Google Confidential and Proprietary 1

Google online marketing challenge

Peter Komornik – Industry Analyst Intern

Introduction for businesses

Google Confidential and Proprietary

Google Ads

What are Google ads?

Organic Search Results

Google Confidential and Proprietary 3

• Mobile phone • Mobile phones • Phone • Phones • Mobile • Etc…

I. Select a list of keywords and set a cost per click

II. When users search for your keywords on Google, they will be shown your ad

III. You pay only when users click your ad and get to your website

How do Google ads work? E

xam

ple

Total investment = cost per click x number of users who clicked the ad

Pro

cess

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How can Google ads help your business?

4 Source: Internal data 2011

Google AdWords can help you:

• Immediately reach customers

anywhere around the World

• Pay only for real traffic to your web

• Measure in real-time the performance

of your advertising investment

Google Confidential and Proprietary

Short Summary of GOMC

What is Google online marketing challenge?

• Global competition for University students

• 3-week online marketing campaign using Google AdWords for real businesses

• 250$ coupon from Google

Why would you want to participate?

• Your chance to test Google AdWords

• $250 of free advertising

What do you need to do?

• Find a group of smart students (3-6 members)

• Help them convince a professor to lead them

• Help them understand your business & create strong campaign

5 Source: http://www.google.com/onlinechallenge/

Google Confidential and Proprietary

Few important points

• You could not have used Google AdWords within the last 6 months

• The campaign has to finish until June 8, 2012

Google+ campaign (optional)

• Your chance to test the potential of Google+

• Create a +Page and add the students as managers

• Any 6-week period between January 31, 2012 & June 8, 2012

6 Source: http://www.google.com/onlinechallenge/

Google Confidential and Proprietary

Useful Resources

7 Source: http://www.google.com/onlinechallenge/

GOMC official website

http://www.google.com/onlinechallenge/

Competition guidelines

http://www.google.com/onlinechallenge/files/gomc_guidelines.pdf

Learn Adwords

www.google.com/adwords/pdf/hc/growing_adwords_en.pdf (Short Guide)

http://support.google.com/adwords/?hl=en (Comprehensive Guide)

http://www.google.com/ads/learn/marketing-business.html (Short videos)

http://support.google.com/adwords/bin/static.py?hl=en&page=tips.html (Tips for success)

http://support.google.com/adwords/certification/bin/static.py?hl=en&page=examstudy.cs (Learning center)

Zero moments of truth

http://www.zeromomentoftruth.com/

The Long Tail

http://changethis.com/manifesto/10.LongTail/pdf/10.LongTail.pdf