Make the web work for you by Google | João Nunes

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'Make the web work for you' by Google no IPAM Lisboa. Apresentação de João Nunes, Account Manager & Online Ad Sales Google.

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Make the web work for you by Google | João Nunes

  1. 1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1Google Confidential and ProprietaryMaking The Web Work For YouJoão NunesOnline Business ConsultantMay, 9thhttp://goo.gl/0qkdahttps://twitter.com/jmgsnuneshttp://ie.linkedin.com/in/jmnunesjoaonunes@google.com
  2. 2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2to organize the world’s information and make ituniversally accessible and useful
  3. 3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3to organize the world’s information and make ituniversally accessible and usefulfor you
  4. 4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
  5. 5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5Planning a journey takes longer than thetrip itselfDreamingExperiencingResearchingBookingSharing12345
  6. 6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6A lot of research goes into planning theperfect trip24 1:43 17.6Average journey lengthin days beforepurchaseAverage research timein hours beforepurchaseAverage site visitsbefore purchase
  7. 7. Google Confidential and Proprietary 7Google Confidential and Proprietary 79.1 19.8 4.78.7 18.3 4.68.1 17.2 4.3Travel-Sessions Site-Visits Search-clicksQ111 Average Q112 Average Q113 AverageThe hotel research process continues to becomplex and time-consuming YoYThe average hotel booker conducts 8 research sessions, clicks on 4+search ads and visits 17 different sites all prior to bookingSource: Compete Key Themes, Year-over-Year Online Travel Content Consumptionin the Hotel Category. (Average sessions, visits, or clicks among hotel bookers prior to booking, Q1 2011, 2012, 2013)Key questions:1) How will you stay top-of-mind throughout the travel process?2) How can you make the process easier for travelers?
  8. 8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8Source: Adobe Systems Inc., “Hotel Benchmarking Metrics,” Jan. 2013Hotel website trends•  42% of traffic to hotel websites worldwideis driven by search engines•  Users view 4.9 pages per visit on hotelwebsites on tablets (higher than PCs, whichhas a 4.7 page view per visit average)•  Bounce rates for hotel websitesworldwide are the lowest on tablets(35%, whereas PCs have a 44%bounce rate and mobile phones havea 47% bounce rate)•  Of mobile hotel website views, tabletscontribute 58% of views and mobilephones account for 41% of viewsPrioritize the customer experience across screens todifferentiate your brand vs. competitors and OTAs
  9. 9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9Make betterdecisionsby accessing uniquecustomer, industry andperformance insightsWin momentsthat matterby engaging billions of people, inthe right context, with personalizedexperiences they loveWhat we do:Google Makes The Web Work For YOUWe help You:Go bigger,fasterby tapping into technologythat works together, acrossyour business needs
  10. 10. Google Confidential and Proprietary 10Google Confidential and Proprietary 10AwarenessInterestConsiderationPurchaseWe’re improving every step of the marketingfunnel…
  11. 11. Google Confidential and Proprietary 11Google Confidential and Proprietary 11Online Sources Used for ResearchRT2. Which of the following online sources did you use to look for information on a hotel?, n=1559D48% of consumers recall using search while researching hotels3%3%3%7%9%10%10%13%36%48%58%72%OtherNewspaper WebsitesVideo Sharing WebsitesSocial Networking WebsitesConsumer Generated Online ReviewsGeneral Discount WebsitesTravel Book Review WebsitesMembership WebsitesTravel Review WebsitesSearch EnginesOnline Travel Agency WebsitesHotel WebsitesHotel Shoppers
  12. 12. Google Confidential and Proprietary 12Google Confidential and Proprietary 12Search is key for initial consideration74% of hotel shoppers recall searchbeing helpful in their research47% of those who read consumerreviews said their research helped them68% of hotel shoppers search primarilyon branded termsOnline sources help shoppers obtaingeneral information about hotels…Source: RT5. How did each of the following source(s) help you while you researched or shopped for a hotel?
