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Google product update november adwords


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latest google update on adwords for November

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Google product update november adwords

  1. 1. Google Confidential and Proprietary Sarah Tate – Agency Product Specialist What’s new @ Google? 1
  2. 2. Google Confidential and Proprietary Agenda • Q4 Insights and Market Trends • New Products & Innovations • Research Online, Purchase Offline… • SECURITY!! 2
  3. 3. Google Confidential and Proprietary Some Key Thoughts
  4. 4. Google Confidential and Proprietary The UK online population has grown by 2 million to 44 million in the past year ... Brits spend almost half their waking lives immersed in media... Tv & Internet becoming part of one and the same media experience... Humans generated more data in 2009 than in the previous 5,000 years combined
  5. 5. Google Confidential and Proprietary 41% feel financially worse off compared to last year The UK is facing the slowest post-war recovery, as GDP stands 4.5 % lower than pre-recession levels The UK economy remains weak... Unemploymentremains high with 2.45 million looking for a job
  6. 6. Google Confidential and Proprietary ... But no double dip recession for digital Online recruitment has grown by 22%in September 2010 year on year An extra 1.1 million people are buying online monthly in 2010, totalling at 26 million UK e-commerce sales are expected to growth by 13%in 2010
  7. 7. Google Confidential and Proprietary 3 out of 4 UK internet users research products and services online, making it the second most popular online activity
  8. 8. Google Confidential and Proprietary Mobile
  9. 9. Google Confidential and Proprietary 14 million Brits surf the internet on their mobile phones 12% of all UK shoppers use mobiles to research before they shop There are 15 million smartphone users in the UK (up 70% since 2009)
  10. 10. Google Confidential and Proprietary 41%of retailers plan to have a transactional mobile site or application in place within the next year In the last 12 months Amazoncustomers ordered more than $1 billion of products using a mobile device Both a $75k Corvette and a $140k Lamborghini have been bought via Ebay Mobile in the past 12 months
  11. 11. Google Confidential and Proprietary Google Innovations
  12. 12. Google Confidential and Proprietary The Driverless Car 12
  13. 13. Google Confidential and Proprietary Google Images: Reach Active Searchers with Engaging Ads 13 Exclusive 728 x 90 expandable placement  First display ad on a Google search property  Extend your reach with 40 million targetable page views (US)  Users are actively searching for your category  Expandable format encourages engagement (1H‟10)
  14. 14. Google Confidential and Proprietary ACE – &answer=183511 14 What Who Why A split-testing tool that allows advertisers to measure how changes to keywords, bids, ad groups, placements and ads impact their actual campaign performance. Works on search and content. Advertisers who want to test and measure changes to their ad groups Advertisers will be able to better optimize their accounts by seeing how these changes impact campaign performance.
  15. 15. Google Confidential and Proprietary Campaign >> Settings >> Advanced Settings 15
  16. 16. Google Confidential and Proprietary Bear in mind…. • Results will be visible under the campaigns tab under „experiment‟ and „control‟ rows • Only one experiment per campaign at every given time • ACE is not compatible with  Position Preference - Although you are not able to test the effects of turning on position preference for a portion of your campaign traffic, you are able to run experiments on a campaign currently using position preference. Any position preferences you have set will apply to both the control and the experiment groups.  Opting into campaign-level settings - You are not currently able to enable / disable a feature (such as new geographic or language targeting, or opting into a new bidding feature) at the campaign settings level for a portion of your campaign traffic.  Conversion Optimizer - Campaign Experiments cannot currently be run while the Conversion Optimizer is enabled for a campaign. 16
  17. 17. Google Confidential and Proprietary Google Accelerator Unlocking 5 amazing tools with 2 simple tag Conversion Optimiser Reduce costs and increase conversions. Set a target CPA and you‟re away. Enhanced CPC Optimises conversions by automatically adjusting CPC‟s based on potential to convert. Remarketing Retarget consumers that have shown an interest in your product but did not convert. Search Funnels Understand the full value of search. Insight into click attribution. Display Campaign Optimiser Optimises targeting and bidding to find additional conversions for your GDN campaigns.
