AdWords Research, Segmentation, Targeting, Strategies
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AdWords Research, Segmentation, Targeting, Strategies

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Using AdWords as a research tool through analyzing the potential keywords your customers are searching for. There is also a discussion of how to understand your website from an action/task ...

Using AdWords as a research tool through analyzing the potential keywords your customers are searching for. There is also a discussion of how to understand your website from an action/task perspective, and targeting strategies for your audience.

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    AdWords Research, Segmentation, Targeting, Strategies AdWords Research, Segmentation, Targeting, Strategies Presentation Transcript

    • WorkshopOct. 19, 2009
      Elias Dabbaselias@media-supermarket.com
    • Agenda
      Understanding the Market
      Understanding Your Web Presence / Business
      Making choices decisions on your approach and strategy
    • We Will NOT Cover
      How to setup an AdWords account
      Billing / account management
      Payments processing
      Technical details
      Etc…
    • I.Understanding The Market
      • Keyword Research
      • Keyword Tool
      • Insights for Search
      • Competition (Organic)
      • Competition (AdWords)
    • “Demographics are Dead”
      Wunderman Report – “How to Think Digital”
    • Your Market is…
      “Any group of people who are actively researching a product you offer”
      Wunderman Report – “How to Think Digital”
    • Why Keywords?
      People search alone usually
      Users are not forced to search
      Search is not a selection between alternatives it’s an expression of desire
    • User Intent
      Consider the following keywords:
      Camera
      Digital camera
      Digital camera models
      Digital camera price comparison
      Canon powershot sx20 best deals
    • Another Example
      GPS
      GPS navigation
      Garmin GPS navigation
      Garmin car GPS navigation
      Garmin nuvi 660
      Buy Garmin nuvi 660
    • Understanding The Market
      • Keyword Research
      • Keyword Tool
      • Insights for Search
      • Competition (Organic)
      • Competition (AdWords)
    • AdWords Keyword Tool
    • Keyword Tool
      Market Analysis (Market Shares)
      Consumer Segmentation
      Campaign Structure
    • Market Shares
      Quizz:
      Which is the most popular car?
      BMW, Mercedes, Toyota, Ferrari, Porsche
    • Enter each keyword and analyze results
    • Car Brand Market Shares
    • Deep Diving Into Each Keyword: example (games)
    • Export the Data
    • The Art: Spotting Trends / Segments
    • Segments of ‘Games’
    • Understanding The Market
      • Keyword Research
      • Keyword Tool
      • Insights for Search
      • Competition (Organic)
      • Competition (AdWords)
    • Insights for Search
    • Facebook vs. MySpace
    • Regional Interest
    • Insights for Search is based on percentages NOT absolute queries…
      Queries for a keyword
      divided by:
      Total queries in country
    • Understanding The Market
      • Keyword Research
      • Keyword Tool
      • Insights for Search
      • Competition (Organic)
      • Competition (AdWords)
    • Competition – Organic (Natural)
    • Natural Search Results
      Which sites are they visiting when they search?
      What is my target audience being offered right now?
      Visit those sites and compare what they offer versus what you are offering
    • Competition – Paid(AdWords)
    • Sponsored Links
      Who am I competing with?
      How many competitors are there?
      How tough is the competition?
      Will I need to revise my targeting strategy?
      Use the preview tool
    • Competition (Paid)AdWords Preview Tool
    • Understanding The Market (Summary)
      Understand two main parties:
      Your target audience
      a. keyword tool (market shares, user segmentation)
      b. insights for search (trends, comparisons)
      (both tools will be combined in one soon)
      2. The competition
      a. natural (organic)
      b. paid (AdWords)
    • II.Understanding Your Site
      • Types of Websites / Actions
      • Content Audit
      • Visual Real Estate Audit
      • What is Working and What is Not
    • Types of Websites (Actions)
      What do I want my users to DO?
    • Media / Content
      Articles, videos, photos, news, etc…
      Usually free content, ad supported
      Main goal: maximize time spent on site, increase number of visitors
    • eCommerce / Transactional
      Products, services, subscriptions, etc…
      Selling products is the main revenue source
      Main goal: maximize sales, avg. order value
    • Lead Generation
      Services / products that can’t be sold on a website (architecture, consulting, real estate)
      Qualified leads who contact you become customers
      Main goal: maximize leads, minimize cost per lead
    • User-Generated Content / Interactivity
      Users create content and share it, you provide the platform
      Created content generates traffic, which makes money depending on your business model
      Main goal: maximize content generated, viral marketing
    • Other Types
      Directories
      Search engines
      Support websites
    • My Website
      What type is it?
      How many types of actions do I have?
      How do actions differ from section to section?
    • Understanding Your Site
      • Types of Websites / Actions
      • Content Audit
