how to effectively advertise on search engines presented by google
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8/14/2019 How to Effectively Advertise on Search Engines Presented By Google
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1Google Confidential and Proprietary
Google for Small BusinessesEntrepreneurial Roundtable
November 16, 2009
Barb Gilles, B2B Senior Sales ExecutiveMelissa Lane, B2B Account Planner
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2Google Confidential and Proprietary
November 16, 2009
What is the
fastest-rising search query onGoogle.com today*?
*As of 3pm!
What is the
fastest-rising search query onGoogle.com today*?
*As of 3pm!
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Search is a Barometer
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The Internet
25%
Of the World’spopulation is online
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118 Billion
Emails & IMs sentper day
Communication
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20 hours
Video uploaded toYouTube per minute
Entertainment
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Community
600 MillionInternet users ona social network
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113 Billion
monthly Internet
searches*comScore, July 2009
Information
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Since the recession began, 54% of consumers are
spending more timeresearching products onlinebefore buying in store.
83% are relying on
trusted places like user ratings or product reviewsites.
Sources: Harris Interactive “Digital Influence Index”, Jun 2008; Google TouchpointsConsumer Survey, January 2009; Opinion Research Corporation, June 2008
80% of Internet userscompare prices and options
Bargain Hunters Don’t Drive
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80%
Of B2B customersalways search for products & servicesbefore purchase*
Business
* Marketing Sherpa B-to-B Marketing Lead Generation, Nurturing, and Conversion Stats & Tactics, June 2007
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Where We Are, Where We Are Headed
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12Google Confidential and Proprietary
Google’s Mission
Organizing the world’s information,making it universally accessible and useful…
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13Google Confidential and Proprietary
Search the Internet for
webpages, videos, images,
opinions, products.
Find their target customers
easily and precisely.
…For Users And For Businesses
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14Google Confidential and Proprietary
How can you tap intothese trends?
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15Google Confidential and Proprietary
Google for Small Businesses
1 Conversion, Then Consideration
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16Google Confidential and Proprietary
Search Lets You Flip the Funnel
Awareness
Awareness
Purchase
Purchase
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17Google Confidential and Proprietary
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18Google Confidential and Proprietary
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19Google Confidential and Proprietary
Create a Seamless Experience
Where to buy widgets
winter coat
Winter Coats
Stay warm this season with a
coat from Uncle Dan’s. Buy
now.
udans.com
Winter Coats
Stay warm this season with a
coat from Uncle Dan’s. Buy
now.
udans.com
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20Google Confidential and Proprietary
Stop Placing Bets… Leverage All Your Assets
Where to buy widgets
winter coatskids columbia jacketmerrell barcelona shoes
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21Google Confidential and Proprietary
Be “Always On”
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22Google Confidential and Proprietary
Flip the Funnel with Search Marketing
Create a Seamless Experience
Be Always On
Stop Placing BetsLeverage all your assets by expanding your keyword list
Don’t “hang up” on customers. Ensure a consistent presence.
Customize messaging and landing page to match the query.
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24Google Confidential and Proprietary
Consumers Seek Local Information Online
Find areliable
mechanicOrder a
pizza
Buyflowers
for mom
Source: Joint Study: WebVisible and Nielsen, January 13, 2009
82% of U.S. Internet users list search engines as their most common search tool for local information
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25Google Confidential and Proprietary 25Source: Kelsey, 2009
Local Accounts for 28% of Mobile Searches
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26Google Confidential and Proprietary
Local Solutions for Businesses
Manage all your
locations in one
place
Make all your
ads location
aware
LocalBusiness Center
LocalBusiness Center
LocalTargeting
LocalTargeting
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28Google Confidential and Proprietary
Get Your Business On the Map
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29Google Confidential and Proprietary
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30Google Confidential and Proprietary
Region City Radius Set borders
Target Ads to the Local Level
LanguageKeywords
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31Google Confidential and Proprietary
5 Solutions for More Effective Marketing
1 Conversion, Then Consideration2 Connect at the Local Level
3 Focus on the Moment of Relevance
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32Google Confidential and Proprietary
Many Ways to Target an Audience
Demographic Psychographic Behavioral Contextual
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33Google Confidential and Proprietary
Study: How Does Context Impact Engagement?
Source: Enquiro, Sept 2006; The actual advertising used is not shown, images were not highlighted during the study and arehighlighted here for presentation purposes only.
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34Google Confidential and Proprietary
Niche Site:
Golf Homepage
Engage More By Focusing on Relevancy
Source: Enquiro, Sept 2006; The actual advertising used is not shown, images were not highlighted during the study and arehighlighted here for presentation purposes only.
Portal
Homepage
2x moread views
4x longer ad views
5x moremultiple views
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35Google Confidential and Proprietary
Leverage Contextual Targeting Technology
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36Google Confidential and Proprietary
• Contextually relevant ads can lift purchase intent by 36%
Relevancy Impacts the Bottom Line
Source: Enquuiro, Impact of Contextually Targeted Display Ads, 2007
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37Google Confidential and Proprietary
Google For Small Businesses
1 Conversion, Then Consideration2 Connect at the Local Level
3 Focus on the Moment of Relevance
4 Engage Your Customers
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38Google Confidential and Proprietary
8501• eCommerce• Lead generation• Branding• Relationship building
• Education• Customer Service & Support
seconds for a visitor to
your site to decide
whether or not to stay on
your site
% of users your site
loses after just a glance
Your landing page should
have 1 main goal
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39Google Confidential and Proprietary
Why do you have a
website?
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40Google Confidential and Proprietary
What We’ve Heard From Businesses
I know the problem areasof my website but I don't
know what to do about
them.
I have a low conversion rate but don’t know how to
improve it
I want to test out differentmarketing messages but I
don’t know how
I want to improve mywebsite but the only
solutions available areexpensive 3rd party
products or consultingservices
I don’t know which pagedesign will work the best
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42Google Confidential and Proprietary
Testing with Google Website Optimizer
Luxury Rose Bouquet
Test hundreds of
combinations
simultaneously
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43Google Confidential and Proprietary
Larger, More
Fields, Below
the Fold
Option 1:
Case Study: Conversionworks.co.uk
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44Google Confidential and ProprietaryCase Study: Conversionworks.co.uk
Option 2:
Option 2 Increased Quotes
by 40%!
Smaller,
Call to Action,
Above the Fold,
Less Fields
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45Google Confidential and Proprietary
Google For Small Businesses
1 Conversion, Then Consideration2 Connect at the Local Level
3 Focus on the Moment of Relevance
4 Engage Your Customers5 Base Decisions on Data, Not Opinion
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46Google Confidential and Proprietary
[ Highest Paid Person’s Opinion ]
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47Google Confidential and Proprietary
Mine for Bottom of Funnel Keywords
www.swirlzcupcakes.comwww.swirlzcupcakes.com
www.google.com/sktoolwww.google.com/sktool
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48Google Confidential and Proprietary
Uncover Search Patterns and Trends
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49Google Confidential and Proprietary
Identify Relevant Ad Environments
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50Google Confidential and Proprietary
Understand Your Website Experience
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51Google Confidential and Proprietary
Google For Small Businesses
1 Conversion, Then Consideration2 Connect at the Local Level
3 Focus on the Moment of Relevance
4 Engage Your Customers5 Base Decisions on Data, Not Opinion
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www.google.com/
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insights/searchAdwords
localbusinesscenter websiteoptimizer
sktool
adplanner analytics
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