Ensuring Technical Readiness For Copilot in Microsoft 365
Building A Successful Campaign with Google Adwords
1. Google Confidential and Proprietary 1
Building A Successful Campaign
With Google AdWords
Marc Warburton
Agency Relationship Manager, South East Asia
2. Google Confidential and Proprietary
Agenda:
1 Introduction
2 Why Search Engine Marketing (SEM)
3 Why Search Engine Marketing in Singapore
4 AdWords – The Nuts and Bolts
5 Success Stories
6 Questions
5. p.5 Google Confidential and Proprietary
5
20 Years Ago
Local libraries, morning papers
Information
Now
4 billionglobal searches per day
Source: According to Comscore, in June 2008 there were over 60 billion searches conducted worldwide - equivalent to more than 2
billion searches per day on average
6. p.6 Google Confidential and Proprietary
20 years ago
Fax, post, landlines
Now
118 billionworld-wide mails & IMs sent per day
Communication
Source: IDC: 'Worldwide Email Usage 2007-2011”' 'Worldwide Email Usage Forecast, 2002-2006: Know What's Coming Your
Way'' http://www.bizreport.com/2007/04/spam_volume_to_exceed_legitimate_emails_in_2007.html (Apr 2007) (Checked Oct
2008 but unable to find an update)
7. p.7 Google Confidential and Proprietary
Commerce
20 years ago
Local shops, catalogues
85% of
internet usersworldwide have bought something online
Now
8. p.8 Google Confidential and Proprietary
8
Declining Power of Television
Source: "McKinsey Study Predicts Continuing Decline in TV Selling Power," Advertising Age
August 6, 2006. Data adjusted to base of 100
In 2010, traditional television advertising will be one-
third as effective as it was in 1990
1990 2010
in buying power
due to CPM
increases
in ads viewed due
to switching off
in attention paid
to ads due to
increased
multitasking in message
impact due to
saturation
85%
65%
59%
100%
37%
37%
15% decline
20% decline
6% decline
22% decline
Remaining
TV Effectiveness
9. Google Confidential and Proprietary
Search Marketing Provides Highest ROI
4%
1%
1%
1%
2%
2%
3%
3%
3%
3%
3%
4%
4%
12%
22%
30%
1%
1%
0% 5% 10% 15% 20% 25% 30% 35%
Other
TV
Radio
Print Magazines
Paid Inclusion
Banners
Telemarketing
POS Promotion
New spapers
Keyw ord-targeted Banners
Direct Mail
Context-targeted text
Affiliate Marketing
PR
Conferences
E-mail Marketing
Organic SEO
Paid Placement
Source: IntelliSurvey, Inc. and Radar Research commissioned by Search Engine Marketing Professional Organization (SEMPO),
February 2007. 227 advertisers worldwide were asked to select 3 vehicles.
Advertising/Marketing Vehicles that Provide the Highest ROI (% of Advertiser Respondents)
10. Google Confidential and Proprietary
Source: Las Vegas Review Journal, Sep. 23,
2009. Internet Retailer, Dec 2, 2009
CEOs Recognize and React to the Changes
“ Every dollar spent online influences $5.77
spent in the store over the next 10 days.”
- Terry Lundgren, Macy’s CEO
12. Google Confidential and Proprietary
Sources- Avinash Kaushik 12
But my website visitors either can’t, or don’t, purchase
on my site…
13. Google Confidential and Proprietary
13
37%37%
17%17%
20%20%
30%30%
Source: iProspect, “Offline Channel Influence on Online Search Behavior,” 2007. (Q. Within the last 6mo., which of the
following prompted you to go to a search engine to look for info on a particular company, product, service, or slogan?
Select all that apply.)
67% of online search users are driven to search for information about
a particular company, product, service, or slogan by an offline channel.
67% of online search users are driven to search for information about
a particular company, product, service, or slogan by an offline channel.
