Introduction to the Science of Search
Maximise profitable results from Google Search
Max Macintosh – Agency Sales




    ...
Science of Search - Fundamentals

Fundamentals
This event is ideally suited to marketeers who would like to understand the...
The Google Account Structure


                                                            Account Level
                 ...
Google has an established framework designed to help maximise
profitable volume of sales / conversions from AdWords


    ...
Keywords




           Google Confidential and Proprietary
Add more keywords
Be found online with all your products




                                         Google Confidential ...
Add more keywords
Mirror your website to cover all your products



                                       Website




   ...
Add more keywords
Find all the terms leading to clicks to your site

              You can use Google Analytics to identif...
Add more keywords
  Help users find you with generics

                      Often users don’t know exactly which brand of...
Add more keywords
Capture searches for your brand


                               Clicks           Impressions         CT...
Add the right keywords
Target the right user


              Include appropriate negative keywords to limit irrelevant tra...
Add more keywords
Keep reviewing keywords to capture new queries




                                                 Goog...
Budgets




          Google Confidential and Proprietary
Optimize daily budgets
Differentiate budgets by category of product / service


                  Measure performance (CPA...
Optimize daily budgets
Set CPCs to appear in the most profitable position




                                            ...
Optimize daily budgets
Budget for maximum return


    Users search and convert at all times of day, every day of the week...
Bids




       Google Confidential and Proprietary
Optimise Bids
Bid according to marketing goal




                      CPC                                            CPM...
Optimise Bids
                Know the value of a click / impression


                                           From “PC...
Optimise Bids
Know the value of a click / impression

                   Last click attribution undervalues crucial ‘assis...
Creative & Structure




               Google Confidential and Proprietary
Optimise Creative and Structure
Use multiple creatives




                                  Running 2-4 creatives can yie...
Optimise Creative and Structure
Tailor your ad text to the user’s needs


            Ad texts are your chance to attract ...
Optimise Creative and Structure
Keep trialling different creatives


  User behaviour is dynamic and responsive to many ex...
Optimise Creative and Structure
Mirror your website to structure your AdWords account



                                 ...
Summary




          Google Confidential and Proprietary
The Science of Search




                        Google Confidential and Proprietary
Key Takeaways

    Add more keywords
    Always check for new keywords.
    Match your ads to your website and advertising...
The Science of Search
Maximise profitable results from Google Search

Max Macintosh




                                  ...
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Science ofsearch fundamentals (2)

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Science ofsearch fundamentals (2)

