Palestra Search engine marketing (SEM) - Pós Graduação MBA Marketing
SEM - Search Engine Marketing
Transcript of SEM - Search Engine Marketing
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Introduction to Search Engine Marketing / Pay Per Click Marketing / Google Adwords
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The plan for today
• Schedule of the SEM module @ Learning Catalyst.
• Overview of search : India/World• Basics of Adwords : Search and Content.
Position of Ads. Quality Score.• Why PPC almost always makes sense for a lot
of business ?• What separates the men from the boys ?
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What is SEM
Also called PPC / Sponsored Ads/ Adwords
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Search is BIG globally and also in India
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Search Engines Market Share
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Google’s finances
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Never underestimate the power of search !
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Search Engines (not=) Google
Global Search Engines
a.Googleb.Yahooc. Bingd.Baidue.Askf. Mivag.And more
Local Search Engines
a. Rediffb. Gurujic. Ask LailaAnd more
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The basics of Google Adwords
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11 22 33 44
Google.co.inGoogle.co.in Search PartnersSearch Partners
Searching for you…Searching for you…
Helps drive traffic to the site when
your user is…
Helps drive traffic to the site when
your user is…
Browsing
How advertisers can do a campaign on Adwords
Content PartnersContent Partners Content PartnersContent Partners
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What is Google Advertising?
Your customers see your ad when they search
Your ad reaches users at the moment they demonstrate
interest
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What is Google Advertising?Your customers see your ad when they surf Google Network properties
Google technology places your ad on the most relevant content pages
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Google Content network: Categories
65,536
436
65,100
Animals Pets
Arts Auto
BusinessComputersElectronics
Entertainment
FinanceInsurance
Games Health
Industry Internet Lifestyle
Local News
& EventsOnline
communities
Photo Video
Real estate Reference
Science Shopping Society
Sports Telecom Travel
Blogs Other sites
Premium sites
Long tail
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Placement targeting
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Basic Definition: CPC
CPC: cost-per-click
• Click: The action a user takes to select your ad and be taken to your website.
• Google charges the advertiser when a user clicks on your ad
The Destination WebsiteA sample AdWords ad
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CPC was a huge shift from the earlier impression driven
models and hence it was so successful
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One can get started a campaign in minutes…
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Signup
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Target customers by geography and language
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Target Location
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Create ad
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Add Keywords
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Review
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And off you go !!Is it that easy ? No
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Benefits of AdWords
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Benefits of AdWords
The primary benefits of AdWords include:– Reach– Cost– Timing– Flexibility
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Reach : Google Reaches Global Markets
Sources: Measured by Media Metrix and NetRatings (September 2004); “2005 Web Globalization Report Card,” Byte Level Research (November 2004)
Your customerssearch Google in
over 100 languages
#1 search engine in 17 out of 20
countries measured
Reach customers around the world on one platform