Paid Marketing (part 1): Search and Display Ads

Paid Marketing: Search & Display Network Ads

Benefits of Paid Marketing ➔ First page exposure on top search engines ➔ Immediate boost in traffic ➔ Can target ads to specific groups ➔ Reach exponentially more people ➔ Can use geo-targeting and ad scheduling ➔ Can track customer’s actions from the

moment they click the ad

Paid Marketing Allows You To Reach EVERYONE Online

Source: Facebook Ad Manager, Sep 2013, G&R Internal Data

5.8 M Bangladeshis on Facebook

16 M+

Bangladeshis on desktop internet

If they aren’t on FB, they can

still be reached with advertising

Option 1: Paid Search Ads

How does paid search marketing work?

Step 1: Customer goes to google.com and searches

for something

Step 2: Google yields two main types of results

1. Organic

2. Sponsored

Step 3: Customer will click on most relevant ad for what they searched for

Step 4: A click on a sponsored ad, either takes them to a landing page or the homepage of the advertiser’s website to find

specific info about the exact thing they searched for

Homepage

Landing Page

Step 5: When a customer clicks an ad, the advertiser is charged for that one click

(CPC = Cost Per Click)

Notable New Terms Click Through Conversion: A customer clicks on an ad and then makes a conversion on the website that the ad links to

View Through Conversion: A customer views an ad but does not click it at that moment. Later they visit the site and make a conversion

How do you get your ad here?

By signing up for Google AdWords

There are some basic rules: Example ad Max length

Headline: Name of Website 25 characters

Description line 1: Summer Sale 35 characters

Description line 2: Save 15% 35 characters

Display URL: www.example.com 35 characters

AND: DISPLAY URL: can actually enter a longer URL, but it’ll appear shortened when the ad is displayed DESCRIPTION LINES: can’t lead into the display URL. For example, the second description line can’t say, “See this site” or “learn more at…” DISPLAY URL: field can’t be used as another line of ad text AD CONTENT: can’t appear cut off or incomplete

What makes a good search ad?

1. High relevance Keywords match ad so that your ad is

shown only to people its most relevant for

2. Call-to-action A sense of urgency to click your ad NOW

3. Value proposition Why should someone choose your site over

others?

Option 2: Paid Display Network Ads

• A network of websites with advertising space where you can place your ads

• A simple, cost-effective way to advertise on millions of high-quality news pages, topic-specific websites, video sites, and blogs

What’s a Display Network?

Three Options for Display

Google OR Local Ad Networks OR Direct Buys 1. 2. 3.

If you want to advertise on local sites...

Or reach NRBs… (Non-Resident Bangladeshis)

Local Display

Networks work

best….

BUT if you want to advertise on international sites...

2,000,000+ Display Network Sites

Google Display

Network is the way to

go

Display Network Targeting is Elaborate: You can reach your audience based on how they search: Keyword Contextual Targeting

Google matches keywords in your campaign with themes on the GDN. For example, if you have ‘photography’ in your keywords, your ads will be shown on sites related to

photography Topic Targeting

Google & LDNs have categorized thousands of sites and pages for you. Select your audience from a list of categories

Placement Targeting

Serve ads to consumers based on specific sites. Pick websites, videos, games, and RSS feeds that your audience will be visiting

Or based on who they are: Interest Category Marketing

Show ads to people based on their interests (based on sites they visit often)

Demographics

Allows you to select your audience based on their inferred age or gender Remarketing

Readvertise to people who have visited your website but didn't convert. Similar users

Google's look-a-like technology finds consumers with similar browsing habits to those on your remarketing list

Creating a good Display Network ad can be difficult...

Unlike search, people aren’t actively looking at ads

In addition to Relevancy Call-to-

Action &

Value Proposition

You need THE

DISRUPTION FACTOR

Banner Ads Are NOT All the Same... 1. Standard - images and basic interactivity, no expansion 2. Rich Media - can include video, high interactivity, expansion, and more; use Flash or HTML5 technology