Paid Search

Download Paid Search

Post on 21-Oct-2014




0 download

Embed Size (px)


1:Introduction - Traditional Search (how pages in web can be searched, what are issues of Traditional Search, what was company doing when paid search not there, what happened next, What is Paid Search - basics, some gyan on history) 2: Introduction of Paid Search - (business size of paid search, Benefits of Paid search, few example, screens, trust by company/users ) 3: Case Study/Success story of paid search ( case about few companies, how it was doing, how its sales benefited after paid search) 4: Technology in Paid Search ( Technology in paid search, How it works, auction mechanism, Layers in Internet, fake click) 5: Future : ( Latest trends in Paid search, mobile ads, app stores)


<p>PowerPoint Presentation</p> <p>PAID SEARCH</p> <p>What Is It?</p> <p>Why Use it?</p> <p>What Are the Advantages?</p> <p>? Paid Search ?? ? PPC ?? Pay Per Click ?? ? SEM ??? CTR ?? ? CPC ? ? CPM ??? CPA ?? ?? QS ??</p> <p>*Web Search HistoryIn 1993, early web robots (spiders) were built to collect URLs:WandererALIWEB (Archie-Like Index of the WEB)WWW Worm (indexed URLs and titles for regex search)In 1994, Stanford grad students David Filo and Jerry Yang started manually collecting popular web sites into a topical hierarchy called Yahoo.</p> <p>*Web Search History (cont)In early 1994, Brian Pinkerton developed WebCrawler as a class project at U Wash. (eventually became part of Excite and AOL).A few months later, Fuzzy Maudlin, a grad student at CMU developed Lycos. First to use a standard IR system as developed for the DARPA Tipster project. First to index a large set of pages.In late 1995, DEC developed Altavista. Used a large farm of Alpha machines to quickly process large numbers of queries. Supported boolean operators, phrases, and reverse pointer queries.</p> <p>*Web Search Recent HistoryIn 1998, Larry Page and Sergey Brin, Ph.D. students at Stanford, started Google. Main advance is use of link analysis to rank results partially based on authority. </p> <p>*Search Engine Optimization (SEO) Is the process of fine tuning or optimizing a website to attract the search engines algorithms Variety of elements on the whole site, not just on the homepage SEO influences the positioning of the site in the organic listings Optimization process is very technical in its nature</p> <p>*SearchImpressionClickPurchaseSEARCH PROCESS</p> <p>Most Important Search Engines</p> <p>Chart1</p> <p>66.4</p> <p>15.3</p> <p>13.8</p> <p>3</p> <p>1.5</p> <p>Percent</p> <p>Sheet1</p> <p>Percent</p> <p>Google66.4</p> <p>Bing15.3</p> <p>Yahoo13.8</p> <p>Ask3</p> <p>AOL1.5</p> <p>To resize chart data range, drag lower right corner of range.</p> <p>NaturalPaidPaid</p> <p>paid search</p> <p>Google Adwords BasicsGoogle's Advertising Product -</p> <p>Create Ads - Text, Image, Video</p> <p>Ads Appear on Google Search Engine and Google Partner Sites</p> <p>Pay for Ads when someone "clicks" on them, (ie. Pay-Per-Click or PPC) but there are other alternative bidding options in some cases. </p> <p>Yahoo! Sponsored Search Marketing BasicsYahoo!'s Advertising Product - Create Ads Text</p> <p>Ads Appear on Yahoo! Search Engine and Yahoo! Partner Sites</p> <p>Pay for Ads when someone "clicks" on them. (ie. Pay-Per-Click or PPC) </p> <p>Microsoft Adcenter BasicsMicrosoft's Advertising Product - Create Ads Text</p> <p>Ads Appear on Bing Search Engine and Microsoft Owned Sites and Partner Websites</p> <p>Pay for Ads when someone "clicks" on them. (ie. Pay-Per-Click or PPC) </p> <p>Search Engine OptimizationVijayLaxmi</p> <p>What is SEO ( Search Engine Optimization )?The process of improving web pages so they rank higher in search engines for your targeted keywords. Crawlability / Optimized CodeInternal Link StructureLink Popularity / RelevanceKey FactorsContent Relevance</p> <p>Where are the Organic Results?</p> <p>OrganicPay Per Click</p> <p>Pay Per Click</p> <p>Industry Research Who gets the clicks?The vast majority of clicks -- roughly 60 percent, go to organic listings. Source: Enquiro, 2006Organic Clicks vs Paid Clicks</p> <p>Industry Research: Organic SEO is the most popular form of SEMOrganic SEO is the most popular form of SEM, with almost three-quarters of advertisers using this method, with paid placement a very close second at 71%</p> <p>Industry Research &amp; The case for SEO The majority of clicks are going to Organic listings. SEO is the most popular form of SEM. SEO provides a high ROI. Many people dont go past the 1st page in the Search results. Users trust the Natural results to be more relevant to their Search query.Reasons to conduct SEO*Sources: Iprospect Research, eMarketer </p> <p>SEO ProcessStep 1: Discuss Business objectives.Step 2: Conduct initial keyword analysis.Step 3: Identify the keyword/landing page combinations.Step 4: Interim Client Approval for Keyword/Landing Pages.Step 5: Baseline Ranking &amp; Traffic reports. Step 6: On-site &amp; Off-site optimization. Step 7: Detailed Recommendation documents. Step 8: Implementation.Step 9: Monitoring and Optimizing: We provide monthly reporting and optimization recommendations. The reporting is compared to the baseline (or previous months results) to identify trends and help guide additional adjustments. </p> <p>Technical SEOComprehensive Website Analysis Keyword Research and Analysis. Baseline Ranking report. Competitive analysis in Search Engines. Content Analysis &amp; SEO Copywriting. Analysis of URL structure &amp; information architecture. Analysis of internal linking. Analysis of source code and page layout. Code validation. Search Engine Saturation.Link Popularity Analysis. Link Relevancy &amp; Co-Citation Analysis (Topical Relevancy).