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H. Clasen EworksWSIWSI Internet Consultant

Advertising with Google AdWordsJanuary 23, 2011

| Copyright 2009 | Research and Management | All Ri ghts Reserved |

Outline

Why Advertise Online?

Why Choose Google AdWords?

How WSI can Ensure your Success?

Why Advertise Online?



Most Customers Are Online

30%

35%

40%

45%

50%

55%

60%

2003 2004 2005 2006Sources: Internet Households: PWC Global Entertainment & Media Outlook 2006-2010, August 2006; Media consumption: IAB Online Audience Report, June 2006

57% of UK households have the internet

More than 10% growth in internet households in last 3 years

Users spend 20-25% of their media consumption time on the internet

UK Internet Households 2003-2006 (% of total households)


Internet Drives Information & Purchasing

What the Avg Broadband User Does Online (Hrs/Wk)

0.00 2.00 4.00 6.00 8.00 10.00

Surfing

Music

Movies

Games

Emailing

VOIP

Banking

Shopping

TV

Radio

Surfing: 7:54

Emailing: 3:26

Shopping: 1:53

Sources: Average Spend: Forrester Europe's eCommerce Forecast 2006 to 2011, July 2006; Graph Data: YouGov for uSwitch.com, August 2006

Average yearly online spend per online buyer 2006 - £1,185


Online Joins The Shopping Mainstream

Q: “Have you ever done any of the following online? Please select all that apply.“ Source: Google/MediaScreen. UK, FR, IT, DE, ES – 2005 N=1800

Researched a retail good

Compared prices of retail goods

Purchased from a shopping site

Researched online, purchased offline

Purchased from manufacturer's site

Purchased online, picked up at store

83%

75%

65%

58%

56%

27%


Outdoor Press Radio TV Online Display Search Ads Contextual Ads Blogs

From Generic Push to Personalised Pull

The Changing Face Of Advertising

Reach those who actively search for what you offer

Increase Reach & Relevance


Education


Financial


Home and Garden


Technology


Travel (Hotel)

Why Choose Google AdWords?



Google Is The Leader In Search

Organise the world’s informationand make it universally accessible and useful


Reach More Prospects

#1 UK web property

22 Million Google Users in the UK

Source: Nielsen/NetRatings, October 06


How Does AdWords Work?

Search Results

Google AdWords

Google AdWords

Search Query


Advertise On The Google Network

Active Reach,Global Internet Users

network

Source: (Graph and Content Network): comScoreMedia Metrix, Apr 2006

Google #1 U.K. search

engine,including:

The Google Network reaches

over 86% of Global Internet

users

Search partners,

including:

Thousands of Content

partners,including:

570M unique users of the content network!


Control & Transparency

How WSI can Ensure your Success?



Research


Four Steps To A Successful Campaign

1Identify most valuable target users 2

Group keywords that users will search on

4Measure results and costs 3

Test messaging and keywords


Monitor Quality Score

Quality Score is a measure of your ad’s Relevance to users.

The more relevant the ads, the more users

continue to click.

Measuring Results



How AdWords Can Pay For Itself

£30 initial investment in AdWords

£0.30 CPC ≥ 100 clicks

10% conversion rate = 10 sales

Average profit per sale = £10

£30 investment returns £100 in profit

Reinvest profits, increase budget


Conversion Tracking

Per Keyword

Clicks CPC Cost/Conv

Measure return from your campaign and keywords

Make informed bidding and editing decisions

Large TExt

Large TExt

Large TExt


AnalyticsMeasure how all visitors use your site

Find out what factors drive customer choices


Summary

Millions use Google.co.uk each day and WSI can help you use Google AdWords to connect you with new customers that are

already searching for your product/service

Questions & Answers


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