Basics of Online Advertising

Online AdvertisingVarious forms:

Contextual Advertisements on SE results pages

Banner Ads

Rich Media Ads

Social Network Advertising

Interstitial Advertising

Online Classified Advertising

Advertising Networks

E-Mail Marketing

Google Adsense

• Ad serving application

• Website owners enrol to enable ads

• Adminstered by Google

• PPC or PPI

• Expected revenue> $ 9 Bill

Adsense-How it Works

• Ads served on basis of:

• Website Content

• User’s Geographical location

Why Adsense is preferred?

• Less intrusive

• Content more relevant

• Ad revenue for small websites

Google Adsense…the commercials

• Advertiser submits sealed bid

• Additionally, for every click received , advertiser pays one-bid increment over second-highest bidder

Google Adwords Program

• Google’s flagship advertising product

• Main source of Revenue

• Ad Rev: $ 23 Bill

Understanding Search Theory

1996 : IdeaLabs changes Internet Marketing forever

First Concept-Relevance

• Helps searchers

• Synergy between searchers and advertisers

• Win Win

Second Concept-Pricing Model

• From Impressions to Clicks

• From PPI to PPC

Third Concept….The Signup Process

• No salesperson between advertiser and inventory

• Self-Serve Ad Model

• Straightforward approach

Fourth Concept-The Auction Process

• No set prices

• Bidding

• Higher Bid, Higher in Results

Actions in the Search Industry

• 2001: GoTo.com awarded patent

• Oct 2001: Renamed Overture

• April 2002: Overture sues Google for infringement

• 2003: Overture acquired by Google

• Google settles with Yahoo

Google Enters the Arena

• First Offering: A CPM Program

• Failure

Google Adwords Launched

• First Self-Serving program

• October 2000

• 350 Customers

• Still CPM

Google Adwords Select Revolutionises PPC

• Feb 2002: Google changes advertising forever

• Incorporates all 4 GoTo principles

• Own Twist

GoTo vs Google Adwords

• GoTo: Only Highest Bid

• GA: Relevance for Searcher• + Maximise Revenue for each SERP

How does Google Decide Ad position?

• Maximum CPC X CTR

The Impact

• Level Playing Field

• Price no longer trumped relevancy

• More relevant ads

• The Art of Keyword Research

The Psychology of Search

• SEs not meant to browse the Web

• iGoogle• StumpleUpon• Digg

Who uses a SE

• Specific Piece of Information

• Answer to a Question

The Mind of the Customer

• We think differently

• We ask questions differently

• Delve into various ways people think and ask questions

• Choosing Keywords carfully

How people ask questions? Is my website the answer to his questions?

Web Content Strategy

How Search Works….Matt Cutts

From Concept to Words

•The Actual Question…..Abridged Version•The answer to the question•A description of the Problem•A symptom of the problem•A description of the cause

•Product Parts or Brand Names

Searches are thought Processes

• Essential to consider all ways someone can search for your products

• Understanding Query

Understanding Search Results

• Expectation Setting

• Role of Ad in Search Process

• Relevance

• Need for only “engaged” visitors

The Purpose of Ad Copy

• Quick Scan…are results upto expectations?

• Need to stand out

• Compelling enough to click

Guidelines for Ad Copy

• Only 95 characters

• Headlines that draws attention

• Why you have answers to their question

• Faithful to your products and services

5 Tips for Web Headlines

• Include your paid keyword

• Don’t sound like an Ad

• Highlight benefits rather than features

• Make headlines look easy to read

• Use Google Website Optimizer

Purpose of Ad Copy

• You hold the key to their question

• Website will contain the answer

The Importance of Expectations

• Preconceived Notions before search

• Ad Copy sets expectations

• Landing Page must meet expectations

Landing Pages Leads to New Customers

• Rarely the Home Page

• Page most logically related to search query

• Most searchers don’t know your website

• Must be an extension of Ad Copy

Ad Copy and Landing Page

• Ad Copy: Informs searcher what they would find

• LP: should continue the conversation …assist in finding answer

What should the landing page contain?

