Web Advertising 1 2/26/2013 CS190: Web Science and Technology, 2010

Save this PDF as:
 WORD  PNG  TXT  JPG

Size: px
Start display at page:

Download "Web Advertising 1 2/26/2013 CS190: Web Science and Technology, 2010"

Transcription

1 Web Advertising 12/26/2013 CS190: Web Science and Technology, 2010

2 Today's Plan Logistics Understanding searchers (Commercial Perspective) Search Advertising Next project: Google advertising challenge CS190: Web Science and Technology, 2010

3 Logistics Project 1 feedback/review returned: by tonight Thursday: Quiz (web search, advertising basics) Today: Project 2 details (will continue on Thursday) 2/26/2013 CS190: Web Science and Technology,

4 Segway into Search Analytics Google trends Google Flu trends 2/26/2013 CS190: Web Science and Technology,

5 Understanding Website Audience Who are these people? 1. Analyze URLs 2. Analyze Keywords Slide credits: Panos Ipeirotis, NYU

6 Analyzing Referral URLs: Demographics

7 Analyzing Referral URLs: Affinities QuantCast for CNBC

8 Analyzing Keyword Queries: the "intent funnel" What is the intent of customers that type such queries? Hint: What they searched before or after? Search Funnels: How can you catch customers earlier? What customers do when they leave?

9 Keyword Composition Classification of queries in search engines Navigational Transactional Informational Keywords with your brand are navigational In principle, there should be no competition Site should rank high Typically in the head of the distribution Aware/Loyal Customers Non-branded keywords are the real target Competitive/Searchers Customers

10 Get Keyword Demographics Keywords have demographic signatures Microsoft adcenter Demographics Prediction: Quantcast Example: [posters]

11 Get Keyword Demographics Example: [Jessica Alba]

12 What is Search Engine Marketing (SEM)? Search Engine Optimization (SEO) Improve organic result rankings on search engines Adjust elements important to search engine algorithms Pay Per Click Advertising (PPC) Also known as sponsored results, advertising that appears to the top, bottom, or side of search engine natural results Typically cost is generated on a pay-per-click model, where advertiser pays for each click a searcher makes on an ad, vs. the traditional online marketing method of cost per impression.

13 Search Marketing Facts 80.6% of searches use 2 or more words (current trend is 2-3 word searches) 87% of searchers do not search past the first page of results 33% of searchers believe that the top ranking is also the top brand of the industry. 56% of retailers say that 10-40% of their total orders come from PPC advertising 62% of users do not know the difference between paid vs. natural listings (source: Pew Search Engine Users Study)

14 Why Search Engine Marketing?. Highly effective and targeted form of advertising High effectiveness given the cost

15 Some slides adapted from DoubleClick, Yahoo! WEB ADVERTISING 2/26/2013 CS190: Web Science and Technology,

16 Spring 2009 Eugene Agichtein CS 190: The Web: Concepts and Technology, Emory University 16

17 Spring 2009 Eugene Agichtein CS 190: The Web: Concepts and Technology, Emory University 17

18 Spring 2009 Eugene Agichtein CS 190: The Web: Concepts and Technology, Emory University 18

19 Spring 2009 Eugene Agichtein CS 190: The Web: Concepts and Technology, Emory University 19

20 Spring 2009 Eugene Agichtein CS 190: The Web: Concepts and Technology, Emory University 20

21 Spring 2009 Eugene Agichtein CS 190: The Web: Concepts and Technology, Emory University 21

22 Spring 2009 Eugene Agichtein CS 190: The Web: Concepts and Technology, Emory University 22

23 The Million Dollar Webpage 2/26/2013 CS190: Web Science and Technology,

24 Web advertising Banner ads Direct advertising (search ads) Focus: direct textual ads 24

25 Spring 2009 Eugene Agichtein CS 190: The Web: Concepts and Technology, Emory University 25

26 Ads as information I do not regard advertising as entertainment or an art form, but as a medium of information. [David Ogilvy, 1985] Advertising as Information *Nelson, Irrelevant ads are annoying; relevant ads are interesting Vogue, Skiing, etc. are mostly ads and advertorials 26

27 Ads as information supply User profile & context Activity context: Browsing a certain content Avail info supply: Ads inventory Ad Selection Platform Matching Ads Economics Feedback User action: Click-thru Action 27

28 Spring 2009 Eugene Agichtein CS 190: The Web: Concepts and Technology, Emory University 28

29 Spring 2009 Eugene Agichtein CS 190: The Web: Concepts and Technology, Emory University 29

30 Spring 2009 Eugene Agichtein CS 190: The Web: Concepts and Technology, Emory University 30

31 Content Ads 31

32 How it works Advertiser I want to bid $5 on canon camera I want to bid $2 on cannon camera Ad Index Sponsored search engine Engine decides when/where to show this ad. Landing page Engine decides how much to charge advertiser on a click.

