Search oglašavanje

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Prezentacija "Search oglašavanje" koju je Gabrijela Stjepanović održala na ABC Seminaru o Internet oglašavanju 28. januara 2010. godine u Beogradu.

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  • To come up with a provisional list of keywords, we need to look at our site and our offering and note down all possible terms that relate to them. We can include synonyms and misspellings of our keywords – this will help ensure that even when a user types in a misspelling or related term our ad will show. Finally, the keyword tool is available within your AdWords account: if you type in a keyword, the tool will generate a list of similar or synonymous terms you may be interested in using. You can also use any irrelevant results as negative keywords, as we’ll discuss in a moment.
  • As shown in the previous slide, serving high-quality ads benefits all members of the advertising system. But what exactly is a high-quality ad? [Entrance 1] A high quality ad is extremely relevant to a user’s search query. It accurately describes the product or service offered on the website, and it leads to a relevant and well-organized landing page. [Entrance 2] To help ensure that our ads meet these standards, we devised a metric called 'Quality Score.' Quality Score measures the relevance of each of your keywords to your ad text and to a given search query. Quality Score affects your ads in two ways: minimum cost-per-click (CPC) bid and ad position. If a keyword's Quality Score improves, it will trigger ads at a higher position and its minimum bid will decrease. The formula for Quality Score differs depending on whether it's calculating minimum bid or ad position. The next two slides will explain how. What is 'Quality Score' and how is it calculated? Quality Score is a dynamic variable assigned to each of your keywords. It's calculated using a variety of factors and measures how relevant your keyword is to your ad text and to a user's search query. About Quality Score Quality Score influences your ads' position on Google and the Google Network. It also partly determines your keywords' minimum bids. In general, the higher your Quality Score, the better your ad position and the lower your minimum bids. Quality Score helps ensure that only the most relevant ads appear to users on Google and the Google Network. The AdWords system works best for everybody—advertisers, users, publishers, and Google too—when the ads we display match our users' needs as closely as possible. Relevant ads tend to earn more clicks, appear in a higher position, and bring you the most success. Quality Score Formulas The formula behind Quality Score varies depending on whether it's calculating minimum bids or assigning ad position. It also varies based on whether it's affecting a keyword-targeted ad on the search network, a keyword-targeted ad on the content network, or a placement-targeted ad. While we continue to refine our Quality Score formulas, the core components remain more or less the same. Below you'll find a breakdown of each type of Quality Score.
  • Search oglašavanje

    1. 1. Gabrijela Stjepanović Search oglašavanje
    2. 2. Google: Tržišna dominacija
    3. 3. Srbija : Šta se traži?
    4. 4. AdWords: Kanali oglašavanja
    5. 5. Google search (.com , .rs... ): 5%
    6. 6. Search partners network
    7. 7. Content network (AdSense) : 95% <ul><li>Globalna pokrivenost mreže (75%) </li></ul><ul><li>Povećanje posete </li></ul><ul><li>Relevantni sajtovi (geotargetiranje) </li></ul>
    8. 8. Content network: MySpace (primer)
    9. 9. Content network: BusinessWeek (primer)
    10. 10. Mobile search (iPhone, PDA...)
    11. 11. Prednosti oglašavanja na pretraživaču: <ul><li>Na pravom mestu u pravo vreme </li></ul><ul><li>Pay-per-click (PPC) </li></ul><ul><li>Maksimalna efikasnost (u zavisnosti od cilja) </li></ul><ul><li>Napredne mogućnosti analize u č inka </li></ul>
    12. 12. Savršeni ciklus search kampanje: <ul><li>Pretraga na zadatu ključnu reč </li></ul><ul><li>(AWARENESS) </li></ul><ul><li>2. Aktivacija sponzorisanog oglasa </li></ul><ul><li>(INTEREST) </li></ul><ul><li>3. Reakcija na oglas (klik) </li></ul><ul><li>(DESIRE) </li></ul><ul><li>4. Poseta sajtu </li></ul><ul><li>(ACTION) </li></ul><ul><li>5. Konverzija (online kupovina, porudžbina...) </li></ul>
    13. 13. Struktura AdWords kampanje
    14. 14. Planiranje kampanje : organizacija accounta U idealnim uslovima, organizacija accounta bi trebalo da oslikava organizaciju sajta. Account Advertiser ’s Site =
    15. 15. Ad Copywriting : efikasnost poruke Bukirajte let za London Fantasti čna P onuda za L etova za London. Broj M esta O graničen. www.letovizalondon.rs Poziv na akciju Brza dostava Povoljne cene Specijalna ponuda Uštedite na letovanju Popusti, K uponi i P onude ! Do 40% od R edovnih C ena www. letovanja .com/speci jalnaponuda Poručite cveće Kvalitetno cveće iz lokalne cvećare . Brza besplatna dostava ! www. cvecara.rs /BrzaDostava Online kupovina knjiga Pretraži i naruči najnovije svetske hitove po ceni već od € 2, 99 . www. knjigezavas .co. rs
    16. 16. Struktura kampanje: targetiranje <ul><li>Geografsko </li></ul><ul><li>Jezičko </li></ul><ul><li>Demografsko (samo za pojedine sajtove u mreži) </li></ul><ul><li>Po ključnim rečima </li></ul>
    17. 17. Izbor ključnih reči <ul><li>Pro izvodi i /ili usluge u ponudi na sajtu </li></ul><ul><li>Sinonimi i moguće greške u kucanju </li></ul><ul><li>Negativne ključne reči </li></ul><ul><li>Alat za generisanje i analizu ključnih reči </li></ul>
    18. 18. Keyword Tool
    19. 19. Kvalitet AdWords kampanje određuje: <ul><li>Kvalitet oglas a </li></ul><ul><ul><li>tekst oglasa relevantan za reč koja se pretražuje </li></ul></ul><ul><ul><li>jasno opisuje proizvod ili uslugu u ponudi </li></ul></ul><ul><ul><li>klikom vodi na dobro organizovanu internet stranicu </li></ul></ul><ul><li>Quality Score </li></ul><ul><ul><li>objektivna mera kojom se određuje relevantnost ključne reči, teksta oglasa i landing stranice za konkretnu pretragu </li></ul></ul><ul><ul><li>Quality score je ključni faktor za određivanje minimalnog CPC-a i pozicije na kojoj se oglas pojavljuje </li></ul></ul><ul><ul><li>v i ši QS => niž i prose č ni CPC + viša pozicija oglasa </li></ul></ul><ul><li>Izbor klju čnih reči </li></ul><ul><ul><li>lista oslikava ponudu proizvoda ili usluga opisanih na landing stranici </li></ul></ul>
    20. 20. Analiza i optimizacija
    21. 21. Analiza podataka: 2. IZVEŠTAJI 3. GOOGLE ANALYTICS 1. STOPA KLIKA (CTR)
    22. 22. Optimizacija kroz korekciju: KLJUČNIH REČI VARIJANTE OGLASA DNEVNOG BUDŽETA PONUĐENE CENE PO KLIKU
    23. 23. Gabrijela Stjepanović marketing communications manager [email_address] 28.01.2010. Hvala!
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