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Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

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Presentatie van David Gillian op Searchstrategies 2010.

Presentatie van David Gillian op Searchstrategies 2010.

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  • What is the basic functionality of this product?BMM is a new AdWords match feature that lets you create keywords with greater reach than phrase match and more control than broad match. How exactly does it do this?Keywords using the broad match modifier do match when the search contains CLOSE VARIANTS of the words you modify, but donot match synonyms or related searches.We define close variants to include misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (like “floor” and “flooring”). This matching characteristic offers the potential for more volume than phrase match keywords.But because synonyms (like “quick” and “fast”) and related searches (like “flowers” and “tulips”) are excluded from matching, you get more precise matching control than with broad match - (and, notably, less traffic potential).The phrase match Floors, when using the modifier would allow for floor & flooring
  • Where clients are using few broad match queries is where we see the most opportunity. You should be focusing your attention on these accounts where gains can be achievedthrough growing impression share on high value searches. You can implement by adding BMM keywords with higher bids than existing broad keywords.The key point here is to pitch selectively. Only pitch to those high potential accounts identified on the SRP list and behave reactively  with accounts of low potential for BMM.
  • Here you can see that Air hotel packages actually assisted – it was searched prior to the last click conversion.*Search Funnel is a confidential beta. Please keep these slides confidential, per the AdWords Terms and Conditions (all beta participants agree to keep beta confidential)
  • Here is a list of the reports that will be available for Search Funnel analysis. They are broken into 3 sections:1. Sources Analysis2. Interaction Analysis3. Time AnalysisWe’ll go into detail on each report.*Search Funnel is a confidential beta. Please keep these slides confidential, per the AdWords Terms and Conditions (all beta participants agree to keep beta confidential)
  • *Search Funnel is a confidential beta. Please keep these slides confidential, per the AdWords Terms and Conditions (all beta participants agree to keep beta confidential)
  • *Search Funnel is a confidential beta. Please keep these slides confidential, per the AdWords Terms and Conditions (all beta participants agree to keep beta confidential)
  • Notes for using this slide:
  • Notes for using this slide:
  • The problem: From July to August, things change!
  • Youmight allocate a smaller % to the experimental group depending upon the perceived riskiness of the experiment.Notifications are not yet automatic when experiments start or end, so note the dates on your calendar.Also, you may reach desired levels of statistical significance well before the end of an experiment. It’s also possible that by the end of the scheduled experiment, you will not have reached high levels of statistical significance for specific metrics that you’re comparing between test and control.
  • Transcript

    • 1. Google Confidential and Proprietary David Gillain – Google Belgium @gigilano dgillain@google.com Search Strategies – 24 November 2010
    • 2. Google Confidential and Proprietary AGENDA 1. Broad Match Modifier 2. Search Funnels 3. Mobile Campaigns 4. Campaign Experiments 5. Ad Extensions
    • 3. Google Confidential and Proprietary Broad Match Modifier 3
    • 4. Google Confidential and Proprietary What is the basic functionality of this product? 4 Broad Match Modifier Broad Match Broad Match Modifier More Control More Volume Phrase Match Exact Match “floors” +floors - floor, flooring
    • 5. Google Confidential and Proprietary * A plus sign (+) directly before a word* in a broad match keyword. * Each word preceded by a + must appear in the query exactly or as a close variant**. Synonyms do not trigger a match. What Is The Broad Match Modifier? 5 *Be sure there are no spaces between the + and modified words, but do leave spaces between words. ** Close variants include misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (like “floor” and “flooring”). Synonyms (like “quick” and “fast”) and related searches (like “flowers” and “tulips”) aren't considered close variants. * A new AdWords match feature that lets you create keywords with greater reach than phrase match and more control than broad match.
