Hillingdon Council business initiative, launched in association with Google

Google Confidential and Proprietary 1

Speeding up in the slowdown seminarCivic Centre, 10th November

2Google Confidential and Proprietary

Agenda

5.45pmOpening RemarksCouncillor Douglas Mills, Cabinet Member for Improvement,

Partnerships and Community Safety, Hillingdon Council.

5.50pm Survival of the fastestAndrew Barke, Industry Head, Google

6.20pm Get your business online in 45 minutes Gilli Goodman and Satyan Joshi, Product Specialists, Google

7.05pm Success story: grow your business using AdWordsSteve Cross, E-Communications Manager, Hillingdon Council

7.15pmClosing remarks and Q&A

7.25pm Refreshments and networking


Welcome and introduction

Councillor Douglas Mills

Cabinet Member for Improvement, Partnerships and Community Safety, Hillingdon Council.

Hillingdon First

Launched in July to all residents over 18

Biggest distribution by Local Authority

Library card

Stop and shop parking

Discounts from 350 shops. They want the footfall

Leisure preferential rates coming in March


Survival of the FastestAndrew BarkeIndustry Head, Google UK


Tough times…

...uncharted waters


This time, we’re digital

17p spent online

You tube / iTunes

70% BB at home

Must have broadband within a month

90%People are online in the UK41m

In every poundis spent online17p

Consumers post a comment online in a typical week

1 in 3

Hours online

Of YT videos uploaded to every minute

20 hours

Hours online

Internet users compare prices and options

80%


Our ambition is to see Digital Britain as the leading major economy for innovation, investment and quality in the digital and communications industries

9

Stuart SmallIndustry Leader , Google UK21st 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”


Better informed audiences, changing faster


Tougher competition but growth is still out there


Consumers and competitors will speed up…

... the fastest will survive and thrive


Insight Agility

Efficiency Pace


Insight


Online shopping is growing…

16Source: Insights for Search. Nielsen Jan 09 * IMRG Capgemini E-retail sales index Apr 09.

Online retail sales grew 14% over the last year*

Online retail sales grew 14% over the last year*


Comparing prices is a high priority

17

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.

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.


Vouchers are now ‘hotter’ than Britney Spears!

18

08 into 09 sees search volumes for vouchers overtake volumes for Britney Spears

08 into 09 sees search volumes for vouchers overtake volumes for Britney Spears

Source: Google Insights for Search


Insight – Who is watching my videos

Insights for video

Demographics

Discovery

Geography

Hot spots

www.youtube.com/my_videos_insight


Agility


Agility – Optimise page layout

C

A B

Which layout converts better?


+10% improvement in ‘add to basket’ action

B


Agility – Iterate messaging / positioning fast

24

2009 Fuel Efficient CarsReviews & Ratings on Most Fuel Efficient Cars, Trucks, and SUV’s.

2009 Fuel Efficient CarsReviews & 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 Driving Lower Gas Mileage w/your Next Car or Truck -- Get Price Quote.

Fuel Efficient Cars Reviews & Ratings on all MakesGet Your Internet Price Quote Now.

Fuel Efficient Cars Reviews & Ratings on all MakesGet Your Internet Price Quote Now.

1.9%CTR

5.2% CTR

3.1%CTR


Agility – Change your offer fast

9:00am

4:00pm


Efficiency


The Cloud is now mainstream


Efficiency – Focus on your business


Efficiency – use your assets


Efficiency

- Look overseas


What factors make this the ideal time to start exporting?

GovernmentIncentives

Cheaper ‘Clicks’

Overseas

ConsumerBehaviour

Weak Pound


Pace


Get your business up & running in 30 minutesGilli Goodman & Satyan Joshi


Imagine….

