Google product update november adwords

Google Confidential and Proprietary

Sarah Tate – Agency Product Specialist

What’s new @ Google?

1


Agenda

• Q4 Insights and Market Trends

• New Products & Innovations

• Research Online, Purchase Offline…

• SECURITY!!

2


Some Key Thoughts


The UK online population has grown by 2 million to 44 million in the past year ...

Brits spend almost half their waking lives immersed in media...

Tv & Internet becoming part

of

one and the same media

experience...

Humans generated more data in 2009 than in the previous 5,000

years combined


41% feel financially worse off compared to last year

The UK is facing the slowest post-war recovery, as GDP stands 4.5 % lower than pre-recession levels

The UK economy remains weak...

Unemployment remains high with 2.45 million looking for

a job


... But no double dip recession for digital

Online recruitment has grown by 22% in September 2010 year on year

An extra 1.1 million people are buying online monthly in 2010, totalling at

26 million

UK e-commerce sales are expected to growth by 13% in 2010


3 out of 4 UK internet users research products and services online, making it the second most popular online activity


Mobile


14 million Brits surf the

internet on their mobile phones

12% of all UK shoppers

use mobiles to research

before they shop

There are 15 million smartphone users in the UK

(up 70% since 2009)


41% of retailers plan to have a

transactional mobile site or

application in place within the next year

In the last 12 months Amazon customers

ordered more than $1 billion of products

using a mobile device

Both a $75k Corvette and a $140k Lamborghini have been bought via Ebay

Mobile in the past 12 months


Google Innovations


The Driverless Car

12

http://www.youtube.com/watch?v=X0I5DHOETFE&feature=related


Google Images: Reach Active Searchers with Engaging Ads

13

Exclusive 728 x 90 expandable placement

First display ad on a Google search property

Extend your reach with 40 million targetable page views (US)

Users are actively searching for your category

Expandable format encourages engagement (1H‟10)


ACE –http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=183511

14

What

Who

Why

A split-testing tool that allows advertisers to measure how

changes to keywords, bids, ad groups, placements and

ads impact their actual campaign performance. Works on

search and content.

Advertisers who want to test and measure changes to their

ad groups

Advertisers will be able to better optimize their accounts by

seeing how these changes impact campaign performance.


Campaign >> Settings >> Advanced Settings

15


Bear in mind….

• Results will be visible under the campaigns tab under „experiment‟

and „control‟ rows

• Only one experiment per campaign at every given time

• ACE is not compatible with Position Preference - Although you are not able to test the effects of turning on position preference for a

portion of your campaign traffic, you are able to run experiments on a campaign currently using position

preference. Any position preferences you have set will apply to both the control and the experiment groups.

Opting into campaign-level settings - You are not currently able to enable / disable a feature (such as new

geographic or language targeting, or opting into a new bidding feature) at the campaign settings level for a

portion of your campaign traffic.

Conversion Optimizer - Campaign Experiments cannot currently be run while the Conversion Optimizer is

enabled for a campaign.

16


Google Accelerator

Unlocking 5 amazing tools with 2 simple tag

Conversion

OptimiserReduce costs and increase conversions.

Set a target CPA and you‟re away.

Enhanced CPCOptimises conversions by automatically

adjusting CPC‟s based on potential to convert.

RemarketingRetarget consumers that have shown an interest

in your product but did not convert.

Search FunnelsUnderstand the full value of search.

Insight into click attribution.

Display Campaign

OptimiserOptimises targeting and bidding to find

additional conversions for your GDN campaigns.


