making the web work
TRANSCRIPT
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?
1.2 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?