Search Marketing & Web internet solutions A Professional Discussion

Transcription

1 Search Marketing & Web internet solutions A Professional Discussion

2 ABOUT 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 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

3 AGENDA 1. Today s dimension of the Web role of Search 2. Different approach between Offline and Search 3. Belgian Search Marketing Landscape 4. Google Analytics A new profession + Tips & Tricks

4 A Shift in Media Consumption Media Consumption (% hours/week, 2009, Belgium) watching 26% television surfing 31% internet 28% listening to radio 15% Reading newspapers & magazines Source: Mediascope Europe ComsCore 2010 Europe Digital Year in Review 4

5 Internet in Belgium Key Figures 6,0 million 86% 54% Regular Internet users in Belgium Belgian Internet users are home broadband connected Belgian surfers have experience with e-commerce What s your default homepage? Search Reach in Belgium Reach 96% Sources: MediaScope Europe 2010 & Google Internal 5

6 Finance related search volumes are greater than popular celebrities 6

7 Making Google Easy is Hard

8 AdWords More Than Pay Per Click Sponsored Links Reach consumers at the moment they demonstrate interest Natural search Results generated algorithmically unbiased and unpaid 8

9 AdWords More Than Pay Per Click More than Pay Per Click : Rank = MaxCPC x Quality Score Bidding System that requires active and frequent management for improving Quality. 9

10 Google Content Partners - Now called the Display Network 10

11 Google Display Network (GDN) Performances Tot UV (000) Total PV (MM) %Reach GDN = high reach! Source : 2010 comscore, Inc, August 2010

12 Mapping the Google Display Network in Belgium On the GDN, alone, reach of M unique users/p.m. That s 84% reach! 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 12

13 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 Content Control of the message depends on the SEO consultant Total 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 13

14 TOOLS Most commonly used tools Insight for Search (Google Trends v2) Google Keyword Tool / Traffic Estimator 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

15 What is what? Offline vs Online vs Search 15

16 Principal steps of the media process 1. Client brief objectives 6. Results and control 2. Market analysis 5. Negotiations and buying 3. Media Strategy 4. Planning Source : C Kévers 16

17 1. Client brief objectives What is required in a Briefing Requirements Offline Media Search What? Category Products/Brand What to do? Who? When? Objectives Socio-Demographic Target Active timing Where? Geographical information How? Creatives and formats How much? Budget 17

18 2. Market analysis Search necessary preliminary information are very limited Profile of the consumer/buyer (sociodemographic criteria) Pluri-Media/Products & Attitudes Search requirements Buying cycle and seasonality Positioning (market share, image ) Geographical information Competitors mapping (direct or indirect) Trends 18

19 3. Media Strategy The questions to answer to Which targets to achieve in marketing and communication? 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) Right people Right message Right moment For which cost Source : Kumar V., Shah D. (2004) Pushing and Pulling on the internet. Marketing Research pp

20 3. Media Strategy Choosing the correct Keywords is crucial to define the contextual target Right people Right message Right moment For which cost? Media Target 1 Media 1 Offline Consumer Target Media 2 Purchase Determined segment based on purchase incident found in data sources Media Target 2 Demographic group and their media consumption Media 3 Relation between purchase incidence and exposure Search Branded Keyword 1 Branded Keyword 2 Branded Keyword 3 Branded Keyword 4 Branded Keyword 5 Generic Keyword 1 Generic Keyword 2 Generic Keyword 3 Generic Keyword 4 Generic Keyword 5 Semantic of the chosen Keyword triggers the Target Contextual Target Different path of behavior possible on the web Behavior 1 Behavior 2 Purchase = Conversions Source : Gibs, J. Sasquatch, the Loch Ness Monster, and Online GRP, Nielsen Online Blog, June

