WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23
-
date post
13-Sep-2014 -
Category
Technology
-
view
3.435 -
download
2
description
Transcript of WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23
![Page 1: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/1.jpg)
Owning Great Content: A Data-Driven Approach Vinoaj Vijeyakumaar Senior Conversion Specialist, Google Southeast Asia
gplus.to/vinoaj
twitter.com/vinoaj
conversionroom-japac.blogspot.com
![Page 2: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/2.jpg)
Google Confidential and Proprietary
Google’s Mission: It’s all about Information
2
To organize the world’s information and make it universally accessible
and useful.
![Page 3: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/3.jpg)
Google Confidential and Proprietary
Today
3
Create Great Content
Attract Visitors
Improve User Experience
Google Analytics
Google Insights for Search
DoubleClick Ad Planner
Google Analytics
Google Analytics
Google Website Optimizer
![Page 4: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/4.jpg)
Google Confidential and Proprietary Google Confidential and Proprietary
Create Great Content
4
![Page 5: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/5.jpg)
Google Confidential and Proprietary
What is interesting to the world right now?
5 http://www.google.com/insights/search/
![Page 6: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/6.jpg)
Google Confidential and Proprietary 6
![Page 7: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/7.jpg)
Google Confidential and Proprietary 7
![Page 8: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/8.jpg)
Google Confidential and Proprietary 8
![Page 9: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/9.jpg)
Google Confidential and Proprietary 9
![Page 10: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/10.jpg)
Google Confidential and Proprietary 10
![Page 11: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/11.jpg)
Google Confidential and Proprietary 11
![Page 12: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/12.jpg)
Google Confidential and Proprietary 12
![Page 13: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/13.jpg)
Google Confidential and Proprietary 13
![Page 14: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/14.jpg)
Google Confidential and Proprietary 14
![Page 15: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/15.jpg)
Google Confidential and Proprietary
Time series trends
15
![Page 16: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/16.jpg)
Google Confidential and Proprietary 16
![Page 17: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/17.jpg)
Google Confidential and Proprietary 17
![Page 18: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/18.jpg)
Google Confidential and Proprietary 18
http://www.google.com/adplanner
![Page 19: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/19.jpg)
Google Confidential and Proprietary 19
![Page 20: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/20.jpg)
Google Confidential and Proprietary 20
![Page 21: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/21.jpg)
Google Confidential and Proprietary 21
![Page 22: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/22.jpg)
Google Confidential and Proprietary 22
![Page 23: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/23.jpg)
Google Confidential and Proprietary 23
![Page 24: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/24.jpg)
Google Confidential and Proprietary 24
![Page 25: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/25.jpg)
Google Confidential and Proprietary 25
Insights for www.cookingandme.com
![Page 26: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/26.jpg)
Google Confidential and Proprietary 26
Insights for Search
![Page 27: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/27.jpg)
Google Confidential and Proprietary 27
DoubleClick Ad Planner
![Page 28: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/28.jpg)
Google Confidential and Proprietary
Google Analytics
To organize your website visits’ information and make it universally accessible and useful within your entire organisation
28
![Page 29: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/29.jpg)
Google Confidential and Proprietary
google.com/analytics
29
![Page 30: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/30.jpg)
Google Confidential and Proprietary
Track Behaviour
30
Entry Exit
Behaviour
Engagement
![Page 31: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/31.jpg)
Google Confidential and Proprietary
Where are my visitors from?
31
![Page 32: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/32.jpg)
Google Confidential and Proprietary
What are people searching for?
32
![Page 33: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/33.jpg)
Google Confidential and Proprietary 33
![Page 34: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/34.jpg)
Google Confidential and Proprietary
What are they searching for?
34
![Page 35: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/35.jpg)
Google Confidential and Proprietary
Where do they start searching?
