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12月12日、六本木ヒルズ アカデミーヒルズで開催されたGrow Business with Googleに参加してきました。
大阪から参加でしたが、交通費を提供いただけるので、非常に助かりました。
簡単に所感をまとめましたので、シェアします。
代理店のみならず、リスティングの運用者が正しい知識を持ち、広告がより良いものになればと思います。
目次
四半期ビジネスレビュー(QBR）のススメ
井橋 哲平 氏
（代理店営業ベースの話）
■ QBRの内容
定量分析：ファクトの確認
定性分析：業界周辺分析
戦略提案：ディスカッション
■ 定量分析
| プロダクト |
× |
構成比 |
| クライアント規模 | 推移 | |
| 新規・既存セールスチャネル | 昨対比 |
の３＊３で掛け合わせ分析。
どこで成長していて、どこで出血しているかを把握する。
■ 定性分析
・５ Forceフレームワーク
- 売り手（プラットフォーム側
- 新規参入（新規代理店
- 競合（デジタル専業代理店
- 買い手（クライアント
- 代替品の脅威
で周辺環境の分析を行ない、SWOT分析を行う。
・SWOT分析
- Strengths（強み）
- Weaknesses（弱み）
- Opportunities（機会）
- Threats（脅威）
で自社のポジションを整理する。
■ 戦略策定
目的を定め、足りていないポイントを見つけ、補完していく。
そのための戦略を策定していく。
（具体例は割愛）
Googleが考える強い営業とは -経営課題を捉えた営業活動-
林 雄貴 氏 / 折川 穰 氏
本質的な経営課題を捉え、媒体の説明や業界用語を用いず、相談・課題の洗い出しを真摯に実直に行う。
１．ヒアリングステージ
9段階のステージを持ち、できているかできていないかを判断する。
- 仮設を持つ
- 与件を聞く
- 課題を抽出する
- その課題の確認
- それに対する思い、ウェイト確認
- 他施策対比
- ステークホルダー確認
- スケジュール確認
- ゴール・将来像の確認
提案はインサイトを突いているか。
→深層心理を突くことにのみ価値が存在する。
・ケーススタディ（釣り用ルアー・ロッド業界）
Market: 人口減少
背景： 車離れ
目的：売上の拡大
競合：＊＊＊
ターゲット：
現状施策：
インサイト：検索ボリュームはマーケットの縮小に伴い減速。
フェーズ：
—
販路：自社EC・Amazon。 卸の影響が大きい業界。メーカーとしてAmazonで世紀展開することで、卸との力関係とマーケットに変化をもたらす。
↓
Amazonへ、買いたい人・欲しい人を確実に。将来顧客の情勢も同時に行う。
—-
クライアントビジネスを理解し、今本当にやるべきことを決済者様とつくり上げること。
ビジネス・広告・Webの役割を理解し、インサイトある提案であるかを常に意識すること。
ヒアリングステージで、今の営業力を可視化し、分析し、改善し、営業力を常に強化していく。
２．営業力分析
- リード数
- コール数・受付突破数
- アポイント数・ヒアリングレベル
- 提案数
- 獲得数
- 獲得金額
というステップ毎の数値をキチンと把握できている会社はまだ少ない。
上記ヒアリングステージごとでアタック数・提案率・受注率などに相関性が現れる。
→ ヒアリングステージでの数値予測が出来る。
Google製の営業管理システム（Agency Funnel Drive）をクローズドで提供している。
アカウント構成変更による検索パフォーマンス改善
井橋 哲平 氏
１．検索アカウントの理想と前提
ユーザーニーズに即したモノを返す。
大規模サイトの場合、サイトディレクトリと広告アカウント設計は同義である。という前提で設計されている。
マッチタイプごとに広告グループを作成している「多重キーワード構成」の場合、パフォーマンスがあがりにくい。
↓
・なぜ？
アカウント内でオークションが行われ、広告ランクに基づき入札される。
想定される広告が表示されないことがある。
■ 改善するには
インプレッションシェアをKPIとして定める。
- インプレッションシェア
- インプレッションシェア損失率（広告ランク
-
インプレッションシェア損失率（予算
-
完全一致のインプレッションシェア
IMP,CTR上げて、CPC下げる→CPA低くCV獲得へ。というのが目的。
→ そのためにはインプレッションシェア大事だよ。
品質スコアの重要要素
- 広告の推定クリック率
- クエリと広告の関連性
が重要。
■ 想定図式
想定クリック率≒ インプレッションとクリック率の統計優位性
関連性≒「クエリ<->キーワード<->広告」の文字列合致性
＃上記想定値からいくと、インプレッションが少ないワードの品質スコアは上がりにくい
＃ クエリとキーワード、そして広告の一致性が高まれば品質スコアは上がりやすい
のではないか。
■ 最適化プロセス
１．キーワードの広告グループ統計
- マッチタイプ別キーワードの広告グループ統合
- 同じ広告文が設定されている広告グループ統合
- インプレッションが少なく、かつキーワード軸が近い広告グループを統合（広告文が別でもまとめる
- デバイス別に分けているキャンペーンを統合
- アカウントを複数活用している場合、アカウント自体を統合
→ インプレッションを１広告グループに集める
２．多重登録キーワードの停止
- クエリレポート分析
- クエリ追加
- 多重キーワードの停止
３．アカウントの再構築
- サイトディレクトリ構成に沿ったキーワード再グルーピング
- URL毎の訴求の再整理と、広告とURLの見直し
- 動的検索広告の導入
- 広告表示オプションの整理
クエリレポートは非常に重要なデータソース
意図したクエリに意図した広告を表示できているか。
→ いろいろ書いたけど、除外とかで正確に導けていればいいんじゃね？
Q&Aセッション
・広告グループ１KWと、まとめる運用とどっちが効率が良いか。
→ まとめる。 品質スコアは「広告」に基づくものが多い。 つまり、１つの広告を表示させる機会をまとめるほうがよい。
https://support.google.com/adwords/answer/2454010?hl=ja
・広告グループ内のKW入札単価の違いで、入札されないキーワードが存在してしまうのではないか？
→ 広告グループ内の入札フローは下記の通りであるため、そのような事は起こらない。
（同一広告グループ内での入札競争は起こらない
- クエリに対する適合度マッチを判定
- クエリに対するキーワードマッチタイプを判別し、同一キーワードであれば完全一致に近い方が優先される
- 選定されたキーワードを元に、入札を行う
・インプレッションシェアをKPIに置くと話があったが、基準値はあるか？
別に基準値はないが日本平均として
- インプレッションシェア１７％
- 完全一致インプレッションシェア３０％
上記改善後、
- インプレッションシェア30%以上
- 完全一致インプレッションシェアは50%以上
を目指したい。