Partners Blog
What's new @ Google? Tips and tools for agencies
A new agency council for a new kind of shopper: introducing The Google Shopper Marketing Agency Council
Monday, December 19, 2011
As festive shoppers deck the halls earlier each year, putting their bargain detective hats on in search of products that provide the best value for each dollar spent, marketers have had to change the way they think about reaching these savvy shoppers. Because while a shopper's first interaction with a product, the First Moment of Truth (FMOT), used to occur when that person saw a product on the store shelf for the first time, the advent of the Zero Moment of Truth (ZMOT) -- the online moment at which a person first develops an opinion about a brand, prior to encountering it in the physical world -- is changing the way marketers think about the digital path-to-purchase.
In turn, the Shopper Marketing Agencies (SMAs) that work closely with marketers to capture mind and market share during each holiday shopping season and beyond have been working hard -- using rich data and deep understanding and insights -- to help companies evolve their digital marketing strategies to 'win' this newly defined and important moment in time. They are a vital part of a vital marketing transformation, which has changed the game for modern marketers.
We've always valued our relationship with these SMAs -- but it occurred to us, as this uber-busy season approached, that it would benefit consumers, advertisers and SMAs alike to work even more closely together, delving deeply into understanding the ZMOT model as applied to shopper marketing and digital brand activation along the path to purchase.
To do this, we formed The Google Shopper Marketing Agency Council. This group is comprised of leading SMAs, including Arc WW, DraftFCB, Integer, Mars, Momentum, RPM Connect, Saatchi & Saatchi X, Shopper Sciences, ShopWork, The Marketing Arm, Triad Media, TracyLocke, and Upshot -- and its goal is to advance understanding of how online and offline behavior drives purchase consideration and decision-making, and to overcome the challenges related to communicating this transformation.
We're looking for this group of marketing innovators to help guide the way Google engages and partners with SMAs and the industry in general, and are sure it will help us better support SMAs in search of the best way to help their clients' brands win the ZMOT. Stay tuned for news and updates!
Posted by Stephanie Redish-Hofmann, Google Agency Team
5 New Year’s Resolutions for Display Advertisers
Friday, December 16, 2011
Google’s Dan Taylor presents at Digiday Agency event Dec. 12, 2011
It’s that time of year again, the time to reflect on 2011 and think about resolutions for the new year. We may not be able to help you lose those extra 5 lbs., but we can inform some New Year’s resolutions for your business.
This week, Google’s Dan Taylor presented at the Digiday Agency event on the 5 New Year’s Resolutions for Display Advertisers. See video and summary below.
<p><br><br>Resolution # 1: I will be strategic in how I use remarketing <br></p>
Resolution # 1: I will be strategic in how I use remarketing
Remarketing is like plugging a leaky bucket, where the leak is website visitors leaving your site, and the plug is display ads that bring past visitors back to your site.
There are many ways to ‘plug’ the leak, but we offer up the follow strategies to be the most effective in doing so.
Target based on audience: Layering demographic targeting on top of remarketing campaigns can help you tailor the message even more. For example, have one message for men, and a different one for women.
Target based on intent: You can send a general message to homepage visitors and product-oriented reminders to visitors that browsed product pages but didn’t make a purchase. Using a creative with dynamically related products is a great way to do this.
Expand your list sources: Some of our most effective remarketing customers use several sources to get their lists, such as YouTube mastheads and channels, their main website and campaign landing pages. Expanding the lists enables you to reach more potential customers.
Resolution # 2: I will use video to its full potential
Video is a great way to reach customers, yet it is often underutilized. Here are the best ways to use video to its fullest potential.
With the
latest changes to the YouTube homepage
, we’ve pivoted the YouTube site experience to focus on channels and a socially-driven feed, the contents of which are controlled by the left hand sidebar. This gives marketers a powerful opportunity to enhance their brand exposure.
Through the new AdWords for video front end, we’ve drastically reduced the time it takes to create a video. Easily run click-to-play or TrueView in-display formats across Google Display Network.
We’ve also found that rich media, in tandem with video, is more effective than simple Flash. When you’re running rich media campaigns, think about including video to increase purchase intent.
Resolution # 3: I will fuse social media with display
Making display ads social increases the conversation with your customers. Here are some ways that this can be accomplished:
Make social media a primary destination: Try linking Trueview ads back to a similarly branded channel for a great social experience.
Social interactions within the banner: Actually having users interact with the banner (by playing a game, watching videos, etc.) and then having them share their experiences through social media continues the conversation.
