>> HELMHOLD: So first off, I just wanted to give a brief description of what we'll be
going through over the next hour to make sure it's relevant to everyone. So you have a good
idea of what we're going to be discussing. So, this is the intro to Marketing with Google.
What we will be going over is Google's advertising products across our online offerings, some
our traditional media products and just try and give you a basic idea of Google's product
line as a whole and kind of an introduction to how you can start marketing online with
Google. For those of you who've advertised in the past who might be going into some minor
products that you haven't utilized yet, for others who have no exposure to Google online
advertising or online advertising at all, then this should be very relevant and hopefully
give you a great introduction. Nobody is going to run out of the room screaming? Okay, good.
So, hopefully we're all in the right place. So, my name is Daniel Helmhold. I've been
working at Google for about four years within the AdWords advertising department. I started
by doing customer service then with building and managing new accounts for clients and
now I work with our partnership development team working with new businesses. We want
to start advertising online with Google and helping them get started very quickly and
efficiently and start seeing results from the very first day they're running. So, a
couple--well, actually couple of more announcements before I hop in here. So, we are actually
filming this session, so anyone who do not want their back of their head to be in our
lovely shot which may show up on Youtube at some point in the very near future, you might
one to migrate to the back of the room but I see a lot of--fair enough. I won't take
it personally. Anyone else? Okay. All you guys will all be published on Youtube very
soon. So, also we have all the future sessions and time is posted outside. You can see at
the back of the room there is these pieces of collateral here and you can see the other
sessions will be coming up when I mention a couple of them in my presentation that are
relevant to the content that we're looking at here as well. All right, I think I've touched
all my basis on the announcements to begin and we can get started. So, to give you an
idea of some of the areas we're going to be touching on, to start with, The Google Network
Overviews to give you an idea of where Google's footprint is right now and some ideas of where
our present slides online. Online Solutions weigh so much. You can gain exposure for your
company, for your organization through our various online properties and a little bit
how you can get started with those. Traditional media, so many of you maybe familiar with
purchasing media across television, radio, print and more traditional forms of media.
We're going to take a look at kind of how Google's entered into these markets and how
you can effectively purchase all of these different media from one location in your
Google AdWords account. And then Tracking Results. So, you know, two things that we
kind of focus on consistently here are tractability, accountability of all the advertising we do,
to give you an idea of the tools that we have available for you to effectively track the
results you see through the different Google products and kind of understand how you can
implement those. And then finally, getting started, so, hopefully some of you are here
because you're considering getting started with advertising with Google. I want to make
sure everyone understands what the options are and really how you can get started very
quickly and have something up and running in minutes. So, if anyone has questions throughout
the presentation, feel free to raise your hand. I'm going to save time at the end for
questions, but I won't be prompting mid-presentation. So, feel free to raise your hand and I'm more
than happy to answer or clarify anything that we walk through. All right, so let's get started.
So, the Google Network Overview. So, pretty much what I wanted to do here is just give
a snapshot of where Google is online. Some of these things you might be familiar with,
others might be somewhat new to you. Kind of the main point here is that I think when
people think Google and they think google.com, which is natural and is certainly is the core
of our business, but there are a lot of other places online where Google has reached. Across
the Google content now are thousands of providers allowing you to touch over, you know, 84%
of users that are online through the whole network. You know, if you take a look down
here at the bottom, you'll see AOL, Ask.com, CareerBuilder, Myspace, Youtube, all properties
within the Google Network where you can gain exposure for your organization. And this just
kind of gives you an idea of across the whole Google Network, you know, what makes up that
whole grouping. So, what I want to do now is kind of just take a look at two interesting
statistics that you can see. On the left side here, we have a breakdown of media consumption.
So, people who are consuming media, where are they are doing so, in what amounts and
what portion of their total media consumption is that given medium taking up. And what we
can see here is that going online, the average user within the United States is going online
for 14 hours per week, which is 41% of the time they're spending consuming media. You
can see that's equal to television at this point, which means the very, very significant
portion of their time is being spent online which is fantastic. But with the interesting
comparison here is that if you look over at the total advertising spent across United
States, the way that this breaks down this time is that 7.4% of people's advertising
budgets in the United States are being spent on online. So, what does this mean? That means
if--we have an opportunity gap between where people are and where people are focusing our
advertising dollars. Now, this number continues to grow on the right here and I think a lot
of people think, you know, everyone is online. Well, everyone is not online as far as people
who have migrated to advertising with Google and the opportunity still is there and it's
still very large. And hopefully, we can show throughout the presentation kind of what you
can do to find space in this opportunity gap. So, we are going to go over some various products
within the Google Network throughout the presentation, but just get an idea of what these products
are doing. So, radio, newspaper, magazine, television, you know, investment in these
areas are as continuing to increase. Now, they are more well-established and so it's
more difficult for them to have large increases. I wanted to just compare this to what we're
seeing within the online space. So, online advertising increasing by 19% over the last
year and this is something that we continue to see happening and that we hope and expect
to see to continue in the future, but it gives you an idea of really where media is heading
and where it's shifting, you know, from year to year. So, that was just kind of to give
an idea of where online advertising is, where Google is to give you a chance to hopefully
see where the opportunity may lie. Now, I want to kind of go ahead and jump into where
some of the very specific solutions are and how Google can kind of help you use those.
