google’s matt bush: what can search tell us about the future of advertising?

Search & Find@mattjbush+mattjbush

What can search tell us about the

future of advertising?

Social media has become the world’s biggest stock

photography project

Search behavior is sometimes strange

but always true

2.5bnUsers of Google Search

100bnSearch queries conducted every month

We’re always in ‘search mode’.

The database of intentionsis changing all the time

Searches for WHY are growing 1.5x as fast

as WHAT.

Searches for ‘How-To’ have tripled in the last

three years

#artcopycode

Why

How

What

What’sNext?

The perfect search engine understands exactly what you

mean and gives you back exactly what you want.

Larry Page

Couldn’t we say the same about brands?

Some things to keep in mind.

Purpose, not Product

Purpose searchesThings that your product makes possible

Category searchesA product type

Branded searchesA specific product

born to run

2005 2007 2009 2011 2013

Marathon

Running Shoes

Nike Running 4x as much traffic

Unilever: All Things Hair

Top 1000Hair Searches

Searches

Eg. Hair inspiration,

product-specific

Themes

Popular bloggers in key markets

Partners

Briefed to create anything as long as it answers the

question

Content

Unilever: All Things Hair

Top 1000Hair Searches

Searches

Eg. Hair inspiration,

product-specific

Themes

Popular bloggers in key markets

Partners

Briefed to create anything as long as it answers the

question

Content

Image search media to collect

all queries

Connect

Search data helps us make products with purpose

ombre

#artcopycode

Ombré Interest

2005 2007 2009 2011 2013Sear

ch q

uery

vo

lum

e, U

S

It proves you can be nimble and respond to trends even if you’re a consumer

packaged goods company.

Julie Chamberlain, VP of marketing, L’Oréal Paris haircolor

It’s not just your product, but your purpose that

counts

Culture Always Counts

global culture

global culture ≠ monoculture

Search data shows us how we’re the same, and how

we’re different.

The parent trap.

Can Pregnant Women.....?Source: analysis of Google AdWords data by Seth Stephens-Davidowitz

US: eat shrimp

Can Pregnant Women.....?Source: analysis of Google AdWords data by Seth Stephens-Davidowitz

India:eat pizza

Can Pregnant Women.....?Source: analysis of Google AdWords data by Seth Stephens-Davidowitz

Germany: fly

Can Pregnant Women.....?Source: analysis of Google AdWords data by Seth Stephens-Davidowitz

Brazil:dye their hair

Can Pregnant Women.....?Source: analysis of Google AdWords data by Seth Stephens-Davidowitz

Nigeria:drink cold water

Can Pregnant Women.....?Source: analysis of Google AdWords data by Seth Stephens-Davidowitz

UK: eat feta cheese

#artcopycode

Source: analysis of Google AdWords data by Seth Stephens-Davidowitz

My Pregnant Wife

Poems for my pregnant wifeWords of love for my pregnant wife

Mexico 

#artcopycode

Source: analysis of Google AdWords data by Seth Stephens-Davidowitz

My Pregnant Wife

My wife is pregnant what do I do

My pregnant wife now what

US 

#artcopycode

Source: analysis of Google AdWords data by Seth Stephens-Davidowitz

My Pregnant Wife

My pregnant wife hates me

My pregnant wife is so mean

UK 

How could we test our differences in a moment

of togetherness?

Google Searchand the world’s most digital

event.

Indexed Search Query Volume United States

World Cup Final 2010

Champions League 2014Indexed Search Query Volume United States

34countries with local trends

64matches over 30 days

80+

trends per day

2000+

trends throughout the tournament

40+

Google social channels worldwide

www.google.com/worldcup

By the next World Cup, we may not need a war roomIt might not be the World Cup

Takeaways

Tap the world’s largest latent focus group Watch for the hockey stick curvesGlobal truths, local insightsListen to the data, respond in real time

Questions?

Thank you@mattjbush+mattjbush