251720833-Digital-Marketing-and-Adwords-iim-Indore-nov1-Sreeraman.pptx

Digital Marketing

1. Digital Marketing & Google AdWords IIM Indore November 1st 2014 @sree_raman

2. What we’ll talk about What is Internet Advertising & Digital Marketing How Search Works Tenets of great digital work Digital and Brand Marketing Digital Marketing Channels AdWords and Google Display Network Campaign Planning and Measuring

3. What is Internet Advertising & Digital Marketing

4. The Basics

5. What is Internet? How is it different from WWW ?

6. What has it done to us? 1990 2010

7. What has it done to us?

8. What is Advertising? How is it different from Marketing ? Yellow Pages

9. Marketers change the way we live

10. Advertisers change the way we are reached PLA PPC SEO

11. Advertisers change the way we are reached

12. Advertisers change the way we are reached

13. Digital Media: A tectonic shift? Internet in 2013 passed newspapers to become the world's 2nd largest ad medium, just behind TV Source: ZenithOptimedia’s A dvertising Expenditure Forecasts Dec 2013

14. Digital Outlook for 2014 India at no.14 with $ 5,863 million in ad spends Digital will contribute 20% of the spends Source: ZenithOptimedia ’ s A dvertising Expenditure Forecasts Dec 2013 | GroupM Report Dec 2013

15. Digital Outlook for 2014 & beyond Advertising is set to see the strongest sustained period of growth in ten years. Growth is then set to increase to 5.8% in 2015 and 2016. The principle engine of this growth will be mobile technology , which is expanding the space for media consumption. Mobile to contribute 36% of all the extra ad spend between 2013 and 2016 Source: ZenithOptimedia ’ s A dvertising Expenditure Forecasts Dec 2013

16. The Half Life Pattern of Technology

17. Watch the video here http ://youtu.be/s_LYIQwwQVQ?t= 12m15s Wearable is poised to touch a billion user in next 4-5 years

18. How Search Works?

19. How do you find the right book at a library?

20. How do you find the right information on the web?

21. Does Google know everything? 0.2 percent of the Internet could be searched. Google said it had indexed just 0.004% of the information on the Internet.

22. How (Google) Search Works?

23. Panda Update is a search filter introduced in February 2011. ‘low sites’ or thin sites Penguin Update in April 2012 to better catch sites deemed to be spamming its search results Humming bird aims to understand users intent and give ‘answer’ as oppossed to ‘results’ Pigeon aims to customize search for hyperlocal reults

24. Why is it important to understand search? 93% of web journey starts with a search Search volumes signifies demand trends Regions Seasons Categories

25. Why is it important to understand search? Who is the most searched person in 2013? 2012? What phone was most searched? Most searched term? Which website? Most searched movie?

26. http://www.google.com/trends/ explore

27. Where are they searching from?

28. Related Searches - Top

29. Related Search – Rising

30. Please don ’ t fight 

31. Google vs Microsoft Dog vs Cat Dhokla vs Idli

32. SEO

33. "The PERFECT search engine would UNDERSTAND exactly what you MEAN and give you back exactly what you WANT ." Larry Page

34. ANATOMY OF A SEARCH RESULT ANATOMY OF A SEARCH RESULT

35. Title Description Sitelinks Anatomy of a Search Result Knowledge Graph

36. Rich Snippets

37. Ok, so how do I increase my site’s visibility?

38. Make pages primarily for users, not for search engines! Webmaster Guidelines

39. Spam Example Gibberish, cloaking and / or scraping content from other websites.

40. 7 visibility tips

41. Make sure your content is crawlable Tip 1

42. example of not accessbile site if any

43. Make sure its indexable Tip 2

44. What users see What Google sees

45. - search for "site:example.com" - use Webmaster Tools!

