'Make the web work for you' by Google no IPAM Lisboa. Apresentação de João Nunes, Account Manager & Online Ad Sales Google.

1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1Google Confidential and Proprietary
Making The Web Work For You
João Nunes
Online Business Consultant
May, 9th
http://goo.gl/0qkda
https://twitter.com/jmgsnunes
http://ie.linkedin.com/in/jmnunes
joaonunes@google.com

2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
to organize the world’s information and make it
universally accessible and useful

3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
to organize the world’s information and make it
universally accessible and useful
for you

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Planning a journey takes longer than the
trip itself
Dreaming
Experiencing
Researching
Booking
Sharing
1
2
3
4
5

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A lot of research goes into planning the
perfect trip
24 1:43 17.6
Average journey length
in days before
purchase
Average research time
in hours before
purchase
Average site visits
before purchase

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9.1 19.8 4.78.7 18.3 4.68.1 17.2 4.3
Travel-Sessions Site-Visits Search-clicks
Q1'11 Average Q1'12 Average Q1'13 Average
The hotel research process continues to be
complex and time-consuming YoY
The average hotel booker conducts 8 research sessions, clicks on 4+
search ads and visits 17 different sites all prior to booking
Source: Compete Key Themes, Year-over-Year Online Travel Content Consumption
in the Hotel Category. (Average sessions, visits, or clicks among hotel bookers prior to booking, Q1 2011, 2012, 2013)
Key questions:
1) How will you stay top-of-mind throughout the travel process?
2) How can you make the process easier for travelers?

8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8Source: Adobe Systems Inc., “Hotel Benchmarking Metrics,” Jan. 2013
Hotel website trends
• 42% of traffic to hotel websites worldwide
is driven by search engines
• Users view 4.9 pages per visit on hotel
websites on tablets (higher than PCs, which
has a 4.7 page view per visit average)
• Bounce rates for hotel websites
worldwide are the lowest on tablets
(35%, whereas PCs have a 44%
bounce rate and mobile phones have
a 47% bounce rate)
• Of mobile hotel website views, tablets
contribute 58% of views and mobile
phones account for 41% of views
Prioritize the customer experience across screens to
differentiate your brand vs. competitors and OTAs

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Make better
decisions
by accessing unique
customer, industry and
performance insights
Win moments
that matter
by engaging billions of people, in
the right context, with personalized
experiences they love
What we do:
Google Makes The Web Work For YOU
We help You:
Go bigger,
faster
by tapping into technology
that works together, across
your business needs

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Awareness
Interest
Consideration
Purchase
We’re improving every step of the marketing
funnel…

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Online Sources Used for Research
RT2. Which of the following online sources did you use to look for information on a hotel?, n=1559
D
48% of consumers recall using search while researching hotels
3%
3%
3%
7%
9%
10%
10%
13%
36%
48%
58%
72%
Other
Newspaper Websites
Video Sharing Websites
Social Networking Websites
Consumer Generated Online Reviews
General Discount Websites
Travel Book Review Websites
Membership Websites
Travel Review Websites
Search Engines
Online Travel Agency Websites
Hotel Websites
Hotel Shoppers

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Search is key for initial consideration
74% of hotel shoppers recall search
being helpful in their research
47% of those who read consumer
reviews said their research helped them
68% of hotel shoppers search primarily
on branded terms
Online sources help shoppers obtain
general information about hotels…
Source: RT5. How did each of the following source(s) help you while you researched or shopped for a hotel?

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7 of 10 hotel searchers perform only queries
containing brand terms
Implement comprehensive search strategy to reach all in-market consumers
24% 8%
Non-Branded
68%
Branded
Source: Google/Compete Query Pathing among Hotel bookers, Q3 2011

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HOTEL SHOPPERS STARTING RESEARCH ON BRANDED TERMS
ENDING IN SAME CATEGORY
Source: Google/Compete Hotel Query Pathing Q3 2011
Branded Term
83%
Start
End
Non-Branded
Term 8%
• Best Hotels Deals
Branded Term
92%
• Pestana Hotels
Evolution Of Searches Terms

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FEWER CONSUMERS START RESEARCH ON NON-BRANDED TERMS,
FINAL SEARCH SPLIT BETWEEN TERM CATEGORIES
3%
Source: Google/Compete Hotel Query Pathing, Q3 2011
Non-Branded Term
17%
Start
Non-Branded
Term 44%
• Best Hotels Deals
Branded Term
56%
• Pestana Hotels
End
Evolution Of Searches Terms

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EF
1 Site 2 to 4 Sites 5+ Sites
10% 24% 66%
2 of 3 buyers use 5 or more sites while
researching hotels
Remarket to potential buyers who are shopping around
Source: Clickstream: BF02

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Visitor added
to list
Visitor
leaves
Your ad across the
Google Display Network
Visitor comes
to your site
Visitor returns to your site
more conversions!
Remarketing is a powerful tool that lets you
reach customers who have previously visited
your site

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D
EF
1 Site
33%
Same Day
52%9% 6%
Same Week 2 Weeks 3+ Weeks
More than half of buyers research sessions
occur 3+ weeks prior to conversion
Lengthen attribution window to account for long research windows
Source: Clickstream: BF08

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What is Attribution?
Email
$100$100 =

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What is Attribution?
Email
Organic
Search
Paid
Search
DisplaySocial
$100$100 =?

