Upload
jon-monk
View
20
Download
1
Embed Size (px)
DESCRIPTION
Presentation to CAMPUS and CSBG Members - Let's get technical 11/02/09
Citation preview
Google Confidential and Proprietary 2
Sophie JonesIndustry Manager, Google UK
Speeding up in the Slowdown
3
Search is an integral part of customers’ lives…
57% of people would refuse to give up their broadband - higher even than fresh fruit and vegetables!
..and a barometer of consumer behaviour
So what are we seeing?
What we’re seeing…
Fast rising searches
‘Free delivery’
‘Discount vouchers’
‘New dvd releases’
‘Safe savings’
‘Cheap loans’
‘Pay off mortgage’
‘Afternoon tea’
Online shopping spend up 14.2% to £4.67bn
Dec 08
M&S's online sales up 29%
13 weeks to Dec 08Debenhams Direct,
sales up 37.4% YTD
36% of internet users plan to do more
shopping online & less on high street in 09
It is convenient…
68% think shopping online is cheaper because they don't have to pay for
parking, petrol or transport.
…and delivers value
89% think they can find a better deal online than on
the high street
Searches for discount vouchers up 133% last
year
Source: Google Insights for Search, Hitwise. TNS. Jan 2009, NMA reported results of their survey into consumer shopping habits.
“Online shopping growth continues to outperform the high street, as tight budgets and poor weather keep people at home where they
can shop online for bargains” - James Roper, IMRG
This time is different
8
9
Online is mass market
Sources: Forrester’s European Consumer Technology Adoption Study Q2 07, internetworldstats.com June 08, Ofcom Nations and Regions CMR 2008
90% Must have broadband
8 hoursSpent online per week
70%UK pop go online
regularly
10
Bargain hunters don’t drive
80% of internet users compare prices and options
3/4 shoppers compare prices online before visiting the lowest price store
30% more actively seeking promotions than last year
18% buy weekly groceries online
Sources: Harris Interactive “Digital Influence Index”, Jun 2008; The Retail Bulletin, “Consumers seek out promotions than they were 12 months ago, Jun 2008; Internet Retailing “I want to buy some cheese”, Feb 2008; IMRG Cpagenini e-Retail Sales Index, Jul 2008]
81%of internet users enter websites via a search engine
Source: Forrester Research Inc., “UK Internet User Monitor”
Search is the gateway
Search enables discovery of new brands
Source: TNS / Google Automotive consumer study June 2007; Base: All respondents who bought a new car% - Completely Agree - Agree
47%
64%
64%
61%
48%
44%
Find the best price
Make more informed decisions
Compare makes and models
Discover new and relevant websites
Discover new models
Discover new brands
Automotive Example: Search engines help me
Consumers search through the purchase process
Distribution of searches prior to purchase
1 2 3 4 5 6 7 8 9 10 11-20 21-30 31-40 41-50 >50
12 travel searches
29 days
22 travel sites
Before a first transaction, on average:
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Number of Searches
Source: Comscore Research Paper October 2007
Google Confidential and ProprietarySource: comScore, US, CPG study, October 2007Jupiter Research / Ipsos Insight Consumer Survey, n=2.103 (Search Engine users US only), Jan 2008
Consumers associate search ranking with the success of the company
of users link placement to company prominence
of users expect leading brands to be on top of the search results page 71%
36%
FMCGExample
Google Confidential and Proprietary
of top brand owners don't bid on their own trademarks
Source: Harvest Digital Report “Trademark bidding on Google”, July 2008
Brand owners do not bid on their own trademarks
42%
Google Confidential and Proprietary
Being top sponsored and top organic listing delivers most brand recall
Source: Enquiro Research/Ipsos Interactive Services, May 2008, UK Example
3.95x
Google Confidential and Proprietary
Search ads have a clear impact on brand recall
Source: Enquiro Research/Ipsos Interactive Services, May 2008, Aggregated Data: All Industries, all countries (UK, Germany, France)
Brand Recall(do you remember it?)
Brand Recall(do you remember it?)
Brand Affinity(do you like it?)
Brand Affinity(do you like it?)
Purchase Intent(would you buy it?)
Purchase Intent(would you buy it?)
+ 2.5x1.18x 1.14x
18
How winners get ahead in a slowdown
Drive profit by targeting
Manage costs
Invest for growth
19
How winners get ahead in a slowdown
Invest for growth
Research
• Define your audience by demographics and commonly visited sites
• Discover individual site details
A research and media planning tool to identify the websites your target customers are likely to visit
Google Ad Planner
Media Planning
• Save the sites to a media plan
• Get aggregate unduplicated reach and audience composition
21
How winners get ahead in a slowdown
Drive profit by targeting
Google Confidential and Proprietary
Keyword Tool: pet or baby?
Pet carePet carepetpet fooddogdog foodcatcat foodpet advicedog breedscat breeds
9,450,000
babybabiesPregnancyparentingpregnantbirthnewbornbreastfeeding
Baby careBaby care
12,380,000
How many searches were made for the following keywords in one month?
Choosing advertising messages
Fuel efficiency most searched
Mix of messages
differs across the world
24
How winners get ahead in a slowdown
Manage costs
Google Confidential and Proprietary
Search is not an island…
…it works best with other media
Google Confidential and ProprietarySource: iProspect, “Offline Channel Influence on Online Search Behavior,” 2007. RAB Word of Mouse Study 2007.
Offline media compliments online search
67% driven to search by an offline
channel
67% driven to search by an offline
channel
57% performed search after watching a
TV ad
57% performed search after watching a
TV ad
TV and online together
= 50% increase in buying likelihood
TV and online together
= 50% increase in buying likelihood
Google Confidential and Proprietary 27
60% of online shopping carts are abandoned
Source: Tealeaf Press Release “2008 Tealeaf Survey Highlights Potential Multi-Billion Dollar Business"
…make every conversion count!
12% before check out 48% at checkout
HIghest Paid Persons OpionsHighest Paid Person’s Opinion
Avoid the Hippo
Which site converts better?
Winning Page – 20.2% Conversion Lift!
Google Website Optimiser
31
Benefits• Free Experimentation Tool
• Easy to use
• Backed by Google
• Increases in ROI by >50% not uncommon
• Discussion groups, tutorials, partner networksure
Features A/B Split Testing
Multivariate Testing
Follow Up Testing
Works with ALL traffic
Statistical Significance Analysis
Live reporting updated hourly
Quarterly feature updates
The Google online advertising toolkit
www.google.co.uk/adtoolkit
How Google tools can help
33
Ad Planner – target customers across the web
Adwords – target people searching for what you sell
Webmaster – make sure your site can be found
Invest for growth – Gain share of the growing online market
How Google tools can help
Insights for search – react fast to changing demand
Conversion optimiser – optimise your ad spend for profitability
Adsense – earn extra revenue from your visitors
Drive profit – Target efforts based on the facts
Website optimiser – drive conversions by learning from rapid tests
Analytics – drive efficiency by understanding your visitors
Ad toolkit – learn more about all of this
Manage costs – Use science not art to make the most of your budget
www.google.com/domorewithless/ www.google.com/domorewithless/
Google Confidential and Proprietary 35
Thank you!
Sophie Jones
Industry Manager, Google UK
Google Confidential and Proprietary