Google Ad Words for TARAD Award 10809 V2

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

• 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

Google Ad Words for TARAD Award 10809 V2

by Pawoot Pongvitayapanu on Aug 02, 2009

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Google Ad Words for TARAD Award 10809 V2 — Presentation Transcript