Hillingdon Council business initiative, launched in association with Google
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Speed up during the slowdown! Presentation slides from the seminar to help small businesses get online, reach new customers and increase revenues, hosted by Hillingdon Council in association with Google, November 2009.
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Hillingdon Council business initiative, launched in association with Google
- 1. Speeding up in the slowdown seminar Civic Centre, 10th November
- 2. Agenda Closing remarks and Q&A 7.15pm Refreshments and networking 7.25pm Success story: grow your business using AdWords Steve Cross, E-Communications Manager, Hillingdon Council 7.05pm Get your business online in 45 minutes Gilli Goodman and Satyan Joshi, Product Specialists, Google 6.20pm Survival of the fastest Andrew Barke, Industry Head, Google 5.50pm Opening Remarks Councillor Douglas Mills, Cabinet Member for Improvement, Partnerships and Community Safety, Hillingdon Council. 5.45pm
- 5. Survival of the Fastest Andrew Barke Industry Head, Google UK
- 6. Andy Barke Industry Head Survival of the fastest Satyan Joshi Product Specialist Gilli Goodman Product Specialist
- 7. Tough times… ...uncharted waters
- 8. This time, we’re digital 17p spent online You tube / iTunes 70% BB at home In every pound is spent online 17p Hours online Hours online Must have broadband within a month 90% People are online in the UK 41m Consumers post a comment online in a typical week 1 in 3 Of YT videos uploaded to every minute 20 hours Internet users compare prices and options 80%
- 9. Our ambition is to see Digital Britain as the leading major economy for innovation, investment and quality in the digital and communications industries Stuart Small Industry Leader , Google UK 21 st May 2009 “ Universal access to high quality, public service content through appropriate mechanisms for a converged digital age.” “ Empowered and informed consumers and citizens” “ Media Literacy and IT skills ” “ Broadband development”
- 10. Better informed audiences, changing faster
- 11. Tougher competition but growth is still out there
- 12. Consumers and competitors will speed up… ... the fastest will survive and thrive
- 13. Insight Agility Efficiency Pace
- 15. Insight
- 16. Online shopping is growing… Source: Insights for Search. Nielsen Jan 09 * IMRG Capgemini E-retail sales index Apr 09. Online retail sales grew 14% over the last year*
- 17. Comparing prices is a high priority Here we can see that searches for ‘compare’ within the shopping category have sharply risen above the category average in 09. Consumers are willing to put in extra effort in order to get the best deal available. Search Volume for Compare Category Average Source: Google Insights for Search.
- 18. Vouchers are now ‘hotter’ than Britney Spears! 08 into 09 sees search volumes for vouchers overtake volumes for Britney Spears Source: Google Insights for Search
- 19. Insight – Who is watching my videos Insights for video Demographics Discovery Geography Hot spots www.youtube.com/my_videos_insight
- 20. Agility
- 22. Agility – Optimise page layout C A B Which layout converts better?
- 23. +10% improvement in ‘add to basket’ action B
- 24. Agility – Iterate messaging / positioning fast 2009 Fuel Efficient Cars Reviews & Ratings on Most Fuel Efficient Cars, Trucks, and SUV’s. Fuel Efficient Driving Lower Gas Mileage w/your Next Car or Truck -- Get Price Quote. Fuel Efficient Cars Reviews & Ratings on all Makes Get Your Internet Price Quote Now. 1.9%CTR 5.2% CTR 3.1%CTR
- 25. Agility – Change your offer fast 9:00am 4:00pm
- 26. Efficiency
- 27. The Cloud is now mainstream
- 28. Efficiency – Focus on your business
- 29. Efficiency – use your assets
- 30. Efficiency - Look overseas
- 31. What factors make this the ideal time to start exporting? Government Incentives Cheaper ‘Clicks’ Overseas Consumer Behaviour Weak Pound
- 32. Pace
- 33. Get your business up & running in 30 minutes Gilli Goodman & Satyan Joshi
- 51. How to set up an Account: Step 1
- 52. How to set up an Account: Step 1
- 53. How to set up an Account: Step 2
- 54. How to set up an Account: Step 3
- 55. How to set up an Account: Step 4
- 56. How to set up a Campaign: Step 1 Choose countries where you want your ads to show
- 57. How to set up a Campaign: Step 2 Choose specific regions where you want your ads to show
- 58. How to set up a Campaign: Step 3 Use the line by line template to write your ad text
- 59. How to set up a Campaign: Step 4 Choose the keywords users will search on to trigger your ad Specific keywords such as ‘ruislip plumber’ are more targeted and cost effective than generic keywords such as ‘london’ or ‘plumber’
- 60. How to set up a Campaign: Step 5 Set your cost settings The budget controls how often your ad shows With relevance, CPC bid determines position on Google
- 62. Mass Targeted Reach – and many channels Sources: Media Metrix / NetRatings Google #1 UK search engine, including: Search partners, including: Thousands of Content partners, including: % of Search Page Views Google is the #1 search engine in the U.K. Google hosts 17 out of 20 Search Page Views Other 15% 85%
- 66. Website Optimisation: How it works? Test variations of the same page Customers Visit your Website 1/3 visitors 14% Make Purchase 20% Make Purchase 2% Make Purchase Customers Convert Original Combo 1 Combo 2 Winning Combination 1/3 visitors 1/3 visitors
- 68. Thank you Gilli Goodman & Satyan Joshi Product Specialists Google UK
- 69. Case Study: AdWords in Action Stephen Cross E-Communications Manager, London Borough of Hillingdon
- 77. Questions?
