Introduction to Search Engine Marketing /

Pay Per Click Marketing / Google Adwords

The plan for today

• Schedule of the SEM module @ Learning

Catalyst.

• Overview of search : India/World

• Basics of Adwords : Search and Content.

Position of Ads. Quality Score.

• Why PPC almost always makes sense for a lot

of business ?

• What separates the men from the boys ?

What is SEM

Also called PPC / Sponsored

Ads/ Adwords

Search is BIG globally and

also in India

Search Engines Market Share

Google’s finances

Never underestimate the power of search !

Search Engines (not=) Google

Global Search Engines

a.Googleb.Yahooc. Bingd.Baidue.Askf. Mivag.And more

Local Search Engines

a. Rediffb. Gurujic. Ask LailaAnd more

The basics of Google Adwords

1 2 3 4

Google.co.in Search Partners

Searching for you…

Helps drive traffic to the site when

your user is…

Browsing

How advertisers can do a campaign on

Adwords

Content Partners Content Partners

What is Google Advertising?

Your customers see your ad when they search

Your ad reaches users at the moment they demonstrate

interest

What is Google Advertising?Your customers see your ad when they surf Google Network properties

Google technology places your ad on the most relevant content pages

Google Content network: Categories

65,536

436

65,100

Animals

PetsArts Auto

BusinessComputers

ElectronicsEntertainment

Finance

Insurance Games Health

Industry Internet Lifestyle

Local News

& Events

Online

communities

Photo

VideoReal estate Reference

Science Shopping Society

Sports Telecom Travel

Blogs Other sites

Premium sites

Long tail

Placement targeting

Basic Definition: CPC

CPC: cost-per-click

• Click: The action a user takes to select your ad and be taken to your

website.

• Google charges the advertiser when a user clicks on your ad

The Destination Website

A sample AdWords ad

CPC was a huge shift from the

earlier impression driven

models and hence it was so

successful

One can get started a campaign in minutes…

Signup

Target customers by geography and language

Target Location

Create ad

Add Keywords

Review

And off you go !!

Is it that easy ? No

Benefits of AdWords

Benefits of AdWords

The primary benefits of AdWords include:

– Reach

– Cost

– Timing

– Flexibility

Reach : Google Reaches Global Markets

Sources: Measured by Media Metrix and NetRatings (September 2004); “2005 Web Globalization Report Card,” Byte Level Research (November 2004)

Your customerssearch Google in

over 100 languages

#1 search engine in 17 out of 20

countries measured

Reach customers around the world on one platform