latest google update on adwords for November

1. Google Confidential and Proprietary
Sarah Tate – Agency Product Specialist
What’s new @ Google?
1

2. Google Confidential and Proprietary
Agenda
• Q4 Insights and Market Trends
• New Products & Innovations
• Research Online, Purchase Offline…
• SECURITY!!
2

3. Google Confidential and Proprietary
Some Key Thoughts

4. Google Confidential and Proprietary
The UK online population has grown
by 2 million to 44 million in the past
year ...
Brits spend almost half their
waking lives immersed in media...
Tv & Internet becoming part
of
one and the same media
experience...
Humans generated more data in
2009 than in the previous 5,000
years
combined

5. Google Confidential and Proprietary
41% feel financially worse off compared to last year
The UK is facing the slowest post-war recovery, as GDP stands 4.5 %
lower than pre-recession levels
The UK economy remains weak...
Unemploymentremains high with 2.45 million looking for
a job

6. Google Confidential and Proprietary
... But no double dip recession for digital
Online recruitment has grown by 22%in September 2010 year on year
An extra 1.1 million people are buying online monthly in 2010, totalling at
26 million
UK e-commerce sales are expected to growth by 13%in 2010

7. Google Confidential and Proprietary
3 out of 4 UK internet users research products and services
online, making it the second most popular online activity

8. Google Confidential and Proprietary
Mobile

9. Google Confidential and Proprietary
14 million Brits surf the
internet on their mobile phones
12% of all UK shoppers
use mobiles to research
before they shop
There are 15 million
smartphone users in the UK
(up 70% since 2009)

10. Google Confidential and Proprietary
41%of retailers plan to have a
transactional mobile site or
application in place within the next year
In the last 12 months Amazoncustomers
ordered more than $1 billion of products
using a mobile device
Both a $75k Corvette and a $140k
Lamborghini have been bought via Ebay
Mobile in the past 12 months

11. Google Confidential and Proprietary
Google Innovations

12. Google Confidential and Proprietary
The Driverless Car
12
http://www.youtube.com/watch?v=X0I5DHOETFE&feature=related

13. Google Confidential and Proprietary
Google Images: Reach Active Searchers with Engaging Ads
13
Exclusive 728 x 90 expandable
placement
 First display ad on a Google search property
 Extend your reach with 40 million targetable page views (US)
 Users are actively searching for your category
 Expandable format encourages engagement (1H‟10)

14. Google Confidential and Proprietary
ACE –
http://adwords.google.com/support/aw/bin/answer.py?hl=en
&answer=183511
14
What
Who
Why
A split-testing tool that allows advertisers to measure how
changes to keywords, bids, ad groups, placements and
ads impact their actual campaign performance. Works on
search and content.
Advertisers who want to test and measure changes to their
ad groups
Advertisers will be able to better optimize their accounts by
seeing how these changes impact campaign performance.

15. Google Confidential and Proprietary
Campaign >> Settings >> Advanced Settings
15

16. Google Confidential and Proprietary
Bear in mind….
• Results will be visible under the campaigns tab under „experiment‟
and „control‟ rows
• Only one experiment per campaign at every given time
• ACE is not compatible with
 Position Preference - Although you are not able to test the effects of turning on position preference for a
portion of your campaign traffic, you are able to run experiments on a campaign currently using position
preference. Any position preferences you have set will apply to both the control and the experiment groups.
 Opting into campaign-level settings - You are not currently able to enable / disable a feature (such as new
geographic or language targeting, or opting into a new bidding feature) at the campaign settings level for a
portion of your campaign traffic.
 Conversion Optimizer - Campaign Experiments cannot currently be run while the Conversion Optimizer is
enabled for a campaign.
16

17. Google Confidential and Proprietary
Google Accelerator
Unlocking 5 amazing tools with 2 simple tag
Conversion
Optimiser
Reduce costs and increase conversions.
Set a target CPA and you‟re away.
Enhanced CPC
Optimises conversions by automatically
adjusting CPC‟s based on potential to convert.
Remarketing
Retarget consumers that have shown an interest
in your product but did not convert.
Search Funnels
Understand the full value of search.
Insight into click attribution.
Display Campaign
Optimiser
Optimises targeting and bidding to find
additional conversions for your GDN campaigns.

