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Paid Search
The document provides an overview of paid search and its benefits, including options like pay-per-click (PPC) advertising on platforms such as Google AdWords, Yahoo, and Microsoft AdCenter. It highlights the historical development of web search engines, the importance of search engine optimization (SEO), and the steps to create effective ad campaigns, including keyword selection and budget management. Additionally, it emphasizes the significance of tracking performance to optimize advertising efforts.
Paid Search
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- 2. What Is It? Why Use it? What Are the Advantages?
- 3. ? Paid Search?? ? PPC ? ? Pay Per Click ?? ? SEM ? ?? CTR ?? ? CPC ? ? CPM ? ?? CPA ?? ?? QS ??
- 4. Web Search History •In 1993, early web robots (spiders) were built to collect URL’s: – Wanderer – ALIWEB (Archie-Like Index of the WEB) – WWW Worm (indexed URL’s and titles for regex search) • In 1994, Stanford grad students David Filo and Jerry Yang started manually collecting popular web sites into a topical hierarchy called Yahoo. 4
- 5. Web Search History(cont) • In early 1994, Brian Pinkerton developed WebCrawler as a class project at U Wash. (eventually became part of Excite and AOL). • A few months later, Fuzzy Maudlin, a grad student at CMU developed Lycos. First to use a standard IR system as developed for the DARPA Tipster project. First to index a large set of pages. • In late 1995, DEC developed Altavista. Used a large farm of Alpha machines to quickly process large numbers of queries. Supported boolean operators, phrases, and “reverse pointer” queries. 5
- 6. Web Search “RecentHistory” • In 1998, Larry Page and Sergey Brin, Ph.D. students at Stanford, started Google. Main advance is use of link analysis to rank results partially based on authority. 6
- 7. •Is the processof fine tuning or optimizing a website to attract the Search Engine search engines algorithms Optimization (SEO) •Variety of elements on the whole site, not just on the homepage •SEO influences the positioning of the site in the organic listings •Optimization process is very technical in its nature •Select specific phrases and create a listing that is displayed Paid search •Pay for each click on a listing •Does not show up in the organic listings; clearly marked as sponsored or featured listings •Search engines use different methods to determine the positioning of the sponsored listings 7
- 8. SEARCH PROCESS Search Impression Click Purchase 8
- 9. Most Important SearchEngines
- 10. Paid Paid Natural
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- 12. Google Adwords Basics •Google's Advertising Product - https://adwords.google.com • Create Ads - Text, Image, Video • Ads Appear on Google Search Engine and Google Partner Sites • Pay for Ads when someone "clicks" on them, (ie. Pay-Per-Click or PPC) but there are other alternative bidding options in some cases.
- 13. Yahoo! Sponsored SearchMarketing Basics • Yahoo!'s Advertising Product - http://advertising.yahoo.com/smallbusiness/ysm • Create Ads – Text • Ads Appear on Yahoo! Search Engine and Yahoo! Partner Sites • Pay for Ads when someone "clicks" on them. (ie. Pay-Per-Click or PPC)
- 14. Microsoft Adcenter Basics •Microsoft's Advertising Product - https://adcenter.microsoft.com • Create Ads – Text • Ads Appear on Bing Search Engine and Microsoft Owned Sites and Partner Websites • Pay for Ads when someone "clicks" on them. (ie. Pay-Per-Click or PPC)
- 15. Search Engine Optimization VijayLaxmi
- 16. What is SEO( Search Engine Optimization )? • The process of improving web pages so they rank higher in search engines for your targeted keywords. Internal Link Structure Link Popularity / Relevance Key Factors Crawlability / Optimized Code Content Relevance
- 17. Where are theOrganic Results? Pay Per Click Pay Per Click Organic
- 18. Industry Research –Who gets the clicks? Organic Clicks vs Paid Clicks The vast majority of clicks -- roughly 60 percent, go to organic listings. Source: Enquiro, 2006
- 19. Industry Research: OrganicSEO is the most popular form of SEM Organic SEO is the most popular form of SEM, with almost three- quarters of advertisers using this method, with paid placement a very close second at 71%
- 20. Industry Research &The case for SEO Reasons to conduct SEO • The majority of clicks are going to Organic listings. • SEO is the most popular form of SEM. • SEO provides a high ROI. • Many people don’t go past the 1st page in the Search results. • Users trust the Natural results to *Sources: Iprospect Research, eMarketer to their Search be more relevant query.
