AD3111 Class 2 Search

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

10

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

11

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

55

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