1. AdWords and your Clients
Athens – 26 September 2007
Louis Hatzis
louish@google.com

2. Google Confidential and Proprietary 2
“A good advertisement is one which sells the product"
David Ogilvy, Confessions of an Advertising Man, 1971

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. Google Confidential and Proprietary 4
Myths, Trends & Facts

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. 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. 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. 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. 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. Google Confidential and Proprietary 10
Trend 1: Search is a Navigation Platform
SOURCE: Piper Jaffray & Co., 2006 Online Media Survey

11. Google Confidential and Proprietary 11
Trend 2: Search is Expanding beyond Direct
SOURCE: Search Engine Marketing Association (SEMPO)

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. 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. 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. 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. Google Confidential and Proprietary 16
Tools for Agencies

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. Google Confidential and Proprietary 18
Choosing Keywords

19. Google Confidential and Proprietary 19
Estimate Clicks, Cost and Position

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. 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. 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. Google Confidential and Proprietary 23
Access Marketing Tools

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. 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. Google Confidential and Proprietary 26
Questions