Google Academy Workshop

Google Confidential and Proprietary

The Digital Force
Hany Abdelkawi
Strategist, Middle East and North Africa

Learning from past revolutions

1450
1836
1895
1922
1927
1941
1990
Print
Radio
TV
Internet
2010
Tech Content Users Advertising

800 exabytes
Internet users worldwide
Mobile Subscribers
Digital information in the world –
videos, photos, music, texts, etc.
2010
2010
2010
1.8 B
4.6 B

800 exabytes
2010
2020
2010
2020
2010
2020 53 zettabytes
1.8 B
4.6 B
5 B
10 B
Internet users worldwide
Mobile Subscribers
Digital information in the world –
videos, photos, music, texts, etc.

!""#$%&'"()*%(+,$&,(*&-."/.0%1,.2&
online / week by
Western Europeans
49%
1 billion
Here are the Masses
4 Billion +
Google searches per
day
220 Billion+
Emails and IMs sent
per day
1 Billion+
Video playbacks per
day
48 hours
Video uploads every
minute to YouTube
350,000
Androids Activation
Per Day

!""#$%&'"()*%(+,$&,(*&-."/.0%1,.2&
3 !"#
$%&'#()'*#+(,,-./.0#/.#102,%##
85%of people online
use search
Search is the most
popular online activity after
e-mail
26+M Online Users >1M Google searches
per hour
13% of our Queries
come from Mobile
Video is growing more
than any country in the
world

The Digital Marketing
• 14

Agenda
Introduction to Google
Google Search Network
Google Display Network (GDN)
Google Maps & Mobile Ads
Demos
Google Digital Session
1
2
3
4
5

Google Confidential and Proprietary • 1
6
What is Google all about?
What is Google all about?

Google's Mission
17
Online Content
Billions of web pages
Offline Content
Billions of items becoming indexed
To organize the world’s information and make it
universally accessible and useful.

18
One search box
for all questions!
Web
results
Video results
(Steve’s famous Stanford
commencement speech)
News results
(Articles about
Steve and Apple)
News archives
Pics

Google is not only about search
Blogger Scholar Local Picasa Desktop Search SMS
Video Gmail Google Earth Groups Orkut Maps

The strength of a chain = ?
• 20
Equals the strength of
the weakest link!

Google Advertising Platforms
• 21

Our network vision
-45$067%.6& 8*9%.+6%.6&
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3 :;,$%&<,1;7%*&
=017&/.%;060"(&
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,;;"4(1,50$012&
3-%45.#*.##
6-7/(#',-.7#
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!"#$%&'()*%+$,*(
3 @%,(0(#A4$&,*&A".<,16&
3 B,.#%1%*&%(90."(<%(16&
9*552:;5--#2/-)7#
!"#$%&'()*%+$,*(
3 !.%,1%.&%C;0%(;2&"A&
,*&"/%.,+"(6&
3 >(60#716&1"&2"4.&
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3 '"(1."$&"9%.&,*6&17,1&
,//%,.&"(&2"4.&
/."/%.+%6&
P
<&
A
'"(64<%.6&
C

23
Google is in the “Connections Business”
Connect consumers
to ALL the information
they care about
Connect marketers
to ALL the customers
they care about

Connect with
Consumers
When They Go
Beyond Sites
with Google’s
Web Utilities
Connect with
Consumers
When They
Research and
Pursue Passions
with Google’s
Display Network
Connect with
Consumers
When They
Search
with Google’s
Search Solutions
Connections Powered By Google
1. Search Network 2. Display Network 3. Web Utilities

Connect with
Consumers
When They
Search Online
with Google’s
Search Solutions
Connections Powered By Google
1. Google’s Search Network
• &@0$$0"(6&"A&4(0D4%&46%.6&=017&EFG&:%,.;7&
/%(%1.,+"(&0(&H#2/1&

28
new cars
Online consumers use keywords (also known as “Queries”) to
search for information
Google Search! and Ads

30
0 – 3
8
Sponsored Ads
Cost Per Click (CPC)

31
Natural Results
(unpaid)

Search Partners
The Search Network also includes hundreds of partner websites

Google Ad Auction
• 33

Bidding Definitions
Maximum CPCs: You set the maximum
price/bid you are willing to pay per click
Actual CPC: Determined by auction for each
keyword. It will never exceed your Max. CPC
bid
Maximum Daily Budget: Controls how
many clicks you will receive each day

The Google Ad Auction
MAX
CPC
Quality
ScoreX
Ad Rank is determined by an auction
of the ad’s relevance and the amount
advertisers are willing to pay

$2.00 x 1 = 2
$1.00 x 4 = 4
How are the Ad Positions Determined?
Baseball Express
Baseball gloves & mitts all brands.
Rawlings, Wilson, TPX, Mizuno
www.baseballexpress.com
Gloveslingers.com
Professional baseball equipment
For the Serious Baseball Enthusiast
www.gloveslingers.com
Glovesmith Elite series
For the serious player
Are you serious?
www.glovesmith.com
Direct Sports
Baseball & Softball Equipment
Worth, DeMarini, Easton, TPX, Nike
www.directsports.com
Glovemania Gloves
Akadema Baseball Gloves
at Great Prices
glovemania.com
Quality Baseball Gloves
Low prices on pro quality gloves
from Rawlings, Mizuno. Fast ship.
baseballwarehouse.com
Sponsored Links
Baseball Express
Baseball gloves & mitts all brands.
Rawlings, Wilson, TPX, Mizuno
www.baseballexpress.com
Get Baseball Equipment Here
Great prices on a full line of Products
Always available at great prices!
www.grandslamoutlet.com
Get Baseball Equipment Here
Great prices on a full line of Products
Always available at great prices!
www.grandslamoutlet.com
5
Quality
Score
XMAX
CPC

Ad Relevancy Reward
•  raise CPCs
CPC x QSCPC
•  improve quality score
To boost position/rank:
The latter is better because
improving relevancy
can save money!
OR
x QSCPCCPC QSx

Quality Score and Ad Ranking
The Auction Rewards Relevant and Targeted Ads by
Relying on a Quality Score
Quality
Score
CTR (click through rate):
How many searchers are clicking on your ad?
Ad Text Relevance:
How Relevant is your ad to the actual search keyword?
Other Relevancy Factors
Landing page quality – load time? User friendly? Relevant?
Historical Keyword Performance:
How has this keyword performed in the past?

Where to know more!
InsightsMena: http://www.insightsmena.com/
Google Arabia blog: http://google-arabia.blogspot.com/
YouTube Trends: http://www.youtube.com/trendsdashboard
Google Insights: http://www.google.com/insights/search/
Everything else! http://www.google.com/

It’s time to Accelerate
Thank you!
Hany Abdelkawi
Account Strategist, Middle East and North Africa

Google Academy Workshop

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