• 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

Benefits of AdWords: Benefits of AdWords: Cost

Benefits of AdWords: Timing

• Ads are continuously matched to Internet users’ interests

• Ads are placed as buying decisions are made

The Result:

• You reach your audience at the right time, with the right message

Timing

• See your ads on Google quickly

• Optimize and change your ads continually to increase ROI

• Target multiple locations and languages

Flexibility

Hence PPC almost always

makes sense for a lot of

businesses

B2C, B2B

Finance, Stock Trading, Software

Start-ups, SME, Corporate, Non-profits

Concept 1 : Search & Content Targeting

In Search, the actual keyword in the campaign

is matched with the search query.

In Content, the sites are chosen based on the

theme of the keywords.

Concept 2 : Position of ad

Position of ad = Function (Max CPC, Quality

Score). The higher the product, the better is

the ad position.

Quality score is what makes the platform a

great choice for SME’s who may not have

deep pockets.

What aspects would make you

a winner in SEM today

Going beyond traditional SEM

(1) The more important skill is in campaign

planning, keyword research and keyword

bidding

And that comes from your marketing

background or insights

And in getting the intent-keyword-ad-landing

page sync perfect

Which involves a lot of tracking and

campaign analytics…which drives away

MBA’s typically

SEM campaign managers are the heaviest

users of web analytics packages

Some examples of our journey in

getting the intent-keyword-ad-

landing page sync right

(2) Google Mobile should not be

missed

20% of the searches are originating

from Mobile phone in India. We

should not miss this

Google Search Ads for MobileAds on Google mobile search results

Search Ads on Partner SitesAds on searchpartner results

Contextual Targeting for MobileGoogle Ad Sense for Mobile Content

Mobile ads: Google and Partner Sites

(3) You-Tube should be

leveraged for relevant

categories

(4) Other PPC platforms

LinkedIn targeting: Target profiles,

designations, industries, workplaces

Facebook: Target by age, demography, likes,

interests.

Basic skills required for

managing SEM campaigns

Basic Skills required

• Strong in numerical and verbal These are the 'Math' and the 'English' section in the typical aptitude tests. Verbal because one needs to constantly think of the words which represent the intent of the consumer.Numeric because one would needs to constantly evaluate the ROI

of potential alternatives.Bidding is the name of the game.

• Marketing bent of mindYou would be given a target audience and then its your job to find out the kind of

sites he would visit, the search terms he would use, etc….Basically what a person does online.

• Advanced Usage of Office tools, most importantly ExcelYou would need to pull meaningful trends out of various sets of data that can be used to construct reports for internal teams or external clients.

•Any MBA degree (better if it has a marketing slant to it) can be a good leverage here. Not just marketing, anything to do with human psychology also for example would be a good fit.

Basic skills required

At the end of the day, you are accountable for the

profits of your campaign.

So that 'owning up' and the 'buck stops with me' spirit has to be there.

For the MBA aspirants

• If you are looking to get experience before pursuing a MBA (Marketing) kind of degree, a SEM profile job is ideal. Where else would you get real-time feedback on how brands respond to marketing tactics. And you can make changes and see the results for yourself !

• In fact, you may decide not doing a MBA degree at all