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"NOTE: I'm not posting verbatim. It's in the first person because it's easier for me to write that way ;) also, some of the Mandarin to English translations made no sense to me and were conveniently left out. I should really start learning Mandarin.Speaker: Johnny Zhu (Google)\nPosition: Client Services Team LeaderJohnny starts out with a personal disclaimer \"this is my personal view, not Google\u2019s...yadda yadda yadda\". But I think he's preaching standard Google information. Some of his examples look very US-centric, e.g. social security number.The Internet is key to all parts of the sales cycle. When asked what online activities they do prior to buying an item online or offline, respondents use the Internet to:\nCompare prices of a product/services - 66%\nCompare products/services - 48%\nRead product reviews online - 45%\nLocate an offline store to visit - 45%\nChoose specific products/services to purchase - 41%\nLook for manufacturer information - 38%\nDownload product info or data sheets - 26%\nLocate online coupons to use offline - 18%\nAccess customer service contact info - 16%\nDifferences between traditional (Today) and non-traditional (Tomorrow) media:\nmass marketing vs. one to one marketing\npassive consumption vs. interactive consumption\nmetrics is a share of voice vs. metric is ROI, CPA\nhigh creative costs vs. very low creative costs\nlittle or no adjusting vs. highly adjustable\nMedia Evolution Illustration: from Generic Push to Personalized PullPress &gt; Outdoor &gt; Radio &gt; TV &gt; Online Display &gt; Search Ads &gt; Contextual Ads &gt; BlogsThree important questions prospective AdWords advertisers are asking:\nHow can I target my various groups of customers?\nIs bidding for high CPC the only way to increase traffic and conversions?\nHow do I continue to improve customer interaction with my website?\nKeyword Targeting Golden Rules:\nOrganize your keywords into small, thematically group ad groups\nDon't ignore the long tail\nTest, test, test - you never know what is going to drive a conversion; make sure you are not missing out on any words\nPromote all products you sell\nBrand terms convert considerably well\nAdd negative keywords to your terms to ensure your ads will not show on irrelevant searches\nUtilize match types where appropriate\nCreative Optimization Golden Rules:\nCustomize copy for each ad group and make sure your message is targeted to that specific product\nTailor messaging to target customers at different stages of the buy cycle based on keywords they are searching for\nTesting multiple messages per ad group\nIs your rate and offer competitive with the market? If not, remove the rate or offer from the search copy.\nTie offline messages and current promotions to search copy\nYour visibile URL and destination URL must be the same domain so the user is not confused.\nUse a strong call to action: Tell your customers what you want them to do.\nSite Side (landing page) Golden Rules:\nDrive customers to a landing page that speaks to the search term they queried.\nTake users to a page that is no more than one click away from the action you want them to perform.\nKeep the application process as short and painless as possible.\nAre you asking the customer for their social security number?\nConsider offering live online help if a customer is dropping off mid-application.\nUse site analytics. Know where your customers are dropping off and optimize accordingly."^^<http://www.w3.org/2001/XMLSchema#string>
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