Bring social media endorsements in the banner: This is becoming more popular, and is a great way for friends to share recommendations.
Resolution # 4: I will go mobile with my display campaigns
Just as users are now moving more and more to a multi-screen experience via desktop, mobile, and display, so must marketers think about a display strategy that isn’t siloed.
Tablet targeting: Users expect more from tablet ads and are increasingly using these for online shopping. We support tablet targeting including zeroing in on tablet audiences by device, location, time of day and contextually.
Get smarter with smartphone targeting: Finding what’s right for your business is key here. With so many format options to choose from that are specific to mobile devices (click to video, click to map, click to call) it’s worth it to think what could be the most effective for your business.
Resolution #5: There’s a perfect ad for everyone.
It’s really the biggest resolution we’re focused on at Google that encompasses all the other ones and it’s adopting the philosophy that ‘There’s a perfect ad for everyone.’
Our recipe for the perfect ad for everyone is driven by simplicity and also by the technology that’s enabling us to customize the advertising experience for everyone at scale.
There’s a simple recipe to the perfect ad: The right person + the right message + the right time + the right context = the perfect ad.
What are your new year’s resolutions for your business? Let us know by tweeting @GoogleDisplay.
Reaching Your Goals with Analytics: Webinar follow-up
Friday, December 9, 2011
At last Thursday’s webinar on Goals, we we explored one of the most fundamental analytics topics: how to translate your business objectives into measurable actions on your website. You sent in your questions, and we heard from many users that you want more guidance on turning all that data into insights.
Please read on for answers to your top questions, and watch the recording of the webinar here:
How do I do data analysis?
Performing data analysis requires understanding what your company defines as success before you can even start to figure out which reports and metrics to use. The best place to begin is to think about why you have a website, what you’re trying to achieve (lead generation, site engagement, sales, et cetera), and how those objectives map to specific metrics in Google Analytics. For example, if you have an ecommerce website, you might want to track which types of users purchased and which types of users didn’t purchase. If you have a site with lots of content, you might want to understand where users came from before watching a video (e.g., were they referred by a blog post, or did they click on a paid search ad?), or you might be interested in how users moved through your site before getting to a certain page.
Once you’ve figured out your business objectives and defined your questions it’s all about finding those metrics in the reports. We have a lot of great
60-second YouTube videos
that walk through different reporting and analysis techniques.
Why should I use Goals if I don’t have a product to sell?
You created your website with the hope that users would come and visit. Even if you aren’t selling anything, you can use Goals to help you dive deeper into your site performance and learn where your users might be having trouble. For example, you might want to ensure that visitors to your site are able to find directions to your physical location, or you might want to be sure that they view a particular piece of content on your site. You could set up a Goal for that page, and then use Goal Flow in the
Flow Visualization tool
to see how users get there. You might then determine that it's too hard for users to find the information that they need. The specific metrics that you should use will depend on the purpose and goals for your site.
Which types of Goals should I use?
There are four different Goal types to choose from in Google Analytics: URL destination, Time on Site, Pages per Visit, and Event. URL destination goals are best for goals based on a visit to a key page of your site, such as a “thank you” page after a purchase. Time-on-Site or Pages-per-Visit goals are best if you’re more interested in determining site engagement. Event goals should be used if you want to track specific actions such as watching a video, listening to an audio clip, or downloading a PDF. Note that the first three types of goals can be set up with no changes to your tracking code, but if you want to use Event goals, you’ll need to set up
Event tracking
. And don’t forget that if you’re an online retailer, or if your conversion process pulls in dynamic monetary values,
Ecommerce in Google Analytics
allows you to track transactions and the order value of every purchase made on your site.
What are good trends to measure for websites without a shopping cart?
A "conversion" isn't just a sale -- it's about all of the reasons why your site exists; it’s any action you want your visitors to take based on your business objectives. Analytics users often want to compare themselves to industry trends or best practices -- but the truth is that in many cases the best benchmark is your own website performance. You should define your own business goals, then develop some key performance indicators, or KPIs, and track them from month to month or quarter to quarter. It may also be helpful to set up simple surveys that ask your visitors if they’ve succeeded in finding the information that they were looking for on your site.
How do I set up Google Analytics for my site?
For some websites, all you need to do is copy and paste the standard JavaScript code to every page of your site -- Google Analytics will automatically generate this standard code for you, so it’s very easy to implement. Read more about this in our
Help Center
. Other sites, such as those that span multiple domains or subdomains, require additional lines of code. If you have this type of site, you should check out our documentation on all the
different implementation scenarios
. Use these guidelines with your webmaster to get the code implemented properly. If you need additional help, you should consider contacting one of our
certified partners
for advice and assistance with all aspects of Google Analytics.