33 Search Ads 33

34 Anatomy of a Search Ad 34

35 Landing Page Spring 2009 Eugene Agichtein CS 190: The Web: Concepts and Technology, Emory University 35

36 Basic Revenue Models CPM= cost per thousand impressions Typically used for graphical/banner ads (brand advertising) CPC = cost per click Typically used for textual ads CPT/CPA = cost per transaction/action a.k.a. referral fees or affiliate fees Typically used for shopping ( buy from our sponsors ), travel, etc. but now also used for textual ads (risk mitigation) 36

37 Keyword matching: issues For advertisers What keywords to buy? How much to pay? Spamming is an economic activity For search engine owners How to price the keywords? Let the market decide: bidding! For both What are good performing keywords? What extra keywords to buy/sell? 37

38 Digging deeper: beyond keyword matching Relatively simple on bidded keywords What about queries on which there is no bid? Advertiser can bid on broad queries and/or concept queries Suppose your ad is: Good prices on Seattle hotels Can bid on any query that contains the word Seattle Problems What about query Alaska cruises start point? What about Seattle's Best Coffee Chicago Ideally Bid on any query related to Seattle as a travel destination Should these broad matches be priced the same? 38

39 Finding the right ad (cont d) Ads Database = Keywords + Title + Description + URL Ad Query = Search Keywords + Context Search problem similar to Web Search, but Ads have different structure Ad database is (somewhat) smaller Ad database entries are small pages *+ URL+ Ranking could depend also on bids 39

40 Similarity to Web search Web search trend over the past decade: From syntactic matching (common strings between query and document) to semantic matching (understand the query intent) Sponsored search From ads driven directly by the bid phrase (syntactic) to ads driven by the search context (semantic) 40

41 Three sub-problems in ad selection 1. Match ads to query/context 2. Order the ads 3. Pricing on a click-through Econ IR 41

42 2. Order the ads For each ad we now have A query-dependent score and A $ bid from the advertiser that can be used to compute an Econ score Ordering of retrieved ads Most generally, composite query+econ score, e.g., expected revenue Original GoTo/Overture scheme: Order by bid 2. Order the ads 42

43 How to price a click? For the keyword emory, assume advertiser has a value of $10 per click. How much should she bid? How much should she be charged? The value of a slot for an advertiser, what he bids and what he is charged, may all be different. 43

44 PPC: Pay Per Click PPC Terminology CTR: Click Through Rate Percentage of clicks to impressions CPC: Cost Per Click Price an advertiser pays for each click on his/her ad Daily Budget Amount advertiser is willing to spend, each day, on PPC ads

45 The PPC Auction Model Basic model Highest bidder gets highest slot Winner pays winning bid Not ideal! Why? Vickrey-Clarke-Groves (VCG) auction Second price auction Optimal for single slot Reveals true willingness to pay, no need to be strategic Winner for slot i pays maximum bid of bidder that get i+1 slot Still not the best for Google, Yahoo, MSN etc. Why?

46 Ad Quality Score + Landing Page Quality Search engine needs repeat customers Needs to improve user experience for long term Bid transformation: (Bid $ amount) x (Ad Quality Score) ~ (Bid $ amount) x (CTR rate + relevance) In other words, rank by expected revenue for Google High quality ads Lower bid amount (incentive compatibility) Main difference between Yahoo and Google until 2007 Details for quality score:

47 Example Google AdWords Report 47

48 Case Study: Cost per Click and Holidays CPC increases before the holidays Should advertisers refrain from bidding? How to approach the problem? CPC increases but conversion rate (CR) increases more! Cost per Acquisition (=CPC/CR) drops! Holiday season offers better bargain than other days

49 Spring 2009 Eugene Agichtein CS 190: The Web: Concepts and Technology, Emory University 49

50 Spring 2009 Eugene Agichtein CS 190: The Web: Concepts and Technology, Emory University 50

51 Spring 2009 Eugene Agichtein CS 190: The Web: Concepts and Technology, Emory University 51

52 Spring 2009 Eugene Agichtein CS 190: The Web: Concepts and Technology, Emory University 52

53 Spring 2009 Eugene Agichtein CS 190: The Web: Concepts and Technology, Emory University 53

54 Improving PPC ROI The Long Tail Concept The Long Tail by Chris Anderson An aggregate of less popular products can sell more in the long tail than the most popular products Same applies to PPC An aggregate of specific, less searched terms can provide better ROI than highly searched terms

55 The Long Tail Again

56 Does It Really Work? YES. Major athletic retailer case study 80% of PPC sales come from long tail keywords Specific, product-name keywords Only 20% of sales come from broad terms, like BRAND shoes or BRAND jacket Most long tail keywords are inexpensive [web hosting] $8.30 [freebsd web hosting] $0.10 Targeted at customers with specific needs, closer to purchase

57 Project 2: Google Ad Campaign NOW: Pick your teams: 2 or 3people each. Preferably, not same as Project 1 Pick a small business (or non-profit or student organization) with a website that has not used google AdWords in previous 6 months Sign up for Google advertising challenge Today/tonight: Setup Google AdWords account; send your CID to me Monday 3/4, send professor your campaign strategy (1 page, including website of business you want to promote). I will give you feedback in class on Tue. Thursday (3/6) Your Advertising campaign starts and continues at least through spring break. Thursday 3/21 each group does a short presentation about campaign results. Wednesday, 3/27, submit a short (1-2 page) report about your ad campaign. Note: If you want to be considered in the Google competition for fame, fortune, and extra credit, there are additional requirements, discuss with the instructor. 57

58 Step 1: selecting a business Try to work with businesses relevant to the types of search queries that Google users conduct. A good example would be a traditional retail business, such as a home wares store, a vintage fashion store or a niche beauty store, or a nonprofit/student organization. You should be aware that Google has content guidelines and will not run AdWords for sites promoting inappropriate items such as academic aids, alcohol, bulk marketing, counterfeit designer goods or cigarettes. Please note that the business or organization should not currently use AdWords in any capacity and not have had an active account within the last 6 months. 58

59 Example: Emory CS PhD Program 2/26/2013 CS190: Web Science and Technology,

60 Start planning your campaign Pick a business preferably, non-profit/student org, but real small business OK Follow the multimedia lessons in Google Adwords: Especially: 1(a, c) 2 (a, b, c, d) 60

61 Further Reading: Student Guide to the Challenge Note that it contains additional requirement only needed to participate in Google s competition. Not required for the class project. 61

