google - moving on up- search’s role in the purchase funnel synopsis of market research studies

8/7/2019 GOOGLE - Moving on up- Searchs role in the purchase funnel Synopsis of Market Research Studies

1/43

Moving on up: Searchs role in the

purchase funnelSynopsis of Market Research Studies: 08


2/43

Google Confidential and Proprietary

How Online and Offline Marketing Work Together to Drive SalesVolume


3/43


Background

Mercedes-Benz has worked with MSP over the last three years to: Quantify the effectiveness of marketing and incentives on business performance

Leverage the insights to optimise marketing resources

This year, Mercedes-Benz challenged MSP to:

Quantify the individual roles and synergies between offline and online media

Quantify the role of Google (natural and paid search) in the purchase funnel

Using data from Mercedes-Benz and Google:

MSP innovated algorithms and modeling techniques

Quantified key business drivers


4/43


Paid Search Incrementally Converts the Queries to Sales

Google and other search engines drive a significant amount of interested traffic for

free. The study found that using paid search to capture this interest amplified the

effectiveness of the medium.

4

Model Search

Paid Search

Business Performance

Generic Search

MB Sales


Direct

Indirect

TIMING

Purchase

Brand Awareness


5/43


Query Volume and Paid Searchdouble the effectiveness of MB UK Media

5

The impact of advertising in driving online search behavior and capturing the queries with

paid search is to double the effectiveness of brand and model-specific advertising.

Total advertising elasticity is the combined effect of direct and indirect channels

Brand Model

Ela

sticity

Direct +Paid Search


6/43


Paid search is more effective in driving sales thantraditional brand TV advertising

6

E

lasticity

Model TV advertising is the most effective in driving sales

Paid search is more effective than Brand TV in driving sales


7/43Google Confidential and Proprietary

Both Offline Media and Online Display are strong drivers of sales however when working togetherand driving query volume and paid search they are twice as effective

7

Model TV, Press & Outdoor

Online DisplayModel Search

Paid Search

Business

Performance

Generic Search

Brand TV & Press

MB Sales


DirectIndirect

TIMING

Purchase

Brand Awareness

How It All Works Together



!"#$%&'()!'*+,-(.'(%/,-00.'(%1

Ideal

Mix2#30'&

435 6')7

The Ideal Resource Mix Combines BothTraditional and Internet Media

As Mercedes-Benz spending on the Internet increases, the relative ROI will adjust as it

moves up or down the efficiency curve. The graph below is an illustration of the efficiency

curve in relation to hypothetical marketing mix and profitability

8

As a result of the study we have secured more marketing budget from

Head Office and are allocating more of this to online and search

Will Adney, Director of Research Mercades Benz



How do online and offline media work together andwhat is the effect on brands?



Campaign elements

paid search

2 x emailnewsletters

3 x TV ads

3 x social

media sites

phone boxes,

posters, POS

4 x bespoke websites

3 x web

advertorials



Ice Methodology

Qualitative Research

Establish what the target segment really

thinks about the brand, its products andservices

In their own words

PHASE 1

Quantitative ResearchMeasurement of:

- consumers perceptions of

the brand- their experience and use

of products and services

- Their exposure to

different marketing activity

PHASE 2

ModellingEffect & efficiency of

communications & events

analysed by statisticalmodelling

PHASE 3



New quantitative sample methodology

Problem 1

We need >5% of the sample to have been exposed to eachcommunication we want to evaluate

Some communications we are interested in did not reach 1% ofthe population

So we couldnt recruit sample from a managed panel andevaluate everything we wanted to evaluate

Solution: recruit survey sample from runcactuskidrun.com via surveyoverlay


13/43



New exposure methodology

Problem 2

Do you recognise this specific piece of advertising?

Solution: track the prior search clicks of survey respondents using cookie

technology

?


