Google Shares Tips On Increasing Content Monetization Through Engaged Audience - Andrew Tucker
31
Confidential & Proprietary Improving Engagement in Today’s Mobile/Social World
-
Upload
designbloggersconference -
Category
Design
-
view
142 -
download
0
Transcript of Google Shares Tips On Increasing Content Monetization Through Engaged Audience - Andrew Tucker
Confidential & Proprietary
Improving Engagement in Today’s Mobile/Social World
Confidential & ProprietaryConfidential & Proprietary
Building for today
Engaging your users
Driving traffic
Unlocking revenue
1
2
3
4
Confidential & Proprietary
Building for today’s users
Confidential & Proprietary
Mobile first strategy tips
67%
of users start a purchase on their mobile phone, but complete it on their desktop
Make it consistent Make it fast
Source: study by Google and Millward Brown Digital
Confidential & Proprietary
Make it easy for your users
74%
of people will abandon a mobile website that takes more than 5 seconds to load
1/3
Source: Google Mobile Ads Blog 2012
Make it fast
say speed is the most important factor when using the mobile web
Confidential & Proprietary
Confidential & Proprietary
Accelerated Mobile Pages
● Articles are loaded instantly
● Everyone has access to use it
● Deepen engagement with related articles
Make it easy for your users
61%
Will leave a mobile site if they don’t see what they are looking for right away
Ease of use Touch friendly Font size
Step 1
Step 2
Step 3
1
2
3
Source: Google Mobile Ads Blog 2012
Confidential & Proprietary
Be consistent across screens
Confidential & Proprietary
Confidential & Proprietary
Testmysite.thinkwithgoogle.com
Confidential & Proprietary
Testmysite.thinkwithgoogle.com
Confidential & Proprietary
Testmysite.thinkwithgoogle.com
Confidential & Proprietary
Take the Mobile Friendly Test
Confidential & Proprietary
Engaging your users
Confidential & Proprietary
Unique contentConfidential & Proprietary
Video and visual contentConfidential & Proprietary
Confidential & Proprietary
Types of content that we share
Emotion - when we care we share
Social Proof - we’ll share what makes us look cool, smart, savvy
Practical Value - If your content is useful, people will spread the word
Stories - the undercurrent of contagious content. People don’t share information, we share stories.
1
2
3
4
Confidential & Proprietary
Evergreen
In-depth
Trending
1
2
3
Ideas for new content
Confidential & Proprietary
Confidential & Proprietary
Social media and your site
Confidential & Proprietary
Confidential & Proprietary
Confidential & Proprietary
Social media best practices
Post on a regular schedule
Create catchy snippets
Have a clear call to action
1
2
3
Confidential & Proprietary
Unlocking revenue
Confidential & Proprietary
Confidential & Proprietary
Multiple ways to earn money from your content
● Access to over 1M Google advertisers
● Right ads at the right time for your audience
● Yield management for more control over ads on your site
Confidential & Proprietary
Ad alternative: Contributor by Google
● Empower users
● Option to not see ads
● Educate your users that it costs money to remove ads
Confidential & Proprietary
Ad alternative: Google Consumer Surveys
● Monetize through user friendly surveys
● Users are asked to answer a short survey in exchange for free access to the publisher’s content
● Publisher’s are then paid for each survey answered
google.com/consumersurveys
Confidential & Proprietary
Ad alternative: Matched content
● A simple way to promote your articles to your users
● Making it easy for users to find content they are interested in
● Increase page views, time spent on site, reader loyalty, ad impressions, and ultimately ad revenue
support.google.com/adsense [keyword: matched content]
Confidential & Proprietary
Think mobile first
Make your content unique
Leverage social to drive more traffic
Unlock revenue
What’s your strategy?
1
2
3
4
Confidential & Proprietary
Thank you
Additional Resources
Building your site
● I used a CMS
● I want to hire someone to do it for me
● I want to build it myself
● SEO Starter Guide
Optimizing your site
● Multi-Screen Guidelines one-stop shop for your
multi-screen needs
● Web Fundamentals step-by-step guides
● Think/Multi-Screen website
● PageSpeed Insights
● Mobile Web UX Best Practices (article, whitepaper).
● Mobile-friendly test and see how your site does
● Device mode brings the insights of mobile testing to
your browser tab
Confidential & Proprietary
Confidential & Proprietary
The Obvious Benefits of Social Media
Capture Leads & Data
Drive RevenueBuild Awareness & Word
of Mouth
Amplify Reach Across All Channels
Engage Consumers in Ongoing Dialogue
Social Media
Marketing
Confidential & Proprietary
$Generate revenue
Create Content
Engage users
Create content, engage users, and generate revenue
