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E wars google v facebook

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E wars google v facebook

  1. 1. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   "E-­‐wars:  Google  v  Facebook”     (and  what  it  means  for  a  pes@e)  
  2. 2. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   The  Script   •  Online  state  of  play   •  Google  is  King   •  The  rise  of  Facebook   •  Video  Games:  YouTube  v  Facebook   •  Power  to  the  people  adver@ser   –  Targeted  adver@sing  
  3. 3. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   Online   State  of  play  
  4. 4. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   Who’s  who  in  the  Search  Engine  Zoo?   Search  Engine   Owner   Algorithm   Global  share   Google   Google   Google   88.1%   Bing   MicrosoO   MicrosoO   4.53%   Yahoo   Yahoo   MicrosoO   4.13%   Owner   Browser   2014   2015   MicrosoO   Internet  explorer   Bing   Bing   Apple   Safari   Google   ?   Google   Chrome   Google   Google   Mozilla   Firefox   Google   Yahoo  
  5. 5. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   2014  online  ad  spend   Total  online  spend:  $4.6billion   Display   Search  &  Directories   Classifieds   Mobile   Video   Internet  adver@sing  will  be  the  largest  segment  by  2018  (PwC  /  IAB)   Up  118%   Up  52%  
  6. 6. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   Most  popular  websites   Experian  Hitwise  Australia:  www.experian.com.au/hitwise/   Website   Weekly  Visits   Share   Google  Australia   198,885,846   8.51%   Facebook   101,469,037   4.34%   Youtube   54,165,140   2.32%   Google   29,902,967   1.28%   Amazon.com   26,807,915   1.15%   Wikipedia   25,628,721   1.1%   eBay  Australia   21,201,714   1.08%   Bing   18,321,714   0.91%   Gmail   18,321,688   0.78%   Windows  Live  Mail   16,886,160   0.72%   Week  ending  11th  April  2015  
  7. 7. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   Top  Social  Networking  Sites  by  Visits   Website   Weekly  Visits   Share   Facebook   101,469,037   38.14%   Youtube   54,165,140   20.38%   Twider   10,762,325   4.05%   Tumblr   10,461,726   3.94%   Reddit   9,153,882   3.44%   Steam  Community   7,241,339   2.72%   LinkedIn   4,480,000   1.69%   Whirlpool  Forums   2,503,435   0.94%   Yahoo!  Answers   2,476,841   0.93%   4chan   2,127,174   0.80%   Experian  Hitwise  Australia:  www.experian.com.au/hitwise/   Week  ending  11th  April  2015  
  8. 8. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   Top  10  brands  and  their  engagement   Nielsen  online  landscape  review:  iabaustralia.com.au   Website   Unique   visitors  (000s)   Sessions   per  person   Time     per  person   Google   14,629   24.91   2:47:35   Facebook   10,581   21.81   7:17:22   MSM  /  WindowsLive  /  Bing   8,746   15.08   1:51:53   MicrosoO   8,483   8.05   1:11:48   Youtube   8,138   8.57   2:36:28   Wikipedia   6,818   5.79   0:30:41   eBay   6,816   10.35   1:57:35   Yahoo7!   6,305   11.38   1:35:54   Apple   5,724   6.5   0:46:01   ABC  online  network   4,418   9.25   0:55:17   February  2015  
  9. 9. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   Rules!   (but  for  how  long?)  
