KM Technology Module_ show&tell

Thank you!
Thalia Nierenberg, Account Executive, Google
Eric Obenzinger, Account Manager, Google

Agenda

1 Introduction & Overview

2 Google AdWords 101

3 5 Steps to Setting Up an AdWords Campaign

4 Free Google Tools to Help You Go Even Farther

Today’s Digital Consumer
The Digital Consumer

Google Confidential and Proprietary 33

Online as a Barometer

Search Video Blog

1 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 –
world's information and make it relevant and useful information.
universally accessible and useful.


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.


Search Spikes When People Want to
Learn More

Geographic Distribution of Queries for
“swine flu”


Search Drives Users to Relevant Information

prevent drug abuse


Agenda



3 5 Steps to Setting Up an AdWor

4 Free Google Tools to Help You G

Anatomy of a Search Page

Ads (sold via keyword auction)

Natural search results (ranked by algorithm)


Making Google Easy Is Hard


How Can Federal Agencies Take Advantage?


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


Reach Users Searching for Specific Issues

ONDCP: 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


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


Agenda





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?


Overview: Google Keyword Advertising

1. You select relevant keywords
2. Users search on those keywords
3. Google ranks ads (ad auction)
4. Winning ads appears
5. 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


Building Keywords: Keyword Tool
Leverage the Google Keyword Tool within your AdWords account to
build & expand keyword lists and review search volume.

www.google.com/adwords


Building Keywords: Google Insights
for Search
Compare search volume patterns for multiple search terms across
specific regions, categories, and time frames.

www.google.com/insights/search


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 ads

Campaigns 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


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 Benefits
Need 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.com

Retirement resources Need disability benefits Medicare resources
Managing your retirement What am I entitled to for disability Medicare benefits
Online retirement applications Information on disability benefits What can I get from Medicare?

BEST
Info on Disability Claims
Social Security Card If you have a disability, you can Prescription Drug Plan
Lost your social security card? place a claim today to get benefits. Sign up for the Medicare
Apply for a replacement today www.AdWordsExample.com prescription with our online form.
www.AdWordsExample.com www.AdWordsExample.com
Disability claim
New social security card Place disability claim Medicare prescription drug plan
Lost social security card File disability claim Medicare drug plan form
Replace social security card New disability claim


Target Ads By Language & Location

Language Location

countries territories

cities regions
40 different languages
custom

28

How Language Targeting Works

Target by Language
•!Google domain’s interface language


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 Tool

Use the Ads Diagnostic Tool within your account to find more
about why the ad is not appearing.

www.google.com/adwords


Write Relevant & Useful Text Ads

•!Text ads are the first place users will interact with your
agency 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

Tell Your Audience What to Do
Apply for Social Security
Disability Online for Free
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

•!Avoid meaningless slogans and gimmicky language such
as “click here” or “visit us.”

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

Social Security Disability
Application and Resources


step 5: landing page
Avoid General Landing Pages

Avoid driving specific queries to a general portion of your
website, such as the homepage.

Example Landing Page: Homepage

Select Relevant Landing Pages
Example Keywords

Presidential speeches
Presidential remarks
Select specific landing pages relevant to a user’s
Obama speeches
President speech transcripts
query to
maximize the user’s experience on your website
Latest presidential speeches

Example Landing Page: Speeches & Remarks

Example Keywords


Avoid General Landing Pages

Avoid driving specific queries to a general portion of your
website, such as the homepage.

Example Landing Page: Homepage

Example Keywords Select Relevant Landing Pages
Obama speeches Select specific landing pages relevant to a user’s query to
Latest presidential speeches
maximize the user’s experience on your website

Example Landing Page: Speeches & Remarks

Example Keywords

Obama speeches
Latest presidential speeches Google Confidential and Proprietary 39






Google Co



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.



High Seasonality for FAFSA-related Queries


www.google.com/adplanner


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




AdPlanner in Action



http://www.google.com/analytics/

www.google.com/analytics


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


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