Digital Marketing & Google

AdWords
IIM Indore
November 1st 2014

@sree_raman

What well talk about

What is Internet Advertising & Digital Marketing

How Search Works
Tenets of great digital work
Digital and Brand Marketing
Digital Marketing Channels
AdWords and Google Display Network
Campaign Planning and Measuring

WHAT IS INTERNET ADVERTISING

& DIGITAL MARKETING

THE BASICS

What is Internet? How is it different from

WWW?

What has it done to us?

1990

2010

What has it done to us?

What is Advertising? How is it different from

Marketing?

Yellow Pages

Marketers change the way we live

Advertisers change the way we are

reached

PLA

PPC

SEO

Advertisers change the way we are

reached

Advertisers change the way we are

reached

Digital Media: A tectonic shift?

Internet in 2013 passed newspapers to become the world's 2nd largest
ad medium, just behind TV

Source: ZenithOptimedias Advertising Expenditure Forecasts Dec 2013

Digital Outlook for 2014

India at no.14 with
$ 5,863 million in
ad spends
Digital will
contribute 20% of
the spends

Source: ZenithOptimedias Advertising Expenditure Forecasts Dec 2013 | GroupM Report Dec 2013

Digital Outlook for 2014 & beyond

Advertising is set to see the strongest sustained period of growth in ten
years.
Growth is then set to increase to 5.8% in 2015 and 2016.
The principle engine of this growth will be mobile technology, which is
expanding the space for media consumption.
Mobile to contribute 36% of all the extra ad spend between 2013 and
2016

Source: ZenithOptimedias Advertising Expenditure Forecasts Dec 2013

The Half Life Pattern of Technology

Wearable is poised to touch a billion user in

next 4-5 years

Watch the video here http://youtu.be/s_LYIQwwQVQ?t=12m15s

HOW SEARCH WORKS?

How do you find the right book at a

library?

How do you find the right information on

the web?

Does Google know everything?

0.2 percent of the Internet could be searched.

Google said it had indexed just 0.004% of the
information on the Internet.

How (Google) Search Works?

Panda Update is a search filter introduced in February 2011. low sites or thin
sites
Penguin Update in April 2012 to better catch sites deemed to be spamming its
search results
Humming bird aims to understand users intent and give answer as oppossed to
results
Pigeon aims to customize search for hyperlocal reults

Why is it important to understand search?

93%
of web journey
starts with a search

Search volumes signifies

demand trends
Regions
Seasons
Categories

Why is it important to understand search?

Who is the most searched
person in 2013?
2012?

What phone was most

searched?
Most searched term?
Which website?
Most searched movie?

http://www.google.com/trends/explore

Where are they searching from?

Related Searches - Top

Related Search Rising

Please dont fight

Google vs Microsoft

Dhokla vs Idli

Dog vs Cat

SEO

"The PERFECT search

engine would UNDERSTAND
exactly what you MEAN and
give you back exactly what
you WANT."
Larry Page

ANATOMY OF A
ANATOMY OF A
SEARCH
SEARCH RESULT
RESULT

Anatomy of a Search Result

Title

Description
Sitelinks

Knowledge
Graph

Rich Snippets

Ok, so how do I increase

my sites visibility?

Webmaster Guidelines

Make pages primarily for users,

not for search engines!

Spam Example

Gibberish,
cloaking and / or
scraping content
from other
websites.

7 VISIBILITY TIPS

Tip 1

MAKE SURE YOUR CONTENT

IS CRAWLABLE

example of
not accessbile
site if any

Tip 2

MAKE SURE ITS INDEXABLE

What users see

What Google sees

- search for "site:example.com"

- use Webmaster Tools!

Site: Operator

Tip 3

LOOK GOOD IN SEARCH

RESULTS

Use Meta Data

-

Tip 4

DESCRIBE IMAGES

Name

<img src=vangoghposter.jpg
alt=Poster Of Van
Goghs
Starry Night />

alt
attribute
High quality
prints
of Van Goghs
Starry Night

Caption

Tip 5

REMEMBER RICH SNIPPETS

Use Structured Data

Use Structured Data

Tip 6

EXPAND YOUR PRESENCE

 Be out there on different platforms

Find your audience, create buzz
Invest in social media marketing

Tip 7

AVOID COMMON PITFALLS

 Dont get caught in SEO Trends

Dont hire rogue SEOs

Watch out for guarantees
Create great content for users and the

rest will follow

RESOURCES

google.com/webmasters

TENETS OF GREAT DIGITAL

WORK

Significance of Digital and Social Media in Marketing

Today, Focus on customers and customer experience matters
more than any other strategic imperative

Be here or go
home

Tenets of great digital work

Start with an objective

See where your audience are
Plan and Deploy
Measure everything!
Optimize
Measure again

Tenets of great digital work

Be where your audience are
TV > PC > Laptops > Smartphones > Wearables
Not in that order!

