Maximising Google Search and Display - DMX Dublin Conference March 2013

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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.

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  • Hi Vanessa, I was at your presentation yesterday. Very popular! I'm wondering if you would consider allow us to download your presentation in pdf form? Thanks Sheena
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Maximising Google Search and Display - DMX Dublin Conference March 2013

  1. 1. Maximising Google Search and Display By: Vanessa VallejoHead of Search, Mindshare Ireland vanessa.vallejo@mindshareworld.com DMX Dublin, 13th March 2013
  2. 2. Vanessa Vallejo Head of Search, Mindshare Ireland www.blog.mindshare.ie @vanvallejoMaximising Google Search and Display - DMX Dublin 2013
  3. 3. But first, a short story Maximising Google Search and Display - DMX Dublin 2013 3
  4. 4. Not this kind of storyFlickr credit: S&R T Maximising Google Search and Display - DMX Dublin 2013
  5. 5. This is a story aboutFlickr credit: Peace&Love Maximising Google Search and Display - DMX Dublin 2013 5
  6. 6. Search Love Maximising Google Search and Display - DMX Dublin 2013 6
  7. 7. How I fell in love with searchFlickr credit: Komatoes Maximising Google Search and Display - DMX Dublin 2013
  8. 8. OrMaximising Google Search and Display - DMX Dublin 2013
  9. 9. 4 Reasons Why YouShould Consider SearchAdvertising Maximising Google Search and Display - DMX Dublin 2013
  10. 10. 1. Customers are R searching, and reach is high E A C H Maximising Google Search and Display - DMX Dublin 2013
  11. 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. 12. 3. You Only Pay for ClicksSearch Impressions are free (!) Maximising Google Search and Display - DMX Dublin 2013
  13. 13. 4. Paid Search Can Stand in where it is difficult to get Organic Visibility Maximising Google Search and Display - DMX Dublin 2013
  14. 14. 28 Results for “Hotels Paris”10 Paid Search Ads1 Google Hotel Finder7 Google Places Results 10 blue links way below the fold Maximising Google Search and Display - DMX Dublin 2013
  15. 15. And now, a fewQuestions for You Maximising Google Search and Display - DMX Dublin 2013
  16. 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
  17. 17. KeywordResearch
  18. 18. Keyword Research Maximising Google Search and Display - DMX Dublin 2013
  19. 19. 1. Google Keyword Tool Provides search volumesGenerates keyword ideas for the past 12 months Use advanced options to discover searches forSearch and Display & tablets Maximising Google mobiles - DMX Dublin 2013
  20. 20. 2. Google TrendsTrendsSeasonalityBrand vs Competitors http://www.google.com/trends/ Maximising Google Search and Display - DMX Dublin 2013
  21. 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. 22. Use Google Analytics to identify keywords driving traffic on-site Maximising Google Search and Display - DMX Dublin 2013
  23. 23. Writing EffectiveAd Copy
  24. 24. Writing Effective Ad CopyDirect 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. 25. Writing Effective Ad CopyCharacter LimitationsHeadline: 25 charactersDescription Line 1: 35 charactersDescription Line 2: 35 charactersDisplay URL: 35 charactersKeyword Relevance is King! Maximising Google Search and Display - DMX Dublin 2013
  26. 26. Best Practice Ad CopyReference keyword Align search phrase withsearched in Headline display urlMention price if you are Finish with a strong call to actioncompetitive in the market(USP) Maximising Google Search and Display - DMX Dublin 2013
  27. 27. UnderstandingQuality Score
  28. 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. 29. Quality Score is Influenced By 6 Variables1. Keyword 4. Landingrelevance to Pagesearch query Relevance2. Adrelevance to 5. Historicalsearch query Performance3. Click through rate 6. Other relevancy Maximising Google Search and Display - DMX Dublin 2013 factors
  30. 30. 5 Tips for Improving Quality Score1. Account Build is Key2. Ad groups must have short keyword lists (<10)3. Ad text should always be relevant to keywords targeted4. Landing page should always be relevant to keyword targeted and deliver on ad promise5. Optimise, refine and test – then optimise again! Maximising Google Search and Display - DMX Dublin 2013
  31. 31. The GoogleNetwork
  32. 32. The Google Network is made of 2parts: 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. 33. Google Search NetworkSearch network: resultspages where Adwords textads can appear Google Search 2.3 m unique users p/monthIncludesGoogle Shopping, Maps,Images, Finance, and Googlesearch partners, e.g.Eircom.netTargeting: by keyword,Google Search and Display - DMXor network Maximising device, region Dublin 2013
  34. 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/monthTargeting: contextually by keyword, placement(website), interest, geography,and Displaylanguage Maximising Google Search and - DMX Dublin 2013
  35. 35. Ad Formats on the GDNText Ads Image Ads Video Ads Mobile AdsRich Media: home page takeovers, interactive ad formats Maximising Google Search and Display - DMX Dublin 2013
  36. 36. Display Targeting: 2 Types1. Contextual match your ads to relevant pages, e.g. targeting car related websites if you sell cars match your ads to relevant people likely to2. 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. 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. 38. Remarketing on the GDNTarget users thathave visited your sitebut not converted at alater stage on theGoogle DisplayNetworkExpect higherconversion rates thanregular Display asthese visitors areprequalified Maximising Google Search and Display - DMX Dublin 2013
  39. 39. How to Set Up Remarketing 4. Create a1. Go to Shared separate campaignLibrary- 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. 40. Use Targeted Creative to Bring them Back Maximising Google Search and Display - DMX Dublin 2013
  41. 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. 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
  43. 43. Landing Page Optimisation Maximising Google Search and Display - DMX Dublin 2013
  44. 44. Maximising Google Search and Display - DMX Dublin 2013
  45. 45. 5 Tips for Landing Page Optimisation1. Avoid Clutter2. Be Eye Catching3. List Key Benefits4. Provide Your Contact Info5. Be Personal and Reassuring Maximising Google Search and Display - DMX Dublin 2013
  46. 46. 6 Tips for Landing Page Optimisation1. Avoid Clutter 6. Have a Clear Call to Action2. Be Eye Catching3. List Key Benefits4. Provide Your Contact Info5. Be Personal and Reassuring Maximising Google Search and Display - DMX Dublin 2013
  47. 47. Maximising Google Search and Display - DMX Dublin 2013
  48. 48. Recommended Reading For more visit and Display - DMX Dublin 2013 Maximising Google Search www.sensible.com
  49. 49. Final Questions? Maximising Google Search and Display - DMX Dublin 2013
  50. 50. Google Adwords ResourcesGoogle Adwords Learning Centrehttp://support.google.com/adwords/certification/bin/static.py?hl=en&page=examstudy.csGoogle Keyword Toolhttps://adwords.google.com/select/KeywordToolExternalGoogle Insights for Searchhttp://www.google.com/insights/search/Google Analytics IQ Lessonshttp://www.google.com/intl/en/analytics/iq.html? Maximising Google Search and Display - DMX Dublin 2013
  51. 51. Thank You! This is the shirt my team gave me for my 30th@vanvallejoVanessa.Vallejo@Mindshareworld.com DMX Dublin 2013 Maximising Google Search and Display -

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