SME Tech Summit James Topfer Google

Search Marketing 101 December 2009 James Toepfer Marketing Manager Google Australia & New Zealand

Australians are online

Every Australian is online Source: eMarketer, Feb 2009; ABS, Dec 2007 14.4 million internet users Internet Penetration by Income (ABS: 2007) Internet Penetration by Age (ABS: 2007)

Query volumes continue to grow Indexed Query Volume: Jan 07 = 100 Query Volume in Key Categories (weekly query volume index, Jan 07 =100) Monthly Query Volume Growth (year on year) Source: internal Google tools

Australians make decisions online Research Findings

50% of shoppers research online before purchase Total: 3,220 respondents (400 per category) Source: ACRS “The Internet’s Role in Offline Purchase Behaviour”, Jan 08 & Feb 09
1 in 3 for:
Clothing
Entertainment
1 in 2 for:
Beauty & Skincare
Soft Homewares
Toys
Consumer Electronics
Furniture
2 in 3 for:
Computers & Gaming

Topics covered today…. 1 What Is Search? 2
Search on Google
Organic Search listings
Paid Search ads
3 How Savvy Marketers Use Search

Search Is an Integral Part of Users’ Lives

What Is Search? Google’s Mission: Organize the world's information and make it universally accessible and useful. Search: Seeking – and finding – relevant and useful information.

Pull Marketing: On-Demand at the Moment of Relevance Push Marketing works for some things… Pull Marketing … but there is value in reaching consumers who seek your message Yellow Pages has known this since the 1800s! Commercials

Connect at the moment of relevance, with a targeted message and the most relevant content . corporate hospitality Search Works: Reach Users at the Moment of Relevance

Google Search Makes Finding Information Simple home theatre

Google Search: Fast and Easy User Experience

A Google Search results page consists of… Natural Paid
Organic “Natural” Search Results
Cost free; results are based on Google ranking algorithm of relevance to search query
Sponsored “Paid” Advertising
Advertisers can bid on these positions

Consumers Understand And Accept The Paid Search Principle Source: The Power of Search – Research International – March 2008 39% want the choice of paid & natural links 50% do not mind paid results 11% want only natural links

Search works throughout the journey Purchase Awareness Consideration conceptual buy samsung lcd tv lcd tv samsung lcd tv

Marketing objectives shape your search strategy Awareness ‘ LCD tv’ Consideration ‘ samsung lcd tv’ Purchase ‘ buy samsung lcd tv’ 500,000 searches per month 50,000 searches per month 200 searches per month

How Savvy Marketers Use Search These Best Practices are based on the collective expertise and experience of the Google team and are the benchmarks for ongoing success 1. Understand how buyers search in your market 2. Advertise all saleable products and services 3. Ensure fresh / relevant creatives and landing pages 4. Capitalise on other media promotions 5. Measure and optimise performance

Insights for Search – know the trends Google “insights for search”

Learn About Seasonality Source: Google Insights for Search

What’s popular with the public? Hockey is a more popular topic last week, will it be Abbott next week?

Google Keyword Tool – where to advertise Google “keyword tool”

35% greater interest in benefit of “quiet” than in “enjoyment from anywhere” Test ads via customer feedback

Provide relevant and easy to use Landing Pages
The Offer
Test several offers and measure results
Consider percentage-off vs. free shipping, different price points, or coupons
.
The Product
Avoid using homepages or multi-purpose landing pages
Use specific landing pages for each goal, product, or service when feasible
The Picture
People like pictures of other people
You can never have too many detailed product shots
The Form
Keep registration forms short with few required fields
Provide value before requesting user info
Make it easy for the user to contact someone for questions/assistance

Metrics Matter

Tracking - bringing science into advertising Google Analytics – Improve your site and increase marketing ROI

Taking the guess work out of it Google Website Optimiser – Increase your site’s conversion rate

Which site converts better? Wining Page - 20% Conversion Lift! Go to: www.google.com/websiteoptimizer

Key Take Away’s
Make sure you are there when people are looking for you!
Align your budgets with the opportunity on Google and how people are consuming media today
Connect the loop with your offline marketing activity
Your website is your flag ship point of sale
Take advantage of your website as a marketing tool to engage people and drive them into your Channel
Your online presence should replicate what people receive when talking to a sales rep and include all your products
Online marketing tools can be more targeted, measurable and cost effective than any other media
Optimise your marketing investment across online and offline to maximise your return on marketing $’s

Thank You techmarketer.com.au Event Promotion: $100 AdWords credit this month, go to: www.google.com.au/stilltimein09

SME Tech Summit James Topfer Google

by Beth Etling on Dec 02, 2009

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SME Tech Summit James Topfer Google — Presentation Transcript