SlideShare a Scribd company logo
1 of 26
Download to read offline
1,[object Object],Mastering Google Advertising,[object Object],Bach Duong,[object Object],Senior AdWords Strategist, Google South East Asia,[object Object],Dec 09, 2010,[object Object]
#1 Find Demand,[object Object],Google Confidential and Proprietary,[object Object],2,[object Object],2,[object Object]
Use Search as a Barometer,[object Object],Search volumes reflect reality,[object Object]
Case in point: Vietnam Idol,[object Object],Jan: final round,[object Object],Sept: final round,[object Object],July: 1st  round,[object Object],April:1st round,[object Object],July, Aug:1st round,[object Object],Offline campaigns (Print, TV, Radio, Outdoor) lead to Online searches,[object Object]
Insights for Search – Brand vs. Industry,[object Object],5,[object Object],Insights into particular terms as well as industry-wide search trends,[object Object]
Regional interest / Related trends,[object Object],6,[object Object],Insights into regional interest, rising searches – do you have alternative solutions for consumers?,[object Object]
Wonder Wheel,[object Object],7,[object Object],YouTube smart car crash testsmart car safety featurescare safety features,[object Object],car safety,[object Object],Insights into related topics,[object Object]
Keyword tool,[object Object],Insights into related keywords,[object Object]
Toyota on YouTube,[object Object],9,[object Object],http://www.youtube.com/watch?v=ZZeiD2-Rbg4,[object Object]
YouTube Statistics & Data,[object Object],10,[object Object],Insights into how content becomes popular, which sites refer to it, how it is searched for, who is viewing it,[object Object]
YouTube Statistics & Data,[object Object],11,[object Object],Insights into how audiences interact with your content - Demographics,[object Object]
#2 Capture Demand,[object Object],Google Confidential and Proprietary,[object Object],12,[object Object],12,[object Object]
Search engine is a door to all sites ...…,[object Object],81%,[object Object],Of the internet users entered the site through the search engine,[object Object],   The Internet is a complex world,[object Object],Affiliates,[object Object],Ad Networks,[object Object],widgets,[object Object],CRM,[object Object],Social networks,[object Object],URLs,[object Object],URLs,[object Object],Behavioural targeting,[object Object],Rich Media,[object Object],gadgets,[object Object],SEO,[object Object],email,[object Object],Branded entertainment,[object Object],Contextual targeting,[object Object],Interruptive media,[object Object],Viral marketing,[object Object],SEM,[object Object],Database marketing,[object Object],Paid-for-search,[object Object],banners,[object Object],In-game,[object Object],Video on demand,[object Object],Pre / post roll,[object Object],tenancies,[object Object],Brand channels,[object Object],Tagging,[object Object],Web analytics,[object Object]
Europe: 91%,[object Object],Asia Pacific: 88%,[object Object],America: 92%,[object Object],Connect to Users – Wherever They Are,[object Object],Google’s Reach,[object Object],Source: comScore Custom Analysis, September 2006; comScore, January 2007,[object Object]
Advertising (AdWords),[object Object],hotels in ho chi minh city,[object Object],Organic Search,[object Object]
How People Search,[object Object],16,[object Object],kids shoes,[object Object],Generic terms,[object Object],designer kids shoes,[object Object],kid shoes reviews,[object Object],Brand terms,[object Object],$,[object Object],kid polo shoes,[object Object],Capture both search and brand keywords,[object Object]
ExpandingyourReach on the Display Network,[object Object],Reach over 80%Internet Users,[object Object],17,[object Object]
Contextual target through several ad formats,[object Object],We understand the meaning of a web page.,[object Object],Various ad formats can be shown on relevant content.,[object Object],Page topic:,[object Object],Home & Garden >> Gardening,[object Object],18,[object Object]
Google Products,[object Object],Mobile Ads,[object Object],A comprehensive approach,[object Object],Search Partners,[object Object],Display Network,[object Object],Click to call,[object Object]
#3 Measure Results!,[object Object]
Conversion Tracking measures ROI of online campaigns,[object Object],See which campaigns get the most conversions.,[object Object]
Analytics Report Structure,[object Object],5 Main Categories:,[object Object],Visitors,[object Object],	- Visitor information such as loyalty,,[object Object],          language, and location,[object Object],2.Traffic Sources,[object Object],	- Natural and paid sources of traffic,[object Object],Content,[object Object],	- Pageview information,[object Object],Goals,[object Object],-  Conversion rates and goal paths,[object Object],E-commerce,[object Object],-  Commerce tracking, visitor loyalty, revenue sources, and product-specific information.,[object Object]
Mother’s Day Campaign,[object Object],Offline and Online campaigns can be measured by using Analytics,[object Object]
Campaign tracking with Google Analytics,[object Object],Email,[object Object],Print,[object Object],Twitter ads,[object Object],Yahoo ads,[object Object]
Campaign results,[object Object]
26,[object Object],Key Takeaways,[object Object]

