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งานสัมมนา เคล็ด(ไม่)ลับ สร้างยอดขายผ่าน Google Adwords วันพฤหัสบดีที่ 21 กรกฎาคม 2554 โดย เว็บเนติกส์ Webnatics
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Google Confidential and Proprietary
Muay Thai Stuff Video
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Google Confidential and Proprietary
Google AdWords for SMB
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Mukpim AnantachaiBusiness Solutions Manager
Google Southeast Asia
Google Confidential and Proprietary
Introduction To Google AdWords& Value Propositions
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Google Confidential and Proprietary 4
Google’s Advertising Platforms
1 Google Search
2 Google Display Network - Contextual Targeting - Placement Targeting
Google Confidential and Proprietary 5
Engage Customers: What They Search For
smartphones
Google Confidential and Proprietary 6
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
Google Confidential and Proprietary
Search – Organic results and Advertising
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User’s search
Organic results
AdWords ads
Google Confidential and Proprietary
Search as a Sales tool
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Google Confidential and Proprietary
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 Confidential and Proprietary 10
Google Display Network
Google Confidential and Proprietary 11
Advertising on the Display Network
+
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
Google Confidential and Proprietary 12
Contextual Targeting on GDN
Google Confidential and Proprietary
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
Google Confidential and Proprietary 14
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
Google Confidential and Proprietary 15
Placement Targeting on GDN
Google Confidential and Proprietary 16
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
Google Confidential and Proprietary
Connecting & Engaging with Consumers
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Google network of content partners:
Examples:
• Text ads
• “300x250 Ad” run- on-site
Google Confidential and Proprietary
Google network of content partners
Handphone-murah.com
Engage Consumers: What They Read
Examples:
• Text ads
• 300x250 Ad
Google Confidential and Proprietary
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
Google Confidential and Proprietary
Basic Features Of Google AdWords
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Google Confidential and Proprietary
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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Google Confidential and Proprietary
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
Google Confidential and Proprietary
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
Google Confidential and Proprietary
Ad format: Ad format selection
Text
Display
Video
Google Confidential and Proprietary 25
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.
Google Confidential and Proprietary 26
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.)
Google Confidential and Proprietary
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.
Google Confidential and Proprietary
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.
Google Confidential and Proprietary
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)
Google Confidential and Proprietary
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
Google Confidential and Proprietary
Ad Rank & Quality Score
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Google Confidential and Proprietary
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.
Google Confidential and Proprietary 34
Why do we have Quality Score?
Users
Advertisers
A
U
G
Quality Score is our way of balancing the interests of all parties in the online advertising ecosystem.
Google Confidential and Proprietary 35
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
Google Confidential and Proprietary 37
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
Google Confidential and Proprietary 38
Clickthrough Rate - CTR
By far, clickthrough rate is the most important factor contributing to your Quality Score.
Ad Text
Query
Keyword CTR
Google Confidential and Proprietary 39
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
Google Confidential and Proprietary 40
Landing Page
Landing page quality is used to police serious offenders of our landing page guidelines
Google Confidential and Proprietary 41
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
Google Confidential and Proprietary 42
Metrics that Matter
You should be managing your keywords for overall profitability.
Revenue Cost
Profit
ImpressionsClicksConversions