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Advanced Google AdWords Frederick Vallaeys – AdWords Product Evangelist Agenda - Keys to Better Results Advertising with Google AdWords Target your audience Pay the right price Improve your site’s ability to convert Manage your account more effectively Expand your reach

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Advanced google adwords l.jpg

Advanced Google AdWords

Frederick Vallaeys – AdWords Product Evangelist


Agenda keys to better results l.jpg
Agenda - Keys to Better Results

  • Advertising with Google AdWords

  • Target your audience

  • Pay the right price

  • Improve your site’s ability to convert

  • Manage your account more effectively

  • Expand your reach


Reaching customers online l.jpg
Reaching Customers Online

  • Reach customers via three advertising touch points:

Connect with Consumers

When They Pursue Interests

withGoogle’s

Site Targeting

Connect with Consumers

When They Search

withGoogle’s

Search Solutions

Connect with Consumers

When They Research

withGoogle’s

Content Network


Reach users when they search l.jpg

AdWords Ads

Reach Users When They Search


Google content network l.jpg
Google Content Network

Google Content Network

GoogleAdvertising Network*

  • Reaches 548 million worldwide Internet users, more than any other property or network

  • Tens of thousands of advertising auctions occur every second to select and serve relevant ads

  • Hundreds of thousands of worldwide advertisers and publishers

GoogleContent Network

Hundreds of thousands of worldwide content partners

*Google Advertising Network = Google properties + syndicated search + Google content network

Sources: comScore Media Metrix (August 2007); Google internal analysis


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Advantages of the Google Content Network

  • Precision & Scale

  • Reaches 548 million worldwide Internet users, more than any other property or network

  • Target by categories, keywords, demographics, interests, geography, and time

Measurement

  • Site by site placement performance report, conversion tracking, and Google Analytics

  • Measure reach, ad effectiveness, and frequency

Broad Range ofEnvironments

VariousCreative Options

  • Reach every conceivable audience in a broad range of online environments – from moms reading recipes to business professionals reading trade articles

  • Text ads, display ads, interactive gadget ads, in-video ads, and click-to-play video ads

Sources: comScore Media Metrix (August 2007)


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Contextually Relevant Ads

  • Google’s flexible, content-targeted advertising program

  • Reach & Precision: Place ads on the largest global ad network (Google Content Network) alongside relevant content in real-time to reach an interested and engaged audience

  • Effective Pricing: Set your maximum CPCs or leave the bidding to Google. Minimum bids start at $0.01, offering full control of ROI

  • Creative: Easily test and re-test creative assets. Use text, image, Flash, or video ads to reach your audience


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Advertise on Sites Where Your Target Users Are

  • Run ads on specific sites based on psychographic & demographic audience criteria

  • Select specific sites, category, affinity,or demographic to advertise within the Google Content Network

  • Choose CPC or CPM-based pricing; minimum CPM bid is $0.25

  • Promote your brand and message to broad or niche audiences

  • Run text, image, Flash, and video ads


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Agenda - Keys to Better Results

  • Advertising with Google AdWords

  • Target your audience

    • Keywords

    • Sites

  • Pay the right price

  • Improve your site’s ability to convert

  • Manage your account more effectively

  • Expand your reach


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Keyword Tool

  • Generates potential keywords for advertiser campaigns and reports their AdWords statistics – including search performance and search volume trends – to help you select keywords most likely to return quality leads within your budget

  • View estimated advertiser competition, search volume, cost, ad position, and search volume trends

  • Easy to generate, select, and add keywords, keyword match type and keyword negatives directly into your ad group

  • Generate keywords based on related search terms, highest click-through rate, webpage content, and text from your website


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Keyword Match Types

  • Ads are continuously matched to Internet users’ interests based on your keywords

  • Use keyword match types to your advantage

    • Broad Match

    • Phrase Match

    • Exact Match

    • Negative keyword

  • Ads are placed as buying decisions are made

The Result:Businesses reach their audience at the right time, with the right message


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Broad Match Keywords

  • Broad match

    • Keyword:

      • buy flowers

    • May show for these queries:

      • buy flower

      • buy red flowers

      • flowers buy

      • new york buy flowers

      • buy tulips


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Phrase Match Keywords

  • Phrase match

    • Keyword:

      • “buy flowers”

    • May show for these queries:

      • where can I buy flowers

      • buy flowers in new york

    • But not for these queries:

      • buy red flowers (there is an extra word in between)

      • flowers buy (the words are reversed)

      • buy flower (this is the singular)

      • Buy tulips (the words are different)


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Exact Match

  • Exact match

    • Keyword:

      • [buy flowers]

    • May only show for the query:

      • buy flowers

      • Buy Flowers (capitalization doesn’t matter)


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Negative Keywords

  • Negative match

    • Keyword:

      • -cheap

    • Your ad will never show for these queries:

      • Buy cheap flowers

      • Cheap flowers in New York


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Advanced Match Types

  • Single word phrase match

    • Only show my ad when the query contains my keyword

    • E.g. “flowers” may show for “buy flowers” but NOT “floral arrangements” or “tulips”

  • Negative exact match + Broad match

    • Only show the ad for variations of my keyword

    • E.g. “flowers” and –[flowers] may show for “flowers delivered” but not “flowers”


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Dynamic Keyword Insertion

  • Improve the CTR of your ads by making the ad text more relevant to the keyword

    Keyword:

    • ‘flower delivery new york’

      Ad Text:

    • {keyword:flowers} -> flower delivery new york

    • {Keyword:flowers} -> Flower delivery new york

    • {KeyWord:flowers} -> Flower Delivery New York

  • Flowers is the default inserted keyword

  • Keyword is inserted but NOT the query

  • Can also be used in the destination URL



  • Search query performance report example l.jpg
    Search Query Performance Report Example

    The Search Query column shows the queries that triggered your ads.


    Agenda keys to better results20 l.jpg
    Agenda - Keys to Better Results

    • Advertising with Google AdWords

    • Target your audience

      • Keywords

      • Sites

    • Pay the right price

    • Improve your site’s ability to convert

    • Manage your account more effectively

    • Expand your reach


    Site targeting l.jpg
    Site Targeting

    • Use the site tool to find sites where your target users are.


    Slide22 l.jpg

    Placement Performance Reports

    The Placement Performance report provides increased transparency and control to help you meet your ROI objectives on the Google content network.

    Domain and URL level reporting

    • See the sites where your ads appeared, at the domain or URL level

      Site-by-site* performance metrics

    • Understand how your ads are performing on each site through click, impression, cost and conversion metrics

      Special category reporting

    • See performance metrics broken out by categories such as Domain ads or Error page ads

    *At this time, site-by-site metrics are only available for content pages. Sites participating in the AdSense for domains (AFD) and AdSense for error pages (AFE) programs are reported in aggregate until site-level reporting is available in the future.


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    Sample Report: New Columns

    The ‘Domain’ column shows you the domain of the site where your ad appeared.


    Placement performance report best practices l.jpg
    Placement Performance Report Best Practices

    • Optimize for success

    • 1. Re-evaluate keyword lists and ad text

      • Are your ads appearing on irrelevant pages? Take steps to optimize keyword lists and ads.

      • Consider creating content-only campaigns to tailor ad groups specifically for content.

    • 2. Utilize the site targeting feature

      • Site targeting may be used to directly target well-performing sites

        • Please note that site targeting utilizes CPM bidding

    • 3. Consider the site exclusion feature

      • Use the site exclusion tool to exclude sites which are not converting well

      • Avoid excluding sites based on subjective judgments on content or site quality

        • Page content is dynamic and may change from the time users viewed it to the time you viewed the report

        • Sites or pages you don’t find to be relevant, users may find to be useful


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    Agenda - Keys to Better Results

    • Advertising with Google AdWords

    • Target your audience

    • Pay the right price

    • Improve your site’s ability to convert

    • Manage your account more effectively

    • Expand your reach


    How much should you bid l.jpg
    How much should you bid

    • If you want your AdWords ads to be profitable, you should aim for an ROI of more than 100%


    Conversion tracking l.jpg
    Conversion Tracking

    Track ROI and make smarter decisions, for free

    • Correlate ad clicks to custom conversion metrics

    • Easily set up tracking for sales, sign-ups, leads, and page-views

    • Measure conversion value of campaigns, ad groups, and/or keywords and optimize bids accordingly

    • TrackGoogle and non-Google ads


    Ad scheduling what is dayparting l.jpg

    1.0%

    0.5%

    1.5%

    2.0%

    2.5%

    Average Conversion Rate

    00.00

    06.00

    12.00

    18.00

    24.00

    Ad Scheduling: What is Dayparting?