• Answer to their question

• Instructions to get the answer to their question

The Criticality of the Landing Page

• Bad LP: Wasted Advertising Expenditure

• Good LP: Converts shoppers into buyers

How is a Web Buyer Different?

• Search Process is driven by giving someone the correct information at the correct time

• Affects every step

Ads Should Lead Searchers to Answers

• Searcher queries…

• “Plasma TV Features”

Two Ads

• Ad 1

• “Plasma TV.Massive New TV offerings. Visit us to buy your new TV”

• Ad 2

• Compare Plasma TV features. Find a new plasma TV that fits your lifestyle and budget.

Guideline for Ad Copy

• Need to reflect query

• Recognize where a searcher is in the buying cycle

Advertising is welcome

• Part of the Information Gathering Phase

• Need to align with the search process

• Helps customers find answers

• Helps business make sales

Goal Alignment: Google vs Advertiser vs The Searcher

• Three Different Entities

• Each trying to achieve their Goals

Google’s Goals

• Searcher should come back again and again

• More chances to make money

• Wants searchers to get answers quickly, easily and on a Google Property

Advertiser’s Goals

• Show ad related to their product

• Show an ad related to the searcher’s query

• Wants to control

The Searcher’s Goals

• Need to align

• G: Relevancy

Google Adwords….Essentials

• Automated Auction

• Advertiser writes ads, chooses relevant keywords

• Prospective customer searches

• All ads with keywords matching in auction

Keyword Research

• Google Adwords Keywords Tool

•https://adwords.google.com/select/KeywordToolExternal

Who wins?

• Only top ads appear

Sponsored Links

Above Main Search Results

Also on other websites

• Other relevant websites

• Content Network

• Either Advertiser chooses sites

• Google Matches ads with websites

Google …How does it Match?

Step 1

Analysis of Content

Step 2

Main Concept behind Advertising Message

Step 3

Automatically places Ads

Google rewards relevancy

Higher position

Less costs

Google Adwords Basics….The Account Structure

Three Levels

Account

Campaign

Ad Groups

Take a look at Account Structure

Campaign

Should focus on specific product range/area of business

Ad Group

Focus on subcategory

Structuring your Google Adwords Accounts

What campaigns?

What ad groups?

Structure of Website should be reflected

Account for www.flipkart.com

Books Movies,Music and Games

Mobiles and Accessories

Campaign 1: Books

Ad Group 1: Business

Ad Group 2 : Literature

Ad Group 3: Cooking, Food and Wines

Choosing the right keywords

Reach the right customers

Each Ad Group: Tightly themed keywords

Keywords for Ad Group with theme of books on Cooking, Food and Wines…..

BakingHerbsIngredientsMealsSnacksDesserts….

Keyword Matching

Broad Match

Negative Match

3 Step Approach to selecting Keywords

Step 1

List all relevant keywords for a ad campaign

Campaign: Books

Each Ad Group: A type of books

Books, textbooks, fiction, authors, meal, cheap books, school, money, University, stockmarket, cooking , Charles Dickens, best books, leadership, management, ingredients,Tolstoy, humour, Shakespeare, John Grisham, best books

Step 2

Split keywords into themed ad groups with relevant ad texts

Ad Group 1: Business Ad Group 2: Literature Ad Group 3: Cooking,Food and Wines

Business Books

Sale Now On. Wide variety of Authors and Bestsellers.Buy Now.

Flipkart.com/Business

Literature

Sale Now on. The Authors you always wanted to read.Buy Now.