So, first off, keyword targeting. So this is kind of the core of Google. The first two
items we're going to go over here are keyword targeting and content targeting and these
are very focused ad direct response to advertising. You have a very specific product, service,
goal that you want to be promoting and you want people to come to your websites or into
your business to take a very, very specific action once they have--once they've reached
there. Keyword targeting is kind of the core of what many people think when they think
of advertising with Google and is very much one of the building blocks of what we do in
our online advertising platform. You go to google.com, you search on the right side of
the page and sometimes the top you see these ads come up. Fairly straight forward, you
select the phrases on which you'd like to be shown and in turn your ad is shown for
those specific searches. So, some of the--some of the things that are beneficial here, so,
the broad reach, so the ability to reach millions of users across various stages of when they're
online. Timing, this we have a phrase known as "The magic moment". So, the moment at which
a user goes to a search engine, they put in something very explicit, "I want this good
service" or "I want information on this." Now, there are very few mediums in the world
that then allow you to say, "You give--told me the exactly what you want, here is an ad
for what I offer which matches your need perfectly." So this kind of "Magic moment" where we connect
buyers and sellers or providers and consumers really that "Magic moment" where we can connect
a very specific point in time to provide them with what they're looking for. So, achieve
marketing goals. Now, there are different ways that you can target users using keyword
targeted search and they kind of go across the entire buying cycle. So, you could imagine
someone being online and they're doing research. You want to provide information about your
product, you want them to consider the features and the competitive advantage that you have
while they're still making that consideration. They provide information and they consider--they
continue to make their decision hopefully equipped with the information you wanted to
provide them about your specific product. So, the next stage, someone comes and they
know exactly what they want. They do a search for a very specific product, they see your
ad, they're driven to the website and they make a purchase. It's the ability to target
users at different points in time that allow you to kind of gain exposure across the entire
buying cycle and ensure that your presence is felt no matter what stage that consumer
is in at that point. So, next stop, effective pricing. So, the really two factors that go
into the pricing as far as keyword targeting is concerned, the first is your daily budget.
So, I'm willing to spend up to let's say $100 per day on my advertising campaign. Do not
spend more than that in a given day. You said that explicitly and that--and that controls
the total amount of budget you will spend. That's the one control you have for the total.
The other is kind of the incremental control you have on your budget, which is the cost
per click. So, I'm willing to pay up to one dollar per click for each click that comes
on my website over this--over this period of time or within this campaign until I make
a change. So now you have $100 a day daily budget and you have but $1 maximum cost per
click. So incrementally, you'll never pay more than a dollar and on the day, you'll
never pay more than $100. And so, you can see if, you know, if you were to pay at that
point, you would receive a minimum of 100 clicks if you were to reach your budget for
that day. And there are certain things that adjust that price as far as how much you pay
per click, but the most important thing to realize is you set a maximum and you'll never
be paying more than that. So, you have a very explicit control over that increment. And
when you try and decide, you know, how to calculate ROI and you get a feel for, you
know, what's my value per lead to my site, what's my value per sale, or if you have a
check out, this is how much I'm making per sale, you know, you can set that cost per
click so that it can directly kind of back into the type of ROI you're looking for. You
know, and this comes with having more of an idea of who's coming to your site. How many
users do I need to come to my site to make a diversion? If I know that, then I would
know how much it cost per user, then I can start to get a feel for what kind of investment
is appropriate and at what increment I can really see a return. So, certainly a lot of
ways to optimize that as well. And then finally, measuring performance. I mean, you know, a
lot of these things you see here we're going to touch on in the next few slides over and
over again because they're kind of core to all the products that we have. But measuring
performance, you know, ensuring that you have the data you need to really understand the
results that are occurring from your advertising accounts. So, it's telling you how many times
your ad was shown which is our impressions. How many times someone clicked on your ad
and it was delivered directly to your site which is "clicks" and then later understanding
how many conversions you actually achieve from that campaign. And we'll go into a little
more detail about solutions that we have that allow you to track user behaviors once they
reach your site so that you can ensure that the traffic that's being driven to your site
is valuable and it's actually resulting in the types of conversions that you deem to
be, you know, the most sufficient use for your ad budget. So, next up is the content
network. Now, you'll see a lot of these things over here are fairly similar. The content
network, much like the keyword targeting option, is a direct response based model. So, finding
places online where you can gain exposure to potential clients who are looking for your
products and are qualified--are qualifying their desire to find something relevant through
their location. So, a very broad reach here. Over each month, the content networking is
exposed to over 590,000,000 unique users. So, the reach is very broad and what we're
able to do is find websites that are relevant to your business, to your products and to
show your ad on those pages. So, scanning the content of that page and scanning of your
keywords and ads to place your ad on a page that's very relevant to what you're offering.
Now, many people think, you know, "Well, I'm on these pages and they don't necessarily
always--I don't know--I don't click on these ads a lot." Well, this is still a cost per
click model so you're still only paying each time someone clicks on your ad. So, there's
inherent value in them seeing your ad and potentially not clicking on it, but you're
never going to be charged unless someone clicks on the ad and then is delivered to your webpage.
So, a very similar pricing model, setting the maximum, setting the daily budget, having
those controls there to make sure that your budget is very explicitly defined by you.
So, flexible pricing, again, we touched on that with the CPCs, setting those effectively
just to get the ROI that you know you can achieve. So, ad options, so I'll touch on
these across a few of these. Within the keyword targeting option, you have a very, very simple
option as far as your ad copy. You've probably seen these style of ads, it's four lines of
ad copy. You know, very concise hopefully, but a very limited space. And so, you can
express somewhat of a limited message about your business or company. What we allow for
across the content network are more dynamic ad options. So, static banner ads, animated
image ads, click to play video ads, flash image ads. I mean, allowing you to create
more dynamic ad content so the exposure you're gaining to your potential clients really,
you know, is building brand equity more so, but not even that. What this is just really
trying to effectively kind of induce the user to find your content interesting and ultimately
click on your ad and be delivered to the site. And then finally, again, measuring performance.
You know, going to the same things, having the clicks, having the impression, knowing
where your ad's being shown, understanding when it's being shown, having a fully comprehensive
breakdown of when, where your ad's being shown. So that you can continue to optimize and adjust
the settings until you find the optimal set up. And as you see down here on the lower
right-hand corner, a few examples of where this would be: thenewyorktimes.com, foodnetwork,
US news, Rolling Stones, PCWorld, thousands of thousands of sites within the network that
you can target effectively through content targeting.
