Advanced Google AdWords

Frederick Vallaeys – AdWords Product Evangelist

Google Confidential and Proprietary

Agenda - Keys to Better Results

Advertising with Google AdWords

Target your audience
Pay the right price
Improve your site’s ability to convert
Manage your account more effectively
Expand your reach
Reaching Customers Online

Reach customers via three advertising touch points:

Connect with Connect with Connect with

Consumers Consumers Consumers
When They When They When They
Search Research Pursue Interests
with Google’s with Google’s with Google’s
Search Solutions Content Network Site Targeting
Reach Users When They Search

AdWords Ads
Google Content Network

Google Content Network

Google
Advertising Network* • Reaches 548 million worldwide Internet users,
more than any other property or network
• Tens of thousands of advertising auctions occur
every second to select and serve relevant ads
• Hundreds of thousands of worldwide advertisers
and publishers

Google
Content
Network

Hundreds of thousands of worldwide content

partners
*Google Advertising Network = Google properties + syndicated search + Google content network
Sources: comScore Media Metrix (August 2007); Google internal analysis
Advantages of the Google Content Network
Precision & Scale
• Reaches 548 million worldwide
Internet users, more than any
other property or network
• Target by categories, keywords,
demographics, interests,
geography, and time
Broad Range of
Environments
• Reach every conceivable
audience in a broad range of
online environments – from
moms reading recipes to
business professionals reading
trade articles
Sources: comScore Media Metrix (August 2007)
Measurement
• Site by site placement
performance report, conversion
tracking, and Google Analytics
• Measure reach, ad effectiveness,
and frequency
Various
Creative Options
• Text ads, display ads, interactive gadget
ads, in-video ads, and click-to-play video
ads
Contextually Relevant Ads

Google’s flexible, content-targeted advertising program

• Reach & Precision: Place ads on the

largest global ad network (Google
Content Network) alongside relevant
content in real-time to reach an
interested and engaged audience
• Effective Pricing: Set your maximum
CPCs or leave the bidding to Google.
Minimum bids start at $0.01, offering
full control of ROI
• Creative: Easily test and re-test
creative assets. Use text, image, Flash,
or video ads to reach your audience
Advertise on Sites Where Your Target Users Are

Run ads on specific sites based on psychographic & demographic

audience criteria

• Select specific sites, category,

affinity,
or demographic to advertise within
the Google Content Network
• Choose CPC or CPM-based pricing;
minimum CPM bid is $0.25
• Promote your brand and message
to broad or niche audiences
• Run text, image, Flash, and video
ads
Agenda - Keys to Better Results

Advertising with Google AdWords

Target your audience
• Keywords
• Sites
Pay the right price
Improve your site’s ability to convert
Manage your account more effectively
Expand your reach
Keyword Tool

Generates potential keywords for advertiser campaigns and reports their AdWords
statistics – including search performance and search volume trends – to help you
select keywords most likely to return quality leads within your budget

• View estimated advertiser

competition, search volume, cost,
ad position, and search volume
trends

• Easy to generate, select, and add

keywords, keyword match type
and keyword negatives directly
into your ad group

• Generate keywords based on

related search terms, highest
click-through rate, webpage
content, and text from your
website
Keyword Match Types
Ads are continuously matched to Internet users’ interests based on your keywords
Use keyword match types to your advantage
• Broad Match
• Phrase Match
• Exact Match
• Negative keyword
Ads are placed as buying decisions are made

The Result: Businesses reach their audience at the

right time, with the right message
Broad Match Keywords

Broad match
• Keyword:
- buy flowers

• May show for these queries:

- buy flower
- buy red flowers
- flowers buy
- new york buy flowers
- buy tulips
Phrase Match Keywords

Phrase match
• Keyword:
- “buy flowers”

• May show for these queries:

- where can I buy flowers
- buy flowers in new york

• But not for these queries:

- buy red flowers (there is an extra word in between)
- flowers buy (the words are reversed)
- buy flower (this is the singular)
- Buy tulips (the words are different)
Exact Match

Exact match
• Keyword:
- [buy flowers]

• May only show for the query:

- buy flowers
- Buy Flowers (capitalization doesn’t matter)
Negative Keywords

Negative match
• Keyword:
- -cheap

• Your ad will never show for these queries:

- Buy cheap flowers
- Cheap flowers in New York
Advanced Match Types

Single word phrase match

• Only show my ad when the query contains my
keyword
• E.g. “flowers” may show for “buy flowers” but NOT
“floral arrangements” or “tulips”

Negative exact match + Broad match

• Only show the ad for variations of my keyword
• E.g. “flowers” and –[flowers] may show for
“flowers delivered” but not “flowers”
Dynamic Keyword Insertion

Improve the CTR of your ads by making the ad text

more relevant to the keyword
Keyword:
- ‘flower delivery new york’
Ad Text:
- {keyword:flowers} -> flower delivery new york
- {Keyword:flowers} -> Flower delivery new york
- {KeyWord:flowers} -> Flower Delivery New York

Flowers is the default inserted keyword

Keyword is inserted but NOT the query
Can also be used in the destination URL
Search Query Performance Report

Select the correct match type (i.e.

1 broad, phrase, exact, or negative) for
your existing keywords
Identify new keywords to add to your
2 account
Identify existing keywords that should
3 be deleted
Search Query Performance Report Example

The Search Query column shows the queries that triggered your ads.
Agenda - Keys to Better Results

Advertising with Google AdWords

Target your audience
• Keywords
• Sites
Pay the right price
Improve your site’s ability to convert
Manage your account more effectively
Expand your reach
Site Targeting

Use the site tool to find sites where your target users are.
Placement Performance Reports

The Placement Performance report provides increased transparency and

control to help you meet your ROI objectives on the Google content
network.

Domain and URL level reporting

- See the sites where your ads appeared, at the domain or URL
level

Site-by-site* performance metrics

- Understand how your ads are performing on each site through
click, impression, cost and conversion metrics
Special category reporting
- See performance metrics broken out by categories such as
Domain ads or Error page ads
*At this time, site-by-site metrics are only available for content pages. Sites participating in the AdSense for domains
(AFD) and AdSense for error pages (AFE) programs are reported in aggregate until site-level reporting is available in
the future.
Sample Report: New Columns

The
The‘Domain’
‘Domain’column
column
shows
showsyouyouthe
thedomain
domain
of
ofthe
thesite
sitewhere
whereyour
yourad
ad
appeared.
appeared.
Placement Performance Report Best Practices

Optimize for success

1. Re-evaluate keyword lists and ad text

• Are your ads appearing on irrelevant pages? Take steps to optimize keyword
lists and ads.
• Consider creating content-only campaigns to tailor ad groups specifically for
content.
2. Utilize the site targeting feature
• Site targeting may be used to directly target well-performing sites
- Please note that site targeting utilizes CPM bidding

3. Consider the site exclusion feature

• Use the site exclusion tool to exclude sites which are not converting well
• Avoid excluding sites based on subjective judgments on content or site quality
- Page content is dynamic and may change from the time users viewed it to the time
you viewed the report
- Sites or pages you don’t find to be relevant, users may find to be useful
Agenda - Keys to Better Results

Advertising with Google AdWords

Target your audience
Pay the right price
Improve your site’s ability to convert
Manage your account more effectively
Expand your reach
How much should you bid

If you want your AdWords ads to be profitable,

you should aim for an ROI of more than 100%
Conversion Tracking

Track ROI and make smarter decisions, for free

• Correlate ad clicks to custom

conversion metrics
• Easily set up tracking for sales,
sign-ups, leads, and page-views
• Measure conversion value of
campaigns, ad groups, and/or
keywords and optimize bids
accordingly
• Track Google and non-Google ads
Ad Scheduling: What is Dayparting?
Dayparting is a broadcasting term used to describe the practice of running
different ads at different rates during different times of day.
• Internet dayparting usually involves increasing your bids during times when
conversion rates are typically above average, and decreasing them when rates
are typically below average

