google online academy - cursul 1.pdf

Google Confidential and Proprietary 1 Google Confidential and Proprietary 1

Google Online Academy

Online Intro & Business Planning


• De ce Online Marketing Academy

• Mediul online “behind the scenes”

• Despre consumatorul online

• Modele de business pe web

• Promovarea in mediul online

• Ce ne asteapta “dupa colt”


“you wanted it”

60% “vreau sa invat despre marketingul online”

15% “vreau sa ma angajez intr-o agentie”

15% “vreau sa invat despre produsele Google”

10% “vreau sa deschid un business online”

TOTAL = 2,300 inscrieri in program


4

Cei mai “pe fază” 1,600 studenti din 8 universitati invata despre mediul online, despre afaceri online si despre cum poti sa te promovezi online. Examenul “AdWords Fundamentals” se premiaza cu tablete Android si cu accesul la cursurile din ianuarieJ

FAZA 1: Oct-Dec 2012 FAZA 2: Ian-Mar 2013 FAZA 3: Apr-Jun 2013

Primii 800, adica 100 de studenti din fiecare universitate participanta, vor continua trainingurile Advanced pe teme de online advertising & business

“Cei 300” care primesc certificarea GQI se vor intalni cu mentori de business, investitori si agentii de advertising

9 luni de training pentru urmatorii lideri ai online-ului

Certificare GQI


* construirea unui website: Google Website Builder * interactiunea online: social (G+), local (Places), mobile (GoMo) * aplicatii de management: Google Apps & add-ons

* Despre CPC, CPM, cuvinte-cheie si PPC * Notiuni introductive despre AdWords si Adsense * Deschiderea unui cont si prima campanie AdWords * CTR si Quality score * Notiuni mai avansate (targeting, negative keywords, extensions) * Google Analytics

* Optimizarea contului (structura, keywords, conversion optimizer) * Relevanta anuntului * Optimizarea landing-page; AB testing

* evolutia mediului online in lume si in Romania * modele de business online de succes * despre promovarea online

Intro to Online (Rares/ Bogdana/ Ela/ Dan)

Deocamdata, 5 cursuri in 5 saptamani…

Google tools (Norbert/ Hermina)

AdWords I (Anabela / WebSEM)

AdWords II (Anabela / WebSEM)

AdWords III (Anabela / WebSEM)


6

…si un examen cu premii

Primii pasi spre…. …sunt presarati cu…

NOTA FINALA (100%)

SCOR EXAMEN (60%)

PREZENTA CURS (20%)

CONT ADWORDS (20%) = ++


Internetul face parte din viața cotidiană

100bn.căutări lunare pe Google

la nivel mondial

Căutare

video-uri accesate zilnic pe YouTube

1bn Entertainment

1bn utilizatori de rețele sociale

Socializare


Consumatorii și business-urile sunt conectate

23m utilizatori de telefonie

mobilă în România

9m de români folosesc

internetul (45%)

din telefoanele mobile vândute anul acesta în RO

sunt smartphones

20%


Mobilul schimba modul in care percepem interactiunea online


Universul social este in continua expansiune in online

11

Google Confidential and Proprietary 13 Google Confidential and Proprietary 13 Source: BIA / Kelsey

Web-ul este locul unde oamenii cauta una-alta


Momentul adevarului (moment of truth)

Source: “Winning the Zero Moment of Truth,” by Jim Lecinski


Momentul ZERO al adevarului

Source: “Winning the Zero Moment of Truth,” by Jim Lecinski


...pentru ca oamenii au incredere in persoanele cunoscute

Sources: Econsultancy July 2009 Harris Interactive June 2010

90% Of consumers online

trust endorsements from people they know

71% Say reviews from family

members or friends influence purchase decisions


Recomandarile persoanelor cunoscute in rezultatele search


Cumparatorul online

2

din consumatorii din Romania cumpără online

16% Cumpărăturile se mută online


Internetul transformă retail-ul

Efectul ROPO este vizibil peste tot in online 2

Din utilizatorii din RO caută produsul online înainte de

a-l cumpăra în magazin

50%


Cateva modele de business online

SOCIAL

MOBIL

LOCAL

PREZENTA SI PROMOVARE ONLINE

ECOMMERCE


“care este sansa mea?”

