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.

1. Maneesh Choudhary

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. PAID V/S ORGANIC LISTINGS
Source: Returnow

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. 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. 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. 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: https://support.google.com/adwords/answer/2375499?hl=en

8. CAMPAIGN STRUCTURE

9. AD GROUP ORGANIZATION

10. KEYWORD MATCH TYPES

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. 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. CONTEXTUAL TARGETING
Contextual Targeting: This method of targeting uses the
keywords or topics you’ve chosen to match your ads to relevant
sites.

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. 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. 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. 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. CONVERSION TRACKING
Pre-requisite: at least 15 conversions in last 30 days.

19. WHY GOOGLE ADWORDS?
Google: #1 U.S.
search engine:
Search partners:
Thousands of
Content partners:

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. 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. 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. 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. 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. 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. 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.