This document provides an introduction to search marketing and search engine advertising. It discusses how search engines work by collecting information from the web and indexing it so it can return relevant results to user queries. It also describes different types of paid advertising programs available on search engines like Google AdWords, including pay-per-click and cost-per-thousand-impressions models. Finally, it gives guidance on setting up an AdWords account and campaign, including defining goals, audiences, and key metrics like cost-per-click and quality score.

1. Search Marketing
Introduction to Search Marketing

2. Introduction to Search Engine
• Search engine collects the information by using various programs and
display the relevant search query result when visitor search for it.
• Typically, Web search engines work by sending out a spider to fetch as
many documents as possible.
• Another program, called an indexer, then reads these documents and
creates an index based on the words contained in each document

3. Various Search Engines
Type Search Engine Description
Google - The world's most popular search engine.

4. Why Search Marketing?
Introduction to Search Engine Marketing and Online Advertising
•A search engine helps users find the things they're looking for online.
•The visitors are in "hunt mode”
•A direct or indirect commercial nature
•somewhere in the buying cycle, researching a product or service
•satisfy an immediate need or future need.
•best sources of targeted traffic
Search engine traffic is unique in the following ways:
•Search engine traffic is a non-intrusive method of Internet marketing.
•Voluntary and audience-driven search.

5. Paid Advertising Programs
Most search engines provide two types of results listings in response to the
same user query: organic (also called "natural" or "free") listings, and paid
listings (i.e., advertisements).
Paid Advertising programs by various Search Engines/Portals
•Google adwords
•MSN Adcenter
•Amazon Product Ads
•EBay Ad commerce
•Exact Seek Sponsor
•Adroll Paid Advertising
•Yahoo Search Marketing – Merged with MSN Adcenter.
•Miva Search Advertising

6. Paid Advertising Methods/Models
Paid Advertising Methods/Models
3.Pay Per click Model ( PPC )
4.CPM Model ( Cost per Thousand Impressions)
5.Cost per Acquisition Model ( CPA)
6.Cost Per Lead ( CPL)
7.Management Fee Model
Advertiser select the appropriate suits for his business then create an ad, collect
keywords and them in their Account.

7. Introduction to Google and Google AdWords
• As a search engine, Google gathers and organizes a multitude of information from
the Internet, then makes this information available to users throughout the world
who are searching online.
• Google Sponsor Listing

8. The Benefits of AdWords
Relevance
•Ability to precisely target ads to users based
– interest,
– location,
– language,
– demographic.
Return on Investment (ROI)
– create,
– modify, or
– delete keywords, ads, and campaign targeting selections within seconds.
Reach
•Segmentation
•Targeted Visitors

9. Common AdWords Terms
Here are a few of the most commonly used AdWords terms:
•Keyword
•Placement
•Image ad
•Campaign & Ad Group
•Impression (Impr.)
•Click
•Clickthrough Rate (CTR)
•Cost-per-click (CPC)
•Maximum cost-per-click (maximum CPC)
•Cost-per-thousand impressions (CPM)
•Quality Score
•First page bid estimates

10. Creating an AdWords Account
If you're new to online advertising, the first step is to establish your advertising goals.
You'll probably find it easier to build your account once you can answer these
questions:
•What does your company (or division) do? Do you have different product lines?
What are they?
•Who's your primary audience (target market) for your products and services? Do
you need to reach different audiences with separate sets of keywords or ads?
•What are you trying to sell or promote? What do you want people to do (buy, visit,
download, subscribe)?
•What results would you like to see? What would you consider a good return on your
investment?

11. AdWords Account Guidelines
In order to preserve the quality and diversity of ads running on Google,
individuals advertising for themselves or for their own businesses may only have a
single AdWords account unless explicitly advised otherwise by Google.
This means that we don't allow advertisers or affiliates to have any of the
following:
•Ads across multiple accounts for the same or similar businesses
•Ads across multiple accounts triggered by the same or similar keywords

12. Introduction to AdWords Account Management
There are six main tabs in an AdWords account: Home, Campaigns, Opportunities,
Tools & Analysis, Billing, and My account. Each tab may have one or more sub-pages,
which you can view by clicking the tab.

13. Home: This tab contains your Account Snapshot page

14. Opportunities: This tab is a central location for keyword and budget optimization
ideas across your account. When you want to increase your traffic or sales volume,
but are unsure of the types of changes you should make,
this can be a good place to start.

15. • Tools and Analysis : this tab contains Keyword tool, traffic estimator, placement
tools, contextual targeting tool, ad preview and diagnosis, conversion tab, Change
History and Google analytics

16. Next week Topics
• Campaign Management
• Ad group management

17. Thank you