46. Site: Operator

47. Look good in search results Tip 3

48. ✓ - Use Meta Data

49. Describe images Tip 4

50. <img src=”vangogh-poster.jpg” alt=”Poster Of Van Gogh’s Starry Night” /> High quality prints of Van Gogh’s Starry Night Name “alt” attribute Caption

51. Remember Rich Snippets Tip 5

52. Use Structured Data

53. Use Structured Data

54. Expand your presence Tip 6

55. Be out there on different platforms Find your audience, create buzz Invest in social media marketing

56. Avoid common pitfalls Tip 7

57. Don’t get caught in SEO Trends Don’t hire rogue SEOs Watch out for guarantees Create great content for users and the rest will follow

58. Resources

59. google.com / webmasters

60. Tenets of great digital work

61. Significance of Digital and Social Media in Marketing Today, Focus on customers and customer experience matters more than any other strategic imperative Be here or go home

62. Tenets of great digital work Start with an objective See where your audience are Plan and Deploy Measure everything! Optimize Measure again

63. Tenets of great digital work Be where your audience are TV > PC > Laptops > Smartphones > Wearables Not in that order!

64. Where are these people? 167mn Active Internet User in India Top 8 metros contribute only 32% Towns with less than 1mn population contribute nearly 50% Source: Technopak & Comscore

65. Who are these people? 6 0mn+ SEC A Segment Over 60mn people from the SEC A segment who form the part of population with highest buying power Source: Rajan Anandan’s keynote talk

66. Who are these people? 61% of audience are male 46% are aged b/w 15 to 34

67. What do these people do? Search Social Media Portal Download Directory/Resources Retail Time spent / Major Activity

68. Sl Media Total Unique Visitors (000) % Reach 1 Google Sites 154,845 92.6% 2 Facebook 108,199 64.7% 3 Yahoo Sites 73,592 44.0% 4 Microsoft Sites 67,888 40.6% 5 JABONG.COM 52,468 31.4% 6 BitTorrent Network 51,220 30.6% 7 Wikimedia Foundation Sites 47,589 28.4% 8 Times Internet Limited 45,882 27.4% 9 Network 18 38,684 23.1% 10 MYNTRA.COM 38,602 23.1% 11 Ask Network 37,168 22.2% 12 Amazon Sites 36,762 22.0% 13 Rediff.com India Ltd 31,390 18.8% 14 FLIPKART.COM 31,356 18.7% 15 NIC.IN 30,508 18.2% 16 Indian Railways 29,980 17.9% 17 State Bank of India 25,109 15.0% 18 QUIKR.COM 24,479 14.6% 19 FILMREEL.TV 23,654 14.1% 20 Linkedin 21,739 13.0% 21 eBay 21,519 12.9% 22 SNAPDEAL.COM 20,599 12.3%

69. The Masses are not left behind too The transition from feature phone to smartphone 40 mn SP In 2012 600 mn In 2020 380 mn FP In 2012 450 mn In 2020 Source: Technopak

70. Tenets of great digital work Embrace multiscreen marketing

71. Tenets of great digital work

72. Tenets of great digital work Tak a lang wich ty undrstnd ; else #FML Baby boomers > Millennials > Digital Natives

73. Digital and Brand Marketing

74. Digital and Brand Marketing Can a brand be built only using Digital Medium? Pick a brand, Lets debate

75. Digital and Brand Marketing Humanize your brand

76. Digital and Brand Marketing Create conversations With your audience About your brand

77. Digital Marketing Channels

78. Digital Marketing Channels Paid Owned Earned Shared

79. Digital Marketing Channels

80. Digital Media (Paid Media) Search / PPC (Pay Per Click) Display Advertising Inventory Buys Native Ads Product Listing Ads Video Ads Mobile Ads In App Ads Newsletters Affiliate Programs

81. Video Ads YouTube is the 2nd largest search engine after Google More than 100hrs of video is being uploaded on YouTube every minute

82. Video Ads Other Options Masthead Pre roll Custom Channel

83. Digital Display Advertising Google Display Network (GDN) Bing (network) Facebook (FBX) LinkedIn Yahoo MSN YouTube

84. SEO VS SEM SEM Paid Instant Results Content independent Bid for brand, category, context, misspellings competition and industry, etc., Complete control over budgets, LP, goals. etc SEO Organic Long overhaul Content is a key driver Limited optimisation for competition and category search Have limited control over what can be optimised But What’s common? Both are triggered by a Search Query

