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Dag van Marketing en Communicatie Google AdWords: Opportuniteit voor uw bedrijf!?. Powered by. Bart De Witte, Zaakvoerder, De Witte Julien Blanchez, Country Marketing Manager, Google Belgium Kristel Verhasselt, Industry Manager, Google Belgium. The Benelux online market.

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Dag van Marketing en Communicatie Google AdWords: Opportuniteit voor uw bedrijf!?

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Dag van marketing en communicatie google adwords opportuniteit voor uw bedrijf

Dag van Marketing en Communicatie

Google AdWords:

Opportuniteit voor uw bedrijf!?

Powered by

  • Bart De Witte, Zaakvoerder, De Witte

  • Julien Blanchez, Country Marketing Manager, Google Belgium

  • Kristel Verhasselt, Industry Manager, Google Belgium


The benelux online market

The Benelux online market

What makes it an opportunity ?


Countries adopt online tools differently

Countries adopt online tools differently

E-readiness ranking Evolution

  • The Netherlands are amongst the world leaders and its consumers expect state of the art online servicing

  • Belgium has been an average “e-readiness nation”, increasingly under competition from abroad

Position

Source : IBM, E-readinness report 2008


Belgium has strong basic internet usage but poor advanced leverage

Belgium has strong basic internet usage but poor advanced leverage

Ranking of European countries by % companies with available online features:

NA

Source : Eurostat, 2008


Dag van marketing en communicatie google adwords opportuniteit voor uw bedrijf

Foreign advertisers take advantage of Belgian market

  • Recent economic study* shows Belgium lost 25% of its export to Germany , Holland and France.

  • More than 50% of Belgian commerce is lost to foreign merchants

  • Online marketing proves to be a very efficient tool to support export

Proportion of advertizing coming from local country

Source : Google internal data

Source : Metena - VKW


Dag van marketing en communicatie google adwords opportuniteit voor uw bedrijf

Increasingly buying decisions are being taken online

Selection: Bought at least 1 product of the respective category in the last 12 months

Base: Internet user in Belgium, 15+ (n=2.014)

Source: TNS Infratest, Fieldwork 05. – 23.06.2008


How search marketing can help your business

How search marketing can help your business ?

How to capture the opportunity out of it ?


Search works reach users at the moment of relevance

Search Works: Reach Users at the Moment of Relevance

Users search for information here

Products

Users get results here – matched with relevant ads


Google search makes finding information simple

Google Search Makes Finding Information Simple

car insurance


Anatomy of a google search results page

Anatomy of a Google Search Results Page

  • Sponsored “Paid” Advertising

  • Advertisers can bid on these positions

  • Organic “Natural” Search Results

  • Cost free; results are based on Google ranking algorithm of relevance to search query


A closer look at google s organic results

A Closer Look at Google’s Organic Results

  • The Search Algorithm has 200+ signals, including:

    • Synonyms & spelling error models  what you said

    • Phrase matching models  what you meant

    • Diacritics & language models  did you use slang or a different language?

    • Time models  when you said it

    • PageRank™  what others have said

  • PageRank™

    • The genesis of Google, created by Larry and Sergey (once called “Backrub”)

    • Considers 500M variables, including “votes”

      • Virtual “votes”: links to one website from another

      • Importance of the page casting the vote determines weight of the vote

      • More votes with heavier weights = higher importance… but Google ensures no page games the system

Tip: Google “search engine optimization starter guide”


Google is continually changing and improving the algorithm

Google Is Continually Changing and Improving the Algorithm

$0

x00+

10-20%

Google doesn’t accept payment for inclusion in organic search results or for improving site rank

…of the web is new each week, when Google updatesthe index

New improvements to the algorithm every year

Billions of pages added every year


Dag van marketing en communicatie google adwords opportuniteit voor uw bedrijf

That’s great, so what about the ads?


Google s paid search offering adwords

Google’s Paid Search Offering: AdWords

Top sponsored ads: Up to 3 listings

  • Sponsored “Paid” Advertising

  • Advertisers can bid on these positions

Side sponsored ads: Up to 8 listings


Enter google keyword advertising

What terms should a car insurance providertarget?

cheap Geico car insurance

cars

SUV insurance

good finances

car insurance great rate

insurance

driving safety

Narrow

Broader/generic

Enter Google: Keyword Advertising

  • Advertisers select relevant keywords

  • Users search on those keywords

  • Google ranks ads (ad auction)

  • Winning ads appears

  • Marketer only pays when ad is clicked


A closer look at the ad auction

Relevance

Willingness to pay

Ad rank… which denotes ad position

X

=

Quality Score

Max CPC

  • Quality Score is determined by a combination of factors, including:

    • Click-through-rate on Google.com (clicks divided by impressions)

    • Keyword and ad text relevance

    • Landing page quality

Max CPC is the highest $ amount an advertiser is willing to pay for one click on their ad

A Closer Look at the Ad Auction

Ad Position is determined by...


Regional and local targeting sharpen your focus

City

Set borders

Radius

Region

Regional and Local Targeting: Sharpen Your Focus

  • Country, Regional, and City-level Targeting

    • Reach customers searching for results in geographic areas you choose

  • Customized Targeting

    • Reach customers searching for results in an area you define

  • Language Targeting

    • Reach users searching in a specific language, wherever they are*

*Marketer is responsible for translating ads into selected languages.


Anatomy of a campaign the consumer s quest

Account:

Campaign

Campaign

Ad Group

Ad Group

Ad Group

Ad Group

Ad Group

Ad Group

Ad Group

Ad Group

Ad Group

Ad Group

Ad Group

Ad Group

Ad Group

Ad Group

Ad Group

Ad Group

Campaign

Campaign

Anatomy of a Campaign: The Consumer’s Quest

Sportingequipment

Clothing

Athleticshoes

Home gym

Tennis Shoes


Control who receives what message and when

Ad Group:Tennis Shoes

Control Who Receives What Message and When

Campaign: Clothing

For example, “tennis shoes”…

Campaign

Ad Text

Keywords

AthleticShoes

Keywords: tennis shoes tennis footwear shoes for tennis tennis shoes on sale tennis shoe adidas shoes nike tennis shoes

Creative Controls:What message do they see?

Audience Controls:Who sees which ad?


How persistant monitoring improves your efficiency

How persistant monitoring improves your efficiency

Keyword List Creation

Targeted Messaging

Relevant Landing Page

1

2

3

Website Optimiser


Which landing page is better

Which Landing Page is Better?


Identify the most effective landing pages

Identify the Most Effective Landing Pages

22

22

22


Optimize optimize optimize

Optimize, Optimize, Optimize

3 images

X

4 headlines

X

2 “Add To Basket” buttons

=

24 different possible page combinations!

Luxury Rose Bouquet

23


Know your keywords google insights for search

Know Your Keywords: Google Insights for Search

Compare potential between regions

Identify seasonalities

24

24


Dag van marketing en communicatie google adwords opportuniteit voor uw bedrijf

Think about your customer’s online journeyMake it simple for them to find, choose, and buy the product they want


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