Confidential & Proprietary

Sasin (Kratai) Lerdsurasakda Senior Program Manager, APAC AdWords Scaled Engagement & Learning Google Asia Pacific

Confidential & Proprietary

AdWords Community ประเทศไทย g.co/AdWordsCommunity/TH

4,000+ members

5 Top Contributors

Weekly Updates

Monthly Events

Free Registration! Confidential & Proprietary

Thailand Digital Landscape

Confidential & Proprietary

Wake up and check today’s weather 6:50am

A) 40 times Buy festival tote for Splendour in the Grass next weekend 11:15pm

B) 75 times

QUESTION: On average, how many times per day people check their phones?

Use flashlight app to find dropped earring 11:09pm Browse festival styles on YouTube 7:15pm

C) 100 times At bus stop, listen to new music playlist 8:30am

On bus, check email for sales this weekend 5:29pm

D) 150 times

At lunch, play Scrabble while waiting in line 1:33pm

Use maps to get directions to Mexican food truck 1:13pm On the bus, read about Splendour in the Grass lineup 8:42am

At work, book Splendour in the Grass tickets 11:36am Confidential & Proprietary

Kleiner Perkins Caufield Byers, May 2013

Wake up and check today’s weather 6:50am

A) 40 times Buy festival tote for Splendour in the Grass next weekend 11:15pm

B) 75 times

QUESTION: On average, how many times per day people check their phones?

Use flashlight app to find dropped earring 11:09pm Browse festival styles on YouTube 7:15pm

C) 100 times At bus stop, listen to new music playlist 8:30am

On bus, check email for sales this weekend 5:29pm

D) 150 times

At lunch, play Scrabble while waiting in line 1:33pm

Use maps to get directions to Mexican food truck 1:13pm On the bus, read about Splendour in the Grass lineup 8:42am

At work, book Splendour in the Grass tickets 11:36am Confidential & Proprietary

Kleiner Perkins Caufield Byers, May 2013

! Confidential & Proprietary

We check our phones 150 6:50am Wake up and check today’s weather

8:42am On the BTS, read about Music Festival lineup

8:30am At BTS station, listen to new music playlist

times a day 5:29pm On BTS, check email for sales this weekend.

1:13pm Use maps to get directions to food truck

11:36am At work, book Music Festival tickets

1:33pm At lunch, play games while waiting in line

11:09pm Use flashlight app to find dropped earring

7:15pm Browse festival styles on YouTube. See Tote ad for the Music fest.

11:15pm Buy festival tote for Music Festival next weekend

Google Confidential and Proprietary

Confidential & Proprietary

THAILAND LANDSCAPE INTERNET IS NOW MASS

Mobile internet users

74%

Prepaid

Android

30%

35M

45M

86%

Desktop internet users

50% of total population

of Households have Broadband

98M

mobile phone users

14%

17%

Postpaid

iOS

THAI SPENDS 4 HOURS / DAY ON THEIR SMARTPHONE

144% of total population 8 min

MONTHLY PENETRATION

78%

58%

57%

Social Media

Read

Search

47%

45%

45%

Play Games

Email

Listen to Music

>

50%

are smartphone users

Other

54 min

94

Entertainment

min

4 HOURS

Communication

62 min Apps

Confidential & Proprietary Source: DAAT, AIS, DTAC, TRUE, MBTC, Google

AND THAIS LOVE YOUTUBE Viewership : AGE 15 - 44

24M 26M

25M Split by Age Group 16,000,000

CH3 CH7 YouTube

12,000,000

8,000,000

4,000,000

0 15 - 24

25 - 34

35 - 44

AGE

Confidential & Proprietary

How many % of YouTube users watch YouTube at the same time while watching TV?

20%

40%

50%

60%

Confidential & Proprietary

How many % of YouTube users watch YouTube at the same time while watching TV?

