Google sem markaðstæki
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Google AdWords is a pay-per-click online advertising platform that allows advertisers to display ads on Google search results pages and the Google Display Network. It connects consumers to relevant information and connects marketers to potential customers. Advertisers can set up campaigns, ad groups, keywords, and ads. They can target audiences based on language, location, device type, and more. Advertisers bid in an auction that determines ad placement based on bid amount and quality score. Google also offers tools to measure ad performance and track conversions.
Google sem markaðstæki
- 1. GOOGLE SEM MARKAÐSTÆKI Andri Már Kristinsson
- 4. Tengja notendur og markaðsfólk Connect consumers to ALL the information they care about Connect marketers to ALL the customers they care about
- 5. Hvers vegna Google AdWords? Reach Real-time distribution at massive scale Relevance Your ad is seen only by prospects who are looking for what you have to offer ROI Pay per click model ensure that you are paying for qualified leads
- 6. ٲé
- 7. Upppsetning AdWords AdWords account Campaign Campaign Ad group Ad group Ad group Ad group Keywords Keywords Keywords Keywords Ad Text Ad Text Ad Text Ad Text Ad Text Ad Text Ad Text Ad Text Ad group level: • Set different CPCs • Advertise different products/ services • Match ad texts to keywords Campaign level: • Daily budget • Country and language targeting • Network options (search network, display network) • Start and end dates • Advanced options Keyword level: • Set keyword CPCs • Set keyword URLs • Position preferences
- 8. Náðu til rétta hópsins • Tungumál • Landssvæði • Tími dags • Tegund tækis
- 9. Bidding & Budget Bidding möguleikar CPC: cost-per-click •Manual •Automatic CPA: cost-per-acquisition (conversion) CPM: cost-per-thousand impressions (for GDN only)
- 10. Hvað ræður því hvort og hvar auglýsing birtist • Tveir hlutir sem ráða því sem skipta máli í uppboðinu: – Max CPC – Quality Score
- 11. Dæmi Advertiser Max CPC Quality Score AdRank Position Actual CPC Chris $0.40 4 1.6 1 $0.39 Fiona $0.50 3 1.5 2 $0.41 Annie $0.20 6 1.2 3 $0.17 Ethan $2.00 0.5 1 4 $1.61 Brad $0.05 16 .8 5 $0.01 Next pricing: #1 Actual CPC = AdRank of Fiona / QS Chris + $0.01 Actual CPC = 1.5 / 4 + $0.01 Actual CPC = $0.38 + $0.01 Actual CPC = $0.39 Chris‘ CPC: $0.39
- 13. 25. október 1994
- 14. Stærsta auglýsinganet í heimi • The largest network in the world – millions of ad impressions daily • Target a range of sites, across over 60 different individual categories • The GDN reaches 81% of global online users • We expose users to an average of 30 ad daily
- 17. Möguleikar á Google Display Network + Audience Keyword Contextual Targeting Placement Targeting Topic Targeting 1st Party Data 3rd Party Data Remarketing Interest & Demographic Targeting Similar Users Audience Insights Where is your audience? Who is your audience? Context
- 18. Tegundir auglýsinga í boði Text Ads Image Ads Video Ads Rich Media / Animated Ads
- 19. Ჹí
- 20. Hvar nálgumst við Internetið? Work Home Business Travel Work Store Vacation Home Gym
- 21. Mögulegar auglýsingaleiðir fyrir snjallsíma Search Ads Web display ads App display ads
- 22. Mobile search ads – Resemble desktop ads... but they offer a lot more! Hyperlocal Click-to-call phone extension Click-to-call location extension Click-to-download for apps Offers (beta)
- 23. æԲ
- 24. Conversion mælingar í Google AdWords • Track conversions – identify which clicks are more valuable – increase the efficiency of your ad spend.
- 25. Google Analytics • Notendahegðun – Fjöldi heimsókna / Fjöldi gesta – Fjöldi síða per heimsókn – Lengd heimsókna að meðaltali – Tölvur vs. mobile • Hvaðan koma heimsóknir – Beint – ٲé – Vefborðar – Samfélagsmiðlar • Innihald – Hvaða síður eru notendur að skoða – Viðbrögð notenda við ákveðnum síðum • Conversion – Goal – Ecommerce – Multi-Channel Funnels
- 26. Önnur spennandi tæki og tól
- 28. Google AdPlanner
- 29. Creative Sandbox