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Wielki Brat Google
Friend or guardian? Part I Artur Strzelecki Pass G., Chowdhury A., Torgeson C.: A Picture of Search, 2006. Greed Googlebot Googlebot-Image Googlebot-Mobile Mediapartners-Google Adsbot-Google 5 types of Googlebot What is the best spying software from Google? how to kill your wife how to kill your wife wife killer how to kill a wife poop dead people pictures of dead people killed people dead pictures dead pictures dead pictures murder photo steak and cheese photo of death photo of death death dead people photos photo of dead people www.murderdpeople.com decapatated photos decapatated photos car crashes3 car crashes3 car crash photo source: Google Earth, position: 38°49'4.40"N, 121°29'39.82"E. Another mistake on Maps? Near future ? End of Part I Heavy introduction to Google AdWords. Part II Artur Strzelecki Teams and Organizations match Overview of written report Vocabulary and terminology AdWords Account ◦ ◦ ◦ ◦ Campaign Ad Group Keywords Ads Facebook requirements 10 teams 10 non-profit organizations 6-7 students per team 2 weeks of developing campaigns $250 Country: Romania Account: [email protected] Password: netaware2013 Country: Spain - Valencia Account: [email protected] Password: netaware2013 Country: Germany Account: [email protected] Password: netaware2013 Country: France - Quimper Account: [email protected] Password: netaware2013 Country: Netherlands Account: [email protected] Password: netaware2013 Country: Hungary Account: [email protected] Password: netaware2013 Country: France - Savoie Account: [email protected] Password: netaware2013 Country: Spain - Leon Account: [email protected] Password: netaware2013 Country: Poland Account: [email protected] Password: netaware2013 Country: Belgium Account: [email protected] Password: netaware2013 2 weeks of developing campaign Written report (in english) ◦ Detailed requirements of report -> ◦ Will be given on Tuesday 26th February at 13:30 Create and run Page on Facebook ◦ Evaluation with activities & responsiveness Basic functions ◦ Choose keywords for which sponsored links are displayed ◦ Sponsored links are in text form ◦ Character limits: 25, 35, 35 ◦ Broadcast links in the Google search engine and the Google Display Network ◦ Pay per click (PPC) Advantages ◦ Ads are displayed for selected keyword at a time when user is interested – precisely target your audience ◦ Control: budget, cost per click (CPC), number of keywords, target ◦ Search engine users don’t treat sponsored links as intrusion ◦ Analyze effect of actions made in AdWords after 3 hours ◦ No minimum spending requirement or time specified campaign ◦ Global reach Blog – A type of website or online journal that allows you to publish articles and updates that visitors can comment on. Display Ads – Ads displayed on websites. Display ads can be static or animated and include images, video, text, and interactive elements. Email Marketing – A marketing technique whereby email is used to promote products or services to potential customers and generate repeat business from existing customers. Local Marketing – Marketing initiatives that promote your business to potential customers in your region, state, or city (local area). Organic (Natural) Search Results – Free listings displayed on search engine results pages that are relevant to the search terms entered. Pay-Per-Click (PPC) – An online payment model where you only pay when someone clicks on your online ad. Return on Investment (ROI) – A way to measure the performance, or efficiency, of an investment. To calculate the ROI of your marketing investments, divide the benefits (return) by the cost of the investment. Search Engine Marketing (SEM) – The use of online advertising on search engine results pages to help visitors find your website. SEM often uses pay-per-click (PPC), a bidding model that charges advertisers only when someone clicks on their ad (also referred to as cost-perclick, or CPC). Search Engine Optimization (SEO) – Improving a website’s presence in organic search engine results. Search Engine Results Page – The list of websites displayed by a search engine, such as Google, after someone searches for a word or phrase. Social Media – Websites, blogs, forums, online communities, social networks, image and video sharing sites that encourage people to interact, share, and collaborate. Social Media Marketing – Advertising and promoting your business, products and services through social media and social media sites. Ad – An advertisement that is displayed on search results pages, alongside or above search results, and websites. With AdWords, you can create text, image, video and mobile ads Ad Group – A group of related ads that share a keyword list. With AdWords, you can create up to 100 ad groups per campaign Campaign – A marketing campaign that defines your geographic targeting, budget, settings and more. A campaign is made up of ad groups, ads and keywords. You can create up to 25 campaigns in your account Click – When someone sees your ad and clicks on it to visit your website Clickthrough rate (CTR) – The ratio of the number of times your ad was displayed (impressions) to the number of times it was clicked. For instance, if an ad is displayed to 100 people, and 2 of them click on it, your CTR is 2% Conversion – When a visitor to your website completes a desired action; this can be an online purchase, filling out a form, signing up for a newsletter, or posting a comment Cost-per-click (CPC) – The amount of money you pay each time a visitor clicks your ad. The Max CPC is the highest amount you are willing to pay for a click Destination URL – The web page people will be directed to after clicking on your ad. This page may be different from your Display URL or homepage Display URL – The URL that is included in your ad (fourth line) Impressions – The number of times your ad was displayed to potential customers Keyword list – The list of words or phrases you want your ad to appear for, when someone searches for them Quality score – A measure of how relevant your keyword and ad are to people who search for your business, products or services. Quality Score is measured on a scale of 1-10 (with 10 being the highest), and the higher your Quality Score, the better At least two campaigns ◦ First in national language (eg. hungarian) ◦ Second in english Your AdWords account features 5 core tabs. These tabs will allow you to navigate to different sections of the account, such as billing, campaigns, or tools. Most work usually happens in the Campaigns tab. You will find a second set of tabs in the middle window. These tabs help you navigate to keywords, ads and your selected settings. A campaign is simply a way of organizing your advertising efforts to help you achieve your goals. For example, if you creating ads for Non-Profit O., you might create separate campaigns for charity, fundations, and donations and then create ads as part of each campaign. Ad groups are exactly what they sound like — groups of ads — plus keywords Ad groups allow you to create a tightly themed keyword lists and ads for every product that you offer. Keywords are words and phrases that you choose as potential triggers for your ad You should pick keywords based on what you think people are most likely to enter when they’re looking for your products or services on Google. Be relevant: Make sure that your ad text is closely related to the product and services you offer. Highlight what sets you apart: In other words, why should someone contact or buy from you, and not someone else? Include a call to action: After someone clicks on your ad, what do you want them to do next? Do you want them to buy something, sign-up to your newsletter, contact you, or take another action? Use keywords that are 2-3 words long Keywords that consist of two or more words tend to be more specific and therefore may speak better to what a potential customer is searching for Use negative keywords Negative keywords keep your ads from appearing for searches that aren’t likely to drive business your way (e.g. queries including the word ‘government’) Use the Keyword Tool The Keyword Tool helps you discover new keywords and potential negative keywords. To find it, go to the Reporting and Tools tab in your account or go directly to adwords.google.com/select/KeywordToolExte rnal First step , we are going to like official Fanpage - NetAware Erasmus Intensive Programme at the University of Economics ◦ http://www.facebook.com/pages/NetAwareErasmus-Intensive-Programme-at-the-Universityof-Economics/116937258435929 Second step ◦ Create own Facebook Page for your Organization (non-official page) and name it eg. Electronic E Country ◦ At least two entries per day (including weekend) ◦ Evaluation with activities & responsiveness Studytips!