20%

40%

50%

60%

Confidential & Proprietary

The rise of hyper-informed Thais

85% 7 of Thais research online before making recent purchase

Source: TNS & Google Consumer Barometer - Thailand, 2015

Searches are conducted on average prior to a financial purchase Confidential & Proprietary Source: TNS & Google Finance ROPO study - Thailand, 2014

The rise of hyper-informed Thais

Awareness

Consideration

Active consideration

Purchase

“Sukhumvit condo”

“สินเชื่อบาน ที่ไหนดี pantip”

“เอกสาร สินเชื่อบาน”

“scb home loan”

1,500 Searches made in Thailand on Google per second Confidential & Proprietary

Thais live and breathe all things digital, all things online

Confidential & Proprietary

What does it mean for businesses?

Confidential & Proprietary

Buying Journey of New Customers

Discover Listen / see somewhere

Analyze | Decide ● ●

Read reviews on websites Evaluate reviews on social networks

Purchase

Experience

Purchase product online / offline

Use and experience the product; make future decisions about the brand

Search is the center of the Buying Journey Ads

At Store

Word of Mouth

Promotion

Need

Purchase

Search

Search

Search

Search

Search

Search brings customers to your business

This is Search Bar

This is AdWords

This is Google My Business

And here are Organic Search Results

Search helps customers find you

4 in 5 Of customers search for local businesses in their areas

50% Of people who did mobile search visit the business within a day

First thing first, are you online for your customers?

Confidential & Proprietary

Test 1: Search your business name on Google.com Test 2: Search your generic business category on Google.com Is your business there? Confidential & Proprietary

Confidential & Proprietary

3 Things You Need to Prepare

Mobile-Ready Website

Result Tracking

Customers Insights

Mobile-Ready Website Confidential & Proprietary

https://testmysite.thinkwithgoogle.com/

Confidential + Proprietary

Result Tracking Confidential & Proprietary

Confidential & Proprietary

Google Trends

Customers Insights Confidential & Proprietary

What do we know about our customers

WHO THEY ARE

WHAT THEY WANT

Confidential + Proprietary

Confidential & Proprietary

Which product features come top of mind among Thais? Is it tactical interest or always there?

Confidential & Proprietary

Confidential & Proprietary

3 Things You Need to Prepare

Mobile-Ready Website

Result Tracking

Customers Insights

Now, how do I make sure my customers find me?

Confidential & Proprietary

Introduction to AdWords

Pisit (Ohm) Sethasathien Google AdWords Top Contributor AdWords Community Thailand AdWords Experience: 8 Years

Confidential & Proprietary

Advertising on “Search”

Confidential & Proprietary

#googlebb

Adwords

SEO

#googlebb

Adwords VS SEO Factor, Traffic, Time, Keywords, Control, System Update

Benefits -Right place right time

Confidential & Proprietary

Benefits -Right place right time -Keywords

Confidential & Proprietary

Benefits -Right place right time -Keywords -Location

Confidential & Proprietary

Benefits -Right place right time -Keywords -Location -Time

Confidential & Proprietary

Benefits -Right place right time -Keywords -Location -Time -Pay per Click

Confidential & Proprietary

Benefits -Right place right time -Keywords -Location -Time -Pay per Click -Budget Control

Confidential & Proprietary

Benefits -Right place right time -Keywords -Location -Time -Pay per Click -Budget Control -Measurement

Confidential & Proprietary

#googlebb

AdWords Account Structure AdWords AdWordsAccount Account Campaign

Runners

Ad Group 1

Ad Group 2

Nike

Adidas

Ads

Ads

20% Off Nike Runners..

20% Off Adidas Runners..

Keywords

Keywords

“Nike Runners”

“Adidas Runners”

#googlebb

The Auction System

AdWords auction in real-time Blue Shoes

Instant Auction Google conducts a live auction for finding the relevant ad to display

Keywords Chosen words or phrase are matched that trigger ads to be shown

Ad Position = Quality Score x Bid Position of each ad is determined using a ranking formula

ranking formula

#googlebb

#googlebb

Defining Ad Rank

Ad Rank = Bid * Quality Score Ad & Keyword Click Through Rate +

Ad Relevance

+

Landing Page Experience

#googlebb

Keyword Match Types BROAD: e.g. formal shoes *Also matches: formal footwear, fancy shoes MODIFIED BROAD: e.g. +formal +shoes *Also matches: formal men’s shoes, evening formal shoes

