banner
ad:
October
27,
1994
468
pixels
wide
60
pixels
deep

11. Get
Brief
/
Research
Develop
Strategy,
approved
by
Client
Brief
Media
Reps
Go
over
responses,
negoLate,
create
Media
Plan
Present
Media
Plan
to
client
Get
Sign
off
CreaLve
Specs
to
CreaLve
Agency
Produce
&
Upload
CreaLve
Tag
&
Traffic
Campaign
Go
Live!
Report
&
OpLmise
1
2
3
4
5
6
7
8
The
Display
Planning
Process

12. comScore
&
Vizisense
+
Loads
of
past
experience*
*In
case
of
agencies
What
are
the
planning
tools
used
to
research
the
target
audience?

13. Who
do
you
buy
display
adverLsing
from?
• Publisher
Reps
–
Direct
– Horizontals:
Yahoo,
MSN,
Rediff
– VerLcals:
Cricinfo,
Moneycontrol
• Independent
Reps
–
Direct
– AIDEM,
Publicitas
• Ad
Networks
– Tribal
Fusion,
Google,
Ozone
Emerging…
• DSP
(Demand
Side
Plaoorms)

14. NegoLated
Automated
Premium
Inventory
Secondary
Premium
Remnant
Inventory
D
I
R
E
C
T
N
E
T
W
O
R
K
S
D
S
P
Agencies/Adver?sers
The
Publisher’s
Media
Inventory
•
Publishers
Rep
•
Independent
Reps

15. How
do
you
select
a
site?
• Unique
visitors,
Registered
Users
• Pageviews
• Time
spent
• Cost
• Technology
support
– Third
party
ad
serving
– CreaLve
flexibility
• Past
experience
• Lead
Lme
• Personal
RelaLonships
J

16. What’s
an
Ad
Network?
“A
collecLon
of
small
to
medium-­‐sized
sites
coupled
with
remnant
inventory
from
larger
publishers.
Networks
have
a
unifying
back-­‐end
technology
that
allows
for
ad
serving,
targeLng
&
opLmisaLon
across
their
enLre
network."

17. Ad
Network
OpLons

18. If
I
buy
through
an
Ad
Network,
do
I
know
where
my
ads
will
appear?
• It
depends
on
the
network
• Some
networks
operate
blind,
meaning
an
adverLser
doesn't
know
where
its
ads
will
appear
• Some
networks
allow
you
to
cherry-­‐pick
specific
sites
or
category
of
sites
you
want
to
avoid
• All
networks
allow
you
to
specify
category
of
sites

19. Example
Media
Plan
Site

20. CREATIVE
3rd
Party
Ad
Server
Ad
serving
–
how
it
works
TRAFFIC
SHEET
Publisher/
Network
Server
Publisher/
Network
Server
Publisher/
Network
Server
Publisher/
Network
Server
Publisher/
Network
Server

21. • Online
ReporLng
&
Mgnt.
•
OpLmisaLon
Ad
Serving
Server
Ad
Serving
Interface
Publisher/
Network
Server
Publisher/
Network
Server
Publisher/
Network
Server
Publisher/
Network
Server
Publisher/
Network
Server

22. TargeLng
opLons
Awareness/Engagement
ConsideraLon
Purchase/
Purchase
Intent
Demographics:
Sites
with
users
of
the
desired
gender,
age,
HHI,
educaLon
etc.
are
idenLfied
with
media
planning
tools
e.g.
comScore
or
Vizisense

23. TargeLng
opLons
Awareness/Engagement
ConsideraLon
Purchase/
Purchase
Intent
CONTEXTUAL:
Aligning
ads
with
contextually
relevant
areas
of
a
web
site

24. Awareness/Engagement
ConsideraLon
Purchase/
Purchase
Intent
GEOGRAPHIC:
Reach
audience
in
targeted
geo
areas
TargeLng
opLons

25. Awareness/Engagement
ConsideraLon
Purchase/
Purchase
Intent
PROFILING:
Target
user-­‐reported
profile
data
via
logged-­‐in
environments
e.g.
Yahoo
Messenger,
Hotmail,
Rediffmail
TargeLng
opLons

26. General
Profile
•
Age
•
Gender
•
Lifestyle
info
•
Marital
status
•
Income
•
EducaLon
•
Religion
•
Weight
/
Height
Enthusiast
Data
•
Auto
•
Consumer
Electronics
•
Fashion
•
Games
•
Health,
Wellness,
Fitness
•
Movies
•
Music
•
Personal
Finance
•
Sports
•
Travel
Geography
•
Country
•
State
•
Regional
•
Metro
•
Suburb
Profile
targeLng
–
user-­‐reported
data
via
logged-­‐in
environments

27. Awareness/Engagement
ConsideraLon
Purchase/
Purchase
Intent
•
DEMOGRAPHIC
•
CONTEXTUAL
•
GEOGRAPHIC
•
PROFILING
•
DAY
PARTING
TargeLng
opLons

