6. Natural Results Search – Organic results and Advertising Paid Results Paid listings allow you to control the offer, messaging & landing page Running in both paid and organic can dramatically increase traffic 6
11. Keyword-targetedcampaigns: ads are displayed on sites containing relevant content Placement-targeted campaigns: ads are displayed on specific websites selected by you Advertising on the Display Network Music Games + Pregnancy 11
13. InnovativeContextualTargeting – how itworks Dogster.com You want to reach people involvedwiththeir pets Keywords detected Caring Odors Dogs Identifiedtheme: Dog Care Google ContextuallyTargeting Relevant ad served
19. Thousands of Sites: Head to Tail, Global to Local Mass audience Niche audience Hundreds of sites ranked in the comScore 1000 4x higher ad engagement on niche sites than portals Your Custom Network Source: AdRelevance Q1-Q4 2006 “Internet Ad Spend Is Display Only,” comScore Media Matrix, November 2005 16
25. Keywords: Keyword selection If the advertiser is a pizzeria Wanting to display the following ad: The advertiser should select a list of keywords a user may use to search for pizza delivery. These might include: domino pizza dominoes dominoes pizza dominoes pizzas dominos dominos pizza dominos pizza dominos pizza menu order pizza online perfect pizza pizza pizza delivery pizza online 21
31. 25 An ad today… Ad Sitelinks What is Ad Sitelinks? Ad Sitelinks is a new feature of AdWords that allows you to attract more users and move them further down the purchase funnel by providing additional links to content deeper within your sites.
32. 26 Example of Ad Sitelinks formats: Two-line format (for exceptionally high quality ads where one ad provides the ‘best’ answer) One-line format (for high quality ads, can appear for multiple ads on the same page.)
33. Click-to-Call: Phone Numbers on Mobile Devices Now customers can click to call your business directly from your ads when they appear in Search and GMM results on mobile devices with full internet browsers. 27 Advertisers who participated in our click-to-call beta trial saw a 5-30% increase in CTRs, without cannibalizing URL clicks.
34. Image Search Ads: Introduction Image Search Ads allow you to connect with the millions of users searching on Google Images. 28 Keyword Targeting The ad format combines an image with text, offering richer, more relevant advertising on Google Images results pages. CPC
35. Google Mobile Ad: Introduction Smartphone* WAP iPhone/iPod, Android, Palm webOS All other devices *Smartphone = iPhones and other mobile devices with full Internet browsers (high-end mobile) 29
36. Smartphone & apps targeting Ad formats: Standard desktop text ad & 300x50 banner ad Click-to-call: Yes, shows automatically with location extensions Platforms: Android, iPhone/iPod, Palm webOS Search GCN (apps & sites) Display
37. Ad Preview Tool 31 View your ads as they would appear on a Google search results page for any location, without accruing extra impressions .
39. Ad Rank: What is it? Ads are positioned on search and Display Network pages based on their Ad Rank. The ad with the highest Ad Rank appears in the first position, and so on down the page. AD RANK Quality Score CPC bid The CPC bid threshold is determined by the matched keyword's Quality Score; the higher Quality Score, the lower the CPC threshold. This ensures that quality plays an even more important role in determining the ads that show above search results.
40. 34 Why do we have Quality Score? Quality Score is our way of balancing the interests of all parties in the online advertising ecosystem. Users U A G Google Advertisers
41. 35 What does Quality Score influence? Position Eligibility Determines whether your ad is eligible to enter the auction for that query Determines the relative position of your ad in relation to the other ads on that result rage Top Slot Price A better Quality Score reduces the price you need to bid to maintain a given position Only high quality ads are eligible to appear above the natural search results
43. 37 What contributes to Quality Score? Landing Page Relevancy Clickthrough rate 1-10 quality score is just an approximation of how we expect a keyword to perform. Actual scores are unique for each query. Quality Score
44. 38 Clickthrough Rate - CTR By far, clickthrough rate is the most important factor contributing to your Quality Score. Query CTR Keyword Ad Text
45. 39 Relevancy We use relevancy signals unique to the specific query to help inform our quality predictions java java program Indonesia island cup coffee C++ java
46. 40 Landing Page Landing page quality is used to police serious offenders of our landing page guidelines
47. 41 The best way to improve your Quality Score is to focus on your key metrics How to improve your Quality Score
48. 42 Metrics that Matter Cost Impressions Clicks Conversions You should be managing your keywords for overall profitability. Profit Revenue
Editor's Notes
Leading into Story...
Users click and land on likely the main broadband page what if…..student packages, business promotions
The smartphone definition used here does not correspond to the smartphone definition in the general market. Google looks at the browser capabilities and the browsing experience when including mobile platforms and terminals in the smartphone (high-end mobile) targeting segment.
High-end=Smartphone
Now that you've taken care to pick your targeting settings wisely, it's time to check in on your performance and refine.In order to see how your ad appears in a different region, or to check whether it appears, just use the Ad Preview tool. This tool lets you view your ads as they would appear on a regular Google search results page for any location, without accruing extra impressions for your ad. If it’s not appearing, you can use the Ads Diagnostic Tool within your account to find more about why.To monitor your ad performance in different regions, you can also run a Geographic Performance report. This report shows you ad performance statistics by approximate geographic origin of each ad impression. The Geographic performance report can be used to analyze the performance of a campaign in a given country, territory, region, city or metro area.Finally you can link your account to Google Analytics, which allows you to see all your website's activity, including ad referrals, broken out by geographic region. Google Analytics can provide you incredible insight on site activity and AdWords effectiveness.You can learn more about each of these options in X lessons (figure out exactly where these will be) in the AdWords Help Center.
We use signals like linguistic processing to determine the relevance of a query to your keyword. So, if your KW ‘java’ performs better against coffee-related queries than it does against programming queries, we can use that information. We also use information like a user’s location to determine if your ad is more relevant to users in specific locations.
Landing page quality is used as a penalty for low quality pages. It cannot boost your quality score.It is meant to police serious offenders, like phishing sites, doorway pages, pages of just ads, etc. If your ads are showing, the only factor of your landing page that can impact your quality score is the load time.We are not interested in policing the aesthetics of your site.
The most important thing for you as an advertiser should be the profitability of your keywords. If you are optimizing your account with this goal in mind, you should not need to pay special attention to quality score.
