Periscopix google event 9 may 2012.com

Periscopix and Google

Thomas Byrne Adriano Accardo
Head of Sales, Periscopix Industry Manager, Agency

Google Confidential and Proprietary

Half the new
Internet connections
come from mobile devices

Last year, more
smartphones were sold
than PCs
WHY
By 2015, more people in the UK will be
going online via a mobile device MOBILE?
than on a computer

Sources:
Eric Schmidt 2010 Mobile World Congress
CNN, via International Data Corp (IDC): http://tech.fortune.cnn.com/2011/02/07/idc-smartphone-shipment-numbers-passed-pc-in-q4-2010/
International Data Corp (IDC): More Mobile Internet Users Than Wireline Users in the U.S. by 2015

2 Google confidential
2

Agenda
1.  What’s Next for Search: Matt Bush, Head of Agency

2.  Website Conversions: Shane Cassells, Google Conversion Expert

3.  Coffee Break

4.  Mobile Performance: Jonathan Abraham, Industry Head, Mobile

5.  Optimizing for Mobile using Google Analytics: Ben Gott, Head of
Web Analytics


What’s next for search?

@mattjbush
gplus.to/mattjbush

•  The changing consumer
•  Measuring through Attribution
•  Google+
•  Research Online, Purchase Offlline


Product Consumer Knowledge

90% of Search as a ?
clients key channel


“The CMO role is to be more data-focused
and less creative over the next five years…
…because of the increased pressure
to prove the ROI of campaigns”

Source: IBM via Marketing Week.

63 43
% %
Source: IBM via Marketing Week.


28 39
% %
Volume share Revenue share

Source: The Deloitte Multichannel Consumer Survey, Sept 2011

%
of
consumers
who
make
their

decision...

Before$visi4ng$the$store$ In$the$store$

60%$
75%$
83%$

40%$
25%$
17%$

2007$ 2008$ 2009$

Source: Longitudinal Economic Study Series, IRI Attitude Link, n = 1,000+ shoppers. CPG Purchase Decisions. IRI, 2009.

ZERO MOMENT OF TRUTH


Category
Searches

Travel

20

Mobile
phones

7

Apparel

6

Energy

5

Source: Beyond last click: Understanding your consumers’ online path to purchase, 2011, Google/Neilsen

Last click is not the whole story

14 Google confidential 1
4

Conversion path: the whole story

Assists clicks and impressions Last click

Generic Display Organic Brand Affiliate
search network search search click


Generic assists drive brand search
Branded Conversions preceded by Generic clicks grew at a
rate that was 10x that of Brand-only

Brand conversions exposed to
Generic Terms
329% Growth

Sales

Q3 Q4
Source: Google internal, Cross-Advertiser Search Funnels Analysis, Q3 & Q4 2010


Consumers take time to convert

Source : Google / Nielsen ‘Beyond Last Click’ whitepaper covering the UK market published 2011


Search funnel opportunities

High impression
assists may
indicate need to
increase position
or modify copy
High click assist to last
click ratios indicate that
ads may be undervalued
by last click.


Google Analytics Multi-Channel Funnels
A single view of interactions across digital channels
Top Paths

Time Lag

Path Length

Assisted Conversions

Overview


From metrics to models


What is attribution modeling?
Distribute value to multiple interactions along the
path to conversion according to different models.

Generic Display Organic Brand Affiliate
search network search search click

$50 + $0
$20 $20 +$0
$20 +$0 $100 = $100
$20 + $50
$20


Google’s attribution philosophy

•  There is no ‘one size fits all’ attribution model
•  Compare multiple attribution models
•  Seek an evidence basis for attribution


Influencing shopping in the real world


91% of 91% of all UK sales happen offline offline
all UK sales happen

91% of all UK sales happen offline

Source: Forrester eCommerce Forecast, Q1 2011

40% of 40% of shoppersresearch online andoffline
shoppers research online and purchase purchase
offline

Source: Consumer Commerce Barometer (TNS, IAB & Google) 2010

Category
ROAS

Apparel

3:1

Mobile
and
contracts

4:1

Home
and
garden

6:1

Consumer
electronics

12:1


10% of
all
oﬄine
sales
driven
by
the
website


of
all
media-‐inﬂuenced
oﬄine
sales

1/4 driven
by
Paid
Search


incremental
store
visitors
who
bought

+27k 1200
products
through
up-‐weighted
SEM


higher
basket
size
from
ROPO
customers

2x driven
by
Paid
Search


Testing
Products Reporting
tools


OFFLINE ONLINE PHONE

RESEARCH

? ? ? ? ?
? ? ?
PURCHASE


Tracking Combine data Experiments/
Geo-tests

Attribution of Correlation of Prove
offline sales online ads and incremental
offline sales effect


