Why Google? Scale 144,000,000 searches in the UK per hour. Dominant Over 90% of UK Search market. Customers Most shopping journey starts with search
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1 Welcome to Google Masterclass 16 March, 2016
2 Why Google? Scale 144,000,000 searches in the UK per hour Dominant Over 90% of UK Search market Customers Most shopping journey starts with search
3 Agenda Creative Merchants Google free services Overview of Google paid services Google Micro Moments Trends Creative Merchants Your web site Golden SEO rules
4 Google My Business Tell Google that you exist
5 Use Google My Business to grow Get on the Map Free & prominent Essential starting point Contact details & opening hours Shows reviews Needs management & time Links to Google Plus page
6 Google Plus
7 ... multiple opportunities on Page 1 of Search
8 Google Plus: More than a Social Network A highly effective Search & sales tool! It s free News feeds into a Google platform Postings appear in organic search- Optimise Collect recommendations Use photos & videos- YouTube Communicate with relevant interest groups
9 Google Plus Communities
10 Agenda Creative Merchants Google free services Overview of Google paid services Google Micro Moments Trends Creative Merchants Your web site Golden SEO rules
11 Why Advertise?
12 How Google Adwords Works Top position on search results Bid on specific keywords in an auction Position set by your relevance & your bid
13 How Google Adwords Works Pay for every click thru to your site Daily budget so can control spend
14 The Quality Triangle Focus on relevance to reduce costs
15 Adwords Best Practice Start small Track results Instant data use it! Focus on relevance Test/Review/Test/Review Increase spend only when profitable
16 Google Use as services many services as possible
17 Summary Google rewards loyalty therefore: Use as many Google services as possible Link them together Use all free services Test paid services within controlled budgets Only increase investment when profitable
18 Micro-Moments Workshop
19 Micro-Moments Workshop - Agenda 1. Why Online (Zero Moment of Truth)? 2. Why Now? 3. Why Google? 4. Why work with an Agency?
20 Micro-Moments Why Online?
21 Micro-Moments Workshop We re tuning in more than ever Google Confidential and Proprietary
22 Micro-Moments Workshop As many as 88% of consumers are researching items online and then buying in a physical store. Accenture: Seamless Retail Google Confidential and Proprietary
23 Buy festival tote for Coachella next weekend 11:15pm Wake up and check today s weather 6:50am At lunch, play Scrabble while waiting in line 1:33pm 150X Use flashlight app to find dropped earring 11:09pm Use maps to get directions to Creole food truck 1:13pm per day Browse festival styles on YouTube 7:15pm On the bus, read about Coachella lineup 8:42am On bus, check for sales this weekend 5:29pm At bus stop, listen to new music playlist 8:30am At work, book Coachella tickets 11:36am
24 20% 18% 29% increase in mobile's share of online sessions decrease in time spent per visit increase in mobile conversion rates Google Analytics aggregated data, for April 1-14, US
25 Micro-Moments Workshop The world has changed 61% now prefer news on PC, tablet, laptop or mobile to newspaper 3 hours 41 minutes more time spent online than watching TV per day 2.4% drop in high street footfall in hours per month spent online by the average Brit 27 % of all online sales are made on a mobile device Google Confidential and Proprietary