35
![Page 36: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/36.jpg)
Google Confidential and Proprietary
What do they search for when on that page
36
![Page 37: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/37.jpg)
Google Confidential and Proprietary
If you don’t have it, provide it
37
![Page 38: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/38.jpg)
Google Confidential and Proprietary
Understand your audience better through segmentation
38
![Page 39: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/39.jpg)
Google Confidential and Proprietary 39
This blue line assumes everyone is the same
Don’t make decisions purely on this blue line
![Page 40: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/40.jpg)
Google Confidential and Proprietary 40
![Page 41: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/41.jpg)
Google Confidential and Proprietary 41
![Page 42: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/42.jpg)
Google Confidential and Proprietary 42
![Page 43: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/43.jpg)
Google Confidential and Proprietary 43
![Page 44: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/44.jpg)
Google Confidential and Proprietary
Know what your audience is
searching for
Know your audience
Know what your community is interested in
Recap
44
Create Great Content
Google Analytics
DoubleClick Ad Planner Google Insights for Search Google Analytics
![Page 45: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/45.jpg)
Google Confidential and Proprietary Google Confidential and Proprietary
Attract Visitors
45
![Page 46: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/46.jpg)
Google Confidential and Proprietary
It’s not just about attracting visitors, it’s also about attracting the right type of visitors
46
![Page 47: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/47.jpg)
Google Confidential and Proprietary 47
Goals Bring Context to Numbers
![Page 48: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/48.jpg)
Google Confidential and Proprietary
Goals Bring Context to Numbers Google Store’s Top 10 markets by volume of visitors
48
We’re doing awesome in Brazil! Right?
INSIG
HT
![Page 49: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/49.jpg)
Google Confidential and Proprietary
Goals Bring Context to Numbers
49
Wow, Brazil doesn’t even factor into our Top 10 markets by conversion rate. Not good!
INSIG
HT
![Page 50: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/50.jpg)
Google Confidential and Proprietary
STA
GE
GO
ALS
Measuring Goals along the Interaction Funnel
50
Awareness Consideration Preference Action
Bought subscription
Spent > 3 mins on my site Visited > 2 pages on my site Visited “About Us” page
Watched our product video Visited “Product Features” page
Created membership account Subscribed to newsletter Clicked on “Join Facebook” button
$
![Page 51: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/51.jpg)
Google Confidential and Proprietary
4 Goal Types in Google Analytics
51
Event … visitor interacts with your social sharing widgets
Pages/Visit … visitor browses through 3 or more pages on your site
Time on Site … visitor spends more than 5 minutes on your site
URL Destination … visitor lands on your subscribe page
Goal Type Goal Triggered By …
![Page 52: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/52.jpg)
Google Confidential and Proprietary
360 Degree Tracking
52
![Page 53: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/53.jpg)
Google Confidential and Proprietary
URL Campaign Variables
53
http://www.yoursite.com/landingpage.html?utm_source=yahoo&utm_medium=cpc&utm_campaign=Jan+2011+Campaign&utm_term=my+keyword
http://www.yoursite.com/landingpage.html?utm_source=twitter&utm_medium=tweet&utm_campaign=Jan+03+One+Day+Sale
http://www.yoursite.com/landingpage.html?utm_source=email&utm_medium=link&utm_campaign=Jan+2011+Newsletter
![Page 54: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/54.jpg)
Google Confidential and Proprietary 54
![Page 55: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/55.jpg)
Google Confidential and Proprietary
Email Signatures
55
http://conversionroom-japac.blogspot.com/?utm_source=email&utm_medium=signature&utm_campaign=Signature
![Page 56: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/56.jpg)
Google Confidential and Proprietary 56
![Page 57: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/57.jpg)
Google Confidential and Proprietary 57
conversionroom-japac.blogspot.com/2011/10/gomeasure-singapore-and-kuala-lumpur.html?utm_source=googleplus&utm_medium=post&utm_campaign=Gplus+-+GoMeasure
![Page 58: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/58.jpg)
Google Confidential and Proprietary 58
conversionroom-japac.blogspot.com/2011/10/gomeasure-singapore-and-kuala-lumpur.html?utm_source=twitter&utm_medium=tweet&utm_campaign=Twitter+-+GoMeasure+Videos
![Page 59: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/59.jpg)
Google Confidential and Proprietary 59
vs.