  1. 1. Introduction to the Science of Search Maximise profitable results from Google Search Max Macintosh – Agency Sales Google Confidential and Proprietary
  2. 2. Science of Search - Fundamentals Fundamentals This event is ideally suited to marketeers who would like to understand the basics of Paid Search marketing and how to identify the principal areas of focus for a given campaign. It is designed to introduce you to the main levers that we employ at Google as Best Practice fundamentals in all your Google Adwords campaigns. •  Keyword coverage •  Creative structure •  Bids & budgets Google Confidential and Proprietary
  3. 3. The Google Account Structure Account Level • Login Details • Billing information AdWords account Campaign level Campaign Campaign •  Daily budget •  Country and language targeting •  Network options Ad group Ad group Ad group Ad group •  Start and end dates Ad group level Ad Ad Ad Ad Ad Ad Ad Ad Text Text Text Text Text Text Text Text •  CPC bids Keywords Keywords Keywords Keywords Keyword level •  Keyword CPCs •  Keyword URLs •  Position preferences Google Confidential and Proprietary
  4. 4. Google has an established framework designed to help maximise profitable volume of sales / conversions from AdWords The Science of Search Framework Google Confidential and Proprietary 4
  5. 5. Keywords Google Confidential and Proprietary
  6. 6. Add more keywords Be found online with all your products Google Confidential and Proprietary
  7. 7. Add more keywords Mirror your website to cover all your products Website AdWords Campaign Ad Group Ad Group Ad Group Ad Group Google Confidential and Proprietary
  8. 8. Add more keywords Find all the terms leading to clicks to your site You can use Google Analytics to identify the search terms that led to clicks to your site via the natural results displayed on Google. Traffic Sources > Keywords > Non-paid 1 2 3 Google Confidential and Proprietary
  9. 9. Add more keywords Help users find you with generics Often users don’t know exactly which brand of product they are searching for, or they wish to compare several offerings. In both cases a user is likely to search using generic keywords. 100 90 80 70 60 credit card 50 virgin money 40 mbna 30 barclaycard 20 10 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Typically more searches are made using Generic keywords than branded ones Source: Indexed UK Data from Google Insights for Search Google Confidential and Proprietary
  10. 10. Add more keywords Capture searches for your brand Clicks Impressions CTR Average CPC Total Cost Brand Keywords 24.9% 2.7% 12.1 1 1.8% Generic Keywords 75.1% 97.3% 1 18.5 98.2% 100% 90% 80% •  Cheaper clicks 70% CPC 94% lower for brand vs generic 60% keywords. 50% •  High Click Through Rates (CTRs) 40% CTRs on brand terms 10x higher than 30% on generics 20% •  Don’t miss out on traffic 10% By not bidding on brand terms you are missing 0% a significant proportion of your potential click Clicks Spend volume. Brand Keywords Non Brand Keywords Google Confidential and Proprietary
  11. 11. Add the right keywords Target the right user Include appropriate negative keywords to limit irrelevant traffic Exclude Exclude “Rent DVD” “Buy DVD” Google Confidential and Proprietary 1 1
  12. 12. Add more keywords Keep reviewing keywords to capture new queries Google Confidential and Proprietary
  13. 13. Budgets Google Confidential and Proprietary
  14. 14. Optimize daily budgets Differentiate budgets by category of product / service Measure performance (CPA) by product category and adjust budgets and bids to meet your goals Campaign A Campaign B Profit Budget Profit Budget Google Confidential and Proprietary
  15. 15. Optimize daily budgets Set CPCs to appear in the most profitable position •  Typically Click Through Rate (CTR) increases with position •  As CTR increases, more customers come to your site from the same number of impressions •  Work out the highest profitable position for your ad text to achieve target volume and profit Google Confidential and Proprietary
  16. 16. Optimize daily budgets Budget for maximum return Users search and convert at all times of day, every day of the week, and every month of the year. As long as they are searching for you or your products, you should always be found The most efficient way of doing this is to raise your budgets and control your spend through CPC bidding Google Confidential and Proprietary
  17. 17. Bids Google Confidential and Proprietary
  18. 18. Optimise Bids Bid according to marketing goal CPC CPM for conversions for branding CPMs needs to be high enough to win the auction for placement on a selected site as they compete with CPC automatic placements, they are therefore the most powerful bidding option for branding campaigns with the goal of visibility vs. clicks. Google Confidential and Proprietary
  19. 19. Optimise Bids Know the value of a click / impression From “PC World” to laptop purchase at ebuyer in 66 days Days Searches Currys Laptops PC World Dell Tablet Laptops Coloured Pink laptop PC World PCWorld Laptops Toshiba Laptops Laptops Coloured Cheap Portege Pink Laptops Laptop Laptops m400-11h Comet 0 15 22 26 30 37 43 47 48 62 66 Misco PCWorld Comet Currys eBay Dell Currys PCWorld Visits Pixmania Amazon PCWorld Shopping.com Pixmania PCWorld Dell Dixons Bizrate PCWorld PriceRunner Amazon eBay Kelkoo Bizrate Ebuyer Sony Style eBay Dell Dell DealTime Comet MicroDirect Lenovo Nextag ebuyer Dell Toshiba Pixmania First Search Purchase Google Confidential and Proprietary
  20. 20. Optimise Bids Know the value of a click / impression Last click attribution undervalues crucial ‘assist’ clicks All the glory All the work Last click conversion Assist Google Confidential and Proprietary
  21. 21. Creative & Structure Google Confidential and Proprietary
  22. 22. Optimise Creative and Structure Use multiple creatives Running 2-4 creatives can yield the optimal CTR for your account as AdWords can assess the best performing ads and give them priority Google Confidential and Proprietary
  23. 23. Optimise Creative and Structure Tailor your ad text to the user’s needs Ad texts are your chance to attract customers as well as set realistic expectations as to what the user will find if they click through to your site. Call To Action Special Offer Book London Flights Save On Holidays Great savings to be made on flights Latest discounts, codes & offers! Out of London. Limited time only. Up to 40% off high street prices www.londonflightsite.co.uk www.holidaysite.com/specialoffer Prices Dynamic Keyword Insertion (DKI) Buy DVDs Online Low Apr Credit Cards Get top box-sets and all the Get 16.9% typical APR variable when Latest movies from just £9.99 You apply online, plus rewards www.dvdstoresite.co.uk www.creditsite.co.uk/cards Google Confidential and Proprietary
  24. 24. Optimise Creative and Structure Keep trialling different creatives User behaviour is dynamic and responsive to many external factors, e.g.: offline messaging, current affairs, the economic environment. Changing your creative message at regular intervals allows you to showcase different product USPs and to differentiate yourself from the competition. Trialling different creatives allows the creative to remain dynamic and may lead to uplifts in CTR (Click Through Rate). Book London Flights Save On Holidays Great savings to be made on flights Latest discounts, codes & offers! Out of London. Limited time only. Up to 40% off high street prices www.advertisera.co.uk www.advertisera.com/specialoffer Google Confidential and Proprietary
  25. 25. Optimise Creative and Structure Mirror your website to structure your AdWords account Website AdWords Campaign Ad Group Ad Group Ad Group Ad Group Google Confidential and Proprietary
  26. 26. Summary Google Confidential and Proprietary
  27. 27. The Science of Search Google Confidential and Proprietary
  28. 28. Key Takeaways Add more keywords Always check for new keywords. Match your ads to your website and advertising content Monitor your site and conversion activity to determine value of keywords Optimize bids and daily budgets Differentiate budgets by category of product / service Set CPCs to appear in the most profitable position Budget for maximum return Optimise creatives and structure Use multiple creatives Tailor your ads to the consumers needs Copy your website structure when building campaign structure Google Confidential and Proprietary
  29. 29. The Science of Search Maximise profitable results from Google Search Max Macintosh Google Confidential and Proprietary
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