It’s no secret that today’s consumer is online more than ever before! In 2010, we conducted over 60 research studies with the help of partners such as Compete & OTX to better understand how consumers are utilizing the web--and to help you reach them! From all of this research, we learned some pretty cool facts. For example, did you know Google provides the most dating site search referrals1? Or that 25% of new vehicle buyers utilize the mobile web during their research process2? Neither did we. Watch this video to see some of the coolest (in our minds!) insights gleaned in 2010!
Sources: 1Google & Compete Personals Study 2010. 2Google & Compete Automotive Buy Flow Study 2010.
Showing posts with label Think2010. Show all posts
Showing posts with label Think2010. Show all posts
An early holiday gift - October Think with Google webinars
If you're like me, you hate the anticipation of waiting for the holidays to get presents. Well, today's your lucky day, as we have 2 gifts you can use this month -- Think with Google webinars from Consumer Packaged Goods and Consumer Electronics. Enjoy!- ThinkCPG Webinar - Dig Into Data with Ali: Holiday Recipes
Thursday, October 14th, 11amPST/ 1pmCST / 2pmEST
During this webinar we dig deep into Google's search data and uncover the latest recipe search trends, the most searched for recipes during the holidays, how much of this search is coming from meal planners, researchers, and last minute shoppers, examples of brands doing it right, and the huge opportunity to help America dig in this holiday season.
Register here
- Think Holiday 2010 Webinar: Consumer Shopping Intentions
Wednesday, October 20th, 11amPST/ 1pmCST / 2pmEST
During this webinar we will discuss consumers' holiday shopping plans (what, where and when will they purchase?), key shopping dates you don't want to miss, and new strategies for holiday 2010. This webinar is most appropriate for Tech / Consumer Electronic Retail clients, but is open to attendees from all industries.
Register here
Get back in the classroom with "Think with Google" webinars
Where did the summer go? We're asking ourselves the same question. To help get you excited for the start of fall, we're pleased to announce four upcoming "Think" webinars, brought to you by our Industry Marketing team.
- ThinkPersonals with Google - A Date with Google
Tuesday, August 17th at 10amPST / 12pmCST / 1pmEST
This webinar will cover the latest online dating trends and what they mean for your business, how to drive more consumers to your dating site using Google's platform, and optimizing your strategies to take advantage of the latest online dating trends.
Register here
- ThinkHoliday with Google
Tuesday, August 24 at 11amPST/ 1pmCST / 2pmEST
During this webinar will we share findings on the latest consumer shopping trends and discuss key strategies marketers can implement to increase holiday revenue. We will also discuss learnings from holiday 2009, new online trends and recommendations for holiday 2010.
Register here
- ThinkB2B with Google - Engaging your audience at the Zero Moment of Truth
Wednesday, August 25th at 11amPST / 1pmCST / 2pmEST
Join Google for a discussion about the Zero Moment of Truth for B2B and how marketers can effectively & efficiently engage business decision makers at that crucial point in the purchase process.
Register here
- ThinkTravel with Google: Google & O/TX Present - The Traveler's Road to Decision
Wednesday, September 1st at 11amPST / 1pmCST . 2pmEST
Join us for the webinar to learn the most important planning resources for travelers; how behavior differs among leisure, business and affluent travelers; where and why search engines are used in the travel booking process; how travel related use of online video and mobile devices has evolved this year
Register here
Upcoming webinar - have you been Think(ing) about CPG?
Please join us on Thursday, July 22, 2010 for the next ThinkCPG with Google webinar - Case Studies & Learnings for Consumer Packaged Goods.
During this webinar we will learn from three separate case studies as measured through third-party research:
- Search Match Market Consortium Study - Food: What is the offline impact of search advertising when brands take advantage of their search opportunities? What is the impact when they are dark? What is the impact to private label sales? Presented by: Debra Eskra, Director of Testing & Media Solutions, SymphonyIRI Group
- Quaker Instant Oatmeal Display Case Study: What kind of impact did the Awaken Your Senses campaign, which was promoted on YouTube and the Google Display Network, have on Quaker Oatmeal and Private Label sales? Presented by: Sarah Bild, Marketing Manager, PepsiCo-Quaker Oats
- CPG Gfk Benchmark Study from Germany: How do we evaluate Search and YouTube across all media? How does Search and YouTube ROI stack up against traditional media? Presented by: Jens Monsees, Head of Industry for CPG Germany, Google, Inc.
Click here to register
We're thinking mobile, are you?
The Internet is going mobile. Every week, tens of millions of people search on Google from their mobile phones and generate hundreds of millions of searches. They're looking for the best local sushi restaurant or a coupon for the store they're standing in front of. Mobile devices allow consumers to have a more personalized online experience, and with mobile ads, you can reach consumers while they're on-the-go.
Please join Google for an upcoming webinar about what we're seeing in the mobile ads space and how to think about incorporating mobile into your marketing strategy.
Specifically, we'll cover how you can:
- Understand mobile trends and what they mean for your business
- Drive consumer action online and in the store
- Optimize your strategies for the mobile platform
Date and Time: March 2, 2010 at 11:00am PST / 1:00pm CST / 2:00pm EST
Register here
Kick off 2010 training with ThinkTravel webinar
To kick off the New Year, we're pleased to bring you the next installment in the Think[Industry] webinar series; this webinar will highlight new Google and Compete research on the role the online channel plays in cruise bookers' shopping processes.
On Tuesday, January 19, 2010, Google and Compete will present results from their study into how shoppers research and book cruises, as well as when and how cruisers use search as part of their online travel research, using in-depth online behavioral analysis and data from a recent survey of online cruise shoppers.
The webinar will cover:
Register here
On Tuesday, January 19, 2010, Google and Compete will present results from their study into how shoppers research and book cruises, as well as when and how cruisers use search as part of their online travel research, using in-depth online behavioral analysis and data from a recent survey of online cruise shoppers.
The webinar will cover:
- Which offline and online resources shoppers use in their cruise research process
- How much online content cruise shoppers consume before booking
- How search impacts likelihood to book
- How queries evolve as shoppers move closer to booking
- How search engine usage intensifies when shoppers are ready to book
Register here
Think2010: Series recap
We kicked off the Think2010 blog series 14 weeks ago with the idea of helping you prepare for the coming year by devoting one post each week to big-picture, forward-looking themes supported by actionable tips. Over the course of the series we've covered topics such as relevance, speed, experimentation and innovation. We've discussed the multiple roles that search can play, how to use data to better connect with customers, and the importance of staying focused on the fundamentals. We've also deliberately infused the series with perspectives from thought leaders both inside and outside of Google in order to give you a range of insights on the changing face of marketing. You can find a more in-depth version of this same conversation taking place on our Fast.Forward. YouTube channel.
As our series comes to a close this week and we prepare to usher in 2010, we'd like to thank you for reading and leave you with some parting thoughts. Here's what a diverse group of industry leaders have to say about the new marketing landscape and the vast opportunity that they believe lies ahead for 2010:
From the Think2010 team -- best wishes for a prosperous and successful 2010.
Think2010: Personalization and accountability
As part of our Fast.Forward. program, we've asked numerous industry leaders - from Google and beyond - about the online marketing trends they think will be significant in the year ahead. This week we'll talk about making your campaigns more personal by targeting mobile devices and increasing the accountability and sophistication of the metrics you use to evaluate your campaigns.
Whether it's robust reporting for media buys across platforms, or sophisticated-but-simple measurement tools like Google Analytics, Website Optimizer, and YouTube Insight, you can commit in 2010 to "being greater with data." Get more information about these measurement and optimization tools here.
Visit www.youtube.com/fastforward, to stay engaged with the industry dialog and keep up with additional perspectives on successful marketing in 2010 and beyond.
Penry Price, Google's VP of Global Agency and Industry Development, offers his thoughts on these topics.
To increase the personalization of your campaigns through mobile advertising, visit www.google.com/advertisers/mobile, and learn how to plan, target, create, and measure mobile ad campaigns with AdWords.
Whether it's robust reporting for media buys across platforms, or sophisticated-but-simple measurement tools like Google Analytics, Website Optimizer, and YouTube Insight, you can commit in 2010 to "being greater with data." Get more information about these measurement and optimization tools here.
Visit www.youtube.com/fastforward, to stay engaged with the industry dialog and keep up with additional perspectives on successful marketing in 2010 and beyond.
Think2010: The need for speed
In our Think2010 post a couple weeks ago, we noted how important experimentation will be in the coming year to help you optimize your campaign for the best possible ROI. A very closely-related tenet is the commitment to speed. There is great access to information and insights, and that information is now available faster than ever. This means that marketers who are nimble, work quickly, and iterate as they go will often be the ones who succeed.
A few ways to commit to speed in 2010:
* Set up custom Google Alerts to monitor news, blogs, videos and other coverage of topics related to your brand and its marketplace.
* Regularly mine Insights for Search to see trends as they're emerging for your brand or category -- and quickly create a plan to act on the opportunities you discover.
* Use Display Ad Builder to create display, rich media, and video ads in minutes by incorporating your own text, images, and logo into one of our professionally designed templates.
* Use Website Optimizer to quickly test variations of your landing page to see which works best -- then implement the winning version to maximize performance.
A few ways to commit to speed in 2010:
* Set up custom Google Alerts to monitor news, blogs, videos and other coverage of topics related to your brand and its marketplace.
* Regularly mine Insights for Search to see trends as they're emerging for your brand or category -- and quickly create a plan to act on the opportunities you discover.
* Use Display Ad Builder to create display, rich media, and video ads in minutes by incorporating your own text, images, and logo into one of our professionally designed templates.
* Use Website Optimizer to quickly test variations of your landing page to see which works best -- then implement the winning version to maximize performance.
Think2010: Innovate to better connect
As you plan your marketing approach for 2010, think of 'innovation' in a broad sense. You don't need to be the first to venture into uncharted territory or the one to make the biggest splash. You just need to think openly and differently about your customer connections. Strive to be nimble, current, and ever-more relevant as you create them.
In today's marketing world, this often means making use of insights and Analytics tools to continually tweak your approach. It means finding the right mix of social media to engage your customers in a compelling and authentic way, and it means making use of new mediums and targeting methods so you can connect your message to a consumer at the right time.
Here are a few ways you can innovate in 2010:
1) Become a more nimble marketer by crafting your campaigns around current trends. You can stay abreast of the trends related to your brand and business by using Insights for Search.
2) Converse with consumers on 'their turf,' but don't force it. For example, promote your message on YouTube, and then monitor its appeal and virality. Make use of what you learn and keep revising the conversation accordingly.
3) Adapt your strategy to connect with consumers on-the-go. You can try out high-end mobile device targeting to show your text and image ads on mobile devices with full Internet browsers. This means you'll be able to connect with mobile consumers with the same richness as you would via a desktop computer.
Think2010: Experimentation is worth the risk
When it comes to testing and experimentation, there's always a risk-reward scenario to play out. You could go with what you know and what feels comfortable -- or you could try something new and see how it fares. It could really pay off, but it could also flop. If you're responsible for cooking a big Thanksgiving feast this week, you may feel that lots of experimentation is clearly not worth the risk. When you think about your approach to marketing in 2010 however, testing and experimentation should be key elements.
With digital marketing, testing is a low-cost, fast way to learn. The ability to start, stop, or change your approach is easy and actually applying what you learn -- so you can capture the greatest opportunity -- can happen very quickly.
When you market online, the cycle of launching, measuring, and optimizing happens quickly and continuously. The more nimbly you manage this cycle, the stronger your results will be. Don't be afraid to try and possibly fail -- whether you're testing a new creative message, a new communication platform, a new promotion, or another strategy. The long term benefits of successful testing can quickly and easily outweigh the short term costs.
Brett Keller, CMO of Priceline.com, echoes these thoughts on the value of experimentation.
Here are a few testing ideas to apply in 2010:
With digital marketing, testing is a low-cost, fast way to learn. The ability to start, stop, or change your approach is easy and actually applying what you learn -- so you can capture the greatest opportunity -- can happen very quickly.
When you market online, the cycle of launching, measuring, and optimizing happens quickly and continuously. The more nimbly you manage this cycle, the stronger your results will be. Don't be afraid to try and possibly fail -- whether you're testing a new creative message, a new communication platform, a new promotion, or another strategy. The long term benefits of successful testing can quickly and easily outweigh the short term costs.
Brett Keller, CMO of Priceline.com, echoes these thoughts on the value of experimentation.
Here are a few testing ideas to apply in 2010:
- Use Website Optimizer to test content (e.g. headline, copy, images) or design alternatives for your landing page. This tool will help you quickly identify and implement the combinations that drive most conversions.
- Use YouTube as a focus group. Beyond monitoring views, ratings, and comments, use YouTube Insight to learn what's resonating, and where. Based on what you learn, invest in your 'winning' content by driving traffic via sponsored videos, altering your associated messaging in search campaigns, and ramping up geo-targeting in the areas where your video over-indexes in popularity. You may even consider testing that video as a TV spot (e.g. via Google TV Ads).
- If you're not yet using display ads, commit to testing them. Use Display Ad Builder to build display, rich media, and video ads in minutes by incorporating your own text, images, and logo into one of our professionally designed templates. This allows you to test a creative message and learn what is working before investing in a deeper level of creative support.
Think2010: Recap of the Four Winning Moves webinar
Last week, Google’s US Managing Director Bonita Stewart hosted the 2nd webinar in the Think2010 series, entitled “Think2010: Four Winning Moves for 2010.” She discussed tools and strategies that you can use to differentiate your offerings, increase competitive advantage, and ultimately seize opportunities as the economy recovers. Below are the four key takeaways from the webinar:
1) Use precision - Flexibility yields stealing share: Utilizing precision through search can serve as the world’s largest focus group and allow you to understand how consumers want to engage with brands. Tools like Google Analytics and Insights for Search can help you increase this precision.
2) Develop deeper connections - Consumers want to connect: Understand your audience and how they are communicating, then develop marketing campaigns to target your ideal consumers. Utilizing new communication technologies within ad creatives can make your advertising more interactive. Advertising on community centric mediums like YouTube can help to increase brand engagement and ultimately help you develop deeper connections with consumers.
3) Innovate - Marry the art and the science: News and optimism about the economic recovery have increased over the past few months. Business leaders across the globe are thinking forward and seizing the opportunity to throw out old marketing rules and embrace innovation as they gear up for 2010. Large brands like GM and JetBlue, for example, are coming up with new digital strategies to act nimbly and ensure they're prepared for the opportunities the recovery will offer.
4) Be relevant - Consumers don’t stop searching: It’s important for you to stay engaged and in touch with consumer demands. Keeping a pulse on search trends is a live, real-time way for you to stay up to date on consumer interest and sentiment.
If you missed this webinar and would like to learn more, please visit the Google Business Channel on YouTube to see the recorded version. Also, be sure to stay engaged with the Think2010 series at www.google.com/think2010 where you can view videos, blog posts and future webinars.
1) Use precision - Flexibility yields stealing share: Utilizing precision through search can serve as the world’s largest focus group and allow you to understand how consumers want to engage with brands. Tools like Google Analytics and Insights for Search can help you increase this precision.
2) Develop deeper connections - Consumers want to connect: Understand your audience and how they are communicating, then develop marketing campaigns to target your ideal consumers. Utilizing new communication technologies within ad creatives can make your advertising more interactive. Advertising on community centric mediums like YouTube can help to increase brand engagement and ultimately help you develop deeper connections with consumers.
3) Innovate - Marry the art and the science: News and optimism about the economic recovery have increased over the past few months. Business leaders across the globe are thinking forward and seizing the opportunity to throw out old marketing rules and embrace innovation as they gear up for 2010. Large brands like GM and JetBlue, for example, are coming up with new digital strategies to act nimbly and ensure they're prepared for the opportunities the recovery will offer.
4) Be relevant - Consumers don’t stop searching: It’s important for you to stay engaged and in touch with consumer demands. Keeping a pulse on search trends is a live, real-time way for you to stay up to date on consumer interest and sentiment.
If you missed this webinar and would like to learn more, please visit the Google Business Channel on YouTube to see the recorded version. Also, be sure to stay engaged with the Think2010 series at www.google.com/think2010 where you can view videos, blog posts and future webinars.
Think2010 - we've been thinking about you
Earlier this fall we launched Think2010 - an aggregation of resources highlighting perspectives on the changing face of marketing and strategies to help you prepare for 2010 and beyond.It's been a few weeks since the Agency Blog team brought you an update on this initiative, so wanted to highlight some of the Think2010 resources now available:
Blog series - each week the Inside AdWords Blog team will be devoting a post to data, trends and tactics you can use to craft your 2010 strategy. Most recently, it featured an interview with Rick Carpenter from the agency DDB who shared the importance of focusing on the customer. Check out the blog series here.
Fast.Forward. - we're continuing to expand the volume of thought leader videos and consumer trend data on the Fast.Forward. channel, a joint effort between Google and the Wharton School. Watch highlights from our Think{Industry} events series (under "Videos" > "Industry") and use The Barometer (accessible from the "Trends" tab) to understand consumer sentiment on a daily basis.
Webinars - in addition to videos, we wanted to bring you opportunities to hear directly from industry leaders, such as Bonita Stewart, Managing Director US Sales, and Avinash Kaushik, Analytics Evangelist, via in-person webinars. Upcoming events and links to past sessions can be found on the Inside AdWords Blog as well as the Think2010 site.
Think2010: Stay focused on the fundamentals
As you look to get ahead of the recovery and set yourself up for success in 2010, let's revisit some of the lessons learned during the recession that you can apply going forward. We've been compiling both forward-looking perspectives and retrospective wisdom on our Fast.Forward. channel on YouTube. In this week's post, we want to call out some advice from Rick Carpenter of the agency DDB in Chicago.
From Rick's perspective, the recession underscored the fundamental truth in marketing: you need to continually, and earnestly, focus on the customer. This means understanding what's going on in their lives and what their mindset is, and it's critical to be relevant to the people that the message will reach.
The recession also taught us that marketers must retrench and commit to their own fundamental core values. Your brand and company shouldn't continually have to reinvent itself to adapt to the macro-economic climate. As you prepare for 2010, is your positioning clear?
Listen to what Rick has to say here:
To stay engaged with our Think2010 series more broadly, visit www.google.com/think2010.
From Rick's perspective, the recession underscored the fundamental truth in marketing: you need to continually, and earnestly, focus on the customer. This means understanding what's going on in their lives and what their mindset is, and it's critical to be relevant to the people that the message will reach.
The recession also taught us that marketers must retrench and commit to their own fundamental core values. Your brand and company shouldn't continually have to reinvent itself to adapt to the macro-economic climate. As you prepare for 2010, is your positioning clear?
Listen to what Rick has to say here:
To stay engaged with our Think2010 series more broadly, visit www.google.com/think2010.
Think2010: The multiple roles of search
Last week's Think2010 post discussed the need for advertising to be relevant, welcome information that adds value to a customer as he is performing a task or pursuing an interest. But as you think about your 2010 search strategy, make sure to think about the value of search advertising beyond conversions. Be sure to recognize the brand value of search.
As consumer confidence returns, this means you can use search advertising to ensure your brand is top of mind, appropriately positioned, and in a customer's consideration set. Some customers may not be ready to convert at this moment, but search advertising can increase their affinity and consideration for your brand.
Hear about the brand value of search and additional advice for getting ahead of the recovery from Bonita Stewart, Managing Director, US Sales:
Stay engaged with additional perspectives and resources for our Think2010 series at www.google.com/think2010.
Upcoming webinars to get you thinking
In the coming weeks Google's marketing teams will be hosting webinars on the DoubleClick Ad Exchange, how to reach physicians online, and planning for 2010.
In reading this and other posts, you're probably thinking, "There's a lot of 'Think' resources out there." You're right! We've got Think with Google webinars, focusing on cross-industry research and best practices; Think{Industry} webinars and events, highlighting research and trends to help inform vertical-specific marketing strategies; and Think2010, resources to help you get ahead during the recovery. Lots to think about!
Additional details and registration information can be found below.
DoubleClick Ad Exchange Overview
In September, we launched DoubleClick Ad Exchange, an open and transparent marketplace that aggregates buyers and sellers of online display advertising. Join us for a one hour webinar which covers what the Ad Exchange is, how it impacts pricing, inventory and the Google Content Network, and what solution to choose.
Date: Tuesday, October 27, 2009 11:30amPST / 1:30pmCST / 2:30pmEST
Event password: ad
Registration password: agency1
Register here
ThinkHealth with Google - Connecting with Physicians Online
Google recently conducted a study on how physicians use the Internet, and specifically search, as a part of their clinical practice. Join us for a webinar to review how physicians use the web for health, medical and prescription drug information, which they use to make health decisions. The insights will help you best utilize the Internet and search to adapt marketing programs to target physicians.
Date: Thursday, November 5, 2009 11amPST / 1pmCST / 2pmEST
Register here
Think2010: Four Winning Moves for 2010
In our ever-changing marketplace, marketers need to thoughtfully plan the moves that will differentiate their offerings, increase competitive advantage, and seize opportunities as the economy recovers. Join us as Bonita Stewart, Managing Director, US Sales, leads a discussion on four winning marketing strategies you can utilize to prepare your business for success in 2010 and beyond.
Date: Tuesday, November 10, 2009 10amPST / 12pmCST / 1pmEST
Register here
In reading this and other posts, you're probably thinking, "There's a lot of 'Think' resources out there." You're right! We've got Think with Google webinars, focusing on cross-industry research and best practices; Think{Industry} webinars and events, highlighting research and trends to help inform vertical-specific marketing strategies; and Think2010, resources to help you get ahead during the recovery. Lots to think about!
Additional details and registration information can be found below.
DoubleClick Ad Exchange Overview
In September, we launched DoubleClick Ad Exchange, an open and transparent marketplace that aggregates buyers and sellers of online display advertising. Join us for a one hour webinar which covers what the Ad Exchange is, how it impacts pricing, inventory and the Google Content Network, and what solution to choose.
Date: Tuesday, October 27, 2009 11:30amPST / 1:30pmCST / 2:30pmEST
Event password: ad
Registration password: agency1
Register here
ThinkHealth with Google - Connecting with Physicians Online
Google recently conducted a study on how physicians use the Internet, and specifically search, as a part of their clinical practice. Join us for a webinar to review how physicians use the web for health, medical and prescription drug information, which they use to make health decisions. The insights will help you best utilize the Internet and search to adapt marketing programs to target physicians.
Date: Thursday, November 5, 2009 11amPST / 1pmCST / 2pmEST
Register here
Think2010: Four Winning Moves for 2010
In our ever-changing marketplace, marketers need to thoughtfully plan the moves that will differentiate their offerings, increase competitive advantage, and seize opportunities as the economy recovers. Join us as Bonita Stewart, Managing Director, US Sales, leads a discussion on four winning marketing strategies you can utilize to prepare your business for success in 2010 and beyond.
Date: Tuesday, November 10, 2009 10amPST / 12pmCST / 1pmEST
Register here
Providing your customers useful and relevant information
Many ads are aimed at interrupting a consumer to get them to pay attention to the ad, but this approach has proven less effective on the Web, as consumers often come online to pursue an interest or perform a task, such as finding a local restaurant or booking an airline ticket. To address this, many advertisers are moving away from interruption toward helping consumers accomplish their tasks by offering commercial messages that are useful, helpful and relevant.
Hear more on this strategy from Jim Lecinski, Managing Director, U.S. Sales, and think about incorporating this idea into your 2010 planning:
Webinar Recap: Using Data to Better Connect with Your Customers
Did you miss last week's Think2010 webinar "Using Data to Better Connect with your Customers," or are you interested in reviewing Avinash Kaushik's key takeaways? If so, read on for a recap of the presentation:
1. Mine Website Trends: Utilize Trends for Websites and other tools to index clients' performances, identify competitors' strengths, and find untapped opportunities.
2. Analyze the "Database of Intentions": Use Insights for Search to segment your clients' share of voice, obtain competitive gains, understand how to most effectively target their campaigns, and find out where they should focus their search efforts.
3. Monetize the Long Tail: Leverage the powerful Search-based Keyword Tool to identify your clients' long tail keywords based on their sites' content, and to find additional cost-effective targeted keywords.
4. Identify Relevant Audiences: Utilize Ad Planner to understand the demographic profile and search behavior of site visitors, and that of competitors, to effectively target clients' messages on the Google Content Network to the most relevant audiences.
Most importantly, Avinash's #1 Rule: Make sure that your clients' websites don't stink. What does he mean? Use data to identify fixes (e.g. pay attention to bounce rates) so that customers don't say, in Avinash's own words, "I came, I puked, I left." To learn more about how to improve your clients' web pages, check out this post by Avinash: Six Tips For Improving High Bounce / Low Conversion Web Pages.
Visit our Google Business Channel on YouTube to see the recorded version.
Interested in more information on the Think2010 series? Visit our site to learn more and sign up for the November 10th webinar "Four Winning Moves for 2010."
Using data to better connect with your customers
Last week Analytics Evangelist, Avinash Kaushik, hosted a Think2010 webinar on "Using Data to Better Connect with Your Customers." He discussed how to find and use data from Google tools such as Trends for Websites, Insights for Search, Ad Planner and the Search Based Keyword Tool. You can use the data to focus on your most relevant audiences, maximize your return-on-investment, and drive your businesses forward -- now and as you charge forward into 2010. To recap the four key takeaways that Avinash stressed:1) Mine website trends: Utilize Trends for Websites and other tools to index your performance, identify your competitors' strengths, and find untapped opportunities.
2) Analyze the "database of intentions": Use Insights for Search to segment your share of voice, obtain competitive gains, understand how to most effectively target your campaigns, and find out where you should focus your search efforts.
3) Monetize the long tail: Leverage powerful Search Based Keyword Tool to identify your long tail keywords based on your site's content, and to find additional cost-effective targeted keywords.
4) Identify relevant audiences: Utilize Ad Planner to understand the demographic profile and search behavior of your site visitors, and that of your competitors, to effectively target your messages on the Google Content Network to the most relevant audiences.
Most importantly, follow Avinash's #1 rule: Make sure that your website doesn't stink. Use data to identify fixes (e.g. pay attention to bounce rates) so that your clients stay and interact with your website. To learn more about how to improve your web pages, check out this post by Avinash: Six Tips For Improving High Bounce / Low Conversion Web Pages.
If you missed the webinar and are intrigued to learn more, visit our Google Business Channel on YouTube to see the recorded version.
Interested in more information on our Think2010 series? Visit our site to learn more and sign up for our next webinar, Four Winning Moves for 2010, to take place on November 10th.
Consumer perspectives on 2010
Welcome back to the Think2010 series. In last week's introductory post, we noted that this series will be devoted to looking forward, focusing on themes, trends and perspectives to help plan for the coming year. In this second post, we'll get the ball rolling by providing a collection of perspectives from some very important people - everyday consumers.In our random (and diverse) sampling a couple things seem to be ringing true. Firstly, consumers seem optimistic and hopeful about the year ahead and the extra "breathing room" that will be afforded them. And secondly, it's clear that their media habits continue to evolve, with ongoing and increasing involvement online, from searching to shopping to social media.
Have a look at what these everyday people have to say as they consider the economy, their lives and their media habits for next year along with some of their perspectives on how they interact with online ads.
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