Presentation at On The Edge Reading, 24th September 2014.
The reinvention of Marketing with Jamie Brighton, Head of Strategic Marketing EMEA, Adobe
- How to understand, measure and optimise Big Data
- Analysing the audience: How they are using current trends in digital marketing and solutions and what you should be doing
- Comparing and Competing: How to use “Digital Index Reports” to benchmark sectors and companies for awesome results!
Business recommendations and statistical analysis based on previous patient data using excel. Used a simple linear regression and a multiple linear regression to find out the specific quantitative relationship between the target variable and the explanatory variables. The multiple regression analysis provided insights on which explanatory variables have a major influence on the target variable, the Total Cost to the Hospital. Previous patient data was not enough to determine the cost to hospital.
Toko Bunga Surabaya, Jual Karangan Bunga Surabaya, Jual Bunga Papan Surabaya, Jual Bunga Ucapan Surabaya, Jual Rangkaian Bunga Surabaya, Jual Buket Bunga Surabaya, Bunga Ucapan Selamat, Bunga Ucapan Duka Cita, Bunga Papan Selamat, Bunga Papan Duka Cita
Rosewood Hotels and Resorts: Branding to increase Customer Profitability and ...Pallabh Bhura
This presentation is an in-depth marketing analysis of the Harvard Business Case "Rosewood Hotels and Resorts". It has been created by Pallabh Bhura of Jadavpur University during a marketing internship under Prof. Sameer Mathur, IIM Lucknow. It takes into account the various concepts of branding so as to increase Customer Profitability and Lifetime Value of Rosewood Hotels and Resorts.
Content
I. Introduction
II. Company overview
III. Products and services
IV. Main competitors 2015
V. Profitability and US market share 2013
VI. Market Segmentation
VII. SWOT analysis
VIII. Google innovative corporate culture
IX. Business strategy
a) Early success
b) Google’s way of business expansion
c) 4Es of Google strategy
Presentation at On The Edge Reading, 24th September 2014.
The reinvention of Marketing with Jamie Brighton, Head of Strategic Marketing EMEA, Adobe
- How to understand, measure and optimise Big Data
- Analysing the audience: How they are using current trends in digital marketing and solutions and what you should be doing
- Comparing and Competing: How to use “Digital Index Reports” to benchmark sectors and companies for awesome results!
Business recommendations and statistical analysis based on previous patient data using excel. Used a simple linear regression and a multiple linear regression to find out the specific quantitative relationship between the target variable and the explanatory variables. The multiple regression analysis provided insights on which explanatory variables have a major influence on the target variable, the Total Cost to the Hospital. Previous patient data was not enough to determine the cost to hospital.
Toko Bunga Surabaya, Jual Karangan Bunga Surabaya, Jual Bunga Papan Surabaya, Jual Bunga Ucapan Surabaya, Jual Rangkaian Bunga Surabaya, Jual Buket Bunga Surabaya, Bunga Ucapan Selamat, Bunga Ucapan Duka Cita, Bunga Papan Selamat, Bunga Papan Duka Cita
Rosewood Hotels and Resorts: Branding to increase Customer Profitability and ...Pallabh Bhura
This presentation is an in-depth marketing analysis of the Harvard Business Case "Rosewood Hotels and Resorts". It has been created by Pallabh Bhura of Jadavpur University during a marketing internship under Prof. Sameer Mathur, IIM Lucknow. It takes into account the various concepts of branding so as to increase Customer Profitability and Lifetime Value of Rosewood Hotels and Resorts.
Content
I. Introduction
II. Company overview
III. Products and services
IV. Main competitors 2015
V. Profitability and US market share 2013
VI. Market Segmentation
VII. SWOT analysis
VIII. Google innovative corporate culture
IX. Business strategy
a) Early success
b) Google’s way of business expansion
c) 4Es of Google strategy
Manzana Insurance is the second largest insurance company founded in California in 1902. • They operated through a network of autonomous branch offices in California, Oregon and Washington. Each branch is treated as a separate profit and loss centre. • Manzana does not directly interact with public but instead has its 2000 agents who represents Manzana. • Fruitvale was one of the Manzana’s smaller branches, with 3 underwriting teams and 76 agents. Our case concern is the falling performance and hence the profitability on Property Insurance for this branch.
A presentation on business model of online grocery e-tailer, Grofers. Presentation briefs about how it was founded, overview, business model, strategies and operational aspects of Grofers.
