This presentation provides an introduction to best practice Google Adwords Search and Display including; keyword research, ad copy, quality score, the Google network, and landing page optimisation.
Increasing the Visibility of Your Business Online Vanessa Vallejo
How to increase the visibility of your business online through paid search, search engine optimisation and local business listings. This is a recent talk I gave to members of the Bord Gais Energy Book Club.
This is a bespoke digital skills workshop I prepared for Concern Charity Worldwide. It covers paid search (PPC), search engine optimisation (SEO), display advertising, google analytics, and other insights for driving an insight led content strategy.
Maximising Google Search and Display - DMX Dublin Conference March 2013Mindshare Ireland
This presentation provides an intro to best practice Google Adwords Search and Display including; keyword research, ad copy, quality score, the Google network, and landing page optimisation.
Marketing Forward is using customer preferences to drive targeted marketing
Experian Marketing Services and Bass Pro Shops increase customer response through data-driven marketing
Overview
Bass Pro Shops is a leading multichannel retailer of outdoor recreation goods and hunting and fishing equipment. They wanted to increase email open rates, ROI and transaction rates, as well as gain a better understanding of the online competitive landscape.
Bass Pro Shops was able to meet its goals by utilizing Cheetahmail, QAS and Hitwise to gain the insight they needed to drive targeted marketing campaigns.
Increasing the Visibility of Your Business Online Vanessa Vallejo
How to increase the visibility of your business online through paid search, search engine optimisation and local business listings. This is a recent talk I gave to members of the Bord Gais Energy Book Club.
This is a bespoke digital skills workshop I prepared for Concern Charity Worldwide. It covers paid search (PPC), search engine optimisation (SEO), display advertising, google analytics, and other insights for driving an insight led content strategy.
Maximising Google Search and Display - DMX Dublin Conference March 2013Mindshare Ireland
This presentation provides an intro to best practice Google Adwords Search and Display including; keyword research, ad copy, quality score, the Google network, and landing page optimisation.
Marketing Forward is using customer preferences to drive targeted marketing
Experian Marketing Services and Bass Pro Shops increase customer response through data-driven marketing
Overview
Bass Pro Shops is a leading multichannel retailer of outdoor recreation goods and hunting and fishing equipment. They wanted to increase email open rates, ROI and transaction rates, as well as gain a better understanding of the online competitive landscape.
Bass Pro Shops was able to meet its goals by utilizing Cheetahmail, QAS and Hitwise to gain the insight they needed to drive targeted marketing campaigns.
Digital display advertising through Audience Extension platformJeroen Corver
Presentation for the Digital Media Meetup group in Cedar Rapids about Audience Extension, DSP, SSP, Geofencing, behavioral targeting, content targeting, and retargeting
Data-driven Reserve Prices for Social Advertising Auctions at LinkedInKun Liu
Online advertising auctions constitute an important source of revenue for search engines such as Google and Bing, as well as social networks such as Facebook, LinkedIn and Twitter. We study the problem of setting the optimal reserve price in a Generalized Second Price auction, guided by auction theory with suitable adaptations to social advertising at LinkedIn. Two types of reserve prices are deployed: one at the user level, which is kept private by the publisher, and the other at the audience segment level, which is made public to advertisers. We demonstrate through field experiments the effectiveness of this reserve price mechanism to promote demand growth, increase ads revenue, and improve advertiser experience.
Carrie Albright of Hanapin Marketing and Susan Waldes from 3Q Digital discuss advanced remarketing techniques to add to your digital marketing repertoire for 2014.
The internet is woven into every aspect of insurance agency marketing: websites, email, social media marketing, SEO, local search...and more. But how to choose the programs for your insurance agency?
That depends on just a few factors, all of which are easily quantified, such as your sales objectives and their time horizons, your budget, and your internal capacity. Once you know these, it is a simple matter of reviewing the unique characteristics of different internet marketing options.
It is worth keeping mind that requirements for unique, informative, and engaging content are required across most internet marketing channels and campaigns.
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.
