google & sgm at discovery park - adam devlin
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Confidential & Proprietary
Insights into Google& Search Trends in 2015
Confidential & Proprietary
Good morning!
AdamAgency Development
Manager
Confidential & Proprietary
How do we work together?
Dedicated account
troubleshooting Team
Direct access to Google experts
First to access trial Ad
Products
Agency Team
What is Google Partners?
Partners in the UK & Ireland
● What does it mean to be
badged?
○ A thumbs up from us and the
highest accolade a Partner
agency can receive
○ Demonstrates that the agency:
■ Is AdWords certified
■ Scores highly in best
practices, both in terms of
performance and customer
care
Working together to grow online
Google Partners offers agencies access to:
● Free training and support
● Adwords exams
● Industry insights and new product updates
● Partners community to connect with other agencies
● Dedicated point of contact
● Google Partners Search and connection with new clients
Work & win with agencies
Confidential & Proprietary
Ice Breaker
Think back to the period when you were between the ages of 12 and 16 years old…
...from the technology that was available to consumers back then,
what was one thing that you really wanted, or were excited about?
e.g. microwave, electric fireplace, walkie talkies…
...share with person(s) beside you!
Confidential & Proprietary
Consumer Trends
2015 2016 201720142013
MOBILEEXCEEDS
THE DESKTOP
2015
WELCOME TO
2013
2010
% of Google searches on mobile
2015
74% of UK consumers have a smartphone
Source: Mintel Digital Trends (Winter) - UK - December 2014
BY 2020
90%
source: Mobile Report, Nielsen IBOPE – entre usuários de smartphones- agosto de 2014 –
www.securenvoy.com/blog/2012/02/16/66-of-the-population-suffer-from-nomophobia-the-fear-of-being-without-their-phone/
Confidential & Proprietary
We no longer go online. We live online.
Confidential & Proprietary
Buy festival tote for Glastonburynext weekend11:15pm
On the bus, read about Glastonbury lineup8:42am
Use flashlight app to find dropped earring11:09pm
At bus stop, listen to new music playlist 8:30am
At work, book Glastonbury tickets11:36am
On bus, check email for summer sales this weekend5:29pm
Browse festival styles on YouTube7:15pm
Wake up and check today’s weather7:50am
At lunch, play Candy Crush while waiting in the queue 1:33pm
Use maps to get directions to the new Taco restaurant1:13pm150X
per day
Confidential & Proprietary
Web Videos
Images Shopping News More Search tools
mi·cro-mo·ment/ˈmīkrō/ /ˈmōmənt/
noun; plural noun: micro-moments
1. A moment we reflexively turn to a device to act on a need we have that moment – to learn, discover, find or buy something.
2. Intent-rich moment when decisions are being made or preferences being shaped.
About 44,800,000 results (0.37 seconds)
define: micro-moment
FAST, UNPREDICTABLE CHANGEis an absolute certainty
TECHNOLOGY
is changing
PEOPLE
are changing
THE WORLD
is changing
FAST, UNPREDICTABLE CHANGEis an absolute certainty
Technology is changing
To grow, your business must exceed the pace
of change
The world is changing
People are changing
Search behavior is sometimes strange
but always true
2.5bn
Users of Google Search
100b
nSearch queries conducted every month
6,000Search queries every
second that Google has never, ever seen before
Google Confidential and Proprietary 32
Not just searching, but watching more than ever too
191 VIDEOS
per viewer per month
Source: comScore MediaMetrix, Desktop and Mobile, UK, January 2015
40.7 MILLION
people in the UK watch YouTube every month
8 HOURSof YouTube videos watched per viewer every month
86% REACHof the UK online population
The database of intentions
is changing all the time
MORE COMPLEX MORE CONVERSATIONAL
MORE “IN THE MOMENT”
MORE COMPLEX MORE CONVERSATIONAL
MORE “IN THE MOMENT”
SEARCHES FOR “WHY” ARE GROWING
1.5X
AS FAST AS FOR WHAT
SEARCHES FOR “HOW TO” HAVE GROWN
3X IN THE LAST THREE
YEARS
2005
2007
2009
2011
2013
Marathon
Running Shoes
Nike Running 4x as much traffic
It’s not just your product, but your purpose that counts
MORE COMPLEX MORE CONVERSATIONAL
MORE “IN THE MOMENT”
SEARCH IS MORE CONVERSATIONAL
Mobile voice
searches have
more than
doubled in the
past year
MORE COMPLEX MORE CONVERSATIONAL
MORE “IN THE MOMENT”
SEARCH IS MORE ‘IN THE MOMENT’
51% OF UK SHOPPERS GO ONLINE TO
COMPARE PRODUCTS, PRICES, AND FEATURES
GOOGLE CONSUMER BAROMETER
LOCATION BASED ADS LED32% TO VISIT STORES &
PURCHASE, 19% TO MAKE UNPLANNED PURCHASES
SMARTPHONE COMPUTER/TABLET
BUSINESS HRS
BUSINESS HRSDIRECTIONS
LOCAL ADDRESS LOCAL ADDRESS
PRODUCT AVAIL
TOP LOCATION BASED SEARCHES:
Google Confidential and Proprietary
Of course, people aren’t just searching They go online when they are looking to be educated, entertained, and inspired
10:00pmWatch video from a friend
8:00amCheck mail on phone
8:00pmBrowse the web
6:00pmLook up recipe on tablet
MORE COMPLEX MORE CONVERSATIONAL
MORE “IN THE MOMENT”
IT’S NOT PRODUCT, BUT PURPOSE THAT
COUNTS
CONSUMERS ARE (LITERALLY) TALKING
TO YOUR BRANDS
CONTEXT IS EVERYTHING
Data with a heartbeat
Google Confidential and Proprietary