21 3. Media Strategy Difference between GRP & online measurement Right people Right message Right moment For which cost? Offline GRP measure the total volume of delivery of your message to a targeted audience Gross Rating Point = Reach x Frequency for a specific category Search Impressions Why is there no Search GRP? Not possible to measure for a targeted audience 4 OTS 100 GRP 2 OTS 100 GRP 25% Net reach 50% Net reach GRP doesn t take into account the efficiencies of the delivery Clicks Conversions Source : Gibs, J. Sasquatch, the Loch Ness Monster, and Online GRP, Nielsen Online Blog, June

22 3. Media Strategy The audience is switching to a user Right people Right message Right moment For which cost? 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 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 Source : Ha, L (1996) Observations. Advertising clutter in consumer magazines: dimension and effects. Journal of Advertising Research, 36(4), pp

23 3. Media Strategy Data crunching to optimize the ads Right people Right message Right moment For which cost? No creatives (stricto sensu) In traditional media, a simple change of the creative can influence the return by 40% Ad Text Flexibility of change, instantaneous adaptation Optimize by rotating performance, thanks to user s interactivity Source : Sauzay D., Marketinf Direct n 60,

24 3. Media Strategy Push vs. Pull Marketing Right people Right message Right moment For which cost? Originates from the will of the marketer to transmit his message PUSH PULL Announcer answers to the consumers needs 24

25 3. Media Strategy Push & Pull models are complementary Right people Right message Right moment For which cost? Buying Cycle Originates from the will of the marketer to transmit his message Awareness Awareness Message Association Interest Consideration Decision Purchase Intent Action PUSH PULL Push vs. Pull are not 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 Announcer answers to the consumers needs 25

26 3. Media Strategy The right moment is when users are looking for you Right people Right message Right moment For which cost? When? The distribution of the active period Offline Budget Budget Budget Budget Time Time Time Time Be present frequently enough to have an impact during the active period VS. Be present when users are searching for you! Search The presence is triggered by users request. Availability is actually 24/24 Source : Google insight for Search, 26

27 3. Media Strategy Online cost are variable according to performance Right people Right message Right moment For which cost? Offline General Cost /GRP Magazines: CPM Cost per thousand = Cost of ad space ($, Pts, DM) *1000 / Circulation Television: CPRP Cost per rating point = Cost of commercial time / Program rating P r o d u c t i o n M e d i a M a i n t a i n Search Marketing 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 27

28 4. Planning Difficulties to forecast performances Issues in online Search media planning : How to evaluate the volume of a campaign Variable performance Variable Cost Performance based 28

29 5. Negotiations and buying 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 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

30 6. Results and control Performance tracking differs a lot in Online Search vs. Offline Long term profit + Value to Client - + Offline Ease to measure Short term profit Incremental Sales Shopping list First mention Consideration Spontaneous Brand Awareness Aided Brand Awareness Spontaneous Communication Awareness Aided Communication Awareness + Value to Client - Spontaneous Ad Awareness Aided Ad Awareness 30

31 6. Results and control 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 31

32 Search online is low work intensive for Media planner Workload Search Online < Offline Medias Search Online = Offline Medias Search Online > Offline Medias 1. Client brief objectives 6. Results and control 2. Market analysis 5. Negotiations and buying 3. Media Strategy 4. Planning Source : C Kévers 32

33 Keywords Buying? Keywords Buying is: 1. An Auction o For every single search on Google it is a new auction 2. You pay for what you get o Pay per click not per view 3. Consumers decide o You are shown only when consumers search for you or your products/services 4. No negotiation o 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 feedback o All performances data of Google Campaigns are updated almost in real time and can be changed at anytime GRP MEDIA SCHOOL 2010/2011 «Mediabytes, a survival package for the digital journey»

34 Media Buying? Media Buying is: 1. Fixed Prices o Prices of spaces are negotiated beforehand 2. Planners Decide o Media planners decide when/where the ads will be shown (based on expertise) 3. Post campaigns feedback o All performances data of Traditional Campaigns need time to be available and measurable GRP MEDIA SCHOOL 2010/2011 «Mediabytes, a survival package for the digital journey»

