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Unit - 3 B

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32 views46 pages

Unit - 3 B

Uploaded by

bangarusrihari2907
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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SEA RC H E N G I N E

A D VE RT I S I NG

BIPUL KUMAR

S S IS TANT P R OFESS OR
A
MARKETING VOCAB
• BOUNCE RATE - BOUNCE RATE REFERS TO THE PERCENTAGE OF VISITORS
WHO LEAVE A WEBSITE AFTER VIEWING ONLY ONE PAGE.

• VIEW RATE – NUMBER OF VIEWS DIVIDED BY THE NUMBER OF IMPRESSION. IT


IS THE SAME AS CTR, USED AS METRIC OF INTERACTION.

• STATIC WEBSITE – BASIC WEBSITE, FIXED CONTENT FOR ALL.


• DYNAMIC WEBSITE – INFO IS NOT FIXED, INFO CHANGES ACCORDING TO
USER, TIME, DAY, COUNTRY AND OTHER FACTORS.
COMPONENTS OF QUALITY
SCORE
Landing page

Expected CTR

relevance
LANDING PAGE
• THE CONTENT OF THE LANDING PAGE MUST MATCH THE AD.
• QUALITY OF THE LANDING PAGE (RELEVANT & ORIGINAL CONTENT)
• THE PAGE SHOULD BE EASY TO NAVIGATE AND HAVE QUICK LOAD TIME.
• ISSUES THAT CAN LOWER THE LANDING PAGE QUALITY ARE POP-UPS, TOO
LITTLE CONTENT, MANY LINKS, NON-READABLE CONTENT, PASSCODE-
PROTECTED CONTENT.

• ANY BLACK HAT TECHNIQUES.


EXPECTED CTR
• CTR CAPTURES THE INTENT OF THE USER & ARE PULL MEDIUM.
• CTR IS THE MOST IMPORTANT FACTOR HAVING HIGHEST WEIGHTAGE IN
QUALITY SCORE.

• CTR IS HIGH FOR ADS IN THE TOP POSITION – INC THE TRAFFIC IN LANDING
PAGE – AD AT TOP POSITION.
RELEVANCE

• HOW CLOSELY YOUR AD MATCHES THE INTENT BEHIND A USERS SEARCH.


TABLE
Advertise Max CPC Quality
rs score
Yash Agency ₹4 7

Sri Agency ₹7 5

Sneha Ads ₹6 6

Anusha Ads ₹5 8
QUESTION

1. CALCULATE AD RANK .
2. SUMMARIZE THE AD POSITION OF ALL.
3. CALCULATE ACTUAL CPC .
IMPORTANCE OF AD RANKS
Primacy
effects
Competition for attention
theory
Information
overload
DO U KNOW ABOUT THIS CO.
• APPLE
• BOAT
• INFINIX
• NOKIA
• PEPSI
• SAMSUNG
WHAT ABOUT THIS
• APPLE IPHONE
• APPLE IPAD
• APPLE MAC
• APPLE AIRPODS
• APPLE WATCH
CAN YOU NAME SOME
PRIMACY EFFECTS
• THE PRIMACY EFFECT IS COGNITIVE BIAS BASED ON THE RELATIVE POSITION
OF AN ITEM ON A LIST.

• RECALLING THE INFORMATION PRESENTED FIRST IS MORE SIGNIFICANT THAN


THAT PRESENTED LATER.

• EX- FIRST IMPRESSIONS MATTER: WHEN A USER PERFORMS A SEARCH


QUERY ON A SEARCH ENGINE OR VISITS A WEBPAGE, THE FIRST ADS THEY
SEE ARE LIKELY TO LEAVE A STRONGER IMPRESSION. THESE INITIAL ADS ARE
OFTEN AT THE TOP OF THE SEARCH RESULTS OR WEBPAGE, WHICH
CORRESPONDS TO A HIGHER AD RANK. USERS ARE MORE LIKELY TO NOTICE
AND ENGAGE WITH THESE TOP-RANKING ADS BECAUSE OF THE PRIMACY
EFFECT.
COMPETITION FOR
ATTENTION THEORY
• THE COMPETITION FOR ATTENTION THEORY EXPLAINS BIASES IN
INFORMATION PROCESSING.

• INDIVIDUAL TENDS TO CONSIDER ITEMS HIGHER UP ON THE LIST AS MORE


IMPORTANT.

• SO, ALL THE RESULT OPTIONS ARE COMPETING FOR USER ATTENTION.
• AD IN A HIGHER POSITION HAS A BETTER CHANCE FOR BEING PROCESSED
THAN AN AD IN LOWER POSITION.
INFORMATION OVERLOAD
• ACADEMIC LITERATURE STATES THAT WHEN INDIVIDUALS ARE EXPOSED TO
HIGHER LEVEL OF INFORMATION THAN POOR DECISION IS BEEN MADE.

