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'Make the web work for you' by Google no IPAM Lisboa. Apresentação de João Nunes, Account Manager & Online Ad Sales Google.
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Google Confidential and Proprietary 1 Google Confidential and Proprietary 1 Google Confidential and Proprietary
Making The Web Work For You
João Nunes Online Business Consultant
May, 9th
http://goo.gl/0qkda
https://twitter.com/jmgsnunes
http://ie.linkedin.com/in/jmnunes
Google Confidential and Proprietary 2 Google Confidential and Proprietary 2
to organize the world’s information and make it universally accessible and useful
Google Confidential and Proprietary 3 Google Confidential and Proprietary 3
to organize the world’s information and make it universally accessible and useful
for you
Google Confidential and Proprietary 4 Google Confidential and Proprietary 4
Google Confidential and Proprietary 5 Google Confidential and Proprietary 5
Planning a journey takes longer than the trip itself
Dreaming
Experiencing
Researching
Booking
Sharing
1
2
3
4
5
Google Confidential and Proprietary 6 Google Confidential and Proprietary 6
A lot of research goes into planning the perfect trip
24 1:43 17.6 Average journey length
in days before purchase
Average research time in hours before
purchase
Average site visits before purchase
Google Confidential and Proprietary 7 Google Confidential and Proprietary 7
9.1 19.8 4.7 8.7 18.3 4.6 8.1 17.2 4.3
Travel-Sessions Site-Visits Search-clicks
Q1'11 Average Q1'12 Average Q1'13 Average
The hotel research process continues to be complex and time-consuming YoY The average hotel booker conducts 8 research sessions, clicks on 4+ search ads and visits 17 different sites all prior to booking
Source: Compete Key Themes, Year-over-Year Online Travel Content Consumption in the Hotel Category. (Average sessions, visits, or clicks among hotel bookers prior to booking, Q1 2011, 2012, 2013)
Key questions: 1) How will you stay top-of-mind throughout the travel process?
2) How can you make the process easier for travelers?
Google Confidential and Proprietary 8 Google Confidential and Proprietary 8 Source: Adobe Systems Inc., “Hotel Benchmarking Metrics,” Jan. 2013
Hotel website trends • 42% of traffic to hotel websites worldwide
is driven by search engines • Users view 4.9 pages per visit on hotel
websites on tablets (higher than PCs, which has a 4.7 page view per visit average) • Bounce rates for hotel websites
worldwide are the lowest on tablets (35%, whereas PCs have a 44% bounce rate and mobile phones have a 47% bounce rate)
• Of mobile hotel website views, tablets contribute 58% of views and mobile phones account for 41% of views
Prioritize the customer experience across screens to differentiate your brand vs. competitors and OTAs
Google Confidential and Proprietary 9 Google Confidential and Proprietary 9
Make better decisions
by accessing unique customer, industry and performance insights
Win moments that matter
by engaging billions of people, in the right context, with personalized
experiences they love
What we do:
Google Makes The Web Work For YOU
We help You:
Go bigger, faster
by tapping into technology that works together, across
your business needs
Google Confidential and Proprietary 10 Google Confidential and Proprietary 10
Awareness
Interest
Consideration
Purchase
We’re improving every step of the marketing funnel…
Google Confidential and Proprietary 11 Google Confidential and Proprietary 11
Online Sources Used for Research
RT2. Which of the following online sources did you use to look for information on a hotel?, n=1559
D
48% of consumers recall using search while researching hotels
3% 3% 3%
7% 9% 10% 10%
13% 36%
48% 58%
72%
Other Newspaper Websites
Video Sharing Websites Social Networking Websites
Consumer Generated Online Reviews General Discount Websites
Travel Book Review Websites Membership Websites
Travel Review Websites Search Engines
Online Travel Agency Websites Hotel Websites
Hotel Shoppers
Google Confidential and Proprietary 12 Google Confidential and Proprietary 12
Search is key for initial consideration
74% of hotel shoppers recall search being helpful in their research 47% of those who read consumer reviews said their research helped them 68% of hotel shoppers search primarily on branded terms
Online sources help shoppers obtain general information about hotels…
Source: RT5. How did each of the following source(s) help you while you researched or shopped for a hotel?