More Related Content

What's hot

Internal SE on Automobile Website
Internal SE on Automobile WebsiteInternal SE on Automobile Website
Internal SE on Automobile Websitekoyarei
 
Meet Your Mobile Web User
Meet Your Mobile Web UserMeet Your Mobile Web User
Meet Your Mobile Web UserBryson Meunier
 
Sem for PPC Introduction - Sam Owen at IU
Sem for PPC Introduction - Sam Owen at IUSem for PPC Introduction - Sam Owen at IU
Sem for PPC Introduction - Sam Owen at IUHanapin Marketing
 
Optimize PPC Text Ads
Optimize PPC Text AdsOptimize PPC Text Ads
Optimize PPC Text AdsJeff Allen
 
Telehealth Secrets 2019: Finding Patients: The Power of Search Marketing - Ch...
Telehealth Secrets 2019: Finding Patients: The Power of Search Marketing - Ch...Telehealth Secrets 2019: Finding Patients: The Power of Search Marketing - Ch...
Telehealth Secrets 2019: Finding Patients: The Power of Search Marketing - Ch...VSee
 
KidsArmor Powerpoint Presentation
KidsArmor Powerpoint PresentationKidsArmor Powerpoint Presentation
KidsArmor Powerpoint PresentationChristina Tsakona
 

What's hot (7)

Internal SE on Automobile Website
Internal SE on Automobile WebsiteInternal SE on Automobile Website
Internal SE on Automobile Website
 
Meet Your Mobile Web User
Meet Your Mobile Web UserMeet Your Mobile Web User
Meet Your Mobile Web User
 
Sem for PPC Introduction - Sam Owen at IU
Sem for PPC Introduction - Sam Owen at IUSem for PPC Introduction - Sam Owen at IU
Sem for PPC Introduction - Sam Owen at IU
 
Optimize PPC Text Ads
Optimize PPC Text AdsOptimize PPC Text Ads
Optimize PPC Text Ads
 
Introduction to sem
Introduction to semIntroduction to sem
Introduction to sem
 
Telehealth Secrets 2019: Finding Patients: The Power of Search Marketing - Ch...
Telehealth Secrets 2019: Finding Patients: The Power of Search Marketing - Ch...Telehealth Secrets 2019: Finding Patients: The Power of Search Marketing - Ch...
Telehealth Secrets 2019: Finding Patients: The Power of Search Marketing - Ch...
 
KidsArmor Powerpoint Presentation
KidsArmor Powerpoint PresentationKidsArmor Powerpoint Presentation
KidsArmor Powerpoint Presentation
 

Similar to Mastering Google Advertising, an introduction to Google Adwords

Action Connect!on
Action Connect!onAction Connect!on
Action Connect!onproff6
 
2. E Marketing Chorlton09
2. E Marketing Chorlton092. E Marketing Chorlton09
2. E Marketing Chorlton09mdda
 
6. Google presentation 2011
6. Google presentation 20116. Google presentation 2011
6. Google presentation 2011Manh Dung Nguyen
 
SME Tech Summit James Topfer Google
SME Tech Summit James Topfer GoogleSME Tech Summit James Topfer Google
SME Tech Summit James Topfer GoogleRoss Dawson
 
