search and find by matt bush

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Matt Bush, Head of Performance, Google search & find

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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.

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Page 1: Search and Find by Matt Bush

Matt Bush, Head of Performance, Google

search & find

MD, UK & Ireland Operations and VP, Google

Page 2: Search and Find by Matt Bush
Page 3: Search and Find by Matt Bush

why is search important?

Page 4: Search and Find by Matt Bush

we’re always in search mode

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100b search queries every

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2.5b Google users tell us…

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that the database of intentions is changing all the time

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searches for why are growing 1.5x as fast as for what

Page 9: Search and Find by Matt Bush

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

Page 10: Search and Find by Matt Bush

why was flappy bird deleted why is the sky blue why do men cheat why do cats purr

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searches for how to have tripled in the last three years

Page 12: Search and Find by Matt Bush

Zoella’s how to: 256m YT views 5.8m channel subscribers

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search data shows us how we’re the same, and how

we’re different

Page 14: Search and Find by Matt Bush

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

Page 15: Search and Find by Matt Bush

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?

Page 16: Search and Find by Matt Bush

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

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search & the Christmas season

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online retail is growing fast

Page 19: Search and Find by Matt Bush

16% internet retail market growth in 2013

(1.8% overall UK retail sales growth)

Source: British Retail Consortium and KPMG

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Source: IMRG

1 in 5 purchases are made online

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AUG SEP OCT NOV DEC

2014

2013

2012

8% growth in retail search this Christmas

Source: Google internal data

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smartphones are leading search growth

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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

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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

Page 25: Search and Find by Matt Bush

39% of UK smartphone owners use their smartphones to buy goods

Source: Google our Mobile Planet, 2013

Page 26: Search and Find by Matt Bush

7% of 2013 UK in-store retail sales were influenced by smartphones (that’s £18b)

Source: Deloitte Digital via eConsultancy

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key dates drive online retail

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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

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PLAs to drive 35% of retail traffic on Cyber Monday in 2014

AUG SEP OCT NOV DEC

2014

Cyber Monday

2013

+45% Y/Y

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what are people searching for?

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‘wreck this journal’ interest Source: Google Trends data

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beauty home food fashion+13% +12% +7% +5%

(projected YoY growth in 2014)

growth categories for 2014

Source: Google Trends; Google internal data

Page 33: Search and Find by Matt Bush

‘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

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what should you be doing?

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think digital

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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

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think mobile

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location based ads led 32% to visit stores / make purchases and 19% to make unplanned visits / purchases

Source: Google Study, 2014

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Source: MoPowered, via Mobify

30% of mobile shoppers abandon a transaction if the experience is not optimised for mobile

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think engagement

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PLAs to drive 33% of 2014 retail traffic

Source: Google internal data

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plan ahead

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AUG SEP OCT NOV DEC

2014

2013

retail search traffic ramps up now

Source: Google internal data

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Matt Bush, Head of Performance, Google

search & find