make the web work for you by google | joão nunes

Google Confidential and Proprietary 1 Google Confidential and Proprietary 1 Google Confidential and Proprietary

Making The Web Work For You

João Nunes Online Business Consultant

May, 9th

http://goo.gl/0qkda

https://twitter.com/jmgsnunes

http://ie.linkedin.com/in/jmnunes

[email protected]

Google Confidential and Proprietary 2 Google Confidential and Proprietary 2

to organize the world’s information and make it universally accessible and useful


to organize the world’s information and make it universally accessible and useful

for you


Planning a journey takes longer than the trip itself

Dreaming

Experiencing

Researching

Booking

Sharing

1

2

3

4

5


A lot of research goes into planning the perfect trip

24 1:43 17.6 Average journey length

in days before purchase

Average research time in hours before

purchase

Average site visits before purchase


9.1 19.8 4.7 8.7 18.3 4.6 8.1 17.2 4.3

Travel-Sessions Site-Visits Search-clicks

Q1'11 Average Q1'12 Average Q1'13 Average

The hotel research process continues to be complex and time-consuming YoY The average hotel booker conducts 8 research sessions, clicks on 4+ search ads and visits 17 different sites all prior to booking

Source: Compete Key Themes, Year-over-Year Online Travel Content Consumption in the Hotel Category. (Average sessions, visits, or clicks among hotel bookers prior to booking, Q1 2011, 2012, 2013)

Key questions: 1) How will you stay top-of-mind throughout the travel process?

2) How can you make the process easier for travelers?

Google Confidential and Proprietary 8 Google Confidential and Proprietary 8 Source: Adobe Systems Inc., “Hotel Benchmarking Metrics,” Jan. 2013

Hotel website trends •  42% of traffic to hotel websites worldwide

is driven by search engines •  Users view 4.9 pages per visit on hotel

websites on tablets (higher than PCs, which has a 4.7 page view per visit average) •  Bounce rates for hotel websites

worldwide are the lowest on tablets (35%, whereas PCs have a 44% bounce rate and mobile phones have a 47% bounce rate)

•  Of mobile hotel website views, tablets contribute 58% of views and mobile phones account for 41% of views

Prioritize the customer experience across screens to differentiate your brand vs. competitors and OTAs


Make better decisions

by accessing unique customer, industry and performance insights

Win moments that matter

by engaging billions of people, in the right context, with personalized

experiences they love

What we do:

Google Makes The Web Work For YOU

We help You:

Go bigger, faster

by tapping into technology that works together, across

your business needs


Awareness

Interest

Consideration

Purchase

We’re improving every step of the marketing funnel…


Online Sources Used for Research

RT2. Which of the following online sources did you use to look for information on a hotel?, n=1559

D

48% of consumers recall using search while researching hotels

3% 3% 3%

7% 9% 10% 10%

13% 36%

48% 58%

72%

Other Newspaper Websites

Video Sharing Websites Social Networking Websites

Consumer Generated Online Reviews General Discount Websites

Travel Book Review Websites Membership Websites

Travel Review Websites Search Engines

Online Travel Agency Websites Hotel Websites

Hotel Shoppers


Search is key for initial consideration

74% of hotel shoppers recall search being helpful in their research 47% of those who read consumer reviews said their research helped them 68% of hotel shoppers search primarily on branded terms

Online sources help shoppers obtain general information about hotels…

Source: RT5. How did each of the following source(s) help you while you researched or shopped for a hotel?


7 of 10 hotel searchers perform only queries containing brand terms

Implement comprehensive search strategy to reach all in-market consumers

24% 8% Non-Branded

68% Branded

Source: Google/Compete Query Pathing among Hotel bookers, Q3 2011


HOTEL SHOPPERS STARTING RESEARCH ON BRANDED TERMS ENDING IN SAME CATEGORY

Source: Google/Compete Hotel Query Pathing Q3 2011

Branded Term

83% Start

End Non-Branded Term 8%

•  Best Hotels Deals

Branded Term 92%

•  Pestana Hotels

Evolution Of Searches Terms


FEWER CONSUMERS START RESEARCH ON NON-BRANDED TERMS, FINAL SEARCH SPLIT BETWEEN TERM CATEGORIES

3%

Source: Google/Compete Hotel Query Pathing, Q3 2011

Non-Branded Term

17% Start

Non-Branded Term 44%

•  Best Hotels Deals

Branded Term 56%

•  Pestana Hotels

End

Evolution Of Searches Terms


EF

1 Site 2 to 4 Sites 5+ Sites

10% 24% 66%

2 of 3 buyers use 5 or more sites while researching hotels

Remarket to potential buyers who are shopping around

Source: Clickstream: BF02


Visitor added to list

Visitor leaves

Your ad across the Google Display Network

Visitor comes to your site

Visitor returns to your site more conversions!

