The Future of Search - Presented by Google and 180fusion
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Transcript of The Future of Search - Presented by Google and 180fusion
Google Confidential and Proprietary
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
Google Confidential and Proprietary
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
Google Confidential and Proprietary
Prize Drawing
1. Android Smart Watch
2. $500 from 180Fusion towards Adwords PPC management
Google Confidential and Proprietary
Talking Points
❏ What is happening in Tech?
❏ What is Google doing?
❏ How do you take advantage?
Google Confidential and Proprietary
What is happening in Tech?
Google Confidential and Proprietary
Technology Trends
❏ Internet of Things (IoT)
❏ Mobile
❏ Personalization
Google Confidential and Proprietary
IoT: Hyperconnectivity
4.9B connected
“things” will be in use globally
in 2015
Google Confidential and Proprietary
Google Confidential and Proprietary
Mobile: The Central Internet Hub
Google Confidential and Proprietary
Mobile searches have surpassed Desktop
Source: ComScore Data
2014
2011 2012 2013 2014 2015 2016
50% of searches from mobile users
Google Confidential and Proprietary Source: Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., April 2014
Google Confidential and Proprietary
Model Updated: The Zero Moment Of Truth
First Moment of Truth
Second Moment of Truth
Stimulus
Which becomes the next person’s ZMOT
Google Confidential and Proprietary
How do you take advantage?
❏ IoT
❏ Mobile
❏ Personalization
Think Multi-Screen
Think Local
Think Targeted
Google Confidential and Proprietary
Multiples screens influence each other
3 in 10 college bball fans prefer to
watch highlights than the game
Google Confidential and Proprietary
A: Basic Search campaignB: Optimized Google SearchC: YouTube campaign
Create Demand with Display and Youtube
90% of customers in
case study were new to the business
Google Confidential and Proprietary
Google "near me" searches
have increased
34x since 2011
1 in 3 mobile searches have local intent
Google Confidential and Proprietary
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.
Google Confidential and Proprietary
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
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Relevant to time of day
Google Confidential and Proprietary
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
Google Confidential and Proprietary
450%
Dynamic remarketing
can boost CTRs by
Google internal, 2013
Relevant to behavior
Google Confidential and Proprietary
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 Proprietary
180Fusion partnership has historically…
Increased Account Performance
Increased Customer Satisfaction
Decreased Advertiser Churn
Enhanced Google Customer Service
Expanded Advertising Product Mix
Google Confidential and Proprietary
Search
Video
Mobile
Offers
Local
SiteDisplay
300 x 250
How to Manage Effectively at Scale?
Social