Technical challenges in web advertising

Technical challenges in web advertising Technical challenges in web advertising Andrei Broder Yahoo! Research 1 Disclaimer This talk presents the opinions of the author. It does not necessarily reflect the views of Yahoo! Inc. 2 Advertising

More information

Google AdWords Lab 1 2/28/2013 CS190: Web Science and Technology, 2010

Google AdWords Lab 1 2/28/2013 CS190: Web Science and Technology, 2010 Google AdWords Lab 12/28/2013 CS190: Web Science and Technology, 2010 Today's Plan Quiz! Search Advertising (more details) Start Project: Google advertising challenge CS190: Web Science and Technology,

More information

Computational Advertising Andrei Broder Yahoo! Research. SCECR, May 30, 2009

Computational Advertising Andrei Broder Yahoo! Research. SCECR, May 30, 2009 Computational Advertising Andrei Broder Yahoo! Research SCECR, May 30, 2009 Disclaimers This talk presents the opinions of the author. It does not necessarily reflect the views of Yahoo! Inc or any other

More information

Computational advertising

Computational advertising Computational advertising Kira Radinsky Slides based on material from: Ronny Lempel Placement in Search Engines With the increased economic impact of the Web, it is crucial for businesses to have high

More information

DIGITAL MARKETING BASICS: PPC

DIGITAL MARKETING BASICS: PPC DIGITAL MARKETING BASICS: PPC Search Engine Marketing (SEM) is an umbrella term referring to all activities that generate visibility in search engine result pages (SERPs) through the use of paid placement,

More information

HOW TO MAKE PAID SEARCH PAY OFF

HOW TO MAKE PAID SEARCH PAY OFF HOW TO MAKE PAID SEARCH PAY OFF PAY PER CLICK MARKETING STRATEGY Paid search marketing is one of the most effective marketing tools ever developed because of how targeted and flexible it can be. Google,

More information

Introduction to Search Engine Marketing

Introduction to Search Engine Marketing Introduction to Search Engine Marketing What will you learn in this Presentation? Introduction to Search Engine Marketing How do we define Search Engines? What is the Search Engine Marketing share? Why

More information

The ABCs of AdWords. The 49 PPC Terms You Need to Know to Be Successful. A publication of WordStream & Hanapin Marketing

The ABCs of AdWords. The 49 PPC Terms You Need to Know to Be Successful. A publication of WordStream & Hanapin Marketing The ABCs of AdWords The 49 PPC Terms You Need to Know to Be Successful A publication of WordStream & Hanapin Marketing The ABCs of AdWords The 49 PPC Terms You Need to Know to Be Successful Many individuals

More information

you work to improve your website in order to naturally (with- Internet Marketing is also known as Online Marketing, is a gen-

you work to improve your website in order to naturally (with- Internet Marketing is also known as Online Marketing, is a gen- I NTERNET M A R K E T I N G B O O K L E T R E S E L L E R P R O G R A M CONTENTS 1 WHAT IS INTERNET MARKETING? 2 WHAT ARE ALL THESE TERMS (CTR, CPC, PPC)? 3 WHERE SHOULD I ADVERTISE? 4 HOW DO I CHOOSE

More information

Studying the international way. in Practice. Professor (FH) Mag. Christian Maurer. IOETI Conference, El Gouna, Dec 2009

Studying the international way. in Practice. Professor (FH) Mag. Christian Maurer. IOETI Conference, El Gouna, Dec 2009 Studying the international way SearchEngine Marketing in Practice Professor (FH) IOETI Conference, El Gouna, Dec 2009 Agenda SEM as part of the marketing mix How does SEM work Setting the goals Website

More information

Search Engine Optimization and Pay Per Click Building Your Online Success

Search Engine Optimization and Pay Per Click Building Your Online Success Search Engine Optimization and Pay Per Click Building Your Online Success Jennifer Shaheen The Technology & emarketing Therapist www.technologytherapy.com You Will Learn How consumers currently search

More information

Search Engine Marketing Overview LOCAL SEM PROCESS

Search Engine Marketing Overview LOCAL SEM PROCESS Search Engine Marketing Overview LOCAL SEM PROCESS Search Engine Marketing Overview Online marketing can integrate many different activities including search engine optimization, directory listings, cost-per-click

More information

How to Dominate Your Local Market Online Now

How to Dominate Your Local Market Online Now How to Dominate Your Local Market Online Now Get Leads Contacting You For Your Products And Services Quickly and Accurately Like A Gunslinger with Local PPC Who Jesse Anema? I am the owner and founder

More information

How to Use Google AdWords

How to Use Google AdWords Web News Apps Videos Images More Search Tools How to Use Google AdWords A Beginner s Guide to PPC Advertising How to Use Google AdWords offers.hubspot.com/google-adwords-ppc Learn how to use Google AdWords

More information

Quality Over Quantity: Understanding consumer behaviour to maximise your ROI in a competitive market Mike Rogers Managing Director www.optimize.co.

Quality Over Quantity: Understanding consumer behaviour to maximise your ROI in a competitive market Mike Rogers Managing Director www.optimize.co. Quality Over Quantity: Understanding consumer behaviour to maximise your ROI in a competitive market Mike Rogers Managing Director www.optimize.co.uk Quality over Quantity look at how a quality-driven

More information

[ A BEGINNER S GUIDE ]

[ A BEGINNER S GUIDE ] [ A BEGINNER S GUIDE ] Contents Hello! AdWords & Google Grants Important program guidelines I. AdWords account restrictions for Grantees II. Cost and budgeting for Grants accounts III. Length of grant

More information

About the Free Report: DSI Media Three basic selling website styles: Direct Sales Educational or Informational + Sales: (Point of Presence (POP

About the Free Report: DSI Media Three basic selling website styles: Direct Sales Educational or Informational + Sales: (Point of Presence (POP About the Free Report: This Free Report is designed to provide you with information you can use to enhance your internet presence. The report will help you determine what kind of website you have or need,

More information

MHABC AGM Presentation

MHABC AGM Presentation MHABC AGM Presentation FINAL BRAND EXAMPLE MEMBER DECAL WEBSITE MOCK UP WHAT IS PAID SEARCH ADVERTISING Paid search Advertising Is the process of gaining traffic by purchasing ads on search engines (Google).

