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Hillingdon Council business initiative, launched in association with Google

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Speed up during the slowdown! Presentation slides from the seminar to help small businesses get online, reach new customers and increase revenues, hosted by Hillingdon Council in association with Google, November 2009.

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Hillingdon Council business initiative, launched in association with Google

  1. 1. Speeding up in the slowdown seminar Civic Centre, 10th November
  2. 2. Agenda Closing remarks and Q&A 7.15pm Refreshments and networking 7.25pm Success story: grow your business using AdWords Steve Cross, E-Communications Manager, Hillingdon Council 7.05pm Get your business online in 45 minutes Gilli Goodman and Satyan Joshi, Product Specialists, Google 6.20pm Survival of the fastest Andrew Barke, Industry Head, Google 5.50pm Opening Remarks Councillor Douglas Mills, Cabinet Member for Improvement, Partnerships and Community Safety, Hillingdon Council. 5.45pm
  3. 3. Welcome and introduction <ul><li>Councillor Douglas Mills </li></ul><ul><li>Cabinet Member for Improvement, Partnerships and Community Safety, Hillingdon Council . </li></ul>
  4. 4. Hillingdon First <ul><li>Launched in July to all residents over 18 </li></ul><ul><li>Biggest distribution by Local Authority </li></ul><ul><li>Library card </li></ul><ul><li>Stop and shop parking </li></ul><ul><li>Discounts from 350 shops. They want the footfall </li></ul><ul><li>Leisure preferential rates coming in March </li></ul>
  5. 5. Survival of the Fastest Andrew Barke Industry Head, Google UK
  6. 6. Andy Barke Industry Head Survival of the fastest Satyan Joshi Product Specialist Gilli Goodman Product Specialist
  7. 7. Tough times… ...uncharted waters
  8. 8. This time, we’re digital 17p spent online You tube / iTunes 70% BB at home In every pound is spent online 17p Hours online Hours online Must have broadband within a month 90% People are online in the UK 41m Consumers post a comment online in a typical week 1 in 3 Of YT videos uploaded to every minute 20 hours Internet users compare prices and options 80%
  9. 9. Our ambition is to see Digital Britain as the leading major economy for innovation, investment and quality in the digital and communications industries Stuart Small Industry Leader , Google UK 21 st May 2009 “ Universal access to high quality, public service content through appropriate mechanisms for a converged digital age.” “ Empowered and informed consumers and citizens” “ Media Literacy and IT skills ” “ Broadband development”
  10. 10. Better informed audiences, changing faster
  11. 11. Tougher competition but growth is still out there
  12. 12. Consumers and competitors will speed up… ... the fastest will survive and thrive
  13. 13. Insight Agility Efficiency Pace
  14. 15. Insight
  15. 16. Online shopping is growing… Source: Insights for Search. Nielsen Jan 09 * IMRG Capgemini E-retail sales index Apr 09. Online retail sales grew 14% over the last year*
  16. 17. Comparing prices is a high priority Here we can see that searches for ‘compare’ within the shopping category have sharply risen above the category average in 09. Consumers are willing to put in extra effort in order to get the best deal available. Search Volume for Compare Category Average Source: Google Insights for Search.
  17. 18. Vouchers are now ‘hotter’ than Britney Spears! 08 into 09 sees search volumes for vouchers overtake volumes for Britney Spears Source: Google Insights for Search
  18. 19. Insight – Who is watching my videos Insights for video Demographics Discovery Geography Hot spots www.youtube.com/my_videos_insight
  19. 20. Agility
  20. 22. Agility – Optimise page layout C A B Which layout converts better?
