Advanced Google Ad Words Frederick Vallaeys Ad

Advanced Google Ad. Words Frederick Vallaeys – Ad. Words Product Evangelist Google Confidential and Proprietary

Agenda - Keys to Better Results Advertising with Google Ad. Words 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 Consumers When They Search Connect with Consumers When They Research Connect with Consumers When They Pursue Interests with Google’s Search Solutions Content Network Site Targeting

Reach Users When They Search Ad. Words Ads

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: com. Score Media Metrix (August 2007); Google internal analysis

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

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 message to broad or niche audiences • Run text, image, Flash, and video ads

Agenda - Keys to Better Results Advertising with Google Ad. Words 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 Ad. Words 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 - {Key. Word: 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 1 Select the correct match type (i. e. broad, phrase, exact, or negative) for your existing keywords 2 Identify new keywords to add to your account 3 Identify existing keywords that should 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 Ad. Words 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 Ad. Sense for domains (AFD) and Ad. Sense for error pages (AFE) programs are reported in aggregate until site-level reporting is available in the future.

Sample Report: New Columns The ‘Domain’ column shows you the domain of the site where your ad 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 Ad. Words 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 Ad. Words 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 pageviews • 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 Ad. Words advertisers can engage in dayparting by leveraging Ad Scheduling “Bid Multipliers” Increase bids during above average periods Decrease bids during 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 Publisher chooses Set cost-per-action (CPA) value for a specific your PPA ad and places it on his site action on your site User clicks on ad User completes action Ad shows on publisher’s site Pay for completed 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 Ad. Words Target your audience Pay the right price Improve your site’s ability to convert Manage your account more effectively Expand your reach

Google Analytics Ad. Words connects you with prospects at the precise moment when they're looking for your products or services Google Analytics increases conversion by understanding prospects better through web analytics üKeyword Analysis Compare conversion metrics per keyword, per site üWebsite Optimization Optimize your web site for certain browsers, software platforms, search üSite Overlay Visual representations of customer click path and conversions üGeo-targeting Find out where your visitors come from üComplete Conversion Metrics See ROI, revenue per click, average visit value and üand 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 such as revenue, cost, and conversion rates • Utilize assistance from our Professional Services team Some of our customers:

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 Ad. Words 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 Ad. Words 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 linked Ad. Words accounts • Returns a unified report across multiple client accounts • Provides a relevant dashboard of information for all linked accounts • Offers a single login to access all Ad. Words accounts

Ad. Words Editor Manage Ad. Words 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

Ad. Words API (Beta) A service enabling developers to create computer programs that directly interact with the Ad. Words platform • More efficient control and creative management of large accounts • Generate automatic keyword, ad text, URL, and custom reports • Integrate Ad. Words 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 Ad. Words 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 1 The Right Consumer 2 At the Right Time 9: 00 pm Prime TV 3 With the Right Message 4 7: 00 am Morning Paper 5: 00 pm Search for Dinner Recipes Online 3: 00 pm Chat with Colleague about Latest Movie Through the Right Medium 8: 00 am Drive-Time Radio 10: 00 am Check News Online 12: 00 pm Send a Text Message

Google Print Ads: Overview Key Benefits Print Ads Bringing the simplicity and scale of a webenabled marketplace to newspaper advertising 1 2 3 4 At Scale: Nationwide Coverage Over 400 major US newspapers Targeted: Geography and Section Specific Choose sections or even special-interest papers Efficient: Marketplace-Driven Pricing You offer what the ad is worth to you Simple: Centralized Buying One interface and one invoice for multi-paper buys Easier scale I Better targeting Fewer touch-points I Increased efficiency Currently adding Spanish-language and college newspapers to network

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 31 M in total circulation 60% of total US paid circulation 1 1 Editor & Publisher (2005) newspaper fact book

Google TV Ads: Overview Key Benefits Accountable: No Make Goods, No Bundling Advertisers pay only for impressions delivered 3 A fully integrated, end-to-end digital system for buying, selling, measuring, and delivering TV ads 1 2 TV Ads Measurable: Near Real Time Reporting Second-by-second viewership data within 24 hours Flexible: Better Optimization Adjust campaigns on the fly with a few clicks of the mouse 4 Efficient: All-Digital Workflow Access 100 channels through a single interface 5 Strong National Footprint 13 million households via Echo. Star partnership

Google TV Ads Initial 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 A fully integrated, end-to-end digital system for buying, selling, measuring, and delivering radio ads 1 2 3 4 5 Efficient Web-based Transactions – Single interface for complex media buys Targeted – Select demographics, markets, station formats and dayparts Accountable Real-time Reporting – Track spots and impression deliveries in real-time – Listen to real recordings of your ads Measurability – Track direct response – Monitor online activity metrics Optimization – Evaluate progress and adjust ad copy, station formats, markets, etc.

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 Ad. Words Evangelist Email your questions to grants-nten@google. com Google Confidential and Proprietary