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Advertising with Google AdWords
                          January 23, 2011



H. Clasen EworksWSI
WSI Internet Consultant
Outline

            Why Advertise Online?

            Why Choose Google AdWords?

            How WSI can Ensure your Success?




   | Copyright 2009 | Research and Management | All Rights Reserved |
Why Advertise Online?




| Copyright 2009 | Research and Management | All Rights Reserved |
Most Customers Are Online

  57% of UK households have the internet
  More than 10% growth in internet households in last 3 years
  Users spend 20-25% of their media consumption time on the internet


                     UK Internet Households 2003-2006 (% of total households)
 60%
 55%
 50%
 45%
 40%
 35%
 30%
                   2003                            2004                             2005                            2006
       Sources: Internet Households: PWC Global Entertainment & Media Outlook 2006-2010, August 2006; Media consumption: IAB Online
       Audience Report, June 2006



               | Copyright 2009 | Research and Management | All Rights Reserved |
Average yearly online spend per online buyer 2006 - £1,185

                     What the Avg Broadband User Does Online
                                     (Hrs/Wk)

                 Radio
                      TV
           Shopping
                            Internet Drives Information & Purchasing
                                     Shopping: 1:53
             Banking
                  VOIP
                                                                                Emailing: 3:26
            Emailing
               Games
               Movies
                 Music
                                                                           Surfing: 7:54
               Surfing

                          0.00              2.00               4.00              6.00              8.00              10.00
Sources: Average Spend: Forrester Europe's eCommerce Forecast 2006 to 2011, July 2006; Graph Data: YouGov for uSwitch.com, August 2006


                  | Copyright 2009 | Research and Management | All Rights Reserved |
Online Joins The Shopping Mainstream

                             Researched a retail good                                                                                83%


                 Compared prices of retail goods                                                                               75%


                Purchased from a shopping site                                                                         65%


      Researched online, purchased offline                                                                        58%


         Purchased from manufacturer's site                                                                    56%


       Purchased online, picked up at store                                             27%
 Q: “Have you ever done any of the following online? Please select all that apply.“ Source: Google/MediaScreen. UK, FR, IT, DE, ES – 2005 N=1800



                    | Copyright 2009 | Research and Management | All Rights Reserved |
The Changing Face Of Advertising

Outdoor   Press   Radio TV     Online Display Search Ads       Contextual Ads      Blogs



From Generic Push to Personalised Pull

Reach those who actively search for what you offer

Increase Reach & Relevance




              | Copyright 2009 | Research and Management | All Rights Reserved |
Education




      | Copyright 2009 | Research and Management | All Rights Reserved |
Education




      | Copyright 2009 | Research and Management | All Rights Reserved |
Financial




      | Copyright 2009 | Research and Management | All Rights Reserved |
Home and Garden




     | Copyright 2009 | Research and Management | All Rights Reserved |
Technology




     | Copyright 2009 | Research and Management | All Rights Reserved |
Technology




     | Copyright 2009 | Research and Management | All Rights Reserved |
Travel (Hotel)




       | Copyright 2009 | Research and Management | All Rights Reserved |
Why Choose Google AdWords?




 | Copyright 2009 | Research and Management | All Rights Reserved |
Google Is The Leader In Search




            Organise the world’s information
       and make it universally accessible and useful


      | Copyright 2009 | Research and Management | All Rights Reserved |
Reach More Prospects




                                                  #1 UK web property




                                         22 Million Google Users in the UK




Source: Nielsen/NetRatings, October 06




                     | Copyright 2009 | Research and Management | All Rights Reserved |
How Does AdWords Work?
                                                               Search Query



                           Google AdWords




                                                                               Google
                            Search Results                                    AdWords




      | Copyright 2009 | Research and Management | All Rights Reserved |
Advertise On The Google Network

          Active Reach,                               Google #1
       Global Internet Users                         U.K. search
                                                         engine,
                                                       including:


                                                          Search
                                                        partners,
                                                       including:

                  network
                                                   Thousands of
                                                        Content
           The Google                                  partners,
                                                      including:
         Network reaches
           over 86% of
          Global Internet
              users
Source: (Graph and Content Network): comScore     570M unique users of the content network!
Media Metrix, Apr 2006


                     | Copyright 2009 | Research and Management | All Rights Reserved |
Control & Transparency




      | Copyright 2009 | Research and Management | All Rights Reserved |
How WSI can Ensure your Success?




   | Copyright 2009 | Research and Management | All Rights Reserved |
Research




     | Copyright 2009 | Research and Management | All Rights Reserved |
Four Steps To A Successful Campaign



              Identify most                                                Group keywords

     1        valuable target
              users                                         2              that users will
                                                                           search on




             Measure results                                               Test messaging
     4       and costs
                                                            3              and keywords




      | Copyright 2009 | Research and Management | All Rights Reserved |
Monitor Quality Score


  Quality Score is a
 measure of your ad’s
 Relevance to users.
 The more relevant the
  ads, the more users
   continue to click.




          | Copyright 2009 | Research and Management | All Rights Reserved |
Measuring Results




| Copyright 2009 | Research and Management | All Rights Reserved |
How AdWords Can Pay For Itself


                           £30 initial investment in AdWords


                                  £0.30 CPC ≥ 100 clicks


                            10% conversion rate = 10 sales


                              Average profit per sale = £10


                        £30 investment returns £100 in profit


                           Reinvest profits, increase budget



      | Copyright 2009 | Research and Management | All Rights Reserved |
Conversion Tracking

Measure return from your campaign and keywords
Make informed bidding and editing decisions


                                                LargeLarge
                                                Clicks CPC                   Large
                                                                             Cost/Conv

                                                TExt TExt                     TExt
                                 Per
                               Keyword




        | Copyright 2009 | Research and Management | All Rights Reserved |
Analytics
Measure how all visitors use your site
Find out what factors drive customer choices




         | Copyright 2009 | Research and Management | All Rights Reserved |
Summary



Millions use Google.co.uk each day and WSI can help you use
Google AdWords to connect you with new customers that are
           already searching for your product/service




     | Copyright 2009 | Research and Management | All Rights Reserved |
Questions & Answers




| Copyright 2009 | Research and Management | All Rights Reserved |

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Eworks wsi cyprus wsi google adwords

