奔驰-搜索引擎-Google-策略-方案(-戴姆勒-总部版)

GoogleAdWordsGuidelineIntroductionMartinFriedrich,BC/MI17.05.2011Topicoverview1IntroductiontoSearchEngineMarketing(SEM)2ImportanceofSearchEngineMarketingforprospectsbeinginaresearchprocessforacarpurchase.3CoherenceandmodesofactionconcerningGoogleAdWordscampaigns4BenefitsandaddedvalueinusingtheGoogleAdWordsGuideline4BenefitsandaddedvalueinusingtheGoogleAdWordsGuideline5OverviewabouttheGoogleAdWordsGuideline‘smaincontent6RelevantTargetgroupsfortheGuideline7GlAdWdGidliDitibtidOtlk7GoogleAdWordsGuidelineDistributionandOutlookSlide2GoogleAdWords-Guideline,17.05.2011IntroductiontoSearchEngineMarketing•SEMisaformofonline-marketingthatpursuethegoalofpromotingwebsites,productsorserviceoffersbyincreasingtheirvisibilityinthesearchengineresultpagessearchengineresultpages.•Thereexiststwomainmethodstoachieveagoodvisibilitywithinthesearchengine:SearchEngineOptimizationandSearchEngineAdvertisingg•PrimaryobjectiveofSEMis:HowcanImaximizethetrafficquantityandtrafficqualityonthewebsiteoutofsearchenginesatminimumcost?SearchEngineAdvertisingTtAdhilt•Text-Adsonsearchengineresultpages•Basedonacost-per-clickmodel•Shouldbeusedforcurrentoffers,productsorservices•Mostimportantexample:Google-AdWordsSlide3GoogleAdWords-Guideline,17.05.2011WebControlling/AnalysisImportanceofSearchEngineMarketingforprospectsbeinginaresearchprocessforacarpurchase.•UploadtoGoogleMerchantCenterMostpopularinformationsourcesInternetisthemostimportant1psourceofresearching.Carbuyingdecisionsdecreasedfrom6to3monthsSearchenginesarethenumberonetoolwhenit1GoogleisthemarketleaderintermsofsearchenginesworldwidetoolwhenitcomestoproductresearchonSlide4GoogleAdWords-Guideline,17.05.2011theweb.CoherenceandmodesofactionconcerningGoogleAdWordscampaignsSlide5GoogleAdWords-Guideline,17.05.2011BenefitsandaddedvalueinusingtheGoogleAdWordsGuidelineRetailerbenefit•AwarenessforSearchEngineAdvertising•SensitizingforcoststimeandprocessconcerningGoogleAdWords•Sensitizingforcosts,timeandprocessconcerningGoogleAdWords•CoachinghowtoautonomouslyuseGoogleAdWords•GivenstructurehowtodealwithGoogleAdWords•RecommendationsandbestpracticesbasedonexperienceinusingGoogleAdWordsRecommendationsandbestpracticesbasedonexperienceinusingGoogleAdWords•TransparencyandworkevaluationofexternalagencyperformanceMPCbenefits•Know-how-transferfromMPCtoretailer•360°-viewofSEM:fromsettingupacampaigntomeasureitssuccessinOmniture•GuidelineasastandarddocumentforenablingretailerstounderstandanduseGoogleAdWdAdWords•Updatesandimprovementsonaregularbasis•Guidelinebasedonlong-termpracticalsearchcompetenceSlide6GoogleAdWords-Guideline,17.05.2011OverviewabouttheGoogleAdWordsGuideline‘smaincontent1.SearchEngineMarketingintroductionandgeneralinformation2.Processofdefining,creating,monitoringandimprovingofGoogleAdWordscampaignsReaderswillbeguidedthroughtheentireprocessofacompleteAdWordscampaignsetup.ItincludesastandardsetupaswellasanexpertmodeforasophisticateduseofGoogleAdWords.3EldtdSlide7GoogleAdWords-Guideline,17.05.20113.Examplesandacasestudy4.Do‘sandDont‘sinusingGoogleAdWordsRelevantTargetgroupsfortheGuidelineMtTargetGroupsSurplusvaluesManagement•GeneralManager•SalesManagerSi•SensitizingforSEAandoutliningchancesofSEA•Providingbackgroundinformation•PossibilityofincludingSEAinthemarketingmix•ServiceManager(Service-)Marketing/IT-Support•PossibilityofincludingSEAinthemarketingmix•Concreterecommendationsofactionincludingtips&tricks•Marketingresponsible•Webmastergp•GuidanceforrunningGoogleAdWordscampaigns•Do‘sandDont‘stoconsiderworkingwithGoogleAdWordsFurtherinterestparties•Generalinformation•KnowledgefoundationofSEASlide8GoogleAdWords-Guideline,17.05.2011•KnowledgefoundationofSEASEM-GuidelineDistributionandOutlookDistribution•DistributioninCominRetailforadaption/useinthemarket•DistributioninCominRetailforadaption/useinthemarket•DistributiondatedependsonMPCdecision•AvailableinEnglishandGermanlanguageOutlook•Frequentupdatesandimprovementsoftheguideline’scontentFrequentupdatesandimprovementsoftheguidelinescontent•GoodcombinationwithSEMconfiguratorinCominRetail.Thisconfigurator(availablemidof2011)willhelpandsupportbkidifGlAdWdiiibookingandrunningofGoogleAdWordscampaignsincooperationwithanexternalagency.Ifyoudowanttogetsomemoredetailedinformationabouttheconfigurator,pleasedocontactMr.MartinFriedrich,BC/MISlide9GoogleAdWords-Guideline,17.05.2011Friedrich,BC/MI