s kumar google adwords
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This document provides an overview of search engine marketing and Google AdWords. It covers the key aspects of Google AdWords including how to get ads listed, keyword tools, pricing plans, and common objections. The goal is to help trainees understand search engine optimization, how Google works, and how to use AdWords to reach customers and generate leads through targeted advertising on Google's search network.
s kumar google adwords
- 1. December 2013 Version 2.0
- 2. Training Objective By the end of the session you will understand • Google – Search Engine • 3 R’s of Google • Search and Results • Get a ad listed on page • Common Glossary • Keyword Suggestion Tool • Search Engine Optimization • FAB – Ad Word • Price Plan • Search Engine Optimization • Common Objections while selling
- 3. Where Are We Today… Today Digital Marketing Non-Digital Marketing 1998 2013 2020
- 4. • Search Engine Share of 97% in India and 70% Globally • More than 1.2 billion people searches on Google in a month • People spend more than $150 million per day on Google (Rs 825,00,00,000) • Complete flexibility to whom to show ads , at what time, what message on which device • Decide whom to show your ads • Only pay when user clicks • Complete transparency in reporting Why Google
- 5. Reach - Google Search
- 6. Targeted Ad Higher CTR Good User Experience More Qualified Leads Higher Conversion Reach - Google Search with Focus
- 7. ROI - In Metrics and Reporting Value Received from Advertising Cost of Advertising
- 8. 8 Google is the Connection Business
- 10. How do we search Search Brand Search Product Search Service Search
- 11. You Are Searched By Your Traits
- 12. Google Knows It All The words typed by customers are searched as “AND” and “OR” combination. Search Waiter ServerNurse and ICU
- 13. Google Search – SEM & SEO
- 14. SEM
- 15. What is Ad Word Google Ad Word is a advertising product and main source revenue product of Google. They are short text advertisements, consisting of one headline of 25 characters and two additional text lines of 35 characters each.
- 16. Advertising options • Google Search • Display • YouTube • Remarketing
- 17. Everyone wants to be in First Position
- 18. The Auction - Formula
- 19. Max Cost Per Click - You can control
- 20. Quality Score: Made up of several factors
- 21. Glossary of Google Ad Words Ad Auction Ad Ranking/Positioning AdSense Banner Campaign Click Click Through Rate (CTR) Conversion Conversion Page Conversion Rate Cost-Per-Click (CPC) Cost-Per-Click (CPC) Bid Average Cost-Per-Click (Avg. CPC) Cost-Per-Thousand Impressions (CPM) Daily Budget Display Ad Impression Keyword Keyword Tool Landing Page Maximum Cost Per Click / Max CPC Negative Keyword Organic Search Positions Quality Score Recommended Daily Budget Relevance Return on Investment
- 22. Display Planner Display Planner is a AdWords tool that you can use to plan your Display Network ad campaigns. You should know the following to create a Display advertisement. To get Ideas to help you get started To get Impression estimates and historical costs to guide your decisions To share your advertisement plan with clients or colleague. Use Display Planner The Interest of Your Audience Your Landing Page
- 23. Display Planner
- 24. Display Planner
- 25. Keyword Planner
- 26. Keyword Planner
- 27. Hands On Practice Create a AdWords Account Practice Display Planner Practice Keyword Planner
- 28. AD WORD FEATURES Reach people at the precise moment they’re searching for what you offer See what's working in your ad and build on it. Keyword Tool to know Relevant keyword to generate lead Control your budget A revenue generating tool with high Return on Investment. Detailed Analysis Report of your ad. Target a Focused Audience for your product. Minimum day Budget can be Rupees 100 a day.
