Profitable Customer Acquisition for Banks and Credit Unions. Traditional marketing strategies are ineffective and inefficient resulting in significant missed opportunities for Community Banks and Credit Unions. OptiRate offers a unique approach that enables Banks & Credit Unions to attract profitable customers at a fraction of their current customer acquisition costs.
The much-heralded Semantic Web is enabled by an ability for machines to process webpages and certain data intelligently and perform better tasks on behalf of end users. Material is linked together through machine-readable statements of relationships among ideas, people, events, and places. Linked data examples are beginning to abound in the scholarly information environment, appearing from both publishers and libraries. This webinar will showcase several such examples. Presenters will describe their motivations for investment in such projects and discuss interfaces and other early outcomes.
Profitable Customer Acquisition for Banks and Credit Unions. Traditional marketing strategies are ineffective and inefficient resulting in significant missed opportunities for Community Banks and Credit Unions. OptiRate offers a unique approach that enables Banks & Credit Unions to attract profitable customers at a fraction of their current customer acquisition costs.
The much-heralded Semantic Web is enabled by an ability for machines to process webpages and certain data intelligently and perform better tasks on behalf of end users. Material is linked together through machine-readable statements of relationships among ideas, people, events, and places. Linked data examples are beginning to abound in the scholarly information environment, appearing from both publishers and libraries. This webinar will showcase several such examples. Presenters will describe their motivations for investment in such projects and discuss interfaces and other early outcomes.
How to be the marketing leader your organisation wants your to beCamillaWoodhouse
Andy Bird, Co-Founder of Brand Learning talks about how to be the marketing leader your organisation wants you to be. Presented at Marketing Week Live 2014 on the Marketing Academy Boot Camp Stage
Mark Evans, Group Marketign Director at Direct Line Group talks about the lesson's he learnt in marketing leadership. Presented at Marketing Week Live 2014 at the Marketing Academy Boot Camp Stage
Whose Life is it Anyway - Sherilyn Shackell Merlin Lecture SlideCamillaWoodhouse
Sherilyn Shackell, Founder of The Marketing Academy, shares her practical guide to your future career
Session Synopsis:
‘It’s easy to assume that the responsibly for developing your career sits with your employer. After all, they made the promises of a golden future, promotion prospects, training and development right? Wrong. There is only one person truly responsible for your future and that’s you….’
Sherilyn Shackell is part business leader, talent developer, marketer, entrepreneur and headhunter and in this session she’ll share her views on the subject of career management. She’ll give tips on how to take your future in your own hands, provide practical advice about managing your career and give guidance on achieving your full potential.
Michelle Keaney, CEO of Inventing Futures and Daianna Karaian, Head of Brand Strategy of Futerra explain why doing social good can help your bottom line.
This is a week over week assessment of how information security breaches occur and which attack paths are most utilized this week. (June 2014). The approach is a data driven visualization method for determining which attack paths put an organization most at risk.
How a library_visit_differentiates_your_brand_sxsw2105_jenessacarder_sapeientJenessa Carder
The technologies that power brands are quickly becoming today's librarians, cognitive science concierges, that seek, gather, and filter by understanding your intentions and increasing the potential solutions available.
How to be the marketing leader your organisation wants your to beCamillaWoodhouse
Andy Bird, Co-Founder of Brand Learning talks about how to be the marketing leader your organisation wants you to be. Presented at Marketing Week Live 2014 on the Marketing Academy Boot Camp Stage
Mark Evans, Group Marketign Director at Direct Line Group talks about the lesson's he learnt in marketing leadership. Presented at Marketing Week Live 2014 at the Marketing Academy Boot Camp Stage
Whose Life is it Anyway - Sherilyn Shackell Merlin Lecture SlideCamillaWoodhouse
Sherilyn Shackell, Founder of The Marketing Academy, shares her practical guide to your future career
Session Synopsis:
‘It’s easy to assume that the responsibly for developing your career sits with your employer. After all, they made the promises of a golden future, promotion prospects, training and development right? Wrong. There is only one person truly responsible for your future and that’s you….’
Sherilyn Shackell is part business leader, talent developer, marketer, entrepreneur and headhunter and in this session she’ll share her views on the subject of career management. She’ll give tips on how to take your future in your own hands, provide practical advice about managing your career and give guidance on achieving your full potential.
Michelle Keaney, CEO of Inventing Futures and Daianna Karaian, Head of Brand Strategy of Futerra explain why doing social good can help your bottom line.
This is a week over week assessment of how information security breaches occur and which attack paths are most utilized this week. (June 2014). The approach is a data driven visualization method for determining which attack paths put an organization most at risk.
How a library_visit_differentiates_your_brand_sxsw2105_jenessacarder_sapeientJenessa Carder
The technologies that power brands are quickly becoming today's librarians, cognitive science concierges, that seek, gather, and filter by understanding your intentions and increasing the potential solutions available.
From Click to Conversion: An Introduction to PPC, SEO, & Web AnalyticsBenjamin Rudolph
No matter what form of offline advertising you use, your audience is going to search engines like Google to learn more. Today it is more critical than ever for your school’s website to appear when your target audience is looking for relevant information. Online advertising technology is advancing so quickly that keeping up with the changes is its own full-time job, and that’s before you have time to manage your Facebook page and Twitter feed.
