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Google Confidential and Proprietary David Gillain – Google Belgium @gigilano [email protected] Search Strategies – 24 November 2010
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Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

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Page 1: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

David Gillain – Google Belgium@[email protected]

Search Strategies – 24 November 2010

Page 2: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

AGENDA

1. Broad Match Modifier2. Search Funnels3. Mobile Campaigns4. Campaign Experiments5. Ad Extensions

Page 3: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

Broad Match Modifier

3

Page 4: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

What is the basic functionality of this product?

4

Broad Match Modifier

Broad Match

Broad Match Modifier

More Control

More Volume

Phrase Match

Exact Match

“floors”

+floors - floor, flooring

Page 5: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

* A plus sign (+) directly before a word* in a broad match keyword.

* Each word preceded by a + must appear in the query exactly or as a close variant**. Synonyms do not trigger a match.

What Is The Broad Match Modifier?

5

*Be sure there are no spaces between the + and modified words, but do leave spaces between words.

** Close variants include misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (like “floor” and “flooring”). Synonyms (like “quick” and “fast”) and related searches (like “flowers” and “tulips”) aren't considered close variants.

*A new AdWords match feature that lets you create keywords with greater reach than phrase match and more control than broad match.

Page 6: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

Proper Implementation

6

Correct: +womens shoes

Correct: +womens +formal +shoes

Incorrect: +womens+formal+shoes

Incorrect: + womens + formal + shoes

Put a plus sign (+) directly before one or more words* in a broad match keyword.

*Be sure there are no spaces between the + and modified words, but do leave spaces between words.

** Close variants include misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (like “floor” and “flooring”). Synonyms (like “quick” and “fast”) and related searches (like “flowers” and “tulips”) aren't considered close variants.

*** In right to left languages, including Arabic and Hebrew, the plus sign is placed at the start of the word (on the right side). Correct example: מלון +ירושלים+). In languages such as Chinese, Thai and Japanese, a space must come before a plus sign for the broad match modifier to be interpreted and applied correctly.

Should be space between words

Do not leave spacebetween + and modified word

Womens has modified match behavior, while shoes matches broadly.

Each word will have modified broad match behavior.

Page 7: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

Relative reach of different keyword match strategies

Page 8: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

Match Behavior Comparison

8

Phrase & Exact Match

+ Modified Words

Broad Match

Misspellings and spelling variations No Yes Yes

Singular / plural No Yes Yes

Stemmings (e.g., “floor/flooring”, “Italy/Italian”)

No Yes Yes

Shortenings (abbrev., acronyms) No Yes Yes

Word order variations permitted No Yes Yes

Synonyms and related searches No No Yes

Words in keyword must be present in the search term

Yes Yes No

Like Broad

Like Phrase/Exact

In some languages, certain matching features may not be applicable.

Page 9: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

BMM is Most Valuable in Campaigns Mainly Using Phrase and Exact Match

9

% of Current Traffic / Spend in Broad Match

% G

ain

Fro

m A

dd

ing

BM

M K

eyw

ord

s F

ully

*

*This means adding BMM variants of existing keywords alongside existing keywords - it does NOT mean switching existing broad match keywords to modified broad. Actual results can vary depending upon implementation specifics,like bid strategy, volume of keywords, use of negatives, etc,

High Potential

Limited Potential

Page 10: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

How does this product fit into the Sales Framework?

Marketing Objective: Online Conversions

4Broad Match Modifier

Implement BMM keywords into account

with mostly Exact & Phrase keywords

20%Increase in Clicks & Conversions

Page 11: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

Search Funnels

11

Page 12: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

The Search Funnel: Paths To Conversion

Before converting, users do multiple searches and are exposed to many of your AdWords ads and keywords

Conversions

What impressions and clicks led to conversions?

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What is Search Funnel Data?

Last-Converting

Clicks

Last Clicksthat Precede Conversions

Assist Clicks & Impressions

that Precede Conversions

With SearchFunnel

Data: More Insight

Now: Only Scratching the Surface

Page 14: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

Sample Search Funnel Path – JetWithUs.com

Assist Conversions occur. Let’s work backwards from conversion.