‘000 online start-ups

20 din 100 “alive” +3 ani

1 din 10 IPO/exit

1 din 100 investitie VC

1,500 studenti

300 antreprenori

? “next big thing”

50 business-uri

•  Se deschid zeci de mii de business-uri online in fiecare an

•  Doar 20% au un model de succes, si “traiesc” mai mult de 3 ani

•  1% din business-plan-urile primite de VC-uri primesc finantare

•  10% din start-up-urile finantate de VC ajung la stadiul de IPO/exit ($$$)


“the big idea”

SOCIAL

MOBIL

LOCAL

PREZENTA SI PROMOVARE ONLINE

ECOMMERCE


What next


Ce este marketingul online / digital? in theory, if it happens on a digital screen it is digital marketing


DISPLAY AD

SEARCH AD

ORGANIC SEARCH DISPLAY

AD

AFFILIATE

PURCHASE

SEARCH AD

ABANDON

ABANDON


Tipuri de marketing online

•  Search engine optimization

•  Social media marketing

•  Email marketing

•  Search engine marketing

• Display advertising

• Affiliate marketing

• Mobile advertising

•  Search analytics/ Web analytics


Cum functioneaza cautarea Google

This is the search query


Organic search results



Paid Ads


Google Confidential and Proprietary 33 Google Confidential and Proprietary 33 Source: internetworldstats.com, November 2011

•  The average length of a search query on Google is 4 words. •  80% of online activity starts on a search engine.


search engine optimization

• what are search engines?

• how does search ranking happen?

• why do you need to optimize?


search engine marketing (ppc)

• what is search engine marketing?

• Google AdWords and the live auction principle

•  The principle of “conversion” and “attribution”


display advertising

• what is display advertising?

•  IAB and the standards of a display banner

• Google AdSense and the Google Display Network

•  Independent websites or independent display networks

•  The concept of “click-through rate”


social media marketing

• what is social media?

•  the concept of viral and seeding

•  the concept of sharing and likeing/+1ing

•  social media apps and special projects: poster endorsement, display advertising, applications, sponsored posts, photo endorsements, sponsored tweets etc


mobile advertising

• mobile is about? – geolocation, closeness, immediacy

• m-sites or applications

• mobile search advertising/ display advertising

•  in-app advertising [AdMob]


email marketing

• permission marketing and Seth Godin

•  email marketing basics: mailing lists, server whitelisting, CTR and opening rates

• bulk emailing and spam

• privacy and op-in/out policies


affiliate marketing

• what is an affiliate? what do they do?

•  the affiliate – producer cycle. how is money getting made?

•  affiliate networks


web analytics • Measuring results through web metrics

•  Traffic, impressions, unique visitors, bounce rate, CTR, conversions

• Analytics companies: Google Analytics, Omniture, Webtrekk


Cine se ocupa de toate astea?

production agencies

performance agencies

creative digital agencies

media agencies


The future!


Toate astea fac deja parte din prezent

Photos courtesy of Thomas Hawk. www.thomashawk.com. Used with permission.

Personalization

Cloud Computing

Mobile

Google Confidential and Proprietary 46 Google Confidential and Proprietary 46 Source: Google

Viteza pe Internet va creste exponential Internet speed will enable commoditization of Information

Google Confidential and Proprietary 47 Google Confidential and Proprietary 47 Source: “Hardware Commoditization in the Handset Market,” EEP, February 2, 2012

• Upload and download speeds 100 times faster than most Cable Internet providers.

• Comes with a free Nexus 7 tablet.

• Giving away slow Internet for free.

Internet gratis?


Teens have grown up with the Internet in their hands:

•  impacts how they think

•  how they act

•  how they relate to others

Antreprenorii de maine sunt tinerii de azi


Ne imbracam in gadget-uri: Google Glass


Masina care se conduce singura


"Every generation needs a new revolution”

Thomas Jefferson


Thank You

google online academy - cursul 1.pdf

Documents

anabela websem

search engine

display advertising

search ad

search query

google condential

jim lecinski

google