[webinar] the state of search with google and 180fusion
TRANSCRIPT
Google Confidential and Proprietary
Google Confidential and Proprietary
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Brad KeysDirector of Strategy, 180Fusion• Directs a team of Sales Representatives at one of
the most innovative and fastest growing search engine marketing firms in the country
• Provides strategy on Enterprise Accounts determining the most profitable and sustainable mix of online initiatives.
• 4+ Years at 180fusion• Contributor to Business 2 Community, SEMRush,
Forbes, Huffington Post and MarketingProfs• Florida State University Alumni (Go Noles)• Product Expertise:
■ SEM■ SEO■ Social Media■ Email Marketing■ Web Design
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Kevin LaoAdWords Enablement, Google
● 5+ years digital experience● Focuses on high value search
engine marketing partners across North America
● B.A., Marketing Management, Wayne State University
● Traveled 152,412 miles in 2016● Moved to Google Austin in June!
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15%of daily Google searches are unique
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JapanUSA
Mobile searches now exceed desktop searches in 10 countries, including:
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1987
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1989
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Mobile
1998
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per day
At bus stop, listen to new music playlist 8:30am
Buy new tote to take to Coachella 11:15am
Browse festival styles on YouTube7:15pm
On bus, check email for sales this weekend5:29pm
At lunch, play Scrabble while waiting in line1:33pm
Use flashlight app to find dropped earring11:09pm
Use maps to get directions to Creole food truck 1:13pm
At work, book Coachella tickets11:36am
Wake up and read news online6:50am On the bus, read articles
about Coachella 8:42am
150x
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Mobile changes everything.
We spend almost 5 hours a day on our mobile phones, connecting consumers whenever and wherever they need to find information.
Google Data, “How People Use Their Devices.”
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Nomophobianouna fear of being without mobile device, power source, or service area
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We don’t go online. We live online.
Moments7:05am Text Alex
7:45am Check time
8:12am Read text from Alex
9:03am Send work email
1:23pm Post vacation photos
3:29pm Text Thomas
5:38pm Take picture of traffic
5:40pm Post picture of traffic
7:15am Find brunch spot!
7:53am Watch “how-to fix a faucet”video
8:59am Research top shoulder surgeons in Austin
10:07am Read about “best running shoes in 2017”
1:23pm Watch “best painting tips” videos
5:38pm Look up “best plumber in Austin”
Micro-moments
Micro-Moments: Moments That Truly Matter
Be ThereBe UsefulBe QuickConnect the Dots
Succeeding in a micro-moment world
Be ThereBe UsefulBe QuickConnect the Dots
Succeeding in a micro-moment world
You get a shot at your competitor's customers
Many consumers aren’t brand committed
Being there drives brand awareness
Showing up gets your brand in the game to be chosen, not just seen
Showing up in mobile search ad results can increase unaided brand awareness by an impressive 6.9 percentage points, or 46%
of smartphone users have discovered a new company or product when conducting a search on their smartphones
smartphone users have purchased from a company or brand other than the one they were seeking because of information provided in the moment they needed it
Google Confidential and Proprietary Source: Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., April 2014
Google search insights questions consumers are asking about your brand. Are you there?
Action: Identify your momentsBe There
Best plumbers in Austin
Austin doctor reviews
fun group events near me
trusted real estate agent austin
Best seamless steel siding quotes
Consider the most searched topics for your brand or category. Try those searches on desktop and mobile. Are you there, and do you like what you see?
What is the share of consumer intent you’re capturing with your mobile marketing strategy? How big is the gap versus desktop? How big is the gap versus your peer set?
Are you only there at the bottom of the funnel or are you there across the full range of researcher needs, wants, and curiosities?
Are you also considering the various contexts of those needs, and are you adjusting your strategy and investing accordingly?
Key Questions
Succeeding in a micro-moment world
Be There Be UsefulBe QuickConnect the Dots
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People are Always On and Multi-tasking
of consumers say that regularly getting useful information from an
advertiser is the most important attribute when selecting a brand
of smartphone users say they're more likely to buy from companies who customize mobile
information to their location
Without utility in the moment, not only will consumers move on, they actually might not ever come back
Be Useful
I-Want-to-Do MomentsBe Useful
Action: Provide “how-to” video content with step-by-step instructions
48%of smartphone users are more likely to buy from
companies whose mobile sites or apps provide
instructional video content
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YouTube Director for Business app
● Fast: Ready-to-go templates designed for businesses like yours
● Free: Produce polished videos quickly—without spending a dime
● Easy: No video editing experience required
Free video-creation app that lets you create high-quality video for your business
What do researchers want to learn about your category, products, or services? Are you helping researchers find you on mobile and is being on mobile a priority?
