13. Search Engine Advertising is to place paid
advertisements in the sponsored zone of search
engines, and on the Display network.
Advertisement is shown if the user types the word linked
to the advertisement in the search query.
The advertiser only pays when the user clicks on the
advertisement. The advertisement refers to the
webpage of the advertiser.
Search Engine Advertising
13
14. 14
AdWors : more than pay per click
iPhone Cover by Paul
Buy one of our Exclusive iPhone
Cover and get 10% off. Purschase here!
www.paul-cover.com
More than Pay Per Click
Rank = MaxCPC x Quality
Score
Bidding System that requires active
and frequent management to
improve Quality.
iPhone Cover
16. Adrank definition
Drivers Positioning (AdRank)
Max CPC Bidding
• CPC depends on competition
• Max CPC defines the max you want to
pay for a click
• You pay +0,01€ more than your
competitor
Quality Score
• Keyword relevance
• CTR Keyword and Advertisement
• Landing page (deep linking & speed)
• History
1
2
3 AdRank = x1 2
Quality score is King4
16
23. 23
What’s the GDN Network ?
Lorem ipsum dolor sit amet, consectetur
adipisicing elit, sed do eiusmod tempor
incididunt ut labore et dolore magna
aliqua.
Ut enim ad minim veniam, quis nostrud
exercitation ullamco laboris nisi ut aliquip ex
ea commodo consequat.
24. Google Display Network
Source : Google University
60 Different
website
catgories!
30 ads shown /
day per user!
Visibility on
billions of
Google partner
websites
Reach of +90 %
of the internet
users
24
25. 25
How to reach my target on the GDN ?
Contextual
Topic Targeting
Interest category
Remarketing
Placement
26. 26
Which ads on GDN Network ?
Jean
-‐
iPhone
a+ributes
Discover
our
wide
range
of
Special
a+ributes
here
!
www.jean-‐iphone.com
Jaques
-‐
iPhone
a+ributes
Discover
our
wide
range
of
Special
a+ributes
here
!
www.jaques-‐iphone.com
iPhone
Covers
by
Paul
Buy
one
of
our
Exclusive
iPhone
Covers
and
get
10%
off.
Purchase
here
!
www.paul-‐covers.com
PAUL
Exclusive Promotion on
our iPhone Covers !
Purchase here !
Exclusive
Promotion on
our iPhone
Covers !
Purchase
here !
PAUL
Purchase
here !Exclusive
Promotion
on our
iPhone
Covers !
PAUL
29. Match Type
How it must be
entered into
AdWords
The ad will show when:
The ad will show when
someone types the following:
Buy facebook shoes
promote shoes on Facebook
Facebook
Gift Facebook Shoes
Facebook shoes Belgium
Buy facebook shoes online
Exact [Facebook Shoes]
Keyword must be only &
exactly what the user types in
Facebook shoes
Negative
Add will not show if someone
types:
Also Negative Phrase, &
Negative Exact
Second hand facebook
shoes
BMM (=Broad Match Modifier) Facebook +Shoes
Keyword can be “shoes” + any
other keyword combination
Social media shoes
-second hand
Ads will not appear when this
search term is entered in the
query
Broad Facebook Shoes
All words containing this word or
combination of words in any
order is used as the query.
Phrase “Facebook Shoes”
Keywords are typed in the exact
order specified. Can have other
words before or after
Keyword Match types
29
30. BMM impact
Implement BMM keywords
into account with mostly
Exact & Phrase keywords
20%
Increase in Clicks & Conversions
30
34. The perfect ad
Paul’s iPhone Pen
Paul’s Cover
Adgroup 1
Adgroup 2
1. Respect the rules
2. Relevance & Deeplinking
3. Use your KeyWords
4. Include a Call-to-Action
5. Stand out from your competitors
6. Get Right to the Point
7. Your Display url is part of the Ad
Copy
8. Do A/B Testing
9. Test Again !
iPhone Cover by Paul
Buy one of our Exclusive iPhone covers,
and get 10% off. Purchase here!
www.paul-cover.com
iPhone Pen by Paul
Exclusive iPhone Pens colors.
