GOOGLE EVENTS

 

I. Executive Summary

Google Events will be a brand extension of the Google Empire. Google has the largest market share with the most innovative of its products such as Google search, mail, talk, calendar, checkout, and reader. Google Events will seek to combine all of these products into a central tool to allow individuals to create and market events in a new, innovative way.  This new tool will give consumers the ability to create a new event and then market it using the existing tools that Google provides. For example, Google Checkout integration will allow you to sell tickets to events that may not be free. In addition, by incorporating already made Google profiles and creating an event search engine for finding the events that people want, consumers will be able to target more to the companies and professionals that they want to network with to learn more about current offerings in the marketplace. We also wish to take advantage of the existing user base of Google’s Android mobile devices to stay connected on the go. Google Events will soon become the ultimate event planning solution that will change the access of information to one brand.

II. Situation Analysis
The Internal Environment
Marketing Goals and Objectives
Google has specific marketing goals and objectives that have brought historical success for the company, which will provide the foundation for future successes.  Google prides itself in innovation both with technology and in the services it offers. The recent trends in the external environment are focusing more and more on online social connection among individuals, with social media such as Facebook and LinkedIn. Google currently lacks a social media presence.  With Google Events, not only will a social media take presence for Google, but it will also be a central hub for users on the go. Google offers many different services, however with Google Events, Google can provide many of these services in one specific program. Google Events will provide a way for both businesses and individuals to make connections and provide resources to help form a greater network of people. The objective of Google Events is to maintain personalized events for both individuals and organizations to better link the two together. In addition, the goal of Google Events is to create an environment in which social connections and networks are formed among individuals with similar interests to create better experiential events. Google Events will soon become the ultimate event planning solution that will change the access of information to one brand.
Current Marketing Strategy and Performance
The main objective for Google is focused on the marketing efforts used to expand its user base and market share position through the products and services that the company provides. Google Events will be a free service offered by Google, such as Google docs or Gmail. It will also be an online service that is provided to any registered Google email address. The current promotional technique for Google is through online advertisements and word of mouth. With the great success of Google’s current promotion, Google Events will continue to advertise in the same way. Promotion for Google Events will be online on the Google homepage and throughout the Google website. With the success of the other services Google offers, Google Events will continue to become popular among consumers and increase Google’s market share. For example, in 2010 Google finished with the search market share of 66.6%, while Microsoft Bing had 12%, and Yahoo fell to 16%. Google’s 2010 share growth was over twice as much as Microsoft’s growth rate. With Google’s overall success, Google Events will continue to expand Google’s growth rate and overall market share.

Current and Anticipated Organizational Resources
With the expansion of the World Wide Web, Google has ample resources as a search engine. However, Google’s search engine is just one of the successful services Google provides. Google is a strong company that offers an array of services. Since the incorporation of the company in 1998, Google strives to lead the way in innovation. Over the years, Google has developed a number of productivity services such as Gmail,

Google Docs, and Google Calendar. In the same way as the search engine, Google Events is going to continue to use the World Wide Web as a main resource, linking individuals and companies together. Google Events will also use Google’s current services such as Google Profile and Google Checkout, as a resource. Google continues to be a strong company even in the face of economic recession.

Current and Anticipated Cultural and Structural Issues
The current organizational culture and structure at Google are depicted as very customer driven. This culture is best depicted by the innovative services Google offers customers free of charge. Google Events will not only continue Google’s image of innovation taking, but also allow for greater connection between individuals. Google Events will provide a better way to connect with people you meet and see at the events, which in return could lead to Google creating more events and more profits.

The Customer Environment
Current and Potential Customers
Google’s current target market is anyone with access to the World Wide Web.  However with the advent of Google Events, Google is going to specifically target individuals both in school and business settings.  This demographic has been known to be “experiencers.” Google Events’ target market enjoys the new things in the industries of social events, sports, fashion, and new technological information. Thus, the goal for Google Events is for individuals to be able to form and maintain relationships with people who have similar interests in relation to particular events.

What do customers do with the firm’s products?
Google offers a number of services, such as Gmail, Calendar, Documents, Reader, Web, and Google Earth.  Each service is tailored to specific needs of the consumers to help with their daily tasks. Google Events will follow Google’s brand image and continue to provide consumers a resource for productivity in their daily life, whether for social or business purposes. Google’s services are often used in conjunction with the other services Google provides. For instance, a person who uses Gmail might also use Google Calendar throughout their daily routine. Or Google Maps and Google Earth might be used together when trying to make travel arrangements. In either case, these services are all with a click of a mouse and are widely accessible to anyone with access to the Internet. These services have a fairly constant demand cycle. However, for Google’s services, such as Google search engine and Google Doc, the one of the peaks could be at the end of the school year for final papers for research. With Google Events, the peak season could be during presidential elections, political debates, campus related events, or community related events. During these times, people with similar interests want a way to connect with people or companies in an easy and effective way both before and after the event. Google Events will create a central place where these connections are formed and maintained.

Where do customers purchase the firm’s products?
Like many of Google’s services, Google Events does not cost anything for the consumer to use and is available online. In addition, customers can purchase Google’s products, such as merchandise, applications, and Google Books online. There is no physical environment for consumers to buy the products. All of the purchases occur online. However, with the advent of Google Events, Google can also sponsor business functions for better events through the use of their technology. This will allow consumers to be involved in the creation and innovation of the certain products and services while also learning about the future of technology. For example, Google might sponsor a Google Event that hosts Google Talk, which in return would improve their brand recognition and company culture.

When do customers purchase the firm’s products?
Customers purchase products from Google when Google does not offer the needed services for free. Services like Google Events, is a free service, similar to Gmail, Google Earth, and Google Maps. However, customers often want to purchase items online such as books or merchandise for either business or personal use.

Why and how do customers select the firm’s products?
Customers often select the firm’s product based on the competitors’ price for an identical or similar product. Thus, if Google prices certain books at a lower cost than a competitor such as Amazon, customers are more likely to buy the product online through Google.  Another way customers purchase products is by brand name or brand recognition.  For example, a company might purchase certain business products such as business supplies from Google because of the great brand image that Google has.  All of these products would need to be purchased online or via phone because there is not a physical location where these products can be purchased. However, for Google Events is a free service, as is many of their competitors. Individuals would use this service because of its ease of use. Unlike Google Event’s competitors Facebook and Linked In, Google Events provides a central outlet, or “one stop shop.” With its central focus and the brand image of Google, Google Events will be able to set itself apart from its competitors and have the competitive advantage.

Why do potential customers not purchase the firm’s products?
Likewise, some customers may choose not to purchase the firms products because a competitor is the price leader and the customer views the product as price elastic.  Thus, the firm has a higher price than competitors.  Or in certain instances, another company may have a better brand recognition and expertise when it comes to certain products.  Therefore, customers would not purchase from Google. For Google Events, specifically, people may choose not to use the service because of the unfamiliarity and newness of the service. They also might not use Google Events because of the switching costs from a similar service.

The External Environment
Competition
Google Events is a new service for Google. However the idea of creating a social media events service is not new.  Google Events competitors are Facebook Events, Linked In, and Evite. These services provide a way for individuals to connect with people of similar interests and taste. Facebook Events is a brand extension from Facebook, a social media website which connects people worldwide. Facebook’s growth in 2009 was 200 million. In 2010, growth increased to 275 million users. Facebook’s expansion is not only in the United States, but also in India, Pakistan, Italy, and Egypt. Similarly, LinkedIn, a business oriented social networking site, has over 63 million users and continuing to grow. In addition, Evite, a social planning website for creating, sending and managing online invitations, also continues to grow at a slow but steady rate. All of these provide a means to link individuals together via the World Wide Web. However, because of the frequent and sometimes repetitive use of these sites, many of the “event invites” are discarded as spam and the end recipient either did not receive the invitation or chose to ignore it. Google Events hopes to break through this clutter and establish a combination of the three listed above forming a central location for business and social event planning that is easy to use and reliable.

Economic Growth and Stability
Google’s growth and stability is fairly stable because most of the services are free of charge. Even during times of recession, people continue to use Google’s services despite the economy. Because of the stable growth, different firms and companies continue to put advertisements that generate revenue for Google. In the recent years, social media has also increased dramatically and continues to grow. Because of the increased dependability of the Internet for individuals’ daily routine, Google Events will be able to flourish in the economy.
Political Trends
Direct democracy and the changing political landscape is constantly evolving with the rise of the Internet. Community sites that draw millions of fans suddenly have major influence and will transform politics in the years ahead. Video sharing sites such as YouTube.com enable users to share political video clips with millions of users.  In addition, search engines like Google.com provide more transparency in politics, as anyone can quickly access information on the web. Google Events will be able to take the forefront when events, such as political debates, are happening. Google Events will be a one stop place where people with the same interest can come to not only find where the event is taking place but also the list of people who are attending, and political video clips of previous conventions. With more political events arising for conventions and debates, Google Events will create better lobbying and understanding of the political environment.

Legal and Regulatory Issues
Social Media websites have faced a number of challenges relating to implementation and regulation. One of the main legal implications that Google Events will have is copyright infringement. Copyright infringement is using a third party’s content, such as a video or pictures belonging to someone else without permission. This could result in criminal and civil liability. Also a problem could arise if people uploaded video clip from the event that was supposed to be fee based, charging for the information provided on the video.

Technological Advancements
The availability of the Internet is expanding at a dramatic rate. Internet usage around the world is currently 1.9 billion people, with Asia and Europe leading the way. Today, people are not only accessing the web through their personal computers but increasingly through the use of their smart phone and other handheld devices. With the widespread use of smart phones and other handheld devices, Google Events will be able to be a resource for individuals no matter where they go. People will be able to use Google Events to track the events as they are created, see an up-to-date list of attendees, and provide a tool to connect individuals both before and after the event through their hand held devices.

Sociocultural Trends
With the growth of technology for the concern of news around the world, people understand the expansion of the Internet and the role in plays in our daily lives. Because of the increased use of the Internet, people are able to connect easily and effectively with individuals, whether for social or business purposes. Oftentimes, individuals seek the feeling of belonging and acceptance and with the advent of the Internet; people are beginning to go online to find ways to connect with people of similar interest to meet their needs. In addition, with the help of human rights activists, people want their voice heard on particular issues, therefore gaining a sense of pride when they feel that they are really making a difference. Google Events will be able to hone in on these two social needs. Google Events will allow people to connect with individuals of similar taste while also joining individuals together to make a difference in the community/world.

III. SWOT Analysis
A. Strengths:

  • Google: Well Established Brand
  • Familiarity: Blend existing services into one product
  • Ease: Superior user interface to make event planning as easy as possible
  • Access: Easy to access
  • Connecting people with similar interests in event

This service will meet the needs of customers to attend events that they are seeking. Google Events will differentiate itself from other events services by providing a Google Events Rating.  This will allow for events to be rated on a measurable scale and provide better feedback of events that people attend to provide better events.
B. Weaknesses

  • Too diverse for Google because it takes away from other productivity tools
  • Overwhelms calendar because it blends personal and business events.