More information

PPC Marketing with Google AdWords

PPC Marketing with Google AdWords PPC Marketing with Google AdWords 1. Overview 1.1 What is PPC Marketing? PPC stands for Pay Per Click, which is one of the most popular paid search engine marketing programs. Google is the leader in search

More information

Pay per click advertising

Pay per click advertising Pay per click advertising What pay per click (PPC) advertising? PPC is a type of advertising offered by search engines or other websites, in which advertisers pay the provider only when an advert is clicked

More information

Digital Marketing Training Boucher - W3training School

Digital Marketing Training Boucher - W3training School We are not limited to any course content, digital marketing is so broad and it s not easy to put everything in training syllabus and brochure. We are not here to just complete the course, if you have eager

More information

Improving PPC Search Engine Campaign Results Using Generic Domain Names

Improving PPC Search Engine Campaign Results Using Generic Domain Names Improving PPC Search Engine Campaign Results Using Generic Domain Names Executive Summary A challenge for online marketers is getting more clicks out of their pay-per-click search engine campaigns. One

More information

Campaign Goals, Objectives and Timeline SEO & Pay Per Click Process SEO Case Studies SEO & PPC Strategy On Page SEO Off Page SEO Pricing Plans Why Us

Campaign Goals, Objectives and Timeline SEO & Pay Per Click Process SEO Case Studies SEO & PPC Strategy On Page SEO Off Page SEO Pricing Plans Why Us Campaign Goals, Objectives and Timeline SEO & Pay Per Click Process SEO Case Studies SEO & PPC Strategy On Page SEO Off Page SEO Pricing Plans Why Us & Contact Generate organic search engine traffic to

More information

Meet the Refs! Download your own copy of this ebook: http://info.localsearchgroup.com/search-engineadvertising-playbook

Meet the Refs! Download your own copy of this ebook: http://info.localsearchgroup.com/search-engineadvertising-playbook SEA Playbook, 2 of 31 Meet the Refs! Download your own copy of this ebook: http://info.localsearchgroup.com/search-engineadvertising-playbook For other up-to-date info in automotive digital marketing,

More information

SEARCH ENGINE MARKETING 101. A Beginners Guide to Search Engine Marketing

SEARCH ENGINE MARKETING 101. A Beginners Guide to Search Engine Marketing SEARCH ENGINE MARKETING 101 A Beginners Guide to Search Engine Marketing June 2015 What is Search Engine Marketing? You ve heard the word before or simply the term SEM. Your co-workers mention it. You

More information

GOOGLE ANALYTICS TERMS

GOOGLE ANALYTICS TERMS GOOGLE ANALYTICS TERMS BOUNCE RATE The average percentage of people who visited your website and only viewed one page. In Google Analytics, you are able to see a site-wide bounce rate and bounce rates

More information

Internet Marketing Basics

Internet Marketing Basics Is Your Website is Ready for the Internet? In this presentation we will share tips to market your business on the Internet Topics Include: Blogs E-Mail Marketing Search Engine Marketing Search Engine Optimization

More information

PPC Plan Proposal. Exioms - "Dream Never Sleep"

PPC Plan Proposal. Exioms - Dream Never Sleep PPC Plan Proposal PPC Program involves managing ad campaigns, selecting the right keywords and the right bid to ensure not only a high click rate but one that ensures high conversions rate also, understanding

More information

Pay Per Click. The Big Picture. Rod Holmes

Pay Per Click. The Big Picture. Rod Holmes Pay Per Click The Big Picture Rod Holmes Pay Per Click PPC Search Engine Marketing SEM AdWords AdCenter Pay Per Click Why is PPC Important? 2/3 of Clicks for High-Commercial-Intent Keywords go to Sponsored

More information

6 Digital Advertising. From Code to Product gidgreen.com/course

6 Digital Advertising. From Code to Product gidgreen.com/course 6 Digital Advertising From Code to Product gidgreen.com/course Million Dollar Homepage From Code to Product Lecture 6 Digital Advertising Slide 2 gidgreen.com/course Introduction Ad formats Types of targeting

More information

How to pay less for your pay per click leads or sales. by Ann Stanley MD Anicca Digital Solutions

How to pay less for your pay per click leads or sales. by Ann Stanley MD Anicca Digital Solutions How to pay less for your pay per click leads or sales by Ann Stanley MD Anicca Digital Solutions Opportunities to save money on your pay per click leads or sales More relevant clicks for your budget

More information

05-11-2013 How to catch Google s attention Search Engine Optimization and Marketing. Linda Schuster President/CEO (502) 568-6633 x115

05-11-2013 How to catch Google s attention Search Engine Optimization and Marketing. Linda Schuster President/CEO (502) 568-6633 x115 05-11-2013 How to catch Google s attention Search Engine Optimization and Marketing t h e A G E N C Y. c o m Linda Schuster President/CEO (502) 568-6633 x115 AGENDA Introductions What are Search Engines?