85. Why Learn AdWords ? We want you to know how to make most out of AdWords and less of a bad experiments

86. Why Learn AdWords ? With AdWords , you target brand, category, industry and competitive keywords

87. Why Google AdWords ? Reach people at the precise moment they’re searching for what you offer You can choose where your ad appears Control your budget See exactly what's working in your ad, and build on it Measure Value

88. Why Google AdWords ? Whatever is your Business Goal, AdWords will help you achieve it and, Measure it! Online sales Phone calls Website visits In-store visits Online leads

89. Google AdWords aka PPC aka SEM

90. What is PPC? Pay per click (PPC) is an Internet advertising model in which advertisers pay / get charged only when their advert is clicked .

91. O verview of ad formats Search a ds across d evices

92. An easy, scalable and convenient way for advertisers to display their products to interested customers on Google.com Right Hand Side Can be up to 5 PLAs on the Top Ad Placement and up to 3 in the Right Hand side PLAs display a Product Title, Price, Image, and Merchant name Optionally , they can also display Promotional messages Top Ad Placement Product Listing Ads

93. Dynamic Search Ads Target relevant searches with ads generated directly from your website – dynamically Who should use dynamic ads? Your website features different products or services. You offer listings of services or products that change frequently. You sell seasonal product lines or other offerings .

94. Help consumers navigate your site faster, giving you more volume at higher conversion rates Ad Site Links *Mobile

95. Call Extensions Show a clickable phone number and URL, making it easy for customers to reach you only allow phone calls with “call only” format include other characters with vanity numbers click to call

96. Help users find your locations with an ad extension that shows your businesses as a blue pin directly within a map on Google.com Mobile Example Format Desktop Example Format Location Extensions

97. Social Extensions Source: Google Internal Data, March 2012 Social extensions link your Google+ page to your ads to combine +1’ s and follows from your ads, searches, Google+ page, and homepage Extensions available for search and display ads “Socialize” your ads and harness the power of personal recommendations by connecting your Google+ Page and your search ads

98. Where does it all begin? The consumer A product / service need Options calling for research And a search engine called….. A product / service need

99. * Search Query: ‘ buy flowers online ’ Google Search Results Simple? Google Adwords

100. What are your goals? What is the marketing goal? Who are you trying to reach? What does success look like? What action are you driving towards on your website?

101. How do you measure success? $ Value of Purchases # of lead forms filled out # of newsletter sign-ups # of PDF downloads # of minutes watching a video SIGN UP!

102. PPC Overview Unique Bid Platform Greater competition = greater cost No charge if user sees your ad Only pay if user clicks on your ad Simple way to test if your website can work for you Requires lots of OPTIMISATION to maximise ROI

103. Creating Your AdWords Account https://www.google.co.in/adwords /

104. Creating Your Campaign Complete Keyword Research Decide on your campaign structure Does your campaign reflect your business/website? Develop your campaign BEFORE going to AdWords

105. Keyword Research Foundation of your online marketing campaign (for both SEO and PPC) Example “ buy digital camera ” vs “ digital camera review ” Draw up your Keyword List Study your web stats program Brainstorm Competitors web sites Use Online Tools to check frequency of use Google Keyword Tool

106. How do keywords work? Possible advertiser keyword list : L ava lamp Lava lamps Lava lamp online Lava lamps online Google lava lamp Google store lava lamp Colorful lava lamp Colored lava lamps Green lava lamp Yellow lava lamp Red lava lamp Blue lava lamp Large lava lamp Small lava lamp Desk lava lamp

107. Building a keyword list Ad Group: Accessories Keywords : google tumbler , google cup, google travel mug , google water bottle , etc. Ad Group : Kids Keywords: google kids clothes , android kids clothes , google kids t shirt , android kids t shirt , etc. Ad Group: Wearables Keywords : google hat , google shirt , google t- shirt , google tee , google sweatshirt , google hoodie , etc.

