Google Confidential and Proprietary 1

Rachel CoateAdWords Relationship ManagerRob KielyAdWords Relationship Manager

Google UniversityBasics

London29th April – 1st May 2008

2Google Confidential and Proprietary

Executive Summary

Millions use Google.co.uk each day

AdWords connects you with searching customers

Today, we aim to provide you with the knowledge to:

- Choose specific keywords, ad texts and landing pages

- Gain a high ranking for less through relevance

- Use tracking for the fullest visibility on your returns

3Google Confidential and Proprietary

Agenda

• Why advertise online?

• Why choose Google AdWords?

• How do I get started?

• Key principles

• Optimising for success

• Measuring results

• Q & A

Google Confidential and Proprietary 4

Why Advertise Online?

5Google Confidential and Proprietary

20%

30%

40%

50%

60%

2000 2001 2002 2003 2004 2005 2006 2007

Most Customers Are Online

Source: IAB Online Audience Report, October 2007

60% of UK households have the internet

10% growth in internet households in last 3 years

Users spend 20-25% of their media consumption time on the internet

UK Internet Households 2003-2006 (% of total households)

6Google Confidential and Proprietary

2

1

1

8

18

70

Other

Through TV

Post

Telephone

Visited RetailOutlet

Bought Online

Internet Drives Information & Purchasing

Sources: Retail Spend: Forecast from Forrester Europe's eCommerce Forecast 2006 to 2011, July 2006; Graph Data: BMRB’s Internet Monitor, Wave 41, August 2007 via IAB Online Audience Report, October 2007.

Online Retail Spend Per Online Shopper Capita 2008 - £2,029

Percentage of Internet Users Buying Products After Research Online

7Google Confidential and Proprietary

Outdoor Press Radio TV Online Display Search Ads Contextual Ads Blogs

From Generic Push to Personalised Pull

The Changing Face Of Advertising

Reach those who actively search for what you offer

Increase Reach & Relevance

Google Confidential and Proprietary 8

Why Choose Google AdWords?

9Google Confidential and Proprietary

Google Is The Leader In Search

Organise the world’s informationand make it universally accessible and useful

10Google Confidential and Proprietary

Reach More Prospects

25 Million Google Search Users in the UK

Source: Nielsen/NetRatings, August 2007

11Google Confidential and Proprietary

How Does AdWords Work?

12Google Confidential and Proprietary

How Does AdWords Work?

Search query

Search Results

Google AdWords

Google AdWords

13Google Confidential and Proprietary

Advertise On The Google Network

Source: comScore Custom Analysis, Nov 07

The Google Content Network UK

• Reach over 80% of Internet Users

• 1 Billion Daily Ad Exposures

• 27 Million Monthly Visitors

• Thousands of Publishers

14Google Confidential and Proprietary

Control & Transparency

Targeting: Choose where your ads show, and to whom

PPC: Pay only when someone clicks on your ad

No minimum spend or time commitment

Ranking: Relevant ads gain a higher position on Google for less

ROI: Full visibility on how many clicks turn into leads or sales

Google Confidential and Proprietary 15

How Do I Get Started?

16Google Confidential and Proprietary

Want To Create An Ad?

Search Term Google

AdWords

17Google Confidential and Proprietary

How To Set Up A Campaign: Step 1

Visit: https://adwords.google.co.uk/select/Login

18Google Confidential and Proprietary

How To Set Up A Campaign: Step 2

Choose the level to suit you

19Google Confidential and Proprietary

How To Set Up A Campaign: Step 3

Choose countries where you want your ads to show

20Google Confidential and Proprietary

How To Set Up A Campaign: Step 4

Choose specific regions where you want your ads to show

21Google Confidential and Proprietary

How To Set Up A Campaign: Step 5

Use the line by line template to write your ad text

22Google Confidential and Proprietary

How To Set Up A Campaign: Step 6

Choose the keywords users will search on to trigger your ad

Specific keywords such as ‘plumber london’ are more targeted and cost effective than generic keywords such as ‘london’ or ‘plumber’

23Google Confidential and Proprietary

How To Set Up A Campaign: Step 7

Set your cost and billing settings

The budget controls how often your ad shows

With relevance, CPC bid determines position on Google

Pay after or before you gain your clicks

Google Confidential and Proprietary 24

Key Principles

25Google Confidential and Proprietary

The Importance Of Quality Score

Higher ranked ads get more clicks

Ranking = Max CPC x Quality Score

Good Quality Score leads to a low Min CPC

The stronger your Quality Score, the more clicks for less!