    • 6. Google Confidential and Proprietary Proper Implementation 6 Correct: +womens shoes Correct: +womens +formal +shoes Incorrect: +womens+formal+shoes Incorrect: + womens + formal + shoes Put a plus sign (+) directly before one or more words* in a broad match keyword. *Be sure there are no spaces between the + and modified words, but do leave spaces between words. ** Close variants include misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (like “floor” and “flooring”). Synonyms (like “quick” and “fast”) and related searches (like “flowers” and “tulips”) aren't considered close variants. *** In right to left languages, including Arabic and Hebrew, the plus sign is placed at the start of the word (on the right side). Correct example: ‫.)+ירושלים+מלון‬ In languages such as Chinese, Thai and Japanese, a space must come before a plus sign for the broad match modifier to be interpreted and applied correctly. Should be space between words Do not leave space between + and modified word Womens has modified match behavior, while shoes matches broadly. Each word will have modified broad match behavior.
    • 7. Google Confidential and Proprietary Relative reach of different keyword match strategies
    • 8. Google Confidential and Proprietary Match Behavior Comparison 8 Phrase & Exact Match + Modified Words Broad Match Misspellings and spelling variations No Yes Yes Singular / plural No Yes Yes Stemmings (e.g., “floor/flooring”, “Italy/Italian”) No Yes Yes Shortenings (abbrev., acronyms) No Yes Yes Word order variations permitted No Yes Yes Synonyms and related searches No No Yes Words in keyword must be present in the search term Yes Yes No In some languages, certain matching features may not be applicable.
    • 9. Google Confidential and Proprietary BMM is Most Valuable in Campaigns Mainly Using Phrase and Exact Match 9 % of Current Traffic / Spend in Broad Match %GainFromAddingBMMKeywordsFully* *This means adding BMM variants of existing keywords alongside existing keywords - it does NOT mean switching existing broad match keywords to modified broad. Actual results can vary depending upon implementation specifics,like bid strategy, volume of keywords, use of negatives, etc, High Potential Limited Potential
    • 10. Google Confidential and Proprietary How does this product fit into the Sales Framework? Marketing Objective: Online Conversions 4 Broad Match Modifier Implement BMM keywords into account with mostly Exact & Phrase keywords 20%Increase in Clicks & Conversions
    • 11. Google Confidential and Proprietary Search Funnels 11
    • 12. Google Confidential and Proprietary The Search Funnel: Paths To Conversion Before converting, users do multiple searches and are exposed to many of your AdWords ads and keywords Conversions What impressions and clicks led to conversions?
    • 13. Google Confidential and Proprietary 13 What is Search Funnel Data? Last- Converting Clicks Last Clicks that Precede Conversions Assist Clicks & Impressions that Precede Conversions With Search Funnel Data: More Insight Now: Only Scratching the Surface
    • 14. Google Confidential and Proprietary Sample Search Funnel Path – JetWithUs.com Assist Conversions occur. Let’s work backwards from conversion. 3/11/09 'Air hotel packages' 3/17/09 'JetWithUs.com flights' 3/24/09 'Hotel flight' 'Soho New York hotels' 3/26/09 'JetWithUs' Search Funnel: keywords and dates of search Conversion
    • 15. Google Confidential and Proprietary 7 Reports, 3 Sections 15
    • 16. Google Confidential and Proprietary How It Works 16 • The Search Funnel reports gather data using the AdWords Conversion Tracking cookie (not Doubleclick) • For all reports, a conversion path is defined as 30 days walking back from the time of conversion. For now, this date range is not customizable. • The Search Funnel reports just 'count backwards' farther in the search funnel after the conversion is completed. The current AdWords Conversion Tracking reports only include last clicks, not assist clicks/impressions. • There has to have been at least one click and conversion to set the cookie and populate reports.
    • 17. Google Confidential and Proprietary Search Funnel FAQs 17 Q: Will report include imported GA goals? A: Yes. Q: Will report include AdWords for Search and AdWords for Content? A: No, google.com only Q: Will report include search queries? A: No, just keywords that triggered ads.
