• Save
KM tech show&tell
Upcoming SlideShare
Loading in...5
×
 

KM tech show&tell

on

  • 615 views

 

Statistics

Views

Total Views
615
Views on SlideShare
615
Embed Views
0

Actions

Likes
0
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

KM tech show&tell KM tech show&tell Presentation Transcript

  • 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
  • Today’s Digital ConsumerThe Digital Consumer Google Confidential and Proprietary 33
  • 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
  • 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
  • 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
  • Search Spikes When People Want toLearn More Geographic Distribution of Queries for “swine flu” Google Confidential and Proprietary 7
  • Search Drives Users to Relevant Information prevent drug abuse Google Confidential and Proprietary 8
  • 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 results (ranked by algorithm) Google Confidential and Proprietary 10
  • 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 Cost Efficient Pay Only for Clicks Delivered 3 Be Informed Robust Reporting Lets You Know What’s Working Google Confidential and Proprietary 14
  • 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
  • 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
  • Agenda1 Introduction & Overview2 Google AdWords 1013 5 Steps to Setting Up an AdWords Campaign4 Free Google Tools to Help You Go Even Farther
  • 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
  • step 1: select keywords
  • 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
  • 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
  • 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
  • step 2: account structure
  • 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
  • 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
  • step 3: target effectively
  • Target Ads By Language & Location Language Location countries territories cities regions 40 different languages custom Google Confidential and Proprietary 28 28
  • How Language Targeting WorksTarget by Language•!Google domain’s interface language Google Confidential and Proprietary
  • 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
  • How Location Targeting Works:IP & Domain Target by google.fr Location google.de Based On: 174.32.20.135
  • 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
  • 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 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
  • 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
  • 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
  • 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
  • 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
  • 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.
  • www.google.com/insights/search Google Confidential and Proprietary 43 High Seasonality for FAFSA-related Queries www.google.com/insights/search
  • 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
  • www.google.com/adplanner Google Confidential and Proprietary 45AdPlanner in Action www.google.com/adplanner Google Confidential and Proprietary 45
  • 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: 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
  • THANK YOU