What's New On Google - September 2013 Session

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What's New On Google - September 2013 Session

  1. 1. What’s New On Google Deep Dive Into The SEA
  2. 2. 2
  3. 3. Where should I Start ? What do I Offer? How do my prospects/clients look for it? 3
  4. 4. What do I Offer? 4
  5. 5. Is it realistic for you too? Where are my prospects looking for me? When are my prospects looking for me? How are my prospects looking for me? 5
  6. 6. Where is the BE internet population 97% ·         86.2% reach of BE internet population ·         Age (average) : 41 yrs  1.709.000 visitors/day ·        ·           18.8 monthly visits per visitor *comscore 6
  7. 7. Succes story thanks to Google The place where chicken is King ! 7
  8. 8. What is the most popular keyword? 8
  9. 9. How are they looking for me? 9
  10. 10. Where am I the best? Kw= Neuhaus Wolrd Wide 10
  11. 11. Analyse your notoriety & competition 11
  12. 12. Analyse your notoriety & competition 12
  13. 13. Explore your potential KW = belgian chocolate 13
  14. 14. Google trends is your friend 14
  15. 15. How are they looking for me? 15
  16. 16. We have benchmarks 16
  17. 17. We have benchmarks 17
  18. 18. Look at the global picture 18
  19. 19. Conclusion ü  Define your priorities Adapt your source / targeting & message ü  Try to understand how people search for that specific information: - use benchmarks - use your data ü  What do you want to push? à  Define your objectives ü  Understand the big picture and act at the right moment à You’re ready to launch J 19
  20. 20. Deep dive into the SEA
  21. 21. Agenda The Perfect Advertiser 1 What should I invest in ? 2 Where do I perform ? 3 4 How do I integrate it ? 21
  22. 22. The Perfect Advertiser
  23. 23. The Ultimate Advertiser @b2p 23
  24. 24. What should I invest in?
  25. 25. Why Invest in my ? 1.  Prevent aggressive competitors 2.  You take more space than your competitors 3.  Specific call to action & landing page 4.  Adapting ads is quick & effortless 5.  Use of misspellings 25
  26. 26. Brand coverage on SEO / SEA 30%   Presence of 30%, SEO & SEA combined… No 100% coverage 26
  27. 27. Competitor Analysis… Compe5tor   Compe5tor   Compe5tor   Compe5tor   Vous  même   Compe5tor   Compe5tor   Compe5tor   Compe5tor   Compe5tor   Compe5tor   Compe5tor   Compe5tor   Compe5tor   Compe5tor   Compe5tor   Compe5tor   Compe5tor   Compe5tor   Compe5tor   Compe5tor   Compe5tor   Compe5tor   Higher   Higher   Higher   Higher   36,27%   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Higher   Higher   Higher   Higher   Higher   Higher   Higher   Higher   Higher   Higher   Higher   Higher   Higher   Higher   Higher   Higher   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   3.8   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   Lower   61,32 %   27
  28. 28. SEA vs. SEO Turnover SEA –  Better conversion rate –  Higher turnover –  Bigger value/visit in SEA 576923   347895€   5700   69,45€   1,89%   0,93€   291475   114357€   2500   60,25€   0,86%   0,63  €   28
  29. 29. SEO vs. SEA on Specific Actions •  Tailored messages on brand campaigns (for specific actions) result in: –  Better conversion rate –  Higher value per visit 127892   17568€   2600   36,45€   1,73%   0,87€   53496   32945€   500   30,25€   0,91%   0,60  €   29
