Did you know that a user spends an average of just eight seconds on a website before deciding whether to stick around (Marketing Sherpa)? If you’re an e-commerce site, this means you have to be faster than Usain Bolt - the world record-holder for the 100m dash. Next week, find out how Google can help you capitalize on those eight seconds and improve your online shopping experience. Visit the Google Commerce Search team at Shop.org’s Annual Summit , held in Dallas, Texas from September 27 - 29. If your organization plans to attend the show, be sure to visit Google in Booth #120 and attend the Big Ideas session Wednesday at 12:45 PM featuring Nitin Mangtani of Google Enterprise, who will be speaking about search insights for today’s e-commerce technology. The Google Commerce Search team will be joined by Product Search, AdWords, and the Google Affiliate Network. We can’t wait to show you the many different ways we can help your business. Posted by Guillaume De Zwirek, Google Commerce Search team
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Speed check: Visit us at Shop.org to test your e-commerce site
Please join us on Thursday, July 22, 2010 for the next ThinkCPG with Google webinar - Case Studies & Learnings for Consumer Packaged Goods. During this webinar we will learn from three separate case studies as measured through third-party research: Search Match Market Consortium Study - Food: What is the offline impact of search advertising when brands take advantage of their search opportunities? What is the impact when they are dark? What is the impact to private label sales? Presented by: Debra Eskra, Director of Testing & Media Solutions, SymphonyIRI Group Quaker Instant Oatmeal Display Case Study: What kind of impact did the Awaken Your Senses campaign, which was promoted on YouTube and the Google Display Network, have on Quaker Oatmeal and Private Label sales? Presented by: Sarah Bild, Marketing Manager, PepsiCo-Quaker Oats CPG Gfk Benchmark Study from Germany: How do we evaluate Search and YouTube across all media? How does Search and YouTube ROI stack up against traditional media? Presented by: Jens Monsees, Head of Industry for CPG Germany, Google, Inc. Date: Thursday, July 22, 2010 at 10amPST / 12pmCST / 1pmEST Click here to register Posted by Jenny Liu, CPG Marketing
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Upcoming webinar - have you been Think(ing) about CPG?
(cross-posted from the DoubleClick Advertiser Blog ) We published the DoubleClick Benchmarks Report in 2009 to give advertisers and agencies a resource to measure their display campaigns’ performance against industry norms. As a result of feedback and interest from our clients and others in the industry, we’re pleased to offer this year’s edition with a couple of updates: Data on impressions served through DoubleClick for Advertisers (DFA) by creative type. Simple flash is the dominant ad format accounting for close to 70% in the U.S. and 85% in the EMEA region. Static image ads was the next most common format representing 20% of the volume through DFA in the U.S. and 10% in the EMEA region. The availability of a benchmarks report with detailed EMEA region metrics. Last year we included worldwide overall click-through rates and rich media metrics in the report. Now we are pleased to introduce a separate EMEA Benchmarks Report which covers in-depth display benchmarks across a subset of countries in the EMEA region. Comparison between overall 2008 and 2009 benchmarks. You will also find in this latest report, a month-by-month comparison of benchmark data for click-through rates, interaction rates, expansion rates and interaction time for the years 2008 and 2009. When reviewing the data we noticed some interesting trends: In 2009, the overall click-through rate for the U.S. did not change from 2008 (0.10%) and what’s more is in a month by month comparison of click-through rates (CTRs) from 2008 to 2009 we saw that CTRs were very consistent throughout the year with a minor spike in January -- possibly a result of the post-holiday sale season. When it comes to CTR, interaction rate, average interaction time and average display time, we did not observe a great difference between U.S. (see page 2) and EMEA (see page 2) benchmarks. Consistent with last year’s report, we continued to find a correlation between ad size and clicks and interaction rates -- that is, the larger the ad size, the higher the rate. This finding holds true for both U.S. and the EMEA region. As with last year’s report, the data for these benchmarks are derived from a robust data set across DoubleClick for Advertisers , based on rigorous methodology with input from the Advertising Research Foundation . The report covers benchmarks for the entirety of 2009 by ad format, ad size and industry vertical. The benchmarks are normalized across hundreds of advertisers, thousands of campaigns, and tens of billions of ad impressions. For greater detail on the benchmark data, download the U.S. report here and the EMEA region report here . Posted by Pamela Eng, Product Marketing Manager
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DoubleClick Benchmarks Report 2009 Year-in-Review
The rapid pace of change in the advertising space can be dizzying. From new ad formats to new ad systems, from startups to mergers, the marketing industry is running at a million miles an hour, and it’s often daunting to keep up with it all. We know that staying informed takes a lot of effort, and it’s critical to make good decisions about how you spend your time and resources. That’s why we put together Google Ad News . Powered by Google News, Ad News is a simple but powerful way for anyone in the advertising industry to track current news coverage on relevant subjects such as display, search, mobile and even traditional media - all in one place. Subscribe to news feeds in the categories you care about most, or search to find coverage on topics related to your business, such as your niche industry or brand. We invite you to check it out and share it with your colleagues. Hopefully, you’ll find lots of relevant news that’ll help you spend less time scouring the web and more time building your business. Posted by Oliver Deighton, Business Marketing
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Keep current on all things advertising
Ring, ring! It’s the new cell phone shopper calling! With over 450 mobile devices in North America and an average of 10 new phone launches each week, how do shoppers decide which phone is right for them? How do marketers influence these purchase decisions? click to view image We’re excited to announce that Google and Compete recently completed their latest research study, Wireless Shopper 2.0 , which covers the shifting cell phone marketplace, the rise of the smartphone and the role search plays in the purchase process. Key consumer findings revealed that today’s wireless shoppers are: Open to Switching: At the beginning of the purchase process, 42% did not have a a specific carrier preference, while 78% did not have an OEM preference Reeled in by Features: 45% bought a new smartphone because they wanted more features, while 22% bought because they saw a new phone they “had to have” Reliant on Search: 62% of consumers who searched for a newly launched mobile device purchased one, and the average consumer conducts 13 searches throughout the purchase process In an increasingly competitive marketplace, these behavioral insights indicate the importance of having a comprehensive digital marketing strategy to bridge the gap between queries and sales. To do so, digital marketers should focus on: Targeting the Entire Funnel: The purchase funnel is not as linear as it once was; query trends indicate that search is paying a central role throughout and that generic (non-branded) keyword are prevalent and convert, even at the end of the purchase process Device-Centric Campaigns: Shoppers are searching online for everything to do with their wireless device: features, reviews, price, applications, etc. Optimize device-specific landing pages and integrate device-focused keywords and ad texts into campaigns Leverage Search for Product Launches: Search is an effective tool for introducing new products to customer prospects, especially during the announcement and pre-launch face - don’t miss the opportunity to acquire new potential lifetime customers For more insights into today’s Wireless Shopper 2.0, download the full study here . Posted by The Google Tech Marketing Team
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Wireless Shopper 2.0