Where are these people?

167mn
Active Internet User in
India

Top 8 metros contribute

only 32%
Towns with less than 1mn
population contribute nearly 50%

Source: Technopak & Comscore

Who are these people?

60mn+
SEC A Segment

Over 60mn people from the

SEC A segment who form
the part of population with
highest buying power

Source: Rajan Anandans keynote talk

Who are these people?

3%

6%
15%

38%

Persons: 15-24

61% of audience are male

46% are aged b/w 15 to 34

Persons: 25-34
Persons: 35-44
Persons: 45-54
Persons: 55+

38%

45,000
40,000

38,836

38,344

35,000
30,000
25,000

24,253

24,779
Female

20,000

Male

15,727

15,000
10,446
10,000

3,967

5,000

5,872
2,143 2,929

0
15-24

25-34

35-44

45-55

55+

What do these people do?

Search

Social Media

Retail

Download

Time spent / Major Activity

Portal

Directory/Resources

Sl Media
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21

Google Sites
Facebook
Yahoo Sites
Microsoft Sites
JABONG.COM
BitTorrent Network
Wikimedia Foundation Sites
Times Internet Limited
Network 18
MYNTRA.COM
Ask Network
Amazon Sites
Rediff.com India Ltd
FLIPKART.COM
NIC.IN
Indian Railways
State Bank of India
QUIKR.COM
FILMREEL.TV
Linkedin
eBay

Total Unique
Visitors (000)

154,845
108,199
73,592
67,888
52,468
51,220
47,589
45,882
38,684
38,602
37,168
36,762
31,390
31,356
30,508
29,980
25,109
24,479
23,654
21,739
21,519

% Reach
92.6%
64.7%
44.0%
40.6%
31.4%
30.6%
28.4%
27.4%
23.1%
23.1%
22.2%
22.0%
18.8%
18.7%
18.2%
17.9%
15.0%
14.6%
14.1%
13.0%
12.9%

The Masses are not left behind too

The transition from feature phone to smartphone

380 mn

600 mn

FP In 2012

In 2020

40 mn

450 mn

SP In 2012

In 2020

Source: Technopak

Tenets of great digital work

Embrace multiscreen marketing

Tenets of great digital work

Tenets of great digital work

Tak a lang wich ty undrstnd; else #FML
Baby boomers > Millennials > Digital Natives

DIGITAL AND BRAND

MARKETING

Digital and Brand Marketing

Can a brand be built only using Digital Medium?
Pick a brand, Lets debate

Digital and Brand Marketing

Humanize your brand

Digital and Brand Marketing

Create conversations
With your audience

About your brand

DIGITAL MARKETING
CHANNELS

Digital Marketing Channels

Paid
Owned
Earned
Shared

Digital Marketing Channels

Digital Media (Paid Media)

Search / PPC (Pay Per Click)
Display Advertising
Inventory Buys
Native Ads
Product Listing Ads

Video Ads
Mobile Ads
In App Ads
Newsletters
Affiliate Programs

Video Ads

YouTube is the 2nd largest

search engine after Google
More than 100hrs of video is
being uploaded on YouTube
every minute

Video Ads

Other Options
Masthead
Pre roll
Custom Channel

Digital Display Advertising

Google Display Network (GDN)
Bing (network)
Facebook (FBX)

LinkedIn
Yahoo
MSN
YouTube

SEO VS SEM
SEO
Organic
Long overhaul
Content is a key driver
Limited optimisation for
competition and category
search
Have limited control over
what can be optimised

SEM
Paid
Instant Results
Content independent
Bid for brand, category,
context, misspellings
competition and industry, etc.,
Complete control over
budgets, LP, goals. etc

But Whats common?

Both are triggered by a Search Query

Why Learn AdWords ?

