Bmm aformationdigitale2014 search

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Marketing

Published on October 23, 2014

Author: bmmaShare

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Présentation 6 : Search :Notes de la session donnée par Nicolas Debray le 20 octobre

1. 10 lundis pour rattraper le train du digital Hello! My name is Nicolas

2. 10 lundis pour rattraper le train du digital Solvay 2005 Dedicated Research 2005 Master Bocconi 2006 Google 2007 Semetis 2009 Additionly 2012 More on: linkedin.com/company/semetis

3. 10 lundis pour rattraper le train du digital Search Engine Advertising

4. 10 lundis pour rattraper le train du digital Search Engine Advertising • In Belgium, about 97% … is Google

5. 10 lundis pour rattraper le train du digital Google Networks

6. 10 lundis pour rattraper le train du digital Google Ad Networks • Search – Google.be, .fr, .nl, .com, and other Google Search properties (ex: Maps) – Search Partners • Google Display Network – Websites that allow Google to show ads on their pages – Apps that allow Google to show ads within their Apps

7. 10 lundis pour rattraper le train du digital Google Search

8. 10 lundis pour rattraper le train du digital Keyword Buying • Basic Principle Google Search offers advertisers ad space on a keyword buying principle People search on Google using keywords; Advertisers can buy the keywords of their choice; They enter in an auction with other advertisers who buy the same keywords; To appear above, next or below the organic search results with their ad; Then advertisers pay Google only if a user clicks on their ad. Image from Nick Adrew, 2013 – note: figures may vary from one vertical to another

9. 10 lundis pour rattraper le train du digital Ad Space

10. 10 lundis pour rattraper le train du digital Ad Space • Paid Search vs Organic Search Advertising space on Google Search Image from Nick Adrew, 2013 – note: figures may vary from one vertical to another

11. 10 lundis pour rattraper le train du digital Auction

12. 10 lundis pour rattraper le train du digital Auction Model • Price & Quality Why an advertiser’s ad is on first position?

13. 10 lundis pour rattraper le train du digital Auction Model • Price & Quality Why an advertiser’s ad is on first position?

14. 10 lundis pour rattraper le train du digital Ads Formats

15. 10 lundis pour rattraper le train du digital Ad Formats • Many variants The basic = Text Ad Title (Max 25 char.) Display URL (Max 35 char.) Description Line 1 (Max 35 char.) Description Line 2 (Max 35 char.)

16. 10 lundis pour rattraper le train du digital Ad Formats • Many variants The Ad Extensions 1. Sitelinks 2. Callout 3. Call 4. Apps 5. Location 6. Review

17. 10 lundis pour rattraper le train du digital Ad Formats • Many variants The Ad Extensions

18. 10 lundis pour rattraper le train du digital Search Campaign Structure

19. 10 lundis pour rattraper le train du digital Search Engine Advertising Total budget Contract dates Billing info Login & password Daily budget(s) Run dates Geographic target(s) Language target(s) Syndication preferences Max CPCs Match type CPCs (optional) URLs (optional)

20. 10 lundis pour rattraper le train du digital Mapping your keywords to the buying cycle search query Search Awareness Interest Consider PPuurrcchhaassee Lower conversion rate More Traffic Higher conversion rate Less Traffic DC skate shoe DC skating shoes DC shoe co DC court shoe DC skate shoes DC Court Graffik DC Court Graffik SE II DC Graffik SE II DC Court Graffik II DC Court Graffik SE Skate shoes Man’s skate shoe Skating trainer Compare skate shoes Skate shoe

21. 10 lundis pour rattraper le train du digital Keywords matching types Match Type How it must be entered into AdWords The ad will show when: The ad will show when someone types the following: Broad Sony Camcorder All words containing this word or combination of words in any order is used as the query. Buy Camcorder Camcorder digital Sony Sony digital Camcorder Camcorder model DVD205 Phrase “Sony Camcorder” Keywords are typed in the exact order specified. Can have other words before or after Buy Sony Camcorder Sony Camcorder deals Sony Camcorder DVD205 Exact [Sony Camcorder] Keyword must be only & exactly what the user types in Sony Camcorder Negative Also Negative Phrase, & Negative Exact -secondhand -[second hand] Ads will not appear when this search term is entered in the query Add will not show if someone types: Secondhand Sony camcorder Second hand camcorder

22. 10 lundis pour rattraper le train du digital Why Ad Groups? Why Use Ad Groups? • Allows for tighter, more relevant creative ad copy (name!) • More precise ads mean more qualified clicks and lower CPA • Facilitates campaign management & expansion • Enables creative testing/seasonal pushes • Improves content targeting performance

