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REDEFINE YOUR ONLINE
STRATEGY WITH ADWORDS
11/08/2011   Adwords @ LABEL




      WHAT?
11/08/2011   Adwords @ LABEL    3




WHAT IS GOOGLE SEARCH ENGINE?
11/08/2011   Adwords @ LABEL                                                       4




WHAT IS ADWORDS?

‣   The online keyword based advertising service provided by Google.
‣   A -wide range of flexible settings- service that allows you
    to target your customers and develop your online visibility.
‣   Based on a Pay Per Click* (PPC) system.




                                              * also called Cost Per Click (CPC)
11/08/2011   Adwords @ LABEL                                                   5




BASIC DEFINITION: PAY PER CLICK (PPC) / COST PER CLICK (CPC)

Click: The action a user takes to select your ad to be redirected
to your website.
Google only charges the advertiser when a user clicks on your ad.




                               Sample of an AdWords ad   Destination Website
11/08/2011   Adwords @ LABEL   6




EXAMPLE: GOOGLE ADS
11/08/2011   Adwords @ LABEL




A TYPICAL ADWORDS AD




                               Ad Title (25 character limit)
                               Display URL (35 character limit)
                               Ad Text (35 character limit)
11/08/2011   Adwords @ LABEL                                             8




WHAT GOOGLE CAN DO FOR ADVERTISERS
 ‣   Advertising on Google can help you to meet many objectives
 ‣   Determining, measuring, and tracking metrics helps ensure success

                       Objectives          Example Success Metrics
11/08/2011    Adwords @ LABEL                                 9




LOCATION & LANGUAGE TARGETING STRATEGY
‣
    Regional/Local, Country, Global & Customized Targeting.

‣
    44 different languages to target your market.
11/08/2011   Adwords @ LABEL       10




IS GOOGLE SEARCH STILL POWERFUL?
11/08/2011   Adwords @ LABEL   11




      WHY?
11/08/2011   Adwords @ LABEL                                             12




WHY ADVERTISE ON ADWORDS?

‣   www.google.ch is the website n°1 in Switzerland.
‣   +66% of users in the world go on Google for web search.
‣   Google is the search engine that gives the highest satisfaction to
    the mass users.
‣   You need to be seen to exist.
‣   Your website = Your existence.
11/08/2011   Adwords @ LABEL   13




BENEFITS OF ADWORDS

‣   Reach
‣   Cost
‣   Timing
‣   Flexibility
11/08/2011   Adwords @ LABEL   14




      HOW?
11/08/2011   Adwords @ LABEL              15




4 KEY STEPS

‣   Discovery & Strategy
‣   Creation & Set up
‣   Real Time Management & Optimization
‣   Results Analysis
11/08/2011   Adwords @ LABEL                             16




DISCOVERY & STRATEGY

‣   Studying the exist communication initiaves
    and the brand challenge.
‣   Define goals for the program.
‣   Estimate profit vs advertising costs.
‣   Define and architect scope for the initiative.
‣   Establish the framework and KPIs for the campaign.
11/08/2011   Adwords @ LABEL                                           17




CREATION & SET UP

‣   Identify the creative and content needs.
‣   Architect a pilot which can be executed in phases.
‣   Launch a pilot program.
‣   Manage the keywords, bids and the creative objects in real time.
‣   Measure via defined KPIs.
‣   Refine. Re-measure. Refine.
‣   Validate.
‣   Launch the campaign.
11/08/2011   Adwords @ LABEL   18




REAL TIME MANAGEMENT
11/08/2011   Adwords @ LABEL   19




REAL TIME OPTIMIZATION
11/08/2011   Adwords @ LABEL             20




RESULTS ANALYSIS

‣   Real time analysis
‣   Final or punctual results analysis
11/08/2011   Adwords @ LABEL            21




EXAMPLE OF RETURN ON INVESTMENT (ROI)
11/08/2011   Adwords @ LABEL   22




      WHO?
11/08/2011   Adwords @ LABEL                            23




LABEL.CH

We combine the best tools of
    ‣   social & search marketing
    ‣   online
    ‣   offline
to help you better interact and communicate
with your customers to meet your business objectives.
11/08/2011   Adwords @ LABEL                                      24




THE LEADING MULTICHANNEL AGENCY IN "SUISSE ROMANDE"

SOCIAL & SEARCH                    ONLINE       OFFLINE
audit                              website      branding
monitoring                         intranet     advertising
engagement                         blog         poster
coaching                           multimedia   TV & radio spot
SMA (Social Media Advertising)     mobile app   publishing
SEA (Search Engine Advertising)    e-mailing    POS
SEO (Search Engine Optimization)   analytics    packaging
11/08/2011   Adwords @ LABEL                                   25




FOR MORE INFORMATION, CONTACT US


LABEL.ch                       T. +41 22 999 67 67
18, Quai du Seujet             socialmedia@label.ch
1201 Genève, Suisse




www.label.ch                   facebook.com/see.a.bigger.picture
flickr.com/photos/label_ch     twitter.com/LABEL_ch
11/08/2011   Adwords @ LABEL




      THANK YOU

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LABEL.ch - Redefine your Online Strategy with Adwords

