Gamc2010 10 - catching up on trends - madona michael - google
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Transcript of Gamc2010 10 - catching up on trends - madona michael - google
Catching Up On Trends
“Advertising generally works to reinforce consumer trends rather than initiate them”
Michael Schudson, sociologist
Google Confidential and Proprietary
Trend Seeker – Mr X
2
• Owns Auto X car dealership
Wants to evaluate his:
• Website
• Advertising campaign
• Advertising spend
Google Confidential and Proprietary
What’s the Trend?
What are people talking about?
Where can my ads get targeted
exposure?
Is my ad campaign capturing popular
trends & buzzwords?
Is my site up-to-date
with current topics?
How stale are my ad
messages?
How does my
site measure up to the
rest?
3
Google Confidential and Proprietary
Catching Up on Trends
4
Profile DoubleClick Ad Planner
Research YouTube
Stats & Data Insights for
Search Trends for Websites
Trend Web Timeline Wonder Wheel
Google Confidential and Proprietary
Case: Toyota Recall
5
Google Confidential and Proprietary
Case: Toyota Recall
Recall - Floor mat issue
Recall – Accelerator pedal
Recall – Prius hybrid
Toyota President apologizes in US
YouTube upload (19,966 views as of 28 Feb)
26 Nov 09 21 Jan 10 8 Feb 10 24 Feb 10 24 Feb 10
Google Confidential and Proprietary
Catching Up on Trends
7
Profile DoubleClick Ad Planner
Research YouTube
Stats & Data Insights for
Search Trends for Websites
Trend Web Timeline Wonder Wheel
Google Confidential and Proprietary
Google Search Results
8
Google Confidential and Proprietary
Web Timeline
9
Get insights into news & web content topics
Google Confidential and Proprietary
Web Timeline
10
Google Confidential and Proprietary
Catching Up on Trends
11
Profile DoubleClick Ad Planner
Research YouTube
Stats & Data Insights for
Search Trends for Websites
Trend Web Timeline Wonder Wheel
Google Confidential and Proprietary
Wonder Wheel
12
Insights into related topics for your ad placements & to include as content on your site
Google Confidential and Proprietary
Catching Up on Trends
13
Profile DoubleClick Ad Planner
Research YouTube
Stats & Data Insights for
Search Trends for Websites
Trend Web Timeline Wonder Wheel
Google Confidential and Proprietary
Toyota on YouTube
14
http://www.youtube.com/watch?v=ZZeiD2-Rbg4
Google Confidential and Proprietary
YouTube Statistics & Data
15
Insights into how content becomes popular, which sites refer to it, how it is searched for, who is viewing it
Google Confidential and Proprietary
Mr X’s YouTube Statistics & Data
16
Insights into how audiences interact with your content - Views
Google Confidential and Proprietary
Mr X’s YouTube Statistics & Data
17
Insights into how audiences interact with your content - Demographics
Google Confidential and Proprietary
Mr X’s YouTube Statistics & Data
18
Insights into how audiences interact with your content – Hot or Not?
Google Confidential and Proprietary
Catching Up on Trends
19
Profile DoubleClick Ad Planner
Research YouTube
Stats & Data Insights for
Search Trends for Websites
Trend Web Timeline Wonder Wheel
Google Confidential and Proprietary
Insights for Search
20
Google Confidential and Proprietary
Insights for Search
21
Insights into particular terms as well as industry-wide search trends
Google Confidential and Proprietary
Insights for Search
22
Insights into regional interest, rising searches – do you have alternative solutions for consumers?
Google Confidential and Proprietary
Catching Up on Trends
23
Profile DoubleClick Ad Planner
Research YouTube
Stats & Data Insights for
Search Trends for Websites
Trend Web Timeline Wonder Wheel
Google Confidential and Proprietary
Trends for Websites
24
nissan.com mazda.com
Insights into other sites people are visiting. Can you get tips from their web pages?
Google Confidential and Proprietary
Catching Up on Trends
25
Profile DoubleClick Ad Planner
Research YouTube
Stats & Data Insights for
Search Trends for Websites
Trend Web Timeline Wonder Wheel
Google Confidential and Proprietary
Ad Planner
26
Insights into sites – Reach, Visitors, Page views & more
Google Confidential and Proprietary
Ad Planner
27
Where else are people going? What are significant pages within a site?
Google Confidential and Proprietary
Ad Planner
28
honda.com
mercedes-benz.com
volkswagen.com
volvo.com
Bad news for others in your industry could be good news for you. See how news affects traffic to sites
Google Confidential and Proprietary
The Trend Spotters Web Timeline
Wonder Wheel
YouTube Stats & Data
Insights for Search
Trends for Websites
Ad Planner
29
Where can my ads get targeted exposure?
How stale are my ad messages?
Is my ad campaign capturing trends?
Is my site up-to-date?
How does my site measure up?
What are people talking about?
Google Confidential and Proprietary
Trend Spotted!
- Insights into what people are concerned with
- Research into your site & related sites
- Updating site content to include popular, related topics
- Modifying your ad campaign to capture popular terms
- Revising ad messaging to suit the trend
- Finding new ad placements
30
Google Confidential and Proprietary
Last Look – What Mr X Did Next
31
Google Confidential and Proprietary