Paid Search Marketing Strategies for a Bumper Christmas
Paid Search Marketing Strategies for a Bumper ChristmasPaid Search Marketing Strategies for a Bumper Christmas
Paid Search Marketing Strategies for a Bumper ChristmasIncubeta NMPi
 
Webinar: Optimizing Digital Spend Using Consumer Search Behavior
Webinar: Optimizing Digital Spend Using Consumer Search BehaviorWebinar: Optimizing Digital Spend Using Consumer Search Behavior
Webinar: Optimizing Digital Spend Using Consumer Search BehaviorCourse5i
 
Oban Digital, Senior Strategist, Kezia Bibby 'Audience intent profiling in...
  Oban Digital, Senior Strategist, Kezia Bibby  'Audience intent profiling in...  Oban Digital, Senior Strategist, Kezia Bibby  'Audience intent profiling in...
Oban Digital, Senior Strategist, Kezia Bibby 'Audience intent profiling in...Oban International
 
PPC Advertising - An Overview
PPC Advertising - An OverviewPPC Advertising - An Overview
PPC Advertising - An OverviewEric Ritter
 
Adobe Marketing Cloud
Adobe Marketing CloudAdobe Marketing Cloud
Adobe Marketing Cloudedynamic
 
SEM - Search Engine Marketing
SEM - Search Engine MarketingSEM - Search Engine Marketing
SEM - Search Engine Marketinge4e Labs Pvt Ltd.
 
SMX@adtech: Trends and Developments — JeffPruitt
SMX@adtech: Trends and Developments — JeffPruittSMX@adtech: Trends and Developments — JeffPruitt
SMX@adtech: Trends and Developments — JeffPruittadtech_fan
 
2014 Digital Marketing 101
2014 Digital Marketing 1012014 Digital Marketing 101
2014 Digital Marketing 101Adrian Ang
 
Customer Discovery and Market Intelligence - MaRS Entrepreneurship 101
Customer Discovery and Market Intelligence - MaRS Entrepreneurship 101Customer Discovery and Market Intelligence - MaRS Entrepreneurship 101
Customer Discovery and Market Intelligence - MaRS Entrepreneurship 101MaRS Discovery District
 
E commerce & Digital marketing proposal for shoe Business in sri lanka
E commerce & Digital marketing proposal for shoe Business in sri lankaE commerce & Digital marketing proposal for shoe Business in sri lanka
E commerce & Digital marketing proposal for shoe Business in sri lankaAsanka Pathirana
 
training digital marketing.pptx
training  digital marketing.pptxtraining  digital marketing.pptx
training digital marketing.pptxsaketsahare2
 
Ist402 Google Marketing Challenge V02
Ist402 Google Marketing Challenge V02Ist402 Google Marketing Challenge V02
Ist402 Google Marketing Challenge V02Jim Jansen
 
Search Marketing Success: Dominate Search in 2011
Search Marketing Success: Dominate Search in 2011Search Marketing Success: Dominate Search in 2011
Search Marketing Success: Dominate Search in 2011One to One
 

Similar to Mastering Google Advertising, an introduction to Google Adwords (20)

Action Connect!on
Action Connect!onAction Connect!on
Action Connect!on
 
2. E Marketing Chorlton09
2. E Marketing Chorlton092. E Marketing Chorlton09
2. E Marketing Chorlton09
 
6. Google presentation 2011
6. Google presentation 20116. Google presentation 2011
6. Google presentation 2011
 
2010 07 huzzah - seo-sem basics
2010 07 huzzah - seo-sem basics2010 07 huzzah - seo-sem basics
2010 07 huzzah - seo-sem basics
 
SME Tech Summit James Topfer Google
SME Tech Summit James Topfer GoogleSME Tech Summit James Topfer Google
SME Tech Summit James Topfer Google
 
Paid Search Marketing Strategies for a Bumper Christmas
Paid Search Marketing Strategies for a Bumper ChristmasPaid Search Marketing Strategies for a Bumper Christmas
Paid Search Marketing Strategies for a Bumper Christmas
 
