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