What are purchasers doing with your product or service? Do you have “how-to” video content to support their efforts?
How can you support researchers and purchasers who are buying from you while on-the-go?
Key Questions
Succeeding in a micro-moment world
Be ThereBe Useful Be QuickConnect the Dots
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A consumer takes less than 20 seconds to purchase online.
Decisions happen faster than ever, making it critical for marketers to be present with the right message and engage potential customers in the moments that matter.
Ehrenberg-Bass Institute of Marketing Science, “Shopping Only Take Seconds… In-Store and Online,” 2014.
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38% of smartphone users have screamed at, cursed at, or thrown their phones when pages take too long to load1
Decrease in bounce rate2
Increase in conversion rate2
Increase in cart size2
Increase in page views2
2.1% 9.4%3.5%8.3%
1 Radware 2014 State of the Union report [link]; 2 See this blog post for more details regarding the report [link]
A one second decrease in load time results in...
If speed thrills, friction kills
Be Quick
47%of consumers expect
a page to load in 2 seconds or less
Evaluate mobile site load time
Action: Load like Lightning
What is the key action you want users to take on your mobile site or app? How long does it take to perform it?
Which functions on your mobile site are absolutely, positively, undeniably essential for your customer?
What do you already know about your customer that can help you anticipate their needs?
How long does it take for your site to load?
Key Questions
Succeeding in a micro-moment world
Be ThereBe UsefulBe Quick Connect the Dots
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Today’s Reality: Search starts the conversation.
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Why is building a digital strategy important?
66%visited a store
94%of smartphone
users looked for local stores nearby
26%made a purchase
in the store
What do search queries tell us about intent? Try those searches on desktop and mobile. Are you there?
Six key questions to ask to connect the dots:
What do you already know about your customer?
How do you prioritize these “micro-moments”?
What stimulus could be triggering your customer’s micro-moments?
What questions are consumers asking about your brand?
What is your customer’s context?
I-want-to-know moments
I-want-to-go moments
I-want-to-domoments
I-want-to-buymoments
Homework: What are your customers’ micro-moments?
I-want-to-watchwhat-I’m-into
moments
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What is your customer’s context?
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Search
Video
Mobile
Local
SiteDisplay
300 x 250
Social
How to manage effectively at scale?
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The Value of a Partner
Desire
Resources
Knowledge
Time
Be ThereBe UsefulBe QuickConnect the Dots
Succeeding in a micro-moment world
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There’s a simple way to think about this
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Always there
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Across the whole web
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On both paid and organic search
sparkplugdigital.com 2013
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Midnight 3am 6am 9am 12pm 3pm 6pm 9pm
On all devices, at all times of day
Google internal, 2013AT&T Nielsen, Clickstream Study, 2010
of online shoppingtakes place between 8pm and midnight
19%
Google Confidential and Proprietary
Consideration
Awareness
Purchase
of conversions occur on a non- branded keyword
33%
At every stage of the funnel
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Always relevant
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Relevant to intent
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Relevant to device
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Relevant to time of day
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Relevant to content
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Re-engage with visitors who’ve shown an interest in your products or services
of people who visit a website leave without completing the actions marketers want them to take
96%
of people abandon their shopping cart without completing a purchase
70%Your Ad
Your SiteX- Relevant to behavior
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Relevant to behavior
The Flow of Remarketing
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450%
Dynamic remarketing
can boost CTRs by
Google internal, 2013
Relevant to behavior
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180Fusion and Google helps you complete the picture
Increase Sales Lower CPAs
Increase ProfitsIncrease Customer Lifetime Value
Holistic View of Marketing Strategy
Your Company Here!
Google Confidential and ProprietaryPhD Ventures, 2014
Digital Opportunity is HUGE and GROWING
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180Fusion partnership has historically…
Increased Account Performance
Increased Customer Satisfaction
Decreased Advertiser Churn
Enhanced Google Customer Service
Expanded Advertising Product Mix
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180Fusion has proven performanceCase Study-Hornblower: Hit annual revenue goal in 3 quarters
44% increased number of leads
31% drop in cost per conversion
30% lift in CTR
17% drop in CPC
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