WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23
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This presentation was given at the WAN-IFRA Digital Media Asia 2011 conference held in Hong Kong on 23 Nov 2011. It covers how content publishers can take a data-driven approach towards owning great content. We introduce tools such as Google Analytics, Google Website Optimizer, Google Insights for Search, and Doubleclick Ad Planner, and show how they can be used to identify the right approaches for capturing loyal readers and visitors.
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WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23
- 1. 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
- 2. Google s Mission: It s all about Information To organize the world s information and make it universally accessible and useful. Google Confidential and Proprietary 2
- 3. Today Google Analytics Create Great Google Insights for Search Content DoubleClick Ad Planner Attract Visitors Google Analytics Improve User Google Analytics Experience Google Website Optimizer Google Confidential and Proprietary 3
- 4. Create Great Content Google Confidential and Proprietary Google Confidential and Proprietary 4
- 5. What is interesting to the world right now? http://www.google.com/insights/search/ Google Confidential and Proprietary 5
- 6. Google Confidential and Proprietary 6
- 7. Google Confidential and Proprietary 7
- 8. Google Confidential and Proprietary 8
- 9. Google Confidential and Proprietary 9
- 10. Google Confidential and Proprietary 10
- 11. Google Confidential and Proprietary 11
- 12. Google Confidential and Proprietary 12
- 13. Google Confidential and Proprietary 13
- 14. Google Confidential and Proprietary 14
- 15. Time series trends Google Confidential and Proprietary 15
- 16. Google Confidential and Proprietary 16
- 17. Google Confidential and Proprietary 17
- 18. http://www.google.com/adplanner Google Confidential and Proprietary 18
- 19. Google Confidential and Proprietary 19
- 20. Google Confidential and Proprietary 20
- 21. Google Confidential and Proprietary 21
- 22. Google Confidential and Proprietary 22
- 23. Google Confidential and Proprietary 23
- 24. Google Confidential and Proprietary 24
- 25. Insights for www.cookingandme.com Google Confidential and Proprietary 25
- 26. Insights for Search Google Confidential and Proprietary 26
- 27. DoubleClick Ad Planner Google Confidential and Proprietary 27
- 28. Google Analytics To organize your website visits information and make it universally accessible and useful within your entire organisation Google Confidential and Proprietary 28
- 29. google.com/analytics Google Confidential and Proprietary 29
- 30. Track Behaviour Behaviour Entry Exit Engagement Google Confidential and Proprietary 30
- 31. Where are my visitors from? Google Confidential and Proprietary 31
- 32. What are people searching for? Google Confidential and Proprietary 32
- 33. Google Confidential and Proprietary 33
- 34. What are they searching for? Google Confidential and Proprietary 34
- 35. Where do they start searching? Google Confidential and Proprietary 35
- 36. What do they search for when on that page Google Confidential and Proprietary 36
- 37. If you don’t have it, provide it Google Confidential and Proprietary 37
- 38. Understand your audience better through segmentation Google Confidential and Proprietary 38
- 39. This blue line assumes everyone is the same Don’t make decisions purely on this blue line Google Confidential and Proprietary 39
- 40. Google Confidential and Proprietary 40
- 41. Google Confidential and Proprietary 41
- 42. Google Confidential and Proprietary 42
- 43. Google Confidential and Proprietary 43
- 44. Recap Google Analytics DoubleClick Ad Planner Google Insights for Search Know what your Know what your community is audience is interested in searching for Create Great Content Know your audience Google Analytics Google Confidential and Proprietary 44
- 45. Attract Visitors Google Confidential and Proprietary Google Confidential and Proprietary 45
- 46. It’s not just about attracting visitors, it’s also about attracting the right type of visitors Google Confidential and Proprietary 46
- 47. Goals Bring Context to Numbers Google Confidential and Proprietary 47
- 48. Goals Bring Context to Numbers Google Store’s Top 10 markets by volume of visitors INSIGHT We’re doing awesome in Brazil! Right? Google Confidential and Proprietary 48
- 49. Goals Bring Context to Numbers INSIGHT Wow, Brazil doesn’t even factor into our Top 10 markets by conversion rate. Not good! Google Confidential and Proprietary 49
