@Prosite – internet solutions A Professional Discussion · Search & Web Analytics agency: •...
Transcript of @Prosite – internet solutions A Professional Discussion · Search & Web Analytics agency: •...
Search Marketing & Web Analytics
@Prosite – internet solutions
A Professional Discussion
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
ABOUT
www.grp.be
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
AGENDA
Today’s dimension of the Web – role of Search
Different approach between Offline and Search
1.
2.
www.grp.be
Belgian Search Marketing Landscape
Google Analytics – A new profession + Tips & Tricks
3.
4.
A Shift in Media Consumption
watching television26%
surfing internet31%
Media Consumption (% hours/week, 2009, Belgium)
4
listening to radio
Reading newspapers & magazines
internet31%
28%
15%
Source: Mediascope Europe 2010 + ComsCore 2010 Europe Digital Year in Review
Internet in Belgium Key Figures
Regular Internet users in Belgium6,0 million
Belgian Internet users are home broadband connected86%
Belgian surfers have experience with e-commerce54%
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Reach 96%
Search Reach in Belgium What’s your default homepage?
Sources: MediaScope Europe 2010 & Google Internal
Finance related search volumes are greater than popular celebrities
6
Making Google Easy is Hard
AdWords More Than “Pay Per Click”
Sponsored LinksReach consumers at the moment they demonstrate interest
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Natural searchResults generated algorithmically –unbiased and unpaid
AdWords More Than “Pay Per Click”
More than Pay Per Click :
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Rank = MaxCPC x Quality Score
Bidding System that requires active and frequent management for improving Quality .
Google Content Partners - Now called the Display Network
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Google Display Network (GDN) Performances
4.793 4.605
1.622 1.544 1.527 1.363 1.288683
3.0992.601
20
30
40
50
60
70
80
90
1.000
2.000
3.000
4.000
5.000
6.000
Tot UV (000) Total PV (MM) %Reach
Source : 2010 comScore, Inc, August 2010
683372
1239 61 46 97 29 10 18 00
10
20
0
1.000
GDN = high reach!
Mapping the Google Display Network in Belgium
• On the GDN, alone, reach of 4.793 M unique users/p.m.
• That’s 84% reach!
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• 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
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
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ContentControl of the message depends on
the SEO consultantTotal 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
• Insight for Search (Google Trends v2)
• Google Keyword Tool / Traffic Estimator
• Doubleclick Ad Planner
TOOLSMost commonly used tools
www.grp.be
• 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
What is what ?
• Offline vs Online vs Search
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Principal steps of the media process
1. Client brief objectives
2. Market analysis
6. Results and control
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3. Media Strategy
4. Planning
5. Negotiations and buying
Source : C Kévers
What is required in a Briefing1. Client brief objectives
Requirements Offline Media Search
What ? Category Products/Brand
What to do ? Objectives
Who ?Socio-Demographic
Target
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Who ?Target
When ? Active timing
Where ? Geographical information
How ? Creatives and formats
How much ? Budget
Search necessary preliminary information are very limited
2. Market analysis
Pluri-Media/Products & Attitudes
Profile of the consumer/buyer (socio-demographic criteria)
Buying cycle and Positioning (market
Search requirements
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Buying cycle and seasonality
Competitors mapping (direct or indirect)
Trends
Positioning (market share, image…)
Geographical information
The questions to answer to…
• Which targets to achieve in marketing and communication ?
Right people Right message Right moment For which cost
3. Media Strategy
“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)
19Source : Kumar V., Shah D. (2004) Pushing and Pulling on the internet. Marketing Research pp28-33
Choosing the correct Keywords is crucial to define the contextual target
Right people Right message Right moment For which cost ?
3. Media Strategy
Consumer Target
Media 1
Purchase
Media Target 1
Media Target 2
Media 2
Media 3
Determined segment based on purchase
incident found in data sources
Relation between purchase incidence
and exposure
Demographic group and their media
consumption
Offl
ine
20Source : Gibs, J. Sasquatch, the Loch Ness Monster, and Online GRP, Nielsen Online Blog, June 2008
sourcesand exposure
Branded Keyword 1Branded Keyword 2Branded Keyword 3Branded Keyword 4Branded Keyword 5Generic Keyword 1Generic Keyword 2Generic Keyword 3Generic Keyword 4Generic Keyword 5
Contextual Target
Purchase = Conversions
Different path of behavior possible on
the web
Semantic of the chosen Keyword
triggers the Target
Sea
rch
Behavior 1
Behavior 2
Difference between GRP & online measurement
• GRP measure the total volume of delivery of your message to a targeted audience
• Gross Rating Point = Reach x Frequency for a specific category
Right people Right message Right moment For which cost ?