- 21. SEO Process Step 1:Discuss Business objectives. Step 2: Conduct initial keyword analysis. Step 3: Identify the keyword/landing page combinations. Step 4: Interim Client Approval for Keyword/Landing Pages. Step 5: Baseline Ranking & Traffic reports. Step 6: On-site & Off-site optimization. Step 7: Detailed Recommendation documents. Step 8: Implementation. Step 9: Monitoring and Optimizing: We provide monthly reporting and optimization recommendations. The reporting is compared to the baseline (or previous month’s results) to identify trends and help guide additional adjustments.
- 22. Technical SEO 1. ComprehensiveWebsite Analysis 2. Keyword Research and Analysis. 3. Baseline Ranking report. 4. Competitive analysis in Search Engines. 5. Content Analysis & SEO Copywriting. 6. Analysis of URL structure & information architecture. 7. Analysis of internal linking. 8. Analysis of source code and page layout. 9. Code validation. 10.Search Engine Saturation. 11.Link Popularity Analysis. 12.Link Relevancy & Co-Citation Analysis (Topical Relevancy).
- 23. Technical SEO -Example of Page Elements Site-Side Optimization Page Title Alt-Tags Anchor Text Navigation Link Title Tags
- 24. Technical SEO -Source Code Title Tag Meta data Javascript
- 25. Paid Search Shailesh Pachori 25
- 26. AdWords Start Page Step 1: Go to Step 1: Go to www.google.com/adwords www.google.com/adwords When you reach the Google AdWords When you reach the Google AdWords page, simply click the button to begin page, simply click the button to begin The sign-up process usually takes The sign-up process usually takes about 15 minutes about 15 minutes You can read more about the benefits You can read more about the benefits of AdWords and how it works on this of AdWords and how it works on this page as well page as well 26
- 27. Choose Your Edition Step 2: Choose Your Edition Step 2: Choose Your Edition For this presentation we will For this presentation we will walk you through the Starter walk you through the Starter Edition sign-up process Edition sign-up process Starter Edition has a simplified Starter Edition has a simplified sign-up and set-up process for sign-up and set-up process for new AdWords advertisers new AdWords advertisers You will have simplified You will have simplified keyword selection, ad copy keyword selection, ad copy writing, and campaign/local writing, and campaign/local targeting targeting You can always graduate to the You can always graduate to the Standard Edition at any time Standard Edition at any time 27
- 28. What if IDon’t Have a Web Page? Hosted business pages are informational sites that new AdWords Hosted business pages are informational sites that new AdWords advertisers may create when setting up advertising campaigns. advertisers may create when setting up advertising campaigns. If you have a small business and would like to advertise with If you have a small business and would like to advertise with Google AdWords, but you don't have a website, you can create a Google AdWords, but you don't have a website, you can create a hosted page to showcase your business. It usually takes only 15 hosted page to showcase your business. It usually takes only 15 minutes to set up. minutes to set up. With AdWords and hosted business pages, you'll be able to reach With AdWords and hosted business pages, you'll be able to reach 28 potential customers with a few quick and easy steps. potential customers with a few quick and easy steps.
