Download - Win With Google
Confidential + Proprietary
I Win with Google
Dani Burlacu
May 3rd, 2017
Confidential & Proprietary
Quick Game - Please Stand Up!
2
Which was more Googled in the UK in 2016?
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OR
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OR
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Most Googled TV show globally in 2016?
Nokia 3310
20132010
% of Google searches on mobile
2015
Papal Conclave Vatican Square 2005
Papal Conclave Vatican Square 2013
Confidential & Proprietary
Papal Conclave Vatican Square 2013
US Presidential Election 2016
We no longer go online. We live online.
Internet Population
Global Population
2016
3.5 BN
7.4 BN
2021
8 BN
*> 7 BN
8 BN
I The internet is borderless and more people are connecting
64% are using search engines via smartphones at least weekly
…making it crucial for businesses to think mobile.
Search is mobile
Source: The Connected Consumer Survey 2015
Mobile spans all age groups
Source: The Connected Consumer Survey 2015
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
What are the main pillars for mobile performance & success
WorksLooks Speed
2 31
53%abandon if a
site takes >3 secto load¹
47%expect a page
to load in <2 sec²
52%say fast load time
is important to brand loyalty²
Google Confidential and Proprietary
How fast is fast?
Faster Sites Lead to Better Conversions
2% slower = 2% fewer searches/user 100ms faster = 1% more revenue
7s > 5s
4s > 2s
+24%
+4%
+2%
15s > 7s
+30% conversions
37%
44%
12%
4%
39%
22%
22%
9%
Our media consumption habits have changed
… Yet the investment is not following
GOOGLE SEARCH VOLUME BY HOUR
12am 4am 8am 12pm 4pm 8pm 12am
Mobile
Desktop/Tablet
Sear
ch V
olum
e
GOOGLE SEARCH VOLUME BY HOUR
12am 4am 8am 12pm 4pm 8pm 12am
Sear
ch V
olum
e This is the same user.
consumer moments create relevant signals
Google Confidential and Proprietary
I-want-to-know moments
66% of smartphone users turn to their phones to look up something they saw in a TV commercial
53% of online video viewers watch online video to be inspired or entertained
YouTube is the
#1platform 18-34 year-olds choose to explore their passions
I-want-to-watchwhat-I’m-into
moments
65% of online consumers look up more information online now versus a few years ago
I-want-to-go moments
82%of smartphone users use a search engine when looking for a local business
I-want-to-domoments
100M+ hours of “how-to” content have been watched on YouTube so far this year
I-want-to-buymoments
29% increase in mobileconversion rates in the past year
2X increase in “near me” search interest in the past year
91% of smartphone users turn to their phones for ideas while doing a task
82% of smartphone usersconsult their phones while in a store decidingwhat to buy
I Increase in ‘near me’ searches
Source: Google Trends 2016
Be ThereBe UsefulBe QuickConnect the Dots
I Succeeding in a micro-moments world
You get a shot at your competitor's customers
Many consumers aren’t brand committed
Being there drives brand awareness
Be There
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
of consumers say that regularly getting useful information from an
advertiser is the most important attribute when selecting a brand
of smartphone users have bought from a brand other than their
intended one because the information provided was useful
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
of smartphone users will immediately switch to another site or app if it’s too
clumsy or slow
of customers will abandon a site that takes over 3 seconds to load
Dissatisfied visitors will never return to a website where problems have occurred
If speed thrills, friction killsBe Quick
53%
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
Micro-moments have fragmented the consumer journey
Connect the Dots
I AgendaYour Short Description Here
In the past five years, foot traffic in retail stores has declined by 57%, but the value of every visit
has nearly tripled
Searches for “near me” In doubled 2015
Mobile’s share of online retail purchases is 26%
1. ShopperTrak 2015 holiday, US retail sales; 2. Mastercard Spendpulse 2010-2015, US retail sales; 3. Google Trends, Search for "near me", U.S., 2015 vs 20144. Google Analytics, retailer aggregated data, across GB, DE, FR, global March 2016
57%
3x
2x 26%
User Queries increase significantly at weekends, across key verticals.
Source: Google Trends, Date Range: May 1st, 2016 - June 30th, Categories for UK.
There is more traffic on Google.co.uk at weekends and bank holidays, than any other day in the month.
*Source: Hitwise, Date Range: May 1st, 2016 - May 31st, Google UK total pageviews.
high purchase intent
All weekend spikes
Source: Google Trends, Date Range: May 1st, 2016 - June 30th, Queries for UK.
Our spike lasts an extra day!
30th May BH
Source: Google Trends, Date Range: May 1st, 2016 - June 30th, Queries for UK.
peak at 9pm
Source: Think with Google - Dayparting Micro Moments & Google Internal Data
Spot the opportunity?
Confidential & Proprietary
Video will account for
69% of all online data traffic by
2017
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42%
95% 100% 100% 98% 93% 81%
% reach of online UK population
Source: comScore Media Metrix, July 15 Everyone is watching
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50%YouTube
watch time is Mobile
Source: KPCB: Internet Trends 2014 – Code Conference, May 2014; Google internal data
Google confidential | Do not distributeGoogle Confidential and ProprietarySource: Behavioral Lift Research with Millward Brown Digital, January 2014
Google confidential | Do not distributeSource: Behavioral Lift Research with Millward Brown Digital, January 2014
74%lift in website
visits
76%lift in relevant web
searches
3Xlift in YouTube
searches
CHOICE IS A GAME CHANGER
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