Audience-Based Search Targeting: How Google RLSA Can Work for Your BrandiCrossing
In this webinar, Ty Martin, Director of Digital Media Strategy for iCrossing, shared how brands can leverage Google’s new audience targeting method – Remarketing Lists for Search Ads (RLSA) – for an audience-based, content-driven, “always on” approach to reaching the right people, with the right message at the right moment.
Note: A video recording of the webinar is available on the Direct Marketing Association website: https://attendee.gotowebinar.com/g2wattendee/recording/3312336312168438530
Geary LSF University Presents: Paid Media DisciplineKatie Fellenz
The Geary LSF University is pleased to present an advanced course on how to implement Paid Media skills such as Paid Search, Display Marketing, and Retargeting into your marketing campaign. With real-world examples and case studies, you're sure to learn everything you need to know about digital advertising.
Hoe stelt u de ideale channel mix samen? Hoe aligneert u kanalen met de inhoud en doelstelling van uw website? Aan de hand van een uitgekiend concept tonen we hoe u de beste keuze kan maken. Aan de hand van 3 cases (een school, een bank en een shop) helpen we u te bepalen welke kanalen u best op welke manier inzet voor mobile of desktop advertising.
Digital display advertising through Audience Extension platformJeroen Corver
Presentation for the Digital Media Meetup group in Cedar Rapids about Audience Extension, DSP, SSP, Geofencing, behavioral targeting, content targeting, and retargeting
Data-driven Reserve Prices for Social Advertising Auctions at LinkedInKun Liu
Online advertising auctions constitute an important source of revenue for search engines such as Google and Bing, as well as social networks such as Facebook, LinkedIn and Twitter. We study the problem of setting the optimal reserve price in a Generalized Second Price auction, guided by auction theory with suitable adaptations to social advertising at LinkedIn. Two types of reserve prices are deployed: one at the user level, which is kept private by the publisher, and the other at the audience segment level, which is made public to advertisers. We demonstrate through field experiments the effectiveness of this reserve price mechanism to promote demand growth, increase ads revenue, and improve advertiser experience.
Carrie Albright of Hanapin Marketing and Susan Waldes from 3Q Digital discuss advanced remarketing techniques to add to your digital marketing repertoire for 2014.
The internet is woven into every aspect of insurance agency marketing: websites, email, social media marketing, SEO, local search...and more. But how to choose the programs for your insurance agency?
That depends on just a few factors, all of which are easily quantified, such as your sales objectives and their time horizons, your budget, and your internal capacity. Once you know these, it is a simple matter of reviewing the unique characteristics of different internet marketing options.
It is worth keeping mind that requirements for unique, informative, and engaging content are required across most internet marketing channels and campaigns.
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.
Audience-Based Search Targeting: How Google RLSA Can Work for Your BrandiCrossing
In this webinar, Ty Martin, Director of Digital Media Strategy for iCrossing, shared how brands can leverage Google’s new audience targeting method – Remarketing Lists for Search Ads (RLSA) – for an audience-based, content-driven, “always on” approach to reaching the right people, with the right message at the right moment.
Note: A video recording of the webinar is available on the Direct Marketing Association website: https://attendee.gotowebinar.com/g2wattendee/recording/3312336312168438530
Geary LSF University Presents: Paid Media DisciplineKatie Fellenz
The Geary LSF University is pleased to present an advanced course on how to implement Paid Media skills such as Paid Search, Display Marketing, and Retargeting into your marketing campaign. With real-world examples and case studies, you're sure to learn everything you need to know about digital advertising.
Hoe stelt u de ideale channel mix samen? Hoe aligneert u kanalen met de inhoud en doelstelling van uw website? Aan de hand van een uitgekiend concept tonen we hoe u de beste keuze kan maken. Aan de hand van 3 cases (een school, een bank en een shop) helpen we u te bepalen welke kanalen u best op welke manier inzet voor mobile of desktop advertising.
הרצאה של שי משען מחברת לינקשייק בכנס קידום האתרים החמישי של מרטין. שי דיבר על השינויים שחלו בגוגל בזמן האחרון, במיוחד כל עניין התוצאות שמותאמות אישית, מה שמוריד מחשיבות הקידום האורגני כפי שאנחנו מכירים אותו כיום.
