Date post: | 22-Oct-2014 |
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Technology |
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Google Confidential and Proprietary 1
Paid + Organic: Better Together
Google Confidential and Proprietary 2
Why We Care: Big Results
Source: Luxury Vehicle Brand Case Study; Google, GSD&M, July 2007
Big results:
• A 5.6% increase in visitors to their site when ads were on
• An increase in overall search traffic, a 17% increase when ads were on
• WOW change in traffic was highest with ads (48%) and reached a low of 39% without ads
• A higher conversion rate of 13.5% for their site goals compared to a conversion rate of just 8.6% when just running organic
Test: Measured performance of paid ads by alternating weeks of organic search only and organic with paid ads
Client: Luxury Car Company
Google Confidential and Proprietary 3
Big Results across Industries, Metrics
Source: Omniture Article: Proof Positive: Buying Brand Names on Search Really Works , July 2007
Big results:
• Though the week of organic only brought in slightly more visitors (47,078 with ads vs 48,582 without), those visitors proved to be of less value:
• Conversions across all search engines were higher by 22.98% when the brand name keyword ads.
• Revenue per visitor was higher by nearly 21.94% when the ads were present.
Test: Similar test measuring performance across Google, Yahoo!, & MSN for one week of organic search only against one week of paid brand ads and organic
Client: Major Online Retailer
Google Confidential and Proprietary 4
Outline
1Lead the ConversationStand out on the results page by showing first with the message and experience you decide for customers
2 Increase Coverage
3 Target and Measure Precisely
Google Confidential and Proprietary 5
Lead the Conversation with Customers
Stand out to capture the attention of new customers
Connect directly to show all you have to offer
Show your new messages
immediately
Google Confidential and Proprietary 6
Dangerous World Out There
OppositionPaid
Google Confidential and Proprietary 7
Paid: Get Noticed Easier Than in Natural
8th Result
Google Confidential and Proprietary 8
Paid Ads + Organic Search Captures New Users
Source: Luxury Vehicle Brand Case Study; Google, GSD&M, July 2007
1 + 1 = 3!Branded ads supplement performance of natural search
In a recent case study, adding branded ads brought in more new visitors
% New Visitors to Site Example:
Branded
Natural
Branded 52% 64%
12% Increase
Google Confidential and Proprietary 9
Beat the Crowd
Your ad can lead the story...
... beating any negative press...
...as your natural result catches up in the rankings
Google Confidential and Proprietary 10
Bring Audience to Where You Serve Best
0 airline sites on natural search
Ads provide the opportunity for upselling the customer
Google Confidential and Proprietary 11
Outline
1 Lead the Conversation
2Increase CoverageShow on searches throughout the purchase funnel; be there when they think of you, remind them when they don’t
3 Target and Measure Precisely
Google Confidential and Proprietary 12
Searchers Use Both Brand & Non-Brand Terms
Source: CE Purchasing Process Study, Google & comScore, November 2007.Searchers: all products n= 925; computer n= 397; digital camera= 139; television n= 114
Computer Searchers
Non-Brand
33%
Brand
57% 10%
TV Searchers
37%
Digital Camera Searchers
38% 25%
35%47% 18%
Non-Brand Brand
Non-Brand Brand
Google Confidential and Proprietary 13
49%51% 53%47% 48%52%
Retail Clicks E-Commerce ClicksConsumer Electronics Searches
Resulting in Brand and Non-Brand Clicks
Sources: Compete Inc./Google February 2008; 360i/SearchIngite, “Giving Clicks Credit Where They’re Due,” Q12006; CE Purchasing Process Study, Google & comScore, November 2007
Non-Brand
Brand
Google Confidential and Proprietary 14
0%
20%
40%
60%
80%
100%
2 months 1 month 1 week same day immediate
Non-Brand Matters Throughout the Search Process
Non-brand
Brand
Purchaser Click Preference by Type- Retail Vertical
Po
int
of
Co
nv
ers
ion
Non-Branded From Start To Finish
Source: Compete Inc./Google February 2008. Percent of non-branded and branded clicks by maximum across all categories, prior to purchase
Google Confidential and Proprietary 15
Awareness: General Search, Paid Only Option
A paid ad is often a brand’s only chance to show on such a general search.Sony is left out here while resellers may lead to competitors.
Purchase
Interest
Awareness
Consideration
Search term: big screen tv
Google Confidential and Proprietary 16
Interest: Get Them To the Features
As the search gets more specific, so do the ads.Competitor brands now appear as Sony is still left out.
Purchase
Interest
Awareness
Consideration
Search term: lcd flat screen TV
Google Confidential and Proprietary 17
Consideration: Consumers Looking For Brand
Brand level: Resellers/reviews detract from connectionSony’s ad here allows them to connect directly with the user.
Purchase
Interest
Awareness
Consideration
Search term: sony lcd tv
Google Confidential and Proprietary 18
Purchase: Be There When They Decide
Searching for a model number, this user is likely ready to buy.Sony’s presence here keeps them in the game and top of mind.
