2. Intro
• Graduated with a B.Tech from IIT-G
• Started first company in fuel cells at CIIE, IIMA
• Pivoted to Power Data Analytics firm by end
of first year working with Tata Power and Reliance
Energy
• Exited in 2012
• Joined as Marketing head for an education
startup
• Left startup to join Google Large Customer Sales
5. Internet in India – Significant Mass &
Growing
Source: Comscore; Indian Census; IAMAI Reports
Indians across the country
are online
Internet users are from
tier 2/3 towns
Penetration in Urban India
150mn
51%30%
Mobile Internet Users in
India
87mn
6. 60%40%
Online Users – India’s core consuming class
Source: IAMAI Report
Of urban internet users
are SEC A/B
60%15-24
yrs, 37%
25-34
yrs, 38%
35-44
yrs, 16%
45-54
yrs, 6%
55+
yrs, 3%
Total Pop : 1.2B
Urban (12+) : 240M
Urban Internet : ~99M
SEC A/B (15-44): 50M
Women’s presence
online is increasing
Key consuming class is
already online
75% are
between 15-
34 years of
age
7. And their consumption of digital is
increasing at a phenomenal pace
Source: Google Internal Data
0
2
4
6
8
10
12
10x growth
in the last 5 years
0
50
100
150
200
250
300
250x growth in
the last 5 years
8. 60mn people will have
Smartphones in 2013
Source: Canalys Q3’12 APAC PC Client Forecast
22M
36M
58M
91M
134M
181M
2011 2012 2013 2014 2015 2016
9. Source: Google Internal Data
1 video played for
every 2.5 search queries
28% of all videos are being
consumed on mobile devices
10. The Many Faces of Marketing Online
• SEO
• Blogs
• Paid Reviews
• PR
• Search
• Display Banners
• Video
• Mobile
11. Paid Vs Free (Pros and Cons)
• Precise reach
(demographic, location, device)
• Efficient (more bang per buck)
• Leveraging different
mediums/devices instead of
sticking to just blog posts/articles
• Extended reach beyond organic
• It’s paid
• May sometimes lead to ad
blindness
• For some people, less convincing
than inbound content
• Only resources required are time
and effort
• Pays over multiple times
• In some cases, is more convincing
than paid marketing, hence a
better rate of qualified leads
• Very limited volumes
• Tougher and tougher for good
content to get heard
• Not targeted enough, spillover
issues
• Process largely not predictable
Free
ConsPros
Paid
12. Types of Marketing
• Awareness/Brand Building (Metrics:
Impressions, Reach, SEC A/B, GRP/CPRP;
Mediums: TV, Radio, OOH, Online Video)
• Strategic/Lead gen (Metrics: CPA, Conv
Volume, Quality of leads; Mediums:
Search, Print)
14. Anatomy of an online conversion
Impressions
Clicks/Site
traffic/Visitors
Sign-
ups/Conversions
Increase no. of impressions
- By increasing reach through broader targeting
- By higher budgets/bids
Increase no. of clicks (CTR)
- Through better/convincing/more relevant ad copy
- Showing more site entry points per ad or per impression
Increase sign-ups (conversion rate)
- Better landing page quality (design, social proof, free trial)
- Increasing site speed
- Reducing bounce rates by being relevant
16. Google Search – 3 pillars
Brand
• Low Volumes
• Best Conversion
rate (~2-10%)
Category
• Very high
volumes
• Average conv
rate (~0.5-1%)
Competition
• Medium
volumes
• Minimal conv
rates (~0.1-0.2%)
17. Ad Rank ∞ Q.S. X Max C.P.C.
CTR
Ad relevancy
LPQ
Conv Rate
Better position = better
CTRs
Top slots = 5-10x Side
slots
18. Three line: 40%
average CTR lift
One line: 17% average
CTR lift
Help customers navigate to your site faster, driving more volume at higher
conversion rates
Ad Sitelinks
Mobile: 30% average CTR lift
19. Diversify your messaging and direct customers to the most relevant online
destinations
Ad Sitelinks
Give customers a choice of
offers
(demos, whitepapers, videos, tr
ials) to align with their stage in
the purchase process
Help customers self-
identify business size or
industry
20. An easy, scalable and convenient way for advertisers to display their
products to interested customers on Google.com
Product Listing Ads
• Can be up 5 PLAs on the top ad slot and up to 8
in the right hand ad slot
• PLAs display a product
title, price, image, merchant and promo
messages (optional)
Top Right
21. Social Extensions
• Social extensions link your Google+ page to your ads to combine +1’s
and follows from your ads, searches, Google+ page, and homepage
• Extensions available for search and display ads
5-10%
avg. search ad CTR uplift
Source: Google Internal Data, March 2012
“Socialize” your ads and harness the power of personal recommendations by
connecting your Google+ Page with search ads
22. Dynamic Search Ads
Drive incremental site traffic without building long lists of keywords
AdWords for Video
adwords.google.com/video
Want to grow your business?
