Gamc2010   10 - catching up on trends - madona michael - google
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This material was presented at the Google Analytics Master Classes in Singapore and Kuala Lumpur on March 9 & 11 respectively. Madona Michael's session covered other data-insights tools provided by ...

This material was presented at the Google Analytics Master Classes in Singapore and Kuala Lumpur on March 9 & 11 respectively. Madona Michael's session covered other data-insights tools provided by Google: Insights for Search, Google Trends, DoubleClick Ad Planner, Wonder Wheel, etc.

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Gamc2010 10 - catching up on trends - madona michael - google Presentation Transcript

  • 1. Catching Up On Trends “Advertising generally works to reinforce consumer trends rather than initiate them” Michael Schudson, sociologist
  • 2. Trend Seeker – Mr X • Owns Auto X car dealership Wants to evaluate his: • Website • Advertising campaign • Advertising spend Google Confidential and Proprietary 2
  • 3. What’s the Trend? What are people talking about? Is my ad campaign capturing popular How Where trends & buzzwords? does my can my site ads get Is my site measure targeted up-to-date How stale with are my ad up to the exposure? rest? current messages? topics? Google Confidential and Proprietary 3
  • 4. Catching Up on Trends Trend Web Timeline Wonder Wheel Research YouTube Insights for Trends for Stats & Data Search Websites Profile DoubleClick Ad Planner Google Confidential and Proprietary 4
  • 5. Case: Toyota Recall Google Confidential and Proprietary 5
  • 6. Case: Toyota Recall Recall - Floor mat YouTube upload issue (19,966 views as of 28 Feb) Recall – Prius hybrid Toyota President Recall – apologizes in US Accelerator pedal 26 Nov 09 21 Jan 10 8 Feb 10 24 Feb 10 24 Feb 10 Google Confidential and Proprietary
  • 7. Catching Up on Trends Trend Web Timeline Wonder Wheel Research YouTube Insights for Trends for Stats & Data Search Websites Profile DoubleClick Ad Planner Google Confidential and Proprietary 7
  • 8. Google Search Results Google Confidential and Proprietary 8
  • 9. Web Timeline Get insights into news & web content topics Google Confidential and Proprietary 9
  • 10. Web Timeline Google Confidential and Proprietary 10
  • 11. Catching Up on Trends Trend Web Timeline Wonder Wheel Research YouTube Insights for Trends for Stats & Data Search Websites Profile DoubleClick Ad Planner Google Confidential and Proprietary 11
  • 12. Wonder Wheel Insights into related topics for your ad placements & to include as content on your site Google Confidential and Proprietary 12
  • 13. Catching Up on Trends Trend Web Timeline Wonder Wheel Research YouTube Insights for Trends for Stats & Data Search Websites Profile DoubleClick Ad Planner Google Confidential and Proprietary 13
  • 14. Toyota on YouTube http://www.youtube.com/watch?v=ZZeiD2-Rbg4 Google Confidential and Proprietary 14
  • 15. YouTube Statistics & Data Insights into how content becomes popular, which sites refer to it, how it is searched for, who is viewing it Google Confidential and Proprietary 15
  • 16. Mr X’s YouTube Statistics & Data Insights into how audiences interact with your content - Views Google Confidential and Proprietary 16
  • 17. Mr X’s YouTube Statistics & Data Insights into how audiences interact with your content - Demographics Google Confidential and Proprietary 17
  • 18. Mr X’s YouTube Statistics & Data Insights into how audiences interact with your content – Hot or Not? Google Confidential and Proprietary 18
  • 19. Catching Up on Trends Trend Web Timeline Wonder Wheel Research YouTube Insights for Trends for Stats & Data Search Websites Profile DoubleClick Ad Planner Google Confidential and Proprietary 19
  • 20. Insights for Search Google Confidential and Proprietary 20
  • 21. Insights for Search Insights into particular terms as well as industry-wide search trends Google Confidential and Proprietary 21
  • 22. Insights for Search Insights into regional interest, rising searches – do you have alternative solutions for consumers? Google Confidential and Proprietary 22
  • 23. Catching Up on Trends Trend Web Timeline Wonder Wheel Research YouTube Insights for Trends for Stats & Data Search Websites Profile DoubleClick Ad Planner Google Confidential and Proprietary 23
  • 24. Trends for Websites nissan.com mazda.com Insights into other sites people are visiting. Can you get tips from their web pages? Google Confidential and Proprietary 24
  • 25. Catching Up on Trends Trend Web Timeline Wonder Wheel Research YouTube Insights for Trends for Stats & Data Search Websites Profile DoubleClick Ad Planner Google Confidential and Proprietary 25
  • 26. Ad Planner Insights into sites – Reach, Visitors, Page views & more Google Confidential and Proprietary 26
  • 27. Ad Planner Where else are people going? What are significant pages within a site? Google Confidential and Proprietary 27
  • 28. Ad Planner honda.com volkswagen.com mercedes-benz.com volvo.com Bad news for others in your industry could be good news for you. See how news affects traffic to sites Google Confidential and Proprietary 28
  • 29. The Trend Spotters Web Wonder YouTube Insights Trends Ad Timeline Wheel Stats & for for Planner Data Search Websites What are people talking about? How does my site measure up? Is my site up-to-date? Is my ad campaign capturing trends? How stale are my ad messages? Where can my ads get targeted exposure? Google Confidential and Proprietary 29
  • 30. Trend Spotted! -  Insights into what people are concerned with -  Research into your site & related sites -  Updating site content to include popular, related topics -  Modifying your ad campaign to capture popular terms -  Revising ad messaging to suit the trend -  Finding new ad placements Google Confidential and Proprietary 30
  • 31. Last Look – What Mr X Did Next Google Confidential and Proprietary 31
  • 32. Google Confidential and Proprietary