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8/2/2019 Selling AdWords - Bogdana
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Google Confidential and Proprietary
ADWORDS MITURI SI ADEVARURIEngage Romania, @Bucuresti 2011Bogdana Butnar, Business Development Tech/Telco
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Google Confidential and Proprietary
despre ce vorbim astazi?
ce este adwords? cum vindem adwords? cum monetizam adwords?
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Google Confidential and Proprietary
adwords
3
adwords nu estespatiu media
adwords nu este
o suprafata fizicaa ecranului
adwords nu este
un alt fel debanner
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Google Confidential and Proprietary
implicatii
nevoia de a intelege sistemul de calitate din spatele licitatiilor
nevoia de a evalua cea mai buna pozitie pentru conversie
nevoia de intelege lipsa discounturilor
nevoia de intelege conceptul de management de cont
4
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Google Confidential and Proprietary
adwords este
IN PRINCIPAL
un tool de business
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Google Confidential and Proprietary
permite targetarea unei nevoi specifice
permite furnizarea unei oferte specifice
rezulta (ar trebui sa rezulte) cel putin in LEAD daca nu in VANZARE
este masurabil de la momentul 0 pana in momentul conversiei
este optimizabil as you go
poate dubla ca tool de brand building sau brand management
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Google Confidential and Proprietary
cum vindem?
astazi la CPC, pe comision din investitie exact ca pentru media clasica unde se
vinde spatiu
DAR
astazi in general complet nemonetizate strategia de cont, managementul de cont,
consultanta day-to-day, cercetarea si documentarea necesare
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Google Confidential and Proprietary
cum vindem?
adwords
businesstool
performancetool
brandingtool
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Google Confidential and Proprietary
adwords business tool
cercetare de piata
previziuni de trenduri si identificarea de noi oportunitati
managementul bugetului de marketing
generarea de leaduri si de vanzari
flexibilitate prin optimizari
TOATE ACESTEA SUNT SI SERVICIILE PE CARE VOI LE OFERITI!!
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Google Confidential and Proprietary
exemplu #1
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In August 2008, there were 7,480,000 searches for BritneySpears globally.
Google has counted over 1,000 misspellings of Britney Spears
The top 10 misspellings of those 1,000 received an additional 915,100searches
Multiply the misspellings by the times that they appear as part of a longer queryand there are millions more missed opportunities
REACH
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Google Confidential and Proprietary 11
exemplu #2
How often do you show on the
results page?
What is the ROI for your
marketing campaigns?
Which listings are most appealing
to customers?
Tracking impressions gives you
insight into how much exposureyour brand is getting with Google.
By looking your CTR, you can
determine how attractive yourlisting is to customers and then
adjust.
Closely and easily monitor your
ROI with data directly fromyour AdWords account.
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adwords performance tool
conversii lead, vanzare, ochi
cost per conversie / cost per lead
analiza de palnie de conversie
optimizari
legatura dintre adwords si GDN rata de click crescuta
TOATE ACESTEA SUNT SI SERVICIILE PE CARE VOI LE OFERITI!!
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exemplu #4
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Search Ads+
Display Ads +22%Search Ads Only vs.
Search and Display ads, used in combination, increase
conversion rates relative to search ads alone
= Lift inconversion rate
exemplu #5
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Google Confidential and Proprietary
adwords brand tool
contributia search la indicii de brand
share of screen ptr gestionarea crizelor sau controlarea subiectelor de discutie
TOATE ACESTEA SUNT SI SERVICIILE PE CARE VOI LE OFERITI!!
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Google Confidential and Proprietary 16
strategie de vanzare adwords ptr brand
Drive incremental traffic using brand terms Ensure all possible variations of your brand are covered by including
misspellingsReach
Clearly deliver the intended message you wish to communicate Target ads according to specific audience groups Ensure landing pages are relevantControl
Consider brand terms as part of your brand budget compareinvestment with other media
Brand bidding is typically more cost-effective Defend brand from competitorsBrand
Territory
The importance of brand terms
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exemplu #6
Source: Enquiro Research/Ipsos Interactive Services, May 2008, Aggregated Data: All Industries, all countries (UK, Germany, France)
Brand Recall(do you remember it?)
Brand Affinity(do you like it?)
Purchase Intent(would you buy it?)
+ 2.5x1.18x 1.14x
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Google Confidential and Proprietary
exemplu #7
Your ad can leadthe story...
... beating anynegative press...
...as your naturalresult catches up in
the rankings
CONTROL
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monetizare
consultanta vs. spatiu media
strategie vs media buying
etape de monetizare:
strategie de cont1. KW research2. website research3. topics research4. account structure5. adtext composition6. budget estimation
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management de cont1. strategie anuala / trimestriala (tactic)2. optimizare3. account reviews
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BAFTA!