1. Periscopix and Google
Thomas Byrne Adriano Accardo
Head of Sales, Periscopix Industry Manager, Agency
Google Confidential and Proprietary
2. Half the new
Internet connections
come from mobile devices
Last year, more
smartphones were sold
than PCs
WHY
By 2015, more people in the UK will be
going online via a mobile device MOBILE?
than on a computer
Sources:
Eric Schmidt 2010 Mobile World Congress
CNN, via International Data Corp (IDC): http://tech.fortune.cnn.com/2011/02/07/idc-smartphone-shipment-numbers-passed-pc-in-q4-2010/
International Data Corp (IDC): More Mobile Internet Users Than Wireline Users in the U.S. by 2015
2 Google confidential
Google Confidential and Proprietary
2
3. Agenda
1. What’s Next for Search: Matt Bush, Head of Agency
2. Website Conversions: Shane Cassells, Google Conversion Expert
3. Coffee Break
4. Mobile Performance: Jonathan Abraham, Industry Head, Mobile
5. Optimizing for Mobile using Google Analytics: Ben Gott, Head of
Web Analytics
3 Google confidential
4. What’s next for search?
@mattjbush
gplus.to/mattjbush
4 Google confidential
5. • The changing consumer
• Measuring through Attribution
• Google+
• Research Online, Purchase Offlline
5 Google confidential
6. Product Consumer Knowledge
90% of Search as a ?
clients key channel
6 Google confidential
8. “The CMO role is to be more data-focused
and less creative over the next five years…
…because of the increased pressure
to prove the ROI of campaigns”
Source: IBM via Marketing Week.
8 Google confidential
9. 63 43
% %
Source: IBM via Marketing Week.
9 Google confidential
10. 28 39
% %
Volume share Revenue share
Source: The Deloitte Multichannel Consumer Survey, Sept 2011
10 Google confidential
11. %
of
consumers
who
make
their
decision...
Before$visi4ng$the$store$ In$the$store$
60%$
75%$
83%$
40%$
25%$
17%$
2007$ 2008$ 2009$
Source: Longitudinal Economic Study Series, IRI Attitude Link, n = 1,000+ shoppers. CPG Purchase Decisions. IRI, 2009.
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13. Category
Searches
Travel
20
Mobile
phones
7
Apparel
6
Energy
5
Source: Beyond last click: Understanding your consumers’ online path to purchase, 2011, Google/Neilsen
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14. Last click is not the whole story
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4
15. Conversion path: the whole story
Assists clicks and impressions Last click
Generic Display Organic Brand Affiliate
search network search search click
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16. Generic assists drive brand search
Branded Conversions preceded by Generic clicks grew at a
rate that was 10x that of Brand-only
Brand conversions exposed to
Generic Terms
329% Growth
Sales
Q3 Q4
Source: Google internal, Cross-Advertiser Search Funnels Analysis, Q3 & Q4 2010
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17. Consumers take time to convert
Source : Google / Nielsen ‘Beyond Last Click’ whitepaper covering the UK market published 2011
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18. Search funnel opportunities
High impression
assists may
indicate need to
increase position
or modify copy
High click assist to last
click ratios indicate that
ads may be undervalued
by last click.
18 Google confidential
19. Google Analytics Multi-Channel Funnels
A single view of interactions across digital channels
Top Paths
Time Lag
Path Length
Assisted Conversions
Overview
19 Google confidential
21. What is attribution modeling?
Distribute value to multiple interactions along the
path to conversion according to different models.
Generic Display Organic Brand Affiliate
search network search search click
$50 + $0
$20 $20 +$0
$20 +$0 $100 = $100
$20 + $50
$20
21 Google confidential
22. Google’s attribution philosophy
• There is no ‘one size fits all’ attribution model
• Compare multiple attribution models
• Seek an evidence basis for attribution
22 Google confidential
26. 91% of 91% of all UK sales happen offline offline
all UK sales happen
91% of all UK sales happen offline
Source: Forrester eCommerce Forecast, Q1 2011
26 Google confidential
27. 40% of 40% of shoppersresearch online andoffline
shoppers research online and purchase purchase
offline
Source: Consumer Commerce Barometer (TNS, IAB & Google) 2010
27 Google confidential
28. Category
ROAS
Apparel
3:1
Mobile
and
contracts
4:1
Home
and
garden
6:1
Consumer
electronics
12:1
28 Google confidential
29. 10% of
all
offline
sales
driven
by
the
website
29 Google confidential
31. incremental
store
visitors
who
bought
+27k 1200
products
through
up-‐weighted
SEM
31 Google confidential
32. higher
basket
size
from
ROPO
customers
2x driven
by
Paid
Search
32 Google confidential
33. Testing
Products Reporting
tools
33 Google confidential
34. OFFLINE ONLINE PHONE
RESEARCH
? ? ? ? ?
