I couldn’t have had a better Monday than this one! I attended a workshop by Google last week, called the ‘Full Value of Search’ and here are my notes from the workshop. While I have captured the points that made the most sense to me and really resonated with me, I will also be capturing some of those aspects which need a deeper learning from my end.
To begin with:
Statistics on consumer behaviour
Statistics on advertiser behaviour
There are three fundamentals of ‘search’ – keywords, adwords and creatives. The workshop elaborated on 3 main concepts of FVOS (Full Value of Search): Automation, Conversion journey and Attribution. An elaboration of the concepts follow here:
An important concept that Google talked about at this point was the ‘bidding dimensions’. There are 10 million possible dimensions. For example: Location of users, time of day, device, network, operating system, browser, language setting, broad vs exact match, partner site, etc. Some keywords work better in particular cities, some work better on weekends – so and so forth. For example, for ‘flowers’ – roses will give more conversion than tulips! Here’s a brief note on conversion journey.
Hence, what is the next step? Decide which bidding robot you’d like to ‘hire’ onto your team. Choose which accounts you want the robot to optimise, then implement the same. The first session concluded here. While I sipped some tea and enjoyed my snacks, I thought to myself that I need practical intervention for a better understanding of the theories just learnt. I’m looking forward to get my hands dirty in more ‘search’ driven campaigns. I’ll put my notes from the second part of the session in a separate post.
Hope you found this of some help :)
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