108. Google Keyword Tool

109. * pets vet dog food recipes buy cheap dog food online now dogs Choosing the Right Keywords Selling Dogfood buy dog food canned dog meals pedigree dog food

110. Keyword Types

111. Structuring

112. Organizing campaigns and ads in your account Account Campaign Campaign Ad Group Ad Group Ad Group Ad Group Keyword Ad Keyword Ad Keyword Ad Keyword Ad Keyword Ad Keyword Ad Keyword Ad Keyword Ad Ad Group

113. Google AdWords Account Structure Account Level Travel Company ( India ) Campaign Level Flight Train Bus Adgroup Level (North India) J & K Keywords Adverts

114. Create Compelling Ad Text Be Concise, To the Point Relevant, accurate text Targets specific keywords Clear & Accurate display URL Working destination URL Use Proper Grammar Capitalise First letter of words Support claims on landing page No superlatives/hyperbole allowed No inappropriate language Use direct calls to action No pop-ups on landing page Follow the Search User ’ s Thought Process!

115. * Include Multiple Ads Title Benefit Feature

116. Headline: Headline is the top line of your ad copy, sometimes including your keyword Description Lines can include a benefit or call to action. Benefit is what the customer gets from the product or service: everyday low price, free shipping, fresh, genuine . Call to action is what you want people to do: buy, order, download, etc. Quick Tip! Headline: 25 characters Description Lines: 35 each Visible URL: 35 characters Don’t forget that spaces count too! Writing copy

117. * Include a Call to Action Click Here Visit Us Examples: get info, research here, download free white paper, order our catalog, buy now, save money Avoid meaningless slogans and gimmicky language

118. * Send Chocolate Gifts Save 10% on all chocolate orders. Free shipping over $50. Differentiate Products or Services Save 50% $10 Off Seasonal Sales Free Shipping Free White Paper

119. * Keywords in Ad Text figurines Collector Dolls 40% Off The Anastasia Collection - Porcelain Dolls, Doll Stands, & More www.AdWordsExample.com Discount Figurines Unique Collectibles, Gift Ideas, Figurines & Miniatures. Buy Online! www.AdWordsExample.com Catch your customer ’ s eye by making sure your headlines match the keywords. Matching terms show up in bold text on the Google results page.

120. That ’ s it! You are almost there Lets go live with your campaign .

121. Google Network Text Ads Images Ads Mobile Ads Video Ads

122. Target ads by language & location countries cities regions territories custom Language Location 40 different languages

123. How does AdWords detect user location? google.com.mx g oogle.fr 174.32.20.135 query m obile device location

124. Daily budget Don’t let your shop close early

125. Setting and managing budgets Standard vs. a ccelerated d elivery Delivery Setting Ads Show Standard delivery Throughout entire day May not show every time if budget below system-recommended amount Accelerated delivery As often as possible until budget reached May not show later in the day if budget below system-recommended amount

126. Bidding What are your campaign goals? clicks CPC bidding Generate traffic Manual CPC Automatic CPC Enhanced CPC Bid adjustments impressions CPM bidding Brand awareness Get your message in front of customers conversions CPA bidding Get customers to take action Conversion optimizer

127. Manual vs . automatic bidding Two ways to manage your bids manual automatic

128. Enhanced CPC ECPC is a bidding feature that raises your bid for clicks that seem more likely to lead to a sale or conversion on your website. That helps you get more value from your ad budget .

129. Conversion Tracking 1 Per Click: Any ad click resulting in conversion in 30 days Many Per Click : Multiple conversions for a click that results in conversion in 30 days

130. Conversion Tracking

131. Quality Score

132. Why Quality Score Advertisers want to show relevant ads Users want to see relevant ads Google wants the best experience for both advertisers and users USER GOOGLE ADVERTISER

133. Quality Score Google Want you to have high QS and will tell you when you do not have this

134. Ad Rank formula For Search: Maximum bid (Cost per Click) Ad Rank Ad extensions & formats Ad Rank Ad Rank Quality Score X + =

135. What is Quality Score? Quality Score is an estimate of how relevant your ads , keywords , and landing page are to a person seeing your ad Keyword Quality Site Quality Keyword CTR Ad text relevance Historical Performance Load time and navigability Transparency Relevance