? ? ?
PURCHASE
34 Google confidential
35. Tracking Combine data Experiments/
Geo-tests
Attribution of Correlation of Prove
offline sales online ads and incremental
offline sales effect
35 Google confidential
36. 1. Ensure local stores are 2. Attract consumers to the 3. Promote specials and
easily found online store (Pull) weekly deals (Push)
Place Search & Offer Ads (Desktop) eCirculars
Location Extensions
Local shopping Offer Ads (Mobile) Mobile “Proximity”
36 Google confidential
37. 1. What
is
the
consumer
searching
for?
2. What
is
the
journey
to
your
site?
3. How
do
people
navigate
through
your
site?
4. Where
do
people
eventually
buy?
37 Google confidential
38. Remember : the truth is out there...
You’ll only know for sure if you test
Thank you
Matt Bush
mbush@google.com
38 Google confidential
3
8
39. Conversion
Shane Cassells
39 Google confidential
42. 250msec
1msec = 1/1000th of a second
42 Google confidential
43. Sites Must
EVOLVE
“ Every year the amount of content we add to our website doubles,
”
while our user’s patience with our website halves.
~ Cassells’ Law
43 Google confidential
44. Web Marketing Team
Website Team + Marketing Team = Same
Targets
44 Google confidential
47. “ There is no such thing as a training
class or a manual for a website.
People have to be able to grasp
the function of the site immediately
”
after scanning the home page – for
a few seconds at most.
Jakob Nielsen
47 Google confidential
48. Focus on the User
Focus on the Conversion
Focus the User on the Conversion
48 Google confidential
67. boost performance:
51% more likely to purchase from
retailers
85% increased
engagement
keep customers:
40% would visit a competitor’s site
instead because of a disappointing
mobile experience
Source: Compuware, “Why the Mobile Web is Disappointing End-Users”. March 2011
67 Google confidential
71. keep it quick make it easy to convert
help mobile users - design your site
to load quickly and make copy easy focus on information that
to scan. will aid conversion.
simplify navigation make it local
clear navigation, hierarchy include functionality that helps
and vertical scrolling aid people
access to information. find you and get to you.
be thumb friendly make it seamless
design your site so that even bring as much of the
large hands can interact with functionality of your desktop
it easily. site to mobile as you can.
design for visibility use mobile/tablet site
redirects
ensure that your content can
give users a choice to go back to
be read the desktop site, but make it easy to
at arm’s length. return to the mobile site.
make it accessible learn, listen & iterate
ideally, your mobile site should work good mobile sites are user-centric,
across all mobile devices and all meaning they’re built with input from
handset orientations.
your audience.
71 Google confidential
75. How we can help you?
1 Insights: UK trend data on search, display,
mobile behaviour and effectiveness.
2 Implementation: Share learning‘s, best
practice and benchmarks
3 Impact: Partner with your research teams to
understand brand and multichannel impact.
75 Google confidential
76. Smartphones Used While Consuming Other Media
Watch TV
53% Listen to
music
Read a book
49%
11%
74 %
Use smartphone
while….
