Sunday, July 15, 2012
Saturday, July 14, 2012
Friday, July 13, 2012
Mobile Will Require Advertisers To Redefine How They Measure Success
The following post originally appeared on the Google Mobile Ads Blog.
Mobile introduces exciting new opportunities for measuring the success of marketing campaigns, but connecting consumers’ mobile activities with advertisers’ business outcomes can be challenging. Increasingly, advertisers are redefining their direct response marketing strategies for mobile in order to more accurately measure the success of mobile campaigns. We recently sat down with Kerri Smith, Director of Mobility at iProspect, a leading, global digital marketing agency to discuss this topic.
Google: How are you helping your clients to assign dollar values to mobile all along the funnel?
Kerri: This really depends on the client. In most cases, clients are assigning value based on a number of factors used to determine the lifetime value of a customer. For example, one of our brands assigns an average order value (AOV) on app downloads based on the usage they’ve seen through analytics and resulting revenue from their aggregated app users. For another brand, call extensions have proven very effective, though it’s been difficult to track conversions and resulting revenue as the consumer is taken offline. Therefore, we use an equation that allows us to measure the likelihood of an actual conversion. Knowing the average call duration, which indicates level of interest, and the agent conversion rate, the brand helped to formulate the following equation:
6 minute call duration = an interested consumer
Agents convert 30% of interested consumers
Interested Consumers * 30% = # of conversions
This allows us to quantify a return where 1-to-1 measurement is difficult, and to understand the impact the channel is having on the brand’s overall business.
Google: What types of clients have you seen be successful with understanding the value of these micro- conversions?
Kerri: We’ve seen our retail brands be the first to embrace these micro-conversions - especially in the case of location-based responses, due in large part to the known “intent to visit” derived from these and previous testing. We’ve been able to use coupons to measure the revenue opportunity in stores from mobile and to prove the value in attributing dollars to these actions. Retailers have seen enough of these trends and subsequent lifts in revenue to value these actions.
Google: What success stories or best in class examples can you share?
Kerri: One of our clients had a goal of directing mobile users to their app download page to increase conversions, and we worked with Google to help them run a two month test of Mobile App Extensions. During the test, we disabled all sitelinks, location extensions and product extensions in order to focus on the primary goal of driving app downloads. The test showed phenomenal results: 92 downloads, 89:1 ROI and a 334% lift in ROI when they began attributing value to app downloads.
Google: What's iProspect POV on where mobile is going?
Kerri: Where is mobile not going? Mobile devices (smartphones and tablets) have already become so ingrained in our everyday lives that the full impact is literally boundless. Mobile is the channel that connects all others. It doesn’t fit in the traditional conversion funnel -- it runs alongside it, involved at every stage. This presents a challenge to brands who still segment advertising channels with separate budgets and directives instead of focusing on how they impact each other. Mobile will highlight the need to evaluate all channels together to create a truly integrated approach - one that enhances the consumer’s interaction with the brand. Applying a value to the multitude of “responses” available in mobile is just the first step. Advertisers will also need to evaluate the impact of those responses relative to other brand initiatives (both online and offline) in order to determine the role each plays in contributing to their bottom line. The ubiquity of mobile will force advertisers to redefine their approach and how they measure success.
Posted by Samantha Podos Nowak, Product Marketing Manager, Mobile Ads
Mobile introduces exciting new opportunities for measuring the success of marketing campaigns, but connecting consumers’ mobile activities with advertisers’ business outcomes can be challenging. Increasingly, advertisers are redefining their direct response marketing strategies for mobile in order to more accurately measure the success of mobile campaigns. We recently sat down with Kerri Smith, Director of Mobility at iProspect, a leading, global digital marketing agency to discuss this topic.
Google: How are you helping your clients to assign dollar values to mobile all along the funnel?
Kerri: This really depends on the client. In most cases, clients are assigning value based on a number of factors used to determine the lifetime value of a customer. For example, one of our brands assigns an average order value (AOV) on app downloads based on the usage they’ve seen through analytics and resulting revenue from their aggregated app users. For another brand, call extensions have proven very effective, though it’s been difficult to track conversions and resulting revenue as the consumer is taken offline. Therefore, we use an equation that allows us to measure the likelihood of an actual conversion. Knowing the average call duration, which indicates level of interest, and the agent conversion rate, the brand helped to formulate the following equation:
6 minute call duration = an interested consumer
Agents convert 30% of interested consumers
Interested Consumers * 30% = # of conversions
This allows us to quantify a return where 1-to-1 measurement is difficult, and to understand the impact the channel is having on the brand’s overall business.
Google: What types of clients have you seen be successful with understanding the value of these micro- conversions?
