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1<br />Mastering Google Advertising<br />Bach Duong<br />Senior AdWords Strategist, Google South East Asia<br />Dec 09, 20...
#1 Find Demand<br />Google Confidential and Proprietary<br />2<br />2<br />
Use Search as a Barometer<br />Search volumes reflect reality<br />
Case in point: Vietnam Idol<br />Jan: final round<br />Sept: final round<br />July: 1st  round<br />April:1st round<br />J...
Insights for Search – Brand vs. Industry<br />5<br />Insights into particular terms as well as industry-wide search trends...
Regional interest / Related trends<br />6<br />Insights into regional interest, rising searches – do you have alternative ...
Wonder Wheel<br />7<br />YouTube smart car crash testsmart car safety featurescare safety features<br />car safety<br />In...
Keyword tool<br />Insights into related keywords<br />
Toyota on YouTube<br />9<br />http://www.youtube.com/watch?v=ZZeiD2-Rbg4<br />
YouTube Statistics & Data<br />10<br />Insights into how content becomes popular, which sites refer to it, how it is searc...
YouTube Statistics & Data<br />11<br />Insights into how audiences interact with your content - Demographics<br />
#2 Capture Demand<br />Google Confidential and Proprietary<br />12<br />12<br />
Search engine is a door to all sites ...…<br />81%<br />Of the internet users entered the site through the search engine<b...
Europe: 91%<br />Asia Pacific: 88%<br />America: 92%<br />Connect to Users – Wherever They Are<br />Google’s Reach<br />So...
Advertising (AdWords)<br />hotels in ho chi minh city<br />Organic Search<br />
How People Search<br />16<br />kids shoes<br />Generic terms<br />designer kids shoes<br />kid shoes reviews<br />Brand te...
ExpandingyourReach on the Display Network<br />Reach over 80%Internet Users<br />17<br />
Contextual target through several ad formats<br />We understand the meaning of a web page.<br />Various ad formats can be ...
Google Products<br />Mobile Ads<br />A comprehensive approach<br />Search Partners<br />Display Network<br />Click to call...
#3 Measure Results!<br />
Conversion Tracking measures ROI of online campaigns<br />See which campaigns get the most conversions.<br />
Analytics Report Structure<br />5 Main Categories:<br />Visitors<br />	- Visitor information such as loyalty,<br />       ...
Mother’s Day Campaign<br />Offline and Online campaigns can be measured by using Analytics<br />
Campaign tracking with Google Analytics<br />Email<br />Print<br />Twitter ads<br />Yahoo ads<br />
Campaign results<br />
26<br />Key Takeaways<br />
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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.

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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 &quot;Thần tượng âm nhạc, Mùa 1&quot; 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 &amp; 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 of "Mastering Google Advertising, an introduction to Google Adwords"

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