- 78. Closing remarks. Q&A Thank you.
Hinweis der Redaktion
- Who here has a website? Who’s website allows people to buy from it? Does it contribute to more than 25% of your total business? Has it had more than 25% growth yr on yr growth? Digital is more main stream and is developing quickly. Story - guilty pleasures! Eastenders – iPlayer when we’re travelling & lunchtimes catching up on the football clips on the BBC and YouTube from the night before.
- No denying – tough House prices are fluctuating GDP (gross domestic product) is down and expected to drop further. Unemployment is up and expected to carry on rises. Lost: Zavvi, MFI, Waterford Crystal, Empire Direct, Woolworths Others: battening down hatches We are in uncharted waters First global financial crisis First slowdown in a digital economy
- This time – consumer is digital, changes everything 90% home movers need broadband in month 70% of pop online Guess .... 17p in £ spent online – highest in world
- DIGITAL BRITAIN REPORT So all of this kind of data, plus the announcement earlier in the year that Britain will become totally digital by 2012 means that moving forward there is ever more opportunity for consumer change towards digital.
- And people are changing behaviour faster. As the slowdown has hit, we’ve seen a range of shifts in what UK consumers are looking for: Dec08 to Jan09 changes (insights for search UK) ‘ restaurant vouchers’ +70%, ‘cheap holiday’ +60%, ‘food processor’ +60%, ‘popcorn maker’ +50% Oct08 to Jan09 (insights for search UK) ‘ digital tv recorder’ +120%, ‘Stew’ +80%, ‘iplayer’ +60%, ‘soup recipies’ +50% Staying in is the new going out Dominos Sales up 9%, Sky added more net customers (117,000) in the Christmas quarter last year than in 2007. (Sky earnings release) Shoppers are walking away from the chiller and heading for the frozen food cabinets as they look to save money and cut waste. After a decade in decline, frozen food sales have bounced (Guardian 8 Jan) And everyone’s a value shopper, with Lidl and Aldi giving Tesco concerns. We talked about YouTube, iPlayer is also growing in popularity and people are getting more and more used to the ‘on demand’ world where they choose when where and how they do things
- In tough trading conditions, it is a battle for survival on the high street, with big names disappearing – Woolworths (to be reborn online) Zavvi, MFI, Waterford Crystal UK Christmas Trading: Online sales +31%, Store change in sales -1.3%. (OC&C Christmas Trading Index 2008, Retail Week 30 Jan 08) GAME - +17% overall [6 weeks ended 10 Jan, Group], Argos - -3.6% overall, online now 30% of the business, £500m; two thirds of this is online check and reserve which was up 30% YoY [18 weeks to 3 Jan 09. HRG 3 rd Qtr statement] Amazon – Q4 +18% worldwide HMV – overall +5.8% , online +25% Q4, driven by gaming and technology Play.com - +24% 13 weeks to end of 2008 [Retail Week: ‘Christmas wrapped up’ Jan 30 09] Tesco online sales up 18% 7 weeks ended Jan 10 Debenhams Direct, the online business, year-to-date visitor numbers and sales up 39% and 37% respectively. [18 weeks to 3 Jan ( http:// www.debenhamsplc.com/deb/media/pressreleases / )]
- Competition is tougher as companies fight for survival Consumers are using Digital technology - meaning they are better informed – and they’re changing behaviours faster Digital tools can also help businesses Technology is the way to get or stay ahead The fastest adopters will be the ones who thrive and survive
- it is our belief, that real-time consumer planning & engagement is essential and that digital insights and tools can offer any business real assistance. 4 themes Insight - : providing up-to-date views on the behavior of your consumers & competitors Agility - Improve in real time – adapt fast and being agile, allowing your business to test and learn rapidly & cheaply. Efficiency – combining insight and agility when integration across platforms These will help you move at pace to stay ahead – which is where Satyan and Gilli will come in and do their live demo.