Read Use internet
newspaper
/magazine Play
26%
18% video games
16%
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77. Mobile is Transforming Everyday
Shopping Behaviour
24% 21%
45% Intentionally carry a
Have changed their
Of Smartphone mind about
Smartphone when purchasing a product
owners use the
shopping to or service in store as
phone in their
compare prices and a result of information
purchase process
for information gathered on their
Smartphone
77 Google confidential
78. google mobile core proposition
Video
Search
Home Work
Mobile Sites Apps
Shopping Commuting
78 Google confidential
83. Travel
Queries
on
Mobile
2010:
4%
2011:
14%
Google confidential
84. CPG
Queries
on
Mobile
2011:
7%
2012:
15%
84
Google confidential
MOBILE CONTRIBUTES
HUGELY TO34% INCREMENTAL GROWTH
INCREMENTAL
MOBILE’S SHARE OF TOTAL REVENUE MAY BE
SMALL, BUT DRIVES
REVENUE GROWTH 54% 49%
33% 36% 37% 34%
23% 14% 23% 21%
85. Retail
Queries
on
Mobile
2010:
4%
2011:
13%
85 Google confidential
86. Mobile Search Formats
Click- Site-
to-call Links
Click-to- Hyper
download local
Google Confidential and Proprietary
Google confidential
87. Split out mobile campaigns
Separate campaigns are the best way to guarantee stronger
results.
1 More
Control
• Set bids and budgets just for mobile, run separate
reports to track results, easier optimization.
• Include messaging with a strong mobile
2 Relevant
Messaging
call-to-action
• Use relevant ad formats that drive to a mobile
optimized landing page.
3 Better
Targeting
• With AdWords you can target different
carriers and devices.
Google Confidential and Proprietary 87
Google confidential
88. Mobile App Extensions - BETA
Once the app is downloaded, click-to-download extensions allow you to direct
users to a destination inside the app
Advertiser Benefits:
• Shorten the conversion cycle by deep-linking directly into an app so that users don’t have to fill out
shipping addresses or other information on the site
• Drive additional downloads of your app by offering a download link along with your regular text ad
• See results – From the initial beta results, we’ve seen a 5.8% CTR increase for ads which have the
“fancy sitelink”
Google Confidential and Proprietary 88
88 Google confidential
89. Roy’s Restaurants achieves 800% ROI with hyperlocal
advertising and mobile-only campaigns
Mobile searchers looking for dining options could effortlessly see how close they were to a
nearby Roy's Restaurant and the click to call function allowed for instant reservations.
Our hyperlocal mobile-only campaign drove a 40% increase in calls with a CPC 67% less than desktop
ads. The numbers are impossible to ignore. We have to invest in hyperlocal mobile advertising as
part of our long-term growth strategy.
- Jason Maloney, Vice President of Marketing for Roy’s
After realizing that mobile
1 traffic was outperforming
Results
desktop traffic in CTR and ü Achieved 800% ROI on
CPCs, Roy’s created a mobile-only campaigns
separate mobile-only
ü Drove 40% more calls
campaign to maximize
number of calls and clicks ü Hyperlocal mobile ads had
a 539% higher CTR and
2 Used hyperlocal location 67% cheaper CPC
extensions to better target compared to previous
on-the-go customers desktop campaigns
searching nearby one of their
89 local restaurants
Google Confidential and Proprietary
Google confidential
90. Build a mobile site
Google Confidential and Proprietary
90 Google confidential
91. what kind of content does your
1. customer want or need?
2. what experience is best for that
kind of content?
3. how will your customer discover
this content?
91 Google confidential
92. 10 best practices for mobile sites
be thumb friendly make it local
design your site so even large hands can include functionality that helps people
easily interact with it. find and get to you.
design for visibility use mobile site redirects
ensure your content can be read give users a choice to go back to the desktop site,
at arm’s length. but make it easy to return to the mobile site.
simplify navigation keep it quick
clear navigation, hierarchy and vertical help mobile users, design your site
scrolling aid access to information. to load fast and make copy easy to scan.
make it accessible make it seamless
ideally, your mobile site should work across all bring as much of the functionality of your
mobile devices and all handset orientations. desktop site to mobile.
make it easy to convert learn, listen & iterate
focus on information that good mobile sites are user-centric, meaning
will aid conversion. they’re built with input from your audience.
Google Confidential and Proprietary
92 Google confidential
93. TicketsNow launched mobile optimized site &
experiences higher conversion rates
“Search queries and purchases in our space are migrating to mobile at a
rapid pace. Mobile is where consumers are now and increasingly where
they’re headed, so that’s where we need to be.”
--Sachin Gadhvi, Director, Search &Mobile Marketing TicketsNow.
1 Launched a mobile
optimized site for a simple, Results
easy-to-use experience ü Boosted conversion rate:
when buying tickets 50% up
ü Return on ad spend higher:
2 30% higher return on ad
Ran Google mobile ads to spend from paid search
drive traffic to their site as ü Order value increased: The
well as the click-to-call ad average order values from
unit mobile devices was up 8%
Google Confidential and Proprietary
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94. What is your tablet strategy?
