Catherine Roe Head of CPG February, 2011 · the conversion tracking tag into a RMKT tag, and generate a user list ID for each list. -Once the RMKT tag has been created you can install

Google Confidential and Proprietary

Finding & Converting Online Prospects with Google

Catherine Roe

Head of CPG

February, 2011

Lead Generation with Search

Google Confidential and Proprietary

Summary:

• Why Search for Lead Generation?

• Planning Your AdWords Campaign

• Using AdWords to Drive More Leads

• Using Google to Measure Campaign Effectiveness

2

Google Confidential and Proprietary

Why SEM for Lead Generation?

3

Google Confidential and Proprietary

Search Has Changed the Game

4

Google Confidential and Proprietary

Historical Path-to-Purchase Model:

5

2nd Moment of Truth:

(SMOT)

1st Moment of Truth

(FMOT)

Stimulus

Google Confidential and Proprietary

NEW Path-to-Purchase Model:

6

SMOTFMOTStimulus Zero Moment of Truth:

Which Effects ZMOT

Google Confidential and Proprietary

81%

The New Path to Purchase

7

81% of shoppers conduct research before they shop, typically for an hour of more.

Source: GMA, Booz

Google Confidential and Proprietary

8

Online Research has Changed the Game

+288%Coupons

Google Confidential and Proprietary

9

Online Research has Changed the Game

+188%Reviews

+188%Reviews

Google Confidential and Proprietary

10

+188%Reviews

+288%Coupons

+209%Recipes

Online Research has Changed the Game

CPG CRM (Direct Response) Example

Google Confidential and Proprietary 14Source: comScore, US, CPG study, October 2007Jupiter Research / Ipsos Insight Consumer Survey, n=2.103 (Search Engine users US only), Jan 2008

Most Consumers Don’t Make it to Page 2

of users associate placement with company prominence

of users expect leading brands to be on top of the search results page 71%

36%

Google Confidential and Proprietary

Planning Your Lead Generation Search Campaign

15

Google Confidential and Proprietary

Understand Your Customer’s Mindset

16

I’m not sure what I want so I’m researching

online.

I know what I’m looking for and I’m

ready to act.

• Product Info• Reviews• Comparisons• Ratings• Evaluation criteria• RFP info

• Sign up• Download• Checkout • Implementation• Procurement info

Google Confidential and Proprietary

Tailor Your Campaigns by the Mindset

17

Purchaser Strategy:

Use lower-funnel keywords

that are descriptive.

Write ad text that speaks to the conversion behavior you want them to

take.

Researcher Strategy:

Use upper and mid-funnel

keywords to drive

awareness.

Write ad text that invites

consumers to learn more.

Google Confidential and Proprietary

Create Clear Goals for the Campaigns

18

Example Purchaser

Goals:

• Search ROI of 3:1

• Increase new sign-ups by 15% month/month

• Increase CTR of my ads

Example Researcher

Goals:

• Increase time-on-site by 25%

• Drive 30% additional page-views to my product pages

• Increase CTR of my ads

Google Confidential and Proprietary

Using AdWords to Attract Leads

19

Google Confidential and Proprietary

Attract Leads with Site Links

20

Google Confidential and Proprietary

Surface Useful Information with Mobile Ad Sitelinks

• Present more landing page optionsto your consumers

• Drive customers deeper down the conversion funnel

• Direct users to specific information like promotions, special deals and new products

Google Confidential and Proprietary

Attract Leads with Offers Ads (in Beta!)

2222

Users click the + box to expand the offer appended to the text ad

Any action taken by a user (Print, SMS, Email) is charged like a click on the ad.

Google Confidential and Proprietary

Mobile Offers Drive In Store Sales

Customer searches for a laptop on a mobile device

Ad for company XYZ with an offer is triggered

Offer expands when thecustomer clicks on the + box

Customer stores the offer via email or SMS

Offers on Mobile Search Ads

Google Confidential and Proprietary

24

+209%Recipes

+149%Local Searches

Online Research has Changed the Game

Google Confidential and Proprietary

Attract Leads with Local Extensions

Google Confidential and Proprietary 26

Mobile advertising seems to be a well-kept secret…. we’re finding that mobile can actually deliver a lower cost per conversion than desktop targeted ads.

Danny Huynh, Associate Search Director for Razorfish

Search: Efficient Conversions, Lower Cost

Retailer Location

Results

7.5% more efficient cost per conversion compared to desktop campaigns

Over 9.3% more conversions with mobile-specific ad text

Google Confidential and Proprietary

Reach Local Consumers

11

12

14

13 Hyperlocal distance info

Click-to-call

Location info & maps

Mobile specific search ad

Google Confidential and Proprietary 28

What about the leads who drop off?

Recapture by expanding your text ad beyond the search page

Remarketing:

Reach users who previously visited your web site

Google Confidential and Proprietary

Remarketing…

29

Users who have visited your web site

Serve text ads on the Google Display Network to users who previously visited your web site.

Efficient reach

Perform at Scale

Viewers on another site

Serve your ad on the new site just to those who had been on your site

Google Confidential and Proprietary

Using AdWords to Measure Campaign Effectiveness

30

Google Confidential and Proprietary

Measure with Conversion Tracking:

31

See which campaigns, ad groups and keywords get the most conversions.

Google Confidential and Proprietary

Measure with Search Funnels:

32

• Reports Google search ad click and impression behavior preceding conversions

• Helps you see what “Upper-funnel" keywords are assisting conversions

• Must be using AdWordsConversion Tracking or importing Google Analytics goals

Jet with Us

Cheap flights to Chicago

Chicago House of

Blues

Conversion

See what actions consumers took before their conversion.

Google Confidential and Proprietary

Measure With Google Analytics:

33

Benefits for Marketers

• Understand how visitors engage with

your site

• Compare performance of all marketing

efforts from emails to keywords to offline

campaigns

• Integrated with AdWords but also tracks

non-Google campaigns

• Identify areas for site improvement

• Pinpoint breakdowns in conversion

processes

• Track e-commerce metrics, such as

revenue, average order value, and

conversion rates

Free, hosted web analytics tool that helps advertisers improve their sites and increase their marketing ROI

Google Confidential and Proprietary

Catherine Roe

croe@google.com

Thank You!

Google Confidential and Proprietary

General Process

-Generate a tag to embed into the relevant page; a separate tag is needed for each user list that you would like to create. For example, if you want to target visitors to the womens’ shoes section of the store separately from visitors to the handbag section, you’ll need two tags.

-Our engineering team will use this information to whitelist the account, convert the conversion tracking tag into a RMKT tag, and generate a user list ID for each list.

-Once the RMKT tag has been created you can install it just like you would normal conversion tracking code on your website.

-We’ll then set up the campaigns internally and activate once the RMKT tag has been placed on your site.

-The campaigns won’t contain any other keywords or placements so we can track your customers on all websites.