1. Paid Search 101

2. We live in the
microwave age
Hi!

3. If something takes two
seconds, it is one
second too long

4. We seek
instant gratification

5. When we want
something, we
go search for it

6. So this means...

7. Marketers,
this is your
‘Eureka’
moment

8. Now that you know
consumers search for
anything and everything,
you know you can
engage with them
through Paid Search
(Feel free to celebrate)

9. But first: What is Paid Search?

10. Paid Search is query based advertising,
derived from what a user is searching on
search engines

11. Umm...what does that mean?

12. Think
Push vs. Pull
TV, Display,
Search
Print, etc.

13. Search = on-demand audience
• Users are actively looking for something so
you have to give it to them
• Push mediums reach out to the masses,
who may or may not necessarily be looking
for something
• Not as engaged since intent is missing

14. How is Paid Search Perceived?

16. No, it’s not sexy, but...

17. It is efficient!
100 MPG

18. Ok, it’s efficient but
is it effective?

19. Paid Search is very effective

20. How so, you ask?

21. Paid Search is a
conversation

22. Users want someone
to talk to them

23. Think about it: if she
wants to talk, would you
ignore her?
(I sure wouldn’t!)

24. But first you have to
listen

25. And once you listen, you’ll know
what users want so you can give
them what they’re looking for

26. That’s when the fun begins!

27. So how does it work?

28. The foundation of search
all begins with a...
(drumroll)
SEARCH!

29. 130,000,000,000

30. That’s how many global
searches there are
every month!

31. That equates to:
4,333,333,333 searches per day
180,555,556 searches per hour
3,009,259 searches per minute
50,154 searches per second
(You get the point)

32. Yeah, that’s a lot.
I know.

33. How come there are
so many searches?
What are people
searching for?

34. Everything & Anything

35. Users aren’t one dimensional
They’re dynamic: one
minute they could be
looking for recipes and the
next they could be
searching for blue sweaters

36. Therefore, the Search
economy is user-driven

37. Users dictate the
demand for a product
or information

38. Which makes keywords
the currency

39. The goal is to extract value out
of the numerous conversations

40. Sort of like turning this

41. Into this

42. Once value is determined, you can
help consumers satisfy their itch
with what they are looking for

43. In the long run,
this can turn into
brand loyalty

44. Which will make
you look like a
marketing
superhero in front
of management

45. So the moral of the
story is:

46. Consumers are talking
You have to listen
Once you do, you can have
meaningful conversations

47. Now, go get ‘em!