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Engage Customers: What They Search For smartphones 5
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
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
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
Engage Consumers: What They Read Google network of content partners Google technology matches ads to the most relevant web content Example:
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
Connecting & Engaging with Consumers Google network of content partners: 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
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
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:
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
Text Display Video Ad format: Ad format selection
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.
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.)
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.
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
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
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
Ad Preview Tool 31 View your ads as they would appear on a Google search results page for any location, without accruing extra impressions .
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.
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
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
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
38 Clickthrough Rate - CTR By far, clickthrough rate is the most important factor contributing to your Quality Score. Query CTR Keyword Ad Text
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
40 Landing Page Landing page quality is used to police serious offenders of our landing page guidelines
41 The best way to improve your Quality Score is to focus on your key metrics How to improve your Quality Score
42 Metrics that Matter Cost Impressions Clicks Conversions You should be managing your keywords for overall profitability. Profit Revenue