google confidential and proprietary 11 introduction to adwords elyse guilfoyle adwords account...
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Google Confidential and Proprietary 11
Introduction to AdWords
Elyse GuilfoyleAdWords Account Strategist
December 6, 2010
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Agenda
1 Why Search is Exciting
2 Digital Advertising
3 Google AdWords
4 Showing Value from Digital Advertising
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Old Paradigms for Organizing Information…
Card CatalogsCard Catalogs
Business DirectoriesBusiness Directories
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Search Was New…
Search allowed users to define their queries rather than rely on predetermined categories…
Suddenly queries could be unique and infinitely specific.
Octopi Jujitsu
Nihilistic Agorophobia
Vigilantes Jerkiness
Funicular Swizzle
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The Search Advertising Revolution
Search Advertising Meant:
• Inbound/Pull Marketing: Direct Access to The Easiest Client Targets
• Trackability: Accurate Statistics on Reach & Impact
• Accessibility: A Self-Service Platform Without Financial Barriers to Entry
• Immediate Responsiveness: Immediate Results
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The Inflection Point
Google’s primary innovation in the Search advertising space was the Performance Incentivized Auction
This new model allowed Google to increase revenue while improving efficiency for advertisers…
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Search: Where We Are Today
74.2BInternet searches conducted worldwide in June 08; that’s 11.1 searches for every person on Earth, inone month.
If every search were a mile, we’d go to the sun and back nearly 5 times every year.
Sources: comScore qsearch, June 2008, (divided over 30 days for per day value); world population as of July 2008, distance to the sun, Wikipedia.org.
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Digital Advertising
11
1 Why Search is Exciting
2
3 Google AdWords
4 Showing Value from Digital Advertising
Agenda
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While total ad spend is expected to increase 25% in the next five years, the Internet’s share of ad spend will increase by more than 50%
12
Marketers Are Shifting Spend Online
Source: Jupiter, “U.S. Online Advertising Forecast, 2008 to 2013,” June 2008.
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Consumers Increasingly Turn to Digital
3%
36%
Source: Yankee Group, "2009 Advertising Forecast Update: Less TV, More Internet," provided to eMarketer, April 14, 2010
Consumers spend 36% of time online – More than with any other media format
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1 Why Search is Exciting
2 Digital Advertising
3Google AdWords• AdWords Overview• Building a Campaign
4 Showing Value from Digital Advertising
Agenda
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Google’s Paid Search Offering: AdWords
Top sponsored ads: Up to 3 listings
Side sponsored ads: Up to 8 listings
Sponsored “Paid” Advertising• Advertisers can bid on these positions
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Pull Marketing: On-Demand at the Moment of Relevance
Push Marketingworks for some things…
Pull Marketing…but there is value inreaching consumerswho seek your message
Commercials
Yellow Pages has known this sincethe 1800s!
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What terms should a car insurance provider target?
cheap Geico car insurance SUV insurance
car insurance great rate insurance
good finances
driving safety
cars
Narrow Broader/generic
Enter Google: Keyword Advertising
1. Advertisers select relevant keywords
2. Users search on those keywords
3. Google ranks ads (ad auction)
4. Winning ads appears
5. Marketer only pays when ad is clicked
Google Confidential and Proprietary 19*Marketer is responsible for translating ads into selected languages.
Region City Radius Set borders
Regional and Local Targeting: Sharpen Your Focus
Country, Regional, and City-level Targeting
• Reach customers searching for results in geographic areas you choose
Customized Targeting
• Reach customers searching for results in an area you define
Language Targeting
• Reach users searching in a specific language, wherever they are*
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Google’s Paid Search Offering: AdWords
Top sponsored ads: Up to 3 listings
Side sponsored ads: Up to 8 listings
Sponsored “Paid” Advertising• Advertisers can bid on these positions
You can’t pay for a specific placement… so how is ad rank determined?
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A Closer Look at the Ad Auction
Ad Position is determined by...
Ad rank… which denotes ad position
=
…but what do advertisers actually pay?
Relevance
Quality Score is determined by a combination of factors, including:
• Click-through-rate on Google.com (clicks divided by impressions)
• Keyword and ad text relevance
• Landing page quality
Quality Score XWillingness to pay
Max CPC is the highest $ amount an advertiser is willing to pay for one click on their ad
Max CPC
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For Example: Bidding and Paying for Ad Position 1
Improving Quality Score is an effective way to raise ad position, while controlling costs.