    • Dayparting is a broadcasting term used to describe the practice of running different ads at different rates during different times of day.

      • Internet dayparting usually involves increasing your bids during times when conversion rates are typically above average, and decreasing them when rates are typically below average

    • AdWords advertisers can engage in dayparting by leveraging Ad Scheduling “Bid Multipliers”

    Increase bids during above average periods

    Decrease bids during below average periods

    Historical Conversion Rates by Time of Day


    Ad scheduling using bid multipliers l.jpg
    Ad Scheduling: Using Bid Multipliers


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    Pay Per Action

    Publisher chooses your PPA ad and places it on his site

    Set cost-per-action (CPA) value for a specific action on your site

    Ad shows on publisher’s site

    Pay for completed action(s)

    User completes action

    User clicks on ad



    Conversion optimizer32 l.jpg
    Conversion Optimizer

    The Conversion Optimizer allows you to specify your maximum cost-per-acquisition (CPA) bid and Google automatically adjusts your CPC bids to achieve those CPAs.

    Requires the use of conversion tracking and at least 300 conversions in the previous 30 days.


    Agenda keys to better results33 l.jpg
    Agenda - Keys to Better Results

    • Advertising with Google AdWords

    • Target your audience

    • Pay the right price

    • Improve your site’s ability to convert

    • Manage your account more effectively

    • Expand your reach


    Slide34 l.jpg

    AdWords connects you with prospects at the precise moment when they're looking for your products or services

    Google Analytics increases conversion by understanding prospects better through web analytics

    Google Analytics

    • Keyword AnalysisCompare conversion metrics per keyword, per site

    • Website OptimizationOptimize your web site for certain browsers, software platforms, search

    • Site Overlay Visual representations of customer click path and conversions

    • Geo-targeting Find out where your visitors come from

    • Complete Conversion MetricsSee ROI, revenue per click, average visit value and

    • and much more…


    Google analytics measure everything l.jpg
    Google Analytics: Measure Everything

    Google Analytics – Improve your site and increase marketing ROI

    • Free, hosted web analytics service

    • View over 80+ reports – online & for download

    • Key Benefits

      • Measure and evaluate ROI on your marketing efforts

      • Evaluate visitor navigation to identify site improvements

      • Track e-commerce metrics such as revenue, cost, and conversion rates

      • Utilize assistance from our Professional Services team

    Some of our customers:


    Website optimizer beta l.jpg
    Website Optimizer (Beta)

    • Free site content optimization application that helps advertisers test and compare effectiveness of content on their web pages

    • Use A/B testing or Multivariate testing

    • Increase site effectiveness, visitor conversion rates and satisfaction

    • Detailed reports on combinationof content and components ofsites that drive highestconversion rate

    • Works with all analyticssolutions and all site traffic,not just AdWords traffic

    • Tests up to 10,000 combinations




    Multivariate test multiple sections and combinations39 l.jpg
    Multivariate: Test Multiple Sections and Combinations

    2 different headlines

    x 3 different images

    = 6 possible combinations



    Detailed graphical reporting l.jpg
    Detailed Graphical Reporting

    • Reports are available in two formats

      • Combinations Tab shows how each combination affects overall conversions

      • Page Sections Tab rates how each section contributes to overall conversions as well as how each individual creative performs


    Agenda keys to better results42 l.jpg
    Agenda - Keys to Better Results

    • Advertising with Google AdWords

    • Target your audience

    • Pay the right price

    • Improve your site’s ability to convert

    • Manage your account more effectively

    • Expand your reach


    My client center mcc l.jpg
    My Client Center (MCC)

    • A dashboard overview of all linked account statistics for advertisers and agencies to easily manage multiple accounts from a single login

    • Returns a unified reportacross multiple client accounts

    • Offers a single login toaccess all AdWords accounts

    • Displays up to 1,000linked AdWords accounts

    • Provides a relevant dashboard of information for all linked accounts


    Adwords editor l.jpg
    AdWords Editor

    • Manage AdWords right from the desktop with Google’s

    • free downloadable account management application

    • Navigatelarge accounts quickly and easily

    • Locate and edit budget, keywords, CPCs, and more

    • Make bulk changes to keywords and ad text

    • Share comments and work collaboratively with other users

    • Work offline, then upload changes directly to the account


    Adwords api beta l.jpg
    AdWords API(Beta)

