NEW, FREE COMMUNICATION PLATFORM POSTS ON GOOGLE MAY 23, 2018
With You Chris Adams Head of Research and Insights Miles Partnership Chris.Adams@MilesPartnership.com Aditya Mahesh Posts on Google Product Manager Google
Guest Presenter Patrick Rodgers Content Director Miles Partnership Patrick.Rodgers@MilesPartnership.com
Thanks to:
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1. Introduction to Posts on Google 2. Best Practices and Tips For Posts on Google Agenda 3. Resources 4. Q&A
INTRODUCTION TO POSTS ON GOOGLE Aditya Mahesh, Posts on Google Product Manager
Cities on Google Aditya Mahesh
Many people are searching for cities on Google
Posts on Google allows you to showcase relevant content to these people
Image, Text, Link Video Gallery
Story Events Polls
75+ Cities
New York City, NY
Flu Shots Weekend Guide Snow Safety
Lafayette, LA
Local Businesses Local Events Local Sports
Charlotte, NC
Disaster Preparedness Public Transit Economic Growth
Austin, TX
New Years Celebration Austin Shakespeare City News Video
Cambridge, MA
City Services Traffic Voting
Santa Clara, CA
Upcoming Events Concerts Local Businesses
Oklahoma City, OK
City Council Hearing City Services Name a Park
Bermuda
World Rugby Classic Sports Event Food Truck Event
Rio de Janeiro
Weather Sports Events Traffic
Gold Coast
Sand Art Festival Surf Festival Aerial Video
Posting is quick and easy!
Request an account at goo.gl/atyu8i More details at posts.google.com
SPOTLIGHT SEGMENT POSTS ON GOOGLE Tips and Best Practices
Posts Content Distribution on SERPs
WHERE IS CONTENT VISIBLE? Triggered by destination-specific keywords Posts o o o Destination Name (some geographical limitations) Destination + State Destination + State Abbr.
WHAT IS POTENTIAL AUDIENCE SIZE? Visibility of content is driven by search volume Posts
POSTS.GOOGLE.COM/AUTHOR Startup Guide, FAQ and other tools are available directly within the platform.
POSTS.GOOGLE.COM/AUTHOR Managing users; adding access for other local agencies.
Examples of Content
EXAMPLES OF DESTINATION CONTENT ON POSTS Mixing colorful photos and information about upcoming festivals has broad appeal for both locals and visitors.
EXAMPLES OF DESTINATION CONTENT ON POSTS Event-specific content type generates stronger than average engagement. Access to thousands of additional eyeballs each week via the search results pages.
EXAMPLES OF DESTINATION CONTENT ON POSTS Polls provide a unique way for you to interact with users and gather their input on various topics.
EXAMPLES OF DESTINATION CONTENT ON POSTS Opportunities to increase visibility for video content directly within SERPs to generate incremental growth in views and website clicks.
EXAMPLES OF DESTINATION CONTENT ON POSTS Content Impressions: 22,002 Video Views: 123 Engagement Rate: 0.5% Post-Click Engagement (LP) Pageviews: 30 Time on Page: 6:36 (50% above avg) Bounce Rate: 53.6% (10% below avg) Results based on 7 days of organic visibility
ENGAGED AUDIENCE FROM POSTS An example of landing page data comparing inbound traffic sources. Not huge volume, but Posts is among highest for time on page and lowest bounce.
EXAMPLES OF DESTINATION CONTENT ON POSTS Keeping multiple posts live generates strongest number of views for destination content. Two posts live at a time seems optimal for view rates. There are diminishing returns beyond that because of limited visibility for the older content.
TIPS AND OPPORTUNITIES Polls, Events and GIFs (as content types) tend to produce the highest engagement from users. Keeping two Posts live at a time will maximize view rate for your content. More than two will reduce viewability of oldest post. Engagement varies widely by post and destination. We ve seen 0.04% 0.9% during the past month. Benchmarking at 0.1%. Use content that will grab people s attention: bright colors, higher saturation, etc. Searchers have destination intent, but represent a broad range of interests and informational needs.
Cross-Channel Performance Comparison
RICHMOND PICNICS BLOG POST A single piece of content posted (organically) to different platforms
RICHMOND SPRING EVENTS BLOG POST Posts offers significantly higher level of organic visibility, but lower natural amplification from audience. Post on Google Facebook Twitter Views 21,019 2,402 3,276 Clicks 28 163 7 Shares N/A 14 6
RICHMOND SPRING EVENTS BLOG POST Posts drives more new visitors to the site and more engaged audience. Post on Google Facebook (Mobile) New Users 89% 73% 81% Facebook (Desktop) Bounce 81.6% 80.8% 87.5% Pages/Visit 1.58 1.29 1.25
RICHMOND PICNICS BLOG POST Post-click engagement is surprisingly strong. Average time on page for a user coming in from Posts was 3:16 (higher than average for other channels sending traffic to the page)
SONOMA COUNTY ITINERARY BLOG POST A single piece of content posted (organically) to different platforms
SONOMA COUNTY ITINERARY BLOG POST A different set of outcomes for visibility and engagement. Post on Google Facebook Twitter Views 4,286 7,189 662 Clicks 39 273 10 Shares N/A 74 0 Search demand and posting behavior can impact visibility for content.
SONOMA COUNTY ITINERARY BLOG POST Stronger than average post-click engagement from audience 79.49% New users (13% > avg) 2.28 Pages/session (14.5% > avg) 3:51 Avg session (73% > avg) 43.59% Bounce (14% < avg)
ENGAGED AUDIENCE FROM POSTS Content quality remains a top factor in results. 100% New Users 3.69 Pages/Session 4:39 Avg. Session 30.77% Bounce
TIPS AND OPPORTUNITIES Space out posts so that pieces of content get at least 3-4 days in the lead position to maximize results. Post early in the week if you re promoting something the following weekend. We saw surprising levels of visibility Sun-Tues. Seasonally relevant content often generates higher engagement than evergreen content. Don t be afraid to use more text than will display, but be clear about subject matter above the fold so users can decide whether to engage. Use clear calls to action for hypertext links: Learn More etc.
Q&A milespartnership.com
Google is working with destinations & their industry partners to improve the accuracy & completeness of content across their travel products
Miles Expert Support Services for DMOs Miles has developed a set of paid support services for DMOs seeking expert advice and support in using these free tools and maximizing their results for their destination & industry partners. Miles support includes services in four areas: AUDIT & PLANNING CONTENT ACTIVATION EDUCATION & TRAINING IMPACT ASSESSMENT & ONGOING SUPPORT
NORTH, CENTRAL & SOUTH AMERICA & CARIBBEAN: KIM PALMER +1 941 342 2312 Kim.Palmer@MilesPartnership.com CONTACT US: INTRODUCE SERVICES ANSWER QUESTIONS NEEDS ASSESSMENT SCOPE OF WORK ASIA - PACIFIC & EUROPE CHRIS ADAMS +64 9 972 2452 or +1 303 842 3394 Chris.Adams@MilesPartnership.com CORPORATE: www.milespartnership.com GOOGLE SERVICES: www.milespartnership.com/googledmoprogram Miles Partnership LLLC Miles South Pacific Ltd
Posts on Google Webinar Resources The recording, slides and other resources will be available at www.milespartnership.com/googleposts
The State of the American Traveler: Technology Edition Research, slides and other resources will be available at www.milespartnership.com/sat
THANK YOU! NEW, FREE COMMUNICATION PLATFORM POSTS ON GOOGLE MAY 23, 2018