- 50. Measuring Goals along the Interaction Funnel Spent > 3 mins on Watched our Created Bought my site product video membership subscription account Visited > 2 pages Visited Product on my site Features page Subscribed to newsletter Visited About Us page Clicked on Join Facebook button GOALS STAGE Awareness Consideration Preference Action $ Google Confidential and Proprietary 50
- 51. 4 Goal Types in Google Analytics Goal Type Goal Triggered By … … visitor lands on your URL Destination subscribe page … visitor spends more than 5 Time on Site minutes on your site … visitor browses through 3 Pages/Visit or more pages on your site … visitor interacts with your Event social sharing widgets Google Confidential and Proprietary 51
- 52. 360 Degree Tracking Google Confidential and Proprietary 52
- 53. URL Campaign Variables 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=J an+03+One+Day+Sale http://www.yoursite.com/landingpage.html? utm_source=email&utm_medium=link&utm_campaign=Jan +2011+Newsletter Google Confidential and Proprietary 53
- 54. Google Confidential and Proprietary 54
- 55. Email Signatures http://conversionroom- japac.blogspot.com/? utm_source=email&ut m_medium=signature& utm_campaign=Signat ure Google Confidential and Proprietary 55
- 56. Google Confidential and Proprietary 56
- 57. conversionroom-japac.blogspot.com/2011/10/gomeasure-singapore- and-kuala-lumpur.html? utm_source=googleplus&utm_medium=post&utm_campaign=G plus+-+GoMeasure Google Confidential and Proprietary 57
- 58. conversionroom-japac.blogspot.com/2011/10/gomeasure-singapore- and-kuala-lumpur.html? utm_source=twitter&utm_medium=tweet&utm_campaign=Twitte r+-+GoMeasure+Videos Google Confidential and Proprietary 58
- 59. vs. Google Confidential and Proprietary 59
- 60. Understand your social media reach Google Confidential and Proprietary 60
- 61. Segments: Compare your traffic channels Google Confidential and Proprietary 61
- 62. Recap Tag all inbound Attract Set Goals links Visitors Google Analytics Google Analytics Google Confidential and Proprietary 62
- 63. Improve the user experience Google Confidential and Proprietary Google Confidential and Proprietary 63
- 64. Engagement is declining Source: Google Analytics Benchmarking Data Google Confidential and Proprietary 64
- 65. Google Confidential and Proprietary 65
- 66. Bounce rates are steadily increasing Google Confidential and Proprietary 66
- 67. Identify landing pages with high bounce rates Google Confidential and Proprietary 67
- 68. Google Confidential and Proprietary 68
- 69. Test landing pages Google Confidential and Proprietary
- 70. Google Confidential and Proprietary 70
- 71. Media Button Google Confidential and Proprietary 71
- 72. 24 combinations tested…. Media: Button: 1. Get Involved Image 1. Sign Up 2. Family Image 2. Learn More 3. Change Image 3. Join Us Now 4. Barack’s Video 4. Sign Up Now 5. Springfield Video 6. Sam’s Video Google Confidential and Proprietary 72
- 73. Experiment results Google Confidential and Proprietary 73
- 74. Google Confidential and Proprietary 74
- 75. $500m raised online Google Confidential and Proprietary 75
- 76. Where are people leaving my site? Google Confidential and Proprietary 76
- 77. Monetize exit pages “.. 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 Kevin Savetz, Owner, Savetz after targeting exit pages.” Publishing and FreePrintable Google Confidential and Proprietary 77
- 78. How do visitors interact with my site? Google Confidential and Proprietary 78
- 79. Google Confidential and Proprietary 79
- 80. Google Confidential and Proprietary 80
- 81. Google Confidential and Proprietary 81
- 82. Google Confidential and Proprietary 82
- 83. Google Confidential and Proprietary 83
- 84. Google Confidential and Proprietary 84
- 85. Recap Google Website Optimizer Google Analytics Google Analytics Fix problematic Improve high flows through bounce pages your site with testing Attract Visitors Fix or monetize exit pages Google Analytics Google AdSense Google Confidential and Proprietary 85
- 86. Let’s recap … Google Confidential and Proprietary Google Confidential and Proprietary 86
- 87. You can use data to own great content Google Analytics Create Great Google Insights for Search Content DoubleClick Ad Planner Attract Visitors Google Analytics Improve User Google Analytics Experience Google Website Optimizer Google Confidential and Proprietary 87
- 88. How can WE help Publishers? http://goo.gl/5BjQS Google Confidential and Proprietary
- 89. Subscribe for the Latest News Subscribe to receive latest articles in your inbox conversionroom-japac.blogspot.com Google Confidential and Proprietary 89