new, free communication platform posts on google€¦ · content. more than two will reduce...
TRANSCRIPT
NEW, FREE COMMUNICATION PLATFORM
POSTS ON GOOGLE
MAY 23, 2018
With YouChris Adams
Head of Research and InsightsMiles Partnership
Aditya MaheshPosts on Google Product Manager
Thanks to:
25% Discount To celebrate Miles Partnership being a Sponsor Partner,
you can SAVE 25% off the delegate fee (applies to new bookings only).
BOOK NOW and use code MILES25
citynationplace.com/americas
City Nation Place Americas is the forum for place branding and place
marketing for nations, regions, states and cities across the USA, Canada, Latin America and the Caribbean.
How to participate
Open or close the control panel with the orange button.
Have a question? Ask it here.
o In case of “drop-off”, use your link to rejoin the webinar.
o A Q&A session will be held at the end of today’s presentation,
o Today’s webinar is being recorded and will be made available for viewing later.
Choose to use computer audio or dial in by phone.
1. Introduction to Posts on Google
2. Best Practices and Tips For Posts on Google
3. Resources
4. Q&AAgenda
INTRODUCTION TO
POSTS ON GOOGLEAditya Mahesh, Posts on Google Product Manager
Cities on GoogleAditya Mahesh
Many people are searching for cities on Google
Posts on Google allows you to showcase relevant content to these people
Image, Text, Link Video Gallery
Events PollsStory
75+ Cities
Flu Shots Weekend Guide Snow Safety
Local Businesses Local Events Local Sports
Disaster Preparedness Public Transit Economic Growth
New Years Celebration
Austin Shakespeare City News Video
City Services Traffic Voting
Upcoming Events Concerts Local Businesses
City Council Hearing City Services Name a Park
World Rugby Classic Sports Event Food Truck Event
Weather Sports Events Traffic
Sand Art Festival Surf Festival Aerial Video
Posting is quick and easy!
Request an account at goo.gl/ATYU8i
More details at posts.google.com
SPOTLIGHT SEGMENT
POSTS ON GOOGLETips and Best Practices
Posts
Content Distribution on SERPs
Posts
WHERE IS CONTENT VISIBLE?
o Destination Name (some geographical limitations)
o Destination + State
o Destination + State Abbr.
Triggered by destination-specific keywords
Posts
WHAT IS POTENTIAL AUDIENCE SIZE?
Visibility of content is driven by search volume
POSTS.GOOGLE.COM/AUTHOR
Startup Guide, FAQ and other tools are available directly within the platform.
POSTS.GOOGLE.COM/AUTHOR
Managing users; adding access for other local agencies.
Examples of Content
EXAMPLES OF DESTINATION CONTENT ON POSTS
Mixing colorful photos and information about upcoming festivals has broad appeal for both locals and visitors.
EXAMPLES OF DESTINATION CONTENT ON POSTS
Event-specific content type generates stronger than average engagement.
Access to thousands of additional eyeballs each week via the search results pages.
EXAMPLES OF DESTINATION CONTENT ON POSTS
Polls provide a unique way for you to interact with users and gather their input on various topics.
EXAMPLES OF DESTINATION CONTENT ON POSTS
Opportunities to increase visibility for video content directly within SERPs to generate incremental growth in views and website clicks.
EXAMPLES OF DESTINATION CONTENT ON POSTS
Content
Impressions: 22,002
Video Views: 123
Engagement Rate: 0.5%
Post-Click Engagement (LP)
Pageviews: 30
Time on Page: 6:36 (50% above avg)
Bounce Rate: 53.6% (10% below avg)
Results based on 7 days of organic visibility
ENGAGED AUDIENCE FROM POSTS
An example of landing page data comparing inbound traffic sources.
Not huge volume, but Posts is among highest for time on page and lowest bounce.
EXAMPLES OF DESTINATION CONTENT ON POSTS
Keeping multiple posts live generates strongest number of views for destination content.
Two posts live at a time seems optimal for view rates. There are diminishing returns beyond that because of limited visibility for the older content.
TIPS AND OPPORTUNITIES
• Polls, Events and GIFs (as content types) tend to produce the highest engagement from users.
