2. Main Topics
Google Marketing Concepts
Search Targeting
Contextual Targeting
ROI and Performance Tracking
Summary
Next Steps
3. Search
Targeting
Cost Per Click
Text only
Google Advertising Concepts
Maximum
Return on
Investment
=
Content
Targeting
Text/Image/
Videos
Site
Targeting
Cost Per 1000
Impression
Image / Text
Ads
4. Search Marketing
Target clients when they are searching for you.
Search
Targeting
Cost Per Click
Text only
Use Search
Serve ads targeted specifically around a
chosen set of keywords e.g. “Hotels in
Bangalore”
ROI based advertising - Pay only for clicks
Ranks ads based on a combination of both
relevance and bid price
Ads displayed on the Google page as
sponsored links next to natural search
results
5. User types in a search query on
Google Search
The text ad is displayed on Google search results
page under “Sponsored Links”
User clicks
on the ad
and is
brought to
the
relevant
landing
page
Search is “Pull” Advertising…..
6. Contextual Targeting
Target clients when they research services you offer.
Content
Contextual
Targeting
Use Google’s Content Network
Reach 30,000 sites
Ads shown only on relevant websites
67% Reach of Internet Users
Single buy in – reaching the 30k sites is as easy
as checking a box!
Delivered in a number of formats – text, image
and video
7. Reach your Target Audiences as they Read Online
Keyword Targeting
1. Keyword-targeted campaigns
which run as content relevant
to your offerings is published online
1. Keyword-targeted campaigns
which run as content relevant
to your offerings is published online
CPC bidding
Text or Animated Image ads
Targets to content on web pages
Block Unwanted Sites
8. Serve ads on 3rd
Party sites with the Google Content Network
So how does it work?.......
9. How does it work ?
Page Analysis
Scan the page1
Insurance, Online insurance policy, life
insurance
Keywords
Insurance
Concepts
Finance-- Insurance services
Categories
Analyze the page2
Machine learning technology turns
keywords into targetable concepts
and categories
10. Track the ROI
Bid for and Pay For Visitor / “Click” appropriately
Hence, every lead is cost-effective!
Managing your Internet Campaign
11. Summary : What’s In It for You?
Professional Consultation!
Account Set up!
Campaign Launch and Review!
The Jumpstart Service
12. •Jumpstart – Consultation
•Consultation with a Google Specialist
**We'll discuss your business with you, gain an
understanding of your goals and objectives and advise
you of your options.
•Suggest campaign plans
**We'll then advise you on which targeted keywords,
ad creative and ad network options to choose, to
achieve a successful campaign.
•Provide cost and traffic estimates
**We look at market data to give you estimates
on how much budget you need to allocate to your
campaigns, to meet your objectives.
Account Set up!
•A professionally designed account
A GAP certified professional will design
and structure your AdWords campaign for you.
•Comprehensive Keyword suggestions
We will use our knowledge of Google's tools
to develop the right keyword list for you.
•Targeted Adtext development
Design compelling ad copy to attract
your customers to your site
•Campaign Launch and Review
•1:1 support for launch
**We will review your campaign with you before it goes live.
•Account Optimization
**We will help you understand the results so you can make
informed decisions and improvements.
•Account & AdWords Education
**We will provide your with training and support to help you
manage your campaign successfully.
**
13. Summary: What does this mean for my business?
Leverage the power of network
• Search Network
• Content Network
Increase ROI and profitability
• Ease of use
Build brand equity
Millions searches happen every day
your target audience is looking for you
Reaching customers all around the world is as easy
as checking a box!
Serve your message directly on 1000s of Websites
Portals and blogs.
• Control the user experience
Take users directly to the relevant section on your
website
• Improve awareness
Cost effective branding solution to raise the overall
profile of your organization.
Promote Multiples Services.
• Targeted advertising
Promote your services and products when
Customers are looking for your services.
• Improve ad placements
Use search and content network to increase visibility
and help drive clicks to your sites.
• Target users abroad
Geo-target users – Target users abroad, convert on
Your website.
14. Getting Started - Next Steps!
Confirmation of your account
o Acceptance of terms and conditions and funding your account
Planning your account
o Determining the precise objectives of your campaign
Building your campaign
o Generating keyword lists, Adtexts, campaign structure
Activation of your campaign
o Going live online
Evaluating the results
o Use the tools available to track the results
We analyze the pages of every website in the Google content network. As we scan each page we pick out words we think are most relevant to the content on the page. We can tell headlines from footers and can pick up on words that repeat often or are emphasized with bolding or italics. Together, these words create concepts. And of course, related concepts roll up into entire categories. it's these concepts and categories that advertiser's are ultimately targeting. However, this process of turning keywords to categories is the product of years of development using leading machine learning computer science technology and it is continuously undergoing improvement.