search marketing strategy - rahul, manish, mrinalini - google
DESCRIPTION
Rahul, Manish, Mrinalini from Google were at the ISB Digital Summit 2014 to conduct a session on Search Marketing Strategy: Adwords paid search & Mobile Ads strategy as part of the Digital Boot Camp workshop.TRANSCRIPT
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Google Confidential and Proprietary
Search Marketing
Strategy Manish Gaba & Rahul Sadagopan 21 Aug, 2014
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Google Confidential and Proprietary
Agenda
1
2
3
4
5
Digital Value Proposition
Pop Quiz - AdWords Concepts
Setting Your AdWords Goals
Structuring your AdWords account
Understanding Bidding Basics (Automated/Manual/Flexible Bid Strategies)
6 Targeting your ads (by device, location, day of week and time of day)
7 AdWords Best Practices
8 Performance Analysis - Run and Download Reports
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Google Confidential and Proprietary
Digital - Value Proposition
Reach Real-time distribution at massive scale
Cost You only pay when advertisers click on your ad - No
upfront commitment
Tracking
You can track & measure results
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Google Confidential and Proprietary
Agenda
1
3
4
5
Digital Value Proposition
Pop Quiz - AdWords Concepts
Setting Your AdWords Goals
Structuring your AdWords account
Understanding Bidding Basics (Automated/Manual/Flexible Bid Strategies)
6 Targeting your ads (by device, location, day of week and time of day)
7 AdWords Best Practices
8 Performance Analysis - Run and Download Reports
2
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Google Confidential and Proprietary
Pop Quiz - AdWords Concepts
- AdWords
- CPC
- CTR
- Quality Score
- Relevance
- Ad Rank
- Conversions
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Google Confidential and Proprietary
Agenda
1
3
4
5
Digital Value Proposition
Pop Quiz - AdWords Concepts
Setting Your AdWords Goals
Structuring your AdWords account
Understanding Bidding Basics (Automated/Manual/Flexible Bid Strategies)
6 Targeting your ads (by device, location, day of week and time of day)
7 AdWords Best Practices
8 Performance Analysis - Run and Download Reports
2
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Google Confidential and Proprietary
Setting Your AdWords Goals
Define and Achieve Success with AdWords: What’s your Goal?
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Google Confidential and Proprietary
Setting Your AdWords Goals
Buying Funnel → Google AdWords Metrics
Awareness
Research
&
Comparison
Buying
Impressions
Clicks
Conversions
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Google Confidential and Proprietary
Setting Your AdWords Goals
Choose the campaign type that's right for you
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Google Confidential and Proprietary
Agenda
1
3
4
5
Digital Value Proposition
Pop Quiz - AdWords Concepts
Setting Your AdWords Goals
Structuring your AdWords account
Understanding Bidding Basics (Automated/Manual/Flexible Bid Strategies)
6 Targeting your ads (by device, location, day of week and time of day)
7 AdWords Best Practices
8 Performance Analysis - Run and Download Reports
2
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Google Confidential and Proprietary
Structuring Your AdWords Account
Organize Your Campaign To Mirror Your Website
And Be Found Online With All Your Products
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Google Confidential and Proprietary
Structuring Your AdWords Account
Create Separate Campaigns For Multi-region Advertising
● Create Campaigns to target different countries, regions, states or cities
● Use geo-specific ads and keywords (eg.: Dentist Kolkata, Dentist Mumbai etc.)
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Google Confidential and Proprietary
Structuring Your AdWords Account
Organize your account with themes
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Google Confidential and Proprietary
Structuring Your AdWords Account
Using Keyword Match Types
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Google Confidential and Proprietary
Structuring Your AdWords Account
Buying Funnel → Keyword Advertising
Search Refinement:
More specific terms like
“Digital Camera”
Information Gathering:
Broad or less specific terms like
“Camera”
Ready To Buy:
Long tail or very specific terms like
“Canon EOS Mark III”
Awareness
Research
&
Comparison
Buying
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Google Confidential and Proprietary
Structuring Your AdWords Account
Keyword Funnel → “Spread Thin” or “Go Deep”?