</p> <p>Page TitleAlt-TagsLink Title TagsSite-Side OptimizationTechnical SEO - Example of Page ElementsAnchor TextNavigation</p> <p>Technical SEO - Source CodeTitle TagJavascriptMeta data</p> <p>*Paid SearchShailesh Pachori</p> <p>*AdWords Start PageStep 1: Go to</p> <p>When you reach the Google AdWords page, simply click the button to begin</p> <p>The sign-up process usually takes about 15 minutes</p> <p>You can read more about the benefits of AdWords and how it works on this page as well</p> <p>*Choose Your EditionStep 2: Choose Your Edition</p> <p>For this presentation we will walk you through the Starter Edition sign-up process</p> <p>Starter Edition has a simplified sign-up and set-up process for new AdWords advertisers</p> <p>You will have simplified keyword selection, ad copy writing, and campaign/local targeting</p> <p>You can always graduate to the Standard Edition at any time </p> <p>*What if I Dont Have a Web Page?Hosted business pages are informational sites that new AdWords advertisers may create when setting up advertising campaigns.</p> <p>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 to set up.</p> <p>With AdWords and hosted business pages, you'll be able to reach potential customers with a few quick and easy steps. </p> <p>*Select Your Ad Location and LanguageStep 3: Select the language and location where you want your ad to show</p> <p>You can target a specific area within your selected country, territory, and even state if you so wish</p> <p>*Write Your AdStep 4: Write your ad</p> <p>In this step, you enter the website address where you want potential customers to go when they click on your ad</p> <p>If you dont have a webpage, you can still take advantage of AdWords. We have a tool that allows you to create a simple page hosted by Google</p> <p>Then, follow the instructions and write your ad. Your ad title and copy should be relevant and understandable to your customers</p> <p>If you are having a case of writers block, theres a tool that can provide you with ad copy ideas; simply click the Give me ideas tab and follow the simple instructions</p> <p>*Choose Your KeywordsStep 5: Choose Your Keywords</p> <p>Keywords are what your prospective customers are typing into the search bar to find your products and services, such as real estate, 91311</p> <p>In this step, you can enter as many keywords and key phrases as youd like into the box</p> <p>Your ad will be more effective if your keywords are directly related to your ad. More specific key phrases and keywords will lead to better leads</p> <p>*Set Your Budget and Choose a CurrencyStep 6: Choose your budget</p> <p>Select the currency in which you will be paying for your ad</p> <p>AdWords will show your ad as often as possible within the budget guidelines you set</p> <p>You can select one of the preset budget amounts or input your own monthly budget amount in the box</p> <p>*Create an AccountStep 7: Set Up Your Account</p> <p>If you already have an account with any of Googles properties, you can choose to use that email address and password to log into AdWords</p> <p>If you want to create a new account, simply select the second option and enter the requested information</p> <p>Then, click create account</p> <p>*Enter Your Billing InformationSelect a form of payment</p> <p>You can use direct debit or credit card</p> <p>*Relevant Keywords:Accurately reflect products/services being offeredMatch what your audience is looking forTarget the audience without being too generalHow do I Choose Good Keywords?</p> <p>*Keyword Match TypesAds are continuously matched to Internet users interests based on your keywordsUse keyword match types to your advantageBroad MatchPhrase MatchExact MatchNegative keywordAds are placed as buying decisions are made</p> <p> The Result: Businesses reach their audience at the right time, with the right message</p> <p>*Broad Match ExampleFor the broad-matched keyword used bookused book dealer buy used bookused and rare bookused book for saleCheap used bookAd can appear for any of these queries</p> <p>*What are Negative Keywords?Negative Match: -cheapKeyword: used bookPrevent ads from appearing on irrelevant search queriesEliminate unwanted impressions</p> <p>*petsbuy dog foodbuy cheap dog food online nowPurina dog chowvetdogscanned dog mealsdog food recipesChoosing the Right Keywords Selling Dogfood</p> <p>*Controlling CostsNo minimum spendYou choose your own maximum daily spending limit (daily budget)Choose how much you want to spend per click for every keywordPay Google for users who click on your adConversion tracking = real-time return-on-investment data</p> <p>*Using BudgetsWith AdWords, you can set your advertising budget to whatever you desire. Simply enter a monthly budget amount into the box in the Budget section</p> <p>For more control, you can even decide how much each customer lead (click) is