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Thank you!                                     Thalia Nierenberg, Account Executive, Google                               ...
Today’s Digital ConsumerThe Digital Consumer                           Google Confidential and Proprietary   33
Online as a Barometer           Search                        Video                       Blog1 billion+ searches per day....
What Is Search?Google’s Mission: Organize the       Search: Seeking – and finding –worlds information and make it      rel...
Search: One of the Most Popular Online Activities                                 192M                Online searchers in ...
Search Spikes When People Want toLearn More     Geographic Distribution of Queries for     “swine flu”                    ...
Search Drives Users to Relevant Information      prevent drug abuse                                    Google Confidential...
Agenda1   Introduction & Overview2   Google AdWords 1013   5 Steps to Setting Up an AdWor4   Free Google Tools to Help You G
Anatomy of a Search Page                                             Ads (sold via keyword auction)      Natural search re...
Making Google Easy Is Hard                             Google Confidential and Proprietary   11
How Can Federal Agencies Take Advantage?                                 Google Confidential and Proprietary   13
Key Benefits of Online Advertising     1     Be Flexible           Change Your Message Whenever You Need To     2     Be C...
Reach Users Searching for Specific IssuesONDCP: Educated At-Risk Teens through Search                    The teen views co...
Target Based on Geography•! Location targeting lets you target your ads to specific locations•! FEMA’s flood insurance edu...
Agenda1   Introduction & Overview2   Google AdWords 1013   5 Steps to Setting Up an AdWords Campaign4   Free Google Tools ...
Step 0: Establish Your Success Metrics•! Do you care about traffic to your   site?•! Do you care about specific   pageview...
step 1: select keywords
Overview: Google Keyword Advertising1.! You select relevant keywords2.! Users search on those keywords3.! Google ranks ads...
Building Keywords: Keyword ToolLeverage the Google Keyword Tool within your AdWords account tobuild & expand keyword lists...
Building Keywords: Google Insightsfor SearchCompare search volume patterns for multiple search terms across specific regio...
step 2: account structure
The Difference Between Campaigns & Ad Groups                                     AdWords Account                          ...
Group Keywords by Theme Create a tightly themed list for each ad group; mirror website structure.How to Manage Retirement ...
step 3: target effectively
Target Ads By Language & Location     Language                          Location                           countries      ...
How Language Targeting WorksTarget by Language•!Google domain’s interface language                                       G...
Regional & Local Targeting: Sharpen Your Focus            Region                                         City          Rad...
How Location Targeting Works:IP & Domain   Target by                google.fr   Location                 google.de   Based...
Troubleshoot: Ads Diagnostic ToolUse the Ads Diagnostic Tool within your account to find moreabout why the ad is not appea...
step 4: write ad text
Write Relevant & Useful Text Ads•!Text ads are the first place users will interact with youragency on the search engine re...
Include Multiple Ad Creatives•! Use multiple ads for the same campaign•! Test which messages resonate with your audience  ...
step 5: landing page                         Avoid General Landing Pages                                           Google ...
Avoid General Landing PagesAvoid driving specific queries to a general portion of yourwebsite, such as the homepage.      ...
1   Introduction & Overview2   Google AdWords 1013   5 Steps to Setting Up an AdWords Campaign4   Free Google Tools to Hel...
www.google.com/insights/search                Google Confidential and Proprietary   43       Identify Consumer Trends     ...
www.google.com/insights/search                Google Confidential and Proprietary   43      High Seasonality for FAFSA-rel...
www.google.com/adplanner             Google Confidential and Proprietary   45    Find Your Audience Online    DoubleClick ...
www.google.com/adplanner          Google Confidential and Proprietary   45AdPlanner in Action                             ...
http://www.google.com/analytics/             Google Confidential and Proprietary   46
www.google.com/analytics         Google Confidential and Proprietary   47 Evaluate Your Campaign Success Google Analytics:...
THANK YOU
KM tech show&tell
KM tech show&tell
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KM tech show&tell

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Transcript of "KM tech show&tell"

  1. 1. Thank you! Thalia Nierenberg, Account Executive, Google Eric Obenzinger, Account Manager, GoogleAgenda1 Introduction & Overview2 Google AdWords 1013 5 Steps to Setting Up an AdWords Campaign4 Free Google Tools to Help You Go Even Farther
  2. 2. Today’s Digital ConsumerThe Digital Consumer Google Confidential and Proprietary 33
  3. 3. Online as a Barometer Search Video Blog1 billion+ searches per day. 22 hours of video are 130 million plus blogs created uploaded to YouTube world wide since 2002. per hour. Bloggers are creating 1 million new blog posts every day. Google Confidential and Proprietary
  4. 4. What Is Search?Google’s Mission: Organize the Search: Seeking – and finding –worlds information and make it relevant and useful information.universally accessible and useful. Google Confidential and Proprietary 5
  5. 5. Search: One of the Most Popular Online Activities 192M Online searchers in the US Almost half of all US Internet users search online on a typical day – up from one-third in 2002 – rivaling email in popularity. 1. comScore qsearch, June 2008, (divided over 30 days for daily value) 2. PEW Internet & Search Engine Life, Search Engine Use Study, August 2008. Google Confidential and Proprietary 6
  6. 6. Search Spikes When People Want toLearn More Geographic Distribution of Queries for “swine flu” Google Confidential and Proprietary 7
  7. 7. Search Drives Users to Relevant Information prevent drug abuse Google Confidential and Proprietary 8
  8. 8. Agenda1 Introduction & Overview2 Google AdWords 1013 5 Steps to Setting Up an AdWor4 Free Google Tools to Help You G
  9. 9. Anatomy of a Search Page Ads (sold via keyword auction) Natural search results (ranked by algorithm) Google Confidential and Proprietary 10
  10. 10. Making Google Easy Is Hard Google Confidential and Proprietary 11
  11. 11. How Can Federal Agencies Take Advantage? Google Confidential and Proprietary 13
  12. 12. Key Benefits of Online Advertising 1 Be Flexible Change Your Message Whenever You Need To 2 Be Cost Efficient Pay Only for Clicks Delivered 3 Be Informed Robust Reporting Lets You Know What’s Working Google Confidential and Proprietary 14
  13. 13. Reach Users Searching for Specific IssuesONDCP: Educated At-Risk Teens through Search The teen views content A teen searches from a respected Media Campaign for information about a drug government achieves strong information source results Google Confidential and Proprietary 15
  14. 14. Target Based on Geography•! Location targeting lets you target your ads to specific locations•! FEMA’s flood insurance education campaign targeted at-risk regions achieving 1 million weekly impressions and a clickthrough rate of 7% and higher Google Confidential and Proprietary 16
  15. 15. Agenda1 Introduction & Overview2 Google AdWords 1013 5 Steps to Setting Up an AdWords Campaign4 Free Google Tools to Help You Go Even Farther
  16. 16. Step 0: Establish Your Success Metrics•! Do you care about traffic to your site?•! Do you care about specific pageviews?•! Do you care about newsletter sign- ups?•! Do you care about completed applications? Google Confidential and Proprietary 18
  17. 17. step 1: select keywords
  18. 18. Overview: Google Keyword Advertising1.! You select relevant keywords2.! Users search on those keywords3.! Google ranks ads (ad auction)4.! Winning ads appears5.! You only pay when ad is clicked What terms could the DMV target? obile auto glass repair auto windshield DMV California DMV windshield repair DMV locations Narrow Broader/generic Google Confidential and Proprietary 20
  19. 19. Building Keywords: Keyword ToolLeverage the Google Keyword Tool within your AdWords account tobuild & expand keyword lists and review search volume. www.google.com/adwords Google Confidential and Proprietary
  20. 20. Building Keywords: Google Insightsfor SearchCompare search volume patterns for multiple search terms across specific regions, categories, and time frames. www.google.com/insights/search Google Confidential and Proprietary 22
  21. 21. step 2: account structure
  22. 22. The Difference Between Campaigns & Ad Groups AdWords Account Campaign Campaign Ad group Ad group group Ad Ad group One set of keywords and placements & One or more adsCampaigns Ad groups: •! Daily budgets •! To advertise different products •! Adapted to country and language or services •! Different settings (content, search) •! To set different CPC limits •! Start and end dates •! Make ad texts keyword-consistent Google Confidential and Proprietary
  23. 23. Group Keywords by Theme Create a tightly themed list for each ad group; mirror website structure.How to Manage Retirement Info on Disability Benefits Medicare BenefitsNeed help with your retirement? Learn about the disability benefits Learn more about Medicare View our online resources! that are available to you here. resources available to you.www.AdWordsExample.com www.AdWordsExample.com www.AdWordsExample.comRetirement resources Need disability benefits Medicare resourcesManaging your retirement What am I entitled to for disability Medicare benefitsOnline retirement applications Information on disability benefits What can I get from Medicare? BEST Info on Disability ClaimsSocial Security Card If you have a disability, you can Prescription Drug PlanLost your social security card? place a claim today to get benefits. Sign up for the MedicareApply for a replacement today www.AdWordsExample.com prescription with our online form.www.AdWordsExample.com www.AdWordsExample.com Disability claimNew social security card Place disability claim Medicare prescription drug planLost social security card File disability claim Medicare drug plan formReplace social security card New disability claim Google Confidential and Proprietary 26
