Google and 180Fusion Discuss Successful Paid Search Strategies

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For More Information visit; http://www.180fusion.com 1.877.321.4180 [email protected] 180Fusion and Google got together at Google HQ to discuss paid search strategies and new technology.

Transcript of Google and 180Fusion Discuss Successful Paid Search Strategies

Page 1: Google and 180Fusion Discuss Successful Paid Search Strategies

Google Confidential and Proprietary 2 Google Confidential and Proprietary 2

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Agenda

Ø  Introductions

Ø  What matters: key trends and changes in today’s consumer behavior

Ø  180Fusion strategies to win customers in the moments that matter

Ø Q & A

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Google, Channel Sales

Marketing Discussion

Heather Wilburn – Business Development Manager

•  Educate clients on Google’s ever-growing suite of offerings •  Promote Search, Mobile, Display, YouTube as aligned with client

business needs •  Support clients in growing new business

Business Objectives for Clients:

•  Joined Google in 2002 as founding member of AdWords advertising program

•  Initially managed SMB client relationships with a focus on developing advanced online strategies

•  Currently managing high profile agency partnerships for increased adoption of, and success with, Google advertising solutions

Bio:

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180Fusion

Marketing Discussion

Scott Cohen – CEO

•  Increase sales, general qualified leads, build brand awareness by driving qualified traffic in profitable way

•  Successfully leverage PPC, SEO, Social Media Marketing, Conversion Optimization

•  Support overall strategy for online client growth

Business Objectives for Clients:

•  Industry veteran with 17+ years in software and internet sector •  Responsible for overall vision and strategy for 180Fusion •  Recognized Thought Leader in internet marketing •  Successfully supported Fortune 500 executives to SMB market on

global marketing initiatives •  On the Board of Directors of Non Profit and privately held technology

companies

Bio:

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how do you move people when it matters

most?

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Hasn’t changed WHAT MATTERS TO

PEOPLE

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EXPRESS OURSELVES 4 out of 10 people repost photos or videos online

EXPLORE OUR INTERESTS Americans spend more time online than watching TV

FEEL CONNECTED We check our phones 150x per day

What’s changed are the ways

WE LIVE WHAT MATTERS

(sources: Time Magazine, the Wireless Issue, Aug ’12; (Pew Research Center Sept ‘12; eMarketer July, ‘13)

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BRANDS CAN

MATTER More than ever

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MOVE PEOPLE At the moments that matter

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UNCOVER INSIGHTS ABOUT

WHAT MOVES PEOPLE The Knowledge Graph

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MOVE PEOPLE TO CARE

AND REMEMBER With seamless storytelling

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“IT’S NO LONGER A LEVEL PLAYING FIELD. TELEVISION COMMERCIALS ARE BEING

BEATEN…BY FILMS MADE WITH THE COMPLETE FREEDOM AFFORDED BY THE

INTERNET” Jason Stone, The Guardian

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DOVE Real Beauty

Move people to care & remember through

SEAMLESS STORYTELLING

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MOVE PEOPLE TO

PARTICIPATE With choice

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“IF YOU DROP THE IDEA OF AMBUSHING PEOPLE’S ATTENTION…AND INSTEAD ASK THEM TO VIEW BY INVITATION, YOU CAN

SHARE AN IDEA.” Chris Anderson, Curator, TED

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LG So Real it’s Scary

Move people to participate by giving them a

CHOICE

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CONVERSATION Move the Global

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Credit Cards

Mobile Handset

Manufactures

Luxury Automotive

Cosmetics

10% 6% 4% 2% Incremental sales lift

20% 13% 24% 14% Recommended Google spend as a % of total media budget

Auto Insuranc

e

16%

23%

Media Mix Models across five verticals run by market share partners. Source: The modeling period spans from Feb 2009 to Sep 2012

MOVE YOUR BRAND And your business

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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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Midnight 3am 6am 9am 12pm 3pm 6pm 9pm

On all devices, at all times of day

Google internal, 2013 AT&T Nielsen, Clickstream Study, 2010

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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 Site X -

Relevant to behavior

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Always optimized

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Attribute, evaluate and optimize the whole customer journey

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180Fusion and Google helps you complete the picture

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how do you move people when it matters

most?

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Search

Video

Mobile

Offers

Local

Site

Display 300 x 250

How to Manage Digital Marketing Effectively?

Social

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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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Jump in!

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Stick around to find out who won!

Google Battery pack (3)

Google Chromebook (1)

$500 from 180Fusion towards Adwords PPC management (1)

Drawing will be held at the conclusion of the presentation

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Thank You!