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.

Contact• Email: minhtam220@gmail.com• Skype: tamnguyen220

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