Google Confidential and Proprietary Google Confidential and Proprietary
Google: Your export market – whole World! Regimantas Urbanas Country Marke4ng Manager for Lithuania Vilnius, June 2012
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The Digital Revolu4on
Google Confidential and Proprietary
Digital Revolution in Context
3
2006 1B
2003 500M
1994 Users 77M
1998
Distribution and Commerce
2000 400M
Information Communication
2010 1.9B
“Buy” “Read” “Talk”
Google Confidential and Proprietary
Consumer 2.0
ebay Sold $2B via mobile
in 2010
4
4
Farmville 62M people using it every day; an
est. 800K+ virtual tractors sold daily at $3.33 each
Amazon eBooks outsell print books
iPhone App store 25B apps downloaded
YouTube views Lady Gaga 1.5B video views
Red Cross Over $4.5M of donations for Japan
made via text message
Google Confidential and Proprietary
3 devices allow for constant connectivity in the evenings and weekends
5
5 5Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day.
Does not indicate absolute or relative traffic volumes.
12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM Tablet Mobile Desktop
Day Evening Morning Night
Hourly Distribution of Searches by Platform (doesn’t reflect absolute traffic volume)
Internet has enabled consumer empowerment
Google Confidential and Proprietary
Your Customers are Online. Are You?
• 60% use search engines as their go-to online shopping resource
Shopping Starts Online
Search Engines are Preferred Source
Online Shopping Continues in Store
• 94% of consumers research products online before buying
• 75% search before or during a shopping trip • 97% use online media when researching products or services locally
Sources: 2010 Compete Online Shopper Intelligence Study, March 2010 BIA/Kelsey consumer tracking study, 2010 Deloitte LLP Survey
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Ad Spend is Following Consumers Online
8 Source: TNS Gallup, 2012
27.9 % Press
47.5 % TV
8.2 % Online
7.9 % Radio
4% Press
37% TV
32% Online
27% Radio
Gap between ad investments and media consumption
Untapped Audience
Consumers’ Media Consumption
Advertising Investments
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So, did the Digital Revolu4on reach Lithuania ?
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Internet users change their browsing patterns
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Companies report financial benefit from web
Source: Eurostat, 2011
Google Confidential and Proprietary 12
23.70%
29.80%
35.30%
Y2009 Y2010 Y2011
Lithuanian internet users, who have purchased on-line
Source: TNS Gallup, 2012
Google Confidential and Proprietary
Lithuania – new rock star of start-up world!
13 Source: Bloomberg
Google Confidential and Proprietary
First Lithuanian video to top 1M views
14
Google Confidential and Proprietary
Google investment in some categories
15
Vertical Monthly investment, LTL
Media 26 000
Travel 61 000
Insurance 8 000
e-Commerce 27 000
Quick loans 74 000
Source: Google internal data (2012 Q1 monthly average of TOP3 clients in vertical)
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Why exporters choose to work with Google?
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Full export potential for Lithuanian business?
17
Google Confidential and Proprietary
Full export potential for Lithuanian business!
18
Google Confidential and Proprietary
Why to export?
19
Optimise your Existing Resources
Decrease your risk by being more diversified
Don’t wait for players in other markets to enter your market first
Don’t wait for your competitors to become
international giants
Why limit a successful business to one market?
Spread out your fixed costs
Grow your business and gain economies of scale
Google Confidential and Proprietary
Consumers are increasingly willing to purchase their goods and services online from overseas suppliers
20
*Source: Report on cross-border e-commerce in the EU, Feb 09, Commission of the European Communities. ** eMarketeer Digital World Atlas, March 31st, 2011
85% of worldwide internet users have bought something
online
1 in 3 Would buy outside their country if the product/service were better or
cheaper*
1,838 Million Internet Users**
Global Market:
Google Confidential and Proprietary
Opportunities in Europe
21
Source: Global Market Finder - http://translate.google.com/globalmarketfinder/index.html
Largest Markets: UK and Slovakia Penetrable Markets: Netherlands, Italy, Poland, France
Google Confidential and Proprietary
Global Market Finder - inputs
Source: Global Market Finder - http://translate.google.com/globalmarketfinder/index.html
Select your product or service’s keywords
Select the regions/
countries you want to include in the analysis
Select your
language
Select your country
http://translate.google.com/globalmarketfinder/ Asses Global demand and online competition for your products in a minute!