What are Goal match types/settings?
There are three match types for URL destination goals: head match, exact match, and regular expression match. Exact match is used when you have a static URL (a page that does not change based on user actions) -- you can just enter the URL as it appears on your site and Google Analytics will track the goal. Head match is used if you have a URL that has dynamic values at the end, such as session IDs. Head match will record goals for whatever URL you enter into the interface -- plus anything that comes after that. Finally, regular expression match is used for completely dynamic URLs or to capture multiple URLs in one goal. Check out our
Help Center article
on setting up Goals to get more information about which match type is right for you.
How do we determine what goal value to set?
Goal value is what each action is worth to you. Ask yourself how much it’s worth to have someone sign up for your email newsletters, knowing they'll now get consistent messaging from your business. You may want to start with a larger objective that has a monetary value, like landing a big client, then map out the smaller steps leading up to that sale. For example, it may take an average of 25 lead forms filled out on your site to drive one sale. The value of a filled-out lead form would then be equal to an average sale divided by 25. It may take some time to determine these attribution amounts, and you shouldn’t be afraid to adjust your Goals and Goal values periodically!
How do we test alternate landing pages?
Once you’ve set up Goals, you may discover that certain pieces of your funnel are losing lots of visitors. Small improvements to those pages could have a dramatic impact on your conversion rates. Fortunately, we have a great tool called
Google Website Optimizer
that allows you to test different variations of the same page so you can improve the effectiveness of your website and your return on investment.
What are the top 5 metrics to share with the CEO?
There aren’t really 5 golden metrics that will work for every single company and every single CEO. You’ll need to do some brainstorming and discovery to understand which metrics in Google Analytics map to your business objectives. Think about your business strategy -- for example, are you looking to reach customers who are on-the-go? Then it’s probably helpful to track the percentage of visits and conversions coming from mobile, so you can tell the CEO about the success of your mobile strategy. Do you want to make sure that you’re getting a good return on your marketing investments? Then you should consider tracking the percentage of conversions coming from advertising vs. other sources (this is a good place to use
Multi-Channel Funnels
!).
Although it may take some work to determine the relevant metrics, it’s worth the effort to ensure that you are presenting information that tells the right story about your business. Once you’ve defined your metrics, you can use Google Analytics dashboards to pull everything together in an
easy-to-read format
. So dive into the Google Analytics reports and find your story!
Please also check our
help center
for further details on all of your questions.
Posted by Sara Jablon Moked, Google Analytics team
YouTube and TV - better together
Monday, December 5, 2011
Each day, people watch more than 3 billion videos on YouTube - the equivalent of every American watching about 9 videos a day. U.S. online consumers now spend
as much time online
as they spend watching TV. With the consumer shift to online media consumption, many of our marketing partners wonder how online video ads measure against traditional TV ads. Do traditional and new media ads complement each other? Which format drives recall most effectively?
To get answers, we partnered with Ipsos to measure the relative and combined effects of YouTube in-stream ads and TV ads on ad recall and brand metrics across six advertiser campaigns.
After conducting tests of 15- and 30-second spots on YouTube pre-roll instream ads and TV ads, the results revealed that YouTube and TV ads work better together. People who watched both YouTube and TV ads showed a 2X increase in brand recall than people who only saw TV ads. Those that only watched a YouTube ad had a brand recall rate 1.5X those who only watched a TV ad.
Hotels.com, one of the advertisers that participated in the study, uses YouTube video ads to drive incremental reach for TV campaigns. “Our customers are online today, so it only makes sense for e-commerce brands like Hotels.com to find entertaining and engaging online formats to interact with our audience” says Vic Walia, senior director of brand marketing for Hotels.com. “YouTube video ads is a great distribution vehicle for us to efficiently maximize our reach, but the fact that is has the added impact of improving our overall ad recall metrics is a tremendous win.”
This study comes on the heels of our multi-screen research, which found that brand recall
jumps dramatically
for consumers shown ads across all screens - TV, PC, smartphone and tablet devices. As more people consume media across multiple devices, having a multi-channel campaign strategy helps reach consumers at different points
throughout the day
.
To learn more about our study, download the infographic and slides from
Think Insights
or check out our
video
. And, when planning your media buys, consider using a combination of YouTube ads and TV ads to help you achieve higher ad recall than TV ads alone. You can find out more information about YouTube video ads
here
.
Posted by Lizzy Van Alstine & Christina Park, Google Research and Marketing
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