- 29. Select Your AdLocation and Language Step 3: Select the language and location where you want your ad to show Step 3: Select the language and location where you want your ad to show You can target a specific area within your selected country, territory, and You can target a specific area within your selected country, territory, and even state if you so wish even state if you so wish 29
- 30. Write Your Ad Step 4: Write your ad Step 4: Write your ad In this step, you enter the In this step, you enter the website address where you website address where you want potential customers to go want potential customers to go when they click on your ad when they click on your ad If you don’t have a webpage, If you don’t have a webpage, you can still take advantage of you can still take advantage of AdWords. We have a tool that AdWords. We have a tool that allows you to create a simple allows you to create a simple page hosted by Google page hosted by Google Then, follow the instructions Then, follow the instructions and write your ad. Your ad title and write your ad. Your ad title and copy should be relevant and copy should be relevant and understandable to your and understandable to your customers customers If you are having a case of If you are having a case of writer’s block, there’s a tool writer’s block, there’s a tool that can provide you with ad that can provide you with ad copy ideas; simply click the copy ideas; simply click the 30 “Give me ideas” tab and follow “Give me ideas” tab and follow the simple instructions the simple instructions
- 31. Choose Your Keywords Step 5: Choose Your Keywords Step 5: Choose Your Keywords Keywords are what your prospective customers are Keywords are what your prospective customers are typing into the search bar to find your products and typing into the search bar to find your products and services, such as services, such as “real estate, 91311” “real estate, 91311” In this step, you can enter as many keywords and key In this step, you can enter as many keywords and key phrases as you’d like into the box phrases as you’d like into the box Your ad will be more effective if your keywords are Your ad will be more effective if your keywords are 31 directly related to your ad. More specific key phrases and directly related to your ad. More specific key phrases and keywords will lead to better leads keywords will lead to better leads
- 32. Set Your Budgetand Choose a Currency Step 6: Choose your budget Select the currency in which you will be paying for your ad AdWords will show your ad as often as possible within the budget guidelines you set You can select one of the preset budget amounts or input your own monthly budget amount in the box 32
- 33. Create an Account Step 7: Set Up Your Account Step 7: Set Up Your Account If you already have an account with If you already have an account with any of Google’s properties, you can any of Google’s properties, you can choose to use that email address and choose to use that email address and password to log into AdWords password to log into AdWords If you want to create a new account, If you want to create a new account, simply select the second option and simply select the second option and enter the requested information enter the requested information Then, click “create account” Then, click “create account” 33
- 34. Enter Your BillingInformation Select a form of payment Select a form of payment You can use direct debit or credit card You can use direct debit or credit card 34
- 35. How do IChoose Good Keywords? Relevant Keywords: • Accurately reflect products/services being offered • Match what your audience is looking for • Target the audience without being too general 35
- 36. Keyword Match Types Adsare continuously matched to Internet users’ interests based on your keywords Use keyword match types to your advantage – Broad Match – Phrase Match – Exact Match – Negative keyword Ads are placed as buying decisions are made The Result: Businesses reach their audience at the right time, with the right message 36
- 37. Broad Match Example Forthe broad-matched keyword used book • used book dealer • buy used book • used and rare book Ad can appear • used book for sale for any of these • queries Cheap used book 37
- 38. What are NegativeKeywords? • Prevent ads from appearing on irrelevant search queries • Eliminate unwanted impressions Keyword: used book Negative Match: -cheap 38
- 39. Choosing the RightKeywords – Selling Dogfood buy cheap dog food online now pets Purina dog chow buy dog food dog food recipes dogs vet canned dog meals 39
- 40. Controlling Costs – No minimum spend – You choose your own maximum daily spending limit (daily budget) – Choose how much you want to spend per click for every keyword – Pay Google for users who click on your ad – Conversion tracking = real-time return-on-investment data 40
- 41. Using Budgets With AdWords, you can set your advertising budget to With AdWords, you can set your advertising budget to whatever you desire. Simply enter a monthly budget whatever you desire. Simply enter a monthly budget amount into the box in the “Budget” section amount into the box in the “Budget” section For more control, you can even decide how much each For more control, you can even decide how much each customer lead (click) is worth to you. You can set your customer lead (click) is worth to you. You can set your maximum cost-per-click to any amount you desire, such maximum cost-per-click to any amount you desire, such as $0.10 as $0.10 If you’re unsure, Google could help optimize your budget If you’re unsure, Google could help optimize your budget based on the keywords you choose; simply check the based on the keywords you choose; simply check the “Google should set my bids…” box “Google should set my bids…” box 41
- 42. And Targeting IsEasy… 94043 AdWords gives you the option to target the AdWords gives you the option to target the location where your ad will be visible to location where your ad will be visible to potential customers potential customers If you want your ad to be shown to all relevant If you want your ad to be shown to all relevant searches in a particular country, you can simply searches in a particular country, you can simply select a country select a country If you would like to target a local area within a If you would like to target a local area within a country, simply enter a city name or postal country, simply enter a city name or postal code to search and select the area where you code to search and select the area where you 42 would like your ads to show would like your ads to show
- 43. Regional and LocalTargeting You can target ads so they appear only in locations of interest to you – your neighborhood, your service areas, your city or your state. Select from pre-defined Define the area, customize geographies OR the targeting Countries Within a defined radius Within defined borders Regions Cities 43
- 44. AdWords is Accountable Monitor Your AdWords Performance Monitor Your AdWords Performance The AdWords interface lets you monitor the performance of each ad The AdWords interface lets you monitor the performance of each ad that you are running, as well as your overall performance that you are running, as well as your overall performance With AdWords, you always know how your ads—and marketing budget With AdWords, you always know how your ads—and marketing budget —are performing —are performing 44
- 45. Case Study -Panasonic Online - Store Yogesh Jedhe
- 54. Future – LatestTrends Anil Rai
- 55. Trend Shift –from Traditional Browser to new media • Ad in Mobile Website • Ad in Mobile application, Growth of Free Apps • Social Ads – Facebook and other social networking • Specific Target Ads- Linkedin • Video Ads – Vdopia, Youtube • And much more ..
