google confidential and proprietary 1 rachel coate adwords relationship manager rob kiely adwords...
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Google Confidential and Proprietary 1
Rachel CoateAdWords Relationship ManagerRob KielyAdWords Relationship Manager
Google UniversityBasics
London29th April – 1st May 2008
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Executive Summary
Millions use Google.co.uk each day
AdWords connects you 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 tracking for the fullest visibility on your returns
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Agenda
• Why advertise online?
• Why choose Google AdWords?
• How do I get started?
• Key principles
• Optimising for success
• Measuring results
• Q & A
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Why Advertise Online?
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20%
30%
40%
50%
60%
2000 2001 2002 2003 2004 2005 2006 2007
Most Customers Are Online
Source: IAB Online Audience Report, October 2007
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)
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2
1
1
8
18
70
Other
Through TV
Post
Telephone
Visited RetailOutlet
Bought Online
Internet Drives Information & Purchasing
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.
Online Retail Spend Per Online Shopper Capita 2008 - £2,029
Percentage of Internet Users Buying Products After Research Online
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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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Why Choose Google AdWords?
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Google Is The Leader In Search
Organise the world’s informationand make it universally accessible and useful
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Reach More Prospects
25 Million Google Search Users in the UK
Source: Nielsen/NetRatings, August 2007
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How Does AdWords Work?
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How Does AdWords Work?
Search query
Search Results
Google AdWords
Google AdWords
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Advertise On The Google Network
Source: comScore Custom Analysis, Nov 07
The Google Content Network UK
• Reach over 80% of Internet Users
• 1 Billion Daily Ad Exposures
• 27 Million Monthly Visitors
• Thousands of Publishers
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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
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How Do I Get Started?
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Want To Create An Ad?
Search Term Google
AdWords
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How To Set Up A Campaign: Step 1
Visit: https://adwords.google.co.uk/select/Login
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How To Set Up A Campaign: Step 2
Choose the level to suit you
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How To Set Up A Campaign: Step 3
Choose countries where you want your ads to show
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How To Set Up A Campaign: Step 4
Choose specific regions where you want your ads to show
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How To Set Up A Campaign: Step 5
Use the line by line template to write your ad text
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How To Set Up A Campaign: Step 6
Choose the keywords users 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’
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How To Set Up A Campaign: Step 7
Set your cost and billing settings
The budget controls how often your ad shows
With relevance, CPC bid determines position on Google
Pay after or before you gain your clicks
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Key Principles
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The Importance Of Quality Score
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!
£3.00 CPC x QS
£0.35 CPC x QS
Example
Click
QS
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Why Is Quality Score Rewarded?
Quality Score is a measure of your ad’s Relevance to 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?
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Optimising For Success
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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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Step OneIdentify Most Valuable Target Users
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What Is The Aim Of Your Campaign?
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
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Case Study: Retail Store
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Case Study: Retail Store
Goal
Sales
ROI
User Action
High Purchase Volume
Profit Margin
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Step Two
Group Keywords Valuable Users Will Search On
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Generate Keywords
Products / Services on your site
Synonyms & Misspellings
Keyword Tool Ideas
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Collect & Consider Keywords
Google ProductsGreat prices on GoogleMerchandise – Shop now!www.googlestore.com
GolfGolfingtowelsumbrellaGooglegolf kitkitBlue umbrellaTravel mugFlaskGoogle flaskAlarm clockAlarm clocksGoogle clockGoogle beach towelstravel flasklampLava lampTravel alarm clockRed clockBlue clock
UsbUsb stickUsb drivebackpacksLaptop backpacksLaptop bagGoogle rucksacksLaptop caseGoogle pensGoogle pencilsMouse padMini mouseModem cordUsb extenderPen setsGoogle speakerVase speakerSmall computer mouseGoogle mouseMemory stickGoogle office equipment
CyclingCycling topGoogle hoodyGoogle hoodieGrey hooded topGoogle hooded jumperHooded topsCycling clothingGoogle clothingArm warmerGoogle tshirtt shirtjerseysTracksuit bottomsJoggingAccessoriesBaseball capGoogle hatFleece vestWhite t-shirtPolo shirts
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Problem 1: Ambiguous Keywords
Keyword:Mini MouseKeyword: Golf
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Broad: Largest Number of Searches Phrase: Narrows Number of Searches
Keyword Matching & Traffic Levels
Exact: Only Most Relevant Searches Negative: Eliminate Irrelevant Searches
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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
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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
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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
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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!
