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Maximising GoogleSearch and Display       By: Vanessa VallejoHead of Search, Mindshare Ireland     vanessa.vallejo@mindsha...
Vanessa Vallejo                   Head of Search, Mindshare Ireland                         www.blog.mindshare.ie         ...
But   first, a short story        DMX Dublin 2013 - Maximising Google Search and Display                                  ...
Not this kind of storyFlickr credit: S&R T   DMX Dublin 2013 - Maximising Google Search and Display
This is a story aboutFlickr credit: Peace&Love   DMX Dublin 2013 - Maximising Google Search and Display                   ...
Search Love DMX Dublin 2013 - Maximising Google Search and Display                                                        ...
How I fell in love with               searchFlickr credit: Komatoes   DMX Dublin 2013 - Maximising Google Search and Display
OrDMX Dublin 2013 - Maximising Google Search and Display
4 Reasons Why YouShould Consider Search     DMX Dublin 2013 - Maximising Google Search and Display
1. Customers are                                                R  searching, and reach  is high                          ...
2. Google Search is  100% measurable,  easy to amend and  control       DMX Dublin 2013 - Maximising Google Search and Dis...
3. You Only Pay for ClicksSearch Impressions are free (!)         DMX Dublin 2013 - Maximising Google Search and Display
4. Paid Search Can Stand in where it is   difficult to get Organic Visibility          DMX Dublin 2013 - Maximising Google...
28 Results for “Hotels Paris”10 Paid Search Ads1 Google Hotel Finder7 Google Places Results      10 blue links            ...
Google Ad Revenue in 2012     $42.5     BILLION       DMX Dublin 2013 - Maximising Google Search and Display
Not quite100 billionbut not far    off       DMX Dublin 2013 - Maximising Google Search and Display
Exercise 1Google Search and DisplayExperience to date:1) What’s worked well?2) What hasn’t worked well?         DMX Dublin...
Best Practice Areas for Review• Keyword Research• Writing Compelling Ad Copy• Understanding Quality Score• Increase your R...
Keyword Research – Google Keyword Tool                https://adwords.google.com/o/KeywordTool         DMX Dublin 2013 - M...
1. Google Keyword Tool                                        Provides search volumesGenerates keyword ideas              ...
2. Google TrendsTrendsSeasonalityBrand vs Competitors                                            http://www.google.com/tre...
Google Suggest for Breaking Searches A great way to discover breaking searches as these are updated every few hours       ...
Use Google Analytics to identify keywords         driving traffic on-site          DMX Dublin 2013 - Maximising Google Sea...
Writing EffectiveAd Copy
Writing Effective Ad CopyDirect Marketing Principles Apply  • Strong Call to Action - Buy now! Switch today!  • Time sensi...
Writing Effective Ad CopyCharacter LimitationsHeadline: 25 charactersDescription Line 1: 35 charactersDescription Line 2: ...
Best Practice Ad CopyAlign keyword searched with title                                                         Align searc...
UnderstandingQuality Score
Quality score is Google’s algorithm for         the Adwords auction.  It impacts directly on cost and ad               pos...
Quality Score is Influenced By 6 Variables1. Keyword                                                               4. Land...
5 Tips for Improving Quality Score1. Account Build is Key2. Ad groups must have short keyword lists (max 15)3. Ad text sho...
The Google Network
The Google Network is made of 2 parts:                                             Google       Google Search             ...
Google Search Network  Search results pages  where Adwords text  ads can appear  Includes Google  Search, Shopping,  Maps,...
The Google Display Network (GDN) Google’s Ad Network Display Network: ads appear on websites and web pages – not search re...
Ad Formats on the GDNText Ads      Image Ads                      Video Ads                Mobile AdsRich Media: home page...
When to use Google Search vs. Display:Google Display Network – better for branding  • Need visibility? Try bidding by CPM ...
Adwords Targeting Options• Network: Search or Display• Location and location  targeting• Ad scheduling/day parts• Device –...
Display Campaign Targeting Options          DMX Dublin 2013 - Maximising Google Search and Display
Remarketing on the GDNTarget users thathave visited your sitebut not converted at alater stage on theGoogle DisplayNetwork...
Remarketing On Google Display1. Go to SharedLibraryAudiences2. Define your customlists, e.g. sales pageand conversion page...
Use Targeted Creative to Bring them Back          DMX Dublin 2013 - Maximising Google Search and Display
Landing PageOptimisation
Landing Page Optimisation          DMX Dublin 2013 - Maximising Google Search and Display
The Search Engine Results PagePaid perClickAdvertising(PPC)Non-Paid, e.g.OrganicSearchListings (SEO)                 DMX D...
The Search Engine Results PageMyth #1Advertising onpaid search canimprove myorganicrankingsMyth #2The number ofclicks on a...
