PowerPoint Presentation

PAID SEARCH

What Is It?

Why Use it?

What Are the Advantages?

? Paid Search ?? ? PPC ?? Pay Per Click ?? ? SEM ??? CTR ?? ? CPC ? ? CPM ??? CPA ?? ?? QS ??

*Web Search HistoryIn 1993, early web robots (spiders) were built to collect URLs:WandererALIWEB (Archie-Like Index of the WEB)WWW Worm (indexed URLs 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.

*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.

*Web Search Recent HistoryIn 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.

*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

*SearchImpressionClickPurchaseSEARCH PROCESS

Most Important Search Engines

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15.3

13.8

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Google66.4

Bing15.3

Yahoo13.8

Ask3

AOL1.5

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NaturalPaidPaid

paid search

Google Adwords BasicsGoogle'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 BasicsYahoo!'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 BasicsMicrosoft'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 OptimizationVijayLaxmi

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 CodeInternal Link StructureLink Popularity / RelevanceKey FactorsContent Relevance

Where are the Organic Results?

OrganicPay 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, 2006Organic Clicks vs Paid Clicks

Industry Research: Organic SEO is the most popular form of SEMOrganic 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 dont 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 months results) to identify trends and help guide additional adjustments.

Technical SEOComprehensive Website Analysis Keyword Research and Analysis. Baseline Ranking report. Competitive analysis in Search Engines. Content Analysis & SEO Copywriting. Analysis of URL structure & information architecture. Analysis of internal linking. Analysis of source code and page layout. Code validation. Search Engine Saturation.Link Popularity Analysis. Link Relevancy & Co-Citation Analysis (Topical Relevancy).

Page TitleAlt-TagsLink Title TagsSite-Side OptimizationTechnical SEO - Example of Page ElementsAnchor TextNavigation

Technical SEO - Source CodeTitle TagJavascriptMeta data

*Paid SearchShailesh Pachori

*AdWords Start PageStep 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

*Choose Your EditionStep 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

*What if I Dont 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.

*Select Your Ad Location and LanguageStep 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

*Write Your AdStep 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 dont 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 writers block, theres a tool that can provide you with ad copy ideas; simply click the Give me ideas tab and follow the simple instructions

*Choose Your KeywordsStep 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 youd 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

*Set Your Budget and Choose a CurrencyStep 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

*Create an AccountStep 7: Set Up Your Account

If you already have an account with any of Googles 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

*Enter Your Billing InformationSelect a form of payment

You can use direct debit or credit card

*Relevant Keywords:Accurately reflect products/services being offeredMatch what your audience is looking forTarget the audience without being too generalHow do I Choose Good Keywords?

*Keyword Match TypesAds are continuously matched to Internet users interests based on your keywordsUse keyword match types to your advantageBroad MatchPhrase MatchExact MatchNegative keywordAds are placed as buying decisions are made

The Result: Businesses reach their audience at the right time, with the right message

*Broad Match ExampleFor the broad-matched keyword used bookused book dealer buy used bookused and rare bookused book for saleCheap used bookAd can appear for any of these queries

*What are Negative Keywords?Negative Match: -cheapKeyword: used bookPrevent ads from appearing on irrelevant search queriesEliminate unwanted impressions

*petsbuy dog foodbuy cheap dog food online nowPurina dog chowvetdogscanned dog mealsdog food recipesChoosing the Right Keywords Selling Dogfood

*Controlling CostsNo minimum spendYou choose your own maximum daily spending limit (daily budget)Choose how much you want to spend per click for every keywordPay Google for users who click on your adConversion tracking = real-time return-on-investment data

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