[PAUSE] >> HELMHOLD: So, like I mentioned, keyword
targeting, content targeting, both direct response are very relevant locations online
which you can drive traffic to your site. However, there are also ways in which you
can do effective branding using the Google Network and one of the major ones is through
our placement targeting option. So placement targeting allows you to show you on the same
place as where content was showing but in a different manner. So, here what we have
is "full control." So, you have complete control over where your ad's showing. I want to show
up on sites X, Y and Z because they're very relevant to my company or I want to hit a
demographic of women ages 25 to 34 with an income bracket of $80,000 plus. Put that in
there, we will then generate the sites. And what this allows you to do is to find very
specific places either demographically or psychographically or behaviorally online where
there are users who are kind of pre-qualified for an interest in your product. So there's
two ways to think about this. One, "I know my demographic, I want the, you know, the
females 25 to 34 and I want them in this region" and then we choose the sites. The other can
be, "I sell MP3 players and I want to find people who are interested in music." So, you
look up our sites that are--have music reviews and you place your ad very explicitly on those,
knowing the type of people going to be--that are going to be on those sites behaviorally
or have an interest in music and therefore, there's a strong benefit to you having a presence
there. A couple of ways to effectively target using the control that the placement targeting
network allows for and increasing brand awareness--I mean, you know, I think one of the things
we try and really communicate is the ability to gain exposure to your brand through a couple
of things, through very specific sites that target demographics but also the dynamic ad
options. So, having something that's very, you know--what it does is it effectively communicates
your brands and it builds up brand equity by ensuring that it's being exposed to the
right people. And one of the reasons--you know, since we are doing this kind of--it's
more of a branding approach, there is a--there are a couple of different pricing options
here. So, we describe the cost for click model previously, pay when someone clicks on the
ad and it's delivered to your website. The other option is what we call CPM, cost-per-thousand-impressions.
So an ad model based on the number of times users are seeing your ad, not necessarily
the number of times they're clicking on your ad. So, a slightly different value here, a
slightly different way to purchase the media and there's different approaches that make
each of those more effective; cost per click when you necessarily--that you have to drive
someone to the site every single time; direct response, you want them to make a purchase,
fill out a form. The other side, placement targeting. You're going to create a piece
of dynamic media that's going to be shown on a website, it's going to communicate your
brand, it's going to communicate your offer and it being seen is going to have an inherent
value for your brand or company. In that case, you use our CPM model because you're looking
to maximize the number of impressions or ad views you see with the hope that building
that brand equity is later going to drive people back to your site through other avenues.
So, two approaches, you know, you kind of want to have worked backwards, "What's my
goal?" and then "Which one's most effective?" Now, for many companies, they're both going
to be effective. You know, you want to build branding and you want to drive direct response
and so they complement each other fairly well. So you can think of someone going to a website
and being exposed to your brand because of a site placement targeted ad there. They're
now aware of it. They're on a site--on a content targeted site where you have a very explicit
text ad that drives them to your page. They click on the page, they see your product offering,
they understand what you have and are--and are, you know, considering it as a purchase.
They continue to research, they come back to Google to do a final search on the exact
product they want, they see your ad with the price of the product directly to your page
to make that purchase and the buying cycle is complete. Now, they're not always going
to be exposed to all three of these but you can't--but that kind of illustrates where
in the entire cycle each of these three' is going to effectively provide value for your--for
your organization. So, next up is YouTube. So, I'm sure many of you are familiar with
YouTube, a very exciting way to share online contents. Like I said, we'll all be on YouTube
shortly with this video. And really, one of the things that YouTube lets you do effectively
is engage your users and do so in a very unique manner. So really, you know, finding ways
to interact with potential users online in a manner that may be slightly different than
the rest of the way that you--that you target people directly. You know, YouTube allows
you to target users by demographic through the category that they're searching online
and really by their age, to place ads in very specific locations. And if you think about
the types of ads that we're discussing, their--the continuity between advertising and surfing
and viewing videos on YouTube is strong. People come to YouTube because they want to view
videos. They want to view video contents. So, the ad place when we do our video ads.
You know, the continuity between those two things make a user much more likely to want
to click on a video ad because that's kind of--or the action they're considering taking
in coming to the page. So, it really allows a strong user experience and you can kind
of see here an illustration of how you'd have a list of videos and of click play video ad
very--aligning very well. The next benefit can be viral marketing. I know this is kind
of a buzz word that a lot of people throw around but I mean, it's certainly--it may
not be true as true, you know--it's true on YouTube as it is anywhere else online. And,
you know, users see a video, they make a very quick judgment as to whether or not that content
is interesting. If they think it's interesting, they're going to send it to 10 friends and
you've just got, you know, 10 free exposures to your content. So, the ability to make content
that might not be suitable or, you know, the right format for television or other media,
but online allows you to do something that can be quickly passed around and gain a free
exposure once it's been created to a large group of people. Now, doing so is a lot--it's
a lot more challenging than that creating content that really is going to be compelling
and make people want to send it on, but to be able--but the ability to do so with kind
of more creativity and less kind of infrastructure really is a great benefit of using YouTube.