18. Google Confidential and Proprietary
Google solutions: Enhanced CPC
1
8
Enhanced CPC
Observes
which auctions you
receive
conversions from
Builds
a prediction model to
guess which
auctions will convert
best in the future
Optimizes
your traffic so you
are spending your
money in the best
auctions
Compatible with 3rd party bid management tools
Maintains a control sample to validate positive impact of bidding adjustments
Uses CPC bids rather than CPA bids
No minimum threshold of conversion volumes
Activate in AdWords Interface
via Edit Settings

19. Google Confidential and Proprietary 19
Remarketing on the Google Display Network
• Anyone with a website who cares about value for money
• Anyone with more than 50K UU/month
• Target users who have visited your website but didn’t convert
• Re-advertise to these people with a different message
• Bring them back to your website to re-engage them
• 97% of new site visitors don’t convert on the first visit*
• Target users on a network with more reach, scale & efficiency than any other
• 84% of unique internet users in the UK can be reached on the GDN
• Only target hot prospects that have previously engaged with your site
• No premium for Remarketing on the GDN
*Source: Core Metrics UK Benchmarking, March 2009

20. Google Confidential and Proprietary
20
In the Search Funnels reports, you can
now see:
• Upper funnel clicks and impressions*
that occur prior to last clicks that drive
conversions
• Average length and duration of
conversion paths
• How keywords, ad text and campaigns
assist each other prior to conversion
*impression data only available from Google
Search Funnels will Uncover New Insights

21. Google Confidential and Proprietary 21
You provide
target CPA,
creatives, budget
Result: More
conversions at
desired CPA
System automatically
optimizes targeting
and bidding
Let the Display Campaign Optimizer find additional conversions at your
desired CPA, across the millions of sites in the
Google Display Network.
Display Campaign Optimizer

22. Google Confidential and Proprietary
Online to Store
Measuring the Impact of Google Search Advertising on
Vodafone‟s In-Store Sales
Online 2 Store

23. Google Confidential and Proprietarypage 23
Agenda
• Purpose of the test & methodology
• Results
• Implications

24. Google Confidential and Proprietary 24
Test Objective
Quantify the impact of search advertising on
Vodafone‟s in-store sales

25. Google Confidential and Proprietary 25
Objective: create a measurable difference in Google AdWords spending
between test and control regions and determine the impact on in-store sales.
1. Determine a baseline of
sales activity in each
test/control region before
the experiment
2. Increase online advertising
for defined product
categories (handset/generic
keywords) in test markets
3. Determine the difference in
sales between test and
control markets due to
altered online spending
Test
Control
Test Design
Selected a representative set of
94 Vodafone stores from 5 test
regions across the UK; matched
control stores were taken from
other parts of the country

26. Google Confidential and Proprietary 26
Google have partnered with APT, a leading provider of Test & Learn
Management Systems to conduct this test for Vodafone.
Test Process
APT
„Test & Learn‟
Process
Create Hypothesis
Advertising on Google AdWords is a
driver of in-store sales
Design Test
Increase AdWords spend in
recommended categories;
evaluate the impact on sales
Execute Test
Advertiser/agency make
recommended alterations to
AdWords spend
Analyze Test
Measure sales impact in
store and evaluate
significance of the result
Plan Rollout
Take key learnings on board
in planning future AdWords
campaigns and tests

27. Google Confidential and Proprietary
Test Execution
• Keywords:
Majority of the increased spend was on Generic terms, e.g. mobile phones, mobiles, mobile deals
etc. In addition increase in spend on Handset terms, e.g. nokia phones, samsung, smartphone
deals.
• Bids:
Increased bids on these keywords to push for nr 1 position
• Effect on impressions/clicks:
Increase in impressions (ads shown on Google) in test clusters vs control clusters.
No big jump in clicks in test vs control.
• Ad text:
No change of ad copy, so no calls to action to go into store
• Period:
8 week test period
page 27
The 5 test areas received 19% more spend relative to control, or an
incremental £53K over the 8-week test period.

28. Google Confidential and Proprietary
page 28
Conclusions
1 Search marketing is a strong driver of footfall
1.9% lift in visitors as a result of increased online spend
2 Search marketing influences offline sales
Overall sales lift of 1.5% in test markets when compared to the control markets
3 Positive return on advertising investment in offline channels
Vodafone received £4.26 in sales for every £1 spent on AdWords
4 AdWords has an even greater impact on in-store sales than online
1.75 in-store connections are driven by AdWords for every 1 online
“Vodafone’s additional investment in generic and upper funnel
keywords was an effective way to drive incremental in-store sales.
We now have a better understanding of the impact of online
research on retail purchase behaviour and we’ll have to rethink the
way our current attribution model works.” -Mike Durbridge, Head of Direct
Sales, Vodafone UK

29. Google Confidential and Proprietary
Adwords Security

30. Google Confidential and Proprietary 30
Adwords Account Security
Tackle
Address and
resolve
Detect
Identify “Phishy”
behaviour
Prepare
Educate and know
current threats
Our mission is to educate and empower our Advertisers and Agencies in
account security so that they are aware, able to prevent, and be better
prepared for security issues.
Prevent/Protect
Keep systems/software
updated

31. Google Confidential and Proprietary 31
Session Agenda
1 Identify Current Threats
2 System Security Best Practices
3 Account Security Best Practices
4 Where to Get Help

32. Google Confidential and Proprietary 32
Heads Up!
Current threats to be aware of

33. Google Confidential and Proprietary 33
Cyber Crime
Cybercrime increases as cyber criminals exploit people in tough
economic times through phishing and malware attacks.

