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Google University

London 29 th April – 1 st May 2008. Google University. Basics. Rachel Coate AdWords Relationship Manager Rob Kiely AdWords Relationship Manager. Executive Summary. Millions use Google.co.uk each day AdWords connects you with searching customers

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Google University

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  1. London 29th April – 1st May 2008 Google University Basics Rachel Coate AdWords Relationship Manager Rob Kiely AdWords Relationship Manager

  2. Executive Summary • Millions use Google.co.uk each day • AdWords connectsyou with searching customers • Today, we aim to provide you with the knowledge to: • - Choose specific keywords, ad texts and landing pages • - Gain a high ranking for less through relevance • - Use trackingfor the fullest visibility on your returns

  3. Agenda • Why advertise online? • Why choose Google AdWords? • How do I get started? • Key principles • Optimising for success • Measuring results • Q & A

  4. Why Advertise Online?

  5. Most Customers Are Online 60% of UK households have the internet 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) Source: IAB Online Audience Report, October 2007

  6. Internet Drives Information & Purchasing Percentage of Internet Users Buying Products After Research Online Online Retail Spend Per Online Shopper Capita 2008 - £2,029 Sources: Retail Spend: Forecast from Forrester Europe's eCommerce Forecast 2006 to 2011, July 2006; Graph Data: BMRB’s Internet Monitor, Wave 41, August 2007 via IAB Online Audience Report, October 2007.

  7. The Changing Face Of Advertising Outdoor Press TV Online Display Search Ads Contextual Ads Blogs Radio From Generic Push to Personalised Pull Reach those who actively search for what you offer Increase Reach & Relevance

  8. Why Choose Google AdWords?

  9. Google Is The Leader In Search Organise the world’s information and make it universally accessible and useful

  10. Reach More Prospects 25 Million Google Search Users in the UK Source: Nielsen/NetRatings, August 2007

  11. How Does AdWords Work?

  12. Google AdWords Google AdWords Search Results How Does AdWords Work? Search query

  13. The Google Content Network UK • Reach over 80% of Internet Users • 1 Billion Daily Ad Exposures • 27 MillionMonthly Visitors • Thousandsof Publishers Advertise On The Google Network Source: comScore Custom Analysis, Nov 07

  14. Control & Transparency • Targeting: Choose where your ads show, and to whom • PPC: Pay only when someone clicks on your ad • No minimum spend or time commitment • Ranking: Relevant ads gain a higher position on Google for less • ROI: Full visibility on how many clicks turn into leads or sales

  15. How Do I Get Started?

  16. Want To Create An Ad? Search Term Google AdWords

  17. How To Set Up A Campaign: Step 1 Visit: https://adwords.google.co.uk/select/Login

  18. How To Set Up A Campaign: Step 2 Choose the level to suit you

  19. How To Set Up A Campaign: Step 3 Choose countrieswhere you want your ads to show

  20. How To Set Up A Campaign: Step 4 Choose specific regionswhere you want your ads to show

  21. How To Set Up A Campaign: Step 5 Use the line by line template to write your ad text

  22. How To Set Up A Campaign: Step 6 Choose the keywordsusers will search on to trigger your ad Specific keywords such as ‘plumber london’ are more targeted and cost effective than generic keywords such as ‘london’ or ‘plumber’

  23. How To Set Up A Campaign: Step 7 Set your cost and billing settings Pay after or before you gain your clicks The budget controls how often your ad shows With relevance, CPC bid determines position on Google

  24. Key Principles

  25. Higher ranked ads get more clicks Ranking = Max CPC x Quality Score Good Quality Score leads to a low Min CPC The stronger your Quality Score, the more clicks for less! QS Click The Importance Of Quality Score Example £3.00 CPC x QS £0.35 CPC x QS

  26. Why Is Quality Score Rewarded? • Quality Score is a measure of your ad’s Relevanceto users. • The more relevant the ads, the more users continue to click. • We Consider: • Clickthrough Rate – how often do users who see your ad click? • Consistency – keyword mirrored in ad text and landing page • History– has your account a history of strong CTR performance?