  24. 24. step 3: target effectively
  25. 25. Target Ads By Language & Location Language Location countries territories cities regions 40 different languages custom Google Confidential and Proprietary 28 28
  26. 26. How Language Targeting WorksTarget by Language•!Google domain’s interface language Google Confidential and Proprietary
  27. 27. Regional & Local Targeting: Sharpen Your Focus Region City Radius Set borders Country, Regional, and City-level Targeting •! Reach customers searching for results in geographic areas you choose Customized Targeting •! Reach customers searching for results in an area you define Language Targeting •! Reach users searching in a specific language, wherever they are* *Marketer is responsible for translating ads into selected languages. Google Confidential and Proprietary 30
  28. 28. How Location Targeting Works:IP & Domain Target by google.fr Location google.de Based On: 174.32.20.135
  29. 29. Troubleshoot: Ads Diagnostic ToolUse the Ads Diagnostic Tool within your account to find moreabout why the ad is not appearing. www.google.com/adwords Google Confidential and Proprietary 32
  30. 30. step 4: write ad text
  31. 31. Write Relevant & Useful Text Ads•!Text ads are the first place users will interact with youragency on the search engine results page.•!Ensure that your message is relevant & targeted. Reference Keywords in Ad Text Disability Application •!Catch your target audience’s eye by making sure your Apply for Social Security Disability Online for Free headlines match the keywords. www.ssa.gov/disability Disability Application Tell Your Audience What to Do Apply for Social Security Disability Online for Free www.ssa.gov/disability I think I’ll search •!Include a clear call to action within your ad text for a Google Confidential and Proprietary 34 “Disability Application” Disabilityto Apply for Benefits How Application Social Security Disability Benefits Social Security Disability Free Online Application for Apply Online for Free www.ssa.gov/disability www.ssa.gov/disability •!Avoid meaningless slogans and gimmicky language such as “click here” or “visit us.” Google Confidential and Proprietary
  32. 32. Include Multiple Ad Creatives•! Use multiple ads for the same campaign•! Test which messages resonate with your audience Disability Application Disability Application Social Security Disability Do you need social security Apply Online for Free disability? Apply today for free! www.ssa.gov/disability www.ssa.gov/disability Disability Application Social Security Disability Application and Resources www.ssa.gov/disability Google Confidential and Proprietary
  33. 33. step 5: landing page Avoid General Landing Pages Google Confidential and Proprietary 38 Avoid driving specific queries to a general portion of your website, such as the homepage. Example Landing Page: HomepageSelect Relevant Landing Pages Example Keywords Presidential speeches Presidential remarksSelect specific landing pages relevant to a user’s Obama speeches President speech transcripts query tomaximize the user’s experience on your website Latest presidential speeches Example Landing Page: Speeches & RemarksExample KeywordsPresidential speeches
  34. 34. Avoid General Landing PagesAvoid driving specific queries to a general portion of yourwebsite, such as the homepage. Example Landing Page: HomepageExample Keywords Select Relevant Landing PagesPresidential speechesPresidential remarksObama speeches Select specific landing pages relevant to a user’s query toPresident speech transcriptsLatest presidential speeches maximize the user’s experience on your website Example Landing Page: Speeches & Remarks Example Keywords Presidential speeches Presidential remarks Obama speeches President speech transcripts Latest presidential speeches Google Confidential and Proprietary 39 Google Confidential and Proprietary 40
  35. 35. 1 Introduction & Overview2 Google AdWords 1013 5 Steps to Setting Up an AdWords Campaign4 Free Google Tools to Help You Go Even Farther Google Co
  36. 36. www.google.com/insights/search Google Confidential and Proprietary 43 Identify Consumer Trends Google Insights for Search: patterns & trends in search queries Insights for Search analyzes a portion of Google web searches to show patterns and trends of what the world is searching for. With Insights for Search, you can compare search volume patterns of multiple search terms across specific regions, categories, and time frames.
  37. 37. www.google.com/insights/search Google Confidential and Proprietary 43 High Seasonality for FAFSA-related Queries www.google.com/insights/search
  38. 38. www.google.com/adplanner Google Confidential and Proprietary 45 Find Your Audience Online DoubleClick AdPlanner: research and media planning •! Define your audience by geography, demographics, the websites they visit, and the keywords they search for •! Discover individual site details •! Save sites to a media plan •! Analyze your media plans Google Confidential and Proprietary 44
  39. 39. www.google.com/adplanner Google Confidential and Proprietary 45AdPlanner in Action www.google.com/adplanner Google Confidential and Proprietary 45
  40. 40. http://www.google.com/analytics/ Google Confidential and Proprietary 46
  41. 41. www.google.com/analytics Google Confidential and Proprietary 47 Evaluate Your Campaign Success Google Analytics: analytics and reporting for websites What are consumers doing on my website? And why? How are users engaging with my site? How can I make my marketing campaigns accountable? Am I spending money to create effective content? How do I improve the user experience? www.google.com/analytics Google Confidential and Proprietary 47
  42. 42. THANK YOU

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