15/43


this tailored ICE study

Sample recruited from runcactuskidrun.com

Recruited during campaign (mid Aug - early Sep)

651 gross respondents

Results in terms ofrelative not absolute impact of communications

Results on a per person exposed basis


16/43


Oasis is available nearly everywhere

Oasis is good value for money

Oasis is a drink to have on the go

Oasis is aimed at people like me

Oasis fits in with my lifestyle

Oasis tastes great

Oasis comes in flavours I like

I prefer the taste of Oasis to mineral water

Oasis is BritishOasis has been around for a long time

Oasis is more thirst quenching than water

Oasis is thirst quenching

Oasis tastes artificial (-ve)

Oasis offers something different to other soft drinks

Oasis is healthy in comparison to other soft drinks

Oasis bottle are a distinctive shape

I would talk about Cactus Kid advertising with my friends

You see a lot of advertising around for Oasis

I like the recent Oasis Cactus Kid advertising

Oasis is quirky

Oasis does innovative advertising

Oasis does interesting advertising

I like Oasis advertising

Heritage

Affinity

Taste

Thirst Quenching

Stand Out

Communication

Brand

Fame

Convenience

Modelling key factors


17/43



18/43


KPI Drivers

Experience

Media

WOM

0%

10%

20%

30%

40%

50%60%

70%

80%

90%

100%

Brand Fame


19/43


20/43


0.42

0.31

0.150.14

0.120.09

0.04

0.01

0

0.05

0.1

0.15

0.2

0.25

0.3

0.35

0.4

0.45

Online

Advertorial

- The Sun

TV - D iner

Ad

Online

Advertorial

- Zoo Today

Google paid

search click

TV - Motel

Ad

Email -

HeatWorld

Email -

ZooToday

E-news

Social

M edia -

M yspacePositive

BrandEnga

gementInd

ex

Paid search was the 4th most effectiveindividual piece of communication

Oasis media driving Brand Fame


21/43


Summary

By helping us understand the effectiveness of the digital part of the campaign

the ICE research will help us plan for even better digital campaigns in future.

Linda Neville

Strategic Planner Coca Cola Great Britain

It is clear from this study that search has an important role in brandingcampaigns beyond simply generating enquiries. It has the power to deepenbrand engagement especially alongside other media.

Mark Greenstreet

MD Aegis volve


22/43


Brand Effects of ad impressions ?

22

22


23/43

Google Confidential and Proprietary 23

Objective

Can search help build brands?

To understand the relative efficacy of both

paid and organic results on a Google

SERP and to quantify the branding and

multiplier effect of paid (ppc) advertising.

Brand Effects of Paid and Organic Search


24/43


Methodology

Respondents randomly assigned to matched test groups of n=250

each cell created was representative of the online population

Respondents each given identical search tasks

Top sponsored

Side sponsored

Top sponsored

& Top organic

Exposure to search listings was controlled Each cell

was exposed to a different combination of listings

Duration of exposure was not limited and controlled by

user click thru on the page

The Study was undertaken by Enquiro

Research in partnership with Ipsos Mori.

All fieldwork took place online

Respondents were then asked a questionnaire to

ascertain their awareness, liking, purchase

consideration and take out of relevant test brands

!"#$%!"#


25/43


73% 74%

79%

82%

69%

Side Sponsored Top Organic and Side

sponsored

Top Organic Top Sponsored Top sponsored and

Organic

Search can drive brand awareness

Brand Awareness - Generic Keyword QueryWhich companies from the list below are you aware of?

Similar to results for other countries, the brand awareness for generic queries is

highest for top organic and top sponsored ad positions.

An increase of 5% for Top sponsored vs Top organic and 8% when organic and Top

sponsored co-occur.


26/43


47%

28%

16%

53%54%

37%

25%

45%

Low in Fat Healty Nutritious A brand I can trust

Control Top Sponsored

Search can help reinforce brand qualities

Which of the following statements do you associate with Optivita?

Search can be highly effective in brand communication. Being in a top sponsored

position generates a significant uplift in brand qualities

Search in this case is most probably the key which unlocks a consumers cognitive

bank of knowledge about a brand

Brand communication - Generic Keyword Query


27/43


60%

63% 64%

68% 68%

59%

54% 55%

47%

54%

48%

59%

Contr ol Side Spons or ed Top Organic Side Spons or ed

and Top Organic

Top Sponsored Top Sponsored

and Top Organic

Optivita Other

...and most significantly also drives a increasedpurchase consideration

Purchase consideration - Generic Keyword Query

89,)":

From the list below, indicate which of these brands you would consider if you were looking to buy ..[product]

Even at the latter end of the purchase

funnel search still has both very strong

absolute and relative effects on

purchase consideration.

