google product update november adwords
DESCRIPTION
latest google update on adwords for NovemberTRANSCRIPT
Google Confidential and Proprietary
Sarah Tate – Agency Product Specialist
What’s new @ Google?
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Agenda
• Q4 Insights and Market Trends
• New Products & Innovations
• Research Online, Purchase Offline…
• SECURITY!!
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Some Key Thoughts
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The UK online population has grown by 2 million to 44 million in the past year ...
Brits spend almost half their waking lives immersed in media...
Tv & Internet becoming part
of
one and the same media
experience...
Humans generated more data in 2009 than in the previous 5,000
years combined
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41% feel financially worse off compared to last year
The UK is facing the slowest post-war recovery, as GDP stands 4.5 % lower than pre-recession levels
The UK economy remains weak...
Unemployment remains high with 2.45 million looking for
a job
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... But no double dip recession for digital
Online recruitment has grown by 22% in September 2010 year on year
An extra 1.1 million people are buying online monthly in 2010, totalling at
26 million
UK e-commerce sales are expected to growth by 13% in 2010
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3 out of 4 UK internet users research products and services online, making it the second most popular online activity
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Mobile
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14 million Brits surf the
internet on their mobile phones
12% of all UK shoppers
use mobiles to research
before they shop
There are 15 million smartphone users in the UK
(up 70% since 2009)
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41% of retailers plan to have a
transactional mobile site or
application in place within the next year
In the last 12 months Amazon customers
ordered more than $1 billion of products
using a mobile device
Both a $75k Corvette and a $140k Lamborghini have been bought via Ebay
Mobile in the past 12 months
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Google Innovations
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The Driverless Car
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http://www.youtube.com/watch?v=X0I5DHOETFE&feature=related
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Google Images: Reach Active Searchers with Engaging Ads
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Exclusive 728 x 90 expandable placement
First display ad on a Google search property
Extend your reach with 40 million targetable page views (US)
Users are actively searching for your category
Expandable format encourages engagement (1H‟10)
Google Confidential and Proprietary
ACE –http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=183511
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What
Who
Why
A split-testing tool that allows advertisers to measure how
changes to keywords, bids, ad groups, placements and
ads impact their actual campaign performance. Works on
search and content.
Advertisers who want to test and measure changes to their
ad groups
Advertisers will be able to better optimize their accounts by
seeing how these changes impact campaign performance.
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Campaign >> Settings >> Advanced Settings
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Bear in mind….
• Results will be visible under the campaigns tab under „experiment‟
and „control‟ rows
• Only one experiment per campaign at every given time
• ACE is not compatible with Position Preference - Although you are not able to test the effects of turning on position preference for a
portion of your campaign traffic, you are able to run experiments on a campaign currently using position
preference. Any position preferences you have set will apply to both the control and the experiment groups.
Opting into campaign-level settings - You are not currently able to enable / disable a feature (such as new
geographic or language targeting, or opting into a new bidding feature) at the campaign settings level for a
portion of your campaign traffic.
Conversion Optimizer - Campaign Experiments cannot currently be run while the Conversion Optimizer is
enabled for a campaign.
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Google Accelerator
Unlocking 5 amazing tools with 2 simple tag
Conversion
OptimiserReduce costs and increase conversions.
Set a target CPA and you‟re away.
Enhanced CPCOptimises conversions by automatically
adjusting CPC‟s based on potential to convert.
RemarketingRetarget consumers that have shown an interest
in your product but did not convert.
Search FunnelsUnderstand the full value of search.
Insight into click attribution.
Display Campaign
OptimiserOptimises targeting and bidding to find
additional conversions for your GDN campaigns.