• STUDIES ALSO SHOW THAT SELECTION, EVALUATION AND INTEGRATION OF


INFORMATION ARE AFFECTED BY THE AVAILABLE NUMBER OF OPTIONS.

• THIS SHOWS THAT INDIVIDUAL FINDS ITEMS HIGHER UP THE RANKS TO BE


MORE IMPORTANT & MOST OF THE TIME THEY DISCARD THE ITEMS TOWARDS
THE END OF THE LIST WHILE MAKING DECISION.

• THIS IS WHY AD RANKS ARE IMPORTANT.


GOOGLE AD WORDS
CREATING
•
AD CAMPAIGN
GOOGLE PROVIDES AN ONLINE PLATFORM CALLED GOOGLE ADS TO CREATE AND MANAGE
ONLINE ADS.

• IT’S LIKE A TREE STRUCTURE.


• LEVELS –
GOOGLE AD ACCOUNT
CAMPAIGN
AD GROUPS
ADS
ANATOMY OF A SEARCH AD
KEYWORDS
HIERARCHY OF GOOGLE
ACCOUNT
Online grocery retail
store
Home Personal care
needs
Fresh produce Grocerie cosmetic Hair
s s care
HIERARCHY OF GOOGLE
ACCOUNT
• INDEPENDENT BUDGET FOR EACH PRODUCT CATEGORY.
• A CAMPAIGN CAN CONTAIN MULTIPLE AD GROUP.
• WITHIN THE PRODUCT CATEGORY OF HOMECARE EACH SUB-CATEGORY SUCH
AS DETERGENT, FLOOR & OTHER CLEANERS – COULD BE A DIFFERENT AD
GROUPS.

• RUNNING DISCOUNT ON CERTAIN PRODUCTS – ALLOCATE GREATER BUDGET


TO ADVERTISE THAT PRODUCT (SEPARATE CAMPAIGN – AS BUDGET SETTING
IS DONE AT CAMPAIGN LEVEL)
CAMPAIGNS
• AN IMPORTANT SETTING AT CAMPAIGN LEVEL IS DAILY BUDGET – SETTING MAXIMUM DAILY
BUDGET.

• BIDDING MODEL – CPC MODEL


• LOCATION –
GEOGRAPHICAL LOCATION - PRESENT
LOCATION OF INTEREST – NOT PRESENT
• MULTIPLE CAMPAIGNS CAN BE CREATED REGION-WISE TO SAVE COST. (GOA & HYDERABAD)
• TARGET AUDIENCE IS MORE IN MUMBAI - KEEP THE BUDGET HIGHER FOR MUMBAI.
• THE BIDDING RATE FOR KEYWORDS IS DIFFERENT REGION WISE.
AD GROUPS

• EACH CAMPAIGN IS MADE UP OF ONE OR MORE AD GROUP.


• AN AD GROUP IS BUNDLE OF KEYWORDS AND ADS.
• THE BEST PRACTICE IS TO HAVE 10-15 TIGHTLY THEMED KEYWORDS IN AN AD
GROUP.

• AN IMPORTANT SETTING DONE AT THE AD GROUP LEVEL IS DEFAULT BID


ANATOMY OF A SEARCH AD
Components
 Headline – 3/30
characters
 Description
 URL
KEYWORDS

Keywords

Short tail Middle tail Long tail


(General (more specific ( very specific
query) query) query)
SEARCH QUERY /AIDA MODEL

smartphon
e
5G Smartphone

Samsung 5G smartphone

Samsung s22 5G smartphone


BEEF UP CAMPAIGN
ENHANCE YOUR AD
CAMPAIGN
• KEYWORD TARGETING
• NEGATIVE KEYWORDS
• CREATING ADVANCED AD
FORMATS

• KEYWORD INSERTION
• SHOPPING ADS
• BID ADJUSTMENT
ENHANCE YOUR AD
CAMPAIGN
• CONVERSION TRACKING
• REMARKETING LISTS OF SEARCH ADS
• INVALID CLICKS
• LOW IMPRESSION
• LOW CTR
KEYWORD TARGETING

• BEST KEYWORDS ARE TWO-OR-THREE WORD PHRASES.


