Building A Successful Campaign with Google Adwords


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  • So currently there are over 1.5 billion people are online now. That’s an incredible number – more than 20% of the world’s population. The hockey stick growth of Internet usage has continued despite the recession and we have masses of people moving into the online space and spending increased time on the internet versus the more traditional media like television or newspapers.
    I can actually recall myself having presented this slide just a few months ago and the number was still 1.4 billion
    In tandem with this phenomenal growth, millions of businesses are moving online to keep up with this change and connect with this ever increasing global marketplace.
    Transition: so how has the internet changed the way we research and look for information?
  • The numbers are staggering, according to Comscore currently 4 billion online searches take place every day (or 175 million per hour) – on average that’s more than 2.5 searches per person per day. And this figure has grown 46% from 2008 to 2009, in a year otherwise marked by a severe economic downturn.
    So whereas 20 years ago doing any form of research usually involved going to the library, looking up a book, finding the volume, page, etc., today people are turning to search engines to play the role of a digital librarian, providing any kind of information in a matter of seconds on any topic, effectively making us citizens of the world.
    -The same applies for newspapers – not so long ago we had to wait until the morning paper and evening news to see the latest headlines. During the recent elections news sites hit a record of 8.6m visitors per minute.[123]
    Now almost anything is just a search box away and heaps of content is being created in real time - every 4 hours Google indexes and adds or refreshes as much data as is in the entire US Library of Congress [19]. 
    Transition:  Also just as important as people`s need for information is the need for communication... 
  • (Communication):
    Again, the pace of change has been phoneomenal – 10 years ago people only used email for work, if people wanted to instantly send a document they had to use a fax machine. Now, everything is sent online - with 1.2 billion active email accounts worldwide [122] and 118 billion emails and IMs sent per day [22, 23]. That is 30 per person per day! No other medium has this kind of reach.
    10 years ago people relied on their landlines and phone boxes for emergencies.  Now we have mobile phones.  By mid 2008 there were around 3.5 billion mobile subscribers - equivalent to half the world's population [2,3].  
    Transition:  The same scale of shift is apparent also in how people fulfill their needs for entertainment...
    [122] Radicati Group, July 08
    [22, 23] 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)
    Radicati Group, 'Instant Messaging Market, 2007-2011' (Aug 2007)
    [2,3] (June 2008) (Sept 2008)
    [179] (2007).  The over 300 billion figure applies to 2006 because that was the latest number available
  • Transition: And finally - which perhaps is what we’re here to talk about in more detail – the internet has dramatically changed how we fulfill our need to shop and here as well the change has been dramatic. 
    10 years ago the only books you could buy were those you could find in your local bookstore and you’d certainly have to go there physically to make a purchase.
    However, today is a whole different ballgame - more than 85% of the world's Internet users surveyed in late 2007 said they had purchased something online [52]
    So what kind of scale and numbers are we talking about? In the US alone, for all of 2009, e-commerce including travel spending totaled $210 billion [Comscore via Internet Retailer, February 12, 2010] , whereas 10 years ago, the total US Ecomm sales for 2000 was $27.5 billion [US Census Bureau;]
    Put is simply, ecommerce sales in the US grew almost 700% in just 10 years.
    In terms the number of transactions, growth has been very strong as well, with total online retail transactions in the US during Q4 2009 passing the 200 million mark, a 20% increase over Q4 2008. [Compete, Inc.(based on Compete's Retail category of ~450 retailers)]
  • Macy’s CEO recently shared how online meida influences Macy’s in-store sales. Every dollar spent online influences $5.77 in the store.
    Figure out for all the dollars you spend online,how much comes back into the store. Your ROAS
    Online is quantifiable beyond just direct response.
    Not only do online search ads help drive sales and store traffic. They also help make people aware of your ads.
  • Internet population is growing at an amazing pace. E.g.
    As you can see from the graph, APAC internet population is larger than United States and Europe.