- Consumers have tools for their insights: 81% of web users enter the web via a search engine. Search engine barometer of what’s going as customers look for: Shopping search – offers and price points How to wear it though blogs Whats on the catwalk And who’s wearing it
- Insight: actionable information Key trends Opportunities Internet has transformed access to this info Great tools – easy to use and free
- Insight for Search illustrates search query volumes on Google Nielsen Top 10 Sites Apr 09 eBay Amazon Tesco Argos Play.com Littlewoods ASDA MoneySupermarket.com Nectar Shopping.com Network
- If you compare the relative growth of the expression ‘Compare’ with the shopping category average since the beginning of the year, search volume for ‘Compare’ has risen dramatically. The Insight is that consumers are willing to put in extra effort now in order to get the best deal available.
- Searches for discount vouchers are up dramatically – making them ‘hotter’ than Britney. Sat and Gilli will demonstrate this tool in more detail later.
- You tube – Ronaldino Insight for video Geography of viewers Demorpahics Sources of traffic Which bits of the video get the engagement
- Agility Insights are worthless unless you can act on them Even if you don’t sell online, the internet can be a huge, rapid and low-cost focus group.
- Agility-means being prepared to try a different shopfront for every visitor... Ever been to Amazon? They use this to the max. They might be running 10,20,30...50 such tests at a time Imagine that in a real store This is responding to real-time data on what people actually do
- Tool – WSO – Free Schuh Web Developer Patrick Timmons Test page layout Which site lead to the highest ‘add to basket’ action??
- Option B! Few days showed + 10% Always in Beta
- How do you decide your marketing messages? Focus groups, MD making the final call? Ages on copy research or an A/B split DM or press ad You could Put options up on a search engine for a day - take results into offline Subaru knew fuel efficency was is andid this with new Outback launch and
- Purely Gadgets Alan Lim – 2004 bed sit Cameras cheaper in summer than xmas Now pricing by the hour – mirroring on site and advertising Now top 10 consumer electronics and growing fast
- Digital drives efficiency Cost effective Targeted – time and geo Measurable 60% of shopping trolleys are abandoned – hidden charges, long registration process, no clear delivery details – leads to poor perception offline. By using free tools like Website optimiser on your site you can help improve these levels of abandonment. Start with cloud
- All using cloud already faster and faster speeds of access, more and more digital content production at low cost and the ever lower cost of storage. Things used to be on desktop or server, now its all on the net Constant updates Infinite storage Universal access Scalable Fully compatible Driven by access, storage, production
- Q: Better personal or work email? At work, users spend 25% of their time finding information Google apps – 600 + people dedicated to improvements 1,000,000 + businesses using Google Aps Focus on your biz, not IT And save money
- And now for something completely different. Great results online – no cost First material since 1983 Placed 23 3-minute-long clips Amazon click to buy The Complete Monty Python’s Flying Circus 16-Ton Mega set climbed 740 places and went to no at No. 5 in Amazon’s Movies & TV.
- Now 1.2Bn people online – your market Reach through the net Google is in >100 languages Google’s machine translation service supports 35 languages Pound low – products cheap CPCs low – marketing cheap Info available in traffic estimator (vols, CPC, CTR) If product shippable, your market is massive
- Economic environment Declining pound makes exporting more attractive for UK businesses Growing import trend in Europe – fuelled by economic downturn Marketing costs / opportunity Marketing your products and services online in other European regions can be very cost efficient Government agenda UK Trade and Investment is incentivising local businesses to export and has formed strategic alliances with companies like Google to help UK business export Export advisor http:// www.google.co.uk/intl/en/exportadviser / Consumer trends As internet penetration grows, E-commerce activity accelerates in Europe
- If you put together this insight, real time agility that acts on the insight to improve what you offer, follow consumers and get ahead of competitors, if you use technology to deliver efficiency you can move at pace. Not just online but using online to raise the pace of change across your business – In uncertain times, nobody knows what the future holds, but its a fair bet that the businesses which act with insight, agility, efficiency and pace will be more successful. Now, Satyan and Gilli will take you thought some examples to demonstrate this.
- Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static text link. Offer a sitemap to your users with links that point to the important parts of your site. If the sitemap is larger than 100 or so links, you may want to break the sitemap into separate pages. Create a useful, information-rich site and write pages that clearly and accurately describe your content. Think about the words users would type to find your pages and make sure that your site actually includes those words within it. Try to use text instead of images to display important names, content or links. The Google crawler doesn't recognise text contained in images. If you must use images for textual content, consider using the &quot;ALT&quot; attribute to include a few words of descriptive text. Make sure that your <title> elements and ALT attributes are descriptive and accurate. Check for broken links and correct HTML. If you decide to use dynamic pages (i.e. the URL contains a &quot;?&quot; character), be aware that not every search engine spider crawls dynamic pages as well as static pages. It helps to keep the parameters short and few in number. Keep the links on a given page to a reasonable number (fewer than 100). Review our image guidelines for best practices on publishing images.
- The first step is to visit the AdWords site and click ‘Try AdWords now’ Visit: http://www.google.co.uk/adwords
- Hands up if you use Google Mail? – You already have an account!
- Hands up if you use Google Mail? – You already have an account!
- Set your Time Zone & Currency
- As mentioned, you can target your ads so that they show to users in all countries, in a few countries, in one country, or just in particular regions e.g. London, or the South East.
- As mentioned, you can target your ads so that they show to users in all countries, in a few countries, in one country, or just in particular regions e.g. London, or the South East.
- As mentioned, you can target your ads so that they show to users in all countries, in a few countries, in one country, or just in particular regions e.g. Manchester or the North West.
- Now we get to the exciting bit! You choose the ad text that you want to show to users. Just fill in this easy template line by line. You also include the URL or web address to which you want a user to be taken when they click on your ad.
- You also want to choose the keywords or search terms that will trigger your ad when a user searches on Google. The more closely these relate to your specific service or offering the better. In this case, we’ve chosen keywords like ‘plumber london’ and ‘plumbing service london’ – meaning our ad will show on Google when these terms are typed in by a user.
- Mention the provision of the AdWords voucher here… The final step we’re going to talk about here allows you to choose your cost and payment settings. Pay either before or after you gain clicks on Google. You can use methods such as bank transfer or credit card payment. Your CPC is your cost-per-click. It’s the maximum amount you’d be willing to pay for a click to your ad. Your CPC bid, along with the relevance of your keywords and ad text determines your position on Google. Finally, your budget is the most you want to pay per day on advertising clicks. If your budget runs out on a given day, your ad simply stops showing. So you never pay more for clicks than your overall budget allows.
- Quality Score is vital. We’ll look at some sample ads. First of all, higher positions usually gain more clicks. If your ad is at the top of the first page of search results, you’re likely to be more visible, and gain more clicks, than if you’re on the fifth page of search results! Ranking is determined, not only by your cost-per-click bid, but also by your Quality Score. A strong Quality Score will result in low minimum bids for you. Hence, the stronger your Quality Score, the more clicks you can gain for less. In this example, the top ad has bid £3.00 as the cost-per-click. Multiplied by the Quality Score, this gives it its position. The bottom ad has a lower CPC of £0.35, which again, multiplied by its Quality Score has ranked it thus. But what happens when users start to interact with these ads? Supposing a user comes along, searches on ‘plumber london’, sees these ads and clicks on the ‘Weareplumbers.co.uk’ ad at the bottom. If this trend continues, and users click on the bottom ad, not the top one, because they find it more relevant, the bottom ad’s Quality Score will rise. Over time, it could end up in top position, even though it has a lower CPC than some of the other ads.
- The Dashboard is the first report you’ll see upon logging into GA. It’s customizable, so you can select which metrics and reports are most important for you. Simply drag and drop report modules, and click on any blue hyperlink to delve into greater detail.
- In previous economic slowdowns, the gap between winning companies in a sector and their peers widens by more than in periods of growth. Winners get ahead by investing selectively in growth areas, by targeting to drive the most profitable parts of their business and by managing costs tightly. This downturn is not only likely to be the most severe for a generation, it is also different because for the first time, consumers and companies are digital. Consumer and competitive behaviour is changing faster than ever; the slowdown will accelerate the adoption of digital . We believe that the businesses which are most successful in the slowdown will be those who embrace digital tools and technologies to find insights, to become more agile – responding in real time to consumers and to the market, to improve efficiency and to raise the pace of the entire business. In this presentation we’ll look at how businesses are doing this and what you can do to speed up in the slowdown, to be one of the fastest, to survive and thrive.
- So: The slowdown is severe and uncertain. What is certain is that winners will get ahead What is certain is that consumers will use online more in deciding on purchases