Limited advantage

gained by being top of

the organic listings

Significant gains

though when a brand

is both top sponsored

and top organic


28/43


Summary

1 Search can drive traditional brand metrics across all stages of thepurchase funnel

2The greater the equity on the search engine results page the

greater potential lift in brand metrics

3 The adaptability of Paid search lets you communicate andreinforce brand qualities throughout the purchase process

4Beyond the absolute gains - relative gains against competitors

should be the most compelling argument for advertisers to adopt

search as a brand channel


29/43


Understanding the Consumer:The Online Path to Purchase


30/43

30

Study Objective: Understand the online journey

How much do people research online?

How long does the research process take?

How many searches and site visits?

What sorts of search / site visit?

To what extent do consumers shop around?

Methodology

Data mining of comScores Mediametrix online user panel

Selected a competitive set of websites in a category (apparel, mobiles,

computers)

Identified people who have made an online purchase or used a store

locator between 15 November and 31st December 2007

Analyzed activity up to 12 weeks prior to the last conversion (online

sale/locator use) observed


31/43

31

Conversion Types Per Category

;9,

9,

??,

;?,

@.3&7'()

!3A'.%273(%B

@3C:D&%#B

9, >9, 89, ?9, E9, F9, 99,

-(.'(%2D#H7"B% I&3#%43H"&3#

Source: comScore custom analysis- UK Population, 15+ Home and WorkQ4-2007 activity

For each category, we examined 10-12 leading sites (e.g. for computer purchases:

tesco.com, amazon.co.uk, currys.co.uk, comet.co.uk, pcworld.com, apple.com)


32/43

Computer Case Study Coloured or cheap?

32

First Search

PC World

From PC World to purchase at ebuyer in 66 days

eBuyer

Purchase

Visits

Searches

Day 0

PC World

Day 15 Day 22 Day 26 Day 30 Day 37 Day 43 Day 47 Day 48

currys

Day 62 Day 66

Pink

laptop

Coloured

laptop

PCWorld.co.uk

Dell

DealTime.co.uk

Amazon

Dell

PC WorldCheap

laptops

PCWorld.co.uk

Dell

Shopping.com

eBay

computers

Comet.co.uk

laptops

Kelkoo

Pixmania

Dixons.co.uk

eBay

computers

Pixmania

Bizrate

MicroDirect

Tablet

laptops

Misco

Currys

Amazon

Bizrate

DellLenovo

toshiba

portege

m400-11h

Toshiba

PC World

PCWorld.co.uk

Dell

laptops

ebuyer

laptops

Coloured

laptops

Pink

laptopscomet

Comet.co.uk

Currys.co.uk

PCWorld.co.uk

Nextag

Dell

Pixmania

Sony Style

eBay

computers

PCWorld.co.uk

PriceRunner

ebuyer



33/43

9,

8,

E,

9,

>8,

>E,

>G,

J'#B&K"L

M>N%%$

M8N%%$B

M?N%%$B

MEN%%$B

MFN%%$B

M9N%%$B

M>>N%%$B

M>8N%%$B

@3C:D&%#B

!3A'.%:73(%BO::"#%.

Time from First

Search

33

47% of computer conversions occur after 30 days or more

Share of Conversions by Time Period from First Search

Purchases & research tracked at a leading set of computer retailers websites Apple.com, Amazon.co.uk, Comet.co.uk, Currys.co.uk, Dabs.com,

Dixons.co.uk, Dell.com, Ebuyer.com, PCWorld.co.uk, Tesco.comSource: comScore custom analysis- UK Population, Q4 2007;

Conversions beyond 30

days from first search


34/43

34

Use of generic terms varies dramatically by category

Proportion of conversions with generic search terms

=>,

EE,

>8,

2#3:3#&'3(@3(P%#B'3(B5'&7"&.%"B&3(%Q%(%#'HI%"#H7

@.3&7'()

!3A'.%273(%B@3C:D&%#B



35/43

35

Summary

1The online journey is long and complicated, search is integral to the process

and consumers shop around a lot.

