Ad words and your clients

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Ad words and your clients

  1. 1. AdWords and your Clients Athens – 26 September 2007 Louis Hatzis louish@google.com
  2. 2. Google Confidential and Proprietary 2 “A good advertisement is one which sells the product" David Ogilvy, Confessions of an Advertising Man, 1971
  3. 3. Google Confidential and Proprietary 3 Objectives Metrics • Site visitors • Time spent on site • Pages viewed Build Awareness • Sales inquiries • Data sheet downloads • Product demos Generate Leads Campaign Strategy Sales
  4. 4. Google Confidential and Proprietary 4 Myths, Trends & Facts
  5. 5. Google Confidential and Proprietary 5 Myth 1: Search is Only for Online sales Ad Awareness Looking for Product? Need Additional Info? Brand Interaction? Ready to Purchase? No Awareness Brand Awareness Brand Familiarity Brand Image Purchase Search
  6. 6. Google Confidential and Proprietary 6 Search Impacts Brand & Awareness Search 1st ad Search 5th ad Content +27% +14% +19% “Brand advertisers who are not yet placing search advertising, may be missing out on a share of voice opportunity for keywords relevant to their categories.” – Marc Ryan, Senior Director, Analysis, Nielsen//NetRatings. Source: SOURCE: Interactive Advertising Bureau and Nielsen//NetRatings (June 25, 2004)
  7. 7. Google Confidential and Proprietary 7 Myth 2: Few Online Transactions in Greece SOURCE: IDC, 2006 E-commerce Value of Transactions in Greece ($M) 0 2000 4000 6000 8000 2002 2003 2004 2005 2006 B2C B2B
  8. 8. Google Confidential and Proprietary 8 Online Purchases by Greek SMBs 6 17 6 18 13 12 26 41 28 23 44 35 43 57 65 4 4 9 4 15 25 34 5 6 19 12 20 23 16 25 20 4 4 2 3 10 2 11 4 5 22 18 17 18 18 14 9 3 6 8 6 5 11 31 11 12 9 7 11 13 12 1 3 4 70 23 72 20 11 5 15 13 13 13 5 5 8 1 0 61 10 31 8 27 18 3 34 22 6 23 3 4 2 0 2 22 0 8 1 5 20 2 5 0 3 3 0 1 0 1 0 1 TAXIS Transactions Access free Software Social Security Transactions Education/E-Learning Search for partners/personnel Mobile Commerce Transactions Purchase services & goods Ecommerce / Suppliers E-Banking Updating Web Site Competitor Information Entertainment Information about legal issues News & Information Email VAT Transactions daily every 2-3 days every week every 15 days every month rarely n/a SOURCE: EDET, 2005
  9. 9. Google Confidential and Proprietary 9 Online Purchases by Greek Consumers 11.2 13.9 54.7 50.3 23.2 31.3 15.9 20.1 13.7 68.5 70.5 63.7 88.8 14.7 26.4 31.7 37.6 46.9 54.6 54.2 53.1 55.4 25.7 25.4 28.1 10.5 74.1 59.7 13.6 12.1 29.9 14.1 29.9 26.8 30.9 5.8 4.1 8.2 0.7 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Gambling/Casino Online games Download E-Commerce Automobile Travel Health Cinema/Theater Food/Entertainment Work News Email/Chat Search for information Frequently Occasionaly Never SOURCE: AGB, 2005
  10. 10. Google Confidential and Proprietary 10 Trend 1: Search is a Navigation Platform SOURCE: Piper Jaffray & Co., 2006 Online Media Survey
  11. 11. Google Confidential and Proprietary 11 Trend 2: Search is Expanding beyond Direct SOURCE: Search Engine Marketing Association (SEMPO)
  12. 12. Google Confidential and Proprietary 12 Source: Google/Jupiter Research UK Consumer Survey, 6/05; n=996 (Overall), n=860 (Retail) choose specific products to purchase located a store to visit compared prices of product/service online Q: Thinking about the most recent product or service that you purchased offline (in a physical store) and researched online, which of the following activities did you do online? (Select all that apply). 48% 45% 66% Fact 1: The Internet Drives Offline Sales SOURCE: Google/Jupiter Research UK Consumer Survey, June 2005
  13. 13. Google Confidential and Proprietary 13 Fact 2: Search is the Most Cost Effective Channel SOURCE: Piper Jaffray 2004 0.25 Average Cost per Lead, by Marketing Vehicle 0.3 1.1 5.46 £0.00 £1.00 £2.00 £3.00 £4.00 £5.00 £6.00 Email Banners Direct MailSearch
  14. 14. Google Confidential and Proprietary 14 Fact 3: Google is the leading Search Engine 76% Yahoo 10% Others* 12% IN.gr 3% MSN 2% SOURCE: IPSOS,Q2 2007 Search Engines used by Greek Internet Users
  15. 15. Google Confidential and Proprietary 15 5 Things to Remember Search Impacts Brand & Awareness Internet Users Start Navigating with Search Search is the Most Cost Effective Channel Internet & Search Drives Offline Sales Google is the leading Search Engine in the World
  16. 16. Google Confidential and Proprietary 16 Tools for Agencies
  17. 17. Google Confidential and Proprietary 17 Search Advertising vs. Traditional Models Traditional Marketing: Planning / Life Cycle 1 1263 9 Months Planning: - Identify market - Create messaging - Negotiate Media - Execute creative - Traffic assets Flight: - Lock-in to media plan - Little to no adjusting - Little to no tracking - Weak metrics Refine / Re-launch: - Did it work? - Use minimal data to adjust/refine campaign - Re-negotiate - Re-launch Search Advertising: Turn-Key and Real-Time Define Objectives - Determine metrics - Designs the Campaign - LAUNCH - Monitor / Optimize - Immediate, continual ROI Real-time > Set daily budget & price per click > Receive real-time data > Modify/change/cancel campaigns on-the-fly
  18. 18. Google Confidential and Proprietary 18 Choosing Keywords
  19. 19. Google Confidential and Proprietary 19 Estimate Clicks, Cost and Position
  20. 20. Google Confidential and Proprietary 20 Advanced Bidding Tools Position Preferences Bid to a target position Ad Scheduler Dayparting Budget Optimizer Maximizes clicks Preferred CPC Bidding Bid to a target CPC Value Based Bidding (beta) Bid to ROI or CPA targets
  21. 21. Google Confidential and Proprietary 21 AdWords Editor New for Version 2.0: Bulk add/update Better keyword mgmt Advanced searching and editing Replaces bulksheet process Downloadable desktop application for editing AdWords accounts
  22. 22. Google Confidential and Proprietary 22 My Client Center • MCC Alerts Notify you of important account information: Campaign End Nearing Ad delivery stopped Budget 80% depleted • Local Time Zone Support Dashboard that allows agencies to manage all client accounts from one view
  23. 23. Google Confidential and Proprietary 23 Access Marketing Tools
  24. 24. Google Confidential and Proprietary 24 Customer Managed Spending • No renewal or revision contracts needed • Modify budgets through the My Client Center online interface • Receive one consolidated invoice • Allocate your credit limit between your clients New spending platform that gives agencies increased flexibility and efficiency
  25. 25. Google Confidential and Proprietary 25 Google Analytics • Measure and evaluate ROI on all marketing efforts • Evaluate visitor navigation to identify site improvements • Track e-commerce metrics such as revenue, cost, and conversion rates • Easy to use Free, hosted web analytics service built into AdWords
  26. 26. Google Confidential and Proprietary 26 Questions

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