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Advanced Google AdWords
Frederick Vallaeys – AdWords Product Evangelist
Google Confidential and Proprietary
Agenda - Keys to Better Results
Advertising with Google AdWords
Target your audience
Pay the right price
Improve your site’s ability to convert
Manage your account more effectively
Expand your reach
Reaching Customers Online
Reach customers via three advertising touch points:
Connect with
Consumers
When They
Search
Connect with
Consumers
When They
Research
Connect with
Consumers
When They
Pursue Interests
with Google’s
with Google’s
with Google’s
Search Solutions
Content Network
Site Targeting
Reach Users When They Search
AdWords Ads
Google Content Network
Google Content Network
Google
Advertising Network*
• Reaches 548 million worldwide Internet users,
more than any other property or network
• Tens of thousands of advertising auctions occur
every second to select and serve relevant ads
• Hundreds of thousands of worldwide advertisers
and publishers
Google
Content
Network
Hundreds of thousands of worldwide content partners
*Google Advertising Network = Google properties + syndicated search + Google content network
Sources: comScore Media Metrix (August 2007); Google internal analysis
Advantages of the Google Content Network
Precision & Scale
Measurement
• Reaches 548 million worldwide
Internet users, more than any
other property or network
• Site by site placement
performance report, conversion
tracking, and Google Analytics
• Target by categories, keywords,
demographics, interests,
geography, and time
• Measure reach, ad effectiveness,
and frequency
Broad Range of
Environments
Various
Creative Options
• Reach every conceivable
audience in a broad range of
online environments – from
moms reading recipes to
business professionals reading
trade articles
• Text ads, display ads, interactive gadget
ads, in-video ads, and click-to-play video
ads
Sources: comScore Media Metrix (August 2007)
Contextually Relevant Ads
Google’s flexible, content-targeted advertising program
• Reach & Precision: Place ads on
the largest global ad network
(Google Content Network)
alongside relevant content in realtime to reach an interested and
engaged audience
• Effective Pricing: Set your maximum
CPCs or leave the bidding to
Google. Minimum bids start at
$0.01, offering full control of ROI
• Creative: Easily test and re-test
creative assets. Use text, image,
Flash, or video ads to reach your
audience
Advertise on Sites Where Your Target Users Are
Run ads on specific sites based on psychographic & demographic
audience criteria
• Select specific sites, category,
affinity,
or demographic to advertise within
the Google Content Network
• Choose CPC or CPM-based pricing;
minimum CPM bid is $0.25
• Promote your brand and message
to broad or niche audiences
• Run text, image, Flash, and video
ads
Agenda - Keys to Better Results
Advertising with Google AdWords
Target your audience
• Keywords
• Sites
Pay the right price
Improve your site’s ability to convert
Manage your account more effectively
Expand your reach
Keyword Tool
Generates potential keywords for advertiser campaigns and reports their
AdWords statistics – including search performance and search volume
trends – to help you select keywords most likely to return quality leads
within your budget
• View estimated advertiser
competition, search volume, cost,
ad position, and search volume
trends
• Easy to generate, select, and add
keywords, keyword match type
and keyword negatives directly
into your ad group
• Generate keywords based on
related search terms, highest
click-through rate, webpage
content, and text from your
website
Keyword Match Types
Ads are continuously matched to Internet users’
interests based on your keywords
Use keyword match types to your advantage
• Broad Match
• Phrase Match
• Exact Match
• Negative keyword
Ads are placed as buying decisions are made
The Result: Businesses reach their audience at the
right time, with the right message
Broad Match Keywords
Broad match
• Keyword:
- buy flowers
• May show for these queries:
- buy flower
- buy red flowers
- flowers buy
- new york buy flowers
- buy tulips
Phrase Match Keywords
Phrase match
• Keyword:
- “buy flowers”
• May show for these queries:
- where can I buy flowers
- buy flowers in new york
• But not for these queries:
- buy red flowers (there is an extra word in between)
- flowers buy (the words are reversed)
- buy flower (this is the singular)
- Buy tulips (the words are different)
Exact Match
Exact match
• Keyword:
- [buy flowers]
• May only show for the query:
- buy flowers
- Buy Flowers (capitalization doesn’t matter)
Negative Keywords
Negative match
• Keyword:
- -cheap
• Your ad will never show for these queries:
- Buy cheap flowers
- Cheap flowers in New York
Advanced Match Types
Single word phrase match
• Only show my ad when the query contains my
keyword
• E.g. “flowers” may show for “buy flowers” but NOT
“floral arrangements” or “tulips”
Negative exact match + Broad match
• Only show the ad for variations of my keyword
• E.g. “flowers” and –[flowers] may show for
“flowers delivered” but not “flowers”
Dynamic Keyword Insertion
Improve the CTR of your ads by making the ad text
more relevant to the keyword
Keyword:
- ‘flower delivery new york’
Ad Text:
- {keyword:flowers} -> flower delivery new york
- {Keyword:flowers} -> Flower delivery new york
- {KeyWord:flowers} -> Flower Delivery New York
Flowers is the default inserted keyword
Keyword is inserted but NOT the query
Can also be used in the destination URL
Search Query Performance Report
1
Select the correct match type (i.e.
broad, phrase, exact, or negative) for
your existing keywords
2
Identify new keywords to add to your
account
3
Identify existing keywords that should
be deleted
Search Query Performance Report Example
The Search Query column shows the queries that triggered your ads.
