google’s matt bush: what can search tell us about the future of advertising?
DESCRIPTION
Matt Bush talks at our Digital Journeys event about search and how we currently use it, also going back to the beginnings of search and the reason why we actually started to search originally.TRANSCRIPT
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