Google Confidential and Proprietary 1

Google Search & Content Network An ‘Executive Summary’ Introduction to Google AdWords

21 December 2009

George Saliaris-Fasseas Country Manager, Google Greece georgesf@google.com

Google Confidential and Proprietary

Online is big in Europe (& growing) …

2 Source: Zenith Optimedia Ad Forecast 1996 – 2010 (October 2008)

Newspaper

TV

Magazines

Outdoor

Internet

Radio

Cinema

In U

S$ M

illio

n

Advertising Expenditure Europe – 1996 – 2010 (Numbers for UK, DE, FR, ES and IT)

0

5,000

10,000

15,000

20,000

25,000

30,000

1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Google Confidential and Proprietary 3

..and in Greece

Sources: Παρατηρητήριο ΚτΠ (2009)

81% Greek companies +10 people are online

49% Greek Households have broadband

60% Greek Households are online

Google Confidential and Proprietary

81% Of web traffic originates from search engines

Source: Forrester Research Inc., “Internet User Monitor”

Search is the gate to the Web…

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Greeks are searching on the internet for ... ‘Pigs’

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Greeks are searching on the internet for ... Thesaloniki

Google Confidential and Proprietary 7

Worldwide searching on the internet for ... Greek exports

Google Confidential and Proprietary 8

Google AdWords

Google Confidential and Proprietary

Google AdWords

Google Search Google Content Network

Adwords.google.gr

Google Confidential and Proprietary

Google Search

Google Confidential and Proprietary

The Greek Google Content Network

Ενδεικτικά νούµερα για το Ελληνικό Google Content Network:

• To µεγαλύτερο διαφηµιστικό δίκτυο στην Ελλάδα και την Κύπρο

• 525 εκατ. page views το 4ο τρίµηνο του ‘08 (αύξηση 97% από το 1ο τρίµηνο 08)

• (σχεδόν) Όλα τα 40 πιο προσβάσιµα Sites από Έλλαδα σερβίρουνε διαφηµίσεις

από το Google AdWords.

Μερικά sites που συµµετέχουν στο Google Content Network:

Google Confidential and Proprietary 12

Example of Google Content Network

Παράδειγµα

Google Confidential and Proprietary

内容网络�

Google整合营销平台：搜索+内容网络�

+ 搜索�

…… ……

Advertise in all countries

Google Confidential and Proprietary

Sources: 1. P&G / Yahoo/ ComScore, US, CPG study, October 2007 3. Enquiro Interactive Services, May 2008

Meeting consumers’ needs pays off

of users expects that top brands appear amongs the first search results1

71%

Branding effect FMCG3

x

2.39x

Brand Recall (do you remember it?)

Purchase Intent (would you buy it?)

Brand Affinity (do you like it?)

Google Confidential and Proprietary

BRAND TERRITORY & CONTENT AUDIT

SEARCH STRATEGY

SITE STRATEGY

SYNDICATION STRATEGY

MEASUREMENT & KPIs

What content COULD your brand provide?

How good is the content

today?

What searches might lead to this content?

Do you have the ‘right to win’

in this space?

Are consumers

actually interested?

Should this be always

on?

So what content should your site ideally include ?

Is content worth syndicating?

What should consumers take out?

What creative formats could bring this to

life?

Where should it be targeted?

What does success look like? How do you know if your

marketing objectives are addressed?

Score web content

on each theme 1= lowest, 5= highest

List relevant keyword examples

Who’s present in paid & natural?

Could your brand deliver content as good as theirs?

YES / NO / MAYBE

Google Query Volumes

per month

Always on or

tactical?

RANK content areas in order of importance

Describe in words: What’s in your ideal site? How does this deliver the

marketing objective above?

Syndicate Y/N ? (choose max 2-3 areas) Articulate the Message.

Formats Eg – image?

Video? Gadget? Game? Etc?

Targeting What types of

sites ?

Which measures of success are most

important for SEARCH, SITE &

SYNDICATION

What are the corresponsing

Metrics / KPIs ?

Your BRAND / Your ADVERTISING YES !

Your PRODUCTS

Consumer Need / Consumer Interest 1

Consumer Need / Consumer Interest 2

Consumer Need / Consumer Interest 3

One Page Digital Strategy for Brand ________________________

2

My Target Consumers: (Base on existing brand strategy) Any important consumer insights?

Marketing Objectives Purchase Funnel: Awareness? Consideration? Trial? Repurchase? Loyalty? Advocacy? Communication task: Key Message(s)? What do you want consumers to think about your brand?

1

3 4 5 Importance: H/M/L? 6 Importance:

H/M/L? Importance: H/M/L?

Google Confidential and Proprietary 16

Be present, be found!

Google Confidential and Proprietary 17

Q & Α s