And then, finally, test messaging. You know, as you look to create a new ad campaign or
do a rebranding of your company, or consider a new image, you know, it can be very expensive
to do research to find out if this is going to be beneficial. You know, one way that you
can do so is by doing limited releases on a site like YouTube. Put it out there. See
what kind of comments come back. See how viral it becomes. And if no one is sending it to
anyone else, that means that the people who saw it initially probably didn't find it that
compelling. It really allows you to kind of evaluate something in a very, very kind of
controlled environment as far as cost goes and see whether or not it's going to be beneficial
before you launch on a large scale across your entire property. So, various ways that
you can kind of leverage YouTube, effectively. So, I want to break this slide down a little
bit; two kinds of sets of data here. On the left side, just a little bit of the growth
just at the beginning of YouTube, to give you an idea of how it ramped up quickly after
it launched: December '05, four million videos being viewed a day; by July of '06, 100 million
videos being viewed a day. Numbers only continue to increase since then. And just an interesting
idea of how it's--how it's grown, what I like about this slide is the point of the demographic
data here on your right side. I don't think everyone really--I think, there's some preconceptions
about, you know, who is on YouTube and it doesn't always break down in people's mind
like this. You know, I think a lot of people think, "Oh. It's, you know, a 14-year old
sitting at home watching videos." Well, that's true. We do have them watching videos but
if you look here, 32% of our users are between the ages of 18 and 34 and there are significant
portions in all the other demographics as well. So, and the male/female is fairly close
to split evenly. So, I mean, the ability to gain exposure to really all groups across
YouTube is there. And I'm not sure if everyone always quite realizes that, but it's really
a kind of a great skew across those. So next, I've wanted to touch on our local targeting
options. So, this kind of applies to everything we just looked at; keyword targeting, content
targeting, placement targeting, YouTube. All of these can be targeted in the ways that
we mentioned but they also are going to be targeted geographically. So to start on the
left here some of the ways that you can target effectively in a local region. First off is
by region. So, for some of you who have done media buying in the past, you'll be familiar
with DMAs or metro regions. We have those predefined in the system so that you can kind
of align your online advertising directly with other purchases that you maybe doing
through other channels. Or city targeting; type in the cities you want, we'll add them
to your targeting very, very straight forward. So, radius targeting; so we see this a lot
with, you know, brick-and-mortar institutions. "My location is here. Here is my address.
I'm able to service 50 miles around my address, that's why I only want exposure to that group
of people." Use a radius targeting and then you're very easily able to configure it to
just the group of people that you can service. Within the define borders are polygon targeting.
A lot of times, there'll be a very specific region that either as your region due to multiple
locations or because of certain geographical constraints, you want to have a very explicit
region defined, you can do that as well. A lot of options to really make sure that you're
only showing your ad to people who you can service with your business. And then, if you
look over here on the right side--I mean, yes, you can target countries--multiple countries,
United States, target regions or cities like we discussed and really kind of get that custom
targeting. So, again, make sure we're limiting the exposure of your ad and we're limiting
the places where you're investing your advertising dollars to places where you're actually going
to see clients. So, that kind of brings me to the end of the online solutions portion.
I mean, a couple of things that I just want to, you know, reiterate as key takeaways,
you know, as you're looking to utilize the various programs, understanding what your
goals are. So, if you're coming in with a very direct response-related goal, understanding
how our keyword targeting option works and understanding how content targeting both let
you target users at a very specific point, drive traffic to your website which can then
result in convergence being defined--that convergence being defined by you. The third
piece we looked at: placement targeting. This is--this is for the branders in the room.
Really, people who want to gain brand exposure, who want to build brand equity and want to
continue to increase the number of people who have been exposed to your products. So,
really, just kind of keeping those in mind and they certainly are complementary but,
you know, good to understand kind of what your goals are and then work with those as
appropriate. Okay. So, next up is our traditional media realm. So, many of you maybe familiar
with purchasing TV, radio, print through more traditional media outlets in the past and
what we wanted to do is give you an idea of how Google is facilitating the buying of these
traditional media through your online--your online system and how our goal is to make
them integrated, efficient and optimized and ultimately, take down some of the various
entry for certain companies who may feel like some of these more traditional medias are
just very difficult to get into, whether it's building out the media or it is just finding
the correct channels to purchase it through. So before I hop in here, one other thing--I
mean, I know a lot of the people that are familiar with these various media, you know,
there's many different ways that you've purchased them in the past, whether it's on a per base--per
spot basis or other models that companies use. The three we're going to look at are
based on a CPM model. So, just like we touched on our placement targeting discussion, you're
paying for the number of users who are actually being exposed to your ad. So, as we take a
look through those--I'll touch on that again but just only think of--this is a kind of
the manner that we're using to determine the amount of exposure you're getting because,
you know, we want to be very specific to exactly who's seeing it. We only want to be charging
for the number of eyeballs that get taken to your specific media. So, as we look through
these, I'll touch on how--what that means specifically to the three different products.
Okay. So, first off: Google Television Advertising. So now, I'll reiterate this across the three.
These are all traditional media forms. These are not--this is not online TV. This is not
IPTV. This is your desktop top box at home in your living room where you're viewing,
you know, cable or Dish Network. For our intents and purposes, our inventory is made up of
national inventory from the Dish Network across all major networks. So, the idea here is that
the ability to purchase traditional television spots through your online ad campaign, to
select the day parts that you want to show, the networks you want to show on. If you want
to show your ad on Emeril Live next week, because it skews heavily towards your demographic
being able to select that. Configuring that within your account and paying on a CPM basis
or cost per thousand impressions basis. Now, you know, traditionally in television there's
been a varied--there's been varied ways of measuring how many people are actually watching
TV. Nielsen ratings are a traditional way of doing so. What we've done with Dish Network
is utilize their Set-Top Boxes in the homes across their network to actually measure what's
really happening. So, not using surveys and using a very large sample size to say who's
watching what; if they tune out, you don't pay for that impression. If they're watching
your ad and they tune out at a given points, you know, we give you the information, "When
is that user tuning out? Why are they tuning out then?" And really, only are they charging
for the people who are seeing your ad. So, again, trying to find a way to take a traditional
form of media, increase accountability, increase the ease of entering into purchasing this
media and then integrate it into the AdWords system. Next up, there's a map right here,
a little faint but you can just picture the map of the United States circling this data.