    In fact, it is also growing at a faster rate than these two regions at a rate of 11% annually in the next four years.
    Think about yourself. 10 years ago, you got info from all kinds of offline media, newspaper, magazines, etc. NOW: You Google it
    Point is: U have to advertise where your target audience is and they are online!
  • Works and feature that u can use to make your adwords campaign a success!
  • Reg. search page blank
    Search entered
    Ads (CPC) vs Organic
    How much and ranking?
    Ads workflow
    Advertisers select relevant keywords & text ads
    Users search on those keywords
    Google ranks ads (ad auction)
    Winning ads appear
    Marketer only pays when ad is clicked
    [CLICK]The organic search results appear to the left hand side of the screen. [CLICK] AdWords ads appear at the top, and to the right, the ones at the top being those that rank most highly in the programme.
    Advertisers only pay when a user clicks on their advertisement. But they’ can’t pay for a specific placement… so how is ad rank determined?
    Organic “Natural” Search Results
    Cost free; results are based on Google ranking algorithm of relevance to search query
    Advertisers can bid on these positions
    How much do advertisers pay and how are ads ranked
  • Works and feature that u can use to make your adwords campaign a success!
  • For one Google – in addition to being the most used search engine in the world – has the largest display advertising network in the world, reaching more users than any other single network or property in the web.
    This vast reach comes in the form of over a million unique web publishers all over the world who partner with Google to serve content read by over 80% of global Internet users.
    The display network includes Google properties - like Gmail, Groups and Youtube - popular news sites, like US news and WSJ, or social networks like Facebook, Myspace, Friendster and Linkedin but also all sorts of websites, blogs & forums around unique topics.
    In terms of scale, the Google display network accounts for 4.3 billion daily page views and 705 million monthly visitors
    The sheer diversity of audiences available on the web translates to an unprecedented array of topics, interests, and perspectives.
    With Google’s display network, the notion of amassing a single large audience around one topic has been replaced by the notion of consolidating many niches into one mass – providing marketers with unprecedented precision in targeting highly qualified segments domestically and abroad.
  • Works and feature that u can use to make your adwords campaign a success!
  • UI
    Query parsing
    POINT: mass to niche audiences!
  • Reports help you focus on what really matters in an optimisation
    Remember the 80/20 rule
    Focus on improving what’s already working
    Check the ‘advanced settings’ box to see quality score numbers for each keyword, delete any poor performers
    Give your stellar keywords the best chance to perform
  • So we’ve talked about the reach of the Google advertising network. But how does this work for you, the advertiser? The real advantage is the level of control you have over every aspect of your adverting.
    [CLICK] Firstly, you choose where your ads should show and to whom. For some larger websites, it may be as useful to reach users in United States as in Kuala Lumpur. But if you literally only serve customers in Kuala Lumpur, that’s fine also. You can target your advertising only to show to users in that area.
    [CLICK] You pay only when someone clicks on your ad. In other words, if your ad shows 1000 times but is only clicked on 10 times, you just pay for those 10 clicks.
    [CLICK] There is literally no minimum spend or time commitment – you can trial your account for a week, then close it at no extra cost. The moment you pause your campaigns, you stop accruing clicks and charges. Google does not believe you should need to ‘tie’ customers into your programme in order for them to stay with it, and find it useful.
    [CLICK] One of the great advantages of AdWords is that the top positions do not just go the person who pays the most. We also take relevance into account when ranking ads, so a highly relevant ad may be placed higher than a less relevant ad which pays more per click. This is a great opportunity for SMEs!
    [CLICK] Finally, you can track your return on investment. When you’ve paid for a click, does a user go on to buy on your site? How many clicks have turned into leads, where users have emailed you? This type of visibility on what a user does after they’ve seen your ad is invaluable to modern businesses – and something that would have been unthinkable in most types of advertising 10-20 years ago.
  • 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