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Mastering Google Advertising, an introduction to Google Adwords

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Duong Bach @ Google Southeast Asia dives into the basics of Google Advertising with attendees of the Vietnam Digital Marketing & Technology Conference 2010.

Duong Bach @ Google Southeast Asia dives into the basics of Google Advertising with attendees of the Vietnam Digital Marketing & Technology Conference 2010.


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  • 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.
  • 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
  • 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
  • Search Screen Capture
  • 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.
  • Transcript

    • 1. 1
      Mastering Google Advertising
      Bach Duong
      Senior AdWords Strategist, Google South East Asia
      Dec 09, 2010
    • 2. #1 Find Demand
      Google Confidential and Proprietary
      2
      2
    • 3. Use Search as a Barometer
      Search volumes reflect reality
    • 4. Case in point: Vietnam Idol
      Jan: final round
      Sept: final round
      July: 1st round
      April:1st round
      July, Aug:1st round
      Offline campaigns (Print, TV, Radio, Outdoor) lead to Online searches
    • 5. Insights for Search – Brand vs. Industry
      5
      Insights into particular terms as well as industry-wide search trends
    • 6. Regional interest / Related trends
      6
      Insights into regional interest, rising searches – do you have alternative solutions for consumers?
    • 7. Wonder Wheel
      7
      YouTube smart car crash testsmart car safety featurescare safety features
      car safety
      Insights into related topics
    • 8. Keyword tool
      Insights into related keywords
    • 9. Toyota on YouTube
      9
      http://www.youtube.com/watch?v=ZZeiD2-Rbg4
    • 10. YouTube Statistics & Data
      10
      Insights into how content becomes popular, which sites refer to it, how it is searched for, who is viewing it
    • 11. YouTube Statistics & Data
      11
      Insights into how audiences interact with your content - Demographics
    • 12. #2 Capture Demand
      Google Confidential and Proprietary
      12
      12
    • 13. Search engine is a door to all sites ...…
      81%
      Of the internet users entered the site through the search engine
      The Internet is a complex world
      Affiliates
      Ad Networks
      widgets
      CRM
      Social networks
      URLs
      URLs
      Behavioural targeting
      Rich Media
      gadgets
      SEO
      email
      Branded entertainment
      Contextual targeting
      Interruptive media
      Viral marketing
      SEM
      Database marketing
      Paid-for-search
      banners
      In-game
      Video on demand
      Pre / post roll
      tenancies
      Brand channels
      Tagging
      Web analytics
    • 14. Europe: 91%
      Asia Pacific: 88%
      America: 92%
      Connect to Users – Wherever They Are
      Google’s Reach
      Source: comScore Custom Analysis, September 2006; comScore, January 2007
    • 15. Advertising (AdWords)
      hotels in ho chi minh city
      Organic Search
    • 16. How People Search
      16
      kids shoes
      Generic terms
      designer kids shoes
      kid shoes reviews
      Brand terms
      $
      kid polo shoes
      Capture both search and brand keywords
    • 17. ExpandingyourReach on the Display Network
      Reach over 80%Internet Users
      17
    • 18. Contextual target through several ad formats
      We understand the meaning of a web page.
      Various ad formats can be shown on relevant content.
      Page topic:
      Home & Garden >> Gardening
      18
    • 19. Google Products
      Mobile Ads
      A comprehensive approach
      Search Partners
      Display Network
      Click to call
    • 20. #3 Measure Results!
    • 21. Conversion Tracking measures ROI of online campaigns
      See which campaigns get the most conversions.
    • 22. Analytics Report Structure
      5 Main Categories:
      Visitors
      - Visitor information such as loyalty,
      language, and location
      2.Traffic Sources
      - Natural and paid sources of traffic
      Content
      - Pageview information
      Goals
      - Conversion rates and goal paths
      E-commerce
      - Commerce tracking, visitor loyalty, revenue sources, and product-specific information.
    • 23. Mother’s Day Campaign
      Offline and Online campaigns can be measured by using Analytics
    • 24. Campaign tracking with Google Analytics
      Email
      Print
      Twitter ads
      Yahoo ads
    • 25. Campaign results
    • 26. 26
      Key Takeaways