Module Code: OMC452

Module Title: Digital Marketing

Session 4 and 5 : Adwords and Banner

Advertisements

Course Leader

Dr. H.S.Srivatsa
Professor, Faculty of Management and Commerce
Email: srivatsa.ms.mc@msruas.ac.in
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 Digital Marketing

Dr H.S.Srivatsa
Professor – FMC
MSRUAS

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 Adwords and
Display Advertisements

HS SRIVATSA
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 Let’s start with AdWords

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 What is AdWords?

• The text advertising that is provided by the search

engine Google for a particular query

• AdWords was started in 2000 and today is the biggest

contributor of revenue for Google ($42.5b in 2012, out of
approx $55b)

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 How does it work?

• Based on search keywords: Brings in a list of related

advertisements / websites to be shown

• There is a real-time bidding model where people who have

paid more will be given more prominence

• Makes use of millions of searches on Google and helps you

advertise based on context (place , time, relevance of search)

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 Why is it important?

• It shows purchase intent

• Unlike banner / FB advertising (which, at best, is

targeting someone’s likely interest), Google search is
targeting an intent

• This makes it a very powerful tool for any marketer

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 The payment models

• Google works on:

• Pay Per Click: You pay only if a click happens

• Pay Per Mille: You pay for impressions
• Pay Per Conversion: You pay only if purchase happens

• In addition to Google, these ads are also displayed on the

Google Display Network (GDN), ie, non-Google sites such as
blogs
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 Important things to know about AdWords

• Keywords
• Ad Group
• Campaign
• Budget
• Bidding

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 Step 1: Keywords (how to plan and how to set up)

• We have already explored what keywords are, in detail,

during the SEO session

• As a first step, go to the AdWords Planning Tool using

your Google account

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 AdWords Planning Tool

• Will help you find:

– Keywords
– Suggested bids
– Competition

• As a planner, you should be looking at high-volume

keywords with low competition!

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 What’s an AdGroup?

• You won’t be looking at just one keyword. You will be

managing an entire set, and multiple bids and ads
together. This entire set is called an AdGroup.

• Each ad shares a set of keywords

• The ad will be shown for any of the keywords mentioned

in the group
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 For example:

T-shirt college Corporate Sweatshirts

Mugs Institute Watches corporate gifts
College Hoodies Coffee warmers

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 Step 2: Define an ad format

• Google offers 7 types of ad formats. Let’s look at them

over the next few slides:

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 Type 1: Text

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 Type 2: Ad Extensions

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 Type 3: Image / flash

Only on partner websites, since

Google itself does not support
images

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 Type 4: Mobile

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 Type 5: App promotion

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 Type 6: Video (runs on partner websites)

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 Type 7: Product listing ads

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 Step 3: Setting up a Campaign

What is a Campaign ?

A set of ad Groups (ads, keywords and bids) that

share a budget location targeting and other
settings

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 Step 4: Define a bid

You can specify how much you want to spend per

click.

The higher you bid, the more the chances of you

being seen for the relevant keyword search, and
hence better traffic coming to your site.

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 Step 4: Define a bid

You can specify how much you want to spend per

click.

The higher you bid, the more the chances of you

being seen for the relevant keyword search, and
hence better traffic coming to your site.

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 There are various types of bids

For CPC: Automatic and manual

For CPM: Automatic and manual
For CPA: Manually tell AdWords how much you are
willing to pay for a conversion

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 Step 5: Define a budget

You can specify overall / daily budgets so that you

don’t overshoot what you are looking to spend!

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 The Google repository

AdWords has a lot of help that will show you how

to set up your campaign and monitor it

https://
support.google.com/adwords/topic/3119116?hl=en
&ref_topic=3119071

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 Now let us look at the rest of
display advertising

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 What is display advertising?

Any ad format that is visual / display-oriented in

nature, such as :
• Google AdWords
• Banner ads
• YouTube pre-rolls ads
• Facebook news feed ads

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 Why is it important?

• Every user goes through a lot of internet real estate

every day. There is a good chance of catching him there
(just like outdoor advertising)

• Lots of options for advertisers in terms of formats and

pricing options

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 Things to keep in mind

• Be as interest-oriented as possible
– Eg: Advertising on Economic Times vs Times of India

• Try to be as attention-grabbing as possible

– People see thousands of display ads. How is yours going to stand
out?

• Use rich media if needed

– Use technologies like flash etc to give people a richer experience

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 Some great examples of banner ads

• http://mashable.com/2012/05/28/10-insanely-clickable-banner-ads/

• http://digitalsynopsis.com/inspiration/50-incredibly-creative-online-b
anner-ads
/

• (We will see examples of YouTube advertising in the videos session)

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 Questions?

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