Quảng cáo mùa Lễ hội (Tết và Valentine) Webinar tet insights 2016

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  • Proprietary + Confidential

    Proprietary + Confidential

    Ta m Trc Tuyn Google AdWords 19/01/2016

    Chin Dch Qung Co Ma L Hi

  • Proprietary + Confidential

    Xu hng tm kim dp l hi v chin lc cho thng ip tip th hiu qu

    Ni dung

    1

    Ti u ho hiu qu chin dch AdWords ca bn trong dp ny2

  • Tt 2016 l mt c hi rt ln cho cc mt hng tiu dng!

    Valent

    ines 14/0

    2!

    ng

    y 08/03!

  • Proprietary + Confidential

    Ngi tiu dng ngy cng t tin mua sm hn!

    2016 2017

    T tin Khng t tinLng l

    Ngun: TNS Consumer Confidence 2015 HCMC + HN

  • Proprietary + Confidential

    2014

    2013

    2012

    Ngun: Google internal data, Google Searches 2012-2014

    Mua sm TtTt

    Mua sm cui nm

    Lt tm kim tng dn dip tt nin Lng tm kim

    tng vt vo T-1

    Xu hng ny cng biu hin qua Google Tm Kim

  • Proprietary + Confidential

    V h tm kim thng tin v...|

    Ngun: Google & YouTube Search internal data

    Qu tng cho Ngi Thn, Bn B

    Cc mo lm p v hng dn thi trang

    a ch hng qun, v cch lm cc mn n c truyn

    ung dp L tt

  • Proprietary + Confidential

    Ngun: Google internal data, Google searches on Tet food

    Cc mn n truyn thng ngy L Tt

    MtCc loi ht

    Bnh chng / bnh ttMm ng qu

    Ch gi / Nem rnLu, Gi

    Tht nu ngC kho

    Nhu cu m thc tng mnh 1-2 tun trc Tt

    Mo: em hng v Tt vo trong thng ip qung co ca bn to thin cm

    20142013

    2012

  • Proprietary + Confidential

    Ngun: Google internal data, YouTube searches on Food

    Ch m thc c c bit n xem trn

    20142013

    2012 Mo: Bn bao gm nhng ch ny vo i tng nhm mc tiu ca mnh cha?

  • Proprietary + Confidential

    Ngun: Google internal data, Google Searches on Gifts

    Ma mua sm qu tng tng u t nhng dp l cui nm trc, n u nm mi. nh im l thng 1!

    Ni dung xoay quanh Tt, L tnh nhn, Quc T Ph N.

    Vd. Hoa, in hoa, Socola, Gi qu, v.v. cho dp L Tnh Nhn

    Ni dung v qu tng thng lnh kt qu tm kim cui nm

    Mo: Kt hp thng ip qu tng vi nhng ni dung c bit cho mi dp l

    2014

    2013

    2012

  • Proprietary + Confidential

    Ngun: Google internal data

    Lt tm kim v sn phm chm sc sc khe tng cao t cui nm n nay

    Vitaminng trng h tho

    Nm linh chiNhn sm

    Thc phm chc nngSa ong chaOmega 3 6 9Gingko globaGio c lam

    Mo: Thng ip v chm sc gi gn sc khe cng vi li chc sc khe tn nin

    Mi ngi c bit quan tm n vn sc khe

    20142013

    2012

  • Proprietary + Confidential

    Ngun: Google internal data, Google Searches on Beauty

    Thi trango khoco m

    Thi trang nThi trang thu ng

    ng hS mi

    Dng daTrng daCollagen

    Nhn hiu sp dng daDng da kh

    Dng tcKiu tc thi trang

    Tht bnhUn tcNi tc

    Nhum tcRng tc

    M phmHng dn trang im

    Nhn hiu m phmPhn nn

    K mt, mascara

    Ngi ngi u mun lm mi bn thn n xun

    Nhu cu lm p i lin vi dp nm mi

    Mo: S dng kho lo thng ip Nm mi, din mo mi, Lm p n xun, v.v.

    2014

    2013

    2012

  • Proprietary + Confidential

    Ngun: Google internal data, YouTube searches on Beauty

    im n yu thch cho chuyn mc lm p l

    Mo: Bn bao gm nhng ch ny vo i tng nhm mc tiu ca mnh cha?