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Google solutions: Enhanced CPC
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Enhanced CPC
Observeswhich auctions you
receive
conversions from
Buildsa prediction model to
guess which
auctions will convert
best in the future
Optimizesyour traffic so you
are spending your
money in the best
auctions
Compatible with 3rd party bid management toolsMaintains a control sample to validate positive impact of bidding adjustmentsUses CPC bids rather than CPA bidsNo minimum threshold of conversion volumes
Activate in AdWords Interface
via Edit Settings
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Remarketing on the Google Display Network
• Anyone with a website who cares about value for money
• Anyone with more than 50K UU/month
• Target users who have visited your website but didn’t convert
• Re-advertise to these people with a different message
• Bring them back to your website to re-engage them
• 97% of new site visitors don’t convert on the first visit*
• Target users on a network with more reach, scale & efficiency than any other
• 84% of unique internet users in the UK can be reached on the GDN
• Only target hot prospects that have previously engaged with your site
• No premium for Remarketing on the GDN
*Source: Core Metrics UK Benchmarking, March 2009
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In the Search Funnels reports, you can now see:
• Upper funnel clicks and impressions* that occur prior to last clicks that drive conversions
• Average length and duration of conversion paths
• How keywords, ad text and campaigns assist each other prior to conversion
*impression data only available from Google
Search Funnels will Uncover New Insights
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You providetarget CPA,
creatives, budget
Result: More conversions at
desired CPA
System automaticallyoptimizes targeting
and bidding
Let the Display Campaign Optimizer find additional conversions at your desired CPA, across the millions of sites in the Google Display Network.
Display Campaign Optimizer
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Online to StoreMeasuring the Impact of Google Search Advertising on
Vodafone‟s In-Store Sales
Online 2 Store
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Agenda
• Purpose of the test & methodology
• Results
• Implications
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Test Objective
Quantify the impact of search advertising on
Vodafone‟s in-store sales
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Objective: create a measurable difference in Google AdWords spending
between test and control regions and determine the impact on in-store sales.
1. Determine a baseline of sales activity in eachtest/control region before the experiment
2. Increase online advertising for defined product categories (handset/generic keywords) in test markets
3. Determine the difference in sales between test and control markets due to altered online spending
Test
Control
Test Design
Selected a representative set of
94 Vodafone stores from 5 test
regions across the UK; matched
control stores were taken from
other parts of the country
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Google have partnered with APT, a leading provider of Test & Learn
Management Systems to conduct this test for Vodafone.
Test Process
APT
„Test & Learn‟
Process
Create HypothesisAdvertising on Google AdWords is a
driver of in-store sales
Design TestIncrease AdWords spend in
recommended categories;
evaluate the impact on sales
Execute TestAdvertiser/agency make
recommended alterations to
AdWords spend
Analyze TestMeasure sales impact in
store and evaluate
significance of the result
Plan RolloutTake key learnings on board
in planning future AdWords
campaigns and tests
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Test Execution
• Keywords:
Majority of the increased spend was on Generic terms, e.g. mobile phones, mobiles, mobile deals
etc. In addition increase in spend on Handset terms, e.g. nokia phones, samsung, smartphone
deals.
• Bids:
Increased bids on these keywords to push for nr 1 position
• Effect on impressions/clicks:
Increase in impressions (ads shown on Google) in test clusters vs control clusters.
No big jump in clicks in test vs control.
• Ad text:
No change of ad copy, so no calls to action to go into store
• Period:
8 week test period
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The 5 test areas received 19% more spend relative to control, or an
incremental £53K over the 8-week test period.
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page 28
Conclusions
1 Search marketing is a strong driver of footfall1.9% lift in visitors as a result of increased online spend
2Search marketing influences offline sales
Overall sales lift of 1.5% in test markets when compared to the control markets
3 Positive return on advertising investment in offline channels Vodafone received £4.26 in sales for every £1 spent on AdWords
4 AdWords has an even greater impact on in-store sales than online1.75 in-store connections are driven by AdWords for every 1 online
“Vodafone’s additional investment in generic and upper funnelkeywords was an effective way to drive incremental in-store sales.We now have a better understanding of the impact of onlineresearch on retail purchase behaviour and we’ll have to rethink theway our current attribution model works.” -Mike Durbridge, Head of Direct
Sales, Vodafone UK
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Adwords Security
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Adwords Account Security
Tackle
Address and resolve
Detect
Identify “Phishy” behaviour
Prepare
Educate and know current threats
Our mission is to educate and empower our Advertisers and Agencies in account security so that they are aware, able to prevent, and be better prepared for security issues.