34. Google Confidential and Proprietary 34
What is Phishing?
Phishing is the use of social and technical techniques to steal
consumers' personal identity or financial account credentials by
masquerading as a trusted source.

35. Google Confidential and Proprietary 35
Increase in Phishing Attacks
Source: RSA Anti-Fraud Command Center, RSA Online Fraud Report,
October, 2009” .

36. Google Confidential and Proprietary 36
Brands Targeted
• Phishers exploit user‟s trust in brands to obtain personal information.
• Including:
• Walmart, Citigroup, Facebook, Wells Fargo, Bank of America,
Google Adwords, Amazon, Paypal, and many many more.

37. Google Confidential and Proprietary 37
Fake Emails
Update your AdWords Account?
Link leads to
http://www.adw
ords.google.co
m.fke21.cn/sel
ect

38. Google Confidential and Proprietary 38
Fake Websites
Google AdWords?

39. Google Confidential and Proprietary 39
Fake Websites
Walmart?

40. Google Confidential and Proprietary 40
Fake Websites
Amazon?

41. Google Confidential and Proprietary 41
What is Malware?
Software designed to infiltrate computer systems without the owner‟s
knowledge or informed consent.
(i.e. Viruses, worms, keyloggers)

42. Google Confidential and Proprietary 42
Increase in Malware Attacks
Source: Google Online Security Blog: Malware Statistics Update
Aug 25, 2009; Niels Provos; Security Team

43. Google Confidential and Proprietary 43
Keeping Your System Secure:
Knowing your sources

44. Google Confidential and Proprietary 44
Keep Systems Updated
• Download latest patches for your system (windows, mac, etc)
• Use up-to-date browsers with pop up blockers (firefox, chrome, etc)
• Use up-to-date security software (Anti-Virus, Anti-Spyware, Firewalls)

45. Google Confidential and Proprietary 45
Only visit websites, download content from and share information with trusted
sources.
Be aware when…
 Downloading free software
 Downloading/opening files from an email
 Visiting unknown websites
 Sharing login credentials/personal information
 Entering sensitive data online
Know Your Source

46. Google Confidential and Proprietary 46
Identify “Phishy” Behavior
• Does it make sense to be receiving this email from this source?
• Don‟t reply to or click links within emails that ask for personal,
financial, or account information.
• Check the message headers
• Instead of clicking the links in emails, go to the websites directly by
typing the web address into your browser, cut and paste, or use
bookmarks.
• Ensure that the URL and website match?
Remember:
Google will never request sensitive information over email!

47. Google Confidential and Proprietary 47
Staying Safe and Secure:
Best Practices and Recommendations for Google AdWords

48. Google Confidential and Proprietary 48
Password Security
• Create a unique password
 Mix capital/lowercase letter, numbers, punctuation
• Do not share your password
• Do not use your Google password for other accounts
(AdWords/Google)
• Change your password frequently
• DO NOT log on from unsecured home networks as these are more
vulnerable.

49. Google Confidential and Proprietary 49
Take advantage of existing AdWords Features!
AdWords gives you the option of assigning unique logins and passwords to each user.

50. Google Confidential and Proprietary 50
Manage your Logins
• Better managed Logins = Better managed account!
• Use unique Logins and Passwords for each user
• Grant lowest access level needed
 Administrative (highest level of access
 Standard (access to most account features
 Reports (view and run reports) / Reports Managed (account notifications and unlinking
managed accounts)
• Remove inactive users (i.e. former employees)
• Why?
• Determine who has access
• Keep track of changes made (prevent unwanted changes)
• Identify source of security leaks

51. Google Confidential and Proprietary 51
Managing Account Information
• Sign into your AdWords account from the main login page
 Type in the URL
 Bookmark the main page

52. Google Confidential and Proprietary 52
Security Issue?

53. Google Confidential and Proprietary 53
We Can Help!
1. Contact your Google Team
2. Run malware and anti-virus scans
3. Change your password (advise client to do the same)
4. Security team will help to investigate and resolve the issue.

54. Google Confidential and Proprietary 54
Thank You!