With any product or service, there is an ecosystem that evolves to ensure that it is used by the customer in the most effective way. So, in this context, it is not surprising that there is a large community of third parties that have come into existence that aim to help the advertiser make the best use of online advertising and Google AdWords. Not only is this an expected reality but, from Google’s point of view, it is a necessary element in the rapid introduction and acceleration of the proper use of online advertising. We view agencies and other similar third parties as partners with whom we will help businesses evolve their marketing and business strategies to include digital medium both on the web and elsewhere such as on mobile devices. It is fair that an Indian business may not fully appreciate the effectiveness of search advertising or the reach of the online medium and the relatively high purchase frequency of online users. Together with these third parties, we can more rapidly provide the necessary information and education for Indian businesses about online advertising. For many businesses, this may be a very new domain, and the critical decision in selecting a third party to support you is competence. Businesses should do their due diligence, and through reference checks ensure that they are selecting a competent party.
What’s your strategy behind AdWords?
Google AdWords is a quick and simple way to purchase highly targeted cost-per-click (CPC) or cost-per-impression (CPM) advertising, with the flexibility to set and modify the budget level. AdWords ads are displayed along with search results on Google, as well as on search and content sites. AdWords has become a popular program, in large part, due to the fact that businesses can precisely target their advertising campaigns to a desired audience. Google enables this by matching relevant ads to the keywords that users submit which indicate their interests and preferences.
Further, AdWords operates on cost-per-click (CPC) or cost-per-1000-impressions (CPM) model, i.e., advertisers pay either when end users click on ads, or when the advertiser’s ad is shown on a site. This provides advertisers the ability to prove ROI. Also, AdWords provides other features like restricting ads to customers that have their browsers set to a specific language or to customers who are surfing in a particular city, state, or country to make the advertising medium even more effective.
What will be the important emerging trends and technologies over the next couple of years?
The online advertising market in India, as estimated by third parties at Rs.218 crores in 2006-2007 is growing at a fast pace and expected to reach Rs.2,250 crores in 2009. We expect consumers in India to continue to increase their use of services delivered via the Internet. I am very bullish and expect continued strong growth in the use of online advertising. We believe that mobile advertising will be an opportunity specifically interesting to businesses given the proliferation of mobile and the increased use of data services over mobile devices.
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Source : IIPM Editorial, 2008
What’s your strategy behind AdWords?
Google AdWords is a quick and simple way to purchase highly targeted cost-per-click (CPC) or cost-per-impression (CPM) advertising, with the flexibility to set and modify the budget level. AdWords ads are displayed along with search results on Google, as well as on search and content sites. AdWords has become a popular program, in large part, due to the fact that businesses can precisely target their advertising campaigns to a desired audience. Google enables this by matching relevant ads to the keywords that users submit which indicate their interests and preferences.
Further, AdWords operates on cost-per-click (CPC) or cost-per-1000-impressions (CPM) model, i.e., advertisers pay either when end users click on ads, or when the advertiser’s ad is shown on a site. This provides advertisers the ability to prove ROI. Also, AdWords provides other features like restricting ads to customers that have their browsers set to a specific language or to customers who are surfing in a particular city, state, or country to make the advertising medium even more effective.
What will be the important emerging trends and technologies over the next couple of years?
The online advertising market in India, as estimated by third parties at Rs.218 crores in 2006-2007 is growing at a fast pace and expected to reach Rs.2,250 crores in 2009. We expect consumers in India to continue to increase their use of services delivered via the Internet. I am very bullish and expect continued strong growth in the use of online advertising. We believe that mobile advertising will be an opportunity specifically interesting to businesses given the proliferation of mobile and the increased use of data services over mobile devices.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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