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Search marketing strategy - Rahul, Manish, Mrinalini - Google

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Rahul, Manish, Mrinalini from Google were at the ISB Digital Summit 2014 to conduct a session on Search Marketing Strategy: Adwords paid search & Mobile Ads strategy as part of the Digital Boot Camp workshop.

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Search marketing strategy - Rahul, Manish, Mrinalini - Google

  1. 1. Google Confidential and Proprietary Search Marketing Strategy Manish Gaba & Rahul Sadagopan 21 Aug, 2014
  2. 2. Google Confidential and Proprietary
  3. 3. Google Confidential and Proprietary Agenda 1 2 3 4 5 Digital Value Proposition Pop Quiz - AdWords Concepts Setting Your AdWords Goals Structuring your AdWords account Understanding Bidding Basics (Automated/Manual/Flexible Bid Strategies) 6 Targeting your ads (by device, location, day of week and time of day) 7 AdWords Best Practices 8 Performance Analysis - Run and Download Reports
  4. 4. Google Confidential and Proprietary Digital - Value Proposition Reach Real-time distribution at massive scale Cost You only pay when advertisers click on your ad - No upfront commitment Tracking You can track & measure results
  5. 5. Google Confidential and Proprietary Agenda 1 3 4 5 Digital Value Proposition Pop Quiz - AdWords Concepts Setting Your AdWords Goals Structuring your AdWords account Understanding Bidding Basics (Automated/Manual/Flexible Bid Strategies) 6 Targeting your ads (by device, location, day of week and time of day) 7 AdWords Best Practices 8 Performance Analysis - Run and Download Reports 2
  6. 6. Google Confidential and Proprietary Pop Quiz - AdWords Concepts - AdWords - CPC - CTR - Quality Score - Relevance - Ad Rank - Conversions
  7. 7. Google Confidential and Proprietary Agenda 1 3 4 5 Digital Value Proposition Pop Quiz - AdWords Concepts Setting Your AdWords Goals Structuring your AdWords account Understanding Bidding Basics (Automated/Manual/Flexible Bid Strategies) 6 Targeting your ads (by device, location, day of week and time of day) 7 AdWords Best Practices 8 Performance Analysis - Run and Download Reports 2
  8. 8. Google Confidential and Proprietary Setting Your AdWords Goals Define and Achieve Success with AdWords: What’s your Goal?
  9. 9. Google Confidential and Proprietary Setting Your AdWords Goals Buying Funnel → Google AdWords Metrics Awareness Research & Comparison Buying Impressions Clicks Conversions
  10. 10. Google Confidential and Proprietary Setting Your AdWords Goals Choose the campaign type that's right for you
  11. 11. Google Confidential and Proprietary Agenda 1 3 4 5 Digital Value Proposition Pop Quiz - AdWords Concepts Setting Your AdWords Goals Structuring your AdWords account Understanding Bidding Basics (Automated/Manual/Flexible Bid Strategies) 6 Targeting your ads (by device, location, day of week and time of day) 7 AdWords Best Practices 8 Performance Analysis - Run and Download Reports 2
  12. 12. Google Confidential and Proprietary Structuring Your AdWords Account Organize Your Campaign To Mirror Your Website And Be Found Online With All Your Products
  13. 13. Google Confidential and Proprietary Structuring Your AdWords Account Create Separate Campaigns For Multi-region Advertising ●Create Campaigns to target different countries, regions, states or cities ●Use geo-specific ads and keywords (eg.: Dentist Kolkata, Dentist Mumbai etc.)
  14. 14. Google Confidential and Proprietary Structuring Your AdWords Account Organize your account with themes
  15. 15. Google Confidential and Proprietary Structuring Your AdWords Account Using Keyword Match Types
  16. 16. Google Confidential and Proprietary Structuring Your AdWords Account Buying Funnel → Keyword Advertising Search Refinement: More specific terms like “Digital Camera” Information Gathering: Broad or less specific terms like “Camera” Ready To Buy: Long tail or very specific terms like “Canon EOS Mark III” Awareness Research & Comparison Buying