This service will better organize events and preferences for people, but may be difficult to add this unique service to Google’s existing products.
C. Opportunities

  • More customizable options that the competitors
  • Use more of an IMC strategy
  • Gain quick market share

Google Events will provide the needs of customers to find better events and share the information they obtain from these events in an integrated way. The time horizon of these opportunities will be met within 1 year and continue to grow exponentially as more users shift away from other event planning platforms.

D. Threats

  • Duplicate Functionality of Facebook
  • Other event management systems

It will be difficult to capitalize on online event planning market share when others have fully capitalized on this market. However, Google’s dominance in the online market will prove this new product to be a success.

E. The SWOT Matrix

Strengths
Well Established Brand (Google)
Familiarity of existing servicesEase: Superior user interface
OpportunitiesMore customizable options that the competitors
Use more of an IMC strategy
Gain quick market share
WeaknessesToo complex for personal eventsOverwhelms calendar because it blends personal and business events ThreatsDuplicate Functionality of FacebookOther online event tools

F. Developing Competitive Advantages

Millions of users already have a Google account which makes sign-up much simple.  By Google using its well established brand, familiarity of existing services, and superior user interface it can match opportunities to have more customizable options than its competitor’s, use more of an IMC strategy, and gain quick access to market share.  This will provide capabilities for Google to provide better event needs for customers that want a better event experience and connecting with people that have similar event interests as them.  Google Events capabilities are grounded in the basic principles of operational excellence, product leadership, and customer intimacy.  These capabilities and advantages have been made apparent to customers.  Google can convert its weaknesses into strengths and its threats into opportunities.  Google Events will not copy threats of Facebook event planning because it will contain better professional events.  For personal events, Google Events will be customizable enough to allow for simplicity if a customer desires so. Internally, we see several weaknesses in the market. However, our user base will see Google Events as the ultimate event planning solution, and will be very happy with what it offers.

G. Developing a Strategic Focus

The overall strategic focus of this marketing plan is to create better events that connect people will similar event interests.  This strategic focus will allow for Google to provide better direction for providing more diversified events that customers seek to attend.  Google’s strategic thrust provide will provide sufficient focus and divergence from other firms in the event planning industry by providing more feedback from events and connecting people with similar event interests.

IV. Marketing Goals and Objectives
A. Marketing Goal

  • Be the #1 online planning resource for consumers and businesses. To be the first to mind brand when consumers need an event planning resource.
  • Increase brand affinity
  • Become the way that people connect through events and create events that people want to attend by using Google’s IMC strategy of achieving better social event media.

B. Marketing Objectives

  • Reach 1 million users in our first four weeks of launch.
  • Hold a 35% market share of online event planning in first 6 months of launch.

V. Marketing Strategy
A. Target Markets
Primary Target Market: Experiencers and social media activists.  Young, enthusiastic, and impulsive consumers who are motivated by self-expression.  They emphasize variety of ideas, excitement, the offbeat, and the risky.  Experiencers enjoy looking good and buying “cool” products.
Secondary Target Market: Already Google users
B. Product Strategy
Google events needs to create a new event innovation. Google cards will provide featured events that include: anniversaries, baby Showers, baby’s lists, bachelor parties, bachelorette Parties, bbq/pool parties, birthdays for her/him, birthdays for kids, birthday milestones, bridal showers, brunches, charity/fundraisers, clubs/groups, cocktail parties, dinner parties, family gatherings, game nights, girls’ nights, graduations, guy’s night, happy hours, hostess parties, house parties, housewarmings, kids’ corners, trips, and sporting events.  It needs to reinvent how businesses communicate information.  This will be achieved through the increase of collaboration and integration within the firm. This will create entirely new markets to meet untapped customer needs for better social interaction.  Combined innovations in product design, branding, strategic alliances, and business models create a cultural phenomenon.  This product innovation is the result of combined financial, intellectual, legal, organizational, and informational resources.  Active maintaining of Google’s corporate culture is key.  Google events will provide active networking.  It will also reward attendees for outstanding work.  It will measure results.  Google Events must listen to the customer.  Google also must keep its commitment to innovation, developing ideas, and creating an integrated strategy.  Google Events can explore the costs and provide detailed budgets.  Once you’re happy with the proposal Google Events, Google will meticulously plan your campaign working closely with our production and logistics team.  As the campaign unfolds you can make use of Google Events fully interactive web reporting facility and handle the PR leverage of campaigns when needed.  Finally, Google Events will engage in a face-to-face debrief, producing a full campaign evaluation report for the larger campaigns.  Google’s variety of events will still consist, but the new Google Events main strategy is to improve shared information of people that you want to socialize with at great events and create better events.  Customer & activity feedback, campaign photos, recommendations for the future, a Web Gallery, consumer questionnaires, and edited videos for sale on YouTube will be provided.  Google will have strong Google Events marketing tactics.  It will prove better live brand experience: Google word-of-mouth, Google Product Sampling, Google Social Media Viral Talk, Guerrilla marketing, Street Teams, Interactive/Online, PR stunts, Mobile (tour) Marketing, TV ad, Print Ad, radio spot, and outdoor events.
C. Pricing Strategy
Free for service of using Google Events Planning.  Google Events will also contain extra video purchasing through YouTube that people feel the need to purchase to benefit their informational knowledge presented in an invent.
D. Distribution/Supply Chain Strategy
Online channels will be the primary channels through which Google Events will be distributed.  Google Events Reviews, Blogs, and a social media presence in Google and Facebook will be the most attractive.  New Google Event Product tools will also be used to roll out new products that link all other event channels or experiences that user wants to have.
E. Integrated Marketing Communication Promotion Strategy
The model for Google Events promotional goals can be achieved by first grabbing the attention of potential experiencers and social media users.  The interest of events being promoted will spark interest in the Google Events by demonstrating its features, uses, and benefits.  Google Events will be good event promotion that will stimulate desire by convincing potential customers of the product’s event planning superiority and its ability to satisfy specific experience needs.  The action of Google Events must then push people toward the use and purchase of its information.  One of the keys to using sales technology effectively is to seamlessly integrate it with customer relationship management systems, competitive intelligence activities, and internal customer databases.  By automating many repetitive selling tasks, like filling repeat orders, sales technology can actually increase sales, productivity, and one-to-one relationships at the same time.  Advertising and public relations will also be very important.
VI. Marketing Implementation
A. Structural Issues
Google Events will appear in the top deck of the tools: Gmail, Calendar, Documents, Photos, Reader, and Web.  It will also appear in Google Calendar on the left side.  The event invitation page will be customizable with personalized banners, advertisements, events similar to the present event, people attending the event, event details, an option for finding it on Google Earth or Maps, or translating Google invitations that my be written in another language.
B. Tactical Marketing Activities
Google Events message will be delivered through its integrated Google services as well as new media.  Google Events will be placing ads on its pages.  This is a core tactical strategy for Google to achieve more revenue from its clear company strategic focus on advertisements.  Generating leads for new Google Events users will be achieved through social media heavily as well as the Gmail account to provide better brand recognition for Google Events. The Google Events team will also have a follow-up system for the Google Events to understand event experiences and create better Google Ratings for the events themselves.

VII. Evaluation and Control
A. Formal Controls
Google spreads horizontally. It is web-oriented and open.  Google events will have to contain fashion shows, Google entertainment, Google sports and exercise, outdoor recreation, and social activities.  It must also conduct pre-show campaigns to drive booth traffic.  The Google Events Staff will also follow up religiously after the show to keep the sales process moving.  Google services can be intangible services and ideas as well as tangible goods.  All firms develop and implement marketing strategies designed to match their portfolio of intangible products to the needs of target markets.  Google Events intangible services face unique challenges in developing marketing strategy.  Services cannot be stored for future use.  The demand for services is extremely time-and-place dependent because customers must typically be present for service to be delivered.  Due to intangibility of service, it is quite difficult for customers to evaluate a service before they actually purchase and consume it.  Customers can ask friends and family for recommendations through the use of social media as an answer for use of Google events.  Some service companies provide satisfaction guarantees to customers or your money back through experiences that are personally relevant, memorable, sensory, emotional and meaningful.  Marketers are experimenting with ways to allow consumers to experience — touch, smell, even taste — their products, services and brands. Thus, it is important for Google events to evoke these emotions.  They believe that if people actually “experience” the brand, there’s a better chance the ‘brand experience’ will result in a sale.  Through the use of Bluetooth streaming and 4G, Google events will provide digital demographic mapping – a free service, which plans your campaign using street-by-street buying habits and EPOS data.  Google Events will also be fully integrated into Google calendar to make an event-planning bible that keeps you on track.  This will serve as the blueprint of everything that must be accomplished and every detail that must be handled if you are to reach your goal of a smooth-running, successful meeting, retreat, or convention.  Google events will also “Control the Big Day” by providing the best-laid plans that can go haywire if setup, teardown, traffic flow, and other issues aren’t carefully considered in advance. A happy consequence of early planning is that it frees you up to consider details you might otherwise have missed. Google events will also help plan a workable budget.  Google events will assess and manage printing needs through Google agendas, Google binders, Google publicity, and Google signage.  Google Events will also show your critical tasks 6 months out, 30 days out, the week of the meeting, and the night before.  Google events will handle setup and tear down schedules smoothly and efficiently.  Google Events will conduct a day-after evaluation to assess your event and improve planning and management for the next one.  Google Events will coordinate multiple tasks without dropping the ball.  When you organize an event, you must make progress on many different fronts at once. You must be able to keep all your plans moving forward toward the big day without letting anything slide.  Google events will communicate clearly and send a follow-up a day before the event.  Excellent communication skills are a huge asset in event and meeting planning. Discover simple steps you can take to make sure everyone knows what to do, and when by developing a Google folder in Excel so you can be sure everyone is meeting key dates. Learn how to listen actively with Google Chat and voice, so you can detect problem areas before they erupt into crises.  Google events will find top ranked teams to create better events.  Google events will have great recruiting, selecting, and training. The Google event Management will be committed to the strategy.

