It works like this: Advertiser selects a set of words that relate to his products or services and also sets an price he is willing to pay when a user clicks on their ad – this is called a “Cost per click.” Now, the action: An Internet user goes to Google to find information. He will enter a KEYWORD into the search box and Google returns a list of search results.Advertiser’s ad gets displayed in search results. Appearance of the ad in search results in called impression. This is great way for companies to increase visibility of their business and drive traffic to their website.If our user is interested in the ad, he will click on it and the advertiser will pay the price – cost per clickAfter our user clicks on the ad he will be taken to the advertiser’s website that is called landing page. In search advertising you don’t pay for appearing – you pay only for people that visit your website, where they can find the product that is advertised.In search you can only advertise TEXT ads.
You chance to test whether Google AdWords can help you grow you business
StartupCamp.sk 20 - Google Adwords Challenge
Google online marketing challengeIntroduction for businessesPeter Komornik – Industry Analyst Intern Google Confidential and Proprietary 1
What are Google ads? Google Ads Organic Search Results Google Confidential and Proprietary
How do Google ads work? I. Select a list of II. When users search for III. You pay only when keywords and set a your keywords on Google, users click your ad andProcess cost per click they will be shown your ad get to your website • Mobile phone • Mobile phonesExample • Phone • Phones • Mobile • Etc… Total investment = cost per click x number of users who clicked the ad Google Confidential and Proprietary 3
How can Google ads help your business? Google AdWords can help you: • Immediately reach customers anywhere around the World • Pay only for real traffic to your web • Measure in real-time the performance of your advertising investmentSource: Internal data 2011 Google Confidential and Proprietary 4
Short Summary of GOMC What is Google online marketing challenge? • Global competition for University students • 3-week online marketing campaign using Google AdWords for real businesses • 250$ coupon from Google Why would you want to participate? • Your chance to test Google AdWords • $250 of free advertising What do you need to do? • Find a group of smart students (3-6 members) • Help them convince a professor to lead them • Help them understand your business & create strong campaignSource: http://www.google.com/onlinechallenge/ Google Confidential and Proprietary 5
Few important points • You could not have used Google AdWords within the last 6 months • The campaign has to finish until June 8, 2012 Google+ campaign (optional) • Your chance to test the potential of Google+ • Create a +Page and add the students as managers • Any 6-week period between January 31, 2012 & June 8, 2012Source: http://www.google.com/onlinechallenge/ Google Confidential and Proprietary 6
Useful Resources GOMC official website http://www.google.com/onlinechallenge/ Competition guidelines http://www.google.com/onlinechallenge/files/gomc_guidelines.pdf Learn Adwords www.google.com/adwords/pdf/hc/growing_adwords_en.pdf (Short Guide) http://support.google.com/adwords/?hl=en (Comprehensive Guide) http://www.google.com/ads/learn/marketing-business.html (Short videos) http://support.google.com/adwords/bin/static.py?hl=en&page=tips.html (Tips for success) http://support.google.com/adwords/certification/bin/static.py?hl=en&page=examstudy.cs (Learning center) Zero moments of truth http://www.zeromomentoftruth.com/ The Long Tail http://changethis.com/manifesto/10.LongTail/pdf/10.LongTail.pdfSource: http://www.google.com/onlinechallenge/ Google Confidential and Proprietary 7
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