£3.00 CPC x QS

£0.35 CPC x QS

Example

Click

QS

26Google Confidential and Proprietary

Why Is Quality Score Rewarded?

Quality Score is a measure of your ad’s Relevance to users.

The more relevant the ads, the more users continue to click.

We Consider:

Clickthrough Rate – how often do users who see your ad click?

Consistency – keyword mirrored in ad text and landing page

History – has your account a history of strong CTR performance?

Google Confidential and Proprietary 27

Optimising For Success

28Google Confidential and Proprietary

Four Steps To A Successful Campaign

1Identify most valuable target users 2

Group keywords that users will search on

4Measure results and costs 3

Test messaging and keywords

Google Confidential and Proprietary 29

Step OneIdentify Most Valuable Target Users

30Google Confidential and Proprietary

What Is The Aim Of Your Campaign?

Goal

Sales

ROI

Leads

Sign Ups

Branding

User Action

High Purchase Volume

Sales with High Profit Margin

Enquiries / Phone Calls

Email Address Submission

Increased Searches / Impressions

31Google Confidential and Proprietary

Case Study: Retail Store

32Google Confidential and Proprietary

Case Study: Retail Store

Goal

Sales

ROI

User Action

High Purchase Volume

Profit Margin

Google Confidential and Proprietary 33

Step Two

Group Keywords Valuable Users Will Search On

34Google Confidential and Proprietary

Generate Keywords

Products / Services on your site

Synonyms & Misspellings

Keyword Tool Ideas

35Google Confidential and Proprietary

Collect & Consider Keywords

Google ProductsGreat prices on GoogleMerchandise – Shop now!www.googlestore.com

GolfGolfingtowelsumbrellaGooglegolf kitkitBlue umbrellaTravel mugFlaskGoogle flaskAlarm clockAlarm clocksGoogle clockGoogle beach towelstravel flasklampLava lampTravel alarm clockRed clockBlue clock

UsbUsb stickUsb drivebackpacksLaptop backpacksLaptop bagGoogle rucksacksLaptop caseGoogle pensGoogle pencilsMouse padMini mouseModem cordUsb extenderPen setsGoogle speakerVase speakerSmall computer mouseGoogle mouseMemory stickGoogle office equipment

CyclingCycling topGoogle hoodyGoogle hoodieGrey hooded topGoogle hooded jumperHooded topsCycling clothingGoogle clothingArm warmerGoogle tshirtt shirtjerseysTracksuit bottomsJoggingAccessoriesBaseball capGoogle hatFleece vestWhite t-shirtPolo shirts

36Google Confidential and Proprietary

Problem 1: Ambiguous Keywords

Keyword:Mini MouseKeyword: Golf

37Google Confidential and Proprietary

Broad: Largest Number of Searches Phrase: Narrows Number of Searches

Keyword Matching & Traffic Levels

Exact: Only Most Relevant Searches Negative: Eliminate Irrelevant Searches

38Google Confidential and Proprietary

Broad Match

Broad – Largest Number of Searches

Default AdWords Keyword Match Option

All relevant variations of your Keyword:• Synonyms

• Related Phrases

• Plurals

e.g. Used Book

Pros

Maximum traffic

Cons

Could show on irrelevant searches

39Google Confidential and Proprietary

Phrase Match

Phrase – Narrows Number of Searches

Ad does not appear for variations

Will appear if phrase is typed in, in correct order, with words either side.

e.g. “Used Book”

Pros

Controlled Cost, improved Quality Score and ROI

Cons

Reduced impressions and traffic

40Google Confidential and Proprietary

Exact Match

Exact – Only Most Relevant Searches

Most targeted matching option

Use this for one or two word keywords where you don’t want ads on variations

e.g. [Used Book]

Pros

Much improved margins for each click

Strongest potential CTR and Quality Score

Cons

Greatly reduced traffic and exposure

While margins may improve, actual sales volume may decrease

41Google Confidential and Proprietary

Negative Keywords

Negative – Eliminate Irrelevant Searches

Control who will NOT see your ad

e.g. –new

Pros

Filters out irrelevant impressions and clicks

Protects Quality Score and ROI

All the benefits of control and exposure

Cons

None!