Flipkart.com/Literature

Cooking Food N Wines

Sale Now on. The Best CooKing Guides.Buy Now

Flipkart.com/CookingFoodNWines

Keywords: money,stockmarket,leadership,Management- Delivered Free

Keywords:Shakespeare,John Grisham, Charles DickensTolstoy-Delivered Free

Keywords: Meal,cooking,ingredients

-Delivered Free

Step 3: Review and Refine

“Books,Authors”: Too Generic

Don’t use same keyword in multiple ad groups in same campaign

Negative keywords: Delivered Free

“Cheap Books,best books”: Not specific enough

Tips for choosing the right Keywords

Think like a customer

Match your keywords to your ad text

Use Google Adwords Keyword Tool

Review Keywords regularly

Use negative keywords

Write Ads to get the customers start clicking

Test your messaging

Write 3/4 variations of the same ad text in each ad group

Same keywords

Adwords rotates the ads at no extra costs

Three Variations…same ad group…same keywords

Same Keywords: Money, Stockmarket,Leadership,Management

Business Books

Drucker,Prahlad…All here…

Deliveries in 2 Days anywhere in India

Flipkart.com/Business

Best Business Books

All the New York Times Bestselling Books

Pay Cash on Delivery

Flipkart.com/Business

Cheapest Business Books

Widest Choice,Call now

Flipkart.com/Business

Test your Ad Message

Allow these variations to run for a while

Check clicks

Ads with highest CTRs: most relevant

Tips for writing targeted ads

Use your keywords in your ad

Include special offers,USPs,prices

Use strong call-to-action

Direct users to that page on the website that is most relevant to you ad

The Buying Funnel

•Awareness

•Interest

•Learning

•Shopping

•Buying

The Buying FunnelAwareness

Interest

Learn

Shop

Buy

Broader Buying Cycle

Two Additional Steps:

Retention

Advocacy

Keyword

Indicates where in Buying Phase

Ads

Landing Page

Awareness

Very General Keywords

Consumers do know enough about features, benefits or parts types

High Volume, Low converting keywords…e.g laptop, apartment

Interest

•How to Generate

•How it will make life better

•Focus on Benefits

Learn

•Information gathering phase

•

•Specifications/Features

•

•Features and differences

Shopping

•Compare similar products

•Specific Keywords: Displays knowledge

Buy

•Customer already made up mind

•Often Part numbers/ company names

Keywords for a Smartphone Buyer

Awareness Phase

Keyword: Smartphone

Keyword India Monthly Searches

Approx CPC (Rs.)

Smartphone 201,000 10.01

Google Insights for Search

Compare by:

• •Search Terms

• Locations

•Time Ranges

•Filter (Web/Image/News/Product Search)

•Location (Countrywise)

•Time (last 7/30/90/365 days, Yearwise, Date Range)

•Category

Google Insights for Search

• Interest over Time (weekwise)

• Regionwise/Subregionwise interest

• Top Searches

• • Rising Searches

Keyword Ideas….Awareness Phase

Keyword India Monthly Searches

Approx CPC(Rs.)

What is smartphone?

