The best part about Online Advertising, and a lot of people do not realise it, is about its creative possibilities. Let us take these up one by one:
a) Keywords: The best part about Online Advertising is Keyword Matching. A keyword refers to a "query". If you own a mobile phone and search for "Pizza", you will be immediately shown the Ads about Pizza. They are highlighted in yellowish pink colour, so you can not miss them.
Now this is what we mean by "contextual" or "query specific". Unless you are searching for Pizza, you won't come across this Ad. This is what makes online advertising so powerful. When you have a need, you would like to fulfill it. Put it another way, when you are searching for something, you would like a solution quickly; "quickly" being the operative word. Online Advertising makes it possible for you to be present right there when your customers are searching for you. What could be better than that?
For the record, if you are searching for "Pizza in Delhi", you will again find Dominos there.
Similarly it is possible to target all the keywords that may be used by customers. For example, if you have a Furniture business, you can target multiple queries or keywords like "Best Executive Furniture", "Designer Furniture", "Classy Furniture", etc. Now this is a significant part of Online Advertising. You can target as many as 20,000 keywords simultaneously. And create 20 ads if you wish, to target those queries. That's like aligning your business with whatever consumers might be searching for. And being there yourself.
b) No guesswork with Google Keyword Tool: Now this is a great innovation and boon for internet marketers and advertisers. Suppose you are in the online advertising business as I am, and wish to create an online presence. Where should you show your ads? What are consumers searching for? Why guess when you have the Google Keyword Tool.
Let us see how it works. Here is a video on Google Keyword Tool you might want to look at:
In case you wish to skip the video, here is a static shot.
As you can see above, I have searched for "Online Advertising". For a query, Google Keyword Tool usually returns 800 different keywords which include synonyms and variants of that query. Therefore, one is able to know 800 different ways in which customers search for "Online Advertising" on Google. Instantly. Also, at a single glance, the tool tells us about the Global Search Volume and Local Search Volume (for India) for each keyword, as well as the consistency of the "trend" (vertical bars on the right).
c) The next good thing, in fact a great thing about Google AdWords - the online advertising arm of Google, is the complete flexibility it offers.
You can be online in 5 minutes once you credit your account with money. Yes, 5 minutes. You can pause, start, review, revise your campaign anytime. The changes take place in real time. So if a creative thought strikes you, just reach out for your ads, make changes. And bingo - the revised ads show up on Google in no time at all.
It is also an automated system. Once you choose the settings and benchmarks, it pretty much runs on its own.
So what are the settings you can choose? You can:
a) Set your geographical area. If you are in Delhi, India, and wish to deal with customers in Delhi only, you can choose Delhi as your area of operation. It is also possible to choose "60 kms around Delhi" as your location.
b) You can choose whether you want Men or Women or both as your customers, though how this works in reality is a question mark.
c) You can choose whether you want to be on both Search and Display networks or on one of them separately. Search Ads come into play when someone searches for something, while Display ads are visible on various websites, roughly matching the content of the website with the ads.
d) Best of all, you can choose your "bid". You can choose how much you want to pay per click (called PPC). Remember, in online advertising, you pay only when someone "clicks" on your ad. You can also choose your budget per day, so you never have to pay more than what you choose.
a) Keywords: The best part about Online Advertising is Keyword Matching. A keyword refers to a "query". If you own a mobile phone and search for "Pizza", you will be immediately shown the Ads about Pizza. They are highlighted in yellowish pink colour, so you can not miss them.
 |
| Online Ads that come up for the keyword "Pizza" |
Now this is what we mean by "contextual" or "query specific". Unless you are searching for Pizza, you won't come across this Ad. This is what makes online advertising so powerful. When you have a need, you would like to fulfill it. Put it another way, when you are searching for something, you would like a solution quickly; "quickly" being the operative word. Online Advertising makes it possible for you to be present right there when your customers are searching for you. What could be better than that?
For the record, if you are searching for "Pizza in Delhi", you will again find Dominos there.
 |
| Dominos Pizza Ad for "Pizza in Delhi" |
Similarly it is possible to target all the keywords that may be used by customers. For example, if you have a Furniture business, you can target multiple queries or keywords like "Best Executive Furniture", "Designer Furniture", "Classy Furniture", etc. Now this is a significant part of Online Advertising. You can target as many as 20,000 keywords simultaneously. And create 20 ads if you wish, to target those queries. That's like aligning your business with whatever consumers might be searching for. And being there yourself.
b) No guesswork with Google Keyword Tool: Now this is a great innovation and boon for internet marketers and advertisers. Suppose you are in the online advertising business as I am, and wish to create an online presence. Where should you show your ads? What are consumers searching for? Why guess when you have the Google Keyword Tool.
Let us see how it works. Here is a video on Google Keyword Tool you might want to look at:
In case you wish to skip the video, here is a static shot.
 |
| Google Keyword Tool takes the guesswork out of Online Advertising |
As you can see above, I have searched for "Online Advertising". For a query, Google Keyword Tool usually returns 800 different keywords which include synonyms and variants of that query. Therefore, one is able to know 800 different ways in which customers search for "Online Advertising" on Google. Instantly. Also, at a single glance, the tool tells us about the Global Search Volume and Local Search Volume (for India) for each keyword, as well as the consistency of the "trend" (vertical bars on the right).
c) The next good thing, in fact a great thing about Google AdWords - the online advertising arm of Google, is the complete flexibility it offers.
You can be online in 5 minutes once you credit your account with money. Yes, 5 minutes. You can pause, start, review, revise your campaign anytime. The changes take place in real time. So if a creative thought strikes you, just reach out for your ads, make changes. And bingo - the revised ads show up on Google in no time at all.
It is also an automated system. Once you choose the settings and benchmarks, it pretty much runs on its own.
So what are the settings you can choose? You can:
a) Set your geographical area. If you are in Delhi, India, and wish to deal with customers in Delhi only, you can choose Delhi as your area of operation. It is also possible to choose "60 kms around Delhi" as your location.
b) You can choose whether you want Men or Women or both as your customers, though how this works in reality is a question mark.
c) You can choose whether you want to be on both Search and Display networks or on one of them separately. Search Ads come into play when someone searches for something, while Display ads are visible on various websites, roughly matching the content of the website with the ads.
d) Best of all, you can choose your "bid". You can choose how much you want to pay per click (called PPC). Remember, in online advertising, you pay only when someone "clicks" on your ad. You can also choose your budget per day, so you never have to pay more than what you choose.
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