  30. 30. Still not convinced? What if I pause my Brand campaigns ? What we know will happen in AdWords: 1.  Increase of global CPA 2.  Decrease of overall conversions 3.  Decrease of clicks due to higher CPC on generics What we think won’t happen: 1.  Lost of traffic on overall website Because of our 1st position in SEO 30
  31. 31. Case Study – Brand stopped during 1 month Visibility 900 45000 800 40000 700 35000 600 30000 500 25000 400 20000 300 15000 200 10000 100 5000 0 11/02/13 Conversions 0 11/03/13 11/04/13 Impressions 11/05/13 Clics 11/06/13 60 30 50 25 40 20 30 15 20 10 10 5 0 11/02/13 0 11/03/13 11/04/13 Conv 11/05/13 CPA 11/06/13 31
  32. 32. What about my SEO then ? 1.  Huge decrease of visits in SEA 2.  Visits weren’t recovered by SEO 3.  Decrease of >90% on brand traffic 8  %   1,60  %   2,50  %   15,00  %   7,00  %   15  %   18,20  %   30,70  %   5,80  %   18,00  %   My  Brand   450   6,43   00:04:53   45,34  %   10,57  %   230   4,12   00:03:43   17,57  %   40,00  %   200   5,75   00:04:21   53,68  %   15,11  %   3500   4,97   00:04:27   49,14  %   29,60  %   32
  33. 33. Why Invest in my ? Google Findings: 1.  A higher position in Google Search is interpreted by consumers as a higher position on the market 2.  The use of SEO & SEA increases the trust of the consumer regarding the brand 3.  The combination of brand use in SEO & SEA increases the conversion rate 4.  Stopping the broadcast of your brand in SEA can result in a decrease of 90% of your traffic à organic results vouch for the lost traffic 5.  The use of your brand in SEA isn’t taking up all of your SEO traffic 33
  34. 34. Why invest on Generic ? •  First look: 1. High cost 2. Low # of conversions 3. High CPA è let’s decrease all my investments & decrease my CPC’s !! Are you sure about this?! 34
  35. 35. Case Study - CPC Type January March June Generic 0,12€ 0,10€ 0,09€ Brand 0,21€ 0,09€ 0,07€ Total 0,12€ 0,10€ 0,09€ 35
  36. 36. Case Study - Investment Type January March June Generic 6500€ 4200€ 4000€ Brand 2000€ 1200€ 1000€ Total 8500€ 5400€ 5000€ - 36% - 41% 36
  37. 37. Case Study - Return Conversions January March June Generic 250 140 90 Brand 270 250 190 Total 520 390 180 - 25% - 65% 37
  38. 38. Conclusion Your generic keywords have to be analyzed in a larger scope à Don’t forget the importance of the first touch point! Indirect Conv January March June Generic 70 30 15 38
  39. 39. All attributions are equal, but some are more equal than others… 1800   800   2000   1300   11%   62%   Last  Click  !   39
  40. 40. Where do I Perform ?
  41. 41. Specific Bidding +30% +20% on monday -10% 41
  42. 42. Best Hour 120 100 80 60 40 20 0 CPA before 42
  43. 43. Best Hours – How much is your time worth ? 120 100 80 60 40 20 0 CPA before CPA after 43
  44. 44. Search terms Teach you how people outside of your sector see you Integrate those learnings in your communication towards your customers 44
  45. 45. The importance of your call to action Call to action 1 : Conv Rate +13% conv rate vacature emploi Call to action 2 : Conv Rate +51% conv rate werft … aan recrute 45
  46. 46. How do I integrate it into my global strategy?
