Maximising Google Search and Display - DMX Dublin Conference March 2013

Maximising Google
Search and Display

By: Vanessa Vallejo
Head of Search, Mindshare Ireland
vanessa.vallejo@mindshareworld.com

DMX Dublin, 13th March 2013

Vanessa Vallejo
Head of Search, Mindshare Ireland

www.blog.mindshare.ie

Twitter @vanvallejo

DMX Dublin 2013 - Maximising Google Search and Display

But first, a short story

3

Not this kind of story

Flickr credit: S&R T DMX Dublin 2013 - Maximising Google Search and Display

This is a story about

Flickr credit: Peace&Love DMX Dublin 2013 - Maximising Google Search and Display
5

Search Love

6

How I fell in love with
search

Flickr credit: Komatoes DMX Dublin 2013 - Maximising Google Search and Display

Or


4 Reasons Why You
Should Consider Search


1. Customers are R
searching, and reach
is high
E
A
C
H

2. Google Search is
100% measurable,
easy to amend and
control

1

3. You Only Pay for Clicks

Search Impressions are free (!)

4. Paid Search Can Stand in where it is
difficult to get Organic Visibility


28 Results for “Hotels Paris”
10 Paid Search Ads
1 Google Hotel Finder
7 Google Places Results

10 blue links way below the fold

Google Ad Revenue in 2012

$42.5
BILLION

Not quite
100 billion
but not far
off


Exercise 1
Google Search and Display
Experience to date:

1) What’s worked well?

2) What hasn’t worked well?

Best Practice Areas for Review

• Keyword Research
• Writing Compelling Ad Copy
• Understanding Quality Score
• Increase your Reach through Google
Display
• Best Practice Landing Pages


Keyword Research – Google Keyword Tool

https://adwords.google.com/o/KeywordTool

1. Google Keyword Tool

Provides search volumes
Generates keyword ideas
for the past 12 months

Use advanced options to discover
searches forMaximising Google Search and Display
DMX Dublin 2013 - mobiles & tablets

2. Google Trends

Trends
Seasonality
Brand vs Competitors

http://www.google.com/trends/

Google Suggest for Breaking Searches

A great way to discover breaking searches as
these are updated every few hours


Use Google Analytics to identify keywords
driving traffic on-site

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


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!


Best Practice Ad Copy

Align keyword searched with title
Align search with display url

Mention price if you are Finish with a strong call to action
competitive in the market
(USP)

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.

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
factors

5 Tips for Improving Quality Score

1. Account Build is Key
2. Ad groups must have short keyword lists (max 15)
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!


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)

Google Search Network
Search results pages
where Adwords text
ads can appear

Includes Google
Search, Shopping,
Maps, Images and
Google Search
Partners, e.g.
Eircom.net

Search targeting: by keyword only (intent)

The Google Display Network (GDN)
Google’s Ad Network Display Network: ads
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,
Demographic (i.e. gender, Maximising Google Search and Display placement
DMX Dublin 2013 - age or interest) or

Ad Formats on the GDN

Text Ads Image Ads Video Ads Mobile Ads

Rich Media: home page takeovers, interactive ad formats

When to use Google Search vs. Display:
Google Display Network – better for branding
• Need visibility? Try bidding by CPM to increase impressions
• Need traffic? Try CPC bidding to get more clicks

Google Search – better for direct response
• Cost per click bidding for traffic
• Can also bid by CPA, i.e. automate bidding to drive
conversions


Adwords Targeting Options

• Network: Search or Display
• Location and location
targeting
• Ad scheduling/day parts
• Device – desktop, tablet or
mobile
• Target by device network
(Meteor/Vodafone/O2)


Display Campaign Targeting Options


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 vs
regular Display as
these visitors are
prequalified


Remarketing On Google Display
1. Go to Shared
Library
Audiences

2. Define your custom
lists, e.g. sales page
and conversion page

3. Implement code
on every page of 4. Remember to
your website frequency cap (3x per day)

Use Targeted Creative to Bring them Back


Landing Page Optimisation


The Search Engine Results Page
Paid per
Click
Advertising
(PPC)

Non-Paid, e.g.
Organic
Search
Listings (SEO)


The Search Engine Results Page

Myth #1
Advertising on
paid search can
improve my
organic
rankings

Myth #2
The number of
clicks on a
website will
increase my
ranking

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?


Thank You! This is the
shirt my team
gave me for
my 30th

@vanvallejo

http://www.mindshare.ie 2013 - Maximising Google Search and Display
DMX Dublin

Maximising Google Search and Display - DMX Dublin Conference March 2013

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