PHRASE: e.g. “formal shoes” *Also matches: men’s formal shoes, formal shoes for men EXACT: [formal shoes] Matches: formal shoes

“Think like a customer”

#googlebb

#googlebb

Red Nikes Red Nike Runners Nike Free Running Red

Black Nikes Black Nike Runners Black Nike Frees

Grey Nikes Grey Nike Runners Grey Nike Free Nike Free Running Grey

Ad Text

#googlebb

#googlebb

Ad Text - Top Tips Ad text matches your keyword list

order pizza

Pizza Making - €99.99 Ad example.com/ Make your own pizza today.

order pizza

Order Pizza Online - Delivered Hot & Fast Ad example.com/orderpizza 20% off orders over €20 - Order Now! Order Pizza Glasnevin

Order Pizza Kinsale

Relevant landing page

Call To Action Ad Extensions

Ad Extensions

#googlebb

#googlebb

Ad Extensions

Calls

Location

Sitelinks

Callout

I have bought with them before. Want to go to the protein section!

Section header

Ad Extensions: Sitelinks Exposure More conversions Easy to manage

Electronics Pa

I really need to talk with a specialist about this product a friend recommended? Section header

Ad Extensions: Call Extensions Convenience Qualified leads Flexible scheduling

I would like to know if they have customer support or free delivery?

Section header

Ad Extensions: Callout Extensions Convince users Simple implementation

Where’s the nearest store?

Section header

Ad Extensions: Location Extensions Drive store sales Drive online sales Increase performance

What brands do they sell?

Section header

Ad Extensions: Structured Snippets Get more qualified leads

Google Fiber

Pakorn (Bird) Monsiriruengdej Google AdWords Top Contributor AdWords Community Thailand AdWords Experience: 8 Years

Confidential & Proprietary

Google Display Network

90% Reach*

The Google Display Network is like the ultimate billboard

Source: ComScore, Media Metrix Report, Apr 2014, Google Ad Planner, Internal Google Analysis

Confidential + Proprietary

Proprietary + Confidential

+90% Website อยูในเครือขายของ Google

Ads are served across

2M+

90%

websites

of global internet users

Across ad formats: Video ads

Image ads

Text ads

Ads on mobile Source: ComScore, Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. DuisJuly non2013 erat sem Confidential + Proprietary

Proprietary + Confidential

GDN unique reach covers three fourths of internet penetration across all types of inventory

Quality Reach

TOP INTL. PUBLISHERS

SPECIALIST

GENERALIST

UNIQUE INVENTORY

IN-MARKET

REVIEW

Confidential + Proprietary

Display is at the forefront of Machine Learning

การเขาถึง

Confidential + Proprietary

จํานวน

ประสิทธิภาพ

Confidential + Proprietary © 2017 Google | All Rights Reserved. | Confidential + Proprietary

It’s hard for people to know you when they can’t even see you. Be seen

Google display ads average

15%

*When brand lift is detected Source: Google Internal Brand Lift surveys

increase in branded search queries* at a CPM that is 10–40% cheaper (because they’re viewable)

Confidential + Proprietary

Google Confidential and Proprietary

Ensure your message is present on the four screens for higher impact

Brand recall increases

50%

when reaching consumers on four screens vs. TV alone

Source: Google/Nielsen Multi-Media Labs, Volvo Cross Screen Study, September 2011 Confidential + Proprietary

Google Confidential and Proprietary

Advertising on “Display”

Confidential & Proprietary

Maximize your reach with guaranteed viewable display ads Drive efficient reach and awareness by eliminating wasted impressions ▪ Reach 90% of users globally ▪ Pay only when your ad is viewable, not just served ▪ Access premium inventory across ComScore’s Top 200 sites

On screen Pay for impression

Not on screen Do not pay for impression

55% more views per dollar than a conventional display ad bought by click Source: Google internal data Confidential + Proprietary

การทําใหลูกคาจดจําเราได มีผลตอการเลือกซื้อของลูกคา “ความยากของมารเก็ตติงคือการมี อยู— ทั้งการมีอยูของสินคา และ การมี อยูในใจลูกคา”