  47. 47. So… What can AdWords do for me? 1.  Geographical location 2.  Clicks / region 3.  Mobile performances 4.  Best hours of the day 5.  …. 6.  We can even go further & check the impact of offline campaigns on your online campaigns ! 47
  48. 48. What’s the impact of your offline campaigns? 250,00 200,00 150,00 100,00 eed ! Ind 50,00 - Conv Rate Budget investment 48
  49. 49. There is no such thing as bad publicity… Are you sure? Beginning of March: Negative Publicity 500 450 100 90 400 80 350 70 300 60 250 50 200 40 150 30 100 20 50 10 0 0 February March April Leads May June CPL 49
  50. 50. Is there anything more ? •  Improve your SEO •  Optimize newsletter diffusion •  Optimize website communication •  Check if mobile website is a priority •  …. 50
  51. 51. WNOG Next Steps
  52. 52. Mobile Preferred Ads 52
  53. 53. Briefly 53
  54. 54. Who uses click-to-call extensions ? 54
  55. 55. Consumer’s perception of a business without a phone number 55
  56. 56. Ad hoc conclusion ! 56
  57. 57. Clever phone 57
  58. 58. Call tracking in Analytics 58
  59. 59. •  Be Always On! Call Extension Mobile App Mobile Promotion Directions 1. Make ads Specifically for Mobile 2. Create tailored messages according to place & time 59
  60. 60. •  Mobile Extensions 60
  61. 61. Google Merchant Center 61
  62. 62. •  What’s requiered 1) Merchant Center 62
  63. 63. •  What’s requiered 2) Verified & Claimed URL 63
  64. 64. •  What’s requiered 3) Product Feed Avoid common feed Errors & Issues 1.  Missing tax and shipping information 2.  Product crawl issues 3.  Robots.txt file blocking product/image crawl 4.  Website URL not claimed 5.  Wrong prices 6.  Invalid unique product identifiers 64
  65. 65. •  Then what…? 1.  Register your data feed 2.  Upload your data feed 3.  Link your merchant center to your AdWords account 65
  66. 66. Product Listing Ads 66
  67. 67. •  Product Listing Ads or PLA for the geeks… 67
  68. 68. •  Create Target Groups Many retailers have too many products to bid on each one individually… à  Create target groups Example: 1. Best Sellers 2. Highest Margins / ROI 3. Top Return on ad spend 68
  69. 69. Dynamic Remarketing 69
  70. 70. •  Dynamic Remarketing 70
  71. 71. •  Why ? Remind your customers of items they've seen or bought on your website in the past and suggest other products they might like. 1. Increase of CTR 2. Increase of Conversions 3. Decrease of Cost of Sale 71
  72. 72. Create a more engaging user experience 72
  73. 73. Remarketing for Search 73
  74. 74. •  New vs. Returning Visitors 74
  75. 75. •  New vs. Returning Visitors §  Where should I invest ? §  Is there a good and a bad visitor? 75
  76. 76. •  The Solution – Remarketing for Search ! Save Money Cross Sales scenario Segmented bidding strategy Tailored message / Communication 76
  77. 77. •  Save Money What is my goal? Is it unique or not? •  Purchase •  Subscription •  … If Unique: à Use your audiences to exclude them from your communication If Recurrent: à  Focus on visitors that converted to increase your conversions by cross selling or proposing the same product again à Avoid Clicks which are not conversion oriented 77
  78. 78. Cross Sales Scenario Can you Cross Sale products ? •  Flight + Hotel ? •  Second Hand Car + Car Insurance? •  TV + Wifi Connection? à Create new needs for your customer à Help your customers to update/upscale à  Transform your existing customer into a new prospect 78
  79. 79. Impossible d'afficher l'image. Votre ordinateur manque peutêtre de mémoire pour ouvrir l'image ou l'image est endommagée. Redémarrez l'ordinateur, puis ouvrez à nouveau le fichier. Si le x rouge est toujours affiché, vous devrez peut-être supprimer l'image avant de la réinsérer. Segmented bidding strategy How to improve the performances of high-competition KW? Generic KW •  drive a lot of traffic (often unconvinced prospects) •  can lead to uninterested prospects •  can be more expensive due to competition à Focus on valuable prospects who are convinced by your brand Impossible d'afficher l'image. Votre ordinateur manque peut-être de mémoire pour ouvrir l'image ou l'image est endommagée. Redémarrez l'ordinateur, puis ouvrez à nouveau le fichier. Si le x rouge est toujours affiché, vous devrez peut-être supprimer l'image avant de la réinsérer. TIPS ! Bid on this o ne 79