The purpose of this session is to educate marketers about the basics of Pay Per Click (PPC), Search Engine Optimization (SEO), and Web Analytics. The goal is to understand how to drive traffic to your website, measure the results, and optimize your website to maximize conversions -- in most cases, getting interested prospects to fill out a lead form and ultimately apply to your school. At the end of this session, attendees should come away with actionable recommendations that they can implement upon returning to the office.
You don’t have to understand web programming to be a great online marketer, and even if you are already working with an agency, it helps to be educated on the basic principles at work. It’s important to know the right questions to ask and the right metrics to focus on. Online marketing is extremely measurable, so you can focus your time and resources on what’s working and test different variations quickly and effectively. Learn how to attract visitors and convert online traffic into applications.
Case Study for Internet Retailer presented by Jeff Campbell (Resolution Media) and Mike Ryan (Lowe's). Covers Search Retargeting vendors, best practices, optimization methods, etc.
This presentation was given by Jeff Sauer on 10/19/2012 to the Midwest Marketers Group of E-Commerce and Catalog Marketers. The presentation was held in Minneapolis and covered four major topics:
* Advanced PPC Tactics
* Self PPC Management Tips
* How to get the most out of your PPC Agency?
* How to become a better client to PPC agencies
Google Product Ads & Killer Landing Page Tipspointit
http://www.pointit.com - This presentation examines product listing ads (PLAs) and compares them to extensions. You'll learn the advantages of PLAs, setup, and best practices for landing pages.
In this course, we have covered have-to-know knowledge to do a good Display Campaign with AdWords including: 1) Some up-to-date marketing strategy to keep in mind; 2) Understanding General Display Campaign by its structure, format, targeting, bidding and performance evaluation; 3) Understanding Video Campaign by its structure, format, optimization approaches, and other extra ad functions of YouTube; 4) Introduction of Gmail Ads and some several useful tools to plan and optimize your Display AdWords Campaign.
在本次課程中,我們同大家分享了與多媒體展示廣告相關的基礎知識和優化策略,包括:1)如今網絡營銷的最新趨勢;2)從廣告結構、形式、定位以及成效評估等方面了解多媒體廣告;3)從廣告結構、形式、優化方法和額外功能了解如何利用YouTube製作多媒體廣告;4)認識其他可以幫助優化多媒體廣告的有效工具。
1. Introduction to the Science of Search
Maximise profitable results from Google Search
Max Macintosh – Agency Sales
Google Confidential and Proprietary
2. Science of Search - Fundamentals
Fundamentals
This event is ideally suited to marketeers who would like to understand the basics of
Paid Search marketing and how to identify the principal areas of focus for a given
campaign.
It is designed to introduce you to the main levers that we employ at Google as Best
Practice fundamentals in all your Google Adwords campaigns.
• Keyword coverage
• Creative structure
• Bids & budgets
Google Confidential and Proprietary
3. The Google Account Structure
Account Level
• Login Details
• Billing information
AdWords account
Campaign level
Campaign Campaign • Daily budget
• Country and language targeting
• Network options
Ad group Ad group Ad group Ad group • Start and end dates
Ad group level
Ad Ad Ad Ad Ad Ad Ad Ad
Text Text Text Text Text Text Text Text
• CPC bids
Keywords Keywords Keywords Keywords Keyword level
• Keyword CPCs
• Keyword URLs
• Position preferences
Google Confidential and Proprietary
4. Google has an established framework designed to help maximise
profitable volume of sales / conversions from AdWords
The Science of Search Framework
Google Confidential and Proprietary 4
6. Add more keywords
Be found online with all your products
Google Confidential and Proprietary
7. Add more keywords
Mirror your website to cover all your products
Website
AdWords Campaign
Ad Group Ad Group Ad Group Ad Group
Google Confidential and Proprietary
8. Add more keywords
Find all the terms leading to clicks to your site
You can use Google Analytics to identify the search terms that led to clicks to
your site via the natural results displayed on Google.
Traffic Sources > Keywords > Non-paid
1
2
3
Google Confidential and Proprietary
9. Add more keywords
Help users find you with generics
Often users don’t know exactly which brand of product they are searching for,
or they wish to compare several offerings. In both cases a user is likely to
search using generic keywords.
100
90
80
70
60 credit card
50 virgin money
40 mbna
30 barclaycard
20
10
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Typically more searches are made using Generic keywords than branded ones
Source: Indexed UK Data from Google Insights for Search
Google Confidential and Proprietary
10. Add more keywords
Capture searches for your brand
Clicks Impressions CTR Average CPC Total Cost
Brand Keywords 24.9% 2.7% 12.1 1 1.8%
Generic Keywords 75.1% 97.3% 1 18.5 98.2%
100%
90%
80% • Cheaper clicks
70% CPC 94% lower for brand vs generic
60%
keywords.
50% • High Click Through Rates (CTRs)
40% CTRs on brand terms 10x higher than
30% on generics
20% • Don’t miss out on traffic
10% By not bidding on brand terms you are missing
0% a significant proportion of your potential click
Clicks Spend volume.