B. Informal Controls
The Google events staff will have standards of performance with them and these can be assessed. Other methods include face-to-face contact and evaluation of Google Events service with employees and customers.
C. Implementation Schedule and Timeline
By understanding what’s important to your target market, you can then put together a strategy that gets more qualified prospects to call, reduces your sales cycle, and increases your conversion ratios.  After the strategy is in place, the tactical execution simply consists of testing and implementing your strategic plan.  In order to achieve the goals of Google Events, there will need to be a beta version as it uses for most its Google products in the first months of launch.  Once the objectives of achieving the desired number of users are achieved, Google events can be launched as a full service in Google’s integrated portfolio.
D. Marketing Audits
In order to efficiently achieve the objectives and goals of the Google Events Marketing Plan, marketing audits will be conducted periodically to take into considerations of environmental changes.  The labor, finances, equipment, time, and factors of production all must contain performance standards that must be met and measured.  The organization, efficiency, effectiveness, effectiveness of customer relationship, state of current marketing plan process, correct marketing information, distribution, marketing communications, and current state of physical evidence are all important to also take into consideration for Google Events as well.

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Analyze programs for effectiveness; conduct post-event reporting and ROI analysis
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“Google Events: Not Just a Search Engine, but a Vehicle to Relationships”

I. Rationale

With the evolution of marketing, the age of access of information has become too great.  Marketing has transformed into a consumer-oriented approach that needs to be taken into consideration.  Because price-sensitivity has become so harsh for some businesses, people are jumping ship left and right from the availability of services and products.  In order to understand what the current customers want, it is important to not get distracted by the influx of information that is available on the web.  Marketing Research is only a tool that should be used not only in online content, but in the form of developing relationships between human interactions.  The best relationships with customers can be made by the strategic marketing area known as experiential marketing.  Experiential marketing encourages consumer engagement by making industry professionals, professors, students, and businesses create discussion with what consumers are looking for in the products and services that they use on a given daily basis.  It’s goal is to create better understanding of current marketing trends by developing relationships with individuals to create a better overall image of a company.  Thus, these reasons have instilled the idea for our group to develop a service for one of the most-well branded organizations known as Google.  It is our groups collective brainstorming ideas that has lead us to the idea of developing a brand extension of Google known as Google Events.  The purpose of Google Events will help to create better understanding of consumers wants by planning events (meetings, conventions, weddings, socials, experimental campaigns, sampling, event management, road shows, demonstrations, merchandising, mystery shopping, product launches, and other events) by using Goolge’s already impressive brand line of products (Gmail, Google calendar, and other Google devices) to ensure the success of creating successful business relationships to increase customer retention..  The problem that many current event services have is that this software also does not connect people with the events that they are interested in.  By attracting and leveraging as many followers as possible, marketers are able to broadcast updates and engage audiences well beyond the physical experience.

The goal of this mareketing strategy project for Google is to identify the current consumers need for technological integration into their social events.  This marketing program can satisfy those needs of customers who they are, what they need, what they prefer, and why they buy.  Google events will formulate proper stimuli for need recognition.  Google will help to move Apple and Facebook out of competition by creating more face to face interaction instead of technological innovation.

II. Source

The research required to create this new product will come in large part from the existing data available for Google’s products. Since this is a brand extension we are utilizing the well-established Google brand to help launch this initiative.  We will incorporate the available information into his product to ensure that the interface and features align with those that our potential consumers desire.

III. Work Assignment

Our team collaborated together to form the brand extension Google Events. Each team member will be responsible for a certain aspect of Google Events.  Sarah will be responsible for assessing the market for Google Events.  She will research consumers’ preferences on features of similar products within the the brand extension. She will also be responsible for researching consumer trends.  Justin will be responsible for incorporating social media into the product to best meet consumers’ needs.  In addition, he will look for ways to make the product easily accessible, such as having an application for the service available on a smart phone.  Ben will make conclusions and recommendations of how to solve the problem of experiential marketing’s problem of how to immerse the attendees in multi-sensory experiences, draw emotion and inspiration from the attendee interactions, foster meaningful relationships among attendees, and partner through leaders of company executive positions.  Together, we hope to create a service that will benefit consumers in their daily life.

IV. Statement of the Problem

The general problem for this study is to address how Google can become more experiential to share information.  Specifically, the problem for this study of importance is to create a better event management system that shares events of similar interest with already Google users to improve Google’s social media platform.  Customers can’t remember which event is the best.  How do you rank the best event and connect the people who attend these with the people they have the most memorable experiences of learning things with?  How do you create better relationships at events instead of just meeting lots of people and putting people in groups and defined roles?  This service will give you an incentive for attending events to be integrated into Google empire.

V. Approach to the Problem

Rather than just measuring our success at a point in time, on site, we need to start looking at the effectiveness of the live event at generating new leads, shortening the sales cycle, and increasing the size of the sale.  That means significant collaboration with the company’s CRM and sales administration systems – not an easy feat in many companies.  Google need to surround itself by peers and thought leaders, as a catalyst for more in-depth discussion, in close proximity to key industry partners.  Based on the growth of micro-targeting and mass customization, consumers are used to receiving very specific, very relevant content.  Taken as a group, these four trends confirm the end of business as usual.  The convergence of economic stress, technological capability, social networking and marketing-aware consumers demands that we put the attendee experience at the top of our priority list.  We have to engage with them, listen to them, and find ways to remain relevant with them year-round.  We have to think about the digital conversation of every event.  And most of all, we have to create compelling events that inspire them and demonstrate the value of what we do through the production of Youtube.

VI. Research Methodologies

A. Primary Research

In order to fully understand the company culute and strategic focus of Google, it was important to talk with a current employee of Google.  Thus, Ben talked with Ari Kurtz, the Account Strategist (Sales, Marketing, and Advertising) of Atlanta for Google, to better understand the company culture of Google.

Google’s Strategy is a clear recognition that the basis of Google’s business model was the advertising revenues that flowed through which is dominance of Internet word searches.  Google focuses on strategic thinking and relationships.  “People buy advertising from other people they like”  Accessible is a universal truth-shift from pre-smart phone to now.  Bargaining power, respponseive customer service, google draws the line.  Search ADS, Display advertising that google doesn’t have.  Horizontal movement, global leadership rotational program

Internal system job tress, sub-verticalizing=allows to less diversifications, licesing in cable

Chrome os “Lets le people use it, and se if they like it”, better experience, as long as you are searching the web.  Content Creation Distribution Center-Distribution through youtube in nonscalable

Google has currently set goals for social media, distribution through youtube, Advertising overcoming facebook, Branding Image overcoming just search engine, Creating conteen instead of searching, Making google change the financing of Edgar from Yahoo, Creating better events for studnents, Getting new students and young professionals.  Googles core competency is search, comparative advantage, infastructure, standardization processes.  Ceo changed and created start-up type culture, Larry Paige, Ser Gey Brown.  Leaders, founders, eric shmidt, faling procedures and tlaucnh

B. Secondary Data Research

Google is a global technology leader focused on improving the ways people connect with information.  Our innoavtions in web search and advertising.  Large index of web sites and other online content.  They hav an automated search technology.  They generate revenue primarily by delivering relevant, cost-effective online advertising.  Adwords program to promote their products their products and services with targeted advertising.  The thousands of third-part web sites that comprise the Google Network use our AdSense program to deliver relevant ads that genera

Battle between Google and Microsoft.  Google’s many ambitious new initiatives were adding cost and distracting management at a time when advertising revenues were being squeezed by the economic downturn.  Feeling of many in blog named “Google’s growing identity crisis.”  In this blog it was stressed how Google has used its corporate power to buy already made ideas to capture a larger market share of the world.  Google’s success is the power of its search engine algorithm. The elegance of a business model that matches text ads to searches.  Google has simplicity.  The search engine is so superior that the company’s name became synonymous with search itself.  Home page remains a visual model of simplicity with its sea of white space, the google logo, a search box, a couple of links and no ads.  Google’s mission is to organize the worlds information and make it universally accessible and useful.  Their current problem is that they are expanding into so many different areas of productivity applications, mobile operating systems, and a web browser that it may become even too much for the Googleplex itself.

So I ask the question, is Google a web company, software company or something else?The google co-foiunder. Digitizing books and world is challenge.  Acquisition of keyhole (basis of google earth) provide high-quality information for geographical needs.  Adsense

Gmail, google docs, the Google apps suite of products now includes Spreadsheets, Calendar, sites, and more.  Google Translate supports automatic machine translation between 1640 language pairs

Concerns: most of google’s diversifying initiatives did nothing to bosst revenue, let alone generate profit.  Financial time dubs it as “one-trick pony”.  Addition of more professionally created content, the economics appear unsustainable.  Googles founding LARRY PAGE and serfgey brin, linkage strucure of the World Wide wEB.  page AND bRIN DEVELOPED A PAGE-RANKING ALGORITH THAT USED backlink data (references by a web page to other web pages) to measure the importance of any web page.“page rank algortith” has a patent.  met needs of growing number of peole who were turning tho the world wide web for information and commercial transactions.  As the number of web sites grew exponentially locating relevant web content became a critical need.  Webcrawler, lycos, excite, infoseek, inktomi, northern light, and altavista.  Became popular portal sites-web sites that offered users their first.  Primary purpose of a portal was to guide users to the information and commercial services offered by the web, other portal sites soon recognized the need to oferer a search facility.  Google search engine attracted a rapidly growing following because of its superior page rankin and its simple desing it not comporomise itse search functianlakiy tby attemtmpting to becomne a portal.  Google began to selling advertiesements paid web linsks associeated with search keywords.  Thesse sponsored link were brief plain text adas with a click-on url., which appeared alongside with web search results for specific keywords.  Advertisers bid for keyworkds, it was these “cost-per-click” bids weighted by an ads click-through rate (CTR) that determined the order in which a sponsored links would appear.  In offerein a web-based adavertising system linking third-party advertisers to a search engine of informational web site, googles system compied many of the features of tht then market leader.  After 2000, google experienced explosive gorwht and was boosted in in mya by aols decision to adopt googles search engine and its apid listing service.  Google’s many ambitious new initiatives were adding cost and distracting management at a time when advertising revenues were being squeezed by the economic downturn.  Feeling of many in blog named “Google’s growing identity crisis.  Googles success: power of its search engine algorithm. Elegance of a business modle that mathces text ads to searches.  Google has simplicity.  Search engine is so superior that the commnpay’s name became synonymous with search itself.  Home page rameains a visual modle of simplicity-sea of white space, the google logo, a search box, a couple of links and no ads.  “Googles mission is to organize the rolds information and make it universally accessible and useful..  Problem: expanding into so many different areas-productivity applications, mobile operating syastem, a web browser.  Googleplex.  Web company? Software company or something else?  Sergye brin-google co-foiunder.  Digitizing books and world is challenge.  Acquisition of keyhole (basisi of google earth) provide high-quality information for geographical needs.  Adsense.  Gmail, google docs, the Google apps suite of products now includes Spreadsheets, Calendar, sites, and more.  Google Translate supports automatic machine translation between 1640 language pairs.  Concerns: most of google’s diversifying initiatives did nothing to bosst revenue, let alone generate profit.  Finacial time dubbs it as “one-trick pony.”  Youtube supplies about 40% of all videos watched online worldwide for free.  Addition of more professionally created content, the economics appear unsustainable.  Googles founding LARRY PAGE and serfgey brin, linkage strucure of the World Wide wEB.  page AND bRIN DEVELOPED A PAGE-RANKING ALGORITH THAT USED backlink data (references by a web page to other web pages) to measure the importance of any web page.  “page rank algortith” has a patent met needs of growing number of peole who were turning tho the world wide web for information and commercial transactions.  As the number of web sites grew exponentially locating relevant web conten baecame a critical need.  Webcrawler, lycos, excite, infoseek, inktomi, northern light, and altavista.  Became popular portal sites-web sites that offered users their first.  Primary purpose of a portal was to guide users to the information and commercial services offered by the web, other portal sidtes soon recognized the neerd to oferer a search facility.  Google search engine attracted a rapidly growing following because of its superio parge rankin and its simple desing it not comporomise itse search functianlakiy tby attemtmpting to becomne a portal.  Google began to selling advertiesements paid web linsks associeated with search keywords.  Thesse sponsored link were brief plain text adas with a click-on url., which appeared alongside with web search results for specific keywords.  Advertisers bid for keyworkds, it was these “cost-per-click” bids weighted by an ads click-through rate (CTR) that determined the order in which a sponsored links would appear.  In offerein a web-based adavertising system linking third-party advertisers to a search engine of informational web site, googles system compied many of the features of tht then market leader.  After 2000, google experienced explosive gorwht and was boosted in in mya by aols decision to adopt googles search engine and its apid listing service.

