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)

  • Ad Structure:

    • 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

    • Re engage

    • Expand

  • 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 to see how your site performs.

  • Use 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