Google Adwords ResourcesGoogle Adwords Learning Centrehttp://support.google.com/adwords/certification/bin/static.py?hl=en&...
Thank You!                                            This is the                                                        s...
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Maximising Google Search and Display - DMX Dublin Conference March 2013

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This presentation provides an intro to best practice Google Adwords Search and Display including; keyword research, ad copy, quality score, the Google network, and landing page optimisation.

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Transcript of "Maximising Google Search and Display - DMX Dublin Conference March 2013"

  1. 1. Maximising GoogleSearch and Display By: Vanessa VallejoHead of Search, Mindshare Ireland vanessa.vallejo@mindshareworld.com DMX Dublin, 13th March 2013
  2. 2. Vanessa Vallejo Head of Search, Mindshare Ireland www.blog.mindshare.ie Twitter @vanvallejoDMX Dublin 2013 - Maximising Google Search and Display
  3. 3. But first, a short story DMX Dublin 2013 - Maximising Google Search and Display 3
  4. 4. Not this kind of storyFlickr credit: S&R T DMX Dublin 2013 - Maximising Google Search and Display
  5. 5. This is a story aboutFlickr credit: Peace&Love DMX Dublin 2013 - Maximising Google Search and Display 5
  6. 6. Search Love DMX Dublin 2013 - Maximising Google Search and Display 6
  7. 7. How I fell in love with searchFlickr credit: Komatoes DMX Dublin 2013 - Maximising Google Search and Display
  8. 8. OrDMX Dublin 2013 - Maximising Google Search and Display
  9. 9. 4 Reasons Why YouShould Consider Search DMX Dublin 2013 - Maximising Google Search and Display
  10. 10. 1. Customers are R searching, and reach is high E A C H DMX Dublin 2013 - Maximising Google Search and Display
  11. 11. 2. Google Search is 100% measurable, easy to amend and control DMX Dublin 2013 - Maximising Google Search and Display 1
  12. 12. 3. You Only Pay for ClicksSearch Impressions are free (!) DMX Dublin 2013 - Maximising Google Search and Display
  13. 13. 4. Paid Search Can Stand in where it is difficult to get Organic Visibility DMX Dublin 2013 - Maximising Google Search and Display
  14. 14. 28 Results for “Hotels Paris”10 Paid Search Ads1 Google Hotel Finder7 Google Places Results 10 blue links way below the fold DMX Dublin 2013 - Maximising Google Search and Display
  15. 15. Google Ad Revenue in 2012 $42.5 BILLION DMX Dublin 2013 - Maximising Google Search and Display
  16. 16. Not quite100 billionbut not far off DMX Dublin 2013 - Maximising Google Search and Display
  17. 17. Exercise 1Google Search and DisplayExperience to date:1) What’s worked well?2) What hasn’t worked well? DMX Dublin 2013 - Maximising Google Search and Display
  18. 18. Best Practice Areas for Review• Keyword Research• Writing Compelling Ad Copy• Understanding Quality Score• Increase your Reach through Google Display• Best Practice Landing Pages DMX Dublin 2013 - Maximising Google Search and Display
  19. 19. Keyword Research – Google Keyword Tool https://adwords.google.com/o/KeywordTool DMX Dublin 2013 - Maximising Google Search and Display
  20. 20. 1. Google Keyword Tool Provides search volumesGenerates keyword ideas for the past 12 months Use advanced options to discover searches forMaximising Google Search and Display DMX Dublin 2013 - mobiles & tablets
  21. 21. 2. Google TrendsTrendsSeasonalityBrand vs Competitors http://www.google.com/trends/ DMX Dublin 2013 - Maximising Google Search and Display
  22. 22. Google Suggest for Breaking Searches A great way to discover breaking searches as these are updated every few hours DMX Dublin 2013 - Maximising Google Search and Display
  23. 23. Use Google Analytics to identify keywords driving traffic on-site DMX Dublin 2013 - Maximising Google Search and Display
  24. 24. Writing EffectiveAd Copy
  25. 25. Writing Effective Ad CopyDirect Marketing Principles Apply • Strong Call to Action - Buy now! Switch today! • Time sensitive Offer – Competition ends 16th March • Ensure ad text stands out from the competition (have a clear USP) • Learn from competitors in your auction DMX Dublin 2013 - Maximising Google Search and Display
  26. 26. Writing Effective Ad CopyCharacter LimitationsHeadline: 25 charactersDescription Line 1: 35 charactersDescription Line 2: 35 charactersDisplay URL: 35 charactersKeyword Relevance is King! DMX Dublin 2013 - Maximising Google Search and Display
  27. 27. Best Practice Ad CopyAlign keyword searched with title Align search with display urlMention price if you are Finish with a strong call to actioncompetitive in the market(USP) DMX Dublin 2013 - Maximising Google Search and Display
