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