1.Swiggy
2.product line and target
3. Business models
4. Delivery options
5. Promotions
6.Logistics
7. Salary of delivery boy
8.Customer Relationship Management
9.Competitors
10. Market position
This presentation deals with Marico's inbound and outbound supply chain. We discuss here the supply chain problems that Marico faced and the remedial steps it took to solve the problems. Use of IT (ERP/SAP solution) and disintermediation in supply chain appear as notable steps Marico undertook to solve its Supply Chain problems.
Generate more business with Google Advertising. At Search Engine People we provide services in internet marketing to help your brand stand out from competitors.
Manzana Insurance is the second largest insurance company founded in California in 1902. • They operated through a network of autonomous branch offices in California, Oregon and Washington. Each branch is treated as a separate profit and loss centre. • Manzana does not directly interact with public but instead has its 2000 agents who represents Manzana. • Fruitvale was one of the Manzana’s smaller branches, with 3 underwriting teams and 76 agents. Our case concern is the falling performance and hence the profitability on Property Insurance for this branch.
A presentation on business model of online grocery e-tailer, Grofers. Presentation briefs about how it was founded, overview, business model, strategies and operational aspects of Grofers.
1.Swiggy
2.product line and target
3. Business models
4. Delivery options
5. Promotions
6.Logistics
7. Salary of delivery boy
8.Customer Relationship Management
9.Competitors
10. Market position
This presentation deals with Marico's inbound and outbound supply chain. We discuss here the supply chain problems that Marico faced and the remedial steps it took to solve the problems. Use of IT (ERP/SAP solution) and disintermediation in supply chain appear as notable steps Marico undertook to solve its Supply Chain problems.
Generate more business with Google Advertising. At Search Engine People we provide services in internet marketing to help your brand stand out from competitors.
Google AdWords: The Complete Guide (2020)Rintu Biswas
Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)
How to Make a Better Search Network Campaign?PPCexpo
How to Make a Better Search Network Campaign?
Campaign planning is far from easy. That being said, when you take the time and effort to explore the vital aspects of PPC advertising, namely your audience, competitors, keywords, and budget, you give yourself a better chance of success.
With user intent and laser-focused targeting in mind, you’re sure to create some winning campaigns.
10 Exceptional Tips To Increase Leads with Google AdwordsMike Ncube
Find out how to increase leads and sales for your business using by following this guide, which lists the most effective tips for Google Adwords PPC advertising
A request for more information.
An excuse.
A buying signal.
A counter tactic to encounter a push.
MOST COMMON OBJECTIONS:
1.Google AdWords is too expensive
2.How can you assure that the ROI is good?
3.Am I competitive with a small budget?
4.No more marketing budget
5.My product / service is very niche
6. Isn’t the market too saturated?
7. I’m already in the Organic Listings
8.Had bad experience earlier
9.Doing it myself, no need to outsource
10.My business is Word of Mouth
11.My business is seasonal, bad time now
12. I want to have the top position
13. I don’t want to pay for irrelevant click
14. I / My customers don’t click on ads
In the twenty first century, it is your interview and not your resume which decides whether you will bag a job or not. Accepting this harsh reality is an integral part of the excruciatingly arduous job hunting process. Your resume barely states your qualifications; the rest would be determined at the interview. Now nailing the interview is of crucial importance and this is the part where most people stumble.
How to set up a PPC Account - Nov 2012Chris Thomas
This is a presentation I did at Online Marketer in Melbourne, Australia. November 2012 to some beginners. It covers a brief history of PPC and how to set up a PPC account from scratch as well as optimising tips once you're up and running.
Google has given away hundreds of millions of dollars in free advertising to ...Bruno Rabelo
Google has given away hundreds of millions of dollars in free advertising to qualifying non- profits through the Google Grants AdWords program. While the grant is worth up to $10,000 a month in free ads, the average organization only manages to utilize about $300 a month. Whether you are managing your campaign with in-house resources or partnering with an agency, here are 8 tips to make the most of your Google Grants AdWords account.
We teamed up with our friends over at Refuel Creative to help advertisers create actionable strategies to make more revenue from PPC.
Whether you work at a marketing agency or are advertising your own business, this webinar will help you elevate your PPC performance.