Agenda - Keys to Better Results
Advertising with Google AdWords
Target your audience
• Keywords
• Sites
Pay the right price
Improve your site’s ability to convert
Manage your account more effectively
Expand your reach
Site Targeting
Use the site tool to find sites where your target users are.
Placement Performance Reports
The Placement Performance report provides increased transparency
and control to help you meet your ROI objectives on the Google content
network.
Domain and URL level reporting
-
See the sites where your ads appeared, at the domain or URL
level
Site-by-site* performance metrics
-
Understand how your ads are performing on each site through
click, impression, cost and conversion metrics
Special category reporting
-
See performance metrics broken out by categories such as
Domain ads or Error page ads
*At this time, site-by-site metrics are only available for content pages. Sites participating in the AdSense for domains
(AFD) and AdSense for error pages (AFE) programs are reported in aggregate until site-level reporting is available in
the future.
Sample Report: New Columns
The ‘Domain’ column
shows you the domain
of the site where your ad
appeared.
Placement Performance Report Best Practices
Optimize for success
1. Re-evaluate keyword lists and ad text
•
Are your ads appearing on irrelevant pages? Take steps to optimize keyword
lists and ads.
•
Consider creating content-only campaigns to tailor ad groups specifically for
content.
2. Utilize the site targeting feature
•
Site targeting may be used to directly target well-performing sites
- Please note that site targeting utilizes CPM bidding
3. Consider the site exclusion feature
•
Use the site exclusion tool to exclude sites which are not converting well
•
Avoid excluding sites based on subjective judgments on content or site
quality
- Page content is dynamic and may change from the time users viewed it to the time
you viewed the report
- Sites or pages you don’t find to be relevant, users may find to be useful
Agenda - Keys to Better Results
Advertising with Google AdWords
Target your audience
Pay the right price
Improve your site’s ability to convert
Manage your account more effectively
Expand your reach
How much should you bid
If you want your AdWords ads to be profitable,
you should aim for an ROI of more than 100%
Conversion Tracking
Track ROI and make smarter decisions, for free
• Correlate ad clicks to custom
conversion metrics
• Easily set up tracking for sales,
sign-ups, leads, and pageviews
• Measure conversion value of
campaigns, ad groups, and/or
keywords and optimize bids
accordingly
• Track Google and non-Google
ads
Ad Scheduling: What is Dayparting?
Dayparting is a broadcasting term used to describe the practice of running
different ads at different rates during different times of day.
•
Internet dayparting usually involves increasing your bids during times when
conversion rates are typically above average, and decreasing them when rates
are typically below average
AdWords advertisers can engage in dayparting by leveraging Ad Scheduling
“Bid Multipliers”
Increase bids during
above average periods
Decrease bids during
below average periods
Historical Conversion Rates by Time of Day
2.5%
2.0%
1.5%
1.0%
Average Conversion Rate
0.5%
00.00
06.00
12.00
18.00
24.00
Ad Scheduling: Using Bid Multipliers
Pay Per Action
Publisher chooses
Set cost-per-action
(CPA) value for a specific your PPA ad and
places it on his site
action on your site
User clicks on
ad
User completes
action
Ad shows on
publisher’s site
Pay for completed
action(s)
Conversion Optimizer
Conversion Optimizer
The Conversion Optimizer allows you to specify your
maximum cost-per-acquisition (CPA) bid and Google
automatically adjusts your CPC bids to achieve those
CPAs.
Requires the use of conversion tracking and at least 300
conversions in the previous 30 days.
