introduction to sem
DESCRIPTION
educationTRANSCRIPT
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Search Engine Marketing
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What is Online Advertising?
Using internet to deliver promotional material/messaging to the intended audience
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Growth of online advertising
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World’s largest Internet Market (2013)
568 Million Users
254 Million Users
213 Million Users
SOURCE: Internetworldstats.com & IAMAI
Internet Market across the globe
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Time Spent Online
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SOURCE – IAMAI (Figures as on December 2013)
39% 61%
Demographics of Internet Users (India)
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36%
39%
16% 6% 3%
15-24 Yrs 25-34 Yrs 35-44 Yrs 45-54 Yrs 55 + Yrs
SOURCE - Comscore
User Age Range Using Internet
Demographics of Internet Users (India)
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137 Million
URBAN 68 Million
RURAL
58% YOY
Growth
SOURCE - IAMAI (Figures as on December 2013)
Demographics of Internet Users (India)
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Where do I find these Ads?
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Ads Search for them!!
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Examples
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Ads
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Types of Online Advertising
Search Based
Display Ads
Banners
Interstitials
Video
Retargeting
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Search Ads
Search intent is the keyword/phrase that the user is being searched
Google, Bing providers for search
Focused on keyword data
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SEM vs SEO
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SEM
SEO
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Golden Triangle of Search
Most of this golden triangle is taken up with Ads
Therefore its a faster method than SEO
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Display Ads
Targeting is done via demographic data and interest groups
Discussion about Display Planner and other display related tools
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Interstitial Ads
Stops viewing the actual content
Guaranteed eyeballs
Higher CTR due to “accidental clicks
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Video
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Retargeting
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Shopper Visits a Website & is tagged
Shopper leaves the site and starts browsing
Since the Shopper is tagged, using remarketing, the shopper is shown the Ad of the 1st website
Shopper clicks on the Ad and is redirected to the 1st Website
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