This document provides an overview of search engine marketing and Google AdWords. It covers the key aspects of Google AdWords including how to get ads listed, keyword tools, pricing plans, and common objections. The goal is to help trainees understand search engine optimization, how Google works, and how to use AdWords to reach customers and generate leads through targeted advertising on Google's search network.

1. December 2013 Version 2.0

2. Training Objective
By the end of the session you will understand
• Google – Search Engine
• 3 R’s of Google
• Search and Results
• Get a ad listed on page
• Common Glossary
• Keyword Suggestion Tool
• Search Engine Optimization
• FAB – Ad Word
• Price Plan
• Search Engine Optimization
• Common Objections while selling

3. Where Are We Today…
Today
Digital Marketing
Non-Digital Marketing
1998 2013 2020

4. • Search Engine Share of 97% in India and 70% Globally
• More than 1.2 billion people searches on Google in a month
• People spend more than $150 million per day on Google (Rs
825,00,00,000)
• Complete flexibility to whom to show ads , at what time, what message on
which device
• Decide whom to show your ads
• Only pay when user clicks
• Complete transparency in reporting
Why Google

5. Reach - Google Search

6. Targeted Ad Higher CTR
Good User
Experience
More
Qualified
Leads
Higher
Conversion
Reach - Google Search with Focus

7. ROI - In Metrics and Reporting
Value Received
from Advertising
Cost of
Advertising

8. 8
Google is the Connection Business

9. 9
What is Search

10. How do we search
Search
Brand
Search
Product
Search
Service
Search

11. You Are Searched By Your Traits

12. Google Knows It All
The words typed by customers are searched as “AND” and
“OR” combination.
Search Waiter ServerNurse and ICU

13. Google Search – SEM & SEO

14. SEM

15. What is Ad Word
Google Ad Word is a advertising product and main
source revenue product of Google. They are short text
advertisements, consisting of one headline of 25
characters and two additional text lines of 35
characters each.

16. Advertising options
• Google Search
• Display
• YouTube
• Remarketing

17. Everyone wants to be in First Position

18. The Auction - Formula

19. Max Cost Per Click - You can control

20. Quality Score: Made up of several factors

21. Glossary of Google Ad Words
 Ad Auction
 Ad Ranking/Positioning
 AdSense
 Banner
 Campaign
 Click
 Click Through Rate (CTR)
 Conversion
 Conversion Page
 Conversion Rate
 Cost-Per-Click (CPC)
 Cost-Per-Click (CPC) Bid
 Average Cost-Per-Click (Avg. CPC)
 Cost-Per-Thousand Impressions (CPM)
 Daily Budget
 Display Ad
 Impression
 Keyword
 Keyword Tool
 Landing Page
 Maximum Cost Per Click / Max CPC
 Negative Keyword
 Organic Search Positions
 Quality Score
 Recommended Daily Budget
 Relevance
 Return on Investment

22. Display Planner
Display Planner is a AdWords tool that you can use to plan your
Display Network ad campaigns. You should know the following
to create a Display advertisement.
To get Ideas to help you get started
To get Impression estimates and historical costs to guide your decisions
To share your advertisement plan with clients or colleague.
Use Display Planner
The Interest of Your Audience
Your Landing Page

23. Display Planner

24. Display Planner

25. Keyword Planner

26. Keyword Planner

27. Hands On Practice
 Create a AdWords Account
 Practice Display Planner
 Practice Keyword Planner

28. AD WORD
FEATURES
 Reach people at the precise
moment they’re searching for
what you offer
 See what's working in your ad
and build on it.
 Keyword Tool to know Relevant
keyword to generate lead
 Control your budget
 A revenue generating tool with
high Return on Investment.
 Detailed Analysis Report of
your ad.
 Target a Focused Audience for
your product.
 Minimum day Budget can be
Rupees 100 a day.

