how to effectively advertise on search engines presented by google

8/14/2019 How to Effectively Advertise on Search Engines Presented By Google

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1Google Confidential and Proprietary

Google for Small BusinessesEntrepreneurial Roundtable

November 16, 2009

Barb Gilles, B2B Senior Sales ExecutiveMelissa Lane, B2B Account Planner




November 16, 2009

What is the

fastest-rising search query onGoogle.com today*?

*As of 3pm!

What is the

fastest-rising search query onGoogle.com today*?

*As of 3pm!



Search is a Barometer



The Internet

25%

Of the World’spopulation is online



118 Billion

Emails & IMs sentper day

Communication



20 hours

Video uploaded toYouTube per minute

Entertainment



Community

600 MillionInternet users ona social network



113 Billion

monthly Internet

searches*comScore, July 2009

Information



Since the recession began, 54% of consumers are

spending more timeresearching products onlinebefore buying in store.

83% are relying on

trusted places like user ratings or product reviewsites.

Sources: Harris Interactive “Digital Influence Index”, Jun 2008; Google TouchpointsConsumer Survey, January 2009; Opinion Research Corporation, June 2008

80% of Internet userscompare prices and options

Bargain Hunters Don’t Drive



80%

Of B2B customersalways search for products & servicesbefore purchase*

Business

* Marketing Sherpa B-to-B Marketing Lead Generation, Nurturing, and Conversion Stats & Tactics, June 2007



Where We Are, Where We Are Headed




Google’s Mission

Organizing the world’s information,making it universally accessible and useful…




Search the Internet for

webpages, videos, images,

opinions, products.

Find their target customers

easily and precisely.

…For Users And For Businesses




How can you tap intothese trends?




Google for Small Businesses

1 Conversion, Then Consideration




Search Lets You Flip the Funnel

Awareness

Awareness

Purchase

Purchase




Create a Seamless Experience

Where to buy widgets

winter coat

Winter Coats

Stay warm this season with a

coat from Uncle Dan’s. Buy

now.

udans.com

Winter Coats

Stay warm this season with a

coat from Uncle Dan’s. Buy

now.

udans.com




Stop Placing Bets… Leverage All Your Assets

Where to buy widgets

winter coatskids columbia jacketmerrell barcelona shoes




Be “Always On”




Flip the Funnel with Search Marketing

Create a Seamless Experience

Be Always On

Stop Placing BetsLeverage all your assets by expanding your keyword list

Don’t “hang up” on customers. Ensure a consistent presence.

Customize messaging and landing page to match the query.




Consumers Seek Local Information Online

Find areliable

mechanicOrder a

pizza

Buyflowers

for mom

Source: Joint Study: WebVisible and Nielsen, January 13, 2009

82% of U.S. Internet users list search engines as their most common search tool for local information



25Google Confidential and Proprietary 25Source: Kelsey, 2009

Local Accounts for 28% of Mobile Searches




Local Solutions for Businesses

Manage all your

locations in one

place

Make all your

ads location

aware

LocalBusiness Center

LocalBusiness Center

LocalTargeting

LocalTargeting




Get Your Business On the Map




Region City Radius Set borders

Target Ads to the Local Level

LanguageKeywords




5 Solutions for More Effective Marketing

1 Conversion, Then Consideration2 Connect at the Local Level

3 Focus on the Moment of Relevance




Many Ways to Target an Audience

Demographic Psychographic Behavioral Contextual




Study: How Does Context Impact Engagement?

Source: Enquiro, Sept 2006; The actual advertising used is not shown, images were not highlighted during the study and arehighlighted here for presentation purposes only.




Niche Site:

Golf Homepage

Engage More By Focusing on Relevancy

Source: Enquiro, Sept 2006; The actual advertising used is not shown, images were not highlighted during the study and arehighlighted here for presentation purposes only.

Portal

Homepage

2x moread views

4x longer ad views

5x moremultiple views




Leverage Contextual Targeting Technology




• Contextually relevant ads can lift purchase intent by 36%

Relevancy Impacts the Bottom Line

Source: Enquuiro, Impact of Contextually Targeted Display Ads, 2007




Google For Small Businesses



4 Engage Your Customers




8501• eCommerce• Lead generation• Branding• Relationship building

• Education• Customer Service & Support

seconds for a visitor to

your site to decide

whether or not to stay on

your site

% of users your site

loses after just a glance

Your landing page should

have 1 main goal




Why do you have a

website?




What We’ve Heard From Businesses

I know the problem areasof my website but I don't

know what to do about

them.

I have a low conversion rate but don’t know how to

improve it

I want to test out differentmarketing messages but I

don’t know how

I want to improve mywebsite but the only

solutions available areexpensive 3rd party

products or consultingservices

I don’t know which pagedesign will work the best




Testing with Google Website Optimizer

Luxury Rose Bouquet

Test hundreds of

combinations

simultaneously




Larger, More

Fields, Below

the Fold

Option 1:

Case Study: Conversionworks.co.uk



44Google Confidential and ProprietaryCase Study: Conversionworks.co.uk

Option 2:

Option 2 Increased Quotes

by 40%!

Smaller,

Call to Action,

Above the Fold,

Less Fields







4 Engage Your Customers5 Base Decisions on Data, Not Opinion




[ Highest Paid Person’s Opinion ]




Mine for Bottom of Funnel Keywords

www.swirlzcupcakes.comwww.swirlzcupcakes.com

www.google.com/sktoolwww.google.com/sktool




Uncover Search Patterns and Trends




Identify Relevant Ad Environments




Understand Your Website Experience







4 Engage Your Customers5 Base Decisions on Data, Not Opinion



www.google.com/

trends/hottrends

insights/searchAdwords

localbusinesscenter websiteoptimizer

sktool

adplanner analytics

1-866-2-GOOGLE

how to effectively advertise on search engines presented by google

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