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PERFORMIX.Wien 2016 – Wachstumstreiber Google – Dominik Wöber (Google Germany)

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Mobile ist weiterhin ein riesiger Wachstumsgarant für Unternehmen. Mittlerweile haben die meisten Unternehmen Mobil-optimierte Webseiten.

Jetzt geht es darum, die User Experience zu verbessern und alle Effekte von Mobile zu messen – und den Wert der Interaktion für den Werbeerfolg besser zuzuordnen.

Dominik Wöber hat den Besuchern der PERFORMIX.Wien in seinem Vortrag Neuerungen vorgestellt, um die Performance KPIs zu verbessern und den Impact von Mobile zu messen.

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PERFORMIX.Wien 2016 – Wachstumstreiber Google – Dominik Wöber (Google Germany)

  1. 1. Confidential + Proprietary Wachstumstreiber Mobile Dominik Wöber Head of Performance Sales, Central Europe
  2. 2. Confidential + Proprietary 2015 Mehr Mobile Suchanfragen als auf Desktop
  3. 3. Confidential + Proprietary Mehr als 50% des Traffics von Smartphones und Tablets
  4. 4. Confidential + Proprietary IMPROVE PERFORMANCE MEASURE IMPACT
  5. 5. Confidential + Proprietary 01 UX IMPROVE PERFORMANCE
  6. 6. Confidential + Proprietary MEINE SEITE SIEHT AUF DEM DESKTOP GUT AUS Home Lorem Donec Quisque Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec Donec tincidunt viverra nisl, quis convallis orci ullamcorper id. Vivamus in scelerisque dolor. Quisque ornare porta cursus. Nullam a dui consectetur, finibus massa imperdiet, egestas diam. Link Cras in augue mi. Praesent vel elementum lorem. Nulla venenatis id urna mattis facilisis. Hier clicken Lorem Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec tincidunt viverra nisl, quis convallis orci ullamcorper id. Vivamus in scelerisque dolor. Quisque ornare porta cursus. Nullam a dui consectetur, finibus massa imperdiet, egestas diam. Cras in augue mi. Praesent vel elementum lorem. Noch ein Link Nulla venenatis id urna mattis facilisis. Hier verlinked Photo left by @sally CC BY-NC 2.0 Photo right by @dailyinvention CC BY-NC 2.0 IMPROVE PERFORMANCE
  7. 7. Confidential + Proprietary Funktion Web Apps mobiles Web IMPROVE PERFORMANCE IMPROVE PERFORMANCE
  8. 8. Confidential + Proprietary Funktion Apps mobiles Web IMPROVE PERFORMANCE
  9. 9. Confidential + Proprietary Sicher? IMPROVE PERFORMANCE
  10. 10. Confidential + Proprietary Ich möchte .. jetzt interessante Inhalte sehen warten bis der Download fertig ist IMPROVE PERFORMANCE
  11. 11. Confidential + Proprietary Funktion Reichweite App Web * IMPROVE PERFORMANCE
  12. 12. Confidential + Proprietary Progressive Web Apps IMPROVE PERFORMANCE
  13. 13. Confidential + Proprietary Speed Engagement Conversion IMPROVE PERFORMANCE
  14. 14. Confidential + Proprietary IMPROVE PERFORMANCE Faster is better. Source: SOASTA, 2015 2.4 2.7 3.0 3.3 3.6 3.9 4.2 4.5 4.8 5.1 5.4 5.7 6.0 6.3 6.6 6.9 7.2 7.5 7.8 8.1 8.4 8.7 9.0 9.3 9.6 9.9 180,000 140,000 100,000 60,000 0 20,000 58 45 32 19 0 6 Sessions Load time (in seconds) Bouncerate(%) Sessions Bounce rate 13% bounce rate 20% bounce rate 58% bounce rate Speed
  15. 15. Confidential + Proprietary Log in to the prototype: https://m.airberlin.com/en/pwa Name: Schwager PNR: IO2016 IMPROVE PERFORMANCE
  16. 16. Confidential + Proprietary IMPROVE PERFORMANCE
  17. 17. Confidential + Proprietary IMPROVE PERFORMANCE
  18. 18. Confidential + Proprietary IMPROVE PERFORMANCE
  19. 19. Confidential + Proprietary Reichweite App Web PWA Funktion IMPROVE PERFORMANCE
  20. 20. Confidential + Proprietary Reichweite App Funktion IMPROVE PERFORMANCE Web