So, next up is newspaper. So Google Print, the ability to buy ads within newspapers across
the United States. Again, this is an online versions of newspapers. These are ink and
paper newspapers across the entire U.S. and as you can see, you know, over 600 newspapers
in 65 out 75 major DMAs in the U.S., fully national coverage and really the ability to
within your AdWords campaign go in and purchase media across these papers. So going in and
saying, you know, "I'm in a San Francisco Bay area and I want the San Francisco Chronicle,
but I also have a very small niche group here that read the Stanford Daily news." So we're
talking a very large paper and a very small paper. The ability to go in, select both of
those papers, say, I want to be in the entertainment section of both, I want to have an ad of this
many column inches or is this size within the newspaper, and then ultimately getting
an estimate from the different papers. But this is where it varies though, you get that
estimate and it says this is a realm what people have paid in the past. You have the
ability then to say, "Well, I want to pay half that. Here's my submitted bid." It goes
directly to the newspapers. They have the ability to accept or deny it through that
interface all done online. Why is this beneficial? Well, this allows newspapers, you know, to
very quickly see these bids and these offers and for you to put in something at a very--at
a very competitive rate and for them to accept it and know that it's going to be kind of
verified through Google. So it allows a very efficient model here and allows you also to
use it on a very local level, you know, San Francisco Chronicle, Stanford Daily or on
a national level if you want to receive exposure in various DMAs or across the nation. So,
a lot of options there. And then finally, within the traditional media space are Google
Audio Ads. So these are AM, FM stations across the United States's terrestrial stations that,
you know, a number--over 1,600. And for those of you who are familiar with radio buying,
this also includes all of clear channels inventory. So daypart, stations. You know, this is--this
is inventory across all dayparts of these different stations and in all DMAs. So you
really have the ability to buy any time of the inventory and, you know, style the inventory
through this network. And it really lets you kind of do so efficiently. I mentioned within
TV and print, across all of these three products, including radio, we have the ability to connect
you into what we call our Ad Creation Market Place. And what the Ad Creation Market Place
is is a way for you to connect directly with people who are able to create media for you.
So, for example, with Google Audio Ads, you come to us, you say, "I want to create a Google
audio campaign. I don't have a spot. I need a 30-second spot. Here's the content I want.
I want it to be in this voice and I want it to be done within 48 hours." You put out a
request for a proposal through the online interface, it goes to our list of houses--production
houses who can create this for you, they get back to you within 24 hours with bids. I can
do it for this much and I can do it in this much time. Many of these spots were seen produced,
you know, for as little as $300 and as quickly as 48 hours. So, the ability to have very
quick turn around time and to really launch an entire--launch an entire campaign from
idea to running on a radio in five days. Very, you know, unique opportunity to do something
very quickly in the radio space. So that brings me kind of to the end of the traditional media
section. Now, some of you may have seen our list of coming speakers for the next couple
of days, but if you come back here tomorrow from 11 to 12 o'clock, we'll have a session
just on traditional media. It's going to be led by a colleague of mine, Nicole Resz, who's
awesome. And she will be spending a whole hour discussing all three of the products,
going a little more in-depth on how exactly the media is purchased, how we're tracking
the results, and certainly any questions you have on that, you can ask her. I'm also happy
to discuss it afterwards, but she's going to be giving a very robust idea of where our
opportunity is in this space tomorrow at 11 o'clock right back in this room. So next up:
Tracking Result. So I mentioned this in the beginning of the presentation. There's kind
of two buzz words that we try and stay focused on throughout all of our different products
and that's trackability and accountability. Before we get even the first ads server for
you through the Google Network, okay, it's our goal to make sure that you have explicitly
defined what success is going to be and have the software solutions in place to track that
success. So if success for you is how many people fill out a web form, well you may have--so,
you may know how many web forms you get on your site but we want to know exactly how
many came from us. So that at the end of the day we can say you spent X, you received Y
leads, now let's reevaluate how effective that was and optimize it appropriately. So
what I wanted to do now is go through a couple of our solutions for effectively tracking
the results across your different Google Advertising. So first up is conversion tracking. So conversion
tracking is a way to very effectively track a single or multiple actions the users are
taking on your site. So, let's say for example, you're looking to make sales on your site.
You have a product that's for sale and after that the user buys that product and take them
to a page that says, "Thank you." We page--we place a very small snippet of code on that
page which then communicates back to us to say, "What percentage of people who clicked
on your Google ad actually made it to this final page and registered that conversion?"
So what percentage them did that? What's the cost per conversion? You know, understanding
really where that ROI comes in so that you can focus on optimizing exactly where you
want to focus your advertising budget. And as you can see here, kind of a snapshot of
how we integrate this into your system so this combines some of the various levels of
reporting that we would have. So when you go in and you're taking a look at, for example,
your keyword targeting campaign you could say, "Okay, here are my keywords. These are
where--these are how many impressions I had. This is how many times they were shown. This
is how many clicks I received, how many people have visited my website. And then also on
that very specific keyword, this is how many conversions I received. This was the percentage
of those clicks that converted and this is my cost per conversion." This is extremely
important because after you started running, if you've been running for a week, you might--and
you say, "Well, as a whole," you know, "We've invested a little more than we've made." Well,
I mean, that's when we want to--we don't want to just stop running. We want to say, "Well,
let's take a look a little deeper." If we're running 100 different keywords, maybe 20 of
those keywords used a lot of budget and didn't convert, maybe the other 80 converted very
well. So we get rid of those 20 converted--those 20 keywords that did not convert, we focus
our budget on the area where you're seeing the return and you're able to continue to
optimize your return on investment through the data that's coming through the conversion
tracking tool. So, you know, you continue to optimize, you continue to grow, continue
to take the data that's coming in and increase your ROI. And a tool like this just really
allows you to lay it out very explicitly and see very directly where the opportunity for
growth is. So that is our first solution to effectively tracking user behavior once they
reach your site. Very straight forward. It allows you tract a very explicit action they're
taking on your website. The next solution is Google Analytics. Now, Google Analytics
is a much more robust way of tracking all activity on your website. So for Google Analytics--and
you'd take a step back and say, "This is going to give me an idea of what's happening on
my website not just from users coming from Google advertising, you know, not just coming
from Google.com but coming from all sources." So, really, a complete snapshot of everyone
on your site and what they're doing. Where are they coming from? In two ways, where are
they coming from as far as other websites? Where are they coming from geographically?
