nate bucholz avvo 2010

Nate BucholzGoogle, Inc.

January 21, 2010

Insight, Optimization, and OpportunityAdvanced Paid Search Marketing

1

Google Confidential and Proprietary 2

Google Confidential and Proprietary 3

The Legal Services Industry is Fueled by Online Research via Search

% of legal services consumers who use search …

Source: Google Consumer Touchpoint Survey, 2009 – Legal Services sector. Q: Please state how much you agree with the following statements about search engines.Base: Ever use search engines, n=1,069

To research products or services they intend to buy81%To find peer discussions or reviews of products or services55%

To find professional reviews of products or services 66%To find new websites they didn’t know about when they use search engines

82%

From ‘Consumer Touchpoints Survey,’ 2009...

Google Confidential and Proprietary

The Importance of Search Continues to Increase

4

Online spend forecasting through 2012 shows that Paid Search is expected to grow 18% YoY over the next 3 years. – Jupiter, Online US Advertising

Forecast

US Small Business Search Advertising Spending, by Category – Q3 2009

Source: eMarketer.. US Small Business Search Advertising, by Category, Q3 2009. 1/13/10.

% of Total Advertisers

Avg. Q3 Spend

Avg. # of Keywords

1. Attorneys and legal services 7.68% $2,560 105

2. Dentists 4.97% $2,005 74

3. Air conditioning services 2.63% $1,666 55

4. Physicians 2.03% $1,729 57

5. Insurance 1.97% $1,731 69

Google Confidential and Proprietary

Optimization OpportunityInsight

Google Confidential and Proprietary 6

Advertiser Insight Into Consumer Trends

www.google.com/insights/search/

Google Confidential and Proprietary 7

Advertiser Insight Into Consumer Trends

www.google.com/insights/search/

Google Confidential and Proprietary 8

Advertiser Insight Into Consumer Trends

www.google.com/insights/search/

Google Confidential and Proprietary 9

Advertiser Insight Into Consumer Trends

www.google.com/insights/search/

Category: Society > Legal•Accident & Personal Injury Law•Bankruptcy Law•Criminal Law•Family Law•Intellectual Property Law•Labor & Employment Law•Law Schools and Training

Google Confidential and Proprietary

Optimization OpportunityInsight

Google Confidential and Proprietary

Provide Accurate Local Information

• Conveniently control and manage your business listing info, including:

– Addresses

– Phone numbers

– Hours of operation

– Website

• Provide printable coupons

• Bulk upload functionality

Google Confidential and Proprietary

Implement Local Extensions

Address appears as the 5th line of ad text

Location extension on Google

Location extension ad on Google Maps

Image or icon can appear with ad

Google Confidential and Proprietary

Target Customers by Location

Target by… country, state, city, zip code, DMA, or by a customized area based on the radius from a specific GPS point.

Google Confidential and Proprietary

Know Which Levers to Pull

RankMaximum Cost-Per-Click Bid

Quality Score= x

Click-Through-Rate on

Google.com (CTR =

clicks/impressions)

Landing Page Quality

Keyword and Ad Text

Relevance

Google Confidential and Proprietary

Write Excellent Ads

Ads should…• be structured well• be relevant• be explicit• relate to your services • have a call to action

Google Confidential and Proprietary

Test, Test, Test

5.2% ClicksWarning – Loss of SmellLost Your Sense of Smell From ZincSpray. Free Case Review.

Warning – Loss of SmellLost Your Sense of Smell From ZincSpray. Free Case Review.

Class Action Lawsuit Info Cold remedy cause loss of smell? Free Case Evaluation - Nationwide

Class Action Lawsuit Info Cold remedy cause loss of smell? Free Case Evaluation - Nationwide

Cold Remedy Recall Cold remedy may cause loss of smell. Contact Us for a Free Case Review

Cold Remedy Recall Cold remedy may cause loss of smell. Contact Us for a Free Case Review

2.6% Clicks

1.9% Clicks

0.9% Clicks

Google Confidential and Proprietary

Employ Negatives Appropriately

Google Confidential and Proprietary

Fine Tune Your Campaigns

Opportunities Tab provides recommendations on…• Keywords • Budgeting • Bids (coming in Feb!)• Tools – Traffic Estimator, Search-Based Keyword Tool

Google Confidential and Proprietary

Optimization OpportunityInsight

Google Confidential and Proprietary

Across the Web…Reach and Content vary.Search is More than Meets the Eye

*Google Advertising Network = Google properties + syndicated search + Google content network Sources: comScore Media Metrix (June 2008); Google internal analysis

Google Properties

Syndicated Search

Google Content Network

Google Confidential and Proprietary

Across the Web…Reach and Content vary.Meet Researchers on Sites Across the Web

Google Confidential and Proprietary

I know who my target customers are, but how can I most efficiently reach them?

I wish I could see audience and traffic data beyond just the most common sites…across all networks…

AdPlanner

… a research and media planning tool to identify websites that target customers are likely to visit.

Google Confidential and Proprietary

How can I easily build professional-quality display ads if I’m not an expert?

Can we do it for free?

…a tool to create custom display ads for free.

Display AdBuilder

Google Confidential and Proprietary

At what point in the process are my customers abandoning their purchase intent?

Where are my site visitors coming from and what are they doing on my site?

… a report system for website visitor behavior.

Analytics

Google Confidential and Proprietary

Thank You!

Tools and Info: google.com/advertisers

Google Advertising Professionals Program: adwords.google.com/professionals