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www.digitalvidya.com
Digital Marketing
Bootcamp
© Digital Vidya
Digital Marketing
BootcampDigital Advertising
© Digital Vidya
Where have you seen PaidAdvertisements in Digital Space?
www.digitalvidya.com
Where have you seen PaidAdvertisements in Digital Space?
© Digital Vidya
Google Ads
www.digitalvidya.com
© Digital Vidya
Business Specific Portals
40 mil visitors/monthBroad (B2B Search Engine and
Ad Network)
www.digitalvidya.com
Broad (B2B Search Engine andAd Network)
Bidding (4-5$/click for top 3)
© Digital Vidya
Why Paid Advertisement?
www.digitalvidya.com
Why Paid Advertisement?
© Digital Vidya
Google Ads
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%
Visibility Analysis
www.digitalvidya.com
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
© Digital Vidya
11% money is spend on SEO and 87% moneygoes to PPC.
– Source SEMPO
Spending
www.digitalvidya.com
11% money is spend on SEO and 87% moneygoes to PPC.
– Source SEMPO
© Digital Vidya
SEO drives 75%+ of all search traffic, yetgarners less than 15% of marketingbudgets for SEM campaigns. PPC receivesless than 25% of all search traffic, yet earns85%+ of Search Engine campaign budgets.
Irony
www.digitalvidya.com
SEO drives 75%+ of all search traffic, yetgarners less than 15% of marketingbudgets for SEM campaigns. PPC receivesless than 25% of all search traffic, yet earns85%+ of Search Engine campaign budgets.
© Digital Vidya
Why does paid search earn so manymore marketing dollars?
Inquiry
www.digitalvidya.com
Why does paid search earn so manymore marketing dollars?
© Digital Vidya
Quick Start - Instant access to global customer base
Attract Millions in less time
Drive qualified traffic - Specific Communication
Easy, Flexible and Highly Customizable
End-to-End Measurability - Track ROI
Paid Advertisements Benefits
www.digitalvidya.com
Quick Start - Instant access to global customer base
Attract Millions in less time
Drive qualified traffic - Specific Communication
Easy, Flexible and Highly Customizable
End-to-End Measurability - Track ROI
© Digital Vidya
Paid Advertisements Tips
www.digitalvidya.com
Paid Advertisements Tips
© Digital Vidya
Reach & VisibilityEngagementRelationshipsLeads & SalesFeedback
www.digitalvidya.com
Impression -> Click -> Action -> Business Objective
Reach & VisibilityEngagementRelationshipsLeads & SalesFeedback
© Digital Vidya
Traffic Analysis (all costs in US $)Traffic Cost Leads R. Leads CPC CPL
March’10 9951 5338 26 10 0.54 205
April’10 6828 4459 36 7 0.65 124
May’10 6607 5314 43 10 0.80 124
IT Services Company Data
www.digitalvidya.com
May’10 6607 5314 43 10 0.80 124
June’10 6609 5277 50 10 0.80 106
July’10 6772 5288 34 10 0.78 156
Aug’10 6340 4922 58 10 0.78 85
Sep’10 5543 4800 20 13 0.87 240
Focus on end results
© Digital Vidya
www.digitalvidya.com
Measure end results for each unit of action
© Digital Vidya
Good Points:
1. Call for action in the Ad - “Register Free”
2. Attempt to build credibility - “Asia #1 Franchise website”
Week Points
1. Communicating what company have, rather then what customer want?
2. What customer will get is not communicated.
Google Ads
www.digitalvidya.com
Good Points:
1. Call for action in the Ad - “Register Free”
2. Attempt to build credibility - “Asia #1 Franchise website”
Week Points
1. Communicating what company have, rather then what customer want?
2. What customer will get is not communicated.
© Digital Vidya
Good Points:1. Addressing the customer requirements directly.
2. Customer concerns at search stage gettingaddressed
3. Call for action in the Ad - “Start Now”
4. Attempt to build credibility - “65,000 alreadysupported”
Another OptionWant to own a Franchise?2000+ Options: All verticals65,000 already supported, Start Now!www.FranchiseIndia.com
www.digitalvidya.com
Good Points:1. Addressing the customer requirements directly.
2. Customer concerns at search stage gettingaddressed
3. Call for action in the Ad - “Start Now”
4. Attempt to build credibility - “65,000 alreadysupported”
© Digital Vidya
www.digitalvidya.com
© Digital Vidya
www.digitalvidya.com
1. Quotes from Top 10Companies
2. Compare and ShopOnline in justminutes.
Take 30 secondsand get…
© Digital Vidya
Cisco – Google Ad
www.digitalvidya.com
1. Talking at customer’s concerns - partially
2. Cisco Credibility in Business Video not established
3. Call for action is weak