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1:Introduction - Traditional Search (how pages in web can be searched, what are issues of Traditional Search, what was company doing when paid search not there, what happened next, What is Paid Search - basics, some gyan on history) 2: Introduction of Paid Search - (business size of paid search, Benefits of Paid search, few example, screens, trust by company/users ) 3: Case Study/Success story of paid search ( case about few companies, how it was doing, how its sales benefited after paid search) 4: Technology in Paid Search ( Technology in paid search, How it works, auction mechanism, Layers in Internet, fake click) 5: Future : ( Latest trends in Paid search, mobile ads, app stores)
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PAID SEARCH
What Is It?
Why Use it?
What Are the Advantages?
? Paid Search ?? ? PPC ?? Pay Per Click ??
? SEM ??? CTR ??
? CPC ? ? CPM ??? CPA ??
?? QS ??
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Web Search History
• In 1993, early web robots (spiders) were built to collect URL’s:– Wanderer– ALIWEB (Archie-Like Index of the WEB)– WWW Worm (indexed URL’s and titles for regex
search)• In 1994, Stanford grad students David Filo and
Jerry Yang started manually collecting popular web sites into a topical hierarchy called Yahoo.
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Web Search History (cont)• In early 1994, Brian Pinkerton developed
WebCrawler as a class project at U Wash. (eventually became part of Excite and AOL).
• A few months later, Fuzzy Maudlin, a grad student at CMU developed Lycos. First to use a standard IR system as developed for the DARPA Tipster project. First to index a large set of pages.
• In late 1995, DEC developed Altavista. Used a large farm of Alpha machines to quickly process large numbers of queries. Supported boolean operators, phrases, and “reverse pointer” queries.
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Web Search “Recent History”
• In 1998, Larry Page and Sergey Brin, Ph.D. students at Stanford, started Google. Main advance is use of link analysis to rank results partially based on authority.
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Search Engine Optimization (SEO)
•Is the process of fine tuning or optimizing a website to attract the search engines algorithms
•Variety of elements on the whole site, not just on the homepage
•SEO influences the positioning of the site in the organic listings
•Optimization process is very technical in its nature
Paid search •Select specific phrases and create a listing that is displayed
•Pay for each click on a listing
•Does not show up in the organic listings; clearly marked as sponsored or featured listings
•Search engines use different methods to determine the positioning of the sponsored listings
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Search
Impression
Click
Purchase
SEARCH PROCESS
Most Important Search Engines
Natural
Paid
Paid
paid search
Google Adwords Basics
• Google's Advertising Product - https://adwords.google.com
• Create Ads - Text, Image, Video
• Ads Appear on Google Search Engine and Google Partner Sites
• Pay for Ads when someone "clicks" on them, (ie. Pay-Per-Click or PPC) but there are other alternative bidding options in some cases.
Yahoo! Sponsored Search Marketing Basics
• Yahoo!'s Advertising Product - http://advertising.yahoo.com/smallbusiness/ysm
• Create Ads – Text
• Ads Appear on Yahoo! Search Engine and Yahoo! Partner Sites
• Pay for Ads when someone "clicks" on them. (ie. Pay-Per-Click or PPC)
Microsoft Adcenter Basics
• Microsoft's Advertising Product - https://adcenter.microsoft.com
• Create Ads – Text
• Ads Appear on Bing Search Engine and Microsoft Owned Sites and Partner Websites
• Pay for Ads when someone "clicks" on them. (ie. Pay-Per-Click or PPC)
Search Engine Optimization
VijayLaxmi
What is SEO ( Search Engine Optimization )?• The process of improving web pages so they rank higher in search engines for your
targeted keywords.
Crawlability / Optimized Code
Internal Link Structure
Link Popularity / RelevanceKey Factors
Content Relevance
Where are the Organic Results?
Organic
Pay Per Click
Pay Per Click
Industry Research – Who gets the clicks?
The vast majority of clicks -- roughly 60 percent, go to organic listings.
Source: Enquiro, 2006
Organic Clicks vs Paid Clicks
Industry Research: Organic SEO is the most popular form of SEM
Organic SEO is the most popular form of SEM, with almost three-quarters of advertisers using this method, with paid placement a very close second at 71%
Industry Research & The case for SEO
• The majority of clicks are going to Organic listings.
• SEO is the most popular form of SEM.
• SEO provides a high ROI.
• Many people don’t go past the 1st page in the Search results.
• Users trust the Natural results to be more relevant to their Search query.