Essentials of Automations: The Art of Triggers and Actions in FMESafe Software
In this second installment of our Essentials of Automations webinar series, we’ll explore the landscape of triggers and actions, guiding you through the nuances of authoring and adapting workspaces for seamless automations. Gain an understanding of the full spectrum of triggers and actions available in FME, empowering you to enhance your workspaces for efficient automation.
We’ll kick things off by showcasing the most commonly used event-based triggers, introducing you to various automation workflows like manual triggers, schedules, directory watchers, and more. Plus, see how these elements play out in real scenarios.
Whether you’re tweaking your current setup or building from the ground up, this session will arm you with the tools and insights needed to transform your FME usage into a powerhouse of productivity. Join us to discover effective strategies that simplify complex processes, enhancing your productivity and transforming your data management practices with FME. Let’s turn complexity into clarity and make your workspaces work wonders!
In his public lecture, Christian Timmerer provides insights into the fascinating history of video streaming, starting from its humble beginnings before YouTube to the groundbreaking technologies that now dominate platforms like Netflix and ORF ON. Timmerer also presents provocative contributions of his own that have significantly influenced the industry. He concludes by looking at future challenges and invites the audience to join in a discussion.
Removing Uninteresting Bytes in Software FuzzingAftab Hussain
Imagine a world where software fuzzing, the process of mutating bytes in test seeds to uncover hidden and erroneous program behaviors, becomes faster and more effective. A lot depends on the initial seeds, which can significantly dictate the trajectory of a fuzzing campaign, particularly in terms of how long it takes to uncover interesting behaviour in your code. We introduce DIAR, a technique designed to speedup fuzzing campaigns by pinpointing and eliminating those uninteresting bytes in the seeds. Picture this: instead of wasting valuable resources on meaningless mutations in large, bloated seeds, DIAR removes the unnecessary bytes, streamlining the entire process.
In this work, we equipped AFL, a popular fuzzer, with DIAR and examined two critical Linux libraries -- Libxml's xmllint, a tool for parsing xml documents, and Binutil's readelf, an essential debugging and security analysis command-line tool used to display detailed information about ELF (Executable and Linkable Format). Our preliminary results show that AFL+DIAR does not only discover new paths more quickly but also achieves higher coverage overall. This work thus showcases how starting with lean and optimized seeds can lead to faster, more comprehensive fuzzing campaigns -- and DIAR helps you find such seeds.
- These are slides of the talk given at IEEE International Conference on Software Testing Verification and Validation Workshop, ICSTW 2022.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
GraphSummit Singapore | The Art of the Possible with Graph - Q2 2024Neo4j
Neha Bajwa, Vice President of Product Marketing, Neo4j
Join us as we explore breakthrough innovations enabled by interconnected data and AI. Discover firsthand how organizations use relationships in data to uncover contextual insights and solve our most pressing challenges – from optimizing supply chains, detecting fraud, and improving customer experiences to accelerating drug discoveries.
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdfPaige Cruz
Monitoring and observability aren’t traditionally found in software curriculums and many of us cobble this knowledge together from whatever vendor or ecosystem we were first introduced to and whatever is a part of your current company’s observability stack.
While the dev and ops silo continues to crumble….many organizations still relegate monitoring & observability as the purview of ops, infra and SRE teams. This is a mistake - achieving a highly observable system requires collaboration up and down the stack.
I, a former op, would like to extend an invitation to all application developers to join the observability party will share these foundational concepts to build on:
Communications Mining Series - Zero to Hero - Session 1DianaGray10
This session provides introduction to UiPath Communication Mining, importance and platform overview. You will acquire a good understand of the phases in Communication Mining as we go over the platform with you. Topics covered:
• Communication Mining Overview
• Why is it important?
• How can it help today’s business and the benefits
• Phases in Communication Mining
• Demo on Platform overview
• Q/A
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Threats to mobile devices are more prevalent and increasing in scope and complexity. Users of mobile devices desire to take full advantage of the features
available on those devices, but many of the features provide convenience and capability but sacrifice security. This best practices guide outlines steps the users can take to better protect personal devices and information.
A tale of scale & speed: How the US Navy is enabling software delivery from l...sonjaschweigert1
Rapid and secure feature delivery is a goal across every application team and every branch of the DoD. The Navy’s DevSecOps platform, Party Barge, has achieved:
- Reduction in onboarding time from 5 weeks to 1 day
- Improved developer experience and productivity through actionable findings and reduction of false positives
- Maintenance of superior security standards and inherent policy enforcement with Authorization to Operate (ATO)
Development teams can ship efficiently and ensure applications are cyber ready for Navy Authorizing Officials (AOs). In this webinar, Sigma Defense and Anchore will give attendees a look behind the scenes and demo secure pipeline automation and security artifacts that speed up application ATO and time to production.