1.  Ensure local stores are 2. Attract consumers to the 3. Promote specials and
easily found online store (Pull) weekly deals (Push)
Place Search & Offer Ads (Desktop) eCirculars
Location Extensions

Local shopping Offer Ads (Mobile) Mobile “Proximity”


1.  What
is
the
consumer
searching
for?

2.  What
is
the
journey
to
your
site?

3.  How
do
people
navigate
through
your
site?

4.  Where
do
people
eventually
buy?


Remember : the truth is out there...
You’ll only know for sure if you test

Thank you
Matt Bush
mbush@google.com

3
8

Conversion
Shane Cassells


250msec
1msec = 1/1000th of a second


Sites Must
EVOLVE

“ Every year the amount of content we add to our website doubles,

”
while our user’s patience with our website halves.
~ Cassells’ Law


Web Marketing Team
Website Team + Marketing Team = Same
Targets


“ There is no such thing as a training
class or a manual for a website.
People have to be able to grasp
the function of the site immediately

”
after scanning the home page – for
a few seconds at most.
Jakob Nielsen


Focus on the User
Focus on the Conversion
Focus the User on the Conversion


of Sales are lost because
users cannot find what they
are looking for on a site

Source: Kiss-Metrics


INTUITIVE


Navigation Search


23%
of users abandon a cart when
they are required to Register

✗
Source: Forrester, April 2008


www.whichMVT.com


47%
of mobile owners
in the UK have
a

Smart
phone

Source: Enumeration Study, Feb 2012


DEMOGRAPHICS


boost performance:
51% more likely to purchase from
retailers

85% increased
engagement
keep customers:
40% would visit a competitor’s site
instead because of a disappointing
mobile experience

Source: Compuware, “Why the Mobile Web is Disappointing End-Users”. March 2011


keep it quick make it easy to convert
help mobile users - design your site
to load quickly and make copy easy focus on information that
to scan. will aid conversion.

simplify navigation make it local
clear navigation, hierarchy include functionality that helps
and vertical scrolling aid people
access to information. find you and get to you.

be thumb friendly make it seamless
design your site so that even bring as much of the
large hands can interact with functionality of your desktop
it easily. site to mobile as you can.

design for visibility use mobile/tablet site
redirects
ensure that your content can
give users a choice to go back to
be read the desktop site, but make it easy to
at arm’s length. return to the mobile site.

make it accessible learn, listen & iterate
ideally, your mobile site should work good mobile sites are user-centric,
across all mobile devices and all meaning they’re built with input from
handset orientations.
your audience.


Thank You!


How to execute mobile performance

Jonathan Abraham
Industry Head, Mobile.


How we can help you?

1 Insights: UK trend data on search, display,
mobile behaviour and effectiveness.

2 Implementation: Share learning‘s, best
practice and benchmarks

3 Impact: Partner with your research teams to
understand brand and multichannel impact.

Smartphones Used While Consuming Other Media
Watch TV
53% Listen to
music
Read a book
49%
11%
74 %
Use smartphone
while….
Read Use internet
newspaper
/magazine Play
26%
18% video games
16%

Mobile is Transforming Everyday
Shopping Behaviour

24% 21%
45% Intentionally carry a
Have changed their
Of Smartphone mind about
Smartphone when purchasing a product
owners use the
shopping to or service in store as
phone in their
compare prices and a result of information
purchase process
for information gathered on their
Smartphone


google mobile core proposition
Video
Search
Home Work

Mobile Sites Apps

Shopping Commuting


Mobile
Search


50%
start
with
a
search

of
mobile
internet
users

+223%
YoY

for
top
1000
commercial
queries
via
mobile

8
0

Technology
Queries

on
Mobile

2010:
5%
2011:
13%

Google confidential

Entertainment
Queries

on
Mobile

2010:
7%
2011:
18%

Google confidential

Travel
Queries

on
Mobile

2010:
4%
2011:
14%

Google confidential

CPG
Queries

on
Mobile

2011:
7%
2012:
15%

84
Google confidential

MOBILE CONTRIBUTES
HUGELY TO34% INCREMENTAL GROWTH
INCREMENTAL
MOBILE’S SHARE OF TOTAL REVENUE MAY BE
SMALL, BUT DRIVES
REVENUE GROWTH 54% 49%
33% 36% 37% 34%
23% 14% 23% 21%

Retail
Queries

on
Mobile

2010:
4%
2011:
13%


Mobile Search Formats

Click- Site-
to-call Links

Click-to- Hyper
download local

Google confidential

Split out mobile campaigns
Separate campaigns are the best way to guarantee stronger
results.