  18. 18. Google Confidential and Proprietary Google solutions: Enhanced CPC 1 8 Enhanced CPC Observes which auctions you receive conversions from Builds a prediction model to guess which auctions will convert best in the future Optimizes your traffic so you are spending your money in the best auctions Compatible with 3rd party bid management tools Maintains a control sample to validate positive impact of bidding adjustments Uses CPC bids rather than CPA bids No minimum threshold of conversion volumes Activate in AdWords Interface via Edit Settings
  19. 19. Google Confidential and Proprietary 19 Remarketing on the Google Display Network • Anyone with a website who cares about value for money • Anyone with more than 50K UU/month • Target users who have visited your website but didn’t convert • Re-advertise to these people with a different message • Bring them back to your website to re-engage them • 97% of new site visitors don’t convert on the first visit* • Target users on a network with more reach, scale & efficiency than any other • 84% of unique internet users in the UK can be reached on the GDN • Only target hot prospects that have previously engaged with your site • No premium for Remarketing on the GDN *Source: Core Metrics UK Benchmarking, March 2009
  20. 20. Google Confidential and Proprietary 20 In the Search Funnels reports, you can now see: • Upper funnel clicks and impressions* that occur prior to last clicks that drive conversions • Average length and duration of conversion paths • How keywords, ad text and campaigns assist each other prior to conversion *impression data only available from Google Search Funnels will Uncover New Insights
  21. 21. Google Confidential and Proprietary 21 You provide target CPA, creatives, budget Result: More conversions at desired CPA System automatically optimizes targeting and bidding Let the Display Campaign Optimizer find additional conversions at your desired CPA, across the millions of sites in the Google Display Network. Display Campaign Optimizer
  22. 22. Google Confidential and Proprietary Online to Store Measuring the Impact of Google Search Advertising on Vodafone‟s In-Store Sales Online 2 Store
  23. 23. Google Confidential and Proprietarypage 23 Agenda • Purpose of the test & methodology • Results • Implications
  24. 24. Google Confidential and Proprietary 24 Test Objective Quantify the impact of search advertising on Vodafone‟s in-store sales
  25. 25. Google Confidential and Proprietary 25 Objective: create a measurable difference in Google AdWords spending between test and control regions and determine the impact on in-store sales. 1. Determine a baseline of sales activity in each test/control region before the experiment 2. Increase online advertising for defined product categories (handset/generic keywords) in test markets 3. Determine the difference in sales between test and control markets due to altered online spending Test Control Test Design Selected a representative set of 94 Vodafone stores from 5 test regions across the UK; matched control stores were taken from other parts of the country
  26. 26. Google Confidential and Proprietary 26 Google have partnered with APT, a leading provider of Test & Learn Management Systems to conduct this test for Vodafone. Test Process APT „Test & Learn‟ Process Create Hypothesis Advertising on Google AdWords is a driver of in-store sales Design Test Increase AdWords spend in recommended categories; evaluate the impact on sales Execute Test Advertiser/agency make recommended alterations to AdWords spend Analyze Test Measure sales impact in store and evaluate significance of the result Plan Rollout Take key learnings on board in planning future AdWords campaigns and tests
  27. 27. Google Confidential and Proprietary Test Execution • Keywords: Majority of the increased spend was on Generic terms, e.g. mobile phones, mobiles, mobile deals etc. In addition increase in spend on Handset terms, e.g. nokia phones, samsung, smartphone deals. • Bids: Increased bids on these keywords to push for nr 1 position • Effect on impressions/clicks: Increase in impressions (ads shown on Google) in test clusters vs control clusters. No big jump in clicks in test vs control. • Ad text: No change of ad copy, so no calls to action to go into store • Period: 8 week test period page 27 The 5 test areas received 19% more spend relative to control, or an incremental £53K over the 8-week test period.
  28. 28. Google Confidential and Proprietary page 28 Conclusions 1 Search marketing is a strong driver of footfall 1.9% lift in visitors as a result of increased online spend 2 Search marketing influences offline sales Overall sales lift of 1.5% in test markets when compared to the control markets 3 Positive return on advertising investment in offline channels Vodafone received £4.26 in sales for every £1 spent on AdWords 4 AdWords has an even greater impact on in-store sales than online 1.75 in-store connections are driven by AdWords for every 1 online “Vodafone’s additional investment in generic and upper funnel keywords was an effective way to drive incremental in-store sales. We now have a better understanding of the impact of online research on retail purchase behaviour and we’ll have to rethink the way our current attribution model works.” -Mike Durbridge, Head of Direct Sales, Vodafone UK
  29. 29. Google Confidential and Proprietary Adwords Security
  30. 30. Google Confidential and Proprietary 30 Adwords Account Security Tackle Address and resolve Detect Identify “Phishy” behaviour Prepare Educate and know current threats Our mission is to educate and empower our Advertisers and Agencies in account security so that they are aware, able to prevent, and be better prepared for security issues. Prevent/Protect Keep systems/software updated
  31. 31. Google Confidential and Proprietary 31 Session Agenda 1 Identify Current Threats 2 System Security Best Practices 3 Account Security Best Practices 4 Where to Get Help
  32. 32. Google Confidential and Proprietary 32 Heads Up! Current threats to be aware of
  33. 33. Google Confidential and Proprietary 33 Cyber Crime Cybercrime increases as cyber criminals exploit people in tough economic times through phishing and malware attacks.
