Ponencia de Laura Ludeña, Product Marketing Manager en el Departamento Investigación de Google, durante el evento Google@T2O

1. La Publicidad Online y el Efecto ROPO
Madrid, 30 de Mayo de 2012
Laura Ludeña, Head of Market Insights de GoogleSpain
Google Confidential and Proprietary 1

2. What we
Preliminar Standard Advanced One step
have
Thoughts Approach Approach further
learned
Google Confidential and Proprietary

3. Preliminar
Thoughts
Google Confidential and Proprietary 3

4. Research Purchase
Online Offline
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5. Online Store
O2S
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6. Google Confidential and Proprietary 6

7. How much you’re willing to pay (bids)
How “good” your ads are (relevance)
Competition
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8. New consumer
New research
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9. Understanding the PC City business 2010
Legend
Business
Online world
Offline world Outcome
+ Driver
Online Traditional - Driver
Search Media
Store Refurbishment Width of line
indicates size of
driver
SEM Holiday
Online (Paid Search) Email
Display
Web Short term
traffic
Offline Sales Promo days
Online
Sales Competiti Sporting
ve Media
Rainf Events
Price, Base Sales all
& Seasonality
9
Google Confidential and Proprietary 9

10. Some Research Considerations
O2S
Online Store
Device Site Visit
Search Video/Display Offer
Purchase
Google Confidential and Proprietary

11. Renault Megane Case Study Spain 2010
Renault Mégane
Media spend
TV, Magazines and Internet display show strong positive correlations 2009
with search volume.
Media investment vs Search Volume - Renault Mégane
900.000 1.600,00
800.000 1.400,00
700.000
1.200,00
Media investment €
600.000
1.000,00
Searches
500.000
800,00
400.000
600,00
300.000
400,00
200.000
100.000 200,00
- -
Jul 5 2009
Jul 19 2009
Jan 4 2009
Jan 18 2009
Feb 1 2009
Feb 15 2009
Mar 1 2009
Mar 15 2009
Mar 29 2009
Apr 12 2009
Apr 26 2009
May 10 2009
May 24 2009
Jun 7 2009
Jun 21 2009
Aug 2 2009
Aug 16 2009
Aug 30 2009
Sep 13 2009
Sep 27 2009
Oct 11 2009
Oct 25 2009
Nov 8 2009
Nov 22 2009
Dec 6 2009
Dec 20 2009
TV MAGAZINES PRESS DISPLAY OUTDOOR
Correlation
0.56
Investment:search
volume 0.35 0.09 0.50 0.11
Google Confidential and Proprietary

12. Renault Megane Case Study Spain 2010
Renault media crucial to redressing the negative effects of competitors and the
economy
19% of incremental search
is driven by Renault
advertising
Google Confidential and Proprietary

13. Geo Econo-
Qual Quant
Testing metrics
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14. Standard
Approach
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15. ROPO Finance Spain 2011
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16. ROPO Finance Spain 2011
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17. ROPO Finance Spain 2011
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18. ROPO Fnac TVs Spain 2010
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19. Used Cars ROPO Spain 2012
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20. Used Cars ROPO Spain 2012
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21. Used Cars ROPO Spain 2012
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22. Used Cars ROPO Spain 2012
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23. Used Cars ROPO Spain 2012
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24. Digital Housewifes Spain 2010
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25. Digital Housewifes Spain 2010
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26. Digital Housewifes Spain 2010
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27. Advanced
Approach
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28. Vodafone Case Study UK 2010
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29. Vodafone Case Study UK 2010
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30. L´Oreal Nutrigloss Case Study France 2010
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31. Ikea Case Study Italy 2011
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32. Fiat Case Study Spain 2011
Se construyeron 18 modelos econométricos
Display
Segunda
Visita a
Paid Visita a
Web Visit to visita a
Again visit to
traffic Concesio
dealer (*) dealer (**) Compra
Order
Search Web concesion
nario (*)
ario(**)
Organic
Search
Medios offline
(*) Visita a concesionario= Persona que visita el concesionario por primera vez.
(**) Segunda visita a concesionario= Persona que ha estado en el concesionario durante los 4 meses anteriores y vuelve a realizar otra visita.
-- -> Aporte indirecto. El modelo no muestra un aporte directo a esta variable.
Google Confidential and Proprietary 32

33. 0
10.000
20.000
30.000
40.000
50.000
60.000
70.000
80.000
-30.000
-20.000
-10.000
10.000
20.000
30.000
40.000
50.000
60.000
70.000
80.000
0
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Ajuste
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the sales
the sales
the sales)
models until best
2. An analyst uses
Google Confidential and Proprietary
judgement and SAS to
1. Need to collect all the
combination is identified
each variable influence to
3. So he is able to identify
line is the model (how it fits
4. Final check: the blue line
variables that may influence
is the reality (sales); the red
produce different regresion

