Day 6 - Search Marketing and AdWords Tools

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from faculty 14 to All Participants:
9820070909

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Accor Hotel is a global brand operating in almost 100 countries with HQ in Paris. It wanted to drive
mobile and online travel booking which was dominated by online travel aggregators. It tried search
marketing to:

Increase brand awareness greatly
Improve and optimize the customer’s online booking experience
Increase conversions and traffic to Accor Hotel’s websites

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Solution:

Accor Hotel added the following extensions in their Ads:
Sitelinks: booking as well as relevant unique features.
Seller Ratings
Call Extensions
Local Extensions

They run test to target most impressions and tested which extensions are giving them traffic and

conversion.

Accordingly they optimise the campaigns and the steps to conversion.

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Sitelinks extensions (including booking link) reduced the path to conversion (booking).
Call extensions helped in the offline conversion.
CTRs in call and location extensions increased by 4% and 9% respectively.
Sitelink CTR increased almost double as Accor provided its unique features in these links.
Review extension helped the cause and CTR increased by 19%.

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CASE STUDY

Regaining Market Through
Search Ads

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Challenge:
When Fiat returned to the US market after 28 years in 2011, it faced intense competition. It
had to:

Rebuild its brand awareness
Improve its perception
Increase market share

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Solution:

Chose search Ads to reach out to the target audience
Researched the audience’s search behaviour to come out with ‘branded’ and ‘category’ keywords
Created a matrix to measure brand impact
Created tailored landing pages for brand communication
Created different Ad copies to see which one enhances the brand
Drove brand search keywords like “Fiat” and ‘Fiat 500” for those who knew about Fiat and aimed at

retention

For new and undecided segment category keywords like ‘small car’ and ‘compact car’.

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Unaided brand awareness rose from 11% to 22.5%.
Top of the mind awareness rose from 3% to 9%.
Mobile search became a key vector to the brand drive making them re-design the mobile pages.
Sales grew by 120% in a year.

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CHECK YOUR
UNDERSTANDING

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1. You run a restaurant and see a steady (but not great) clicks and conversions on your campaigns.
Which tool will you use to check if an increase in budget you will get additional clicks:

a. Keyword planning tool
b. Campaign Experiment
c. Bid Simulator
d. Google Analytics

With this tool you can estimate your additional costs or clicks, given a simulated change.

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2. Which is true for text Ads?

a. The headline character limit is 35
b. The description line character limit is 25
c. The headline character limit is 17
d. The description line character limit is 35

This is as per the AdWords specification

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3. Display URL and Destination URL are same.

a. True
b. False

They can be different as well

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4. Location extension can appear in:

a. Google Map search
b. Display network
c. Shopping Ads
d. None of the above

Location extension can appear in the Google Map search

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5. Seller rating in the AdWords extension is given on a scale of

a. 1 to 10
b. 1 to 7
c. 1 to 5
d. 1 to 3

This is the standard seller's rating range
Any other external ratings is scaled down to this range.

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ASSIGNMENT

Critique Landing Pages and Ad
Copy

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Pick up AdWords run by your competitor (you can do a google search of relevant key

words).

Pick up the ad texts and the corresponding landing page.
Derive a list of:

What they have which can help in converting
What they don’t have
Present the study.
Now look at your existing ad copies and landing pages- what changes can you make

here.

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SUMMARY

Search Advertising and
AdWords Tools

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Key points discussed today:

o Keywords: planning, matching and combination
o Specifications of an Ad and how to put it to good use
o Managing invalid clicks
o Ad extensions and it’s usage
o Dynamic search Ads
o Landing page: your virtual front

Aman – lecturer email
[email protected]

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