  13. 13. Google Confidential and Proprietary 13Google Confidential and Proprietary 137 of 10 hotel searchers perform only queriescontaining brand termsImplement comprehensive search strategy to reach all in-market consumers24% 8%Non-Branded68%BrandedSource: Google/Compete Query Pathing among Hotel bookers, Q3 2011
  14. 14. Google Confidential and Proprietary 14Google Confidential and Proprietary 14HOTEL SHOPPERS STARTING RESEARCH ON BRANDED TERMSENDING IN SAME CATEGORYSource: Google/Compete Hotel Query Pathing Q3 2011Branded Term83%StartEndNon-BrandedTerm 8%•  Best Hotels DealsBranded Term92%•  Pestana HotelsEvolution Of Searches Terms
  15. 15. Google Confidential and Proprietary 15Google Confidential and Proprietary 15FEWER CONSUMERS START RESEARCH ON NON-BRANDED TERMS,FINAL SEARCH SPLIT BETWEEN TERM CATEGORIES3%Source: Google/Compete Hotel Query Pathing, Q3 2011Non-Branded Term17%StartNon-BrandedTerm 44%•  Best Hotels DealsBranded Term56%•  Pestana HotelsEndEvolution Of Searches Terms
  16. 16. Google Confidential and Proprietary 16Google Confidential and Proprietary 16EF1 Site 2 to 4 Sites 5+ Sites10% 24% 66%2 of 3 buyers use 5 or more sites whileresearching hotelsRemarket to potential buyers who are shopping aroundSource: Clickstream: BF02
  17. 17. Google Confidential and Proprietary 17Google Confidential and Proprietary 17Visitor addedto listVisitorleavesYour ad across theGoogle Display NetworkVisitor comesto your siteVisitor returns to your sitemore conversions!Remarketing is a powerful tool that lets youreach customers who have previously visitedyour site
  18. 18. Google Confidential and Proprietary 18Google Confidential and Proprietary 18DEF1 Site33%Same Day52%9% 6%Same Week 2 Weeks 3+ WeeksMore than half of buyers research sessionsoccur 3+ weeks prior to conversionLengthen attribution window to account for long research windowsSource: Clickstream: BF08
  19. 19. Google Confidential and Proprietary 19Google Confidential and Proprietary 19What is Attribution?Email$100$100 =
  20. 20. Google Confidential and Proprietary 20Google Confidential and Proprietary 20What is Attribution?EmailOrganicSearchPaidSearchDisplaySocial$100$100 =?
  21. 21. Google Confidential and Proprietary 21Google Confidential and Proprietary 21Why is Attribution Essential?•  Most customers will have more than a single step in theirconversion path.•  Most advertisers will only assign value to the last marketingchannel a customer touched before conversion.•  Therefore, their CPA guides them to invest at a point where mostcustomers have already decided where to send their business.  http://www.thinkwithgoogle.com/insights/library/studies/marketing-attribution-valuing-the-customer-journey/  http://www.thinkwithgoogle.com/insights/featured/marketer-attribution-playbook/
  22. 22. Google Confidential and Proprietary 22Google Confidential and Proprietary 22OverviewAssisted ConversionsPath LengthTime LagTop PathsGoogle Multi Channel Funnels
  23. 23. Google Confidential and Proprietary 23Google Confidential and Proprietary 23Travelers plan trips across multiple devicesCross-usage of devices for research when planning a trip  Source: “The New Multi-screen World.” Google and Ipsos MetdiaCT. September 2012. Base: Have Started Activity on One Device &Continued on Another (627) Q. For the activities listed below, think about the last time you started each activity on one device and thencontinued or finished the same activity on another device. Please select which device you started and then continued on.47%45%3%Started on asmartphoneContinuedon a PCContinuedon a Tablet38%31%7%Started on aPC/LaptopContinued ona smartphoneContinuedon a tablet15%1%14%Started onA tabletContinued ona smartphoneContinuedon a PC
  24. 24. Google Confidential and Proprietary 24Google Confidential and Proprietary 24February 2013 Google Confidential and Proprietary 243:23 pm4:20 pm11:14 am5:52 pm2:16 am3:49 pm1:19 pm12:59 pm7:30 pm9:01 pm7:21 pm2:37 pm5:20pm1:30 pm2:56 pm3:30 pm11:14 am9:01 pm3:49 pm6:41 pm3:45 pm9:23 pm2:29 pm1:52 pm7:20 pm2:20 pm7:21 pm6:30 pm4:42 pm4:59 pm5:52 pm12:27 pm12:59 pm 2:59 pm5:59 pm6:41 pm 8:30 pm9:32 pm4:30 pm6:31 pm1:16 pm11:47 pm1:27pm12:13pm10:29 am9:05 pm7:30 pm2:19pm8:25 am12:10:26 pm3:32 pm4:42 pm7:42 pmIntroducing enhanced campaignsEnhanced campaigns help you reach people in the momentsthat matter across all devices, with smarter ads that arerelevant to intent and context.
