@Prosite – internet solutions A Professional Discussion · Search & Web Analytics agency: •...

Search Marketing & Web Analytics

@Prosite – internet solutions

A Professional Discussion

Search & Web Analytics agency:

• Search Engine Advertising (Google AdWords)• Search Engine Optimization (SEO)• Web Analytics (Analyses & Consulting)• Google Analytics Certified Partner (Apr-10)• YouTube brand channel with Video Tutorials

Gabriel Goldberg

ABOUT

www.grp.be

Gabriel Goldberg

• Agency Manager – Google Belgium• Set-up Google Belgium office ops. in 2007• Experience in Consulting & Finance• Studies in Economics & Politics• Multi-lingual• Passion in arts, culture and travel

AGENDA

Today’s dimension of the Web – role of Search

Different approach between Offline and Search

1.

2.

www.grp.be

Belgian Search Marketing Landscape

Google Analytics – A new profession + Tips & Tricks

3.

4.

A Shift in Media Consumption

watching television26%

surfing internet31%

Media Consumption (% hours/week, 2009, Belgium)

4

listening to radio

Reading newspapers & magazines

internet31%

28%

15%

Source: Mediascope Europe 2010 + ComsCore 2010 Europe Digital Year in Review

Internet in Belgium Key Figures

Regular Internet users in Belgium6,0 million

Belgian Internet users are home broadband connected86%

Belgian surfers have experience with e-commerce54%

5

Reach 96%

Search Reach in Belgium What’s your default homepage?

Sources: MediaScope Europe 2010 & Google Internal

Finance related search volumes are greater than popular celebrities

6

Making Google Easy is Hard

AdWords More Than “Pay Per Click”

Sponsored LinksReach consumers at the moment they demonstrate interest

8

Natural searchResults generated algorithmically –unbiased and unpaid

AdWords More Than “Pay Per Click”

More than Pay Per Click :

9

Rank = MaxCPC x Quality Score

Bidding System that requires active and frequent management for improving Quality .

Google Content Partners - Now called the Display Network

10

Google Display Network (GDN) Performances

4.793 4.605

1.622 1.544 1.527 1.363 1.288683

3.0992.601

20

30

40

50

60

70

80

90

1.000

2.000

3.000

4.000

5.000

6.000

Tot UV (000) Total PV (MM) %Reach

Source : 2010 comScore, Inc, August 2010

683372

1239 61 46 97 29 10 18 00

10

20

0

1.000

GDN = high reach!

Mapping the Google Display Network in Belgium

• On the GDN, alone, reach of 4.793 M unique users/p.m.

• That’s 84% reach!

12

• The GDN serves over 3,1B*display impressions p.m. That’s >545 impressions per person per month!

Source: Google Internal data / Comscore Aug 10

Search Marketing: Difference between SEO and SEA

Search Engine Optimization (SEO)

“Public relation”

Search Engine Advertisement (SEA)

“Marketing”

Purpose General Info Marketing message

Ranking control Limited Very strong

Timing Takes several weeks/months Easily turned on/off, instantaneous

13

ContentControl of the message depends on

the SEO consultantTotal control over the message

Keywords Limited to content site Unlimited

Traffic generation Similar Potential vs. Different Strategy

Payments Service fee only/FREE CPC, CPA, CPL, ….

Who ? Creative, Webmaster, Search Engine Marketing Agencies

Agencies, Search Engine Marketing Agencies

• Insight for Search (Google Trends v2)

• Google Keyword Tool / Traffic Estimator

• Doubleclick Ad Planner

TOOLSMost commonly used tools

www.grp.be

• Doubleclick Ad Planner

• Google AdWords Editor (all multiplier tools)

• Free-ware tools available on the net

• Tech & Agency prorpriety Tools (ie. using API’s)

• Semetis Intelligence

What is what ?

• Offline vs Online vs Search

15

Principal steps of the media process

1. Client brief objectives

2. Market analysis

6. Results and control

16

3. Media Strategy

4. Planning

5. Negotiations and buying

Source : C Kévers

What is required in a Briefing1. Client brief objectives

Requirements Offline Media Search

What ? Category Products/Brand

What to do ? Objectives

Who ?Socio-Demographic

Target

17

Who ?Target

When ? Active timing

Where ? Geographical information

How ? Creatives and formats

How much ? Budget

Search necessary preliminary information are very limited

2. Market analysis

Pluri-Media/Products & Attitudes

Profile of the consumer/buyer (socio-demographic criteria)

Buying cycle and Positioning (market

Search requirements

18

Buying cycle and seasonality

Competitors mapping (direct or indirect)

Trends

Positioning (market share, image…)

Geographical information

The questions to answer to…

• Which targets to achieve in marketing and communication ?

