This presentation provides an introduction to best practice Google Adwords Search and Display including; keyword research, ad copy, quality score, the Google network, and landing page optimisation.

1. Maximising Google
Search and Display
By: Vanessa Vallejo
Head of Search, Mindshare Ireland
vanessa.vallejo@mindshareworld.com
DMX Dublin, 13th March 2013

2. Vanessa Vallejo
Head of Search, Mindshare Ireland
www.blog.mindshare.ie
@vanvallejo
Maximising Google Search and Display - DMX Dublin 2013

3. But first, a short story
Maximising Google Search and Display - DMX Dublin 2013
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4. Not this kind of story
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5. This is a story about
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6. Search Love
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7. How I fell in love with
search
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8. Or
Maximising Google Search and Display - DMX Dublin 2013

9. 4 Reasons Why You
Should Consider Search
Advertising
Maximising Google Search and Display - DMX Dublin 2013

10. 1. Customers are R
searching, and reach
is high
E
A
C
H
Maximising Google Search and Display - DMX Dublin 2013

11. 2. Paid search is 100%
measurable, easy to
amend and control
Keyword level ROI
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12. 3. You Only Pay for Clicks
Search Impressions are free (!)
Maximising Google Search and Display - DMX Dublin 2013

13. 4. Paid Search Can Stand in where it is
difficult to get Organic Visibility
Maximising Google Search and Display - DMX Dublin 2013

14. 28 Results for “Hotels Paris”
10 Paid Search Ads
1 Google Hotel Finder
7 Google Places Results
10 blue links way below the fold
Maximising Google Search and Display - DMX Dublin 2013

15. And now, a few
Questions for You
Maximising Google Search and Display - DMX Dublin 2013

16. Best Practice Areas Covered Today
• Keyword Research
• Writing Compelling Ad Copy
• Understanding Quality Score
• Increase your Reach through Google
Display
• Best Practice Landing Pages
Maximising Google Search and Display - DMX Dublin 2013

17. Keyword
Research

18. Keyword Research
Maximising Google Search and Display - DMX Dublin 2013

19. 1. Google Keyword Tool
Provides search volumes
Generates keyword ideas
for the past 12 months
Use advanced options to discover
searches forSearch and Display & tablets
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20. 2. Google Trends
Trends
Seasonality
Brand vs Competitors
http://www.google.com/trends/
Maximising Google Search and Display - DMX Dublin 2013

21. Google Suggest for Breaking Searches
A great way to discover breaking searches as
these are updated every few hours
Maximising Google Search and Display - DMX Dublin 2013

22. Use Google Analytics to identify keywords
driving traffic on-site
Maximising Google Search and Display - DMX Dublin 2013

23. Writing Effective
Ad Copy

24. Writing Effective Ad Copy
Direct Marketing Principles Apply
• Strong Call to Action - Buy now! Switch
today!
• Time sensitive Offer – Competition ends 16th
March
• Ensure ad text stands out from the
competition (have a clear USP)
• Learn from competitors in your auction
Maximising Google Search and Display - DMX Dublin 2013

25. Writing Effective Ad Copy
Character Limitations
Headline: 25 characters
Description Line 1: 35 characters
Description Line 2: 35 characters
Display URL: 35 characters
Keyword Relevance is King!
Maximising Google Search and Display - DMX Dublin 2013

26. Best Practice Ad Copy
Reference keyword Align search phrase with
searched in Headline display url
Mention price if you are Finish with a strong call to action
competitive in the market
(USP)
Maximising Google Search and Display - DMX Dublin 2013

27. Understanding
Quality Score

28. Quality score is Google’s algorithm for
the Adwords auction.
It impacts directly on cost and ad
position.
A good quality score (6 or above) will improve your ad position
& decrease your cost per click.
Maximising Google Search and Display - DMX Dublin 2013

29. Quality Score is Influenced By 6 Variables
1. Keyword 4. Landing
relevance to Page
search query
Relevance
2. Ad
relevance to 5. Historical
search query Performance
3. Click through rate 6. Other
relevancy
Maximising Google Search and Display - DMX Dublin 2013
factors

30. 5 Tips for Improving Quality Score
1. Account Build is Key
2. Ad groups must have short keyword lists (<10)
3. Ad text should always be relevant to keywords
targeted
4. Landing page should always be relevant to
keyword targeted and deliver on ad promise
5. Optimise, refine and test – then optimise
again!
Maximising Google Search and Display - DMX Dublin 2013