Google Confidential and Proprietary 13 Google Confidential and Proprietary 13
7 of 10 hotel searchers perform only queries containing brand terms
Implement comprehensive search strategy to reach all in-market consumers
24% 8% Non-Branded
68% Branded
Source: Google/Compete Query Pathing among Hotel bookers, Q3 2011
Google Confidential and Proprietary 14 Google Confidential and Proprietary 14
HOTEL SHOPPERS STARTING RESEARCH ON BRANDED TERMS ENDING IN SAME CATEGORY
Source: Google/Compete Hotel Query Pathing Q3 2011
Branded Term
83% Start
End Non-Branded Term 8%
• Best Hotels Deals
Branded Term 92%
• Pestana Hotels
Evolution Of Searches Terms
Google Confidential and Proprietary 15 Google Confidential and Proprietary 15
FEWER CONSUMERS START RESEARCH ON NON-BRANDED TERMS, FINAL SEARCH SPLIT BETWEEN TERM CATEGORIES
3%
Source: Google/Compete Hotel Query Pathing, Q3 2011
Non-Branded Term
17% Start
Non-Branded Term 44%
• Best Hotels Deals
Branded Term 56%
• Pestana Hotels
End
Evolution Of Searches Terms
Google Confidential and Proprietary 16 Google Confidential and Proprietary 16
EF
1 Site 2 to 4 Sites 5+ Sites
10% 24% 66%
2 of 3 buyers use 5 or more sites while researching hotels
Remarket to potential buyers who are shopping around
Source: Clickstream: BF02
Google Confidential and Proprietary 17 Google Confidential and Proprietary 17
Visitor added to list
Visitor leaves
Your ad across the Google Display Network
Visitor comes to your site
Visitor returns to your site more conversions!
Remarketing is a powerful tool that lets you reach customers who have previously visited your site
Google Confidential and Proprietary 18 Google Confidential and Proprietary 18
D
EF
1 Site
33%
Same Day
52% 9% 6%
Same Week 2 Weeks 3+ Weeks
More than half of buyers research sessions occur 3+ weeks prior to conversion
Lengthen attribution window to account for long research windows
Source: Clickstream: BF08
Google Confidential and Proprietary 19 Google Confidential and Proprietary 19
What is Attribution?
$100 $100 =
Google Confidential and Proprietary 20 Google Confidential and Proprietary 20
What is Attribution?
Email Organic Search
Paid Search Display Social
$100 $100 = ?
Google Confidential and Proprietary 21 Google Confidential and Proprietary 21
Why is Attribution Essential?
• Most customers will have more than a single step in their conversion path.
• Most advertisers will only assign value to the last marketing channel a customer touched before conversion.
• Therefore, their CPA guides them to invest at a point where most customers have already decided where to send their business.
http://www.thinkwithgoogle.com/insights/library/studies/marketing-attribution-valuing-the-customer-journey/
http://www.thinkwithgoogle.com/insights/featured/marketer-attribution-playbook/
Google Confidential and Proprietary 22 Google Confidential and Proprietary 22
Overview
Assisted Conversions
Path Length
Time Lag
Top Paths
Google Multi Channel Funnels
Google Confidential and Proprietary 23 Google Confidential and Proprietary 23
Travelers plan trips across multiple devices Cross-usage of devices for research when planning a trip
Source: “The New Multi-screen World.” Google and Ipsos MetdiaCT. September 2012. Base: Have Started Activity on One Device & Continued on Another (627) Q. For the activities listed below, think about the last time you started each activity on one device and then continued or finished the same activity on another device. Please select which device you started and then continued on.