Right people Right message Right moment For which cost

3. Media Strategy

“In this age of information overload, we choose to see, read, or hear what we want and promptly discard the rest to move on to the next relevant item” (Kumar & Shah 2004)

19Source : Kumar V., Shah D. (2004) Pushing and Pulling on the internet. Marketing Research pp28-33

Choosing the correct Keywords is crucial to define the contextual target

Right people Right message Right moment For which cost ?

3. Media Strategy

Consumer Target

Media 1

Purchase

Media Target 1

Media Target 2

Media 2

Media 3

Determined segment based on purchase

incident found in data sources

Relation between purchase incidence

and exposure

Demographic group and their media

consumption

Offl

ine

20Source : Gibs, J. Sasquatch, the Loch Ness Monster, and Online GRP, Nielsen Online Blog, June 2008

sourcesand exposure

Branded Keyword 1Branded Keyword 2Branded Keyword 3Branded Keyword 4Branded Keyword 5Generic Keyword 1Generic Keyword 2Generic Keyword 3Generic Keyword 4Generic Keyword 5

Contextual Target

Purchase = Conversions

Different path of behavior possible on

the web

Semantic of the chosen Keyword

triggers the Target

Sea

rch

Behavior 1

Behavior 2

Difference between GRP & online measurement

• GRP measure the total volume of delivery of your message to a targeted audience

• Gross Rating Point = Reach x Frequency for a specific category

Right people Right message Right moment For which cost ?

3. Media Strategy

• Impressions

• Why is there no Search GRP ?• Not possible to measure for a “targeted audience”

Offline Search

• GRP doesn’t take into account the efficiencies of the delivery

21Source : Gibs, J. Sasquatch, the Loch Ness Monster, and Online GRP, Nielsen Online Blog, June 2008

100 GRP100 GRP4 OTS

25% Net reach

2 OTS

50% Net reach

• Clicks

• Conversions

The “audience” is switching to a “user”

• “Media put large quantities of ads in one pod (…) when the amount exceeds a consumer’s acceptance level in an editorial media vehicle, it is viewed as clutter and is often perceived as an undesirable phenomenon by both advertisers and consumers”.

(Ha 1996)

� Television and Radio considered as captive medium

� Newspaper and magazines, one can skip the ads

Right people Right message Right moment For which cost ?

3. Media Strategy

• Difference between Offline vs. Search� The “audience” becomes “users” with specific goals and with inputs that can be interacting

� Importance of time delay in delivering Online ads

22Source : Ha, L (1996) Observations. Advertising clutter in consumer magazines: dimension and effects. Journal of Advertising Research, 36(4), pp76-84

Data crunching to optimize the ads

� No creatives (stricto sensu)

� In traditional media, a simple change of the creative can influence the return by 40%

Right people Right message Right moment For which cost ?

3. Media Strategy

� Ad Text

23Source : Sauzay D., Marketinf Direct n°60, 2001

� Ad Text

� Flexibility of change, instantaneous adaptation

� Optimize by rotating performance, thanks to user’s interactivity

Push vs. Pull Marketing

Right people Right message Right moment For which cost ?

3. Media Strategy

Originates from the will of the marketer to transmit his message

24

PUSH

PULL

Announcer answers to the consumers needs

Push & Pull models are complementary

Right people Right message Right moment For which cost ?

3. Media Strategy

Originates from the will of the marketer to transmit his message

Buying Cycle

AwarenessAwareness

• Push vs. Pull are not capturing the same steps in the

25

PUSH

PULL

Announcer answers to the consumers needs

Consideration

Message Association

Awareness

Purchase Intent

Awareness

Interest

Decision

Action

capturing the same steps in the sales funnel

• Push & Pull marketing are meant to be complementary

• Therefore Offline & Search medias provides a full coverage approach

The right moment is when users are looking for you

• When ? The distribution of the active period

Right people Right message Right moment For which cost ?

3. Media Strategy

Bud

get

Time

Bud

get

Time

Bud

get

Time

Bud

get

Time

Be present frequently enough to have an impact during the active period

Offl

ine

26

Be present frequently enough to have an impact during the active period

VS.