31. The Google
Network

32. The Google Network is made of 2
parts:
Google
Google Search
Display
Network
Network
Google
Search Pages
Search
Over 1 million
Partners
Display
(search
Partners
powered by
Google)
Maximising Google Search and Display - DMX Dublin 2013

33. Google Search Network
Search network: results
pages where Adwords text
ads can appear
Google Search
2.3 m unique users p/month
Includes
Google Shopping, Maps,
Images, Finance, and Google
search partners, e.g.
Eircom.net
Targeting: by keyword,Google Search and Display - DMXor network
Maximising device, region Dublin 2013

34. The Google Display Network (GDN)
Google Display: network made up of text and
banner ads that appear on websites and web
pages – not search results pages
GDN has 91% reach in Ireland
• 2.2 million unique users p/month
Targeting: contextually by keyword, placement
(website), interest, geography,and Displaylanguage
Maximising Google Search and - DMX Dublin 2013

35. Ad Formats on the GDN
Text Ads Image Ads Video Ads Mobile Ads
Rich Media: home page takeovers, interactive ad formats
Maximising Google Search and Display - DMX Dublin 2013

36. Display Targeting: 2 Types
1. Contextual match your ads to relevant pages, e.g.
targeting car related websites if you sell cars
match your ads to relevant people likely to
2. Audience be interested in your product, e.g.
targeting showing your car ads to people who are
driving enthusiasts.
Maximising Google Search and Display - DMX Dublin 2013

37. Display Targeting
• Keyword Contextual targeting
• Placement targeting
• Interest Categories
• Topic Targeting
• Geographic and Language Targeting
• Remarketing
Maximising Google Search and Display - DMX Dublin 2013

38. Remarketing on the GDN
Target users that
have visited your site
but not converted at a
later stage on the
Google Display
Network
Expect higher
conversion rates than
regular Display as
these visitors are
prequalified
Maximising Google Search and Display - DMX Dublin 2013

39. How to Set Up Remarketing
4. Create a
1. Go to Shared separate campaign
Library- Audiences for remarketing
(use image or
banner ads)
2. Define your custom
lists, e.g. menu page
and conversion page
3. Implement code
5. Remember to
on every page of
frequency cap
your website
Maximising Google Search and Display - DMX Dublin 2013

40. Use Targeted Creative to Bring them Back
Maximising Google Search and Display - DMX Dublin 2013

41. When to use Google Search vs. Display:
Google Display – better for branding
•Need reach? Bid by CPM to increase impressions
•Need awareness? Bid by CPM to increase
impressions
Maximising Google Search and Display - DMX Dublin 2013

42. When to use Google Search vs. Display:
Google Search – better for direct response
•Need traffic? Cost per click bidding for traffic
•Need cost-effective sales? Can also bid by CPA,
i.e. automate bidding to drive conversions
Maximising Google Search and Display - DMX Dublin 2013

43. Landing Page Optimisation
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44. Maximising Google Search and Display - DMX Dublin 2013

45. 5 Tips for Landing Page Optimisation
1. Avoid Clutter
2. Be Eye Catching
3. List Key Benefits
4. Provide Your Contact Info
5. Be Personal and Reassuring
Maximising Google Search and Display - DMX Dublin 2013

46. 6 Tips for Landing Page Optimisation
1. Avoid Clutter
6. Have a Clear Call to Action
2. Be Eye Catching
3. List Key Benefits
4. Provide Your Contact Info
5. Be Personal and Reassuring
Maximising Google Search and Display - DMX Dublin 2013

47. Maximising Google Search and Display - DMX Dublin 2013

48. Recommended Reading
For more visit and Display - DMX Dublin 2013
Maximising Google Search www.sensible.com

49. Final Questions?
Maximising Google Search and Display - DMX Dublin 2013

50. Google Adwords Resources
Google Adwords Learning Centre
http://support.google.com/adwords/certification/bin/static.py?hl=en&page=examstudy.cs
Google Keyword Tool
https://adwords.google.com/select/KeywordToolExternal
Google Insights for Search
http://www.google.com/insights/search/
Google Analytics IQ Lessons
http://www.google.com/intl/en/analytics/iq.html?
Maximising Google Search and Display - DMX Dublin 2013

51. Thank You! This is the
shirt my team
gave me for
my 30th
@vanvallejo
Vanessa.Vallejo@Mindshareworld.com DMX Dublin 2013
Maximising Google Search and Display -