Remarketing is a powerful tool that lets you reach customers who have previously visited your site


D

EF

1 Site

33%

Same Day

52% 9% 6%

Same Week 2 Weeks 3+ Weeks

More than half of buyers research sessions occur 3+ weeks prior to conversion

Lengthen attribution window to account for long research windows

Source: Clickstream: BF08


What is Attribution?

Email

$100 $100 =


What is Attribution?

Email Organic Search

Paid Search Display Social

$100 $100 = ?


Why is Attribution Essential?

•  Most customers will have more than a single step in their conversion path.

•  Most advertisers will only assign value to the last marketing channel a customer touched before conversion.

•  Therefore, their CPA guides them to invest at a point where most customers have already decided where to send their business.

  http://www.thinkwithgoogle.com/insights/library/studies/marketing-attribution-valuing-the-customer-journey/

  http://www.thinkwithgoogle.com/insights/featured/marketer-attribution-playbook/


Overview

Assisted Conversions

Path Length

Time Lag

Top Paths

Google Multi Channel Funnels


Travelers plan trips across multiple devices Cross-usage of devices for research when planning a trip

  Source: “The New Multi-screen World.” Google and Ipsos MetdiaCT. September 2012. Base: Have Started Activity on One Device & Continued on Another (627) Q. For the activities listed below, think about the last time you started each activity on one device and then continued or finished the same activity on another device. Please select which device you started and then continued on.

20

47%

45%

3%

Started on a smartphone

Continued on a PC

Continued on a Tablet

38%

31%

7%

Started on a PC/Laptop

Continued on a smartphone

Continued on a tablet

15%

1%

14%

Started on A tablet

Continued on a smartphone

Continued on a PC

Google Confidential and Proprietary 24 Google Confidential and Proprietary 24 February 2013 Google Confidential and Proprietary 24

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Introducing enhanced campaigns

Enhanced campaigns help you reach people in the moments that matter across all devices, with smarter ads that are relevant to intent and context.

Google Confidential and Proprietary 25 Google Confidential and Proprietary 25 February 2013 Google Confidential and Proprietary 25

Key features of enhanced campaigns

Powerful tools for the multi-device

world

Advanced reports to measure more conversion types

Smarter ads for varying user

contexts


Find your audience with demographic targeting

65+ Sophisticated inferred technology lets you target age and gender more precisely

Gain broad, accurate reach for brand awareness goals

Dreaming


Use Topic Targeting On the GDN

Looking to reach a broad audience quickly

Have a flexible campaign budget and/

or CPA

Looking to significantly ramp up traffic or ad

delivery

Use topic exclusion to prevent your ads from appearing on pages about specific topics or with poor performance.

Dreaming


Target users interested in specific content with Interest Categories

Big •  1600+ interest categories •  100 billion impressions monthly •  500m+ daily internet users •  all ad formats

Smart •  Sophisticated blend of overall

interests, recent session and current page

video games news sports air travel jewelry magazines


Combine the control of search with flexibility of display: Next Gen Keyword Contextual Targeting

Fine-tune performance with keyword level targeting and bidding.

Control

Real time insights with

keyword level performance

reports

Efficiency

Match ads more precisely

Instantly copy search

campaigns onto display

Transparency Accuracy Control


The travel path to purchase is increasingly social

  Source: ROI Research Inc., “S-Net: A Study in Social Media Usage & Behavior” sponsored by Performics, Aug 2011; Google/ Shopper Sciences, Role of Social in the Travel Shopper’s Journey, December 2012;

PURCHASE

60% of travelers factored

online opinions into their vacation planning

In 2012, the average U.S. travel shopper consulted

11.2 sources prior to purchase

48% of social network users follow travel brands to learn about promotions & sales announcements

17% of travel purchase decisions are influenced by social media


Search Video Mobile Display Offers Local

+People +Relationships +Sharing +Recommendations

Google+ is making all of your Google experiences better


What does Google+ mean for a travel brand?

Deeper engagement

Measurable impact

Better Discovery

Relevant reach, across the web


Summary and Discussion

Awareness

Interest

Consideration

Purchase


Useful Links

Awareness

Interest

Consideration

Purchase

•  The Zero Moment Of Truth http://www.zeromomentoftruth.com/

•  Our Mobile Planet http://www.thinkwithgoogle.com/mobileplanet/en/

•  Think With Google http://www.thinkwithgoogle.com/insights/

•  Mobilise Your Site Now http://www.howtogomo.com/

•  Consumer Barometer http://www.consumerbarometer.com/

Google Confidential and Proprietary 35 Google Confidential and Proprietary 35 Google Confidential and Proprietary

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make the web work for you by google | joão nunes

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