    20142013

    2012

  • Proprietary + Confidential

    Nhng t kha/ni dung hot nht c tm kim trong dp ny:

    Hi Phim hi

    Hi Hoi LinhYouTube hi

    Hi Trng GiangHi Vn Sn

    Hi kchHi hi ngoiHi Vit Nam

    Video hi hc

    Ting ci trong dp L Tt rt quan trng!

    Ngun: Google internal data

    20142013

    2012

    Mo: Thng ip vui nhn, hoc c s gp mt ca din vin hi d c n nhn

  • Proprietary + Confidential

    V nhiu hn na: khm ph xu hng vi cng c Google Trends!

    https://www.google.com/trends/explore#q=qu%C3%A0%2C%20socola%2C%20r%C6%B0%E1%BB%A3u&geo=VN&date=6%2F2014%2020m&cmpt=q&tz=Etc%2FGMT-8

  • Proprietary + Confidential

    Proprietary + Confidential

    Th trng si ng t rt sm (t T10-11 n T3 nm sau)

    Khm ph xu hng a ra tm nhn di hn cho c ma mua sm* Google Trends

    KeyWord Planner trong AW

    Cc ch / s thch tng cao trong ma ny Mn n, m thc, nu nng

    Qu tng (tiu biu cho tng dp)

    Sc khe, lm p

    Ni dung hi hc

    Du lch/x tu xe

    Bonus:

    Vi iu hc c...

    Google Pagespeed insights!

    Pingdom website speed test!

    https://developers.google.com/speed/pagespeed/insights/https://developers.google.com/speed/pagespeed/insights/https://developers.google.com/speed/pagespeed/insights/http://tools.pingdom.com/fpt/http://tools.pingdom.com/fpt/http://tools.pingdom.com/fpt/http://tools.pingdom.com/fpt/

  • Valent

    ines 14/0

    2!

    ng

    y 08/03!

    Smartphone m ra nhng chn tri mi cho chin dch tip th online ca bn

  • Proprietary + Confidential

    43% ngi dng Internet Vit Nam s dng smartphone tm hiu v cc sn phm / dch v

    18% ngi dng Internet Vit Nam s dng smartphone mua hng

    Bn c bit?

  • Proprietary + Confidential

    Th trng smartphone Vit Nam si ng trong 2015

    7 triu smartphones c tiu th trong na cui 201535%-45% ca t bn ra ny tiu th vo 11-12/20155 triu ngi ln u dng smartphone Vit Nam trong nm 2015

    Thng 4 Thng 8 Thng 9 Thng 10-11

    Gia nm 2015

  • Proprietary + Confidential

    TH 2 TH 3 TH 4 TH 5 TH 6 TH 7 CH NHT

    Ngun: Google internal data

    Thng thng, cui tun c lng tm kim di ng cao v ta t ngi nh hay vn phng

    L Tt ngh di ngy cng c cng xu hng ko di 1-2 tun

    TH 2 TH 3 TH 4 TH 5 TH 6 TH 7 CH NHT

    c cch u tin di ng trong sut khong thi gian ngh l

  • Proprietary + Confidential

    smartphone

    desktop

    tablet

    JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC-2015

    Ngun: Google internal data

    +69.78% mi nm

    Lu lng tm kim t smartphone qua mt my tnh bn, v ngy mt tng mnh

    Mo: u tin chin lc tm kim trn di ng vi ni dung qung co c dng, mang tnh gn gi.

  • Proprietary + Confidential

    Ngun: Google internal data, Pageview of mobile GDN and App inventory

    Mc tiu th thng tin v app trn smartphone tng mnh nht l vo dp L Tt ny

    JANFEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

    20142013

    +431% mi nm

    Mo: Kim tra trang web c hin th tt trn di ng khng bng cng c test ca Google Mo: Bn c chin dch Hin th (trn di ng) tng nhn thc thng hiu cha?

    https://www.google.com/webmasters/tools/mobile-friendly/

  • Proprietary + Confidential

    Proprietary + Confidential

    Chin lc di ng nn bt u t u?

