The document discusses using Google advertising concepts like search targeting and contextual targeting to reach customers. Search targeting involves serving ads targeted around keywords when users search for terms related to a business. Contextual targeting involves showing ads on relevant websites through Google's content network. The document recommends leveraging the search and content networks to build brand awareness, improve ad placements, and increase ROI and profitability. It provides steps for getting started with a Google advertising campaign, including planning, building the campaign, activation, and evaluating results.
4. Search Marketing
Target clients when they are searching for you.
Search
Targeting
Cost Per Click
Text only
Use Search
• Serve ads targeted specifically around a
chosen set of keywords e.g. “Hotels in
Bangalore”
• ROI based advertising - Pay only for clicks
• Ranks ads based on a combination of both
relevance and bid price
• Ads displayed on the Google page as
sponsored links next to natural search
results
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5. Evolving an Online Sales Strategy
Search is “Pull” Advertising…..
User types in a search query on
Google Search
The text ad is displayed on Google search results
page under “Sponsored Links”
User clicks
on the ad
and is
brought to
the
relevant
landing
page
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6. Contextual Targeting
Target clients when they research services you offer.
Use Google’s Content Network
• Reach 30,000 sites
• Ads shown only on relevant websites
• 67% Reach of Internet Users
Content
Contextual
Targeting
• Single buy in – reaching the 30k sites is as
easy as checking a box!
• Delivered in a number of formats – text,
image and video
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7. Keyword Targeting
Reach your Target Audiences as they Read Online
1. Keyword-targeted campaigns
which run as content relevant
to your offerings is published online
Your Ads
CPC bidding
Text or Animated Image ads
Targets to content on web pages
Block Unwanted Sites
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G
oo
8. Serve ads on 3rd Party sites with the Google Content
Network
So how does it work?.......
Source: Custom Analysis by comScore Network, October 2007
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9. How does it work ?
Page Analysis
1 Scan the page
2Analyze the page
Machine learning technology turns
keywords into targetable concepts
and categories
Keywords
Flats, buy properties, real estate in India
Concepts
Real Estate
Categories
Real Estate
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10. Managing your Internet Campaign
Track the ROI
• Bid for and Pay For Visitor / “Click” appropriately
• Hence, every lead is cost-effective!
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11. Summary: What does this mean for my business?
Leverage the power of network
• Search Network
Millions searches happen every day
your target audience is looking for you
• Content Network
Serve your message directly on 1000s of Websites
Portals and blogs.
Build brand equity
• Improve awareness
Cost effective branding solution to raise the overall
profile of your organization.
• Improve ad placements
Use search and content network to increase visibility
and help drive clicks to your sites.
Increase ROI and profitability
• Targeted advertising
Promote your services and products when
Customers are looking for your services.
• Ease of use
Reaching customers all around the world is as easy
as checking a box!
Promote Multiples Services.
• Target users abroad
Geo-target users – Target users abroad, convert on
Your website.
• Control the user experience
Take users directly to the relevant section on your
website
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13. Getting Started - Next Steps!
•
Confirmation of your account
o
•
Planning your account
o
•
Generating keyword lists, Adtexts, campaign
structure
Activation of your campaign
o
•
Determining the precise objectives of your
campaign
Building your campaign
o
•
Acceptance of terms and conditions and funding
your account
Going live online
Evaluating the results
o
Use the tools available to track the results
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