    • A service enabling developers to create computer programs that directly interact with the AdWords platform

    • More efficient control and creative management of large accounts

    • Generate automatic keyword, ad text, URL, and custom reports

    • Integrate AdWords data with databases, such as inventory systems

    • Manage campaignoperations, bids, and update creative

    • Track trafficestimates for individual keywords to optimizecampaigns


    Agenda keys to better results46 l.jpg
    Agenda - Keys to Better Results

    • Advertising with Google AdWords

    • Target your audience

    • Pay the right price

    • Improve your site’s ability to convert

    • Manage your account more effectively

    • Expand your reach


    Marketer s objective effective advertising l.jpg
    Marketer’s Objective: Effective Advertising

    The Right Consumer

    At the Right Time

    With the Right Message

    Through the Right Medium

    1

    2

    3

    4

    9:00 pm

    Prime Time TV

    7:00 am

    Morning Paper

    5:00 pm

    Search for Dinner Recipes Online

    8:00 am

    Drive-Time Radio

    3:00 pm

    Chat with

    Colleague about Latest Movie

    10:00 am

    Check News Online

    12:00 pm

    Send a Text Message


    Google print ads overview l.jpg
    Google Print Ads: Overview

    Key Benefits

    At Scale: Nationwide Coverage

    Over 400 major US newspapers

    1

    Print Ads

    Targeted: Geography and Section Specific

    Choose sections or even special-interest papers

    Currently addingSpanish-languageand collegenewspapersto network

    2

    Efficient: Marketplace-Driven PricingYou offer what the ad is worth to you

    3

    Simple: Centralized BuyingOne interface and one invoice for multi-paper buys

    4

    Bringing the simplicityand scale of a web-enabled marketplace tonewspaper advertising

    Easier scale I Better targetingFewer touch-points IIncreased efficiency


    Google print ads newspaper partners l.jpg

    Over 31M in total circulation 60% of total US paid circulation1

    Google Print Ads: Newspaper Partners

    Google’s network includes over 450 daily newspapers, including the primary newspaper in 32 of the top 35 DMA’s.

    1 Editor & Publisher (2005) newspaper fact book


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    Measurable: Near Real Time Reporting circulation

    Second-by-second viewership data within 24 hours

    1

    Accountable: No Make Goods, No BundlingAdvertisers pay only for impressions delivered

    2

    Flexible: Better OptimizationAdjust campaigns on the fly with a few clicks of the mouse

    3

    Efficient: All-Digital WorkflowAccess 100 channels through a single interface

    4

    Strong National Footprint13 million households via EchoStar partnership

    5

    Google TV Ads: Overview

    Key Benefits

    TV Ads

    A fully integrated,end-to-end digitalsystem for buying,selling, measuring, and delivering TV ads


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    Inventory Status circulation

    • 13 mm households dish TV footprint

    • Reaching all markets

    • 100 channels andall dayparts

    • Echostar inventory will triple in Fall

    • Inventory expansion plan underway

    Google TV Ads Initial Inventory


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    Google Audio Ads: Overview circulation

    Key Benefits

    • Efficient Web-based Transactions

      • – Single interface for complex media buys

    1

    • Targeted

      • –Select demographics, markets, station formats and dayparts

    Audio Ads

    2

    • Accountable Real-time Reporting

      • –Track spots and impression deliveries in real-time– Listen to real recordings of your ads

    3

    • Measurability

      • –Track direct response– Monitor online activity metrics

    4

    • Optimization

      • –Evaluate progress and adjust ad copy, station formats, markets, etc.

    A fully integrated,end-to-end digitalsystem for buying,selling, measuring, and delivering radio ads

    5


    Google audio ads national footprint l.jpg

    • Over circulation1,600AM and FM radio stations

    • Includes “Top 10”stations inall top 25US markets

    • 49% weekly reach of all people 12+ 1

    Google Audio Ads National Footprint

    1 Weekly reach figure from Arbitron


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    Google Grants Beta circulation

    • Grantees use Google Grants ads to increase awareness, solicit donations, recruit volunteers, promote events, etc.

    • Questions: [email protected]


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    More About Google Grants circulation

    • Visit www.google.com/grants for eligibility criteria, grant details, application and more


    Questions l.jpg

    Questions circulation

    Frederick Vallaeys, Google AdWords Evangelist

    Email your questions to [email protected]


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