How long are they staying? How many pages are they viewing? You know, how many minutes
are they staying on the site? Where are they leaving? If they're leaving when they reach
a certain page, what's wrong with that page and what can I do to fix it? You know, you
can see here a very brief overview of kind of what the dashboard looks like. We're just
showing trends in traffic. There's a map overlay to see graphically where the majority of your
traffic is coming in from and really give you an idea of what's going on. So, keyword
analysis. Well, in my cost per click campaign from Google AdWords, I'm seeing these keywords
generate traffic the resulting in this behavior once they reach my site. Or I'm seeing these
results from Google Organics so that national search results and these specific phrases
are driving traffic to my site which is great. Maybe I should also run ads on those so--because
I could see that people are staying for a long time on my site and those are high quality
users. So it really lets you evaluate kind of the behavior on the site as a whole to
optimize that performance. Site overlay. This is kind of an interesting option. It lets
you really get inside the user's mind and see what they're seeing. You actually will
take a look at your webpage and you'll see the various links on that page and you'll
see the percentage of time that people are clicking on those various links which lets
you kind of see where a user's interest is gravitating to once they reach your site.
Now, if there's a very explicit conversion on your website and it's--this button down
here, yet you see the 90% of your traffic is this area up here, maybe it's time to reengineer
that site. And so bring it on up. So, I mean, it really gives you that insight as to where
you should be focusing changes as well as what's going on on the site. And so just to
go over a few--a few of the other benefits for executives tracking a lot, it--excuse
me, tracking ROI, I mean, understanding where you're seeing your best conversions from,
where your money is best invested. Also, seeing marketing trends, I mean, where do we need
to continue to move online to make sure that we're on the right place? For marketers, getting
those lowest cost conversions, you know, within converted--within the Google Analytics product,
we can set very explicit conversions as well so you can continue to optimize based on those.
Webmasters, showing inside improvements, I mean, you can do it in two ways. One, where
should I work on my site based on what I'm seeing when people come these various pages?
As well as two, once I've made changes, let me take a look at what's happening now. Where
are people leaving? Are they leaving less often from the pages I've optimized and are
there changes that I suggested and I implemented actually benefiting our webpage? So it gives
you a kind of great insight on a few levels on how to really optimize your website's performance.
So, again, kind of a very basic overview on Google Analytics which is an extremely robust
product, there are other features that let you track, you know, exactly the amount of
money coming to your shopping carts and tie that back to very specific phrases, a lot
of advanced features and for anyone who's interested in getting a more comprehensive
idea of when, you know, how exactly to leverage Google Analytics. There'll be another presentation
tomorrow in this room from 4:00 to 5:00 by Ashish. He has a great insight into Google
Analytics. We'll show you some very unique ways that you can use the product to kind
of effectively track different parts of your website and it should be very interesting
as well so back in this room tomorrow 4 to 5 o'clock with Ashish. So that brings me to
getting started. So hopefully some of you are now thinking about, you know, "How can
I start leveraging different parts of the Google Network?" and wanted to go over a couple
of very quick and easy ways to do so. First off, AdWords.Google.com. So, this is our homepage.
You know, at its core, this program is self-service. We provide robust resources online and through
our support team to help you, but our goal is that people, you know, will be working
within the account themselves and understand the content, work with us to optimize it but
really know--be able to look into the account and say, "I understand what this metrics mean.
I can look at these reports and understand what my results are. And I feel comfortable
making changes to ensure that I'm continuing to invest my advertising dollars in the best
way possible." So you'll see in the back of the room on your way out, we have these, which
is a $50 credit towards a new AdWords account. It has instructions on how to get started.
And you can feel free to get--grab it on your way out. You know, one of the nice things
about signing up through here is you'll go through the sign up process so you can choose
your ad copy, choose your keywords or choose the sites on which you'd like to show. And
can figure that account before we ask for your payment information. So if you still
want a little better idea of how it works and really what it would look like, you can
feel free to walk through that first before you're even asked for your credit card information.
But don't forget to grab one of these on your way out the back door. And then finally, some
of the team that I worked with, I worked with our media partnerships team, working with
new advertisers interested in getting started very quickly and very effectively. The Jumpstart
team that I work with works to build, manage, optimize, and educate on the system as you
get started and really get going from that first day so that if, you know, there are
very specific goals that you have, they're explicitly defined, the campaign is built
to meet those goals and from day one, we can start to meet your ROI, you know, your ROI
metrics. So if anyone's interested in kind of discussing the options through Jumpstart
you can speak with my self. My colleague John Paul is blinking away in the back there and
I'm more than happy to discuss that with anyone after this as well. And then finally, I've
plugged these throughout the session so far. Traditional Media with Nicole tomorrow at
11:00 and Google Analytics Measuring and Tracking for Success with Ashish tomorrow from 4:00
to 5:00 both back in this room. I recommend them both highly and certainly a much deeper
dive in the things that I kind of just scratched the surface on. So I hope to see you guys
here tomorrow. And that is it. So I would like to open the floor to any questions. We'll
also be here for awhile after the question and answer period if anyone else would like
to speak. Yes. >> What is the average cost [INDISTINCT] for
AdWords? >> HELMHOLD: So, the average cost for AdWords
really is completely defined by where and when you want to show. So, you know, based
on the region you want to show. So, the cost for the United States versus targeting the
San Francisco DMA is going to be very different. Targeting the keyword free versus targeting
the keyword in the 1997 BMW 3-class coupe, you know, the amount of volume associated
with those two phrases is very different. So, the keywords you choose kind of dictate
how much volume exists. Now, the costs are very explicitly defined in your daily budget.