Offline Channels Drive Online Search
14. Confidential and Proprietary
Analysis of the Online Research, Offline Purchase Dynamic. Singapore. September 2010, Netpop Research, LLC
14
n=1740
Base: All purchases made either online or at
a store and used at least one source
Research
Online*
Research
Offline**
Purchase Offline Purchase Online
70% 13%
0%17%
* Used any online source to research
** Used only offline sources to research
A summary of all products reveals that most buyers research
products online, but purchase them offline
7 in 10 are researched online
but purchased offline 13% are researched
and purchased online
15. Google Confidential and Proprietary 15
Internet Population in APAC is Growing - Region
APAC Internet Population is larger and growing at a faster rate than
the United States or Europe
EMarketerJanuary-2008
8%
12%
3%
5%
11%
0
100
200
300
400
500
600
700
800
900
Row Latam NA EU APAC
Millions
0%
2%
4%
6%
8%
10%
12%
14%
2007 2012 CAGR
16. Google Confidential and Proprietary
16
Google is in the “Connections Business”
Connect consumers
to ALL the information
they care about
Connect marketers
to ALL the customers
they care about
18. Google Confidential and Proprietary 18
What We Believe
1 Advertising should be measurable, accountable and optimizable.
2 You should only pay as much as you can.
3 Advertising should be flexible. You should be able to start, stop,
or cancel your media buy at any time you choose.
20. Google Confidential and Proprietary 20
Tailor your campaign to suit your business.
Identify your
audience…
…then customize
your message.
Marc’s Muffins!
21. Create a Seamless Experience
Where to buy widgets
continuous feed duplex printer
Only if a user clicks on
your ad are you charged
for your advertising.
22. Google Confidential and Proprietary 22
How the Ad Auction Works
Ad Position is determined by...
Ad rank …
which denotes
ad position
=
Relevance
Quality Score is
determined by a
combination of factors,
including:
• Click-through-rate
on Google.com
(clicks divided by
impressions)
• Keyword and ad text
relevance
• Landing page quality
Quality Score X
Willingness to pay
Max CPC is the highest
$ amount an advertiser
is willing to pay for one
click on their ad
• Maximum CPC bids
are used as an upper
limit
• Each advertiser pays
only the minimum
amount required to
maintain their position
Max CPC
24. p.24 Google Confidential and Proprietary
24
Google Display Network
• Reach over 80% Internet
Users
• 4.3 Billion Daily Page-
Views
• 705 Million Monthly Visitors
• 1 million+ Publishers
25. Google Confidential and Proprietary
Engage Consumers: When They Read Content
Your message reaches millions as they read online
Google technology
matches ads to the
most relevant Web
content
Example:
• Article reviewing
investment resources
• Relevant ads targeted
in real-time
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Sky
Scraper
Local Business Ad
Mobile Ad
Search Ads
Contextually-Targeted Text Ads
Rich Media/Widgets
Engage Them: With Various Ad Formats
Video and
TV Ads
28. Google Confidential and Proprietary 28
*Marketer is responsible for translating ads into selected languages.
Region City Radius Set borders
Country, Regional, and City-level Targeting
• Reach customers searching for results in geographic areas you choose
Customized Targeting
• Reach customers searching for results in an area you define
Language Targeting
• Reach users searching in a specific language, wherever they are*
Target users geographically & by language
29. Google Confidential and Proprietary 29
Reporting:
Reports can help you:
- Provide regular updates on performance
- Identify trends
- Optimize
30. Google Confidential and Proprietary
Summary:
PPC: Pay only when someone clicks on your ad
Targeting: Choose where your ads show, and to whom
Flexibility: No minimum spend or time commitment, change ads
& keywords 24/7
Ranking: Relevant ads gain a higher position on Google for less
ROI: Full visibility on how many clicks turn into leads or sales
AdWords = Control + Transparency
32. Google Confidential and Proprietary
Case Study - ONYX Hospitality Group.
- Over 45 years, ONYX Hospitality Group is one of the Asia-
Pacific’s leading hospitality management companies
- Portfolio that includes over 18 operational properties across
Asia and more new properties rapidly being developed in Asia
Pacific over the next few years
33. Google Confidential and Proprietary
Why Google AdWords?
