1. AdWords Search Funnels provides insights into how users interact with paid search clicks and impressions on Google.co.uk prior to converting.
2. It uncovers the conversion path by showing which keywords were used by converters before the last click.
3. With this data, advertisers can now see the true value of all keywords prior to conversions, not just the last click, by leveraging insights from Search Funnels.
Learn how to create a powerful search engine marketing strategy using paid search (pay-per-click advertising) with vendors such as Google AdWords, Bing AdCenter and Facebook Ads. Presented by SEM Expert Steve Wiideman via http://www.creativesearchstrategies.com/
Making an Efficient Generic Paid Search Strategy - 7thingsmedia - Figaro Sear...7thingsmedia
Ben O'Neil's, Paid Search Manager at 7thingsmedia, presentation on "How to make an efficient paid search strategy."
Presented at 7thingsmedia Breakfast Bites, Figaro Search Seminar, IAB Workshop, June 2014
Learn how to create a powerful search engine marketing strategy using paid search (pay-per-click advertising) with vendors such as Google AdWords, Bing AdCenter and Facebook Ads. Presented by SEM Expert Steve Wiideman via http://www.creativesearchstrategies.com/
Making an Efficient Generic Paid Search Strategy - 7thingsmedia - Figaro Sear...7thingsmedia
Ben O'Neil's, Paid Search Manager at 7thingsmedia, presentation on "How to make an efficient paid search strategy."
Presented at 7thingsmedia Breakfast Bites, Figaro Search Seminar, IAB Workshop, June 2014
eCRM: How to build strong customer relations with Re(al-time)MarketingSemetis
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Owning a Great Blog: A Data-Driven Approach - Kopdar 1000 Blogger Nusantara (...Vinoaj Vijeyakumaar
How can you create a great blog by taking a data-driven approach? This presentation looks at how you can use Google's freely available data-oriented tools to help create great content, attract the right visitors, and improve the user experience. This presentation was given to an audience of 1300 bloggers at the Kopdar 1000 Blogger Nusantara conference held in Sidoarjo, Indonesia.
WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approa...Vinoaj Vijeyakumaar
This presentation was given at the WAN-IFRA Digital Media Asia 2011 conference held in Hong Kong on 23 Nov 2011. It covers how content publishers can take a data-driven approach towards owning great content. We introduce tools such as Google Analytics, Google Website Optimizer, Google Insights for Search, and Doubleclick Ad Planner, and show how they can be used to identify the right approaches for capturing loyal readers and visitors.
Petra Brodilová z Google na Poslední středě představila strategickou práci s obsahem na YouTube.
Video k vidění na našem YouTube kanálu: http://bit.ly/PS_YouTube.
This presentation was given to Nanyang Technological University's MBA class in Singapore on Fri 14 Oct 2011. This covers how one can make use of Google's data-driven solutions to understand their customers and attempt to predict trends. We cover Google Analytics for understanding on-site behaviour, Google Insights for Search for understanding search behaviour, and DoubleClick Ad Planner for understanding demographic and interest information.
Webinar: Can Google+ Help Enterprise Brands?Sprinklr
Thanks to all who were a part of this #SocialAtScale webinar with leaders in enterprise social.
Google's Blake Landro and Jamie Herther offered exclusive insider advice on the opportunities to use Google+ at scale. Leading social practitioners from Groupon and Intel, Ray Popp and Hank Lea, shared reactions, discussing relevant use cases and offering feedback; the Google+ team then provided real-time answers and suggestions.
Watch the full webinar here: http://youtu.be/Vl5NnKsv_O8
Research presentation: Affinity Marketing -- It’s Not What You Like, It’s Wha...MediaPost
Brand marketing is evolving at a lightning fast pace, with access to massive amounts of data that can help you find your ideal audience ... and those who will love your brand. The challenge is to make sense of all of the signals and make complex assumptions, using real intelligence and real-time feedback, to make sure your ads have an impact. Join Diya Jolly from Google for a look at the future of brand marketing and how a new “database of affinities” can help you win over your audience for the long haul.
Presenter
Diya Jolly, Sr. Product Manager, Google
eCRM: How to build strong customer relations with Re(al-time)MarketingSemetis
eCRM presentation @Semetis event of 23-Nov-12: How to build strong one2one relations with Client Remarketing Management? How to build strong customer relations with Re(al-time)Marketing?