Reasons to conduct SEO
*Sources: Iprospect Research, eMarketer
SEO ProcessStep 1: Discuss Business objectives.Step 2: Conduct initial keyword analysis.Step 3: Identify the keyword/landing page combinations.Step 4: Interim Client Approval for Keyword/Landing Pages.Step 5: Baseline Ranking & Traffic reports. Step 6: On-site & Off-site optimization. Step 7: Detailed Recommendation documents. Step 8: Implementation.Step 9: Monitoring and Optimizing: We provide monthly reporting and
optimization recommendations. The reporting is compared to the baseline (or previous month’s results) to identify trends and help guide additional adjustments.
Technical SEO
1. Comprehensive Website Analysis 2. Keyword Research and Analysis. 3. Baseline Ranking report. 4. Competitive analysis in Search Engines. 5. Content Analysis & SEO Copywriting. 6. Analysis of URL structure & information architecture. 7. Analysis of internal linking. 8. Analysis of source code and page layout. 9. Code validation. 10.Search Engine Saturation.11.Link Popularity Analysis. 12.Link Relevancy & Co-Citation Analysis (Topical Relevancy).
Page Title
Alt-Tags
Link Title Tags
Site-Side Optimization
Technical SEO - Example of Page Elements
Anchor Text
Navigation
Technical SEO - Source Code
Title Tag
Javascript
Meta data
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Paid Search
Shailesh Pachori
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AdWords Start Page
Step 1: Go to www.google.com/adwords
When you reach the Google AdWords page, simply click the button to begin
The sign-up process usually takes about 15 minutes
You can read more about the benefits of AdWords and how it works on this
page as well
Step 1: Go to www.google.com/adwords
When you reach the Google AdWords page, simply click the button to begin
The sign-up process usually takes about 15 minutes
You can read more about the benefits of AdWords and how it works on this
page as well
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Choose Your Edition
Step 2: Choose Your Edition
For this presentation we will walk you through the Starter
Edition sign-up process
Starter Edition has a simplified sign-up and set-up process for
new AdWords advertisers
You will have simplified keyword selection, ad copy writing, and campaign/local
targeting
You can always graduate to the Standard Edition at any time
Step 2: Choose Your Edition
For this presentation we will walk you through the Starter
Edition sign-up process
Starter Edition has a simplified sign-up and set-up process for
new AdWords advertisers
You will have simplified keyword selection, ad copy writing, and campaign/local
targeting
You can always graduate to the Standard Edition at any time
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What if I Don’t Have a Web Page?
Hosted business pages are informational sites that new AdWords advertisers may create when setting up advertising campaigns.
If you have a small business and would like to advertise with Google AdWords, but you don't have a website, you can create a hosted page to showcase your business. It usually takes only 15
minutes to set up.
With AdWords and hosted business pages, you'll be able to reach potential customers with a few quick and easy steps.
Hosted business pages are informational sites that new AdWords advertisers may create when setting up advertising campaigns.
If you have a small business and would like to advertise with Google AdWords, but you don't have a website, you can create a hosted page to showcase your business. It usually takes only 15
minutes to set up.
With AdWords and hosted business pages, you'll be able to reach potential customers with a few quick and easy steps.
29
Select Your Ad Location and Language
Step 3: Select the language and location where you want your ad to show
You can target a specific area within your selected country, territory, and even state if you so wish
Step 3: Select the language and location where you want your ad to show
You can target a specific area within your selected country, territory, and even state if you so wish
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Write Your Ad
Step 4: Write your ad
In this step, you enter the website address where you
want potential customers to go when they click on your ad
If you don’t have a webpage, you can still take advantage of AdWords. We have a tool that allows you to create a simple
page hosted by Google
Then, follow the instructions and write your ad. Your ad title and copy should be relevant and understandable to your
customers
If you are having a case of writer’s block, there’s a tool that can provide you with ad copy ideas; simply click the
“Give me ideas” tab and follow the simple instructions
Step 4: Write your ad
In this step, you enter the website address where you
want potential customers to go when they click on your ad
If you don’t have a webpage, you can still take advantage of AdWords. We have a tool that allows you to create a simple
page hosted by Google
Then, follow the instructions and write your ad. Your ad title and copy should be relevant and understandable to your
customers
If you are having a case of writer’s block, there’s a tool that can provide you with ad copy ideas; simply click the
“Give me ideas” tab and follow the simple instructions
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Choose Your Keywords
Step 5: Choose Your Keywords
Keywords are what your prospective customers are typing into the search bar to find your products and
services, such as “real estate, 91311”
In this step, you can enter as many keywords and key phrases as you’d like into the box
Your ad will be more effective if your keywords are directly related to your ad. More specific key phrases and
keywords will lead to better leads
Step 5: Choose Your Keywords
Keywords are what your prospective customers are typing into the search bar to find your products and
services, such as “real estate, 91311”
In this step, you can enter as many keywords and key phrases as you’d like into the box
Your ad will be more effective if your keywords are directly related to your ad. More specific key phrases and
keywords will lead to better leads
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Set Your Budget and Choose a Currency
Step 6: Choose your budget
Select the currency in which you will be paying for your ad
AdWords will show your ad as often as possible within the budget guidelines you set
You can select one of the preset budget amounts or input your own monthly budget amount in the box
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Create an Account
Step 7: Set Up Your Account
If you already have an account with any of Google’s properties, you can
choose to use that email address and password to log into AdWords
If you want to create a new account, simply select the second option and
enter the requested information
Then, click “create account”
Step 7: Set Up Your Account
If you already have an account with any of Google’s properties, you can
choose to use that email address and password to log into AdWords
If you want to create a new account, simply select the second option and
enter the requested information
Then, click “create account”
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Enter Your Billing Information
Select a form of payment
You can use direct debit or credit card
Select a form of payment
You can use direct debit or credit card
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Relevant Keywords:
• Accurately reflect products/services being offered
• Match what your audience is looking for
• Target the audience without being too general
How do I Choose Good Keywords?
