Online Advertising - SEM And Display

www.digitalvidya.com

© Digital Vidya

Digital Marketing Bootcamp

Online Advertising - SEM and Display

www.digitalvidya.com

© Digital Vidya

What are Paid Advertisements?

www.digitalvidya.com

© Digital Vidya

Google Ads

www.digitalvidya.com

© Digital Vidya

Yahoo Ads

www.digitalvidya.com

© Digital Vidya

Bing Ads

www.digitalvidya.com

© Digital Vidya

Localized Search Engine

www.digitalvidya.com

© Digital Vidya

Ad Networks

www.digitalvidya.com

© Digital Vidya

Publishers

www.digitalvidya.com

© Digital Vidya

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)

www.digitalvidya.com

© Digital Vidya

Why care about Paid Advertisement?

www.digitalvidya.com

© Digital Vidya

Google Ads

www.digitalvidya.com

© Digital Vidya

Qualitative View

-Source Enquiro

www.digitalvidya.com

© Digital Vidya

Organic Ranking Visibility

Rank 1 – 100% Rank 2 – 100% Rank 3 – 100% Rank 4 – 85% Rank 5 – 60% Rank 6 – 50% Rank 7 – 50% Rank 8 – 30% Rank 9 – 30% Rank 10 – 20%

Side sponsored ad Visibility

Ad 1 – 50% Ad 2 – 40% Ad 3 – 30% Ad 4 – 20% Ad 5 – 10% Ad 6 – 10% Ad 7 – 10% Ad 8 – 10%

Shown in a percentage of participants looking at a listing in this location

-Source Enquiro

Visibility Analysis

www.digitalvidya.com

© Digital Vidya

11% money is spend on SEO and 87% money goes to PPC.

– Source SEMPO

Spending

www.digitalvidya.com

© Digital Vidya

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.

Irony

www.digitalvidya.com

© Digital Vidya

Why does paid search earn so many more marketing dollars?

Inquiry

www.digitalvidya.com

© Digital Vidya

  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

Why Paid Advertisement?

www.digitalvidya.com

© Digital Vidya

Traffic  Analysis  

Month  Total  PPC  traffic  

Total  Cost  

Avg  CPC  

 Lead/Traffic  

Relevent  Lead/Traffic  

Relevant  Lead  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  

Services Company Data

www.digitalvidya.com

© Digital Vidya

 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.

Google Ads

www.digitalvidya.com

© Digital Vidya

 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”

Another Option Want to own a Franchise? 2000+ Options: All verticals 65,000 already supported, Start Now! www.FranchiseIndia.com

www.digitalvidya.com

© Digital Vidya

www.digitalvidya.com

© Digital Vidya

www.digitalvidya.com

© Digital Vidya

1.  Quotes from Top 10 Companies

2.  Compare and Shop Online in just minutes.

Take 30 seconds and get…

www.digitalvidya.com

© Digital Vidya

Thank You! www.digitalvidya.com

twitter.com/mydigitalvidya | facebook.com/digitalvidya | [email protected]

`