42Google Confidential and Proprietary

Problem 2: Non-Tailored Ad Text

Google ProductsGreat prices on GoogleMerchandise – Shop now!www.googlestore.com

Golf umbrellaGolfing kitGoogle towelsGoogle umbrellaGoogle accessoriesgolf kitGoogle kitBlue umbrellaTravel mugTravel FlaskGoogle flaskAlarm clockAlarm clocksGoogle clockGoogle beach towelsBeach towelGoogle towels-wholesaleLava lampTravel alarm clockBlue clock

Usb drivesUsb stickUsb driveGoogle backpacksLaptop backpacksLaptop bagGoogle rucksacksLaptop caseGoogle pensGoogle pencilsMouse padMini mouse-disney-cartoonUsb extenderGoogle speakerVase speakerSmall computer mouseGoogle mouseMemory stickGoogle office equipment

Google wearablesGoogle cycling kitCycling top-helmetCycling clothingGoogle clothingArm warmerGoogle tshirtGoogle jerseysTracksuit bottomsGoogle Jogging kitGoogle gearBaseball capGoogle hatFleece vestGoogle hoodyGoogle hoodieGrey hooded topHooded topsPolo shirts-ralph lauren

43Google Confidential and Proprietary

Group Keywords - Better

Google AccessoriesGreat prices on GoogleAccessories – Shop now!www.googlestore.com

Google accessoriesGolf umbrellaGolfing kitGoogle towelsGoogle umbrellagolf kitGoogle kitBlue umbrellaTravel mugTravel FlaskGoogle flaskAlarm clockAlarm clocksGoogle clockGoogle beach towelsBeach towelGoogle towels-wholesaleLava lampTravel alarm clockBlue clock

Google Office EquipmentGreat prices on GoogleOffice Equipment – Shop now!www.googlestore.com

Google office equipmentUsb drivesUsb stickUsb driveGoogle backpacksLaptop backpacksLaptop bagGoogle rucksacksLaptop caseGoogle pensGoogle pencilsMouse padMini mouse-disney-cartoonUsb extenderGoogle speakerVase speakerSmall computer mouseGoogle mouseMemory stick

Google WearablesGreat prices on GoogleClothing and gear – Shop now!www.googlestore.com

Google wearablesGoogle cycling kitCycling top-helmetCycling clothingGoogle clothingArm warmerGoogle tshirtGoogle jerseysTracksuit bottomsGoogle Jogging kitGoogle gearBaseball capGoogle hatFleece vestGoogle hoodyGoogle hoodieGrey hooded topHooded topsPolo shirts-ralph lauren

44Google Confidential and Proprietary

Group Keywords - Best

Google Beach Towel10% Discount on GoogleBeach Towels – Shop now!www.GoogleStore.com/towels

Beach towelGoogle towels-wholesale

Google Bike JerseyNew season bike shortsOrder at Google Store!www.GoogleStore.com/bike

Cycling jerseyCycling top-helmet

Google Mini MouseSilver Mini Mouse with USB£10.99, UK Del. Shop now!www.GoogleStore.com/USB

Mini mouse-Cartoon-Disney

Google Golf Umbrellas5 yr guarantee, low pricesGolf Umbrellas – Shop now!GoogleStore.com/umbrella

Golf umbrellaGoogle umbrellaGoogle golf kitGolf accessoriesBlue umbrella

Google Laptop BackpacksGreat prices on Google Laptop Backpacks – Shop now!GoogleStore.com/bags

Google backpacksLaptop backpacksLaptop bagGoogle rucksacksLaptop case-leather

Google HoodieGoogle Hoodies from £14 Online Discount. Buy now!Googlestore.com/hoody

Google hoodyGoogle hoodieGrey hooded topGoogle hooded jumperHooded tops

Google Golf Umbrellas5 yr guarantee, low pricesGolf Umbrellas – Shop now!GoogleStore.com/umbrella

Golf umbrellaGoogle umbrellaGoogle golf kitGolf accessoriesBlue umbrella

Google Mini MouseSilver Mini Mouse with USB£10.99, UK Del. Shop now!www.GoogleStore.com/USB

Mini mouse-Cartoon-Disney

Google HoodieGoogle Hoodies from £14 Online Discount. Buy now!Googlestore.com/hoody

Google hoodyGoogle hoodieGrey hooded topGoogle hooded jumperHooded tops

45Google Confidential and Proprietary

Keyword best practices

• Stick to tight themes 10, 15 Relevant Keywords per Ad Group

• Use Keyword Matching Options to target conversions

• Localised Keywords for Location Specific Services

Google Confidential and Proprietary 46

Step ThreeTest Messaging & Keywords

47Google Confidential and Proprietary

Be Your Own Best Copywriter

Include a strong call to action

Include special offers or prices

Include location or where you ship to / service

Be realistic – set expectations

Compare and contrast – would you click on your ad?