2,46,000 9.82

Smartphones 2,01,000 9.07

Best smartphone

33,100 6.14

Smart phones 1,35,000 9.68

Keywords for a Smartphone Buyer

Interest Phase

Benefits

• Stay in Touch

• • Multimedia Functions

• Applications

• Remote Office

Keyword Ideas….Awareness Phase

Keyword India Monthly Searches

Approx CPC

Watch Mobile TV

3,600 10.41

Angry Birds 90,500 5.22Email on Phone

60,500 12.35

Spotify 9,900 36.29

Keyword Ideas…Learning Phase

Keyword India Monthly Searches

CPC

Front Facing Camera

320 23.06

MicroSD 60,500 9.21WiFi Sync 2,900 21.06Speech to Text

60,500 25.60

Keyword Ideas..Shopping Phase

Keyword India Monthly Charges

Approx CPC

Apple iPhone

3,68,000 13.86

iPhon 90,500 7.23iPhone Prices

4,50,000 12.93

Samsung Galaxy

22,40,000 6.41

Keyword Ideas…Buy Phase

Keyword India Monthly Searches

Approx CPC

iPhone 4 GS 8,100 14.36Samsung Galaxy Fit

110,000 7.09

Blackberry Storm

165,000 15.70

How do Consumers Flow through Buying Funnel

•Different for every business

•No Time Limit

•Skipping Phases

Buying Phase and Keywords

•Each Keyword : At least one Phase

•Ambigous? : Test Different Landing Pages

•Examine Keywords

•Need to engage

•Need Both click and conversion

Understanding Keywords

•Thoughts put into words

•Searcher is looking for answer to a question

•Choose a Keyword: Promise of an answer

Keywords…Four Types

• Explicit

• Problems

• Symptoms

• Product Names or Part

Explicit Keywords

• Directly describes the product or service

• Highest Search Volume

• Very little creativity required for research

Examples of Explicit Keywords

• Dentist

• Dentist in Chandigarh

• Emergency Dentist

• Dentist Phone Number

Problem-based keyword

•Conditions/problems your product solves

•Also called Curing Searches

Problem-based keywords

• Toothache

• Remedy for Toothache

• Tooth Pain

• Gum Infection

•

Symptom-based Keyword

• Internet is too slow

• Oily Skin

• Feeling tired

• Bleeding Gums

Keywords based on Product Names/Part Numbers

•

•Apple iPhone 4 GS

•Nikon D-3000 SLR

•Inspiron 15 R Laptop

Keyword based on Informational Query

•

• What career do I pursue after Graduation?

• Where to visit for my winter holidays?

• How to click photographs on a mobile phone?

Finding Keyword Ideas

Consider Themes

For Each theme, Fill up Keywords

Two Points to Remember

•

•Always Keep the searcher in mind

• Always keep your product in mind

How many keywords?

Keyword Lists

•Relevancy

•Specific Enough to determine User Intent

•Google Account Limits

Creating Keyword ListsCategory Adjectives

Product Types Product Attribute 1

Product Attribute 2

Example Keywords

Teenage Girls Shirt Long Sleeve Cotton Teenage Girl Shirt

T Shirt Short Sleeve Rayon Teenage Girl Long Sleeve Shirt

Tops Sleeveless Silk Teenage Girl Long Sleeve Cotton Shirt

Jackets Natural Fibre

Sweatshirts Wool

Stepwise Process

Create AdGroup

Fill In Keywords

Expand List within Group

•Plurals

•Misspelling

•Similar Words

Long Tail Keywords

• Three or More Words in Length

• Low Search Volumes

Advantages of Long Tail Keywords

•Less Competition…..more keyword research

• Easier to match user intent

Wide versus deep Keywords

Keyword List that has breadth

Delete Adware

Delete Browser Hijacker

Delete Cookie

Destroy Trojan

Find W32

Remove Worm

Wide versus deep Keywords

Keyword List that has Depth

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Download Spyware Blaster

Free removal of Sypware

Most Common Mistake

Focus on Depth Rather than Width

Why Mistake?

•Too Narrow a Focus on the most competitive keywords

•Missing Out on the most traffic and profitable niches

Ideal Approach

• Go Wide First….Root Keyword List

• Which Niche has high traffic: Cost/ Conversion Low

• Then Go Deep

Discerning Keyword Match Type

• Broad Match

• Phrase Match

• Exact Match

Broad Match

•No Formatting

•Ad displayed when query is related to Keyword

•Match to Misspellings, Plurals, and Similar Words, Different order

Broad Matched Keyword “Furniture Shop”

Matches with

• Furniture Shops”….plural

• “Furnitur Shop”…..Misspelling

• “Shop Furniture”….Different Order

• “Cane Furniture Shop”…..contains similar words

Broad Match-Pluses and Minuses

•Little Control

• Very Specific Queries

• Impossible to have every relevant Keyword

Phrase Match

• In Quotation Marks

• Only if in Same Order

Phrase Matched Keyword “Furniture Shop”

Matches with

Steel Furniture Shop

Furniture Shop in Chandigarh

Cane Furniture Shop in Patiala

Matches even if words are

Before

After

Before and After

The Keyword Phrase

Phrase Matched Keyword “Furniture Shop”

Does Not Match

•Misspellings

•Plural

• Different Word Order

•Word between

Exact Match

•In Brackets

• Identical

Exact Match

Does Not Match

•Misspellings

•Singular/Plural

•Similar Words

•Additional Words

Exact Match…..Big Plus

Exact Words

User Intent

How to use Match Type in Adwords Account

•All 3 Types allowed for same keyword

• Budget and Reach

Which Match Type?Start with Exact Match keywords

Which Keyword Meets Business

Goals?

Add Phrase Matches

Add Broad Matches

Bidding Strategy…Multiple Match

Exact Match: Highest Bid

Phrase Match: Slightly Lower Bid

Broad Match: Lowest Bid

Why this bidding strategy?