3/11/09

'Air hotel packages'

3/17/09

'JetWithUs.com flights'

3/24/09

'Hotel flight''Soho New York hotels'

3/26/09

'JetWithUs'

Search Funnel: keywords and dates of searchConversion

Page 15: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

7 Reports, 3 Sections

15

Page 16: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

How It Works

16

• The Search Funnel reports gather data using the AdWords Conversion Tracking cookie (not Doubleclick)

• For all reports, a conversion path is defined as 30 days walking back from the time of conversion.  For now, this date range is not customizable.

• The Search Funnel reports just 'count backwards' farther in the search funnel after the conversion is completed. The current AdWords Conversion Tracking reports only include last clicks, not assist clicks/impressions.

• There has to have been at least one click and conversion to set the cookie and populate reports.

Page 17: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

Search Funnel FAQs

17

Q: Will report include imported GA goals?A: Yes.

Q: Will report include AdWords for Search and AdWords for Content?A: No, google.com only

Q: Will report include search queries?A: No, just keywords that triggered ads.

Page 18: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

Mobile campaigns

18

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Google Confidential and Proprietary

Page 20: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

Page 21: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

Total Internet Spending in the Last 6 Months

Under $50

$5k - $7.5k

$7.5k – $10k

$10k +

None $500 - $1000

$200 - $500

$100 - $200

$50 - $100

$1k - $2.5k

$2.5 - $5k

* % of active mobile users who spent money in one of the “amount spent” categories* Index: Higher = population more likely to use their phones to access mobile content

Source: comScore, Google commissioned study, October 2009

Most Active Mobile Users are Big Spenders

Page 22: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

Mobile Keeps In-Store Shoppers Online

22

Page 23: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

High End Mobile Device Ad Options (Search)

23

High-End

Ad Text (character max)

Headline (25) 2 Description lines (35) Display URL (35)

Landing Page Both WAP & HTML

Tracking1st and 3rd Party Click URLs. No 3PAS

Conversion Tracking

Yes – Accepts Cookies

Analytics Tracking

Yes – Accepts Java Script

Display AdsYes – Both MGCN and GCN

GeotargetingYes, based on GPS, wireless gateways and Search Query

Click-to-call Yes

Flash No

Page 24: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

High End Mobile Device Ad Options (Display)

24

Display Mobile Ads (Text and Image) on:•Optimized Mobile Sites on our Google Mobile Content Network•Google Apps Network (AFMA) for both iPhone and Android•Desktop Sites Viewed Via High End Device

Targeting /Pricing Options•Bid via CPC or CPM for all Display ads•Placement, Contextually and Enhanced Targeting•Carrier, Platform and Geo-Targeting

Mobile Image Ad Sizes/Specs •300x50•250x250 •200x200•300x250

Text ads Specs-3 lines: (25 characters, 35 characters, 35 characters)-Display URL 35 characters

• All Image Ad Units are 50k Max• GIF, JPG or PNG - No Flash• Animation: Yes• Geo-Target capable• No 3PAS

Page 25: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

WAP Device Ad Options (Search and Display)

25

Search Display

Ad Specs

Headline (18)Description line

(18)Display URL (21)

6:1 Aspect Ratio300 x 50, less than 7.5k 216 x 36, less than 4.5k 168 x 28, less than 3k

4:1 Aspect Ratio300 x 75, less than 7.5k 216 x 54, less than 4.5k 168 x 42, less than 3k

Landing Page

WAP, but can render HTML

Tracking 1st Party Click URLs. only No 3PAS

Conversion Tracking

Yes – Google Conversion Tracking

Analytics Tracking

No

Display Ads N/AYes, in WAP Content

Network

Geo targeting

Yes- Country Targeting Only

Click-to-call Yes No

Click-to-call Yes – Verizon, ATT, T-Mobile, Sprint, Nextel, Metro PCS and Cricket Communications

Page 26: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

Why do mobile specific campaigns have better mobile performance?

