Online Advertising - SEM And Display

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Digital Marketing
Bootcamp
Online Advertising - SEM and Display
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What are Paid Advertisements?
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Google Ads
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Yahoo Ads
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Bing Ads
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Localized Search Engine
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Ad Networks
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Publishers
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Other Channels
 Facebook Ads
 LinkedIn Ads
 Business Specific Verticals
40 mil visitors/month
Broad (B2B Search Engine and
Ad Network)
Bidding (4-5$/click for top 3)
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Why care about Paid Advertisement?
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Google Ads
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Qualitative View
-Source Enquiro
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Visibility Analysis
Organic Ranking Visibility Side sponsored ad Visibility
Rank 1 – 100% Ad 1 – 50%
Rank 2 – 100% Ad 2 – 40%
Rank 3 – 100% Ad 3 – 30%
Rank 4 – 85% Ad 4 – 20%
Rank 5 – 60% Ad 5 – 10%
Rank 6 – 50% Ad 6 – 10%
Rank 7 – 50% Ad 7 – 10%
Rank 8 – 30% Ad 8 – 10%
Rank 9 – 30%
Rank 10 – 20%
Shown in a percentage of participants looking at a listing in this location
-Source Enquiro
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Spending
11% money is spend on SEO and 87%
money goes to PPC.
– Source SEMPO
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Irony
SEO drives 75%+ of all search traffic, yet
garners less than 15% of marketing
budgets for SEM campaigns. PPC receives
less than 25% of all search traffic, yet earns
80%+ of SEM campaign budgets.
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Inquiry
Why does paid search earn so many
more marketing dollars?
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Why Paid Advertisement?
 Quick Start - Instant access to global customer
base
 Attract Millions
 Negligible efforts
 Easy, Flexible and Highly Customizable
 Specific Communication
 End-to-End Measurability - Track ROI
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Services Company Data
Traffic
Analysis
Total
PPC
Total
Avg
Lead/ Relevent
Lead/ Relevant
Lead
Month
traffic
Cost
CPC
Traffic
Traffic
cost
March'08
9951
5338
0.54
0.26%
0.20%
267
April'08
6828
4459
0.65
0.53%
0.38%
172
May'08
6607
5314
0.80
0.65%
0.39%
204
June'08
6609
5277
0.80
0.41%
0.26%
310
July'08
6772
5288
0.78
0.50%
0.31%
252
Aug'08
6340
4922
0.78
0.91%
0.33%
234
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Google Ads
 Good Points:
 Call for action in the Ad - “Register Free”
 Attempt to build credibility - “Asia #1 Franchise website”
 Week Points
 Communicating what company have, rather then what customer want?
 What customer will get is not communicated.
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Another Option
Want to own a Franchise?
2000+ Options: All verticals
65,000 already supported, Start Now!
www.FranchiseIndia.com
 Good Points:
 Addressing the customer requirements directly.
 Customer concerns at search stage getting
addressed
 Call for action in the Ad - “Start Now”
 Attempt to build credibility - “65,000 already supported”
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Take 30 seconds
and get…
1. Quotes from Top 10
Companies
2. Compare and Shop
Online in just
minutes.
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Thank You!
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