The document provides an overview of search engine advertising on Google: - Google controls 97% of search engine traffic in Belgium and advertisers can purchase keywords to display ads on Google Search and other Google properties. - Advertisers bid in an auction for keyword placements, with the highest bidder receiving top placement; advertisers only pay if a user clicks their ad. - There are various ad formats beyond basic text ads, including extensions that can include callouts, phone numbers, app links, locations, and reviews. - Campaigns should be structured with ad groups to tightly target keywords to stages of the customer journey or products. Advanced settings allow for location, device, and automation targeting. - Special ad types include Remark

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Hello! My name is Nicolas

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Solvay 2005
Dedicated Research 2005
Master Bocconi 2006
Google 2007
Semetis 2009
Additionly 2012
More on: linkedin.com/company/semetis

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Search Engine Advertising

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Search Engine Advertising
• In Belgium, about 97% … is Google

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Google Networks

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Google Ad Networks
• Search
– Google.be, .fr, .nl, .com, and other Google Search properties (ex: Maps)
– Search Partners
• Google Display Network
– Websites that allow Google to show ads on their pages
– Apps that allow Google to show ads within their Apps

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Google Search

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Keyword Buying
• Basic Principle
Google Search offers advertisers ad space on a keyword buying principle
People search on Google using keywords;
Advertisers can buy the keywords of their choice;
They enter in an auction with other advertisers who buy the same keywords;
To appear above, next or below the organic search results with their ad;
Then advertisers pay Google only if a user clicks on their ad.
Image from Nick Adrew, 2013 – note: figures may vary from one vertical to another

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Ad Space

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Ad Space
• Paid Search vs Organic Search
Advertising space on Google Search
Image from Nick Adrew, 2013 – note: figures may vary from one vertical to another

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Auction

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Auction Model
• Price & Quality
Why an advertiser’s ad is on first position?

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Auction Model
• Price & Quality
Why an advertiser’s ad is on first position?

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Ads Formats

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Ad Formats
• Many variants
The basic = Text Ad
Title (Max 25 char.)
Display URL (Max 35 char.)
Description Line 1 (Max 35 char.)
Description Line 2 (Max 35 char.)

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Ad Formats
• Many variants
The Ad Extensions
1. Sitelinks
2. Callout
3. Call
4. Apps
5. Location
6. Review

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Ad Formats
• Many variants
The Ad Extensions

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Search Campaign
Structure

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Search Engine Advertising
Total budget
Contract dates
Billing info
Login & password
Daily budget(s)
Run dates
Geographic target(s)
Language target(s)
Syndication preferences
Max CPCs
Match type
CPCs (optional)
URLs (optional)

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Mapping your keywords to the
buying cycle
search query
Search Awareness Interest Consider PPuurrcchhaassee
Lower conversion rate
More Traffic
Higher conversion rate
Less Traffic
DC skate shoe
DC skating shoes
DC shoe co
DC court shoe
DC skate shoes
DC Court Graffik
DC Court Graffik SE II
DC Graffik SE II
DC Court Graffik II
DC Court Graffik SE
Skate shoes
Man’s skate shoe
Skating trainer
Compare skate shoes
Skate shoe

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Keywords matching types
Match Type How it must be entered
into AdWords
The ad will show when: The ad will show when
someone types the following:
Broad Sony Camcorder All words containing this word or
combination of words in any
order is used as the query.
Buy Camcorder
Camcorder digital Sony
Sony digital Camcorder
Camcorder model DVD205
Phrase “Sony Camcorder” Keywords are typed in the exact
order specified. Can have other
words before or after
Buy Sony Camcorder
Sony Camcorder deals
Sony Camcorder DVD205
Exact [Sony Camcorder] Keyword must be only & exactly
what the user types in
Sony Camcorder
Negative
Also Negative
Phrase, & Negative
Exact
-secondhand
-[second hand]
Ads will not appear when this
search term is entered in the
query
Add will not show if someone
types:
Secondhand Sony camcorder
Second hand camcorder

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Why Ad Groups?
Why Use Ad Groups?
• Allows for tighter, more relevant creative ad copy (name!)
• More precise ads mean more qualified clicks and lower CPA
• Facilitates campaign management & expansion
• Enables creative testing/seasonal pushes
• Improves content targeting performance

