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Google Confidential and Proprietary 1111
Search Advertising – Leveraging the New Signals
Matt AckleyHead of Product MarketingGoogle, Inc.
Google Confidential and Proprietary 2
Google Confidential and Proprietary
Those ads – Not just text anymore
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Google Confidential and Proprietary
Full screen engagement after the click
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Google Confidential and Proprietary
Hyperlocal – bringing local relevance to mobile
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Google Confidential and Proprietary 6
Google Confidential and Proprietary
Search advertising continues to evolve
November 2009
Product Listing Ads (beta)
July 2009
Location Extensions
October 2009
Comparison Ads for Mortgages
November 2009
Product Extensions
June 2009
Video Extensions (beta)
November 2009 – Ad Sitelinks, two line
January 2010
Click to Call Phone Extensions
June 2010
Ad Sitelinks, one line
June 2010
Seller Rating Extensions
10% of queries with ads, have at least
1 new ad format
July 2010 – Store Locator
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October 2010
Ad Sitelinks, mobile
Google Confidential and Proprietary
The best answer
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For every commercial query, the best result should be an ad.
Google Confidential and Proprietary
According to Proctor & Gamble, shoppers make up their minds about a product in three to seven seconds, just the time it takes to note a product on a store shelf. This time lapse is called (by P&G) "first moment of truth" and it's considered the most important marketing opportunity for a brand.
– 2005 WSJ article
Google Confidential and Proprietary
The FirstMoment of Truth
Google Confidential and Proprietary
Prime and Connect at T-1
This…This… Before This…Before This…
Google Confidential and Proprietary
More Decisions Made Before Entering Store
Where Purchase Decisions Are Made % of Shoppers
Source: Longitudinal Economic Study Series, IRI Attitude Link, n = 1,000+ shoppers. CPG Purchase Decisions. IRI, 2009.
Google Confidential and Proprietary
Consumers Are Ever More Discerning
Since the recession began, 54% of consumers are
spending more time researching products
online before they buy them in a store.
And 83% are relying on trusted places like user ratings or product review sites.
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Consumers Trust People They Know
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90%Of consumers online
trust recommendations from people they know
90%Of consumers online
trust recommendations from people they know
71%Say reviews from family members
or friends influence purchase decisions
71%Say reviews from family members
or friends influence purchase decisions
Google Confidential and Proprietary
Optimizing for the ZMOT: 5 Ps for Digital Success
ULSE
ACE
RECISION
ERFORMANCE
ARTICIPATION
Google Confidential and Proprietary
What’s the [Buzz, Tweet, Blog] All About?
Twitter SearchTwitter Search
Blog SearchBlog Search
Real-Time SearchReal-Time Search
Google Confidential and Proprietary
Rally and Connect – People & Platforms
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The Buttonization of the Web
Google Confidential and Proprietary
Across categories and contexts there is a “Zero Moment of Truth” to optimize for.
The Problem: Its not there when you need it
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Anyone know a good hotel in
Madrid?
Anyone know a good hotel in
Madrid?
TodayToday6 months ago6 months ago
I stayed at the best hotel in
Madrid!
I stayed at the best hotel in
Madrid!
Recommendations get lost in Recommendations get lost in Activity streams Email inboxes
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Human comes to ZMOT in search
Google Confidential and Proprietary
These personal interactions can now drive more, better qualified traffic
Google Confidential and Proprietary
What it all means…
• Search is just getting started
• Relevance will leverage circles of authenticity
• Your job is getting harder, but with new opportunities
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Thank you