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  • 8.paid Marketing Week 2 - 2023

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    The document provides information about digital marketing through Google platforms. It includes an introduction to the Google search and display universes. It then discusses setting up campaigns, ad groups, and keywords on Google Ads. It provides examples of campaign structures and the planning process for an AdWords campaign, including researching the market and customers, setting goals, and keyword research using the Keyword Planner tool. It also discusses choosing keywords, setting up text ads, landing pages, A/B testing, keyword match types, and negative keywords. The session aims to help students understand key concepts through a live demo.

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    8.Paid Marketing Week 2_2023.pptx

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    The document provides information about digital marketing through Google platforms. It includes an introduction to the Google search and display universes. It then discusses setting up campaigns, ad groups, and keywords on Google Ads. It provides examples of campaign structures and the planning process for an AdWords campaign, including researching the market and customers, setting goals, and keyword research using the Keyword Planner tool. It also discusses choosing keywords, setting up text ads, landing pages, A/B testing, keyword match types, and negative keywords. The session aims to help students understand key concepts through a live demo.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    Download as pdf or txt
    6 views16 pages

    8.paid Marketing Week 2 - 2023

    Uploaded by

    sarathww
    The document provides information about digital marketing through Google platforms. It includes an introduction to the Google search and display universes. It then discusses setting up campaigns, ad groups, and keywords on Google Ads. It provides examples of campaign structures and the planning process for an AdWords campaign, including researching the market and customers, setting goals, and keyword research using the Keyword Planner tool. It also discusses choosing keywords, setting up text ads, landing pages, A/B testing, keyword match types, and negative keywords. The session aims to help students understand key concepts through a live demo.

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    of 16

    Digital Marketing

    (Paid Marketing – Week 2)


    Class Norms
    ✔ It is assumed that you have watched all the videos before the session.

    ✔ Concepts are covered in the videos while Applications will be covered in the Live Virtual Class

    ✔ Please use the chatbox to ask questions. Every effort shall be made to address all the queries

    within the scope of the session in the allotted time.

    ✔ If any query remains unanswered, we encourage you to raise a support request on Olympus.

    ✔ The session is being recorded and the link to the same will be shared via email.

    ✔ Let’s respect each other’s time by being on time.


    Agenda

    Introduction to Google Universe


    • Search Universe
    • Display Universe
    Google Ads
    • Building blocks for Google Ads
    • Keyword Planner
    • Keyword Research
    • Setting up campaigns, ad groups, and keywords
    Introduction to Google Universe

    Free Search
    Paid Ads (Text
    Results (On Search
    ads, Shopping
    page + Off Universe
    ads)
    page)

    Google Search Universe

    Live Demo of on-page, off


    page SEO and various ads
    Introduction to Google Universe

    Contextual
    Banners + Audience + Display
    &
    Videos Retargeting Universe
    Placement

    Google Display Universe


    Introduction to Google Universe

    https://www.youtube.com/watch?v=MTEO7CyHoQw
    Case Study: Toll Brothers

    • In-market audiences let this real estate brand


    drive consideration among people further down
    Goal: the conversion funnel—people who are actively
    researching with the intent to buy a home.
    • Grow quantity and quality of leads
    • Decrease the CPA
    • With in-market audiences, users are classified into
    groups based on what sites and pages they’re
    Approach: visiting and their demonstrated in-market
    • Use in-market audiences through GDN behaviors across Google’s Display Network. This
    • Target segments related to the category real estate brand targeted in-market buyers in real
    estate and home-related segments such as
    “residential properties for sale,” “home décor,”
    Results: and “home furnishings.”
    • 50% lower CPL
    • 3X higher CTR
    Building Blocks of Google Ads

    Account

    Campaign 1 Campaign 2 Campaign 3

    Ad Group 1 Ad group 2

    Live Demo of how to create


    Keyword 1 a campaign structure
    Keyword 2
    Keyword 3

    Ads
    Foundation of Brand SEM Campaign
    Example:

    Samsung

    Mobile Phone Smart TV Refrigerator

    Galaxy S Galaxy M

    Buy Galaxy S
    Buy galaxy S online
    Galaxy s offers
    Planning the AdWords Campaign
    Part 1: Researching the market, competitors & customers
    Who are your customers? Employees, New workforce, M/F:25+ from Udaipur, Surat,
    Mangalore, Madurai
    What’s their need? Get the best possible investment advice & invest according to
    their long-term goals
    What are they currently using? Any investment websites like money control, Zerodha, small case,
    Groww.
    What are the need gaps? Most of the platforms are not catering to tier 2 -3 requirements of
    investment with amounts as low as 1,000 or investment strategies
    in tier 2 real estate sector.
    Who are your competitors? Jot down your competition
    What is their digital marketing strategy? Content on digital, Search ads
    What’s your differentiation? 80% success rate with existing clients

    Part 2: Setting Goals : Acquire 500 new clients in 6 months Example with a demo
    Part 3: Keyword research
    Keyword Planner
    • Understanding why keyword planner is important – Keyword Research in the planner
    • It is the stepping stone in building a successful campaign

    Live Demo of the


    Keyword Planner
    Google Autocomplete

    Running a keyword planner tool for multiple brands


    Choosing right keywords

    https://www.youtube.com/watch?v=zFeOCCRpk8s
    Setting up a Text Ad
    Detailed run through

    Landing pages examples

    A/B Testing

    Keyword match types

    Negative keywords

    Reading reports in Adwords


    Any Questions?
    Happy Learning!

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