Be present when users are searching for you !

Source : Google insight for Search,

The presence is triggered by users request. Availability is

actually 24/24

Sea

rch

Online cost are variable according to performance

Right people Right message Right moment For which cost ?

3. Media Strategy

• Offline General

• Cost /GRP

• Magazines: CPM

• Cost per thousand = Cost of ad space ($, Pts, DM) *1000 / Circulation

• Search Marketing

1. Cost per thousand (CPM) = Ad rates

Production

27

Circulation

• Television: CPRP

• Cost per rating point = Cost of commercial time / Program rating

1. Cost per thousand (CPM) = Ad rates web sites charge for displaying an ad 1000 times (or “impressions)

2. Cost per click (CPC) = Ad rate charged when the surfer responds to a displayed ad

3. Cost per lead / sale (CPS) = Charged only if viewer responds with personal information which leads to a sale of the product

n

Media

Maintain

Difficulties to forecast performances

• Issues in online Search media planning : � How to evaluate the volume of a campaign

� Variable performance

� Variable Cost

4. Planning

28

Performance based

Transparency in the media buying

• No discount and commissions practices according to the volume

• Auction system

• No difference between gross/net

• Free market – no need to have license to open account

5. Negotiations and buying

• How to cut your share as agency ?� Per Fix Fee

� Per management fee (per hours)

� Per volume of impressions

� Per volume of clicks

� Per conversions

29

Performance tracking differs a lot in Online Search vs. Offline

Long term profit

Short term profit

Incremental Sales

Shopping list

First mention

Consideration

+ Value to C

lient + O

fflin

e E

ase

to m

easu

re

+ Value to C

lient

6. Results and

control

30

Consideration

Spontaneous Brand Awareness

Aided Brand Awareness

Spontaneous Communication Awareness

Aided Communication Awareness

Spontaneous Ad Awareness

Aided Ad Awareness

+ Value to C

lient -

+ O

fflin

e E

ase

to m

easu

re

+ Value to C

lient -

Performance tracking with internet

Conclusion :

• TEST TEST TEST

• At least 10% of the budget should be allocated to test in year N for year N+1

6. Results and

control

test in year N for year N+1

31

Search online is low work intensive for Media planner

1. Client brief objectives

2. Market analysis

6. Results and control

WorkloadSearch Online < Offline MediasSearch Online = Offline MediasSearch Online > Offline Medias

32

3. Media Strategy

4. Planning

5. Negotiations and buying

Source : C Kévers

Keywords Buying?

Keywords Buying is:

1. An Auctiono For every single search on Google it is a new auction

2. You pay for what you get

www.grp.beGRP MEDIA SCHOOL 2010/2011 «Mediabytes, a survival package for the digital journey »

2. You pay for what you geto Pay per click not per view

3. Consumers decideo You are shown only when consumers search for you or your products/services

4. No negotiationo Price per click varies for each single auction depending on rivals and quality of your ads

(as defined by the users and Google Quality Score algorithms)

5. Real time feedbacko All performances data of Google Campaigns are updated almost in real time and can be

changed at anytime

Media Buying?

Media Buying is:

1. Fixed Priceso Prices of spaces are negotiated beforehand

2. Planners Decide

www.grp.beGRP MEDIA SCHOOL 2010/2011 «Mediabytes, a survival package for the digital journey »

2. Planners Decideo Media planners decide when/where the ads will be shown (based on expertise)

3. Post campaigns feedbacko All performances data of Traditional Campaigns need time to be available and

measurable

Different Competenties

Keywords Buying:- Need active management- Need re-activeness

Media Buying:- Need size to negotiate- Need expertise in planning

www.grp.beGRP MEDIA SCHOOL 2010/2011 «Mediabytes, a survival package for the digital journey »

- Need re-activeness- Continuous optimization

- Need expertise in planning- Negotiation

Belgian Google AdWords Landscape

Google AdWords Management with agency vs. none 08

• Google Support – Brussels• Google Support – Dublin• Google Support – London

36

Agencies61%

No agency39%

Source : Google

• Independent Search Agencies⇒ Belgian SEM Agencies⇒ Foreign SEM Agencies

• Media Agencies⇒ Internal search department⇒ No search dpt -> planners⇒ Search unit abroad

• Web/advertising Agencies

Med

iaag

enci

es

Belgian agency landscape

SE

MC

reat

ives

The importance of data-driven marketing

38

What is web analytics?