- Potential customers can spend time viewing our ads
on the Search and Display Network – a direct
opportunity for Amari
- With the Display Network we can run campaigns to
create demand, then capture that demand on the
Search Network.
- Positively influence our overall sales channels
34. Google Confidential and Proprietary 34
Lift in Brand Related Queries
Amari has seen a jump in brand queries since using AdWords. This
effect is removed when we temporarily pause our campaigns.
Google Adwords Report
Google Analytics Report
35. Google Confidential and Proprietary
Key Takeaways:
- Google AdWords has allowed us to receive more attention
from users
- AdWords has improved our brand perception to new and
existing users
- Search and Display advertising as an integrated medium have
together driven us a more positive ROI
36. Wall Street Institute Singapore gets 188% more visits and 100% of new leads with Google
AdWords
« Google AdWords has worked very well for us. The best part is that you don’t need to spend
more to get more results, unlike with traditional media. It is really about being smarter with where
you spend your advertising dollar. We tried other search engine campaigns, but none worked as
well and effectively as Google did. »
– Adele Sim, Director at Singapore’s Wall Street Institute School of English
Duke-NUS Graduate Medical School Singapore sees 70,000 leads thanks to Google
AdWords
« The beauty of Google AdWords is its cost-effectiveness and transparency. You pay what you
can afford and every cent spent is translated into either success or failure by way of the
clickthroughs and conversions so you can see very clearly how your advertising budget is being
utilized. »
– Corinna Cox, Communications & Development Director at Duke-NUS Graduate Medical School
For U21Global, Google delivers a 50% lower cost per lead than other forms of online
advertising
« Google has been very proactive in continually providing helpful insights and suggestions that
have improved our campaign performance. They are a very valued media partner. »
– Molly Chin, Marketing Manager of Brand and Advertising at U21Global Graduate School for
Global Leaders
More Google AdWords success stories available at https://www.google.com/intl/en_uk/adwords/select/success.html
and http://www.google.com.sg/adwords/success/index.html
Advertiser Success Stories
Google AdWords
Linkword grows from a part-time academic venture to a full-time business through Google
AdWords
« The fact is, without Google AdWords, I wouldn't be here. What I really like about it is the control
you have over costs. You can tell at a glance whether you're making a profit on a particular day, at
any point during the day. That's incredibly useful. »
– Dr. Michael Gruneberg, Psychologist, at Linkword School of Languages
37. Babytown Singapore uses Google AdWords to double website traffic and grow revenue
110% YoY
« When I looked at the results after the 1st
month, I was shocked by the traffic that Google
AdWords brought to our website. Visitors are now running 20,000 per month – a 233% increase –
and revenues are growing steadily at 110% each year. We hit an all-time high revenue growth
recently, and are showing very strong signs of continuing this pace. »
– Eric Liebman, Chief Marketing Officer at Babytown.com.sg
Arena Flowers grows its turnover by as much as 100% on its 2nd
year of business thanks to
Adwords
« When we say what our turnover figures are, people are quite stunned by how we managed to
generate so much traffic so quickly …the reason we’ve taken all that money is because we’ve used
Google AdWords properly. »
– Will Wynne, Managing Director at Arena Flowers
Cool Diamonds builds awareness and increases Web traffic from 13,000 to 1 million hits per
month
« You cannot advertise in just newspapers and magazines. That day is passed. Today people are
looking for information on the Web and AdWords helps with this. Especially with products like ours
which are expensive products. They want to know about them before they buy. It’s a prime
opportunity for us. »
– Michel Einhorn, Founder of Cool Diamonds
More Google AdWords success stories available at https://www.google.com/intl/en_uk/adwords/select/success.html
and http://www.google.com.sg/adwords/success/index.html
Advertiser Success Stories
Google AdWords
Bathrooms365 triples turnover with the help of Google AdWords
« In the evening, after a long day, I can pack my bags, leave the building and know that Google
AdWords is doing the work for me. I know that when I come back the following morning, there is a
good number of orders there that I haven’t had to work for… »
– Paul Whittaker, Sales and Marketing Director at Bathroom365
So currently there are over 1.5 billion people are online now. That’s an incredible number – more than 20% of the world’s population. The hockey stick growth of Internet usage has continued despite the recession and we have masses of people moving into the online space and spending increased time on the internet versus the more traditional media like television or newspapers.
