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    Reach Your Customers Through Network

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    khehracybercafe
    This document provides an overview of Google advertising concepts and how to reach customers through Google's network. It discusses search targeting by serving ads targeted to keywords, contextual targeting by showing ads on relevant websites, and tracking ROI and performance. The summary section outlines the Jumpstart service which includes a professional consultation, account setup, campaign launch and review, and ongoing account optimization and education to help manage campaigns successfully. The document emphasizes how Google advertising can increase ROI and profitability by promoting products and services to customers when they are searching. It also stresses the ease of using Google's networks to reach customers around the world in a cost effective manner.

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    Reach Your Customers Through Network

    Uploaded by

    khehracybercafe
    3 views16 pages
    This document provides an overview of Google advertising concepts and how to reach customers through Google's network. It discusses search targeting by serving ads targeted to keywords, contextual targeting by showing ads on relevant websites, and tracking ROI and performance. The summary section outlines the Jumpstart service which includes a professional consultation, account setup, campaign launch and review, and ongoing account optimization and education to help manage campaigns successfully. The document emphasizes how Google advertising can increase ROI and profitability by promoting products and services to customers when they are searching. It also stresses the ease of using Google's networks to reach customers around the world in a cost effective manner.

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    This document provides an overview of Google advertising concepts and how to reach customers through Google's network. It discusses search targeting by serving ads targeted to keywords, contextual targeting by showing ads on relevant websites, and tracking ROI and performance. The summary section outlines the Jumpstart service which includes a professional consultation, account setup, campaign launch and review, and ongoing account optimization and education to help manage campaigns successfully. The document emphasizes how Google advertising can increase ROI and profitability by promoting products and services to customers when they are searching. It also stresses the ease of using Google's networks to reach customers around the world in a cost effective manner.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    3 views16 pages

    Reach Your Customers Through Network

    Uploaded by

    khehracybercafe
    This document provides an overview of Google advertising concepts and how to reach customers through Google's network. It discusses search targeting by serving ads targeted to keywords, contextual targeting by showing ads on relevant websites, and tracking ROI and performance. The summary section outlines the Jumpstart service which includes a professional consultation, account setup, campaign launch and review, and ongoing account optimization and education to help manage campaigns successfully. The document emphasizes how Google advertising can increase ROI and profitability by promoting products and services to customers when they are searching. It also stresses the ease of using Google's networks to reach customers around the world in a cost effective manner.

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    You are on page 1of 16

    Reach your customers through

    network

    1
    Agenda

    Google Marketing Concepts

    Search Targeting

    Contextual Targeting

    ROI and Performance Tracking

    Summary

    Next Steps

    2
    Google Advertising Concepts

    Site
    Content Targeting
    Search
    Targeting
    Targeting Cost Per 1000
    Impression Maximum
    Cost Per Click
    Text only
    Text/Image/
    Videos Image / Text
    Ads
    = Return on
    Investment

    3
    Search Marketing
    Target clients when they are searching for you.

    Use Search
    Search • Serve ads targeted specifically around a
    Targeting chosen set of keywords e.g. “Hotels in
    Bangalore”
    Cost Per Click • ROI based advertising - Pay only for clicks
    Text only • Ranks ads based on a combination of both
    relevance and bid price
    • Ads displayed on the Google page as
    sponsored links next to natural search
    results

    4
    Evolving an Online Sales Strategy

    Search is “Pull” Advertising…..

    User types in a search query on


    Google Search

    The text ad is displayed on Google search results


    page under “Sponsored Links”

    User clicks
    on the ad
    and is
    brought to
    the
    relevant
    landing
    page

    5
    5
    Contextual Targeting
    Target clients when they research services you offer.

    Use Google’s Content Network


    • Reach 30,000 sites
    • Ads shown only on relevant websites
    • 67% Reach of Internet Users
    Content • Single buy in – reaching the 30k sites is as
    Contextual easy as checking a box!
    Targeting • Delivered in a number of formats – text,
    image and video

    6
    Keyword Targeting

    Reach your Target Audiences as they Read Online

    1.
    1.Keyword-targeted
    Keyword-targetedcampaigns
    campaigns
    which
    which run as contentrelevant
    run as content relevant
    to
    to your offerings is publishedonline
    your offerings is published online

     CPC bidding
     Text or Animated Image ads
     Targets to content on web pages
     Block Unwanted Sites

    7
    G
    oo
    Serve ads on 3rd Party sites with the Google Content Network

    So how does it work?....... 8


    Source: Custom Analysis by comScore Network, October 2007
    How does it work ?

    Page Analysis

    Scan the page

    Analyze the page

    Machine learning technology turns


    keywords into targetable concepts
    and categories Keywords

    Insurance, Online insurance policy, life


    insurance
    Concepts
    Insurance
    Categories
    Finance-- Insurance services

    9
    Managing your Internet Campaign

    Track the ROI

    • Bid for and Pay For Visitor / “Click” appropriately


    • Hence, every lead is cost-effective!
    10
    Summary : What’s In It for You?

    The Jumpstart Service

    • Professional Consultation!

    • Account Set up!

    • Campaign Launch and Review!

    11
    •Jumpstart – Consultation
    Account Set up!
    •Consultation with a Google Specialist
    **We'll discuss your business with you, gain an
    understanding of your goals and objectives and advise •A professionally designed account
    you of your options. A GAP certified professional will design
    •Suggest campaign plans and structure your AdWords campaign for you.
    **We'll then advise you on which targeted keywords,
    •Comprehensive Keyword suggestions
    ad creative and ad network options to choose, to
    achieve a successful campaign. We will use our knowledge of Google's tools
    to develop the right keyword list for you.

    •Provide cost and traffic estimates •Targeted Adtext development


    **We look at market data to give you estimates
    on how much budget you need to allocate to your Design compelling ad copy to attract
    campaigns, to meet your objectives. your customers to your site

    •Campaign Launch and Review

    •1:1 support for launch


    **We will review your campaign with you before it goes live.

    •Account Optimization
    **We will help you understand the results so you can make
    informed decisions and improvements.
     
    •Account & Adwords Education
    **We will provide your with training and support to help you
    manage your campaign successfully.

    **

    12
    Summary: What does this mean for my business?

    Leverage the power of network Increase ROI and profitability

    • Search Network • Targeted advertising


    Millions searches happen every day Promote your services and products when
    your target audience is looking for you Customers are looking for your services.

    • Content Network • Ease of use


    Serve your message directly on 1000s of Websites Reaching customers all around the world is as easy
    Portals and blogs. as checking a box!

    Build brand equity Promote Multiples Services.


    • Target users abroad
    • Improve awareness
    Geo-target users – Target users abroad, convert on
    Cost effective branding solution to raise the overall Your website.
    profile of your organization.

    • Improve ad placements • Control the user experience


    Use search and content network to increase visibility Take users directly to the relevant section on your
    and help drive clicks to your sites. website

    13
    Google Advertising has worked for them!

    Why not you as well??...


    Getting Started - Next Steps!
    • Confirmation of your account
    o Acceptance of terms and conditions and funding
    your account
     
    • Planning your account    
    o Determining the precise objectives of your
    campaign
     
    • Building your campaign
    o Generating keyword lists, Adtexts, campaign
    structure
     
    • Activation of your campaign
    o Going live online
     
    • Evaluating the results
    o Use the tools available to track the results
    15
    It’s All About Results

    Thank you

    16

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