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Mastering Google Advertising
Bach Duong
Senior AdWords Strategist, Google South East Asia
Dec 09, 2010

2. #1 Find Demand
Google Confidential and Proprietary
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3. Use Search as a Barometer
Search volumes reflect reality

4. Case in point: Vietnam Idol
Jan: final round
Sept: final round
July: 1st round
April:1st round
July, Aug:1st round
Offline campaigns (Print, TV, Radio, Outdoor) lead to Online searches

5. Insights for Search Brand vs. Industry
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Insights into particular terms as well as industry-wide search trends

6. Regional interest / Related trends
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Insights into regional interest, rising searches do you have alternative solutions for consumers?

7. Wonder Wheel
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YouTube smart car crash testsmart car safety featurescare safety features
car safety
Insights into related topics

8. Keyword tool
Insights into related keywords

9. Toyota on YouTube
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http://www.youtube.com/watch?v=ZZeiD2-Rbg4

10. YouTube Statistics & Data
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Insights into how content becomes popular, which sites refer to it, how it is searched for, who is viewing it

11. YouTube Statistics & Data
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Insights into how audiences interact with your content - Demographics

12. #2 Capture Demand
Google Confidential and Proprietary
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13. Search engine is a door to all sites ...
81%
Of the internet users entered the site through the search engine
The Internet is a complex world
Affiliates
Ad Networks
widgets
CRM
Social networks
URLs
URLs
Behavioural targeting
Rich Media
gadgets
SEO
email
Branded entertainment
Contextual targeting
Interruptive media
Viral marketing
SEM
Database marketing
Paid-for-search
banners
In-game
Video on demand
Pre / post roll
tenancies
Brand channels
Tagging
Web analytics

14. Europe: 91%
Asia Pacific: 88%
America: 92%
Connect to Users Wherever They Are
Googles Reach
Source: comScore Custom Analysis, September 2006; comScore, January 2007

15. Advertising (AdWords)
hotels in ho chi minh city
Organic Search

16. How People Search
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kids shoes
Generic terms
designer kids shoes
kid shoes reviews
Brand terms
$
kid polo shoes
Capture both search and brand keywords

17. ExpandingyourReach on the Display Network
Reach over 80%Internet Users
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18. Contextual target through several ad formats
We understand the meaning of a web page.
Various ad formats can be shown on relevant content.
Page topic:
Home & Garden >> Gardening
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19. Google Products
Mobile Ads
A comprehensive approach
Search Partners
Display Network
Click to call

20. #3 Measure Results!

21. Conversion Tracking measures ROI of online campaigns
See which campaigns get the most conversions.

22. Analytics Report Structure
5 Main Categories:
Visitors
- Visitor information such as loyalty,
language, and location
2.Traffic Sources
- Natural and paid sources of traffic
Content
- Pageview information
Goals
- Conversion rates and goal paths
E-commerce
- Commerce tracking, visitor loyalty, revenue sources, and product-specific information.

23. Mothers Day Campaign
Offline and Online campaigns can be measured by using Analytics

24. Campaign tracking with Google Analytics
Email
Print
Twitter ads
Yahoo ads

25. Campaign results

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Key Takeaways