Google Confidential and Proprietary
Global Market Finder - outputs The Global Market Finder will generate a heatmap and list showing search volume and competition.
Click on + to see main keywords
and languages
Estimate of the competition in the market for your keywords
Search volumes and suggested
bids
Heat map showing
Opportunity
http://translate.google.com/globalmarketfinder/
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How Google adver4sing can help you to get most from your marke4ng budget
Google Confidential and Proprietary 25
Be Engaging
… we have come a long way
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Be Engaging
… and we can offer so much more now
Google ecosystem
Google business overview
Google Confidential and Proprietary
Be Found: Google Search
29
Benefits
• Control your budget
• Innovative ad units
• Time & place targeting
• Pay for performance
• Adjust on the fly
Pricing
• Pay per Click (CPC)
• Smart Pricing
Format Customizable:
• Ad Title, Text and URL
• Coupon ads
• Product extensions
• Local extensions
Placement Google.com
• Dozens of partner sites
Control and convey your brand message the instant users are looking for you on Google or our Search Partners.
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Ads Appear Above and to the Right of Results
Search ads are fully customizable text ads that appear on google.lt, google.com etc. and Google’s partner sites.
Natural search results
Google AdWords
Search
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Where your potential clients look at?
Google Confidential and Proprietary
AdWords Key Benefits 1. Reach
2. Relevance
3. Return on Investment (ROI)
4. Impact on Conversions
5. Costs and Flexibility
Google Confidential and Proprietary
AdWords pays for itself
Reinvest profits, increase budgets
1000 Lt investment -> 5000 Lt in sales
Average sale = 50 Lt
5% conversion rate = 100 sales
0.50 ct CPC > 2000 clicks
1000 Lt spent on AdWords ads
Google Confidential and Proprietary
Example of AdWords campaign – Domino Pizza
Google Confidential and Proprietary 35
Benefits
• Millions of sites
• Placement targeting
• Contextual targeting
• Remarketing
• Multiplier effect on Search
Pricing
• Pay per Click (CPC)
• Pay per Impressions (CPM)
Format • Text
• Image
• Flash
• Video
Placement • You choose sites
• Google chooses sites:
(contextual targeting)
Engage with 80% of Internet users through millions of sites using text, rich media, image and video advertising.
Be Engaging: Google Display Ads
Google Confidential and Proprietary
Be Engaging: Google Display Ads
Audience Reach your audience based on who they are
Op4ons: Demographics, Interests,
Remarke4ng, Similar Users
+
Context Target based on where your audience is
Options: Keyword Contextual Targeting,
Placement Targeting, Topic Targeting
Google Confidential and Proprietary
GDN reaches
80% of Europe’s online population
37 Source: comScore, April 2010 Google Confidential and Proprietary
That’s 280 MILLION people every month!
In Germany: 77% & 41 MILLION people
In France: 84% & 38 MILLION people
In the UK: 84% & 36 MILLION people
In Italy: 88% & 19 MILLION people
Google Confidential and Proprietary
What are the different targeting options?
Google Confidential and Proprietary
Be Relevant: Google Mobile Ads
39
Benefits
• Control your budget
• Right ad at the right time
• Innovative ad units
• Flexible pricing
• Better ROI
Pricing
• Pay per Click (CPC)
• Pay per Impressions (CPM)
• Pay per Phone Call
Format • Search text
• Image
• Video
• Google Maps-expanding
Placement • Google.com
• Mobile optimized websites
• m.youtube.com
• 1,000s of top apps
As more people use their mobile phones, use location-based targeting to be found on the go-whether through Google or through targeting in a mobile application.
Google Confidential and Proprietary
Mobile solutions
40
Video Sites
BrandText
Search In Apps
Discover our Mobile app! Tap here.
Discover our Mobile app! Tap here.
Discover our Mobile app! Tap here.
Mock up samples
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Resources
Google Confidential and Proprietary
Resursai • AdWords Žinynas https://adwords.google.lt/support
• Skaitykite naujienas lietuviškame „Google AdWords“ tinklaraštyje:
www.adwords-lt.blogspot.com
• Prisijunkite prie „AdWords“ bendruomenės ir dalinkitės patirtimi
lietuviškame forume:
https://groups.google.com/forum/#!forum/adwords-forum-lt
• AdWords – www.adwords.google.lt
• AdWords Editor – www.google.com/intl/lt/adwordseditor
• Google Engage - https://google-engage.appspot.com/lt/
Google Confidential and Proprietary
Thank you!
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