•Higher Ad rank for Exact Match

• Pay Higher for more accurate User Intent

Usual Scenario

Conversion Rate (Exact Match)>>> Conversion Rate ( Phrase Match) >>> Conversion Rate(Broad Match)

Missing Keywords

•Conversion Rate ( Broad Match)>>>> Conversion Rate ( Phrase, Exact Match)

•Search Query Report

Recommended Bidding Rates

Bid (Phrase Match) : 25% Less than Bid (Exact match)

Bid ( Broad Match): 25% to 50% Less than Bid (Phrase Match)

Using Negative Keywords

Conversion Rates and Cost Per Conversion

Low Conversion Rates: Filter

Effect of Using Negative Keywords

•Increase of CTR

•Conversion Rate should increase

•Reduction of Cost Per Conversion

Implementing Negative Keywords

•Within Ad Group

•At Campaign Level

Negative Keywords within Ad Group

Minus Sign

Affects the keywords only within the Ad Group

Negative Keywords at campaign level

Affects every Ad Group within the campaign

Negative Broad Match

• Ad Not Shown if word is anywhere within search query

• Does not match to misspellings or plurals

• Multiple words allowed

• Order does Not Matter

Negative Keyword= Shop

Search Term Ad Displayed/NotDisplayed

Furniture Shop ND

Shop in Chandigarh ND

Furniture Shops D

Furniture Shops in Chandigarh

D

Negative Keyword=Furniture ShopSearch Term Ads Displayed/Not

DisplayedCane Furniture Shop NDFurniture Shop in Hyderabad

ND

Furniture Shops DFurnitur Shops DShop Furniture NDShop Steel Furniture NDShop for Steel Furniture NDShop for Steel Furnitures ND

Negative Phrase Match

•In the Exact order

•Additional words allowed allowed before/after

•Does Not Match Misspellings/ Plurals

Negative Phrase Match=Furniture Shop

Search Term Displayed/Not Dispalyed

Cane Furniture Shop NDFurniture Shop in Hyderabad

ND

Furniture Shops DFurnitur Shops DShop Furniture DShop Steel Furniture DShop for Steel Furniture

D

Negative Exact Match

Does Not Match

•Misspellings

• Singular/Plural

• Different Order

Negative Exact Match =Furniture ShopSearch Term Display/Not Display

Furniture Shop ND

Shop Furniture D

Furniture Shops D

Shop Furniture D

Furnitur Shop D

Negative and Positive Keywords Together

•First Determine when you want your ad to Show

•Any Variations when you do not want Ad to be displayed

•Positive and Negative Keyword

•Match Type

Search Query ReportsKeyword Number

Ad Group

Search Query

Search Query Match Type

Cost/conversion

1 Home Forniture

Furniture Shop

Phrase $ 4.0

2 Home Furniture

Steel Furniture Shops

Broad $ 3.50

3 Home Furniture

Buy Almirah

Broad $ 5.0

4 Home Furniture

Dining Table

Exact $4.50

5. Home Furniture

Buy Computer Table

Broad $16

Expand your reach

Content Network

Tightly themed campaign

Review Performance: “Networks” and “Show Details”

Understand your success-Adwords Statistics

CTR

Keyword Status

Average Position

First Page Bids

Quality Score

Performance Measurement Tools

Conversion Tracking

Google Analytics

Google Conversion Tracking

Free

Valuable user behaviour:

PurchaseSignupPageviewLead

Monitoring and Evaluating Tool

Google Analytics

Free Website Analysis Tool

How people found your site?

How they expolred it?

What actions they took?

Google Adwords Program

• PPC advertisements

• Site-targeted advertising: Text/banner/rich-media ads

• Local,national and international distribution

Google Adwords Advertisements

• Text : Short• : One Headline• : Two additional textlines

• Image : Several IAB standards

PPC Advertisements

• Advertisers select:

• Keywords

• Maximum amount per click

Clickthrough Rates (CTRs)

• 8% for First ad

• 5% for Second Ad

• 2.5% for Third Ad