This was discussed at the Workshop on "Marketing 101 for Startups" conducted by HelloMeets at Hippo Video's Office in Chennai. Speaker & Presentation by: Shiyam Sunder, Digital Marketing Specialist at Zoho -Shiyam works with ManageEngine, a division of Zoho Corporation in the IT security arena -He is the Campaign Manager for Non-English Regions (Japan, China, and EU regions) and has expertise in SEM, localized SEO, performance analytics, conversion rate optimisation and route cause investigation Presentation includes: -Getting started on Search Engine Marketing -Examples of Break Even Conversions Per Click (CPC) -Lowering Cost Per Action (CPA) by improving conversions - In Market Audiences for Search: How it Works - Case study on Custom Intent

1. SEM the Starting Point

2. Break Even CPC

3. Example of Break Even CPC

4. Main goal is to lower the CPA
Budget = Clicks × Bid

5. Improve conversion to get a lower CPA
Ways to eliminate the waste and get the lower CPA

6. 73%
19%
6%
2%

7. Audience + Search Intent =
Winning Combination

8. Proprietary + Confidential
Company Size
Small (1-249 employees)
Medium (250 - 999 employees)
Large (1000 - 10000 employees)
Very Large (10000+ employees)
Industry
Construction Education
Financial
Healthcare
Hospitality Manufacturing
Real Estate Technology
Parents/Non-Parents
Parents of Infants
Parents of Toddlers
Parents of Preschoolers
Parents of Grade Schoolers
Parents of Teens
Parenting Stages
Household
Income
Homeownership
Status
Marital Status Education Employment
Top 10%
10% - 20%
20% - 30%
30% - 40%
40% - 50%
Lower 50%
Homeowner
Renter
Single
In a Relationship
Married/In a Domestic Partnership
Current College Student
High School Graduate
Associate Degree Graduate
Bachelor’s Degree Graduate
Advanced Degree Graduate
What segments are available?

9. Proprietary + Confidential
How do they work?
1. Surveys
Google surveys
hundreds of thousands
of people to
understand their
detailed demographic
attributes
2. Signals
Google then uses
signals from Google
Search, Google Maps,
Android app
downloads and
YouTube to
understand a detailed
demographic
segment’s unique
behaviors and
characteristics
3. Scale
Using this information,
Google uses machine
learning to build a
model that estimate
which people on the
web belong to the
same demographic
groups, based on
shared behaviors and
characteristics
Beta

10. In-Market Audiences for Search: How It
Works
Visit blog discussing
electric cars
Downloads a car
comparison app
Clicks an ad for
car insurance
Searches for a
car dealership
Watches a video
car seat review
In-Market Audiences
harnesses powerful user
signals like recent
searches, ad clicks, video
views and app downloads,
across:
Travel
Play

11. Proprietary + Confidential
Whitelisted Be
Steps for implementation

12. Best practices
Ensure Full Coverage
Apply the top 5 In-Market audience segments as observation across
all campaigns.
Measure The Impact
Wait 2-3 weeks and evaluate performance by audience.
Relevant and Refreshed
Based on performance, evaluate the need for separate campaigns for
the given audience segment, or potential keyword expansions.

13. Average conversion rate for GDN for SAAS
industries = 0.86 %
Average cost per action for GDN for SAAS
industries = $ 103.60
Source: https://www.searchenginejournal.com/data-whats-good-ctr-cpa-conversion-rate-adwords-2018/248947/#close

14. Our Case Study on Custom Intent
Cost 1.4k$
Access 520
Downloads 40
Conv % 7.50%
Leads 16
Cost/Download 35$
Cost/Lead 87$

15. Queries?