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1. Google Confidential and Proprietary

2. Google Confidential and Proprietary
2014, Year in Search

3. Google Confidential and Proprietary
Bo Pulito
Strategic Partner Manager, Google
● 6+ Years Ad Tech Experience
● Focus on emerging business
platforms and products
● Advisor and Consultant to Venture
and Ad Technology companies
● MBA, UCLA Anderson

4. Google Confidential and Proprietary
Scott Cohen
CEO, 180Fusion
• 17+ years in software and internet sector
• 180fusion awarded Inc 500 fastest growing private
companies & Top 20 Best Places to Work
• Contributor to Wired, Tech.com,Social Media Today,
Search Engine Journal
• Guest Lecturer at USC Marshall School of Business,
Georgetown, and UofA
• Board of Directors of Non Profits & Privately Held
Tech companies
• Previous Software Company acquired by IBM

5. Google Confidential and Proprietary
Prize Drawing
1. Android Smart Watch
2. $500 from 180Fusion towards
Adwords PPC management

6. Google Confidential and Proprietary
The Future Is NOW

7. Google Confidential and Proprietary
Talking Points
❏ What is happening in Tech?
❏ What is Google doing?
❏ How do you take advantage?

8. Google Confidential and Proprietary
What is happening in Tech?

9. Google Confidential and Proprietary
The Future Is NOW...

10. Google Confidential and Proprietary
The Future [really] Is NOW

11. Google Confidential and Proprietary
Technology Trends
❏ Internet of Things (IoT)
❏ Mobile
❏ Personalization

12. Google Confidential and Proprietary
IoT: Hyperconnectivity
4.9B
connected
“things” will be
in use globally
in 2015

13. Google Confidential and Proprietary
Google Confidential and Proprietary
Mobile: The Central Internet Hub

14. Google Confidential and Proprietary
Mobile searches have surpassed Desktop
Source: ComScore Data
2014
2011 2012 2013 2014 2015 2016
50% of searches
from mobile users

15. Google Confidential and Proprietary
Google now
Personalization: The Internet of “Me”

16. Google Confidential and Proprietary
Marketing Theory

17. Google Confidential and Proprietary
Source: Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., April 2014

18. Google Confidential and Proprietary
Path to purchase is non-linear

19. Google Confidential and Proprietary
Model Updated: The Zero Moment Of Truth
First
Moment
of Truth
Second
Moment
of Truth
Stimulus
Which becomes the
next person’s ZMOT

20. Google Confidential and Proprietary
❏ IoT
❏ Mobile
❏ Personalization
How do you take advantage?

21. Google Confidential and Proprietary
How do you take advantage?
❏ IoT
❏ Mobile
❏ Personalization
Think Multi-Screen
Think Local
Think Targeted

22. Google Confidential and Proprietary
IoT - Think Multi-screen

23. Google Confidential and Proprietary
Multiples screens influence each other
3 in 10
college bball
fans prefer to
watch highlights
than the game

24. Google Confidential and Proprietary
A: Basic Search campaign
B: Optimized Google Search
C: YouTube campaign
Create Demand with Display and Youtube
90% of
customers in
case study were
new to the
business

25. Google Confidential and Proprietary
Mobile - Think Local

26. Google Confidential and Proprietary
Capitalize on “Micro-Moments”

27. Google Confidential and Proprietary
Google "near
me" searches
have increased
34x since
2011
1 in 3mobile searches have local intent

28. Google Confidential and Proprietary
Appear on local searches on
Google with Google My
Business
Get your local store info online
Location Extensions
allow customers to
instantly get directions to
your business or make a
call directly from your ad.

29. Google Confidential and Proprietary
Personalization - Think Targeted

30. Google Confidential and Proprietary
There’s a simple way to think about this

31. Google Confidential and Proprietary
Always there

32. Google Confidential and Proprietary
Across the whole web

33. Google Confidential and Proprietary
On both paid and organic search
sparkplugdigital.com 2013

34. Google Confidential and Proprietary
Midnight 3am 6am 9am 12pm 3pm 6pm 9pm
On all devices, at all times of day
Google internal, 2013
AT&T Nielsen, Clickstream Study, 2010
of online shopping
takes place between
8pm and midnight
19%

35. Google Confidential and Proprietary
Consideration
Awareness
Purchase
of conversions occur on a
non- branded keyword
33%
At every stage of the funnel

36. Google Confidential and Proprietary
Always relevant

37. Google Confidential and Proprietary
Relevant to intent

38. Google Confidential and Proprietary
Relevant to device

39. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Google Confidential and Proprietary
Relevant to time of day

40. Google Confidential and Proprietary
Relevant to content

41. Google Confidential and Proprietary
Re-engage with visitors who’ve shown an interest in your products
or services
of people who visit a website leave
without completing the actions
marketers want them to take
96%
of people abandon their shopping
cart without completing a
purchase
70%
Your Ad
Your Site
X
-Relevant to behavior

42. Google Confidential and Proprietary
Relevant to behavior
The Flow of Remarketing

43. Google Confidential and Proprietary
450%
Dynamic
remarketing
can boost CTRs by
Google internal, 2013
Relevant to behavior

44. Google Confidential and Proprietary
180Fusion and Google helps you complete the picture
Increase Sales Lower CPAs
Increase Profits
Increase Customer
Lifetime Value
Holistic View of
Marketing Strategy
Your Company Here!

45. Google Confidential and Proprietary
PhD Ventures, 2014
Digital Opportunity is HUGE and GROWING

46. Google Confidential and Proprietary
180Fusion partnership has historically…
Increased Account Performance
Increased Customer Satisfaction
Decreased Advertiser Churn
Enhanced Google Customer Service
Expanded Advertising Product Mix

47. Google Confidential and Proprietary
Search
Video
Mobile
Offers
Local
Site
Display
300 x
250
How to Manage Effectively at Scale?
Social

48. Google Confidential and Proprietary
Google confidential
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Google Confidential and Proprietary