Google Shares Tips On Increasing Content Monetization Through Engaged Audience - Andrew Tucker

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Improving Engagement in Today’s Mobile/Social World

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Building for today
Engaging your users
Driving traffic
Unlocking revenue
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Building for
today’s users
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4. Mobile first strategy tips
67%
of users start a purchase on their
mobile phone, but complete it on
their desktop
Make it consistentMake it fast
Source: study by Google and Millward Brown Digital
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Make it easy
for your users

5. 74%
of people will abandon
a mobile website that takes
more than 5 seconds to load
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Source: Google Mobile Ads Blog 2012
Make it fast
say speed is the most important
factor when using the mobile web
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Accelerated Mobile Pages
● Articles are loaded instantly
● Everyone has access to use it
● Deepen engagement with
related articles

8. Make it easy for your users
61%
Will leave a mobile site
if they don’t see what they
are looking for right away
Ease of use Touch friendly Font size
Step 1
Step 2
Step 3
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Source: Google Mobile Ads Blog 2012
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9. Be consistent across screens
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Testmysite.thinkwithgoogle.com

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Testmysite.thinkwithgoogle.com

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Testmysite.thinkwithgoogle.com

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Take the Mobile Friendly Test

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Engaging your
users
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15. Unique content
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16. Video and visual content
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Types of content that we share
Emotion - when we care we share
Social Proof - we’ll share what makes
us look cool, smart, savvy
Practical Value - If your content is useful,
people will spread the word
Stories - the undercurrent of contagious
content. People don’t share information,
we share stories.
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Evergreen
In-depth
Trending
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Ideas for new content
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Social media
and your site
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Social media best practices
Post on a regular schedule
Create catchy snippets
Have a clear call to action
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Unlocking
revenue
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Multiple ways to earn money from your content
● Access to over 1M Google
advertisers
● Right ads at the right time for
your audience
● Yield management for more
control over ads on your site

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Ad alternative: Contributor by Google
● Empower users
● Option to not see ads
● Educate your users
that it costs money to
remove ads

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Ad alternative: Google Consumer Surveys
● Monetize through user friendly
surveys
● Users are asked to answer a
short survey in exchange for free
access to the publisher’s content
● Publisher’s are then paid for
each survey answered
google.com/consumersurveys

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Ad alternative: Matched content
● A simple way to promote your
articles to your users
● Making it easy for users to find
content they are interested in
● Increase page views, time spent
on site, reader loyalty, ad
impressions, and ultimately ad
revenue
support.google.com/adsense [keyword: matched content]

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Think mobile first
Make your content unique
Leverage social to drive more traffic
Unlock revenue
What’s your strategy?
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Thank you

29. Additional Resources
Building your site
● I used a CMS
● I want to hire someone to do it for me
● I want to build it myself
● SEO Starter Guide
Optimizing your site
● Multi-Screen Guidelines one-stop shop for your
multi-screen needs
● Web Fundamentals step-by-step guides
● Think/Multi-Screen website
● PageSpeed Insights
● Mobile Web UX Best Practices (article, whitepaper).
● Mobile-friendly test and see how your site does
● Device mode brings the insights of mobile testing to
your browser tab
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The Obvious Benefits of Social Media
Capture Leads
& Data
Drive Revenue
Build Awareness & Word
of Mouth
Amplify Reach Across
All Channels
Engage Consumers in
Ongoing Dialogue
Social
Media
Marketing

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$
Generate
revenue
Create
Content
Engage
users
Create content, engage users, and generate revenue