  80. 80. Tailored message / Communication Should my message be adapted for each stage of the buying cycle? Prospects usually •  don’t convert on the first click (93%) •  click many times on AdWords ads à Try to adapt your communication as much as possible à Decide which message you want to deliver @ what specific time 80
  81. 81. Thank You ! Any Questions ? 81
  82. 82. Use of data to boost traffic and online sales: weather analysis 27 Septembre 2013 82
  83. 83. Agenda   Ø What  we  do  at  SCK   Ø One  of  our  challenge:  Big  Data   Ø Our  Business  Case:  impact  of  weather  on   traffic  and  online  sales   Ø Methodology   Ø Predic5ve  Model   83  
  84. 84. What  we  do  at  Scine5k?   Business  Developers   We’re   84  
  85. 85. Focus  on  the  data,  all  kind   of  data  we  can  get     Bring  insight  and  op5mize   the  business,  specially  the   85   online  business   85  
  86. 86. Data  should  guide  all  our  decisions.     A  good  strategy  should  be  based  on  the  reality  of  the   data  and  its  right  interpreta5on.   86
  87. 87. Our  approach   UNDERSTAND   Measure   Modelize   Interpret   SHARE   Transfer   Support   Train   IMAGINE   Advise   Innovate   Conceive   ACT   Product   OpOmize   Drive   87  
  88. 88. The  challenge  of   BIG  DATA   88  
  89. 89. What  we  are  experiencing  facing  the  Big  Data   «  Revolu5on  »   •  Handle  informa5on  and  extract  the  value  of  it   to  drive  business  for  our  clients   •  We  take  the  example  of  weather  because  we   suspected  that  some  of  our  clients  products  are   “weather-­‐sensi5ve”*   •  With  this  in  mind  we  tried  to  verify  and   hypothesis  that  says  that  the  weather  has  an   impact  on  sales.   89  
  90. 90. Our  approach  applied  to  the  weather  analysis     Extract   Modelize       Visits,  Sales,   Searches   Transform   Validate     Segment   Best  Model   Predict   Forecas5ng   Planning   Filter   Historical  Data   Weather   variables   Factors   90  
  91. 91. Our  approach  applied  to  the  weather  analysis   •  Get  historical  data  of  traffic  and  sales  (via  GA)   •  Get  historical  data  of  weather  (open  source   data)   •  Prepare  and  transform  the  data  (factors)   •  Find  the  “best”  model   •  Validate  the  model   •  Find  the  equa5on   •  Use  the  model  to  predict  online  sales   91  
  92. 92. Use  of  Google  Analy5cs  to  get  the  online  data     Not  only  standard  KPI:     visits  (#  and  trend),  Page  Views,  transac5ons  and/or   conversions,  conversion  rate,…  in  the  Dashboard.     GO  FURTHER…   Ø   Segment  crea5on  è  key  metrics  by  localiza5on   (ex  #  visits,  sales,  search  of  a  specific  kw,  ….  for   Paris  )   Ø   Filters  è  iden5fy  and  group  products   “weather-­‐sensi5ves”   Ø   Extracts  with  Excellent  Analy5cs   92
  93. 93. Segment  Geographic  area/City=  ”Paris”   93
  94. 94. Filters  on  Products  Performance  report     94  
  95. 95. Extracts  with  Excellent  Analy5cs   Create  a  filter   Use  the  predefine   Segment   95  
  96. 96. Extract  weather  data     •  External  data  source:  examples   –  Weather  Underground     –  WeatherBug   –  World  weather  online   •  Historical  data  (for  the  modeling  part)     •  Forecast  (for  the  predic5ve  part)   •  By  date  and  localiza5on   96  
  97. 97. Correla5on  analysis   Analyze  correla5on  between  the  variables  we   want  to  predict  and  the  weather  variables   97  
