Tài liệu Measurement of Digital Marketing Google trong buổi hội thảo Vietnam Digital Marketing 2014 do EQVN phối hợp với các đối tác tổ chức.

1. Google Confidential and Proprietary
Measurement in Digital MarketingUnderstand the impact of your investment

2. Google Confidential and Proprietary
How are you measuring performance of your digital campaigns?

3. Google Confidential and Proprietary
It’s as obvious as online sales

4. Google Confidential and Proprietary
...or can be a particular measurable action

5. Google Confidential and Proprietary
What actions drive towards your business goals?
Measurement Solutions
Searches
Clicks
Online
Sales
Foot
Traffic
Leads
Phone
Calls
App Downloads and purchases
Cross-Device
Conversions
Newsletter
Signups
Store
Locator
Time
on site
Order
Tracking

6. Google Confidential and Proprietary
How do you set up measurements?
Audience
Who do
you reach?
Acquisition
Where do they
come from?
Behavior
How do they
navigate your site?
Conversions
What actions do
they take?
First understand your customers and their path of purchase

7. Google Confidential and Proprietary
and engage with them at every stage of the path to purchase

8. Google Confidential and Proprietary
let’s take a look at the case of travel industry

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A lot of research goes into planning the perfect trip
24
1:43
21.6
Average journey length in days before purchase
Average research time in hours before purchase
Average site visits before purchase

10. Google Confidential and Proprietary

11. Google Confidential and Proprietary

12. Google Confidential and Proprietary
Payment
Authorization
Confirmation

13. Google Confidential and Proprietary

14. Google Confidential and Proprietary

15. Google Confidential and Proprietary
Ensure your brand is present across the web when and where your customers are looking
Google has simplified the key elements to help you Drive Sales with 3 A's: Always There, Always Relevant, Always Optimized
THE 3 A's of DRIVING SALES
Optimize and automate your return on investment
Reach people with smarter ads that are relevant to their intent and context

16. Google Confidential and Proprietary
SELECT THE RIGHT PRODUCTS
ALWAYS THERE
Ensure your brand is present across the web when and where your customers are looking
Be present across brand, product, category, and interest keywords on
Google Searchand YouTube Search*
Reach consumers browsing on all relevant category content with
Keyword Contextual Targeting*
Ensure you greet YouTube users with a custom channeland gadgetsthat make it easy to buy, powered by Wildfire**
Show your ad on all relevant screens*
Optimize creative & extensions (sitelink, call, app) based on your customer's context and device capabilities with Enhanced campaigns**
Ensure that local customers see your ad and/or drive increased foot traffic with
Geo and proximity based bidding***
Create device-agnostic coupon/giveaway campaigns with Wildfire Interactive Campaigns***
ALWAYS RELEVANT
Reach the right people with the right message through personalized targeting
Reach people who visited your site/app and reach then with the right message with
Remarketing* or re-target based on social actions with Wildfire Social Ads**
Deepen engagement with ad extensions:
-Drive consumers to the most relevant landing page with sitelinks*
-Increase the likelihood of in-store conversions with location extensions*
-Surface social recommendations and drive CTR with social annotations*
-Drive mobile app installs with app extensions*
-Encourage customers to call with call extensions*
Drive higher CTR and engagement with compelling targeted banner, video ads**
Drive cost-effective app installs with minimal creative inputs with App Promotion Ads**
Deliver dynamic creative based on products that a customer viewed on your site with Dynamic Remarketing***
ALWAYS OPTIMIZED
Optimize and automate your return on investment
Identify and target customers earlier in the sales process with
Search Funnelsand Multi-Channel Funnels***
Track conversions and focus your spending on immediate sales opportunities with
Conversion Tracking*
Automate bidding with Enhanced CPCor Conversion Optimizer**
Understand which marketing channels and devices your customers interact with and
focus on high-value opportunities with Google Analytics**
Measure impact of social campaigns with Wildfire Analytics**
Full automate bidding and targeting for display campaigns with Display Campaign
Optimizer**
Allow for easier and more efficient workflow, smarter bid optimization, and actionable insights from x-channel conversion data with DoubleClick***