Separate campaigns perform better because advertisers are able to:

• Bid separately on mobile: On mobile you are competing to have your ad serve on 5 ad spots available vs. 11 on desktop. The top 2 ad spots on mobile receive 95% of clicks so it is important to bid aggressively to ensure your ads are competitive and appear prominently.

• Have mobile specific creatives: You can create mobile specific ad copy such as “Receive a quote on your phone” or “Book a vacation on your Android”

• Better optimize campaign: Through better visibility and more granular controls you can focus on keywords and creatives that have the best performance on mobile

• Set specific mobile daily budgets: Budgets are set at the campaign level and require separate budgets

Page 27: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

Separate mobile campaigns see significantly better mobile performance than hybrid (desktop + mobile) campaigns

Separating out mobile campaigns from desktop drives significant performance gains - from more granular control

of bids, budgets, keywords and landing pages

Page 28: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

How it changes the optimization game in your favor

AdWords Campaign Experiments

28

Page 29: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

ACE: A free tool to test and precisely measure theimpact of changes to your AdWords campaigns

Page 30: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

Adjust Budget Split To Control Risk

Current Setup80%

Ag-gres-sive

Setup20%

Budget Split

What if we got really aggressive?

Higher bids, generic keywords…

Page 31: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

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ACE Changes The Optimization Game

31

More information at: http://adwords.blogspot.com/2010/08/adwords-campaign-experiments-full-us.html

The problem: Things change!

July 1 August 1

• Other sales/marketing

• Competitors

• Customer demand fluctuations 

• Weather

• Macroeconomic factors

We don’t know how much other factors account for differences in observed performance.

Campaign Setup B1100 clicks$9.50 CPA

Campaign Setup A1000 clicks$10 CPA

The solution: Split testing

Campaign Setup A(control)

450 conversions$10 CPA

Campaign Setup B(experiment)

540 conversions$9 CPA

50%budget

50%budget

July 1Other factors affect experiment and control equally.

Clear winner!20% more volume10% better CPA

Page 32: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

How to run an experiment

32

1 Specify experiment settings

2 Make experimental changes

3 Monitor and evaluate your experiment

4 Accept or discard experimental changes

Page 33: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

Step 1: Specify experiment settings

33

• Click the Settings tab in the desired campaign.

• Scroll down to Advanced settings.

Click the plus sign to expand. +ExperimentBETA

Page 34: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

Step 1: Specify experiment settings

34

• Click the + Specify experiment settings button

1. Enter a name for the experiment.

3. Set desired start and end dates or start manually.

2. Choose the desired traffic split between control and experiment.

Page 35: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

Step 2: Make experimental changes

35

1. Click Add Keywords and enter keywords as normal.

Example: Adding new keywords to the experimental split.

2. Click Add as experiment only keywords.

3. Click Save.

Page 36: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

Keywords added to the experiment are marked by the beaker icon.

To add new ad groups to the experiment or control campaign, go to the Ad groups tab and click Create ad group.

Step 2: Make experimental changes

Keyword in both control and experiment campaign.

Keyword in experiment split only.

36

Page 37: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

Step 2: Make experimental changes

37

• Use a segmented view to adjust bids and compare results.

• Click Segment ▼ then Experiment.

Page 38: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

Step 2: Make experimental changes

38

To make adgroup bid changes, follow the same procedure from the Ad Groups tab.

Example: Bid change on an experimental keyword.

$0.95

$0.00

$0.00

$0.00

$0.00

$0.00

$0.00

$0.00

$0.00

$0.00

$0.00

$0.93

$0.93 $1.20

$0.93

$0.93

$0.93

$0.93

$0.93.

1. In the experiment row, click the bid you want to adjust.2. Add or subtract a percentage from the control bid to set the

experimental bid.

Page 39: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

Step 2: Make experimental changes

Example: Making a keyword to run only in the control split.

Click the split you want the keyword to run in.

39

Page 40: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

Step 3: Evaluate results

Arrows indicate whether experimental values differ from control values.

More arrows means greater confidence that differences are due to your changes.

1 A statistically significant difference is unlikely to have occurred by chance. More up arrows adjacent to a metric means greater certainty that a difference between the control and experimental campaign is the result of deliberate changes you’ve made rather than random chance.