As Basingstoke's most friendly Google Partner we hold these presentation to help people get to grips with marketing on Google.
In this presentation we cover why it is essential you have excellent SEO before you begin with PPC to ensure your pages are highly relevant before you enter the auction.
Relevance is the by-word of this presentation and I mention the change to Responsive design as that is how I see the step online Marketing is going through right now.
Nuevas herramientas de Google para Marketing Oscar García
Google Q3 presenta nuevas herramientas de marketing digital para aumentar el posicionamiento SEO de las empresas. Estas diapositivas muestran todos las nuevas posibilidades de posicionamiento web que Google pone al alcance de todos.
Solicita una asesoría con un experto en Google Adwords y sube posiciones haciendo clic en http://experto-adwords.com/. Optimiza tu tienda online aquí http://www.activatuprestashop.com/, aumenta tus ventas optimizando tu cuenta en http://www.activatushopping.com/ o mejora tu SEO local en expertosmybusiness.com.
Social Commerce 2.0 With CPC Strategy & AddShoppersTinuiti
In this LIVE webinar event, retailers will learn how to drive orders by integrating social into their existing channels like SEO, email marketing, and retargeting. CPC Strategy’s Stephen Kerner and AddShoppers Co-founder Chad Ledford team up to deliver advanced social commerce strategies supported by real client data.
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。
http://www.pointit.com - This presentation discusses new Google Ad formats, the content network, international PPC, GEO targeting PPC, and working with search engine representatives.
Local Search in 2023 - Must-Know and Must-Do TacticsBenu Aggarwal
In this session, renowned local experts Greg Sterling, Joy Hawkins, Mike Blumenthal, and Benu Aggarwal shared extremely useful information on local search for 2023. These included various impacts of algorithm updates and effects in 2022 and the role of Google AI in local search. They highlighted the different types of content that will engage users in local search using hyperlocal experience and also they shared other must-have solutions for local search presence within a marketing plan. The deck and webinar video are now available.
Local Search in 2023: Must-Know and Must-Do TacticsMilestone Inc
In this session, renowned local experts Greg Sterling, Joy Hawkins, Mike Blumenthal, and Benu Aggarwal shared extremely useful information on local search for 2023. These included various impacts of algorithm updates and effects in 2022 and the role of Google AI in local search. They highlighted the different types of content that will engage users in local search using hyperlocal experience and also they shared other must-have solutions for local search presence within a marketing plan.
The Race to the Top of Search Rankings – Moving Up With PPCGODigitalMarketing
Most SMB owners, like yourself, understand the importance of getting a 1stpage Google ranking. However, achieving those 1st page SEO rankings is very difficult. Paid Search, often referred to as PPC, or Pay-Per-Click, is one way to beat the Google algorithm that governs what is displayed – and how high – in Google search rankings. Understanding the basics of PPC to increase online visibility and generate leads is crucial for ever SMB owner.
Walk away from this slideshare with actionable intelligence, through a discussion on:
• 5 PPC Best Practices
• How to use Google Adwords to increase your rankings
• Understanding Google’s Quality Score and how to maximize it to increase online visibility
• BONUS! Discussion on how to leverage Maps to reach MORE people who are interested in YOUR business
This presentation walks you through the basics of the Google Display Network, including how targeting works, and why you might want to select display over search.
Nuevas herramientas de Google | Google Q3Oscar García
Google es el principal buscador del mundo por lo que sus herramientas son las más avanzadas. En esta guía se muestra de forma completa cómo sacarle el máximo rendimiento a Google Adwords, así como todas las plataformas de marketing digital. Todo para lograr un posicionamiento Web mejorado.
Solicita una asesoría con un experto en Google Adwords y sube posiciones haciendo clic en http://experto-adwords.com/. Optimiza tu tienda online aquí http://www.activatuprestashop.com/, aumenta tus ventas optimizando tu cuenta en http://www.activatushopping.com/ o mejora tu SEO local en expertosmybusiness.com.
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There will also be time for what he thinks will be the big news in 2014.