We will cover:
- How to remove silos in DevSecOps
- How to build efficient development pipeline roles and component templates
- How to deliver security artifacts that matter for ATO’s (SBOMs, vulnerability reports, and policy evidence)
- How to streamline operations with automated policy checks on container images
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
Sudheer Mechineni, Head of Application Frameworks, Standard Chartered Bank
Discover how Standard Chartered Bank harnessed the power of Neo4j to transform complex data access challenges into a dynamic, scalable graph database solution. This keynote will cover their journey from initial adoption to deploying a fully automated, enterprise-grade causal cluster, highlighting key strategies for modelling organisational changes and ensuring robust disaster recovery. Learn how these innovations have not only enhanced Standard Chartered Bank’s data infrastructure but also positioned them as pioneers in the banking sector’s adoption of graph technology.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...SOFTTECHHUB
The choice of an operating system plays a pivotal role in shaping our computing experience. For decades, Microsoft's Windows has dominated the market, offering a familiar and widely adopted platform for personal and professional use. However, as technological advancements continue to push the boundaries of innovation, alternative operating systems have emerged, challenging the status quo and offering users a fresh perspective on computing.
One such alternative that has garnered significant attention and acclaim is Nitrux Linux 3.5.0, a sleek, powerful, and user-friendly Linux distribution that promises to redefine the way we interact with our devices. With its focus on performance, security, and customization, Nitrux Linux presents a compelling case for those seeking to break free from the constraints of proprietary software and embrace the freedom and flexibility of open-source computing.
Monitoring Java Application Security with JDK Tools and JFR Events
Why use Google AdWords
1. The Google Guide to
Search Advertising
How to make search advertising
work for your business
2. Contents
Introduction ....................................................................................................................................................................................................................... 2
Google AdWords: What’s In It For You?................................................................................................................................................................... 2
5 Steps to Success: Setting Up & Maintaining Your AdWords Campaign................................................................................................ 3
Common Search Advertising Questions and Concerns .................................................................................................................................. 4
Take Body Renew Fitness’ Word for It, A Google AdWords Success Story .............................................................................................. 7
Get Started ......................................................................................................................................................................................................................... 7
The Google Guide to Search Advertising | 1
3. Introduction
If you’re the owner of a growing business, it’s likely advertising is an effective way to reach the people
that you’ve heard of search advertising, also known as performing those searches—including the specific people
search engine marketing (SEM), or pay-per-click (PPC) your business is looking for.
advertising. But, you might be wondering, could it actually
With search advertising, you’re able to have very granular
work for your company?
control over your ads: you decide on how much money
It can. In a world with so many advertising outlets you want to spend, which keywords (terms or phrases
and venues, it’s vital to attract new customers to your that prompt your ad to appear) to use, and the websites
business, and to connect with people who are actively on which you’d like your ad to be placed.
looking for what your business can offer. That’s what
You can also easily measure search advertising’s impact
search advertising can do.
on your business. The numbers are there: spend as much
The Internet easily surpassed any single other means or as little as you like, see what’s working for you and
of finding information long ago. In fact, According to a adjust as needed. With search advertising on your side, it’s
consumer report, 89% of consumers research products amazing how successful your business can grow to be.
and services online before investing in them.1 Search
Google AdWords: What’s In It For You?
If you’re thinking about using search advertising, you might they’re reaching their regional audience.
be wondering why you should choose Google AdWords.
• It’s fast: You can get your AdWords campaign up and
• It’s effective: Google is the most popular search engine running quickly and get help from the “Sign Up Tips”
in the world2 with over a billion searches every day.3 page: www.google.com/adwords/signuptips.
More people using Google means more of your target
• It’s easy: AdWords is designed for business owners; you
audience will see your ads.
don’t have to be a webmaster or technical genius. You
• Target locally: AdWords lets you be incredibly specific can do it yourself.
when it comes to targeting your ads. You can select
• It’s flexible: You can change, pause, or end your
from countries, territories, regions and cities when
campaign at any time.
placing your ad. You can choose a point on the map and
specify a radius around it where your ads will appear, • There’s no risk: You only pay when someone clicks on
and even exclude certain areas within your selected your ad and is directed to your business—no strings
locations. Growing, local businesses can make sure attached!
