google ads marketing_101_eng
TRANSCRIPT
GOOGLE AD FOR BUSINESSUpdated 1/2015
INTRODUCTION
KEY POINTS:
• 36,1+ millions VN netcitizen (42% VN population) with 92% Internet users using Google for searching.
• Google Partner Site take cover 80% VN Ad inventory.
OPPORTUNITIES:
• Advertisers can utilize this to target internet users
• Large advertising inventory
TABLE OF CONTENTS
AD PRODUCTS
TARGETING
BIDDING MODELS
HOW TO OPIMIZE
CASE STUDY
PROMOTION TYPES DAY PARTING TARGETING TOOL USE
Promote Website For Relevance
Searching
Desktop Paid SearchMobile Paid SearchDynamic Search Ad
Yes Keyword TargetingGoogle
Adwords/ Keyword Planner
Re-targeting
DESKTOP NEWSFEED MOBLIE NEWSFEED
SEM
PROMOTION TYPES DAY PARTING TARGETING CHOSE WHO SEE BANNER TOOL USE
Promote Website
Desktop AdVideo Ad
Engagement AdMobile Ad
YesKeyword
Interest/Topic Placement
By AgeBy GenderBy Location
Google Adwords /
Display BannerRe-targeting
GDN
DESKTOP MOBLIE
PROMOTION TYPES DAY PARTING TARGETING CHOSE WHO SEE BANNER Tool Use
Promote Video
In stream true view
In search displayIn display
NoKeyword TargetingInterest Targeting
Topic Targeting
By AgeBy GenderBy Location
Google Adwords /Display Banner
Re-targeting
IN STREAM TRUE VIEW
YOUTUBE AD
IN SEARCH DISPLAY
PROMOTION TYPE DAY PARTING TARGETING CHOSE WHO SEE
BANNER TOOL USE
Promote Brand Promotion N/A No
Keyword TargetingInterest Targeting
Placement TargetingJob Targeting
By AgeBy Gender
GSP Account By Google
(min 5,000$)
GSP
GSP
BRAND PROMOTION
PROMOTION TYPE DAY PARTING TARGETING CHOSE WHO SEE
BANNER TOOL USE
Promote App Install Mobile Ad No
Placement TargetingDevice TargetingMobile Publshers
TargetingIOS/Anroid Targeting
By AgeBy Gender Google Abmo
ADMOB – GOOGLE MOBILE ADNETWORK
GOOGLE APP PARTNER
TABLE OF CONTENTS
AD PRODUCTS
TARGETING
BIDDING MODELS
HOW TO OPIMIZE
CASE STUDY
TARGETING METHODs
KEYWORD (CONTEXTUAL) PLACEMENT
TOPIC INTEREST
RE-TARGETINGWHO VISITED/VIEWED
LOCATIONAGE
GENDER
KEYWORD TARGETING
BROAD KEYWORDSExample: formal footwear
Also matches: formal footwear, evening footwear, etc
MODIFIED BROADExample: +formal +shoes
Also matches: formal shoes, formal evening shoes
PHASE KEYWORDSExample: “formal shoes”
Also matches: black formal shoes, formal shoes for men
EXACT KEYWORDSExample: [formal shoes]matches: formal shoes
PLACEMENT TARGETING
Setting Your Ads Relevance With Website Content To Targeting Relevance Audience
TOPIC TARGETING
Setting Your Ads Relevance With Targeting Relevance Audience By Their Topic
INTEREST TARGETING
Setting Your Ads Relevance With Targeting Relevance Audience By Their Interest
RE - TARGETING
Setting Your Ads RE-TARGETING Who Visited/Viewed Your Website/Video To Engage Them Again
TABLE OF CONTENTS
AD PRODUCTs
TARGETING
BIDDING MODELs
HOW TO OPIMIZE
CASE STUDY
COST MODELs
CPM(Cost Per Impression)
CPC(Cost Per Clicks)
CPE(Cost Per Engagement)
Google charged for per 1000 ad impression
CPA(Cost Per Action)
Google charged for per clicks to site
Google charged for per engagement ( Engagement for rich media expandable ad)
Google charged for per action on website
CPV(Cost Per Views) Youtube charged for per views to video
TABLE OF CONTENTS
AD PRODUCTs
TARGETING
BIDDING MODELs
HOW TO OPIMIZE
CASE STUDY
OPTIMIZE
Right ADs Right Audience
relevance
HIGH TRAFFIC AND GOOD PERFORMANCE
TABLE OF CONTENTS
AD PRODUCTs
TARGETING
BIDDING MODELs
HOW TO OPIMIZE
CASE STUDY
CASE STUDY - YOUTUBE
Campaign: Dung 1 Ngay De Yeu 2/2014Duration: 2 weeksKPI: 50,000 ViewsDelivery: 106,000 ViewsReach: 202%
CASE STUDY - GDN
Campaign: Fast iBanking Aug 2014Duration: 4 weeksKPI: 16,500 ClicksDelivery: 21,108 ClicksReach: 123%