  34. 34. Google Confidential and Proprietary 34 What is Phishing? Phishing is the use of social and technical techniques to steal consumers' personal identity or financial account credentials by masquerading as a trusted source.
  35. 35. Google Confidential and Proprietary 35 Increase in Phishing Attacks Source: RSA Anti-Fraud Command Center, RSA Online Fraud Report, October, 2009” .
  36. 36. Google Confidential and Proprietary 36 Brands Targeted • Phishers exploit user‟s trust in brands to obtain personal information. • Including: • Walmart, Citigroup, Facebook, Wells Fargo, Bank of America, Google Adwords, Amazon, Paypal, and many many more.
  37. 37. Google Confidential and Proprietary 37 Fake Emails Update your AdWords Account? Link leads to http://www.adw ect
  38. 38. Google Confidential and Proprietary 38 Fake Websites Google AdWords?
  39. 39. Google Confidential and Proprietary 39 Fake Websites Walmart?
  40. 40. Google Confidential and Proprietary 40 Fake Websites Amazon?
  41. 41. Google Confidential and Proprietary 41 What is Malware? Software designed to infiltrate computer systems without the owner‟s knowledge or informed consent. (i.e. Viruses, worms, keyloggers)
  42. 42. Google Confidential and Proprietary 42 Increase in Malware Attacks Source: Google Online Security Blog: Malware Statistics Update Aug 25, 2009; Niels Provos; Security Team
  43. 43. Google Confidential and Proprietary 43 Keeping Your System Secure: Knowing your sources
  44. 44. Google Confidential and Proprietary 44 Keep Systems Updated • Download latest patches for your system (windows, mac, etc) • Use up-to-date browsers with pop up blockers (firefox, chrome, etc) • Use up-to-date security software (Anti-Virus, Anti-Spyware, Firewalls)
  45. 45. Google Confidential and Proprietary 45 Only visit websites, download content from and share information with trusted sources. Be aware when…  Downloading free software  Downloading/opening files from an email  Visiting unknown websites  Sharing login credentials/personal information  Entering sensitive data online Know Your Source
  46. 46. Google Confidential and Proprietary 46 Identify “Phishy” Behavior • Does it make sense to be receiving this email from this source? • Don‟t reply to or click links within emails that ask for personal, financial, or account information. • Check the message headers • Instead of clicking the links in emails, go to the websites directly by typing the web address into your browser, cut and paste, or use bookmarks. • Ensure that the URL and website match? Remember: Google will never request sensitive information over email!
  47. 47. Google Confidential and Proprietary 47 Staying Safe and Secure: Best Practices and Recommendations for Google AdWords
  48. 48. Google Confidential and Proprietary 48 Password Security • Create a unique password  Mix capital/lowercase letter, numbers, punctuation • Do not share your password • Do not use your Google password for other accounts (AdWords/Google) • Change your password frequently • DO NOT log on from unsecured home networks as these are more vulnerable.
  49. 49. Google Confidential and Proprietary 49 Take advantage of existing AdWords Features! AdWords gives you the option of assigning unique logins and passwords to each user.
  50. 50. Google Confidential and Proprietary 50 Manage your Logins • Better managed Logins = Better managed account! • Use unique Logins and Passwords for each user • Grant lowest access level needed  Administrative (highest level of access  Standard (access to most account features  Reports (view and run reports) / Reports Managed (account notifications and unlinking managed accounts) • Remove inactive users (i.e. former employees) • Why? • Determine who has access • Keep track of changes made (prevent unwanted changes) • Identify source of security leaks
  51. 51. Google Confidential and Proprietary 51 Managing Account Information • Sign into your AdWords account from the main login page  Type in the URL  Bookmark the main page
  52. 52. Google Confidential and Proprietary 52 Security Issue?
  53. 53. Google Confidential and Proprietary 53 We Can Help! 1. Contact your Google Team 2. Run malware and anti-virus scans 3. Change your password (advise client to do the same) 4. Security team will help to investigate and resolve the issue.
  54. 54. Google Confidential and Proprietary 54 Thank You!