AdWords advertisers can engage in dayparting by leveraging Ad Scheduling

“Bid Multipliers”

Increase
Increasebids
bidsduring
during
Decrease above average periods
Decreasebids
bidsduring
during above average periods
below average periods
below average periods
Historical Conversion Rates by Time of Day
2.5%

2.0%

1.5%

1.0% Average Conversion Rate

0.5%

00.00 06.00 12.00 18.00 24.00

Ad Scheduling: Using Bid Multipliers
Pay Per Action

Set cost-per-action Publisher chooses

Ad shows on
(CPA) value for a your PPA ad and
publisher’s site
specific action on your places it on his site
site

User clicks on User completes Pay for completed

ad action action(s)
Conversion Optimizer
Conversion Optimizer

The Conversion Optimizer allows you to specify your

maximum cost-per-acquisition (CPA) bid and Google
automatically adjusts your CPC bids to achieve those
CPAs.
Requires the use of conversion tracking and at least 300
conversions in the previous 30 days.
Agenda - Keys to Better Results

Advertising with Google AdWords

Target your audience
Pay the right price
Improve your site’s ability to convert
Manage your account more effectively
Expand your reach
Google Analytics

AdWords connects you with Google Analytics increases

prospects at the precise conversion by understanding
moment when they're looking for prospects better through web
your products or services analytics

Keyword Analysis
Compare conversion metrics per keyword, per site
Website Optimization
Optimize your web site for certain browsers, software
platforms, search
Site Overlay
Visual representations of customer click path and
conversions
Geo-targeting
Find out where your visitors come from
Complete Conversion Metrics
See ROI, revenue per click, average visit value and
and much more…
Google Analytics: Measure Everything

Google Analytics – Improve your site and increase marketing ROI

• Free, hosted web analytics

service
• View over 80+ reports –
online & for download
• Key Benefits
• Measure and evaluate ROI on
your marketing efforts
• Evaluate visitor navigation to
identify site improvements
• Track e-commerce metrics Some of our customers:
such as revenue, cost, and
conversion rates
• Utilize assistance from our
Professional Services team
Website Optimizer (Beta)

Free site content optimization application that helps

advertisers test and compare effectiveness of content on
their web pages
• Use A/B testing or Multivariate testing

• Increase site effectiveness, visitor conversion rates and satisfaction

• Detailed reports on combination

of content and components of
sites that drive highest
conversion rate

• Works with all analytics

solutions and all site traffic,
not just AdWords traffic

• Tests up to 10,000 combinations

Multivariate: Test Multiple Sections and Combinations
Multivariate: Test Multiple Sections and Combinations
Multivariate: Test Multiple Sections and Combinations

2 different headlines
x 3 different images
= 6 possible combinations
A/B: Or test whole pages
Detailed Graphical Reporting

• Reports are available

in two formats
- Combinations Tab
shows how each
combination affects
overall conversions
- Page Sections Tab
rates how each
section contributes to
overall conversions
as well as how each
individual creative
performs
Agenda - Keys to Better Results

Advertising with Google AdWords

Target your audience
Pay the right price
Improve your site’s ability to convert
Manage your account more effectively
Expand your reach
My Client Center (MCC)
A dashboard overview of all linked account statistics for advertisers and
agencies to easily manage multiple accounts from a single login

• Displays up to 1,000 • Returns a unified report

linked AdWords accounts across multiple client accounts
• Provides a relevant dashboard • Offers a single login to
of information for all linked access all AdWords accounts
accounts
AdWords Editor

Manage AdWords right from the desktop with Google’s

free downloadable account management application

• Navigate large accounts quickly and easily

• Locate and edit budget, keywords, CPCs, and more
• Make bulk changes to keywords and ad text
• Share comments and work collaboratively with other users
• Work offline, then upload changes directly to the account
AdWords API (Beta)

