Dag van Marketing en Communicatie Google AdWords: Opportuniteit voor uw bedrijf!?

1. Dag van Marketing en Communicatie Google AdWords: Opportuniteit voor uw bedrijf!? Powered by • Bart De Witte, Zaakvoerder, De Witte • Julien Blanchez, Country Marketing Manager, Google Belgium • Kristel Verhasselt, Industry Manager, Google Belgium

2. The Benelux online market What makes it an opportunity ?

3. Countries adopt online tools differently E-readiness ranking Evolution • The Netherlands are amongst the world leaders and its consumers expect state of the art online servicing • Belgium has been an average “e-readiness nation”, increasingly under competition from abroad Position Source : IBM, E-readinness report 2008

4. Belgium has strong basic internet usage but poor advanced leverage Ranking of European countries by % companies with available online features: NA Source : Eurostat, 2008

5. Foreign advertisers take advantage of Belgian market • Recent economic study* shows Belgium lost 25% of its export to Germany , Holland and France. • More than 50% of Belgian commerce is lost to foreign merchants • Online marketing proves to be a very efficient tool to support export Proportion of advertizing coming from local country Source : Google internal data Source : Metena - VKW

6. Increasingly buying decisions are being taken online Selection: Bought at least 1 product of the respective category in the last 12 months Base: Internet user in Belgium, 15+ (n=2.014) Source: TNS Infratest, Fieldwork 05. – 23.06.2008

7. How search marketing can help your business ? How to capture the opportunity out of it ?

8. Search Works: Reach Users at the Moment of Relevance Users search for information here Products Users get results here – matched with relevant ads

9. Google Search Makes Finding Information Simple car insurance

10. Anatomy of a Google Search Results Page • Sponsored “Paid” Advertising • Advertisers can bid on these positions • Organic “Natural” Search Results • Cost free; results are based on Google ranking algorithm of relevance to search query

11. A Closer Look at Google’s Organic Results • The Search Algorithm has 200+ signals, including: • Synonyms & spelling error models  what you said • Phrase matching models  what you meant • Diacritics & language models  did you use slang or a different language? • Time models  when you said it • PageRank™  what others have said • PageRank™ • The genesis of Google, created by Larry and Sergey (once called “Backrub”) • Considers 500M variables, including “votes” • Virtual “votes”: links to one website from another • Importance of the page casting the vote determines weight of the vote • More votes with heavier weights = higher importance… but Google ensures no page games the system Tip: Google “search engine optimization starter guide”

12. Google Is Continually Changing and Improving the Algorithm $0 x00+ 10-20% Google doesn’t accept payment for inclusion in organic search results or for improving site rank …of the web is new each week, when Google updatesthe index New improvements to the algorithm every year Billions of pages added every year

13. That’s great, so what about the ads?

14. Google’s Paid Search Offering: AdWords Top sponsored ads: Up to 3 listings • Sponsored “Paid” Advertising • Advertisers can bid on these positions Side sponsored ads: Up to 8 listings

15. What terms should a car insurance providertarget? cheap Geico car insurance cars SUV insurance good finances car insurance great rate insurance driving safety Narrow Broader/generic Enter Google: Keyword Advertising • Advertisers select relevant keywords • Users search on those keywords • Google ranks ads (ad auction) • Winning ads appears • Marketer only pays when ad is clicked

16. Relevance Willingness to pay Ad rank… which denotes ad position X = Quality Score Max CPC • 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 Max CPC is the highest $ amount an advertiser is willing to pay for one click on their ad A Closer Look at the Ad Auction Ad Position is determined by... …

17. City Set borders Radius Region 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* *Marketer is responsible for translating ads into selected languages.

18. Account: Campaign Campaign Ad Group Ad Group Ad Group Ad Group Ad Group Ad Group Ad Group Ad Group Ad Group Ad Group Ad Group Ad Group Ad Group Ad Group Ad Group Ad Group Campaign Campaign Anatomy of a Campaign: The Consumer’s Quest Sportingequipment Clothing Athleticshoes Home gym Tennis Shoes

19. Ad Group:Tennis Shoes Control Who Receives What Message and When Campaign: Clothing For example, “tennis shoes”… Campaign Ad Text Keywords AthleticShoes Keywords: tennis shoes tennis footwear shoes for tennis tennis shoes on sale tennis shoe adidas shoes nike tennis shoes Creative Controls:What message do they see? Audience Controls:Who sees which ad?

20. How persistant monitoring improves your efficiency Keyword List Creation Targeted Messaging Relevant Landing Page 1 2 3 Website Optimiser

21. Which Landing Page is Better?

22. Identify the Most Effective Landing Pages 22 22 22

23. Optimize, Optimize, Optimize 3 images X 4 headlines X 2 “Add To Basket” buttons = 24 different possible page combinations! Luxury Rose Bouquet 23

24. Know Your Keywords: Google Insights for Search Compare potential between regions Identify seasonalities 24 24

25. Think about your customer’s online journeyMake it simple for them to find, choose, and buy the product they want