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					Adwords
Jon Cross
Senior Account Manager, Public Sector




                                        Google Confidential and Proprietary
Agenda



    1    What Is Search?


         Search on Google
    2    • Organic Search listings
         • Paid Search ads



    3    Google Content Network

         Additional coverage with Search
    4    • New coverage
         • New formats
         • New platforms
2
                                           Google Confidential and Proprietary
Search Works: Reach Users at the Moment of Relevance



                              Users search for
                              information here




                                                              Products
                                                                   Sale
                                                                   $89.99




                                       Users get results here – matched with
                                       relevant ads




3
                                                                            Google Confidential and Proprietary
Search: One of the Most Popular Online Activities




                                        74.2B
           Internet searches conducted worldwide in June 08;
           that’s 11.1 searches for every person on Earth, in
           one month.




    Sources: comScore qsearch, June 2008, (divided over 30 days for per day value); world population as of July 2008,
4   distance to the sun, Wikipedia.org.
                                                                                                                        Google Confidential and Proprietary
Agenda



    1    What Is Search?


         Search on Google
    2    • Organic Search listings
         • Paid Search ads



    3    Google Content Network

         Additional coverage with Search
    4    •
         •
             New coverage
             New formats
         •   New platforms
5
                                           Google Confidential and Proprietary
Google Search Makes Finding Information Simple




            recycling bags




6
                                                 Google Confidential and Proprietary
Google Search: Fast and Easy User Experience




7
                                               Google Confidential and Proprietary
Structure of a Google Search Results Page
                                                              Sponsored “Paid” Advertising
                                                              • Advertisers can bid on these positions




     Organic “Natural” Search Results
     • Cost free; results are based on Google ranking algorithm
8      of relevance to search query
                                                                                       Google Confidential and Proprietary
Google’s Paid Search Offering: AdWords

    Top sponsored ads: Up to 3 listings
                                          Sponsored “Paid” Advertising
                                          • Advertisers can bid on these positions




                                                                     Side sponsored ads: Up to 8 listings
9
                                                                         Google Confidential and Proprietary
Who are Google’s search partners




10
                                   Google Confidential and Proprietary
     Pull Marketing: On-Demand at the Moment of Relevance




     Push Marketing             Commercials
     works for some things…




     Pull Marketing
     …but there is value in
     reaching consumers
     who seek your message

                          Yellow Pages has
                          known this since
                          the 1800s!

11
                                                    Google Confidential and Proprietary
Enter Google: Keyword Advertising


     1.   Advertisers select relevant keywords
     2.   Users search on those keywords
     3.   Google ranks ads (ad auction)
     4.   Winning ads appears
     5.   Marketer only pays when ad is clicked




      What terms should a local authority target?


             pay council tax                      council tax                  holidays in the UK
                            pay parking penalty                 local events                council services

                                  Narrow                                  Broader/generic




12
                                                                                                       Google Confidential and Proprietary
Regional and Local Targeting: Sharpen Your Focus


            Region                   City                    Radius           Set borders




     Country, Regional, and City-level Targeting
     • Reach customers searching for results in geographic areas you choose
     Customised Targeting
     • Reach customers searching for results in an area you define
     Language Targeting
     • Reach users searching in a specific language, wherever they are



     .
13
                                                                               Google Confidential and Proprietary
Hillingdon Borough Council attracts visitors from beyond
borough boundaries using search advertising




                                                    Google Confidential and Proprietary   14
Additional Ad Formats – Local Ads



                                          Sponsored Link
                                          St Marys Hospital
     Sponsored Link
     St Marys Hospital - Show on map >>
     NHS Choices will be able to help
     You find your local service.
     Iwww.NHS.uk/servicedirectories       NHS Choices will be able to help
             Paddington, W2 1NY           You find your local service.




15
                                                                             Google Confidential and Proprietary
Google’s Paid Search Offering: AdWords

     Top sponsored ads: Up to 3 listings
                                                      Sponsored “Paid” Advertising
                                                      • Advertisers can bid on these positions




                                    You can’t pay for a specific
                                    placement… so how is ad
                                    rank determined?




                                                                                 Side sponsored ads: Up to 8 listings
16
                                                                                     Google Confidential and Proprietary
A Closer Look at the Ad Auction


     Ad Position is determined by...

                Relevance                           Willingness to pay
                                                                                                      Ad rank…
     Quality Score                            X   Max CPC                                         =   which denotes
                                                                                                      ad position
     Quality Score is determined by a             Max CPC is the highest £ amount an
     combination of factors, including:           advertiser is willing to pay for one click on
                                                  their ad
       •   Click-through-rate on Google.com
           (clicks divided by impressions)
       •   Keyword and ad text relevance
       •   Landing page quality




                                                  …but what do advertisers actually pay?

