Marketing strategies for various ad formats available on Google Adwords & Facebook. This PPT also covers the main hygiene of Serch Engine Optimization (SEO).

1. Search Excellence Plan
By-
Intesab Husain

2. Topics to be covered
• Current Status - Traffic on website
I. Traffic Overview for the period of 3 Months
II. Top 10 Performing cities
III. Device Performance
IV. New V/S Returning Visitor Performance
• Important Observations
• Media Plan
I. Lead Generation
i. Google Search
ii. Google Display
iii. Mobile App Marketing
iv. Facebook Ads
II. Branding & Awareness
i. Google Display (ICM, Topic & Placement) Banner Ads
ii. Engagement Advertisement (Light-Box-Light & Hover to Play) .
iii. Video Marketing ( In-Stream & In-Display)
vi. Facebook
III. Organic Traffic – SEO
i. On-Page Optimization
ii. Off-Page Optimization

3. Traffic Overview for the period of 3 Months
Observations
• The Major traffic drives from the paid campaigns. Paid traffic includes (other), Referral & Paid Search
• Even Direct traffic are from paid campaigns
• The traffic from Organic Search & social is too low

4. Top 10 Performing cities
Observations
• The data shows that the major traffic are from the New Delhi, Bangalore, Mumbai, Pune & Chennai.
• The impact of campaigns / Activities seems just fine on the bottom 5 Cities that could be better.

5. Device Performance
Observations
• The data shows that the major traffic is from Mobile devices. That’s because the campaign / activities are
majorly focused on mobile apps.
• The impact of the same can be seen on Desktop.

6. New V/S Returning Visitor Performance
Observations
• The data shows that the majority of the traffic are New Visitor. It also shows the traffic is from Paid Sources

7. i. Google Search
Lead Generation
Pay per click (PPC) advertising asks you to pay for having your ad listed on major search engines like Google, Yahoo and Bing. They are the sponsored links you
might see when you perform a search in a search engine.
They usually appear at the top, bottom or right side of the search engine results page (SERP) and are identified as Paid
Listings, Sponsored Links, Sponsored Listings, or Featured Listings. Pay per click advertising search engines allow you to
have your advertisement listed on search engines by letting you bid on keywords that are related to your business.

8. i. Google Search
Lead Generation
Adwords Search Network
The Google Search Network is a group of search-related websites where your ads can appear, including Google search sites and search sites that partner with
Google to show ads, called search partners. Ads are matched to search results based on the terms a person uses to search. With a few exceptions, described
below, text ads are the main ad format used on the Google Search Network.
Where your ads can appear
When you target your campaign to the Search Network and add keywords to your campaign's ad groups, your ads can appear on Google and other search
sites based on the keywords you choose:
On Google search sites: Ads can appear alongside, above, or below search results on Google Search, Google Shopping, Google Maps, Google Images, and
Google Groups.

9. iii. Mobile App Marketing
Lead Generation
You can reach a growing audience of people using mobile phones and tablets by showing your ads in apps. Choose to let AdWords match your ad to apps for
you through the Display Network, or target particular app categories.
Image Ad
This is the total
potential number of
reach per week for
the related
categorized mobile
apps

10. i. Google Display (ICM, Topic & Placement) Banner Ads
Branding & Awareness
The Display Network (formerly known as the Content Network) is one part of the Google Adwords Network, contain all the webpages where AdWords ads can
appear. Your ads can be automatically matched to websites and other placements like mobile phone apps, when your keywords are related to the sites'
content. When it comes to where you’d like your ads to show, you can also choose to target specific sites, pages about specific topics, demographic groups,
and more.
Targeting Option Available with Display network And Ads Types.
 Keyword Targeting
 Placement Targeting
 Topics
 Interest category targeting
 Remarketing*
Different types Ads:-
 Text Ads
 Image Ads
 Video Ads
 Flash Ads
Suggestion for Interest and topic based targeting:-
With this targeting method we are going to target all those audience who are somewhere shows interest in our chosen topics. Such as we can shows our ads
to those who are interested in growing their business online Through Digital Marketing.
Google Placement targeting:-
Placements are locations on the Google Display Network where your ads can appear. A managed placement can be an entire website, an app, certain pages
from a site, or even an individual ad unit that you specifically choose to show your ad on.

11. ii. Engagement Advertisement (Light-Box-Light & Hover to Play) .
Branding & Awareness
What are Engagement Ads:
Engagement Ads strengthen brand-to-audience relationships by making a rich creative canvas come alive as consumers stream videos, play
games, and more. Advertisers only pay when audiences engage - ensuring that your message is resonating with people that are interested in
your brand.
How does it work?
Choose from a variety of formats that marry the art of creative story telling with the science of digital. Here's how:
 Consumers engage with your ad by hovering over its teaser state, prompting it to expand
 Our adaptive algorithm increases engagement rates quickly by showing your ad to consumers who are most likely to interact with it
 2 second hover state helps eliminate accidental expansions
 The teaser state for a Lightbox or Hover-to-Play could be any standard IAB display ad slot
 Content takes center stage and the entire experience happens within the comfort of the original web page
 Build ads in DoubleClick Studio. Run them on the Google Display Network

12. ii. Engagement Advertisement (Light-Box-Light & Hover to Play) .
Branding & Awareness
Lightbox:
The familiar lightbox technique is now available for your display ads. Any ad size, from any location on the web page, can move to the
center and expand to a large size floating above the existing web page. A dimming effect on the visible page underneath makes your
content stand out, while still giving the comfort of staying on the same web page.