Google Confidential and Proprietary 94
Google confidential
95. Tablets have changed the way consumers
engage with digital content
How are people using tablets differently from computers and
smartphones?
Using touch on HOW: WHEN Evenings
a big screen, and on the
productivity & weekends.
entertainment
Multi-task while Desirable
watching TV, demographic -
relaxing in bed & WHO
young, high
WHERE
in the kitchen income
95 Google confidential
96. Searches across 3 screens compliment each other
3 devices allow for constant connectivity in the evenings and weekends
Hourly Distribution of Searches by Platform
(doesn’t reflect absolute traffic volume)
Night Morning Day Evening
12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM
Tablet Mobile Desktop
Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes.
96 Google confidential
97. Tablet usage is growing exponentially,
driven by affluent demographics
UK Google Searches by Device
+23%
WoW
Queries
Indexed
UK Tablet Survey 2011 Highlights
DEMOGRAPHICS
• 2 in 3 Tablet Users are aged 25-54
• 60% of tablet users are males
• 73% have house hold income greater than £30K
USAGE
• 77% use tablets more than an hour a day, 48% >2hr/day
• 81% search online; including product review
• 62% of tablet users do online shopping
Source: Google Internal, Canalys Q3 2011!
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Google confidential
98. Conversion rates on tablets dwarf those on mobile
and are similar to desktop
Conversions are
10-15%
*
cheaper
Sources: !
than on desktops2
1) Adobe Digital Marketing Insights, 2012, USA!
*Average Order Value!
2) Google Internal!
Google Confidential and Proprietary
Google confidential
99. The Spectacular Rise of the Tablet
Tablets are the fastest-selling consumer tech device in history
Tablet shipments are growing rapidly Number of days to reach 1M units sold
101m
360+ 74 28
65m
16m
2010 2011 2012 2001 2007 2010
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100. Tablet users are engaged
68%
use their tablet
at least 1 hour
per day
40%
2
use
their tablet daily
while watching
TV1
Source:
1) Nielson, 2011
2) Google Mobile Display Tablet Usage Survey, US, March 2011. n=
1,430, all members of the Google Mobile Display Network
100 Google confidential
101. Build tablet-specific ad campaigns on Google
networks
Best practices for tablet-only campaigns
• Point ads and ad extensions (on Search) to tablet focused landing pages
• Designate separate budgets for tablet campaigns. In search campaigns: bid for 1st-3rd
position above the fold
• State a clear value proposition for tablet customers in your ad creative, such as “view
our selection of iPad cases today!”
• Day-part campaigns to match when consumers are using tablets (evenings,
weekends).
• Review Google Analytics for tablet traffic patterns, and allocate
bids and budgets based on peak times.
• Leverage large, touch friendly screens! Utilize our new tablet rich
media ad units in your campaigns.
101 Google confidential
102. What are the DO‘s and Don‘ts
1 Do split out mobile campaigns, use mobile creative and relevant
ad extensions
2 Do build a mobile site or mobile app
3 Do treat tablets as differently but drive to desktop site
4 Don’t drive to a flash site
5 Don’t neglect tracking on mobile
Google Confidential and Proprietary
Google confidential
103. Mobile Display
Google Confidential and Proprietary
103 Google confidential
104. Mobile
Display
Advertising
104 Google confidential
105. Recap: Where our Display ads run
40,000+ iPhone Apps 20,000+ Mobile Websites 40,000+ Android Apps
105 Google confidential
106. An Introduction to
What does AdMob do best?
App
Promotion
mCommerce
Video & rich
media
engagement
Drive footfall
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107. Targeting Options
Standard Advanced
Interest Category
Location (Android Only)
& time Traffic Bundles
Enhanced
Operator Demographic Remarketing
OS Newly Activated App
(and OS version) Device Device Enthusiasts
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7
108. Buy across a selection of apps and sites
Business & News Social Kids Sports Game Entertainment
The Football League
The Independent
Absolute Radio
108 Google confidential
109. Key Ad Format: click-to-App-Store / Marketplace
Put your store onto your customers device in 2 clicks
Google confidential