Google Academy Workshop

Google Confidential and Proprietary

The Digital Force

Hany Abdelkawi Strategist, Middle East and North Africa

Learning from past revolutions

The nature of revolutions

Adoption Cycle

1450

1836

1895

1922

19

27

1941

1990

Print

Radio

TV

Internet

2010

Tech Content Users Advertising

800 exabytes

Internet users worldwide

Mobile Subscribers

Digital information in the world – videos, photos, music, texts, etc.

2010

2010

2010

1.8 B

4.6 B

800 exabytes

2010

2020

2010

2020

2010

2020 53 zettabytes

1.8 B

4.6 B

5 B

10 B

Internet users worldwide

Mobile Subscribers

Digital information in the world – videos, photos, music, texts, etc.

Google Confidential and Proprietary

48h Upload!

!""#$%&'"()*%(+,$&,(*&-."/.0%1,.2&

online / week by Western Europeans

49%

1 billion

Here are the Masses

4 Billion + Google searches per

day

220 Billion+ Emails and IMs sent

per day

1 Billion+ Video playbacks per

day

48 hours Video uploads every minute to YouTube

350,000 Androids Activation

Per Day

!""#$%&'"()*%(+,$&,(*&-."/.0%1,.2&3 !"#

$%&'#()'*#+(,,-./.0#/.#102,%##

85% of people online use search

Search is the most popular online activity after e-mail

26+M Online Users >1M Google searches per hour

13% of our Queries come from Mobile

Video is growing more than any country in the world

Google Confidential and Proprietary

The Digital Marketing

• 14

Agenda

Introduction to Google

Google Search Network

Google Display Network (GDN)

Google Maps & Mobile Ads

Demos

Google Digital Session

1

2

3

4

5

Google Confidential and Proprietary • 16

What is Google all about? What is Google all about?

Google's Mission

17

Online Content Billions of web pages

Offline Content Billions of items becoming indexed

To organize the world’s information and make it universally accessible and useful.

18

One search box for all questions!

Web results

Video results (Steve’s famous Stanford commencement speech)

News results (Articles about

Steve and Apple)

News archives

Pics

Google is not only about search

Blogger Scholar Local Picasa Desktop Search SMS

Video Gmail Google Earth Groups Orkut Maps

Google Confidential and Proprietary

The strength of a chain = ?

• 20

Equals the strength of the weakest link!

Google Confidential and Proprietary

Google Advertising Platforms

• 21

Google Confidential and Proprietary

Our network vision

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23

Google is in the “Connections Business”

Connect consumers to ALL the information

they care about

Connect marketers to ALL the customers

they care about

Connect with Consumers

When They Go Beyond Sites

with Google’s Web Utilities

Connect with Consumers When They

Research and Pursue Passions

with Google’s

Display Network

Connect with Consumers When They

Search

with Google’s Search Solutions

Connections Powered By Google

1. Search Network 2. Display Network 3. Web Utilities

Agenda

Introduction to Google

Google Search Network

Google Display Network (GDN)

Google Maps & Mobile Ads

Demos

Google Digital Session

1

2

3

4

5

Connect with Consumers

When They Go Beyond Sites

with Google’s Web Utilities

Connect with Consumers When They

Research and Pursue Passions

with Google’s

Display Network

Connect with Consumers When They

Search

with Google’s Search Solutions

Connections Powered By Google

1. Search Network 2. Display Network 3. Web Utilities

Connect with Consumers When They

Search Online

with Google’s Search Solutions

Connections Powered By Google

1. Google’s Search Network

• &@0$$0"(6&"A&4(0D4%&46%.6&=017&EFG&:%,.;7&/%(%1.,+"(&0(&H#2/1&

28

new cars

Online consumers use keywords (also known as “Queries”) to search for information

Google Search! and Ads

29

Google Search! and Ads

30

Google Search! and Ads

0 – 3

8

Sponsored Ads Cost Per Click (CPC)

31

Google Search! and Ads Natural Results

(unpaid)

Search Partners

The Search Network also includes hundreds of partner websites

Google Confidential and Proprietary

Google Ad Auction

• 33

Bidding Definitions

Maximum CPCs: You set the maximum price/bid you are willing to pay per click Actual CPC: Determined by auction for each keyword. It will never exceed your Max. CPC bid Maximum Daily Budget: Controls how many clicks you will receive each day

The Google Ad Auction

MAXCPC

Quality Score X

Ad Rank is determined by an auction of the ad’s relevance and the amount advertisers are willing to pay

$2.00 x 1 = 2

$1.00 x 4 = 4

How are the Ad Positions Determined?

Baseball Express Baseball gloves & mitts all brands. Rawlings, Wilson, TPX, Mizuno www.baseballexpress.com

Gloveslingers.com Professional baseball equipment For the Serious Baseball Enthusiast www.gloveslingers.com Glovesmith Elite series For the serious player Are you serious? www.glovesmith.com Direct Sports Baseball & Softball Equipment Worth, DeMarini, Easton, TPX, Nike www.directsports.com Glovemania Gloves Akadema Baseball Gloves at Great Prices glovemania.com Quality Baseball Gloves Low prices on pro quality gloves from Rawlings, Mizuno. Fast ship. baseballwarehouse.com

Sponsored Links

Baseball Express Baseball gloves & mitts all brands. Rawlings, Wilson, TPX, Mizuno www.baseballexpress.com

Get Baseball Equipment Here Great prices on a full line of Products Always available at great prices! www.grandslamoutlet.com

Get Baseball Equipment Here Great prices on a full line of Products Always available at great prices! www.grandslamoutlet.com

5

Quality Score X MAX

CPC

Ad Relevancy Reward

•  raise CPCs

CPC x QS CPC

•  improve quality score

To boost position/rank:

The latter is better because improving relevancy

can save money!

OR

x QS CPC CPC QS x

Quality Score and Ad Ranking

The Auction Rewards Relevant and Targeted Ads by Relying on a Quality Score

Quality Score

CTR (click through rate): How many searchers are clicking on your ad? Ad Text Relevance: How Relevant is your ad to the actual search keyword? Other Relevancy Factors Landing page quality – load time? User friendly? Relevant? Historical Keyword Performance: How has this keyword performed in the past?

Google Confidential and Proprietary

Where to know more!

InsightsMena: http://www.insightsmena.com/

Google Arabia blog: http://google-arabia.blogspot.com/

YouTube Trends: http://www.youtube.com/trendsdashboard

Google Insights: http://www.google.com/insights/search/

Everything else! http://www.google.com/

Google Confidential and Proprietary

It’s time to Accelerate

Thank you!

Hany Abdelkawi Account Strategist, Middle East and North Africa