Google Presentation

1. Introduction to the Science of Search
Maximise profitable results from Google Search
Max Macintosh – Agency Sales
Google Confidential and Proprietary

2. 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
Google Confidential and Proprietary

3. The Google Account Structure
Account Level
• Login Details
• Billing information
AdWords account
Campaign level
Campaign Campaign • Daily budget
• Country and language targeting
• Network options
Ad group Ad group Ad group Ad group • Start and end dates
Ad group level
Ad Ad Ad Ad Ad Ad Ad Ad
Text Text Text Text Text Text Text Text
• CPC bids
Keywords Keywords Keywords Keywords Keyword level
• Keyword CPCs
• Keyword URLs
• Position preferences
Google Confidential and Proprietary

4. Google has an established framework designed to help maximise
profitable volume of sales / conversions from AdWords
The Science of Search Framework
Google Confidential and Proprietary 4

5. Keywords
Google Confidential and Proprietary

6. Add more keywords
Be found online with all your products
Google Confidential and Proprietary

7. Add more keywords
Mirror your website to cover all your products
Website
AdWords Campaign
Ad Group Ad Group Ad Group Ad Group
Google Confidential and Proprietary

8. 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
1
2
3
Google Confidential and Proprietary

9. 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.
100
90
80
70
60 credit card
50 virgin money
40 mbna
30 barclaycard
20
10
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Typically more searches are made using Generic keywords than branded ones
Source: Indexed UK Data from Google Insights for Search
Google Confidential and Proprietary

10. 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%
100%
90%
80% • Cheaper clicks
70% CPC 94% lower for brand vs generic
60%
keywords.
50% • High Click Through Rates (CTRs)
40% CTRs on brand terms 10x higher than
30% on generics
20% • Don’t miss out on traffic
10% By not bidding on brand terms you are missing
0% a significant proportion of your potential click
Clicks Spend volume.
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 Exclude
“Rent DVD” “Buy DVD”
Google Confidential and Proprietary 1
1

12. Add more keywords
Keep reviewing keywords to capture new queries
Google Confidential and Proprietary

13. Budgets
Google Confidential and Proprietary

14. 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
Profit Budget Profit Budget
Google Confidential and Proprietary

15. 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
Google Confidential and Proprietary

16. 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
Google Confidential and Proprietary

17. Bids
Google Confidential and Proprietary

18. Optimise Bids
Bid according to marketing goal
CPC CPM
for conversions 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.
Google Confidential and Proprietary

19. Optimise Bids
Know the value of a click / impression
From “PC World” to laptop purchase at ebuyer in 66 days
Days Searches
Currys Laptops
PC World Dell
Tablet Laptops Coloured
Pink laptop PC World PCWorld
Laptops Toshiba Laptops Laptops
Coloured Cheap
Portege Pink Laptops
Laptop Laptops
m400-11h Comet
0 15 22 26 30 37 43 47 48 62 66
Misco
PCWorld Comet
Currys eBay
Dell Currys
PCWorld
Visits
Pixmania Amazon PCWorld
Shopping.com Pixmania PCWorld
Dell Dixons Bizrate PCWorld PriceRunner
Amazon eBay Kelkoo Bizrate Ebuyer Sony Style
eBay Dell Dell
DealTime Comet MicroDirect
Lenovo
Nextag ebuyer
Dell
Toshiba
Pixmania
First Search Purchase
Google Confidential and Proprietary

20. Optimise Bids
Know the value of a click / impression
Last click attribution undervalues crucial ‘assist’ clicks
All the glory All the work
Last click conversion Assist
Google Confidential and Proprietary

21. Creative & Structure
Google Confidential and Proprietary

22. 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
Google Confidential and Proprietary

23. 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.
Call To Action Special Offer
Book London Flights Save On Holidays
Great savings to be made on flights Latest discounts, codes & offers!
Out of London. Limited time only. Up to 40% off high street prices
www.londonflightsite.co.uk www.holidaysite.com/specialoffer
Prices Dynamic Keyword Insertion (DKI)
Buy DVDs Online Low Apr Credit Cards
Get top box-sets and all the Get 16.9% typical APR variable when
Latest movies from just £9.99 You apply online, plus rewards
www.dvdstoresite.co.uk www.creditsite.co.uk/cards
Google Confidential and Proprietary

24. 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 Save On Holidays
Great savings to be made on flights Latest discounts, codes & offers!
Out of London. Limited time only. Up to 40% off high street prices
www.advertisera.co.uk www.advertisera.com/specialoffer
Google Confidential and Proprietary

25. Optimise Creative and Structure
Mirror your website to structure your AdWords account
Website
AdWords Campaign
Ad Group Ad Group Ad Group Ad Group
Google Confidential and Proprietary

26. Summary
Google Confidential and Proprietary

27. The Science of Search
Google Confidential and Proprietary

28. 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
Google Confidential and Proprietary

29. The Science of Search
Maximise profitable results from Google Search
Max Macintosh
Google Confidential and Proprietary