Document(2)

© LocSea™ Software Development Private Limited, www.locsea.com

Google Adwords

By

LocSea Software Development Private Limited

www.LocSea.com

LocSea Faculty ProfileBalu, Co-Founder & CEOGoogle Adwords and YouTube Ads Certified ExpertGoogle Analytics, SEO & SMO ExpertAwareness Session in Pudhiya Thalaimurai TV InterviewEntrepreneurship and Training as passionFaculty Partner, MSME DI, Government of India (Trained 450+ Professionals)Trained 18 Employees in Infosys on Digital MarketingGuest Speaker, Vendor Development Program, MSME, CoimbatoreGuest Speaker, Export & Import Session, MSME, ChennaiAdvisory Member, IIMWAMember, TiEM.Sc. Comp Sci from Anna University Main Campus11 Years in Oracle India Private Limited6 Years in Internet Marketing

© LocSea™ Software Development Private Limited

Traffic (Paid)


My website is new and/orWe are yet to start SEO/SMO for our website and we know it is going to take months to rank high in Search Engines

How do we get traffic from Search Engines? Is there any alternate ways?

Traffic (Paid)


Google Adwords Marketing CampaignBing AdCenter Marketing Campaign

Facebook AdsTwitter AdsLinkedIn AdsYouTube Video Ads (From Adwords)

Ads in Google Search


Impressions

Clicks

CTR (Click Through Rate)

Let's Learn Some Terms


Google Search Network & Search Partners


Google Search

Google Maps

AOLAskCNNYahoo7+ more websites

Google Search(Country Specific)

Google Search - Domains


Text Ads

Banner Ads

Video Ads

Ads


1. Headline (25 Characters)2. Description Line 1 (35 Characters)3. Description Line 2 (35 Characters)4. Display URL (35 Characters)5. Destination URL (1024 Characters)

Ad Position

Google Ads Policy

Text Ads


SitelinksCall ExtensionLocation Extension

Ads Extensions


1. Mouthshut.com2. YouTube3. ehow.com4. gmail5. LocSea.com6. + many

Google Display Network


Banner Ads


1. Banner Dimensions

2. Banner Size

Banner Ads


Mobile WAP Ads320 x 50200 x 200250 x 250300 x 250

Max. file sizes 150 KBAcceptable file formats: .GIF, .JPG, .JPEG, .PNG

Banner Ads for Mobile


1. Video Ads Requirements

Basics of Pay Per Click Advertising – Video


1. In-Stream Video Ads

When you click on a video in you tube to watch, In-Stream Video Ad starts playing before the actual video and you will have an option to skip it after certain number of seconds.

2. In-Display Video Ads

As you watch a specific Video YouTube , In-Display Video Ad will be displayed on right side of the page as a suggestion.

3. In-Search Video Ads

As you search for specific keywords in YouTube search, In-Search Video Ad will be showed as an Ad above Search Results.

Analyzing a Website to create your first Marketing Campaign


In-Stream


In-Display


In-Search


Google Merchant Center: Application used to add your product data to Google and make it available via Google Shopping and Google Search

Tip


Approach:

1. Analyze your website as Business Owner & Customer

2. Implement your plan in Adwords by creating a Campaign

3. Manage your campaign in Adwords

Let's create our first Adwords Marketing Campaign


You will come up with better Campaign Structure after analyzing all these points:

1. How do I split-up my budget for many Product Categories? List the Product Categories for which you want to allocate your budget share and want to measure your ROI.

2. Do you have any seasonal products for which you want to allocate a budget? List.

3. Do you have best selling products? List those.

4. Who are your target customers (market)? List your customers B2B or B2C.

5. List your target location(s). Do you want to spend your budget for all locations?

6. What is the Aim of Creating this Website? Did you address all concerns?

7. Do you have any specific business hours and will that affect your online campaign?

8. Do you have any preference to target devices? For example, Mobile Devices.

1. Think as a Business Owner


1. If you go to a similar website as a customer, what do you look for? Make a list.

2. Products available in your website? As a customer, do you see any products missing?

(We are now going to collect Unique Selling Proposition for your Ads)

3. What is unique about your company? We are in business since 1975. List all.

4. What is unique about your website? Secured Payments, Free Shipping. List all.

5. What is unique about your Product? Offers, Sale, Guarantee, … specific to a product. List all.

(We are now going to collect Call To Action for your Ads)

6. Do you have answer to "What Next" in every page? For example, Add To Cart, Buy Now, Enquiry Now, Learn More,.. List all. Collect this detail for every specific products.

(Tracking)

8. Privacy Policy? Do you store my information? Do you track my activities?

2. Think as a Customer


What do we have now?

→ Strategy

---> Structuring and Budgeting Plan

---> Targeting Ideas

---> Unique Selling Proposition

---> Call To Action


1. Analyze current trends for your specific product / service

What Next?


1. www.google.com/trends

MSME Digital Marketing Training

Google Trends


http://www.google.com/trends

adwords.google.com

Let's Start Our Campaign


1. Landing Page Improvements

2. Ads, Keywords & Landing Page Relevancy (Adgroup Splitup)

3. CTR

4. Historical Performance

Quality Score


1. Ad Rank = Quality Score * Max CPC

Ad Rank: http://www.youtube.com/watch?v=MyBB5h20xoc

Ad Rank


http://www.youtube.com/watch?v=MyBB5h20xoc

CPC Calc: http://www.youtube.com/watch?v=RHQpYGJwnfk

CPC Calculation


http://www.youtube.com/watch?v=RHQpYGJwnfk

Adwords Editor


Easy editing


Thank You

Document(2)

Documents

Transcript of Document(2)