Netgear’s Campaign Performance

Before assessing the performance of Netgear’s campaign on Google and Sensis, we need to address 2 issues:

1. Key Performance Indicators

2. Ad Targeting Options

NETGEARGOOGLE AD STRATEGY

DECEMBER 2010

Ad Targeting Options

Ad Targeting with Google Adwords can occur on 2 different types of Networks:

1. Search NetworkThis covers searches made on the Google search engine and on other websites that use the Google search engine for searches on their site (called Google Search Partners).

2. Display NetworkThis covers Google Ads on websites that can appear as a Text, Image, Video or Audio Ad.

Ad Targeting: Search Network - Google

Ad Targeting: Search Network - Google Partners

Ad Targeting: Display Network

Last 6 Months• Work from Report:

http://adwords.balance.com.au/monthly/report.php?id=945716-8835586250-72-4

Performance ManagementAs discussed earlier in the campaign, we can monitor performance at a much more extensive level than what is currently in place. Currently we are managing the advertising based on Clicks and Impressions. We need to select better performance measures so that Netgear can get more value for each dollar spent. This upgrade could save $20,000+ per year.

We’ve recently released a new system of management and reporting. One of the main advantages of our new software is its ability to track multiple Key Performance Indicators for a website. This provides a much greater command over the spending strategy.

The new software also offers very powerful reporting features. The main feature to the report is a historical record of 2 years for every statistic in the report. This is invaluable when analysing the data for spikes. We also can group key data to provide information crucial for the decision makers.

Key Performance Indicators (KPI’s)Currently, we have been using Impressions and Clicks as the KPI’s for the Netgear account. With our new tracking technology we can now offer a much more precise measurement of performance, allowing us to more effectively manage the Ad spending for Netgear’s advertising.

To activate this new system, we need to redefine our KPI’s for Netgear. We can track multiple KPI’s and offer a individual report for each one. Possible KPI’s for Netgear could include:

– Key Page Views: Products, Solutions, Learning, Where to Buy, Promotions

– Support Enquiries

– Sales Enquiries (Products/Partners)

Once we are using better KPI’s, we will be able to adjust spending very accurately in accordance with the needs of Netgear.

Search Network Targeting Options

There are 2 types of location targeting possible on the Search Network. Both will display different results.

1. Geo-LocationThis targeting uses Google’s technology to detect somebody’s location for a search they have entered. Someone searching for ‘wireless routers’ in Sydney would then trigger Google to display advertising that is targeting the ‘Sydney’ area for that location.

2. Geo-KeywordThis is where a location is used in the search. Google will then match advertising to the location keyword entered (e.g. ‘wireless routers sydney’).

Search Network: Geo-Location Targeting

Search Network: Geo-Keyword Targeting

Google Adwords Case Study: Client A

GEO-KEYWORD GEO-LOCATION DIFFERENCE

Impressions 336,124 356,095 -19,971 (-6%)

Clicks 9169 9,071 +98 (+1%)

CTR 2.73% 2.55% +0.18%

Avg. CPC $1.71 $1.94 -$0.23

Bookings 575 376 +199 (+52%)

Booking Rate 6.27% 4.15% +2.12% (+51%)

Cost Per Booking $27.25 $46.90 -$19.65 (-41%)

Google Adwords Case Study: Client B

GEO-KEYWORD GEO-LOCATION DIFFERENCE

Impressions 67,947 228,019 -160,072 (-70%)

Clicks 1,610 3,328 -1,718 (-52%)

CTR 2.37% 1.46% +0.91% (+62%)

Avg. CPC $2.38 $2.11 +$0.27 (+13%)

Enquiries 83 111 -28 (-25%)

Enquiry Rate 5.16% 3.34% +2.12% (+63%)

Cost Per Enquiry $46.10 $63.23 -$17.13 (-27%)

Google Adwords Case Study: Client C

GEO-KEYWORD GEO-LOCATION DIFFERENCE

Impressions 84,786 4,602 +80,184 (+1,742%)

Clicks 3,564 567 +2,997 (+528%)

CTR 4.20% 12.32% -8.12% (+66%)

Avg. CPC $0.72 $0.51 +$0.21 (+41%)

Key Page Views 624 60 +564 (+940%)

View Rate 17.51% 10.58% +7.07% (+67%)

Cost Per View $4.13 $4.85 -$0.72 (-15%)

Google Adwords Case Study: Client D

SEARCH DISPLAY DIFFERENCE

Impressions 635,644 124,171,959 -123,536,315 (-99.5%)

Clicks 13,312 43,019 -29,707 (-69%)

CTR 2.09% 0.03% +2.06% (+686%)

Avg. CPC $6.29 $4.13 +$2.16 (+52%)

Enquiries 2,952 3,029 -77 (-2%)

Enquiry Rate 22.18% 7.04% +15.14% (+215%)

Cost Per Enquiry $28.35 $58.61 -$30.26 (-52%)

Google Adwords Case Study: Client E

SEARCH DISPLAY DIFFERENCE

Impressions 34,690 1,397,764 -1,363,074 (-97%)

Clicks 349 463 -114 (-25%)

CTR 1.01% 0.03% +0.98% (+326%)

Avg. CPC $7.57 $2.79 +$4.78 (+71%)

Enquiries 55 22 +33 (+150%)

Enquiry Rate 15.76% 4.75% +11.01% (+231%)

Cost Per Enquiry $28.35 $58.61 -$30.26 (-52%)

Next 6 Months1. Setup more comprehensive KPI’s using new system

2. Setup Tracking for KPI’s using Analytics and Adword Conversions.

3. Restructure Campaigns to be grouped in their Advertising Types.

For example, for Competitive AU and Competitive NZ:

Australia - Search – GL – CompetitiveNew Zealand - Search – GL – CompetitiveAustralia – Display – A - CompetitiveNew Zealand – Display – A - Competitive

4. Expand Number of Ad Groups (20-30 extra) and align Text Ads.

5. Add ‘Exact’ and ‘Phrase’ matching to Search Network

6. Explore landing page templates.