Probability that experiment and control groups are different

99.9%99%95%<95%

40

$233.64

$0.00 $0.92

$0.92

$0.92

$0.00

$0.00

$0.00

$35.53

$0.00

$11.25

$24.27 $0.61

$0.00

$0.00

$0.00

$0.00

$0.54

$0.00

$0.43

$0.50

$1.10

5.71%8249 471

1.6

2.1

1.8

4.29%

6.34%

5.34% 1237

606

631

66

26

40

The experiment metric is greater than the control (99.9+% probability).

The experiment metric is greater than the control (95% probability).

No statistically significant difference between experiment and control (<95% probability of a difference).

Page 41: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

Step 4: Accept or delete changes

Keep or discard experimental changes with a single click.

To apply all experimental changes, click here.

To discard experimental changes, click here.

41

Page 42: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

What should you ACE?

Search

• Bids• Keywords 

• Generic keywords• Brand keywords• Broader match types• Narrower match

types• Ad group restructuring

Google Display Network

• Bids• Keywords• Placements• Remarketing

Page 43: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

Stop guessing: Know and compare the precise impact of changes

Go ahead, jump: Limit risk of testing major changes

Optimize more often: Run more tests through the year

Page 44: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

1. Location Extensions2. Ad Sitelinks3. Product Extensions

Ad Extensions

Page 45: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

Location Extensions

45

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Help consumers connect with your business(for business owners)

• Conveniently control and manage your business listing info, including:

– Addresses

– Phone numbers

– Hours of operation

– Website• Provide printable coupons• Bulk upload functionality

Local Business Center

Page 47: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

Location Extensions Basics

• Transform your text ads into local ads

• Dynamically associate your ads with relevant business addresses

• Ads show with addresses on Google.com and Google Maps, and without addresses on the Search and Content Networks.

Page 48: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

Location Extensions Appearance

Address appears as the 5th line of ad text

Location extension on Google

Location extension ad on Google Maps

Image or icon can appear with ad

Page 49: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

Customized ad icon

Location extensions ads

Local listings

Location Extensions – Now on Mobile

Page 50: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

Ad Sitelinks

50

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What is Ad Sitelinks?

Ad Sitelinks is a new feature of AdWords that allows you to extend the value of your existing AdWords ads by providing additional links to deep

content within your sites.

Examples of Ad Sitelinks format:

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Increase your profitability

By giving users more specific landing page options, you get more highly qualified traffic and increase your overall conversion rate.

Ad Creative Landing Page

When landing pages are more narrowly targeted to a user’s current interest they are less likely to get lost on your site and more likely to

turn into a sale.

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Getting started is easy

You can get started with Ad Sitelinks with just a few clicks. No need to create new campaigns or ad groups, update your keywords or change

your ad text.

Visit the campaign settings tab in your account and edit the ‘Show additional links to my site’ option under ‘Ad extensions’ Specify up to 10 site links in priority order

AdWords will automatically display up to 4 of them when they are relevant to a user’s search query.

Page 54: Nieuwste mogelijkheden van Google AdWords - Search strategies 2010 - David Gillian

Google Confidential and Proprietary

Product Ads

54

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Product Ads for online retailers

• Product Ads allow you to connect with the millions of users searching on Google.com for the products you offer.  With product ads, users can see the exact products you offer before they even reach your site, which leads to higher quality leads, better conversion rates, and higher ROI for your search ads.

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Product Ads provide greater visibility

Extensions are shown in an expandable plusbox under text ads on both the top and right hand side of the page

Listings are a standalone format and are always shown on the top right hand side of the page.

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Multiple formats to fit your needs

Format

Targeting

BiddingPricing

Format

Targeting

BiddingPricing

Keyword Targeting Product Targeting

CPA%*CPC CPC

*CPA pricing available by invitation to a limited number of advertisers

• Product Ads offers both an extensions format that works with your existing keyword-targeted text ads, and a new standalone listings format that requires no keywords or ad text.

Extensions Listings

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THANK YOU!!