1. What is Search Engine Marketing? And how can it be of use?

2. User Searches for a term on Google

3. Ads appear on the Search Page

7. Snapshot of the Process The User searches for a particular ‘keyword’ User sees our ad for the keyword and CLICKS on it User is taken to our LANDING PAGE with a FORM User leaves his Contact Details in the form

8. Important Metrics CTR or Click Through Rate: What percentage of people who see the ad actually click on it Conversion Rate: What percentage of people who click on the ad actually leave their details The User searches for a particular ‘keyword’ User sees our ad for the keyword and CLICKS on it User is taken to our LANDING PAGE with a FORM User leaves his Contact Details in the form

9. Most Important Metric Cost Per Lead (CPL): The Advertiser pays for clicks. CPL is the amount the advertiser finally pays for every LEAD The User searches for a particular ‘keyword’ User sees our ad for the keyword and CLICKS on it User is taken to our LANDING PAGE with a FORM User leaves his Contact Details in the form