• Keeping two Posts live at a time will maximize view rate for your content. More than two will reduce viewability of oldest post.
• Engagement varies widely by post and destination. We’ve seen 0.04%–0.9% during the past month. Benchmarking at 0.1%.
• Use content that will grab people’s attention: bright colors, higher saturation, etc.
• Searchers have destination intent, but represent a broad range of interests and informational needs.
Cross-Channel Performance Comparison
RICHMOND PICNICS BLOG POST
A single piece of content posted (organically) to different platforms
RICHMOND SPRING EVENTS BLOG POST
Posts offers significantly higher level of organic visibility, but lower natural amplification from audience.
Post on Google Facebook Twitter
Views 21,019 2,402 3,276
Clicks 28 163 7
Shares N/A 14 6
RICHMOND SPRING EVENTS BLOG POST
Posts drives more new visitors to the site and more engaged audience.
Post on Google Facebook (Mobile)
Facebook (Desktop)
New Users 89% 73% 81%
Bounce 81.6% 80.8% 87.5%
Pages/Visit 1.58 1.29 1.25
RICHMOND PICNICS BLOG POST
• Post-click engagement is surprisingly strong. • Average time on page for a user coming in
from Posts was 3:16 (higher than average for other channels sending traffic to the page)
SONOMA COUNTY ITINERARY BLOG POST
A single piece of content posted (organically) to different platforms
SONOMA COUNTY ITINERARY BLOG POST
A different set of outcomes for visibility and engagement.
Post on Google Facebook Twitter
Views 4,286 7,189 662
Clicks 39 273 10
Shares N/A 74 0
Search demand and posting behavior can impact visibility for content.
SONOMA COUNTY ITINERARY BLOG POST
Stronger than average post-click engagement from audience
• 79.49% New users (13% > avg)• 2.28 Pages/session (14.5% > avg)• 3:51 Avg session (73% > avg)• 43.59% Bounce (14% < avg)
ENGAGED AUDIENCE FROM POSTS
• 100% New Users• 3.69 Pages/Session• 4:39 Avg. Session• 30.77% Bounce
Content quality remains a top factor in results.
TIPS AND OPPORTUNITIES
• Space out posts so that pieces of content get at least 3-4 days in the lead position to maximize results.
• Post early in the week if you’re promoting something the following weekend. We saw surprising levels of visibility Sun-Tues.
• Seasonally relevant content often generates higher engagement than evergreen content.
• Don’t be afraid to use more text than will display, but be clear about subject matter above the fold so users can decide whether to engage.
• Use clear calls to action for hypertext links: “Learn More” etc.
milespartnership.com
Q&A
Google is working with destinations & their industry partners to
improve the accuracy & completeness of
content across their travel products
Miles has developed a set of paid support services for DMOs seeking expert advice and support in using these free tools and maximizing their
results for their destination & industry partners. Miles support includes services in four areas:
AUDIT & PLANNING EDUCATION & TRAINING
CONTENT ACTIVATION
Miles’ Expert Support Services for DMOs
IMPACT ASSESSMENT & ONGOING SUPPORT
NORTH, CENTRAL & SOUTH AMERICA & CARIBBEAN:
KIM PALMER+1 941 342 [email protected]
ASIA - PACIFIC & EUROPE
CHRIS ADAMS+64 9 972 2452 or +1 303 842 [email protected]
CORPORATE: www.MilesPartnership.comGOOGLE SERVICES: www.MilesPartnership.com/GoogleDMOProgram
Miles Partnership LLLCMiles South Pacific Ltd
CONTACT US:
● INTRODUCE SERVICES● ANSWER QUESTIONS● NEEDS ASSESSMENT● SCOPE OF WORK
Posts on Google Webinar Resources
The recording, slides and other resources will be available at
www.milespartnership.com/GooglePosts
The State of the American Traveler: Technology Edition
Research, slides and other resources will be available at
www.milespartnership.com/SAT
NEW, FREE COMMUNICATION PLATFORM
POSTS ON GOOGLE
MAY 23, 2018
THANK YOU!