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Copyright Bug Doctor Media 2015 www.bugdoctormedia.com.au Pestech 2015
"E-‐wars: Google v Facebook” (and what it means for a pes@e)
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
Copyright Bug Doctor Media 2015 www.bugdoctormedia.com.au Pestech 2015
Online State of play
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
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%
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
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
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
Copyright Bug Doctor Media 2015 www.bugdoctormedia.com.au Pestech 2015
Rules! (but for how long?)
Dominance
• Organic Search • Local Search • Adwords • Google tools • Display network
Copyright Bug Doctor Media 2015 www.bugdoctormedia.com.au Pestech 2015
Copyright Bug Doctor Media 2015 www.bugdoctormedia.com.au Pestech 2015
Copyright Bug Doctor Media 2015 www.bugdoctormedia.com.au Pestech 2015
Lies, damn lies and sta\s\cs 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
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
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
Copyright Bug Doctor Media 2015 www.bugdoctormedia.com.au Pestech 2015
SEO (Search Engine Op\miza\on)
• 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
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
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
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
Copyright Bug Doctor Media 2015 www.bugdoctormedia.com.au Pestech 2015
But mobile is different!
Copyright Bug Doctor Media 2015 www.bugdoctormedia.com.au Pestech 2015
Google Tools
Copyright Bug Doctor Media 2015 www.bugdoctormedia.com.au Pestech 2015
There’s more to life (and Google Analy@cs)
than CTR!
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
Copyright Bug Doctor Media 2015 www.bugdoctormedia.com.au Pestech 2015
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
Copyright Bug Doctor Media 2015 www.bugdoctormedia.com.au Pestech 2015
Average cost per click
From Wordstream, Larry Kim, Feb 11 2014
Copyright Bug Doctor Media 2015 www.bugdoctormedia.com.au Pestech 2015
The rise of Facebook
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
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
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
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%
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
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)
adver\sing
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
Copyright Bug Doctor Media 2015 www.bugdoctormedia.com.au Pestech 2015
The badle ground
Targe@ng Video
Copyright Bug Doctor Media 2015 www.bugdoctormedia.com.au Pestech 2015
Improved targe\ng 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
Copyright Bug Doctor Media 2015 www.bugdoctormedia.com.au Pestech 2015
Conversion rates with Remarke\ng
From Wordstream, Larry Kim, Feb 11 2014
Copyright Bug Doctor Media 2015 www.bugdoctormedia.com.au Pestech 2015
Facebook targe\ng
• Targe@ng – Geo targe@ng – Demographics – Interests – Behaviours – Connec@ons
• Custom audiences – Retarge@ng – Mobile numbers – Emails
• Lookalike audiences
8!
Copyright Bug Doctor Media 2015 www.bugdoctormedia.com.au Pestech 2015
Video Games
V
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!
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
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
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
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 – [email protected] – 0400 873389