Google AdWords Localization
Regional Targeting City Targeting Radius Targeting Set Borders Targeting
1 Clicks to Bricks: The Impact of Online Pre-Shopping on Consumer Shopping Behavior, Yahoo! and comScore, 2007
2 comScore Media Metrix and qSearch, April 2008 3 Website Magazine, “Improving AdWords ROI,” June 2010
The Google Guide to Search Advertising | 2
4. 5 Steps to Success: Setting Up &
Maintaining Your AdWords Campaign
1. Create your first campaign by going to adwords.google. There’s no minimum commitment or contract: you’re free
com and clicking the “Start Now” but-ton. Setting up a to pause or discontinue your campaign at any time. By
campaign doesn’t take long and there are step-by-step experimenting with the parameters of your campaign,
instructions to guide you along the way. you’ll be able to quickly discover what’s working best for
your business.
• Keep in mind you can always come back and
make changes – add keywords, test new ads, If you would like assistance, Google provides a service
revise your bids – so don’t worry about getting to help get your campaign going: it’s a free program that
everything perfect. Remember, you only pay helps growing businesses get set-up on AdWords. To
when someone clicks on your ad. get started contact 1-800-889-4296 (9am - 9pm ET.
• For additional information about the sign-up Service available for new advertisers and in English only.
process—the steps involved, tips for success— Service subject to website qualification.)
check out our free “Sign Up Tips” page:
www.google.com/adwords/signuptips
2. Once the campaign is up and running, wait for a few
days, or even a week. Then, see how it’s going—what’s
working and what isn’t?
Calculating Business Growth
• If you didn’t use your entire daily budget, take
steps to increase your ad’s traffic: try adding more
keywords, or try using different ad text that might
$100
get a higher click-through rate.
• If it’s too expensive, you can adapt your campaign
accordingly: put a bid limit on your cost-per-
click, delete expensive keywords, or try different
variations of your ad.
Advertise Using AdWords: Customer Contacts
• If you’re happy with the clicks you’re getting, A local florist invests $100 for Your Business: She received
consider increasing your budget. her first month of AdWords. 100 clicks from her ads
generating 50 phone calls.
3. Track the impact on your business. Keep it simple: ask
customers how they heard about you, include a unique
phone number on your website, or provide customers
with an opportunity to share their contact information
on your site.
4. Estimate the ROI (Return on Investment): how much
money are you making compared to how much you’re
spending? AdWords makes it easy to adjust your budget $250
if your ROI is less than you want it to be.
Generate Sales: Those 50 Earn Profits: The florist’s
5. Optimize your ad and your website. This is something you phone calls result in 25 flower profit from AdWords sales
sales that bring in an average is $150, giving her a ROI
can work on over time. Edit your website’s content and
profit margin of $10 for a total (percentage of the initial
coding, explore enhancing your landing page, etc. of $250. investment) of 150%. In other
words, for every $1 she spent,
she earned $1.50.
The Google Guide to Search Advertising | 3
5. Common Search Advertising Questions
and Concerns
There are billions of people using the Internet on a daily basis. This means that search advertising can reach any audience
actively looking for your product, service or information—whether around the block or across the world.
While the Internet can seem overwhelming, search advertising is actually quite simple. The following questions and
answers will help explain why search advertising is worthwhile to use and how easy it can be.
My business already appears in the regular search results;
why should I advertise?
If you’re already in the main list of search results more likely to become customers. What’s more, having
(otherwise known as an “organic” or “natural” search), a good landing page is something that contributes to
advertising on the right side of the page is still a good the positioning of your ad in a list of search results—the
idea; having a top listing in both organic searches higher the quality of your landing page and ad text
and advertising will generally increase the traffic to (combined with how much you decide to pay per click),
your website. the higher the position of your ad in the search results.
Relying on organic
searches alone to
bring traffic to your
PAID ADVERTISING
ADVERT
site could require 6 essentials for your landing page:
more technical
knowledge and 1. Provide interesting content
time than it would
ORGAN RE
ORGANIC RESULTS to add search
2. Have a compelling name for your page
advertising to your 3. Be clear about who you are and what you
outreach approach. can offer
A website’s ranking
in an organic search 4. Make sure there’s a clear call to action: what
can change at any time due to the creation of new do you want the customer to do?
websites online, and it’s difficult to make sure that your
website appears as one of the first few results. By adding 5. Make sure that the content on your landing
advertising into the mix, you can have more control over page reflects your ad
where your business appears after someone searches
for something related to what you can offer. Also, search 6. Provide contact information
advertising allows you to choose where customers are
directed to once they click on your ad—to a page on your
website, or, even better, on a landing page.
