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 perspective, and targeting strategies for your audience.

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AdWords Research, Segmentation, Targeting, Strategies

  1. 1. WorkshopOct. 19, 2009<br />Elias<br />
  2. 2. Agenda<br />Understanding the Market<br />Understanding Your Web Presence / Business<br />Making choices decisions on your approach and strategy<br />
  3. 3. We Will NOT Cover<br />How to setup an AdWords account<br />Billing / account management<br />Payments processing<br />Technical details<br />Etc…<br />
  4. 4. I.Understanding The Market<br /><ul><li>Keyword Research
  5. 5. Keyword Tool
  6. 6. Insights for Search
  7. 7. Competition (Organic)
  8. 8. Competition (AdWords) </li></li></ul><li>“Demographics are Dead”<br />Wunderman Report – “How to Think Digital”<br />
  9. 9. Your Market is…<br />“Any group of people who are actively researching a product you offer”<br />Wunderman Report – “How to Think Digital”<br />
  10. 10. Why Keywords?<br />People search alone usually<br />Users are not forced to search<br />Search is not a selection between alternatives it’s an expression of desire<br />
  11. 11. User Intent<br />Consider the following keywords: <br />Camera<br />Digital camera<br />Digital camera models<br />Digital camera price comparison<br />Canon powershot sx20 best deals<br />
  12. 12. Another Example<br />GPS<br />GPS navigation<br />Garmin GPS navigation<br />Garmin car GPS navigation<br />Garmin nuvi 660<br />Buy Garmin nuvi 660<br />
  13. 13. Understanding The Market<br /><ul><li>Keyword Research
  14. 14. Keyword Tool
  15. 15. Insights for Search
  16. 16. Competition (Organic)
  17. 17. Competition (AdWords) </li></li></ul><li>AdWords Keyword Tool<br />
  18. 18. Keyword Tool<br />Market Analysis (Market Shares)<br />Consumer Segmentation <br />Campaign Structure<br />
  19. 19. Market Shares<br />Quizz: <br />Which is the most popular car?<br />BMW, Mercedes, Toyota, Ferrari, Porsche<br />
  20. 20. Enter each keyword and analyze results<br />
  21. 21. Car Brand Market Shares<br />
  22. 22. Deep Diving Into Each Keyword: example (games)<br />
  23. 23. Export the Data<br />
  24. 24. The Art: Spotting Trends / Segments<br />
  25. 25. Segments of ‘Games’<br />
  26. 26. Understanding The Market<br /><ul><li>Keyword Research
  27. 27. Keyword Tool
  28. 28. Insights for Search
  29. 29. Competition (Organic)
  30. 30. Competition (AdWords) </li></li></ul><li>Insights for Search<br />
  31. 31. Facebook vs. MySpace<br />
  32. 32. Regional Interest<br />
  33. 33. Insights for Search is based on percentages NOT absolute queries…<br />Queries for a keyword <br /> divided by: <br />Total queries in country<br />
  34. 34. Understanding The Market<br /><ul><li>Keyword Research
  35. 35. Keyword Tool
  36. 36. Insights for Search
  37. 37. Competition (Organic)
  38. 38. Competition (AdWords) </li></li></ul><li>Competition – Organic (Natural)<br />
  39. 39. Natural Search Results<br />Which sites are they visiting when they search? <br />What is my target audience being offered right now? <br />Visit those sites and compare what they offer versus what you are offering<br />
  40. 40. Competition – Paid(AdWords)<br />
  41. 41. Sponsored Links<br />Who am I competing with?<br />How many competitors are there? <br />How tough is the competition? <br />Will I need to revise my targeting strategy? <br />Use the preview tool<br />
  42. 42. Competition (Paid)AdWords Preview Tool<br />
  43. 43. Understanding The Market (Summary)<br />Understand two main parties: <br />Your target audience<br /> a. keyword tool (market shares, user segmentation)<br /> b. insights for search (trends, comparisons)<br />(both tools will be combined in one soon)<br />2. The competition <br /> a. natural (organic)<br /> b. paid (AdWords)<br />
  44. 44. II.Understanding Your Site<br /><ul><li>Types of Websites / Actions
  45. 45. Content Audit
  46. 46. Visual Real Estate Audit
  47. 47. What is Working and What is Not</li></li></ul><li>Types of Websites (Actions)<br />What do I want my users to DO? <br />
  48. 48. Media / Content<br />Articles, videos, photos, news, etc… <br />Usually free content, ad supported <br />Main goal: maximize time spent on site, increase number of visitors<br />
  49. 49. eCommerce / Transactional<br />Products, services, subscriptions, etc…<br />Selling products is the main revenue source<br />Main goal: maximize sales, avg. order value<br />
  50. 50. Lead Generation<br />Services / products that can’t be sold on a website (architecture, consulting, real estate)<br />Qualified leads who contact you become customers<br />Main goal: maximize leads, minimize cost per lead<br />
  51. 51. User-Generated Content / Interactivity<br />Users create content and share it, you provide the platform<br />Created content generates traffic, which makes money depending on your business model<br />Main goal: maximize content generated, viral marketing<br />
  52. 52. Other Types<br />Directories<br />Search engines<br />Support websites<br />
  53. 53. My Website<br />What type is it? <br />How many types of actions do I have? <br />How do actions differ from section to section? <br />
  54. 54. Understanding Your Site<br /><ul><li>Types of Websites / Actions
  55. 55. Content Audit
  56. 56. Visual Real Estate Audit
  57. 57. What is Working and What is Not</li></li></ul><li>Content Audit<br />Get a full audit of articles, pages, products, and all content on the site<br />Calculate percentages<br />Compare with the market<br />