เห็น See

นึกถึง Think

เลือกซื้อ Do

ซื้อซํ้า Care

Confidential + Proprietary

Google Confidential and Proprietary

Display Network Audience Reach out to the right target customers Audience Targeting

Content Targeting

Interest and Behavior

Demographic Age

Life Event*

Consumer Pattern*

Gender

Affinity

In-Market

Topic Keyword Placement

Remarketing List

YouTube

Similar Audience

Gmail

* Available on YouTube & Gmail Only

Confidential + Proprietary

Proprietary + Confidential

In-Market: Convert High-intent users to your customers

Awareness

Consideration

Evaluation Purchase Advocacy

Highly qualified users Drive higher consideration among people actively researching and intending to buy products and services you offer Next generation of audience targeting for performance advertisers

Proprietary + Confidential

I In-Market Target users who have purchase intent for your products

1.

Apparel and Accessories

11.

Employment

2.

Autos & Vehicles (+ Parts & Services)

12.

Financial Services

3.

Baby & Children’s Products

13.

Gifts & Occasions

4.

Beauty Products & Services

14.

Home & Garden

5.

Business Services

15.

Real Estate

6.

Computers & Peripherals

16.

Sports & Fitness

7.

Consumer Electronics

17.

Telecom

8.

Consumer Software

18.

Travel

9.

Dating Services

10.

Education

Proprietary + Confidential

Custom-intent audiences for Display

Drive higher consideration among users who have demonstrated intent to purchase your products or services

Keywords:

URLs:

Sofas

Ikea sofas: http://www.ikea.com /us/en/catalog/categ ories/departments/liv ing_room/39130/

Sectionals Loveseats Custom intent audience is based on the keywords and URLs that you believe best represent your audience. It then showcases your ads to users who match this criteria across the Display network.

Sleeper sofas . . (add ~15 KWs)

wayfair sofas: https://www.wayfair. com/furniture/sb0/so fas-c413892.html .

Beauty & Lifestyle Updated June 2017

PACK STATISTICS*

Featured Sites (mobile & desktop)

500M+

23M+

THB 20

THB 10M

Monthly impressions

Unique Reach

Average CPM

Investment Opportunity

Featured Audience

Kapook

Beauty Mavens

Vanilla

Girl Daily

Fashionistas

Cosmenet

Licktga

Sanook

Channel 3

Health & fitness buff

Thairath

Dara Daily

Luxury shoppers

Celebonline

Bugaboo

In market bath and body

mThai

Post Today

In market hair care

Matichon

Bangkok Post

In market makeup

Ladyissue

Dek-D

Custom Affinity Create your custom niche targeting

Green living enthusiast

In market skincare

YouTube Lists Re-engage with your video viewers

In market spa and beauty In market perfumes In market sporting

83

Auto Updated June 2017

PACK STATISTICS*

Featured Sites (mobile & desktop) 9carthai.com autospinn.com headlightmag.com car.kapook.com thairath.co.th sanook.com one2car.com thaicar.com auto.mthai.com/ bangkokpost.com/auto/

300M+

18M+

THB 14

THB 4M

Monthly impressions

Unique Reach

Average CPM

Investment Opportunity

Featured Audience Luxury vehicle enthusiast SUV enthusiast

Custom Affinity Create your custom niche targeting

Motor sport enthusiast In market luxury vehicle In market SUV In market van

YouTube Lists

In market hatchback In market coupe In market mercedes benz

Re-engage with your video viewers

posttoday.com/auto ch3thailand.com/รายการชอง 3/sport Manager.co.th

84

Proprietary + Confidential

Do not wait for your customers to think about you

Remind Them! Confidential + Proprietary

Proprietary + Confidential

Display Remarketing

Re-engage users who previously visited your website and turn them into your customers by showing relevant ads across the web

96% of users leave a website without converting

70% of users abandon the shopping cart without converting

49% of users visit 2-3 websites before converting

By adding a piece of code to your website, you can create user lists of people who have visited your website. You can later connect with these potential customers while they browse other websites.

