Transcript
Search Engine
WHY IS SEARCH SO IMPORTANT?
Search is about people Search is about people raising their hands and raising their hands and expressing intentexpressing intent
Too Many Data
Consumer Information
source
Web-site
Consumer point
Consumer InformationSearchEngine
Consumer point
ONLINE MEDIA??????
Consumer Productinformation
SearchEngine
Marketer point
Base: Google Research APAC 2007
Search is the No.2 internet activitiesThailand, APAC & Worldwide
Search marketing Help You Connect
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Reach People
Be Relevant
Engage Them
Measure Success
Consumers Look to Search
56%
45%
66%60%
0%
10%
20%
30%
40%
50%
60%
70%
In-Person Store Visits Search Engines Online Retail Stores Friends and Family
Search is #2 consumer information source
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Thailand: Search Engine Usage• 98% of all respondents use a search engine when researching or purchasing a product online
Q: “Do you ever use a search engine (such as Google, Yahoo, MSN) when youresearch or purchase a product or service online?”
Source: Google Benchmark Survey TH Media-Screen/GMI 2006
Thailand: Search Engines• 96% say they use Google to research or purchase a product or serviceonline
Q: “Which of the following search engines do you use when you research and/orpurchase a product or service online? Select all that apply”
Source: Google Benchmark Survey TH Media-Screen/GMI 2006
Search Marketing Model
Natural SearchNatural Search
Sometime money can help
create your product content on other’s website
• PR News• Web’s Product Review
– Text– VDO
• Webboard • User generated content
USER
Google AdwordGoogle Adword
Google AdsenseGoogle Adsense
Key wordKey word
AD GroupAD Group
Advertising phraseAdvertising phrase
Wording, phrase, sentence
Key word
1. ADSL2. ADSL Broadband3. Hi-Speed4. Hi-Speed Internet5. Internet Broadband6. Internet Broadband Provider7. Wi-Fi ADSL8. Wi-Fi Internet9. Wireless Broadband10. Wireless Broadband Provider11. Wireless Internet12. ตดิตัง้ internet13. ตดิตัง้อนิเตอร์เน็ต14. บริการตดิตัง้ internet15. ผู้ใหบ้ริการ internet16. ผู้ใหบ้ริการอนิเตอร์เน็ต17. Internet ISP18. Internet Service Provider19. ADSL Provider20. Broadband Wireless Solution
EX key word
AD GROUP
Help you manage your Keyword
AD GROUP
Wording that can control your Keyword Idea
The Search opportunity is not just client’s brand
ผด เด ็ก ผด เด ็ก
Product
CAMPAIGNS
ผลิตภัณฑ์ส ำาหร ับ เด ็ก
ของใช้เด ็ก
ผล ิตภัณฑ์แป ้งเด ็ก
ขอบคุณที่ร ักก ัน
เพลงpotato
ภาพเด ็กน ้อยน่าร ัก
ส ่งร ูปล ูกเข ้าประกวด
แป้งเด ็ก
ส่ง clip ชิงรางว ัล
Category Interest
ผดผื่นในทารก
ล ูกงอแง
ผื่นแดง
i love you mom
care
แป้งแคร ์
แคร ์
Care blue ของใช้เด ็กอ ่อน
Brand
แป้ง เวร ี่เบอรร ี่
แคร ์ชมพู
ล ูกไม ่สบายตัว แม ่และเด ็ก
เล ี้ยงล ูก
ผดเด ็ก ผด ผื่น เด ็ก
ว ิธ ีร ักษาผื่นผ ้าอ ้อม
พัฒนาการเด ็ก
เด ็ก 2 ปี
Ad Group : Teana
Ad Group : Motor Show
Ad Group : Techno CVT
Adgroup
Product Element
competitor benefit
KEYWORD MATCHING
The four keyword matching options determine which Google searches can trigger your ads to appear. These options can help you control who sees your ads.You can set each search-targeted keyword to have one of those four settings. To use a keyword matching option, just add the appropriate punctuation to your keyword:
Broad matchPhrase matchExact matchNegative match
Copy Ads
SEM Copy AdsSEM Copy Ads
Head Line 25 Character
Copy 70 Character
Web URL
1.Ads should relate with Ad Group2. Head and copy must catch
Google Adsense
Google Content Network Reach your customers, wherever they are on the web
• Google automatically targets your ads to the most relevant sites and page placements based on a given page's content and your chosen keywords.
• Your ads will be eligible to show on popular news sites, blogs, entertainment pages, industry publications and social networks sites where we can match them with user interests.
Contextual Targeting Ads on PagesText Ads Banner Ads
Banner
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Start with Choosing your Targeting
Your MessageThe most robust targeting of any network
Contextual TargetingBy Keywords
Placement Targeting
Where Consumers Are
Add Geographic, Time and Exclude sites, keywords, categories
Contextual TargetingServe ads to consumers based on the content they’re reading using the most powerful contextual technology in the world
Placement TargetingServe ads to consumers based on specific sites on the Google Display Network
Sample of Ads
Sample of Ads
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