  21. 23. +10% improvement in ‘add to basket’ action B
  22. 24. Agility – Iterate messaging / positioning fast 2009 Fuel Efficient Cars Reviews & Ratings on Most Fuel Efficient Cars, Trucks, and SUV’s. Fuel Efficient Driving Lower Gas Mileage w/your Next Car or Truck -- Get Price Quote. Fuel Efficient Cars Reviews & Ratings on all Makes Get Your Internet Price Quote Now. 1.9%CTR 5.2% CTR 3.1%CTR
  23. 25. Agility – Change your offer fast 9:00am 4:00pm
  24. 26. Efficiency
  25. 27. The Cloud is now mainstream
  26. 28. Efficiency – Focus on your business
  27. 29. Efficiency – use your assets
  28. 30. Efficiency - Look overseas
  29. 31. What factors make this the ideal time to start exporting? Government Incentives Cheaper ‘Clicks’ Overseas Consumer Behaviour Weak Pound
  30. 32. Pace
  31. 33. Get your business up & running in 30 minutes Gilli Goodman & Satyan Joshi
  32. 34. Imagine…. <ul><ul><li>‘ Mario’ is a plumber in Ruislip </li></ul></ul><ul><ul><li>He wants to grow his business </li></ul></ul><ul><ul><li>He wants more control over the work he does and what it costs to get it </li></ul></ul><ul><ul><li>He wants make the most by being online </li></ul></ul>
  33. 35. 5 Steps to help your business succeed online <ul><li>Research your market </li></ul><ul><li>Help search engines find your site </li></ul><ul><li>Promote your business on Google Maps </li></ul><ul><li>Attract more customers </li></ul><ul><li>Understand your visitors </li></ul>
  34. 36. Research your market with Insights for Search <ul><li>Categories </li></ul><ul><li>Popular products </li></ul><ul><li>Related searches </li></ul><ul><li>Seasonality </li></ul><ul><li>Variations by geography </li></ul><ul><li>=>*free* </li></ul>
  35. 42. sites.google.com/site/mariosplumbingsite /
  36. 43. 5 Steps to help your business succeed online <ul><li>Research your market </li></ul><ul><li>Help search engines find your site </li></ul><ul><li>Promote your business on Google Maps </li></ul><ul><li>Attract more customers </li></ul><ul><li>Understand your visitors </li></ul>
  37. 44. Help search engines find your site with Webmaster Central <ul><li>Website diagnostics </li></ul><ul><li>URL Submission </li></ul><ul><li>Site maps </li></ul><ul><li>=>*free* </li></ul>
  38. 45. www.youtube.com/GooglewWebmasterHelp
  39. 46. 5 Steps to help your business succeed online <ul><li>Research your market </li></ul><ul><li>Help search engines find your site </li></ul><ul><li>Promote your business on Google Maps </li></ul><ul><li>Attract more customers </li></ul><ul><li>Understand your visitors </li></ul>
  40. 48. Promote your business on Google Maps Local Business Centre <ul><li>Map pin for </li></ul><ul><li>your location </li></ul><ul><li>Business </li></ul><ul><li>description </li></ul><ul><li>Contact details </li></ul><ul><li>Link to website </li></ul><ul><li>Photo </li></ul><ul><li>=>*free* </li></ul>Mario’s Plumbing mariosplumbingsite .com
  41. 49. 5 Steps to help your business succeed online <ul><li>Research your market </li></ul><ul><li>Help search engines find your site </li></ul><ul><li>Promote your business on Google Maps </li></ul><ul><li>Attract more customers </li></ul><ul><li>Understand your visitors </li></ul>
  42. 50. Attract more customers with Google AdWords <ul><li>Set up in 15 mins </li></ul><ul><li>Target by </li></ul><ul><li>geography </li></ul><ul><li>Easy to control </li></ul><ul><li>Only pay when </li></ul><ul><li>someone visits </li></ul><ul><li>your site </li></ul><ul><li>Get the kind of </li></ul><ul><li>customers you </li></ul><ul><li>want </li></ul>
  43. 51. How to set up an Account: Step 1
  44. 52. How to set up an Account: Step 1
  45. 53. How to set up an Account: Step 2
  46. 54. How to set up an Account: Step 3
  47. 55. How to set up an Account: Step 4
  48. 56. How to set up a Campaign: Step 1 Choose countries where you want your ads to show
  49. 57. How to set up a Campaign: Step 2 Choose specific regions where you want your ads to show
  50. 58. How to set up a Campaign: Step 3 Use the line by line template to write your ad text
  51. 59. How to set up a Campaign: Step 4 Choose the keywords users will search on to trigger your ad Specific keywords such as ‘ruislip plumber’ are more targeted and cost effective than generic keywords such as ‘london’ or ‘plumber’
  52. 60. How to set up a Campaign: Step 5 Set your cost settings The budget controls how often your ad shows With relevance, CPC bid determines position on Google
