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An Introduction to Search Engine Marketing


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Search engines are widely used these days. Marketers, hence have found a new love in 'Search engine marketing'. They track & target the target audience by employing techniques like text ads, display ads, video advertising, social ads, remarketing, etc. The presentation talks about how can one enable these ads using google adwords platform.

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An Introduction to Search Engine Marketing

  1. 1. Maneesh Choudhary
  2. 2. DEFINITION SEM (“Search Engine Marketing”) is the process of gaining website traffic by purchasing ads on search engines. Below are some of the most common terms also used to refer to SEM activities: • Paid search ads • Paid search advertising • PPC (pay-per-click)
  3. 3. PAID V/S ORGANIC LISTINGS Source: Returnow
  4. 4. ANATOMY OF A SEARCH AD A text ad includes a link to your website and a description or promotion of your product or service. DIY: Search for ‘MBA Colleges’ on google
  5. 5. AD RANK Ad rank = Bid X Quality Score QUALITY SCORE: An estimate of the quality of your ads, keywords, and landing page. Higher quality ads can lead to lower prices and better ad positions. 3 important components of quality score: a) Expected click through rate b) Ad relevance c) Landing page experience KEYWORD BIDDING: When you select each keyword, you can choose how much you're willing to pay whenever a customer searches on that keyword and clicks your ad.
  6. 6. ADWORDS EXTENSIONS Sitelink Extensions: Sitelink Extensions allow you to promote additional landing pages below your standard ad text. Call Extensions: Call Extensions allow you to incorporate your phone number in your text ads, making it easier for customers to contact you directly.
  7. 7. ADWORDS EXTENSIONS App Extensions: App extensions make apps more accessible to searchers who are using tablets or mobile devices by providing a link to the app within the ad copy. Location Extensions: Location extensions allow you to incorporate your business address into your ad. More extensions:
  11. 11. STEPS OF PPC MANAGEMENT 1. Research Category 6. Review Performance 5. Build Landing Pages 4. Organise Bids 2. Plan & Structure 3. Write Copy 7. Amend, Tune & Test 7 Stages of PPC Management
  12. 12. WHAT IS DISPLAY ADVERTISING? Display advertising is graphical advertising on the World Wide Web that appears next to content on web pages, IM applications, email, etc. These ads, often referred to as banners, come in standardized ad sizes, and can include text, logos, pictures, rich media etc. • Contextual Targeting • Topic Targeting • Interest Category Targeting • Placement Targeting • Remarketing
  13. 13. CONTEXTUAL TARGETING Contextual Targeting: This method of targeting uses the keywords or topics you’ve chosen to match your ads to relevant sites.
  14. 14. TOPIC TARGETING Topic Targeting: Topic targeting is like a shortcut to contextual targeting. It's much more clear and obvious, since you choose from a pre-existing list of page topics, and you know you'll match against pages about that topic. eg. auto, beauty, finance etc.
  15. 15. INTEREST CATEGORY TARGETING Interest Category Targeting: The list of interest categories is the same as for topics, but this targeting method is very different as here you're targeting the person not the page content, people might be looking at anything. Eg. foodies, gamers etc.
  16. 16. PLACEMENT TARGETING Placement Targeting: This is the most obvious type of targeting. Choosing which websites you want to appear on gives you the most control over where you're going to appear.
  17. 17. REMARKETING Remarketing: Remarketing allows you to deposit a cookie on the machines of people who visit your site, then display ads specifically to those people. Like interest category targeting it doesn't matter what the person is browsing, because they've been to your site they can be in your target audience.
  18. 18. CONVERSION TRACKING Pre-requisite: at least 15 conversions in last 30 days.
  19. 19. WHY GOOGLE ADWORDS? Google: #1 U.S. search engine: Search partners: Thousands of Content partners:
  20. 20. GOOGLE ADWORDS HAS GLOBAL REACH People use Google in over 100 languages The Google Network reaches more than 80% of worldwide Internet users.
  21. 21. THREE WAYS TO LEVERAGE GOOGLE NETWORK 21 Reach customers via three advertising touch points: Connect with Consumers When They Search with Google’s Search Solutions Connect with Consumers When They Research with Google’s Content Network Connect with Consumers When They Pursue Interests with Google’s Site Targeting
  22. 22. YOUTUBE ADVERTISING Promoting your youtube video through AdWords for Video is a great way to help increase the size of your audience. YouTube and AdWords For Video calls it’s family of ad formats TrueView. There are 3 TrueView formats: a) TrueView In-Search Ads b) TrueView In-Display Ads c) TrueView In-Stream Ads
  23. 23. TRUEVIEW IN-SEARCH ADS a) TrueView In-Search Ads: When a user searches for a predetermined keyword, the ads appear in a yellow box, above the organic search results.
  24. 24. TRUEVIEW IN-DISPLAY ADS b) TrueView In-Display Ads: In-Display ads are shown based on what the user is watching, instead of what the user is searching for. For In-search & In-display ads, advertisers are charged when someone clicks on the ad and starts to watch the video.
  25. 25. TRUEVIEW IN-STREAM ADS c) TrueView In-Stream Ads: In-Stream ads are video pre-rolls that occur when users are browsing for other content. After 5 seconds, the user has a choice to skip the video and continue to watch their content. Advertisers pay if the user watches at least 30 seconds of the video or to the end of the video if it’s shorter than 30 seconds.
  26. 26. ENGAGEMENT ADS (PLUS POST ADS) With Google +Post ads, you pay to promote your valuable Google+ content. You can promote any of your public content—pictures, videos, updates & hangouts. +Post ads are not within the Google+ stream. Instead, they’re served through Google’s Display Network Pre-requisite: Your Google+ page must have at least 1,000 followers.