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งานสัมมนา เคล็ด(ไม่)ลับ สร้างยอดขายผ่าน Google Adwords วันพฤหัสบดีที่ 21 กรกฎาคม 2554 โดย เว็บเนติกส์ Webnatics …

งานสัมมนา เคล็ด(ไม่)ลับ สร้างยอดขายผ่าน Google Adwords วันพฤหัสบดีที่ 21 กรกฎาคม 2554 โดย เว็บเนติกส์ Webnatics

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  • Leading into Story...
  • Users click and land on likely the main broadband page what if…..student packages, business promotions
  • The smartphone definition used here does not correspond to the smartphone definition in the general market. Google looks at the browser capabilities and the browsing experience when including mobile platforms and terminals in the smartphone (high-end mobile) targeting segment.
  • High-end=Smartphone
  • Now that you've taken care to pick your targeting settings wisely, it's time to check in on your performance and refine.In order to see how your ad appears in a different region, or to check whether it appears, just use the Ad Preview tool. This tool lets you view your ads as they would appear on a regular Google search results page for any location, without accruing extra impressions for your ad.  If it’s not appearing, you can use the Ads Diagnostic Tool within your account to find more about why.To monitor your ad performance in different regions, you can also run a Geographic Performance report. This report shows you ad performance statistics by approximate geographic origin of each ad impression.  The Geographic performance report can be used to analyze the performance of a campaign in a given country, territory, region, city or metro area.Finally you can link your account to Google Analytics, which allows you to see all your website's activity, including ad referrals, broken out by geographic region. Google Analytics can provide you incredible insight on site activity and AdWords effectiveness.You can learn more about each of these options in X lessons (figure out exactly where these will be) in the AdWords Help Center.
  • We use signals like linguistic processing to determine the relevance of a query to your keyword. So, if your KW ‘java’ performs better against coffee-related queries than it does against programming queries, we can use that information. We also use information like a user’s location to determine if your ad is more relevant to users in specific locations.
  • Landing page quality is used as a penalty for low quality pages. It cannot boost your quality score.It is meant to police serious offenders, like phishing sites, doorway pages, pages of just ads, etc. If your ads are showing, the only factor of your landing page that can impact your quality score is the load time.We are not interested in policing the aesthetics of your site.
  • The most important thing for you as an advertiser should be the profitability of your keywords. If you are optimizing your account with this goal in mind, you should not need to pay special attention to quality score.