26 Consumer Behaviour Changed Why Now?
27 Micro-Moments Workshop Take a look at John s sitting room. TV 63% Watch TV and surf the web at the same time PHONE TABLET 90% Move between devices to accomplish a goal LAPTOP Google Confidential and Proprietary
28 Micro-Moments Workshop The buying process has changed too. They switch regularly between devices. They read reviews, compare styles, and research pricing. Holiday in Ibiza They search. 93 % of buyers research online before purchasing. 40k online searches occur per second in the UK. Buyers are unpredictable. They search again. Cheap 2 nights + Ibiza On average, 10.4 information sources influence an online buying decision. Google Confidential and Proprietary
29 Micro-Moments Workshop Buyers used to follow a linear path to purchase. Awareness Consideratio n Intent Decision Yellow pages Print ad Call seller Ask for a quote Mail order Billboard Visit store Compare goods in store Store purchase Storefront Google Confidential and Proprietary
30 Micro-Moments Workshop Now they use the internet as a hub. View in Store 19% research online, visit a store to examine the product and then purchase online Online Review 77% look at online reviews before making a purchase Online Video 62% of (Country) population watches YouTube Display Ad 51% of consumers learn about new products from online advertising Mobile 41% research and purchase on a smartphone New mobile phone Search 93% of buyers research online before purchasing Purchase in store/ Purchase online Google Confidential and Proprietary Social Media 4x more likely to buy a product recommended by a friend
31 Micro-Moments Workshop Google Confidential and Proprietary
32 Where do the ads show? Why Google Platforms/Products?
33 Client Proposal Client Audience & Objectives Platforms to invest in per objective Search Search Search Display Display Display YouTube YouTube Y T Advocacy & Loyalty Awareness Consideration Purchase How do I find more customers? How do I stand out in a cluttered marketplace? How do I drive sales and grow my business?
34 Where do the Ads show? Search Network This is where your ad will show Top 3 Sponsored Ads Products Tabs: Shopping Organic Result Sponsore d Ads
35 Client Proposal Where do the Ads show? Display Network Ad will show on our partner sites & Youtube
36 Where do the Ads show? Mobile Where ads run
37 Where do the Ads show? YouTube Local Online Video in the UKI 2nd Largest search engine globally 40M People in the UK watch YT each month 50% UK Watch time is on Mobile 9 28M is from Mobile or Tablets Hours of videos watched per viewer every month 5.7 (avg) from Mobile devices
38 Where do the Ads show? Products to invest in per objective: an overview AWARENESS CONSIDERATION PURCHASE/SALES YT Brand Channel + content Enhanced Campaigns + Retargeting Audience Targeting Brand and category keywords Dynamic search ads Search Extensions Livestream TrueView Rich Media Display Search + Extensions Google Shopping Click to Call Location extensions Proximity Bidding G+ Community Social extensions Mobile Extensions Always optimized with Analytics Remarketing (Search, Display, Video, Dynamic) Contextual targeting Product info on YT G+ pages and social outreach Hangouts TrueView Google Shopping Own all branded keywords
39 Work & Win with Agencies Why Work with an Agency?
40 Micro-Moments Workshop The value of an agency Market knowledge Performance Time Google Confidential and Proprietary
41 Micro-Moments Workshop The value of a badged agency What to expect from your agency: 1. Reporting 2. ROI 3. Optimization 4. Market & customer strategic insights 5. The latest ad formats/ platforms Google Confidential and Proprietary
42 Thank you!
43 What next? Opportunities
44 Agenda Creative Merchants Google free services Overview of Google paid services Google Micro Moments Trends Creative Merchants Your web site Golden SEO rules
45 Not just page 1 anymore Local Search is huge opportunity Compete with large companies Work smarter Use multiple Google services Optimise your website
46 Web site Original and relevant content Utilise key search terms (optimise) Plan hierarchy and navigation Every page Unique topic Unique title: displays in results Unique meta description Keywords in file name Descriptive text for links
47 Agenda Creative Merchants Google free services Overview of Google paid services Google Micro Moments Trends Creative Merchants Your web site Golden SEO rules
48 Google Analytics: Free business tool Who are your customers? Where are they coming from? How are you doing? Benchmarking Site performance Content & speed Set up Goals Review Sales Funnel v Goals Make changes to improve performance
49 5 Basic Rules of SEO Webmaster Tools (Search Console) Enable crawl, submit to index Include Analytics code Speed is a ranking factor Mobile is very important Be smart about content
50 We re here to help Download of all slides on our website Happy to give free consultation Questions welcome
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