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Keyword Match TypesAds are continuously matched to Internet users’ interests based on your keywordsUse keyword match types to your advantage
– Broad Match– Phrase Match– Exact Match– Negative keyword
Ads are placed as buying decisions are made
The Result: Businesses reach their audience at the right time, with the right message
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Broad Match Example
For the broad-matched keyword used book• used book dealer • buy used book• used and rare book• used book for sale• Cheap used book
Ad can appear for any of these queries
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What are Negative Keywords?
Negative Match: -cheapKeyword: used book
• Prevent ads from appearing on irrelevant search queries
• Eliminate unwanted impressions
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pets
buy dog food
buy cheap dog food online now
Purina dog chow
vet
dogs
canned dog meals
dog food recipes
Choosing the Right Keywords – Selling Dogfood
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Controlling Costs– No minimum spend– You choose your own maximum daily spending limit (daily budget)– Choose how much you want to spend per click for every keyword– Pay Google for users who click on your ad– Conversion tracking = real-time return-on-investment data
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Using Budgets
With AdWords, you can set your advertising budget to whatever you desire. Simply enter a monthly budget
amount into the box in the “Budget” section
For more control, you can even decide how much each customer lead (click) is worth to you. You can set your
maximum cost-per-click to any amount you desire, such as $0.10
If you’re unsure, Google could help optimize your budget based on the keywords you choose; simply check the
“Google should set my bids…” box
With AdWords, you can set your advertising budget to whatever you desire. Simply enter a monthly budget
amount into the box in the “Budget” section
For more control, you can even decide how much each customer lead (click) is worth to you. You can set your
maximum cost-per-click to any amount you desire, such as $0.10
If you’re unsure, Google could help optimize your budget based on the keywords you choose; simply check the
“Google should set my bids…” box
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And Targeting Is Easy…
94043
AdWords gives you the option to target the location where your ad will be visible to
potential customers
If you want your ad to be shown to all relevant searches in a particular country, you can
simply select a country
If you would like to target a local area within a country, simply enter a city name or postal
code to search and select the area where you would like your ads to show
AdWords gives you the option to target the location where your ad will be visible to
potential customers
If you want your ad to be shown to all relevant searches in a particular country, you can
simply select a country
If you would like to target a local area within a country, simply enter a city name or postal
code to search and select the area where you would like your ads to show
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Regional and Local Targeting
You can target ads so they appear only in locations of interest to you – your neighborhood, your service areas, your city or your state.
Select from pre-defined geographies
Countries
Regions
Cities
Define the area, customize the targeting
Within a defined radius Within defined borders
OR
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AdWords is Accountable
Monitor Your AdWords Performance
The AdWords interface lets you monitor the performance of each ad that you are running, as well as your overall performance
With AdWords, you always know how your ads—and marketing budget—are performing
Monitor Your AdWords Performance
The AdWords interface lets you monitor the performance of each ad that you are running, as well as your overall performance
With AdWords, you always know how your ads—and marketing budget—are performing
Case Study - Panasonic Online - Store
Yogesh Jedhe
Future – Latest Trends
Anil Rai
• Ad in Mobile Website • Ad in Mobile application, Growth of Free Apps• Social Ads – Facebook and other social networking• Specific Target Ads- Linkedin• Video Ads – Vdopia, Youtube• And much more ..
Trend Shift – from Traditional Browser to new media
Ad in Mobile Website
Mobile Application Ads
Facebook Ads
Linkedin Ads
Video Ads
Smart Phone Targeting
• High End Phones (iPhone, Android, etc.) that have Full Internet Browsers
• Ads show on Google Search results, Content Network, and relevant mobile apps.
• Turned on by default when creating a new campaign. Can turn off in the "Networks, Devices, and Extensions" section.
• Different than "mobile ad" ad type, which shows on WAP mobile phones.
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