So, even if there's more volume available than your budget allows and when you set that
$100 a day daily budget, we'll serve then we'll hit that and you will stop running.
So, you know, what we're trying to work with clients to do is to gain as much exposure
during the day, so you figure out your budget, you select keywords that build to that budget.
So, you want to kind of have a set of keywords in a region that just kind of barely hit that
budget. So that means you're using the most specific keywords possible, which hopefully
should mean using the best return because there are--we're optimizing their relevance
to the user who's searching. So, you know, like I said, BMW 3-class coupe versus car.
You know, if we can--if we have enough--if our budget allows us to use keywords like
BMW coupe and just have that very explicitly, then those are going to be the higher converting
keywords. Yes. >> On the CPC side, you talked about--you
know, you said maximum [INDISTINCT], how often should we expect that that's the bid that,
you know, that they pay for the click? >> HELMHOLD: So, the price that you're going
to pay is going to be determined by the market. So, usually you won't pay that maximum amount,
but you should be prepared to. What happens each time when an ad is served, there is a
live auction that occurs across our network. So, let's say five people selected the keyword
that you want to run on, you and those five people will all go into that live auction
to determine the price. This is a discounting service where you only pay one cent more than
the person below you is paying to show in their position. Either with the--one cent
more than it cost you to retain your position. So, we reduce that price down. You know, there's
no percentage of the time they're going to pay that. I mean, in some markets--if you--if
you put $5 and your competitor's bidding 10 cents, you're going to be showing in all your
11 cents. But, I mean, if the very competitive market where the bids are very close, then
those increments are going to get much closer and you may be paying very close to your cost
per click. So, the main advice we give is set your maximum cost per click. Add an amount
you're willing to spend to ensure that you're not going to be paying over what you're willing
doing. And as you're starting to see the data coming in, you can begin to optimize based
on that, but don't put in a bid that you're not--that you're not comfortable spending
at. Yes. >> [INDISTINCT] general guidelines as to the
quality scores and updates and any kind of info you can share on that for anyone who
has problems in that area? >> HELMHOLD: Yes. So, I mean, for those of
you who aren't familiar with quality score, when we--when we go into the auction, there's
two factors that are taken into place. One is the maximum you're willing to pay and the
second is the quality score. Well, the quality score is the way of gauging the relevancy
of your ad the users through. Historical data through the Clickthrough rate of the percentage
of people who'd seen your ad, who actually click on it and are delivered to the website
and allows us to gauge how relevant historically your ad has been. So, the reason we do this
is because our goal is to show the most relevant ads possible. So, we want people who have
strong relevance, who people find relevant on existing basis by clicking on their ad
who wants to reward them with a lower cost. So, that ratio has their Clickthrough rate
or the relevance goes up, their costs go down. So, maximizing this or optimizing for this
relevance is very important. So, now I'll speak in general, I mean, if you have a more
specific question, I'm happy to address that, but in general, what this means is that as
you build your ads, you want to make sure the keyword phrases that you select are optimally
chosen to be very relevant to your ad copy. If their not, the users will not find your
ad relevant, and your Clickthrough rates and your quality score will decrease and that
will raise your prices. So, the general guidance we give, is make sure your keywords are very
relevant to your ad, and your ad is very relevant to your product. You know, it benefits you
because if you're running on keywords that are not relevant and the users sees your ad
and they end click on it. They're going to be less likely to convert because they don't--they
don't--they're not looking for what you have to offer. On the other hand, if you choose
very specific keywords, with very specific ad copy, they come to a landing page which
addresses what they were searching on explicitly, they're going to find that continuity and
that experience very strong and the likelihood that they'll convert is going to be much higher.
So, now is your question about updates to the quality score?
>> Yes, updates in general or just general strategy like such as keywords per Ad group
per click and, you know, [INDISTINCT]. >> HELMHOLD: Yes. I mean, a lot of the times
what we'll do when building on accounts is trying to come up with a full list of very,
very relevant keywords and frankly many variations of different types. You have the ability to
optimize quickly with an AdWord, and so my best piece of advice is don't wait. We have
reporting that's updated hourly so, you're ability to take a look at your results and
make adjustments very efficiently is highly recommended because, you know, if you're not
seeing strong performance, you can start to see things slip very quickly. So, take that
data that's going to be very continuous and use it to say "Here's a keyword, its Clickthrough
rate is very poor, now that I reevaluate it, it looks like it might not be relevant. Let's
remove that" because it will bring down the overall relevance of your ad. So, I mean,
vigilance would be my best advice here. You know, this isn't a kind of a set it and forget
it model. This is take a look at the reporting, take a look at the results, remove things
that don't work, take those that do and expand them and continue to optimize them. Yes.
>> [INDISTINCT] positions has been improved. Are you going to open up the [INDISTINCT]
give away for advertisers that slog into double click using the AdWord [INDISTINCT]?
>> HELMHOLD: Right now, we're still working on the integration of double clicks, so I
don't really have any information on exactly how that's going to work. But we should have
something, you know, coming soon but I don't have any data on exactly how those two will
be brought together in the future. Yes. >> What's the overall success now? AdWords
offer to national search, in terms of the percentage of people who are actually clicking
on those? >> HELMHOLD: So, what is the clickthrough
rate compared to our organic search? >> Yes, out of the 30,000 clicks.
>> HELMHOLD: Right. So, I don't have exact numbers as far as where the click data is
coming and as I was saying X percentage of people click on the ads and Y percentage click
on this. It has been fairly consistent, I know that there had been several reports lately,
to speak to that and we kind of deferred to their data in that regard. Yes.
>> Can we bid on click to play the video and just play on the search results page?
>> HELMHOLD: Not on the search results page. So the click to play video in the more dynamic
ad options are across the content network. Within--on google.com, the only ad format
that we--that we have currently is the text ad.
