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Google Confidential and Proprietary

ADWORDS MITURI SI ADEVARURIEngage Romania, @Bucuresti 2011Bogdana Butnar, Business Development Tech/Telco

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despre ce vorbim astazi?

ce este adwords? cum vindem adwords? cum monetizam adwords?

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Google Confidential and Proprietary

adwords

3

adwords nu estespatiu media

adwords nu este

o suprafata fizicaa ecranului

adwords nu este

un alt fel debanner

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Google Confidential and Proprietary

implicatii

nevoia de a intelege sistemul de calitate din spatele licitatiilor

nevoia de a evalua cea mai buna pozitie pentru conversie

nevoia de intelege lipsa discounturilor

nevoia de intelege conceptul de management de cont

4

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adwords este

IN PRINCIPAL

un tool de business

5

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permite targetarea unei nevoi specifice

permite furnizarea unei oferte specifice

rezulta (ar trebui sa rezulte) cel putin in LEAD daca nu in VANZARE

este masurabil de la momentul 0 pana in momentul conversiei

este optimizabil as you go

poate dubla ca tool de brand building sau brand management

6

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cum vindem?

astazi la CPC, pe comision din investitie exact ca pentru media clasica unde se

vinde spatiu

DAR

astazi in general complet nemonetizate strategia de cont, managementul de cont,

consultanta day-to-day, cercetarea si documentarea necesare

7

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Google Confidential and Proprietary

cum vindem?

adwords

businesstool

performancetool

brandingtool

8

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adwords business tool

cercetare de piata

previziuni de trenduri si identificarea de noi oportunitati

managementul bugetului de marketing

generarea de leaduri si de vanzari

flexibilitate prin optimizari

TOATE ACESTEA SUNT SI SERVICIILE PE CARE VOI LE OFERITI!!

9

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exemplu #1

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In August 2008, there were 7,480,000 searches for BritneySpears globally.

Google has counted over 1,000 misspellings of Britney Spears

The top 10 misspellings of those 1,000 received an additional 915,100searches

Multiply the misspellings by the times that they appear as part of a longer queryand there are millions more missed opportunities

REACH

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Google Confidential and Proprietary 11

exemplu #2

How often do you show on the

results page?

What is the ROI for your

marketing campaigns?

Which listings are most appealing

to customers?

Tracking impressions gives you

insight into how much exposureyour brand is getting with Google.

By looking your CTR, you can

determine how attractive yourlisting is to customers and then

adjust.

Closely and easily monitor your

ROI with data directly fromyour AdWords account.

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adwords performance tool

conversii lead, vanzare, ochi

cost per conversie / cost per lead

analiza de palnie de conversie

optimizari

legatura dintre adwords si GDN rata de click crescuta

TOATE ACESTEA SUNT SI SERVICIILE PE CARE VOI LE OFERITI!!

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exemplu #4

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Search Ads+

Display Ads +22%Search Ads Only vs.

Search and Display ads, used in combination, increase

conversion rates relative to search ads alone

= Lift inconversion rate

exemplu #5

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adwords brand tool

contributia search la indicii de brand

share of screen ptr gestionarea crizelor sau controlarea subiectelor de discutie

TOATE ACESTEA SUNT SI SERVICIILE PE CARE VOI LE OFERITI!!

15

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Google Confidential and Proprietary 16

strategie de vanzare adwords ptr brand

Drive incremental traffic using brand terms Ensure all possible variations of your brand are covered by including

misspellingsReach

Clearly deliver the intended message you wish to communicate Target ads according to specific audience groups Ensure landing pages are relevantControl

Consider brand terms as part of your brand budget compareinvestment with other media

Brand bidding is typically more cost-effective Defend brand from competitorsBrand

Territory

The importance of brand terms

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exemplu #6

Source: Enquiro Research/Ipsos Interactive Services, May 2008, Aggregated Data: All Industries, all countries (UK, Germany, France)

Brand Recall(do you remember it?)

Brand Affinity(do you like it?)

Purchase Intent(would you buy it?)

+ 2.5x1.18x 1.14x

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exemplu #7

Your ad can leadthe story...

... beating anynegative press...

...as your naturalresult catches up in

the rankings

CONTROL

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monetizare

consultanta vs. spatiu media

strategie vs media buying

etape de monetizare:

strategie de cont1. KW research2. website research3. topics research4. account structure5. adtext composition6. budget estimation

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management de cont1. strategie anuala / trimestriala (tactic)2. optimizare3. account reviews

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BAFTA!