Post on 14-Apr-2017
Google Confidential and Proprietary
Paid Search Basics & Best PracticesJuly 26, 2015
Google Confidential and Proprietary
Channel Sales
Liz OlingerAccount Manager
Introductions
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Objectives
The Digital Consumer. A Recap.
Search Engine Results Page (SERP) Basics
Why Paid is Important
Benefits of Search Engine Marketing (SEM)
Paid Search Best Practices
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The Digital Consumer.A Recap.
Google Confidential and Proprietary
Vatican City, 2005
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Vatican City, 2013
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2.2Hours a day (in the US)
on mobile contentHours a day with digital
5+
Source: eMarketer, 2014.
As consumers, we’re constantly connected...
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Day EveningMorningNight
Hourly Distribution of Searches by Platform(doesn’t reflect absolute traffic volume)
Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes.
...but how we’re connected varies.
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4:03pm
1:48pm
9:02am11:43pm
10:40am
7:36pm
10:02pm
9:51am
2:19pm
8:03pm11:11am
1:02am
Businesses want to be there, and be relevant.
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10.7 sourcesConsumers consult an average of 10.7 sources prior to purchase
Consumers are hyper-informed before purchasing
Digital is changing the Advertising Landscape
of U.S. Internet users go online to search for information about products and services78%
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Search“how to buy a new car”
ReadNews article for advice on different brands, models & specs
Emailfriend for car and dealer advice
VisitAutomotive site to read reviews and compare
Search“Honda dealers in Sacramento”
VisitHonda dealer
Conversion
Re-marketing
Display Ads
Making the Path to Purchase More Complex.
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Search“how to buy a new car”
ReadNews article for advice on different brands, models & specs
Emailfriend for car and dealer advice
VisitAutomotive site to read reviews and compare
Search“Honda dealers in Sacramento”
VisitHonda dealer
Conversion
Re-marketing
Display Ads
Search is Key to Any Digital Advertising Strategy
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For local services customers, search enginesare the leading source of information
Review sites or apps
39%Local service
comparison sites/apps
38%Coupon or daily deal sites/apps
32%Social networking
sites or apps
27%
Search Engines74%
Brand, company sites or apps
49%Map sites or apps
42%
Online Sources of Local Services Information (Any Device)
Source: Google/Ipsos, Industry Multi-Screen Study: Local Services, 2013. Base: Total Respondents (2012). Q. Which websites or applications ("apps") did you access in the last 6 months for your local services planning? Methodology Note: All participants were screened-in on category-specific service usage, use of Internet as a resource for local services and general smartphone usage.
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Search Engine Results Page(SERP) Basics
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query
paid results
Anatomy of Search Engine Results Page
organic results
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Difference Between Organic & Paid Results
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Why Paid is Important
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Your customers expect to find you1
Control your message
Real estate matters
Paid + Organic: Drive more traffic
Direct potential customers
Why Paid Search is Important
2
3
4
5
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Search Engine Results Page Heat Map
(After 8 seconds)
● ¾ of consumers expect leading brands to be at the top of the page
● ⅓ associate placement with a company’s prominence
1. Customers Expect to Find You
Google Confidential and ProprietaryStructuring An Account For Success
2. Control Your Message
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3. Direct Potential Customers
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4. Real Estate Matters
Google Confidential and ProprietarySource: Studies Show Search Ads Drive 89% Incremental Traffic, Research @ Google, July 21, 2013.
“Advertisers that pause their search advertising campaignssometimes cite concerns about how much of the traffic tothe sites is truly incremental to clicks on natural search results.”
Studies show search ads drive 89% incremental traffic on avg
For local SMBs, search ads drive 98% incremental traffic on avg
5. Paid + Organic: Drive More Traffic
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Benefits of Search Engine Marketing (SEM)
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PresenceMeet consumer expectations
ImmediacySEO takes time and is not guaranteed
Incremental Traffic beyond Organic Results
Targeted Reachuser intent + scaled message
Increased Relevancehyper-local targeting and message control
Transparencytrack conversions + ROI
Source: Studies Show Search Ads Drive 89% Incremental Traffic, Research @ Google, July 21, 2013.