  58. 58. The Market vs. Your Website<br />The Market<br />My Website’s Content<br />
  59. 59. Your content / products / offering must reflect the market desires and trends<br />
  60. 60. How to Check?<br />Number of pages for each segment<br />Number of people dedicated to each segment<br />Budget allocation<br />Visual real estate allocation<br />
  61. 61. Understanding Your Site<br /><ul><li>Types of Websites / Actions
  62. 62. Content Audit
  63. 63. Visual Real Estate Audit
  64. 64. What is Working and What is Not</li></li></ul><li>Visual Real Estate Audit<br />Navigational items on all pages<br />Text links<br />Footer links<br />Banners for internal advertising (ratios) <br />
  65. 65. Understanding Your Site<br /><ul><li>Types of Websites / Actions
  66. 66. Content Audit
  67. 67. Visual Real Estate Audit
  68. 68. What is Working and What is Not</li></li></ul><li>Web Analytics (before launching your campaigns)<br />Where are people spending time on my site? <br />Which pages are popular?<br />Which pages are performing better? <br />What are the most popular actions? <br />
  69. 69. Where to send users<br />The best performing pages<br />The most popular sections<br />Ask them to perform the most successful tasks<br />Fix underperforming sections/pages/actions before sending users to them<br />
  70. 70. Understanding Your Website (summary)<br />Determine type of website (lead generation, ecommerce, content, etc.)<br />Determine specific actions you want people to perform<br />Perform a content audit<br />Compare site with market needs and desires<br />Use analytics to spot the best sections of your site<br />
  71. 71. III.Choices, Decisions, Strategies<br /><ul><li>Targeting Your Audience
  72. 72. Writing Effective Ads
  73. 73. Performance Measures</li></li></ul><li>Targeting Your Audience<br />Keywords <br />Geography<br />Language <br />Keyword match type<br />Time of day / Day of week <br />Search / search partners<br />Content: automatic and managed<br />Devices<br />Demographics<br />
  74. 74. Geographical Targeting<br />
  75. 75. Language Targeting<br />Make sure you only target people who will be able to read your content, watch out for languages that use similar scripts<br />Keywords may have different meanings (e.g. British vs. American English)<br />Ad text can produce different responses<br />
  76. 76. Keyword Match Types<br />Broad match: coffee beans<br />Similar keywords, plurals, variations, synonyms<br />Coffee bean, great coffee bean shop<br />Phrase match: ‘coffee beans’<br />Exact string with other keywords before or after <br />Coffee beans shop, buy coffee beans, get coffee beans<br />
  77. 77. Keyword Match Types<br />Exact: [coffee beans]<br />Will only show ads if and only if the exact string of characters is searched for<br />Negative: -brazillian <br />Helps make sure you are eliminating content you don’t have <br />
  78. 78. Time of the Day / Day of the Week<br />
  79. 79. Google Search vs. Search Partners<br />
  80. 80. Content Placement<br />
  81. 81. Devices and Demographics<br />Devices: <br />Shows ads on desktops and / or mobile devices with full browsers like the iPhone<br />Demographics: <br />Only available on sites that have enabled this<br />
  82. 82. Writing Effective Ads<br />Ads relevant to <br /> specific keywords<br />Features<br />Benefits <br />Calls to action<br />Using keywords in ads<br />Test different landing pages<br />
  83. 83. Ads Relevant to Keywords<br />Each ad group should be focused on a topic<br />Ads should communicate messages specifically according to keywords<br />
  84. 84. Benefits<br />Main point of interest<br />They are what your product achieves for the user<br />They are what users care about<br />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… <br />
  85. 85. Features<br />How your product helps me achieve the benefits<br />Specific evidence about your product<br />Points of differentiation<br />Examples: 32” screen, 8MP camera, ABS breaks, real leather shoes, etc… <br />
  86. 86. Calls to Action<br />Leads user to a specific thing to do<br />Generates enthusiasm in the moment<br />Filters users<br />Examples: register now, buy immediately, signup for our newsletter, share with your friends, join the community, etc… <br />
  87. 87. Using Keywords in Ads<br />Keywords are highlighted on results pages<br />Boosts relevancy of ads<br />
  88. 88. Different Landing Pages<br />
  89. 89. Measuring Performance<br />1,000,000 impressions<br />10,000 clicks<br />100<br />conversions<br />1%<br />Click-Thru Ratio<br />1%<br />Conversion Rate<br />Average CPC: $0.10<br />Total cost: 10,000 x 0.1 = $1,000<br />Cost per conversion: $1,000 / 100 = $10<br />
  90. 90. Measuring Beyond AdWords<br />Web Analytics<br />Compare campaigns<br />Compare keywords <br />Compare ad groups<br />Compare ad position<br />Compare landing pages <br />
  91. 91.
  92. 92. Choices, Decisions, Strategies (summary)<br />Targeting<br />Keywords <br />Geography<br />Language <br />Keyword match type<br />Time of day / Day of week <br />Search / search partners<br />Content: automatic and managed<br />Devices<br />Demographics<br />Effective Ads<br />Ads relevant to <br /> specific keywords<br />Features<br />Benefits <br />Calls to action<br />Using keywords in ads<br />Test different landing pages<br />Measurment<br />CTR<br />Cost per conversion<br />Analytics <br />Measuring performance after the click<br />
  93. 93. Thank you <br />