  21. 21. Speed Engagement Conversion Retention Accelerated Mobile Pages Progressive Web Apps Web Payments Credential Manager + Push Notifications What technology can help me?
  22. 22. Confidential & Proprietary 1) TestMySite TestMySite.withgoogle.com 1 Simple UI How are you stacking up: PageSpeed Insights scores for a given URL What should you do: detailed report on what to improve 2 3
  23. 23. Confidential & Proprietary 2) EMEA mSite Benchmarks for top 20 sites for 3 key industries EMEA mSite Benchmarks aim to help customers to improve their UX and learn from Industry Leaders. goo.gl/AbgzWQ
  24. 24. Confidential & Proprietary 2) EMEA mSite Benchmarks for top 20 sites for 3 key industries EMEA mSite Benchmarks aim to help customers to improve their UX and learn from Industry Leaders. goo.gl/AbgzWQ
  25. 25. Confidential + Proprietary 02 ADS IMPROVE PERFORMANCE
  26. 26. Confidential + Proprietary IMPROVE PERFORMANCE 50%+ ad text Up to 20%+ Increase in CTR
  27. 27. Gas www.RedBull.com/ Red Bull stimuluff done! Gas station Gas www + IMPROVE PERFORMANCE
  28. 28. Gas www.RedBull.com/ Red Bull stimuluff done! Gas station Gas www IMPROVE PERFORMANCE
  29. 29. Confidential + Proprietary 03 Attribution MEASURE IMPACT
  30. 30. Confidential + Proprietary MEASURE IMPACT
  31. 31. Confidential + Proprietary Same-Device Conversions Cross-Device Conversions Call / In-Store Conversions Multi Touch Conversions Same-Device Conversions Cross-Device Conversions Call / In-Store Conversions Multi Touch Conversions MEASURE IMPACT
  32. 32. Confidential + Proprietary Scale: Cross-Device Measurement across Google platforms Why How Action Roadmap & Next Steps What 1B+
  33. 33. Confidential + Proprietary 30% mehr Conversions werden Mobile zugeschrieben MEASURE IMPACT Quelle: google.de/think
  34. 34. Confidential + Proprietary Same-Device Conversions Cross-Device Conversions Call / In-Store Conversions Multi Touch Conversions Same-Device Conversions Cross-Device Conversions Call / In-Store Conversions Multi Touch Conversions MEASURE IMPACT
  35. 35. Confidential + Proprietary MEASURE IMPACT
  36. 36. Confidential + Proprietary Look-Back : 90d Max. X CR: 1.3% CR: 1.0% CR: +30% MEASURE IMPACT
  37. 37. Confidential + Proprietary Same-Device Conversions Cross-Device Conversions Call / In-Store Conversions Multi Touch Conversions Same-Device Conversions Cross-Device Conversions Call / In-Store Conversions Multi Touch Conversions MEASURE IMPACT
  38. 38. Confidential + Proprietary 95% MEASURE IMPACT
  39. 39. Confidential + Proprietary GOOGLE STORE VISITS AdWords Search AdClick Store Visit reported in AdWords User visits a Store “15% of user visited my store after clicking on an ad” MEASURE IMPACT
  40. 40. Confidential + Proprietary Wi-Fi signal strength in stores (wi-fi mapping) GPS location signals Visit behavior Industry Standard Signals Mapping the physical borders of advertiser stores Search query data Opted-in user panel data (survey) Google Earth and Maps street view data Google Maps navigation data Android & iOS Location History data Google’s Unique Signals MEASURE IMPACT
  41. 41. Confidential + Proprietary 12% der Smartphone Nutzer besuchen einen Laden innerhalb von 30 Tagen nach dem Anzeigenklick. Ladenbesuche von Mobile sind 21%höher als Desktop bei 50% günstigeren Kosten/Store Visit. MEASURE IMPACT
  42. 42. Confidential + Proprietary Same-Device Conversions Cross-Device Conversions Call / In-Store Conversions Multi Touch Conversions Same-Device Conversions Cross-Device Conversions Call / In-Store Conversions Multi Touch Conversions MEASURE IMPACT
  43. 43. Confidential + Proprietary 01 UX 02 Ads 03 Attribution
  44. 44. Confidential + Proprietary Danke

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