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Why is Attribution Essential?
• Most customers will have more than a single step in their
conversion path.
• Most advertisers will only assign value to the last marketing
channel a customer touched before conversion.
• Therefore, their CPA guides them to invest at a point where most
customers have already decided where to send their business.
http://www.thinkwithgoogle.com/insights/library/studies/marketing-attribution-valuing-the-customer-journey/
http://www.thinkwithgoogle.com/insights/featured/marketer-attribution-playbook/

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Overview
Assisted Conversions
Path Length
Time Lag
Top Paths
Google Multi Channel Funnels

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Travelers plan trips across multiple devices
Cross-usage of devices for research when planning a trip
Source: “The New Multi-screen World.” Google and Ipsos MetdiaCT. September 2012. Base: Have Started Activity on One Device &
Continued on Another (627) Q. For the activities listed below, think about the last time you started each activity on one device and then
continued or finished the same activity on another device. Please select which device you started and then continued on.
47%
45%
3%
Started on a
smartphone
Continued
on a PC
Continued
on a Tablet
38%
31%
7%
Started on a
PC/Laptop
Continued on
a smartphone
Continued
on a tablet
15%
1%
14%
Started on
A tablet
Continued on
a smartphone
Continued
on a PC

24. Google Confidential and Proprietary 24Google Confidential and Proprietary 24February 2013 Google Confidential and Proprietary 24
3:23 pm
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12:27 pm12:59 pm 2:59 pm
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10:29 am
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12:
10:26 pm
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Introducing enhanced campaigns
Enhanced campaigns help you reach people in the moments
that matter across all devices, with smarter ads that are
relevant to intent and context.

25. Google Confidential and Proprietary 25Google Confidential and Proprietary 25February 2013 Google Confidential and Proprietary 25
Key features of enhanced campaigns
Powerful tools
for the multi-device
world
Advanced reports
to measure more
conversion types
Smarter ads
for varying user
contexts

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Find your audience with demographic targeting
65+
Sophisticated inferred
technology lets you target age
and gender more precisely
Gain broad, accurate reach for brand awareness goals
Dreaming

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Use Topic Targeting On the GDN
Looking to reach a
broad audience quickly
Have a flexible
campaign budget and/
or CPA
Looking to significantly
ramp up traffic or ad
delivery
Use topic exclusion to prevent your ads from appearing on pages
about specific topics or with poor performance.
Dreaming

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Target users interested in specific content with
Interest Categories
Big
• 1600+ interest categories
• 100 billion impressions monthly
• 500m+ daily internet users
• all ad formats
Smart
• Sophisticated blend of overall
interests, recent session and
current page
video games news sports air travel jewelry magazines

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Combine the control of search with flexibility of
display: Next Gen Keyword Contextual Targeting
Fine-tune
performance
with keyword
level targeting
and bidding.
Control
Real time
insights with
keyword level
performance
reports
Efficiency
Match ads
more precisely
Instantly copy
search
campaigns onto
display
TransparencyAccuracy Control

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The travel path to purchase is increasingly social
Source: ROI Research Inc., “S-Net: A Study in Social Media Usage & Behavior” sponsored by Performics, Aug 2011; Google/
Shopper Sciences, Role of Social in the Travel Shopper’s Journey, December 2012;
PURCHASE
60%
of travelers factored
online opinions into their
vacation planning
In 2012, the average U.S.
travel shopper consulted
11.2 sources
prior to purchase
48%
of social network users
follow travel brands to
learn about promotions
& sales announcements
17%
of travel purchase
decisions are influenced
by social media

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Search Video Mobile Display Offers Local
+People +Relationships +Sharing +Recommendations
Google+ is making all of your Google experiences better

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What does Google+ mean for a travel brand?
Deeper
engagement
Measurable
impact
Better
Discovery
Relevant
reach,
across the
web

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Summary and Discussion
Awareness
Interest
Consideration
Purchase

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Useful Links
Awareness
Interest
Consideration
Purchase
• The Zero Moment Of Truth
http://www.zeromomentoftruth.com/
• Our Mobile Planet
http://www.thinkwithgoogle.com/mobileplanet/en/
• Think With Google
http://www.thinkwithgoogle.com/insights/
• Mobilise Your Site Now
http://www.howtogomo.com/
• Consumer Barometer
http://www.consumerbarometer.com/

35. Google Confidential and Proprietary 35Google Confidential and Proprietary 35Google Confidential and Proprietary
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