A service enabling developers to create computer programs

that directly interact with the AdWords platform

• More efficient control and creative

management of large accounts
• Generate automatic keyword, ad text,
URL, and custom reports
• Integrate AdWords data with databases, such
as inventory systems
• Manage campaign operations, bids, and
update creative
• Track traffic estimates for individual keywords
to optimize campaigns
Agenda - Keys to Better Results

Advertising with Google AdWords

Target your audience
Pay the right price
Improve your site’s ability to convert
Manage your account more effectively
Expand your reach
Marketer’s Objective: Effective Advertising

The Right At the With the Right Through the

1 Consumer 2 Right Time 3 Message 4 Right Medium

9:00 pm 7:00 am
Prime Time TV Morning Paper

5:00 pm 8:00 am
Search for Dinner Drive-Time Radio
Recipes
Online

3:00 pm 10:00 am
Chat with Check News Online
Colleague
about
Latest Movie

12:00 pm
Send a Text Message
Google Print Ads: Overview

Key Benefits

Print Ads
1 At Scale: Nationwide Coverage
Over 400 major US newspapers
Currently adding

2 Targeted: Geography and Section Specific

Choose sections or even special-interest papers
Spanish-language
and college
newspapers
to network

3
Efficient: Marketplace-Driven Pricing
You offer what the ad is worth to you

Bringing the simplicity

and scale of a web-
4 Simple: Centralized Buying
One interface and one invoice for multi-paper buys

enabled marketplace to
newspaper advertising
Easier scale I Better targeting
Fewer touch-points I Increased efficiency
Google Print Ads: Newspaper Partners

Google’s network includes over 450 daily newspapers,

including the primary newspaper in 32 of the top 35 DMA’s.

Over 31M in total circulation

60% of total US paid circulation1

1 Editor & Publisher (2005) newspaper fact book

Google TV Ads: Overview

Key Benefits

TV Ads
1 Measurable: Near Real Time Reporting
Second-by-second viewership data within 24 hours

2 Accountable: No Make Goods, No Bundling

Advertisers pay only for impressions delivered

3 Flexible: Better Optimization

Adjust campaigns on the fly with a few clicks of the
mouse

A fully integrated,
end-to-end digital 4 Efficient: All-Digital Workflow
Access 100 channels through a single interface
system for buying,
selling, measuring, and
delivering TV ads 5 Strong National Footprint
13 million households via EchoStar partnership
Google TV Ads Initial Inventory

Inventory Status

• 13 mm households
dish TV footprint
• Reaching all markets
• 100 channels and
all dayparts
• Echostar inventory will
triple in Fall
• Inventory expansion
plan underway

51
Google Audio Ads: Overview

Key Benefits

Audio Ads
1 Efficient Web-based Transactions
– Single interface for complex media buys

2 Targeted
– Select demographics, markets, station formats and dayparts

3
Accountable Real-time Reporting
– Track spots and impression deliveries in real-time
– Listen to real recordings of your ads

4 Measurability
– Track direct response
– Monitor online activity metrics
A fully integrated,

5
end-to-end digital Optimization
system for buying, – Evaluate progress and adjust ad copy, station formats, markets, etc.
selling, measuring, and
delivering radio ads
Google Audio Ads National Footprint

• Over 1,600 AM and FM radio stations

• Includes “Top 10” stations in all top 25 US markets
• 49% weekly reach of all people 12+ 1

1 Weekly reach figure from Arbitron

Google Grants Beta

Grantees use Google Grants ads to increase

awareness, solicit donations, recruit volunteers,
promote events, etc.

Questions: grants-nten@google.com
More About Google Grants

Visit www.google.com/grants for eligibility

criteria, grant details, application and more
Questions
Frederick Vallaeys, Google AdWords Evangelist
Email your questions to grants-nten@google.com

Google Confidential and Proprietary