And last but not least, a tool that was already mentioned, Google Insights.This is a free tool which is fantastic for providing a measurement of how search volumes for particular terms that you specify have evolved over a set time frame and how the trends compare between countriesSo, for instance, in this example, I picked the search term wedding dress, time frame last 12 months and US, UK, AUS and Italy as the target markets and as you can observe Australia is the country where users are the most likely to search for the term wedding dress relative to the others.Insights for search is a great tool to understand the dynamics of the markets you operate in and can also give you insights into your competitors and different seasonality patterns for your business.
Search Screen Capture
Let’s walk through how Contextually Targeting by topic works. In this scenario, let’s say you’ve chosen to target the Gardening sub-category. To determine whether a given web page is about gardening, our crawler analyzes web content, including such factors as keywords, word placement and linguistics. Based on this information, our crawler is able to determine that this page is, indeed, related to gardening, and your ad becomes eligible to serve on it.We understand the meaning of a web page based on factors like: Keywords Frequency of words Font sizes Word placement Linguistics/languageTargeting is done at the page level, not site level.
When the ad running for some time, with or without room for improvement we would like to have more data to support our department decided to do next when you can refer to. Google Analytics (analysis) to be willing to help you quickly and accurately to the desired information1 How do I know my shop, friends, magazines, publicity, set just after2, how many customers a day, stay a few long, interest in the longer mean stay, the greater the chance of a successful purchase3 Department of guests staying the longest side of a showcase, the best selling products edges up4 guests per day to mainly locals or foreigners, while countries who are more side languages
Growing Your Business with Google Sergio Salvador, Head of Business Development Southeast Asia
Information 20 Years AgoLocal libraries, morning papers Now4+ billion global searches per day 4 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
Communication Now210 billionEmails & IMs sent per day Now1m postsUploaded daily by bloggers Source: Gizmodo, Dec 09
Entertainment 3.5 hours Video uploaded on YouTube per minute Equal to 235,000 Full-length movies uploaded per week Source: Google data, Nov 10
Community 20 Years AgoPenPal and social clubs Now1.7+ billionglobal users on Social Media Now 5,000 every second Number of tweets at peak time Source: Mary Meeker, Oct 09 & Apr 10
Mobile Now5billion mobile subscribers Over 3B app downloads and counting Average Android user downloads 40 apps 25% of iPhone & Android users spend2 hrs/day in apps 8 Source: Google Internal Data, based on a basket of 20,000 keywords within the shopping category, AdMob May 2010, Complete Inc. 09, mocoNews 09
Business 80% 80% of B2B customers search for products & services before purchase* Source: Marketing Sherpa B-to-B Marketing Lead Generation, Nurturing, and Conversion Stats & Tactics, June 2007
Travel Searches in Vietnam 32x GrowthTravel category Google search queries volume growth for Vietnam since 2005 Sources: Google Internal Travel Categories Search Queries Volume Trend
11 Shift in Media Consumption: Internet time is more than 2.5x time spent on TV Media Consumption 36h 14h 6h 3h Q: Approximately how many days in a typical week do you do each of the following activities/ Approximately how long do you spend doing each of these activities on the days that you do them? n=1094 Base: All Respondents (Natural fall-out)
12 E-Commerce is New and Growing rapidly in Vietnam 2009 Year Began Purchasing Products Online 16% I have never purchased a product online Less than 6 months ago 2010 Had purchased online Have purchased online 2 or more years ago (2008 or earlier) 73% 1 year to less than 2 years ago (2008-2009) 6 months to less than 1 year (2009-2010) n=1094 Q: When did you begin purchasing products online? Base: All Respondents (Natural fall-out)
13 Shift in Media Consumption influences Purchase Behaviour Purchase Offline Purchase Online Research Online* 83% ... But 98% of all purchases involve Online Research before purchase 15% Research Offline** 0% 2% A vast Majority of Purchases are made In-Store... n=2288 Base: All purchases made either online or at a store and used at least one source
14 84% 82% 85% Online is Prime Medium at every step of the Purchasing Funnel Most Helpful Source at Each Phase General information gathering Percent Who Participated at Each Phase Evaluation & comparing Final purchase decision Internet/online sources are most helpful in every phase Friends/family are also helpful in the final decision phase n=343 Base: Mobile Phone Sub-Group who used at least one source Q: For every phase, please indicate the one source that was most helpful during that phase
So what does this change towards online media mean to you? You can benefit and grow your business if you take advantage of online media
International Website Use simple, clear language Use target market terms Eg. Cell phone vs. mobile phone Quote prices in target market currencies Consider Measurement units Eg. pounds vs. kilograms Consider getting your site translated
Communication with international customers Specify your location and hours of availability Offer chat support if possible Go the extra mile to understand their concerns and provide answers.
International Payments Payment methods you offer can be a deciding factor when buyers consider whether or not to purchase from you.
International Postage Set expectations about delivery time Specify destination postage rates Offer a selection of postage services Explain custom duties and taxes Offer trackable postage service to increase confidence
#2 Find Demand Google Confidential and Proprietary 22 22
Search engine is a door to all sites ...… 81% of internet users enter sites through a search engine The Internet is a complex world Affiliates Ad Networks widgets CRM Social networks URLs URLs Behavioural targeting Rich Media gadgets SEO email Branded entertainment Contextual targeting Interruptive media Viral marketing SEM Database marketing Paid-for-search banners In-game Video on demand Pre / post roll tenancies Brand channels Tagging Web analytics
Europe: 91% Asia Pacific: 88% America: 92% Connect to Users – Wherever They Are Google’s Reach Source: comScore Custom Analysis, September 2006; comScore, January 2007
Insights for search Select your keywords or products Select your countries / regions to compare View search query demand by country over time
#3 Capture Demand Google Confidential and Proprietary 26 26
Our Vision for Online Advertising Grow onlineadvertising to help everyonecapture more value
How do advertisers fit Into Google’s vision? Publishers Advertisers Worry-free monetization Return on media spend P A Ensured through
Contextual target through several ad formats We understand the meaning of a web page. Various ad formats can be shown on relevant content. Page topic: Home & Garden >> Gardening
Target your prospects through creative, rich media formats on Youtube If you don’t have video content If you have video content YouTube Channel InVideo Overlays Promoted Videos Display Ads on Watch Click to Play Ads In-stream Ads Display ads
Reach out to overseas prospects through Google’s Display network Reach over 80%Internet Users
Google Products Mobile Ads A comprehensive approach Search Partners Display Network Click to call Most Google products are also available on mobile
Conversion Tracking: Measure ROI from your online campaigns See which campaigns get the most conversions.
Google Analytics provides Answers to Difficult Questions How are users engaging with my site? Where is the traffic from? Am I creating effective content? Where and why are visitors abandoning my shopping cart? How do I improve site interaction? Google Confidential and Proprietary 3