The document discusses various aspects of paid advertisements including search engine marketing, display advertising, and analysis of ad spending and effectiveness. It provides examples of Google ads and strategies to improve ad messaging by directly addressing customer needs. Metrics like cost per click and conversion rates are examined for a services company to evaluate paid traffic performance.

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Digital Marketing
Bootcamp
Online Advertising - SEM and Display
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What are Paid Advertisements?
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Google Ads
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Yahoo Ads
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Bing Ads
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Localized Search Engine
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Ad Networks
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Publishers
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Other Channels
 Facebook Ads
 LinkedIn Ads
 Business Specific Verticals
40 mil visitors/month
Broad (B2B Search Engine and
Ad Network)
Bidding (4-5$/click for top 3)
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Why care about Paid Advertisement?
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Google Ads
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Qualitative View
-Source Enquiro
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Visibility Analysis
Organic Ranking Visibility Side sponsored ad Visibility
Rank 1 – 100% Ad 1 – 50%
Rank 2 – 100% Ad 2 – 40%
Rank 3 – 100% Ad 3 – 30%
Rank 4 – 85% Ad 4 – 20%
Rank 5 – 60% Ad 5 – 10%
Rank 6 – 50% Ad 6 – 10%
Rank 7 – 50% Ad 7 – 10%
Rank 8 – 30% Ad 8 – 10%
Rank 9 – 30%
Rank 10 – 20%
Shown in a percentage of participants looking at a listing in this location
-Source Enquiro
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Spending
11% money is spend on SEO and 87%
money goes to PPC.
– Source SEMPO
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Irony
SEO drives 75%+ of all search traffic, yet
garners less than 15% of marketing
budgets for SEM campaigns. PPC receives
less than 25% of all search traffic, yet earns
80%+ of SEM campaign budgets.
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Inquiry
Why does paid search earn so many
more marketing dollars?
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Why Paid Advertisement?
 Quick Start - Instant access to global customer
base
 Attract Millions
 Negligible efforts
 Easy, Flexible and Highly Customizable
 Specific Communication
 End-to-End Measurability - Track ROI
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Services Company Data
Traffic
Analysis
Total
PPC
Total
Avg
Lead/ Relevent
Lead/ Relevant
Lead
Month
traffic
Cost
CPC
Traffic
Traffic
cost
March'08
9951
5338
0.54
0.26%
0.20%
267
April'08
6828
4459
0.65
0.53%
0.38%
172
May'08
6607
5314
0.80
0.65%
0.39%
204
June'08
6609
5277
0.80
0.41%
0.26%
310
July'08
6772
5288
0.78
0.50%
0.31%
252
Aug'08
6340
4922
0.78
0.91%
0.33%
234
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Google Ads
 Good Points:
 Call for action in the Ad - “Register Free”
 Attempt to build credibility - “Asia #1 Franchise website”
 Week Points
 Communicating what company have, rather then what customer want?
 What customer will get is not communicated.
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Another Option
Want to own a Franchise?
2000+ Options: All verticals
65,000 already supported, Start Now!
www.FranchiseIndia.com
 Good Points:
 Addressing the customer requirements directly.
 Customer concerns at search stage getting
addressed
 Call for action in the Ad - “Start Now”
 Attempt to build credibility - “65,000 already supported”
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Take 30 seconds
and get…
1. Quotes from Top 10
Companies
2. Compare and Shop
Online in just
minutes.
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Thank You!
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twitter.com/mydigitalvidya | facebook.com/digitalvidya | info@digitalvidya.com
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