>> Is that going to change anytime soon? >> HELMHOLD: I don't foresee that changing
anytime soon but then again, we're constantly reevaluating our options giving user feedback.
Yes. >> On conversion tracking, if the source of
the traffic is not Google, what is the [INDISTINCT] show up with that [INDISTINCT]?
>> HELMHOLD: So, for conversion tracking, it's only going to show results for Google.com--I'm
sorry--for the Google advertising. What happens is, someone clicks on your ad, we place a
cookie on their machine, the piece of code on your conversion page waits for a user to
come to that page with that cookie, recognizes in and marks the conversion. We have some
ability to use conversion tracking to tag other types of media, and pretty much what
it does is it finds a way to attach a code to your other links to then place that cookie
on user's--on the user's computers as well to see that conversion. And so, there are
ways to do across of the mediums but the core is user clicks on your Google ad, serve the
cookie, a cookie is seen on the conversion page. Did that address the question?
>> Yes. But you did mention that it can also track on [INDISTINCT].
>> HELMHOLD: Right. >> [INDISTINCT] AdWords that converts so many
conversation but it was not Google? >> HELMHOLD: It would. So what that is known
as cross channel conversion tracking but it's still only for other media that you explicitly
add a piece of code to. It doesn't--it won't show a general tracking if you receive these
many conversions because of the people at this page. It'll only be when you place a
special piece of code on a type of advertising which places the cookie and then comes to
that page. So, I mean, if your goal is to get a better snapshot of how many people are
converting on your page, regardless of source or at least, you know, the total number and
then by source, then I would suggest to go with Google Analytics instead of conversion
tracking or both. Yes. >> [INDISTINCT]. And so, you know, how many--how
many people actually choose the usual conversion tracking method as opposed to your [INDISTINCT]
solutoin? >> HELMHOLD: So, I don't have nay numbers
about explicitly what the average conversion percentage is. The thing about conversion
tracking is each user can define that conversion themselves. So, if I wanted to, I can technically
put the conversion tracking code on my landing page and I would have a 100% Conversion Rate.
Or you could put it on a page, 27 pages deep that require your social security number and
credit card number to get to and that will probably have a very small conversion rate.
So, it's very difficult because we allow the user to define what that conversion is, so
it's not necessarily--it's very difficult to compare them to each other. And what was
the other part of the question? >> How many media sites has used the new conversion
tracking method as opposed to the [INDISTINCT]? >> HELMHOLD: For my new clients that come
in, I suggested they use both. So, I'd say--to put conversion tracking on your page, the
implementation is much simpler. It involves copying and pasting one piece of code just
on your conversion page, very straight forward. Google Analytics involves placing a piece
of code, still copying and pasting, but just on every page within your website. So, it
can take much longer to do. So, we see in--conversion tracking is also been a lot around a little
longer for us. So, we have a lot of users who continue to use that. Now, my team works
with new clients, and we usually try in to, I mean, we really insist that or at least
highly recommend that they use both. So that you have your Analytics to view everything
but then every time you log into your AdWords Account, you can see that very basic data,
clicks, impressions, conversions. Now, we want take a look at those conversions and
really delve into where are they coming from, geographically who's showing them. That's
when we go ahead and go on to Analytics, and take a look of kind of where's the source
data, what's going on here and really get the detailed view of user of behavior on the
website. And they are totally compatible to have them on the same pages within your site.
Yes. >> Can you tell the factors about [INDISTINCT]?
And the question was, how do we and technically, how do we measure and how longer [INDISTINCT]
click on your ad and before you decide [INDISTINCT]? >> HELMHOLD: Yes, I mean there's various ways
that we go ahead and take a look at what's on landing page quality to determine kind
of how relevant is the sites. I'm having--I don't really have a whole lot of information
on how that works. There's just some kind of use of automated feature that adjust the
quality of the sight itself and it's relevance at least to the given search but it's more
based on the sight content than the user behavior when reaching the sights. Yes.
>> Is there a cost to use Google Analytics? >> HELMHOLD: There's not. So, I actually,
I think I may not have said that. There's no cost to use Google Analytics, it's completely
free, whether or not you advertise with Google, it's the product that's available and you
go to Google.com/analytics to go ahead and get started with it right away. Yes.
>> I have a question about the Clickthrough. >> HELMHOLD: Sure.
>> And what is the policy, I know a lot of people will do a lot PVC, will measure, will
track IP addresses and the number of Clickthrough to our ad. There's someone using an IP Mask--people
offshore or cookie on your ads and try to drain your budget.
>> HELMHOLD: Yes. >> Does Google have a 16th place because I
know my account they're getting higher sometimes... >> HElMHOLD: Yes.
>> ... every time [INDISTINCT] I'm wondering what the [INDISTINCT] with that.
>> HELMHOLD: Yes. So, I mean, what we referred was an invalid clicks, the potential someone's
clicking on your ad with, you know--with the--you know, fraudulent intent. It's something we
take very seriously, so we kind of have two areas in place. One is the proactive and so
if you see something we continue to have systems in place that are evaluating the clicks that
come in. So, taking a look at our IP address is kind of the beginning of that but there's
a whole another backend that can--has the algorithms to determine different frequencies
and locations to filter those things out and consistently updating that. We want to have
a lot of insight to that because if we provide insight it makes these are the game. But we
have to complement that as a very reactive policy which is to say, if you see behavior
within your account, within your web blogs, that you feel may not be, you know, the types
of quality clicks that you're looking for, they may have fraudulent intent, we have a
team of invalid clicks specialists who will do an investigation to make sure that those
were valid clicks and if not, we'll go ahead and create you back the entire amount for
that information. So, that's how you can always come back to us because we're happy to do
investigation on that. Any other questions? All right, great. So, these are located in
the back. We'll be here for the next few minutes if anyone has any questions. And enjoy the
rest of AdTech.