Bmm aformationdigitale2014 search

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rattraper le train du digital

Hello! My name is Nicolas

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Solvay 2005

Dedicated Research 2005

Master Bocconi 2006

Google 2007

Semetis 2009

Additionly 2012More on: linkedin.com/company/semetis

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Search Engine Advertising

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• In Belgium, about 97% … is Google

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Google Networks

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Google Ad Networks

• Search

– Google.be, .fr, .nl, .com, and other Google Search properties (ex: Maps)– Search Partners

• Google Display Network

– Websites that allow Google to show ads on their pages– Apps that allow Google to show ads within their Apps

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Google Search

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Keyword Buying

• Basic Principle

Google Search offers advertisers ad space on a keyword buying principlePeople search on Google using keywords;Advertisers can buy the keywords of their choice;They enter in an auction with other advertisers who buy the same keywords;To appear above, next or below the organic search results with their ad;Then advertisers pay Google only if a user clicks on their ad.

Image from Nick Adrew, 2013 – note: figures may vary from one vertical to another

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Ad Space

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Ad Space

• Paid Search vs Organic Search

Advertising space on Google Search

Image from Nick Adrew, 2013 – note: figures may vary from one vertical to another

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Auction

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Auction Model

• Price & Quality

Why an advertiser’s ad is on first position?

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Ads Formats

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Ad Formats

• Many variants

The basic = Text Ad

Title (Max 25 char.)Display URL (Max 35 char.)Description Line 1 (Max 35 char.)Description Line 2 (Max 35 char.)

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Ad Formats

• Many variants

The Ad Extensions

1. Sitelinks2. Callout3. Call4. Apps5. Location6. Review

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Ad Formats

• Many variants

The Ad Extensions

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Search Campaign

Structure

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Total budget

Contract dates

Billing info

Login & password

Daily budget(s)

Run dates

Geographic target(s)

Language target(s)

Syndication preferences

Max CPCs

Match type

CPCs (optional)

URLs (optional)

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Mapping your keywords to the buying cycle

Lower conversion rate

More Traffic

Higher conversion rate

Less Traffic

DC skate shoe

DC skating shoes

DC shoe co

DC court shoe

DC skate shoes

DC Court Graffik

DC Court Graffik SE II

DC Graffik SE II

DC Court Graffik II

DC Court Graffik SE

Skate shoes

Man’s skate shoe

Skating trainer

Compare skate shoes

Skate shoe

search query

Awareness Interest ConsiderSearch PurchasePurchase

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Keywords matching types

Match Type How it must be entered into AdWords

The ad will show when: The ad will show when someone types the following:

Broad Sony Camcorder All words containing this word or combination of words in any order is used as the query.

Buy Camcorder

Camcorder digital Sony

Sony digital Camcorder

Camcorder model DVD205

Phrase “Sony Camcorder” Keywords are typed in the exact order specified. Can have other words before or after

Buy Sony Camcorder

Sony Camcorder deals

Sony Camcorder DVD205

Exact [Sony Camcorder] Keyword must be only & exactly what the user types in

Sony Camcorder

Negative

Also Negative Phrase, & Negative Exact

-secondhand

-[second hand]

Ads will not appear when this search term is entered in the query

Add will not show if someone types:

Secondhand Sony camcorder

Second hand camcorder

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Why Ad Groups?

Why Use Ad Groups?

• Allows for tighter, more relevant creative ad copy (name!)

• More precise ads mean more qualified clicks and lower CPA

• Facilitates campaign management & expansion

• Enables creative testing/seasonal pushes

• Improves content targeting performance

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Why Ad Groups?

mortgage lenders

mortgage lender

accredited home lenders

accredited home lender

home mortgage lender

mortgage companies

mortgage company

mortgage comparison

mortgage lenders compete

home lender

home equity loan lender

home equity lender

home loan lender

mortgage

mortgage rates

mortgages

mortgage interest rates

current mortgage rates

mortgage refinance

home refinance

refinance home loan

california home loan

home mortgage loan california

california mortgage loan

ca mortgage loan

ca home mortgage

california refinance rate

Home Mortgages

Quote & Compare Mortgage Rates

Get Up To 4 Free Quotes!

LowRateSource.com

Home Mortgages


Get Up To 4 Free Quotes!

LowRateSource.com

mortgage lenders

mortgage lender

accredited home lenders



mortgage companies

mortgage company

mortgage comparison


home lender


home equity lender

home loan lender

mortgage

mortgage rates

mortgages



Home Refinancing

Find the Best Local Rates

Refinance Your Mortgage Today

LowRateSource.com


mortgage refinance

home refinance

refinance home loan

Mortgage Lenders

100’s of Lenders to Compare

Find Great Rates in One Stop!

LowRateSource.com

mortgage lenders

mortgage companies

home lender

Home Equity Loans

Quote & Compare Latest Rates

Takes Less Than One Minute!

LowRateSource.com


home equity lender

Mortgage Lenders


Find Great Rates in One Stop!

LowRateSource.com

mortgage lenders

mortgage lender



mortgage companies


home equity lender

Latest Mortgage Rates



LowRateSource.com

mortgage

mortgage rates

mortgages



CA Home Mortgages

Get the Latest Rates in California

Quick & Up To 4 Free Quotes!

LowRateSource.com


mortgage refinance

home refinance

refinance home loan

Compare Mortgage Rates


Takes 1 Minute. Free Quotes!

LowRateSource.com

mortgage comparison


CA Home Mortgages

Get the Latest Rates in California

Quick & Up To 4 Free Quotes!

LowRateSource.com

california home loan

home mortgage loan california

california mortgage loan

ca mortgage loan

ca home mortgage

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Structure Recap

Total budget

Contract dates

Billing info

Login & password

Daily budget(s)

Run dates

Geographic target(s)

Language target(s)

Syndication preferences

Max CPCs

Match type

CPCs (optional)

URLs (optional)

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Exercice

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Exercice

• Building Search Campaigns

How would structure the campaigns for Vanden Borre?

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Advanced Options

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Targeting

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Targeting

• Location

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Targeting

• Devices

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Settings

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Settings

• Scheduling

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Settings

• Bidding

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Settings

• Ad Rotation

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Settings

• Automation

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Special Campaigns

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RLSA

• RLSA What?

– RLSA stands for Remarketing For Search Ads

• Adapt bidding based on who is searching

• Adapt bidding & message based on who is searching

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DSA

• DSA What?

– DSA stands for Dynamic Search Ads

• Let Google know your pages and Google will scan them, define relevant keywords

• And show dynamic ads on these keywords

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Shopping

• Google Shopping

– Google Shopping allows you to show your products in Search Results

• Send to Google a feed with all your products details

• Set-up a specific campaign and:

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Apps

• Apps Promotion – Mobile App Installs

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Apps

• Apps Promotion – Ads in Mobile Apps

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Even More

• Much More…

– YouTube Video Campaigns– GDN Campaigns Text Ads– GDN Campaigns Display Ads– Engagement Campaigns Rich Media Interactive Ads (Catalog Lightbox,

Hover-to-Play)– Gmail Sponsored Promotion (GSP)– GDN Remarketing Campaigns– …

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Now you knowabout Search Advertising!

Thank you

Bmm aformationdigitale2014 search

Marketing

Transcript of Bmm aformationdigitale2014 search