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Search Engine Advertising

The document discusses search engine advertising and strategies for creating effective Google AdWords campaigns. It covers topics like ad placement, bidding, keyword targeting, advanced ad formats, conversion tracking, and e-commerce advertising options.

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Mohit Upadhyay
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160 views

Search Engine Advertising

The document discusses search engine advertising and strategies for creating effective Google AdWords campaigns. It covers topics like ad placement, bidding, keyword targeting, advanced ad formats, conversion tracking, and e-commerce advertising options.

Uploaded by

Mohit Upadhyay
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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SEARCH ENGINE

ADVERTISING
Professor Seema Gupta
WHY PAY FOR SEARCH ADVERTISING

TO EASE OF CONTROL ANALYTIC COMPETI


CAPTURE ACTION LED COST S TION
INTENT
UNDERSTANDING AD PLACEMENT
AD RANKS
Primacy effect

WHY IS THE
Competition for Attention
Theory AD RANK
IMPORTANT?

Information Overload
CREATE AD
CAMPAIGN
1. Architecture
of the search
advertising
account
Daily budget tab on google ads

2. GOOGLE AD WORD ACCOUNT


Bidding tab on google ads
Ad groups
2. GOOGLE
AD WORD
ACCOUNT
Ads
BIDDING PROCESS ON GOOGLE

• Ad Rank = Max Bid * Quality Score


• Actual CPC = Ad Rank of player below
/your QS
AD RELEVANCE

© Professor Seema Gupta


LONG TAIL
UNDERSTANDING
LONG TAIL
GENERAL SEARCH: AWARENESS
FEATURE SPECIFIC SEARCH: INTEREST
CONSIDERATION: BRAND BASED SEARCH
PURCHASE: BRAND + MODEL SPECIFIC
SEARCH

• Moment of Truth: Searching for a model number, this user is ready to buy
• Single word ‘Bags’ – luggage bags, tea bags,
vacuum cleaner bags. Use specific ‘buy luggage
online’, ‘luggage bags’
• Keywords of 2 or 3 words best
• Have 10-15 tightly themed keywords per ad group
KEYWORDS • Negative keywords – only women clothing then
have men as negative keyword
• Broad, phrase and exact- Broad is more traffic but
exact is more relevant
• Generate ideas - Start with category then brand
and competition
Ad text phrases Good/Bad Reason

Satisfaction guaranteed x The phrase is too vague for the user


and conveys no clear benefit

Up to 50% Discounts ✓ The benefit to user is clear from the


text

Click on this ad to buy x Uses unnecessary keywords like


shoes click on this ad

Limited period offer ✓ The message creates urgency for the


users to click on the ads.
Match Type Symbol Example Ads may Show on Searches Example
Keyword Searches

Broad match none women's Include misspellings, synonyms, related searches, Buy ladies
hats and other relevant variations hats

Broad match +keyword +women's Contain the modified term (or close variations, but Hats for
modifier not synonyms), in any order women
+hats

Phrase match ‘keyword.’ ‘women's Are a phrase, and close variations of that phrase Buy women's
hats.’ hats

Exact match [keyword] [women's Are an exact term and close variations of that Women’s hats
hats] exact term

Negative match -keyword -women Are searches without the term Basketball hat

ENHANCE YOUR AD CAMPAIGN 1.KEYWORD TARGETING


2. CREATING ADVANCE AD
FORMAT

a. Call
extension
B. SITE LINK
C. APP EXTENSION
D. LOCATION EXTENSION
E. SNIPPET EXTENSION
F. PRICE EXTENSION
G. CALLOUT EXTENSION
H. MESSAGE EXTENTION
I. AFFILIATE LOCATION EXTENTION
3. SHOPPING ADS
4. CONVERSION TRACKING TAB
REMARKETING LIST FOR SEARCH ADS
KEYWORD INSERTION

Learn {Keyword:Digital marketing}


CASE STUDIES

• KFC Beef Up
• Easy cabs Rain Prediction
E-COMMERCE – DISPLAY AD ON AMAZON
VIDEO ADS ON AMAZON
PREMIUM AD ON FLIP KART
DISCOVERABLE ADS
PRODUCT LISTING ADS
SPONSORED BRAND ADS ON AMZAON
STORE ADS ON AMAZON
BRAND STORIES SHOWREEL ON FLIPKART
BRAND STORIES CARD ON FLIPKART
THANK YOU

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