Kerri: We’ve seen our retail brands be the first to embrace these micro-conversions - especially in the case of location-based responses, due in large part to the known “intent to visit” derived from these and previous testing. We’ve been able to use coupons to measure the revenue opportunity in stores from mobile and to prove the value in attributing dollars to these actions. Retailers have seen enough of these trends and subsequent lifts in revenue to value these actions.
Google: What success stories or best in class examples can you share?
Kerri: One of our clients had a goal of directing mobile users to their app download page to increase conversions, and we worked with Google to help them run a two month test of Mobile App Extensions. During the test, we disabled all sitelinks, location extensions and product extensions in order to focus on the primary goal of driving app downloads. The test showed phenomenal results: 92 downloads, 89:1 ROI and a 334% lift in ROI when they began attributing value to app downloads.
Google: What's iProspect POV on where mobile is going?
Kerri: Where is mobile not going? Mobile devices (smartphones and tablets) have already become so ingrained in our everyday lives that the full impact is literally boundless. Mobile is the channel that connects all others. It doesn’t fit in the traditional conversion funnel -- it runs alongside it, involved at every stage. This presents a challenge to brands who still segment advertising channels with separate budgets and directives instead of focusing on how they impact each other. Mobile will highlight the need to evaluate all channels together to create a truly integrated approach - one that enhances the consumer’s interaction with the brand. Applying a value to the multitude of “responses” available in mobile is just the first step. Advertisers will also need to evaluate the impact of those responses relative to other brand initiatives (both online and offline) in order to determine the role each plays in contributing to their bottom line. The ubiquity of mobile will force advertisers to redefine their approach and how they measure success.
Posted by Samantha Podos Nowak, Product Marketing Manager, Mobile Ads
Thursday, July 12, 2012
Map of the Week: Bostonography Neighborhoods
Map of the Week: Bostonography Neighborhoods
Why we like it: This is a unique solution to an old problem. We really like the use of drawing tools to collect information and Styled Maps to help the data stand out better.
In almost every city, there is some disagreement as to where one neighborhood ends and another begins. Furthermore, as is often the case, reputable sources have differing neighborhood lines. In reality there are no physical lines on the ground clearly defining neighborhoods, however these hypothetical boundaries do have a real impact on local economies, politics, and identity. Bostonography has set out to solve this problem by creating a tool to collect as many neighborhood definitions as possible.
From the Bostonography website, “We want to map the collective definitions of Boston's neighborhoods by its residents and those who know the city well. This map is a tool for drawing top-level neighborhood boundaries … as you see them, and submitting them to a database that will be used to map the areas of agreement and disagreement among participants.”
Bostonography has begun to parse the data and has calculated which neighborhoods have the most agreement and which have the most disagreement. The results of the first few data sets are stunning. To further illustrate how complex neighborhood definitions can be, this separate example by The Boston Globe shows just how “tangled” neighborhood boundaries are, even amongst city agencies!
If you have knowledge of Boston yourself, Bostonography encourages you to contribute to the map. “Submit a map of as many or as few neighborhoods as you wish, but we of course encourage you to draw all of them. Detail as intricate as you have patience for is appreciated, too, for the sake of the eventual maps of the results.”
So whether you’re from Southie or from Allston, we all can agree that this map is wicked awesome.
Why we like it: This is a unique solution to an old problem. We really like the use of drawing tools to collect information and Styled Maps to help the data stand out better.
In almost every city, there is some disagreement as to where one neighborhood ends and another begins. Furthermore, as is often the case, reputable sources have differing neighborhood lines. In reality there are no physical lines on the ground clearly defining neighborhoods, however these hypothetical boundaries do have a real impact on local economies, politics, and identity. Bostonography has set out to solve this problem by creating a tool to collect as many neighborhood definitions as possible.
From the Bostonography website, “We want to map the collective definitions of Boston's neighborhoods by its residents and those who know the city well. This map is a tool for drawing top-level neighborhood boundaries … as you see them, and submitting them to a database that will be used to map the areas of agreement and disagreement among participants.”
Bostonography has begun to parse the data and has calculated which neighborhoods have the most agreement and which have the most disagreement. The results of the first few data sets are stunning. To further illustrate how complex neighborhood definitions can be, this separate example by The Boston Globe shows just how “tangled” neighborhood boundaries are, even amongst city agencies!
If you have knowledge of Boston yourself, Bostonography encourages you to contribute to the map. “Submit a map of as many or as few neighborhoods as you wish, but we of course encourage you to draw all of them. Detail as intricate as you have patience for is appreciated, too, for the sake of the eventual maps of the results.”
So whether you’re from Southie or from Allston, we all can agree that this map is wicked awesome.