Optimizing your website to influence its appearance in
A landing page is a specially constructed page that is
organic searches is a good idea, but search advertising is
directly related and relevant to a user’s search. Showing
often easier to do, can give you more control, and results
up in a search results gets someone interested in your
are easier to measure; doing both will significantly help
business, but through ads, you can select to direct them
your business.
to a more appropriate landing page, where they may be
The Google Guide to Search Advertising | 4
6. Is search advertising relevant to my business?
Search advertising isn’t just for big companies. In fact, You can target anyone you want to with search
Google’s first AdWords customer was a mail order advertising, whether you want to sell locally, regionally or
lobster company. Search advertising can enable growing globally; whether you’re selling products or providing a
businesses to compete with larger ones; the quality of service; whether you have a big budget or a small one.
your website (or landing page) and the relevance of the
With search advertising, you control the most you’re
user’s search triggering your ad carry much more weight
willing to spend per day, and the most you’ll pay to have
than the size of your business. The majority of Google’s
someone click on your ad. Plus, you can pause or cancel
revenue comes from its advertising programs, which
your account at any time. You only pay when it’s clicked
means that searchers are clicking on these ads. Google
on, which means someone was actively searching for
AdWords (along with Google’s other advertising programs,
your keywords and was directed to the landing page of
AdSense and Google Grants) generated $54 billion of
your choice. Since you only pay for clicks, you have every
economic activity in the United States in 2009, helping
reason to give search advertising a try.
hundreds of thousands of growing businesses to thrive4.
Ad Process
$
Buyer sees your ad Buyer interacts with your company Buyer makes a purchase
Can I do this without Internet expertise?
Absolutely. Growing businesses all over the world are using search advertising to attract new customers, without taking out
loans or hiring technical geniuses. The key components of search marketing are easy - you decide where you want your ads to
be placed, how much you want to spend, and what you want to say.
Even better, the control you get with search advertising also means there’s freedom to experiment and make changes to find
what works best for your advertising needs. Try setting your spending budget at different levels, or test different keywords
to see which ones generate the most clicks. It’s easy to see what’s working, then adjust your campaign based on that
information.
Google AdWords will provide you with assistance to help you get your campaign going. There are free tools that you can use to
decide which keywords you want to use, get tips on writing your text copy, and feedback about how you want to set your bids.
4 Annualized figures based on Google Q209 sales
The Google Guide to Search Advertising | 5
7. How do I determine how much I should spend?
One way to approach determining your budget is Optimizer with a cost-per-click bid limit. Then, monitor
figuring out which keywords you want to use. Think of what happens during the next few days: is the budget
10 different searches someone might do that would used up? If so, see how it’s affected your business—
connect to your business and type in those keywords perhaps you’ll be able to increase your budget. If your
or phrases. For example, if you run a café in Norfolk, cost-per-click is higher than it needs to be, then lower it.
MA, you might add these keywords: “café in Norfolk,” Remember, you can always adjust your budget.
“coffee,” “friendly coffee shop,” and “fresh pastries.”
Google likes searchers to have a positive search
Think about your location, products and services
experience, so more relevant and effective ads can often
specific to your business, and what someone would
pay lower bids for keywords. This is determined in part
want that you can offer. Next, run a report using
by the ad’s Quality Score – the Quality Score is based on
AdWords free tools to see what the average price per
the ad’s historical volume of searchers’ clicks and the
keyword is, and set your keyword bid to the average
quality and relevance of the ad’s landing page, among
price, within your budget.
other factors. Here’s how it works: the more relevant
Here’s another approach: start out with anywhere from your ads are to a user’s search, the lower your cost-per-
$50 to $1,000 per month, and use AdWords’ Budget click will be.
How can I make sure I’m tracking every cent I spend?