More information

Social Media Marketing. Hours 45

Social Media Marketing. Hours 45 Social Media Marketing Related Certificate Course ID Audience Social Media Marketing Social Media Marketing Intermediate Hours 45 Overview: Social media remains an evolving aspect of our daily lives in

More information

Google Analytics Guide. for BUSINESS OWNERS. By David Weichel & Chris Pezzoli. Presented By

Google Analytics Guide. for BUSINESS OWNERS. By David Weichel & Chris Pezzoli. Presented By Google Analytics Guide for BUSINESS OWNERS By David Weichel & Chris Pezzoli Presented By Google Analytics Guide for Ecommerce Business Owners Contents Introduction... 3 Overview of Google Analytics...

More information

PPC - Pay Per Click. What it is and how to build a successful campaign. A Publication of Digital Marketing Experts theeword

PPC - Pay Per Click. What it is and how to build a successful campaign. A Publication of Digital Marketing Experts theeword PPC - Pay Per Click What it is and how to build a successful campaign A Publication of Digital Marketing Experts theeword Introduction This guide provides a brief introduction to PPC, helping businesses

More information

Advertising Strategy for Blu Homes

Advertising Strategy for Blu Homes Advertising Strategy for Blu Homes Makoto Kondo and Sinit Vitavasiri Blu Homes, an innovative housing company based in the Boston, is looking forward to having the opportunities to expand its customer

More information

An Overview of Computational Advertising

An Overview of Computational Advertising An Overview of Computational Advertising Evgeniy Gabrilovich in collaboration with many colleagues throughout the company 1 What is Computational Advertising? New scientific sub-discipline that provides

More information

Successful Internet Marketing & Social Media Marketing An Introduction

Successful Internet Marketing & Social Media Marketing An Introduction Successful Internet Marketing & Social Media Marketing An Introduction 4 Web Marketing Perspectives Google & The Dicing of Everything Get Google s Perspective Markets are Conversations Get Outside Perspective

More information

THE GLOBAL LOCAL AGENCY. Affiliate Marketing Guide. San Francisco Paris Belgium. Contact: +33 669 40 16 09 4 Place Louis Armand 75012 Paris CA France

THE GLOBAL LOCAL AGENCY. Affiliate Marketing Guide. San Francisco Paris Belgium. Contact: +33 669 40 16 09 4 Place Louis Armand 75012 Paris CA France THE GLOBAL LOCAL AGENCY Affiliate Marketing Guide San Francisco Paris Belgium Contact +1 415 730 2216 555 California Street Suite 4925 ZIP 94104 San Francisco USA Contact: +33 669 40 16 09 4 Place Louis

More information

Digital Marketing, How To Guide for American Express Merchants

Digital Marketing, How To Guide for American Express Merchants Digital Marketing, How To Guide for American Express Merchants americanexpress.com.au/merchant How to promote yourself online and successfully grow your business in the digital world 1 Contents 1. Introduction

More information

INTERNET MARKETING. SEO Course Syllabus Modules includes: COURSE BROCHURE

INTERNET MARKETING. SEO Course Syllabus Modules includes: COURSE BROCHURE AWA offers a wide-ranging yet comprehensive overview into the world of Internet Marketing and Social Networking, examining the most effective methods for utilizing the power of the internet to conduct

More information

Welcome! You re starting the Best Paid Advertising Campaigns provided by Think Big Sites 1-800-467-6694 1-888-309-5207

Welcome! You re starting the Best Paid Advertising Campaigns provided by Think Big Sites 1-800-467-6694 1-888-309-5207 Welcome! You re starting the Best Paid Advertising Campaigns provided by Think Big Sites PPCManagement.com Think Big a Buildtelligence Sites PPC Management Web Solutions Company 1-800-467-6694 This guide

More information

Seven Stages of Pay Per Click Management

Seven Stages of Pay Per Click Management Seven Stages of Pay Per Click Management Optimising the performance of your PPC Campaign PPC Management Pay per click management is increasing complex. And pay per click market categories are increasingly

More information

Connecting small businesses with the substantial search engine consumer audience.

Connecting small businesses with the substantial search engine consumer audience. TM Connecting small businesses with the substantial search engine consumer audience. So, you have a great website. How will customers find it? Connecting small businesses with the substantial search engine

More information

Outline. for Making Online Advertising Decisions. The first banner ad in 1994. Online Advertising. Online Advertising.

Outline. for Making Online Advertising Decisions. The first banner ad in 1994. Online Advertising. Online Advertising. Modeling Consumer Search for Making Online Advertising Decisions i Alan Montgomery Associate Professor Carnegie Mellon University Tepper School of Business Online Advertising Background Search Advertising

More information

An Empirical Analysis of Sponsored Search Performance in Search Engine Advertising. Anindya Ghose Sha Yang

An Empirical Analysis of Sponsored Search Performance in Search Engine Advertising. Anindya Ghose Sha Yang An Empirical Analysis of Sponsored Search Performance in Search Engine Advertising Anindya Ghose Sha Yang Stern School of Business New York University Outline Background Research Question and Summary of

More information

T H E O F F I C I A L M A K E I T H A P P E N G U I D E T O. Paid advertising on the internet

T H E O F F I C I A L M A K E I T H A P P E N G U I D E T O. Paid advertising on the internet T H E O F F I C I A L M A K E I T H A P P E N G U I D E T O Paid advertising on the internet Paid advertising on the internet > It is a traffic source of potential customers which you have to pay for.

More information

A Digital Marketing Guide to Fashion ecommerce

A Digital Marketing Guide to Fashion ecommerce A Digital Marketing Guide to Fashion ecommerce Contents 1. Introduction 3 2. The Search 4 2.2. Are You Using Google Merchant Centre? 5 2.3. Are You Being Reviewed? 6 2.4. Are You Researching Your Competitors?