29. ADWORD
ADVANTAGE
> Your ad is displayed
to people who are
already searching for
the kinds of products
and services you offer.
> The Google Display
Network (GDN) alone
reaches 80% of
Internet users.
Reach
> Use Ad Words tools
to edit and improve
your ad.
> Increase the
number of potential
customers who
contact your
business.
What Went Well
> You can choose
where your ad
appears -- on which
specific websites
> You have the
Flexibility to show
ads on the basis of
user search
Targeted Audience

30. ADWORD
ADVANTAGE
> You will not be
charged when your
ad appears.
> With cost-per-click
(CPC) bidding,
you’re charged only
when someone
clicks your ad.
Budget Control
> Return is Directly
Proportional to
Investment.
> A conversion of
10% customers can
ensure profit and
cost recovery.
Return on Investment
> View report of
how your ad is
doing
> See new
customers connect
to your business
from your ad, where
do they come from.
Analysis Report

31. ADWORD
BENEFITS
Brand Building
Easy and fast
creation &
Implementation
Pay only for Clicks
Bid for Placement
Set Maximum cost
per day as per the
budget
Stop or pause
campaign at any
time

32. Ad Words Advertisement specifications
• Display URL (35 character limit)
• Ad Text (35 character limit)
• Ad Title (25 character limit)

33. Example of Ad Words Advertisement

34. Price and Plans

35. Package Offering
Normal Pack Guaranteed Pack
Number of clicks not guaranteed Number of clicks guaranteed
Can be sold to anyone Can be sold to lot of categories but not all
Can be sold to anyone advertising anywhere
in world
Can be sold only to advertisers whose location
is within India
Will have complete transparency No transparency
Reporting will have keywords, Avg CPC, Avg
Position, Amount Spend
Reporting will only have keywords and clicks
Can have access to account Cannot have access to his account
No minimum or maximum tenure for contract Contract can only be for 3 months
No slabs for spends Have to follow slab shared by team
Complete control of keywords We will decide keywords based on his
category
Can help in targeting certain ad positions, and
help in showing ads to clients
No such option available

36. Rate Card
Google Spending Management Fee Service Tax
3450 - 4999 40%
On Management
Fees
5K - 9999 30%
10K - 19999 25%
20K - 49,999 20%
50K - 1 Lac 15%
1 Lac + 10%

37. Fusion Pack
Fusion Pack
Bronze Pack – FB+Google Silver Pack – FB +Google Gold Pack – FB +Google
ERP CODE FB+Google Bronze FB+Google Silver FB+Google Gold
Fitst Month 6,000 9,000 12,000
2nd Month onwards 4,500 6,000 9,000
Deliverables
FB Page Yes Yes Yes
Ad words Worth (per month) 2000 3000 4000
FB Likes (per month) 100 175 250
Daily Post Yes Yes Yes
Contract Period 12 Months 12 Months 12 Months
Can be terminated With One Month’s Notice With One Month’s Notice With One Month’s Notice

38. SEO

39. SEO - Introduction
Search Engine Optimization is Process to
optimize web pages of a site on various
search terms to get it on Top Position in search
engines (Google, Yahoo, Bing etc..)

40. 43August 2013 Version 1.0
SEO - SMEs need it
Why do
SMEs
need it
Increased
Accessibility &
Audience
Marketing is on
24x7x365 Basis
Inexpensive
Mode of
Marketing
Brand Search
Visibility

41. Generally it Takes up to 45
Days (Listing on Search
Engines) and can be
searched by company
names
When will I See the
Result
Listing of the Keywords in
First Page will takes 3-4
Months depending upon
number searches /
competitions of keywords
time frame will increase
44August 2013 Version 1.0
SEO - Result

42. Objections
• My Ads are not showing
• Can I guarantee you certain positions
• Can you keep my CPC constant
• What will be the exact CPC
• I cannot advertise in print or TV can I advertise in Google
• My keyword is “make my trip” but ad is not appearing?
• I have two sites with same product and want to run Ad Words in Google
• Can I track conversions
• I want to do Barter on Google Ad Words
• I am getting clicks but no enquiries
• I have only given 3 keywords but AdWords team
has added 20 more
Reference: Objection Handling Document

43. Check Your Understanding
• What is Google Ad Word?
• What is Search Engine Marketing?
• How do you calculate the Quality Score?
• What are the benefits of Google Ad Word?
• What are the charges of Google Ad Word?

44. Summary
Today you have learned about
• Google – Search Engine
• 3 R’s of Google
• Search and Results
• Get a ad listed on page
• Common Glossary
• Keyword Suggestion Tool
• Search Engine Optimization
• FAB – Ad Word
• Price Plan
• Search Engine Optimization
• Common Objections while selling

45. December 2013 Version 2.0