  10. 10. Dominance   •  Organic  Search   •  Local  Search   •  Adwords   •  Google  tools   •  Display  network  
  11. 11. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015  
  12. 12. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015  
  13. 13. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   Lies,  damn  lies  and  stascs   CTRs   •  Organic:   – Posi@on  1:  31%   – Posi@on  2:  14%   – Posi@on  3:  10%   – Posi@on  1  a  lot  higher   for  branded  search   •  Paid:   – Posi@on  1:  5.3%   – Posi@on  2:  3.7%   – Posi@on  3:  2.7%   – Posi@on  4:  2.0%   •  But  for  high  intent  (commercial)  searches,     paid  ads  out  click  organic  66%  :  33%!   •  Advanced  web  ranking  2014  report  and  Wordstream  
  14. 14. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   The  Google  Algorithm   •  It’s  a  secret,  but   •  Over  200  factors   – Weigh@ng  varies   •  Updated  all  the  @me   – Several  major  updates  annually   – Around  600  minor  updates  a  year   •  It’s  gejng  smarter  all  the  @me   – Write  for  the  reader  
  15. 15. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   • Content  algorithm   •   High  quality  -­‐  good   • “Thin”  -­‐  poor   • Content  is  King   • Spam  filter  targe@ng   unnatural  links   • Need  good  links  from   high  authority  sites   • Local  algorithm   • Web  +  map  search   • Content  is  King   • Local  search  directories   The  Google  Zoo  
  16. 16. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   SEO  (Search  Engine  Opmizaon)   •  Google  determines  whether  your  website  is  what  a   reader  is  looking  for  based  on  the  Google  algorithm   •  Important  for  both  organic  and  paid  search   •  Content  is  King   •  Website  authority   •  Mobile  op@miza@on  
  17. 17. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   “Content  is  King”   •  Tips  for  content  marke@ng   –  Don’t  go  the  hard  sell   –  Provide  informa@on  (free)  and  empower  your  customer   –  Develop  trust  and  exper@se  for  enduring  rela@onship   –  Regular  contact  builds  awareness  and  familiarity   •  Website  is  the  hub  of  your  online  presence   –  Regular  content  update   –  Blog   –  Newsleder   –  Video   •  Infotainment  is  the  sweet  spot  
  18. 18. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   Local  search   •  Google  loves  local  search,  because  their   customers  love  local  search   •  How  does  Google  know  you  are  local?   – Website  info   – Local  business  directories   – Google  My  Business  
  19. 19. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   Adwords  Quality  Score   Higher     Quality  Score   Increased   AdRank   Keyword  Ad  quality   Landing  page   quality   Lower  cost  per  click   Higher  ad  posi@on   Ad  extensions  
  20. 20. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   But  mobile  is  different!  
  21. 21. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   Google  Tools  
  22. 22. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   There’s  more  to  life     (and  Google  Analy@cs)     than  CTR!  
  23. 23. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   •  Google  analy@cs  is  a  very  powerful  tool  to   analysis  and  op@mize  your  website  and  online   performance   – Understand  it,  Use  it   – You  don’t  just  want  any  old  traffic   – You  want  your  target  customers  coming  to  your   website  and  doing  what  you  want  them  to  do  
  24. 24. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015  
  25. 25. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   •  Text  ad   •  Image  ad   •  Rich  media  ad   •  Video  ad   •  Why  use  Google  display  network?   –  Great  for  awareness   –  Low  CPC  (but  low  CTR)   –  Can  target  customers  more  accurately   –  Can  show  video  
  26. 26. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   Average  cost  per  click   From  Wordstream,  Larry  Kim,  Feb  11  2014  
  27. 27. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   The  rise  of  Facebook  
  28. 28. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   Why  use  Facebook?   •  Follow  the  eyeballs   •  Social  media   •  Facebook  adver@sing  developments   – Targe@ng   – Video  
  29. 29. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   Top  Social  Networking  Sites  by  Visits   Website   Weekly  Visits   Share   Facebook   101,469,037   38.14%   Youtube   54,165,140   20.38%   Twider   10,762,325   4.05%   Tumblr   10,461,726   3.94%   Reddit   9,153,882   3.44%   Steam  Community   7,241,339   2.72%   LinkedIn   4,480,000   1.69%   Whirlpool  Forums   2,503,435   0.94%   Yahoo!  Answers   2,476,841   0.93%   4chan   2,127,174   0.80%   Experian  Hitwise  Australia:  www.experian.com.au/hitwise/   Week  ending  11th  April  2015  
  30. 30. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   Top  10  brands  and  their  engagement   Nielsen  online  landscape  review:  iabaustralia.com.au   Website   Unique   visitors  (000s)   Sessions   per  person   Time     per  person   Google   14,629   24.91   2:47:35   Facebook   10,581   21.81   7:17:22   MSM  /  WindowsLive  /  Bing   8,746   15.08   1:51:53   MicrosoO   8,483   8.05   1:11:48   Youtube   8,138   8.57   2:36:28   Wikipedia   6,818   5.79   0:30:41   eBay   6,816   10.35   1:57:35   Yahoo7!   6,305   11.38   1:35:54   Apple   5,724   6.5   0:46:01   ABC  online  network   4,418   9.25   0:55:17   February  2015  
