Science ofsearch fundamentals (2)

Google Confidential and Proprietary

Introduction to the Science of Search Maximise profitable results from Google Search Max Macintosh – Agency Sales


Science of Search - Fundamentals

Fundamentals This event is ideally suited to marketeers who would like to understand the basics of Paid Search marketing and how to identify the principal areas of focus for a given campaign.

It is designed to introduce you to the main levers that we employ at Google as Best Practice fundamentals in all your Google Adwords campaigns.

•  Keyword coverage •  Creative structure •  Bids & budgets


The Google Account Structure

AdWords account

Campaign Campaign

Ad group Ad group Ad group

Keywords Keywords Keywords

Ad Text

Ad Text

Ad Text

Ad Text

Ad Text

Ad Text

Ad Text

Ad Text

Ad group level •  CPC bids

Campaign level •  Daily budget •  Country and language targeting •  Network options •  Start and end dates

Keyword level •  Keyword CPCs •  Keyword URLs •  Position preferences

Keywords

Ad group

Account Level • Login Details • Billing information


Google has an established framework designed to help maximise profitable volume of sales / conversions from AdWords

The Science of Search Framework

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Keywords


Add more keywords Be found online with all your products


Add more keywords Mirror your website to cover all your products

AdWords Campaign

Ad Group Ad Group Ad Group Ad Group

Website


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Add more keywords Find all the terms leading to clicks to your site

You can use Google Analytics to identify the search terms that led to clicks to your site via the natural results displayed on Google.

Traffic Sources > Keywords > Non-paid


Add more keywords Help users find you with generics

Often users don’t know exactly which brand of product they are searching for, or they wish to compare several offerings. In both cases a user is likely to

search using generic keywords.

Typically more searches are made using Generic keywords than branded ones

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credit card

virgin money

mbna

barclaycard

Source: Indexed UK Data from Google Insights for Search


Add more keywords Capture searches for your brand

Clicks Impressions CTR Average CPC Total Cost

Brand Keywords 24.9% 2.7% 12.1 1 1.8%

Generic Keywords 75.1% 97.3% 1 18.5 98.2%

•  Cheaper clicks CPC 94% lower for brand vs generic keywords.

•  High Click Through Rates (CTRs) CTRs on brand terms 10x higher than on generics

•  Don’t miss out on traffic By not bidding on brand terms you are missing a significant proportion of your potential click volume.

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Clicks Spend

Brand Keywords Non Brand Keywords

Google Confidential and Proprietary 11

Add the right keywords Target the right user

Include appropriate negative keywords to limit irrelevant traffic

Exclude “Rent DVD”

Exclude “Buy DVD”


Add more keywords Keep reviewing keywords to capture new queries


Budgets


Optimize daily budgets Differentiate budgets by category of product / service

Measure performance (CPA) by product category and adjust budgets and bids to meet your goals

Campaign A Campaign B

Budget Profit Budget Profit


Optimize daily budgets Set CPCs to appear in the most profitable position

•  Typically Click Through Rate (CTR) increases with position

•  As CTR increases, more customers come to your site from the same number of impressions

•  Work out the highest profitable position for your ad text to achieve target volume and profit


Optimize daily budgets Budget for maximum return

Users search and convert at all times of day, every day of the week, and every month of the year. As long as they are searching for you or your products,

you should always be found

The most efficient way of doing this is to raise your budgets and control your spend through CPC bidding


Bids


Optimise Bids Bid according to marketing goal

CPC for conversions

CPM for branding

CPMs needs to be high enough to win the auction for placement on a selected site as they compete with CPC automatic placements, they are therefore the most powerful

bidding option for branding campaigns with the goal of visibility vs. clicks.


Optimise Bids Know the value of a click / impression

PC World Pink laptop Coloured Laptop

Dell PC World

Cheap Laptops

Laptops

Currys Tablet Laptops

Toshiba Portege

m400-11h

PCWorld Laptops

Laptops Coloured Laptops

Pink Laptops Comet

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PCWorld Dell

DealTime Amazon

PCWorld Dell

Shopping.com eBay

Comet Kelkoo

Pixmania Dixons eBay

Pixmania Bizrate

MicroDirect

Misco Currys

Amazon Bizrate

Dell Lenovo Toshiba

PCWorld Dell Ebuyer

Comet Currys

PCWorld Sony Style

Nextag Dell

Pixmania

eBay PCWorld

PriceRunner

ebuyer

From “PC World” to laptop purchase at ebuyer in 66 days

First Search Purchase

Visi

ts Se

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Optimise Bids Know the value of a click / impression

Last click attribution undervalues crucial ‘assist’ clicks

All the glory All the work

Assist Last click conversion


Creative & Structure


Optimise Creative and Structure Use multiple creatives

Running 2-4 creatives can yield the optimal CTR for your account as AdWords can assess the best performing ads and give them priority


Optimise Creative and Structure Tailor your ad text to the user’s needs

Ad texts are your chance to attract customers as well as set realistic expectations as to what the user will find if they click through to your site.

Book London Flights Great savings to be made on flights Out of London. Limited time only. www.londonflightsite.co.uk

Call To Action Special Offer

Save On Holidays Latest discounts, codes & offers! Up to 40% off high street prices www.holidaysite.com/specialoffer

Prices

Buy DVDs Online Get top box-sets and all the Latest movies from just £9.99 www.dvdstoresite.co.uk

Dynamic Keyword Insertion (DKI)

Low Apr Credit Cards Get 16.9% typical APR variable when You apply online, plus rewards www.creditsite.co.uk/cards


Optimise Creative and Structure Keep trialling different creatives

User behaviour is dynamic and responsive to many external factors, e.g.: offline messaging, current affairs, the economic environment.

Changing your creative message at regular intervals allows you to showcase different product USPs and to differentiate yourself from the competition.

Trialling different creatives allows the creative to remain dynamic and may lead to uplifts in CTR (Click Through Rate).

Book London Flights Great savings to be made on flights Out of London. Limited time only. www.advertisera.co.uk

Save On Holidays Latest discounts, codes & offers! Up to 40% off high street prices www.advertisera.com/specialoffer


Optimise Creative and Structure Mirror your website to structure your AdWords account

AdWords Campaign

Ad Group Ad Group Ad Group Ad Group

Website


Summary


The Science of Search


Key Takeaways

Add more keywords Always check for new keywords.

Match your ads to your website and advertising content

Monitor your site and conversion activity to determine value of keywords

Optimize bids and daily budgets Differentiate budgets by category of product / service

Set CPCs to appear in the most profitable position

Budget for maximum return

Optimise creatives and structure Use multiple creatives

Tailor your ads to the consumers needs

Copy your website structure when building campaign structure


The Science of Search Maximise profitable results from Google Search Max Macintosh

Science ofsearch fundamentals (2)

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