3. Media Strategy
• Impressions
• Why is there no Search GRP ?• Not possible to measure for a “targeted audience”
Offline Search
• GRP doesn’t take into account the efficiencies of the delivery
21Source : Gibs, J. Sasquatch, the Loch Ness Monster, and Online GRP, Nielsen Online Blog, June 2008
100 GRP100 GRP4 OTS
25% Net reach
2 OTS
50% Net reach
• Clicks
• Conversions
The “audience” is switching to a “user”
• “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
Right people Right message Right moment For which cost ?
3. Media Strategy
• 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
22Source : Ha, L (1996) Observations. Advertising clutter in consumer magazines: dimension and effects. Journal of Advertising Research, 36(4), pp76-84
Data crunching to optimize the ads
� No creatives (stricto sensu)
� In traditional media, a simple change of the creative can influence the return by 40%
Right people Right message Right moment For which cost ?
3. Media Strategy
� Ad Text
23Source : Sauzay D., Marketinf Direct n°60, 2001
� Ad Text
� Flexibility of change, instantaneous adaptation
� Optimize by rotating performance, thanks to user’s interactivity
Push vs. Pull Marketing
Right people Right message Right moment For which cost ?
3. Media Strategy
Originates from the will of the marketer to transmit his message
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PUSH
PULL
Announcer answers to the consumers needs
Push & Pull models are complementary
Right people Right message Right moment For which cost ?
3. Media Strategy
Originates from the will of the marketer to transmit his message
Buying Cycle
AwarenessAwareness
• Push vs. Pull are not capturing the same steps in the
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PUSH
PULL
Announcer answers to the consumers needs
Consideration
Message Association
Awareness
Purchase Intent
Awareness
Interest
Decision
Action
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
The right moment is when users are looking for you
• When ? The distribution of the active period
Right people Right message Right moment For which cost ?
3. Media Strategy
Bud
get
Time
Bud
get
Time
Bud
get
Time
Bud
get
Time
Be present frequently enough to have an impact during the active period
Offl
ine
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Be present frequently enough to have an impact during the active period
VS.
Be present when users are searching for you !
Source : Google insight for Search,
The presence is triggered by users request. Availability is
actually 24/24
Sea
rch
Online cost are variable according to performance
Right people Right message Right moment For which cost ?
3. Media Strategy
• Offline General
• Cost /GRP
• Magazines: CPM
• Cost per thousand = Cost of ad space ($, Pts, DM) *1000 / Circulation
• Search Marketing
1. Cost per thousand (CPM) = Ad rates
Production
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Circulation
• Television: CPRP
• Cost per rating point = Cost of commercial time / Program rating
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
n
Media
Maintain
Difficulties to forecast performances
• Issues in online Search media planning : � How to evaluate the volume of a campaign
� Variable performance
� Variable Cost
4. Planning
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Performance based
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
5. Negotiations and buying
• 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
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Performance tracking differs a lot in Online Search vs. Offline
Long term profit
Short term profit
Incremental Sales
Shopping list
First mention
Consideration
+ Value to C
lient + O
fflin
e E
ase
to m
easu
re
+ Value to C
lient
6. Results and
control
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Consideration
Spontaneous Brand Awareness
Aided Brand Awareness
Spontaneous Communication Awareness
Aided Communication Awareness
Spontaneous Ad Awareness
Aided Ad Awareness
+ Value to C
lient -
+ O
fflin
e E
ase
to m
easu
re
+ Value to C
lient -
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
6. Results and
control
test in year N for year N+1
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Search online is low work intensive for Media planner
1. Client brief objectives
2. Market analysis
6. Results and control
WorkloadSearch Online < Offline MediasSearch Online = Offline MediasSearch Online > Offline Medias
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3. Media Strategy
4. Planning
5. Negotiations and buying
Source : C Kévers
Keywords Buying?
Keywords Buying is:
1. An Auctiono For every single search on Google it is a new auction
2. You pay for what you get
www.grp.beGRP MEDIA SCHOOL 2010/2011 «Mediabytes, a survival package for the digital journey »
2. You pay for what you geto Pay per click not per view
3. Consumers decideo You are shown only when consumers search for you or your products/services
4. No negotiationo 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 feedbacko All performances data of Google Campaigns are updated almost in real time and can be
changed at anytime
Media Buying?