23. 10 lundis pour rattraper le train du digital Why Ad Groups? Home Mortgages Quote & Compare Mortgage Rates Get Up To 4 Free Quotes! LowRateSource.com mortgage lenders mortgage lender accredited home lenders accredited home lender home mortgage lender mortgage companies mortgage company mortgage comparison mortgage lenders compete home lender home equity loan lender home equity lender home loan lender mortgage mortgage rates mortgages mortgage interest rates current mortgage rates mortgage refinance home refinance refinance home loan california home loan home mortgage loan california california mortgage loan ca mortgage loan ca home mortgage california refinance rate Home Mortgages Quote & Compare Mortgage Rates Get Up To 4 Free Quotes! LowRateSource.com mortgage lenders mortgage lender accredited home lenders accredited home lender home mortgage lender mortgage companies mortgage company mortgage comparison mortgage lenders compete home lender home equity loan lender home equity lender home loan lender mortgage mortgage rates mortgages mortgage interest rates current mortgage rates Home Refinancing Find the Best Local Rates Refinance Your Mortgage Today LowRateSource.com california refinance rate mortgage refinance home refinance refinance home loan Mortgage Lenders 100’s of Lenders to Compare Find Great Rates in One Stop! LowRateSource.com mortgage lenders mortgage companies home lender Home Equity Loans Quote & Compare Latest Rates Takes Less Than One Minute! LowRateSource.com home equity loan lender home equity lender Mortgage Lenders 100’s of Lenders to Compare Find Great Rates in One Stop! LowRateSource.com mortgage lenders mortgage lender accredited home lender home mortgage lender mortgage companies home equity loan lender home equity lender Latest Mortgage Rates Quote & Compare Mortgage Rates 100’s of Lenders to Compare LowRateSource.com mortgage mortgage rates mortgages mortgage interest rates current mortgage rates CA Home Mortgages Get the Latest Rates in California Quick & Up To 4 Free Quotes! LowRateSource.com california refinance rate mortgage refinance home refinance refinance home loan Compare Mortgage Rates 100’s of Lenders to Compare Takes 1 Minute. Free Quotes! LowRateSource.com mortgage comparison mortgage lenders compete CA Home Mortgages Get the Latest Rates in California Quick & Up To 4 Free Quotes! LowRateSource.com california home loan home mortgage loan california california mortgage loan ca mortgage loan ca home mortgage

24. 10 lundis pour rattraper le train du digital Structure Recap Total budget Contract dates Billing info Login & password Daily budget(s) Run dates Geographic target(s) Language target(s) Syndication preferences Max CPCs Match type CPCs (optional) URLs (optional)

25. 10 lundis pour rattraper le train du digital Exercice

26. 10 lundis pour rattraper le train du digital Exercice • Building Search Campaigns How would structure the campaigns for Vanden Borre?

27. 10 lundis pour rattraper le train du digital Advanced Options

28. 10 lundis pour rattraper le train du digital Targeting

29. 10 lundis pour rattraper le train du digital Targeting • Location

30. 10 lundis pour rattraper le train du digital Targeting • Devices

31. 10 lundis pour rattraper le train du digital Settings

32. 10 lundis pour rattraper le train du digital Settings • Scheduling

33. 10 lundis pour rattraper le train du digital Settings • Bidding

34. 10 lundis pour rattraper le train du digital Settings • Ad Rotation

35. 10 lundis pour rattraper le train du digital Settings • Automation

36. 10 lundis pour rattraper le train du digital Special Campaigns

37. 10 lundis pour rattraper le train du digital RLSA • RLSA What? – RLSA stands for Remarketing For Search Ads • Adapt bidding based on who is searching • Adapt bidding & message based on who is searching

38. 10 lundis pour rattraper le train du digital DSA • DSA What? – DSA stands for Dynamic Search Ads • Let Google know your pages and Google will scan them, define relevant keywords • And show dynamic ads on these keywords

39. 10 lundis pour rattraper le train du digital Shopping • Google Shopping – Google Shopping allows you to show your products in Search Results • Send to Google a feed with all your products details • Set-up a specific campaign and:

40. 10 lundis pour rattraper le train du digital Apps • Apps Promotion – Mobile App Installs

41. 10 lundis pour rattraper le train du digital Apps • Apps Promotion – Ads in Mobile Apps

42. 10 lundis pour rattraper le train du digital Apps • Apps Promotion – Ads in Mobile Apps

43. 10 lundis pour rattraper le train du digital Even More • Much More… – YouTube Video Campaigns – GDN Campaigns Text Ads – GDN Campaigns Display Ads – Engagement Campaigns Rich Media Interactive Ads (Catalog Lightbox, Hover-to-Play) – Gmail Sponsored Promotion (GSP) – GDN Remarketing Campaigns – …

44. 10 lundis pour rattraper le train du digital Now you know about Search Advertising! Thank you

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