Purchase
Interest
Awareness
Consideration
Search term: Sony KDL 46XBR3
Google Confidential and Proprietary 1919
The search landscape is growing and ever-changing
20~25% of searches have not been seen in the last 30 days**
Past ads influence future searches and conversions
12.6% of conversions credited to natural search were preceded by ad clicks*
Customers convert after multiple searches & clicks
37% of conversions happened as a result of multiple ad clicks*
More Searches + More Ads = More Traffic
*Giving Clicks Credit Where They’re Due, Part Two: The Value of Assists for Natural and Paid Search Conversions. 360i/SearchIgnite August 2006**Estimate
Paid ads help you stay present on new
long-tail searches
Ads on long-tail searches keep your brand in mind
for future ones
Place targeted ads that drive interest and generate searches for your brand
Google Confidential and Proprietary 20
Outline
1 Lead the Conversation
2 Increase Coverage
3Target and Measure PreciselyAccurately target customers with control features and monitor advertising effectiveness with robust reporting tools for increased ROI
Google Confidential and Proprietary 21
Ensure An Optimal Customer Experience
• Clean, official ad related to search
• Good call to action and incentive to buy
• Landing page looks relevant
• Unrelated title
• Content does not seem actionable
• Landing page is unattractive and not helpful
Google Confidential and Proprietary 22
Ads Allow You to Measure ROI & Other Metrics
How often do you show on the results page?
What is the ROI for your marketing campaigns?
Which listings are most appealing to customers?
Tracking impressions gives you insight into how much exposure your brand is getting with Google.
By looking your CTR, you can determine how attractive your listing is to customers and then adjust.
Closely and easily monitor your ROI with data directly from your AdWords account.
Google Confidential and Proprietary 23
Key Takeaways
Lead the conversation with your consumers• You want to be the ones to talk to consumers about your brand first. Search
is not always the top
• Bring in your consumers to tell them about what is new and what else you have to offer
Increase coverage targeted to connect with your users all along the funnel• Show on general keywords to get in front of users at the right times
• New searches are being run all the time. Increase the amount you show on relevant ones
Target precisely and measure the impact• More control over likelihood of showing and what shows
• Track your ROI and learn about your audience
Google Confidential and Proprietary 2424
Next Steps
Are you leading the conversation with interested customers?• Search for your brand. Who are you sharing search real estate with? Make sure you
are in good position on relevant searches.
• Trying to rebrand? New product launch? Are your organic results enough?
Are you covering all the searches you should?• Go beyond branded terms, and look at the generic terms that you are interested in,
how do you rank? Remember the importance of staying in your customers’ mind.
• Think outside the box of how a customer could start their purchase process. Sometimes they start with a question that you could answer
Do you target your messages to best appeal to your audience?• Double check your most common search words. Are organic results compelling &
sending users to the ideal page?
• Compare the metrics outlined in this deck to what you are getting from your site? Do you get the same level of insight?
Google Confidential and Proprietary 25
Thank You
Google Confidential and Proprietary 26
Appendix ABenefits of Paid + Organic
Google Confidential and Proprietary 27
Honda
Other
None
Effect of Paid + Natural Is Still Even Deeper:Honda Case Study- Brand Association
“When you think of fuel-efficient cars, which come to mind?”
42% point gap between Honda and another brand
16%
ControlSide
SponsoredTop Sponsored
ListingTop Sponsored& Top Organic
Top OrganicListing
0%
10%
20%
30%
40%
50%
60%
70%
Source: Enquiro Search Solutions, Inc., July 2007; Note: There is a significant (7% point) increase from Control to Side Sponsored, as well.
Query: Unbranded (i.e., “fuel efficient cars”)
Increase in Brand Association
Google Confidential and Proprietary 28
In Addition, Increase In Purchase Intent
+8%
Honda
Other
Control Top OrganicListing
Top Sponsored Listing
Top Sponsored & Top Organic
Side Sponsored
0%
10%
20%
30%
40%
50%
60%
70%
“From the list below, indicate which of these brands you would consider if you were looking to purchase a fuel-efficient or environmentally friendly car.”
Source: Enquiro Search Solutions, Inc., July 2007.
Query: Unbranded (i.e., “fuel efficient cars”)
Google Confidential and Proprietary 29
+ 3 pts
-----Cosmetics
+ 5 pts-+ 6 pts+ 5 pts-Household Cleaning
---+ 6 pts-Food/Snack
- + 6 pts+ 6 pts+ 5 pts+ 6 ptsBeverage
Purchase Intent
-+ 7 pts---Cosmetics
-+ 4 pts---Household Cleaning
+ 9 pts+ 7 pts-+ 11 pts+ 7 ptsFood/Snack
--+ 3 pts--Beverage
Purchase Consideration
-+ 4 pts+ 5 pts+ 4 pts-Cosmetics
---Household Cleaning
+ 3 pts---Food/Snack
+ 2 pts---Beverage
Aided Awareness
+ 45 pts+ 47 pts+ 17 pts+ 28 pts+ 39 ptsCosmetics
+ 9 pts-Household Cleaning
+ 30 pts+ 31 pts+ 14 pts+ 32 ptsFood/Snack
-+ 10 pts-Beverage
Unaided Awareness
Organic + Side Spnd.Organic + Top
Spnd.Side Spnd.Top Spnd.OrganicBrand Measures
+ 6 pts + 11 pts + 10 pts+ 5 pts
+ 6 pts+ 9 pts + 10 pts
Increase in Brand Impact in More Verticals…
Across all categories, there is a consistent “lift” across several brand measures. . .
Blue square denotes stat. sig. difference against the Control at a 95% confidence level
Light Blue square denotes stat. sig. difference against the Control at a 80% confidence level