I can actually recall myself having presented this slide just a few months ago and the number was still 1.4 billion
In tandem with this phenomenal growth, millions of businesses are moving online to keep up with this change and connect with this ever increasing global marketplace.
Transition: so how has the internet changed the way we research and look for information?
The numbers are staggering, according to Comscore currently 4 billion online searches take place every day (or 175 million per hour) – on average that’s more than 2.5 searches per person per day. And this figure has grown 46% from 2008 to 2009, in a year otherwise marked by a severe economic downturn.
So whereas 20 years ago doing any form of research usually involved going to the library, looking up a book, finding the volume, page, etc., today people are turning to search engines to play the role of a digital librarian, providing any kind of information in a matter of seconds on any topic, effectively making us citizens of the world.
-The same applies for newspapers – not so long ago we had to wait until the morning paper and evening news to see the latest headlines. During the recent elections news sites hit a record of 8.6m visitors per minute.[123]
Now almost anything is just a search box away and heaps of content is being created in real time - every 4 hours Google indexes and adds or refreshes as much data as is in the entire US Library of Congress [19].
Transition: Also just as important as people`s need for information is the need for communication...
(Communication):
Again, the pace of change has been phoneomenal – 10 years ago people only used email for work, if people wanted to instantly send a document they had to use a fax machine. Now, everything is sent online - with 1.2 billion active email accounts worldwide [122] and 118 billion emails and IMs sent per day [22, 23]. That is 30 per person per day! No other medium has this kind of reach.
10 years ago people relied on their landlines and phone boxes for emergencies. Now we have mobile phones. By mid 2008 there were around 3.5 billion mobile subscribers - equivalent to half the world's population [2,3].
Transition: The same scale of shift is apparent also in how people fulfill their needs for entertainment...
………
[122] Radicati Group, July 08
[22, 23] IDC: 'Worldwide Email Usage 2007-2011”' 'Worldwide Email Usage Forecast, 2002-2006: Know What's Coming Your Way'' http://www.bizreport.com/2007/04/spam_volume_to_exceed_legitimate_emails_in_2007.html (Apr 2007) (Checked Oct 2008 but unable to find an update)
Radicati Group, 'Instant Messaging Market, 2007-2011' (Aug 2007)
[2,3] http://innovationtracker.mypublicsquare.com/view/one-mobile-for-every (June 2008)
http://www.itu.int/newsroom/press_releases/2008/29.html (Sept 2008)
[179] http://www.itu.int/ITU-D/ict/statistics/at_glance/KeyTelecom99.html (2007). The over 300 billion figure applies to 2006 because that was the latest number available
Transition: And finally - which perhaps is what we’re here to talk about in more detail – the internet has dramatically changed how we fulfill our need to shop and here as well the change has been dramatic.
10 years ago the only books you could buy were those you could find in your local bookstore and you’d certainly have to go there physically to make a purchase.
However, today is a whole different ballgame - more than 85% of the world's Internet users surveyed in late 2007 said they had purchased something online [52]
So what kind of scale and numbers are we talking about? In the US alone, for all of 2009, e-commerce including travel spending totaled $210 billion [Comscore via Internet Retailer, February 12, 2010] , whereas 10 years ago, the total US Ecomm sales for 2000 was $27.5 billion [US Census Bureau; http://www.census.gov/mrts/www/data/html/08Q2table3.html]
Put is simply, ecommerce sales in the US grew almost 700% in just 10 years.
In terms the number of transactions, growth has been very strong as well, with total online retail transactions in the US during Q4 2009 passing the 200 million mark, a 20% increase over Q4 2008. [Compete, Inc.(based on Compete's Retail category of ~450 retailers)]
Macy’s CEO recently shared how online meida influences Macy’s in-store sales. Every dollar spent online influences $5.77 in the store.