    • 18. Google Confidential and Proprietary Mobile campaigns 18
    • 19. Google Confidential and Proprietary
    • 20. Google Confidential and Proprietary
    • 21. Google Confidential and Proprietary Total Internet Spending in the Last 6 Months Under $50 $5k - $7.5k $7.5k – $10k $10k + None$500 - $1000 $200 - $500 $100 - $200 $50 - $100 $1k - $2.5k $2.5 - $5k * % of active mobile users who spent money in one of the “amount spent” categories * Index: Higher = population more likely to use their phones to access mobile content Source: comScore, Google commissioned study, October 2009 Most Active Mobile Users are Big Spenders
    • 22. Google Confidential and Proprietary Mobile Keeps In-Store Shoppers Online 22
    • 23. Google Confidential and Proprietary High End Mobile Device Ad Options (Search) 23 High-End Ad Text (character max) Headline (25) 2 Description lines (35) Display URL (35) Landing Page Both WAP & HTML Tracking 1st and 3rd Party Click URLs. No 3PAS Conversion Tracking Yes – Accepts Cookies Analytics Tracking Yes – Accepts Java Script Display Ads Yes – Both MGCN and GCN Geotargeting Yes, based on GPS, wireless gateways and Search Query Click-to-call Yes Flash No
    • 24. Google Confidential and Proprietary High End Mobile Device Ad Options (Display) 24 Display Mobile Ads (Text and Image) on: •Optimized Mobile Sites on our Google Mobile Content Network •Google Apps Network (AFMA) for both iPhone and Android •Desktop Sites Viewed Via High End Device Targeting /Pricing Options •Bid via CPC or CPM for all Display ads •Placement, Contextually and Enhanced Targeting •Carrier, Platform and Geo-Targeting Mobile Image Ad Sizes/Specs •300x50 •250x250 •200x200 •300x250 Text ads Specs -3 lines: (25 characters, 35 characters, 35 characters) -Display URL 35 characters •All Image Ad Units are 50k Max •GIF, JPG or PNG - No Flash •Animation: Yes •Geo-Target capable •No 3PAS
    • 25. Google Confidential and Proprietary WAP Device Ad Options (Search and Display) 25 Search Display Ad Specs Headline (18) Description line (18) Display URL (21) 6:1 Aspect Ratio 300 x 50, less than 7.5k 216 x 36, less than 4.5k 168 x 28, less than 3k 4:1 Aspect Ratio 300 x 75, less than 7.5k 216 x 54, less than 4.5k 168 x 42, less than 3k Landing Page WAP, but can render HTML Tracking 1st Party Click URLs. only No 3PAS Conversion Tracking Yes – Google Conversion Tracking Analytics Tracking No Display Ads N/A Yes, in WAP Content Network Geo targeting Yes- Country Targeting Only Click-to-call Yes No Click-to-call Yes – Verizon, ATT, T-Mobile, Sprint, Nextel, Metro PCS and Cricket Communications
    • 26. Google Confidential and Proprietary Why do mobile specific campaigns have better mobile performance? Separate campaigns perform better because advertisers are able to: • Bid separately on mobile: On mobile you are competing to have your ad serve on 5 ad spots available vs. 11 on desktop. The top 2 ad spots on mobile receive 95% of clicks so it is important to bid aggressively to ensure your ads are competitive and appear prominently. • Have mobile specific creatives: You can create mobile specific ad copy such as “Receive a quote on your phone” or “Book a vacation on your Android” • Better optimize campaign: Through better visibility and more granular controls you can focus on keywords and creatives that have the best performance on mobile • Set specific mobile daily budgets: Budgets are set at the campaign level and require separate budgets
    • 27. Google Confidential and Proprietary Separate mobile campaigns see significantly better mobile performance than hybrid (desktop + mobile) campaigns Separating out mobile campaigns from desktop drives significant performance gains - from more granular control of bids, budgets, keywords and landing pages
    • 28. Google Confidential and Proprietary How it changes the optimization game in your favor AdWords Campaign Experiments 28
    • 29. Google Confidential and Proprietary ACE: A free tool to test and precisely measure the impact of changes to your AdWords campaigns