  53. 61. Relevant advertising is essential <ul><li>Higher ranked ads get more visibility </li></ul><ul><li>Ranking = Max CPC x Quality Score </li></ul><ul><li>Good Quality Score leads to a low Min CPC </li></ul>£3.00 CPC x QS £0.35 CPC x QS “ Plumber in london” Click QS
  54. 62. Mass Targeted Reach – and many channels Sources: Media Metrix / NetRatings Google #1 UK search engine, including: Search partners, including: Thousands of Content partners, including: % of Search Page Views Google is the #1 search engine in the U.K. Google hosts 17 out of 20 Search Page Views Other 15% 85%
  55. 63. 5 Steps to help your business succeed online <ul><li>Research your market </li></ul><ul><li>Help search engines find your site </li></ul><ul><li>Promote your business on Google Maps </li></ul><ul><li>Attract more customers </li></ul><ul><li>Understand your visitors </li></ul>
  56. 64. Understand your visitors better with Google Analytics <ul><li>Set up in 15 mins </li></ul><ul><li>Improve your </li></ul><ul><li>online results </li></ul><ul><li>Sophisticate </li></ul><ul><li>analysis </li></ul><ul><li>Easy to use </li></ul><ul><li>Scalable for any </li></ul><ul><li>size site </li></ul><ul><li>=>*Free* </li></ul>
  57. 65. Web’s #1 Testing Platform <ul><li>Benefits </li></ul><ul><ul><ul><li>Free </li></ul></ul></ul><ul><ul><ul><li>Easy to use </li></ul></ul></ul><ul><ul><ul><li>Does not impact SEO </li></ul></ul></ul><ul><ul><ul><li>Backed by Google </li></ul></ul></ul><ul><ul><ul><li>Increases in conversions >25% not uncommon </li></ul></ul></ul><ul><ul><ul><li>Discussion groups, tutorials, consultant network </li></ul></ul></ul><ul><li>Features </li></ul><ul><ul><ul><li>A/B Split Testing </li></ul></ul></ul><ul><ul><ul><li>Multivariate Testing </li></ul></ul></ul><ul><ul><ul><li>Follow Up Testing </li></ul></ul></ul><ul><ul><ul><li>Works with ALL traffic </li></ul></ul></ul><ul><ul><ul><li>Statistical Analysis </li></ul></ul></ul><ul><ul><ul><li>Platform Independent </li></ul></ul></ul><ul><ul><ul><li>Quarterly feature updates </li></ul></ul></ul>
  58. 66. Website Optimisation: How it works? Test variations of the same page Customers Visit your Website 1/3 visitors 14% Make Purchase 20% Make Purchase 2% Make Purchase Customers Convert Original Combo 1 Combo 2 Winning Combination 1/3 visitors 1/3 visitors
  59. 67. Top 10 tips for Website Optimisation <ul><li>Ensure landing page matches ad creative </li></ul><ul><li>Ensure homepage has a defined purpose based on visitors </li></ul><ul><li>Ensure the simple navigation and clear information architecture </li></ul><ul><li>Clear category proposition pages </li></ul><ul><li>Clear product pages </li></ul><ul><li>Onsite search that works </li></ul><ul><li>No unnecessary registration requirements at checkout </li></ul><ul><li>Simple checkout forms </li></ul><ul><li>Quarantined checkout </li></ul><ul><li>Ensure you make your sales proposition clear </li></ul>
  60. 68. Thank you Gilli Goodman & Satyan Joshi Product Specialists Google UK
  61. 69. Case Study: AdWords in Action Stephen Cross E-Communications Manager, London Borough of Hillingdon
  62. 70. HillingdonFirst website <ul><li>Privilege card for residents </li></ul><ul><li>Offers from local businesses </li></ul><ul><li>Directory of participating shops and businesses </li></ul><ul><li>Interactive Google maps </li></ul><ul><li>YouTube videos </li></ul>
  63. 71. ‘ Beat the crunch’ website <ul><li>For business and residents </li></ul><ul><li>Support during the downturn </li></ul><ul><li>Resources and useful links </li></ul>
  64. 72. www.hillingdon.gov.uk/business <ul><li>Business hub </li></ul><ul><li>Online business directory </li></ul><ul><li>HillingdonFirst details </li></ul><ul><li>‘ Beat the crunch’ microsite </li></ul><ul><li>Advice, support and resources </li></ul>
  65. 73. Ice rink campaign 2008 <ul><li>Local community attraction </li></ul><ul><li>Traditional marketing </li></ul><ul><li>Challenge to compete with other venues </li></ul>
  66. 74. Marketing with AdWords <ul><li>Opportunities: </li></ul><ul><li>Target wider geographical area </li></ul><ul><li>Internet users </li></ul><ul><li>Reach people looking for skating and other leisure activities </li></ul>
  67. 75. Ad targeting <ul><li>Geographical targeting </li></ul><ul><li>Set budget and cost-per-click </li></ul><ul><li>Adjust ad text </li></ul><ul><li>Online help and analytics </li></ul>
  68. 76. Successful campaign <ul><li>5,000+ clicks </li></ul><ul><li>500,000+ ad impressions </li></ul><ul><li>Contributed to campaign success </li></ul><ul><li>Returns in 2009 </li></ul>
  69. 77. Questions?
  70. 78. Closing remarks. Q&A Thank you.

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