Owning a Great Blog: A Data-Driven Approach - Kopdar 1000 Blogger Nusantara (...Vinoaj Vijeyakumaar
How can you create a great blog by taking a data-driven approach? This presentation looks at how you can use Google's freely available data-oriented tools to help create great content, attract the right visitors, and improve the user experience. This presentation was given to an audience of 1300 bloggers at the Kopdar 1000 Blogger Nusantara conference held in Sidoarjo, Indonesia.
WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approa...Vinoaj Vijeyakumaar
This presentation was given at the WAN-IFRA Digital Media Asia 2011 conference held in Hong Kong on 23 Nov 2011. It covers how content publishers can take a data-driven approach towards owning great content. We introduce tools such as Google Analytics, Google Website Optimizer, Google Insights for Search, and Doubleclick Ad Planner, and show how they can be used to identify the right approaches for capturing loyal readers and visitors.
Petra Brodilová z Google na Poslední středě představila strategickou práci s obsahem na YouTube.
Video k vidění na našem YouTube kanálu: http://bit.ly/PS_YouTube.
This presentation was given to Nanyang Technological University's MBA class in Singapore on Fri 14 Oct 2011. This covers how one can make use of Google's data-driven solutions to understand their customers and attempt to predict trends. We cover Google Analytics for understanding on-site behaviour, Google Insights for Search for understanding search behaviour, and DoubleClick Ad Planner for understanding demographic and interest information.
Webinar: Can Google+ Help Enterprise Brands?Sprinklr
Thanks to all who were a part of this #SocialAtScale webinar with leaders in enterprise social.
Google's Blake Landro and Jamie Herther offered exclusive insider advice on the opportunities to use Google+ at scale. Leading social practitioners from Groupon and Intel, Ray Popp and Hank Lea, shared reactions, discussing relevant use cases and offering feedback; the Google+ team then provided real-time answers and suggestions.
Watch the full webinar here: http://youtu.be/Vl5NnKsv_O8
Research presentation: Affinity Marketing -- It’s Not What You Like, It’s Wha...MediaPost
Brand marketing is evolving at a lightning fast pace, with access to massive amounts of data that can help you find your ideal audience ... and those who will love your brand. The challenge is to make sense of all of the signals and make complex assumptions, using real intelligence and real-time feedback, to make sure your ads have an impact. Join Diya Jolly from Google for a look at the future of brand marketing and how a new “database of affinities” can help you win over your audience for the long haul.
Presenter
Diya Jolly, Sr. Product Manager, Google
Annual Deloite Central Europe Technology Top 50 program, the most prominent and respected ranking of the region's fastest growing technology companies.
Webit Expo & Conferences is the biggest event for digital business and marketing in Central-Eastern Europe and the 5-th biggest in Europe with over 6000 visitors and more than 80 speakers.
Как последните промени на Google създават възможности за SEO. Основни фактори за локално SEO, видео SEO и резултати в (почти) реално време. Какво е бъдещето на SEO.
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Elizabeth Buie - Older adults: Are we really designing for our future selves?
AdWords Search Funnels: Going Beyond The Last Click
1. AdWords Search Funnels:
Going Beyond the Last Click
ad:Tech London - Sept. 21/22, 2010
Stefanie U. Duerr
eCommerce Project Manager
Google Confidential and Proprietary 1
2. Agenda
1 Why Multi-Click Attribution?
2 Report Overview
3 Search Funnel Strategies
4 Conclusion
Google Confidential and Proprietary 2
4. Optimizing to last click performance undervalues assists
All the work All the glory
Assist Last Click
Google Confidential and Proprietary
5. Understand the complexity of consumers´ conversion
paths and start to exploit it
43% of paid search conversions
included more than one paid click;
multi-click sales have an average
basket value of +8%*
70% of advertisers have visibility of
the user's path to purchase**
39% of advertisers are using an
assist-weighted attribution model as
part of their bid management strategy**
Source: * td Search paid search clicks data for May 2009 conversions
**Google survey of 37 major UK Retail, Travel, and Finance advertisers (April/May 2009) Confidential and Proprietary
Google
6. A conversion path for “JetWithUs.com”
Time for a Conversion
vacation!
