งานสัมมนา เคล็ด(ไม่)ลับ สร้างยอดขายผ่าน Google Adwords วันพฤหัสบดีที่ 21 กรกฎาคม 2554 โดย เว็บเนติกส์ Webnatics

1. Online & Search Marketing Trends Naphisira Phasukavanich Strategic Partner Manager Channel Partnerships, Southeast Asia

2. The Web Is What You Make Of It

3. Global Online Trend 3

4. Making Global Connections

5. Over 1.8 billion people online

6. Information 20 Years AgoLocal libraries, morning papers Now4 billion global searches per day 6 Source: According to Comscore, in June 2008 there were over 60 billion searches conducted worldwide - equivalent to more than 2 billion searches per day on average

7. Communication 210 Billion Emails & IMs sent per day 900,000 posts posted daily by bloggers . Eq. To 19 years of NY Times Source: Gizmodo, Dec 09

8. Entertainment 35 hours Video uploaded to YouTube per minute eq. to 235,000 Full-length movies uploaded per week Source: Google data, Nov 10

9. Community 860 Million Internet users on a social network 5,000 every second Number of tweets at peak time Source: Mary Meeker, Oct 09 & Apr 10

10. Mobile Over 3B app downloads and counting Average Android user downloads 40 apps 25% of iPhone & Android users spend2 hrs/day in apps 10 Source: Google Internal Data, based on a basket of 20,000 keywords within the shopping category, AdMob May 2010, Complete Inc. 09, mocoNews 09

11. Commerce 20 years ago Local shops, catalogues Now 85% of internet usersworldwide have bought something online

12. Consumers Are Spending More Time Online Total US Advertising Spend Media Consumption $303 Billion 6% Online The Opportunity Going Online 14 hours per week 41% of their time Gap between ad spend and media consumption 22% TV 20% Direct Mail Watching TV 14 hours per week 14% Newspapers 5% Yellow Pages 4% Magazines 7% Radio Listening to Radio 4 hours per week 21% Other Media Reading Magazines, 2 hours Reading Newspapers, 1 hour Source: “US Entertainment and Media Consumer Survey Report 2007” JupiterResearch (April 2007); Universal McCann (June 2007); eMarketer (Feb 2007); Google internal estimates

13. The Web Is Going Local 1 in 5 desktop searches are related to location.** 1 in 3 mobile searches are related to location.** 97% online consumers use the web to research for products.* Source: *Yahoo! and comScore Study Finds Online Consumers Who Pre-Shop on the Web Spend More In-Store. July 2007. **Source: Google

14. 60% of consumers are more likely to engage with an ad that is relevant to their location. 60% of local searches result in purchases Source – TMP/Comscore, JiWire

15. Thailand – Online Trend

17. On average, internet users across the region each spent 16.8 hours per month.

18. From Sep 2008-2009, the number of searches jumped by 33%.

19. In Sep 09, the region made 38.6 billion searches, average up to 88 searches per user in that month.

20. 44% of search activity in Sep 09 took place on GoogleSource: Internetworldstat, April 2010 16

22. This represents a YoY growth of 14.6%.

23. Thailand is ranked 9th in Asia in terms of Broadband Penetration Rate, 2008 (Source: Pyramid Research and Light Reading, “Top 10 Telecom Market: Asia,” February 9, 2009)17 Source: eMarketer. 17

24. AdvertisingSpend YoYGrowth 2009 Share of total advertising 2009 18 Source: ZenithOptimediaAdvertisingExpenditureForecastsJuly 2010. EffectiveMeasure, 2011

26. Internet penetration rate is at 24.4% … and growingSource: internet world stats/ emarketer.com

28. It is time to integrate mobile into your strategy. Mobile

29. » Search engines with high usage – daily: 60% on smartphone, computer with much higher usage. Smartphone n= 944 Computer n= 970 22 Usage Frequency of Search Engines Base: Private smartphone users who use the internet in general / also the computer and who are searching via search engine Q31: How often do you do searches (via Google Yahoo! Bing etc.) on your ... ?

