performix.wien 2016 – wachstumstreiber google – dominik wöber (google germany)

Confidential + Proprietary

Wachstumstreiber Mobile

Dominik WöberHead of Performance Sales, Central Europe

Confidential + Proprietary

2015Mehr Mobile Suchanfragen als auf Desktop

Confidential + Proprietary

Mehr als 50% des Traffics von Smartphones und Tablets

Confidential + Proprietary

IMPROVE PERFORMANCEMEASURE IMPACT

Confidential + Proprietary

01 UX

IMPROVE PERFORMANCE

Confidential + Proprietary

MEINE SEITE SIEHT AUF DEM DESKTOP GUT AUS

Home Lorem Donec Quisque

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

DonecDonec tincidunt viverra nisl, quis convallis orci ullamcorper id. Vivamus in scelerisque dolor. Quisque ornare porta cursus. Nullam a dui consectetur, finibus massa imperdiet, egestas diam. Link

Cras in augue mi. Praesent vel elementum lorem. Nulla venenatis id urna mattis facilisis. Hier clicken

LoremLorem ipsum dolor sit amet, consectetur adipiscing elit. Donec tincidunt viverra nisl, quis convallis orci ullamcorper id. Vivamus in scelerisque dolor.

Quisque ornare porta cursus. Nullam a dui consectetur, finibus massa imperdiet, egestas diam. Cras in augue mi. Praesent vel elementum lorem. Noch ein Link

Nulla venenatis id urna mattis facilisis.Hier verlinked Photo left by @sally CC BY-NC 2.0

Photo right by @dailyinvention CC BY-NC 2.0

IMPROVE PERFORMANCE

Confidential + Proprietary

Funk

tion

Web

Apps

mobiles Web

IMPROVE PERFORMANCE

IMPROVE PERFORMANCE

Confidential + Proprietary

Funk

tion

Apps

mobiles WebIMPROVE PERFORMANCE

Confidential + Proprietary

Sicher?

IMPROVE PERFORMANCE

Confidential + Proprietary

Ich möchte ..

jetzt interessante Inhalte sehen

wartenbis der Download fertig ist

IMPROVE PERFORMANCE

Confidential + Proprietary

Funk

tion

Reichweite

App

Web

*

IMPROVE PERFORMANCE

Confidential + Proprietary

Progressive Web Apps

IMPROVE PERFORMANCE

Confidential + Proprietary

Speed Engagement Conversion

IMPROVE PERFORMANCE

Confidential + Proprietary

IMPROVE PERFORMANCE

Faster is better.

Source: SOASTA, 2015

2.4 2.7 3.0 3.3 3.6 3.9 4.2 4.5 4.8 5.1 5.4 5.7 6.0 6.3 6.6 6.9 7.2 7.5 7.8 8.1 8.4 8.7 9.0 9.3 9.6 9.9

180,000

140,000

100,000

60,000

0

20,000

58

45

32

19

0

6

Sess

ions

Load time (in seconds)

Boun

ce ra

te (%

)

Sessions Bounce rate

13%bounce

rate

20%bounce

rate

58%bounce

rate

Speed

Confidential + Proprietary

Log in to the prototype:https://m.airberlin.com/en/pwa

Name: Schwager

PNR: IO2016

IMPROVE PERFORMANCE

Confidential + Proprietary

IMPROVE PERFORMANCE

Confidential + Proprietary

IMPROVE PERFORMANCE

Confidential + Proprietary

IMPROVE PERFORMANCE

Confidential + ProprietaryReichweite

App

Web

PWAFu

nktio

n

IMPROVE PERFORMANCE

Confidential + ProprietaryReichweite

AppFu

nktio

n

IMPROVE PERFORMANCE

Web

Speed Engagement Conversion Retention

Accelerated Mobile Pages

Progressive Web Apps

Web Payments

Credential Manager + Push Notifications

What technology can help me?

