Nate BucholzGoogle, Inc.
January 21, 2010
Insight, Optimization, and OpportunityAdvanced Paid Search Marketing
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Google Confidential and Proprietary 2
Google Confidential and Proprietary 3
The Legal Services Industry is Fueled by Online Research via Search
% of legal services consumers who use search …
Source: Google Consumer Touchpoint Survey, 2009 – Legal Services sector. Q: Please state how much you agree with the following statements about search engines.Base: Ever use search engines, n=1,069
To research products or services they intend to buy81%To find peer discussions or reviews of products or services55%
To find professional reviews of products or services 66%To find new websites they didn’t know about when they use search engines
82%
From ‘Consumer Touchpoints Survey,’ 2009...
Google Confidential and Proprietary
The Importance of Search Continues to Increase
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Online spend forecasting through 2012 shows that Paid Search is expected to grow 18% YoY over the next 3 years. – Jupiter, Online US Advertising
Forecast
US Small Business Search Advertising Spending, by Category – Q3 2009
Source: eMarketer.. US Small Business Search Advertising, by Category, Q3 2009. 1/13/10.
% of Total Advertisers
Avg. Q3 Spend
Avg. # of Keywords
1. Attorneys and legal services 7.68% $2,560 105
2. Dentists 4.97% $2,005 74
3. Air conditioning services 2.63% $1,666 55
4. Physicians 2.03% $1,729 57
5. Insurance 1.97% $1,731 69
Google Confidential and Proprietary
Optimization OpportunityInsight
Google Confidential and Proprietary 6
Advertiser Insight Into Consumer Trends
www.google.com/insights/search/
Google Confidential and Proprietary 7
Advertiser Insight Into Consumer Trends
www.google.com/insights/search/
Google Confidential and Proprietary 8
Advertiser Insight Into Consumer Trends
www.google.com/insights/search/
Google Confidential and Proprietary 9
Advertiser Insight Into Consumer Trends
www.google.com/insights/search/
Category: Society > Legal•Accident & Personal Injury Law•Bankruptcy Law•Criminal Law•Family Law•Intellectual Property Law•Labor & Employment Law•Law Schools and Training
Google Confidential and Proprietary
Optimization OpportunityInsight
Google Confidential and Proprietary
Provide Accurate Local Information
• Conveniently control and manage your business listing info, including:
– Addresses
– Phone numbers
– Hours of operation
– Website
• Provide printable coupons
• Bulk upload functionality
Google Confidential and Proprietary
Implement Local Extensions
Address appears as the 5th line of ad text
Location extension on Google
Location extension ad on Google Maps
Image or icon can appear with ad
Google Confidential and Proprietary
Target Customers by Location
Target by… country, state, city, zip code, DMA, or by a customized area based on the radius from a specific GPS point.
Google Confidential and Proprietary
Know Which Levers to Pull
RankMaximum Cost-Per-Click Bid
Quality Score= x
Click-Through-Rate on
Google.com (CTR =
clicks/impressions)
Landing Page Quality
Keyword and Ad Text
Relevance
Google Confidential and Proprietary
Write Excellent Ads
Ads should…• be structured well• be relevant• be explicit• relate to your services • have a call to action
Google Confidential and Proprietary
Test, Test, Test
5.2% ClicksWarning – Loss of SmellLost Your Sense of Smell From ZincSpray. Free Case Review.
Warning – Loss of SmellLost Your Sense of Smell From ZincSpray. Free Case Review.
Class Action Lawsuit Info Cold remedy cause loss of smell? Free Case Evaluation - Nationwide
Class Action Lawsuit Info Cold remedy cause loss of smell? Free Case Evaluation - Nationwide
Cold Remedy Recall Cold remedy may cause loss of smell. Contact Us for a Free Case Review
Cold Remedy Recall Cold remedy may cause loss of smell. Contact Us for a Free Case Review
2.6% Clicks
1.9% Clicks
0.9% Clicks
Google Confidential and Proprietary
Employ Negatives Appropriately
Google Confidential and Proprietary
Fine Tune Your Campaigns
Opportunities Tab provides recommendations on…• Keywords • Budgeting • Bids (coming in Feb!)• Tools – Traffic Estimator, Search-Based Keyword Tool
Google Confidential and Proprietary
Optimization OpportunityInsight
Google Confidential and Proprietary
Across the Web…Reach and Content vary.Search is More than Meets the Eye
*Google Advertising Network = Google properties + syndicated search + Google content network Sources: comScore Media Metrix (June 2008); Google internal analysis
Google Properties
Syndicated Search
Google Content Network
Google Confidential and Proprietary
Across the Web…Reach and Content vary.Meet Researchers on Sites Across the Web
Google Confidential and Proprietary
I know who my target customers are, but how can I most efficiently reach them?
I wish I could see audience and traffic data beyond just the most common sites…across all networks…
AdPlanner
… a research and media planning tool to identify websites that target customers are likely to visit.
Google Confidential and Proprietary
How can I easily build professional-quality display ads if I’m not an expert?
Can we do it for free?
…a tool to create custom display ads for free.
Display AdBuilder
Google Confidential and Proprietary
At what point in the process are my customers abandoning their purchase intent?
Where are my site visitors coming from and what are they doing on my site?
… a report system for website visitor behavior.
Analytics
Google Confidential and Proprietary
Thank You!
Tools and Info: google.com/advertisers
Google Advertising Professionals Program: adwords.google.com/professionals
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