Google expansion in 2004-2009

Financial boost by googles ipo fueled even more rapid development of its business.  In its core web search business, google was continually seeking to imporove users’ search experiences while finding ways to better monetize its dominance of web search through advertising.  Determination of google to grow beyond its core web search business.  Raison detere.  We serve our users by developing products that enable people to more quickly and easily find, create, and organize information.  We place a premium on products that matter to many people and have the potential to improve their lives, especially in areas in which our expertise enaables us to exceed.  Delivering quality search resutls requires significant computing power, advanced software, and complex processes-areaas in which we have expertise and a high level of focus.  Seek opportuniites for accessing new information and provide it through additional media channels.  Google’s quest to provide accessibility to the world’s information had taken I into new communinactoin media (notabley wireless teleophony, but also radio, tv, and video games) and sources of informatio

A focused strategy founded upon a clear recognition that the basis of Google’s business model was the advertising revenues that flowed through which its dominance of internet word searches.  With the age of innovation and increased connectivity, Google’s mission is to “organize the world’s information and make it universally accessible and useful.”  Google provides value to their advertisers and content owners in their strategy to help achieve this mission.  Google AdWords is an auction-based advertising program that lets advertisers deliver relevant ads targeted to search queries or Web content across Google sites and through the web sites of our Google network, which is the network of online and offline third parties that use our advertising programs to deliver relevant ads with their search results and content.  Google also has an AdSense program then enables web sites that are part of the Google Network to deliver AdWords ads that are relevant to the search results or content on their pages.  Google AdSense also allows offline media companies to deliver ads and audio ads the to the content they provide.

Finally, Google has great access to the advertisers with improved self-user customer satisfaction, better storage, management, access, visibility, syndicated search, display advertising, and innovative technology.  Therefore, creating a new market for Google in social event media and customer engagement will create better publicity for Google adding to their portfolio in a more than just a meaningful way than technology.  In order to achieve this goal, Google must integrate their services into Google Events.

B.  Google’s diversification 

1. Youtube and video sharing 

Google has a well diversified portfolio in search as well as new media.  Youtube offers a video ads solutions to advertisers that provide advertisers with a way to promote their content to the YouTube community as well as to associate themselves with content being watched by their target audience.  YouTube has now increased advertisements at the beginning of the videos to increase ad revenues as well as figured out associating themselves with the Google name.  YouTube can increase more ad revenue generation from company events as well as create more innovative videos from events that will better connect community sharing for better social media brand recognition.

2. Browsers to Chrome 

Google Chrome is an open-source browser that combines a minimal design with technologies to make the web faster, safer, and easier to navigate.  Google intentions for Google Chrome is to improve functionality for users.  “Google Chrome is a browser that combines a minimal design with sophisticated technology to make the web faster, safer, and easier.”  Google’s strategic intent was not simply a superior user experience.  An additional motive imputed to Google was its desire to protect the threat posed by the new version of Microsoft’s Internet Explorer.

3. Mobile phone operating systems and the growth of Android

Android is a free, open-source mobile software platform which allows developers to create applications for mobile devices and for handset manufactures to install.  The Android was just another display of the engineering and business resources Google can unleash in it’s power to influence, disrupt and rearrange markets.  Google’s attention was to eclipse the existing operating systems form Microsoft, Symbian, and Palm.  Android has a Linux-based operating system, middleeware stack, customizable user interface, and applications.  The goal of the Android for google events will be to radically improve the creation, delivery and provision of mobile online services and applications in the hope that as people find the experience more satisfying, their mobile web and internet usage will balloon, and generate more online time with ad revenue.

Google needs to refocus only in some of its enterprise elements.  Google must keep its strategy for having advertising and search as its core competiencies, but Google must also continue to expand it’s already vast empire.  For example, how profitable is Goog Mini.  Do many business use this?  Also, Orkut seems to be doing a terrible job as far as the social network is going.  Social Media is dominated by Facebook and Twitter.  Their strategic approach needs to better include a plan for this marketing trend.  Google re-invent these oulets if they forsee the changing world that is abound us.

Google. It’s earned its web domination. Sure, Google has hit regulatory speed bumps in Europe for downloading private Wi-Fi data, and governments on that side of the Atlantic have since watched the company more cautiously. But not only is Google still the dominant global search engine, but it often uses that position for good.  Google created a program to translate voicemails into tweets.

Current Google Event Staffs:

The current events staff for Google consists of: customer & activity feedback, campaign photos, recommendations for the future.  The google events staff  partners with the Ads marketing team to develop B2B marketing events strategy by helping conceptualize, produce and measure alternative event-driven marketing programs from non- traditional presence at events to thought leadership events.  The google event staff will execute highly effective events that communicate Google’s business brand and thought leadership to advertisers and agencies.  Google events staff will oversee all aspects of event management and production in content and program development, design, AV production, vendor management, logistics, invitations, sponsorships, promotions, etc.

The current Google marketing events team is responsible for marketing the company’s exceptional product portfolio to end users, partners and customers on a worldwide basis. Our approach is to embrace the strength of our products and pace of innovation to drive marketing programs that are as entrepreneurial, data-driven and respectful of our users as Google itself.  Google has a variety of roles, including product marketing, creative services, event management, quantitative marketing and field marketing.

VII. Conclusions and Recommendations

Customer Benefits-quality, satisfaction, prestige/image, and the solution to a problem.  Incentives for attending events is that it increases google rating in google algorithm, attracts better relationships to your google circle, it gives u a tangible object to leave wityh every time, it lets you create something at every event for Brain stimulation.  The brain simulation is caused by taste , smell, sight, and vision.  Best marketing tactics.  Live Brand Experience, Word-of-mouth, Product Sampling, Viral (Peero-to-Peer) marketing, Guerrilla Marketing, Street Teams, Interact rive/Online, PR stunts, Mobile (tour) Marketing, TV ad, Print Ad, radio spot, outdoor.  Background Research:Innovative event marketing tactics quiz at end of presentation interactive.  google app one sentence review.  Google will rank your best experiences.  Chinese  restrict many sites used by google including youtube.  Google events will help to share information that may have been seen on Google by Google Word-of-mouth.  The role of the Google Events staff wil have to consist of an: Events Manager, Product Marketing Expert, A Brand Ambassador, A Brand Manager, A Social Medai Manager.  Google events managers will be  experienced event marketing professionals who manage some of Google’s highest profile events nationwide. As an Events Manager, you will be working with the B2B marketing team with the experience to manage strategic marketing event programs. You will develop and execute effective event marketing programs and find creative solutions for projects. You will be an exceptional project manager with strong organization skills.  Key to success is to create a differential advantage in the way people leave an events.  Process of developing new products.  Idea generation- ideas can be obtained from customers, employees, research, competitors, and supply chain partners.  screening and evaluation.  ideas are screened for match with firms capabilities and ability to meet customers needs and wants.  development- product specifications are set, design is finalized, and initial production begins; full marketing plan is developed in order to acquire the resources and collaboration needed for full scale launch

-test marketing in real or simulated situations to determine performance

-commercialization- launched with complete marketing program

The benefits of scheduling a google event will be  positive outcomes they acquire from purchasing event tickets.  Each google event will have a Google planner providing good customer support to help differentiate the events.  Google will provide assistance in customer needs, delivery, technical support, training, and parking.  The image of google will create an overall impression positive that customers have of it.  The perception  can be lost over time

Google customers will benefit from quality, satisfaction, prestige/image, and the solution to a problem.

Google has an additional research and development and sales and support offices in 18 cities throught the U.S., as  well as facilities in Argentina, Austria, Australia, Belgium, Brazil, Canada, China, Czech Republic, Denmark, Egypt, England, Finland, France, Germany, Hungary, India, Ireland, Israel, Italy, Japan, Korea, Mexico, New Zealand, Norway, Poland, Russia, Singapore, Spain, Sweden, Switerland, Taiwan, Turkey and Unit Arab Emirates.  We have experienced rapid growth in our headcount and operations, which has placed, and will continue to place, significant demands on our management, operational and financial infrastructure.  If we do not effectively manage our growth, the quality of our products and services could suffer, which could negatively affect our brand and operating results.  Our expansion and growth in international markets heightens these risks as a result of the particular challenges of supporting a rapidly growing business in an environment of multiple languages, cultures, customs, legal systems, alternative dispute systems, regulatory systems and commercial infrastructures.  Google continues to improve their operational, financial, management controls, reporting systems, and procedures.

The Internet outcome could determine the way we’ll entertain ourselves, shop, socialize, and do business on the Internet.  There is a concern for the sheer mass of personal data that Google has access to.  Google’s cookie allow it to track every Google user’s web browsing.  Its online map service, “Street View,” allows views inside individuals’ home properties and the observation of visitors to those homes.  Gmail allows Google an intimate view of personal communications of Gmail’s 30 million account holders.  These growing concerns about privacy and market power would impose additional pressures on Google’s top management team.  Google needs to draw boundaries on Google’s corporate strategy.

