google basictricktips

Marketing in a downturn

Google Confidential and Proprietary 5

Marketing in a downturn

Consumers Go Online in Tight Times

54% spend more time researching

53% use search engines more to research purchases

We asked U.S. consumers how their shopping habits have

changed since thedownturn in the

economy.


39% buy more products online (rather than in-store)

54% spend more time researching products online before they buy them

in a store

Source: Google Touchpoints Consumer Survey January 2009. Base: 8,675 U.S. respondents

Search Marketing Provides Highest ROI

31%

32%

39%

44%

51%

Affiliate marketing

Behavioral targeting

SEO

Emails to house lists

Pay-per-click search ads

Types of Online Marketing Offering “Great ROI,” according to U.S. Online Marketers (Jan. 2009)


9%

12%

17%

23%

31%

26%

13%

0% 10% 20% 30% 40% 50% 60%

Pop-ups, pop-unders

Emails to third-party lists

Banner ads

Contextual text ads

Rich media ads

Contextual targeting

Affiliate marketing

Source: MarketingSherpa and ad:tech, “Year End Surveys,” January 2009. n=1,260.

Changes in search and online display spend

80% of advertisers cite their search spend will increase in the next two years

80%

59%

Increase a lotIncrease a lot

Google Confidential and Proprietary 15Source: European Interactive Advertising Association, Marketers’ Internet Ad Barometer 2008

80%

Increase a little

Increase a little

Capturing growth with Google


Capturing growth with Google advertising

Search advertising offers flexibility and control

Search query


‘Natural’ search results

‘Paid-for’ search results

Google Adwords – how and why?

How it works?

• Choose keywords

• Set budget

• Decide where ads will be displayed

People click on your ads and connect with

your business

You create your ads


Why it works?

• Helps you reach new audiences

• Excellent control

• Highly measurable results

• No minimum spend requirements

Make your ads as relevant as possible

Ad RankQuality Score x orand/or

Max CPC (Cost per click) =


Key driver -

Click through rate

Driver of your rank among sponsored

listings

Max you will pay for a click

Awareness & usage sponsored links

8...(almost) always

! of respondents are aware of sponsored links – they are really relevant and helpful for searches

7

Yes, I do click on sponsored links when I do research in relation to shopping…

Awareness sponsored links Usage sponsored links


21

50

15

5

1

0 10 20 30 40 50 60

...regularly

...sometimes

...seldom

...No, I never click on them

don't know / n.a.

75

19

Yes No Don't know

Question: When you are using search engines on the Internet, do you notice sponsored links?

Question: Do you click on sponsored links when you do research in relation to shopping and if yes how often?

in %in %

Source: TNS Infratest, Base: Internet user in Germany, 14+ (n=1.014) and Online, who are aware of sponsored links (n=757), February 2008

Easily Track ROI (with Google Analytics)


23

71% of users expect leading

brands to be on top of the search results page

36% of users link search ad

placement to company prominence

Research shows value of search to brands


Search ads can increase brand

recall by 2.5x and brand affinity

by 1.18x

The combination of top sponsored and top organic deliver best results

3.95x better than control

37%

30%

20%

Offline media drives online search

Google Confidential and Proprietary

39%

Source: iProspect, “Offline Channel Influence on Online Search Behaviour,” 2007. RAB Word of Mouse Study 2007.

20%

40%

So online should be at the heart of marketing campaigns

Outdoor

Cinema

Print

TV

Digitalisation of other media

Press


OnlineTV

Radio

Press

Door Drops

Direct Mail

Other channels becoming digitalised

Magazines

Press

Radio

Outdoor

Advertise on the Google Network

Active Reach,Global Internet Users

Google,including:

Search partners,

including:


network

The Google Network reaches

over 86% of Global Internet

users

Thousands of Content

partners,including:

Google Tools & Services


Google Tools & Services

Use the Keyword tool to get new ideas


Use Google Insights for Search for insight into customer search behaviour


Exploit Google Analytics to maximise revenues

Is my website designdriving

Where and why are visitorsabandoning my shopping cart?

What do people do while on my site?

Where are my visitors coming from?


Which marketing initiatives are the most effective?

drivingpeople away?

What keywords resonate with prospects and have the

power to convert them?

on my site?

Quick to set up, easy to use, and it’s free!

Measurement Tools: Google Website Optimizer

Increase your site’s conversion rate.

How does it work?

• Free website testing and optimization tool allowing you to increase

effectiveness of your website and visitor conversion rates

Benefits for Marketers

Running Pause I Stop I Settings I Copy

Google Confidential and Proprietary 3434Learn more about Website Optimizer: http://www.google.com/websiteoptimizer/

• Increase visitor satisfaction, time spent on site, and decrease bounce

rates

• Works with all analytics solutions and all site traffic, not just AdWords traffic

• Test alternative headlines, images, and promotional copy – let your visitors

tell you what works best

• Access detailed reports on combination

of content and components ofsites that drive highest conversion

rate

If you remember nothing else...


37

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