28. Awareness/Engagement
ConsideraLon
Purchase/
Purchase
Intent
•
BEHAVIOURAL:
target
a
profile
based
on
past
online
acLvity
•
On-­‐site
•
On-­‐network
•
DEMOGRAPHIC
•
CONTEXTUAL
•
GEOGRAPHIC
•
PROFILING
TargeLng
opLons

29. BUT
behavior
does
not
always
imply
intent

30. Awareness/Engagement
ConsideraLon
Purchase/
Purchase
Intent
BEHAVIOURAL
(high
funnel):
target
a
profile
based
on
past
online
acLvity
•
On-­‐site
•
On-­‐network
DEMOGRAPHIC
CONTEXTUAL
GEOGRAPHIC
PROFILING
BEHAVIOURAL
(low
funnel):
target
a
profile
based
on
past
online
acLvity
•
Site
Re-­‐targeLng
TargeLng
opLons

31. Awareness/Engagement
ConsideraLon
Purchase/
Purchase
Intent
BEHAVIOURAL
(high
funnel):
target
a
profile
based
on
past
online
acLvity
•
On-­‐site
•
On-­‐network
DEMOGRAPHIC
CONTEXTUAL
GEOGRAPHIC
PROFILING
BEHAVIOURAL
(low
funnel):
target
a
profile
based
on
past
online
acLvity
•
Site
Re-­‐targeLng
•
Intent
Re-­‐targeLng
TargeLng
opLons

32. Intent
Re-­‐targeLng
‘intent’
is
subject
to
definiLon
• Defined
by
the
Site
using
on-­‐site
intent
re-­‐targeLng
• Defined
by
the
Ad
Network
offering
on-­‐network
intent
re-­‐targeLng

33. Benefits
of
Behavioural
TargeLng?
• Increase
the
reach
of
desired
audience
segments
outside
of
contextual
placements
• Reach
your
audience
in
a
cluyer
free
environment,
potenLal
for
high
impact
• Offers
cost
effecLve
efficiency
to
overall
media
campaign
• Improves
conversion,
especially
‘Low
funnel’
behavioural
targeLng

34. OpLmizaLon
• Media
– Website
– SecLon
– Placement
– CreaLve
– Ad
unit
– DuraLon
– Timing
of
delivery
• Website
– Technology
• Flash
vs
HTML
– Content
– User
journey
– Cross
linking
– Call
to
AcLon

35. Where
do
people
look?
23%
8.7%
77%
PAGE
1
PAGE
2
PAGE
3
OTHERS
Source:
iProspect
2007

36. Paid
Search
AdverLsing
Pay
on
a
cost
per
click
basis,
therefore
do
not
pay
for
impressions.
Can’t
buy
your
way
to
the
top
–
affected
by
CPC
bid
x
quality
score.

37. Max
CPC
Quality
Score
Paid
Ads
How
does
Google
rank
paid
ads?

38. • CTR:
– The
historical
click-­‐through
rate
(CTR)
of
the
ad
– Your
CTR
account
history,
which
is
measured
by
the
CTR
of
all
the
ads
and
keywords
in
your
account
• Ad
Text
Relevance:
– The
relevance
of
the
keyword
and
ad
to
the
search
query
– The
relevance
of
the
keyword
to
the
ads
in
the
AdGroup
• Landing
Page
Relevance
&
Experience:
– Quality
of
your
landing
page
– Landing
page
load
Lme
• Other
relevance
factors
The
Quality
Score
(score
out
of
10)
is
determined
by:
Quality
Score
The
Higher
your
Quality
Score
the
Lower
The
Price
You
will
Pay
per
Click
How
does
Google
rank
paid
ads?

39. Actual
CPC
• The
minimum
amount
needed
to
maintain
a
rank
number
higher
than
the
ad
immediately
below
it.
(1c
more
than
your
next
nearest
compeLtor)
•
Your
actual
CPC
is
usually
less
than
the
Maximum
CPC
you
bid
•
It
is
possible
for
an
adverLser
to
appear
above
a
compeLtor
and
pay
less
than
they
do.

