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TRANSCRIPT
H. Clasen EworksWSIWSI Internet Consultant
Advertising with Google AdWordsJanuary 23, 2011
| Copyright 2009 | Research and Management | All Ri ghts Reserved |
Outline
Why Advertise Online?
Why Choose Google AdWords?
How WSI can Ensure your Success?
Why Advertise Online?
| Copyright 2009 | Research and Management | All Ri ghts Reserved |
| Copyright 2009 | Research and Management | All Ri ghts Reserved |
Most Customers Are Online
30%
35%
40%
45%
50%
55%
60%
2003 2004 2005 2006Sources: Internet Households: PWC Global Entertainment & Media Outlook 2006-2010, August 2006; Media consumption: IAB Online Audience Report, June 2006
57% of UK households have the internet
More than 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)
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Internet Drives Information & Purchasing
What the Avg Broadband User Does Online (Hrs/Wk)
0.00 2.00 4.00 6.00 8.00 10.00
Surfing
Music
Movies
Games
Emailing
VOIP
Banking
Shopping
TV
Radio
Surfing: 7:54
Emailing: 3:26
Shopping: 1:53
Sources: Average Spend: Forrester Europe's eCommerce Forecast 2006 to 2011, July 2006; Graph Data: YouGov for uSwitch.com, August 2006
Average yearly online spend per online buyer 2006 - £1,185
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Online Joins The Shopping Mainstream
Q: “Have you ever done any of the following online? Please select all that apply.“ Source: Google/MediaScreen. UK, FR, IT, DE, ES – 2005 N=1800
Researched a retail good
Compared prices of retail goods
Purchased from a shopping site
Researched online, purchased offline
Purchased from manufacturer's site
Purchased online, picked up at store
83%
75%
65%
58%
56%
27%
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Outdoor Press Radio TV Online Display Search Ads Contextual Ads Blogs
From Generic Push to Personalised Pull
The Changing Face Of Advertising
Reach those who actively search for what you offer
Increase Reach & Relevance
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Education
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Education
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Financial
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Home and Garden
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Technology
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Technology
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Travel (Hotel)
Why Choose Google AdWords?
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| Copyright 2009 | Research and Management | All Ri ghts Reserved |
Google Is The Leader In Search
Organise the world’s informationand make it universally accessible and useful
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Reach More Prospects
#1 UK web property
22 Million Google Users in the UK
Source: Nielsen/NetRatings, October 06
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How Does AdWords Work?
Search Results
Google AdWords
Google AdWords
Search Query
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Advertise On The Google Network
Active Reach,Global Internet Users
network
Source: (Graph and Content Network): comScoreMedia Metrix, Apr 2006
Google #1 U.K. search
engine,including:
The Google Network reaches
over 86% of Global Internet
users
Search partners,
including:
Thousands of Content
partners,including:
570M unique users of the content network!
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Control & Transparency
How WSI can Ensure your Success?
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Research
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Four Steps To A Successful Campaign
1Identify most valuable target users 2
Group keywords that users will search on
4Measure results and costs 3
Test messaging and keywords
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Monitor Quality Score
Quality Score is a measure of your ad’s Relevance to users.
The more relevant the ads, the more users
continue to click.
Measuring Results
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| Copyright 2009 | Research and Management | All Ri ghts Reserved |
How AdWords Can Pay For Itself
£30 initial investment in AdWords
£0.30 CPC ≥ 100 clicks
10% conversion rate = 10 sales
Average profit per sale = £10
£30 investment returns £100 in profit
Reinvest profits, increase budget
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Conversion Tracking
Per Keyword
Clicks CPC Cost/Conv
Measure return from your campaign and keywords
Make informed bidding and editing decisions
Large TExt
Large TExt
Large TExt
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AnalyticsMeasure how all visitors use your site
Find out what factors drive customer choices
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Summary
Millions use Google.co.uk each day and WSI can help you use Google AdWords to connect you with new customers that are
already searching for your product/service
Questions & Answers
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