Google Adwords

Presented to Globlet Seminar At Sathorn Thani 21 February 2007 Google Adwords Ms. Pornthip Kongchun Google - Thailand Country Representative pornthip@google.com F Google? 0.48% 0.64% Syndication 5.29% 93.24% Worldwide Thai Market Source: Nielsen NetRatings www.truehits.net Government Information Technology Services , as of Jan 2007 Google Confidential and Proprietary 2 Google’s Mission To organize the world’s information and make it universally accessible and useful. Online Content Billions of web pages 3 Offline Content Billions of items becoming indexed Google Confidential and Proprietary 3 Google Family of Products Video Print Gmail Earth Groups Orkut Maps Blogger Scholar Local Picasa Desktop Search SMS Google Mini 4 Google Confidential and Proprietary Search Engine Marketing Your message reaches customers at the moment they demonstrate interest Google AdWords Natural Search Google Confidential and Proprietary 5 F Google AdWords REACH • F F F F 80 F F Market share 50% worldwide* •Google Partner Network COST • F • • F F F F 40 F F 98% * RELEVANT & TIMMING • F F F • F F FLEXIBILITY • 15 • F F • F F MEASUREMENT • F • F eCommerce (Google Analytics) Google Confidential and Proprietary 6 Google AdWords 1. Users from 2. Users from Keyword Site Targeting Targeting F 1. Keywords Targeting • • • F F 1. 2. F F keyword F F F $ 0.01 0.36 Payment Options Post-Paid: Credit Card (Amex, Visa, Master Card and JBC) Pre-Paid: Bank Transfer CPC: cost-per-click A sample AdWords ad The Destination Website Google Confidential and Proprietary 8 F F F keyword = Quality Score * CPC Quality Score = Click through rate (CTR), Landing Page, Account History CPC: $1.00 CTR: 1% Rank Index: 1 CPC: $0.30 CTR: 4 % Rank Index: 1.2 Two ways to improve your ad’s ranking on AdWords: • Increase your maximum CPC • Increase your CTR Google Confidential and Proprietary 9 Keywords Targeting Channels network Content publishers, including: Google properties, including: Search partners, including: Source: comScore Media Metrix (August 2004) Google Confidential and Proprietary 10 Google Properties: Ads on Gmail Google Confidential and Proprietary 11 Search Network Google network of search partners Google Confidential and Proprietary 12 Content Network Google network of content partners Google technology matches ads to the most relevant web content Example: • Article about “computer” • Relevant ads targeted in realtime Google Confidential and Proprietary 13 2. Site Targeting CPM: Cost per 1,000 impressions • Selected sites Awareness • CPM bidding • Animated image ads • Broad Reach focus • • F F F F 1000 impressions CPM 9 F $0.25 F F F Google Confidential and Proprietary 14 Site Targeting: Text Ads Thousands of Sites in Network: Total Page Views: 6,200,000+ Average Ad CPM: $0.42 Sample Sites in Google Network • hi5.com: community • friendster.com: community • youtube: entertainment • about.com: general • Shop4thai.com: shopping • Bangkok.com: travel • Phuket.com: travel • Mahidol University Int.: Education • cnet.com: technology news • Bangkokpost.co.th: news online • Asia time: news online Google Confidential and Proprietary 15 Site Targeting: Image Ads Google Confidential and Proprietary 16 Site Targeting: Video Ads Google Confidential and Proprietary 17 7 F Google AdWords Google Confidential and Proprietary 18 1. E-Commerce Lead Generation Brand & Product Awareness Google Confidential and Proprietary Brand Aware ness F F : $125 F : $1 F www.PornthipTour.com Seasonal Promotion : $25 F : $0.75 F : Thai F F F Chiang Mai Tour : $70 F : $0.50 : Thai, Chinese and English : Hong kong, Singapore, Malaysia : Thai : Japanese : Japan Google Confidential and Proprietary 20 Targets Locations Google AdWords targets users by interpreting their: • • • IP (internet protocol) address Internet domain Query location 10.32.20.135 www.google.co.th