1 More
Control
•  Set bids and budgets just for mobile, run separate
reports to track results, easier optimization.

• Include messaging with a strong mobile

2 Relevant
Messaging
call-to-action

•  Use relevant ad formats that drive to a mobile
optimized landing page.

3 Better
Targeting
•  With AdWords you can target different
carriers and devices.

Google Confidential and Proprietary 87
Google confidential

Mobile App Extensions - BETA
Once the app is downloaded, click-to-download extensions allow you to direct
users to a destination inside the app

Advertiser Benefits:
•  Shorten the conversion cycle by deep-linking directly into an app so that users don’t have to fill out
shipping addresses or other information on the site
•  Drive additional downloads of your app by offering a download link along with your regular text ad
•  See results – From the initial beta results, we’ve seen a 5.8% CTR increase for ads which have the
“fancy sitelink”

Roy’s Restaurants achieves 800% ROI with hyperlocal
advertising and mobile-only campaigns
Mobile searchers looking for dining options could effortlessly see how close they were to a
nearby Roy's Restaurant and the click to call function allowed for instant reservations.
Our hyperlocal mobile-only campaign drove a 40% increase in calls with a CPC 67% less than desktop
ads. The numbers are impossible to ignore. We have to invest in hyperlocal mobile advertising as
part of our long-term growth strategy.
- Jason Maloney, Vice President of Marketing for Roy’s

After realizing that mobile
1 traffic was outperforming
Results
desktop traffic in CTR and ü  Achieved 800% ROI on
CPCs, Roy’s created a mobile-only campaigns
separate mobile-only
ü  Drove 40% more calls
campaign to maximize
number of calls and clicks ü  Hyperlocal mobile ads had
a 539% higher CTR and
2 Used hyperlocal location 67% cheaper CPC
extensions to better target compared to previous
on-the-go customers desktop campaigns
searching nearby one of their
89 local restaurants
Google confidential

Build a mobile site


what kind of content does your
1. customer want or need?

2. what experience is best for that
kind of content?

3. how will your customer discover
this content?

10 best practices for mobile sites
be thumb friendly make it local
design your site so even large hands can include functionality that helps people
easily interact with it. find and get to you.

design for visibility use mobile site redirects
ensure your content can be read give users a choice to go back to the desktop site,
at arm’s length. but make it easy to return to the mobile site.

simplify navigation keep it quick
clear navigation, hierarchy and vertical help mobile users, design your site
scrolling aid access to information. to load fast and make copy easy to scan.

make it accessible make it seamless
ideally, your mobile site should work across all bring as much of the functionality of your
mobile devices and all handset orientations. desktop site to mobile.

make it easy to convert learn, listen & iterate
focus on information that good mobile sites are user-centric, meaning
will aid conversion. they’re built with input from your audience.


TicketsNow launched mobile optimized site &
experiences higher conversion rates
“Search queries and purchases in our space are migrating to mobile at a
rapid pace. Mobile is where consumers are now and increasingly where
they’re headed, so that’s where we need to be.”
--Sachin Gadhvi, Director, Search &Mobile Marketing TicketsNow.

1 Launched a mobile
optimized site for a simple, Results
easy-to-use experience ü  Boosted conversion rate:
when buying tickets 50% up
ü  Return on ad spend higher:
2 30% higher return on ad
Ran Google mobile ads to spend from paid search
drive traffic to their site as ü  Order value increased: The
well as the click-to-call ad average order values from
unit mobile devices was up 8%


What is your tablet strategy?

Google confidential

Tablets have changed the way consumers
engage with digital content
How are people using tablets differently from computers and
smartphones?

Using touch on HOW: WHEN Evenings
a big screen, and on the
productivity & weekends.
entertainment

Multi-task while Desirable
watching TV, demographic -
relaxing in bed & WHO
young, high
WHERE
in the kitchen income


Searches across 3 screens compliment each other
3 devices allow for constant connectivity in the evenings and weekends
Hourly Distribution of Searches by Platform
(doesn’t reflect absolute traffic volume)

Night Morning Day Evening

12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM
Tablet Mobile Desktop

Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes.


