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Building A Successful Campaign with Google Adwords


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Building A Successful Campaign with Google Adwords

  1. 1. Google Confidential and Proprietary 1 Building A Successful Campaign With Google AdWords Marc Warburton Agency Relationship Manager, South East Asia
  2. 2. Google Confidential and Proprietary Agenda: 1 Introduction 2 Why Search Engine Marketing (SEM) 3 Why Search Engine Marketing in Singapore 4 AdWords – The Nuts and Bolts 5 Success Stories 6 Questions
  3. 3. Google Confidential and Proprietary 3 Why Search Engine Marketing (SEM)
  4. 4. p.4 Google Confidential and Proprietary Over 1.5 billion people online
  5. 5. p.5 Google Confidential and Proprietary 5 20 Years Ago Local libraries, morning papers Information Now 4 billionglobal searches per day Source: According to Comscore, in June 2008 there were over 60 billion searches conducted worldwide - equivalent to more than 2 billion searches per day on average
  6. 6. p.6 Google Confidential and Proprietary 20 years ago Fax, post, landlines Now 118 billionworld-wide mails & IMs sent per day Communication Source: IDC: 'Worldwide Email Usage 2007-2011”' 'Worldwide Email Usage Forecast, 2002-2006: Know What's Coming Your Way'' (Apr 2007) (Checked Oct 2008 but unable to find an update)
  7. 7. p.7 Google Confidential and Proprietary Commerce 20 years ago Local shops, catalogues 85% of internet usersworldwide have bought something online Now
  8. 8. p.8 Google Confidential and Proprietary 8 Declining Power of Television Source: "McKinsey Study Predicts Continuing Decline in TV Selling Power," Advertising Age August 6, 2006. Data adjusted to base of 100 In 2010, traditional television advertising will be one- third as effective as it was in 1990 1990 2010 in buying power due to CPM increases in ads viewed due to switching off in attention paid to ads due to increased multitasking in message impact due to saturation 85% 65% 59% 100% 37% 37% 15% decline 20% decline 6% decline 22% decline Remaining TV Effectiveness
  9. 9. Google Confidential and Proprietary Search Marketing Provides Highest ROI 4% 1% 1% 1% 2% 2% 3% 3% 3% 3% 3% 4% 4% 12% 22% 30% 1% 1% 0% 5% 10% 15% 20% 25% 30% 35% Other TV Radio Print Magazines Paid Inclusion Banners Telemarketing POS Promotion New spapers Keyw ord-targeted Banners Direct Mail Context-targeted text Affiliate Marketing PR Conferences E-mail Marketing Organic SEO Paid Placement Source: IntelliSurvey, Inc. and Radar Research commissioned by Search Engine Marketing Professional Organization (SEMPO), February 2007. 227 advertisers worldwide were asked to select 3 vehicles. Advertising/Marketing Vehicles that Provide the Highest ROI (% of Advertiser Respondents)
  10. 10. Google Confidential and Proprietary Source: Las Vegas Review Journal, Sep. 23, 2009. Internet Retailer, Dec 2, 2009 CEOs Recognize and React to the Changes “ Every dollar spent online influences $5.77 spent in the store over the next 10 days.” - Terry Lundgren, Macy’s CEO
  11. 11. Google Confidential and Proprietary 11 Why Search Engine Marketing in Singapore?
  12. 12. Google Confidential and Proprietary Sources- Avinash Kaushik 12 But my website visitors either can’t, or don’t, purchase on my site…
  13. 13. Google Confidential and Proprietary 13 37%37% 17%17% 20%20% 30%30% Source: iProspect, “Offline Channel Influence on Online Search Behavior,” 2007. (Q. Within the last 6mo., which of the following prompted you to go to a search engine to look for info on a particular company, product, service, or slogan? Select all that apply.) 67% of online search users are driven to search for information about a particular company, product, service, or slogan by an offline channel. 67% of online search users are driven to search for information about a particular company, product, service, or slogan by an offline channel. Offline Channels Drive Online Search
  14. 14. Confidential and Proprietary Analysis of the Online Research, Offline Purchase Dynamic. Singapore. September 2010, Netpop Research, LLC 14 n=1740 Base: All purchases made either online or at a store and used at least one source Research Online* Research Offline** Purchase Offline Purchase Online 70% 13% 0%17% * Used any online source to research ** Used only offline sources to research A summary of all products reveals that most buyers research products online, but purchase them offline 7 in 10 are researched online but purchased offline 13% are researched and purchased online
  15. 15. Google Confidential and Proprietary 15 Internet Population in APAC is Growing - Region APAC Internet Population is larger and growing at a faster rate than the United States or Europe EMarketerJanuary-2008 8% 12% 3% 5% 11% 0 100 200 300 400 500 600 700 800 900 Row Latam NA EU APAC Millions 0% 2% 4% 6% 8% 10% 12% 14% 2007 2012 CAGR
  16. 16. Google Confidential and Proprietary 16 Google is in the “Connections Business” Connect consumers to ALL the information they care about Connect marketers to ALL the customers they care about
  17. 17. Google Confidential and Proprietary 17 AdWords – The Nuts and Bolts
  18. 18. Google Confidential and Proprietary 18 What We Believe 1 Advertising should be measurable, accountable and optimizable. 2 You should only pay as much as you can. 3 Advertising should be flexible. You should be able to start, stop, or cancel your media buy at any time you choose.
