LSA Bootcamp Detroit: Understanding the Customer Journey from a Google Perspective (Google)
-
Upload
local-search-association -
Category
Small Business & Entrepreneurship
-
view
257 -
download
0
Transcript of LSA Bootcamp Detroit: Understanding the Customer Journey from a Google Perspective (Google)
Proprietary + ConfidentialP roprietary + Confidential
P roprietary + Confidential
Agenda
A Framework for Success with Google● YouTube● Search● Display● Mobile
○ 2 Principles
1. Search
Google Confidential and Proprietary
3. GDN
4. Mobile
2. YouTube
ADD DOUBLECLICK
1. YouTube
3. GDN
4. Mobile
2. Search
Confidential + ProprietaryConfidential + P roprietary
4xPeople who see a brand’s YouTube Masthead are
more likely to search for that brand or campaign
People who choose to watch a video ad are
75%
more engaged than those who are forced to watch
People who have seen a brand’s video ad 19%
increase in unaided brand awareness
YouTube Boosts Performance
Confidential + ProprietaryConfidential + P roprietary
Bes t Buy Demons tratesAd Relevance
Relevant Call to Action
Information Increases Intent
Us eful S ite Links
20%-30% CTR Uplift
Location and Call Extens ions
10% and 9% CTR Uplift
Confidential + ProprietaryConfidential + P roprietary
Search is key, but you’re missing out
Only 5% of time s pent on the internet is on Search
Confidential + ProprietaryConfidential + P roprietary
People who engage with ads are
4x more likelyto purchase
15%
Googledisplay ads average
increase in brandedsearch queries
Display Boosts Performance
Confidential + Proprietary
With Remarketing recency is of the es s ence
HOURS
CTR (%)
Conversion rate (%)
Click and conversion potential is most concentrated within the first few hours of a person leaving your
site and then being shown a remarketing ad.
What matters is how quickly you can reach them.
Confidential + Proprietary
Us ing dynamic remarketing to capture los t s ales
Leave a website without converting
96% 70%
Abandon shopping carts without purchasing
49%
Typically visit 2–4 sites before purchasing
+17%of conversions are
recom m ended product s
Why remarketing matters….
Confidential + ProprietaryConfidential + P roprietary
If you’re not thinking mobile first, you’re losing
Confidential + ProprietarySource: http://www.kpcb.com/internet-trends
4%
18%
11% 11%
37%41%
24%23% 24%
8%
$25B+Opportunity
Total Of Which Internet Ad Mobile Ad= $50B = $13B
The ad indus try’s larges t opportunity by far
INTERNAL: Google Confidential and Proprietary
Cut the room in half by pointing out key focal points, [i.e. everyone on the left s ide of the standing mic is team 1 - everyone on the right side of the standing mic is team 2]
vs.
Instructions1. Everyone stand up.2. You will be given one of the pages above. Navigate to it from your phone.3. When the page fully loads, sit down
Company Logo (in white)
Company Logo (in white)
Confidential + ProprietarySource: Google Webmas ter Central Blog: “# MobileMadnes s : a campaign to help you go mobile-friendly” (pos ted: Monday, April 27, 2015)
Encountering unplayable videos
Getting redirected to the homepage
Waiting for s low pages to load
Being s hown inters titials
Other
14%13%
46%16%
11%
Google Poll:
“What do you dislike the mostwhen brows ing the web on your mobile device?”
Confidential + ProprietarySource: http://convers ionxl.com/
-35%pageviews
-38%convers ions
+105%bounce rate
5s econds
3s econds
-22%pageviews
-22%convers ions
+50%bounce rate
Compared to a page that loads in 1 second