As a business, you want to know your advertising budget is
well spent. With any form of advertising, you want to have
an easy way to track the impact your campaign is having Tips for how to write effective ads:
on your business. You can always include a question about
how customers discovered your business on your website • State what makes you different from
or landing page, along with a unique phone number to your competitors: Use terms that tell the
make sure you know when those customers contact you. user what they can expect from your company
But Google AdWords can also help you keep track of your and website, such as “excellent service,” “good
conversions (searchers who involve themselves with your value,” “professional,” and “quick.”
business after they click on your ad) with an optional, free
tool called Conversion Tracking. • Incorporate a call to action in your ad:
For example, it’s better to say “buy flowers,”
After you answer a few quick questions, Conversion rather than “flowers for sale.”
Tracking provides you with a simple piece of code to
add to your website that will track how many people • Use the most important keywords in the
completed an action that you define as valuable ad text: If search terms appear in the ad, they
(subscribed to your service or bought your product, for will appear in bold. This means that the ad has
example). This provides an easy way for you to measure a better chance of being noticed and will be
your ROI, and helps you figure out how to optimize your clicked on more often.
website and your search ads.
Google Analytics is a free program that helps you track
• Don’t know which ad text is better? Use
ad variations: If you aren’t sure what text to
specific components of your campaign when linked to your
use in your ad, just let your audience decide.
AdWords account—individual keywords, for example—and
You can create multiple versions of your ad
get information about how people found out about your
and then compare them to find out which ones
business online and how they navigated your website. This
receive the most clicks or lead to the most
level of tracking makes it easier to fine tune your search
conversions. Keep in mind, you only pay when
advertising efforts—and generate more business.
someone clicks on your ad.
So, experiment with keywords and budgeting. As you find
out what works best for your campaign, your campaign
will start working better and better for you.
The Google Guide to Search Advertising | 6
8. Take Body Renew Fitness’ Word For It
A Google AdWords Success Story
Body Renew Fitness started as a new, local boot camp Routh has three different campaigns: one for the boot
in Boise, Idaho. Now, it represents one of Idaho’s leading camps, one for the gyms, and one for the tanning salon.
fitness gyms with four boot camp locations, three gyms,
Routh’s biggest reservation about starting an AdWords
and a tanning salon. How did this company attract so
campaign was that he didn’t know enough about how
many new customers and grow so quickly? Google
to use it. But by just giving it a try, and taking advantage
AdWords.
of some of Google’s helpful tips and tools, he’s been
The company’s CEO Dakota Routh wanted his business able to easily and effectively expand his business with
to be noticed online, by increasing traffic to his website: AdWords—and with no outside help needed. “It’s been
“I’d hired someone to create a great website for us, but no very easy for me to track the influence AdWords has had
one was seeing it,” says Routh. on my business. Plus,” Routh adds, “it’s not a big time
commitment. I spend a couple of hours a week checking
Then one day, Routh saw a small town business owner
my AdWords campaigns.”
being interviewed on television: the man explained how
his only form of advertising was with Google AdWords, Body Renew Fitness has undoubtedly seen success
and that his business grew exponentially from using it. by advertising with Google AdWords. Routh tells us
Routh says, “That definitely got me interested.” that depending on the month and time of the year, the
business gets between five to twenty new customers a
Like many growing business owners, Routh was
concerned about not having a huge budget to work with.
So, he decided to start with a prepaid monthly budget
of $75. It was immediately successful: “I got a sale from “It’s been very easy for me to track
someone clicking on the ad the very next day.” Routh the influence AdWords has had on
was impressed; already he had made his money back
my business…it’s not a big time
and then some from just one sale. While it may not work
this quickly for everyone, AdWords has tons of tools and commitment. I spend a couple of
help articles to help advertisers make adjustments or hours a week checking my AdWords
improvements quickly to aid in their ads’ success. campaigns.”
“It’s easy to figure out what works for you with AdWords,”
Routh says. “And the more you play around with your
AdWords campaign, the more you learn. It’s pretty cool.” month that he knows came from his AdWords campaigns.
He discovered how to target to specific areas in Boise, By using AdWords along with other forms of advertising,
which has been very effective for his ad strategy. Routh is able to spend less money and get more people to
invest in his business.
Routh also experimented with keywords to his advantage:
“I quickly figured out which keywords worked best, and So take Body Renew Fitness’ word for it: if it worked for
I’ve managed to run multiple campaigns at once.” Now, Dakota Routh, it can definitely work for you.
Get Started
There are tools, tips and guides to help with any part of your campaign process. You’ll be surprised at how easy it is to get the
ball rolling. Just start here: http://www.google.com/intl/en/ads/faq/, and start advertising!
The Google Guide to Search Advertising | 7