40. When
you
adverLse
on
Google
your
ads
show
here:
• On
Google
• On
Google’s
Search
Partners
• On
the
Google
AdSence
Content
Network
(e.g.
Gmail,
Fairfax
and
niche
sites)
1
2
3

41. The
‘Long
Tail’
of
Search
Search
Term
Quality

42. Google
Traffic
EsLmator

43. Google
Keyword
Tool

44. Google
Keyword
Tool

45. Match
Type
How
it’s
entered:
The
ad
will
show
when:
The
ad
will
show
when
the
user
types
the
following
for
example:
BROAD
Caribbean
Cruise
All
words
containing
this
word
or
combinaLon
of
words
in
any
order
is
used
as
the
query
Caribbean
Holiday
Cruises
Cruise
holiday
in
the
Caribbean
PHRASE
“Caribbean
Cruise”
Keywords
are
typed
in
the
exact
order
specified.
But
have
other
words
before
or
a|er
Cheap
Caribbean
Cruise
Caribbean
Cruise
Deals
Luxury
Caribbean
Cruise
EXACT
Caribbean
Cruise
Keywords
must
be
only
and
exactly
what
the
user
types
in
Caribbean
Cruise
NEGATIVE
-­‐Tom
Ads
will
not
appear
when
this
search
term
is
entered
in
the
query
Ads
will
NOT
show
if
someone
types:
Tom
Cruise
Keyword
Matching
OpLons

46. hyp://services.google.com/awp/en_us/breeze/7338/index.html
Google
Editorial
Policy
Tutorial:
Google
monitors:
-­‐
Editorial
&
Format
(style
and
technical
requirements
for
your
ad
text
and
keywords)
-­‐
Content
(what
you
can
and
can't
adverDse
or
promote)
-­‐
Link
(guidelines
for
your
URLs
and
the
website
you're
adverDsing)

47. Editorial
Policy

48. Link
Policy

49. ConLnuous
Test/Learn
Test
Mul?ple
Ads
Simultaneously
• Always
test
2
(or
more)
ads
simultaneously
–
an
A/B
split
test.
• Find
out
which
one
produces
the
higher
CTR
and
ulLmate
conversion
goal.
Then
replace
the
weaker
performing
ad
with
a
new
one.
• ConLnue
this
process
in
your
never-­‐ending
quest
to
get
the
CTR
and
conversion
goal
opLmised.

50. How
to
budget
for
PPC
search
adverLsing?
• Pay-­‐per-­‐click
(PPC)
search
adverLsing
is
difficult
to
forecast
without
being
acLvely
engaged
in
a
campaign
• You
must
test
to
see
how
many
clicks
to
expect
per
day
at
what
CPC
by
keyword,
to
determine
ROI
• Determine
maximum
allowable
CPC

51. Key
Bank
business
goals
• Key
Bank
minimum
acceptable
ROI
is
4:1
– For
every
media
$1
spent
they
want
to
make
$4
• A
Key
Bank
credit
card
customer
is
worth
$500
• So
the
maximum
we’re
willing
to
pay
to
acquire
a
Key
Bank
credit
card
customer
is
$125,
in
other
words
the
allowable
CPA
is
$125
($500:$125
or
$4:$1)

52. How
much
media
spend
is
allowed
to
acquire
1,000
new
Key
Bank
credit
card
customers?
Easy
–
1,000
x
$125
=
$125,000

53. Number
of
Impressions?
Average
Click
Through
Rate
Average
Conversion
Rate
Average
Approval
Rate
1,000
Customer
How
many
page
impressions
do
we
need
to
acquire
1,000
new
Key
Bank
credit
card
customers?
Need
some
historical
learning
or
run
a
test
to
determine:
.3%
7%
80%

54. Number
of
Impressions?
Average
Click
Through
Rate
Average
Conversion
Rate
Average
Approval
Rate
1,000
Customer
How
many
page
impressions
do
we
need
to
acquire
1,000
new
Key
Bank
credit
card
customers?
– Work
out
the
numbers
from
the
desired
outcome
.3%
7%
80%
1,250
17,857
5,952,380

55. What
CPC
rate
can
we
afford
to
spend
to
acquire
1,000
new
credit
card
customers?
$125,000/17,857
(clicks)
=
$7
CPC
Therefore
the
maximum
CPC
bid
is
$7

56. What
do
most
brands/agencies
measure?
• Impressions
• Clicks
• Leads
• And
now
….
Fans
&
this
is
irrespecLve
of
what
objecLves
are!
X

57. What
should
you
measure?
• Clicks
• Mouseovers
• Video
Plays
• Game
Plays
• Contest
• Increase
in
Time
Spent
• Repeat
Visitors
• Sales
• Downloads
• Contest
• Leads
• Unique
Impressions
• Unique
users
reached
• Visitors
on
Website
• Reach
of
the
plan
• Increase
in
Search
Queries
• Frequency
• Shares
on
Social
Media
• Referrals
• Increase
in
Social
Buzz
• Engagement
Rate
WoM
Awareness
ConsideraLon
Purchase

58. Tools
for
AnalyLcs
• Media
Performance
• Website
Performance

59. Deciding
&
AllocaLng
the
Budget
• There
is
nothing
called
“Ideal
Budget”
• Decide
objecLve:
Awareness,
ConsideraLon,
Purchase
• Use
tools
(comScore)
to
arrive
at
site
list
your
TG
surfs
• Decide
SOV
(Share
of
Voice)
through
SOI
(Share
of
Impressions)
• Decide
between
Impact
and
Sustenance
or
a
combinaLon
of
both