This presentation was given at the WAN-IFRA Digital Media Asia 2011 conference held in Hong Kong on 23 Nov 2011. It covers how content publishers can take a data-driven approach towards owning great content. We introduce tools such as Google Analytics, Google Website Optimizer, Google Insights for Search, and Doubleclick Ad Planner, and show how they can be used to identify the right approaches for capturing loyal readers and visitors.
WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23
1. Owning Great
Content: A Data-
Driven Approach
Vinoaj Vijeyakumaar
Senior Conversion Specialist, Google Southeast Asia
gplus.to/vinoaj
twitter.com/vinoaj
conversionroom-japac.blogspot.com
2. Google s Mission: It s all about Information
To organize the world s information
and make it universally accessible
and useful.
Google Confidential and Proprietary 2
3. Today
Google Analytics
Create Great Google Insights for Search
Content
DoubleClick Ad Planner
Attract Visitors Google Analytics
Improve User Google Analytics
Experience Google Website Optimizer
Google Confidential and Proprietary 3
4. Create Great Content
Google Confidential and Proprietary
Google Confidential and Proprietary 4
5. What is interesting to the world right now?
http://www.google.com/insights/search/
Google Confidential and Proprietary 5
28. Google Analytics
To organize your website visits information and
make it universally accessible and useful within
your entire organisation
Google Confidential and Proprietary 28
44. Recap
Google Analytics
DoubleClick Ad Planner Google Insights for Search
Know what your Know what your
community is audience is
interested in searching for
Create Great
Content
Know your
audience
Google Analytics
Google Confidential and Proprietary 44
45. Attract Visitors
Google Confidential and Proprietary
Google Confidential and Proprietary 45
46. It’s not just about
attracting visitors, it’s also
about attracting the right
type of visitors
Google Confidential and Proprietary 46
48. Goals Bring Context to Numbers
Google Store’s Top 10 markets by volume of visitors
INSIGHT
We’re doing
awesome in Brazil!
Right?
Google Confidential and Proprietary 48
49. Goals Bring Context to Numbers
INSIGHT
Wow, Brazil doesn’t
even factor into our Top
10 markets by
conversion rate. Not
good!
Google Confidential and Proprietary 49
50. Measuring Goals along the Interaction Funnel
Spent > 3 mins on Watched our Created Bought
my site product video membership subscription
account
Visited > 2 pages Visited Product
on my site Features page Subscribed to
newsletter
Visited About
Us page Clicked on Join
Facebook button
GOALS
STAGE
Awareness Consideration Preference Action
$
Google Confidential and Proprietary 50
51. 4 Goal Types in Google Analytics
Goal Type Goal Triggered By …
… visitor lands on your
URL Destination subscribe page
… visitor spends more than 5
Time on Site minutes on your site
… visitor browses through 3
Pages/Visit or more pages on your site
… visitor interacts with your
Event social sharing widgets
Google Confidential and Proprietary 51
71. Media
Button
Google Confidential and Proprietary 71
72. 24 combinations tested….
Media: Button:
1. Get Involved Image 1. Sign Up
2. Family Image 2. Learn More
3. Change Image 3. Join Us Now
4. Barack’s Video 4. Sign Up Now
5. Springfield Video
6. Sam’s Video
Google Confidential and Proprietary 72
76. Where are people leaving my site?
Google Confidential and Proprietary 76
77. Monetize exit pages
“.. these ads provide a means of
monetizing traffic that
would already be leaving.
My users are still happy and
getting relevant content.”
“… AdSense allowed [me] to see
a huge jump in revenue
Kevin Savetz, Owner, Savetz
after targeting exit pages.”
Publishing and FreePrintable
Google Confidential and Proprietary 77
78. How do visitors interact with my site?
Google Confidential and Proprietary 78
85. Recap
Google Website Optimizer
Google Analytics Google Analytics
Fix problematic Improve high
flows through bounce pages
your site with testing
Attract
Visitors
Fix or monetize
exit pages
Google Analytics
Google AdSense
Google Confidential and Proprietary 85
86. Let’s recap …
Google Confidential and Proprietary
Google Confidential and Proprietary 86
87. You can use data to own great content
Google Analytics
Create Great Google Insights for Search
Content
DoubleClick Ad Planner
Attract Visitors Google Analytics
Improve User Google Analytics
Experience Google Website Optimizer
Google Confidential and Proprietary 87
88. How can WE help Publishers?
http://goo.gl/5BjQS
Google Confidential and Proprietary
89. Subscribe for the Latest News
Subscribe to receive latest
articles in your inbox
conversionroom-japac.blogspot.com
Google Confidential and Proprietary 89