Sources

http://www.businessweek.com/technology/content/dec2010/tc20101227_227798.htm

http://sites.google.com/site/gdevelopereventsyd/Home/past-events

http://www.businessweek.com/news/2011-02-03/google-gets-record-75-000-job-applications-in-a-week.html

http://www.businessweek.com/news/2011-02-03/google-gets-record-75-000-job-applications-in-a-week.html

http://www.businessweek.com/technology/content/oct2009/tc2009104_703934.htm

http://www.businessweek.com/technology/content/oct2009/tc2009104_703934.htm

http://www.apromotionguide.com/google.html

Analyze programs for effectiveness; conduct post-event reporting and ROI analysis

http://50businessnetworkingtactics.com/business-networking-blog/business-networking/5-tips-for-getting-the-most-out-of-networking-in-business/

http://www.businessinsider.com/the-google-investor-march-3-2011-3

http://www.springboardr.com/employers/google/videos/google/ShQMdVq32GU/?utm_source=newsletter&utm_medium=email&utm_content=february&utm_campaign=springboardr

http://experientialforum.com/survey/EMF_Survey_Results.pdf

http://www.attackmarketing.net/case_studies.php

http://www.readwriteweb.com/archives/google_to_launch_major_new_social_network_called_c.php

http://www.engadget.com/2011/03/03/visualized-us-smartphone-market-share-by-manufacturer-and-plat/

http://techland.time.com/2011/03/04/how-apple-and-google-became-the-two-most-admired-companies-in-the-world/#ixzz1FeP1szYE

http://techland.time.com/2011/03/04/how-apple-and-google-became-the-two-most-admired-companies-in-the-world/#ixzz1FeOiXYlF

http://www.impetuscom.co.uk/what-exactly-is-experiential-marketing.html

http://www.google.com/submityourcontent/content_type/events.html

http://www.jempp.com.au/corporate-events-marketing

http://www.attackmarketing.net/case_studies.php

http://www.google.com/intl/en/about.html

http://www.google.com/submityourcontent/content_type/events.html

http://specialevents.com/problem_solved/

http://specialevents.com/corporate/secrets-of-managing-huge-events/index.html

https://sites.google.com/a/eventbee.com/help/event-management

http://www.ehow.com/video_4462071_creating-event-google-calendar.html

http://www.google.com/support/forum/p/Google%20Docs/thread?tid=18b8340aab8965c2&hl=en

http://www.experientialforum.com/content/blogsection/2/49/10/30/

www.businessperspectives.org/journals…/IM_en_2008_2_Srivastava.pdf

http://sharedspaces.googlelabs.com/p/about

http://experiential-marketing-10.googlegroups.com/web/HBRHowtoPitchIdea.pdf?hl=en&gda=p2LL9UgAAAD4MCx6opPRqawM3Q5Pesk4KeQ_8732-_nF1Kv0UVJWSaqeSExtzULn2QA22coKi0umwwmmjY8lLEkm5GsdcWpfGjVgdwNi-BwrUzBGT2hOzg

http://trendwatching.com/briefing/

http://starshot.com/key-trends-in-event-marketing/

www.quickstrikefieldmarketing.com

http://trendwatching.com/briefing/

http://new.evite.com/#home

http://www.visionarylead.org/articles/new_pol_trends.htm political trends

http://www.shortform.com/googleio

http://www.businessseek.biz/article-directory/article-531.html

http://www.marketingteacher.com/lesson-store/lesson-marketing-audit.html

http://grandview.rymatech.com/cop-forum/9-public-forum/25-how-can-you-sustain-your-product-leadership.html

http://www.fao.org/docrep/W5973E/w5973e0h.htm#informal%20control%20method

http://gmailblog.blogspot.com/2011/06/preview-of-gmails-new-look.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+OfficialGmailBlog+%28Gmail+Blog%29

In the meantime, to learn more about who we are and what we do, here are a couple of resources to give you a better sense of life as a Googler.

Google Media Solution Specialist: http://www.google.com/intl/en/jobs/uslocations/atlanta/salestechops/mps/media-solution-specialist-travel-atlanta/index.html

Logo of Google Image Search.

Most current google job I am after: http://www.google.com/intl/en/jobs/uslocations/mountain-view/markcomm/gcpa/executive-communications-associate-editorial-mountain-view/index.html 

Google AdWords Certification Program Study Guide:

Google Display Network is the new umbrella brand for our display media properties, which includes YouTube, Google properties, and display partners. For more information about the Google Display Network visit www.google.com/displaynetwork.

As a search engine, Google gathers and organizes a multitude of information from the Internet, then makes this information available to users throughout the world who are searching online.  variety of search results — including lists of files, articles, documents, and websites — that are all highly relevant to the query. (If a user clicks “I’m Feeling Lucky,” the user goes directly to the first website or document in the Google search results.) Users can also search for results within Google Images, News, and other specialized Google services.  Search results appear on the left side of the page. Google doesn’t accept payment to place websites or documents in search results. However, advertisers can purchase Google AdWords ads, which appear on the right side of the page, and sometimes above the search results.   Because AdWords offers precise targeting and measurability, as well as tremendous reach, it’s possible to achieve a high ROI on a large scale.  ads on search engines show only in response to a user’s query, the user is also more likely to be further along in the buying cycle, and more likely to be ready to convert.  Every user’s click is tied to a particular ad, keyword, and search query, all of which you can track and decide to improve whenever you like and more responsive.

Every user’s click is tied to a particular ad, keyword, and search query, all of which you can track and decide to improve whenever you like.

Keyword
The keywords you choose are the terms or phrases you want to prompt your ad to appear. For example, if you deliver fresh flowers, you can use “fresh flower delivery” as a keyword in your AdWords campaign. When a Google user enters “fresh flower delivery” in a Google search, your ad could appear next to the search results.

Placement
Like keywords, placements are another way for you to control where your ads appear. A placement is usually a website where you’d like your ad to appear. For example, if you select www.example.com/sports as a placement, your ad could appear on that site.

Image ad
A graphical ad, which can be static or animated, that runs on the Google Display Network. Also called a display ad.

Campaign & Ad Group 
AdWords accounts are organized into campaigns and ad groups. You start with one campaign, which has its own daily budget and targeting preferences. You can have multiple campaigns running and might choose to create one campaign for each product or service you want to advertise. Within each campaign, you have one or more ad groups, which are sets of related ads, keywords, and placements.

Impression (Impr.) 
The number of impressions is the number of times an ad is displayed on Google or the Google Network. Monitor your impressions to see how many people your ad is shown to.

Click
If a customer sees your ad and clicks on it to learn more or to do business with you, it is recorded in your account as a click. Monitor your clicks to see how many people choose to enter your website from your ad.

Clickthrough Rate (CTR)
Your clickthrough rate (CTR) is a metric that helps show how your ads are performing. The more relevant your ads are, the more often users will click on them, resulting in a higher CTR. The system calculates your CTR as follows: Number of ad clicks/number of impressions x 100.

Cost-per-click (CPC)
Under the cost-per-click (CPC) pricing model, AdWords charges you for each click your ads receive. You won’t incur any costs if your ad is displayed and users don’t click it. CPC bidding is the default for ads running on Google and the Search Network. Most advertisers also choose it for their campaigns that focus on getting a direct response from their audience, whether a sale, sign-up, or other action.

Maximum cost-per-click (maximum CPC)
The highest amount that you are willing to pay for a click on your ad. You can choose to set a maximum CPC for individual keywords or for all the keywords within an ad group.

Cost-per-thousand impressions (CPM)
With some campaigns, you can choose to pay for views of your ad rather than clicks. The maximum CPM is the most you’re willing to pay for each thousand impressions, or views of your ad. CPM bidding is only available for campaigns that target the Display Network and not Google search or search partner sites.

Quality Score
Quality Score is the basis for measuring the quality of your keyword and ad and determining your cost-per-clicks (CPCs). Quality Score is determined by your keyword’s clickthrough rate (CTR), relevance of your ad text, historical keyword performance, and other relevancy factors. The higher your Quality Score, the lower the price you’ll pay per click.

First page bid estimates
Your AdWords account will show a first page bid estimate for each of your keywords. This metric estimates the cost-per-click (CPC) bid needed for your ad to reach the first page of Google search results when the search query exactly matches your keyword. The first page bid estimate is based on the Quality Score and current advertiser competition for that keyword.

Optimization
An optimization is the process of creating/editing keywords and ad text (or adjusting other parts of the account) to improve the performance of AdWords ads.

http://support.google.com/adwords/certification/bin/static.py?hl=en&printable=1&page=examstudy.cs&format=inproduct

AdWords client accounts

If you’ve set up your own AdWords account and your client manager has linked your account to his/hers, both you and your client manager have access to your account. You can access your own account at any time and can unlink your AdWords account from your client manager’s at any time.

If your client manager sets up your AdWords account for you, then you should ensure that your client manager does so under your personal sign-in email and password. That way, you can also access and maintain control over your own account. Also, if your sign-in email is your own, we may periodically send you important updates concerning your account.

Client managers can update campaigns, manage account tasks for their clients, and view billing summary history information for AdWords accounts. However, client managers don’t have access to proprietary client information such as credit card information.

Client manager accounts

Only a client manager has access to the client manager account. By extension, a client manager will also have access to information regarding all related accounts via My Client Center. Like clients, a client manager can unlink a client account from his/her account at any time.

o view your billing preferences and billing summary, go to the Billing tab of your account.

On the account preferences page, you can:

  • Edit your username, password, and display language
  • Decide which notifications you’d like to receive (such as newsletters) and how you’d like to receive them
  • Edit your primary business type.
  • Edit your Google Analytics auto-tagging capability
  • Review the AdWords Terms and Conditions

Campaign Management:

Create and edit campaigns, ads, keywords, and Display Network placements. Get a quick sense of your account’s performance over time by viewing the performance summary graphs and tables of campaign statistics.

The Campaigns tab is where you’ll likely spent the most time in your AdWords account. From here you can:

Receive alerts: You may see an alert box tinted yellow, green, or red. These alerts provide important information about your account and about new AdWords features – such as a declined payment.

Create a new campaign: Click the New campaign button above the table to create a new campaign.

Change campaign status and settings: Pause, resume, or delete campaigns, or edit campaign settings by checking the box to the left of one or more campaigns and then selecting one of the buttons above the table.