Prevent/Protect
Keep systems/software updated
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Session Agenda
1 Identify Current Threats
2 System Security Best Practices
3 Account Security Best Practices
4 Where to Get Help
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Heads Up!
Current threats to be aware of
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Cyber Crime
Cybercrime increases as cyber criminals exploit people in tough
economic times through phishing and malware attacks.
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What is Phishing?
Phishing is the use of social and technical techniques to steal
consumers' personal identity or financial account credentials by
masquerading as a trusted source.
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Increase in Phishing Attacks
Source: RSA Anti-Fraud Command Center, RSA Online Fraud Report,
October, 2009” .
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Brands Targeted
• Phishers exploit user‟s trust in brands to obtain personal information.
• Including:
• Walmart, Citigroup, Facebook, Wells Fargo, Bank of America,
Google Adwords, Amazon, Paypal, and many many more.
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Fake Emails
Update your AdWords Account?
Link leads to
http://www.adw
ords.google.co
m.fke21.cn/sel
ect
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Fake Websites
Google AdWords?
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Fake Websites
Walmart?
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Fake Websites
Amazon?
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What is Malware?
Software designed to infiltrate computer systems without the owner‟s
knowledge or informed consent.
(i.e. Viruses, worms, keyloggers)
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Increase in Malware Attacks
Source: Google Online Security Blog: Malware Statistics Update
Aug 25, 2009; Niels Provos; Security Team
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Keeping Your System Secure:Knowing your sources
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Keep Systems Updated
• Download latest patches for your system (windows, mac, etc)
• Use up-to-date browsers with pop up blockers (firefox, chrome, etc)
• Use up-to-date security software (Anti-Virus, Anti-Spyware, Firewalls)
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Only visit websites, download content from and share information with trusted
sources.
Be aware when…
Downloading free software
Downloading/opening files from an email
Visiting unknown websites
Sharing login credentials/personal information
Entering sensitive data online
Know Your Source
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Identify “Phishy” Behavior
• Does it make sense to be receiving this email from this source?
• Don‟t reply to or click links within emails that ask for personal,
financial, or account information.
• Check the message headers
• Instead of clicking the links in emails, go to the websites directly by
typing the web address into your browser, cut and paste, or use
bookmarks.
• Ensure that the URL and website match?
Remember:
Google will never request sensitive information over email!
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Staying Safe and Secure:Best Practices and Recommendations for Google AdWords
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Password Security
• Create a unique password
Mix capital/lowercase letter, numbers, punctuation
• Do not share your password
• Do not use your Google password for other accounts
(AdWords/Google)
• Change your password frequently
• DO NOT log on from unsecured home networks as these are more
vulnerable.
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Take advantage of existing AdWords Features!
AdWords gives you the option of assigning unique logins and passwords to each user.
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Manage your Logins
• Better managed Logins = Better managed account!
• Use unique Logins and Passwords for each user
• Grant lowest access level needed Administrative (highest level of access
Standard (access to most account features
Reports (view and run reports) / Reports Managed (account notifications and unlinking managed accounts)
• Remove inactive users (i.e. former employees)
• Why?
• Determine who has access
• Keep track of changes made (prevent unwanted changes)
• Identify source of security leaks
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Managing Account Information
• Sign into your AdWords account from the main login page
Type in the URL
Bookmark the main page
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Security Issue?
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We Can Help!
1. Contact your Google Team
2. Run malware and anti-virus scans
3. Change your password (advise client to do the same)
4. Security team will help to investigate and resolve the issue.
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Thank You!