  19. 19. Google Confidential and Proprietary 19 How Does AdWords Work? Search Query AdWords Ads
  20. 20. Google Confidential and Proprietary 20 Tailor your campaign to suit your business. Identify your audience… …then customize your message. Marc’s Muffins!
  21. 21. Create a Seamless Experience Where to buy widgets continuous feed duplex printer Only if a user clicks on your ad are you charged for your advertising.
  22. 22. Google Confidential and Proprietary 22 How the Ad Auction Works Ad Position is determined by... Ad rank … which denotes ad position = Relevance Quality Score is determined by a combination of factors, including: • Click-through-rate on (clicks divided by impressions) • Keyword and ad text relevance • Landing page quality Quality Score X Willingness to pay Max CPC is the highest $ amount an advertiser is willing to pay for one click on their ad • Maximum CPC bids are used as an upper limit • Each advertiser pays only the minimum amount required to maintain their position Max CPC
  23. 23. Google Confidential and Proprietary 23 Google Display Network
  24. 24. p.24 Google Confidential and Proprietary 24 Google Display Network • Reach over 80% Internet Users • 4.3 Billion Daily Page- Views • 705 Million Monthly Visitors • 1 million+ Publishers
  25. 25. Google Confidential and Proprietary Engage Consumers: When They Read Content Your message reaches millions as they read online Google technology matches ads to the most relevant Web content Example: • Article reviewing investment resources • Relevant ads targeted in real-time
  26. 26. E*TRADE FINANCIAL Center Visit our Midtown location 300 Park Avenue New York, NY 10022 (866) 789-0716 Stock Trades From $6.99 Plus 100 Commission-Free Trades. Open Online at E*TRADE Securities. 100 No-Commission Trades Plus 100 Commission-Free Trades. Open Online at E*TRADE Securities. Free Online Bank Interest-Bearing Checking with Free Online Bill Pay from E*TRADE Bank. Sponsored Links [Ad] E*TRADE FINANCIAL Open an account Online and Start Investing Today Mobile Web results: ‘investing’ Results 1-10 of about 20,000. Investing and CNBC Investing and CNBC features investment tools like stock quotes, charts, a portfolio … Stock Trades From $6.99 Plus 100 Commission-Free Trades. Open Online at E*TRADE Securities. QQQ Moves to NASDAQ Visit for a QQQ Prospectus, a UIT. ALPS Distributos Inc., distributor Trade Stocks for $4 No Account Minimums. Start Trading Online Today! INVESTools Learn the 5-Step Formula to trade stocks with confidence www.investools.comAds by Google Advertise on this site Sky Scraper Local Business Ad Mobile Ad Search Ads Contextually-Targeted Text Ads Rich Media/Widgets Engage Them: With Various Ad Formats Video and TV Ads
  27. 27. Google Confidential and Proprietary 27 AdWords Features
  28. 28. Google Confidential and Proprietary 28 *Marketer is responsible for translating ads into selected languages. Region City Radius Set borders Country, Regional, and City-level Targeting • Reach customers searching for results in geographic areas you choose Customized Targeting • Reach customers searching for results in an area you define Language Targeting • Reach users searching in a specific language, wherever they are* Target users geographically & by language
  29. 29. Google Confidential and Proprietary 29 Reporting: Reports can help you: - Provide regular updates on performance - Identify trends - Optimize
  30. 30. Google Confidential and Proprietary Summary: PPC: Pay only when someone clicks on your ad Targeting: Choose where your ads show, and to whom Flexibility: No minimum spend or time commitment, change ads & keywords 24/7 Ranking: Relevant ads gain a higher position on Google for less ROI: Full visibility on how many clicks turn into leads or sales AdWords = Control + Transparency
  31. 31. Google Confidential and Proprietary 31 Singapore Success Stories
  32. 32. Google Confidential and Proprietary Case Study - ONYX Hospitality Group. - Over 45 years, ONYX Hospitality Group is one of the Asia- Pacific’s leading hospitality management companies - Portfolio that includes over 18 operational properties across Asia and more new properties rapidly being developed in Asia Pacific over the next few years
  33. 33. Google Confidential and Proprietary Why Google AdWords? - Potential customers can spend time viewing our ads on the Search and Display Network – a direct opportunity for Amari - With the Display Network we can run campaigns to create demand, then capture that demand on the Search Network. - Positively influence our overall sales channels
