Online Advertising - SEM And Display

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Digital Marketing Bootcamp

Online Advertising - SEM and Display


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What are Paid Advertisements?


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Google Ads


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Yahoo Ads


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Bing Ads


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Localized Search Engine


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Ad Networks


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Publishers


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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)


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Why care about Paid Advertisement?


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Google Ads


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Qualitative View

-Source Enquiro


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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


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

– Source SEMPO

Spending


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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


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Why does paid search earn so many more marketing dollars?

Inquiry


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  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?


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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


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 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


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 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


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1.  Quotes from Top 10 Companies

2.  Compare and Shop Online in just minutes.

Take 30 seconds and get…


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