Google and 180fusion The Future of Search is Now

Google Confidential and Proprietary


2014, Year in Search

http://www.youtube.com/watch?v=DVwHCGAr_OE


Bo Pulito Strategic Partner Manager, Google

● 6+ Years Ad Tech Experience● Focus on emerging business

platforms and products● Advisor and Consultant to Venture

and Ad Technology companies● MBA, UCLA Anderson


Scott CohenCEO, 180Fusion

• 17+ years in software and internet sector• 180fusion awarded Inc 500 fastest growing private

companies & Top 20 Best Places to Work• Contributor to Wired, Tech.com,Social Media Today,

Search Engine Journal• Guest Lecturer at USC Marshall School of Business,

Georgetown, and UofA• Board of Directors of Non Profits & Privately Held

Tech companies• Previous Software Company acquired by IBM


Prize Drawing

$500 from 180Fusion towards Adwords PPC management


The Future Is NOW


Talking Points

❏ What is happening in Tech?

❏ What is Google doing?

❏ How do you take advantage?


The Future Is NOW...


IoT: Hyperconnectivity

4.9B connected

“things” will be in use globally

in 2015



Mobile: The Central Internet Hub



DEVELOPMENTAL vs

GENERATIONAL change

Koetsier, Venturebeat


Google nowPersonalization: The Internet of “Me”


1.8B


15%

100B

Search touches every aspect of our lives


Understanding the Results Page (SERP)

Google Search Ads (SEM)

Organic Listings (SEO)

Info Cards: Local map listings


The #1 Display provider across screens95%

Reach #1 in Desktop

82.7% Reach #1 in Mobile

94.5% Reach

#1 in Multi-platform


1Billionvideos are watched online every day

Equal to1.75M

TV channels

30% year-over-year

growth

56% of all watch time online

YouTube reaches 6x more 18-34 year-olds than Top 5 full-episode-players combined

Top 5 full-episode-players: Hulu, ABC, NBC, CBS, & Fox

Source: US Statistics, comScore Video Metrix–Feb 2014, Base: Total 18-34 YO population

6x


❏ IoT

❏ Mobile

❏ Personalization

How do you take advantage?


How do you take advantage?

❏ IoT

❏ Mobile

❏ Personalization

Think Multi-Screen

Think Local

Think Targeted


IoT - Think Multi-screen

Google Confidential and Proprietary Source: Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., April 2014


Multiples screens influence each other

Leverage Display & Video to convert potential customers and capture new leads


Capitalize on mobile “Micro-Moments”


Mobile - Think Local


Mobile searches have surpassed Desktop

Source: ComScore Data

2014

2011 2012 2013 2014 2015 2016

50% of searches from mobile users


Google "near me" searches

have increased

34x since 2011

1 in 3 mobile searches have local intent


Appear on local searches on Google with Google My Business

Get your local store info online

Location Extensions allow customers to instantly get directions to your business or make a call directly from your ad.


Personalization - Think Targeted


There’s a simple way to think about this


Always there


Across the whole web


On both paid and organic search

sparkplugdigital.com 2013


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%


Consideration

Awareness

Purchase

of conversions occur on a non- branded keyword

33%

At every stage of the funnel


Always relevant


Relevant to intent


Relevant to device



Google Confidential and ProprietaryGoogle Confidential and Proprietary

Relevant to time of day


Relevant to content


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


Relevant to behavior

The Flow of Remarketing


450%

Dynamic remarketing

can boost CTRs by

Google internal, 2013

Relevant to behavior


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


180Fusion partnership has historically…

Increased Account Performance

Increased Customer Satisfaction

Decreased Advertiser Churn

Enhanced Google Customer Service

Expanded Advertising Product Mix


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


Case Study


Search

Video

Mobile

Offers

Local

SiteDisplay

300 x 250

How to Manage Effectively at Scale?

Social

Google Confidential and Proprietary Google confidential

Jump in!


Google and 180fusion The Future of Search is Now

Technology

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