34. Las visitas a concesionarios y el precio son las
principales palancas de compra
1ª Visita a
concesion
ario
43%
Satisfacción
en la
negociación
29%
Precio
21%
Otros 7%
Display
Visitas Web Visita al Conces. 2ª Visita al Conces. Compra
Organic Search
Paid Search Medios off
Google Confidential and Proprietary 34
Modelos de Compra y Segunda Visita

35. Las visitas a la web generan la mayoría de las visitas a
concesionario influídas por medios
8.9%
1.5% 1.4% 0.5%
1.1% 1.8% Visitas
1.1% 2.4%
18.3%
Web
26.3%
El 12% de las visitas al 8.9%
concesionario están influidas por
los medios.
36.6% TV
1.5%
Exteriores
1.4%
Mags 0.5%
Number of Present Unemployment 2000 E Plan VAT increase Seasonality Exogenous TV advertising Outdoor Magazines Web traffic
working days Situation Index rate advertising advertising
Dislplay
Visitas Web Visita al Conces. 2ª Visita al Conces. Compra
Organic Search
Paid Search Medios off
Google Confidential and Proprietary 35
Modelo de visitas al concesionario

36. SEM, SEO y Display general en 82% de las visitas a la
web controladas por marketing
Organic
Search
7,0% 2,5% 37%
7,3%
17,3% Paid Search
50.7%
Display
Paid
20,1% 21.4%
Search
32%
TV Fiat TV Fiat 500
45,9% 34% de las visitas a las web controladas por marketing Gama
7.3%
20.5%
Display
13%
TV 500
54% de las visitas a la web 13%
TV Gama 5%
controladas por los medios
Present Organic Search Paid Search Display TV Fiat 500 TV Fiat gama
Situation Index advertising advertising advertising
Display
Visitas Web Visita al Conces. 2ª Visita al Conces. Compra
Organic Search
Paid Search Medios off
Google Confidential and Proprietary 36
Modelo de visitas a la web

37. SEM y Display son los medios más eficientes para
generar visitas al concesionario
SEM es el más eficiente
Indexed ROI: Visitas al
concesionario por 1€ de
inversión 100
Online ROI
Offline ROI
43
35
25
21
1 3 4
TV Fiat TV Fiat TV Fiat TV Fiat Magazines Outdoor Display Paid
500 Punto Bravo Gama Fiat 500 F500 Fiat 500 Search
Fiat 500
Display
Visitas Web Visita al Conces. 2ª visita al conces. Compra
Organic Search
Paid Search Medios Off
Google Confidential and Proprietary 37
Monetary value of an application and actual returns not shown due to client confidentiality – ROI data indexed

38. Sabemos cómo optimizar nuestro presupuesto…
1. Hemos identificado el aporte 2 Hemos calculado el ROI de cada
óptimo e histórico de cada medio medio
Historical spend
Optimal spend not shown for confidentiality
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39. Improved media mix scenario
*Historical Media Mix *Improved Modelled Media Mix
Paid SearchCine Otros
0.3% 0.7% 4.0%
Display
7.8%
Exterior TV
18.7% 43.1%
Radio
0.4%
Revistas Prensa
10.8% 14.1%
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40. Flue Trends
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41. Bank of England
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42. BBVA
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43. One step
further
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44. TV tiene efecto en SEM
Palancas de Clicks de SEM
8,3%
11,3%
70,2% 10,3%
11.3% de SEM
vienen de campañas TV F500
Google Confidential and Proprietary 44

45. La duración optima de SEM requiere 2 semanas
adicionales de refuerzo
1 Los modelos econométricos demuestran 2 Y con los modelos sabemos la duración de la
que la publicidad en TV incrementan los eficacia de la TV, una vez finaliza la campaña.
clicks de paid seach:
2+ Effectiveness
weeks
3 Para aprovechar toda la eficacia de la TV, es recomendable acompañar toda la campaña de
TV con Paid Search, y una vez finalizada continuar al menos 2 semanas más con el
refuerzo especial Paid Search y las mismas creatividades de campaña.
Paid search Paid search
2+ Effectiveness
weeks
Google Confidential and Proprietary 45

46. Una mejora de posición en SEM supone un
incremento de clicks
Efecto de posicionamiento en SEM “Fiat 500”
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47. Una mejora de posición en SEM supone un
incremento de clicks
Efecto de posicionamiento en SEM “Venta Autos”
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48. What we
have learnt
Google Confidential and Proprietary 48

49. 1 SEM es el medio más eficiente
SEM es el mayor motor de marketing para las
2 visitas web, palanca clave para generar visitas a las
tiendas
El móvil emerge como un dispositivo clave en la
3 dinámica del ROPO.
Optimiza tu media mix mediante modelos
4 econométricos
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50. SEM efficient
SEM web store
Key: mobile
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51. Econometrics
Optimized Mix
Maximized ROI
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52. Questions?
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