Google's micro moments

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Micro-Moments

Transcript of Google's micro moments

Page 1: Google's micro moments

Micro-Moments

Page 2: Google's micro moments

Google Confidential and Proprietary

1. Why Online (Zero Moment of Truth)?2. Why Now?3. Why Google?4. Why work with an Agency?

Micro-Moments Workshop - Agenda

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Micro-Moments

Why Online?

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Google Confidential and Proprietary

We’re tuning in more than ever

Micro-Moments Workshop

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Google Confidential and Proprietary

“As many as 88% of consumers are researching items online and then buying in a physical store.”Accenture: “Seamless Retail” - 2014

Micro-Moments Workshop

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Buy festival tote for Coachella next weekend11:15pm

On the bus, read about Coachella lineup8:42am

Use flashlight app to find dropped earring11:09pm

At bus stop, listen to new music playlist 8:30am

At work, book Coachella tickets11:36am

On bus, check email for sales this weekend5:29pm

Browse festival styles on YouTube7:15pm

Wake up and check today’s weather6:50am

At lunch, play Scrabble while waiting in line1:33pm

Use maps to get directions to Creole food truck 1:13pm150X

per day

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20%increase in mobile's

share of online sessions

18%decrease in time spent per visit

29%increase in

mobile conversion rates

Google Analytics aggregated data, 2014-2015 for April 1-14, US

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Google Confidential and Proprietary

The world has changed

61%now prefer news

on PC, tablet, laptop or mobile to

newspaper

3 hours41 minutesmore time spent

online than watching TV per

day

110 hours per month

spent online by theaverage Brit of all online

sales are made on a mobile

device

2.4% drop

in high streetfootfall in

2013

27%

Micro-Moments Workshop

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Consumer Behaviour Changed

Why Now?

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Google Confidential and Proprietary

Take a look at John’s sitting room.

90%Move between

devices to accomplish a goal

63%Watch TV and surf

the web at the same time

TV

PHONE

LAPTOP

TABLET

Micro-Moments Workshop

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Google Confidential and Proprietary

The buying process has changed too.

Buyers areunpredictable.

They switch regularly between devices.

They read reviews, compare styles, and

research pricing.

They search.

Holiday in Ibiza

93 % of buyers research online before purchasing.

40k online searches occur per second in the

UK.

They search again.

Cheap 2 nights + Ibiza

On average, 10.4 information sources

influence an online buying decision.

Micro-Moments Workshop

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Google Confidential and Proprietary

Buyers used to follow a linear path to purchase.

Yellow pages

Awareness Consideration

Intent Decision

Print ad

Billboard

Storefront

Call seller

Visit store

Ask for a quoteCompare goods in store

Mail order

Store purchase

Micro-Moments Workshop

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Google Confidential and Proprietary

Now they use the internet as a hub.

New mobile phone

Online Video62% of (Country) population watches YouTube

Social Media4x more likely to buy a product recommended by a friend

Online Review77% look at online reviews before making a purchase

Mobile41% research and purchase

on a smartphone

Display Ad51% of consumers learn

about new products from online advertising

View in Store19% research online, visit a

store to examine the product and then purchase

online

Purchase in store/

Purchase online

Search 93% of buyers research online before purchasing

Micro-Moments Workshop

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So what can you do to ramp up your presence online in

2016?Why Google?

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Google Confidential and Proprietary

INFLUENCE CONSIDERATION DRIVE SALES

YT Brand Channel + content

Livestream

TrueView

Rich Media DisplaySearch + Extensions

G+ pages and social outreach

Enhanced Campaigns + RetargetingAudience Targeting

Google Shopping

Click to CallLocation extensionsProximity Bidding

G+ CommunitySocial extensions

Hangouts

Brand and category keywordsDynamic search adsSearch ExtensionsMobile ExtensionsAlways optimized with AnalyticsRemarketing (Search, Display, Video, Dynamic)Contextual targetingProduct info on YT

Google Shopping

Own all branded keywords

BUILD AWARENESS

Products to invest in per objective: an overview

TrueView

Micro-Moments Workshop

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Google Confidential and Proprietary

Build AwarenessTargeted mass reach across devices during moments of relevance

People can’t buy a brand if they don’t know it

Create iconic experiences

● Rich Media & Engagement Ads

● GDN Awareness Ads & YT Prime Packs

Reach your audience at the right time and place

● Click-to-call, app download, and location mobile extensions

● Active View Display Ads● Engagement Display Ads● TrueView YouTube Ads ● G+ Hangouts

Greet those who are looking● Google and YouTube Search● Location, sitelink & offer extensions● Remarketing● Display Targeting (interest Category,

Topic, Keyword Contextual)● YouTube Content and Brand Channel

Amplify with social endorsement● Google+ page with WIldfire messages and

social ads● Social extensions for search● Google+ communities● Google+ Hangouts● Community/Blogger Outreach● YouTube Channel Subscriptions

Micro-Moments Workshop

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Google Confidential and Proprietary

Influence ConsiderationEngaging communication for the right audience

Turn people who are aware of the

brand into a buyer of the

brand

Tell them the story they need to hear

● Enhanced campaigns ● Targeted video & display ads● Retargeting (search, display, &

video)● Display Rich Media & Engagement

Ads● YouTube TrueView

Make it easy to buy● Click-to-call, location

extensions, and proximity bidding

● Mobile app extensions● Product listing ads, Google

Wallet, Offers

Answer their questions● Display Targeting (Interest Category,

Affinity, Keyword Contextual)● Google & YouTube Search across

devices● G+ communities and circles● G+ hangouts

Help them discover what others think

● Review extensions + Google places page

● G+ badge, Social Annotations, +Posts● Google+ communities● YouTube TrueView

Micro-Moments Workshop

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Google Confidential and Proprietary

Drive SalesEnsure your brand is present across the web when and where your customers are looking with smart ads that are relevant to their context and intent

Always There● Brand and category keywords

for Google Search and YouTube Search

● Dynamic Search Ads● Display Targeting (Keyword

Contextual, Similar Audience, Interest category)

● Display enhanced campaigns with

● Geo and Proximity bidding● G+ page for business Always Optimized

● Search funnels ● Use Conversion tracking● Use Google, YouTube● Display Campaign

Optimizer

Always Relevant● Remarketing with relevant messaging

(Search, Display, Video, Dynamic)● Extensions (sitelink, location, social)● Product Listing Ads● Google Shopping ● Mobile extensions (app download,

click-to-call, etc.)● Display on product comparison and

review sites

Lead from consideration to purchase

Micro-Moments Workshop

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Work & Win with Agencies

Why Work with an Agency?

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Google Confidential and Proprietary

The value of an agency

Market knowledge

Performance

Time

Micro-Moments Workshop

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Google Confidential and Proprietary

The value of an agency

What to expect from your agency:

1. Reporting2. ROI3. Optimization4. Market & customer strategic

insights5. The latest ad formats/platforms

Micro-Moments Workshop

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Thank you!