Webinar: Optimizing Digital Spend Using Consumer Search Behavior
Webinar: Optimizing Digital Spend Using Consumer Search BehaviorWebinar: Optimizing Digital Spend Using Consumer Search Behavior
Webinar: Optimizing Digital Spend Using Consumer Search Behavior
 
Oban Digital, Senior Strategist, Kezia Bibby 'Audience intent profiling in...
  Oban Digital, Senior Strategist, Kezia Bibby  'Audience intent profiling in...  Oban Digital, Senior Strategist, Kezia Bibby  'Audience intent profiling in...
Oban Digital, Senior Strategist, Kezia Bibby 'Audience intent profiling in...
 
PPC Advertising - An Overview
PPC Advertising - An OverviewPPC Advertising - An Overview
PPC Advertising - An Overview
 
Adobe Marketing Cloud
Adobe Marketing CloudAdobe Marketing Cloud
Adobe Marketing Cloud
 
SEM - Search Engine Marketing
SEM - Search Engine MarketingSEM - Search Engine Marketing
SEM - Search Engine Marketing
 
SMX@adtech: Trends and Developments — JeffPruitt
SMX@adtech: Trends and Developments — JeffPruittSMX@adtech: Trends and Developments — JeffPruitt
SMX@adtech: Trends and Developments — JeffPruitt
 
2014 Digital Marketing 101
2014 Digital Marketing 1012014 Digital Marketing 101
2014 Digital Marketing 101
 
Customer Discovery and Market Intelligence - MaRS Entrepreneurship 101
Customer Discovery and Market Intelligence - MaRS Entrepreneurship 101Customer Discovery and Market Intelligence - MaRS Entrepreneurship 101
Customer Discovery and Market Intelligence - MaRS Entrepreneurship 101
 
E commerce & Digital marketing proposal for shoe Business in sri lanka
E commerce & Digital marketing proposal for shoe Business in sri lankaE commerce & Digital marketing proposal for shoe Business in sri lanka
E commerce & Digital marketing proposal for shoe Business in sri lanka
 
training digital marketing.pptx
training  digital marketing.pptxtraining  digital marketing.pptx
training digital marketing.pptx
 
Ist402 Google Marketing Challenge V02
Ist402 Google Marketing Challenge V02Ist402 Google Marketing Challenge V02
Ist402 Google Marketing Challenge V02
 
Workshop 1tuesday _v1
Workshop 1tuesday _v1Workshop 1tuesday _v1
Workshop 1tuesday _v1
 
Power of data
Power of dataPower of data
Power of data
 
Search Marketing Success: Dominate Search in 2011
Search Marketing Success: Dominate Search in 2011Search Marketing Success: Dominate Search in 2011
Search Marketing Success: Dominate Search in 2011
 

More from Tony Truong

digital@creasia Capabilities Introduction - Credentials
digital@creasia Capabilities Introduction - Credentialsdigital@creasia Capabilities Introduction - Credentials
digital@creasia Capabilities Introduction - CredentialsTony Truong
 
Tony truong zingopenplatformconference_20110827
Tony truong zingopenplatformconference_20110827Tony truong zingopenplatformconference_20110827
Tony truong zingopenplatformconference_20110827Tony Truong
 
Change your view about SMS Marketing (SMS Marketing is not spam)
Change your view about SMS Marketing (SMS Marketing is not spam)Change your view about SMS Marketing (SMS Marketing is not spam)
Change your view about SMS Marketing (SMS Marketing is not spam)Tony Truong
 
Search engine optimizatio (seo) fet
Search engine optimizatio (seo) fetSearch engine optimizatio (seo) fet
Search engine optimizatio (seo) fetTony Truong
 
Navigating Vietnam's Digital Media 2011
Navigating Vietnam's Digital Media 2011Navigating Vietnam's Digital Media 2011
Navigating Vietnam's Digital Media 2011Tony Truong
 
