This document provides an overview of Google advertising concepts and how to set up an advertising campaign using Google's search and display networks. It discusses search targeting to reach customers searching online, contextual targeting to reach customers researching related services, and tracking ROI and performance. The summary section outlines the benefits of Google's jumpstart consulting service, which includes an initial consultation, help setting up an advertising account and campaign, and ongoing support to optimize the campaign.

1. Reach your customers through
network
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2. Agenda
Google Marketing Concepts
Search Targeting
Contextual Targeting
ROI and Performance Tracking
Summary
Next Steps
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3. Google Advertising Concepts
Site
Content Targeting
Search
Targeting
Targeting Cost Per 1000
Impression Maximum
Cost Per Click
Text only
Text/Image/
Videos Image / Text
Ads
= Return on
Investment
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4. Search Marketing
Target clients when they are searching for you.
Use Search
Search • Serve ads targeted specifically around a
Targeting chosen set of keywords e.g. “Hotels in
Bangalore”
Cost Per Click • ROI based advertising - Pay only for clicks
Text only • 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
results
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5. Evolving an Online Sales Strategy
Search is “Pull” Advertising…..
User types in a search query on
Google Search
The text ad is displayed on Google search results
page under “Sponsored Links”
User clicks
on the ad
and is
brought to
the
relevant
landing
page
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6. Contextual Targeting
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
Content • Single buy in – reaching the 30k sites is as
Contextual easy as checking a box!
Targeting • Delivered in a number of formats – text,
image and video
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7. Keyword Targeting
Reach your Target Audiences as they Read Online
1. Keyword-targeted campaigns
which run as content relevant
to your offerings is published online
 CPC bidding
 Text or Animated Image ads
 Targets to content on web pages
 Block Unwanted Sites
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G
oo

8. Serve ads on 3rd Party sites with the Google Content
Network
So how does it work?....... 8
Source: Custom Analysis by comScore Network, October 2007

9. How does it work ?
Page Analysis
1 Scan the page
2Analyze the page
Machine learning technology turns
keywords into targetable concepts
and categories
Keywords
Flats, buy properties, real estate in India
Concepts
Real Estate
Categories
Real Estate
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10. Managing your Internet Campaign
Track the ROI
• Bid for and Pay For Visitor / “Click” appropriately
• Hence, every lead is cost-effective!
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11. Summary : What’s In It for You?
The Jumpstart Service
• Professional Consultation!
• Account Set up!
• Campaign Launch and Review!
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12. •Jumpstart – Consultation
Account Set up!
•Consultation with a Google Specialist
**We'll discuss your business with you, gain an
understanding of your goals and objectives and advise •A professionally designed account
you of your options. A GAP certified professional will design
•Suggest campaign plans and structure your AdWords campaign for you.
**We'll then advise you on which targeted keywords,
•Comprehensive Keyword suggestions
ad creative and ad network options to choose, to
achieve a successful campaign. We will use our knowledge of Google's tools
to develop the right keyword list for you.
•Provide cost and traffic estimates •Targeted Adtext development
**We look at market data to give you estimates
on how much budget you need to allocate to your Design compelling ad copy to attract
campaigns, to meet your objectives. your customers to your site
•Campaign Launch and Review
•1:1 support for launch
**We will review your campaign with you before it goes live.
•Account Optimization
**We will help you understand the results so you can make
informed decisions and improvements.
•Account & Adwords Education
**We will provide your with training and support to help you
manage your campaign successfully.
**
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13. Summary: What does this mean for my business?
Leverage the power of network Increase ROI and profitability
• Search Network • Targeted advertising
Millions searches happen every day Promote your services and products when
your target audience is looking for you Customers are looking for your services.
• Content Network • Ease of use
Serve your message directly on 1000s of Websites Reaching customers all around the world is as easy
Portals and blogs. as checking a box!
Build brand equity Promote Multiples Services.
• Target users abroad
• Improve awareness
Geo-target users – Target users abroad, convert on
Cost effective branding solution to raise the overall Your website.
profile of your organization.
• Improve ad placements • Control the user experience
Use search and content network to increase visibility Take users directly to the relevant section on your
and help drive clicks to your sites. website
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14. Google Advertising has worked for them!
Why not you as well??...

15. Getting Started - Next Steps!
• Confirmation of your account
o Acceptance of terms and conditions and funding
your account
• Planning your account
o Determining the precise objectives of your
campaign
• Building your campaign
o Generating keyword lists, Adtexts, campaign
structure
• Activation of your campaign
o Going live online
• Evaluating the results
o Use the tools available to track the results
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16. It’s All About Results
Thank you
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