      • Visual Real Estate Audit
      • What is Working and What is Not
    • Content Audit
      Get a full audit of articles, pages, products, and all content on the site
      Calculate percentages
      Compare with the market
    • The Market vs. Your Website
      The Market
      My Website’s Content
    • Your content / products / offering must reflect the market desires and trends
    • How to Check?
      Number of pages for each segment
      Number of people dedicated to each segment
      Budget allocation
      Visual real estate allocation
    • Understanding Your Site
      • Types of Websites / Actions
      • Content Audit
      • Visual Real Estate Audit
      • What is Working and What is Not
    • Visual Real Estate Audit
      Navigational items on all pages
      Text links
      Footer links
      Banners for internal advertising (ratios)
    • Understanding Your Site
      • Types of Websites / Actions
      • Content Audit
      • Visual Real Estate Audit
      • What is Working and What is Not
    • Web Analytics (before launching your campaigns)
      Where are people spending time on my site?
      Which pages are popular?
      Which pages are performing better?
      What are the most popular actions?
    • Where to send users
      The best performing pages
      The most popular sections
      Ask them to perform the most successful tasks
      Fix underperforming sections/pages/actions before sending users to them
    • Understanding Your Website (summary)
      Determine type of website (lead generation, ecommerce, content, etc.)
      Determine specific actions you want people to perform
      Perform a content audit
      Compare site with market needs and desires
      Use analytics to spot the best sections of your site
    • III.Choices, Decisions, Strategies
      • Targeting Your Audience
      • Writing Effective Ads
      • Performance Measures
    • Targeting Your Audience
      Keywords
      Geography
      Language
      Keyword match type
      Time of day / Day of week
      Search / search partners
      Content: automatic and managed
      Devices
      Demographics
    • Geographical Targeting
    • Language Targeting
      Make sure you only target people who will be able to read your content, watch out for languages that use similar scripts
      Keywords may have different meanings (e.g. British vs. American English)
      Ad text can produce different responses
    • Keyword Match Types
      Broad match: coffee beans
      Similar keywords, plurals, variations, synonyms
      Coffee bean, great coffee bean shop
      Phrase match: ‘coffee beans’
      Exact string with other keywords before or after
      Coffee beans shop, buy coffee beans, get coffee beans
    • Keyword Match Types
      Exact: [coffee beans]
      Will only show ads if and only if the exact string of characters is searched for
      Negative: -brazillian
      Helps make sure you are eliminating content you don’t have
    • Time of the Day / Day of the Week
    • Google Search vs. Search Partners
    • Content Placement
    • Devices and Demographics
      Devices:
      Shows ads on desktops and / or mobile devices with full browsers like the iPhone
      Demographics:
      Only available on sites that have enabled this
    • Writing Effective Ads
      Ads relevant to
      specific keywords
      Features
      Benefits
      Calls to action
      Using keywords in ads
      Test different landing pages
    • Ads Relevant to Keywords
      Each ad group should be focused on a topic
      Ads should communicate messages specifically according to keywords
    • Benefits
      Main point of interest
      They are what your product achieves for the user
      They are what users care about
      Examples: feeling good about themselves (loosing 10kg), feeling safe on the road (air bags), securing a good future for your kids (good ROI on investment plan), etc…
    • Features
      How your product helps me achieve the benefits
      Specific evidence about your product
      Points of differentiation
      Examples: 32” screen, 8MP camera, ABS breaks, real leather shoes, etc…
    • Calls to Action
      Leads user to a specific thing to do
      Generates enthusiasm in the moment
      Filters users
      Examples: register now, buy immediately, signup for our newsletter, share with your friends, join the community, etc…
    • Using Keywords in Ads
      Keywords are highlighted on results pages
      Boosts relevancy of ads
    • Different Landing Pages
    • Measuring Performance
      1,000,000 impressions
      10,000 clicks
      100
      conversions
      1%
      Click-Thru Ratio
      1%
      Conversion Rate
      Average CPC: $0.10
      Total cost: 10,000 x 0.1 = $1,000
      Cost per conversion: $1,000 / 100 = $10
    • Measuring Beyond AdWords
      Web Analytics
      Compare campaigns
      Compare keywords
      Compare ad groups
      Compare ad position
      Compare landing pages
    • Choices, Decisions, Strategies (summary)
      Targeting
      Keywords
      Geography
      Language
      Keyword match type
      Time of day / Day of week
      Search / search partners
      Content: automatic and managed
      Devices
      Demographics
      Effective Ads
      Ads relevant to
      specific keywords
      Features
      Benefits
      Calls to action
      Using keywords in ads
      Test different landing pages
      Measurment
      CTR
      Cost per conversion
      Analytics
      Measuring performance after the click
    • Thank you elias@media-supermarket.com