How WBC Used Advanced Segments To Boost E-commerce Conversion Rate By More Than 12%
Established in 1989, WBC is the UK’s largest supplier of hamper, deli and drinks packaging to independent retailers. As the website is the company’s main business generation tool, it is essential that it promote their range of 850 products in the most attractive and accessible way possible.
With a view to redesigning their e-commerce site and increasing the number of sales it generates, WBC was keen to understand how web traffic interacted with the site, and where potential improvements could be made.
Following an audit of their implementation, WBC’s search engine marketing agency, Periscopix, began tracking micro-conversions such as brochure downloads and crucial interaction data like on-site search tracking. Using advanced segmentation, they found that a high conversion rate for loyal customers was hiding a very low conversion rate for users completely new to WBC.
Aesthetically, the changes Periscopix proposed were subtle and focussed on two main areas: showcasing the range of products stocked by WBC and imposing a sense of authority in the marketplace. Using Google Analytics, Periscopix identified WBC’s most popular products. These were given prominence in the center of the homepage. The previously under-utilised right-hand side was optimised to feature media that previously had been hidden deeper in the site.
Periscopix ran an A/B test on the homepage for three months. This resulted in a 2.2% increase in homepage engagement and a boost to the e-commerce conversion rate by 12.2%. WBC have now committed to redesigning the website, with the homepage variation proposed by Periscopix forming the cornerstone of this new structure.
Read the entire WBC case study and see additional success stories in our analytics case studies and success stories section.
Posted by the Google Analytics Team
Wednesday, July 11, 2012
Introducing AdWords Editor 9.8.1
Today we're pleased to announce AdWords Editor version 9.8.1, which includes the ability to add and edit dynamic search ads and product listing ads, as well as quickly and easily modify location targets. Here's an overview of key updates:
Manage location targeting more easily
The new Locations tab (under Targeting) lets you add, update, and copy location targets more efficiently.
Dynamic search ads and product listing ads now in AdWords Editor
Each of these ad formats has its own tab, where you can view your ads and make changes or additions. You can also manage your dynamic ad targets and product targets on two new targeting tabs.
We've also updated topic targeting, posting, and CSV import, along with other improvements. We encourage you to read through our version 9.8.1 release notes to become familiar with all of the changes.
The next time you launch AdWords Editor, you'll see a prompt to upgrade to version 9.8.1. To learn more about upgrading, including how to keep unposted changes and comments when you upgrade, please review these instructions. You can also download version 9.8.1 from the AdWords Editor website.
Note: Support for previous versions of AdWords Editor will continue for four months to allow you time to upgrade. To ensure uninterrupted use of AdWords Editor, you will need to upgrade by October 28, 2012.
Posted by Katie Miller, Google Ads Team
Manage location targeting more easily
The new Locations tab (under Targeting) lets you add, update, and copy location targets more efficiently.
Dynamic search ads and product listing ads now in AdWords Editor
Each of these ad formats has its own tab, where you can view your ads and make changes or additions. You can also manage your dynamic ad targets and product targets on two new targeting tabs.
We've also updated topic targeting, posting, and CSV import, along with other improvements. We encourage you to read through our version 9.8.1 release notes to become familiar with all of the changes.
The next time you launch AdWords Editor, you'll see a prompt to upgrade to version 9.8.1. To learn more about upgrading, including how to keep unposted changes and comments when you upgrade, please review these instructions. You can also download version 9.8.1 from the AdWords Editor website.
Note: Support for previous versions of AdWords Editor will continue for four months to allow you time to upgrade. To ensure uninterrupted use of AdWords Editor, you will need to upgrade by October 28, 2012.
Posted by Katie Miller, Google Ads Team
Mobile will require advertisers to redefine how they measure success
Mobile introduces exciting new opportunities for measuring the success of marketing campaigns, but connecting consumers’ mobile activities with advertisers’ business outcomes can be challenging. Increasingly, advertisers are redefining their direct response marketing strategies for mobile in order to more accurately measure the success of mobile campaigns. We recently sat down with Kerri Smith, Director of Mobility at iProspect, a leading, global digital marketing agency to discuss this topic.
Google: How are you helping your clients to assign dollar values to mobile all along the funnel?
Kerri: This really depends on the client. In most cases, clients are assigning value based on a number of factors used to determine the lifetime value of a customer. For example, one of our brands assigns an average order value (AOV) on app downloads based on the usage they’ve seen through analytics and resulting revenue from their aggregated app users. For another brand, call extensions have proven very effective, though it’s been difficult to track conversions and resulting revenue as the consumer is taken offline. Therefore, we use an equation that allows us to measure the likelihood of an actual conversion. Knowing the average call duration, which indicates level of interest, and the agent conversion rate, the brand helped to formulate the following equation:
This allows us to quantify a return where 1-to-1 measurement is difficult, and to understand the impact the channel is having on the brand’s overall business.
