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SME Tech Summit James Topfer Google
- 1. Search Marketing 101 December 2009 James Toepfer Marketing Manager Google Australia & New Zealand
- 3. Every Australian is online Source: eMarketer, Feb 2009; ABS, Dec 2007 14.4 million internet users Internet Penetration by Income (ABS: 2007) Internet Penetration by Age (ABS: 2007)
- 4. Query volumes continue to grow Indexed Query Volume: Jan 07 = 100 Query Volume in Key Categories (weekly query volume index, Jan 07 =100) Monthly Query Volume Growth (year on year) Source: internal Google tools
- 5. Australians make decisions online Research Findings
- 8. Search Is an Integral Part of Users’ Lives
- 9. What Is Search? Google’s Mission: Organize the world's information and make it universally accessible and useful. Search: Seeking – and finding – relevant and useful information.
- 10. Pull Marketing: On-Demand at the Moment of Relevance Push Marketing works for some things… Pull Marketing … but there is value in reaching consumers who seek your message Yellow Pages has known this since the 1800s! Commercials
- 11. Connect at the moment of relevance, with a targeted message and the most relevant content . corporate hospitality Search Works: Reach Users at the Moment of Relevance
- 12. Google Search Makes Finding Information Simple home theatre
- 13. Google Search: Fast and Easy User Experience
- 15. Consumers Understand And Accept The Paid Search Principle Source: The Power of Search – Research International – March 2008 39% want the choice of paid & natural links 50% do not mind paid results 11% want only natural links
- 16. Search works throughout the journey Purchase Awareness Consideration conceptual buy samsung lcd tv lcd tv samsung lcd tv
- 17. Marketing objectives shape your search strategy Awareness ‘ LCD tv’ Consideration ‘ samsung lcd tv’ Purchase ‘ buy samsung lcd tv’ 500,000 searches per month 50,000 searches per month 200 searches per month
- 18. How Savvy Marketers Use Search These Best Practices are based on the collective expertise and experience of the Google team and are the benchmarks for ongoing success 1. Understand how buyers search in your market 2. Advertise all saleable products and services 3. Ensure fresh / relevant creatives and landing pages 4. Capitalise on other media promotions 5. Measure and optimise performance
- 19. Insights for Search – know the trends Google “insights for search”
- 20. Learn About Seasonality Source: Google Insights for Search
- 21. What’s popular with the public? Hockey is a more popular topic last week, will it be Abbott next week?
- 22. Google Keyword Tool – where to advertise Google “keyword tool”
- 23. 35% greater interest in benefit of “quiet” than in “enjoyment from anywhere” Test ads via customer feedback
- 25. Metrics Matter
- 26. Tracking - bringing science into advertising Google Analytics – Improve your site and increase marketing ROI
- 27. Taking the guess work out of it Google Website Optimiser – Increase your site’s conversion rate
- 28. Which site converts better? Wining Page - 20% Conversion Lift! Go to: www.google.com/websiteoptimizer
- 30. Thank You techmarketer.com.au Event Promotion: $100 AdWords credit this month, go to: www.google.com.au/stilltimein09
Notas del editor
- Australians are online Australians make decisions online Driving results for your business
- 61% of Internet users watch television while online, and 50% use the Internet while listening to the radio. Of those that multi-task, the majority cite the Internet as their typical primary focus of attention. The amount of time spent online continues to increase at a rapid rate, increasing from 13.7 hours last year to 16.1 hours per week for this report.