30. Used Search Engines » Google is No. 1 in Thailand with great competitive advantage – no matter on which device. Smartphone Computer Usage general Mainly used Others None n= 1000 / n= 944 n= 979 / n= 970 Base: Private smartphone users who use the internet in general / also the computer and who are searching via search engine Q29: Which of the following search engines do you use to search for information on your ... ? Q30: Which of the following search engines do you use most often on your ... ? 23

31. Search Engine Attitudes 72% 71% 65% 63% 61% 52% 29% Of people normally find websites via a search engine Of people believe search engines quickly help them find relevant sellers of a product they are looking to buy Of people believe search engines help them find websites they wouldn’t find any other way Of people think the placement of a brand on the search results page reflects the importance of the brand company Of people expect leading brands to be on top of the search results page Of people think information about a particular company, service or slogan in an offline channel has driven them to search for information online Of people rarely or never look at more than one page of search engine results Question: Thinking about times when you have used search engines to help you do your research for products or services, to what extent do you agree or disagree with the following statements: Source: Q8 / Consumer Commerce Barometer / TNS Infratest, Fieldwork June 8 - June 29, 2010 / base: n =2,001Top 2 on a 5 point scale=strongly agree, agree 24

32. eCommerce Overview

36. 40% of Thai internet users say that online presence significantly increase their interest in brands.Source: emarketer.com

38. Legal Landscape: Thailand generally follows the civil law system. The legal landscape of Thailand changed with the introduction of new product liability legislation in 2009. This is a significant change to the liability terrain of businesses operating in Thailand. In general, however the legal landscape is moderately complex with some sectors being more regulated than others. Ref: Asialaw

39. Opportunities: Thailand is an export dependant economy with exports accounting for more than two thirds of GDP. Most of its workforce is in agriculture, forestry, and fishing. Tourism is an important industry and presents numerous opportunties. Ref: Economist

40. Financial overview: Strong local demand in the housing market. Resilient banking system and expansion of banking loan growth. Public debt at 42% of GDP. Bullish stock market riding on an expanding economy. Ref: CIA, Thailand business news29 For detailed information on all legal restrictions consult the resources on the import/export resource slide

41. Top Thailand Sites Source: http://internet.nectec.or.th/document/pdf/20070824_Important_Intenet_Statistics_of_Thailand.pdf 30

42. Thank you!

43. Google AdWords Authorized Reseller

44. 33 The AdWords Reseller program is designed to support local players to address the SME opportunity Google AdWords Eco-system Users Set up account directly with Google SMB Advertisers Opt to work with a third party to manage their advertising for them

46. Human Interaction and Time required

47. Need for Expertise34

48. The Resellers are the local business consultants supporting SMB advertisers 35 Local Business Consultant With Unique Selling Proposition Strategic Consulting Sell & Manage AdWords Training GOOGLE PARTNER Customer Service Marketing Technical Support Billing & Collections Financial Incentives

49. Appendix

50. 37 Thailand - ROPO Behaviour by Product Category (1/3) Selection: Bought at least 1 product of the respective category in the last 12 months (max. n=18 items) Source: Q2, Q3.1 / Consumer Commerce Barometer / TNS Infratest, Fieldwork June 8 - June 29, 2010 / base varies for each product category

51. 38 Thailand - ROPO Behaviour by Product Category (2/3) Selection: Bought at least 1 product of the respective category in the last 12 months (max. n=18 items) Source: Q2, Q3.1 / Consumer Commerce Barometer / TNS Infratest, Fieldwork June 8 - June 29, 2010 / base varies for each product category

52. 39 Thailand - ROPO Behaviour by Product Category (3/3) Selection: Bought at least 1 product of the respective category in the last 12 months (max. n=18 items) Source: Q2, Q3.1 / Consumer Commerce Barometer / TNS Infratest, Fieldwork June 8 - June 29, 2010 / base varies for each product category