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Maximising Google Search and Display - DMX Dublin Conference March 2013
1. Maximising Google
Search and Display
By: Vanessa Vallejo
Head of Search, Mindshare Ireland
vanessa.vallejo@mindshareworld.com
DMX Dublin, 13th March 2013
2. Vanessa Vallejo
Head of Search, Mindshare Ireland
www.blog.mindshare.ie
@vanvallejo
Maximising Google Search and Display - DMX Dublin 2013
3. But first, a short story
Maximising Google Search and Display - DMX Dublin 2013
3
4. Not this kind of story
Flickr credit: S&R T Maximising Google Search and Display - DMX Dublin 2013
5. This is a story about
Flickr credit: Peace&Love Maximising Google Search and Display - DMX Dublin 2013
5
9. 4 Reasons Why You
Should Consider Search
Advertising
Maximising Google Search and Display - DMX Dublin 2013
10. 1. Customers are R
searching, and reach
is high
E
A
C
H
Maximising Google Search and Display - DMX Dublin 2013
11. 2. Paid search is 100%
measurable, easy to
amend and control
Keyword level ROI
Maximising Google Search and Display - DMX Dublin 2013
1
12. 3. You Only Pay for Clicks
Search Impressions are free (!)
Maximising Google Search and Display - DMX Dublin 2013
13. 4. Paid Search Can Stand in where it is
difficult to get Organic Visibility
Maximising Google Search and Display - DMX Dublin 2013
14. 28 Results for “Hotels Paris”
10 Paid Search Ads
1 Google Hotel Finder
7 Google Places Results
10 blue links way below the fold
Maximising Google Search and Display - DMX Dublin 2013
15. And now, a few
Questions for You
Maximising Google Search and Display - DMX Dublin 2013
16. Best Practice Areas Covered Today
• Keyword Research
• Writing Compelling Ad Copy
• Understanding Quality Score
• Increase your Reach through Google
Display
• Best Practice Landing Pages
Maximising Google Search and Display - DMX Dublin 2013
19. 1. Google Keyword Tool
Provides search volumes
Generates keyword ideas
for the past 12 months
Use advanced options to discover
searches forSearch and Display & tablets
Maximising Google mobiles - DMX Dublin 2013
21. Google Suggest for Breaking Searches
A great way to discover breaking searches as
these are updated every few hours
Maximising Google Search and Display - DMX Dublin 2013
22. Use Google Analytics to identify keywords
driving traffic on-site
Maximising Google Search and Display - DMX Dublin 2013
24. Writing Effective Ad Copy
Direct Marketing Principles Apply
• Strong Call to Action - Buy now! Switch
today!
• Time sensitive Offer – Competition ends 16th
March
• Ensure ad text stands out from the
competition (have a clear USP)
• Learn from competitors in your auction
Maximising Google Search and Display - DMX Dublin 2013
25. Writing Effective Ad Copy
Character Limitations
Headline: 25 characters
Description Line 1: 35 characters
Description Line 2: 35 characters
Display URL: 35 characters
Keyword Relevance is King!
Maximising Google Search and Display - DMX Dublin 2013
26. Best Practice Ad Copy
Reference keyword Align search phrase with
searched in Headline display url
Mention price if you are Finish with a strong call to action
competitive in the market
(USP)
Maximising Google Search and Display - DMX Dublin 2013
28. Quality score is Google’s algorithm for
the Adwords auction.
It impacts directly on cost and ad
position.
A good quality score (6 or above) will improve your ad position
& decrease your cost per click.
Maximising Google Search and Display - DMX Dublin 2013
29. Quality Score is Influenced By 6 Variables
1. Keyword 4. Landing
relevance to Page
search query
Relevance
2. Ad
relevance to 5. Historical
search query Performance
3. Click through rate 6. Other
relevancy
Maximising Google Search and Display - DMX Dublin 2013
factors
30. 5 Tips for Improving Quality Score
1. Account Build is Key
2. Ad groups must have short keyword lists (<10)
3. Ad text should always be relevant to keywords
targeted
4. Landing page should always be relevant to
keyword targeted and deliver on ad promise
5. Optimise, refine and test – then optimise
again!