Transcript

  • 1. Muay Thai Stuff Video
    1
  • 2. Google AdWords for SMB
    2
    MukpimAnantachai
    Business Solutions Manager
    Google Southeast Asia
  • 3. Introduction To Google AdWords
    & Value Propositions
    3
  • 4. Google’s Advertising Platforms
    4
  • 5. Engage Customers: What They Search For
    smartphones
    5
  • 6. Natural Results
    Search – Organic results and Advertising
    Paid Results
    Paid listings allow you to control the offer, messaging & landing page
    Running in both paid and organic can dramatically increase traffic
    6
  • 7. Search – Organic results and Advertising
    User’s search
    AdWords ads
    Organic results
    7
  • 8. Search as a Sales tool
    8
  • 9. Search as a Branding tool
    9
  • 10. 10
    Google Display Network
  • 11. Keyword-targetedcampaigns: ads are displayed on sites containing relevant content
    Placement-targeted campaigns: ads are displayed on specific websites selected by you
    Advertising on the Display Network
    Music
    Games
    +
    Pregnancy
    11
  • 12. Contextual Targeting on GDN
    12
  • 13. InnovativeContextualTargeting – how itworks
    Dogster.com
    You want to reach people involvedwiththeir pets
    Keywords detected
    Caring
    Odors
    Dogs
    Identifiedtheme: Dog Care
    Google ContextuallyTargeting
    Relevant ad served
  • 14. Engage Consumers: What They Read
    Google network of content partners
    Google technology matches ads to the most relevant web content
    Example:
    • Mobile phone reviews
    • 15. Relevant ads targeted in real-time
    • 16. Sponsored matches for “mobile phones”
    • 17. Live matching
    14
  • 18. 15
    Placement Targeting on GDN
  • 19. Thousands of Sites: Head to Tail, Global to Local
    Mass audience
    Niche audience
    Hundreds of sites ranked in the comScore 1000
    4x higher ad engagement on niche sites than portals
    Your Custom Network
    Source: AdRelevance Q1-Q4 2006 “Internet Ad Spend Is Display Only,” comScore Media Matrix, November 2005
    16
  • 20. Connecting & Engaging with Consumers
    Google network of content partners:
    Examples:
    • Text ads
    • 21. “300x250 Ad” run-on-site
    17
  • 22. Engage Consumers: What They Read
    Google network of content partners
    Handphone-murah.com
    Examples:
  • AdWords 3 Key Benefits
    Reach
    Google Search reaches 95% of internet users in Thailand while Google Display Network reaches 85%.
    Relevance
    Google AdWords shows ads to prospects who are actively searching for what businesses have to offer.
    Return on Investment (ROI)
    Pay per click model ensures that businesses only pay for qualified leads/traffic.
    Source: National Statistics, Internet Access 2007
    19
  • 24. Basic Features Of Google AdWords
    20
  • 25. Keywords: Keyword selection
    If the advertiser is a pizzeria
    Wanting to display the following ad:
    The advertiser should select a list of keywords a user may use to search for pizza delivery. These might include:
    domino pizza
    dominoes
    dominoes pizza
    dominoes pizzas
    dominos
    dominos pizza
    dominos pizza
    dominos pizza menu
    order pizza online
    perfect pizza
    pizza
    pizza delivery
    pizza online
    21
  • 26. Ad messaging: Ad message & call to action
    22
    Title and link to website
    Commercial claim line 1
    Commercial claim line 2
    Web address
    Best practices for ad texts:
    • Use simple, correct language
    • 27. Use keyword inclusion in the ad text
    • 28. Include a call-to-action phrases in the Ad text (i.e. “Sign Up Here” “Book Online” “Register Online”)
    • 29. Outline any unique selling points: “24hr Emergency Call Out” “Sale” “Free Delivery”
  • Landing page: Landing page selection
    23
    The selected landing page within the Advertiser web site is displayed when a prospect is clicking on the Ads
  • 30. Text
    Display
    Video
    Ad format: Ad format selection
  • 31. 25
    An ad today… Ad Sitelinks
    What is Ad Sitelinks?
    Ad Sitelinks is a new feature of AdWords that allows you to attract more users and move them further down the purchase funnel by providing additional links to content deeper within your sites.
  • 32. 26
    Example of Ad Sitelinks formats:
    Two-line format (for exceptionally high quality ads where one
    ad provides the ‘best’ answer)
    One-line format (for high quality ads, can appear for multiple
    ads on the same page.)
  • 33. Click-to-Call: Phone Numbers on Mobile Devices
    Now customers can click to call your business directly from your ads when they appear in Search and GMM results on mobile devices with full internet browsers.
    27
    Advertisers who participated in our click-to-call beta trial saw a
     5-30% increase in CTRs,
    without cannibalizing URL clicks.
  • 34. Image Search Ads: Introduction
    Image Search Ads allow you to connect with the millions of users searching on Google Images.  
    28
    Keyword Targeting
    The ad format combines an image with text, offering richer, more relevant advertising on Google Images results pages.
    CPC
  • 35. Google Mobile Ad: Introduction
    Smartphone*
    WAP
    iPhone/iPod, Android, Palm webOS
    All other devices
    *Smartphone = iPhones and other mobile devices with full Internet browsers (high-end mobile)
    29
  • 36. Smartphone & apps targeting
    Ad formats: Standard desktop text ad & 300x50 banner ad
    Click-to-call: Yes, shows automatically with location extensions
    Platforms: Android, iPhone/iPod, Palm webOS
    Search
    GCN (apps & sites)
    Display
  • 37. Ad Preview Tool
    31
    View your ads as they would appear on a Google search results page for any location, without accruing extra impressions . 
  • 38. Ad Rank & Quality Score
    32
  • 39. Ad Rank: What is it?
    Ads are positioned on search and Display Network pages based on their Ad Rank. The ad with the highest Ad Rank appears in the first position, and so on down the page.
    AD RANK
    Quality Score
    CPC bid
    The CPC bid threshold is determined by the matched keyword's Quality Score; the higher Quality Score, the lower the CPC threshold. This ensures that quality plays an even more important role in determining the ads that show above search results.
  • 40. 34
    Why do we have Quality Score?
    Quality Score is our way of balancing the interests of all parties in the online advertising ecosystem.
    Users
    U
    A
    G
    Google
    Advertisers
  • 41. 35
    What does Quality Score influence?
    Position
    Eligibility
    Determines whether your ad is eligible to enter the auction for that query
    Determines the relative position of your ad in relation to the other ads on that result rage
    Top Slot
    Price
    A better Quality Score reduces the price you need to bid to maintain a given position
    Only high quality ads are eligible to appear above the natural search results
  • 42. Quality Score
  • 43. 37
    What contributes to Quality Score?
    Landing Page
    Relevancy
    Clickthrough rate
    1-10 quality score is just an approximation of how we expect a keyword to perform. Actual scores are unique for each query.
    Quality Score
  • 44. 38
    Clickthrough Rate - CTR
    By far, clickthrough rate is the most important factor contributing to your Quality Score.
    Query
    CTR
    Keyword
    Ad Text
  • 45. 39
    Relevancy
    We use relevancy signals unique to the specific query to help inform our quality predictions
    java
    java
    program
    Indonesia
    island
    cup
    coffee
    C++
    java
  • 46. 40
    Landing Page
    Landing page quality is used to police serious offenders of our landing page guidelines
  • 47. 41
    The best way to improve your Quality Score is to focus on your key metrics
    How to improve your Quality Score
  • 48. 42
    Metrics that Matter
    Cost
    Impressions
    Clicks
    Conversions
    You should be managing your keywords for overall profitability.
    Profit
    Revenue