This document discusses advertising with Google AdWords. It notes that most customers are now online and internet usage is growing. It recommends Google AdWords as it allows businesses to reach the many users searching on Google and customize ads. The document outlines how WSI can help businesses set up successful AdWords campaigns through research, testing, and analytics to optimize ads and measure results.

1. Advertising with Google AdWords
January 23, 2011
H. Clasen EworksWSI
WSI Internet Consultant

2. Outline
Why Advertise Online?
Why Choose Google AdWords?
How WSI can Ensure your Success?
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3. Why Advertise Online?
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4. Most Customers Are Online
57% of UK households have the internet
More than 10% growth in internet households in last 3 years
Users spend 20-25% of their media consumption time on the internet
UK Internet Households 2003-2006 (% of total households)
60%
55%
50%
45%
40%
35%
30%
2003 2004 2005 2006
Sources: Internet Households: PWC Global Entertainment & Media Outlook 2006-2010, August 2006; Media consumption: IAB Online
Audience Report, June 2006
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5. Average yearly online spend per online buyer 2006 - £1,185
What the Avg Broadband User Does Online
(Hrs/Wk)
Radio
TV
Shopping
Internet Drives Information & Purchasing
Shopping: 1:53
Banking
VOIP
Emailing: 3:26
Emailing
Games
Movies
Music
Surfing: 7:54
Surfing
0.00 2.00 4.00 6.00 8.00 10.00
Sources: Average Spend: Forrester Europe's eCommerce Forecast 2006 to 2011, July 2006; Graph Data: YouGov for uSwitch.com, August 2006
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6. Online Joins The Shopping Mainstream
Researched a retail good 83%
Compared prices of retail goods 75%
Purchased from a shopping site 65%
Researched online, purchased offline 58%
Purchased from manufacturer's site 56%
Purchased online, picked up at store 27%
Q: “Have you ever done any of the following online? Please select all that apply.“ Source: Google/MediaScreen. UK, FR, IT, DE, ES – 2005 N=1800
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7. The Changing Face Of Advertising
Outdoor Press Radio TV Online Display Search Ads Contextual Ads Blogs
From Generic Push to Personalised Pull
Reach those who actively search for what you offer
Increase Reach & Relevance
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8. Education
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9. Education
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10. Financial
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11. Home and Garden
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12. Technology
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13. Technology
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14. Travel (Hotel)
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15. Why Choose Google AdWords?
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16. Google Is The Leader In Search
Organise the world’s information
and make it universally accessible and useful
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17. Reach More Prospects
#1 UK web property
22 Million Google Users in the UK
Source: Nielsen/NetRatings, October 06
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18. How Does AdWords Work?
Search Query
Google AdWords
Google
Search Results AdWords
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19. Advertise On The Google Network
Active Reach, Google #1
Global Internet Users U.K. search
engine,
including:
Search
partners,
including:
network
Thousands of
Content
The Google partners,
including:
Network reaches
over 86% of
Global Internet
users
Source: (Graph and Content Network): comScore 570M unique users of the content network!
Media Metrix, Apr 2006
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20. Control & Transparency
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21. How WSI can Ensure your Success?
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22. Research
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23. Four Steps To A Successful Campaign
Identify most Group keywords
1 valuable target
users 2 that users will
search on
Measure results Test messaging
4 and costs
3 and keywords
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24. Monitor Quality Score
Quality Score is a
measure of your ad’s
Relevance to users.
The more relevant the
ads, the more users
continue to click.
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25. Measuring Results
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26. How AdWords Can Pay For Itself
£30 initial investment in AdWords
£0.30 CPC ≥ 100 clicks
10% conversion rate = 10 sales
Average profit per sale = £10
£30 investment returns £100 in profit
Reinvest profits, increase budget
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27. Conversion Tracking
Measure return from your campaign and keywords
Make informed bidding and editing decisions
LargeLarge
Clicks CPC Large
Cost/Conv
TExt TExt TExt
Per
Keyword
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28. Analytics
Measure how all visitors use your site
Find out what factors drive customer choices
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29. Summary
Millions use Google.co.uk each day and WSI can help you use
Google AdWords to connect you with new customers that are
already searching for your product/service
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30. Questions & Answers
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