AdRank=
0.72
0.65
=
=
QualityScore
ACME is more relevant for users
1.8
1.0
=
=
X MaxCPC
$0.40
$0.65
But John Doe is willing to pay more
X
X …Position 2
…Position 1
ACME wins position 1:Google rewards relevance in combination with the bid, not the bid alone
AdPosition
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Campaign Creation: Keywords
The importance of synonyms and plurals– book ≠ books– novel ≠ book
Not case-sensitive– James Balch = james balch
Misspellings– perscription
The only symbols our system acknowledges– Ampersands (&)– Underscores (_)– Apostrophes (’)– Example: click-through = click through
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Coming up with Keywords
Research your product• Study the landing page:
– Authors: james balch, mark stengler
– Book title: prescription for drug alternatives
– Topics: alternative medicine, nutrition guidance, natural cures
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Coming up with Keywords
Research industry-specific terms, products & brand names
• Multiple terms to define or describe products
• Colloquialisms
• Nicknames
complimentary and alternative medicine, or CAM
complimentary and alternative medicine, or CAM
mind-body
homeopathy
herbal remedies
mind-body
homeopathy
herbal remedies
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Using the Keyword ToolThe Keyword Tool is within the Opportunities Tab of every account. Use the Keyword Tool to:
– Build your initial keyword list by typing in a word, phrase, or URL
– Refine your existing keyword list
– Expand upon your existing keyword list
– Develop negative keywords
– Anticipate traffic and competition on certain terms
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Keyword Relevancy
Irrelevant• tom clancy
Too general• books, health
General• alternative medicine
• natural remedies
More relevant • james balch book
• drug alternatives book
Extremely specific• the prescription for drug alternatives
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Creating Ad GroupsOnce you create a campaign in your account, you’ll use ad groups to house the keywords you’ve chosen. Ad groups should be broken out by themes. In this case, you’d have ad groups for:
• author name(s)
• book title
• genre(s) of book
• related subjects of book
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Example Ad Groups
Authors
James Balch
james balch books
james balch book
books by james balch
book by james balch
PFDA
Mark Stengler
mark stengler book
mark stengler books
books by mark stengler
book by mark stengler
PFDA
the prescription for drug alternatives
prescription for drug alternatives
prescription for alternatives
drug alternatives book
Book Title
Alternative Medicine Books
alternative medicine book
alternative medicine books
book of alternative medicine
book on alternative medicine
book about alternative health
Natural Remedies
natural herbal remedies
natural home remedies
natural health remedies
natural healing remedies
Book Genre
Relevant Topic
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Ad text is important because it is the only part of the account that is visible to the user
• Inform the user
• Persuade the user
• Compel and entice the user
Relevant, Clear Ad Text
Users Click on Ad
Achieve Desired Action
Writing Ad Text
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• Test multiple ad texts
• Put keywords in headline
• Describe the product
• Use promotional language • Discounts
• Award-winning
• Bestseller
• Use call-to-action phrases• Buy
• Order
• Get
• Use intercapitalization
Writing Ad Text: Best Practices
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Writing Ad Text: Example
‘James Balch’ Ad Group ‘PFDA’ Ad Group
Drug Alternatives BookCheck out Dr. James Balch’s NewestBook on Natural Remedies. Buy Today!www.Wiley.com/DrugAlternativesBook
prescription for drug alternatives
prescriptions for drug alternatives
drug alternatives book
drug alternatives books
prescription book james balch
prescription books james balch
New James Balch BookThe Prescription for Drug Alternatives.Order the Must-Read Health Guide.www.Wiley.com/JamesBalch
books by james balch
book by james balch
james balch book
james balch books
james f balch book
new james balch book
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Choosing the Right Landing Page
Now, let’s look at some examples…
The landing page is essential to the user completing the action you want them to take once they get to your site. The landing page should be:
• Specific to the product
• Contain lots of information
• Depict a clear, easy next step
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The one-page cheat sheet
1. Consider which terms users will search for.
2. Keep keywords to 2-4 words.
3. Don’t use too many; 10-15 per ad is about right.Keywords
Ad Text1. Invite the user to do something; be compelling!
2. Be specific.
3. Be transparent about what the user will get.
Landing page
1. Follow through on your ad text’s message.
2. Specific is better than general.
3. Don’t make users work.
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1 Why Search is Exciting
2 Digital Advertising
3 Google AdWords
4 Showing Value from Digital Advertising
Agenda
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What do we value?
E-Commerce: Sales Revenue
Lead-Gen: Leads
Publisher: Advertising Revenue
Nonprofit: Donations/Awareness
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Leading Indicators
ClicksClicks
DownloadsDownloads
Video ViewsVideo Views
Map ViewsMap Views
Time On SiteTime On Site
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