Review the list of campaigns:

  • Campaign: A list of your campaigns. Click the name of any campaign to see the ad groups within that campaign and any other relevant statistics.
  • Budget: The current daily budget of each campaign.
  • Status: The status of each campaign. A campaign’s status can be Enabled, Paused, Deleted, Pending, or Ended:
    • Enabled: Set to run normally
    • Paused: Temporarily suspended and not currently running
    • Deleted: Deleted and no longer running
    • Pending: Not yet started running
    • Ended: No longer running as end date has already passed

    Your campaign might also be:

    • Limited by budget: View budget recommendations (if applicable) for campaigns that are missing impressions due to meeting their budget regularly.
  • Clicks: The clicks accrued for the ads in each campaign
  • Impr. (impressions): The number of times the campaign’s ads have been displayed on Google or on sites in the Google Network
  • CTR (clickthrough rate): The number of clicks divided by the number of impressions that the ads have received. This is expressed as a percentage: 2 clicks for 100 page views equals a 2% CTR.
  • Avg. CPC (average cost-per-click): The average cost accrued for clicks on the ads within that campaign.
  • Cost: The total costs that a campaign has accrued during the time frame you selected.
  • Avg. Pos. (average position): This refers to the average position on a search result page that an ad appears in when it’s triggered by that keyword.
  • Conv. (1-per-click) (conversion rate): How many user clicks turned into actual conversions for the advertiser. Conversion rate equals the number of conversions divided by the number of ad clicks. This applies only to users who have set up conversion tracking.
  • Cost/Conv. (1-per-click): The total cost divided by the total number of conversions. This tells you how much each conversion costs. This applies only to users who have set up conversion tracking.
  • Conv. rate (1-per-click): Number of conversions divided by total clicks. This tells you your conversion rate. This applies only to users who have set up conversion tracking.

Here are the key features on the Campaigns tab:

    • Account tree: Use this menu beside your account pages to switch between campaigns and ad groups.
    • Performance summary graphs: Use these custom graphs to compare trends on every level of your account. Click the “Change Graph Options” link to see data points like clicks, impressions, and average position or to compare two of these metrics at once.
    • Networks tab: This is where you manage your placements. You’ll also see the summary statistics for both your Search and Display Networks.Campaign roll-ups: ‘Roll-up’ views let you see and edit all of a campaign’s keywords, placements, or ads in one place, instead of finding and changing them ad group by ad group. You’ll find roll-up views on the Keywords tab and Networks tab of your account.
    • Dynamic help content: Help sections display the FAQs you most likely need for the page you’re viewing. Of course, you can also always click the “Help” link in the top corner of your account to see the full AdWords Help Center.

The system will favor ads that have a combination of a high click-through rate (CTR) and Quality Score.

What is inline editing?

“What do I want to achieve with this campaign?”

Some effective ways to organize your campaigns are by:

  • Theme or product line (coffee products, tea products, gift baskets)
  • Your website’s structure, such as by categories (purchase, learn, signup)
  • Different brands (X, Y, and Z)
  • Geography (New York, Chicago, and United States)
  • Language (English, Spanish, German)
  • Distribution preference (search engines only, Display Network sites only, or both search and the Display Network)
  • Budgets (different budgets per product line)

KEYWORD TOOL:

http://support.google.com/adwords/bin/answer.py?hl=en&answer=2470029&from=160320&rd=1

What is the display network?

“Flexible reach'”

Ads should:

  • Clearly and accurately represent your site.
  • Emphasize the unique benefits of your product or service.

Text ads are the most basic type of AdWords ad. They’re sometimes known as “sponsored links” because the title links to a website.

25 characters for the title, 70 characters for the ad text, and 35 characters for a display URL. On Google, this is displayed on four lines: a title, two lines of ad text (each with 35 characters), and a URL line. However, the format may differ on Google partner sites.

image ads combine two powerful features — graphics and proven AdWords targeting technology. This gives advertisers the power of pictures along with the precision of matching ads to related Display Network sites.

(image ads can only run on Google Display Network placements

  • Don’t exceed 50 characters
  • Include an image description
  • Include the campaign or ad group name

Video Adwordsresults in enhanced online branding and cross-promotional advertising campaigns.

Display Ad Builder to create a video ad.  Mobile ads must lead to a mobile website. You can also choose to add a ‘Call’ link to the end of your mobile text ads, so users can call immediately instead of visiting your mobile website.c

Rich media ads include video ads, Flash animated ads, and ads that mix text and animated content and designs to more actively engage a web user.

Rich media display ads will only be shown on the Google Display Network, not on Google search results. Content providers must opt in to showing specific display ad sizes and formats before they can appear on their site.

Writing Targeted Ad Text

Below are some specific tips to help you create compelling ad text.

  • Create simple, enticing ads.
    What makes your product or service stand out from your competitors? Highlight these key differentiating points in your ad. Be sure to describe any unique features or promotions you offer.
  • Include prices and promotions.
    The more information about your product that a user can gain from your ad text, the better. For example, if a user sees the price of a product and still clicks the ad, you know they’re interested in a potential purchase at that price. If they don’t like the price, they won’t click your ad, and you save yourself the cost of that click.
  • Use a strong call-to-action.
  • Your ad should convey a call-to-action along with the benefits of your product or service. A call-to-action encourages users to click on your ad and ensures they understand exactly what you expect them to do when they reach your landing page. Some call-to-action phrases are Buy, Purchase, Call today, Order, Browse, Sign up, and Get a quote; while “find” and “search” may be accurate verbs, they imply that the user is still in the research mode, and may not encourage the user to perform the action you’d most like them to take.
  • Include one of your keywords in your ad text.
    Find the best performing keyword in your ad group and include it in your ad text, especially in the title. Whenever a user types that keyword and sees your ad, the keyword phrase will appear in bold font within your ad on Google. This helps draw the user’s attention to your ad and shows users that your ad relates to their search.

Static image ads can be formatted in .gif, .jpg and .png. Animated image ads can be formatted in .gif or Flash. The file size limit of an image ad is 50 KB.

Image ads can be in the following sizes:

  • 250 x 250 Square
  • 200 x 200 Small Square
  • 468 x 60 Banner
  • 728 x 90 Leaderboard
  • 300 x 250 Inline Rectangle
  • 336 x 280 Large Rectangle
  • 120 x 600 Skyscraper
  • 160 x 600 Wide Skyscraper
  1. Use a compelling call to action such as “learn more,” “buy now,” or “visit us today.”
  2. Prominently show your display URL which typically contains a company’s name, is a major component of a text ad. You have more room in an image ad, so don’t be afraid to use your brand or logo as well.
  3. Include details like prices, delivery details, and relevant special offers.
  4. Relevance is key. Make sure your ads lead to a relevant landing page.
  • By using negative keywords or exclusions, you can prevent your ads from showing up alongside content that may not fit with your specific marketing objectives. This helps to keep your ad placement as targeted as possible and to reach your desired audience.

To ensure that we’re able to display your mobile ad and site to users, your destination site must be written in a supported mobile markup language. We currently support the following markup languages:
wml (WAP 1.x)
xhtml (WAP 2.0)
chtml (imode, etc.)
PDA-compliant html

Display ads contain a mix of content types such as text, Flash, video, or images.

Google Network:

    • Keyword-targeted ads can appear across search and Display Network pages in the Google Network. Google uses search targeting to match keywords to search terms on search sites. For Display Network pages, Google uses contextual targeting to match keywords to webpage content (these are called “automatic placements”).
    • Placement-targeted ads can appear only on pages in the Display Network. You choose a specific audience and site, or portion of a site, to target (these are called “managed placements”). If the ad group also has keywords, the keywords and placements will work together to determine where ads should appear. Keywords will continue to match your ads to placements through contextual targeting, and you can add your own placements to bid more when your ad appears on certain sites, or to limit your ad to appearing only on the placements you target.
    • Google displays ads across the Search and Display Networks based on relevancy. Quality Score is calculated separately for the Search Network and Display Network, so advertising performance on the Display Network won’t affect your Quality Score on the Search Network and vice versa.
    • The appearance of your ads may vary slightly among Google Network sites to match the look and feel of different webpages. Google automatically formats your ads for you. AdWords ads are always clearly labeled as advertising-related links.
  • Text ads can appear on search pages and on Display Network pages. Ads that contain graphics (like image ads and video ads) can only appear on Display Network pages.
    • Opting in and out: Device platform targeting is applied at the campaign level. You can opt your campaign in and out of targeting either device platform from the Settings tab of any campaign. However, a campaign must be opted in to showing on at least one device platform.
    • Google Network: Campaigns opted in to targeting iPhones and similar mobile devices are eligible to show text ads on Google web search. Text and image ads will be eligible to show on the Network if your campaign is also opted in to that network.
    • Quality Score: Quality Score is calculated the same way for both of the device platform targeting options.
    • Performance statistics: If your campaign is targeting both device platforms, aggregated performance statistics will be shown in your campaign. If you’d like to see performance statistics broken out by device platform type, we suggest creating two separate, identical campaigns and targeting them to different device platforms.
    • Mobile ads: Device platform targeting has no bearing on mobile format ads, which show ads on standard mobile phones that use mobile (WAP) browsers. If you have mobile ads in your campaign, they will continue to show as usual, regardless of the device platforms your campaign is targeting.
  • A bid is the amount you’re willing to pay per click, per thousand impressions, or per acquisition.
    • Ranking on the Search Network: 
      Ads are ranked on search pages based on a combination of the matched keyword’s CPC bid and Quality Score. Quality Score is determined by the keyword’s clickthrough rate (CTR) on Google, relevance of ad text, historical keyword performance, landing page, and other relevancy factors. Having relevant keywords and ad text, a high CPC bid, and a strong CTR will result in a higher position for your ad.
  • Ranking on the Display Network: 
    Ads are ranked on Display Network pages based on the ad group default bid (when there aren’t more specific bids that apply), the ad’s past performance on this and similar sites, and the landing page quality. However, if you’ve set a Display Network bid or a bid for a specific placement, these will overrule the ad group default bid when your ad runs on the Display Network or the placement you’ve selected. These more specific bids affect your ad rank, so you might consider increasing bids for placements on which you’d like to rank higher.

Note that when CPC and CPM ads compete with each other in the same Display Network auction, the AdWords system uses a system of effective CPM, or eCPM, to compare and rank the ads. For cost-per-click (CPC) ads, the AdWords dynamic ranking system considers the bid, clickthrough rate (CTR), and other relevance factors. The resulting number is the ad’s eCPM, or effective cost per 1000 impressions.

CPM ads are ranked for display according to their CPM bid, competing with other CPM ads and with CPC ads. A CPM ad always occupies the entire ad space, with either an image ad or other multimedia ad, or an expanded text ad. For this reason, you might wish to bid higher for CPM ads than you would for CPC ads.

Google’s patented PageRank algorithm. The more relevant a search result, the higher it will be ranked. Learn more about how Google search results are ranked.

the most important factor in relevance is the ad’s quality, which we measure with a metric called “Quality Score.” The higher your Quality Score, the higher your ad will be ranked and the lower your costs will be.

Quality Score is based on your keyword’s click-through rate (CTR); the relevance of your ad text, keyword, and landing page; and several other factors.

A Quality Score is calculated every time your keyword matches a search query — that is, every time your keyword has the potential to trigger an ad. Quality Score is used in several different ways, including influencing your keywords’ actual cost-per-clicks (CPCs) and ad position.

Landing page quality is influenced by the usefulness and relevance of information provided on the page, ease of navigation, load time, how many links are on the page, and more.