  27. Optimising For Success

  28. Group keywords that users will search on 1 2 Identify most valuable target users 4 3 Measureresults and costs Testmessaging and keywords Four Steps To A Successful Campaign

  29. Step One Identify Most Valuable Target Users

  30. Goal Sales ROI Leads Sign Ups Branding User Action High Purchase Volume Sales with High Profit Margin Enquiries / Phone Calls Email Address Submission Increased Searches / Impressions What Is The Aim Of Your Campaign?

  31. Case Study: Retail Store

  32. Goal Sales ROI User Action High Purchase Volume Profit Margin Case Study: Retail Store

  33. Step Two Group Keywords Valuable Users Will Search On

  34. Generate Keywords • Products / Services on your site • Synonyms & Misspellings • Keyword Tool Ideas

  35. Collect & Consider Keywords Google Products Great prices on Google Merchandise – Shop now! www.googlestore.com Cycling Cycling top Google hoody Google hoodie Grey hooded top Google hooded jumper Hooded tops Cycling clothing Google clothing Arm warmer Google tshirt t shirt jerseys Tracksuit bottoms Jogging Accessories Baseball cap Google hat Fleece vest White t-shirt Polo shirts Usb Usb stick Usb drive backpacks Laptop backpacks Laptop bag Google rucksacks Laptop case Google pens Google pencils Mouse pad Mini mouse Modem cord Usb extender Pen sets Google speaker Vase speaker Small computer mouse Google mouse Memory stick Google office equipment Golf Golfing towels umbrella Google golf kit kit Blue umbrella Travel mug Flask Google flask Alarm clock Alarm clocks Google clock Google beach towels travel flask lamp Lava lamp Travel alarm clock Red clock Blue clock

  36. Problem 1: Ambiguous Keywords Keyword:Mini Mouse Keyword: Golf

  37. Keyword Matching & Traffic Levels Broad: Largest Number of Searches Phrase: Narrows Number of Searches Negative: Eliminate Irrelevant Searches Exact:Only Most Relevant Searches

  38. Broad Match • Broad – Largest Number of Searches • Default AdWords Keyword Match Option • All relevant variations of your Keyword: • Synonyms • Related Phrases • Plurals • e.g. Used Book • Pros • Maximum traffic • Cons • Could show on irrelevant searches

  39. Phrase Match • Phrase – Narrows Number of Searches • Ad does not appear for variations • Will appear if phrase is typed in, in correct order, with words either side. • e.g. “Used Book” • Pros • Controlled Cost, improved Quality Score and ROI • Cons • Reduced impressions and traffic

  40. Exact Match • Exact – Only Most Relevant Searches • Most targeted matching option • Use this for one or two word keywords where you don’t want ads on variations • e.g. [Used Book] • Pros • Much improved margins for each click • Strongest potential CTR and Quality Score • Cons • Greatly reduced traffic and exposure • While margins may improve, actual sales volume may decrease

  41. Negative Keywords • Negative – Eliminate Irrelevant Searches • Control who will NOT see your ad • e.g. –new • Pros • Filters out irrelevant impressions and clicks • Protects Quality Score and ROI • All the benefits of control and exposure • Cons • None!

  42. Problem 2: Non-Tailored Ad Text Google Products Great prices on Google Merchandise – Shop now! www.googlestore.com Google wearables Google cycling kit Cycling top -helmet Cycling clothing Google clothing Arm warmer Google tshirt Google jerseys Tracksuit bottoms Google Jogging kit Google gear Baseball cap Google hat Fleece vest Google hoody Google hoodie Grey hooded top Hooded tops Polo shirts -ralph lauren Usb drives Usb stick Usb drive Google backpacks Laptop backpacks Laptop bag Google rucksacks Laptop case Google pens Google pencils Mouse pad Mini mouse -disney -cartoon Usb extender Google speaker Vase speaker Small computer mouse Google mouse Memory stick Google office equipment Golf umbrella Golfing kit Google towels Google umbrella Google accessories golf kit Google kit Blue umbrella Travel mug Travel Flask Google flask Alarm clock Alarm clocks Google clock Google beach towels Beach towel Google towels -wholesale Lava lamp Travel alarm clock Blue clock

