Google Search Engine Marketing

Pornthip Kongchun
Thailand Marketing Manager
Google Southeast Asia

1 August 2009


      ...
SEM+SEO

                                                             1 + 1 = 3!


%




              F 52%              ...
What is Google’s business?

                                 Pay Per Click




    Search Engine Optimization           Go...
Precision best when targeting “Moments of Relevance”


      Connect with        Connect with     Connect with
      Consu...
Reach via Search




 Connect with
  Consumers
  When They
 Search Online

  with Google’s
 Search Solutions




         ...
Reach with Text




  Connect with
   Consumers
   When They
  Research and
 Pursue Passions
  with Google’s
 Content Netw...
Reach with Display




  Connect with
   Consumers
   When They
  Research and
 Pursue Passions     Display Ads
  with Goo...
Creative Formats on Google

                                                                                              ...
Google & Your Advertising Goal

             F         F                                  ROI

     F       F        Conte...
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
    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

                       G...
F




    Google Confidential and Proprietary   19
• 33%           F      United States    Brazil
• Spain, India, United Kingdom, Turkey and Mexico


                       ...
Action –                    F

                                         Target Mexico

• Allocate               Target US....
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 Trackin...
Basic Definition: CTR


                       CTR: clickthrough rate



Impression: The appearance of your ad on Google o...
CTR Examples

        CTR is how Google measures relevance




                              20 clicks
  Example Advertise...
F Conversion Tracking
Nicole, an internet
shopper, searches on
Google.com for “Spa            Nicole clicks on Ad, Google ...
What Questions Do You Have?




                        Google Confidential and Proprietary   31
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Google Ad Words for TARAD Award 10809 V2

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How to start business with Google Adwords, for TARAD.com Award 2009

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Google Ad Words for TARAD Award 10809 V2

  1. 1. Google Search Engine Marketing Pornthip Kongchun Thailand Marketing Manager Google Southeast Asia 1 August 2009 Google Confidential and Proprietary 1
  2. 2. 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
  3. 3. What is Google’s business? Pay Per Click Search Engine Optimization Google Confidential and Proprietary 3
  4. 4. 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
  5. 5. Reach via Search Connect with Consumers When They Search Online with Google’s Search Solutions Google Confidential and Proprietary 5
  6. 6. Reach with Text Connect with Consumers When They Research and Pursue Passions with Google’s Content Network Text Ads Google Confidential and Proprietary 6
  7. 7. Reach with Display Connect with Consumers When They Research and Pursue Passions Display Ads with Google’s Content Network Google Confidential and Proprietary 7
  8. 8. 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
  9. 9. 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
  10. 10. 4 F Google AdWords Google Confidential and Proprietary 10
  11. 11. F F Google Confidential and Proprietary 11
  12. 12. Insight – F F F Google Confidential and Proprietary 12
  13. 13. Action – F F F ( F F ) Google Confidential and Proprietary 13
  14. 14. Google Confidential and Proprietary 14
  15. 15. “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
  16. 16. F Google Confidential and Proprietary 16
  17. 17. F Google Confidential and Proprietary 17
  18. 18. F Where to show my ads Show ads on Google and the Search Network Content Network Google Confidential and Proprietary 18
  19. 19. F Google Confidential and Proprietary 19
  20. 20. • 33% F United States Brazil • Spain, India, United Kingdom, Turkey and Mexico Google Confidential and Proprietary 20
  21. 21. 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
  22. 22. Insight – F F Google Confidential and Proprietary 22
  23. 23. Action – F Ad Scheduling Google Confidential and Proprietary 23
  24. 24. Insight – F Google Confidential and Proprietary 24
  25. 25. Action – Ad Scheduling Google Confidential and Proprietary 25
  26. 26. Google Confidential and Proprietary 26
  27. 27. Google & Sales Generation - ROI ROI: • / • / Note: • Conversion Tracking – Google Free Tool • Analytics Goals – Google Analytics Feature Google Confidential and Proprietary 27
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. What Questions Do You Have? Google Confidential and Proprietary 31
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