- 56. Ad in MobileWebsite
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- 61. Smart Phone Targeting •High End Phones (iPhone, Android, etc.) that have Full Internet Browsers • Ads show on Google Search results, Content Network, and relevant mobile apps. • Turned on by default when creating a new campaign. Can turn off in the "Networks, Devices, and Extensions" section. • Different than "mobile ad" ad type, which shows on WAP mobile phones.
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Editor's Notes
- #8 This concept actually stems from John Hagel's and Marc Singer's HBR and McK Quarterly article "Unbundling the Corporation". Their hypothesis is that decreasing interaction costs will drive corporations (or at least those intent on staying competitive) to disaggregate according to the above overall "functions". We int r oduce this concept to business unit strategy to help teams focus on those functions of the client and their competitors which are most crucial on the competitive battlefield. Thus most investigative effort will be spent where it really matters. In the pyramid introduced above we give some suggestions which frameworks/tools/concepts can be helpful for further analysis depending on the driver(s) of the business. Of course many business units will have more than one value driver. A pharmaceutical BU, for example, might very well be competing as a customer relationship business (targeting its sales force for maximum impact with physicians) as well as competing as an innovation business (developing and managing its drug pipeline). Both drivers of the business will need to be examined by the team. In the spirit of Hagel and Singer this might also be the starting point to investigate possibilities to unbundle the functions of the BU or the corporation and have the client focus on the game he's prepared to play best at.
- #9 Porter's five forces model and S-C-P used to work very well for industries in which structure and conduct were best explained by traditional microeconomic approaches. But during the 1980s and 1990s new forms of industry structure and conduct as well as new bases of competition emerged or were recognized. To effectively cope with that, McKinsey undertook a big research effort (Strategic Theory Initiative, STI) and developed a new and comprehensive approach to deal with new forms of cooperation and competition, new sources of competitive advantages, and to incorporate the increasing uncertainty. In the context of this functional training day we omit discussion of the different levels of uncertainty which actually are an integral part of the STI approach. The key for handling higher levels of uncertainty is to eliminate mere unfamiliarity in the first place and reduce the remaining uncertainty by focusing on its key drivers and projecting distinct plausible scenarios. For the time being just keep in mind this hidden layer of complexity.
- #10 The comScore February search market share numbers are being exposed by the various financial and investment firms this evening. Bing continued to gain, while its partner Yahoo lost market share. Google was up compared to January and year over year. Keeping in mind this isn’t yet the official comScore release, the following are the numbers for February: Google: 66.4 percent (vs. 65.4 percent a year ago) Bing: 15.3 percent (vs. 13.6 percent a year ago) Yahoo: 13.8 percent (vs. 16.1 percent a year ago) Ask: 3 percent (vs. 3.2 percent a year ago) AOL: 1.5 percent (vs. 1.7 percent a year ago) The combined search alliance share is now 29.1 percent, essentially flat and where it has been for many months. However Yahoo’s decline since last year at this time has been significant. For comparison, here are the official comScore numbers from January, 2012: The data above do not reflect mobile search market share, which accounts for between 15 percent and 30 percent of query volume in some categories. There, Google is almost totally dominant. US mobile search market share Source: StatCounter Postscript: This afternoon comScore published the official search market share figures for February. They’re consistent with what we presented above:
- #26 Blue Slides are temporary and for separating sections ONLY
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- #33 Step six, simply select if you would like to receive special AdWords offers and tips from Google…
- #36 Choosing the right keywords is crucial for creating a successful campaign. • Think about what potential customers will be searching on to find your product or service and will your ad be relevant. Here are some best practices for creating successful keyword lists • Keywords should accurately reflect the products/services being offered on your site and should match what the user is looking for. • For local advertisers especially it’s important to find the right balance between keywords being broad enough to capture a large enough audience without being too general or irrelevant • Put yourself in the shoes of the customer when you are deciding if a keyword is relevant or not. Would a customer who is looking for this business’ product search on this word? Also if a user is searching on this word, and the business’ ad appeared, would they find it relevant?