9/03/09 9/10/09 9/12/09
Holidays
in
Cheap
flights to
Barcelona Barcelona
JetWithUs.
com
$
Google Confidential and Proprietary
7. A conversion path for “JetWithUs.com”
Last Click may not tell the whole story…
Keyword Cost Conversions CPA
Jet With Us $3,400 16,000 $0.21
Holidays in
$155 10 $15.50
Barcelona + 5,000 assists
Real Value?
Google Confidential and Proprietary
8. Visibility with Search Funnels
Last Clicks
Just scratching
the surface
Deeper visibility
and knowledge
Assists and
Conversion Paths
Google Confidential and Proprietary 8
10. AdWords Search Funnels
• Reports Google.co.uk search ad
click and impression behavior
preceding conversions Holidays in
Barcelona
• “Upper-funnel" keywords Cheap
flights to
assisting conversions Barcelona
• Must be using AdWords
Conversion Tracking or
Jet with Us
importing Google Analytics goals
Conversion
Google Confidential and Proprietary
20. Strategy #1 - Visibility
Google Confidential and Proprietary
21. If you have visibility gaps, you may lose users
likely, iphone
???????
Google Confidential and Proprietary
22. Assist Analysis — deeper sense of keyword value
Google Confidential and Proprietary
23. Lever 1: Improve visibility by ensuring a high ad position
Google Confidential and Proprietary
24. Lever 2: Be present during the entire customer purchase
cycle
Google Confidential and Proprietary
25. Lever 2: Be present during the entire customer purchase
cycle
Drop of 6%
Google Confidential and Proprietary
26. Lever 2: Be present during the entire customer purchase
cycle
Large corresponding drop in the number of assisted conversions
Google Confidential and Proprietary
27. Strategy #2 - Attribution
Google Confidential and Proprietary
28. Attribution modelling
Some keywords have a higher assist value than other keywords
regarding generating last click conversions.
Analyzing the performance of keywords from a last click perspective
undervalues the contribution of these assist keywords.
An alternative attribution model might be more adequate to capture the
full value of keywords acting as first touchpoints for later conversions.
Google Confidential and Proprietary
29. Many Attribution Models to Consider
Rules- Margin-
Even, Time
Last Click First Click Split Based Based
Linear Decay
MCU Decay
Discount
summer 100%
holiday 20% 13% 10% 14%
Holidays in
Barcelona 20% 13% 15% 7%
accommodation 50%
Barcelona 20% 13% 20%
10%
Cheap
Barcelona 20% 25% 32%
20%
13%
hotels
75%
JetWithUs. 100%
50%
30% 37%
com 20%
Google Confidential and Proprietary
30. Ratio re-attribution model
Ratio re-attribution
Site Avg Assisted Conversions/Last Click Conversions: 0.49
Assist-weighted Conversions =
= 937 + ( 0.41 – 0.49 ) * 937
= 862
• Keywords with higher ratios of assist-to-last than the site average get
reapportioned credit from keywords that have lower ratios of assist-to-last.
• After re-attribution generic keywords typically receive more credit,
whereas brand terms receive less credit.
Google Confidential and Proprietary
31. Conclusion
Google Confidential and Proprietary 31
32. New data points
Search Funnel enables us to create a better experience for our
customers by helping us understand how they search for our
products. It is an important tool to help de-code consumer
shopping habits and thought processes, which we can
relate back to our online as well as offline advertising.
Beth Hirschhorn, Chief Marketing Officer, MetLife
Google Confidential and Proprietary
33. Executive summary
1. | search Funneland impressionsconverters interact with paid
Search
clicks
uncovers how
on Google.co.uk
2. | are usedinto converters preceding the last click which keywords
Insights
by
the conversion path will demonstrate
3. | click will nowconversions value of all keywords - not just the last
You
prior to
see the true
Leverage Search Funnel data to maximize visibility by being
4. | always on and showing up in high ad positions
5. | value of assist clicks attribution model might better represent the
An assist-weighted
prior to a conversion than a last-click
attribution model
Google Confidential and Proprietary
34. Thank you!
ad:Tech London - Sept. 21/22, 2010
Stefanie U. Duerr
eCommerce Program Manager
Google Germany GmbH Google Confidential and Proprietary 3
4