We want you to know how to make most out of AdWords and less of a bad
experiments

Why Learn AdWords ?

With AdWords, you target brand, category, industry and competitive

keywords

Why Google AdWords?

Reach people at the precise moment theyre
searching for what you offer
You can choose where your ad appears
Control your budget
See exactly what's working in your ad, and build on
it
Measure Value

Why Google AdWords?

Whatever is your Business Goal, AdWords will
help you achieve it and, Measure it!
Online sales

Phone calls
Website visits
In-store visits
Online leads

Google AdWords
aka PPC
aka SEM

What is PPC?

Pay per click (PPC) is an Internet advertising model

in which advertisers pay / get charged only when
their advert is clicked.

Overview of ad formats
Search ads across devices

Product Listing Ads

An easy, scalable and convenient way for advertisers to display their products to
interested customers on Google.com
Top Ad Placement

Can be up to 5 PLAs on the Top Ad Placement and up to 3 in the

Right Hand side
PLAs display a Product Title, Price, Image, and Merchant name
Optionally, they can also display Promotional messages

Right Hand Side

Dynamic Search Ads

Target relevant searches with ads generated directly from your website
dynamically

Who should use dynamic ads?

1.
2.
3.

Your website features different products or services.

You offer listings of services or products that change frequently.
You sell seasonal product lines or other offerings.

Ad Site Links
Help consumers navigate your site faster, giving you more volume at higher
conversion rates

*Mobile

Call Extensions

Show a clickable phone number and URL, making it easy for customers to reach
you
only allow phone calls with
call only format

click to call

include other characters

with vanity numbers

Location Extensions
Help users find your locations with an ad extension that shows your businesses as a
blue pin directly within a map on Google.com

Mobile Example Format

Desktop Example Format

Social Extensions
Socialize your ads and harness the power of personal recommendations by
connecting your Google+ Page and your search ads

Social extensions link your Google+ page to your ads to combine +1s and follows
from your ads, searches, Google+ page, and homepage

Extensions available for search and display ads

Source: Google Internal Data, March 2012

Where does it all begin?

The consumer
A product / service need

A product / service need

Options calling for research

And a search engine called..

Search Query: buy

flowers online

Simple?
Google
*

Adwords

Google
Search Results

What are your goals?

What is the marketing

goal?
Who are you trying to
reach?
What does success look
like?
What action are you
driving towards on your
website?

How do you measure success?

SIGN UP!

Value of
Purchases

of lead forms
filled out

of newsletter
sign-ups

of PDF
downloads

of minutes
watching a
video

PPC Overview
Unique Bid Platform
Greater competition = greater cost
No charge if user sees your ad
Only pay if user clicks on your ad
Simple way to test if your website can work for you
Requires lots of OPTIMISATION to maximise ROI

Creating Your AdWords Account

https://www.google.co.in/adwords/

Creating Your Campaign

Complete Keyword Research

Decide on your campaign structure
Does your campaign reflect your business/website?
Develop your campaign BEFORE going to
AdWords

Keyword Research
Foundation of your online marketing campaign (for both
SEO and PPC)
Example buy digital camera vs digital camera review
Draw up your Keyword List

Study your web stats program

Brainstorm
Competitors web sites
Use Online Tools to check frequency of use
Google Keyword Tool

How do keywords work?

Possible advertiser
keyword list:
Lava lamp
Lava lamps
Lava lamp online
Lava lamps online
Google lava lamp
Google store lava lamp
Colorful lava lamp
Colored lava lamps
Green lava lamp
Yellow lava lamp
Red lava lamp
Blue lava lamp
Large lava lamp
Small lava lamp
Desk lava lamp

Building a keyword list

Ad Group: Accessories
Keywords: google tumbler,
google cup, google travel mug,
google water bottle, etc.

Ad Group: Kids
Keywords: google kids clothes,
android kids clothes, google
kids t shirt, android kids t shirt,
etc.

Ad Group: Wearables
Keywords: google hat, google
shirt, google t-shirt, google tee,
google sweatshirt, google
hoodie, etc.