Google: What types of clients have you seen be successful with understanding the value of these micro- conversions?
Kerri: We’ve seen our retail brands be the first to embrace these micro-conversions - especially in the case of location-based responses, due in large part to the known “intent to visit” derived from these and previous testing. We’ve been able to use coupons to measure the revenue opportunity in stores from mobile and to prove the value in attributing dollars to these actions. Retailers have seen enough of these trends and subsequent lifts in revenue to value these actions.
Google: What success stories or best in class examples can you share?
Kerri: One of our clients had a goal of directing mobile users to their app download page to increase conversions, and we worked with Google to help them run a two month test of Mobile App Extensions. During the test, we disabled all sitelinks, location extensions and product extensions in order to focus on the primary goal of driving app downloads. The test showed phenomenal results: 92 downloads, 89:1 ROI and a 334% lift in ROI when they began attributing value to app downloads.
Google: What's iProspect POV on where mobile is going?
Kerri: Where is mobile not going? Mobile devices (smartphones and tablets) have already become so ingrained in our everyday lives that the full impact is literally boundless. Mobile is the channel that connects all others. It doesn’t fit in the traditional conversion funnel -- it runs alongside it, involved at every stage. This presents a challenge to brands who still segment advertising channels with separate budgets and directives instead of focusing on how they impact each other. Mobile will highlight the need to evaluate all channels together to create a truly integrated approach - one that enhances the consumer’s interaction with the brand. Applying a value to the multitude of “responses” available in mobile is just the first step. Advertisers will also need to evaluate the impact of those responses relative to other brand initiatives (both online and offline) in order to determine the role each plays in contributing to their bottom line. The ubiquity of mobile will force advertisers to redefine their approach and how they measure success.
Posted by: Samantha Podos Nowak, Product Marketing Manager, Mobile Ads
Google: How are you helping your clients to assign dollar values to mobile all along the funnel?
Kerri: This really depends on the client. In most cases, clients are assigning value based on a number of factors used to determine the lifetime value of a customer. For example, one of our brands assigns an average order value (AOV) on app downloads based on the usage they’ve seen through analytics and resulting revenue from their aggregated app users. For another brand, call extensions have proven very effective, though it’s been difficult to track conversions and resulting revenue as the consumer is taken offline. Therefore, we use an equation that allows us to measure the likelihood of an actual conversion. Knowing the average call duration, which indicates level of interest, and the agent conversion rate, the brand helped to formulate the following equation:
6 minute call duration = an interested consumer
Agents convert 30% of interested consumers
Interested Consumers * 30% = # of conversions
This allows us to quantify a return where 1-to-1 measurement is difficult, and to understand the impact the channel is having on the brand’s overall business.
Google: What types of clients have you seen be successful with understanding the value of these micro- conversions?
Kerri: We’ve seen our retail brands be the first to embrace these micro-conversions - especially in the case of location-based responses, due in large part to the known “intent to visit” derived from these and previous testing. We’ve been able to use coupons to measure the revenue opportunity in stores from mobile and to prove the value in attributing dollars to these actions. Retailers have seen enough of these trends and subsequent lifts in revenue to value these actions.
Google: What success stories or best in class examples can you share?
Kerri: One of our clients had a goal of directing mobile users to their app download page to increase conversions, and we worked with Google to help them run a two month test of Mobile App Extensions. During the test, we disabled all sitelinks, location extensions and product extensions in order to focus on the primary goal of driving app downloads. The test showed phenomenal results: 92 downloads, 89:1 ROI and a 334% lift in ROI when they began attributing value to app downloads.
Google: What's iProspect POV on where mobile is going?
Kerri: Where is mobile not going? Mobile devices (smartphones and tablets) have already become so ingrained in our everyday lives that the full impact is literally boundless. Mobile is the channel that connects all others. It doesn’t fit in the traditional conversion funnel -- it runs alongside it, involved at every stage. This presents a challenge to brands who still segment advertising channels with separate budgets and directives instead of focusing on how they impact each other. Mobile will highlight the need to evaluate all channels together to create a truly integrated approach - one that enhances the consumer’s interaction with the brand. Applying a value to the multitude of “responses” available in mobile is just the first step. Advertisers will also need to evaluate the impact of those responses relative to other brand initiatives (both online and offline) in order to determine the role each plays in contributing to their bottom line. The ubiquity of mobile will force advertisers to redefine their approach and how they measure success.
Posted by: Samantha Podos Nowak, Product Marketing Manager, Mobile Ads
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