Slide 1

Reach was the reason the BP management chose Goolge immediately after the oil spill happened it would have been difficult to do global real-time damage control otherwise.1

You can choose the location and language during campaign set-up2

During campaign set-up, one needs to choose networks by clicking on search / Content networks

Also, one needs to choose the devices and carriers where ads need to be shown.

All the above are ways in which the reach of the campaign can be modulated 3

No 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

Benefits of AdWords:

Benefits of AdWords: Cost

4

Compare this to how obscenely expensive television ads are. Also once commitment is done in traditional media, it is difficult to pull back.5

During campaign set-up. You can decide the budget per day6

Benefits of AdWords: TimingAds are continuously matched to Internet users interestsAds are placed as buying decisions are made

The Result:You reach your audience at the right time, with the right message

Timing

7Another benefit to advertisers is the timing of AdWords.

In internet advertising, timing is very important. Google AdWords ads connect you with new customers by being in the right place, and, more importantly, by engaging them at precisely the right moment. Ads are continuously matched to internet users interests.

In fact, you can schedule to ads to run on particular times on particular days Relevant for movie ticketing, restaurant business. Also., sometimes businesses discover that their ads tend to perform better on certain times of the day For example, job sites and dating sites might do better in office hours.8

See your ads on Google quicklyOptimize and change your ads continually to increase ROITarget multiple locations and languagesFlexibility

9Flexibility is one of the key benefits of the AdWords system.

Whether creating a new account or editing an existing ad, you can see your new ads on Google quickly.

You also have the flexibility to change your ads whenever you like. The AdWords system is available 24 hours a day, seven days a week, and the number of changes you can make is unlimited.

You also have the flexibility of targeting different populations by location and language, which allows you to create targeted ads that will appeal to your audience.

Hence PPC almost always makes sense for a lot of businesses

B2C, B2BFinance, Stock Trading, SoftwareStart-ups, SME, Corporate, Non-profits

Software companies, trading companies, research companies can also use this

10

Concept 1 : Search & Content Targeting

In Search, the actual keyword in the campaign is matched with the search query.

In Content, the sites are chosen based on the theme of the keywords.

For example, consider Makemytrip, a travel ticketing business, is running Adwords. If it has words like stock tips, Infy price, etc..in its content campaign, then the ads would go to all finance sites.

11

Concept 2 : Position of ad

Position of ad = Function (Max CPC, Quality Score). The higher the product, the better is the ad position.

Quality score is what makes the platform a great choice for SMEs who may not have deep pockets.

Max CPC Max amount you are willing to pay per click ; Min CPC is the ground price set by the Adwords system it depends on the category and the dynamic environment at a given point of time.Quality score depends on various factors like CTR and the Relevance of ads with search queries.

12

What aspects would make you a winner in SEM todayGoing beyond traditional SEM

(1) The more important skill is in campaign planning, keyword research and keyword biddingAnd that comes from your marketing background or insights

And in getting the intent-keyword-ad-landing page sync perfectWhich involves a lot of tracking and campaign analyticswhich drives away MBAs typically

SEM campaign managers are the heaviest users of web analytics packages

Some examples of our journey in getting the intent-keyword-ad-landing page sync right

Special page for students targeting placement mentality of students, we are bidding for words related to mba jobs, bms jobs, etc..17

Special page for marketing managers having a future of marketing theme, we tried to be on marketing and advertising related sites on content network18

(2) Google Mobile should not be missed

20% of the searches are originating from Mobile phone in India. We should not miss this

Google Search Ads for MobileAds on Google mobile search resultsSearch Ads on Partner SitesAds on searchpartner resultsContextual Targeting for MobileGoogle Ad Sense for Mobile Content

Mobile ads: Google and Partner Sites

21Of course, the site should be mobile friendly. There is limited competition on mobile so your CTRs would be good

(3) You-Tube should be leveraged for relevant categories

It is a very useful especially in the entertainment category but even for sectors, it can be definitely leveraged in limited ways.22

24

25

(4) Other PPC platforms

LinkedIn targeting: Target profiles, designations, industries, workplaces

Facebook: Target by age, demography, likes, interests.

http://www.insidefacebook.com/2009/07/27/10-powerful-ways-to-target-facebook-ads-that-every-performance-advertiser-should-know/

29

Basic skills required for managing SEM campaigns

Basic Skills required

Strong in numerical and verbal These are the 'Math' and the 'English' section in the typical aptitude tests. Verbal because one needs to constantly think of the words which represent the intent of the consumer.Numeric because one would needs to constantly evaluate the ROI of potential alternatives.Bidding is the name of the game.

Marketing bent of mind You would be given a target audience and then its your job to find out the kind of sites he would visit, the search terms he would use, etc.Basically what a person does online.

Advanced Usage of Office tools, most importantly ExcelYou would need to pull meaningful trends out of various sets of data that can be used to construct reports for internal teams or external clients.

Any MBA degree (better if it has a marketing slant to it) can be a good leverage here. Not just marketing, anything to do with human psychology also for example would be a good fit. Basic skills required

Qn : What do you look for when you hire33

At the end of the day, you are accountable for the profits of your campaign. So that 'owning up' and the 'buck stops with me' spirit has to be there.

For the MBA aspirants

If you are looking to get experience before pursuing a MBA (Marketing) kind of degree, a SEM profile job is ideal. Where else would you get real-time feedback on how brands respond to marketing tactics. And you can make changes and see the results for yourself !

In fact, you may decide not doing a MBA degree at all