48Google Confidential and Proprietary

Choose The Right Landing Page

Don’t pay for wasted clicks:

- Aim for a smooth transition

- Link to a product specific page

- Make it easy to act or purchase with minimal searching

49Google Confidential and Proprietary

Case Study

Keyword: Golf Umbrella

50Google Confidential and Proprietary

Summary Of Messaging & Keywords

Mirror onLanding Page

Specific Keywords:

Golf Umbrella

Mirror in Ad Text:

Google Confidential and Proprietary 51

Campaign OptimiserAn on-demand customised proposal of changes for your campaign

52Google Confidential and Proprietary

Increase Performance: Customised OptimisationEasier: Alternative variation of tools can be overwhelmingSaves Time: Faster than manual optimisation processIt’s Free and you have complete control over implementation

Daily Budget Adjustments Add/Delete KeywordsChange Match types Keyword CPC AdjustmentsAd Text Edits Refine Location Targeting

Campaign Optimiser

CampaignOptimiser

What?

CampaignOptimiser

Why?

53Google Confidential and Proprietary

Generate a Campaign Proposal

To begin, click on the ‘Optimise Campaign’ link on your Campaign details page

From here you can learn more about the Campaign optimiser

When you are ready, click ‘Get Started’ to generate a proposal

Google Confidential and Proprietary 54

Measuring Results

55Google Confidential and Proprietary

How AdWords Can Pay For Itself

£30 initial investment in AdWords

£0.30 CPC ≥ 100 clicks

10% conversion rate = 10 sales

Average profit per sale = £10

£30 investment returns £100 in profit

Reinvest profits, increase budget

56Google Confidential and Proprietary

Free Conversion Tracking

Per Keyword

Clicks CPC Cost/Conv

Measure return from your campaign and keywords

Make informed bidding and editing decisions

Large TExt

Large TExt

Large TExt

57Google Confidential and Proprietary

How Does It Work?

A user searches on Google.com for ‘knitting wool’

The user sees a relevant ad and clicks on it. Google counts the click, and the user lands on www.WoolWorks.co.uk

The user browses, purchases 10 balls of wool, & lands on ‘thank-you’ page after completing purchase.

Thank You Page

Check-out Page

Shopping for Yarn

Initiated by the ad click, Google adds a cookie to the user’s browser, and in this way, remembers this ad click for next 30 days.

Google finds cookie ID of the user’s most recent ad click.

Google records 1 conversion, reflected on the date of the user’s most recent ad click.

58Google Confidential and Proprietary

Free Google Analytics

Measure how all visitors use your site

Find out what factors drive customer choices

59Google Confidential and Proprietary

How Analytics Works

Secure Google Servers

Report Data

Google Confidential and Proprietary 60

Summary

61Google Confidential and Proprietary

Summary

Today, we hope you have learned how to:

- Choose specific keywords, ad texts and landing pages

- Gain a high ranking for less through relevance

- Use tracking for the fullest visibility on your returns

Millions use Google.co.uk each day and Google AdWords connects you with searching customers.

62Google Confidential and Proprietary

How to get started…Assisted Sign-Up

• Help building out your campaign if you are considering a more substantial investment

• Advice on keywords, campaign structure and creative copy

• Decide on budget and select a ‘go live’ date for your campaign

• Drive qualified traffic to your site!

• Visit: http://services.google.com/ads_inquiry/uk

Online Sign-Up

• Sign-up today online!

• Start advertising your business straight away

• Set your budget, create your ads and have complete control

• Drive qualified traffic to your site!

• Visit: www.google.co.uk/ads

After today’s session, both new and existing advertisers will receive a £50 voucher. If you have any questions you can also email us at:

GoogleUniversityUK@google.com

Google Confidential and Proprietary 63

Questions & Answers