  • 2. 11/08/2011 Adwords @ LABEL WHAT?
  • 3. 11/08/2011 Adwords @ LABEL 3 WHAT IS GOOGLE SEARCH ENGINE?
  • 4. 11/08/2011 Adwords @ LABEL 4 WHAT IS ADWORDS? ‣ The online keyword based advertising service provided by Google. ‣ A -wide range of flexible settings- service that allows you to target your customers and develop your online visibility. ‣ Based on a Pay Per Click* (PPC) system. * also called Cost Per Click (CPC)
  • 5. 11/08/2011 Adwords @ LABEL 5 BASIC DEFINITION: PAY PER CLICK (PPC) / COST PER CLICK (CPC) Click: The action a user takes to select your ad to be redirected to your website. Google only charges the advertiser when a user clicks on your ad. Sample of an AdWords ad Destination Website
  • 6. 11/08/2011 Adwords @ LABEL 6 EXAMPLE: GOOGLE ADS
  • 7. 11/08/2011 Adwords @ LABEL A TYPICAL ADWORDS AD Ad Title (25 character limit) Display URL (35 character limit) Ad Text (35 character limit)
  • 8. 11/08/2011 Adwords @ LABEL 8 WHAT GOOGLE CAN DO FOR ADVERTISERS ‣ Advertising on Google can help you to meet many objectives ‣ Determining, measuring, and tracking metrics helps ensure success Objectives Example Success Metrics
  • 9. 11/08/2011 Adwords @ LABEL 9 LOCATION & LANGUAGE TARGETING STRATEGY ‣ Regional/Local, Country, Global & Customized Targeting. ‣ 44 different languages to target your market.
  • 10. 11/08/2011 Adwords @ LABEL 10 IS GOOGLE SEARCH STILL POWERFUL?
  • 11. 11/08/2011 Adwords @ LABEL 11 WHY?
  • 12. 11/08/2011 Adwords @ LABEL 12 WHY ADVERTISE ON ADWORDS? ‣ www.google.ch is the website n°1 in Switzerland. ‣ +66% of users in the world go on Google for web search. ‣ Google is the search engine that gives the highest satisfaction to the mass users. ‣ You need to be seen to exist. ‣ Your website = Your existence.
  • 13. 11/08/2011 Adwords @ LABEL 13 BENEFITS OF ADWORDS ‣ Reach ‣ Cost ‣ Timing ‣ Flexibility
  • 14. 11/08/2011 Adwords @ LABEL 14 HOW?
  • 15. 11/08/2011 Adwords @ LABEL 15 4 KEY STEPS ‣ Discovery & Strategy ‣ Creation & Set up ‣ Real Time Management & Optimization ‣ Results Analysis
  • 16. 11/08/2011 Adwords @ LABEL 16 DISCOVERY & STRATEGY ‣ Studying the exist communication initiaves and the brand challenge. ‣ Define goals for the program. ‣ Estimate profit vs advertising costs. ‣ Define and architect scope for the initiative. ‣ Establish the framework and KPIs for the campaign.
  • 17. 11/08/2011 Adwords @ LABEL 17 CREATION & SET UP ‣ Identify the creative and content needs. ‣ Architect a pilot which can be executed in phases. ‣ Launch a pilot program. ‣ Manage the keywords, bids and the creative objects in real time. ‣ Measure via defined KPIs. ‣ Refine. Re-measure. Refine. ‣ Validate. ‣ Launch the campaign.
  • 18. 11/08/2011 Adwords @ LABEL 18 REAL TIME MANAGEMENT
  • 19. 11/08/2011 Adwords @ LABEL 19 REAL TIME OPTIMIZATION
  • 20. 11/08/2011 Adwords @ LABEL 20 RESULTS ANALYSIS ‣ Real time analysis ‣ Final or punctual results analysis
  • 21. 11/08/2011 Adwords @ LABEL 21 EXAMPLE OF RETURN ON INVESTMENT (ROI)
  • 22. 11/08/2011 Adwords @ LABEL 22 WHO?
  • 23. 11/08/2011 Adwords @ LABEL 23 LABEL.CH We combine the best tools of ‣ social & search marketing ‣ online ‣ offline to help you better interact and communicate with your customers to meet your business objectives.
  • 24. 11/08/2011 Adwords @ LABEL 24 THE LEADING MULTICHANNEL AGENCY IN "SUISSE ROMANDE" SOCIAL & SEARCH ONLINE OFFLINE audit website branding monitoring intranet advertising engagement blog poster coaching multimedia TV & radio spot SMA (Social Media Advertising) mobile app publishing SEA (Search Engine Advertising) e-mailing POS SEO (Search Engine Optimization) analytics packaging
  • 25. 11/08/2011 Adwords @ LABEL 25 FOR MORE INFORMATION, CONTACT US LABEL.ch T. +41 22 999 67 67 18, Quai du Seujet socialmedia@label.ch 1201 Genève, Suisse www.label.ch facebook.com/see.a.bigger.picture flickr.com/photos/label_ch twitter.com/LABEL_ch
  • 26. 11/08/2011 Adwords @ LABEL THANK YOU