www.google.co.jp www.google.com.sg Google Confidential and Proprietary 21 2. Choose Targeted Keywords www.PornthipTour.com Campaigns: THAI ART AND DÉCOR Promote Brand Broad Keywords: Pornthip Tour Travel in Thailand Asia Tour Thailand Tour Seasonal Promotion Match Keywords: Chiang Mai Match Keywords: Chiangmai Google Confidential and Proprietary 22 3. F F • Ad Title: F keywords F • F Ad title Keywords F Call to action F F ! F ! AdWords Editorial Guidelines F “What is going to make a user want to click on the ad?” • Ad Title (25 • Ad Text (35 • Display URL (35 Destination URL ) ) ) • http://www.foresttour.com/inside_page.php?pkf_id=143&cat=&subcat=28 Google Confidential and Proprietary 23 Editorial Guidelines Google Confidential and Proprietary 24 Tip: Test Multiple Ad Creative Keyword: Flights To Thailand Two Free Nights in Thailand Fly to Singapore from $999 Hurry, these offers end 4/30. www.travelexample.com Cheap Flights to Thailand Cheap Flights to Thailand Great deals on flights to Thailand Great deals on flights to Thailand Save $10 when you book online Save $10 when you book online www.travelexample.com www.travelexample.com Thailand Flight Deals Thailand Flight Deals Low cost flights to Thailand Low cost flights to Thailand Book now for huge savings Book now for huge savings www.travelexample.com www.travelexample.com CTR = 16.1% CTR = 9.8% CTR = 4.2% Google Confidential and Proprietary 25 Landing Page http://services.google.com/websiteoptimizer/index.html Google Confidential and Proprietary 26 4. Choose Ads Channel Where to show my ads Show ads on Google and the Search Network Content Network Google Confidential and Proprietary 27 5. Set your daily budget Google Confidential and Proprietary 28 6. Campaign Management Thai-Handicrafts.com Thai Art & Decor Thai Apparel Thai Spa Products Promote Brand Art & Décor Items Promotion Art and Décor Thai Art and Decor Thai Handicrafts Asian Handicrafts Buddha Carvings Elephant Carvings Buddha Painting Thai Art Discount Thai Décor Promotion Thai Carvings Best Deal New Year Gifts Google Confidential and Proprietary 29 7. Measure Ads performance Google Confidential and Proprietary 30 F Conversion Tracking Nicole, an internet shopper, searches on Google.com for “Spa resort in Pattaya” Nicole clicks on Ad, Google counts the Click, she lands on http://www.eravana.com Initiated by the Ad Click, Google drops a cookie to Nicole’s browser, and in this way, *remembers* this Ad Click for next 30 days. Google records 1 Conversion, reflected on the date of Nicole’s most recent Ad Click. Google finds cookie ID of Nicole’s most recent Ad Click. Nicole browses, books two nights of “Sense of Living Villa” on ‘thank-you’ page after completing purchase. Shopping for Eravana Check-out Page Google Confidential and Proprietary Thank You Page 31 Conversion Tracking Code Paste code between tags Google Confidential and Proprietary 32 Site Stats Link Code is correctly in place when the Site Stats link is visible Google Confidential and Proprietary 33 Google Analytics Google Analytics – Improve your site and increase marketing ROI • Free, hosted web analytics service • View over 80+ reports – online & for download • Key Benefits • Measure and evaluate ROI on your marketing efforts • Evaluate visitor navigation to identify site improvements • Track e-commerce metrics such as revenue, cost, and conversion rates • Utilize assistance from our Professional Services team Google Confidential and Proprietary Some of our customers: Case: PassionAsia.com found sales increase 200% Google Confidential and Proprietary 35 Case: www.thaimoods.com Google Confidential and Proprietary 36 Google AdWords Promotional Coupon F F F 2,000 Google AdWords Google Confidential and Proprietary 37 Questions? Get started: adwords.google.co.th Queries of Google AdWords: adwords-support@google.com ( )