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In this slide show, the team at Green & Red Technologies walks you through paid search ads and paid display marketing (Both on google and with local ad networks).
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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