Advertising using Keywords

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Advertising using Keywords

• Arun Natarajan
• The Power Quill Team

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How would it be...

• IF you could reach your advertising message to
  potential customers at exactly the time they are
  looking out for a product / service that you
  sell?
• IF you could display your ad on the web sites of
  New York Times, The Economist, Forbes (and other
  top publishers)--specifically on pages featuring
  articles about your industry?
• IF you could pay for these ads only if people
  responded to them?
• IF you can advertise without restrictions like
  minimum spending or minimum duration imposed
  on you?
• IF you can make all this happen in 10 minutes
  flat?
• This list is obviously any marketers dream
  scenario

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The Dream Has Come True!

• Its called Keyword Advertising
• aka Paid Search or Pay-Per-Click (PPC)
  Advertising
• And it is taking the world of online advertising
  by storm

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Whats Keyword Advertising?

• It involves placing text-based ad messages
  (accompanied by links) on web pages with relevant
  content
• The main category is Paid Search
• Allows advertisers to display ad messages on the
  "result pages" of search engines when people
  search for a related "keyword".

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Where do my Ads Appear?

• Google Overture are the major players in this
  space
• Thru them, your ads will appear in top search
  engines at Google, AOL, Yahoo, MSN, Lycos,
  AltaVista, etc.
• Your ads also appear on content sites with whom
  Google and Overture have partnerships
• Example of Googles content partners include
  Economist.com, Forbes.com, NYTimes.com and scores
  of niches content web sites focused on your
  industry
• Overture and Google automatically analyze the
  content pages on their partners web sites and
  insert relevant ad messages

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Key(word) Benefits

• Places control in the hands of advertisers
• Cost-per-click (CPC) pricing means you pay only
  if someone clicks on your ads
• You set the price you are willing to pay
• Choose a maximum CPC from 5 cents to 50
• The actual CPC you pay is determined by the
  competition that exists for the keywords that you
  choose.
• The higher the CPC you bid, the higher the
  position of your ad on the search / content web
  page

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Keyword Benefits-2

• You can set Monthly Budget limits
• Ensures you do not overspend
• Google even allows daily limits
• Highly measurable
• You can track which of your ads and keywords
  result in conversions (click-thrus/inquiries/purch
  ases) and tweak your campaigns accordingly.
• Target ads to users in a specific country
• If you target users in multiple countries, you
  can create different campaigns--with customized
  ad messages and keywords --for each country and
  track the responses.
• Google allows advertisers focusing on the US
  market to even target their ads at individual
  regions--and even specific cities in that
  country.

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Keyword Ads can be used for...

• Sales Marketing for your products and services
• Attract sales leads / online purchases
• Invite downloading of your white papers
• Attract likely visitors to your events /
  tradeshows
• Recruitment
• Attract potential employees to the Jobs section
  of your site

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How is it different from Search Engine
Registration/Optimization?

• It is not easy to get positions on search engines
  (esply Google) for exactly the keywords that you
  select
• Since the search results are usually global, the
  competition is very high
• Keywords Ads allow you to get the listing
  positions that you are willing to pay for.
• SE listings can take a long time to appear
  online--a min. of 30 days!
• Thru Keywords Ads, you can have your ads up in 30
  minutes!
• Unlike SE listings, Keyword Ads can be displayed
  when people search for company and brand names in
  your industry--including those of your
  competitors!
• Note This is not possible with those competitors
  who specifically write to Google asking it not to
  allow use of their brand names as keywords.
• The two techniques can complement each other
• e.g., use keyword advertising for categories in
  which SEO does not provide desired results

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Keyword Ads vs. the Rest

• Web users are more likely to read or click on a
  search engine listing than other forms of online
  advertising -- NPD Group study

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Keyword Ads are More Effective

• Consumers are five times more likely to purchase
  products after seeing search listings versus
  banners -- NPD Group Survey

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Why consumers prefer--and even like--Keyword Ads?

• Keyword-based ad messages are contextual and
  better integrated with the content of the pages
  on which they are displayed
• Hence, consumers find these ads relevant and
  non-intrusive

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Keywords Ads Deliver Better Returns

• Paid search ads deliver the maximum Return on
  Investment among Online Advertising methods
• - Jupiter Media Metrix Survey

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Advertisers are (naturally) Highly Satisfied
with Keyword Ads

• Online advertisers have significantly higher
  level of satisfaction with search listings than
  any other online advertising method - Jupiter
  Media Metrix Survey

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The Growth of Keyword Ads

• Keyword ads accounted for 35 of the online ad
  pie in 2003 (up from 15 in 2002), according to
  the Interactive Advertising Bureau
• Market to reach 5-b by 2006, according to META
  Group
• Almost 200,000 advertisers have already signed up
  with Google Overture
• Isnt it time that you joined their list?

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To Start Exploiting Keyword Adsfor Your
Organization

• Talk to Us at
• keywordads_at_powerquill.com
• USA 408-396-9589
• India 44-5217-3193