Post on 02-Dec-2014
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Ecommerce with Google
Nguyen Minh Tam19-April-2014
Introduction• Graduated from RMIT with Bachelor in Business
Information System.• Work Experiences:
o Business Analyst at Bluebytez – Point of Sales System.o Project Manager at Bliss Interactive – Web Development.o Digital Marketer at Egg Agency, serving Lightfoot Travel, a luxury travel
agency based in Singapore, Hong Kong and Dubai.
Agenda1. Introduction2. Google Services and Products3. SEM with Google4. SEO with Google5. Google Analytics6. Google Adwords in Actions
Google Services and Products
They are all free.
Google Services and Products“If you’re not paying money, then you’re a product” – Your data is all Google wants.
One of the biggest – not only IT – but also advertising companies.
Google Search Result Page
Paid result - SEM
Organic result - SEO
SEO with Google• SEO stands for Search Engine Optimization.• Google reads your content and ranks it.• The higher your rank, the higher your link is on
Search Result Page.• SEO is the strategy to get the rank as high as
possible.• It is free.
SEM with Google Adwords• SEM stands for Search Engine Marketing.• Google reads your ads and rank it• The more you pay and the higher your rank, the
higher your ad is on Search Result Page.• Usually higher than Organic Result.• All Google services are build based on this: collect
as much data as possible to make the ads and the customer relevant to each other as much as possible.
Google Analytics• A tracking tool for your website to measure the
performance of your business and SEO, SEM performance.
• What can it tracko How many visits?o Channels?o Countries?o Average time on site?o Pages per visitso Actions done.o And more….
Google Adwords in Actions
Google Adwords: What needed?• A Google Adwords account.• A billing info (credit card/address).• A website selling products/services.• A strategy ( what to push, when to push, how
much)• That’s all.
Google Adwords: Search AdsSearch Ads: the ad appears on Google Search Result Page whenever a search is triggered.
Google Adwords: Display AdsDisplay Ads: the ad appears on Google Display Network (websites that agree to display these Google Ads)
The logo shows this ad is Google’s.
Google Adwords: Key Terms• Impression: the number of times people see your
ads• Click: the number of clicks people click on your
ads• Spend: how much you have to pay• CPC (Cost-per-Click) = Spend/Clicks• CTR (Click-through-rate) = Clicks/Impressions
Google Adwords: StructureAccount
Campaign
Adgroup
Ads
Keywords
Adgroup
Ads
Keywords
Campaign
Adgroup
Ads
Keywords
Google Adwords: Sample Structure
Account: Travel
Company
Campaign: Hotel
Adgroup: Park Hyatt
Saigon
Ads: Park Hyatt Saigon
Keywords: Park Hyatt,
Hyatt Saigon
Campaign: Trip
Adgroup: UK Trip
Ads: UK Trip
Keywords: UK Trip, UK
Tour
Adgroup: USA Trip
Ads: USA Trip
Keywords: USA Trip, USA Tour
Google Adwords: Demo
1. Plan your Adwords structure
Account
Campaign
Adgroup
Ads
Keywords
Adgroup
Ads
Keywords
Campaign
Adgroup
Ads
Keywords
2. Create an Adwords account
3. Create campaigns
4. Add adgroups, ads and keywords
5. Check your ad with Ad Preview
6. Add billing info for real
Learning Materials by Google• Google Adwords:
o http://support.google.com/adwords/certification/bin/static.py?hl=en&page=examstudy.cs&exam=fundamentals
o https://www.google.com/partners
• Learn with Google (for everything):
o http://www.youtube.com/user/learnwithgoogle?feature=CBwQwRs%3D
o http://www.google.com/ads/learn/
Learning Materials by Google• Google Analytics (tracking, reporting, analysing)
o http://www.youtube.com/user/googleanalytics?feature=CDwQwRs%3D
o https://analyticsacademy.withgoogle.com/preview
• Google Business (Study Cases & Talks)
o http://www.youtube.com/user/GoogleBusiness/videos?view=1
Thanks