• ‘Mario’ is a plumber in Ruislip

• He wants to grow his business

• He wants more control over the work he does and what it costs to get it

• He wants make the most by being online


5 Steps to help your business succeed online

Research your market

Help search engines find your site

Promote your business on Google Maps

Attract more customers

Understand your visitors


• Categories

• Popular products

• Related searches

• Seasonality

• Variations by geography

=>*free*

• Categories

• Popular products

• Related searches

• Seasonality

• Variations by geography

=>*free*

Research your market with Insights for Search


sites.google.com/site/mariosplumbingsite/ sites.google.com/site/mariosplumbingsite/

http://sites.google.com/site/mariosplumbingsite/





• Website diagnostics

• URL Submission

• Site maps

=>*free*

• Website diagnostics

• URL Submission

• Site maps

=>*free*

Help search engines find your site with Webmaster Central


www.youtube.com/GooglewWebmasterHelp


• Map pin for your location

• Business description• Contact details

• Link to website

• Photo

=>*free*

• Map pin for your location

• Business description• Contact details

• Link to website

• Photo

=>*free*

Promote your business on Google Maps Local Business Centre

Mario’s Plumbing

mariosplumbingsite.com



• Set up in 15 mins

• Target by geography

• Easy to control

• Only pay when someone visits your site

• Get the kind of customers you want


• Target by geography

• Easy to control

• Only pay when someone visits your site

• Get the kind of customers you want

Attract more customers with Google AdWords


How to set up an Account: Step 1


How to set up a Campaign: Step 1

Choose countries where you want your ads to show



Choose specific regions where you want your ads to show



Use the line by line template to write your ad text



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’



Set your cost settings

The budget controls how often your ad shows

With relevance, CPC bid determines position on Google


Relevant advertising is essential

Higher ranked ads get more visibility

Ranking = Max CPC x Quality Score

Good Quality Score leads to a low Min CPC

£3.00 CPC x QS

£0.35 CPC x QS

Click

QS

“Plumber in london”


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%

64Google Confidential and Proprietary 64

Understand your visitors better with Google Analytics


• Improve your online results

• Sophisticate analysis

• Easy to use

• Scalable for any size site

•=>*Free*


• Improve your online results

• Sophisticate analysis

• Easy to use

• Scalable for any size site

•=>*Free*


Web’s #1 Testing Platform

Benefits Free

Easy to use

Does not impact SEO

Backed by Google

Increases in conversions >25% not uncommon

Discussion groups, tutorials, consultant network

Features A/B Split Testing

Multivariate Testing

Follow Up Testing

Works with ALL traffic

Statistical Analysis

Platform Independent

Quarterly feature updates

65


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 CombinationWinning Combination

1/3 visitors

1/3 visitors


Top 10 tips for Website Optimisation

Ensure landing page matches ad creative

Ensure homepage has a defined purpose based on visitors

Ensure the simple navigation and clear information architecture

Clear category proposition pages

Clear product pages

Onsite search that works

No unnecessary registration requirements at checkout

Simple checkout forms

Quarantined checkout

Ensure you make your sales proposition clear

Case Study: AdWords in Action

Stephen CrossE-Communications Manager, London Borough of Hillingdon

HillingdonFirst website

Privilege card for residents

Offers from local businesses

Directory of participating shops and businesses

Interactive Google maps

YouTube videos

‘Beat the crunch’ website

For business and residents

Support during the downturn

Resources and useful links

www.hillingdon.gov.uk/business

Business hub

Online business directory

HillingdonFirst details

‘Beat the crunch’ microsite

Advice, support and resources

Ice rinkcampaign 2008

Local community attraction

Traditional marketing

Challenge to compete with other venues

Marketing with AdWords

Opportunities:

Target wider geographical area

Internet users

Reach people looking for skating and other leisure activities

Ad targeting

Geographical targeting

Set budget and cost-per-click

Adjust ad text

Online help and analytics

Successful campaign

5,000+ clicks

500,000+ ad impressions

Contributed to campaign success

Returns in 2009


Questions?


Closing remarks. Q&A

Thank you.

Hillingdon Council business initiative, launched in association with Google

Business

Transcript of Hillingdon Council business initiative, launched in association with Google