Visit 1
Visit 2
Visit 3
Visit 4
Camera
Digital Camera
8 Mega Pixel
Camera
Nikon Coolpix
Assist
KeywordsCamera
Assist KeywordsDigital
Camera
8 Mega Pixel
Camera
Nikon Coolpix
Visit 1
Visit 2
Visit 3
Visit 1
Visit 4
Visit 2
General Keywords Assist Higher Converting Keywords
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Google Confidential and Proprietary
Structuring Your AdWords Account
Better ad texts, better performance!
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Google Confidential and Proprietary
Agenda
1
3
4
5
Digital Value Proposition
Pop Quiz - AdWords Concepts
Setting Your AdWords Goals
Structuring your AdWords account
Understanding Bidding Basics (Automated/Manual/Flexible Bid Strategies)
6 Targeting your ads (by device, location, day of week and time of day)
7 AdWords Best Practices
8 Performance Analysis - Run and Download Reports
2
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Google Confidential and Proprietary
Understanding Bidding Basics
Basic Bid Strategies: Manual & Automatic
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Google Confidential and Proprietary
Understanding Bidding Basics
Advanced Bid Strategies: Determining a bid strategy based on your goals
Impressions
Clicks
Conversions
CPM Bidding Focus On Impressions
Objective: Brand Awareness
CPC Bidding Focus On Clicks
Objective: Visits & Sales
CPA Bidding Focus On Conversions
Objective: Maximize Conversions
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Google Confidential and Proprietary
Understanding Bidding Basics
Flexible Bid Strategies
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Google Confidential and Proprietary
Agenda
1
3
4
5
Digital Value Proposition
Pop Quiz - AdWords Concepts
Setting Your AdWords Goals
Structuring your AdWords account
Understanding Bidding Basics (Automated/Manual/Flexible Bid Strategies)
6 Targeting your ads (by device, location, day of week and time of day)
7 AdWords Best Practices
8 Performance Analysis - Run and Download Reports
2
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Google Confidential and Proprietary
Targeting Your Ads
What are the options?
- Targeting by Days/Hours
- Targeting by Location
- Targeting by Device
- Targeting by Audience, Medium and Format
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Google Confidential and Proprietary
Enhance Your Targeting - Bid Adjustments
What are bid adjustments?
- Ad scheduling bid adjustments
- Location bid adjustments
- Device bid adjustment
- Display (method) bid adjustment
- Remarketing lists for search ads bid adjustments
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Google Confidential and Proprietary
Agenda
1
3
4
5
Digital Value Proposition
Pop Quiz - AdWords Concepts
Setting Your AdWords Goals
Structuring your AdWords account
Understanding Bidding Basics (Automated/Manual/Flexible Bid Strategies)
6 Targeting your ads (by device, location, day of week and time of day)
7 AdWords Best Practices
8 Performance Analysis - Run and Download Reports
2
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Google Confidential and Proprietary
AdWords Best Practices - Capture That Real Estate
Enhance your ad with extensions - Match them to your BUSINESS GOALS
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Google Confidential and Proprietary
Agenda
1
3
4
5
Digital Value Proposition
Pop Quiz - AdWords Concepts
Setting Your AdWords Goals
Structuring your AdWords account
Understanding Bidding Basics (Automated/Manual/Flexible Bid Strategies)
6 Targeting your ads (by device, location, day of week and time of day)
7 AdWords Best Practices
8 Performance Analysis - Run and Download Reports
2
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Google Confidential and Proprietary
Performance Analysis - Know what is going on!
Play with Data
- Columns
- Segmentation
- Filters
- Graphs
Top Reports
- Search Query
- Auction Insights
- Dimensions Tab for custom reporting
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Google Confidential and Proprietary
Thank You!