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Problem 2: Non-Tailored Ad Text
Google ProductsGreat prices on GoogleMerchandise – Shop now!www.googlestore.com
Golf umbrellaGolfing kitGoogle towelsGoogle umbrellaGoogle accessoriesgolf kitGoogle kitBlue umbrellaTravel mugTravel FlaskGoogle flaskAlarm clockAlarm clocksGoogle clockGoogle beach towelsBeach towelGoogle towels-wholesaleLava lampTravel alarm clockBlue clock
Usb drivesUsb stickUsb driveGoogle backpacksLaptop backpacksLaptop bagGoogle rucksacksLaptop caseGoogle pensGoogle pencilsMouse padMini mouse-disney-cartoonUsb extenderGoogle speakerVase speakerSmall computer mouseGoogle mouseMemory stickGoogle office equipment
Google wearablesGoogle cycling kitCycling top-helmetCycling clothingGoogle clothingArm warmerGoogle tshirtGoogle jerseysTracksuit bottomsGoogle Jogging kitGoogle gearBaseball capGoogle hatFleece vestGoogle hoodyGoogle hoodieGrey hooded topHooded topsPolo shirts-ralph lauren
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Group Keywords - Better
Google AccessoriesGreat prices on GoogleAccessories – Shop now!www.googlestore.com
Google accessoriesGolf umbrellaGolfing kitGoogle towelsGoogle umbrellagolf kitGoogle kitBlue umbrellaTravel mugTravel FlaskGoogle flaskAlarm clockAlarm clocksGoogle clockGoogle beach towelsBeach towelGoogle towels-wholesaleLava lampTravel alarm clockBlue clock
Google Office EquipmentGreat prices on GoogleOffice Equipment – Shop now!www.googlestore.com
Google office equipmentUsb drivesUsb stickUsb driveGoogle backpacksLaptop backpacksLaptop bagGoogle rucksacksLaptop caseGoogle pensGoogle pencilsMouse padMini mouse-disney-cartoonUsb extenderGoogle speakerVase speakerSmall computer mouseGoogle mouseMemory stick
Google WearablesGreat prices on GoogleClothing and gear – Shop now!www.googlestore.com
Google wearablesGoogle cycling kitCycling top-helmetCycling clothingGoogle clothingArm warmerGoogle tshirtGoogle jerseysTracksuit bottomsGoogle Jogging kitGoogle gearBaseball capGoogle hatFleece vestGoogle hoodyGoogle hoodieGrey hooded topHooded topsPolo shirts-ralph lauren
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Group Keywords - Best
Google Beach Towel10% Discount on GoogleBeach Towels – Shop now!www.GoogleStore.com/towels
Beach towelGoogle towels-wholesale
Google Bike JerseyNew season bike shortsOrder at Google Store!www.GoogleStore.com/bike
Cycling jerseyCycling top-helmet
Google Mini MouseSilver Mini Mouse with USB£10.99, UK Del. Shop now!www.GoogleStore.com/USB
Mini mouse-Cartoon-Disney
Google Golf Umbrellas5 yr guarantee, low pricesGolf Umbrellas – Shop now!GoogleStore.com/umbrella
Golf umbrellaGoogle umbrellaGoogle golf kitGolf accessoriesBlue umbrella
Google Laptop BackpacksGreat prices on Google Laptop Backpacks – Shop now!GoogleStore.com/bags
Google backpacksLaptop backpacksLaptop bagGoogle rucksacksLaptop case-leather
Google HoodieGoogle Hoodies from £14 Online Discount. Buy now!Googlestore.com/hoody
Google hoodyGoogle hoodieGrey hooded topGoogle hooded jumperHooded tops
Google Golf Umbrellas5 yr guarantee, low pricesGolf Umbrellas – Shop now!GoogleStore.com/umbrella
Golf umbrellaGoogle umbrellaGoogle golf kitGolf accessoriesBlue umbrella
Google Mini MouseSilver Mini Mouse with USB£10.99, UK Del. Shop now!www.GoogleStore.com/USB
Mini mouse-Cartoon-Disney
Google HoodieGoogle Hoodies from £14 Online Discount. Buy now!Googlestore.com/hoody
Google hoodyGoogle hoodieGrey hooded topGoogle hooded jumperHooded tops
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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
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Step ThreeTest Messaging & Keywords
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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?
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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
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Case Study
Keyword: Golf Umbrella
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Summary Of Messaging & Keywords
Mirror onLanding Page
Specific Keywords:
Golf Umbrella
Mirror in Ad Text:
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Campaign OptimiserAn on-demand customised proposal of changes for your campaign
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Increase Performance: Customised OptimisationEasier: Alternative variation of tools can be overwhelmingSaves Time: Faster than manual optimisation processIt’s Free and you have complete control over implementation
Daily Budget Adjustments Add/Delete KeywordsChange Match types Keyword CPC AdjustmentsAd Text Edits Refine Location Targeting
Campaign Optimiser
CampaignOptimiser
What?
CampaignOptimiser
Why?
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Generate a Campaign Proposal
To begin, click on the ‘Optimise Campaign’ link on your Campaign details page
From here you can learn more about the Campaign optimiser
When you are ready, click ‘Get Started’ to generate a proposal
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Measuring Results
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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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Free 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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How Does It Work?
A user searches on Google.com for ‘knitting wool’
The user sees a relevant ad and clicks on it. Google counts the click, and the user lands on www.WoolWorks.co.uk
The user browses, purchases 10 balls of wool, & lands on ‘thank-you’ page after completing purchase.
Thank You Page
Check-out Page
Shopping for Yarn
Initiated by the ad click, Google adds a cookie to the user’s browser, and in this way, remembers this ad click for next 30 days.
Google finds cookie ID of the user’s most recent ad click.
Google records 1 conversion, reflected on the date of the user’s most recent ad click.
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Free Google Analytics
Measure how all visitors use your site
Find out what factors drive customer choices
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How Analytics Works
Secure Google Servers
Report Data
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Summary
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Summary
Today, we hope you have learned how to:
- Choose specific keywords, ad texts and landing pages
- Gain a high ranking for less through relevance
- Use tracking for the fullest visibility on your returns
Millions use Google.co.uk each day and Google AdWords connects you with searching customers.
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How to get started…Assisted Sign-Up
• Help building out your campaign if you are considering a more substantial investment
• Advice on keywords, campaign structure and creative copy
• Decide on budget and select a ‘go live’ date for your campaign
• Drive qualified traffic to your site!
• Visit: http://services.google.com/ads_inquiry/uk
Online Sign-Up
• Sign-up today online!
• Start advertising your business straight away
• Set your budget, create your ads and have complete control
• Drive qualified traffic to your site!
• Visit: www.google.co.uk/ads
After today’s session, both new and existing advertisers will receive a £50 voucher. If you have any questions you can also email us at:
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Questions & Answers