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.

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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.

THANK YOU