More information

A SIMPLE GUIDE TO PAID SEARCH (PPC)

A SIMPLE GUIDE TO PAID SEARCH (PPC) A SIMPLE GUIDE TO PAID SEARCH (PPC) A jargon-busting introduction to how paid search can help you to achieve your business goals ebook 1 Contents 1 // What is paid search? 03 2 // Business goals 05 3 //

More information

Google AdWords. Pay Per Click Advertising

Google AdWords. Pay Per Click Advertising Pay Per Click Advertising Definition: is a PPC (Pay Per Click) advertising solution How it works: - The ad should go straight to the landing Page with the relevant offer. Google check all offers are legitimate

More information

Introduction to Pay Per Click

Introduction to Pay Per Click Introduction to Pay Per Click What is Pay-Per-Click Advertising? The advertising model which charges by the click as opposed to previous models which charged by CPM Most commonly known for being text ads

More information

Grow Your Business with Bing Tools. Harness the power of Bing to drive more traffic to your website.

Grow Your Business with Bing Tools. Harness the power of Bing to drive more traffic to your website. Grow Your Business with Bing Tools Harness the power of Bing to drive more traffic to your website. Welcome Expert Presenter: Duane Forrester Senior Product Manager, Bing Webmaster Program Here s what

More information

Driving Online Traffic and Measuring Offline Phone Conversions

Driving Online Traffic and Measuring Offline Phone Conversions Driving Online Traffic and Measuring Offline Phone Conversions Executive Summary We are in the midst of an ever-evolving digital world and every aspect of your online efforts must complement and support

More information

Google AdWords: A Tool for Effective Internet Marketing

Google AdWords: A Tool for Effective Internet Marketing 72 Google AdWords: A Tool for Effective Internet Marketing KP Singh 1 Avinash Kumar Maurya 2 Abstract Google is made AdWords a tool for marketing products and items on Internet. This is a very important

More information

WHITE PAPER. The evolution of Pay-Per Click CMO SERIES 1ST IN A SERIES OF TWO ON THE EVOLUTION OF SEO, PAY-PER CLICK & DISPLAY ADVERTISING

WHITE PAPER. The evolution of Pay-Per Click CMO SERIES 1ST IN A SERIES OF TWO ON THE EVOLUTION OF SEO, PAY-PER CLICK & DISPLAY ADVERTISING 12 PAPER CMO SERIES The evolution of Pay-Per Click 1ST IN A SERIES OF TWO ON THE EVOLUTION OF SEO, PAY-PER CLICK & DISPLAY ADVERTISING Why read this paper? Pay per click (PPC) advertising has evolved over

More information

Here are our Pay per Click Advertising Packages:

Here are our Pay per Click Advertising Packages: Did you know that PPC is the fastest way to drive instant traffic to your website? What can your website do without traffic? Without traffic, you are losing time, opportunities and money to your competition.

More information

Search Star An Introduction to Pay Per Click

Search Star An Introduction to Pay Per Click Search Star An Introduction to Pay Per Click 9 th September 2005 About Us Search Star Ltd was established in July 2005 & is based in Bath Experience in advertising, media & direct marketing since 1992

More information

Search Engine Marketing (SEM) with Google Adwords

Search Engine Marketing (SEM) with Google Adwords Search Engine Marketing (SEM) with Google Adwords Account Setup A thorough account setup will ensure that your search engine marketing efforts are on a solid framework. This ensures the campaigns, ad groups

More information

Pay-Per-Click: Maximizing impact with minimum words.

Pay-Per-Click: Maximizing impact with minimum words. Super Web Solutions - a one-stop-shop Super Web Solutions - a one-stop-shop for all your web design, development, marketing, hosting and business consulting needs. We offer all the essential tools to guarantee

More information

Pay Per Click workbook. Sub-title here

Pay Per Click workbook. Sub-title here Pay Per Click workbook Sub-title here Pay Per Click workbook This workbook has been written by James Pennington of the National B2B Centre to guide the business user through the intricacies of creating

More information

Content for PPC Training. Have Any Question Regarding To PPC Training? Contact Us

Content for PPC Training. Have Any Question Regarding To PPC Training? Contact Us PPC training in Gurgaon, Delhi-NCR, W3training School follow latest trends of Pay per click advertising and complete course is based on live projects with real or dummy products. We provide training to

More information

OPTIMIZE YOUR BUSINESS WITH SUCCESSFUL ONLINE ADVERTISING & ADWORDS GENERATION

OPTIMIZE YOUR BUSINESS WITH SUCCESSFUL ONLINE ADVERTISING & ADWORDS GENERATION OPTIMIZE YOUR BUSINESS WITH SUCCESSFUL ONLINE ADVERTISING & ADWORDS GENERATION 1 Table of Contents 1. Introduction to online advertising and Adwords... 3 2. What should we look out for... 4 3. Diversified

More information

CIBC Business Toolkit Grow and Manage Your Business Online. Part 5: Grow Online Worksheet

CIBC Business Toolkit Grow and Manage Your Business Online. Part 5: Grow Online Worksheet CIBC Business Toolkit Grow and Manage Your Business Online Part 5: Grow Online Worksheet 2 Grow Your Business Online Worksheet As you re thinking about new ways to grow your business online, use this worksheet

More information

netsmartz Visibility on the Net I N T E R N E T M A R K E T I N G

netsmartz Visibility on the Net I N T E R N E T M A R K E T I N G netsmartz Visibility on the Net I N T E R N E T M A R K E T I N G ISO 9001: 2000 CERTIFIED Our company is a certified Yahoo Search Marketing Ambassador and can help your ad get solid results on Yahoo s

More information

Course Contents of Digital Marketing

Course Contents of Digital Marketing Course Contents of Digital Marketing Introduction to Digital Marketing What is Digital Marketing History & Origin of Digital Marketing Advantages & Scope of Digital Marketing How Digital Marketing works

More information

ADWORDS CONTINUED: CREATING MORE AD GROUPS

ADWORDS CONTINUED: CREATING MORE AD GROUPS ADWORDS CONTINUED: CREATING MORE AD GROUPS AND SPLIT TESTING ADS Today you are going to go a step further into AdWords on how to add more ad groups with the same strategy that you used yesterday, i.e.