Google Keyword Tool

Choosing the Right Keywords

Selling Dogfood
buy cheap dog food online now
pets

pedigree dog
food

buy dog food

dog food recipes

dogs

vet

canned dog meals

Keyword Types

STRUCTURING

Organizing campaigns and ads in your

account

Account
Campaign
Ad Group

Campaign

Ad
Ad Group
Group

Ad Group

Ad Group

Keyword

Ad

Keyword

Ad

Keyword

Ad

Keyword

Ad

Keyword

Ad

Keyword

Ad

Keyword

Ad

Keyword

Ad

Google AdWords Account Structure

Account Level
Travel Company ( India )

Campaign Level
Flight
Train
Bus

Adgroup Level (North India)

J&K

Keywords
Adverts

Create Compelling Ad Text

Be Concise, To the Point

Support claims on landing page

Relevant, accurate text

No superlatives/hyperbole allowed

Targets specific keywords

No inappropriate language

Clear & Accurate display URL

Working destination URL

Use direct calls to action

No pop-ups on landing page

Use Proper Grammar

Capitalise First letter of words

Follow the Search Users Thought Process!

Include Multiple Ads

Title
Benefit
Feature

Writing copy

Quick Tip!
Headline: 25 characters
Description Lines: 35 each
Visible URL: 35 characters

Headline
is the top line of your ad
Headline:
copy, sometimes including your
keyword

Description Lines can include a

benefit or call to action.

Benefit is what the customer gets from

the product or service: everyday low
price, free shipping, fresh, genuine.

Call to action is what you want people

to do: buy, order, download, etc.

Include a Call to Action

Examples: get info, research here, download free white paper, order
our catalog, buy now, save money

Avoid meaningless slogans and gimmicky language

Click Here
*

Visit Us

Differentiate Products or Services

Send Chocolate Gifts
Save 10% on all chocolate orders.
Free shipping over $50.

Save 50%

Free Shipping

$10 Off

Free White Paper

Seasonal Sales

Keywords in Ad Text

Catch your customers eye by making sure your headlines

match the keywords.
figurines

Collector Dolls 40% Off

The Anastasia Collection Porcelain Dolls, Doll Stands, & More
www.AdWordsExample.com

Discount Figurines
Unique Collectibles, Gift Ideas,
Figurines & Miniatures. Buy Online!
www.AdWordsExample.com

Matching terms show up in bold

text on the Google results page.
*

Lets go live with your campaign.

THATS IT! YOU ARE ALMOST

THERE

Google Network
Text Ads
Images Ads
Mobile Ads
Video Ads

Target ads by language & location

Language

Location

countries

territories

cities

regions
40 different languages
custom

How does AdWords detect user location?

query

mobile device location

174.32.20.135

google.com.mx
google.fr

Daily budget
Dont let your shop close early

Setting and managing budgets

Standard vs. accelerated delivery
Delivery Setting

Standard delivery

Accelerated delivery

Ads Show

Throughout entire day

May not show every time if budget

below system-recommended amount

As often as possible until budget

reached

May not show later in the day if budget

below system-recommended amount

Bidding
What are your campaign goals?
clicks

impressions

conversions

CPC bidding

CPM bidding

CPA bidding

Brand awareness
Get your message in front of
customers

Get customers to take action

Conversion optimizer

Generate traffic
Manual CPC
Automatic CPC
Enhanced CPC Bid
adjustments

Manual vs. automatic bidding

Two ways to manage your bids
manual

automatic

Enhanced CPC
ECPC is a bidding feature that raises your bid for clicks that
seem more likely to lead to a sale or conversion on your website.
That helps you get more value from your ad budget.

Conversion Tracking

1 Per Click: Any ad click resulting in

conversion in 30 days

Many Per Click: Multiple conversions for

a click that results in conversion in 30
days

Conversion Tracking

Quality Score

Why Quality Score

USER

Advertisers want to show relevant

ads

Users want to see relevant ads

ADVERTISER

Google wants the best experience

GOOGLE

for both advertisers and users

Quality Score
Google Want you to have high QS and will tell you when you do
not have this

Ad Rank formula
For Search:
Maximum bid
(Cost per
Click)

Quality Score

Ad
extensions &
formats

Ad
Rank
Ad
AdRank
Rank

What is Quality Score?

