SME Tech Summit James Topfer Google


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  • Australians are online Australians make decisions online Driving results for your business
  • 61% of Internet users watch television while online, and 50% use the Internet while listening to the radio. Of those that multi-task, the majority cite the Internet as their typical primary focus of attention. The amount of time spent online continues to increase at a rapid rate, increasing from 13.7 hours last year to 16.1 hours per week for this report.
  • SME Tech Summit James Topfer Google

    1. 1. Search Marketing 101 December 2009 James Toepfer Marketing Manager Google Australia & New Zealand
    2. 2. Australians are online
    3. 3. Every Australian is online Source: eMarketer, Feb 2009; ABS, Dec 2007 14.4 million internet users Internet Penetration by Income (ABS: 2007) Internet Penetration by Age (ABS: 2007)
    4. 4. Query volumes continue to grow Indexed Query Volume: Jan 07 = 100 Query Volume in Key Categories (weekly query volume index, Jan 07 =100) Monthly Query Volume Growth (year on year) Source: internal Google tools
    5. 5. Australians make decisions online Research Findings
    6. 6. 50% of shoppers research online before purchase Total: 3,220 respondents (400 per category) Source: ACRS “The Internet’s Role in Offline Purchase Behaviour”, Jan 08 & Feb 09 <ul><li>1 in 3 for: </li></ul><ul><li>Clothing </li></ul><ul><li>Entertainment </li></ul><ul><li>1 in 2 for: </li></ul><ul><li>Beauty & Skincare </li></ul><ul><li>Soft Homewares </li></ul><ul><li>Toys </li></ul><ul><li>Consumer Electronics </li></ul><ul><li>Furniture </li></ul><ul><li>2 in 3 for: </li></ul><ul><li>Computers & Gaming </li></ul>
    7. 7. Topics covered today…. 1 What Is Search? 2 <ul><li>Search on Google </li></ul><ul><li>Organic Search listings </li></ul><ul><li>Paid Search ads </li></ul>3 How Savvy Marketers Use Search
    8. 8. Search Is an Integral Part of Users’ Lives
    9. 9. What Is Search? Google’s Mission: Organize the world's information and make it universally accessible and useful. Search: Seeking – and finding – relevant and useful information.
    10. 10. Pull Marketing: On-Demand at the Moment of Relevance Push Marketing works for some things… Pull Marketing … but there is value in reaching consumers who seek your message Yellow Pages has known this since the 1800s! Commercials
    11. 11. Connect at the moment of relevance, with a targeted message and the most relevant content . corporate hospitality Search Works: Reach Users at the Moment of Relevance
    12. 12. Google Search Makes Finding Information Simple home theatre
    13. 13. Google Search: Fast and Easy User Experience
    14. 14. A Google Search results page consists of… Natural Paid <ul><li>Organic “Natural” Search Results </li></ul><ul><li>Cost free; results are based on Google ranking algorithm of relevance to search query </li></ul><ul><li>Sponsored “Paid” Advertising </li></ul><ul><li>Advertisers can bid on these positions </li></ul>
    15. 15. Consumers Understand And Accept The Paid Search Principle Source: The Power of Search – Research International – March 2008 39% want the choice of paid & natural links 50% do not mind paid results 11% want only natural links
    16. 16. Search works throughout the journey Purchase Awareness Consideration conceptual buy samsung lcd tv lcd tv samsung lcd tv
    17. 17. Marketing objectives shape your search strategy Awareness ‘ LCD tv’ Consideration ‘ samsung lcd tv’ Purchase ‘ buy samsung lcd tv’ 500,000 searches per month 50,000 searches per month 200 searches per month
    18. 18. How Savvy Marketers Use Search These Best Practices are based on the collective expertise and experience of the Google team and are the benchmarks for ongoing success 1. Understand how buyers search in your market 2. Advertise all saleable products and services 3. Ensure fresh / relevant creatives and landing pages 4. Capitalise on other media promotions 5. Measure and optimise performance
    19. 19. Insights for Search – know the trends Google “insights for search”
    20. 20. Learn About Seasonality Source: Google Insights for Search
    21. 21. What’s popular with the public? Hockey is a more popular topic last week, will it be Abbott next week?
    22. 22. Google Keyword Tool – where to advertise Google “keyword tool”
    23. 23. 35% greater interest in benefit of “quiet” than in “enjoyment from anywhere” Test ads via customer feedback
    24. 24. Provide relevant and easy to use Landing Pages <ul><li>The Offer </li></ul><ul><li>Test several offers and measure results </li></ul><ul><li>Consider percentage-off vs. free shipping, different price points, or coupons </li></ul>. <ul><li>The Product </li></ul><ul><li>Avoid using homepages or multi-purpose landing pages </li></ul><ul><li>Use specific landing pages for each goal, product, or service when feasible </li></ul><ul><li>The Picture </li></ul><ul><li>People like pictures of other people </li></ul><ul><li>You can never have too many detailed product shots </li></ul><ul><li>The Form </li></ul><ul><li>Keep registration forms short with few required fields </li></ul><ul><li>Provide value before requesting user info </li></ul><ul><li>Make it easy for the user to contact someone for questions/assistance </li></ul>
    25. 25. Metrics Matter
    26. 26. Tracking - bringing science into advertising Google Analytics – Improve your site and increase marketing ROI
    27. 27. Taking the guess work out of it Google Website Optimiser – Increase your site’s conversion rate
    28. 28. Which site converts better? Wining Page - 20% Conversion Lift! Go to:
    29. 29. Key Take Away’s <ul><li>Make sure you are there when people are looking for you! </li></ul><ul><ul><ul><li>Align your budgets with the opportunity on Google and how people are consuming media today </li></ul></ul></ul><ul><ul><ul><li>Connect the loop with your offline marketing activity </li></ul></ul></ul><ul><li>Your website is your flag ship point of sale </li></ul><ul><ul><ul><li>Take advantage of your website as a marketing tool to engage people and drive them into your Channel </li></ul></ul></ul><ul><ul><ul><li>Your online presence should replicate what people receive when talking to a sales rep and include all your products </li></ul></ul></ul><ul><li>Online marketing tools can be more targeted, measurable and cost effective than any other media </li></ul><ul><ul><ul><li>Optimise your marketing investment across online and offline to maximise your return on marketing $’s </li></ul></ul></ul>
    30. 30. Thank You Event Promotion: $100 AdWords credit this month, go to: