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
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
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Why SEM for Lead Generation?
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Google Confidential and Proprietary
Search Has Changed the Game
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Historical Path-to-Purchase Model:
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2nd Moment of Truth:
(SMOT)
1st Moment of Truth
(FMOT)
Stimulus
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NEW Path-to-Purchase Model:
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SMOTFMOTStimulus Zero Moment of Truth:
Which Effects ZMOT
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81%
The New Path to Purchase
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81% of shoppers conduct research before they shop, typically for an hour of more.
Source: GMA, Booz
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Online Research has Changed the Game
+288%Coupons
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Online Research has Changed the Game
+188%Reviews
+188%Reviews
Google Confidential and Proprietary
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+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%
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Planning Your Lead Generation Search Campaign
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Google Confidential and Proprietary
Understand Your Customer’s Mindset
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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
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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.
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Create Clear Goals for the Campaigns
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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
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Attract Leads with Site Links
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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
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Attract Leads with Offers Ads (in Beta!)
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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.
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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
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+209%Recipes
+149%Local Searches
Online Research has Changed the Game
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Attract Leads with Local Extensions
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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
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Reach Local Consumers
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13 Hyperlocal distance info
Click-to-call
Location info & maps
Mobile specific search ad
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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
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Remarketing…
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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
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Using AdWords to Measure Campaign Effectiveness
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Measure with Conversion Tracking:
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See which campaigns, ad groups and keywords get the most conversions.
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Measure with Search Funnels:
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• 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.
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Measure With Google Analytics:
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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
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.