Confidential & Proprietary

1) TestMySite

TestMySite.withgoogle.com

1

Simple UI

How are you stacking up: PageSpeed Insights scores for a given URL

What should you do: detailed report on what to improve

2

3

Confidential & Proprietary

2) EMEA mSite Benchmarks for top 20 sites for 3 key industries

EMEA mSite Benchmarks aim to help customers to improve their UX and learn from Industry Leaders.

goo.gl/AbgzWQ

Confidential & Proprietary

2) EMEA mSite Benchmarks for top 20 sites for 3 key industries

EMEA mSite Benchmarks aim to help customers to improve their UX and learn from Industry Leaders.

goo.gl/AbgzWQ

Confidential + Proprietary

02 ADS

IMPROVE PERFORMANCE

Confidential + Proprietary

IMPROVE PERFORMANCE

50%+ad text

Up to 20%+Increase in

CTR

Gas www.RedBull.com/Red Bull stimuluff done!

Gas station

Gas

ww

w

+

IMPROVE PERFORMANCE

Gas www.RedBull.com/Red Bull stimuluff done!

Gas station

Gas

ww

w

IMPROVE PERFORMANCE

Confidential + Proprietary

03 Attribution

MEASURE IMPACT

Confidential + Proprietary

MEASURE IMPACT

Confidential + Proprietary

Same-Device Conversions

Cross-Device Conversions

Call / In-Store Conversions

Multi Touch Conversions

Same-Device Conversions

Cross-Device Conversions

Call / In-Store Conversions

Multi Touch Conversions

MEASURE IMPACT

Confidential + Proprietary

Scale: Cross-Device Measurement across Google platforms

Why How Action Roadmap & Next StepsWhat

1B+

Confidential + Proprietary

30% mehr Conversions werden Mobile zugeschrieben

MEASURE IMPACT

Quelle: google.de/think

Confidential + Proprietary

Same-Device Conversions

Cross-Device Conversions

Call / In-Store Conversions

Multi Touch Conversions

Same-Device Conversions

Cross-Device Conversions

Call / In-Store Conversions

Multi Touch Conversions

MEASURE IMPACT

Confidential + Proprietary

MEASURE IMPACT

Confidential + Proprietary

Look-Back : 90d Max.

X

CR: 1.3%

CR: 1.0%

CR: +30%

MEASURE IMPACT

Confidential + Proprietary

Same-Device Conversions

Cross-Device Conversions

Call / In-Store Conversions

Multi Touch Conversions

Same-Device Conversions

Cross-Device Conversions

Call / In-Store Conversions

Multi Touch Conversions

MEASURE IMPACT

Confidential + Proprietary

95%

MEASURE IMPACT

Confidential + Proprietary

GOOGLE STORE VISITS

AdWords Search AdClick

Store Visit reported in AdWordsUser visits a Store

“15% of user visited my store after

clicking on an ad”

MEASURE IMPACT

Confidential + Proprietary

Wi-Fi signal strength in stores

(wi-fi mapping)

GPS location signals

Visit behavior

Industry Standard Signals

Mapping the physical borders of advertiser

stores

Search query data

Opted-in user panel data(survey)

Google Earth and Maps street view data

Google Maps navigation data

Android & iOS Location History data

Google’s Unique Signals

MEASURE IMPACT

Confidential + Proprietary

12% der Smartphone Nutzer besuchen einen Laden innerhalb von 30 Tagen nach dem Anzeigenklick.

Ladenbesuche von Mobile sind

21% höher als Desktop bei 50% günstigeren Kosten/Store Visit.

MEASURE IMPACT

Confidential + Proprietary

Same-Device Conversions

Cross-Device Conversions

Call / In-Store Conversions

Multi Touch Conversions

Same-Device Conversions

Cross-Device Conversions

Call / In-Store Conversions

Multi Touch Conversions

MEASURE IMPACT

Confidential + Proprietary

01 UX02 Ads03 Attribution

Confidential + Proprietary

Danke