  25. 25. Google Confidential and Proprietary 25Google Confidential and Proprietary 25February 2013 Google Confidential and Proprietary 25Key features of enhanced campaignsPowerful toolsfor the multi-deviceworldAdvanced reportsto measure moreconversion typesSmarter adsfor varying usercontexts
  26. 26. Google Confidential and Proprietary 26Google Confidential and Proprietary 26Find your audience with demographic targeting65+Sophisticated inferredtechnology lets you target ageand gender more preciselyGain broad, accurate reach for brand awareness goalsDreaming
  27. 27. Google Confidential and Proprietary 27Google Confidential and Proprietary 27Use Topic Targeting On the GDNLooking to reach abroad audience quicklyHave a flexiblecampaign budget and/or CPALooking to significantlyramp up traffic or addeliveryUse topic exclusion to prevent your ads from appearing on pagesabout specific topics or with poor performance.Dreaming
  28. 28. Google Confidential and Proprietary 28Google Confidential and Proprietary 28Target users interested in specific content withInterest CategoriesBig•  1600+ interest categories•  100 billion impressions monthly•  500m+ daily internet users•  all ad formatsSmart•  Sophisticated blend of overallinterests, recent session andcurrent pagevideo games news sports air travel jewelry magazines
  29. 29. Google Confidential and Proprietary 29Google Confidential and Proprietary 29Combine the control of search with flexibility ofdisplay: Next Gen Keyword Contextual TargetingFine-tuneperformancewith keywordlevel targetingand bidding.ControlReal timeinsights withkeyword levelperformancereportsEfficiencyMatch adsmore preciselyInstantly copysearchcampaigns ontodisplayTransparencyAccuracy Control
  30. 30. Google Confidential and Proprietary 30Google Confidential and Proprietary 30The travel path to purchase is increasingly social  Source: ROI Research Inc., “S-Net: A Study in Social Media Usage & Behavior” sponsored by Performics, Aug 2011; Google/Shopper Sciences, Role of Social in the Travel Shopper’s Journey, December 2012;PURCHASE60%of travelers factoredonline opinions into theirvacation planningIn 2012, the average U.S.travel shopper consulted11.2 sourcesprior to purchase48%of social network usersfollow travel brands tolearn about promotions& sales announcements17%of travel purchasedecisions are influencedby social media
  31. 31. Google Confidential and Proprietary 31Google Confidential and Proprietary 31Search Video Mobile Display Offers Local+People +Relationships +Sharing +RecommendationsGoogle+ is making all of your Google experiences better
  32. 32. Google Confidential and Proprietary 32Google Confidential and Proprietary 32What does Google+ mean for a travel brand?DeeperengagementMeasurableimpactBetterDiscoveryRelevantreach,across theweb
  33. 33. Google Confidential and Proprietary 33Google Confidential and Proprietary 33Summary and DiscussionAwarenessInterestConsiderationPurchase
  34. 34. Google Confidential and Proprietary 34Google Confidential and Proprietary 34Useful LinksAwarenessInterestConsiderationPurchase•  The Zero Moment Of Truthhttp://www.zeromomentoftruth.com/•  Our Mobile Planethttp://www.thinkwithgoogle.com/mobileplanet/en/•  Think With Googlehttp://www.thinkwithgoogle.com/insights/•  Mobilise Your Site Nowhttp://www.howtogomo.com/•  Consumer Barometerhttp://www.consumerbarometer.com/
  35. 35. Google Confidential and Proprietary 35Google Confidential and Proprietary 35Google Confidential and ProprietaryThanks++++++++++++++++++ +++++++++++++++++++++

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