Google Confidential and Proprietary - Trivalent Groupexpo.trivalentgroup.com/uploads/1/3/2/8/13285772/google_breakout... · Google Confidential and Proprietary Ben Tyson Google Partner

Google Confidential and Proprietary


Ben Tyson Google Partner Trainer

Ben Tyson is Google's Channel Sales

Team Partner Trainer. He is

responsible for the education of

Google's products, sales, and strategy

to the North America Premier SMB

Partners.

Prior to joining Channel

Sales, Ben held sales and training

positions at Hearst Media and

SuperMedia.

Ben holds a B.A. in Communications

from The San Francisco State

University and lives with his wife and

two sons in the San Francisco Bay

area.

Google Confidential and Proprietary 3

Digital Client Seminar



Today’s Agenda

Digital Revolution 1

2

3

Mobile Landscape

Be Found



The New Normal is changing

the way buyers behave


Digital Revolution in Context

7

Information “Read”

Distribution & Commerce

“Buy” Communication

“Interact”

1994 2012 1998 2000 2003 2006

2.0+B Internet Users: 77M 400M 500M 1B


The Connected World

8


40% of global

traffic on YouTube comes from Mobile

48B+ downloads

from the Android Market

1.3M Android +

iPhone devices activated daily

$4.5M in donations

for Japan made via text message

eBay sold $2B via

Mobile in 2010

125 Years of

Angry Birds played every day

Google Confidential and Proprietary Sources: PwC “Understanding How U.S. Online Shoppers are Reshaping the Retail Experience,” 3/2012, Google Shopper Sciences,

Zero Moment of Truth Study, 4/2011BCG, Internet Economy_G20

Consumers are Hyper-Informed… Happening after Stimulus, Before Shelf

10.7 sources

Consumers consult an average of 10.7 sources

71% Consumers are 71% more likely to make a purchase based on social media referrals

73% of U.S. Internet users go online to search for information

about products and services


Ad Spend is Following Consumers Online

11

Source: eMarketer, March 2013; Share of Avg. Time Spent Per Day with Select Media by U.S. Adults vs. U.S. Ad Spending Share, 2013

38% TV

25% Digital

19% Print

9% Radio

5% Print

37% TV

43.6% Digital

12% Radio

Gap between ad investments and media consumption

Untapped Audience

Consumers’ Media Consumption

Advertising Investments



Today’s Agenda


2

3

Mobile Landscape

Be Found


2005 Papal Inauguration Pope Benedict XVI


2013 Papal Inauguration Pope Francis


0

5

10

15

20

25

30

35

40

45

50

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38

# o

f u

se

rs (

mill

ion

s)

years

Radio TV Internet

iPhone

Source: hannemyr.com/essay/diff.html macworld.com

Tablets

Device Proliferation Unprecedented Adoption Rates


• People look at their phones

150 times per day

• 41% of Super Bowl searches

came from mobile

Google Confidential and Proprietary Google Confidential and Proprietary 17

• 1 in 3 mobile searches is local

• After looking up a local business on a smartphone, 61% of users called and 59% visited

Source: Kelsey Group 2010, Google User Behavior Study 2010

Mobile is Local


SMART PHONE

Users

have searched for local information

of these people act within 24 hours

95%

90%

Source: Google Ipsos “The Mobile Movement” Study, Apr 2011


won’t recommend business with poorly designed mobile site

have turned to a competitor’s site after a bad mobile experience

40%

57%

MOBILE USERS?

How does your

site appear to

Source: Compuware study, 2011


Call a business

56% 29% 15%

Make a purchase

54% 29% 17%

Less than 1 hour

1-5 hours

5+ hours

51% 29% 20%

Visit a store

Share information

Visit retailer website

Continue research

59% 24% 17%

59% 24% 17%

61% 24% 15%

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP click outcomes, n=1,372

Q: How long after the search on your mobile device did you start these activities?


The Cost of Mobile

21

57% won’t recommend business with poorly designed mobile site

40% have turned to a competitor’s site after a bad mobile experience



Today’s Agenda


2

3

Mobile Landscape

Be Found


Be Found

23

Addressing the Local Opportunity


Be Found

24


Advertising in 2013 The online ads landscape is more complicated than ever


Advertisers: Dozens of major brands | 100+ unique formats | 1000+ product features


Be Found - Search

Search Query

Paid Results

Organic Results

Paid Results


Searching on Google.com and Google Maps As always, your customers will be able to find your business listing simply by

entering a search in either Google.com or Google Maps. But now, they’ll get

additional information including photos, reviews and directions more easily.


Your Customers Are Already Online

Shopping starts

online

Customers rely on

online sources for

local information

Online shopping

continues in store

97% of consumers

research products

online before

buying

75% search before

or during a shopping

trip

Sources: BIA Kelsey/ComScore March 2013 study, 2010 Compete Online Shopper Intelligence Study, March 2010 BIA/Kelsey consumer

tracking study, 2010 Deloitte LLP Survey

97% use online

media when

researching products

or services locally


People are Constantly Looking for New Information Online

There are billions of searches each day on Google. 16% of the searches we see are new.


Growth YoY in Searches for “Local” Verticals

Source: Google Internal Data, YoY is last 90 days, US Data 30

Ind

exed

Qu

ery

Gro

wth

+24%

+30%

+42%

+35%


Paid Search Gets You Noticed

Heat Map Example: Where Consumers

Are Looking…

100%

50%


Paid Search Gets You Noticed

Source: Compete & Kantar Media “Seeing Between the Lines of the Search and the Click,” 10/2012

Distribution of Paid Listings vs. Paid Clicks


Digital Position Matters Position and Rank for Click Distribution

Source: Compete & Kantar Media “Seeing Between the Lines of the Search and the Click,” 10/2012

Google Confidential and Proprietary Source: http://searchengineland.com/report-us-search-ad-spend-rises-12-percent-yoy-in-q4-2013-smartphone-cpcs-drop-181294.

US Search Ad Spend Rises 12%

YoY in Q4 2013

Search Engine Land January 8, 2014

December Ad Spending was

up a Significant 27% from

December 2012 YoY


Intent •What people want

Context •Device

•Location

•Time

Relevance •The right ad

at the right moment

for people’s intent

and their context

Context is a Key Driver of Relevance and Results

12:30 pm

Downtown

On phone On laptop

7:10 pm

Residential

Pizza


Customer Insights

Location Extension

clicks from smartphones

in close proximity of the

store influence in-store

sales.

Location Extensions on

desktop or tablets also

have a positive impact

on in-store traffic.

Customers on smartphones

are more likely to buy

smaller arrangements,

while on tablets and

desktop clients shop for

larger events.

Flower Shop Example using Google AdWords


Solution

With Google AdWords, this advertiser can optimize their AdWords campaign based on these customer insights:

Scheduled Extensions Schedule Location Extensions

to only appear when the store is

open. When the store is not

open, drive desktop traffic to

high value website pages.

Multiple Bid

Adjustments Adjust bids when

someone is searching

close to the store.

Desktop/Tablet Ads For desktop and tablet users,

focus messaging on special

event packages.

Mobile Ads Create custom

messaging for customers

on mobile devices.

Bid Adjustments Optimize bids to drive in-

store traffic while the shop is

open with location extension

targeting and time of day bid

adjustments.


Engage Your Best, Most Hard-to-Reach Segments

75% of Multi-culturals

18-34

79% of Millennials

18-34

83% of Men 18-34

80% of Moms

18-34

Source: comScore, October 2012, % reach of web population



Use a Trusted Media Partner

40

We recommend MLive Media Group and Advance Digital as our partner of choice for the following reasons:

Google Preferred Vendor- following our best practices and guidelines

They offer all three major search engines: Google, Bing/Yahoo!

Account Executives are experts in your market who meet with you face-to-face and fully manage your search campaigns and save you time

Are supported by a national team of search and social experts

Fixed-fee pricing with keyword and bidding optimization to maximize your budget

Transparent reporting to track clicks, calls, emails and more


THANK YOU!

41

Circle on G+: Ben Tyson


QUESTIONS & ANSWERS Session

42

Documents

Google Confidential and Proprietary - Trivalent Groupexpo.trivalentgroup.com/uploads/1/3/2/8/13285772/google_breakout... · Google Confidential and Proprietary Ben Tyson Google Partner