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Maximising Google Search and Display - DMX Dublin Conference March 2013
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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.

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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  • 1. Maximising GoogleSearch and Display By: Vanessa VallejoHead of Search, Mindshare Ireland vanessa.vallejo@mindshareworld.com DMX Dublin, 13th March 2013
  • 2. Vanessa Vallejo Head of Search, Mindshare Ireland www.blog.mindshare.ie Twitter @vanvallejoDMX Dublin 2013 - Maximising Google Search and Display
  • 3. But first, a short story DMX Dublin 2013 - Maximising Google Search and Display 3
  • 4. Not this kind of storyFlickr credit: S&R T DMX Dublin 2013 - Maximising Google Search and Display
  • 5. This is a story aboutFlickr credit: Peace&Love DMX Dublin 2013 - Maximising Google Search and Display 5
  • 6. Search Love DMX Dublin 2013 - Maximising Google Search and Display 6
  • 7. How I fell in love with searchFlickr credit: Komatoes DMX Dublin 2013 - Maximising Google Search and Display
  • 8. OrDMX Dublin 2013 - Maximising Google Search and Display
  • 9. 4 Reasons Why YouShould Consider Search DMX Dublin 2013 - Maximising Google Search and Display
  • 10. 1. Customers are R searching, and reach is high E A C H DMX Dublin 2013 - Maximising Google Search and Display
  • 11. 2. Google Search is 100% measurable, easy to amend and control DMX Dublin 2013 - Maximising Google Search and Display 1
  • 12. 3. You Only Pay for ClicksSearch Impressions are free (!) DMX Dublin 2013 - Maximising Google Search and Display
  • 13. 4. Paid Search Can Stand in where it is difficult to get Organic Visibility DMX Dublin 2013 - Maximising Google Search and Display
  • 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. Google Ad Revenue in 2012 $42.5 BILLION DMX Dublin 2013 - Maximising Google Search and Display
  • 16. Not quite100 billionbut not far off DMX Dublin 2013 - Maximising Google Search and Display
  • 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. 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. Keyword Research – Google Keyword Tool https://adwords.google.com/o/KeywordTool DMX Dublin 2013 - Maximising Google Search and Display
  • 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. 2. Google TrendsTrendsSeasonalityBrand vs Competitors http://www.google.com/trends/ DMX Dublin 2013 - Maximising Google Search and Display
  • 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. Use Google Analytics to identify keywords driving traffic on-site DMX Dublin 2013 - Maximising Google Search and Display
  • 24. Writing EffectiveAd Copy
  • 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. 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. 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. UnderstandingQuality Score
  • 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. 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. 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. The Google Network
  • 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. 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. 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. 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. 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. 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. Display Campaign Targeting Options DMX Dublin 2013 - Maximising Google Search and Display
  • 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. 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. Use Targeted Creative to Bring them Back DMX Dublin 2013 - Maximising Google Search and Display
  • 43. Landing PageOptimisation
  • 44. Landing Page Optimisation DMX Dublin 2013 - Maximising Google Search and Display
  • 45. The Search Engine Results PagePaid perClickAdvertising(PPC)Non-Paid, e.g.OrganicSearchListings (SEO) DMX Dublin 2013 - Maximising Google Search and Display
  • 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. 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. 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