- #37 Another benefit to advertisers is the timing of AdWords. ANIMATION In internet advertising, timing is very important. Google AdWords ads connect you with new customers by being in the right place, and, more importantly, by engaging them at precisely the right moment. Ads are continuously matched to internet users’ interests. ANIMATION The fact that they're on the Web, actively reading pages and searching terms related to your product, means they're likely to be interested in what you have to offer. It also means they're likely to act by clicking on your ad to visit your site for more information or, even better, to convert into a customer of yours. Add data about search behavior (keyword length)
- #38 For this example, assume that you have entered the broad-matched keyword “used book”. This keyword could display your ad when Google.com users enter queries like [Animation] used book dealer, [Animation] buy used book, [Animation] used and rare book, [Animation] used book for sale, [Animation] or used book finder. [Animation] As you can see, broad matching is an effective way to target your ads to a wide audience. Our next matching option, called phrase matching is more precise.
- #39 Negative keywords give you control over your advertising by allowing you to even further select your audience. They help eliminate unwanted impressions and prevent your ads from showing on irrelevant searches. In this example, assume that you have included the broad-matched keyword phrase “used book,” and the negative keyword “college” in an Ad Group. These keywords will display the ad on searches such as [Animation] “used book,” or [Animation] “used and rare books.” [Animation] But the ad will not appear for the search “used college books,” since that query includes your negative keyword “college.”
- #40 Keywords can range from irrelevant, to general, relevant, and extremely specific Here we are looking for dog food. Out of the following keywords that users might enter to search for our product, which keywords are too general or irrelevant? [animation] Pets, dogs, and vet are all too general. Users searching on those terms might be looking for products other than food. Dog food recipes on the other hand would bring you irrelevant traffic, as those users are looking to make dog food themselves rather than purchase it. [animation] Buy cheap dog food online now is an example of a keyword that is too specific. Few users are likely to search using this whole phrase. On the other hand, though, [animation] Buy dog food, Purina dog chow and canned dog meals would all be potentially good keywords that would bring relevant traffic to your site.
- #41 The minimal cost of AdWords is a real benefit to advertisers. ANIMATION First, there is no minimum spending limit. You can spend a small amount at first…to test new keywords and ads…and then increase spending when you become comfortable with the success of your advertising. Google welcomes all advertisers, regardless of budget constraints. ANIMATION Secondly, you can choose your daily spending limit. Google display your ads so that the number of clicks you receive does not exceed your daily budget. ANIMATION You choose the maximum amount you are willing to spend for each click on your ads. Google never charges you more than this maximum amount. In fact, Google’s automated auction system often charges you less than the maximum you are willing to pay. For more details on this, please see the module on Pricing and Ranking. ANIMATION You pay for clicks on your ads. You are charged only when users are interested enough in your product or service to go to your website, and possibly become your customer. Google charges for advertising on a cost-per-click basis. Advertisers pay when a consumer clicks on their ad. This is called a pay-for-performance, or pay-per-click model. Contrast this with the majority of online advertising, where pricing is based ad impressions; this is usually a fee per thousand impressions. There are no guarantees that a consumer will actually click through to the advertiser’s website with that model. NEXT ANIMATION With AdWords free conversion tracking and online reporting, advertisers get customizable reports that continuously track their sales conversions and return on investemnt. These reports can also be emailed automatically on a regular basis. These capabilities give the advertiser full control over their campaign spend and clear insight into performance. See the training modules on Reports and ‘ROI & Conversions’ for more information on this subject.
- #43 So, if the opportunity exists, how can local advertisers take advantage of it? One of the things that Google has done to reach out to local advertisers is provide the ability for a local advertiser to specify the local market in which they actually operate A business shown here wants to market it services or products only in the atlanta area
- #45 Replace with a “My Ad Campaign” page with actual statistics