Google solutions: Enhanced CPC

1

8

Enhanced CPC

Observeswhich auctions you

receive

conversions from

Buildsa prediction model to

guess which

auctions will convert

best in the future

Optimizesyour traffic so you

are spending your

money in the best

auctions

Compatible with 3rd party bid management toolsMaintains a control sample to validate positive impact of bidding adjustmentsUses CPC bids rather than CPA bidsNo minimum threshold of conversion volumes

Activate in AdWords Interface

via Edit Settings

Google Confidential and Proprietary 19

Remarketing on the Google Display Network

• Anyone with a website who cares about value for money

• Anyone with more than 50K UU/month

• Target users who have visited your website but didn’t convert

• Re-advertise to these people with a different message

• Bring them back to your website to re-engage them

• 97% of new site visitors don’t convert on the first visit*

• Target users on a network with more reach, scale & efficiency than any other

• 84% of unique internet users in the UK can be reached on the GDN

• Only target hot prospects that have previously engaged with your site

• No premium for Remarketing on the GDN

*Source: Core Metrics UK Benchmarking, March 2009

Google Confidential and Proprietary20

In the Search Funnels reports, you can now see:

• Upper funnel clicks and impressions* that occur prior to last clicks that drive conversions

• Average length and duration of conversion paths

• How keywords, ad text and campaigns assist each other prior to conversion

*impression data only available from Google

Search Funnels will Uncover New Insights


You providetarget CPA,

creatives, budget

Result: More conversions at

desired CPA

System automaticallyoptimizes targeting

and bidding

Let the Display Campaign Optimizer find additional conversions at your desired CPA, across the millions of sites in the Google Display Network.

Display Campaign Optimizer


Online to StoreMeasuring the Impact of Google Search Advertising on

Vodafone‟s In-Store Sales

Online 2 Store

Google Confidential and Proprietarypage 23

Agenda

• Purpose of the test & methodology

• Results

• Implications


Test Objective

Quantify the impact of search advertising on

Vodafone‟s in-store sales


Objective: create a measurable difference in Google AdWords spending

between test and control regions and determine the impact on in-store sales.

1. Determine a baseline of sales activity in eachtest/control region before the experiment

2. Increase online advertising for defined product categories (handset/generic keywords) in test markets

3. Determine the difference in sales between test and control markets due to altered online spending

Test

Control

Test Design

Selected a representative set of

94 Vodafone stores from 5 test

regions across the UK; matched

control stores were taken from

other parts of the country


Google have partnered with APT, a leading provider of Test & Learn

Management Systems to conduct this test for Vodafone.

Test Process

APT

„Test & Learn‟

Process

Create HypothesisAdvertising on Google AdWords is a

driver of in-store sales

Design TestIncrease AdWords spend in

recommended categories;

evaluate the impact on sales

Execute TestAdvertiser/agency make

recommended alterations to

AdWords spend

Analyze TestMeasure sales impact in

store and evaluate

significance of the result

Plan RolloutTake key learnings on board

in planning future AdWords

campaigns and tests


Test Execution

• Keywords:

Majority of the increased spend was on Generic terms, e.g. mobile phones, mobiles, mobile deals

etc. In addition increase in spend on Handset terms, e.g. nokia phones, samsung, smartphone

deals.

• Bids:

Increased bids on these keywords to push for nr 1 position

• Effect on impressions/clicks:

Increase in impressions (ads shown on Google) in test clusters vs control clusters.

No big jump in clicks in test vs control.

• Ad text:

No change of ad copy, so no calls to action to go into store

• Period:

8 week test period

page 27

The 5 test areas received 19% more spend relative to control, or an

incremental £53K over the 8-week test period.


page 28

Conclusions

1 Search marketing is a strong driver of footfall1.9% lift in visitors as a result of increased online spend

2Search marketing influences offline sales

Overall sales lift of 1.5% in test markets when compared to the control markets

3 Positive return on advertising investment in offline channels Vodafone received £4.26 in sales for every £1 spent on AdWords

4 AdWords has an even greater impact on in-store sales than online1.75 in-store connections are driven by AdWords for every 1 online

“Vodafone’s additional investment in generic and upper funnelkeywords was an effective way to drive incremental in-store sales.We now have a better understanding of the impact of onlineresearch on retail purchase behaviour and we’ll have to rethink theway our current attribution model works.” -Mike Durbridge, Head of Direct

Sales, Vodafone UK


Adwords Security


Adwords Account Security

Tackle

Address and resolve

Detect

Identify “Phishy” behaviour

Prepare

Educate and know current threats

Our mission is to educate and empower our Advertisers and Agencies in account security so that they are aware, able to prevent, and be better prepared for security issues.