Quality Score is used in several different ways, including:

  • influencing your keywords’ cost-per-clicks (CPCs)
  • determining whether a keyword is eligible to enter the ad auction that occurs when a user enters a search query
  • affecting how high your ad will be ranked
  • estimating the first page bids that you see in your account

Optimization is the process of adjusting parts of your account — like your keywords and ad text — as well as your website to improve the quality and performance of your AdWords ads. Through optimization, you can help meet your advertising goals, be it to gain traffic, lower costs, or improve conversions.

Improve Your ROI

Return on investment (ROI) is a measure of the profits you have made from your advertising, compared to how much you’ve spent on that advertising. To identify and optimize your ROI, you need to measure conversion data instead of clickthrough rate, traffic, or other measures. To optimize for ROI, aim for high Quality Scores which can reduce costs, encourage conversions with enticing ads and by using the right landing pages, and target customers who are likely to convert.

  • Lead potential customers to the most relevant page on your site
  • Add a call-to-action in your ads to highlight the action you want customers to take
  • Include unique selling points to make your ad stand out
  • Allocate your budget according to performance
  • Group highly relevant keywords and ads together so that your ad text will match a user’s search
  • Target the right region and language for your business
  • Use Conversion Optimizer to get more conversions at a lower cost

Improve Your CTR

Clickthrough rate (CTR) improvement is really about making your ads more relevant to your potential customers. Optimization should focus on creating more relevant and compelling advertising to help drive more targeted traffic to your website. Filter out irrelevant searches by refining your keyword list and incorporating negative keywords where appropriate. In addition, your ad text should reflect a user’s search as closely as possible. For example, if you’re running on the keyword “Paris travel tours,” your ad text should also highlight travel tours in Paris.

  • Use keywords in your ad title and text to make the ads more relevant
  • Use negative keywords to eliminate unwanted impressions that won’t result in clicks
  • Create a relevant keyword list to target when your ads will show
  • Use keyword insertion to make your ad more relevant to a diverse audience

Increase Your Clicks and Traffic

If your aim is to draw as much relevant traffic to your site as possible, you may want to consider running on a broader range of keyword variations. Keep in mind, however, that running on very general keywords can negatively affect your Quality Score and increase your costs.

  • Create keywords for unadvertised parts of your website
  • Find new keyword variation ideas using the Keyword Tool
  • Increase daily budgets (to allow more clicks to occur) and maximum CPC bids (to raise your ad position) and/or increase your Quality Scores
  • Reach more customers and maximize traffic by targeting the Display Network
  • Broaden your location targeting settings

Promote Brand Awareness

Branding campaigns are designed to increase traffic to your website and enable a customer to interact or learn about your company’s brand. If you want to promote your brand, you might decide to run a cost-per-impression (CPM) campaign in addition to a cost-per-click (CPC) campaign.

  • Supplement your text ads with image and video ads that are great for branding messages
  • Use Display Network placements to show your ad to people who are interested in what you sell
  • Choose a landing page that focuses on the interaction with your brand

Targeting tools:

    • The Keyword Tool can provide you with ideas for new keywords that you can add to your ad groups. You can also find negative keywords, estimate keyword traffic, and see additional keywords that may also trigger your ads.
    • The Placement Tool can provide you with ideas for websites and areas in the Display Network where you can show your ads. Use this tool to find placements that are relevant to your campaign and can help you reach additional potential customers.
    • The Traffic Estimator provides traffic and cost estimates for keywords. Get estimates for a keyword’s status, search volume, average cost-per-click (CPC), cost per day, and average position.
  • The “Search terms” report and Search Query Performance report allow you to see every search query that triggered your ad. If some of these search terms have performed well, you can add them as keywords. If some terms are irrelevant, you can add them as negative keywords to ensure your ad stops showing for that search query.

Optimization tools:

    • The Opportunities tab is a central location for optimization ideas across your account. It’s designed to help you discover ways to potentially improve your account’s effectiveness. You review the proposed ideas and can apply the ones you like directly to your account.
    • Website Optimizer allows you to experiment with the content of your website to determine what users respond to best. You choose what parts of your webpage you’d like to test and we’ll run an experiment on a portion of your site traffic. The results can help you determine which content produces more sales or other measures of success.
  • Conversion Optimizer uses your conversion data to get you more conversions at a lower cost. It optimizes your ad serving to avoid unprofitable clicks and gets you as many profitable clicks as possible.

Tracking tools:

    • Google Analytics shows you how people found your site, how they explored it, and how you can enhance their experience. With this information, you can improve your website’s return on investment, increase conversions, and make more money on the Web.
    • Conversion tracking helps you measure conversions (user behavior you deem valuable, such as a purchase, signup, pageview, or lead). Conversion tracking can ultimately help you identify how effective your AdWords ads and keywords are for you. You can also use conversion data to decide how much to bid for your ads on Google and the Display Network.
  • Account statistics on your Campaigns tab can give you instant insights into your performance. With customizable columns, filtering, and segmentation options, you can focus on the data that matters to you across your account.

Keyword Tool — Use this tool to brainstorm keyword lists and find negative keywords. Use it while you’re creating a campaign or any time you want to expand your keyword list.

Traffic Estimator — Find keyword traffic and cost estimates to identify potential keywords to add or to optimize your keyword bids. By using this tool, you can better forecast your ad’s performance based on your CPC bid, targeting options, and other criteria.

Placement Tool — For most advertisers, a good keyword list will provide sufficient targeting. However, if you want more control over the specific sites where your ad appears, use this tool to find relevant websites and areas in the Display Network. For non-text ads like image and video ads, filter out placements that do not accept that ad type and format.

Opportunities — Consider using the Opportunities tab when looking for a fast, efficient way to find new keyword ideas or recommended budgets. The changes proposed by the tool are automated and therefore best suit advertisers who do not have complex goals and can make optimization decisions without conversion data.

Conversion Optimizer — Use this tool if your campaign focuses on conversions and you want to optimize your bids on a case by case basis. If you already have conversion tracking enabled, the tool can automatically adjust your bids to help you get you more conversions at a lower cost.

Website Optimizer — Use this tool to test changes to your website’s landing page to see which is most effective in improving your conversion results. If your primary goal is improving your return on investment (ROI) and profits, Website Optimizer can help you test which elements of your website produce higher conversion rates, which in turn will help you decide which layout produces the most conversions.

You can use negative keywords for a number of reasons:

  • Filter out different products or services: For example, a real estate agent who is focused on selling homes may wish to include not only the negative keywords rent and renting, but also use the Keyword Tool to find ideas for variations such as rents, rental, and rentals to use as additional negative keywords.
  • Filter out irrelevant searches: For example, an advertiser may discover that the name of one of his products also happens to be the name of a musical group. In this case, it’s a good idea to include negative keywords such as music, band, concert, ticket, lyric, album, mp3, and the pluralized versions of these words.
  • Filter for serious buyers: Advertisers hoping to make sales may want to filter out research-oriented searches by adding negative keywords like review, rate, rating, compare, comparing, comparison, and the pluralized versions of these words.

Use the Edit Campaign Negative Keywords tool to add negative keywords to an entire campaign at once.

  • Are you currently doing any marketing for your business?
  • What are your marketing goals?
  • What are your best-selling products or services?
  • Where else are you running ads online? Offline?
  • Do you evaluate the return on your marketing investment?
  • Do you have a website?
  • Who handles marketing strategy for your business?
  • How do you determine your marketing budget?
  • Do you have a seasonal business?
  • Do you have brick-and-mortar stores?
  • Who are your competitors?
  • What’s your target audience?

In order to effectively build an AdWords account, it’s important that you collect the right information from a business. Preparation is critical to your ability to sell Google AdWords. Before speaking with an advertiser about their online marketing needs, you’ll want to do the following:

  • Review their website: Have a basic understanding of the advertiser’s business. What is their flagship product or service?
  • Do some research: Are there articles about the business online? Are they already doing online marketing? Are they in the organic search results? How competitive is the ad space?
  • Learn to speak their language: What vertical are they in? What is their sales cycle? Are there unfamiliar terms? Is there seasonality? What challenges might they face?
  • Begin to plan: How might you build an AdWords account for this advertiser? What products or services would you include in an initial marketing strategy? What products or services might you recommend for expansion?
    • Limited time: Unable to effectively pursue new marketing strategies
    • Lack of experience: Mistakes in online marketing campaigns
    • Resource constraints: Cutting corners
    • Not targeting audience effectively: Failure to generate revenue
    • Inability to measure success: Suboptimal use of marketing budget
    • Limited marketing strategy: Missing out on customer segments
    • Limited budget: Limited investment in future
    • Are you concerned that you’re spending too much / not spending enough on marketing? (feature revealed: control over budget)
    • Are you worried that your current media plan isn’t as efficient as it could be? (features revealed: flexibility and local targeting)
    • Are you concerned you may not know how to best target your advertising to your audience? (features revealed: reporting and targeting)
    • Are you satisfied with the level of traffic, conversions etc., that you’re seeing? (feature revealed: marketing reach and reporting)
    • More than 170 million people use the Internet in the United States. Google’s network reaches 80% of these potential customers. You can target potential customers by neighborhood, city, state, or country. AdWords is available in 38 different languages and 250 countries.

These are the limits for an AdWords account:

  • 10,000 campaigns (includes active and paused campaigns)
  • 20,000 ad groups per campaign
  • 10,000 keywords per ad group
  • 300 display ads per ad group (includes image ads)
  • 4 million active or paused ads per account
  • 5 million keywords per account
  • 10,000 location targets (targeted and excluded) per campaign, including up to 500 proximity targets per campaign*
  • 100,000 active ad extensions per account
  • 1.3 million references to ad extensions per account**

Image ads (both static and animated) can be designed in the following sizes:

  • 250 x 250 Square
  • 200 x 200 Small Square
  • 468 x 60 Banner
  • 728 x 90 Leaderboard
  • 300 x 250 Inline Rectangle
  • 336 x 280 Large Rectangle
  • 120 x 600 Skyscraper
  • 160 x 600 Wide Skyscraper

Direct Traffic: Represents visitors who clicked on a bookmark to arrive at your site, or who typed the URL directly into their browser.

Referring Sites: Includes any sites that send traffic to you. These could be banner ads or links featured on blogs, affiliates, or any site that links to your site.

Search Engine: The traffic here represents visitors who click on a search results link in Google, Yahoo, or any other search engine. Search Engine traffic can be organic, e.g. free search results, or paid. Paid search engine traffic is pay-per-click or cost-per-click traffic that you purchase from a search engine like Google AdWords. Understanding which search engines send you qualified traffic can help you select the search engines on which you want to advertise.

All Traffic Sources: The All Traffic Sources report lists all of the sources sending traffic to your site, including referrals, search engine traffic, and direct traffic. This report is particularly helpful because you can identify your top performing sources, regardless of whether they are search engines or sites.

