Google Search Engine Marketing
Pornthip Kongchun
Thailand Marketing Manager
Google Southeast Asia
1 August 2009
Google Confidential and Proprietary 1

SEM+SEO
1 + 1 = 3!
%
F 52% 64% Branded
12%
Natural
Source: Luxury Vehicle Brand Case Study; Google, GSD&M, July 2007 Google Confidential and Proprietary 2

What is Google’s business?
Pay Per Click
Search Engine Optimization Google Confidential and Proprietary 3

Precision best when targeting “Moments of Relevance”
Connect with Connect with Connect with
Consumers Consumers Consumers
When They When They When They Go
Search Research and Beyond Sites
Pursue Passions
with Google’s with Google’s with Google’s
Search Solutions Content Network Web Utilities
Google Confidential and Proprietary 4

Reach via Search
Connect with
Consumers
When They
Search Online
with Google’s
Search Solutions
Google Confidential and Proprietary 5

Reach with Text
Connect with
Consumers
When They
Research and
Pursue Passions
with Google’s
Content Network
Text Ads
Google Confidential and Proprietary 6

Reach with Display
Connect with
Consumers
When They
Research and
Pursue Passions Display Ads
with Google’s
Content Network
Google Confidential and Proprietary 7

Creative Formats on Google
Stock Trades From $6.99
E*TRADE FINANCIAL Center Plus 100 Commission-Free Trades.
Visit our Midtown location Open Online at E*TRADE Securities.
300 Park Avenue ETRADE.com
New York, NY 10022
Local Business Ad
(866) 789-0716
ETRADE.com
100 No-Commission Trades
Plus 100 Commission-Free Trades.
Sponsored Video Ad Search Ads
Open Online at E*TRADE Securities.
ETRADE.com
Free Online Bank
Interest-Bearing Checking with Free
Online Bill Pay from E*TRADE Bank.
bank.etrade.com
Sky
Scraper
Click-To-Play [Ad] E*TRADE FINANCIAL
Open an account Online and Ads by
Video Ad Start Investing Today
Mobile Ad
ETRADE.com
Google™
Mobile Web results:
‘investing’
Results 1-10 of about 20,000.
1 Investing and CNBC – MSN Money
Investing and CNBC features
investment tools like stock quotes,
Print and
charts, a portfolio manager and much
more. Plus business and financial
news and commentary ...
usmoneymobile.msn.com/ - 28k - Sep
Audio Ads
Stock Trades From $6.99 QQQ Moves to NASDAQ Trade Stocks for $4 INVESTools
Plus 100 Commission-Free Trades. Visit for a QQQ Prospectus, a UIT. No Account Minimums. Learn the 5-Step Formula to
Open Online at E*TRADE Securities.
ETRADE.com
Content-Targeted Text Ads
ALPS Distributos Inc., distributor
www.nasdaq.com/qqq
Start Trading Online Today!
www.sharebuilder.com
trade stocks with confidence
www.investools.com
Google Confidential and Proprietary 8

Google & Your Advertising Goal
F F ROI
F F Content Cost/
/ Content Network Impression
( F ) / F (F / )
Google Search
Cost/
+ Conversion
Conversion
Content ( )
(F / )
Network
Google Search Registration
F Lead + Phone Call Cost/ Action
Content Download ( F / Action)
Network Signup
Google Confidential and Proprietary 9

4 F Google AdWords
Google Confidential and Proprietary 10

F F
Google Confidential and Proprietary 11

Insight – F F F
Google Confidential and Proprietary 12

Action – F F F ( F F )
Google Confidential and Proprietary 13

Google Confidential and Proprietary 14

“What is going to make a user want to click on the ad?”
• Ad Title: F keywords
F
• F F Ad title
Keywords F
Call to action F
, , ,
• AdWords Editorial
Guidelines
Google Confidential and Proprietary 15

F
Google Confidential and Proprietary 16

F
Google Confidential and Proprietary 17

F
Where to show my ads
Show ads on Google and the
Search Network
Content Network
Google Confidential and Proprietary 18

F
Google Confidential and Proprietary 19

• 33% F United States Brazil
• Spain, India, United Kingdom, Turkey and Mexico
Google Confidential and Proprietary 20

Action – F
Target Mexico
• Allocate Target US.
F Target Turkey
• F
Target
ROI F
Target Brazil Target Spain
Target India
Target ROW
Target UK.
Google Confidential and Proprietary 21

Insight – F F
Google Confidential and Proprietary 22

Action – F Ad Scheduling
Google Confidential and Proprietary 23

Insight – F
Google Confidential and Proprietary 24

Action – Ad Scheduling
Google Confidential and Proprietary 25

Google Confidential and Proprietary 26

Google & Sales Generation - ROI
ROI:
• /
• /
Note:
• Conversion Tracking – Google Free Tool
• Analytics Goals – Google Analytics Feature
Google Confidential and Proprietary 27

Basic Definition: CTR
CTR: clickthrough rate
Impression: The appearance of your ad on Google or one of our partner
sites
Clicks
= CTR (expressed as %)
Impressions
Google Confidential and Proprietary 28

CTR Examples
CTR is how Google measures relevance
20 clicks
Example Advertiser A: = 0.02 = 2%
1000 impressions
3 clicks
Example Advertiser B: = 0.03 = 3%
100 impressions
Google Confidential and Proprietary 29

F Conversion Tracking
Nicole, an internet
shopper, searches on
Google.com for “Spa Nicole clicks on Ad, Google Initiated by the Ad Click,
resort in Pattaya” counts the Click, she lands Google drops a cookie to
on http://www.eravana.com Nicole’s browser, and in this
way, *remembers* this Ad
Click for next 30 days.
Google records 1 Nicole browses, books two
Conversion, nights of “Sense of Living
reflected on the date Villa” on ‘thank-you’ page
of Nicole’s most after completing purchase.
recent Ad Click.
Google finds cookie
ID of Nicole’s most
recent Ad Click.
Shopping for Eravana
Check-out Page
Google Confidential and Proprietary 30
Thank You Page

What Questions Do You Have?
Google Confidential and Proprietary 31