Prevent/Protect

Keep systems/software updated


Session Agenda

1 Identify Current Threats

2 System Security Best Practices

3 Account Security Best Practices

4 Where to Get Help


Heads Up!

Current threats to be aware of


Cyber Crime

Cybercrime increases as cyber criminals exploit people in tough

economic times through phishing and malware attacks.


What is Phishing?

Phishing is the use of social and technical techniques to steal

consumers' personal identity or financial account credentials by

masquerading as a trusted source.


Increase in Phishing Attacks

Source: RSA Anti-Fraud Command Center, RSA Online Fraud Report,

October, 2009” .


Brands Targeted

• Phishers exploit user‟s trust in brands to obtain personal information.

• Including:

• Walmart, Citigroup, Facebook, Wells Fargo, Bank of America,

Google Adwords, Amazon, Paypal, and many many more.


Fake Emails

Update your AdWords Account?

Link leads to

http://www.adw

ords.google.co

m.fke21.cn/sel

ect


Fake Websites

Google AdWords?


Fake Websites

Walmart?


Fake Websites

Amazon?


What is Malware?

Software designed to infiltrate computer systems without the owner‟s

knowledge or informed consent.

(i.e. Viruses, worms, keyloggers)


Increase in Malware Attacks

Source: Google Online Security Blog: Malware Statistics Update

Aug 25, 2009; Niels Provos; Security Team


Keeping Your System Secure:Knowing your sources


Keep Systems Updated

• Download latest patches for your system (windows, mac, etc)

• Use up-to-date browsers with pop up blockers (firefox, chrome, etc)

• Use up-to-date security software (Anti-Virus, Anti-Spyware, Firewalls)


Only visit websites, download content from and share information with trusted

sources.

Be aware when…

Downloading free software

Downloading/opening files from an email

Visiting unknown websites

Sharing login credentials/personal information

Entering sensitive data online

Know Your Source


Identify “Phishy” Behavior

• Does it make sense to be receiving this email from this source?

• Don‟t reply to or click links within emails that ask for personal,

financial, or account information.

• Check the message headers

• Instead of clicking the links in emails, go to the websites directly by

typing the web address into your browser, cut and paste, or use

bookmarks.

• Ensure that the URL and website match?

Remember:

Google will never request sensitive information over email!


Staying Safe and Secure:Best Practices and Recommendations for Google AdWords


Password Security

• Create a unique password

Mix capital/lowercase letter, numbers, punctuation

• Do not share your password

• Do not use your Google password for other accounts

(AdWords/Google)

• Change your password frequently

• DO NOT log on from unsecured home networks as these are more

vulnerable.


Take advantage of existing AdWords Features!

AdWords gives you the option of assigning unique logins and passwords to each user.


Manage your Logins

• Better managed Logins = Better managed account!

• Use unique Logins and Passwords for each user

• Grant lowest access level needed Administrative (highest level of access

Standard (access to most account features

Reports (view and run reports) / Reports Managed (account notifications and unlinking managed accounts)

• Remove inactive users (i.e. former employees)

• Why?

• Determine who has access

• Keep track of changes made (prevent unwanted changes)

• Identify source of security leaks


Managing Account Information

• Sign into your AdWords account from the main login page

Type in the URL

Bookmark the main page


Security Issue?


We Can Help!

1. Contact your Google Team

2. Run malware and anti-virus scans

3. Change your password (advise client to do the same)

4. Security team will help to investigate and resolve the issue.


Thank You!

Business

Google product update november adwords