Create your ad campaign today!
Headline dynamically
generated
Ad template written by you
• Instead of choosing keywords, ads and landing pages, advertisers develop an ad
template and a max CPC bid, and their sites are crawled and indexed using similar
technologies to Google natural search
• When a relevant search occurs, Google dynamically generates an ad with a headline
based on the query, and the text based on your most relevant landing page
23. Remarketing for Search Ads
Ads are mocks used for examples purposes only
Optimize search ads based on customers’ past site behavior
Create a list of users who visit your
site by inserting a few lines of code
onto key pages, that will create
lists of users who visit these pages.
Click Collect Customize
Step 1 Step 2 Step 3
Remarket to users who visited the
Google Jobs site when they later
perform relevant searches on
Google.com.
Apply a user list to a Google search
ad group to restrict traffic to only
that list of users. When they search
on Google.com, serve an ad with a
customized message
24. Remarketing for Search Ads
Segment your messaging based on a searcher’s previous actions
How it works
Pixel placed on your site
(or Google Tag Mgr – see Appendix)
“Audience” list
of visitors
RLSA
Targeted AdWords
search campaigns
Targeted GDN ads
25. Remarketing for Search Ads
Ads are mocks used for examples purposes only
Segment your messaging based on a searcher’s previous actions
IT Decision
Maker
Business analytics1
SAS Business Analytics
www.sas.com/analytics
Deliver Actionable Insights. Download
Whitepaper Today to Learn More!
Business analytics
SAS Analytics Demo
www.sas.com/analytics
Watch a Demonstration of SAS
Business Analytics Solution in Action!
Key Benefits:
Expand your reach, improve targeting, enhance performance and avoid duplicative ads
Business analytics2 Business analytics
26. Remarketing for Search Ads
Optimize search ads based on customers’ past site behavior
Remarketing for Search Ads enables advertiser to adjust their
based on whether a customer has previously visited a specific page
Bids
Creatives Keywords
Keyword 2
Keyword 1
Keyword 3
29. Help customers find your locations with an ad extension that shows your
businesses as a blue pin directly within a map on Google.com
Location Extensions
Mobile Example Format
Desktop Example Format
30. Airport Targeting
Target customers in transit at specific airports
• Over 350 airports available to target
• Available for search and display ads
across desktop, tablet and mobile phone
31. Mobile Conversion Strategies
Generate leads with
Communication Ads
Showcase inventory
with Product Listing
Ads
Direct customers to
specific pages
with Sitelinks
32. “AdMob CPC” app targeting
Reach Them Leveraging Existing Ad
Units
Tablets use most of the standard IAB ad units
including 300x250, 468x60, 728x90, and can
be text based or image
Run banner ads across the AdMob app network to drive traffic and
engagement
Reach Them Where They Are
For every 5 minutes spent on a mobile device, 4 of them
are spent in apps
Source: ComScore
Source: ThinkB2B Google/Compete Tech B2B Study, 2010
Reach C-Level Executives
The C-Suite averages 4+ devices; compared to all other executives who average 2.28
33. Click to Call Ad Formats
Connect with customers directly over the phone, making it easy for customers
to reach you
Display Text Landing Page Search Ad
34. Click to Call for Mobile
Show a clickable phone number and url, making it easy for customers to
reach you
Search In App
Reach customers
who want to call
your business
when searching or
when in an app
35. Drive Digital Downloads with Google
Elevator Pitch
Key Products to Use
• 70% of Android & iOS users spend an average of 81 min a day using apps*
• Reach high-intent consumers who are searching for your business or browsing the
mobile web and using apps
• Click-to-download ads allow users to click through to the app market to download your
app or digital product. Works across Search & GDN
• App Extensions allow users to click through to your website from the ad headline or to
the app market via an ad extension to download your app
Drive downloads or sales of digital goods such as apps, books, music, and movies
Best Practices
• Use AdWords Conversion Tracking to track app downloads resulting from your ads
• Reach the right audience with granular mobile-specific targeting: OS, OS version, device,
carriers and specific apps
• Track and optimize ROI across keywords and placements
Source: comScore, Alexa and Flurry Analytics, 2011
36. Mobile Remarketing
Click & App Remarketing enables advertisers to reengage customers
Customer clicks your ad
and performs x
Retarget for additional
desired action
Automatically
generate
retargeting lists
Customer installs and
opens your app
Remarket for
in-app
activity
Automatically
generate
remarketing lists
Click Remarketing
App Remarketing
39. Reach the right person at the right
time in the right place
Interest Categories:
Show ads based on
inferred interests &
demographics
Geography:
Show ads on based on
city or state
Placements:
Show ads on websites that
you select
Keywords:
Precisely match
messaging to page
