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PRESENTATION 27 th November 2009

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  1. & PRESENTATION 27th November 2009 MR LIAM LALLY

  2. AGENDA: • How to get more from Google • An Overview of Search • Google Local (Maps) • An Overview of PPC • Introduction to AdWords • AdWords Structure • Other Google Products

  3. FACTS AND FIGURES: • Online Market set to grow by 25% per annum to $407BN by 2011 • UK Market Size $84BN (2007) • Approx. 2M online customers (2007) • Slower Decline is sales currently versus high street. • 19% Actual Growth in internet sales for 2008/2009 • Internet shopping continues to gain popularity

  4. FOUR IMPORTANT AREAS - Getting People to Visit a website - Directing People on the website - A call to action - Making them revisit the website

  5. Three Main Ways to Search - Localised (Accountant in...) - Sony Plasma TV - Getting rid of noisy neighbours?

  6. ACCOUNTANTS IN SURREY

  7. LOCAL BUSINESS (GOOGLE MAPS RESULTS – FREE!)

  8. 1 4 2 3 5 6 GOOGLE ADWORDS (SPONSORED LINKS) 7 8

  9. NATURAL SEARCH RESULTS – SEARCH ENGINE OPTIMISATION

  10. GOOGLE MAPS RESULTS

  11. STANDARD EXAMPLE

  12. BETTER EXAMPLE

  13. GREAT EXAMPLE!

  14. Where will your Ads show up? Search Search Partners Content Network (AdSense) Placement Targeted Campaigns

  15. 1 4 2 3 5 6 GOOGLE ADWORDS (SPONSORED LINKS) 7 8

  16. Where will your Ads show up? Search Search Partners Content Network (AdSense) Placement Targeted Campaigns

  17. GOOGLE ADWORDS APPEARING ON SEARCH PARTNER WEBSITES

  18. Where will your Ads show up? Search Search Partners Content Network (AdSense) Placement Targeted Campaigns

  19. Your customers see your ad when theysurf Google Network properties Google technology places your ad on the most relevant content pages Google AdWords

  20. The primary benefits of AdWords include: • Reach • Cost • Timing • Flexibility

  21. REACH • 81% of website visits are a result of search • 93% of searchers don’t go past the first page of results • 260 million searches per week in the UK alone • 17p in every pound is spent online* *Source: World Advertising Research Centre, July 2008

  22. REACH • You can target your adverts to be seen by: • - Country • Region • Town • Within a radius of where your business is placed (e.g. Within 50 miles of Dorking)

  23. COST • No minimum spend • You choose your own maximum daily spending limit (daily budget) • Choose how much you want to spend per click for every keyword • Pay Google for users who click on your ad • More cost-effective than Yellow Pages, Banner Ads & Direct Mail* • Conversion tracking = real-time return-on-investment data

  24. TIMING • Ads are continuously matched to Internet users’ interests • Ads are placed as buying decisions are made • The Result: • You reach your audience at the right time, with the right message

  25. FLEXIBILITY • Start advertising quickly • Unlimited changes, whenever you want • You can target ads to the specific location & language of your customers • Target people searching the internet at different times of the day • Target people searching the internet ON different days (e.g. stop your adverts showing over the weekend) • Use Text, Local Business Ads, Mobile, Video, Image

  26. What influences my position? Key phrase (RESEARCH) Quality (WORDING OF ADVERT & LANDING PAGE) Price (AMOUNT PER CLICK) Budget (AMOUNT WILLING TO SPEND PER DAY)

  27. Key phrase research List target audience Brainstorm words Use Google’s Keyword Tool

  28. Why is the research so important? • Ensure you are bidding on the phrases likely to bring you more business. • Look to bid on “lower value” key phrases 3. Ensure your campaign has LOTS of negative keywords – otherwise you will be wasting money.

  29. Researching the Market • Keyword Research • Internal • Web stats • Customers • Abbreviations and slang • Problems and Solutions your product overcomes • USPs • Competitors (search example) • Campaign Optimiser tool

  30. QUALITY:Writing Ads to attract clicks Check out the competition Structure of text Ad Title: 25 characters First Line: 35 characters Second Line: 35 characters Display URL: 35 characters Destination URL: CTR Landing Page Plasma Tv Huge Discounts on New Plasma TVsIn Stock Now with Quick Deliverywww.DirectTVs.co.uk/Deals

  31. QUALITY:Writing Ads to attract clicks Sell your benefits: Examples – Crystal Clear viewing, Latest HD Technology, 3D Ready Include attention grabbing words: Examples – Free, Sale, 50% off, Available Now Use a “call to action” – provoke emotion or enthusiasm Examples – Offer ends tomorrow, Download a free trial now, Buy today 50% Saving, Free shipping Include USP’s Examples – Award Winning, Preferred Supplier, Recognised body member Include price – this deters freebie hunters

  32. QUALITY:LANDING PAGE DO: Ensure you have the landing page that is relevant to your advert DON’T: Send people to your home page

  33. TOP 10 GOOGLE ADWORDS TIPS