    • 30. Google Confidential and Proprietary Adjust Budget Split To Control Risk Current Setup 80% Aggressive Setup 20% Budget Split What if we got really aggressive? Higher bids, generic keywords…
    • 31. Google Confidential and Proprietary ACE Changes The Optimization Game 31 More information at: http://adwords.blogspot.com/2010/08/adwords-campaign-experiments-full-us.html The problem: Things change! July 1 August 1 • Other sales/marketing • Competitors • Customer demand fluctuations • Weather • Macroeconomic factors We don’t know how much other factors account for differences in observed performance. Campaign Setup B 1100 clicks $9.50 CPA Campaign Setup A 1000 clicks $10 CPA The solution: Split testing CampaignSetup A (control) 450 conversions $10 CPA CampaignSetup B (experiment) 540 conversions $9 CPA 50% budget 50% budget July 1 Other factors affect experiment and control equally. Clear winner! 20% more volume 10% better CPA
    • 32. Google Confidential and Proprietary How to run an experiment 32 1 Specify experiment settings 2 Make experimental changes 3 Monitor and evaluate your experiment 4 Accept or discard experimental changes
    • 33. Google Confidential and Proprietary Step 1: Specify experiment settings 33 • Click the Settings tab in the desired campaign. • Scroll down to Advanced settings. Click the plus sign to expand. +ExperimentBETA
    • 34. Google Confidential and Proprietary Step 1: Specify experiment settings 34 • Click the + Specify experiment settings button 1. Enter a name for the experiment. 3. Set desired start and end dates or start manually. 2. Choose the desired traffic split between control and experiment.
    • 35. Google Confidential and Proprietary Step 2: Make experimental changes 35 1. Click Add Keywords and enter keywords as normal. Example: Adding new keywords to the experimental split. 2. Click Add as experiment only keywords. 3. Click Save.
    • 36. Google Confidential and Proprietary Keywords added to the experiment are marked by the beaker icon. To add new ad groups to the experiment or control campaign, go to the Ad groups tab and click Create ad group. Step 2: Make experimental changes Keyword in both control and experiment campaign. Keyword in experiment split only. 36
    • 37. Google Confidential and Proprietary Step 2: Make experimental changes 37 • Use a segmented view to adjust bids and compare results. • Click Segment ▼ then Experiment.
    • 38. Google Confidential and Proprietary Step 2: Make experimental changes 38 To make adgroup bid changes, follow the same procedure from the Ad Groups tab. Example: Bid change on an experimental keyword. $0.95 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.93 $0.93 $1.20 $0.93 $0.93 $0.93 $0.93 $0.93. 1. In the experiment row, click the bid you want to adjust. 2. Add or subtract a percentage from the control bid to set the experimental bid.
    • 39. Google Confidential and Proprietary Step 2: Make experimental changes Example: Making a keyword to run only in the control split. Click the split you want the keyword to run in. 39
    • 40. Google Confidential and Proprietary Step 3: Evaluate results Arrows indicate whether experimental values differ from control values. More arrows means greater confidence that differences are due to your changes. 1 A statistically significant difference is unlikely to have occurred by chance. More up arrows adjacent to a metric means greater certainty that a difference between the control and experimental campaign is the result of deliberate changes you’ve made rather than random chance. Probability that experiment and control groups are different 99.9%99%95%<95% 40 $233.64 $0.00$0.92 $0.92 $0.92 $0.00 $0.00 $0.00 $35.53 $0.00 $11.25 $24.27 $0.61 $0.00 $0.00 $0.00 $0.00 $0.54 $0.00 $0.43 $0.50 $1.10 5.71%8249471 1.6 2.1 1.8 4.29% 6.34% 5.34%1237 606 631 66 26 40 The experiment metric is greater than the control (99.9+% probability). The experiment metric is greater than the control (95% probability). No statistically significant difference between experiment and control (<95% probability of a difference).
