E wars google v facebook

Copyright Bug Doctor Media 2015 www.bugdoctormedia.com.au Pestech 2015

"E-‐wars: Google v Facebook” (and what it means for a pes@e)


The Script

•  Online state of play

•  Google is King

•  The rise of Facebook

•  Video Games: YouTube v Facebook

•  Power to the people adver@ser –  Targeted adver@sing


Online State of play


Who’s who in the Search Engine Zoo?

Search Engine Owner Algorithm Global share

Google Google Google 88.1% Bing MicrosoO MicrosoO 4.53% Yahoo Yahoo MicrosoO 4.13%

Owner Browser 2014 2015

MicrosoO Internet explorer Bing Bing

Apple Safari Google ?

Google Chrome Google Google

Mozilla Firefox Google Yahoo


2014 online ad spend

Total online spend: $4.6billion

Display

Search & Directories

Classifieds

Mobile

Video

Internet adver@sing will be the largest segment by 2018 (PwC / IAB)

Up 118% Up 52%


Most popular websites

Experian Hitwise Australia: www.experian.com.au/hitwise/

Website Weekly Visits Share

Google Australia 198,885,846 8.51%

Facebook 101,469,037 4.34%

Youtube 54,165,140 2.32%

Google 29,902,967 1.28%

Amazon.com 26,807,915 1.15%

Wikipedia 25,628,721 1.1%

eBay Australia 21,201,714 1.08%

Bing 18,321,714 0.91%

Gmail 18,321,688 0.78%

Windows Live Mail 16,886,160 0.72%

Week ending 11th April 2015


Top Social Networking Sites by Visits


Facebook 101,469,037 38.14%

Youtube 54,165,140 20.38%

Twider 10,762,325 4.05%

Tumblr 10,461,726 3.94%

Reddit 9,153,882 3.44%

Steam Community 7,241,339 2.72%

LinkedIn 4,480,000 1.69%

Whirlpool Forums 2,503,435 0.94%

Yahoo! Answers 2,476,841 0.93%

4chan 2,127,174 0.80%




Top 10 brands and their engagement

Nielsen online landscape review: iabaustralia.com.au

Website Unique visitors (000s)

Sessions per person

Time per person

Google 14,629 24.91 2:47:35

Facebook 10,581 21.81 7:17:22

MSM / WindowsLive / Bing 8,746 15.08 1:51:53

MicrosoO 8,483 8.05 1:11:48

Youtube 8,138 8.57 2:36:28

Wikipedia 6,818 5.79 0:30:41

eBay 6,816 10.35 1:57:35

Yahoo7! 6,305 11.38 1:35:54

Apple 5,724 6.5 0:46:01

ABC online network 4,418 9.25 0:55:17

February 2015


Rules! (but for how long?)

Dominance

•  Organic Search •  Local Search •  Adwords •  Google tools •  Display network




Lies, damn lies and sta\s\cs CTRs

•  Organic: – Posi@on 1: 31% – Posi@on 2: 14% – Posi@on 3: 10% – Posi@on 1 a lot higher for branded search

•  Paid: – Posi@on 1: 5.3% – Posi@on 2: 3.7% – Posi@on 3: 2.7% – Posi@on 4: 2.0%

•  But for high intent (commercial) searches, paid ads out click organic 66% : 33%!

•  Advanced web ranking 2014 report and Wordstream


The Google Algorithm

•  It’s a secret, but •  Over 200 factors – Weigh@ng varies

•  Updated all the @me – Several major updates annually – Around 600 minor updates a year

•  It’s gejng smarter all the @me – Write for the reader


• Content algorithm •  High quality -‐ good • “Thin” -‐ poor

• Content is King

• Spam filter targe@ng unnatural links • Need good links from high authority sites

• Local algorithm • Web + map search

• Content is King • Local search directories

The Google Zoo


SEO (Search Engine Op\miza\on)

•  Google determines whether your website is what a reader is looking for based on the Google algorithm

•  Important for both organic and paid search

•  Content is King

•  Website authority

•  Mobile op@miza@on


“Content is King”

•  Tips for content marke@ng –  Don’t go the hard sell –  Provide informa@on (free) and empower your customer –  Develop trust and exper@se for enduring rela@onship –  Regular contact builds awareness and familiarity

•  Website is the hub of your online presence –  Regular content update –  Blog –  Newsleder –  Video

•  Infotainment is the sweet spot


Local search

•  Google loves local search, because their customers love local search

•  How does Google know you are local? – Website info – Local business directories – Google My Business


Adwords Quality Score

Higher Quality Score

Increased AdRank

Keyword Ad quality Landing page

quality

Lower cost per click

Higher ad posi@on

Ad extensions


But mobile is different!


Google Tools


There’s more to life (and Google Analy@cs)

than CTR!


•  Google analy@cs is a very powerful tool to analysis and op@mize your website and online performance – Understand it, Use it – You don’t just want any old traffic – You want your target customers coming to your website and doing what you want them to do



•  Text ad •  Image ad •  Rich media ad •  Video ad

•  Why use Google display network? – Great for awareness –  Low CPC (but low CTR) –  Can target customers more accurately –  Can show video


Average cost per click

From Wordstream, Larry Kim, Feb 11 2014


The rise of Facebook


Why use Facebook?