  43. Group Keywords - Better Google Accessories Great prices on Google Accessories – Shop now! www.googlestore.com Google accessories Golf umbrella Golfing kit Google towels Google umbrella golf kit Google kit Blue umbrella Travel mug Travel Flask Google flask Alarm clock Alarm clocks Google clock Google beach towels Beach towel Google towels -wholesale Lava lamp Travel alarm clock Blue clock Google Office Equipment Great prices on Google Office Equipment – Shop now! www.googlestore.com Google office equipment Usb drives Usb stick Usb drive Google backpacks Laptop backpacks Laptop bag Google rucksacks Laptop case Google pens Google pencils Mouse pad Mini mouse -disney -cartoon Usb extender Google speaker Vase speaker Small computer mouse Google mouse Memory stick Google Wearables Great prices on Google Clothing and gear – Shop now! www.googlestore.com Google wearables Google cycling kit Cycling top -helmet Cycling clothing Google clothing Arm warmer Google tshirt Google jerseys Tracksuit bottoms Google Jogging kit Google gear Baseball cap Google hat Fleece vest Google hoody Google hoodie Grey hooded top Hooded tops Polo shirts -ralph lauren

  44. Google Mini Mouse Silver Mini Mouse with USB £10.99, UK Del.Shop now! www.GoogleStore.com/USB Mini mouse -Cartoon -Disney Google Mini Mouse Silver Mini Mouse with USB £10.99, UK Del.Shop now! www.GoogleStore.com/USB Mini mouse -Cartoon -Disney Google Golf Umbrellas 5 yr guarantee, low prices Golf Umbrellas – Shop now! GoogleStore.com/umbrella Golf umbrella Google umbrella Google golf kit Golf accessories Blue umbrella Google Golf Umbrellas 5 yr guarantee, low prices Golf Umbrellas – Shop now! GoogleStore.com/umbrella Golf umbrella Google umbrella Google golf kit Golf accessories Blue umbrella Google Hoodie Google Hoodies from £14 Online Discount. Buy now! Googlestore.com/hoody Google hoody Google hoodie Grey hooded top Google hooded jumper Hooded tops Google Hoodie Google Hoodies from £14 Online Discount. Buy now! Googlestore.com/hoody Google hoody Google hoodie Grey hooded top Google hooded jumper Hooded tops Group Keywords - Best Google Beach Towel 10% Discount on Google Beach Towels – Shop now! www.GoogleStore.com/towels Beach towel Google towels -wholesale Google Bike Jersey New season bike shorts Order at Google Store! www.GoogleStore.com/bike Cycling jersey Cycling top -helmet Google Laptop Backpacks Great prices on Google Laptop Backpacks – Shop now! GoogleStore.com/bags Google backpacks Laptop backpacks Laptop bag Google rucksacks Laptop case -leather

  45. Keyword best practices • Stick to tight themes • 10, 15 Relevant Keywords per Ad Group • Use Keyword Matching Options to target conversions • Localised Keywords for Location Specific Services

  46. Step Three Test Messaging & Keywords

  47. Be Your Own Best Copywriter • Include a strong call to action • Include special offers or prices • Include location or where you ship to / service • Be realistic – set expectations • Compare and contrast – would you click on your ad?

  48. Choose The Right Landing Page • Don’t pay for wasted clicks: • - Aim for a smooth transition • - Link to a product specific page • - Make it easy to act or purchase with minimal searching

  49. Case Study Keyword: Golf Umbrella

  50. Summary Of Messaging & Keywords Mirror in Ad Text: Specific Keywords: Golf Umbrella

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