Google Confidential and Proprietary

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Google AdWords: Opportuniteit voor uw bedrijf!?

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• Bart De Witte, Zaakvoerder, De Witte• Julien Blanchez, Country Marketing Manager, Google Belgium• Kristel Verhasselt, Industry Manager, Google Belgium

Google Confidential and Proprietary

The Benelux online market• What makes it an opportunity ?

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The Netherlands are amongst the world leaders and its consumers expect state of the art online servicing

Belgium has been an average “e-readiness nation”, increasingly under competition from abroad

Countries adopt online tools differently

E-readiness ranking Evolution

Source : IBM, E-readinness report 2008

Position

Google Confidential and Proprietary 4Source : Eurostat, 2008

Belgium has strong basic internet usage but poor advanced leverage

Ranking of European countries by % companies with available online features:

NA

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Source : Metena - VKW

Foreign advertisers take advantage of Belgian market

Proportion of advertizing coming from local country

Recent economic study* shows Belgium lost 25% of its export to Germany , Holland and France.

More than 50% of Belgian commerce is lost to foreign merchants

Online marketing proves to be a very efficient tool to support export

Source : Google internal data

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Increasingly buying decisions are being taken online

Research Online

Research Online AND Purchase Research

Offline

Research Offline AND Purchase

Online OfflineOnline Offline

Overall 38% 15% 23% 62% 4% 58%

Technology 45% 11% 34% 55% 3% 52%

Media & Entertainment 46% 29% 18% 54% 11% 43%

Travel 72% 44% 28% 28% 6% 22%

Retail 28% 6% 22% 72% 2% 71%

Automotive 41% 6% 35% 59% 0% 59%

CPG 13% 3% 9% 88% 3% 85%

Finance 23% 6% 17% 77% 2% 75%

Selection: Bought at least 1 product of the respective category in the last 12 months

Source: TNS Infratest, Fieldwork 05. – 23.06.2008

Base: Internet user in Belgium, 15+ (n=2.014)

Google Confidential and Proprietary

How search marketing can help your business ?• How to capture the opportunity out of it ?

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Sale

$89.99

Users search for information here

Users get results here – matched with relevant ads

Products

Search Works: Reach Users at the Moment of Relevance

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Google Search Makes Finding Information Simple

car insurance

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Anatomy of a Google Search Results Page

Organic “Natural” Search Results• Cost free; results are based on Google ranking algorithm

of relevance to search query

Sponsored “Paid” Advertising• Advertisers can bid on these positions

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A Closer Look at Google’s Organic Results

The Search Algorithm has 200+ signals, including:

• Synonyms & spelling error models what you said

• Phrase matching models what you meant

• Diacritics & language models did you use slang or a different language?

• Time models when you said it

• PageRank™ what others have said PageRank™

• The genesis of Google, created by Larry and Sergey (once called “Backrub”)

• Considers 500M variables, including “votes”

– Virtual “votes”: links to one website from another

– Importance of the page casting the vote determines weight of the vote

– More votes with heavier weights = higher importance… but Google ensures no page games the system

Tip: Google “search engine optimization starter guide”

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Billions of pages added every year

10-20% x00+New improvements to the algorithm every year

…of the web is new each week, when Google updatesthe index

Google Is Continually Changing and Improving the Algorithm

Google doesn’t accept payment for inclusion in organic search results or for improving site rank

$0

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That’s great, so what about the ads?

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Google’s Paid Search Offering: AdWords

Top sponsored ads: Up to 3 listings

Side sponsored ads: Up to 8 listings

Sponsored “Paid” Advertising• Advertisers can bid on these positions

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What terms should a car insurance provider target?

cheap Geico car insurance SUV insurance

car insurance great rate insurance

good finances

driving safety

cars

Narrow Broader/generic

Enter Google: Keyword Advertising

1. Advertisers select relevant keywords

2. Users search on those keywords

3. Google ranks ads (ad auction)

4. Winning ads appears

5. Marketer only pays when ad is clicked

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A Closer Look at the Ad Auction

Ad Position is determined by...

Ad rank… which denotes ad position

=

…

Relevance

Quality Score is determined by a combination of factors, including:

• Click-through-rate on Google.com (clicks divided by impressions)

• Keyword and ad text relevance

• Landing page quality

Quality Score XWillingness to pay

Max CPC is the highest $ amount an advertiser is willing to pay for one click on their ad

Max CPC

Google Confidential and Proprietary 17*Marketer is responsible for translating ads into selected languages.

Region City Radius Set borders

Regional and Local Targeting: Sharpen Your Focus

Country, Regional, and City-level Targeting

• Reach customers searching for results in geographic areas you choose

Customized Targeting

• Reach customers searching for results in an area you define

Language Targeting

• Reach users searching in a specific language, wherever they are*

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Anatomy of a Campaign: The Consumer’s Quest

Clothing Sportingequipment

Athleticshoes Home gymTennis

Shoes

Account:

Ad Group Ad Group Ad Group Ad Group

Ad GroupAd Group Ad Group Ad Group

Ad Group Ad Group Ad Group Ad Group

Ad Group Ad Group Ad Group Ad Group

CampaignCampaign

Campaign Campaign

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Campaign: Clothing

Control Who Receives What Message and When

Creative Controls:What message do they see?

Audience Controls:Who sees which ad?

Keywords: tennis shoes tennis footwear shoes for tennis tennis shoes on sale tennis shoe adidas shoes nike tennis shoes

For example, “tennis shoes”…

Ad Group:Tennis Shoes

Ad Text Keywords

Campaign

AthleticShoes

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Keyword List Creation

1

Targeted Messaging

2

Relevant Landing Page

3

How persistant monitoring improves your efficiency

Website Optimiser

Google Confidential and Proprietary

Which Landing Page is Better?

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Identify the Most Effective Landing Pages

2222

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Optimize, Optimize, Optimize

Luxury Rose Bouquet

3 images

X

4 headlines

X

2 “Add To Basket” buttons

=

24 different possible page combinations!

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Know Your Keywords: Google Insights for Search

Compare potential between regions Identify seasonalities

Google Confidential and Proprietary

1 Bring me to the right page, not only the homepage

2 Make your homepage useful , not just a brand

3 Help me navigate, keep it simple

4 Give me the right results when I search

5 Display groups of products clearly

6 Give me all the product details I need (pictures, price, availibilty)

7 Make registration optional

8 Make it easy to buy or enquire

9 Reassure me (who are you ?)

10Find this useful? Apply the tools and improve your website every week ( as well as your show room) !

Think about your customer’s online journeyMake it simple for them to find, choose, and buy the product they want