Quality Score is an estimate of how relevant your
ads, keywords, and landing page are to a person seeing your ad

Keyword Quality

Keyword CTR
Ad text relevance
Historical Performance

Site Quality

Load time and navigability

Transparency
Relevance

How to Improve your Quality Score

The best way to improve your Quality Score is to
focus on your key metrics

Organize your account for maximum effectiveness

Choose relevant keywords

Create straightforward, targeted ads

Point users to a landing page with relevant, original

content with quick load times

Tactics to improve Adwords results

Create Successful Text Ads

Improve your Keywords
Focus on ROI
Budget Optimization
Organize your Account
Use Opportunities Tab to get Ideas
Use Conversion Tracking and Negative Keywords

Keyword optimization strategies

Optimize for CTR
-Negative Keywords
-Delete non performing
keywords

Optimize for ROI

-Also use Conversion
Tracking!

Optimize your location targeting

socks from $1.99

www.snugglysocks.com/boston
25% off socks so your feet will
Survive the Boston Winter!

GOOGLE DISPLAY NETWORK

Google Display Network

Google Worldwide
#1 global Internet property with 1 billion
searches every day
1B unique visitors globally per month to Google
Sites
#1 in search globally
955M unique visitors a month on the Google
Ad Network and 76.8% reach worldwide
#1 video site YouTube with 2 billion views a
day
The largest global ad network, thousands of
sites across a diverse set of inventory

Google Display Network can target both

content & audience
Target Content

Target Audience

Placement
Targeting

Interest
Category
Marketing

Topic Targeting

Keyword
Contextual
Targeting

Remarketing

add: demographic bids, geographic and time filtering

exclude: undesired sites, keywords, categories

Google Display Ads

Engage with Internet users through millions of
sites using text, rich media, image and video
advertising.

Benefits

Pricing

Format

Placement

Millions of sites

Pay per click (cpc)

Text

You choose sites

Placement targeting

Pay per impressions

(cpm)

Image

Google chooses sites:

Flash

(contextual targeting)

Contextual targeting
Remarketing
Multiplier effect on search

Video

Placement Targeting
Hand select the sites where your ads will show

Ads are served on premium and long-tail sites you hand pick

Example Placements: Forbes.com, allbusiness.com, nytimes.com, businessinsider.com

Keyword Contextual Targeting

keyword level targeting , bidding & reporting

See how your individual

keywords are performing
and optimize

Better Targeting
A redesigned contextual engine to
enhance targeting accuracy
Optimization Control
Bid at keyword level for granular
performance control.
Easier Implementation Choose to
target by individual keywords like
search
Exclusions and negatives
combined

Interest Category Targeting

Reach those who have previously visited related sites

Suggested Interest Categories:

Data Management
Enterprise Technology
Business Operations Management
Business and Productivity Software

Remarketing
Bring back unconverted visitors and improve ROI

Visitor comes
to your site

Visitor added
to list

Visitor
leaves

Visitor
Visitor returns
returns to
to your
your site
site
more
more conversions!
conversions!

Your ad across the

Google Display Network

Text ads on the GDN

Text Ads

InVideo Overlay Text Ad on YouTube

Text Ads matched to websites

Image ads on the GDN

Leaderboard Image Ad
720 x 90

Image Ads

InVideo Overlay Image Ad

480 x 70

Medium Rectangle
300 x 250

Video ads on the GDN

YouTube TrueView InSearch
sends users to the Video page

Video Ads

Can also use this video and distribute

across the web as a Video ad

Placement Performance report

GOOD LANDING PAGES

Best AdWords Help Page!

support.google.com/adwords

OTHER DIGITAL AD
SOLUTIONS

Native Ads

Mobile and In-App Ads

Mobile and In-App Ads

ROI AND MEASURING

Can Likes Cure Cancer?

What can be Measured?

Measure based on your objectives

Awareness

Increase reach / awareness by 15% among TG

Revenue

Generate sales of Rs.1 Lac

Reduce cost in customer care by Rs. 50,000

Actions

Drive downloads of your whitepaper / catalogue

by 2000 numbers

Participations

Get 200 people to attend your launch event

AdWords is Accountable
Monitor Your AdWords Performance

Use data to derive insights, but let it not override

common sense.
Adobe Marketing Insight
https://www.youtube.com/watch?v=TZXUq7Pln3g

Study Guide
Test Prep Tips & Best Practices

Use the course syllabus to guide you

Study more than you think you need to

Study and get certified with a

colleague

Dont underestimate the test!

Ask Questions!

Thank you!
Good luck studying!

@sree_raman
gbgmum@gmail.com