“Web Analytics is the measurement, collection, anal ysis and reporting of Internet data for the purposes of understanding and optimizing web

usage.”

Web Analytics Association

Tools for measuring the success (or not) of your web site

• Analyze the traffic to your website

• Analyze the user behaviour on your website

• Influence business decisions

Discipline in tagging/labelling

Banner Advertising

Search Marketing

Email Marketing

1

Determine which marketing initiatives are driving the best traffic to your site

Search Engine OptimizationReferrals

Affiliate Programs

Discipline in analysis process

Traffic Sources

Direct

Referrals

Emailing

Optimisation

Optimisation

Monitoring

Follow up

Analysis

Decisions

2

41

Emailing

Banners

Search

Decisions

Budget Definition

Budget Re-allocation

Data collectionGoalsLeadsSalesTop of mind…

What can you get from WA ?

1. Measure and value your traffic sources

2. Improve your website

3

42

3. Impact your business

1. Measure and value your traffic sources

2. Improve your website

43

3. Impact your business

1.1. Budget allocation

Ad campaigns

Google AdWords

Google Display

Ad Link DisplayAffiliates

…

44

Truvo

Facebook

Social MediaReturn On

Ad Spend

• Enable monetary goals (e-commerce) OR Allocate value to non-monetary goals • Caluculate your R.O.A.S =

Revenue derived from ads from source of traffic A

Cost of ads from source of traffic A

• Compare R.O.A.S for similar sources of traffic: for example different display networks

1.2. Value non-monetary objectives

For non-e-commerce goals,

• Google Analytics uses an assigned goal value to calculate ROI, Average Score, and other metrics.

• Evaluate how often the visitors who reach the goal become customers.

45

customers.

Example

• Your sales team can close 10% of people who request to be contacted

• Your average transaction is € 500

• Assign € 50 (i.e. 10% of € 500) to your "Contact Me" goal.

1.3. R.O.I on eCom/non-eCom goals

46

confidential

1.4. Know your visitors… adapt your message !

Country ?

47

Language?

Frequency ?

Site A:

1.4. Know your visitors… adapt your message !

48

Site B:

Content and acquisition message should change more often

1.5. Intelligence & Custom Alerts beta

49

Create custom alert:

1. Measure and value your traffic sources

2. Improve your website

50

3. Impact your business

2.1. The role of the homepage

What is the percentage of visitors seeing your homepage ?

51

Are there important sections missing on the other pages ?

1. Create advanced segments to isolate visitors who have not visited the homepage

2.1. The role of the homepage

2. Identify important information present on your homepage (e.g. Promo, special offers, …)

3. Add this info to important pages to increase visibility of promo, special offers…

4. Increase your ROI !

2.2. Identify the top sections/path

53

2.2. Identify the top sections/path

2.3. Understand the funnel of conversion

1. Identify critical steps2. Where do people leave?3. Where do they go?

� Change button position/ color/text,

55

color/text,

� Change structure of the page,

� Add/remove information,

� Ask for email before the most critical steps to be able to re-contact visitors,

� …

2.4. Improve technical features

• Adjust your website layout to the most popular scre en resolutions to optimize visibility

confidential

56

• Assess your visitors’ browser capabilities (e.g. ja va support)

confidential

• Identify major issues with specific browsers & vers ions

2.4. Improve technical features

confidential

1. Measure and value your traffic sources

2. Improve your website

58

3. Impact your business

3.1. Seasonality per product/category

59

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Category1

Category2

Category3

Category4

Highest importance

High importance

3.2. Geo-analysis and decisions

Ville

Total Goal Completions

Visits Conversion rate

Paris 2,01%

Nantes 2,14%

Lille 3,25%

Toulouse 3,27%

confidential

60

Toulouse 3,27%

Lyon 1,65%

Rennes 2,11%

Montpellier 3,59%

Caen 1,13%

Marseille 3,26%

Bordeaux 2,31%

Top 10 cities 2,23%

Total France 2,63%

confidential

3.3. Leverage internal search

• How many visitors use the site search ?

confidential

61

• What are visitors looking for ?• Do they find what they want ?

�Develop your product offer

confidential

Traffic to your website

Data collection

Conclusion

62

Improve your websiteImprove your website

Improve your traffic acquisitionImprove your traffic acquisition

Improve your website

Improve your traffic acquisition

+ Business Decision

Any questions ?