The document provides a history of advertising in India and discusses digital marketing and search engine marketing. It begins with advertising in India parallel to the development of the Indian press in the 1800s. It then defines digital marketing and advertising, discusses the evolution of marketing over decades, and provides details on search engine marketing (SEM) including pay-per-click advertising, search engine optimization (SEO), and bidding strategies and targeting for search ads.

1. VINCIT MEDIA
DIGITAL MARKETING
W W W . V I N C I T M E D I A . C O M

2. HISTORY OF ADVERTISING INDIAN ERA
Born of advertising media-Since past
200 year ago Mohenjo-Daro/Harrappa
people directly connected but formally
the history of advertising in India are
parallel the history & development of
Indian press. the father of journalism
first Indian newspaper started by
James august hickey on January
29,1980 was called the Bengal gazette
or Calcutta general advertiser.
Latin word ‘advertere’-to turn the mind
toward.
Advertising is any paid form of non
personal presented
& promotion of ideas, goods & services
by an identified sponsor .
Digital meaning ‘imagenry’ Digital video
games, web pages & websites,
including social media, data & data
bases.

3.  1744-Ben Franklin launches
first mail-order guarantee
 1903-First combination of
telephone directories and
direct mail
 1971-first email
 1978-first email spam
 1986-ACT!Contact
management and database
marketing software launched
 1994-First banner ad(in
Hotwired, precursor to
WIRED),first search engine
 1997-First social
network:SixDegrees.com
Over Decades
1970s-Telesales
1980s-contact Management
1990s-Sales Force Automation
2000s-Customer Relationship
Management
Evolution of Marketing .

4. Search Marketing
Two types of search marketing

5. WHAT IS SEARCH ENGINE MARKETING ?
Search Engine Marketing (SEM) is a form of
internet advertising utilizing search engine
results to promote brands and websites.
It is a paid media where advertisers bid of
specific search keywords that when typed in,
their ads are shown.

6. SEM TERMINOLOGY
What do these mean?
 PPC-Pay Per Click
 CPC-Cost per click
 Creative/ Adtext-Heading & Description of search ad
 SERP-Search Engine Result Page
 CTR%-Click Through Rate
 Impressions-No.of times ads shown
 Google Content Network
 Rank/ Position- The position your ad is shown when a
keyword is searched
 Quality score- A ranking Google gives your ad based on
its CTR, relevance to the keyword

7. WHAT IS SEARCH ENGINE OPTIMISATION?
Search engine optimisation (SEO) is the process of
improving website and content so that it is visible to
search engines.
Website SEO aims to make the information & services that
organisation provide most relevant info (by the search
engine) to match the keywords that their users are
searching for.

8. Paid local search option
Arrow Shows LSO/Maps

9. Paid Search Option
You Tube

10. Ad words-bidding strategy/Targeting
 Bidding Strategies
 Position/ rank
 Max CPC
 Broad match
 Phrase Match
 Exact Match
 Targeting
 Location targeting
 Device targeting
 Retargeting

12. Ad words-Keywords

13. Ad words-Extensions