Brand Keywords Non Brand Keywords
Google Confidential and Proprietary
11. Add the right keywords
Target the right user
Include appropriate negative keywords to limit irrelevant traffic
Exclude Exclude
“Rent DVD” “Buy DVD”
Google Confidential and Proprietary 1
1
12. Add more keywords
Keep reviewing keywords to capture new queries
Google Confidential and Proprietary
14. Optimize daily budgets
Differentiate budgets by category of product / service
Measure performance (CPA) by product category and
adjust budgets and bids to meet your goals
Campaign A Campaign B
Profit Budget Profit Budget
Google Confidential and Proprietary
15. Optimize daily budgets
Set CPCs to appear in the most profitable position
• Typically Click Through Rate (CTR)
increases with position
• As CTR increases, more customers
come to your site from the same
number of impressions
• Work out the highest profitable
position for your ad text to achieve
target volume and profit
Google Confidential and Proprietary
16. Optimize daily budgets
Budget for maximum return
Users search and convert at all times of day, every day of the week, and every
month of the year. As long as they are searching for you or your products,
you should always be found
The most efficient way of doing this is to raise your budgets and control
your spend through CPC bidding
Google Confidential and Proprietary
18. Optimise Bids
Bid according to marketing goal
CPC CPM
for conversions for branding
CPMs needs to be high enough to win the auction for placement on a selected
site as they compete with CPC automatic placements, they are therefore the most powerful
bidding option for branding campaigns with the goal of visibility vs. clicks.
Google Confidential and Proprietary
19. Optimise Bids
Know the value of a click / impression
From “PC World” to laptop purchase at ebuyer in 66 days
Days Searches
Currys Laptops
PC World Dell
Tablet Laptops Coloured
Pink laptop PC World PCWorld
Laptops Toshiba Laptops Laptops
Coloured Cheap
Portege Pink Laptops
Laptop Laptops
m400-11h Comet
0 15 22 26 30 37 43 47 48 62 66
Misco
PCWorld Comet
Currys eBay
Dell Currys
PCWorld
Visits
Pixmania Amazon PCWorld
Shopping.com Pixmania PCWorld
Dell Dixons Bizrate PCWorld PriceRunner
Amazon eBay Kelkoo Bizrate Ebuyer Sony Style
eBay Dell Dell
DealTime Comet MicroDirect
Lenovo
Nextag ebuyer
Dell
Toshiba
Pixmania
First Search Purchase
Google Confidential and Proprietary
20. Optimise Bids
Know the value of a click / impression
Last click attribution undervalues crucial ‘assist’ clicks
All the glory All the work
Last click conversion Assist
Google Confidential and Proprietary
22. Optimise Creative and Structure
Use multiple creatives
Running 2-4 creatives can yield the
optimal CTR for your account as
AdWords can assess the
best performing ads and
give them priority
Google Confidential and Proprietary
23. Optimise Creative and Structure
Tailor your ad text to the user’s needs
Ad texts are your chance to attract customers as well as set realistic
expectations as to what the user will find if they click through to your site.
Call To Action Special Offer
Book London Flights Save On Holidays
Great savings to be made on flights Latest discounts, codes & offers!
Out of London. Limited time only. Up to 40% off high street prices
www.londonflightsite.co.uk www.holidaysite.com/specialoffer
Prices Dynamic Keyword Insertion (DKI)
Buy DVDs Online Low Apr Credit Cards
Get top box-sets and all the Get 16.9% typical APR variable when
Latest movies from just £9.99 You apply online, plus rewards
www.dvdstoresite.co.uk www.creditsite.co.uk/cards
Google Confidential and Proprietary
24. Optimise Creative and Structure
Keep trialling different creatives
User behaviour is dynamic and responsive to many external factors, e.g.:
offline messaging, current affairs, the economic environment.
Changing your creative message at regular intervals allows you to showcase
different product USPs and to differentiate yourself from the competition.
Trialling different creatives allows the creative to remain dynamic and may lead to
uplifts in CTR (Click Through Rate).
Book London Flights Save On Holidays
Great savings to be made on flights Latest discounts, codes & offers!
Out of London. Limited time only. Up to 40% off high street prices
www.advertisera.co.uk www.advertisera.com/specialoffer
Google Confidential and Proprietary
25. Optimise Creative and Structure
Mirror your website to structure your AdWords account
Website
AdWords Campaign
Ad Group Ad Group Ad Group Ad Group
Google Confidential and Proprietary
27. The Science of Search
Google Confidential and Proprietary
28. Key Takeaways
Add more keywords
Always check for new keywords.
Match your ads to your website and advertising content
Monitor your site and conversion activity to determine value of keywords
Optimize bids and daily budgets
Differentiate budgets by category of product / service
Set CPCs to appear in the most profitable position
Budget for maximum return
Optimise creatives and structure
Use multiple creatives
Tailor your ads to the consumers needs
Copy your website structure when building campaign structure
Google Confidential and Proprietary
29. The Science of Search
Maximise profitable results from Google Search
Max Macintosh
Google Confidential and Proprietary