Maximising Google Search and Display - DMX Dublin 2013
32. The Google Network is made of 2
parts:
Google
Google Search
Display
Network
Network
Google
Search Pages
Search
Over 1 million
Partners
Display
(search
Partners
powered by
Google)
Maximising Google Search and Display - DMX Dublin 2013
33. Google Search Network
Search network: results
pages where Adwords text
ads can appear
Google Search
2.3 m unique users p/month
Includes
Google Shopping, Maps,
Images, Finance, and Google
search partners, e.g.
Eircom.net
Targeting: by keyword,Google Search and Display - DMXor network
Maximising device, region Dublin 2013
34. The Google Display Network (GDN)
Google Display: network made up of text and
banner ads that appear on websites and web
pages – not search results pages
GDN has 91% reach in Ireland
• 2.2 million unique users p/month
Targeting: contextually by keyword, placement
(website), interest, geography,and Displaylanguage
Maximising Google Search and - DMX Dublin 2013
35. Ad Formats on the GDN
Text Ads Image Ads Video Ads Mobile Ads
Rich Media: home page takeovers, interactive ad formats
Maximising Google Search and Display - DMX Dublin 2013
36. Display Targeting: 2 Types
1. Contextual match your ads to relevant pages, e.g.
targeting car related websites if you sell cars
match your ads to relevant people likely to
2. Audience be interested in your product, e.g.
targeting showing your car ads to people who are
driving enthusiasts.
Maximising Google Search and Display - DMX Dublin 2013
37. Display Targeting
• Keyword Contextual targeting
• Placement targeting
• Interest Categories
• Topic Targeting
• Geographic and Language Targeting
• Remarketing
Maximising Google Search and Display - DMX Dublin 2013
38. Remarketing on the GDN
Target users that
have visited your site
but not converted at a
later stage on the
Google Display
Network
Expect higher
conversion rates than
regular Display as
these visitors are
prequalified
Maximising Google Search and Display - DMX Dublin 2013
39. How to Set Up Remarketing
4. Create a
1. Go to Shared separate campaign
Library- Audiences for remarketing
(use image or
banner ads)
2. Define your custom
lists, e.g. menu page
and conversion page
3. Implement code
5. Remember to
on every page of
frequency cap
your website
Maximising Google Search and Display - DMX Dublin 2013
40. Use Targeted Creative to Bring them Back
Maximising Google Search and Display - DMX Dublin 2013
41. When to use Google Search vs. Display:
Google Display – better for branding
•Need reach? Bid by CPM to increase impressions
•Need awareness? Bid by CPM to increase
impressions
Maximising Google Search and Display - DMX Dublin 2013
42. When to use Google Search vs. Display:
Google Search – better for direct response
•Need traffic? Cost per click bidding for traffic
•Need cost-effective sales? Can also bid by CPA,
i.e. automate bidding to drive conversions
Maximising Google Search and Display - DMX Dublin 2013
45. 5 Tips for Landing Page Optimisation
1. Avoid Clutter
2. Be Eye Catching
3. List Key Benefits
4. Provide Your Contact Info
5. Be Personal and Reassuring
Maximising Google Search and Display - DMX Dublin 2013
46. 6 Tips for Landing Page Optimisation
1. Avoid Clutter
6. Have a Clear Call to Action
2. Be Eye Catching
3. List Key Benefits
4. Provide Your Contact Info
5. Be Personal and Reassuring
Maximising Google Search and Display - DMX Dublin 2013
48. Recommended Reading
For more visit and Display - DMX Dublin 2013
Maximising Google Search www.sensible.com
49. Final Questions?
Maximising Google Search and Display - DMX Dublin 2013
50. Google Adwords Resources
Google Adwords Learning Centre
http://support.google.com/adwords/certification/bin/static.py?hl=en&page=examstudy.cs
Google Keyword Tool
https://adwords.google.com/select/KeywordToolExternal
Google Insights for Search
http://www.google.com/insights/search/
Google Analytics IQ Lessons
http://www.google.com/intl/en/analytics/iq.html?
Maximising Google Search and Display - DMX Dublin 2013
51. Thank You! This is the
shirt my team
gave me for
my 30th
@vanvallejo
Vanessa.Vallejo@Mindshareworld.com DMX Dublin 2013
Maximising Google Search and Display -