20
47%
45%
3%
Started on a smartphone
Continued on a PC
Continued on a Tablet
38%
31%
7%
Started on a PC/Laptop
Continued on a smartphone
Continued on a tablet
15%
1%
14%
Started on A tablet
Continued on a smartphone
Continued on a PC
Google Confidential and Proprietary 24 Google Confidential and Proprietary 24 February 2013 Google Confidential and Proprietary 24
3:23 pm
4:20 pm 11:14 am
5:52 pm
2:16 am
3:49 pm
1:19 pm
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7:30 pm
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11:14 am
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1:52 pm
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4:42 pm
4:59 pm
5:52 pm 12:27 pm
12:59 pm
2:59 pm
5:59 pm
6:41 pm
8:30 pm
9:32 pm
4:30 pm
6:31 pm
1:16 pm
11:47 pm
1:27pm
12:13pm
10:29 am
9:05 pm
7:30 pm
2:19pm
8:25 am
12:30 pm
10:26 pm
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7:42 pm
Introducing enhanced campaigns
Enhanced campaigns help you reach people in the moments that matter across all devices, with smarter ads that are relevant to intent and context.
Google Confidential and Proprietary 25 Google Confidential and Proprietary 25 February 2013 Google Confidential and Proprietary 25
Key features of enhanced campaigns
Powerful tools for the multi-device
world
Advanced reports to measure more conversion types
Smarter ads for varying user
contexts
Google Confidential and Proprietary 26 Google Confidential and Proprietary 26
Find your audience with demographic targeting
65+ Sophisticated inferred technology lets you target age and gender more precisely
Gain broad, accurate reach for brand awareness goals
Dreaming
Google Confidential and Proprietary 27 Google Confidential and Proprietary 27
Use Topic Targeting On the GDN
Looking to reach a broad audience quickly
Have a flexible campaign budget and/
or CPA
Looking to significantly ramp up traffic or ad
delivery
Use topic exclusion to prevent your ads from appearing on pages about specific topics or with poor performance.
Dreaming
Google Confidential and Proprietary 28 Google Confidential and Proprietary 28
Target users interested in specific content with Interest Categories
Big • 1600+ interest categories • 100 billion impressions monthly • 500m+ daily internet users • all ad formats
Smart • Sophisticated blend of overall
interests, recent session and current page
video games news sports air travel jewelry magazines
Google Confidential and Proprietary 29 Google Confidential and Proprietary 29
Combine the control of search with flexibility of display: Next Gen Keyword Contextual Targeting
Fine-tune performance with keyword level targeting and bidding.
Control
Real time insights with
keyword level performance
reports
Efficiency
Match ads more precisely
Instantly copy search
campaigns onto display
Transparency Accuracy Control
Google Confidential and Proprietary 30 Google Confidential and Proprietary 30
The travel path to purchase is increasingly social
Source: ROI Research Inc., “S-Net: A Study in Social Media Usage & Behavior” sponsored by Performics, Aug 2011; Google/ Shopper Sciences, Role of Social in the Travel Shopper’s Journey, December 2012;
PURCHASE
60% of travelers factored
online opinions into their vacation planning
In 2012, the average U.S. travel shopper consulted
11.2 sources prior to purchase
48% of social network users follow travel brands to learn about promotions & sales announcements
17% of travel purchase decisions are influenced by social media
Google Confidential and Proprietary 31 Google Confidential and Proprietary 31
Search Video Mobile Display Offers Local
+People +Relationships +Sharing +Recommendations
Google+ is making all of your Google experiences better
Google Confidential and Proprietary 32 Google Confidential and Proprietary 32
What does Google+ mean for a travel brand?
Deeper engagement
Measurable impact
Better Discovery
Relevant reach, across the web
Google Confidential and Proprietary 33 Google Confidential and Proprietary 33
Summary and Discussion
Awareness
Interest
Consideration
Purchase
Google Confidential and Proprietary 34 Google Confidential and Proprietary 34
Useful Links
Awareness
Interest
Consideration
Purchase
• The Zero Moment Of Truth http://www.zeromomentoftruth.com/
• Our Mobile Planet http://www.thinkwithgoogle.com/mobileplanet/en/
• Think With Google http://www.thinkwithgoogle.com/insights/
• Mobilise Your Site Now http://www.howtogomo.com/
• Consumer Barometer http://www.consumerbarometer.com/
Google Confidential and Proprietary 35 Google Confidential and Proprietary 35 Google Confidential and Proprietary
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