content
Topics:
Show ads on sites that
cater to specific topics
Remarketing:
Show ads to those who
previously expressed
interest
40. The art of brand building meets the
science of performance marketing
Control
Reach the perfect
audience
Targeting
Use multiple
formats to tell your
brand’s story
Creative
Receive real-time
reports capturing
user feedback
Measurement
Bid and pay
only for user
engagement
Bidding
41. Google Display Network Can Target
Both Content & Audience
Placement Targeting
Topic Targeting
Remarketing
Interest Category
Marketing
Target Content Target Audience
AwarenessDemandGeneration
Keyword Contextual
Targeting
42. • Ads are served on premium and long-tail sites you hand pick
• Example Placements:
Forbes.com, allbusiness.com, nytimes.com, businessinsider.com
Hand select the sites where your ads will show
Placement Targeting
43. Target ads based on categories of interest to your customers
Topic Targeting
Enterprise
Technology
1Alternative to selecting individual sites
Data
Management
Networking
2 Over 1750 Topics
44. • Google uses keywords and themes to
find the right placements, showing your
ads on pages that are the most suitable
match for your message
• Leverage search keyword to build
comprehensive targeting lists based on
advertiser defined themes
Target ads to consumers based on the content they’re reading
Keyword Contextual Targeting
45. Interest Category Targeting
500M+
daily global
internet users
1000+
interest
categories
All Ad
Formats
including
text
100s of
Billions
impressions
monthly
It’s Big It’s Intelligent
Types of sites
Frequency of visits
Recent visits
Pricing
Real-time auction
No added cost for audience
data
46. Reach those who have previously visited related sites
Interest Category Targeting
Suggested Interest Categories:
• Data Management
• Enterprise Technology
• Business Operations – Management
• Business and Productivity Software
47. 500Musers served hundreds
of billions of impressions
every month
Instantly
Re-engage
lost customers
84%of people on a typical
remarketing list
And At ScaleReach Them QuicklyReach More Users…
97% of new site visitors don’t convert on the first visit to your
site
Remarketing
48. Remarketing
Advantages
Reach, Frequency, Diversity
Pricing, Transparency, Control Google Remarketing:
A Complete Solution
to Find Your Customers
Performance Levers
Auto Optimization
Dynamic Creative
Similar Users
Custom Combinations
Share of Users
List Splitting
Audience Intelligence
Audience Composition Reports
Share of Users
Real Time Enhancements
Real Time Lists
Real Time Bidding
Real Time Optimizations
50. 80%60%40%20% 100%0
Female
Male
Total Internet
YouTube
YouTube Demographics in India
80%60%40%20% 100%0
55+
45-54
35-44
25-34
15-24
Gender
Persons -Age
YouTube in India
YouTube India
Total Unique
Visitors per Month
42 Million
Total videos views
every month
2.1 Billion
Average Daily
Visitors per Month
5.2 Million
Average Minutes
per visit
13.6 minutes
Average visits per
visitor per month
6.5
% Reach 54%
% SEC AB 70%
Source: YouTube Internal Data, ComScore
Total Internet
YouTube
YouTube: Fast becoming the global video destination
52. TrueView Product Suite
Efficiently ignite video views with cost per view media where customers have
a choice whether to view the video
TrueView
IN-DISPLAY
Users choose to view or skip
your In Stream ad
Users choose to view your ad
out of three ads shown
Users choose to click through to
view your video while searching
on YouTube
Users choose to view your
video while on relevant sites
across the web
53. TrueView In-Stream
Give potential customers a choice when and how they view your message
with this skippable video ad
• Before their selected video
play, viewers see a video ad for 5
seconds and then can choose to
skip or continue watching the ad
• Advertisers are charged only
when viewers watch 30 seconds
of the ad and/or watch the entire
ad
• Targeting options:
Keyword, Category, Placement, D
emographic and Interest-based
(IBA)
54. TrueView In-Search
Promote videos against relevant search results to reach customers who are
searching for related videos
• Ad appears above YouTube
organic search results
• Advertisers only pay when
people click the ad and begin
watching the video
• Targeting options: Keyword
(incl. language and geographic)
• Bonus Call to Action ads can
appear in watched video ads
55. TrueView In-Slate
Give potential customers a choice when and how they view your message
with this skippable video ad
• Before video plays, viewers
choose either to watch an ad
from one of three different
advertisers, or to see regular
commercial breaks during the
video
• Advertisers are charged only
when viewers watch their ads
• Targeting options:
Keyword, Category, Placement,
Demographic and Interest-
based (IBA)
56. TrueView In-Display
Target relevant video Watch Pages to capture the attention of an already-
engaged audience
• Ads appear on the YouTube
Watch page where viewers are
already watching videos
• Advertisers only pay when
people click the ad and begin
watching the video
• Targeting options:
Keyword, Category, Placement,
Demographic, and Interest-
based (IBA)