worth to you. You can set your maximum cost-per-click to any amount you desire, such as $0.10</p> <p>If youre unsure, Google could help optimize your budget based on the keywords you choose; simply check the Google should set my bids box</p> <p>*And Targeting Is EasyAdWords gives you the option to target the location where your ad will be visible to potential customers</p> <p>If you want your ad to be shown to all relevant searches in a particular country, you can simply select a country</p> <p>If you would like to target a local area within a country, simply enter a city name or postal code to search and select the area where you would like your ads to show</p> <p>*Regional and Local TargetingYou can target ads so they appear only in locations of interest to you your neighborhood, your service areas, your city or your state.Select from pre-defined geographiesCountries RegionsCitiesDefine the area, customize the targetingOR</p> <p>*AdWords is AccountableMonitor Your AdWords Performance</p> <p>The AdWords interface lets you monitor the performance of each ad that you are running, as well as your overall performance</p> <p>With AdWords, you always know how your adsand marketing budgetare performing</p> <p>Case Study - Panasonic Online - Store Yogesh Jedhe</p> <p>Future Latest TrendsAnil Rai</p> <p>Ad in Mobile Website Ad in Mobile application, Growth of Free AppsSocial Ads Facebook and other social networkingSpecific Target Ads- LinkedinVideo Ads Vdopia, YoutubeAnd much more ..Trend Shift from Traditional Browser to new media</p> <p>Ad in Mobile Website</p> <p>Mobile Application Ads</p> <p>Facebook Ads</p> <p>Linkedin Ads</p> <p>Video Ads</p> <p>Smart Phone TargetingHigh End Phones (iPhone, Android, etc.) that have Full Internet Browsers Ads show on Google Search results, Content Network, and relevant mobile apps. Turned on by default when creating a new campaign. Can turn off in the "Networks, Devices, and Extensions" section. Different than "mobile ad" ad type, which shows on WAP mobile phones.</p> <p>THANK YOU</p> <p>*This concept actually stems from John Hagel's and Marc Singer's HBR and McK Quarterly article "Unbundling the Corporation". Their hypothesis is that decreasing interaction costs will drive corporations (or at least those intent on staying competitive) to disaggregate according to the above overall "functions". We introduce this concept to business unit strategy to help teams focus on those functions of the client and their competitors which are most crucial on the competitive battlefield. Thus most investigative effort will be spent where it really matters. In the pyramid introduced above we give some suggestions which frameworks/tools/concepts can be helpful for further analysis depending on the driver(s) of the business.Of course many business units will have more than one value driver. A pharmaceutical BU, for example, might very well be competing as a customer relationship business (targeting its sales force for maximum impact with physicians) as well as competing as an innovation business (developing and managing its drug pipeline). Both drivers of the business will need to be examined by the team. In the spirit of Hagel and Singer this might also be the starting point to investigate possibilities to unbundle the functions of the BU or the corporation and have the client focus on the game he's prepared to play best at.*Porter's five forces model and S-C-P used to work very well for industries in which structure and conduct were best explained by traditional microeconomic approaches.But during the 1980s and 1990s new forms of industry structure and conduct as well as new bases of competition emerged or were recognized. To effectively cope with that, McKinsey undertook a big research effort (Strategic Theory Initiative, STI) and developed a new and comprehensive approach to deal with new forms of cooperation and competition, new sources of competitive advantages, and to incorporate the increasing uncertainty. In the context of this functional training day we omit discussion of the different levels of uncertainty which actually are an integral part of the STI approach. The key for handling higher levels of uncertainty is to eliminate mere unfamiliarity in the first place and reduce the remaining uncertainty by focusing on its key drivers and projecting distinct plausible scenarios. For the time being just keep in mind this hidden layer of complexity.The comScore February search market share numbers are being exposed by the various financial and investment firms this evening. Bing continued to gain, while its partner Yahoo lost market share. Google was up compared to January and year over year.Keeping in mind this isnt yet the official comScore release, the following are the numbers for February:Google: 66.4 percent (vs. 65.4 percent a year ago)Bing: 15.3 percent (vs. 13.6 percent a year ago)Yahoo: 13.8 percent (vs. 16.1 percent a year ago)Ask: 3 percent (vs. 3.2 percent a year ago)AOL: 1.5 percent (vs. 1.7 percent a year ago)The combined search alliance share is now 29.1 percent, essentially flat and where it has been for many months. However Yahoos decline since last year at this time has been significant.For comparison, here are the official comScore numbers from January, 2012:The data above...</p>