Google Confidential and Proprietary

Search Marketing

Strategy Manish Gaba & Rahul Sadagopan 21 Aug, 2014

Google Confidential and Proprietary

Google Confidential and Proprietary

Agenda

1

2

3

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5

Digital Value Proposition

Pop Quiz - AdWords Concepts

Setting Your AdWords Goals

Structuring your AdWords account

Understanding Bidding Basics (Automated/Manual/Flexible Bid Strategies)

6 Targeting your ads (by device, location, day of week and time of day)

7 AdWords Best Practices

8 Performance Analysis - Run and Download Reports

Google Confidential and Proprietary

Digital - Value Proposition

Reach Real-time distribution at massive scale

Cost You only pay when advertisers click on your ad - No

upfront commitment

Tracking

You can track & measure results

Google Confidential and Proprietary

Agenda

1

3

4

5

Digital Value Proposition

Pop Quiz - AdWords Concepts

Setting Your AdWords Goals

Structuring your AdWords account

Understanding Bidding Basics (Automated/Manual/Flexible Bid Strategies)

6 Targeting your ads (by device, location, day of week and time of day)

7 AdWords Best Practices

8 Performance Analysis - Run and Download Reports

2

Google Confidential and Proprietary

Pop Quiz - AdWords Concepts

- AdWords

- CPC

- CTR

- Quality Score

- Relevance

- Ad Rank

- Conversions

Google Confidential and Proprietary

Agenda

1

3

4

5

Digital Value Proposition

Pop Quiz - AdWords Concepts

Setting Your AdWords Goals

Structuring your AdWords account

Understanding Bidding Basics (Automated/Manual/Flexible Bid Strategies)

6 Targeting your ads (by device, location, day of week and time of day)

7 AdWords Best Practices

8 Performance Analysis - Run and Download Reports

2

Google Confidential and Proprietary

Setting Your AdWords Goals

Define and Achieve Success with AdWords: What’s your Goal?

Google Confidential and Proprietary

Setting Your AdWords Goals

Buying Funnel → Google AdWords Metrics

Awareness

Research

&

Comparison

Buying

Impressions

Clicks

Conversions

Google Confidential and Proprietary

Setting Your AdWords Goals

Choose the campaign type that's right for you

Google Confidential and Proprietary

Agenda

1

3

4

5

Digital Value Proposition

Pop Quiz - AdWords Concepts

Setting Your AdWords Goals

Structuring your AdWords account

Understanding Bidding Basics (Automated/Manual/Flexible Bid Strategies)

6 Targeting your ads (by device, location, day of week and time of day)

7 AdWords Best Practices

8 Performance Analysis - Run and Download Reports

2

Google Confidential and Proprietary

Structuring Your AdWords Account

Organize Your Campaign To Mirror Your Website

And Be Found Online With All Your Products

Google Confidential and Proprietary

Structuring Your AdWords Account

Create Separate Campaigns For Multi-region Advertising

● Create Campaigns to target different countries, regions, states or cities

● Use geo-specific ads and keywords (eg.: Dentist Kolkata, Dentist Mumbai etc.)

Google Confidential and Proprietary

Structuring Your AdWords Account

Organize your account with themes

Google Confidential and Proprietary

Structuring Your AdWords Account

Using Keyword Match Types

Google Confidential and Proprietary

Structuring Your AdWords Account

Buying Funnel → Keyword Advertising

Search Refinement:

More specific terms like

“Digital Camera”

Information Gathering:

Broad or less specific terms like

“Camera”

Ready To Buy:

Long tail or very specific terms like

“Canon EOS Mark III”

Awareness

Research

&

Comparison

Buying

Google Confidential and Proprietary

Structuring Your AdWords Account

Keyword Funnel → “Spread Thin” or “Go Deep”?

Visit 1

Visit 2

Visit 3

Visit 4

Camera

Digital Camera

8 Mega Pixel

Camera

Nikon Coolpix

Assist

KeywordsCamera

Assist KeywordsDigital

Camera

8 Mega Pixel

Camera

Nikon Coolpix

Visit 1

Visit 2

Visit 3

Visit 1

Visit 4

Visit 2

General Keywords Assist Higher Converting Keywords

Google Confidential and Proprietary

Structuring Your AdWords Account

Better ad texts, better performance!

Google Confidential and Proprietary

Agenda

1

3

4

5

Digital Value Proposition

Pop Quiz - AdWords Concepts

Setting Your AdWords Goals

Structuring your AdWords account

Understanding Bidding Basics (Automated/Manual/Flexible Bid Strategies)

6 Targeting your ads (by device, location, day of week and time of day)

7 AdWords Best Practices

8 Performance Analysis - Run and Download Reports

2

Google Confidential and Proprietary

Understanding Bidding Basics

Basic Bid Strategies: Manual & Automatic

Google Confidential and Proprietary

Understanding Bidding Basics

Advanced Bid Strategies: Determining a bid strategy based on your goals

Impressions

Clicks

Conversions

CPM Bidding Focus On Impressions

Objective: Brand Awareness

CPC Bidding Focus On Clicks

Objective: Visits & Sales

CPA Bidding Focus On Conversions

Objective: Maximize Conversions

Google Confidential and Proprietary

Understanding Bidding Basics

Flexible Bid Strategies

Google Confidential and Proprietary

Google Confidential and Proprietary

Agenda

1

3

4

5

Digital Value Proposition

Pop Quiz - AdWords Concepts

Setting Your AdWords Goals

Structuring your AdWords account

Understanding Bidding Basics (Automated/Manual/Flexible Bid Strategies)

6 Targeting your ads (by device, location, day of week and time of day)

7 AdWords Best Practices

8 Performance Analysis - Run and Download Reports

2

Google Confidential and Proprietary

Targeting Your Ads

What are the options?

- Targeting by Days/Hours

- Targeting by Location

- Targeting by Device

- Targeting by Audience, Medium and Format

Google Confidential and Proprietary

Enhance Your Targeting - Bid Adjustments

What are bid adjustments?

- Ad scheduling bid adjustments

- Location bid adjustments

- Device bid adjustment

- Display (method) bid adjustment

- Remarketing lists for search ads bid adjustments

Google Confidential and Proprietary

Agenda

1

3

4

5

Digital Value Proposition

Pop Quiz - AdWords Concepts

Setting Your AdWords Goals

Structuring your AdWords account

Understanding Bidding Basics (Automated/Manual/Flexible Bid Strategies)

6 Targeting your ads (by device, location, day of week and time of day)

7 AdWords Best Practices

8 Performance Analysis - Run and Download Reports

2

Google Confidential and Proprietary

AdWords Best Practices - Capture That Real Estate

Enhance your ad with extensions - Match them to your BUSINESS GOALS

Google Confidential and Proprietary

Agenda

1

3

4

5

Digital Value Proposition

Pop Quiz - AdWords Concepts

Setting Your AdWords Goals

Structuring your AdWords account

Understanding Bidding Basics (Automated/Manual/Flexible Bid Strategies)

6 Targeting your ads (by device, location, day of week and time of day)

7 AdWords Best Practices

8 Performance Analysis - Run and Download Reports

2

Google Confidential and Proprietary

Performance Analysis - Know what is going on!

Play with Data

- Columns

- Segmentation

- Filters

- Graphs

Top Reports

- Search Query

- Auction Insights

- Dimensions Tab for custom reporting

Google Confidential and Proprietary

Google Confidential and Proprietary

Thank You!