•  Follow the eyeballs

•  Social media

•  Facebook adver@sing developments – Targe@ng – Video


Top Social Networking Sites by Visits


Facebook 101,469,037 38.14%

Youtube 54,165,140 20.38%

Twider 10,762,325 4.05%

Tumblr 10,461,726 3.94%

Reddit 9,153,882 3.44%

Steam Community 7,241,339 2.72%

LinkedIn 4,480,000 1.69%

Whirlpool Forums 2,503,435 0.94%

Yahoo! Answers 2,476,841 0.93%

4chan 2,127,174 0.80%




Top 10 brands and their engagement

Nielsen online landscape review: iabaustralia.com.au

Website Unique visitors (000s)

Sessions per person

Time per person

Google 14,629 24.91 2:47:35

Facebook 10,581 21.81 7:17:22

MSM / WindowsLive / Bing 8,746 15.08 1:51:53

MicrosoO 8,483 8.05 1:11:48

Youtube 8,138 8.57 2:36:28

Wikipedia 6,818 5.79 0:30:41

eBay 6,816 10.35 1:57:35

Yahoo7! 6,305 11.38 1:35:54

Apple 5,724 6.5 0:46:01

ABC online network 4,418 9.25 0:55:17

February 2015


How does Facebook work?

•  Mark Zuckerberg views Facebook as your personal newsfeed – it con@nually tracks your behaviour to modify what informa@on appears in your newsfeed.

•  Google has its algorithm Facebook has EdgeRank, which decides whether someone see your post

•  For ini@al pos@ng –  Need to like the page –  Be online during its “life@me” (dura@on varies) –  Interact with the page

•  Only about 1 in 6 will see the post (16%) –  But can vary between 2% and 45%


Social Media

•  Need to set up a Facebook Business Pages (“Fan” page)

•  Social media – connect with your “fans” – Why? (Business objec@ves)

•  Develop brand loyalty •  Drive traffic to website – promote blog ar@cles •  Offers •  Compe@@ons

–  How? (What do I need to do?) •  Regular posts (2-‐3 @mes a week) •  Not all business informa@on •  Need to be interes@ng and relevant •  Always related to building your brand equity


•  Need a Facebook Business Page –  Even if you intend not to be “socially ac@ve”

•  Adver@sing campaign objec@ve –  Range of ad types -‐ Likes, click to website, etc

•  Budget

•  Target

•  Placement (Right column, Newsfeed, Mobile)

•  Format (Photo or video + text + call to ac@on)

adver\sing


ads

•  Display v Newsfeed? –  Text ad –  Image ads –  Video ads

•  Newsfeed CTR (ave. 2%) is approx 50 @mes higher than Display CTR

•  Costs? (for Newsfeed ads) –  Ave CPC: $0.20

AdRoll and Wolfgang digital in 2013 -‐14 gave similar assessments


The badle ground

Targe@ng Video


Improved targe\ng with

•  Geo targe@ng –  Tailor ads to geo target

•  Demographic targe@ng –  Age and gender (by inference on browsing ac@vity) –  Only for display network

•  Remarke@ng –  Targets previous visitors to website

•  Standard remarke@ng •  Dynamic remarke@ng •  Mobile remarke@ng •  Remarke@ng lists for search ads

–  Video remarke@ng

5 or 6


Conversion rates with Remarke\ng

From Wordstream, Larry Kim, Feb 11 2014


Facebook targe\ng

•  Targe@ng –  Geo targe@ng –  Demographics –  Interests –  Behaviours –  Connec@ons

•  Custom audiences –  Retarge@ng –  Mobile numbers –  Emails

•  Lookalike audiences

8!


Video Games

V


•  Mul@ple uses – Great for Google ranking – Embed in Websites – Youtube channel should be your video library •  Video storage, especially for more in depth content and content with longevity

– Youtube is searchable •  No.2 search engine!


Video ads

•  Main business use – adver@sing – Videos have auto play •  YouTube video links only have s@ll images

– Must catch viewer in first couple of seconds •  Brand logo is NOT the way to go

– More entertainment and shorter life@me material – Excellent targe@ng

•  Costs: $0.03 -‐ $0.1 per view


What does this all mean?

•  Organic Google Ranking –  Website content

•  Blog •  Newsleders •  Videos

–  Local search –  Mobile Op@miza@on

•  Google adver@sing –  Adwords – beder ads, beder ads, more specific keywords –

higher quality score –  Display network –  Remarke@ng


What does this all mean?

•  Facebook adver@sing –  Targe@ng (remarke@ng and more)

•  Video –  Generate material for your website –  Youtube Channel –  Adver@se on Facebook

•  Performance analysis –  Google Analy@cs –  Facebook Insights and Adverts repor@ng


Bug Doctor Media - Services �•  Full range of marke@ng services, including

–  Website design and SEO –  Adver@sing –  Content marke@ng, including

•  Brochures •  Web content •  Video

–  Social Media Strategy –  Business support –  Graphic Design

•  “Off-‐the-‐shelf material available –  Blog ar@cles –  Newsleders –  Video content –  Termite DVD

•  Contact -‐ Phil Ridley –  [email protected] –  0400 873389