  98. 98. Create  “Weather  factors”   T°  &  Frog  explain  more  than  50%  of  F2  ….   Wind  not  that  much  correlated   –  F1  -­‐  Facteur  meteo1=    0,14  %  Moy  T°  +    13,24  %  Moy  Humidité    +    3,77  %  Moy  Visibilité    +    1,20    %  Moy   vent    +  41,74  %  Pluie    +    38,91  %  Ecart  Pluie      +      0,00  %  Ecart  T°   –  F2  -­‐  Facteur  meteo2=    29,73  %  Moy  T°    +    21,17  %  Moy  Humidité    +    30,94  %  Moy  Visibilité    +      5,82    %   Moy  vent    +      5,65  %  Pluie    +      6,06  %  Ecart  Pluie    +      0,63  %  Ecart  T°   F1  mostly    F1  and  F2  :  60%   of  the   informa4on  of   all  the  weather   variables   explained  by   Rain  (42%)  and   the  rain  diff.   (39%)   Humidity  explains  both  factors     (nega5vely  F1  and  posi5vely  F2)   98  
  99. 99. Predic5ve  Model   •  In  this  specific  case  use  of    linear  regression  to   predict  the  sales   •  10  %  of  online  sales  explained  by  our  weather   factor   •  Other  significant  variable  included  in  the  model:   %  of  discount     •   Model  Adjusted  R²:  0,964       •  Es5mated  sales  vs.  real  sales                             99  
  100. 100. Next  steps  to  complete  the  analysis   •  Include  the  weather  data  in  the  internal   informa5on  system   •  Use  the  weather  factors  for  business  purpose:   –  Forecast   –  Campaign  planning  (email,  adwords,  social  media   com,  ….)   •  Online  vs.  Offline  sales:     –  Analyze  the  impact  of  weather  on  offline  sales   –  Compare  the  effect  of  «  bad  weather  »  on  online   and  offline  ac5vity.   100
  101. 101. Example:  Mailing  campaign    “bad  weather”   101
  102. 102. Thank you Contacts  :      rabi.hassane@scine5k.com   06    29  92  76  05   xaviere.tallent@scine5k.com   06  73  80  47  08  
  103. 103. Optimizing for the Mobile Consumer Advanced strategies for Mobile September 2013 Google Confidential and Proprietary 103
  104. 104. 1 Mobile in 2013 2 How to create value with mobile? 3 Summary Google Confidential and Proprietary 104
  105. 105. 1 Mobile in 2013 2 How to create value with mobile? 3 Summary Google Confidential and Proprietary 105
  106. 106. …Numbers that stick… 34% 78% 86% 84% 58% Google Confidential and Proprietary 106
  107. 107. Smartphone Penetration is on the Rise 34% Q1 2013 22% Q1 2012 Base: National representative population 16+, n= 1.000 Q1: Which if any of the following devices do you currently use? Google Confidential and Proprietary 107
  108. 108. Smartphones are used everywhere 2012 2013 96% 96% At home 70% At home 86% On the go On the go 55% In a store Source: Our Mobile Planet - Google 77% In a store Google Confidential and Proprietary 108
  109. 109. Smartphones Inform Our Daily Life 43% Restaurants, Pubs & Bars 33% Travel 58% Product Info 23% Apartments, Housing info 22% Job Offers Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q23: Which of the following activities do you do with your smartphone? Please indicate whether you ever do this at all. Google Confidential and Proprietary 109
  110. 110. Smartphones stimulate query growth YoY data Finance Consumer Electronics Job listings Home & Garden Women’s Clothing Total 13% 9% 12% 14% 18% Desktop 6% 2% 2% 0% 1% Smartphone 146% 141% 190% 166% 195% Tablet 164% 108% 182% 174% 190% Google Confidential and Proprietary 110
  111. 111. Research that Starts on Smartphones Leads to Purchases Across Channels Research on smartphone 32% 24% then purchased then purchased via computer then purchased it offline Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q48: Listed below are various products or services. For each of these products or services please indicate which statement applies toGoogle Confidential and Proprietary you. 111
  112. 112. 1 Mobile in 2013 2 How to create value with mobile? 3 Summary Google Confidential and Proprietary 112
  113. 113. How to Create Value for your Clients 1.  Mobile Value Attribution 2.  Having a Mobile Strategy Google Confidential and Proprietary 113
  114. 114. 1) Attributing Value to Mobile Mobile Sales In Store App Conversions Phone Calls CrossDevice Google Confidential and Proprietary 114
  115. 115. How to Measure These Conversions Mobile Sales: •  Conversion tracking In Store: •  Offer Extensions •  Off Line Conversion tracking (coming soon) •  Store Locator Clicks App Conversions: •  App Downloads •  In App Conversions Calls: •  Clicks on Call Extensions •  Clicks on number on site •  Call metrics (coming soon) Cross Device: •  Estimated total conversions (coming soon) •  Track logged in users Google Confidential and Proprietary 115