Get 10% off. Purschase here!
www.paul-cover.com
34
47. 47
First Step – Branding
PAUL
Exclusive Promotion on
our iPhone Covers !
Purchase here !
Exclusive
Promotion on
our iPhone
Covers !
Purchase
here !
Lorem ipsum dolor sit amet, consectetur adipisicing
elit, sed do eiusmod tempor incididunt ut labore et
dolore magna aliqua.
Ut enim ad minim veniam, quis nostrud exercitation
ullamco laboris nisi ut aliquip ex ea commodo
consequat.
PAUL
48. 48
Second Step – Search Support
Paul’s iPhone Covers
iPhone Cover by Paul
Buy one of our Exclusive iPhone
Covers and get 10% off. Purchase here!
www.paul-cover.com
53. Which keyword is important?
Cover
iPhone Cover
Thank You !
Thank You !
53
54. First Message– Purchase here
Which Message / Call to action ?
iPhone
Covers
by
Paul
Buy
one
of
our
Exclusive
iPhone
Covers
and
get
10%
off.
Purchase
here
!
www.paul-‐covers.com
Second Message– Buy here
iPhone
Covers
by
Paul
Buy
one
of
our
Exclusive
iPhone
Covers
and
get
10%
off.
Buy
here
!
www.paul-‐covers.com
54
58. 58
Offer Extensions
Offer Extensions is a scalable ad format that shows relevant offers on Google.com as part of
the ad text based on the users search query.
iPhone Cover by Paul
www.paul-cover.com Save on Exclusive Covers on our website !
hide offer for an extra 10% off any Cover
Paul’s iPhone Cover
Save an extra 10% off on any cover
5€ off all cover purchase. Excluding:
Magnetic cover
Print
Offer
iPhone Covers by Paul
www.paul-cover.com Save on Exclusive Covers on our website !
Show offer for an extra 10% off any Cover
Advance Search
Users click on
the + box to
expand the
offer included
on the text ad
Any action taken by a
user (e.g. printing, etc.)
is charged like a click
on the ad. Advertisers
charged at most twice
(for two actions)
59. Show endorsements from people following your Google+ page on your search ads
What you need:
– Google + Page with min. 100 followers
– Verified URL linked to your Google+ page
– Domain name matches the domain of your ad's URL
Social Annotations
iPhone
Covers
by
Paul
Buy
one
of
our
Exclusive
iPhone
Covers
and
get
10%
off.
Purchase
here
!
www.paul-‐covers.com
Paul
has
1,653,931
followers
on
Google+
59
60. Insert images to illustrate your product
Have the rights to your Images!
Image Extensions (Bêta)
Ads related to iPhone Accessories
iPhone
Covers
by
Paul
www.paul-‐covers.com
Get
10%
off
on
our
Cover.
Purchase
here
!
iPhone
Cover
–
iPhone
Pen
-‐
PromoYons
60
61. Highlight reviews from reputable third parties
Make sure to have permission to use the reviews
Use of automated and human-based systems to confirm the validity and policy compliance of
all review extensions.
Third Party Reviews (Bêta)
iPhone
Covers
by
Paul
www.paul-‐covers.com
Get
10%
off
on
our
Cover.
Purchase
here
!
«
The
best
equipment
for
your
iPhone
»
-‐
iPhone
Magazine
iPhone
Covers
by
Paul
www.paul-‐covers.com
Get
10%
off
on
our
Cover.
Purchase
here
!
«
Rated
#1
for
your
iPhone
customisaYon
»
-‐
iPhone
Weekly
News
61
66. Paul’s Conclusion
How did AdWords help Paul ?
1. Use of the GDN tu create brand awarness
2. Support through Search Network
3. Traffic analysis & development of an ROI strategy, thanks to
implemantation of dynamic conversion tags.
Next Step
1. Implement a Remarketing strategy in order to retarget users who
haven’t converted.
2. Use of sitelinks & extensions
3. Develop a mobile strategy.
4. And much more tools that you can discover in our
What’s New on Google sessions!
