6. Google presentation 2011

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Bài phát biểu của Google tại Hội thảo CyberAgent Net-Impact in Ho Chi Minh 2011 ngày 16/9 tại Sheraton Hồ Chí Minh.

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  • 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
  • 6. Google presentation 2011

    1. 1. Growing Your Business with Google<br />Sergio Salvador, Head of Business Development Southeast Asia<br />
    2. 2. Growing Your Business<br />
    3. 3. Almost 2b People Online Globally<br />
    4. 4. Information<br />20 Years AgoLocal libraries, morning papers<br />Now4+ billion global searches per day<br />4<br />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<br />
    5. 5. Communication <br />Now210 billionEmails & IMs sent per day<br />Now1m postsUploaded daily by bloggers<br />Source: Gizmodo, Dec 09<br />
    6. 6. Entertainment<br />3.5 hours<br />Video uploaded on YouTube per minute<br />Equal to 235,000<br />Full-length movies uploaded per week<br />Source: Google data, Nov 10<br />
    7. 7. Community<br />20 Years AgoPenPal and social clubs<br />Now1.7+ billionglobal users on Social Media<br />Now<br />5,000 every second<br />Number of tweets at peak time<br /> Source: Mary Meeker, Oct 09 & Apr 10<br />
    8. 8. Mobile<br />Now5billion mobile subscribers<br />Over 3B app downloads and counting<br />Average Android user downloads 40 apps<br />25% of iPhone & Android users spend2 hrs/day in apps<br />8<br />Source: Google Internal Data, based on a basket of 20,000 keywords within the shopping category, AdMob May 2010, Complete Inc. 09, mocoNews 09<br />
    9. 9. Business<br />80%<br />80% <br />of B2B customers search for products & services before purchase*<br />Source: Marketing Sherpa B-to-B Marketing Lead Generation, Nurturing, and Conversion Stats & Tactics, June 2007<br />
    10. 10. Travel Searches in Vietnam<br />32x GrowthTravel category Google search queries volume growth for Vietnam since 2005<br />Sources: Google Internal Travel Categories Search Queries Volume Trend<br />
    11. 11. 11<br />Shift in Media Consumption: Internet time is more than 2.5x time spent on TV<br />Media Consumption<br />36h<br />14h<br />6h<br />3h<br />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?<br />n=1094<br />Base: All Respondents (Natural fall-out)<br />
    12. 12. 12<br />E-Commerce is New and Growing rapidly in Vietnam<br />2009<br />Year Began Purchasing Products Online<br />16%<br />I have never purchased a product online<br />Less than 6 months ago<br />2010<br />Had purchased online<br />Have purchased online<br />2 or more years ago (2008 or earlier)<br />73%<br />1 year to less than 2 years ago (2008-2009)<br />6 months to less than 1 year (2009-2010)<br />n=1094<br />Q: When did you begin purchasing products online?<br />Base: All Respondents (Natural fall-out)<br />
    13. 13. 13<br />Shift in Media Consumption influences Purchase Behaviour<br />Purchase Offline<br />Purchase Online<br />Research Online*<br />83%<br />... But 98% of all purchases involve Online Research before purchase<br />15%<br />Research Offline**<br /> 0% <br />2% <br />A vast Majority of Purchases are made In-Store...<br />n=2288<br />Base: All purchases made either online or at a store and used at least one source <br />
    14. 14. 14<br />84%<br />82%<br />85%<br />Online is Prime Medium at every step of the Purchasing Funnel<br />Most Helpful Source at Each Phase<br />General information gathering<br />Percent Who Participated at Each Phase<br />Evaluation & comparing<br />Final purchase decision <br />Internet/online sources are most helpful in every phase<br />Friends/family are also helpful in the final decision phase<br />n=343<br />Base: Mobile Phone Sub-Group who used at least one source<br />Q: For every phase, please indicate the one source that was most helpful during that phase<br />
    15. 15. So what does this change towards online media mean to you?<br />You can benefit and grow your business if you take advantage of online media<br />
    16. 16. 4 Steps to successfully grow your business<br />16<br />
    17. 17. #1 Internationalise your website<br />
    18. 18. International Website<br />Use simple, clear language<br />Use target market terms<br />Eg. Cell phone vs. mobile phone<br />Quote prices in target market currencies<br />Consider Measurement units Eg. pounds vs. kilograms<br />Consider getting your site translated<br />
