This document provides an introduction to search engine marketing (SEM) and pay-per-click (PPC) advertising on Google AdWords. It discusses the basics of how AdWords works, including how advertisers are charged on a cost-per-click (CPC) basis. The document also outlines some of the key benefits of using AdWords, such as its ability to reach global markets cost effectively and with flexibility. Setting up an AdWords campaign is described as relatively simple, though success requires more than just getting started.

1. Introduction to Search Engine Marketing /
Pay Per Click Marketing / Google Adwords

2. The plan for today
• Schedule of the SEM module @ Learning
Catalyst.
• Overview of search : India/World
• Basics of Adwords : Search and Content.
Position of Ads. Quality Score.
• Why PPC almost always makes sense for a lot
of business ?
• What separates the men from the boys ?

3. What is SEM
Also called PPC / Sponsored
Ads/ Adwords

4. Search is BIG globally and
also in India

5. Search Engines
Market Share

6. Google’s finances

7. Never underestimate the power of search !

8. Search Engines (not=) Google
Global Search
Engines
a.Google
b.Yahoo
c. Bing
d.Baidu
e.Ask
f. Miva
g.And more
Local Search
Engines
a. Rediff
b. Guruji
c. Ask Laila
And more

10. The basics of Google Adwords

11. 1 2 3 4
Google.co.in Search Partners
Searching for you…
Helps drive traffic to the site when
your useris…
Browsing
How advertisers can do a campaign on
Adwords
Content Partners Content Partners

12. What is Google Advertising?
Your customers see your ad when they search
Your ad reaches users at the
moment they demonstrate
interest

13. What is Google Advertising?
Your customers see your ad when they surf Google Network properties
Google technology places your ad on the most relevant content pages

14. Google Content network: Categories
65,536
436
65,100
Animals
Pets
Arts Auto
Business
Computers
Electronics
Entertainment
Finance
Insurance
Games Health
Industry Internet Lifestyle
Local
News
& Events
Online
communities
Photo
Video
Real estate Reference
Science Shopping Society
Sports Telecom Travel
Blogs Other sites
Premium sites
Long tail

16. Placement targeting

17. Basic Definition: CPC
CPC: cost-per-click
• Click: The action a user takes to select your ad and be taken to your
website.
• Google charges the advertiser when a user clicks on your ad
The Destination Website
A sample AdWords ad

18. CPC was a huge shift from the
earlier impression driven
models and hence it was so
successful

19. One can get started a campaign in minutes…

21. Signup

22. Target customers by geography and language

23. Target Location

24. Create ad

25. Add Keywords

26. Review

27. And off you go !!
Is it that easy ? No 

28. Benefits of AdWords

29. Benefits of AdWords
The primary benefits of AdWords include:
– Reach
– Cost
– Timing
– Flexibility

30. Reach : Google Reaches Global Markets
Sources: Measured by Media Metrix and NetRatings (September 2004); “2005 Web Globalization Report Card,” Byte Level Research (November 2004)
Your customers
search Google in
over 100 languages
#1 search engine in
17 out of 20
countries measured
Reach customers around the world on one platform