  17. 17. Google Confidential and Proprietary Structuring Your AdWords Account Keyword Funnel → “Spread Thin” or “Go Deep”? Visit 1 Visit 2 Visit 3 Visit 4 Camera Digital Camera 8 Mega Pixel Camera Nikon Coolpix Assist KeywordsCamera Assist KeywordsDigital Camera 8 Mega Pixel Camera Nikon Coolpix Visit 1 Visit 2 Visit 3 Visit 1 Visit 4 Visit 2 General Keywords Assist Higher Converting Keywords
  18. 18. Google Confidential and Proprietary Structuring Your AdWords Account Better ad texts, better performance!
  19. 19. Google Confidential and Proprietary Agenda 1 3 4 5 Digital Value Proposition Pop Quiz - AdWords Concepts Setting Your AdWords Goals Structuring your AdWords account Understanding Bidding Basics (Automated/Manual/Flexible Bid Strategies) 6 Targeting your ads (by device, location, day of week and time of day) 7 AdWords Best Practices 8 Performance Analysis - Run and Download Reports 2
  20. 20. Google Confidential and Proprietary Understanding Bidding Basics Basic Bid Strategies: Manual & Automatic
  21. 21. Google Confidential and Proprietary Understanding Bidding Basics Advanced Bid Strategies: Determining a bid strategy based on your goals Impressions Clicks Conversions CPM Bidding Focus On Impressions Objective: Brand Awareness CPC Bidding Focus On Clicks Objective: Visits & Sales CPA Bidding Focus On Conversions Objective: Maximize Conversions
  22. 22. Google Confidential and Proprietary Understanding Bidding Basics Flexible Bid Strategies
  23. 23. Google Confidential and Proprietary
  24. 24. Google Confidential and Proprietary Agenda 1 3 4 5 Digital Value Proposition Pop Quiz - AdWords Concepts Setting Your AdWords Goals Structuring your AdWords account Understanding Bidding Basics (Automated/Manual/Flexible Bid Strategies) 6 Targeting your ads (by device, location, day of week and time of day) 7 AdWords Best Practices 8 Performance Analysis - Run and Download Reports 2
  25. 25. Google Confidential and Proprietary Targeting Your Ads What are the options? - Targeting by Days/Hours - Targeting by Location - Targeting by Device - Targeting by Audience, Medium and Format
  26. 26. Google Confidential and Proprietary Enhance Your Targeting - Bid Adjustments What are bid adjustments? - Ad scheduling bid adjustments - Location bid adjustments - Device bid adjustment - Display (method) bid adjustment - Remarketing lists for search ads bid adjustments
  27. 27. Google Confidential and Proprietary Agenda 1 3 4 5 Digital Value Proposition Pop Quiz - AdWords Concepts Setting Your AdWords Goals Structuring your AdWords account Understanding Bidding Basics (Automated/Manual/Flexible Bid Strategies) 6 Targeting your ads (by device, location, day of week and time of day) 7 AdWords Best Practices 8 Performance Analysis - Run and Download Reports 2
  28. 28. Google Confidential and Proprietary AdWords Best Practices - Capture That Real Estate Enhance your ad with extensions - Match them to your BUSINESS GOALS
  29. 29. Google Confidential and Proprietary Agenda 1 3 4 5 Digital Value Proposition Pop Quiz - AdWords Concepts Setting Your AdWords Goals Structuring your AdWords account Understanding Bidding Basics (Automated/Manual/Flexible Bid Strategies) 6 Targeting your ads (by device, location, day of week and time of day) 7 AdWords Best Practices 8 Performance Analysis - Run and Download Reports 2
  30. 30. Google Confidential and Proprietary Performance Analysis - Know what is going on! Play with Data - Columns - Segmentation - Filters - Graphs Top Reports - Search Query - Auction Insights - Dimensions Tab for custom reporting
  31. 31. Google Confidential and Proprietary
  32. 32. Google Confidential and Proprietary Thank You!

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