17
                                                                                                       Google Confidential and Proprietary
For Example: Bidding and Paying for Ad Position 1


                Quality                          Max                      Ad                   Ad
                Score                  X         CPC                  =   Rank                 Position

          =        1.8                 X         £0.40                =   0.72        …Position 1

          =        1.0                 X         £0.65                =   0.65        …Position 2




                                                                                 Brent wins position 1;
          Brent is more relevant for       But Camden is willing to              Google rewards relevance in
          users                            pay more                              combination with the bid, not the bid
                                                                                 alone




        Improving Quality Score is an effective way to
        raise ad position, while controlling costs.
18
                                                                                          Google Confidential and Proprietary
What Does Brent Council Pay?


                             Quality             Max                      Ad
                             Score      X        CPC        =             Position

                         =    1.8       X       £0.40       =       …Position 1

                         =    1.0       X       £0.65       =       …Position 2



     Efficient Pricing: Brent pays £0.01 more than what it would pay to be in the
     position below. In other words…


               Ad Rank
                             /          Quality Score
                                                        +       £0.01      =         Actual CPC


            0.65                         1.8                    + £0.01                      £0.37

                                 Remember! Actual CPC       Max CPC

19
                                                                           Google Confidential and Proprietary
To Be in Ad Position 1, Camden Would Have to…

                         Quality                         Max          Ad
                         Score                  X        CPC      =   Rank

                   =        1.8                 X        £0.40    =   0.72

                   =        1.0                 X        £0.65    =   0.65




              Improve Quality Score (e.g., by       Increase
              making ad                             Max CPC bid
              text more relevant or improving
              landing page)




                           Or a combination of the two




20
                                                                       Google Confidential and Proprietary
To Review:


     • Ad position is determined by relevance and how much you’re willing
       to pay
     • The advertiser below me sets the price: my cost is £0.01 more than
       I’d pay to be in his position
     • Improving quality score is a cost-effective way to move up in ad
       position




21
                                                            Google Confidential and Proprietary
Agenda



     1   What Is Search?


         Search on Google
     2   • Organic Search listings
         • Paid Search ads



     3   Google Content Network

         Additional coverage with Search
     4   • New coverage
         • New formats
         • New platforms
22
                                           Google Confidential and Proprietary
Target your audience’s interests..


                             Personal
           News              Finances   Investment




          Music                           Sports




                                        Social
           Art
                             Property   Networks




                                                   Google Confidential and Proprietary
  How Content works: Reaching candidates when they are engaged



          1
Content




                           2

              Served Ads




                                                           Google Confidential and Proprietary
Target specific interests and communities

  •   Target specific sites such as ‘HowStuffworks.co.uk’ OR
  •   Target sites based on themes e.g. /Industries/Engineering Technology,
      Health/Nursing, Local/Jobs OR /Regional Content/Middle East/




                                                                      Google Confidential and Proprietary
                                                                                                            25
Agenda



     1   What Is Search?


         Search on Google
     2   • Organic Search listings
         • Paid Search ads



     3   Google Content Network

         Additional coverage with Search
     4   • New coverage
         • New formats
         • New platforms
26
                                           Google Confidential and Proprietary
Universal Search: United Information Across Media
                                                                                       New
                                                                                              •
                                                                                       Coverage


     Search: “Steve Jobs”
     •   Diversity of related results… all in one place




                              Web results

                                Video results
                                (Steve’s famous Stanford
                                commencement speech)

                             News results
                             (Articles about Steve and Apple)


                                    News archives


                                         Images



                                                                Google Confidential and Proprietary 27
27
                                                                Google Confidential and Proprietary
Site Links: More Information, Faster
                                                                            New
                                                                                   •
                                                                            Coverage




                                       Displays key site navigation on the
                                       Google search results page




28
                                                     Google Confidential and Proprietary
New Platforms: Mobile
                                                                                                                                                 New
                                                                                                                                                        •
                                                                                                                                                 Platforms



     With the right platform, search explodes
     • iPhone users search 50x more than those on traditional mobile devices




                          Feature Phone (Razr)                                                      Smartphone (iPhone, Q, Blackberry)
       In 2008…                                                                               But by 2011…
       490M Mobile Internet users… and one mobile                                             • Nearly 1B mobile Internet users… and 90% will
       phone for every two people worldwide                                                     be searching
                                                                                              • Mobile search ad market: $3.9B (est.)


     Sources: http://www.networkworld.com/community/node/22410; Nielsen Mar 2008; eMarketer April 2008; eMarketer 2007,
29   Merrill Lynch Mobile Report, June 2008; Google internal data.
                                                                                                                          Google Confidential and Proprietary
Google Search Ads on Mobile Devices
                                                                                                                                     New
                                                                                                                                            •
                                                                                                                                     Platforms



     Direct Traffic to:                                                  Ad headline and description
                                                                         (18 character limit each)
     •   Mobile website
     •   Business phone number                                                                     Click-to-Call feature

     •   Or both (price is the same )                                       for clicks & calls)




                                        Identifies the ad for the user


                                  Display URL for mobile website
                                  (20 character limit; “www” optional)




30
                                                                                                              Google Confidential and Proprietary
www.google.co.uk/localgov




                            Google Confidential and Proprietary   31
Thank You!
Q&A




             Google Confidential and Proprietary

				
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