Tablet usage is growing exponentially,
driven by affluent demographics
UK Google Searches by Device
+23%
WoW
Queries
Indexed

UK Tablet Survey 2011 Highlights
DEMOGRAPHICS
•  2 in 3 Tablet Users are aged 25-54
•  60% of tablet users are males
•  73% have house hold income greater than £30K
USAGE
•  77% use tablets more than an hour a day, 48% >2hr/day
• 81% search online; including product review
•  62% of tablet users do online shopping

Source: Google Internal, Canalys Q3 2011!
Google confidential

Conversion rates on tablets dwarf those on mobile
and are similar to desktop

Conversions are

10-15%
*

cheaper
Sources: !
than on desktops2
1) Adobe Digital Marketing Insights, 2012, USA!
*Average Order Value!
2) Google Internal!
Google confidential

The Spectacular Rise of the Tablet
Tablets are the fastest-selling consumer tech device in history
Tablet shipments are growing rapidly Number of days to reach 1M units sold
101m
360+ 74 28
65m

16m

2010 2011 2012 2001 2007 2010


Tablet users are engaged
68%
use their tablet
at least 1 hour
per day
40%
2

use
their tablet daily
while watching
TV1

Source:
1) Nielson, 2011
2) Google Mobile Display Tablet Usage Survey, US, March 2011. n=
1,430, all members of the Google Mobile Display Network


Build tablet-specific ad campaigns on Google
networks
Best practices for tablet-only campaigns
•  Point ads and ad extensions (on Search) to tablet focused landing pages

•  Designate separate budgets for tablet campaigns. In search campaigns: bid for 1st-3rd
position above the fold

•  State a clear value proposition for tablet customers in your ad creative, such as “view
our selection of iPad cases today!”

•  Day-part campaigns to match when consumers are using tablets (evenings,
weekends).

•  Review Google Analytics for tablet traffic patterns, and allocate
bids and budgets based on peak times.

•  Leverage large, touch friendly screens! Utilize our new tablet rich
media ad units in your campaigns.


What are the DO‘s and Don‘ts

1 Do split out mobile campaigns, use mobile creative and relevant
ad extensions
2 Do build a mobile site or mobile app

3 Do treat tablets as differently but drive to desktop site

4 Don’t drive to a flash site

5 Don’t neglect tracking on mobile

Google confidential

Mobile Display


Mobile
Display
Advertising

Recap: Where our Display ads run
40,000+ iPhone Apps 20,000+ Mobile Websites 40,000+ Android Apps


An Introduction to
What does AdMob do best?

App
Promotion
mCommerce
Video & rich
media
engagement
Drive footfall
Google confidential 6

Targeting Options
Standard Advanced

Interest Category
Location (Android Only)
& time Traffic Bundles

Enhanced
Operator Demographic Remarketing

OS Newly Activated App
(and OS version) Device Device Enthusiasts

7

Buy across a selection of apps and sites
Business & News Social Kids Sports Game Entertainment

The Football League

The Independent

Absolute Radio

Key Ad Format: click-to-App-Store / Marketplace
Put your store onto your customers device in 2 clicks

Google confidential

Google Wallet

11
Google confidential 0

Thank you.

Questions?


Periscopix are GACPs
Google certified us to do:

• GA Training

• GA Implementation

• Website & campaign
analysis & reporting

• Conversion rate
Optimisation

© Periscopix 2012

• Do I have sufficient volume?
• How do performance metrics compare to my ‘full’ site
Mobile site?

• Content – what are people already consuming
• Intent – what does their consumption/traffic sources/hour of day
What do I put in there? tell me about their intent on my site?

• Size/dimensions/actionable features
• Speed – are slow page loads affecting my mobile conversion rates?
• Usability – do mobile users fall down on certain page types
How do I improve it?

© Periscopix 2012

Do I really need a mobile site?

ROI = Monthly value realised by extra conversions X 42%
Cost of mobile site %age of mobile internet
users ONLY use a
mobile for the internet.

© Periscopix 2012

If not now then…….
Jan 2010 – Dec 2011:
Ten fold increase in
mobile visits

Doubled during 2011 &
rate of growth
increasing!

150+ websites/17.6 million visits

© Periscopix 2012

Designing my new mobile site
Audience > Mobile > Devices Audience > Mobile > Devices > Audience > Mobile > Device >
Screen resolutions Goal set 1

iPhone = 1 in 10 web handsets 65 different resolutions Huge variations in conversion
rate are common

© Periscopix 2012

When do mobile visitors call in?
7

6

5

176 Million visits
4 Jan – Feb 2012
Mobile (inc iPads)
3

Non-Mobile
2

1

0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

© Periscopix 2012

And just how do they find me?
Visits by Medium
organic referral cpc email other
• Branded or not?
5% 2% • Higher or lower intent?
11% • Email campaigns –
optimised?
• How well SE optimised is
24% 58% your mobile site?
• Which referral sources
are mobile users coming
from – social?
100+ sites + 11 million visits

© Periscopix 2012

Attention to detail: P.E.F score
(The Periscopix Employee Face score)
Lost Opportunities

ONLY 73 lost
106 lost
opportunities
opportunities
per year!
per year!

• New non-exec?
• Ban red jumpers
• More staff that look
like me?

Bounce rate
© Periscopix 2012

Periscopix google event 9 may 2012.com

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