Webnatics th seminar muk


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งานสัมมนา เคล็ด(ไม่)ลับ สร้างยอดขายผ่าน Google Adwords วันพฤหัสบดีที่ 21 กรกฎาคม 2554 โดย เว็บเนติกส์ Webnatics

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  • Leading into Story...
  • Users click and land on likely the main broadband page what if…..student packages, business promotions
  • The smartphone definition used here does not correspond to the smartphone definition in the general market. Google looks at the browser capabilities and the browsing experience when including mobile platforms and terminals in the smartphone (high-end mobile) targeting segment.
  • High-end=Smartphone
  • Now that you've taken care to pick your targeting settings wisely, it's time to check in on your performance and refine.In order to see how your ad appears in a different region, or to check whether it appears, just use the Ad Preview tool. This tool lets you view your ads as they would appear on a regular Google search results page for any location, without accruing extra impressions for your ad.  If it’s not appearing, you can use the Ads Diagnostic Tool within your account to find more about why.To monitor your ad performance in different regions, you can also run a Geographic Performance report. This report shows you ad performance statistics by approximate geographic origin of each ad impression.  The Geographic performance report can be used to analyze the performance of a campaign in a given country, territory, region, city or metro area.Finally you can link your account to Google Analytics, which allows you to see all your website's activity, including ad referrals, broken out by geographic region. Google Analytics can provide you incredible insight on site activity and AdWords effectiveness.You can learn more about each of these options in X lessons (figure out exactly where these will be) in the AdWords Help Center.
  • We use signals like linguistic processing to determine the relevance of a query to your keyword. So, if your KW ‘java’ performs better against coffee-related queries than it does against programming queries, we can use that information. We also use information like a user’s location to determine if your ad is more relevant to users in specific locations.
  • Landing page quality is used as a penalty for low quality pages. It cannot boost your quality score.It is meant to police serious offenders, like phishing sites, doorway pages, pages of just ads, etc. If your ads are showing, the only factor of your landing page that can impact your quality score is the load time.We are not interested in policing the aesthetics of your site.
  • The most important thing for you as an advertiser should be the profitability of your keywords. If you are optimizing your account with this goal in mind, you should not need to pay special attention to quality score.
  • Webnatics th seminar muk