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Benefits of Search Engine Marketing
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● Control Daily Spending Limit
● Control and Tailor Marketing Message
● Control and tailor targeting by Audience, Device, Day-part, Geography
● Conversion or Call tracking
You Have Control and Can Measure Results
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Technology Levels the Playing Field for SMBs
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Search Engine Marketing Best Practices
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Account structure and targetingCampaign set-up & management, audience targeting, keyword match types, and ad extensions
Bid managementConsistent bid management with mathematical reason behind each bid change
Set GoalsBusiness driven; targeting financial outcomes
Search Engine Marketing Best Practices
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Goal-setting drives search engine marketing success
Why is goal-setting critical? Best practices
Think of search engine marketing as an investment versus a cost.
Define business-driven objectives
● Articulate your business objective, e.g.,:○ eCommerce Sales○ Drive leads / sign-ups○ Boost in-store traffic○ Drive calls○ Raise brand awareness / brand affinity
Recognize full value
Target financial outcomes
● Define full value of each customer, incorporating
○ Online and offline value of customer○ Customer’s lifetime value○ Path to purchase○ Product profit margins
● For conversion-focused objectives:○ Consider prioritizing maximum profit○ Makes estimates where necessary
● For brand-focused objectives, focus on awareness / impression metrics
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The Auction
Ad Rank = Quality Score x Bid
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The Components of Quality Score
Quality Score
Expected Click-Through-Rate
Ad Relevance
Landing Page Experience
Takeaway: Higher quality scores means lower bids are needed to rank competitively in the search results.
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Clear account structure and targeting greatly influences performance of Search
Best practices
Account
Campaigns
Ad groups
Keywords
● Plan each campaign around a single business goal (e.g., product sales, brand awareness, regional launch promotion, demographic targeting)
● Consider initial campaign structure around client website (e.g., products, brands)
● Advanced campaign structures should augment initial structure with audience based campaigns (e.g., geo, site visits)
● Split each campaign into ad groups each with a single theme○ Simpler to create focused, effective keywords and compelling
and powerful ad creative○ Can improve CTR and ad quality
● Variations in how consumers search should be reflected in your keywords(e.g., industries, products, concepts, brands)
● Expand keyword set usingGoogle Keyword Tool
● Iterate and refine as necessary
Example
ABC Furniture
Table sales
or
New York market
Coffee tables
glass coffee table
Best practicesComponent
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Think About How Customers Could Reach You When Selecting Keywords
Why: Variations in the different ways consumers search should be reflected in your keyword set.
IndustrySnack Foods
ProductsCandy Bars
Related fieldsDessert Catering
ConceptsHoliday gifts for my boss
Your BrandCandy City
Brands You SellSnickers
Your Website
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Implement ad extensions to meet your business goals and gain visual real estate
TOP OF THE PAGE
ORGANICLISTINGS
SIDEOF THEPAGE
BOTTOM OF THE PAGE
LOCATION
SOCIAL
CALL
SELLERRATINGS
PREVIOUSVISIT
example
Callout Review
LocationSitelinks Social
Call Previous Visit
Seller Ratings
Structured Snippets
Consumer Ratings
App Extension
$
Improved visibilityYou can show up to four extensions with your ad, giving you extra search engine results page real estate that can go a long way to stand out.
Better qualify your customersExtensions enable customer engagement the way you want it, whether you’d like customers to contact you by phone, come to your location, or visit your website.
More relevant traffic to your siteGiving users more information often translates to a higher clickthrough rate for you. More clicks means more customer traffic.
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Rigorous bid management processes enable continuous improvement
Why bid management is critical Best practices
● Continuous bid management enables strong Search performance as consumer and competitive environment changes
● Refine bid strategies on an ongoing basis. Don’t “set it and forget it!”Be sure to add campaigns as business and results evolve.
● Define and adhere to mathematical rules for setting and modifying bids (e.g. to target maximum profit)
● Ensure ability to track cause and effect of a given bid modification
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Key Takeaways Be there, be relevant; your customers expect to find you.
Technology levels the playing field for small and medium businesses
SEM is immediate, gives you control, and transparency
Set goals and optimize SEM through great account structure and bid management
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Need Help?Visit www.google.com/partners
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