ADWORDS MITURI SI ADEVARURI

Engage Romania, @Bucuresti 2011 Bogdana Butnar, Business Development Tech/Telco

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despre ce vorbim astazi?

ce este adwords? cum vindem adwords? cum monetizam adwords?

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adwords

adwords nu este spatiu media adwords nu este o suprafata fizica a ecranului adwords nu este un alt fel de banner
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implicatii
nevoia de a intelege sistemul de calitate din spatele licitatiilor nevoia de a evalua cea mai buna pozitie pentru conversie nevoia de intelege lipsa discounturilor nevoia de intelege conceptul de management de cont

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adwords este IN PRINCIPAL un tool de business

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permite targetarea unei nevoi specifice permite furnizarea unei oferte specifice rezulta (ar trebui sa rezulte) cel putin in LEAD daca nu in VANZARE este masurabil de la momentul 0 pana in momentul conversiei este optimizabil as you go poate dubla ca tool de brand building sau brand management

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cum vindem?

astazi la CPC, pe comision din investitie exact ca pentru media clasica unde se vinde spatiu DAR astazi in general complet nemonetizate strategia de cont, managementul de cont, consultanta day-to-day, cercetarea si documentarea necesare

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cum vindem?

performance tool business tool branding tool

adwords
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adwords business tool

cercetare de piata previziuni de trenduri si identificarea de noi oportunitati managementul bugetului de marketing generarea de leaduri si de vanzari flexibilitate prin optimizari

TOATE ACESTEA SUNT SI SERVICIILE PE CARE VOI LE OFERITI!!

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REACH

exemplu #1

In August 2008, there were 7,480,000

Spears globally.

searches for Britney

Google has counted over

1,000 misspellings of Britney Spears 915,100

The top 10 misspellings of those 1,000 received an additional

searches

Multiply the misspellings by the times that they appear as part of a longer query and there are millions more

missed opportunities

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exemplu #2

How often do you show on the results page? Tracking impressions gives you insight into how much exposure your brand is getting with Google.

Which listings are most appealing to customers? By looking your CTR, you can determine how attractive your listing is to customers and then adjust.

What is the ROI for your marketing campaigns? Closely and easily monitor your ROI with data directly from your AdWords account.

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adwords performance tool

conversii lead, vanzare, ochi cost per conversie / cost per lead analiza de palnie de conversie optimizari legatura dintre adwords si GDN rata de click crescuta

TOATE ACESTEA SUNT SI SERVICIILE PE CARE VOI LE OFERITI!!

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exemplu #4

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exemplu #5
Search and Display ads, used in combination, increase conversion rates relative to search ads alone

Search Ads Only

vs.

Search Ads + Display Ads

+22%
=

Lift in conversion rate

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adwords brand tool

contributia search la indicii de brand share of screen ptr gestionarea crizelor sau controlarea subiectelor de discutie

TOATE ACESTEA SUNT SI SERVICIILE PE CARE VOI LE OFERITI!!

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The importance of brand terms

strategie de vanzare adwords ptr brand

Reach

Drive incremental traffic using brand terms Ensure all possible variations of your brand are covered by including misspellings

Control Brand Territory

Clearly deliver the intended message you wish to communicate Target ads according to specific audience groups Ensure landing pages are relevant

Consider brand terms as part of your brand budget compare investment with other media Brand bidding is typically more cost-effective Defend brand from competitors

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exemplu #6
Brand Affinity
(do you like it?)

Purchase Intent
(would you buy it?)

Brand Recall
(do you remember it?)

1.18x

1.14x

+ 2.5x

Source: Enquiro Research/Ipsos Interactive Services, May 2008, Aggregated Data: All Industries, all countries (UK, Germany, France)

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CONTROL

exemplu #7

Your ad can lead the story... ... beating any negative press...

...as your natural result catches up in the rankings

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monetizare
consultanta vs. spatiu media strategie vs media buying etape de monetizare: strategie de cont
1. 2. 3. 4. 5. 6.

management de cont
1. 2. 3.

KW research website research topics research account structure adtext composition budget estimation

strategie anuala / trimestriala (tactic) optimizare account reviews

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BAFTA!