Google's Digital Bootcamp
Digital Bootcamp - 28th Feb
The Future of Customer Experience - Key Takeaways
The ‘age of assistance’
Consumers now want to have fast answers and support wherever they are, whatever they are seeking answers to.
More and more people are using voice search Siri, Alexa, Google Homes
Our devices are now all interconnected (we need to consider this in our user journey and purchase funnels)
Brand experiences need to offer HELP (value) in someway!
Only ⅓ brand experiences are seen as helpful
Be fast, be relevant, be seamless
66% of Aussies expect brands to remember and use their purchase history to help show relevant products to them in the future.
92% of Australians WANT to be able to call you. Always have a number on your site and in your ad.
Technology has changed consumer expectations, we need to ensure our ads and product/service keeps up with these expectations.
Their experience needs to be seamless across all devices.
Google Ad ideas
Use dynamic ads to target existing customers - upload the customer file list to Google. If a customer starts searching for competitors or indicates in some way that they are planning on leaving your brand, show an ad that prompts them to have a conversation with you.
Google Ads - Creating a Successful Search Campaign
Your ‘Ad groups’ should always be themes around a ‘USP’ of your business. Keep these ad groups and keywords tightly themed.
Choose up to 20 keywords per ad group
Use negative keywords - save yourself money!!! E,g when someone searches “Return product of x band” you don’t want to pay for an ad for that, because chances are they are looking for you anyway.
Have 3 or more ads per group
Keyword match types, there are 2 more match types that have recently been added to AdWords:
‘Broad match modifer’ “+keyword” this means that ads are only shown if he searches included the word that are preceded by a plus sign.
‘Hidden keyword’ “-keyword” - this means that you can target matches without certain terms
Types of keywords:
Branded keywords - lowest price as they have the highest quality score.
Generic keywords - this is considered pull marketing, they have a lower conversion rate.
Competitors keywords = high CPC (low quality score)
Don’t ask questions in your ads, e’g “Looking for someone to manage your Aribnb?” instead tell them what their results are going to be: “Increase your monthly yield with a property manager today.”
Campaigns with 3 or more ads per ag group, increase clicks by up to 15%
Experiment with different calls to action
Always use ad extensions - DON’T BE LAZY WITH THESE!
Use snippets for every offer
Check your optimisation score:
This is your account score to show how well your campaigns are optimised.
Use your dashboard to get more ideas on how to improve your ads.
Correct measurement is the foundation of all optimisation
Not all conversions are created equal. Get familiar with the different attribution models
Last click attribution: gives 100% of the conversion to the last click activity
Time decay: gives 40% attribution to the last click
Linear: even distribution to every step that lead to a conversion
Position based: 40% to the first click, 40% to the last click and the rest evenly distributed ***this is the recommended attribution model.
Developing an Audience Strategy
Who are they, where are they, what do they want?
Understand where your customers are when they AREN’T buying from you.
You should approach your audiences with a 3 step strategy:
Identify exact audience
Dynamic search ads for different audiences:
Need to create different landing pages purely to target different audiences. Eg, business to business audiences, etc.
Existing customers, churned customers, VIP customers
Cart abandoners - remarketing lists
How to create them:
> Audiences > Website Visitors > Unique URL Rule (e,g = url does not contain ‘thank you’)
Mobile Experience & Performance
53% of mobile users abandon sites that take more than 3 seconds to load.
Use www.g.co/testmysite to see how your site performs.
Use polykart.store to benchmark your site against what a good mobile site would be
Create a frictionless experience across the funnel - user filter buttons
69% of people abandon a site or app because there’s too many steps to purchase
Use amazon & Nike as more benchmark examples for good mob UX
Ensure product information is readable by using bullets, headlines and mobile specific formatting