Figure out for all the dollars you spend online,how much comes back into the store. Your ROAS
Online is quantifiable beyond just direct response.
Not only do online search ads help drive sales and store traffic. They also help make people aware of your ads.
Internet population is growing at an amazing pace. E.g.
As you can see from the graph, APAC internet population is larger than United States and Europe.
In fact, it is also growing at a faster rate than these two regions at a rate of 11% annually in the next four years.
Think about yourself. 10 years ago, you got info from all kinds of offline media, newspaper, magazines, etc. NOW: You Google it
Point is: U have to advertise where your target audience is and they are online!
Works and feature that u can use to make your adwords campaign a success!
Reg. search page blank
Search entered
Ads (CPC) vs Organic
How much and ranking?
Ads workflow
Advertisers select relevant keywords & text ads
Users search on those keywords
Google ranks ads (ad auction)
Winning ads appear
Marketer only pays when ad is clicked
[CLICK]The organic search results appear to the left hand side of the screen. [CLICK] AdWords ads appear at the top, and to the right, the ones at the top being those that rank most highly in the programme.
Advertisers only pay when a user clicks on their advertisement. But they’ can’t pay for a specific placement… so how is ad rank determined?
Organic “Natural” Search Results
Cost free; results are based on Google ranking algorithm of relevance to search query
Advertisers can bid on these positions
How much do advertisers pay and how are ads ranked
Works and feature that u can use to make your adwords campaign a success!
For one Google – in addition to being the most used search engine in the world – has the largest display advertising network in the world, reaching more users than any other single network or property in the web.
This vast reach comes in the form of over a million unique web publishers all over the world who partner with Google to serve content read by over 80% of global Internet users.
The display network includes Google properties - like Gmail, Groups and Youtube - popular news sites, like US news and WSJ, or social networks like Facebook, Myspace, Friendster and Linkedin but also all sorts of websites, blogs & forums around unique topics.
In terms of scale, the Google display network accounts for 4.3 billion daily page views and 705 million monthly visitors
The sheer diversity of audiences available on the web translates to an unprecedented array of topics, interests, and perspectives.
With Google’s display network, the notion of amassing a single large audience around one topic has been replaced by the notion of consolidating many niches into one mass – providing marketers with unprecedented precision in targeting highly qualified segments domestically and abroad.
Works and feature that u can use to make your adwords campaign a success!
UI
Ip
Domain
Query parsing
POINT: mass to niche audiences!
Reports help you focus on what really matters in an optimisation
Remember the 80/20 rule
Focus on improving what’s already working
Check the ‘advanced settings’ box to see quality score numbers for each keyword, delete any poor performers
Give your stellar keywords the best chance to perform
So we’ve talked about the reach of the Google advertising network. But how does this work for you, the advertiser? The real advantage is the level of control you have over every aspect of your adverting.
[CLICK] Firstly, you choose where your ads should show and to whom. For some larger websites, it may be as useful to reach users in United States as in Kuala Lumpur. But if you literally only serve customers in Kuala Lumpur, that’s fine also. You can target your advertising only to show to users in that area.
[CLICK] You pay only when someone clicks on your ad. In other words, if your ad shows 1000 times but is only clicked on 10 times, you just pay for those 10 clicks.
[CLICK] There is literally no minimum spend or time commitment – you can trial your account for a week, then close it at no extra cost. The moment you pause your campaigns, you stop accruing clicks and charges. Google does not believe you should need to ‘tie’ customers into your programme in order for them to stay with it, and find it useful.
[CLICK] One of the great advantages of AdWords is that the top positions do not just go the person who pays the most. We also take relevance into account when ranking ads, so a highly relevant ad may be placed higher than a less relevant ad which pays more per click. This is a great opportunity for SMEs!
[CLICK] Finally, you can track your return on investment. When you’ve paid for a click, does a user go on to buy on your site? How many clicks have turned into leads, where users have emailed you? This type of visibility on what a user does after they’ve seen your ad is invaluable to modern businesses – and something that would have been unthinkable in most types of advertising 10-20 years ago.
STOP FOR Q&A HERE!!!