google and 180fusion seminar - what is the future of search
TRANSCRIPT
Google Confidential and Proprietary
Bo Pulito Strategic Partner Manager, Google
● 7+ Years Ad Tech Experience● Focus on emerging business
platforms and products● Advisor and Consultant to Venture
and Ad Technology companies● MBA, UCLA Anderson
Google Confidential and Proprietary
Scott CohenCEO, 180Fusion
• 17+ years in software and internet sector• 180fusion awarded Inc 500 fastest growing private
companies & Top 20 Best Places to Work• Contributor to Wired, Tech.com,Social Media Today,
Search Engine Journal• Guest Lecturer at USC Marshall School of Business,
Georgetown, and UCLA• Board of Directors of Non Profits & Privately Held
Tech companies• Previous Software Company acquired by IBM
Google Confidential and Proprietary
Talking Points
❏ What is happening in Tech?
❏ What is Google doing?
❏ How do you take advantage?
Google Confidential and Proprietary
3 Tech Trends
❏ Internet of Things (IoT)
❏ Mobile
❏ Personalization
Google Confidential and Proprietary
IoT: Hyperconnectivity
4.9B connected
“things” will be in use globally
in 2015
Google Confidential and Proprietary
Google Confidential and Proprietary
Mobile: The Central Internet Hub
Google Confidential and Proprietary
Google Confidential and Proprietary
DEVELOPMENTAL vs GENERATIONAL
change
Koetsier, Venturebeat
Google Confidential and Proprietary
Understanding the Results Page (SERP)
Google Search Ads (SEM)
Organic Listings (SEO)
Info Cards: Local map listings
Google Confidential and Proprietary
The #1 Display provider across screens95%
Reach #1 in Desktop
82.7% Reach #1 in Mobile
94.5% Reach
#1 in Multi-platform
Google Confidential and Proprietary
1Billionvideos are watched online every day
Equal to1.75M
TV channels
30% year-over-year
growth
56% of all watch time online
YouTube reaches 6x more 18-34 year-olds than Top 5 full-episode-players combined
Top 5 full-episode-players: Hulu, ABC, NBC, CBS, & Fox
Source: US Statistics, comScore Video Metrix–Feb 2014, Base: Total 18-34 YO population
6x
Google Confidential and Proprietary
How do you take advantage?
❏ IoT
❏ Mobile
❏ Personalization
Think Multi-Screen
Think Local
Think Targeted
Google Confidential and Proprietary
Multiples screens influence each other
Leverage Display & Video to convert potential customers and capture new leads
Google Confidential and Proprietary Source: Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., April 2014
Google Confidential and Proprietary
Mobile searches have surpassed Desktop
Source: ComScore Data
2014
2011 2012 2013 2014 2015 2016
50% of searches from mobile users
Google Confidential and Proprietary
Google "near me" searches
have increased
34x since 2011
1 in 3 mobile searches have local intent
Google Confidential and Proprietary
Appear on local searches on Google with Google My Business
Get your local store info online
Location Extensions allow customers to instantly get directions to your business or make a call directly from your ad.
Google Confidential and Proprietary
Midnight 3am 6am 9am 12pm 3pm 6pm 9pm
On all devices, at all times of day
Google internal, 2013AT&T Nielsen, Clickstream Study, 2010
of online shoppingtakes place between 8pm and midnight
19%
Google Confidential and Proprietary
Consideration
Awareness
Purchase
of conversions occur on a non- branded keyword
33%
At every stage of the funnel
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Relevant to time of day
Google Confidential and Proprietary
Re-engage with visitors who’ve shown an interest in your products or services
of people who visit a website leave without completing the actions marketers want them to take
96%
of people abandon their shopping cart without completing a purchase
70%Your Ad
Your SiteX- Relevant to behavior
Google Confidential and Proprietary
450%
Dynamic remarketing
can boost CTRs by
Google internal, 2013
Relevant to behavior
Google Confidential and Proprietary
180Fusion and Google helps you complete the picture
Increase Sales Lower CPAs
Increase ProfitsIncrease Customer Lifetime Value
Holistic View of Marketing Strategy
Your Company Here!
Google Confidential and Proprietary
180Fusion partnership has historically…
Increased Account Performance
Increased Customer Satisfaction
Decreased Advertiser Churn
Enhanced Google Customer Service
Expanded Advertising Product Mix
Google Confidential and Proprietary
180Fusion has proven performanceCase Study-Hornblower: Hit annual revenue goal in 3 quarters
44% Increased number of Leads
31% drop in cost per conversion
30% lift in CTR
17% drop in CPC
Google Confidential and Proprietary
Search
Video
Mobile
Offers
Local
SiteDisplay
300 x 250
How to Manage Effectively at Scale?
Social