Agenda - Keys to Better Results
Advertising with Google AdWords
Target your audience
Pay the right price
Improve your site’s ability to convert
Manage your account more effectively
Expand your reach
Google Analytics
AdWords connects you with
prospects at the precise
moment when they're looking for
your products or services
Google Analytics increases
conversion by understanding
prospects better through web
analytics
Keyword Analysis
Compare conversion metrics per keyword, per site
Website Optimization
Optimize your web site for certain browsers, software
platforms, search
Site Overlay
Visual representations of customer click path and
conversions
Geo-targeting
Find out where your visitors come from
Complete Conversion Metrics
See ROI, revenue per click, average visit value and
and much more…
Google Analytics: Measure Everything
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
Some of our customers:
Website Optimizer (Beta)
Free site content optimization application that helps
advertisers test and compare effectiveness of content on
their web pages
• Use A/B testing or Multivariate
testing
• Increase site effectiveness,
visitor conversion rates and
satisfaction
• Detailed reports on
combination
of content and components of
sites that drive highest
conversion rate
• Works with all analytics
solutions and all site traffic,
not just AdWords traffic
• Tests up to 10,000
combinations
Multivariate: Test Multiple Sections and Combinations
Multivariate: Test Multiple Sections and Combinations
Multivariate: Test Multiple Sections and Combinations
2 different headlines
x 3 different images
= 6 possible combinations
A/B: Or test whole pages
Detailed Graphical Reporting
• Reports are available
in two formats
- Combinations Tab
shows how each
combination affects
overall conversions
- Page Sections Tab
rates how each
section contributes to
overall conversions
as well as how each
individual creative
performs
Agenda - Keys to Better Results
Advertising with Google AdWords
Target your audience
Pay the right price
Improve your site’s ability to convert
Manage your account more effectively
Expand your reach
My Client Center (MCC)
A dashboard overview of all linked account statistics for
advertisers and agencies to easily manage multiple
accounts from a single login
• Displays up to 1,000
linked AdWords accounts
• Returns a unified report
across multiple client accounts
• Provides a relevant dashboard
of information for all linked
accounts
• Offers a single login to
access all AdWords accounts
AdWords Editor
Manage AdWords right from the desktop with Google’s
free downloadable account management application
• Navigate large accounts quickly and easily
• Locate and edit budget, keywords, CPCs, and more
• Make bulk changes to keywords and ad text
• Share comments and work collaboratively with other users
• Work offline, then upload changes directly to the account
AdWords API (Beta)
A service enabling developers to create computer programs
that directly interact with the AdWords platform
• More efficient control and creative
management of large accounts
• Generate automatic keyword, ad text,
URL, and custom reports
• Integrate AdWords data with
databases, such as inventory systems
• Manage campaign operations, bids,
and update creative
• Track traffic estimates for individual
keywords to optimize campaigns
Agenda - Keys to Better Results
Advertising with Google AdWords
Target your audience
Pay the right price
Improve your site’s ability to convert
Manage your account more effectively
Expand your reach
Marketer’s Objective: Effective Advertising
1
The Right
Consumer
2
At the
Right Time
9:00 pm
Prime Time TV
3
With the Right
Message
4
7:00 am
Morning Paper
5:00 pm
Search for Dinner
Recipes
Online
3:00 pm
Chat with
Colleague
about
Latest Movie
Through the
Right Medium
8:00 am
Drive-Time Radio
10:00 am
Check News Online
12:00 pm
Send a Text Message
Google Print Ads: Overview
Key Benefits
Print Ads
Bringing the simplicity
and scale of a webenabled marketplace to
newspaper advertising
1
2
3
4
At Scale: Nationwide Coverage
Over 400 major US newspapers
Targeted: Geography and Section Specific
Choose sections or even special-interest papers
Efficient: Marketplace-Driven Pricing
You offer what the ad is worth to you
Simple: Centralized Buying
One interface and one invoice for multi-paper buys
Easier scale I Better targeting
Fewer touch-points I Increased efficiency
Currently adding
Spanish-language
and college
newspapers
to network
Google Print Ads: Newspaper Partners
Google’s network includes over 450 daily newspapers,
including the primary newspaper in 32 of the top 35 DMA’s.
Over 31M in total circulation
60% of total US paid circulation1
1 Editor & Publisher (2005) newspaper fact book
Google TV Ads: Overview
Key Benefits
TV Ads
A fully integrated,
end-to-end digital
system for buying,
selling, measuring, and
delivering TV ads
1
Measurable: Near Real Time Reporting
Second-by-second viewership data within 24 hours
2
Accountable: No Make Goods, No Bundling
Advertisers pay only for impressions delivered
3
Flexible: Better Optimization
Adjust campaigns on the fly with a few clicks of the mouse
4
Efficient: All-Digital Workflow
Access 100 channels through a single interface
5
Strong National Footprint
13 million households via EchoStar partnership
Google TV Ads Initial Inventory
Inventory Status
• 13 mm households
dish TV footprint
• Reaching all markets
• 100 channels and
all dayparts
• Echostar inventory will
triple in Fall
• Inventory expansion
plan underway
51
Google Audio Ads: Overview
Key Benefits
Audio Ads
A fully integrated,
end-to-end digital
system for buying,
selling, measuring, and
delivering radio ads
1
2
3
4
Efficient Web-based Transactions
5
Optimization
– Single interface for complex media buys
Targeted
– Select demographics, markets, station formats and dayparts
Accountable Real-time Reporting
– Track spots and impression deliveries in real-time
– Listen to real recordings of your ads
Measurability
– Track direct response
– Monitor online activity metrics
– Evaluate progress and adjust ad copy, station formats, markets, etc.
Google Audio Ads National Footprint
• Over 1,600 AM and FM radio stations
• Includes “Top 10” stations in all top 25 US markets
• 49% weekly reach of all people 12+ 1
1 Weekly reach figure from Arbitron
Google Grants Beta
Grantees use Google Grants ads to increase
awareness, solicit donations, recruit volunteers,
promote events, etc.
Questions: [email protected]
More About Google Grants
Visit www.google.com/grants for eligibility
criteria, grant details, application and more
Questions
Frederick Vallaeys, Google AdWords Evangelist
Email your questions to [email protected]
Google Confidential and Proprietary