    1. 1. Muay Thai Stuff Video<br />1<br />
    2. 2. Google AdWords for SMB<br />2<br />MukpimAnantachai<br />Business Solutions Manager<br />Google Southeast Asia<br />
    3. 3. Introduction To Google AdWords<br />& Value Propositions<br />3<br />
    4. 4. Google’s Advertising Platforms<br />4<br />
    5. 5. Engage Customers: What They Search For<br />smartphones<br />5<br />
    6. 6. Natural Results<br />Search – Organic results and Advertising<br />Paid Results<br />Paid listings allow you to control the offer, messaging & landing page<br />Running in both paid and organic can dramatically increase traffic<br />6<br />
    7. 7. Search – Organic results and Advertising<br />User’s search<br />AdWords ads<br />Organic results<br />7<br />
    8. 8. Search as a Sales tool<br />8<br />
    9. 9. Search as a Branding tool<br />9<br />
    10. 10. 10<br />Google Display Network<br />
    11. 11. Keyword-targetedcampaigns: ads are displayed on sites containing relevant content<br />Placement-targeted campaigns: ads are displayed on specific websites selected by you<br />Advertising on the Display Network<br />Music<br />Games<br />+<br />Pregnancy<br />11<br />
    12. 12. Contextual Targeting on GDN<br />12<br />
    13. 13. InnovativeContextualTargeting – how itworks<br />Dogster.com<br />You want to reach people involvedwiththeir pets<br />Keywords detected<br />Caring<br />Odors<br />Dogs<br />Identifiedtheme: Dog Care<br />Google ContextuallyTargeting<br />Relevant ad served<br />
    14. 14. Engage Consumers: What They Read<br />Google network of content partners<br />Google technology matches ads to the most relevant web content<br />Example:<br /><ul><li>Mobile phone reviews
    15. 15. Relevant ads targeted in real-time
    16. 16. Sponsored matches for “mobile phones”
    17. 17. Live matching</li></ul>14<br />
    18. 18. 15<br />Placement Targeting on GDN<br />
    19. 19. Thousands of Sites: Head to Tail, Global to Local<br />Mass audience<br />Niche audience<br />Hundreds of sites ranked in the comScore 1000<br />4x higher ad engagement on niche sites than portals<br />Your Custom Network<br />Source: AdRelevance Q1-Q4 2006 “Internet Ad Spend Is Display Only,” comScore Media Matrix, November 2005<br />16<br />
    20. 20. Connecting & Engaging with Consumers<br />Google network of content partners:<br />Examples:<br /><ul><li> Text ads
    21. 21. “300x250 Ad” run-on-site</li></ul>17<br />
    22. 22. Engage Consumers: What They Read<br />Google network of content partners<br />Handphone-murah.com<br />Examples:<br /><ul><li> Text ads
    23. 23. 300x250 Ad</li></li></ul><li>AdWords 3 Key Benefits <br />Reach<br />Google Search reaches 95% of internet users in Thailand while Google Display Network reaches 85%.<br />Relevance<br />Google AdWords shows ads to prospects who are actively searching for what businesses have to offer.<br />Return on Investment (ROI)<br />Pay per click model ensures that businesses only pay for qualified leads/traffic.<br />Source: National Statistics, Internet Access 2007<br />19<br />
    24. 24. Basic Features Of Google AdWords<br />20<br />
    25. 25. Keywords: Keyword selection<br />If the advertiser is a pizzeria<br />Wanting to display the following ad:<br />The advertiser should select a list of keywords a user may use to search for pizza delivery. These might include:<br />domino pizza<br />dominoes<br />dominoes pizza<br />dominoes pizzas<br />dominos<br />dominos pizza<br />dominos pizza<br />dominos pizza menu<br />order pizza online<br />perfect pizza<br />pizza<br />pizza delivery<br />pizza online<br />21<br />
    26. 26. Ad messaging: Ad message & call to action<br />22<br />Title and link to website<br />Commercial claim line 1<br />Commercial claim line 2<br />Web address<br />Best practices for ad texts:<br /><ul><li>Use simple, correct language
    27. 27. Use keyword inclusion in the ad text
    28. 28. Include a call-to-action phrases in the Ad text (i.e. “Sign Up Here” “Book Online” “Register Online”)
    29. 29. Outline any unique selling points: “24hr Emergency Call Out” “Sale” “Free Delivery”</li></li></ul><li>Landing page: Landing page selection<br />23<br />The selected landing page within the Advertiser web site is displayed when a prospect is clicking on the Ads<br />
    30. 30. Text<br />Display<br />Video<br />Ad format: Ad format selection<br />
    31. 31. 25<br />An ad today… Ad Sitelinks<br />What is Ad Sitelinks?<br />Ad Sitelinks is a new feature of AdWords that allows you to attract more users and move them further down the purchase funnel by providing additional links to content deeper within your sites.<br />
    32. 32. 26<br />Example of Ad Sitelinks formats:<br />Two-line format (for exceptionally high quality ads where one<br />ad provides the ‘best’ answer)<br />One-line format (for high quality ads, can appear for multiple<br />ads on the same page.) <br />
    33. 33. Click-to-Call: Phone Numbers on Mobile Devices<br />Now customers can click to call your business directly from your ads when they appear in Search and GMM results on mobile devices with full internet browsers. <br />27<br />Advertisers who participated in our click-to-call beta trial saw a<br /> 5-30% increase in CTRs, <br />without cannibalizing URL clicks.<br />
    34. 34. Image Search Ads: Introduction <br />Image Search Ads allow you to connect with the millions of users searching on Google Images.  <br />28<br />Keyword Targeting<br />The ad format combines an image with text, offering richer, more relevant advertising on Google Images results pages.<br />CPC<br />
    35. 35. Google Mobile Ad: Introduction<br />Smartphone*<br />WAP<br />iPhone/iPod, Android, Palm webOS<br />All other devices<br />*Smartphone = iPhones and other mobile devices with full Internet browsers (high-end mobile)<br />29<br />
    36. 36. Smartphone & apps targeting<br />Ad formats: Standard desktop text ad & 300x50 banner ad<br />Click-to-call: Yes, shows automatically with location extensions<br />Platforms: Android, iPhone/iPod, Palm webOS<br />Search<br />GCN (apps & sites)<br />Display<br />
    37. 37. Ad Preview Tool <br />31<br />View your ads as they would appear on a Google search results page for any location, without accruing extra impressions . <br />
    38. 38. Ad Rank & Quality Score<br />32<br />
    39. 39. Ad Rank: What is it?<br />Ads are positioned on search and Display Network pages based on their Ad Rank. The ad with the highest Ad Rank appears in the first position, and so on down the page.<br />AD RANK<br />Quality Score<br />CPC bid<br />The CPC bid threshold is determined by the matched keyword's Quality Score; the higher Quality Score, the lower the CPC threshold. This ensures that quality plays an even more important role in determining the ads that show above search results.<br />
    40. 40. 34<br />Why do we have Quality Score?<br />Quality Score is our way of balancing the interests of all parties in the online advertising ecosystem.<br />Users<br />U<br />A<br />G<br />Google<br />Advertisers<br />
    41. 41. 35<br />What does Quality Score influence?<br />Position<br />Eligibility<br />Determines whether your ad is eligible to enter the auction for that query<br />Determines the relative position of your ad in relation to the other ads on that result rage<br />Top Slot<br />Price<br />A better Quality Score reduces the price you need to bid to maintain a given position <br />Only high quality ads are eligible to appear above the natural search results<br />
    42. 42. Quality Score<br />
    43. 43. 37<br />What contributes to Quality Score?<br />Landing Page<br />Relevancy<br />Clickthrough rate<br />1-10 quality score is just an approximation of how we expect a keyword to perform. Actual scores are unique for each query. <br />Quality Score<br />
    44. 44. 38<br />Clickthrough Rate - CTR<br />By far, clickthrough rate is the most important factor contributing to your Quality Score. <br />Query<br />CTR<br />Keyword<br />Ad Text<br />
    45. 45. 39<br />Relevancy<br />We use relevancy signals unique to the specific query to help inform our quality predictions<br />java<br />java<br />program<br />Indonesia<br />island<br />cup<br />coffee<br />C++<br />java<br />
    46. 46. 40<br />Landing Page<br />Landing page quality is used to police serious offenders of our landing page guidelines <br />
    47. 47. 41<br />The best way to improve your Quality Score is to focus on your key metrics<br />How to improve your Quality Score<br />
    48. 48. 42<br />Metrics that Matter <br />Cost<br />Impressions<br />Clicks<br />Conversions<br />You should be managing your keywords for overall profitability.<br />Profit<br />Revenue<br />