Golden digital event hochiminh dec 9 ghislain
Golden digital event hochiminh dec 9 ghislainGolden digital event hochiminh dec 9 ghislain
Golden digital event hochiminh dec 9 ghislainTony Truong
 
Effective measure audience insight report november vietnam
Effective measure audience insight report november vietnamEffective measure audience insight report november vietnam
Effective measure audience insight report november vietnamTony Truong
 
Opening Remarks @ Vietnam Digital Marketing & Technology Conference 2010 by T...
Opening Remarks @ Vietnam Digital Marketing & Technology Conference 2010 by T...Opening Remarks @ Vietnam Digital Marketing & Technology Conference 2010 by T...
Opening Remarks @ Vietnam Digital Marketing & Technology Conference 2010 by T...Tony Truong
 
ROI in Digital Channels: Applied in Vietnam Practice
ROI in Digital Channels: Applied in Vietnam PracticeROI in Digital Channels: Applied in Vietnam Practice
ROI in Digital Channels: Applied in Vietnam PracticeTony Truong
 
Digital marketing & technology conference brandtology 121110
Digital marketing & technology conference   brandtology 121110Digital marketing & technology conference   brandtology 121110
Digital marketing & technology conference brandtology 121110Tony Truong
 
Mobile Marketing Beyond SMS
Mobile Marketing Beyond SMSMobile Marketing Beyond SMS
Mobile Marketing Beyond SMSTony Truong
 
Social Marketing Ground Rules
Social Marketing Ground RulesSocial Marketing Ground Rules
Social Marketing Ground RulesTony Truong
 

More from Tony Truong (13)

digital@creasia Capabilities Introduction - Credentials
digital@creasia Capabilities Introduction - Credentialsdigital@creasia Capabilities Introduction - Credentials
digital@creasia Capabilities Introduction - Credentials
 
Tony truong zingopenplatformconference_20110827
Tony truong zingopenplatformconference_20110827Tony truong zingopenplatformconference_20110827
Tony truong zingopenplatformconference_20110827
 
Brand community
Brand communityBrand community
Brand community
 
Change your view about SMS Marketing (SMS Marketing is not spam)
Change your view about SMS Marketing (SMS Marketing is not spam)Change your view about SMS Marketing (SMS Marketing is not spam)
Change your view about SMS Marketing (SMS Marketing is not spam)
 
Search engine optimizatio (seo) fet
Search engine optimizatio (seo) fetSearch engine optimizatio (seo) fet
Search engine optimizatio (seo) fet
 
Navigating Vietnam's Digital Media 2011
Navigating Vietnam's Digital Media 2011Navigating Vietnam's Digital Media 2011
Navigating Vietnam's Digital Media 2011
 
Golden digital event hochiminh dec 9 ghislain
Golden digital event hochiminh dec 9 ghislainGolden digital event hochiminh dec 9 ghislain
Golden digital event hochiminh dec 9 ghislain
 
Effective measure audience insight report november vietnam
Effective measure audience insight report november vietnamEffective measure audience insight report november vietnam
Effective measure audience insight report november vietnam
 
Opening Remarks @ Vietnam Digital Marketing & Technology Conference 2010 by T...
Opening Remarks @ Vietnam Digital Marketing & Technology Conference 2010 by T...Opening Remarks @ Vietnam Digital Marketing & Technology Conference 2010 by T...
Opening Remarks @ Vietnam Digital Marketing & Technology Conference 2010 by T...
 
ROI in Digital Channels: Applied in Vietnam Practice
ROI in Digital Channels: Applied in Vietnam PracticeROI in Digital Channels: Applied in Vietnam Practice
ROI in Digital Channels: Applied in Vietnam Practice
 
Digital marketing & technology conference brandtology 121110
Digital marketing & technology conference   brandtology 121110Digital marketing & technology conference   brandtology 121110
Digital marketing & technology conference brandtology 121110
 
Mobile Marketing Beyond SMS
Mobile Marketing Beyond SMSMobile Marketing Beyond SMS
Mobile Marketing Beyond SMS
 
Social Marketing Ground Rules
Social Marketing Ground RulesSocial Marketing Ground Rules
Social Marketing Ground Rules
 

Mastering Google Advertising, an introduction to Google Adwords

  • 1.
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.