    • 41. Google Confidential and Proprietary Step 4: Accept or delete changes Keep or discard experimental changes with a single click. To apply all experimental changes, click here. To discard experimental changes, click here. 41
    • 42. Google Confidential and Proprietary What should you ACE? Search • Bids • Keywords • Generic keywords • Brand keywords • Broader match types • Narrower match types • Ad group restructuring Google Display Network • Bids • Keywords • Placements • Remarketing
    • 43. Google Confidential and Proprietary Stop guessing: Know and compare the precise impact of changes Go ahead, jump: Limit risk of testing major changes Optimize more often: Run more tests through the year
    • 44. Google Confidential and Proprietary 1. Location Extensions 2. Ad Sitelinks 3. Product Extensions Ad Extensions
    • 45. Google Confidential and Proprietary Location Extensions 45
    • 46. Google Confidential and Proprietary 46 Help consumers connect with your business (for business owners) • Conveniently control and manage your business listing info, including: – Addresses – Phone numbers – Hours of operation – Website • Provide printable coupons • Bulk upload functionality Local Business Center
    • 47. Google Confidential and Proprietary Location Extensions Basics • Transform your text ads into local ads • Dynamically associate your ads with relevant business addresses • Ads show with addresses on Google.com and Google Maps, and without addresses on the Search and Content Networks.
    • 48. Google Confidential and Proprietary Location Extensions Appearance Address appears as the 5th line of ad text Location extension on Google Location extension ad on Google Maps Image or icon can appear with ad
    • 49. Google Confidential and Proprietary Customized ad icon Location extensions ads Local listings Location Extensions – Now on Mobile
    • 50. Google Confidential and Proprietary Ad Sitelinks 50
    • 51. Google Confidential and Proprietary 51 What is Ad Sitelinks? Ad Sitelinks is a new feature of AdWords that allows you to extend the value of your existing AdWords ads by providing additional links to deep content within your sites. Examples of Ad Sitelinks format:
    • 52. Google Confidential and Proprietary 52 Increase your profitability By giving users more specific landing page options, you get more highly qualified traffic and increase your overall conversion rate. Ad Creative Landing Page When landing pages are more narrowly targeted to a user’s current interest they are less likely to get lost on your site and more likely to turn into a sale.
    • 53. Google Confidential and Proprietary 53 Getting started is easy You can get started with Ad Sitelinks with just a few clicks. No need to create new campaigns or ad groups, update your keywords or change your ad text.  Visit the campaign settings tab in your account and edit the ‘Show additional links to my site’ option under ‘Ad extensions’  Specify up to 10 site links in priority order  AdWords will automatically display up to 4 of them when they are relevant to a user’s search query.
    • 54. Google Confidential and Proprietary Product Ads 54
    • 55. Google Confidential and Proprietary Product Ads for online retailers • Product Ads allow you to connect with the millions of users searching on Google.com for the products you offer. With product ads, users can see the exact products you offer before they even reach your site, which leads to higher quality leads, better conversion rates, and higher ROI for your search ads. 55
    • 56. Google Confidential and Proprietary Product Ads provide greater visibility 56 Extensions are shown in an expandable plusbox under text ads on both the top and right hand side of the page Listings are a standalone format and are always shown on the top right hand side of the page.
    • 57. Google Confidential and Proprietary Multiple formats to fit your needs 57 Format Targeting Bidding Pricing Format Targeting Bidding Pricing Keyword Targeting Product Targeting CPA%*CPC CPC *CPA pricing available by invitation to a limited number of advertisers • Product Ads offers both an extensions format that works with your existing keyword-targeted text ads, and a new standalone listings format that requires no keywords or ad text. Extensions Listings
    • 58. Google Confidential and Proprietary THANK YOU!!

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