More information

Microsoft Advertising adcenter Campaign Analytics Getting Started Guide

Microsoft Advertising adcenter Campaign Analytics Getting Started Guide Microsoft Advertising adcenter Campaign Analytics Getting Started Guide Contents Introduction... 3 What is Microsoft Advertising adcenter Campaign Analytics?... 3 Useful terms... 3 Overview... 4 Get Started...

More information

The 8 Key Metrics That Define Your AdWords Performance. A WordStream Guide

The 8 Key Metrics That Define Your AdWords Performance. A WordStream Guide The 8 Key Metrics That Define Your AdWords Performance A WordStream Guide The 8 Key Metrics That Define Your Adwords Performance WordStream Customer Success As anyone who has ever managed a Google AdWords

More information

How to Turn Online Marketing Into a Profit Center

How to Turn Online Marketing Into a Profit Center How to Turn Online Marketing Into a Profit Center Sheila Frugé, info@frugeconsulting.com About Sheila 10+ years technology marketing experience 7+ PPC & B2B Online Marketing Specialty AdWords Certified

More information

PPC TUNE UP CLINIC. Beginner Track. Presented By Brian Jones. Senior Manager, Advertising Performance, Dealer.com

PPC TUNE UP CLINIC. Beginner Track. Presented By Brian Jones. Senior Manager, Advertising Performance, Dealer.com PPC TUNE UP CLINIC Beginner Track Presented By Brian Jones Senior Manager, Advertising Performance, Dealer.com Bio 14 + yrs in digital marketing 10 yrs in search marketing Variety of industries & business

More information

[Checklist] Audit Your Pay-Per-Click (PPC) Advertising

[Checklist] Audit Your Pay-Per-Click (PPC) Advertising [Checklist] Audit Your Pay-Per-Click (PPC) Advertising NOTE: Many tools and features referenced apply to Google AdWords only, as it provides the majority of analysis and optimization tools. Also, Google

More information

Written by: Benjamin Smith, Digital Marketing Expert

Written by: Benjamin Smith, Digital Marketing Expert Written by: Benjamin Smith, Digital Marketing Expert Copyright 2013 WSI. Each WSI franchise office is an independently owned and operated business. Paid search advertising (pay-per-click or PPC) are ads

More information

Advertising online. Where to advertise online

Advertising online. Where to advertise online Advertising online Advertising on the Internet can be an important part of an online marketing strategy, helping to drive traffic to a website. Research shows that online advertising works well with other

More information

Marketing Online SEO Facebook Google Twitter YouTube

Marketing Online SEO Facebook Google Twitter YouTube Marketing Online SEO Facebook Google Twitter YouTube What is Internet Marketing? Internet marketing is considered to be broad in scope[1] because it not only refers to marketing on the Internet, but also

More information

Custom Online Marketing Program Proposal for: Hearthstone Homes

Custom Online Marketing Program Proposal for: Hearthstone Homes Custom Online Marketing Program Proposal for: Hearthstone Homes December 12, 2008 1 Introduction Tandem Interactive welcomes the opportunity to perform Custom Online Marketing services for Hearthstone

More information

An Introduction to Sponsored Search Advertising

An Introduction to Sponsored Search Advertising An Introduction to Sponsored Search Advertising Susan Athey Market Design Prepared in collaboration with Jonathan Levin (Stanford) Sponsored Search Auctions Google revenue in 2008: $21,795,550,000. Hal

More information

Adwords 100 Success Secrets. Google Adwords Secrets revealed, How to get the Most Sales Online, Increase Sales, Lower CPA and Save Time and Money

Adwords 100 Success Secrets. Google Adwords Secrets revealed, How to get the Most Sales Online, Increase Sales, Lower CPA and Save Time and Money Adwords 100 Success Secrets Google Adwords Secrets revealed, How to get the Most Sales Online, Increase Sales, Lower CPA and Save Time and Money Adwords 100 Success Secrets Copyright 2008 Notice of rights

More information

Keywords, impressions and clicks

Keywords, impressions and clicks PPC Case Study THE PPC STORY Hidepark is a leather garment manufacturer based in Grantham, Lincolnshire. Before coming to Fifteen, they already had an established client base and a successful Google Adwords

More information

7 Tips for Google AdWords Optimisation. By Ferdie Bester

7 Tips for Google AdWords Optimisation. By Ferdie Bester 7 Tips for Google AdWords Optimisation By Ferdie Bester 1. Set a single clear objective for your AdWords campaign With any marketing campaign you need to set an objective before your start. The same holds

More information

Is it time to hire an expert to take over your business online marketing?

Is it time to hire an expert to take over your business online marketing? Is it time to hire an expert to take over your business online marketing? A GUIDE TO FINDING THE RIGHT ONLINE MARKETING TEAM When it comes to online marketing, BlaineTurner Advertising, Inc., devises strategies

More information

The 20-Minute PPC Work Week. Making the Most of Your PPC Account in Minimal Time. A WordStream Guide

The 20-Minute PPC Work Week. Making the Most of Your PPC Account in Minimal Time. A WordStream Guide The 20-Minute PPC Work Week Making the Most of Your PPC Account in Minimal Time A WordStream Guide The 20-Minute PPC Work Week WordStream Customer Success Making the Most of Your PPC Account in Minimal

More information

This term is also frequently used to describe the return of a piece of e-mail due to an error in the addressing or distribution process.

