By:

Esha Khanna
Soumya Sharma
Soumya Sukul
Swati Chachan
Sadaf Iqbal

Google Reaches Global Markets
Google is arguably the most global
commercial Web site ever built.
John Yunker, Chief Analyst,
Byte Level Research
#1 search engine in 17
out of 20 countries
measured
Ranked #1 in 2013
Web Globalization
Report Card
Reach customers around the world on one platform
Your customers
search Google in over
500 languages
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Google Reaches Global Markets
Prepared by Prism Software
Agenda
Google Adwords is the system Google has developed
to assist business in marketing your products or
services in the Google Search Engine, and its affiliate
sites, via the use of a placed text ad that appears when
people search for phrases related to the businesss
offerings o, this appears as a sponsored link.

Customers can see ads when they
search















Your customers see your ad when they
surf Google Network properties

Google Network basis
With the Google Network advertisers can:

Reach a vast and highly-targeted audience
Target ads to search results and relevant Web content
Opt-in or opt-out of search and content distribution
(default is opt-in for all advertisers)

Note: by default, AdWords ads appear on
Google.com



Advertising on Google can help an advertiser meet many objectives
Determining, measuring, and tracking metrics helps ensure success
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What Google can do for Advertisers
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Benefits of AdWords : Summary
Reach
Access to ~80% of Internet users worldwide

Cost
Low costs for high ROI
Pay Google when users click on your ads

Timing
Ads are seen by users looking to purchase
Reach your audience at the right time, with the right message

Flexibility
Start advertising quickly
Unlimited changes, whenever you want
You can target ads to the specific location & language of your
customers
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Benefits of AdWords : Summary
Basic Features of AdWords
Cost-per-click pricing
Ad impressions & click-through rates
Language & location targeting
The basic features of AdWords include:
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Basic Features of AdWords





The Process of Google Adwords
Step 1: Create a login
To create your AdWords account, you just need to provide a valid email
address and create your password.
Step 2: Target a geographic Location
Do you have a local business? Don't want to advertise globally or
nationwide? Simply choose the geographic area where you'd like your
ads to appear.
Step 3: Set your daily budget
With Google AdWords, you decide how much you're willing to pay per
day. You then only pay when someone clicks on your ad. In other words,
you only pay when your advertising works. It is a cost-effective
advertising platform for businesses of all shapes and sizes.
You set your budget under the Bidding and budget section of your
campaign settings. Your budget should be the amount you're
comfortable spending on AdWords advertising each day.




Step 4: Control how much you spend per click on your ad
Under Bidding and Budget select the Automatic bidding
option. AdWords will then automatically adjust your bids to try to
bring you the most clicks possible within your budget.

Step 5: Create ad(s)
Creating good ads is important but not difficult. What's more, it's
not like creating a newspaper advertisement. A key advantage of
AdWords is that you can adjust and improve your ads at any time.

Step 6: Select keywords
Keywords are the words or phrases for which your ad will appear
when a user searches for them. It's important to select keywords
carefully, as they'll determine the audience that will see your ads --
but don't worry about getting it exactly right the first time. You can
always add new keywords or edit or delete existing ones after
you've created your first campaign.

Step 7: Enter billing information
To take the final step and activate your account, enter your
billing information. Choose between one of the following
payment methods available in the US:
Postpay (automatic payments): American Express, JCB,
MasterCard, Visa, Bank account payments (US bank accounts
only), and debit cards with a MasterCard or Visa logo
Prepay (manual payments): American Express, JCB, MasterCard,
Visa, and debit cards with a MasterCard or Visa logo.
The payment options available to you may vary according to the
currency you use and the location of your billing address.



Click : The action a user takes to select your ad and be taken to your
website.
Google charges the advertiser when a user clicks on your ad
The Destination Website
A sample AdWords ad
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Basic Definition Of CPC
Definition: CPC
CPC: Cost-Per-click
Basic Definition: CTR
Impression: The appearance of your ad on Google or one of our
partner sites
Clicks
Impressions
= CTR (expressed as %)
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Basic Definition: CTR
CTR : Click through rate
CTR Examples
30 clicks
1000 impressions
= 0.03 = 3%
Example Advertiser A:
CTR is how Google measures relevance
40 clicks
100 impressions
= 0.04 = 4%
Example Advertiser B:
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CTR Examples
Benefits of AdWords Location &
Language Targeting
Targeting options : you can target ads by location and language
Region/Local Country, Global & Customized Targeting.
Roughly 40 different language targeting options to choose from.
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Region/City Targeting Examples
Example: you have local flower shops in the San Francisco Bay Area.
Example: you run a restaurant in Chicago.
When should you use regional targeting?
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Region/City Targeting Examples
Country Targeting
When should you use country targeting?
Use if you have national or global customers
Example: you ship to the U.S. only. Target your campaign to the U.S.
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Country Targeting


Global Targeting
If you have a global business, give your campaigns global exposure

Example: If you sell DVDs and have worldwide distribution, you should
target your campaign to all countries
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Global Targetnng
Customized Targeting
Use Customized Targeting to target highly specific areas
For example, to reach customers located in an area that cannot be
targeted accurately using region or city targeting
Example: pizza delivery service
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Customized Targeting
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