![Page 60: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/60.jpg)
Google Confidential and Proprietary
Understand your social media reach
60
![Page 61: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/61.jpg)
Google Confidential and Proprietary
Segments: Compare your traffic channels
61
![Page 62: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/62.jpg)
Google Confidential and Proprietary
Set Goals Tag all inbound links
Recap
62
Attract Visitors
Google Analytics Google Analytics
![Page 63: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/63.jpg)
Google Confidential and Proprietary Google Confidential and Proprietary
Improve the user experience
63
![Page 64: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/64.jpg)
Google Confidential and Proprietary
Engagement is declining
64 Source: Google Analytics Benchmarking Data
![Page 65: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/65.jpg)
Google Confidential and Proprietary 65
![Page 66: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/66.jpg)
Google Confidential and Proprietary
Bounce rates are steadily increasing
66
![Page 67: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/67.jpg)
Google Confidential and Proprietary
Identify landing pages with high bounce rates
67
![Page 68: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/68.jpg)
Google Confidential and Proprietary 68
![Page 69: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/69.jpg)
Google Confidential and Proprietary
Test landing pages
![Page 70: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/70.jpg)
Google Confidential and Proprietary 70
![Page 71: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/71.jpg)
Google Confidential and Proprietary
Media
Button
71
![Page 72: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/72.jpg)
Google Confidential and Proprietary
24 combinations tested….
Button: 1. Sign Up 2. Learn More 3. Join Us Now 4. Sign Up Now
Media: 1. Get Involved Image 2. Family Image 3. Change Image 4. Barack’s Video 5. Springfield Video 6. Sam’s Video
72
![Page 73: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/73.jpg)
Google Confidential and Proprietary
Experiment results
73
![Page 74: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/74.jpg)
Google Confidential and Proprietary 74
![Page 75: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/75.jpg)
Google Confidential and Proprietary
$500m raised online
75
![Page 76: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/76.jpg)
Google Confidential and Proprietary
Where are people leaving my site?
76
![Page 77: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/77.jpg)
Google Confidential and Proprietary
Monetize exit pages
77
“.. these ads provide a means of monetizing traffic that would already be leaving. My users are still happy and getting relevant content.” “… AdSense allowed [me] to see a huge jump in revenue after targeting exit pages.” Kevin Savetz, Owner, Savetz
Publishing and FreePrintable
![Page 78: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/78.jpg)
Google Confidential and Proprietary
How do visitors interact with my site?
78
![Page 79: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/79.jpg)
Google Confidential and Proprietary 79
![Page 80: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/80.jpg)
Google Confidential and Proprietary 80
![Page 81: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/81.jpg)
Google Confidential and Proprietary 81
![Page 82: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/82.jpg)
Google Confidential and Proprietary 82
![Page 83: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/83.jpg)
Google Confidential and Proprietary 83
![Page 84: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/84.jpg)
Google Confidential and Proprietary 84
![Page 85: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/85.jpg)
Google Confidential and Proprietary
Improve high bounce pages
with testing
Fix or monetize exit pages
Fix problematic flows through
your site
Recap
85
Attract Visitors
Google Analytics
Google Analytics Google Analytics
Google Website Optimizer
Google AdSense
![Page 86: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/86.jpg)
Google Confidential and Proprietary Google Confidential and Proprietary
Let’s recap …
86
![Page 87: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/87.jpg)
Google Confidential and Proprietary
You can use data to own great content
87
Create Great Content
Attract Visitors
Improve User Experience
Google Analytics
Google Insights for Search
DoubleClick Ad Planner
Google Analytics
Google Analytics
Google Website Optimizer
![Page 88: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/88.jpg)
Google Confidential and Proprietary
http://goo.gl/5BjQS How can WE help Publishers?
![Page 89: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/89.jpg)
Google Confidential and Proprietary
Subscribe for the Latest News
89
conversionroom-japac.blogspot.com
Subscribe to receive latest articles in your inbox
![Page 90: WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23](https://reader034.fdocuments.net/reader034/viewer/2022051815/5413a15a8d7f7299698b4697/html5/thumbnails/90.jpg)
THANK YOU
gplus.to/vinoaj
twitter.com/vinoaj
conversionroom-japac.blogspot.com