Paid marketing options like search ads and display network ads allow businesses to reach massive online audiences. Search ads appear on search engines when people search for related terms, and can be targeted based on keywords, location, and user characteristics. Display ads show up on websites across Google and local ad networks' display networks, providing broad reach to relevant audiences based on interests and other attributes. While search ads rely on relevance and calls-to-action to get users to click, display ads must also disrupt and grab users' attention since they are not actively searching. Proper targeting and creative design are important for paid digital ads to effectively reach goals.

1. Paid Marketing:
Search & Display Network Ads

2. Benefits of Paid Marketing
➔ First page exposure on top search engines
➔ Immediate boost in traffic
➔ Can target ads to specific groups
➔ Reach exponentially more people
➔ Can use geo-targeting and ad scheduling
➔ Can track customer’s actions from the
moment they click the ad

3. Paid Marketing Allows You To
Reach EVERYONE Online
5.8 M
Bangladeshis on Facebook
16 M+
Bangladeshis on desktop
internet
If they aren’t on FB, they can
still be reached with advertising
Source: Facebook Ad Manager, Sep 2013, G&R Internal Data

4. Option 1: Paid Search Ads

5. How does paid search
marketing work?
Step 1:
Customer goes to google.com and searches
for something

6. Step 2:Google yields two main types of results
2. Sponsored
1. Organic

7. Step 3: Customer will click on most relevant ad
for what they searched for

8. Landing Page
Homepage
Step 4:
A click on a sponsored ad, either takes them to a landing
page or the homepage of the advertiser’s website to find
specific info about the exact thing they searched for

9. Step 5: When a customer clicks an ad, the
advertiser is charged for that one click
(CPC = Cost Per Click)

10. Notable New Terms
Click Through Conversion:
A customer clicks on an ad and then makes a conversion
on the website that the ad links to
View Through Conversion:
A customer views an ad but does not click it at that
moment. Later they visit the site and make a conversion

11. How do
you get
your ad
here?
By signing up for Google AdWords

12. There are some basic rules:
Example ad
Max length
Headline:
Name of Website
25 characters
Description line 1:
Summer Sale
35 characters
Description line 2:
Save 15%
35 characters
Display URL:
www.example.com
35 characters

13. AND:
DISPLAY URL: can actually
enter a longer URL, but it’ll
appear shortened when the ad is
displayed
DESCRIPTION LINES: can’t
lead into the display URL. For
example, the second description line can’t
say, “See this site” or “learn more at…”
DISPLAY URL: field can’t be
used as another line of ad text
AD CONTENT: can’t appear cut
off or incomplete

14. What makes a good search ad?
1. High relevance
Keywords match ad so that your ad is
shown only to people its most relevant for
3. Value proposition
Why should someone choose your site over
others?
2. Call-to-action
A sense of urgency to click your ad NOW

15. Option 2:
Paid Display Network Ads

16. What’s a Display Network?
• A network of websites with advertising space
where you can place your ads
• A simple, cost-effective way to advertise on
millions of high-quality news pages, topicspecific websites, video sites, and blogs

17. Three Options for Display
1.
2.
3.
Google OR Local Ad Networks OR Direct Buys

18. If you want to advertise on local sites...

19. Or reach NRBs…
(Non-Resident Bangladeshis)

20. Local
Display
Networks
work
best….

21. BUT if you want to advertise on
international sites...

22. Google
Display
Network is
the way to
go
2,000,000+
Display Network Sites

23. Display Network Targeting is Elaborate:
You can reach your audience based on how they search:
Keyword Contextual Targeting
Google matches keywords in your campaign with themes on the GDN.
For example, if you have ‘photography’ in your keywords, your ads will be shown on sites related to
photography
Topic Targeting
Google & LDNs have categorized thousands of sites and pages for you. Select
your audience from a list of categories
Placement Targeting
Serve ads to consumers based on specific sites. Pick websites, videos,
games, and RSS feeds that your audience will be visiting

24. Or based on who they are:
Interest Category Marketing
Show ads to people based on their interests (based on sites they visit
often)
Demographics
Allows you to select your audience based on their inferred age or gender
Remarketing
Readvertise to people who have visited your website but didn't convert.
Similar users
Google's look-a-like technology finds consumers with similar browsing
habits to those on your remarketing list

25. Creating a good Display Network ad
can be difficult...
Unlike search, people aren’t actively looking at ads

26. In addition to
Relevancy Call-toAction
&
Value Proposition
You need
THE
DISRUPTION
FACTOR

27. Banner Ads Are NOT All the Same...
1. Standard - images and basic
interactivity, no expansion
2. Rich Media - can include video, high
interactivity, expansion, and more; use
Flash or HTML5 technology