  28. 28. UnderstandingQuality Score
  29. 29. Quality score is Google’s algorithm for the Adwords auction. It impacts directly on cost and ad position. A good quality score (6 or above) will improve your ad position & decrease your cost per click. DMX Dublin 2013 - Maximising Google Search and Display
  30. 30. Quality Score is Influenced By 6 Variables1. Keyword 4. Landingrelevance to Pagesearch query Relevance2. Adrelevance to 5. Historicalsearch query Performance3. Click through rate 6. Other relevancy DMX Dublin 2013 - Maximising Google Search and Display factors
  31. 31. 5 Tips for Improving Quality Score1. Account Build is Key2. Ad groups must have short keyword lists (max 15)3. Ad text should always be relevant to keywords targeted4. Landing page should always be relevant to keyword targeted and deliver on ad promise5. Optimise, refine and test – then optimise again! DMX Dublin 2013 - Maximising Google Search and Display
  32. 32. The Google Network
  33. 33. The Google Network is made of 2 parts: Google Google Search Display Network Network Google Search Pages Search Over 1 million Partners Display (search Partners powered by Google) DMX Dublin 2013 - Maximising Google Search and Display
  34. 34. Google Search Network Search results pages where Adwords text ads can appear Includes Google Search, Shopping, Maps, Images and Google Search Partners, e.g. Eircom.netSearch targeting: by keyword only (intent) DMX Dublin 2013 - Maximising Google Search and Display
  35. 35. The Google Display Network (GDN) Google’s Ad Network Display Network: ads appear on websites and web pages – not search results pages. GDN has 91% reach in Ireland • 2.2 million unique users p/monthTargeting: contextually by keyword,Demographic (i.e. gender, Maximising Google Search and Display placement DMX Dublin 2013 - age or interest) or
  36. 36. Ad Formats on the GDNText Ads Image Ads Video Ads Mobile AdsRich Media: home page takeovers, interactive ad formats DMX Dublin 2013 - Maximising Google Search and Display
  37. 37. When to use Google Search vs. Display:Google Display Network – better for branding • Need visibility? Try bidding by CPM to increase impressions • Need traffic? Try CPC bidding to get more clicksGoogle Search – better for direct response • Cost per click bidding for traffic • Can also bid by CPA, i.e. automate bidding to drive conversions DMX Dublin 2013 - Maximising Google Search and Display
  38. 38. Adwords Targeting Options• Network: Search or Display• Location and location targeting• Ad scheduling/day parts• Device – desktop, tablet or mobile• Target by device network (Meteor/Vodafone/O2) DMX Dublin 2013 - Maximising Google Search and Display
  39. 39. Display Campaign Targeting Options DMX Dublin 2013 - Maximising Google Search and Display
  40. 40. Remarketing on the GDNTarget users thathave visited your sitebut not converted at alater stage on theGoogle DisplayNetworkExpect higherconversion rates vsregular Display asthese visitors areprequalified DMX Dublin 2013 - Maximising Google Search and Display
  41. 41. Remarketing On Google Display1. Go to SharedLibraryAudiences2. Define your customlists, e.g. sales pageand conversion page3. Implement codeon every page of 4. Remember toyour website frequency cap (3x per day) DMX Dublin 2013 - Maximising Google Search and Display
  42. 42. Use Targeted Creative to Bring them Back DMX Dublin 2013 - Maximising Google Search and Display
  43. 43. Landing PageOptimisation
  44. 44. Landing Page Optimisation DMX Dublin 2013 - Maximising Google Search and Display
  45. 45. The Search Engine Results PagePaid perClickAdvertising(PPC)Non-Paid, e.g.OrganicSearchListings (SEO) DMX Dublin 2013 - Maximising Google Search and Display
  46. 46. The Search Engine Results PageMyth #1Advertising onpaid search canimprove myorganicrankingsMyth #2The number ofclicks on awebsite willincrease myranking DMX Dublin 2013 - Maximising Google Search and Display
  47. 47. Google Adwords ResourcesGoogle Adwords Learning Centrehttp://support.google.com/adwords/certification/bin/static.py?hl=en&page=examstudy.csGoogle Keyword Toolhttps://adwords.google.com/select/KeywordToolExternalGoogle Insights for Searchhttp://www.google.com/insights/search/Google Analytics IQ Lessonshttp://www.google.com/intl/en/analytics/iq.html? DMX Dublin 2013 - Maximising Google Search and Display
  48. 48. Thank You! This is the shirt my team gave me for my 30th@vanvallejohttp://www.mindshare.ie 2013 - Maximising Google Search and Display DMX Dublin

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