35 Different Competenties Keywords Buying: - Need active management - Need re-activeness - Continuous optimization Media Buying: - Need size to negotiate - Need expertise in planning - Negotiation GRP MEDIA SCHOOL 2010/2011 «Mediabytes, a survival package for the digital journey»

36 Belgian Google AdWords Landscape Google Support Brussels Google Support Dublin Google Support London Google AdWords Management with agency vs. none 08 No agency 39% Independent Search Agencies Belgian SEM Agencies Foreign SEM Agencies Agencies 61% Media Agencies Internal search department No search dpt -> planners Search unit abroad Web/advertising Agencies Source : Google 36

37 Belgian agency landscape Creatives SEM Media agencies

38 The importance of data-driven marketing 38

39 What is web analytics? Web Analytics is the measurement, collection, analysis 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

40 1 Discipline in tagging/labelling Search Marketing Banner Advertising Marketing Determine which marketing initiatives are driving the best traffic to your site Search Engine Optimization Referrals Affiliate Programs

41 2 Discipline in analysis process Optimisation Traffic Sources Direct Referrals ing Banners Search Optimisation Monitoring Follow up Analysis Decisions Budget Definition Budget Re-allocation Data collection Goals Leads Sales Top of mind 41

42 3 What can you get from WA? 1. Measure and value your traffic sources 2. Improve your website 3. Impact your business 42

43 1. Measure and value your traffic sources 2. Improve your website 3. Impact your business 43

44 1.1. Budget allocation Google AdWords Google Display Affiliates Ad campaigns Ad Link Display Return On Ad Spend Social Media Facebook Truvo Enable monetary goals (e-commerce) OR Allocate value to non-monetary goals Revenue derived from ads from source of traffic A Caluculate your R.O.A.S = Cost of ads from source of traffic A Compare R.O.A.S for similar sources of traffic: for example different display networks 44

45 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. 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. 45

46 1.3. R.O.I on ecom/non-ecom goals confidential 46

47 1.4. Know your visitors adapt your message! Country? Language? 47

48 1.4. Know your visitors adapt your message! Frequency? Site A: Site B: Content and acquisition message should change more often 48

49 1.5. Intelligence & Custom Alerts beta Create custom alert: 49

50 1. Measure and value your traffic sources 2. Improve your website 3. Impact your business 50

51 2.1. The role of the homepage What is the percentage of visitors seeing your homepage? Are there important sections missing on the other pages? 51

52 2.1. The role of the homepage 1. Create advanced segments to isolate visitors who have not visited 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!

53 2.2. Identify the top sections/path 53

54 2.2. Identify the top sections/path

55 2.3. Understand the funnel of conversion 1. Identify critical steps 2. Where do people leave? 3. Where do they go? Change button position/ color/text, Change structure of the page, Add/remove information, Ask for before the most critical steps to be able to recontact visitors, 55

56 2.4. Improve technical features Adjust your website layout to the most popular screen resolutions to optimize visibility confidential Assess your visitors browser capabilities (e.g. java support) 56

57 2.4. Improve technical features Identify major issues with specific browsers & versions confidential

58 1. Measure and value your traffic sources 2. Improve your website 3. Impact your business 58

59 3.1. Seasonality per product/category Category1 Category2 Category3 Category4 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Highest importance High importance 59

60 3.2. Geo-analysis and decisions Ville Total Goal Completions Visits Conversion rate Paris 2,01% Nantes 2,14% Lille 3,25% confidential 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% 60

61 3.3. Leverage internal search How many visitors use the site search? confidential What are visitors looking for? Do they find what they want? Develop your product offer 61

62 Conclusion Traffic to your website Data collection Improve your website Improve your traffic acquisition + Business Decision 62

63 Any questions?