    19. 19. Communication with international customers<br />Specify your location and hours of availability<br />Offer chat support if possible<br />Go the extra mile to understand their concerns and provide answers.<br />
    20. 20. International Payments<br />Payment methods you offer can be a deciding factor when buyers consider whether or not to purchase from you. <br />
    21. 21. International Postage<br />Set expectations about delivery time<br />Specify destination postage rates<br />Offer a selection of postage services<br />Explain custom duties and taxes<br />Offer trackable postage service to increase confidence<br />
    22. 22. #2 Find Demand<br />Google Confidential and Proprietary<br />22<br />22<br />
    23. 23. Search engine is a door to all sites ...…<br />81%<br />of internet users enter sites through a search engine<br /> The Internet is a complex world<br />Affiliates<br />Ad Networks<br />widgets<br />CRM<br />Social networks<br />URLs<br />URLs<br />Behavioural targeting<br />Rich Media<br />gadgets<br />SEO<br />email<br />Branded entertainment<br />Contextual targeting<br />Interruptive media<br />Viral marketing<br />SEM<br />Database marketing<br />Paid-for-search<br />banners<br />In-game<br />Video on demand<br />Pre / post roll<br />tenancies<br />Brand channels<br />Tagging<br />Web analytics<br />
    24. 24. Europe: 91%<br />Asia Pacific: 88%<br />America: 92%<br />Connect to Users – Wherever They Are<br />Google’s Reach<br />Source: comScore Custom Analysis, September 2006; comScore, January 2007<br />
    25. 25. Insights for search<br />Select your keywords or products<br />Select your countries / regions to compare<br />View search query demand by country over time<br />
    26. 26. #3 Capture Demand<br />Google Confidential and Proprietary<br />26<br />26<br />
    27. 27. Our Vision for Online Advertising<br />Grow onlineadvertising to help everyonecapture more value<br />
    28. 28. How do advertisers fit Into Google’s vision?<br /> Publishers Advertisers<br />Worry-free monetization Return on media spend<br />P<br />A<br />Ensured through<br /><ul><li>Greater efficiency of ad operations
    29. 29. Insights to your business
    30. 30. Control over ads that appear on your properties</li></ul>Ensured through<br /><ul><li>Scale matched with precision
    31. 31. Insights & accountability</li></ul>Consumers<br />C<br />Engaged audiences<br />Ensured through<br /><ul><li>Meaningful ad formats
    32. 32. Targeted environments</li></li></ul><li>Advertising (AdWords)<br />hotels in ho chi minh city<br />Organic Search<br />
    33. 33. Google Search Network<br />
    34. 34. Contextual target through several ad formats<br />We understand the meaning of a web page.<br />Various ad formats can be shown on relevant content.<br />Page topic:<br />Home & Garden >> Gardening<br />
    35. 35. Target your prospects through creative, rich media formats on Youtube <br />If you don’t have video content <br />If you have video content<br />YouTube Channel<br />InVideo Overlays<br />Promoted Videos<br />Display Ads on Watch<br />Click to Play Ads<br />In-stream Ads<br />Display ads<br />
    36. 36. Reach out to overseas prospects through Google’s Display network <br />Reach over 80%Internet Users<br />
    37. 37. Google Products<br />Mobile Ads<br />A comprehensive approach<br />Search Partners<br />Display Network<br />Click to call<br />Most Google products are also available on mobile<br />
    38. 38. Why it works<br />35<br />
    39. 39. #4 Measure & Refine<br />
    40. 40. Conversion Tracking: Measure ROI from your online campaigns<br />See which campaigns get the most conversions.<br />
    41. 41. Google Analytics provides Answers to Difficult Questions<br />How are users engaging<br />with my site?<br />Where is the traffic from?<br />Am I creating <br />effective content?<br />Where and why are visitors abandoning my shopping cart?<br />How do I improve site interaction?<br />Google Confidential and Proprietary<br />3<br />
    42. 42. Case study – Song Huong Bookstore<br />
    43. 43. 40<br />Key Takeaways<br />
    44. 44. Thank you<br />Sergio Salvador, Head of Business Development Southeast Asia<br />

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