Webnatics th seminar muk

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Google Confidential and Proprietary Muay Thai Stuff Video 1

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งานสัมมนา เคล็ด(ไม่)ลับ สร้างยอดขายผ่าน Google Adwords วันพฤหัสบดีที่ 21 กรกฎาคม 2554 โดย เว็บเนติกส์ Webnatics

Transcript of Webnatics th seminar muk

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Google Confidential and Proprietary

Muay Thai Stuff Video

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Google AdWords for SMB

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Mukpim AnantachaiBusiness Solutions Manager

Google Southeast Asia

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Introduction To Google AdWords& Value Propositions

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Google’s Advertising Platforms

1 Google Search

2 Google Display Network - Contextual Targeting - Placement Targeting

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Engage Customers: What They Search For

smartphones

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Search – Organic results and Advertising

Natural Results

Paid Results

Paid listings allow you to control the offer, messaging & landing

page

Running in both paid and organic can dramatically increase traffic

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Search – Organic results and Advertising

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User’s search

Organic results

AdWords ads

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Search as a Sales tool

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Search as a Branding tool

1 AdWords campaigns can help to build brands

2 AdWords campaigns can impact metrics all the way from brand awareness to loyalty

3 Adwords impact increases with position and contact frequency

4 AdWords impressions, without click through, have a positive impact on brand image

5 AdWords impressions can act as a branding tool

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Google Display Network

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Advertising on the Display Network

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Pregnancy

Games Music

Keyword-targeted campaigns: ads are displayed on sites containing

relevant content

Placement-targeted campaigns: ads are displayed on specific websites

selected by you

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Contextual Targeting on GDN

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Relevant ad served

Identified theme: Dog Care

Keywords detected

Innovative Contextual Targeting – how it works

Dogster.com You want to reach people involvedwith their pets

Dogs CaringOdors

Google Contextually Targeting

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Google network of content partners

Google technology matches ads to the most relevant web

content

Engage Consumers: What They Read

Example:

• Mobile phone reviews

• Relevant ads targeted in real-time

• Sponsored matches for “mobile

phones”

• Live matching

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Placement Targeting on GDN

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Thousands of Sites: Head to Tail, Global to Local

Source: AdRelevance Q1-Q4 2006 “Internet Ad Spend Is Display Only,” comScore Media Matrix, November 2005

Your Custom Network

Mass audience Niche audienceHundreds of sites ranked

in the comScore 10004x higher ad engagement on niche sites than portals

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Connecting & Engaging with Consumers

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Google network of content partners:

Examples:

• Text ads

• “300x250 Ad” run- on-site

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Google network of content partners

Handphone-murah.com

Engage Consumers: What They Read

Examples:

• Text ads

• 300x250 Ad

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Reach

Google Search reaches 95% of internet users in Thailand while Google Display Network reaches 85%.

Relevance

Google AdWords shows ads to prospects who are actively searching for what businesses have to offer.

Return on Investment (ROI)

Pay per click model ensures that businesses only pay for qualified leads/traffic.

19Source: National Statistics, Internet Access 2007

AdWords 3 Key Benefits

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Basic Features Of Google AdWords

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Keywords: Keyword selection

If the advertiser is a pizzeria

Wanting to display the following ad:

The advertiser should select a list of keywords a user may use to search for pizza delivery. These might include:• domino pizza• dominoes• dominoes pizza• dominoes pizzas• dominos• dominos pizza• dominos pizza• dominos pizza menu• order pizza online• perfect pizza• pizza• pizza delivery• pizza online

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Best practices for ad texts:• Use simple, correct language• Use keyword inclusion in the ad text• Include a call-to-action phrases in the Ad text (i.e. “Sign Up Here” “Book

Online” “Register Online”)• Outline any unique selling points: “24hr Emergency Call Out” “Sale” “Free

Delivery”

Ad messaging: Ad message & call to action

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Title and link to website

Commercial claim line 1

Commercial claim line 2

Web address

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Landing page: Landing page selection

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The selected landing page within the Advertiser web site is displayed when a prospect is clicking on the Ads

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Ad format: Ad format selection

Text

Display

Video

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An ad today… Ad Sitelinks

What is Ad Sitelinks?

Ad Sitelinks is a new feature of AdWords that allows you to attract more users and move them further down the purchase funnel by providing additional links

to content deeper within your sites.

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Example of Ad Sitelinks formats:

Two-line format (for exceptionally high quality ads where one

ad provides the ‘best’ answer)

One-line format (for high quality ads, can appear for multiple

ads on the same page.)

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Click-to-Call: Phone Numbers on Mobile Devices

Now customers can click to call your business directly from your ads when they appear in Search and GMM results on mobile devices with full internet browsers.

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Advertisers who participated in our click-to-call beta trial saw a

 5-30% increase in CTRs, without cannibalizing URL clicks.

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Image Search Ads: Introduction

Image Search Ads allow you to connect with the millions of users searching on Google Images.  

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CPCKeyword Targeting

The ad format combines an image with text, offering richer, more relevant advertising on Google Images results pages.

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Google Mobile Ad: Introduction

iPhone/iPod, Android, Palm webOS

Smartphone* WAP

All other devices

*Smartphone = iPhones and other mobile devices with full Internet browsers (high-end mobile)

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Smartphone & apps targeting

Ad formats: Standard desktop text ad & 300x50 banner ad

Click-to-call: Yes, shows automatically with location extensions

Platforms: Android, iPhone/iPod, Palm webOS

Search GCN (apps & sites)Display

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Ad Rank & Quality Score

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Ad Rank: What is it?

Ads are positioned on search and Display Network pages based on their Ad Rank. The ad with the highest Ad Rank appears in the first position, and so on down the page.

AD RANK

CPC bid Quality Score

The CPC bid threshold is determined by the matched keyword's Quality Score; the higher Quality Score, the lower the CPC threshold. This

ensures that quality plays an even more important role in determining the ads that show above search results.

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Why do we have Quality Score?

Google

Users

Advertisers

A

U

G

Quality Score is our way of balancing the interests of all parties in the online advertising ecosystem.

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What does Quality Score influence?

Eligibility Position

Top SlotPrice

Determines whether your ad is eligible to enter the

auction for that query

Determines the relative position of your ad in

relation to the other ads on that result rage

A better Quality Score reduces the price you

need to bid to maintain a given position

Only high quality ads are eligible to appear

above the natural search results

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What contributes to Quality Score?

1-10 quality score is just an approximation of how we expect a keyword to perform. Actual scores are unique for each query.

Quality Score

Landing PageRelevancyClickthrough rate

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Clickthrough Rate - CTR

By far, clickthrough rate is the most important factor contributing to your Quality Score.

Ad Text

Query

Keyword CTR

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Relevancy

We use relevancy signals unique to the specific query to help inform our quality predictions

Indonesia island

java java

cup coffee

program

C++ java

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Landing Page

Landing page quality is used to police serious offenders of our landing page guidelines

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1 Organize your account for maximum effectiveness

2 Choose relevant keywords

3 Create straightforward, targeted ads

4 Point users to a landing page with relevant, original content with quick load times

The best way to improve your Quality Score is to focus on your key metrics

How to improve your Quality Score

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Metrics that Matter

You should be managing your keywords for overall profitability.

Revenue Cost

Profit

ImpressionsClicksConversions