1. GOOGLE SEM
MARKAÐSTÆKI
Andri Már Kristinsson

3. Google AdWords

4. Tengja notendur og markaðsfólk
Connect consumers
to ALL the information
they care about
Connect marketers
to ALL the customers
they care about

5. Hvers vegna Google AdWords?
Reach Real-time distribution at massive scale
Relevance
Your ad is seen only by prospects who are looking for
what you have to offer
ROI
Pay per click model ensure that you are paying for
qualified leads

6. Leitarvélar

7. Upppsetning AdWords
AdWords account
Campaign Campaign
Ad group Ad group Ad group Ad group
Keywords Keywords Keywords Keywords
Ad
Text
Ad
Text
Ad
Text
Ad
Text
Ad
Text
Ad
Text
Ad
Text
Ad
Text
Ad group level:
• Set different CPCs
• Advertise different products/
services
• Match ad texts to keywords
Campaign level:
• Daily budget
• Country and language targeting
• Network options (search network, display network)
• Start and end dates
• Advanced options
Keyword level:
• Set keyword CPCs
• Set keyword URLs
• Position preferences

8. Náðu til rétta hópsins
• Tungumál
• Landssvæði
• Tími dags
• Tegund tækis

9. Bidding & Budget
Bidding möguleikar
CPC: cost-per-click
•Manual
•Automatic
CPA: cost-per-acquisition (conversion)
CPM: cost-per-thousand impressions (for GDN only)

10. Hvað ræður því hvort og hvar auglýsing birtist
• Tveir hlutir sem ráða því sem skipta máli í uppboðinu:
– Max CPC
– Quality Score

11. Dæmi
Advertiser Max CPC Quality Score AdRank Position Actual CPC
Chris $0.40 4 1.6 1 $0.39
Fiona $0.50 3 1.5 2 $0.41
Annie $0.20 6 1.2 3 $0.17
Ethan $2.00 0.5 1 4 $1.61
Brad $0.05 16 .8 5 $0.01
Next pricing: #1
Actual CPC = AdRank of Fiona / QS Chris + $0.01
Actual CPC = 1.5 / 4 + $0.01
Actual CPC = $0.38 + $0.01
Actual CPC = $0.39
Chris‘ CPC: $0.39

12. Google Display Netið

13. 25. október 1994

14. Stærsta auglýsinganet í heimi
• The largest network in
the world – millions of ad
impressions daily
• Target a range of sites,
across over 60 different
individual categories
• The GDN reaches 81%
of global online users
• We expose users to an
average of 30 ad daily

15. Fjölbreyttir miðlar

16. Borðastærðir í boði

17. Möguleikar á Google Display Network
+
Audience
Keyword Contextual Targeting
Placement
Targeting
Topic
Targeting
1st Party Data 3rd Party Data
Remarketing Interest &
Demographic
Targeting
Similar Users
Audience Insights
Where is your audience? Who is your audience?
Context

18. Tegundir auglýsinga í boði
Text Ads Image Ads
Video Ads
Rich Media /
Animated Ads

19. Snjallsímar

20. Hvar nálgumst við Internetið?
Work
Home
Business
Travel
Work
Store
Vacation
Home
Gym

21. Mögulegar auglýsingaleiðir fyrir snjallsíma
Search Ads Web display ads App display ads

22. Mobile search ads –
Resemble desktop ads... but they offer a lot
more!
Hyperlocal
Click-to-call phone extension
Click-to-call location extension
Click-to-download for apps
Offers (beta)

23. Mælingar

24. Conversion mælingar í Google AdWords
• Track conversions
– identify which clicks are more valuable
– increase the efficiency of your ad spend.

25. Google Analytics
• Notendahegðun
– Fjöldi heimsókna / Fjöldi
gesta
– Fjöldi síða per heimsókn
– Lengd heimsókna að
meðaltali
– Tölvur vs. mobile
• Hvaðan koma heimsóknir
– Beint
– Leitarvélar
– Vefborðar
– Samfélagsmiðlar
• Innihald
– Hvaða síður eru notendur að
skoða
– Viðbrögð notenda við
ákveðnum síðum
• Conversion
– Goal
– Ecommerce
– Multi-Channel Funnels

26. Önnur spennandi tæki og tól

27. Google Keyword Tool

28. Google AdPlanner

29. Creative Sandbox