[Webinar] The State of Search with Google and 180fusion

Google Confidential and Proprietary

Proprietary + Confidential

Brad KeysDirector of Strategy, 180Fusion• Directs a team of Sales Representatives at one of

the most innovative and fastest growing search engine marketing firms in the country

• Provides strategy on Enterprise Accounts determining the most profitable and sustainable mix of online initiatives.

• 4+ Years at 180fusion• Contributor to Business 2 Community, SEMRush,

Forbes, Huffington Post and MarketingProfs• Florida State University Alumni (Go Noles)• Product Expertise:

■ SEM■ SEO■ Social Media■ Email Marketing■ Web Design


Kevin LaoAdWords Enablement, Google

● 5+ years digital experience● Focuses on high value search

engine marketing partners across North America

● B.A., Marketing Management, Wayne State University

● Traveled 152,412 miles in 2016● Moved to Google Austin in June!

Proprietary + ConfidentialProprietary + Confidential


Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem


Confidential + Proprietary

15%of daily Google searches are unique


JapanUSA

Mobile searches now exceed desktop searches in 10 countries, including:


1987


1989


Mobile

1998

Confidential + Proprietary B

Confidential + Proprietary F

per day

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

Buy new tote to take to Coachella 11:15am

Browse festival styles on YouTube7:15pm

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

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

Use flashlight app to find dropped earring11:09pm

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

At work, book Coachella tickets11:36am

Wake up and read news online6:50am On the bus, read articles

about Coachella 8:42am

150x

Proprietary + ConfidentialProprietary + Confidential

Mobile changes everything.

We spend almost 5 hours a day on our mobile phones, connecting consumers whenever and wherever they need to find information.

Google Data, “How People Use Their Devices.”


Nomophobianouna fear of being without mobile device, power source, or service area


We don’t go online. We live online.

Moments7:05am Text Alex

7:45am Check time

8:12am Read text from Alex

9:03am Send work email

1:23pm Post vacation photos

3:29pm Text Thomas

5:38pm Take picture of traffic

5:40pm Post picture of traffic

7:15am Find brunch spot!

7:53am Watch “how-to fix a faucet”video

8:59am Research top shoulder surgeons in Austin

10:07am Read about “best running shoes in 2017”

1:23pm Watch “best painting tips” videos

5:38pm Look up “best plumber in Austin”

Micro-moments

Micro-Moments: Moments That Truly Matter

Be ThereBe UsefulBe QuickConnect the Dots

Succeeding in a micro-moment world

You get a shot at your competitor's customers

Many consumers aren’t brand committed

Being there drives brand awareness

Showing up gets your brand in the game to be chosen, not just seen

Showing up in mobile search ad results can increase unaided brand awareness by an impressive 6.9 percentage points, or 46%

of smartphone users have discovered a new company or product when conducting a search on their smartphones

smartphone users have purchased from a company or brand other than the one they were seeking because of information provided in the moment they needed it

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

Google search insights questions consumers are asking about your brand. Are you there?

Action: Identify your momentsBe There

Best plumbers in Austin

Austin doctor reviews

fun group events near me

trusted real estate agent austin

Best seamless steel siding quotes

Consider the most searched topics for your brand or category. Try those searches on desktop and mobile. Are you there, and do you like what you see?

What is the share of consumer intent you’re capturing with your mobile marketing strategy? How big is the gap versus desktop? How big is the gap versus your peer set?

Are you only there at the bottom of the funnel or are you there across the full range of researcher needs, wants, and curiosities?

Are you also considering the various contexts of those needs, and are you adjusting your strategy and investing accordingly?

Key Questions


Be There Be UsefulBe QuickConnect the Dots

Confidential & Proprietary

People are Always On and Multi-tasking

of consumers say that regularly getting useful information from an

advertiser is the most important attribute when selecting a brand

of smartphone users say they're more likely to buy from companies who customize mobile

information to their location

Without utility in the moment, not only will consumers move on, they actually might not ever come back

Be Useful

I-Want-to-Do MomentsBe Useful

Action: Provide “how-to” video content with step-by-step instructions

48%of smartphone users are more likely to buy from

companies whose mobile sites or apps provide

instructional video content


YouTube Director for Business app

● Fast: Ready-to-go templates designed for businesses like yours

● Free: Produce polished videos quickly—without spending a dime

● Easy: No video editing experience required

Free video-creation app that lets you create high-quality video for your business

What do researchers want to learn about your category, products, or services? Are you helping researchers find you on mobile and is being on mobile a priority?

What are purchasers doing with your product or service? Do you have “how-to” video content to support their efforts?

How can you support researchers and purchasers who are buying from you while on-the-go?

Key Questions


Be ThereBe Useful Be QuickConnect the Dots


A consumer takes less than 20 seconds to purchase online.

Decisions happen faster than ever, making it critical for marketers to be present with the right message and engage potential customers in the moments that matter.

Ehrenberg-Bass Institute of Marketing Science, “Shopping Only Take Seconds… In-Store and Online,” 2014.

38% of smartphone users have screamed at, cursed at, or thrown their phones when pages take too long to load1

Decrease in bounce rate2

Increase in conversion rate2

Increase in cart size2

Increase in page views2

2.1% 9.4%3.5%8.3%

1 Radware 2014 State of the Union report [link]; 2 See this blog post for more details regarding the report [link]

A one second decrease in load time results in...

If speed thrills, friction kills

http://blog.radware.com/wp-content/uploads/2014/10/Radware_Mobile_SOTU_Fall_2014_Infographic.png

http://searchengineland.com/need-speed-7-observations-impact-page-speed-future-local-mobile-search-243128

Be Quick

47%of consumers expect

a page to load in 2 seconds or less

Evaluate mobile site load time

Action: Load like Lightning

What is the key action you want users to take on your mobile site or app? How long does it take to perform it?

Which functions on your mobile site are absolutely, positively, undeniably essential for your customer?

What do you already know about your customer that can help you anticipate their needs?

How long does it take for your site to load?

Key Questions


Be ThereBe UsefulBe Quick Connect the Dots

Google Confidential and Proprietary Google Confidential and Proprietary Google Confidential and Proprietary

Today’s Reality: Search starts the conversation.



Why is building a digital strategy important?

66%visited a store

94%of smartphone

users looked for local stores nearby

26%made a purchase

in the store

What do search queries tell us about intent? Try those searches on desktop and mobile. Are you there?

Six key questions to ask to connect the dots:

What do you already know about your customer?

How do you prioritize these “micro-moments”?

What stimulus could be triggering your customer’s micro-moments?

What questions are consumers asking about your brand?

What is your customer’s context?

I-want-to-know moments

I-want-to-go moments

I-want-to-domoments

I-want-to-buymoments

Homework: What are your customers’ micro-moments?

I-want-to-watchwhat-I’m-into

moments


What is your customer’s context?


Search

Video

Mobile

Local

SiteDisplay

300 x 250

Social

How to manage effectively at scale?


The Value of a Partner

Desire

Resources

Knowledge

Time

Be ThereBe UsefulBe QuickConnect the Dots


Confidential & Proprietary


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

Who Does SCORE Help?

Opening Growth

Research & Planning

Pre-Startups

Startups

Firms in Business for a Year or More

Get Started TodayDon’t Wait.Visit www.score.org to:

▪ Start or grow your business▪ Become a SCORE volunteer

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Q&A

[Webinar] The State of Search with Google and 180fusion

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Transcript of [Webinar] The State of Search with Google and 180fusion