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. 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. Copyright
Bug
Doctor
Media
2015
www.bugdoctormedia.com.au
Pestech
2015
Online
State
of
play

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. 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. 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. 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. 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. Copyright
Bug
Doctor
Media
2015
www.bugdoctormedia.com.au
Pestech
2015
Rules!
(but
for
how
long?)

10. Dominance
• Organic
Search
• Local
Search
• Adwords
• Google
tools
• Display
network

11. Copyright
Bug
Doctor
Media
2015
www.bugdoctormedia.com.au
Pestech
2015

12. Copyright
Bug
Doctor
Media
2015
www.bugdoctormedia.com.au
Pestech
2015

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. 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. 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. 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. 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. 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. 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. Copyright
Bug
Doctor
Media
2015
www.bugdoctormedia.com.au
Pestech
2015
But
mobile
is
different!

21. Copyright
Bug
Doctor
Media
2015
www.bugdoctormedia.com.au
Pestech
2015
Google
Tools

22. Copyright
Bug
Doctor
Media
2015
www.bugdoctormedia.com.au
Pestech
2015
There’s
more
to
life
(and
Google
Analy@cs)
than
CTR!

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. Copyright
Bug
Doctor
Media
2015
www.bugdoctormedia.com.au
Pestech
2015

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. Copyright
Bug
Doctor
Media
2015
www.bugdoctormedia.com.au
Pestech
2015
Average
cost
per
click
From
Wordstream,
Larry
Kim,
Feb
11
2014

27. Copyright
Bug
Doctor
Media
2015
www.bugdoctormedia.com.au
Pestech
2015
The
rise
of
Facebook

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. 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. 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. 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. 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. 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. 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. Copyright
Bug
Doctor
Media
2015
www.bugdoctormedia.com.au
Pestech
2015
The
badle
ground
Targe@ng
Video

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. Copyright
Bug
Doctor
Media
2015
www.bugdoctormedia.com.au
Pestech
2015
Conversion
rates
with
Remarkeng
From
Wordstream,
Larry
Kim,
Feb
11
2014

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. Copyright
Bug
Doctor
Media
2015
www.bugdoctormedia.com.au
Pestech
2015
Video
Games
V

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. 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. 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. 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. 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