  • 1. Advertising with Google AdWords January 23, 2011 H. Clasen EworksWSI WSI Internet Consultant
  • 2. Outline Why Advertise Online? Why Choose Google AdWords? How WSI can Ensure your Success? | Copyright 2009 | Research and Management | All Rights Reserved |
  • 3. Why Advertise Online? | Copyright 2009 | Research and Management | All Rights Reserved |
  • 4. Most Customers Are Online 57% of UK households have the internet More than 10% growth in internet households in last 3 years Users spend 20-25% of their media consumption time on the internet UK Internet Households 2003-2006 (% of total households) 60% 55% 50% 45% 40% 35% 30% 2003 2004 2005 2006 Sources: Internet Households: PWC Global Entertainment & Media Outlook 2006-2010, August 2006; Media consumption: IAB Online Audience Report, June 2006 | Copyright 2009 | Research and Management | All Rights Reserved |
  • 5. Average yearly online spend per online buyer 2006 - £1,185 What the Avg Broadband User Does Online (Hrs/Wk) Radio TV Shopping Internet Drives Information & Purchasing Shopping: 1:53 Banking VOIP Emailing: 3:26 Emailing Games Movies Music Surfing: 7:54 Surfing 0.00 2.00 4.00 6.00 8.00 10.00 Sources: Average Spend: Forrester Europe's eCommerce Forecast 2006 to 2011, July 2006; Graph Data: YouGov for uSwitch.com, August 2006 | Copyright 2009 | Research and Management | All Rights Reserved |
  • 6. Online Joins The Shopping Mainstream Researched a retail good 83% Compared prices of retail goods 75% Purchased from a shopping site 65% Researched online, purchased offline 58% Purchased from manufacturer's site 56% Purchased online, picked up at store 27% Q: “Have you ever done any of the following online? Please select all that apply.“ Source: Google/MediaScreen. UK, FR, IT, DE, ES – 2005 N=1800 | Copyright 2009 | Research and Management | All Rights Reserved |
  • 7. The Changing Face Of Advertising Outdoor Press Radio TV Online Display Search Ads Contextual Ads Blogs From Generic Push to Personalised Pull Reach those who actively search for what you offer Increase Reach & Relevance | Copyright 2009 | Research and Management | All Rights Reserved |
  • 8. Education | Copyright 2009 | Research and Management | All Rights Reserved |
  • 9. Education | Copyright 2009 | Research and Management | All Rights Reserved |
  • 10. Financial | Copyright 2009 | Research and Management | All Rights Reserved |
  • 11. Home and Garden | Copyright 2009 | Research and Management | All Rights Reserved |
  • 12. Technology | Copyright 2009 | Research and Management | All Rights Reserved |
  • 13. Technology | Copyright 2009 | Research and Management | All Rights Reserved |
  • 14. Travel (Hotel) | Copyright 2009 | Research and Management | All Rights Reserved |
  • 15. Why Choose Google AdWords? | Copyright 2009 | Research and Management | All Rights Reserved |
  • 16. Google Is The Leader In Search Organise the world’s information and make it universally accessible and useful | Copyright 2009 | Research and Management | All Rights Reserved |
  • 17. Reach More Prospects #1 UK web property 22 Million Google Users in the UK Source: Nielsen/NetRatings, October 06 | Copyright 2009 | Research and Management | All Rights Reserved |
  • 18. How Does AdWords Work? Search Query Google AdWords Google Search Results AdWords | Copyright 2009 | Research and Management | All Rights Reserved |
  • 19. Advertise On The Google Network Active Reach, Google #1 Global Internet Users U.K. search engine, including: Search partners, including: network Thousands of Content The Google partners, including: Network reaches over 86% of Global Internet users Source: (Graph and Content Network): comScore 570M unique users of the content network! Media Metrix, Apr 2006 | Copyright 2009 | Research and Management | All Rights Reserved |
  • 20. Control & Transparency | Copyright 2009 | Research and Management | All Rights Reserved |
  • 21. How WSI can Ensure your Success? | Copyright 2009 | Research and Management | All Rights Reserved |
  • 22. Research | Copyright 2009 | Research and Management | All Rights Reserved |
  • 23. Four Steps To A Successful Campaign Identify most Group keywords 1 valuable target users 2 that users will search on Measure results Test messaging 4 and costs 3 and keywords | Copyright 2009 | Research and Management | All Rights Reserved |
  • 24. Monitor Quality Score Quality Score is a measure of your ad’s Relevance to users. The more relevant the ads, the more users continue to click. | Copyright 2009 | Research and Management | All Rights Reserved |
  • 25. Measuring Results | Copyright 2009 | Research and Management | All Rights Reserved |
  • 26. How AdWords Can Pay For Itself £30 initial investment in AdWords £0.30 CPC ≥ 100 clicks 10% conversion rate = 10 sales Average profit per sale = £10 £30 investment returns £100 in profit Reinvest profits, increase budget | Copyright 2009 | Research and Management | All Rights Reserved |
  • 27. Conversion Tracking Measure return from your campaign and keywords Make informed bidding and editing decisions LargeLarge Clicks CPC Large Cost/Conv TExt TExt TExt Per Keyword | Copyright 2009 | Research and Management | All Rights Reserved |
  • 28. Analytics Measure how all visitors use your site Find out what factors drive customer choices | Copyright 2009 | Research and Management | All Rights Reserved |
  • 29. Summary Millions use Google.co.uk each day and WSI can help you use Google AdWords to connect you with new customers that are already searching for your product/service | Copyright 2009 | Research and Management | All Rights Reserved |
  • 30. Questions & Answers | Copyright 2009 | Research and Management | All Rights Reserved |