    Website di ng p, tng thch v d s dng

    Lp chin lc ring cho tip th trn di ng vi ni

    dung c dng, thc y hnh ng nht thi

    (gn bn, Ph Nhun, khu vc Cu Giy, v.v.)

    Nu khng lm c ci cch trn, ta c th bt u

    mt cch n gin bng cch

    Tng % gi thu cho di ng cho nhng chin

    dch hin ti

    S dng Tin ch m rng cuc gi

  • Valent

    ines 14/0

    2!

    ng

    y 08/03!

    C hi L Tt c xc nh r rng!Vy ta p dng vo AdWords nh th no?

    $$$!

  • Proprietary + Confidential

    Qung co ca bn phi ng hnh vi khch hng

    trong sut qu trnh ny!

    Mua Hng Thnh Cng

    Tm Kim Thng Tin

    Tham Kho Th Trng

    t ngi mua hng ngay, ch sau mt lt xem

    hng

  • Proprietary + Confidential Tm Kim Thng Tin

    C mt ng lc tip cn ngi tiu dng mi khi h c nhu cu bt u tm kim v mua sm, h bit n bn...

  • Proprietary + Confidential

    Lm sao qung co tip cn c nhng khch hng mi?

    Mc tiu Tip th li In-market S thch Ch T kha

    Thc y mua hng

    Ti a ha lt xem

    Tm Kim Thng Tin

  • Proprietary + Confidential

    S hu cc t kha theo ma nh Tt, Bnh Thn, Tnh nhn, v.v.

    ng qun kt hp cc t kha thuc ch hot nh ta khm ph ra vo mu q.c. nh!

    m thc Sc khe Lm p Hi hc

    Tm Kim Thng Tin

    Mn Ngon ngy tt

    m bo rng t kho ca bn c lin quan ti ma l hi

    S dng cc tin ch m rng ti u CTR v hin th.

    Nn to cc sitelink, callout ni dung c bit cho dp l (ty doanh nghip)

    Tng % mc u thu cho thit b di ng cho dp ngh l di ngy

    Trung bnh+15-50%*

    (*) bit mc tng gi thu ph hp cho bn, hy tham kho trang ny (ting Anh). Hoc bn c th lin h i ng h tr c hng dn thm!

    https://support.google.com/adwords/answer/6167121?hl=en

  • Proprietary + Confidential

    To cho khch hng cm gic cp thit ca hnh ng mua hng

    Vo ngy 3 thng 2 (2 ngy trc khi DN ngh Tt*)

    Vo ngy 31 thng 1 (5 ngy trc khi DN ngh Tt*)

    (*) Gi d trng hp doanh nghip ngh Tt sau ngy th 6, ngy 5 thng 2

    MNG MT TT

    Tm Kim Thng Tin

    Qung Co m ngc

  • Proprietary + Confidential

    Qung Co m ngcTo cho khch hng cm gic cp thit ca hnh ng mua hng

    MNG MT TT

    Tm Kim Thng Tin

  • Proprietary + Confidential Tm Kim Thng Tin Tham Kho Th Trng

    Kin tr tip cn ngi dng khi h cn ang trong qu trnh tham kho, lng l, vi ni dung lin quan, gn gi hn...

  • Proprietary + Confidential

    Mc tiu Tip th li In-market S thch Ch T kha

    Thc y mua hng

    Ti a ha lt xem

    Lm sao qung co tip cn c nhng khch vn cn lng l, ang tham kho nhiu trang, hay nhng khch hng c?

    Tm Kim Thng Tin Tham Kho Th Trng

  • Proprietary + Confidential Tm Kim Thng Tin Tham Kho Th Trng

    Tn dng cc loi danh sch Tip Th Li

    Nhm mc tiu vo cc i tng In-market (trong th trng) + cc tp khch hng ph hp

    Mo: Tinh chnh nhiu danh sch vi iu kin/ thi hn

    thnh vin khc nhau. Mi danh sch s c gi tr khc nhau. (cng ngn, u thu cng cao)

    S dng TTL cho chin dch Tm Kim! S dng cch nhm tp email khch hng sn c Lu : Khng kt hp Tip Th li vi cc loi hnh

    nhm mc tiu khc v s hn ch hin th

    Mo: i vi In-m