Editor's Notes

  1. In the morning session, Ghislain has shown you how to use Google Insights for Search as a barometer. Now I want to share with you how it works in a few VN specific cases.
  2. Thần tượng âm nhạc: Vietnam Idol (Mùa 1) Vòng thử giọng diễn ra theo kế hoạch định sẵn tại:Cần Thơ: 07 tháng 04, 2007Hà Nội: 15 tháng 04, 2007Đà Nẵng: 22 tháng 04, 2007TP Hồ Chí Minh: 02 tháng 05, 2007Chung kếtNgày 26 tháng 9 năm 2007, chung kết của cuộc thi là sự tranh tài của hai thí sinh Phương Vy và Ngọc Ánh - cơ hội cuối cùng để họ giành cho mình những lá phiếu bình chọn từ khán giả Việt Nam. Ngày 3 tháng 10 năm 2007, tại Nhà hát Hòa Bình, Thành phố Hồ Chí Minh, sau màn Gala của 10 thí sinh lọt vào chung kết, vào lúc 21:30, cuộc bình chọn kết thúc và "Thần tượng âm nhạc, Mùa 1" là Phương Vy.---------------------------------------------------------------------------------------------Thần tượng âm nhạc: Vietnam Idol (Mùa 2)Vòng thử giọng diễn ra ở bốn thành phố lớn là:[2]Cần Thơ23 - 24 tháng 07, 2008Trung tâm truyền hình Việt Nam tại Cần ThơHà Nội29 - 31 tháng 07, 2008Trung tâm hội nghị quốc tếĐà Nẵng05 - 08 tháng 08, 2008Khách sạn Đà NẵngTp.Hồ Chí Minh14 - 16 tháng 08, 2008Trung tâm văn hoá - thể dục -thể thao Tân BìnhĐêm đăng quangLên sóng: 14 tháng 01Với tỉ lệ 61% trong tổng số lược bình chọn, cùng hai ý kiến từ hội đồng giám khảo nghiêng về Quốc Thiên, Trần Quốc Thiên đã trở thành thần tượng âm nhạc thứ hai của Việt Nam. Giành được toàn bộ giải thưởng và theo dự kiến sẽ đại diện Việt Nam tham dự Asian Idol, Mùa hai.[16]Chung cuộc: Thanh Duy & Quốc ThiênChiến thắng: Quốc Thiên-------------------------------------------------------Thần tượng âm nhạc: Vietnam Idol (mùa 3)Vòng thử giọng địa phươngBên dưới là danh sách bốn điểm thử giọng chính:Phát sóngKhu vựcThử giọng vòng loạiThử giọng vòng trongĐịa điểmSố vé vàng21/08/2010Hà Nội03-05/07/201006-07/07/2010Trung tâm Hội nghị Quốc gia3728/08/2010Đà Nẵng27/06/201028-29/06/2010Life Resort9Cần Thơ13/07/201014-15/07/2010Khách sạn Palace Cần Thơ704/09/2010Thành phố Hồ Chí Minh21-23/07/201023-25/07/2010Crescent Plaza43Tổng số vé đến Thành phố Hồ Chí Minh96
  3. Trans: Besides looking at we could call “external trends” based on Search volume, you might find some interesting trends by looking at the way your users interact with your content all over the web. It could be your website, threads talking about your product/services/brand in forum, or related video on YouTube
  4. Search Screen Capture
  5. Let’s walk through how Contextually Targeting by topic works. In this scenario, let’s say you’ve chosen to target the Gardening sub-category. To determine whether a given web page is about gardening, our crawler analyzes web content, including such factors as keywords, word placement and linguistics. Based on this information, our crawler is able to determine that this page is, indeed, related to gardening, and your ad becomes eligible to serve on it.We understand the meaning of a web page based on factors like: Keywords Frequency of words Font sizes Word placement Linguistics/languageTargeting is done at the page level, not site level.