Search marketing strategy - Rahul, Manish, Mrinalini - Google
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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.
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Search marketing strategy - Rahul, Manish, Mrinalini - Google
- 1. Google Confidential and Proprietary Search Marketing Strategy Manish Gaba & Rahul Sadagopan 21 Aug, 2014
- 2. Google Confidential and Proprietary
- 3. 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
- 4. 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
- 5. 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
- 6. Google Confidential and Proprietary Pop Quiz - AdWords Concepts - AdWords - CPC - CTR - Quality Score - Relevance - Ad Rank - Conversions
- 7. 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
- 8. Google Confidential and Proprietary Setting Your AdWords Goals Define and Achieve Success with AdWords: What’s your Goal?
- 9. Google Confidential and Proprietary Setting Your AdWords Goals Buying Funnel → Google AdWords Metrics Awareness Research & Comparison Buying Impressions Clicks Conversions
- 10. Google Confidential and Proprietary Setting Your AdWords Goals Choose the campaign type that's right for you
- 11. 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
- 12. Google Confidential and Proprietary Structuring Your AdWords Account Organize Your Campaign To Mirror Your Website And Be Found Online With All Your Products
- 13. 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.)
- 14. Google Confidential and Proprietary Structuring Your AdWords Account Organize your account with themes
- 15. Google Confidential and Proprietary Structuring Your AdWords Account Using Keyword Match Types
- 16. 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
- 17. 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
- 18. Google Confidential and Proprietary Structuring Your AdWords Account Better ad texts, better performance!
- 19. 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
- 20. Google Confidential and Proprietary Understanding Bidding Basics Basic Bid Strategies: Manual & Automatic
- 21. 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
- 22. Google Confidential and Proprietary Understanding Bidding Basics Flexible Bid Strategies
- 23. Google Confidential and Proprietary
- 24. 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
- 25. 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
- 26. 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
- 27. 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
- 28. Google Confidential and Proprietary AdWords Best Practices - Capture That Real Estate Enhance your ad with extensions - Match them to your BUSINESS GOALS
- 29. 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
- 30. 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
- 31. Google Confidential and Proprietary
- 32. Google Confidential and Proprietary Thank You!