รีมารเก็ตติ้งจะใหโอกาสคุณเปลี่ยนผูเคยเขาชมใหมาเปนลูกคา

รับรู

ปริมาณ

ราคา

โอกาสปดการขาย

มาก

แพง

นอย

นอย

ถูก

มาก

พิจารณา

ประเมิน

ซื้อ

สนับสนุน

Confidential + Proprietary

เลือกโซลูชั่นที่เหมาะสมกับธุรกิจของคุณ Build Awareness (See) Influence Consideration (Think) Drive Action (Do) Grow Loyalty (Care)

Affinity/Custom Affinity Audiences

In-Market Audiences Life Event/Consumer Pattern Similar Audiences (Search + Display)

Remarketing on Display Remarketing on Search Customer Match Confidential + Proprietary

89% รีมารเก็ตติ้งและเครื่องมือเพิ่ม ประสิทธิภาพ Conversion

การเติบโตของ Conversion Confidential + Proprietary

3-Steps for success

Create Remarketing List

Put Tag in your website

Create a Display Remarketing Campaign

Confidential + Proprietary

Similar Audiences

Proprietary + Confidential

Find high-value audiences who share similar characteristics with your valuable site visitors based on hundreds of signals like Purchase Intent, Interests.

People with similar search behavior to your customer

Reach an audience that is 5x larger than your remarketing lists Your Customer

By using Similar Audiences in conjunction with Remarketing, advertisers typically see a 41% uplift in conversions.

Proprietary + Confidential

Similar Audience drives more qualified reach We take your highest-value customers

...analyze hundreds of signals, across Google using Machine Learning to understand:

..and help you find your future customers

Age 35-54 Purchased from your site Close to your store Watches fashion vloggers Researching hand-bags

Gold rewards card member

Purchase Intent Demographic Interests Time Geo

Example Similar Audience profile

5x Reach

Display is at the forefront of Machine Learning

การเขาถึง

Confidential + Proprietary

จํานวน

ประสิทธิภาพ

Confidential + Proprietary © 2017 Google | All Rights Reserved. | Confidential + Proprietary

In addition to the key values

GDN Make your ads

LOOK GREAT Across devices and properties

Proprietary + Confidential

Responsive Ads creates a native experience for users

Responsive Text (Link to more details)

Responsive Image

Native Ads (Link to more details)

และที่สําคัญ ราคาสบายกระเปา

CPC

CPM

CPA

Confidential + Proprietary

Proprietary + Confidential

Ability to pay only when your ads are seen - vCPM

THB vCPM

Billboard

Newspaper

Social Media

vCPM NA

vCPM NA

vCPM NA

eCPM THB 200

eCPM THB 800

eCPM THB 20

eCPM THB 800

THB eCPM

Efficiency

20 15

Audience Solutions for Performance Goals Display Remarketing Re-engage with your valuable previous site-visitors to take an action

-30% CPA +50% CVR (vs standard display)

Similar Audiences Effortlessly find new customers that are just like your existing customers

+41% more conversions (when used with remarketing)

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

How to Plan your investment Look and Feel is Important Display 35%

Upsell or Cross Sell Strategy Display 30%

Industry standard Display 20%

Case Studies

Section header

พิมพธารา รีสอรท จังหวัดระยอง

Confidential + Proprietary

พิมพธารา รีสอรท จังหวัดระยอง

Confidential + Proprietary

พิมพธารา รีสอรท จังหวัดระยอง

Confidential + Proprietary

Confidential + Proprietary

#googlebb

Demo

Create campaigns on AdWords interface

Confidential + Proprietary

Create campaigns on AdWords interface

Confidential + Proprietary

Create campaigns on AdWords interface

Confidential + Proprietary

Create campaigns on AdWords interface

Confidential + Proprietary

Create campaigns on AdWords interface

Confidential + Proprietary

Create campaigns on AdWords interface

Confidential + Proprietary

Create campaigns on AdWords interface

Ideas for keyword from your website and business type Confidential + Proprietary

Create campaigns on AdWords interface

Specific URL for the ad

Confidential + Proprietary

#googlebb

AdWords Resources

AdWords Community TH

AdWords TH Page

AdWords TH YouTube

g.co/AdWordsCommunity/TH

facebook.com/AdWordsThailand

youtube.com/LearnWithGoogleTH