  31. 31. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   How  does  Facebook  work?   •  Mark  Zuckerberg  views  Facebook  as  your  personal  newsfeed  –  it   con@nually  tracks  your  behaviour  to  modify  what  informa@on   appears  in  your  newsfeed.   •  Google  has  its  algorithm  Facebook  has  EdgeRank,  which  decides   whether  someone  see  your  post   •  For  ini@al  pos@ng   –  Need  to  like  the  page   –  Be  online  during  its  “life@me”  (dura@on  varies)   –  Interact  with  the  page   •  Only  about  1  in  6  will  see  the  post  (16%)   –  But  can  vary  between  2%  and  45%  
  32. 32. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   Social  Media   •  Need  to  set  up  a  Facebook  Business  Pages  (“Fan”  page)   •  Social  media  –  connect  with  your  “fans”   –  Why?  (Business  objec@ves)   •  Develop  brand  loyalty   •  Drive  traffic  to  website  –  promote  blog  ar@cles   •  Offers   •  Compe@@ons   –  How?  (What  do  I  need  to  do?)   •  Regular  posts  (2-­‐3  @mes  a  week)   •  Not  all  business  informa@on   •  Need  to  be  interes@ng  and  relevant   •  Always  related  to  building  your  brand  equity  
  33. 33. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   •  Need  a  Facebook  Business  Page   –  Even  if  you  intend  not  to  be  “socially  ac@ve”   •  Adver@sing  campaign  objec@ve   –  Range  of  ad  types  -­‐  Likes,  click  to  website,  etc   •  Budget   •  Target   •  Placement  (Right  column,  Newsfeed,  Mobile)   •  Format  (Photo  or  video  +  text  +  call  to  ac@on)   adversing  
  34. 34. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   ads   •  Display  v  Newsfeed?   –  Text  ad   –  Image  ads   –  Video  ads   •  Newsfeed  CTR  (ave.  2%)     is  approx  50  @mes  higher   than  Display  CTR   •  Costs?  (for  Newsfeed  ads)   –  Ave  CPC:  $0.20     AdRoll  and  Wolfgang  digital  in  2013  -­‐14  gave  similar  assessments  
  35. 35. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   The  badle  ground   Targe@ng   Video  
  36. 36. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   Improved  targeng  with   •  Geo  targe@ng   –  Tailor  ads  to  geo  target   •  Demographic  targe@ng   –  Age  and  gender  (by  inference  on  browsing  ac@vity)   –  Only  for  display  network   •  Remarke@ng   –  Targets  previous  visitors  to  website   •  Standard  remarke@ng   •  Dynamic  remarke@ng   •  Mobile  remarke@ng   •  Remarke@ng  lists  for  search  ads   –  Video  remarke@ng   5  or  6  
  37. 37. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   Conversion  rates  with  Remarkeng   From  Wordstream,  Larry  Kim,  Feb  11  2014  
  38. 38. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   Facebook  targeng   •  Targe@ng   –  Geo  targe@ng   –  Demographics   –  Interests   –  Behaviours   –  Connec@ons   •  Custom  audiences   –  Retarge@ng   –  Mobile  numbers   –  Emails     •  Lookalike  audiences   8!  
  39. 39. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   Video  Games   V  
  40. 40. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   •  Mul@ple  uses     – Great  for  Google  ranking   – Embed  in  Websites   – Youtube  channel  should  be  your  video  library   •  Video  storage,  especially  for  more  in  depth  content  and   content  with  longevity   – Youtube  is  searchable   •  No.2  search  engine!  
  41. 41. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   Video  ads   •  Main  business  use  –  adver@sing   – Videos  have  auto  play   •  YouTube  video  links  only  have  s@ll  images   – Must  catch  viewer  in  first  couple  of  seconds   •  Brand  logo  is  NOT  the  way  to  go   – More  entertainment  and  shorter  life@me  material   – Excellent  targe@ng   •  Costs:  $0.03  -­‐  $0.1  per  view  
  42. 42. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   What  does  this  all  mean?   •  Organic  Google  Ranking   –  Website  content   •  Blog   •  Newsleders   •  Videos   –  Local  search   –  Mobile  Op@miza@on   •  Google  adver@sing   –  Adwords  –  beder  ads,  beder  ads,  more  specific  keywords  –   higher  quality  score   –  Display  network   –  Remarke@ng  
  43. 43. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   What  does  this  all  mean?   •  Facebook  adver@sing   –  Targe@ng  (remarke@ng  and  more)   •  Video   –  Generate  material  for  your  website   –  Youtube  Channel   –  Adver@se  on  Facebook   •  Performance  analysis   –  Google  Analy@cs   –  Facebook  Insights  and  Adverts  repor@ng  
  44. 44. Copyright  Bug  Doctor  Media  2015     www.bugdoctormedia.com.au   Pestech  2015   Bug Doctor Media - Services •  Full  range  of  marke@ng  services,  including   –  Website  design  and  SEO   –  Adver@sing   –  Content  marke@ng,  including   •  Brochures   •  Web  content   •  Video   –  Social  Media  Strategy     –  Business  support   –  Graphic  Design   •  “Off-­‐the-­‐shelf  material  available   –  Blog  ar@cles   –  Newsleders   –  Video  content   –  Termite  DVD   •  Contact  -­‐  Phil  Ridley   –  phil@bugdoctormedia.com.au   –  0400  873389  

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