- 29. ADWORD ADVANTAGE > Your ad is displayed to people who are already searching for the kinds of products and services you offer. > The Google Display Network (GDN) alone reaches 80% of Internet users. Reach > Use Ad Words tools to edit and improve your ad. > Increase the number of potential customers who contact your business. What Went Well > You can choose where your ad appears -- on which specific websites > You have the Flexibility to show ads on the basis of user search Targeted Audience
- 30. ADWORD ADVANTAGE > You will not be charged when your ad appears. > With cost-per-click (CPC) bidding, you’re charged only when someone clicks your ad. Budget Control > Return is Directly Proportional to Investment. > A conversion of 10% customers can ensure profit and cost recovery. Return on Investment > View report of how your ad is doing > See new customers connect to your business from your ad, where do they come from. Analysis Report
- 31. ADWORD BENEFITS Brand Building Easy and fast creation & Implementation Pay only for Clicks Bid for Placement Set Maximum cost per day as per the budget Stop or pause campaign at any time
- 32. Ad Words Advertisement specifications • Display URL (35 character limit) • Ad Text (35 character limit) • Ad Title (25 character limit)
- 33. Example of Ad Words Advertisement
- 34. Price and Plans
- 35. Package Offering Normal Pack Guaranteed Pack Number of clicks not guaranteed Number of clicks guaranteed Can be sold to anyone Can be sold to lot of categories but not all Can be sold to anyone advertising anywhere in world Can be sold only to advertisers whose location is within India Will have complete transparency No transparency Reporting will have keywords, Avg CPC, Avg Position, Amount Spend Reporting will only have keywords and clicks Can have access to account Cannot have access to his account No minimum or maximum tenure for contract Contract can only be for 3 months No slabs for spends Have to follow slab shared by team Complete control of keywords We will decide keywords based on his category Can help in targeting certain ad positions, and help in showing ads to clients No such option available
- 36. Rate Card Google Spending Management Fee Service Tax 3450 - 4999 40% On Management Fees 5K - 9999 30% 10K - 19999 25% 20K - 49,999 20% 50K - 1 Lac 15% 1 Lac + 10%
- 37. Fusion Pack Fusion Pack Bronze Pack – FB+Google Silver Pack – FB +Google Gold Pack – FB +Google ERP CODE FB+Google Bronze FB+Google Silver FB+Google Gold Fitst Month 6,000 9,000 12,000 2nd Month onwards 4,500 6,000 9,000 Deliverables FB Page Yes Yes Yes Ad words Worth (per month) 2000 3000 4000 FB Likes (per month) 100 175 250 Daily Post Yes Yes Yes Contract Period 12 Months 12 Months 12 Months Can be terminated With One Month’s Notice With One Month’s Notice With One Month’s Notice
- 38. SEO
- 39. SEO - Introduction Search Engine Optimization is Process to optimize web pages of a site on various search terms to get it on Top Position in search engines (Google, Yahoo, Bing etc..)
- 40. 43August 2013 Version 1.0 SEO - SMEs need it Why do SMEs need it Increased Accessibility & Audience Marketing is on 24x7x365 Basis Inexpensive Mode of Marketing Brand Search Visibility
- 41. Generally it Takes up to 45 Days (Listing on Search Engines) and can be searched by company names When will I See the Result Listing of the Keywords in First Page will takes 3-4 Months depending upon number searches / competitions of keywords time frame will increase 44August 2013 Version 1.0 SEO - Result
- 42. Objections • My Ads are not showing • Can I guarantee you certain positions • Can you keep my CPC constant • What will be the exact CPC • I cannot advertise in print or TV can I advertise in Google • My keyword is “make my trip” but ad is not appearing? • I have two sites with same product and want to run Ad Words in Google • Can I track conversions • I want to do Barter on Google Ad Words • I am getting clicks but no enquiries • I have only given 3 keywords but AdWords team has added 20 more Reference: Objection Handling Document
- 43. Check Your Understanding • What is Google Ad Word? • What is Search Engine Marketing? • How do you calculate the Quality Score? • What are the benefits of Google Ad Word? • What are the charges of Google Ad Word?
- 44. Summary Today you have learned about • Google – Search Engine • 3 R’s of Google • Search and Results • Get a ad listed on page • Common Glossary • Keyword Suggestion Tool • Search Engine Optimization • FAB – Ad Word • Price Plan • Search Engine Optimization • Common Objections while selling
- 45. December 2013 Version 2.0