search and find by matt bush
DESCRIPTION
Google's Matt Bush spoke at Net Media Planet's seminar, "The Personalised Path to Purchase." He discussed the importance of search and upcoming trends into Q4 2014.TRANSCRIPT
Matt Bush, Head of Performance, Google
search & find
MD, UK & Ireland Operations and VP, Google
why is search important?
we’re always in search mode
100b search queries every
2.5b Google users tell us…
that the database of intentions is changing all the time
searches for why are growing 1.5x as fast as for what
why is the sky blue why do we yawn why am i always tired why do cats purr
why was flappy bird deleted why is the sky blue why do men cheat why do cats purr
why was flappy bird deleted why is the sky blue why do men cheat why do cats purr
searches for how to have tripled in the last three years
Zoella’s how to: 256m YT views 5.8m channel subscribers
search data shows us how we’re the same, and how
we’re different
Source: analysis of Google AdWords data by Seth Stephens-Davidowitz
my pregnant wife…
MEXICO: poems for my pregnant wife words of love for my pregnant wife
Source: analysis of Google AdWords data by Seth Stephens-Davidowitz
my pregnant wife…
UNITED STATES: my wife is pregnant what do I do? my pregnant wife now what?
my pregnant wife…
Source: analysis of Google AdWords data by Seth Stephens-Davidowitz
UNITED KINGDOM: my pregnant wife hates me my pregnant wife is so mean
search & the Christmas season
online retail is growing fast
16% internet retail market growth in 2013
(1.8% overall UK retail sales growth)
Source: British Retail Consortium and KPMG
Source: IMRG
1 in 5 purchases are made online
AUG SEP OCT NOV DEC
2014
2013
2012
8% growth in retail search this Christmas
Source: Google internal data
smartphones are leading search growth
smartphone
desktop
tablet
retail search from smartphones will reach an all time high in Dec 2014
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Source: Google internal data, Based on a selection of key retail categories, incl. home, electronics, fashion & food
MON TUES WED THURS FRI SAT SUN28 NOV BLACK FRIDAY
1 DEC CYBER MONDAY
8 GREEN MONDAY
24 CHRISTMAS EVE
25 CHRISTMAS
26 BOXING DAY
31 NEW YEAR’S EVE
Source: Google internal data
…and will lead desktop and tablet on 13 days in late 2014
39% of UK smartphone owners use their smartphones to buy goods
Source: Google our Mobile Planet, 2013
7% of 2013 UK in-store retail sales were influenced by smartphones (that’s £18b)
Source: Deloitte Digital via eConsultancy
key dates drive online retail
NOV DEC
2013 retail site visits
Green MondayBlack Friday
Cyber Monday
Boxing Day
retail site visits peaked on key dates in 2013
Source: Google internal data
Christmas Day
fastest growing retail search day
busiest retail search day busiest mobile
search day
PLAs to drive 35% of retail traffic on Cyber Monday in 2014
AUG SEP OCT NOV DEC
2014
Cyber Monday
2013
+45% Y/Y
what are people searching for?
‘wreck this journal’ interest Source: Google Trends data
beauty home food fashion+13% +12% +7% +5%
(projected YoY growth in 2014)
growth categories for 2014
Source: Google Trends; Google internal data
‘do it yourself’ Christmas on the rise
homemade christmas
2004 201220102009 2011 20142005 2006 2007 2008 2013
inspiration cake recipes homemade gift ideas decorations last minute
Source: Google Trends data
what should you be doing?
think digital
52% of those who clicked on an online ad in the last 3 months purchased as a result of an ad click
Source: Mintel Digital Trends (Summer) – UK – June 2014
think mobile
location based ads led 32% to visit stores / make purchases and 19% to make unplanned visits / purchases
Source: Google Study, 2014
Source: MoPowered, via Mobify
30% of mobile shoppers abandon a transaction if the experience is not optimised for mobile
think engagement
PLAs to drive 33% of 2014 retail traffic
Source: Google internal data
plan ahead
AUG SEP OCT NOV DEC
2014
2013
retail search traffic ramps up now
Source: Google internal data
Matt Bush, Head of Performance, Google
search & find