This term is also frequently used to describe the return of a piece of e-mail due to an error in the addressing or distribution process. Affiliate In general any external 3 rd party with whom an organisation has a mutually beneficial sales or marketing relationship, e.g. a contract sales person or other business partner. On the Internet,

More information

Introduction to Computational Advertising

Introduction to Computational Advertising Introduction to Computational Advertising ISM293 University of California, Santa Cruz Spring 2009 Instructors: Ram Akella, Andrei Broder, and Vanja Josifovski 1 Questions about last lecture? We welcome

More information

Google AdWords PPC Advertising

Google AdWords PPC Advertising Wordtracker Masterclass: Google AdWords PPC Advertising Step-by-step guide to profitable pay per click campaigns by Ian Howie Contents Why you need to read this book 7 Chapter 1: The Power of Pay Per Click

More information

GUIDE TO GOOGLE ADWORDS

GUIDE TO GOOGLE ADWORDS GUIDE TO GOOGLE ADWORDS How to use Google Adwords to drive relevant traffic to your website 2 April 2012 Version 1.0 Contents Contents 2 Introduction 4 Skill Level 4 Terminology 4 Video Tutorials 5 What

More information

WSI White Paper. Prepared by: Ron Adelman Search Marketing Expert, WSI

WSI White Paper. Prepared by: Ron Adelman Search Marketing Expert, WSI Don t Leave Your Money on the Table WSI White Paper Prepared by: Ron Adelman Search Marketing Expert, WSI Introduction When was the last time that you looked online for a product or service? What stood

More information

The Google Guide to Search Advertising. How to make search advertising work for your business

The Google Guide to Search Advertising. How to make search advertising work for your business The Google Guide to Search Advertising How to make search advertising work for your business Contents Introduction... 2 Google AdWords: What s In It For You?... 2 5 Steps to Success: Setting Up & Maintaining

More information

Pay Per Click Advertising

Pay Per Click Advertising Looking for instant traffic? Interested in targeting your potential customers with online ads set to only appear at a certain time for a specific geographic location? Get instant traffic online with a

More information

Digital media glossary

Digital media glossary A Ad banner A graphic message or other media used as an advertisement. Ad impression An ad which is served to a user s browser. Ad impression ratio Click-throughs divided by ad impressions. B Banner A

More information

2 Billion Internet searches per day... proves search results work; 90% of Searchers only read the first page of search engine results...

2 Billion Internet searches per day... proves search results work; 90% of Searchers only read the first page of search engine results... 2 Billion Internet searches per day... proves search results work; 90% of Searchers only read the first page of search engine results...proves ads in the top positions are seen more often, by more people;

More information

Presentation Topics. Google s Ad Distribution Network. Primary Benefits of AdWords. Online Advertising Stats and Trends

Presentation Topics. Google s Ad Distribution Network. Primary Benefits of AdWords. Online Advertising Stats and Trends Presentation Topics Introduction to AdWords Google s Ad Distribution Network Primary Benefits of AdWords Online Advertising Stats and Trends Appendix: Basic AdWords Features What is Google? Google has

More information

Understanding and Improving AdWords Quality Score. Larry Kim, Founder, CTO Will Eisner, VP, Product July 21, 2011

Understanding and Improving AdWords Quality Score. Larry Kim, Founder, CTO Will Eisner, VP, Product July 21, 2011 Understanding and Improving AdWords Quality Score Larry Kim, Founder, CTO Will Eisner, VP, Product July 21, 2011 Performance Media Platform for online marketers to buy, track, manage, optimize and report

More information

www.webfective.com Search Engine Optimization Services

www.webfective.com Search Engine Optimization Services www.webfective.com Search Engine Optimization Services Search Engine Marketing Overview Search engine marketing is the process of placing your business in the keyword searches of your prospective clients.

More information

Location marketing made easy

Location marketing made easy Location marketing made easy Learn how to get your products, services and location seen by people shopping locally. 75% of consumers look for local information Local marketing made easy Why is location

More information

Beginner s Guide to PPCs. Marketing Automation. Beginner s Guide to. PPCs

Beginner s Guide to PPCs. Marketing Automation. Beginner s Guide to. PPCs Marketing Automation Beginner s Guide to PPCs 2014 2014 Callidus Callidus Software Software Inc. Inc. All Rights All Rights Reserved. Table of Contents Introduction Different Types of PPCs Plan out the

More information

12. GLOSSARY Useful tips and definitions for the RMP and associated activity.

12. GLOSSARY Useful tips and definitions for the RMP and associated activity. 12. GLOSSARY Useful tips and definitions for the RMP and associated activity. Adwords ATDW Refer to PPC Australian Tourism Data Warehouse The Australian Tourism Data Warehouse (ATDW) is the national platform

More information

Pay Per Click Marketing

Pay Per Click Marketing WHITE PAPER August 2009 Pay Per Click Marketing Drive Leads and Sales the Cost Efficient Way Introduction Pay Per Click is one of the most cost effective marketing tools available, and can generate instant

More information

ADVERTISING RESOURCES

ADVERTISING RESOURCES ADVERTISING RESOURCES - Great Ways To Increase Your Web Traffic - What Is Web Traffic? Web traffic is the amount of data sent and received by visitors to a web site. Since the mid-1990s, web traffic has

More information

Digital Marketing, How To Guide for American Express Merchants

Digital Marketing, How To Guide for American Express Merchants Digital Marketing, How To Guide for American Express Merchants americanexpress.com.sg/merchant How to promote yourself online and successfully grow your business in the digital world 1 Contents 1. Introduction

More information