Media Buying is:
1. Fixed Priceso Prices of spaces are negotiated beforehand
2. Planners Decide
www.grp.beGRP MEDIA SCHOOL 2010/2011 «Mediabytes, a survival package for the digital journey »
2. Planners Decideo Media planners decide when/where the ads will be shown (based on expertise)
3. Post campaigns feedbacko All performances data of Traditional Campaigns need time to be available and
measurable
Different Competenties
Keywords Buying:- Need active management- Need re-activeness
Media Buying:- Need size to negotiate- Need expertise in planning
www.grp.beGRP MEDIA SCHOOL 2010/2011 «Mediabytes, a survival package for the digital journey »
- Need re-activeness- Continuous optimization
- Need expertise in planning- Negotiation
Belgian Google AdWords Landscape
Google AdWords Management with agency vs. none 08
• Google Support – Brussels• Google Support – Dublin• Google Support – London
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Agencies61%
No agency39%
Source : Google
• Independent Search Agencies⇒ Belgian SEM Agencies⇒ Foreign SEM Agencies
• Media Agencies⇒ Internal search department⇒ No search dpt -> planners⇒ Search unit abroad
• Web/advertising Agencies
Med
iaag
enci
es
Belgian agency landscape
SE
MC
reat
ives
The importance of data-driven marketing
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What is web analytics?
“Web Analytics is the measurement, collection, anal ysis 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
Discipline in tagging/labelling
Banner Advertising
Search Marketing
Email Marketing
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Determine which marketing initiatives are driving the best traffic to your site
Search Engine OptimizationReferrals
Affiliate Programs
Discipline in analysis process
Traffic Sources
Direct
Referrals
Emailing
Optimisation
Optimisation
Monitoring
Follow up
Analysis
Decisions
2
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Emailing
Banners
Search
Decisions
Budget Definition
Budget Re-allocation
Data collectionGoalsLeadsSalesTop of mind…
What can you get from WA ?
1. Measure and value your traffic sources
2. Improve your website
3
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3. Impact your business
1. Measure and value your traffic sources
2. Improve your website
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3. Impact your business
1.1. Budget allocation
Ad campaigns
Google AdWords
Google Display
Ad Link DisplayAffiliates
…
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Truvo
Social MediaReturn On
Ad Spend
• Enable monetary goals (e-commerce) OR Allocate value to non-monetary goals • Caluculate your R.O.A.S =
Revenue derived from ads from source of traffic A
Cost of ads from source of traffic A
• Compare R.O.A.S for similar sources of traffic: for example different display networks
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.
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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.
1.3. R.O.I on eCom/non-eCom goals
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confidential
1.4. Know your visitors… adapt your message !
Country ?
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Language?
Frequency ?
Site A:
1.4. Know your visitors… adapt your message !
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Site B:
Content and acquisition message should change more often
1.5. Intelligence & Custom Alerts beta
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Create custom alert:
1. Measure and value your traffic sources
2. Improve your website
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3. Impact your business
2.1. The role of the homepage
What is the percentage of visitors seeing your homepage ?
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Are there important sections missing on the other pages ?
1. Create advanced segments to isolate visitors who have not visited the homepage
2.1. The role of 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 !
2.2. Identify the top sections/path
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2.2. Identify the top sections/path
2.3. Understand the funnel of conversion
1. Identify critical steps2. Where do people leave?3. Where do they go?
� Change button position/ color/text,
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color/text,
� Change structure of the page,
� Add/remove information,
� Ask for email before the most critical steps to be able to re-contact visitors,
� …
2.4. Improve technical features
• Adjust your website layout to the most popular scre en resolutions to optimize visibility
confidential
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• Assess your visitors’ browser capabilities (e.g. ja va support)
confidential
• Identify major issues with specific browsers & vers ions
2.4. Improve technical features
confidential
1. Measure and value your traffic sources
2. Improve your website
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3. Impact your business
3.1. Seasonality per product/category
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Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Category1
Category2
Category3
Category4
Highest importance
High importance
3.2. Geo-analysis and decisions
Ville
Total Goal Completions
Visits Conversion rate
Paris 2,01%
Nantes 2,14%
Lille 3,25%
Toulouse 3,27%
confidential
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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%
confidential
3.3. Leverage internal search
• How many visitors use the site search ?
confidential
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• What are visitors looking for ?• Do they find what they want ?
�Develop your product offer
confidential
Traffic to your website
Data collection
Conclusion
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Improve your websiteImprove your website
Improve your traffic acquisitionImprove your traffic acquisition
Improve your website
Improve your traffic acquisition
+ Business Decision
Any questions ?