Making the web work

What can make the web work for you?

Presented by: Eli Z. Lassman, Google

My second income

Don't you want to buy this car?

Why it takes work

1. Your website.

2. Where are your customers?

3. How do you make sure they find you (and how do you understand what they do when they do)?

What will make the web work for you?

1. How does your website work for your business?

1.1 Online checkout in real life

1.2 What does your website need to do?

○ Generate sales?○ Generate new leads?○ Build brand awareness and

perception?

1.3 Google Ads pages

1.4 Choose your own adventure: for what should we search?

2. Where are your customers online?

2.1 Quiz break!

1 Unpacking the Mobile World, Google, 2013 2 UK Digital Future in Focus 2013, comScore

What percentage of page views in the UK are on mobile devices?

What is the number 1 use of mobile in the UK?

What is the second largest search engine in the world?

3. How do you reach them?

3.1 Where are advertisers spending the most?

Source: PwC / Internet Advertising Bureau / The Advertising Association / WARC

2011 UK Adspend

£2.25 billion

£2.16 billion

3.2 Let goals drive online spending priorities

Product launch

Brand awareness

Audience engagement

Online traffic and transactions

Search adsDisplay ads

Social media

YouTube

3.3 Paid and earned? Choose your own adventure

3.4 What are your customers doing on your website?

1. Make sure your website is your storefront.

2. Be where your customers are.

3. Know what you're trying to do.

What will make the web work for you

Questions?