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As a Marketer, Your Objectives are Manifold
AwarenessCreate awareness EducationCreate interest throughinformation
ImageMaintain brand
Direct responseCycle of trial, purchase, and repeat
Television
Radio
Direct mail& response
Outdoor
Search
Marketing
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The Google Network
Google: #1 U.S.
search engine:
Search partners:
Thousands of
Content partners:
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Connect withConsumers When They
Search
with Google‘s
Search Solutions
Connect withConsumers When TheyResearch
with Google‘s
Content Network
Connect withConsumers When They
Pursue Interests
with Google‘s
Site Targeting
Reach customers via three advertising touch points:
Reaching Customers Online
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Why Search Engine Marketing?
85% of all traffic on the internet is referred from asearch engine.
90% of all users don‘t look past the first 30 results (most
only view top 10)
Many websites aren‘t even indexed, most are poorly
optimized and get very little traffic from the searchengines.
Cost-effective advertising.
Clear and measurable ROI.
Operates under this assumption:
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Imagine Your Business on Google
Your BusinessImagine your business here right when auser is searching for what you offer
www.YourBusiness.com
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Google Search Results
Search Query:‗flowers‘
GoogleSearch Results
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Google AdWords Ads
AdWords Ads
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Keyword Advertising
• Targeted advertising
• Better advertiser ROI thanuntargeted ads
• Improved user experience
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AdWords for Content - AdSense
Reaches millions of users as they read content online
Google scans a page,
interprets its content and
serves relevant ads
Recipe for Roasted
Garlic Pasta Sauce
Relevant ads
Targeted in real-time
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Choose Your Edition
Step 2: Choose Your Edition
For this presentation we will
walk you through the StarterEdition sign-up process
Starter Edition has a simplifiedsign-up and set-up process for
new AdWords advertisers
You will have simplified
keyword selection, ad copywriting, and campaign/local
targeting
You can always graduate to the
Standard Edit ion at any tim e
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What if I Don‘t Have a Web Page?
Hosted business pages are informational sites that new AdWordsadvertisers 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 toset up.
With AdWords and hosted business pages, you'll be able to reachpotential customers with a few quick and easy steps.
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Choose Your Keywords
Step 5: Choose Your Keywords
Keywords are what your prospective customers are typinginto the search bar to find your products and services,
such as―real estate, 91311‖
In this step, you can enter as many keywords and keyphrases 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 andkeywords 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 foryour ad
AdWords will show your ad as often as possiblewithin the budget guidelines you set
You can select one of the preset budget amounts orinput your own monthly budget amount in the box
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Enter Your Billing Information
Select a form of payment
You can use direct debit or credit card
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Targeted
Ad
Higher
ClickthroughRates
More Qualified
Leads
Better
Conversions
Good User
Experience
How do I create an effective AdWords campaign?
Relevance is the key to a successful AdWords campaign
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Keyword Match Types
Ads 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 theright 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 appearfor any of these
queries
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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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Source: OneStat.com – July 2006
Choosing the Right Keywords
Average US Search Phrase Length
6%
6%
12%
20%
22%
29%
3%
0% 10% 20% 30%
7 word phrases
6 word phrases
1 word phrases
5 word phrases
4 word phrases
3 word phrases
2 word phrases
94% of people in the US search with multi-word phrases
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• Ad text distinguishes you from the competition
• Communication, appearance, and style are important
• Be persuasive and informative
• First thing the user sees
How do I write an effective ad?
K d i Ad T
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Keywords in Ad Text
figurinesCollector Dolls 40% OffThe Anastasia Collection -Porcelain Dolls, Doll Stands, & Morewww.AdWordsExample.com
Discount FigurinesUnique Collectibles, Gift Ideas,Figurines & Miniatures. Buy Online!www.AdWordsExample.com
Catch your customer‘s eye by making sure your
headlines match the keywords.
Matching terms show up in boldtext on the Google results page.
