the power of adwords - business first network ni presentation
TRANSCRIPT
September 2016
The Power of AdWords
Google Confidential and Proprietary
We’re tuning in more than ever
Google Confidential and Proprietary
“As many as 88% of consumers are researching items online and then buying in a physical store.”Accenture: “Seamless Retail” - 2014
Buy festival tote for Coachella next weekend11:15pm
On the bus, read about Coachella lineup8:42am
Use flashlight app to find dropped earring11:09pm
At bus stop, listen to new music playlist 8:30am
At work, book Coachella tickets11:36am
On bus, check email for sales this weekend5:29pm
Browse festival styles on YouTube7:15pm
Wake up and check today’s weather6:50am
At lunch, play Scrabble while waiting in line1:33pm
Use maps to get directions to Creole food truck 1:13pm150X
per day
Source: Kleiner Perkins Caufield and Byers, 2013
20%increase in mobile's
share of online sessions
18%decrease in time spent per visit
29%increase in
mobile conversion rates
Google Analytics aggregated data, 2014-2015 for April 1-14, US
Google Confidential and Proprietary
The world has changed
61%now prefer news
on PC, tablet, laptop or mobile to
newspaper
110 hours per month
spent online by theaverage Brit of all online
sales are made on a mobile
device
27%
Consumer Behaviour Has Changed
Google Confidential and Proprietary
Take a look at John’s sitting room.
90%Move between
devices to accomplish a goal
63%Watch TV and surf
the web at the same time
Google Confidential and Proprietary
The buying process has changed too.
Buyers areunpredictable.
They switch regularly between devices.
They read reviews, compare styles, and
research pricing.
They search.
Holiday in Ibiza
93 % of buyers research online before purchasing.
40k online searches occur per second in the
UK.
They search again.
Cheap 2 nights + Ibiza
On average, 10.4 information sources
influence an online buying decision.
Google Confidential and Proprietary
Buyers used to follow a linear path to purchase.
Yellow pages
Awareness Consideration
Intent Decision
Print ad
Billboard
Storefront
Call seller
Visit store
Ask for a quoteCompare goods in store
Mail order
Store purchase
Google Confidential and Proprietary
Now they use the internet as a hub.
New mobile phone
Online Video62% of UK population watches YouTube
Social Media4x more likely to buy a product recommended by a friend
Online Review77% look at online reviews before making a purchase
Mobile41% research and purchase
on a smartphone
Display Ad51% of consumers learn
about new products from online advertising
View in Store19% research online, visit a
store to examine the product and then purchase
online
Purchase in store/
Purchase online
Search 93% of buyers research online before purchasing
Google tracks and understands Human Behaviour
If you are using Google products as a commercial user Remember 2 things:
1. They understand Customer Journeys2. They want end users to get through that Journey ASAP
I.e. they want to deliver the customer to you ASAP and they have developed suites of tools to make that happen.
Google Confidential and Proprietary
INFLUENCE CONSIDERATION DRIVE SALES
YT Brand Channel + content
Livestream
TrueView
Rich Media DisplaySearch + Extensions
G+ pages and social outreach
Enhanced Campaigns + RetargetingAudience Targeting
Google Shopping
Click to CallLocation extensionsProximity Bidding
G+ CommunitySocial extensions
Hangouts
Brand and category keywordsDynamic search adsSearch ExtensionsMobile ExtensionsAlways optimized with AnalyticsRemarketing (Search, Display, Video, Dynamic)Contextual targetingProduct info on YT
Google Shopping
Own all branded keywords
BUILD AWARENESS
Products to invest in per objective: an overview
TrueView
Google Confidential and Proprietary
Build AwarenessTargeted mass reach across devices during moments of relevance
People can’t buy a brand if they don’t know it
Create iconic experiences
● Rich Media & Engagement Ads
● GDN Awareness Ads & YT Prime Packs
Reach your audience at the right time and place
● Click-to-call, app download, and location mobile extensions
● Active View Display Ads● Engagement Display Ads● TrueView YouTube Ads ● G+ Hangouts
Greet those who are looking● Google and YouTube Search● Location, sitelink & offer extensions● Remarketing● Display Targeting (interest Category,
Topic, Keyword Contextual)● YouTube Content and Brand Channel
Amplify with social endorsement● Google+ page with WIldfire messages and
social ads● Social extensions for search● Google+ communities● Google+ Hangouts● Community/Blogger Outreach● YouTube Channel Subscriptions
Google Confidential and Proprietary
Influence ConsiderationEngaging communication for the right audience
Turn people who are aware of the
brand into a buyer of the
brand
Tell them the story they need to hear
● Enhanced campaigns ● Targeted video & display ads● Retargeting (search, display, &
video)● Display Rich Media & Engagement
Ads● YouTube TrueView
Make it easy to buy● Click-to-call, location
extensions, and proximity bidding
● Mobile app extensions● Product listing ads, Offers
Answer their questions● Display Targeting (Interest Category,
Affinity, Keyword Contextual)● Google & YouTube Search across
devices● G+ communities and circles● G+ hangouts
Help them discover what others think
● Review extensions + Google places page
● G+ badge, Social Annotations, +Posts● Google+ communities● YouTube TrueView
Google Confidential and Proprietary
Drive SalesEnsure your brand is present across the web when and where your customers are looking with smart ads that are relevant to their context and intent
Always There● Brand and category keywords
for Google Search and YouTube Search
● Dynamic Search Ads● Display Targeting (Keyword
Contextual, Similar Audience, Interest category)
● Display enhanced campaigns with
● Geo and Proximity bidding● G+ page for business Always Optimized
● Search funnels ● Use Conversion tracking● Use Google, YouTube● Display Campaign
Optimizer
Always Relevant● Remarketing with relevant messaging
(Search, Display, Video, Dynamic)● Extensions (sitelink, location, social)● Product Listing Ads● Google Shopping ● Mobile extensions (app download,
click-to-call, etc.)● Display on product comparison and
review sites
Lead from consideration to purchase
If you want to generate happy new customers, you simply can’t ignore
But the scope and variety can be a bit baffling and sometimes very expensive!Get some good advice
In addition, there are other, very useful tools out there and Google should not be considered in isolation. Major Social Media
platforms should often be used in tandem …
Again … get some good advice
Google Confidential and Proprietary