Transcript
- 1. 1
Mastering Google Advertising
Bach Duong
Senior AdWords Strategist, Google South East Asia
Dec 09, 2010 - 2. #1 Find Demand
Google Confidential and Proprietary
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2 - 3. Use Search as a Barometer
Search volumes reflect reality - 4. Case in point: Vietnam Idol
Jan: final round
Sept: final round
July: 1st round
April:1st round
July, Aug:1st round
Offline campaigns (Print, TV, Radio, Outdoor) lead to Online searches - 5. Insights for Search Brand vs. Industry
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Insights into particular terms as well as industry-wide search trends - 6. Regional interest / Related trends
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Insights into regional interest, rising searches do you have alternative solutions for consumers? - 7. Wonder Wheel
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YouTube smart car crash testsmart car safety featurescare safety features
car safety
Insights into related topics - 8. Keyword tool
Insights into related keywords - 9. Toyota on YouTube
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http://www.youtube.com/watch?v=ZZeiD2-Rbg4 - 10. YouTube Statistics & Data
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Insights into how content becomes popular, which sites refer to it, how it is searched for, who is viewing it - 11. YouTube Statistics & Data
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Insights into how audiences interact with your content - Demographics - 12. #2 Capture Demand
Google Confidential and Proprietary
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12 - 13. Search engine is a door to all sites ...
81%
Of the internet users entered the site through the search engine
The Internet is a complex world
Affiliates
Ad Networks
widgets
CRM
Social networks
URLs
URLs
Behavioural targeting
Rich Media
gadgets
SEO
email
Branded entertainment
Contextual targeting
Interruptive media
Viral marketing
SEM
Database marketing
Paid-for-search
banners
In-game
Video on demand
Pre / post roll
tenancies
Brand channels
Tagging
Web analytics - 14. Europe: 91%
Asia Pacific: 88%
America: 92%
Connect to Users Wherever They Are
Googles Reach
Source: comScore Custom Analysis, September 2006; comScore, January 2007 - 15. Advertising (AdWords)
hotels in ho chi minh city
Organic Search - 16. How People Search
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kids shoes
Generic terms
designer kids shoes
kid shoes reviews
Brand terms
$
kid polo shoes
Capture both search and brand keywords - 17. ExpandingyourReach on the Display Network
Reach over 80%Internet Users
17 - 18. Contextual target through several ad formats
We understand the meaning of a web page.
Various ad formats can be shown on relevant content.
Page topic:
Home & Garden >> Gardening
18 - 19. Google Products
Mobile Ads
A comprehensive approach
Search Partners
Display Network
Click to call - 20. #3 Measure Results!
- 21. Conversion Tracking measures ROI of online campaigns
See which campaigns get the most conversions. - 22. Analytics Report Structure
5 Main Categories:
Visitors
- Visitor information such as loyalty,
language, and location
2.Traffic Sources
- Natural and paid sources of traffic
Content
- Pageview information
Goals
- Conversion rates and goal paths
E-commerce
- Commerce tracking, visitor loyalty, revenue sources, and product-specific information. - 23. Mothers Day Campaign
Offline and Online campaigns can be measured by using Analytics - 24. Campaign tracking with Google Analytics
Email
Print
Twitter ads
Yahoo ads - 25. Campaign results
- 26. 26
Key Takeaways