  116. 116. Define the Touchpoints for conversions Calls Online Conversions In-store Downloads Online Conversions Cross device conversion tracking Universal Analytics beta Downloads Calls Google Confidential and Proprietary 116
  117. 117. The Full Value of Mobile calculator Google Confidential and Proprietary 117
  118. 118. 2. How can we have a mobile strategy, when not having a Mobile Site 1.  Get A Mobile Site 2.  Seriously, get a Mobile Site! 3.  Experiment with landing Pages 4.  Let your brand exist on Mobile! 5.  Experiment with Extensions Google Confidential and Proprietary 118
  119. 119. 1) Mobile really means developing a mobile site •  How mobile ready is your clients website? –  Analyze by using howtogomo –  Visualize by using mobile webdevelopment-tools* Example: created via Dudamobile.com Google Confidential and Proprietary 119
  120. 120. 2) Experiment with your landing pages What are they key messages/objectives you want to bring to your users? This will probably differentiate for branding and performance advertisers Branding advertisers: Direct your mobile search and display campaigns to social & mobile-friendly landing pages instead of a mobile unfriendly website. In other words think; YouTube, G+ and other social platforms. Example Gillette: m.website YouTube Channel Facebook- page Google Confidential and Proprietary 120
  121. 121. App download & in-app purchases mCommerce Call Performance advertisers: 1) Define/ Map your (soft)conversions and attribute a value. Cross-device In-store Google Confidential and Proprietary 121
  122. 122. Performance advertisers: 2) Experiment with different landing pages. example: drive traffic to contact page 3) Be consistent, if the mobile experience is poor it’s better to show mobile visitors no website, but only the call-option. Google Confidential and Proprietary 122
  123. 123. 3) Let your brand exist on mobile Always be visible on Branded KW •  Low cost traffic with high value •  Avoid competitors taking over •  Valuable data to analyze •  Be in control of your message •  Leaving a professional impression Google Confidential and Proprietary 123
  124. 124. In summary: the advertiser’s mobile journey Optimize consumer experience Understand how mobile fits in the consumer’s journey Manage your mobile bid multiplier •  Simplify lead form •  Add call button •  Add store locator •  Simplify checkout •  Promote app Consider relevant conversions to measure based on the consumer journey: calls, apps, forms, directions, … Drive conversions by opting into extension types/formats •  Enable call extensions Adjust bids to reflect mobile value •  Drive app installs •  Use location extensions •  Use offer extensions …and uncover the full value of mobile Google Confidential and Proprietary 124
  125. 125. 1 Mobile in 2013 2 How to create value with mobile? 3 Summary
  126. 126. Summary •  Smartphone usage is on the rise. Users tend to use their smartphone everywhere (strong increase with 2012). •  The average Belgian Smartphone user thinks local, acts social, loves to multitask and is not afraid to use his mobile as an essential tool in his purchase journey. Still there are some barriers. •  Attribute the full value of mobile, by defining (soft) conversions and measuring the different touch points. •  Experiment with landing pages or make use of mobile friendly social alternatives such as YouTube, Google+ and others. •  Be visible on branded terms and don’t let your brand be hijacked. Google Confidential and Proprietary 126
  127. 127. Thank You! Google Confidential and Proprietary 127
  128. 128. The basics: Mobile ads - APPENDIX Mobile customers are converting in new ways and driving these conversions is as simple as enabling an extension or trying a new ad format Call extension Location extension App Promotion format App extension Google Confidential and Proprietary 128

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