2 Research behaviour is highly category specific, particularly in the use ofgeneric search terms.

3

Current ROI tracking on paid search needs improving. Recommendation:

track leads to conversions for longer, dont just measure conversions on the

last click.

E l i t d b di


36/43

Exploring engagement and branding onYouTube and TV


37/43

Study Methodology and Objectives

37

YouTube partnered with two advertisers, Motorola (with Mindshare) & GM to:

1. Quantify user engagement on YouTube and television

2. Measure the branding value of ads on YouTube and TV

3. Understand the combined impact of YouTube and TV advertising on brand

perceptions and consideration

Methodology

All samples were representative of both advertisers target audience

(18-29 years)

YouTube partnered with two advertisers, Motorola (with Mindshare) & GM to:

1. Quantify user engagement on YouTube and television

2. Measure the branding value of ads on YouTube and TV

3. Understand the combined impact of YouTube and TV advertising on brand

perceptions and consideration

Methodology

All samples were representative of both advertisers target audience

(18-29 years)

Biometrics(48 people)

Eye tracking(24 people)

Depth interviews(48 people)

Online survey(1,800 people)


38/43

Test Stimuli

38

TV Ad YouTube Ad Impression

so

un

d)

YouTube Video Ad Click YouTube Viral Video

Hompage

silent

autoroll

InVideobanner

Corsa

Motorola

YouTube ads stand out and are noticed without


39/43

YouTube ads stand out and are noticed withoutinterrupting the user experience

39

Eye-tracking shows that autoroll

homepage ads become the hottest

part of the homepage

InVideo ads appear on uncluttered watch

pages and are closest to the viewing

hotspot

Ads receive attention without annoying users: the majority of users say the ads on

YouTube are non-obtrusive and do not interrupt the user experience.

"I really like it. You notice it but it doesn't get in the way, and if it was relevant to

what I was watching then that would be even better Male, 22, UK

Users spend

50% longer

viewing the

companiondisplay

banner than

standard

display ads*

* Compared to average ad dwell time measured in an Eyetools study, 2004.

U 1 5 tt ti h b i Y T b th h


40/43

Users are 1.5x more attentive when browsing YouTube than whenwatching TV

40

Time (seconds)

Intensity(attention)

Biometrics data* collected whilstrespondents watched TV and

browsed YouTube demonstrates:

Attention levels are consistently

higher- 1.5x overall - whilst

browsing YouTube than when

watching TV

This confirms the value of YouTube

as a lean forward platform, where

consumers actively chose the

content they watch

In addition, across all tested ads,

engagementon YouTube is

amplified ~140% over TV

Source: Biometric data collected Sept 2008 in the UK. TV respondents were watching In Plain Sighta US FBI drama. Web respondents were surfing on YouTube

* Biometrics data measured:

Heart rate

Physical movement

Respiratory rate

Skin conductance

Combining YouTube with TV lifts perception of Motorolas


41/43

%associatingattributewithbrand

Motorola: indexed uplift in brand association with attribute (from control)

Indexedupliftinbrandassociation(fromc

ontrol)

41es, which would you say is You can click on as many or as few brands as you wish. (n=300)Q. Looking at this list of phon

Combining YouTube with TV lifts perception of Motorola score brand attributes above TV alone

For Motorola, the addition of YouTube ad impressions drives brand metrics up to 4x higher

than TV alone. For GM Corsa, metrics are driven up to 3x higher

Advertisers can also take advantage of the YouTube brand halo effect to lift attributes not

communicated in the campaign

* Significant uplift from control


42/43


GM YouTube Video


43/43

Search influences decisions to buy

2009 Research Themes

Search & online turbo-charges your marketing

Search and online help build brands effectively YouTube has a unique supporting role in the media mix

google - moving on up- search’s role in the purchase funnel synopsis of market research studies

Documents