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Why Ad Groups?
Home Mortgages
Quote & Compare Mortgage Rates
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mortgage lenders
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accredited home lenders
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mortgage companies
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mortgage lenders compete
home lender
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mortgage
mortgage rates
mortgages
mortgage interest rates
current mortgage rates
mortgage refinance
home refinance
refinance home loan
california home loan
home mortgage loan california
california mortgage loan
ca mortgage loan
ca home mortgage
california refinance rate
Home Mortgages
Quote & Compare Mortgage Rates
Get Up To 4 Free Quotes!
LowRateSource.com
mortgage lenders
mortgage lender
accredited home lenders
accredited home lender
home mortgage lender
mortgage companies
mortgage company
mortgage comparison
mortgage lenders compete
home lender
home equity loan lender
home equity lender
home loan lender
mortgage
mortgage rates
mortgages
mortgage interest rates
current mortgage rates
Home Refinancing
Find the Best Local Rates
Refinance Your Mortgage Today
LowRateSource.com
california refinance rate
mortgage refinance
home refinance
refinance home loan
Mortgage Lenders
100’s of Lenders to Compare
Find Great Rates in One Stop!
LowRateSource.com
mortgage lenders
mortgage companies
home lender
Home Equity Loans
Quote & Compare Latest Rates
Takes Less Than One Minute!
LowRateSource.com
home equity loan lender
home equity lender
Mortgage Lenders
100’s of Lenders to Compare
Find Great Rates in One Stop!
LowRateSource.com
mortgage lenders
mortgage lender
accredited home lender
home mortgage lender
mortgage companies
home equity loan lender
home equity lender
Latest Mortgage Rates
Quote & Compare Mortgage Rates
100’s of Lenders to Compare
LowRateSource.com
mortgage
mortgage rates
mortgages
mortgage interest rates
current mortgage rates
CA Home Mortgages
Get the Latest Rates in California
Quick & Up To 4 Free Quotes!
LowRateSource.com
california refinance rate
mortgage refinance
home refinance
refinance home loan
Compare Mortgage Rates
100’s of Lenders to Compare
Takes 1 Minute. Free Quotes!
LowRateSource.com
mortgage comparison
mortgage lenders compete
CA Home Mortgages
Get the Latest Rates in California
Quick & Up To 4 Free Quotes!
LowRateSource.com
california home loan
home mortgage loan california
california mortgage loan
ca mortgage loan
ca home mortgage

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Structure Recap
Total budget
Contract dates
Billing info
Login & password
Daily budget(s)
Run dates
Geographic target(s)
Language target(s)
Syndication preferences
Max CPCs
Match type
CPCs (optional)
URLs (optional)

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Exercice

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Exercice
• Building Search Campaigns
How would structure the campaigns for Vanden Borre?

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Advanced Options

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Targeting

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Targeting
• Location

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Targeting
• Devices

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Settings

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Settings
• Scheduling

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Settings
• Bidding

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Settings
• Ad Rotation

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Settings
• Automation

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Special Campaigns

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RLSA
• RLSA What?
– RLSA stands for Remarketing For Search Ads
• Adapt bidding based on who is searching
• Adapt bidding & message based on who is searching

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DSA
• DSA What?
– DSA stands for Dynamic Search Ads
• Let Google know your pages and Google will scan them, define relevant
keywords
• And show dynamic ads on these keywords

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Shopping
• Google Shopping
– Google Shopping allows you to show your products in Search Results
• Send to Google a feed with all your products details
• Set-up a specific campaign and:

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Apps
• Apps Promotion – Mobile App Installs

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Apps
• Apps Promotion – Ads in Mobile Apps

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Apps
• Apps Promotion – Ads in Mobile Apps

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Even More
• Much More…
– YouTube Video Campaigns
– GDN Campaigns Text Ads
– GDN Campaigns Display Ads
– Engagement Campaigns Rich Media Interactive Ads (Catalog Lightbox,
Hover-to-Play)
– Gmail Sponsored Promotion (GSP)
– GDN Remarketing Campaigns
– …

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Now you know
about Search Advertising!
Thank you