Google Partners Connect
Agenda
Micro-moments: Winning the shift to mobile1
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First steps to get your business found online
Get to know your Google Partner agency
Micro-MomentsWinning the Shift to Mobile
Elizabeth Fox, Head of Agency RelationshipsGoogle Australia & New Zealand
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We don’t go online. We live online.
Australian businesses with highest levels of digital engagement are:
Source: Connected Small Business 2016 report, Deloitte Access Economics
In this presentation you will learn how to
Win the shift to mobile
Identify your clients’micro-moments
Measure the moments that matter
Be useful in-the-moment
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Identify your clients’ micro-moments
Showing up gets your brand in the game to be chosen, not just seen
You get a shot at your competitor's customers
Many consumers aren’t brand committed
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
51%
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Identify your clients’ micro-moments
Key questions
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?
Are you also considering the various contexts of those needs, and are you adjusting your strategy accordingly?
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86%found directions or contact details for a business with their phones in the past three months.
Be useful in-the-moment
I-Want-To-Go Moments
Source: Google/Galaxy, "Micro-Moments Study," Australia, June 2015, n=1,002.
Action: Use location signals to highlight relevant locations, store inventory, and driving directions
58%of smartphone users are more likely to buy from companies whose mobile sites or apps allow them to make purchases quickly
Be useful in-the-moment
I-Want-To-Buy Moments
Action: Test your website today www.google.com/webmasters/tools/mobile-friendly
Source: Consumers in the Micro-Moment, Wave 3, Google/Ipsos, US, August 2015, n=1291 online smartphone users 18+
Be useful in-the-moment
Key questions
Are you helping consumers find nearby locations and highlighting in-stock inventory on mobile?
Where are consumers buying your product? How can you support consumers who are buying from you in-store or while on-the-go?
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Measure the moments that matter
Micro-moments have fragmented the consumer journey
of consumers do research before entering a store
of people say they use multiple screens for everyday activities, such as booking a hotel or shopping for electronics
of smartphone users turn to their devices to help them make a product decision when in stores
Digital drives people in store
Mobile is the new shopping assistant
People purchase across screens
82%87%90%
40%
Measure the moments that matter
Action: Measure across screens
Measure more than just app installs
Account for multi-device behavior
Make sure mobile gets credit for call conversions
of enterprises still use first-touch / last-touch attribution
Source: Forrester, ‘Cross Channel Attribution is Needed to Drive Marketing Effectiveness’, May 2014, United States.
Measure the moments that matter
Key questions
Are you measuring for clicks and sessions, or are you measuring the real bottom line?
Are you accounting for all types of mobile-driven conversions, including those that happen in your store, app, and calls?
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Micro-Moments checklist
Identify your clients’ micro-moments
Be useful in-the-moment
Connect the Dots
❑ Tap into Your Audience’s Passions❑ Use Location Signals
❑ Identify your Moments❑ Understand your Share of Intent
❑ Measure Across Screens❑ Measure Across Channels
First stepsto get your business found online Mitchel O'Donohue, Agency Development ManagerGoogle Australia & New Zealand
Define your marketing objectives
Work with your Google Partner agency
Understand the solutions
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In this presentation you will learn
Three steps to start advertising
First step
Define your marketing objectives
Phone calls
Storevisits
Onlinesales
Leadgeneration
Brandawareness
AdWords search ads help you get found by new customers
when they’re searching for what you sell
Understand the solutions
Get found by new customers
Start, stop or adjust at any time
Real time results Flexible Pricing
There’s never a contract, so you can pause, end, or adjust your campaign at
any time with no cancellation fees.
Whether it’s website visitors, online sales, or phone calls the tracking tools
will always tell you how your investment is paying off.
It’s easy to set the price you’re willing to pay when someone clicks on your
ad. And you can always change it whenever you like.
Understand the solutions
Advertise with full control and flexibility
Store visits
Direct consumers to your stores with Location Extensions
Ads leveraging Location Extensions see an average click through rate uplift of ~10%
Call Extensions enable your customers to
“click to call” directly from search ads
Phone calls
Make it easy for customers to call
Leverage Call-only ads if you are primarily
focused on driving calls
Online sales
Google Shopping is a compellingformat to reach consumers on mobile
150% more Shopping ads reaching mobile shoppers last year using better mobile ad units
Scrollable carousel drives more user interaction
Send qualified users to your site with images, more product information and Local Inventory Ad in-store annotations
Brand awareness
Maximise your reach with guaranteed viewable display ads
Google display ads increase brand awareness
vs. display ads that may notbe viewable
15%Googledisplay ads average
increase in brandedsearch queries* at a CPM that is 10–40% cheaper(because they’re viewable)
maps
Source: Google Internal Brand Lift surveys
Third step
Work with your Google Partner agency
Online marketing is a fast evolving
industry. Google Partner agencies
not only manage the execution,
they’re trusted by Google and have
proven capable to transform tools
into successful strategies for your
business.
Get to know your Google Partner agencyStarring: Google Partner agencies across Australia and New Zealand