• SINGLE WORD KEYWORDS CAN LEAD TO ADS FOR IRRELEVANT QUERIES.
• EX- “BAG” IT COULD BE LUGGAGE BAG, SCHOOL BAG, LADIES BAG, VACUUM
CLEANER BAG, TEA BAG ETC.
NEGATIVE KEYWORD
• NEGATIVE KEYWORDS ARE USED FOR EXCLUSION
• WHILE CREATING YOUR AD, YOU WOULD HAVE AN AUDIENCE THAT YOU DO
NOT WISH TO TARGET

• EX – STORE SELLING ONLY WOMEN CLOTHING, IT WOULD BE FUTILE TO


SHOW ADS TO SOMEONE WHO IS SEARCHING FOR MEN'S CLOTHING.

• IN SUCH CASES SPECIFYING MEN AS A NEGATIVE WORD WILL NOT SHOW


YOUR ADS.

• IT HELPS TO OPTIMIZE THE BUDGET.


CREATING ADVANCED AD
FORMATS
• AD EXTENSION ARE USED TO PROVIDE ADDITIONAL INFORMATION ALONG
WITH THE AD CONTENT.

• SOME AD EXTENSION ARE AVAILABLE TO ADS WHICH APPEAR IN TOP 4 SLOTS


ON SERP.

• BENEFIT OF AD EXTENSION – CONVEY MORE INFORMATION FROM THE AD.


• USERS CAN TAKE ACTION DIRECTLY FROM THE ADS EXTENSION, LIKE
CALLING, DOWNLOADING AN APP.
TYPES OF EXTENSION
• CALL EXTENSION
• SITE EXTENSION
• APP EXTENSION
• LOCATION EXTENSION
• STRUCTURED SNIPPETS
• PRICE EXTENSION
• CALLOUT EXTENSION
CALL EXTENSION
SITE EXTENSION
APP EXTENSION
LOCATION EXTENSION
STRUCTURED SNIPPETS
Structured Snippets
give the campaign
manager the ability
to further highlight an
advertiser's
products/services by
providing additional
information about the
business that may
help the searcher
make a decision
PRICE EXTENSION
CALLOUT EXTENSION
Structured snippets are
for providing practical
information about the
services/products and
callouts are to
highlight the benefits
or promotions attached
to your
services/products.
KEYWORD INSERTION
• IF I AM RUNNING AN AD FOR A DIGITAL MARKETING COURSE
• DEFAULT KEYWORD “ DIGITAL MARKETING”
• OTHER KEY WORDS SOCIAL MEDIA MARKETING, SEO, MOBILE MARKETING,
SEARCH ENGINE OPTIMIZATION

• HEADLINES – LEARN SOCIAL MEDIA MARKETING, LEARN SEO, LEARN MOBILE


MARKETING, LEARN DIGITAL MARKETING,

• THIS KEYWORD INSERTION INCREASES THE RELEVANCE OF THE AD FOR THE


USERS.
SHOPPING ADS
• THESE ADS INCLUDE RICHER PRODUCT INFORMATION – IMAGE, PRICE,
MERCHANT NAME

• THESE ADS USUALLY COME IN THE TOP POSITION OF SEARCH RESULT OR


SOMETIMES IN THE SIDE.

• CONVERSION RATES OF SHOPPING ADS ARE 26% HIGHER THAN USUAL ADS.
BID ADJUSTMENT
• BIDS CAN BE ADJUSTED BASED ON DEVICE, LOCATION AND SCHEDULE.
• BIDS CAN BE INCREASED OR DECREASED FOR CERTAIN FACTORS
• EX- GROCERY BUSINESS – INC BID BY 10% FOR SEARCH ON MOBILE,
ANOTHER 10% FOR SEARCHES IN BANGALORE, AND ANOTHER 10% FOR
SEARCHES DURING WEEKENDS.

• IF YOU DON’T WANT TO SHOW ADS ON DESKTOP, REDUCE THE BID ON


DESKTOP.

• THESE LEADS TO BETTER PERFORMANCE OF THE CAMPAIGN.


CONVERSION TRACKING
INVALID CLICKS
• GOOGLE TRACKS INVALID CLICKS AND REPORT THEM SEPARATELY.
• INVALID CLICKS CAN COME FROM ROBOTS VISITING THE WEBSITES
• INVALID CLICK IS DETERMINED USING IP ADDRESS, CLICKS DURING ADD
HOURS OF THE DATA, CLICKS COMING FROM ODD GEOGRAPHIES ETC.

• COMPETITORS CLICKING MY ADS – IP ADDRESS OF COMPETITOR – EXCLUSION


OF IP ADDRESS
LOW IMPRESSION

• IF ADS ARE NOT DISPLAYED IN SEARCH ENGINE USERS, CHANGE THE


KEYWORD TERMS AND TYPE OF MATCH.

• CHECK THE QUALITY SCORE.


• INCREASE THE BID AMOUNT.

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