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Send Chocolate GiftsSave 10% on all chocolate orders.Free shipping over $50.
Differentiate Products or Services
Save 50%
$10 Off
Seasonal Sales
Free Shipping
Free White Paper
Ad ti b L ti
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New York Advertising
Location in ad text can increase performance
• Attracts attention of local users
• Non-local users will not click on ad
Advertise by Location
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Use multiple ads to test messages and see which on works best
Including Multiple Ads
C t lli C t
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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
U i B d t
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Using Budgets
With AdWords, you can set your advertising budget towhatever you desire. Simply enter a monthly budget
amount into the box in the ―Budget‖ section
For more control, you can even decide how much eachcustomer lead (click) is worth to you. You can set your
maximum cost-per-click to any amount you desire, suchas $0.10
If you‘re unsure, Google could help optimize yourbudget based on the keywords you choose; simply
check the ―Google should set my bids…‖ box
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AdWords is Accountable
Monitor Your AdWords Performance
The AdWords interface lets you monitor the performance of each adthat you are running, as well as your overall performance
With AdWords, you always know how your ads—and marketingbudget—are performing
SEM Implementation
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SEM Implementation
1.Search Engine
Optimization (SEO)
2.Search Engine Marketing
(SEM)
Search Engine Optimization
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Search Engine Optimization
Search engine optimization (SEO) is the art andscience of publishing and marketing information that
ranks well for valuable keywords in search engines.
Search Engine Optimization
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Search Engine Optimization
• Keyword Analysis/Reporting• Link Building
• Site Optimization• Content Writing• Sitemap Submission
1.First and the last stage of our SEO cycle.We will analyze target website, it‘s competitor's websites and the leadingwebsites in it‘s industry.
2.Single most important factor to get any website ranked higher on the searchengines.Inbound links will help the Search Engines determine how popular yourwebsite is.
4.Fresh new website articles will help your website expand and appear on moresearch phrases.New informative relevant articles will also encourage other websites to link to targetwebsite
3.Optimize target website so the search engines can easily traverse your wholewebsite and establish which keywords should rank highly for.5.Submit the new pages to Google & the other Search Engines
What Does a (good) SEO Do?
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What Does a (good) SEO Do?
Researches desirable keywords and search phrases
(Wordtracker, Overture, Google AdWords)Identifies search phrases to target (should be relevant to
business/market, obtainable and profitable)
―Cleans‖ and optimizes a website‘s HTML code for
appropriate keyword density, title tag optimization, internallinking structure, headings and subheadings, etc.
Helps in writing copy to appeal to both search engines andactual website visitors
Studies competitors (competing websites) and searchengines
Implements a quality link building campaign
Pushes for more content!
Monitors rankings for targeted search terms
STEPS in Pay Per Click SEM
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STEPS in Pay Per Click SEM
Bid on relevant keywords
Advertising enginedisplays your text adon their results page ornetwork of web sites
You only pay whenpeople click
Pay Per Click SEM
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Pay Per Click SEM
PPC ads appear as ―sponsored listings‖
Companies bid on price they are willing to pay ―per
click‖
Typically have very good tracking tools andstatistics
Ability to control ad text
PPC vs ―Organic‖ SEO
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PPC vs. Organic SEO
Pay-Per-Click ―Organic‖ SEO
• results in 1-2 days
• easier for a novice or one withoutmuch knowledge of SEO
• ability to turn on and off at anymoment
• generally more costly per visitor andper conversion
• fewer impressions and exposure
• easy to compete in highlycompetitive market space (but it willcost you)
•ability to target ―local‖ markets
• better for short-term and high-margincampaigns
• results take 2 weeks to 4 months
• requires ongoing learning andexperience to reap results
• very difficult to control flow of traffic• generally more cost-effective, doesn‘t
penalize for more traffic
• SERPs are more popular thansponsored ads
• very difficult to compete in highlycompetitive market space
• more difficult to target local markets
• better for long-term and lower margincampaigns
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