136. 1 Organize your account for maximum effectiveness 2 Choose relevant keywords 3 Create straightforward, targeted ads 4 Point users to a landing page with relevant, original content with quick load times The best way to improve your Quality Score is to focus on your key metrics How to Improve your Quality Score

137. Tactics to i mprove Adwords r esults Create Successful Text Ads Improve your Keywords Focus on ROI Budget Optimization Organize your Account Use Opportunities Tab to get Ideas Use Conversion Tracking and N egative K eywords

138. Keyword o ptimization s trategies Optimize for CTR -Negative Keywords -Delete non performing keywords Optimize for ROI -Also use Conversion Tracking!

139. Optimize your l ocation t argeting s ocks from $1.99 www.snugglysocks.com / boston 25% off socks so your feet will Survive the Boston Winter!

140. Google Display Network

141. Google Display Network Google Worldwide #1 global Internet property with 1 billion searches every day 1B unique visitors globally per month to Google Sites #1 in search globally 955M unique visitors a month on the Google Ad Network and 76.8% reach worldwide #1 video site YouTube with 2 billion views a day The largest global ad network, thousands of sites across a diverse set of inventory

142. Google Display Network can target both content & audience Placement Targeting Topic Targeting Remarketing Interest Category Marketing Target Content Target Audience Keyword Contextual Targeting add : demographic bids, geographic and time filtering exclude : undesired sites, keywords, categories

143. Google Display Ads Benefits Millions of sites Placement targeting Contextual targeting Remarketing Multiplier effect on search Pricing Pay per click ( cpc ) Pay per impressions ( cpm ) Format Text Image Flash Video Placement You choose sites Google chooses sites: (contextual targeting) Engage with Internet users through millions of sites using text, rich media, image and video advertising.

144. Ads are served on premium and long-tail sites you hand pick Example Placements: Forbes.com , allbusiness.com , nytimes.com , businessinsider.com Hand select the sites where your ads will show Placement Targeting

145. B etter T argeting A redesigned contextual engine to enhance targeting accuracy O ptimization C ontrol Bid at keyword level for granular performance control. E asier I mplementation C hoose to target by individual keywords like search See how your individual keywords are performing and optimize Exclusions and negatives combined keyword level targeting , bidding & reporting Keyword Contextual Targeting

146. Reach those who have previously visited related sites Interest Category Targeting Suggested Interest Categories: Data Management Enterprise Technology Business Operations – Management Business and Productivity Software

147. Remarketing Bring back unconverted visitors and improve ROI Visitor added to list Visitor leaves Your ad across the Google Display Network Visitor comes to your site Visitor returns to your site more conversions! Visitor returns to your site more conversions! Visitor returns to your site more conversions!

148. Text Ads InVideo Overlay Text Ad on YouTube Text Ads matched to websites Text ads on the GDN

149. Image Ads Leaderboard Image Ad 720 x 90 Medium Rectangle 300 x 250 InVideo Overlay Image Ad 480 x 70 Image ads on the GDN

150. Video Ads YouTube TrueView InSearch sends users to the Video page Can also use this video and distribute across the web as a Video ad Video ads on the GDN

151. Placement Performance report

152. Good Landing Pages

153. Best AdWords Help Page! support.google.com / adwords

154. Other digital ad solutions

155. Native Ads

156. Mobile and In-App Ads

157. Mobile and In-App Ads

158. ROI and Measuring

159. Can ‘ Likes ’ Cure Cancer?

160. What can be Measured? Measure based on your objectives

161. * AdWords is Accountable Monitor Your AdWords Performance

162. Use data to derive insights, but let it not override common sense. Adobe Marketing Insight https ://www.youtube.com/watch?v= TZXUq7Pln3g

163. Study Guide Test Prep Tips & Best Practices Use the course syllabus to guide you Study more than you think you need to Study and get certified with a colleague Don’t underestimate the test! Ask Questions!

164. Thank you! Good luck studying! @sree_raman [email protected]