13. ii. Engagement Advertisement (Light-Box-Light & Hover to Play) .
Branding & Awareness
Lightbox:

14. ii. Engagement Advertisement (Light-Box-Light & Hover to Play) .
Branding & Awareness
Hover to Play:
Bring the full sight, sound, and motion power of video to a standard ad size, using the same 2 second hover delay and cost-per-engagement
pricing as our expandable ads. These qualified ads let your brand offer an engaging experience to the user, enticing them to stay yet keeping
the experience on the original webpage.
1 2 3

15. iii. YouTube Promotions.
Branding & Awareness
In-stream Ads:
YouTube Video Promotions – We can run true view video ads on the YouTube. There are two types of true view ads on YouTube, Skippable
in-stream ads & non-skippable in-stream ads. Please note that while non-skippable in-stream ads may generate higher revenue than other ad
formats, they also have a higher abandonment rate. Non-skippable in-stream ads are video ads that may appear pre-, mid-, or post-roll while
viewing partner content. They can be up to 15-20 seconds long and viewers must watch the ad before they're able to watch the selected
video. Below is the Screen Shot

16. iii. YouTube Promotions.
Branding & Awareness
In-Display Ads:
This format includes the following legacy formats:
On YouTube Search Results On YouTube Related Videos

17. Branding & Awareness
As a YouTube Overlay On Partner Websites
The video ad preview unit may vary in size. You can choose whether the video plays within the ad unit or when a viewer
clicks the unit to watch the video on its YouTube Watch page.

18. iv. Facebook
Branding & Awareness
Facebook Ads look slightly different depending on where they're seen and the results you
want. This guide includes the latest specifications so your Facebook Ads look great
wherever they're seen.
Types of ads those done on Facebook:
1. Domain Ad
2. Page Post Link
3. Multi-Product
4. Page Link
5. Page Post Photo
6. Page Post Video
7. Page Post Text
8. Mobile App
9. Desktop App
10. Event Promotion
11. Offers

19. iv. Facebook
Branding & Awareness
Desktop News Feed

20. iv. Facebook
Branding & Awareness
Mobile News Feed

21. iv. Facebook
Branding & Awareness
Right Column Ads

22. Search Engine Optimization

23. The factors in SEO
85%
Market owned by Google
Over
200
factors affecting results
3
Groups of factors influencing
algorithm
Accessibility
Content
Authority

24. The optimisation process
• The optimisation of a web site falls into these 3 categories:
• Accessibility
• Content
• Authority

25. Accessibility

26. Accessibility
• Websites should not just be for the user they should be also designed
for search engines
• In-accessible content is the number one reason for poor rankings
• If a spider cannot access or read your content you will not rank
• Simple site architecture is key!

27. Site speed...
• How quickly do you deliver content?
– Dirty code
– Unnecessary files
– No compression
– Oversized images
– Server speed & pipe
Don’t waste Google’s time!

28. How should
Content be structured

29. The Anatomy of content
<Title> Tag
<Meta “Description”> Tag
<H1> Tag
<H2> Tag
<H3> Tag
Anchor text
<Strong>
ALT Tag

30. Key content components
• Page title <TITLE>
• Meta Description
• Content title <H1>
• Sub headings <H2> <H3>
• First block of text
• Content “anchored” links

31. Authority

32. Categories of authority
Age Votes Buzz

33. Age – how old is your site?
• Google gives great weight to sites that have
been around since day 0
• New sites will find it very hard to compete in
mature markets
• Unfortunately there is no way of improving
age - we can’t change time!

34. Votes – website links
A webpage with little or no authority
A webpage with some authority
A webpage with lots of authority
Internal web pages
Externally linked web
pages

35. Buzz – brand sentiment online

36. Which Keywords to Optimize
We’re in the process of identifying the volume of these keyword and also newer
opportunities for keyword that can send traffic to the site. This usually takes a week’s
time
List Of Example Keywords

37. Objective
• Drive sustained rankings for all brand related search terms of financial.com on all
platforms
• Drive incremental traffic from natural search. We believe that we should be able to
give at least a 50%-100% increase in natural search traffic after a 12 month term of
the campaign.
• Target top 10-20 rankings for specific terms which are pertinent to business.

38. Our SEO Process

39. Thank You
By-
Intesab Husain