AdWords: AdWords-related reports are listed under AdWords in the Traffic Sources section. The AdWords Campaigns report, which is the first one listed, contains performance metrics for your AdWords keyword ads. This report is actually the top level of a hierarchy of reports. By clicking one of the Campaigns in the table, you drill down to the Ad Groups report which lists all of the ad groups in that campaign. Click one the ad groups and you drill down to the AdWords Keywords report which lists all of the keywords in that ad group.  Bounce Rate is good indicator of landing page relevance and effectiveness.

Top Content:
Lists each page that received traffic.

Content by Title:
Groups your pages according to ‘Title’ tag. You can click on a title to see the pages that share that title.

Content Drilldown:
Groups pages according to directory. You can drill down and click on a directory to see the pages in the directory.

Top Landing Pages: Lists all of the pages through which people entered your site. You can use this report to monitor the number of bounces and the Bounce Rrate for each landing page. Bounce Rate is good indicator of landing page relevance and effectiveness. You can lower bounce rates by tailoring each landing page to its associated ads and referral links. The more relevant the page, the less likely a visitor will be to bounce.

Navigation Analysis
Navigation Analysis reports can help you understand how people move through your site. The reports are listed on the Content Overview page. They’re also available from a pulldown menu when you drill down to a page detail report.

Navigation Summary: The first of the Navigation Analysis reports, it can help you see how people arrived at a specific page and where they went afterwards. Percent Entrances shows how frequently the page was a landing page. Percent Previous Pages tracks how frequently visitors came to the page after viewing another page on the site. Percent Exits measures how frequently visits ended on this page, while Percent Next Pages measures how frequently visitors continued on to another page on the site.
The list of pages that were viewed immediately before the page or pages is shown in the left column and the right column displays the list of pages that were viewed immediately after the page or pages.
Sometimes the Previous Page, the Next Page, and the page you are analyzing are all the same page. This can be caused by visitors hitting the refresh button multiple times and generating “self-referring” hits. It can also be caused, for example, if the page has graphics that the visitor can click to enlarge. For example, a visitor views the page and Google Analytics registers a pageview. Then the visitor clicks on a graphic and views the enlarged graphic file. This doesn’t result in a pageview because the enlarged graphic file doesn’t have the Google Analytics Tracking Code. The visitor then clicks the back button, which registers another pageview. If there are many images on the page, it’s possible that the visitor will click on each graphic. This scenario will cause the Previous, current, and Next page to all be identical.

Entrance Paths:
Can be used as a powerful tool for analyzing navigation paths. For example, you can use this report if you want to find out whether people clicked the ‘Purchase’ button on your landing page and actually completed the purchase. To find out, go to the Top Landing Pages report and click the landing page you want to analyze. Once you are on the Content Detail report for the page, click ‘Entrance Paths.’ You’ll now see the Entrance Paths report for your landing page. In the middle column, you’ll see all the possible clicks people made on the page. Choose the link that represents the ‘Purchase’ page. In the right hand column, you’ll now see all the pages visitors went to after the ‘Purchase’ page. By looking at this list, you’ll be able to see how many visits ended up on the Purchase Completion page. This report can show you if the landing page is doing the job you designed it for.
You can use the ‘Analyze’ drop-down menu to view additional reports such as Entrance Sources and Entrance Keywords. The ‘Content’ drop-down menu allows you to select or search for specific pages to analyze.

Overview: The report provides an overview of e-commerce activity on your site. Revenue is the value of purchases. Conversion Rate is the percentage of visits that results in a purchase. Transactions is the number of purchase orders and Average Order Value is the average revenue from each of those purchases. Purchased Products shows how many different products (SKUs) were sold.

Total Revenue: Revenue is determined by the number of purchases and the average purchase value. Some important steps you can take to maximize revenue are:

  1. Purchase targeted advertising and write effective ads (see the Traffic Sources reports)
  2. Make sure your landing pages show the information, services, or products that you promise in your ads (review the Content reports to help minimize bounce rates)
  3. Simplify your conversion funnels so that fewer would-be customers abandon the checkout process (review the Goals reports)

Conversion Rate: This report shows the rate at which visits to your site result in purchases. Tracking conversion rates over time is an effective way of determining whether your marketing and website are becoming more or less efficient at turning visitors into customers. Note that conversion rates are most useful as company-specific benchmarks against which to assess marketing and site effectiveness because conversion rates vary considerably across businesses (even within the same industry).

Average Order Value: Tracking changes to the average order value over time is important to catalog sites that may change and shift which products and services they are actively marketing. Many e-commerce sites monitor this metric to see if cross promotions are working. This is an important metric that works its way into many higher level executive and shareholder reports.

Product Overview (Product Performance): How much of each product do you sell? This report shows the number of items sold, the total revenue, the average price, and the average order quantity for each product you sell online. Click any SKU to drill down and view detail.

Product SKUs (Product Performance): This report shows the number of items for each SKU sold, the total revenue, the average price, and the average order quantity for each product you sell online.

Categories (Product Performance): How much of each product category, product, and SKU do you sell? For e-commerce sites, understanding which products are selling online is crucial for generating relevant content, promotions and advertisements. This report shows the number of items sold, the total revenue, the average price, and the average order quantity for each product you sell online.

Transactions: This report is a list of all transactions on your site, useful for auditing your transactions.

Visits to Purchase: How many visits does it take for visitors to purchase? Understanding your sales cycle is important to the overall success of your site. This report helps you understand how many visits it takes to convert your visitors into customers and, by extension, the kind of content you need to create in order to reach your prospects.

Days to Purchase: How long does it take before visitors make a purchase? Understanding your sales cycle is important to the overall success of your site. This report helps you understand how long it takes to convert your visitors into customers and, by extension, the kind of content you need to create in order to reach your prospects.

Potential goals:

  • Traffic: Analyze types of traffic sources
    Use the Traffic Sources report to examine the quality of your traffic. The report can show you if your traffic was driven directly to your site (direct), through an organic search result (organic), a CPC campaign (CPC), or by a link from another site such as a blog (referral). The Goals or the Ecommercetab from within your reports will help you determine which source drove both a high amount of revenue and a high per visit value

  • Sales/Conversions: Analyze top-selling products along with your goal conversions
    Use the e-commerce reports to look at your product performance. Then, examine the data from within the Goals tab to learn what your goal conversion rate is.
  • ROI: Analyze the areas where you should be spending in order to get a higher ROI
    Look at your paid keywords from within Keywords report in the Traffic Sources section. By looking at the success metrics for each keyword, you can add or delete them or adjust the bids and budget for existing keywords. You can also look at the unpaid keywords list to see if your spend in SEM has been paying off for those keywords.
    If you have set up Google Analytics to track your email campaigns, another report in the Traffic Sources section, the Campaigns report, can help you measure your success in this effort. Select a campaign from the list found in the table, then click the Goals or Ecommerce tab to determine which source drove a high amount of revenue and a high per visit value.
  • Pitch and create geo-targeted campaigns that announce new locations or encourage users to visit actual stores.
  • Create geo-specific ad text to increase the connection with each user.
  • Pitch a foreign language campaign (secure optimization resources first) or an English campaign targeting a different country.

Optimization is the process of adjusting parts of your account — like your keywords and ad text — as well as your website to improve the quality and performance of your AdWords ads. Through optimization, you can help meet your advertising goals, be it to gain traffic, lower costs, or improve conversions.

Based on your advertising goals, optimization can involve ad text improvements, new keywords, changes to keyword settings, strategic changes to your bids, better organization within your campaign, and changes to ad targeting options. Here are a few more examples:

Campaign improvements Ad group improvements Website improvements
  • Organizing campaigns
  • Changing language and location targeting
  • Changing ad delivery times and position
  • Editing keywords
  • Editing ad text
  • Organizing ad groups
  • Changing bids
  • Using keyword matching options
  • Changing your website to improve flow and relevancy
  • Choosing the right landing pages

Goal: “I want to get more clicks.”
Increase your ad exposure by adding relevant keywords and site placements to your ad groups while making your ad text more compelling.

Goal: “I want to increase my clickthrough rate (CTR).”
Focus on ad quality. Attract more clicks by refining your ads, and eliminate extra impressions by using negative keywords.

Goal: “I want to improve my return on investment (ROI).”
Focus on your ads and keywords to attract the right audience. Then focus on your website. Be sure your landing page and entire website is set up to let users find the specific thing being promoted in your ad.

Improve Your ROI

Return on investment (ROI) is a measure of the profits you have made from your advertising, compared to how much you’ve spent on that advertising. To identify and optimize your ROI, you need to measure conversion data instead of clickthrough rate, traffic, or other measures. To optimize for ROI, aim for high Quality Scores which can reduce costs, encourage conversions with enticing ads and by using the right landing pages, and target customers who are likely to convert.

  • Lead potential customers to the most relevant page on your site
  • Add a call-to-action in your ads to highlight the action you want customers to take
  • Include unique selling points to make your ad stand out
  • Allocate your budget according to performance
  • Group highly relevant keywords and ads together so that your ad text will match a user’s search
  • Target the right region and language for your business
  • Use Conversion Optimizer to get more conversions at a lower cost

Improve Your CTR

Clickthrough rate (CTR) improvement is really about making your ads more relevant to your potential customers. Optimization should focus on creating more relevant and compelling advertising to help drive more targeted traffic to your website. Filter out irrelevant searches by refining your keyword list and incorporating negative keywords where appropriate. In addition, your ad text should reflect a user’s search as closely as possible. For example, if you’re running on the keyword “Paris travel tours,” your ad text should also highlight travel tours in Paris.

  • Use keywords in your ad title and text to make the ads more relevant
  • Use negative keywords to eliminate unwanted impressions that won’t result in clicks
  • Create a relevant keyword list to target when your ads will show
  • Use keyword insertion to make your ad more relevant to a diverse audience

Increase Your Clicks and Traffic

If your aim is to draw as much relevant traffic to your site as possible, you may want to consider running on a broader range of keyword variations. Keep in mind, however, that running on very general keywords can negatively affect your Quality Score and increase your costs.

  • Create keywords for unadvertised parts of your website
  • Find new keyword variation ideas using the Keyword Tool
  • Increase daily budgets (to allow more clicks to occur) and maximum CPC bids (to raise your ad position) and/or increase your Quality Scores
  • Reach more customers and maximize traffic by targeting the Display Network
  • Broaden your location targeting settings

Promote Brand Awareness

Branding campaigns are designed to increase traffic to your website and enable a customer to interact or learn about your company’s brand. If you want to promote your brand, you might decide to run a cost-per-impression (CPM) campaign in addition to a cost-per-click (CPC) campaign.

  • Supplement your text ads with image and video ads that are great for branding messages
  • Use Display Network placements to show your ad to people who are interested in what you sell
  • Choose a landing page that focuses on the interaction with your brand

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