google and 180fusion webinar - september 2014 - ppc success

Google Confidential and Proprietary Google Confidential and Proprietary

Today’s Agenda

Introductions (5 mins)

Any Time, Any Place, Any Device (10 mins)

Multi-Screen World: Insights for Succeeding (20 mins)

Key Takeaways (5 mins)

Q&A (5 mins)


Introductions 180fusion and Google


Google, Channel Sales

Marketing Discussion

•  Educate clients on Google’s ever-growing suite of offerings •  Promote Search, Mobile, Display, YouTube as aligned with client

business needs •  Support clients in growing new business

•  5+ years focused on cross-platform and strategic advertising products •  Advisor to many SMBs in a variety of industries including retail,

engineering, and technology on Business Strategy and Digital Marketing

•  Currently managing high profile SMB partnerships for increased adoption of, and success with, Google advertising solutions

Bo Pulito – Strategic Partner Manager

Business Objectives for Clients:

Bio:


180Fusion

Marketing Discussion

•  Increase sales, general qualified leads, build brand awareness by driving qualified traffic in profitable way

•  Grow companies digital presence in the areas of PPC, SEO, Mobile & Social Media Marketing

•  Support overall strategy for online client growth

•  Industry veteran with 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.co ,Social Media Today, Search Engine Journal •  Successfully led Fortune 500 executives to SMB market on digital

marketing initiatives. •  On the Board of Directors of Non Profits & Tech companies

Scott Cohen – CEO

Business Objectives for Clients:

Bio:


Any Time, Any Place, Any Device The Digital Revolution


2006 1B

2003 500M

1994 Users 77M

1998 2000 400M

2010 1.9B

distribution and commerce

information communication

“buy” “read” “talk”

The digital revolution in context

2014 3B


MORE THAN 50% OF ONLINE DEVICES ARE MOBILE


digital information in the world(videos, photos, music, texts, etc.)

800 exabytes 2010

2020 53 zettabytes

internet users worldwide

2010 1.9B

2020 5 B

mobile subscribers 2010 5 B

2020 10 B

That growth is still going….


Moment Search Conversion Report

The audience journey has changed

Source: Google Multi Screen World Study, 2013, www.thinkwithgoogle.com

65% of retail search journeys start

on mobile

Consumers have new ways to convert


90%

10%

Majority of our daily media interactions are screen based

Base: All Device Interactions – PC/Laptop (3817); Smartphone (6057); Tablet (542); TV (3592). Q. Which of the following did you use? Q. What else did you use at the same time? Note: Respondents were asked to consider printed hard copies of Newspaper and Magazine.


Context drives device choice Today consumers own multiple devices and move seamlessly

between them throughout the day


There are two modes of multi-screening


Consumers rely on search to move between devices

Base: Have Started Activity on One Device & Continued on Another: Searching (923); Browsing (1172); Shopping (969), Watching a Video (623). Q. You mentioned that you have started each activity below on one device and then continued it on another device. For each activity (column), please indicate the way(s) in which you did this.


Multi-Screen World: Insights for Succeeding

What we expect this year


DO YOU HAVE MULTI-SCREEN STRATEGY?


Do you have an integrated search strategy?

first 5-6 links on the left get the most attention

after 2 seconds after 8 seconds

search engine results page heat map


Digital Marketing Spend for Companies in 2014*

*Source: SEMPO State of Search Marketing Report 2013

•  Eight out ten marketers identify mobile as significant – yet only 3% of marketing budget goes to this area

•  Nearly half of digital

marketing budget is spent on search, with 31% on Paid Search and 18% on SEO

•  63% of businesses will be

increasing their paid search budget for 2014, while 47% plan to do so for SEO


There’s a simple way to think about this


Always there


Across the whole web


Midnight 3am 6am 9am 12pm 3pm 6pm 9pm

On all devices, at all times of day

Google internal, 2013 AT&T Nielsen, Clickstream Study, 2010


Always relevant


Relevant to intent


Relevant to device


Google Confidential and Proprietary



Relevant to time of day


Relevant to content


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 Site X -

Relevant to behavior


The Flow of Remarketing


450%

Dynamic remarketing

can boost CTRs by

Relevant to behavior

Google internal, 2013


Always optimized


Attribute, evaluate and optimizethe whole customer journey


180Fusion and Google helps you complete the picture

Display Ads: Reach users further down the purchase funnel; engage & re-engage them!

Mobile Ads: consumers turn to their devices in various contexts – be there when they do!

Google and 180Fusion support teams can help you increase your success

Google Confidential and Proprietary Google Confidential and Proprietary Google - confidential

Key Takeaways


•  Find out how much of your traffic/revenue is coming from mobile. What's been the growth?

Key Takeaways

Be There



•  Try your own site on mobile and do a transaction. Was it what you expected?

•  Try a search for your own product on mobile and tap on it. Is the experience easy to complete?

Key Takeaways

Be There Be Relevant

For Constantly Connected Customers

Engage New Consumer Contexts



•  Try your own site on mobile and do a transaction. Was it what you expected?

•  Try a search for your own product on mobile and tap on it. Is the experience easy to complete?

•  Follow-up with your digital team on how they measure mobile ROI.

•  Are you accounting for mobile's impact on in store sales, call center sales, cross device sales?

•  If you have an app, ask your team how they value app users.

Key Takeaways

Be There Be Relevant Be Optimized

For Constantly Connected Customers

Engage New Consumer Contexts

Measure All Conversions


Search

Video

Mobile

Offers

Local

Site

Display 300 x 250

How to Manage Digital Marketing Effectively?

Social


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 Google Confidential and Proprietary Google confidential

Jump in!


Google Confidential and Proprietary Google Confidential and Proprietary Google - confidential 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?.

Eric Hannelius Vision Payment Solutions President & CEO

“180Fusion Remarketing on Google allows us to add value back into our ‘sunk’ costs. It’s a great opportunity to win back those users that we’ve already driven to the site through other advertising campaigns.”

Eric Hannelius Vision Payment Solutions President & CEO

“180Fusion’s SEO and SEM solutions on Google allows us to maximize our digital marketing so we’re in front of our addressable market at the right time and at an efficient cost.


Q&A


For Personalized, One on One Consultation, For Webinar Attendees Only

[email protected]

877-321-4180

thank you!

google and 180fusion webinar - september 2014 - ppc success

Technology

pmgoogle confidential

secondsgoogle confidential

zettabytesgoogle confidential

yeargoogle confidential

integrated search strategy

multiscreen strategy

digital marketing

search engine journal