  34. 34. Google Confidential and Proprietary 34 Lift in Brand Related Queries Amari has seen a jump in brand queries since using AdWords. This effect is removed when we temporarily pause our campaigns. Google Adwords Report Google Analytics Report
  35. 35. Google Confidential and Proprietary Key Takeaways: - Google AdWords has allowed us to receive more attention from users - AdWords has improved our brand perception to new and existing users - Search and Display advertising as an integrated medium have together driven us a more positive ROI
  36. 36. Wall Street Institute Singapore gets 188% more visits and 100% of new leads with Google AdWords « Google AdWords has worked very well for us. The best part is that you don’t need to spend more to get more results, unlike with traditional media. It is really about being smarter with where you spend your advertising dollar. We tried other search engine campaigns, but none worked as well and effectively as Google did. » – Adele Sim, Director at Singapore’s Wall Street Institute School of English Duke-NUS Graduate Medical School Singapore sees 70,000 leads thanks to Google AdWords « The beauty of Google AdWords is its cost-effectiveness and transparency. You pay what you can afford and every cent spent is translated into either success or failure by way of the clickthroughs and conversions so you can see very clearly how your advertising budget is being utilized. » – Corinna Cox, Communications & Development Director at Duke-NUS Graduate Medical School For U21Global, Google delivers a 50% lower cost per lead than other forms of online advertising « Google has been very proactive in continually providing helpful insights and suggestions that have improved our campaign performance. They are a very valued media partner. » – Molly Chin, Marketing Manager of Brand and Advertising at U21Global Graduate School for Global Leaders More Google AdWords success stories available at and Advertiser Success Stories Google AdWords Linkword grows from a part-time academic venture to a full-time business through Google AdWords « The fact is, without Google AdWords, I wouldn't be here. What I really like about it is the control you have over costs. You can tell at a glance whether you're making a profit on a particular day, at any point during the day. That's incredibly useful. » – Dr. Michael Gruneberg, Psychologist, at Linkword School of Languages
  37. 37. Babytown Singapore uses Google AdWords to double website traffic and grow revenue 110% YoY « When I looked at the results after the 1st month, I was shocked by the traffic that Google AdWords brought to our website. Visitors are now running 20,000 per month – a 233% increase – and revenues are growing steadily at 110% each year. We hit an all-time high revenue growth recently, and are showing very strong signs of continuing this pace. » – Eric Liebman, Chief Marketing Officer at Arena Flowers grows its turnover by as much as 100% on its 2nd year of business thanks to Adwords « When we say what our turnover figures are, people are quite stunned by how we managed to generate so much traffic so quickly …the reason we’ve taken all that money is because we’ve used Google AdWords properly. » – Will Wynne, Managing Director at Arena Flowers Cool Diamonds builds awareness and increases Web traffic from 13,000 to 1 million hits per month « You cannot advertise in just newspapers and magazines. That day is passed. Today people are looking for information on the Web and AdWords helps with this. Especially with products like ours which are expensive products. They want to know about them before they buy. It’s a prime opportunity for us. » – Michel Einhorn, Founder of Cool Diamonds More Google AdWords success stories available at and Advertiser Success Stories Google AdWords Bathrooms365 triples turnover with the help of Google AdWords « In the evening, after a long day, I can pack my bags, leave the building and know that Google AdWords is doing the work for me. I know that when I come back the following morning, there is a good number of orders there that I haven’t had to work for… » – Paul Whittaker, Sales and Marketing Director at Bathroom365
  38. 38. Google Confidential and Proprietary QUESTIONS? 38