The document outlines Google marketing concepts, emphasizing search targeting, contextual targeting, and ROI tracking to effectively reach customers through online advertising. It describes how targeted advertising works, the benefits of using the Google Content Network, and the steps involved in setting up and managing an advertising campaign. Key offerings include professional consultation, account setup, and ongoing support for optimizing campaigns to maximize clicks and improve brand visibility.

1. 1
Reach your customers through
network

2. 2
Agenda
Google Marketing Concepts
Search Targeting
Contextual Targeting
ROI and Performance Tracking
Summary
Next Steps

3. 3
Search
Targeting
Cost Per Click
Text only
Google Advertising Concepts
Maximum
Return on
Investment
=
Content
Targeting
Text/Image/
Videos
Site
Targeting
Cost Per 1000
Impression
Image / Text
Ads

4. 4
Search Marketing
Target clients when they are searching for you.
Search
Targeting
Cost Per Click
Text only
Use Search
• Serve ads targeted specifically around a
chosen set of keywords e.g. “Hotels in
Bangalore”
• ROI based advertising - Pay only for clicks
• 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

5. 5
5
User types in a search query on
Google Search
The text ad is displayed on Google search results
page under “Sponsored Links”
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
User clicks
on the ad
and is
brought to
the
relevant
landing
page
Search is “Pull” Advertising…..
Evolving an Online Sales Strategy

6. 6
Contextual Targeting
Target clients when they research services you offer.
Content
Contextual
Targeting
Use Google’s Content Network
• Reach 30,000 sites
• Ads shown only on relevant websites
• 67% Reach of Internet Users
• Single buy in – reaching the 30k sites is as
easy as checking a box!
• Delivered in a number of formats – text,
image and video

7. G
oo
7
Reach your Target Audiences as they Read Online
Keyword Targeting
1. Keyword-targeted campaigns
which run as content relevant
to your offerings is published 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

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

9. 9
How does it work ?
Page Analysis
Scan the page
1
Insurance, Online insurance policy, life
insurance
Keywords
Insurance
Concepts
Finance-- Insurance services
Categories
Analyze the page
2
Machine learning technology turns
keywords into targetable concepts
and categories

10. 10
Track the ROI
• Bid for and Pay For Visitor / “Click” appropriately
• Hence, every lead is cost-effective!
Managing your Internet Campaign

11. 11
Summary : What’s In It for You?
• Professional Consultation!
• Account Set up!
• Campaign Launch and Review!
The Jumpstart Service

12. 12
•Jumpstart – Consultation
•Consultation with a Google Specialist
**We'll discuss your business with you, gain an
understanding of your goals and objectives and advise
you of your options.
•Suggest campaign plans
**We'll then advise you on which targeted keywords,
ad creative and ad network options to choose, to
achieve a successful campaign.
•Provide cost and traffic estimates
**We look at market data to give you estimates
on how much budget you need to allocate to your
campaigns, to meet your objectives.
•Jumpstart – Consultation
•Consultation with a Google Specialist
**We'll discuss your business with you, gain an
understanding of your goals and objectives and advise
you of your options.
•Suggest campaign plans
**We'll then advise you on which targeted keywords,
ad creative and ad network options to choose, to
achieve a successful campaign.
•Provide cost and traffic estimates
**We look at market data to give you estimates
on how much budget you need to allocate to your
campaigns, to meet your objectives.
Account Set up!
•A professionally designed account
A GAP certified professional will design
and structure your AdWords campaign for you.
•Comprehensive Keyword suggestions
We will use our knowledge of Google's tools
to develop the right keyword list for you.
•Targeted Adtext development
Design compelling ad copy to attract
your customers to your site
Account Set up!
•A professionally designed account
A GAP certified professional will design
and structure your AdWords campaign for you.
•Comprehensive Keyword suggestions
We will use our knowledge of Google's tools
to develop the right keyword list for you.
•Targeted Adtext development
Design compelling ad copy to attract
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.
**
•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.
**

13. 13
Summary: What does this mean for my business?
Leverage the power of network
• Search Network
• Content Network
Increase ROI and profitability
• Ease of use
Build brand equity
Millions searches happen every day
your target audience is looking for you
Reaching customers all around the world is as easy
as checking a box!
Serve your message directly on 1000s of Websites
Portals and blogs.
• Control the user experience
Take users directly to the relevant section on your
website
• Improve awareness
Cost effective branding solution to raise the overall
profile of your organization.
Promote Multiples Services.
• Targeted advertising
Promote your services and products when
Customers are looking for your services.
• Improve ad placements
Use search and content network to increase visibility
and help drive clicks to your sites.
• Target users abroad
Geo-target users – Target users abroad, convert on
Your website.

14. Why not you as well??...
Google Advertising has worked for them!

15. Getting Started - Next Steps!
15
• 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

16. 16
Thank you
It’s All About Results