A webinar on the latest in search strategy from Google and 180fusion.

1. Google Confidential and Proprietary

2. Google Confidential and Proprietary

3. Proprietary + Confidential
Brad Keys
Director of Strategy, 180Fusion
• Directs a team of Sales Representatives at one of
the most innovative and fastest growing search
engine marketing firms in the country
• Provides strategy on Enterprise Accounts
determining the most profitable and sustainable mix
of online initiatives.
• 4+ Years at 180fusion
• Contributor to Business 2 Community, SEMRush,
Forbes, Huffington Post and MarketingProfs
• Florida State University Alumni (Go Noles)
• Product Expertise:
■ SEM
■ SEO
■ Social Media
■ Email Marketing
■ Web Design

4. Proprietary + Confidential
Kevin Lao
AdWords Enablement, Google
● 5+ years digital experience
● Focuses on high value search
engine marketing partners across
North America
● B.A., Marketing Management,
Wayne State University
● Traveled 152,412 miles in 2016
● Moved to Google Austin in June!

5. Proprietary + ConfidentialProprietary + Confidential
Proprietary + Confidential

6. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential

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15%of daily Google
searches are unique

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JapanUSA
Mobile searches now exceed desktop searches
in 10 countries, including:

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1987

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1989

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Mobile
1998

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B

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F

14. per day
At bus stop, listen
to new music playlist
8:30am
Buy new tote to
take to Coachella
11:15am
Browse festival
styles on YouTube
7:15pm
On bus, check email
for sales this weekend
5:29pm
At lunch, play Scrabble
while waiting in line
1:33pm
Use flashlight app to
find dropped earring
11:09pm
Use maps to get
directions to
Creole food truck
1:13pm
At work, book
Coachella tickets
11:36am
Wake up and
read news online
6:50am On the bus, read articles
about Coachella
8:42am
150x

15. Proprietary + ConfidentialProprietary + Confidential
Mobile changes everything.
We spend almost 5 hours a
day on our mobile phones,
connecting consumers
whenever and wherever they
need to find information.
Google Data, “How People Use Their Devices.”

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Nomophobia
noun
a fear of being without
mobile device, power
source, or service area

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We don’t go online. We live online.

18. Moments
7:05am Text Alex
7:45am Check time
8:12am Read text from Alex
9:03am Send work email
1:23pm Post vacation photos
3:29pm Text Thomas
5:38pm Take picture of traffic
5:40pm Post picture of traffic

19. 7:15am Find brunch spot!
7:53am Watch “how-to fix a faucet”video
8:59am Research top shoulder
surgeons in Austin
10:07am Read about “best running
shoes in 2017”
1:23pm Watch “best painting tips”
videos
5:38pm Look up “best plumber in Austin”
Micro-moments

20. Micro-Moments: Moments That Truly Matter

21. Be There
Be Useful
Be Quick
Connect the Dots
Succeeding in a micro-moment world

22. Be There
Be Useful
Be Quick
Connect the Dots
Succeeding in a micro-moment world

23. You get a shot at your
competitor's customers
Many consumers aren’t
brand committed
Being there drives
brand awareness
Showing up gets your brand in the game to be
chosen, not just seen
Showing up in
mobile search ad
results can
increase unaided
brand awareness
by an impressive
6.9 percentage
points, or 46%
of smartphone users
have discovered a
new company or
product when
conducting a search
on their smartphones
smartphone users have
purchased from a company
or brand other than the one
they were seeking because
of information provided in
the moment they needed it

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

25. Google search insights questions consumers are asking about your brand. Are you there?
Action: Identify your moments
Be There
Best plumbers in Austin
Austin doctor reviews
fun group events near me
trusted real estate agent austin
Best seamless steel siding quotes

26. Consider the most searched topics for your brand or category. Try those searches on
desktop and mobile. Are you there, and do you like what you see?
What is the share of consumer intent you’re capturing with your mobile marketing strategy?
How big is the gap versus desktop? How big is the gap versus your peer set?
Are you only there at the bottom of the funnel or are you there across the full range of
researcher needs, wants, and curiosities?
Are you also considering the various contexts of those needs, and are you adjusting your
strategy and investing accordingly?
Key Questions

27. Succeeding in a micro-moment world
Be There
Be Useful
Be Quick
Connect the Dots

28. Confidential & Proprietary
People are Always On and Multi-tasking

29. of consumers say that regularly
getting useful information from an
advertiser is the most important
attribute when selecting a brand
of smartphone users say they're more likely to
buy from companies who customize mobile
information to their location
Without utility in the moment, not only will
consumers move on, they actually might not ever
come back
Be Useful

30. I-Want-to-Do Moments
Be Useful
Action: Provide “how-to” video content with
step-by-step instructions
48%
of smartphone users are
more likely to buy from
companies whose mobile
sites or apps provide
instructional video content

31. Proprietary + Confidential
YouTube Director for
Business app
● Fast: Ready-to-go templates designed for
businesses like yours
● Free: Produce polished videos
quickly—without spending a dime
● Easy: No video editing experience required
Free video-creation app that lets you create
high-quality video for your business

32. What do researchers want to learn about your category, products, or services?
Are you helping researchers find you on mobile and is being on mobile a priority?
What are purchasers doing with your product or service? Do you have “how-to” video content to
support their efforts?
How can you support researchers and purchasers who are buying from you while on-the-go?
Key Questions

33. Succeeding in a micro-moment world
Be There
Be Useful
Be Quick
Connect the Dots

34. Proprietary + Confidential
A consumer takes less than 20
seconds to purchase online.
Decisions happen faster than
ever, making it critical for
marketers to be present with the
right message and engage
potential customers in the
moments that matter.
Ehrenberg-Bass Institute of Marketing Science, “Shopping Only Take
Seconds… In-Store and Online,” 2014.

36. 38% of smartphone users have screamed at, cursed at,
or thrown their phones when pages take too long to load1
Decrease in
bounce rate2
Increase in
conversion rate2
Increase in
cart size2
Increase in
page views2
2.1% 9.4%3.5%8.3%
1 Radware 2014 State of the Union report [link];
2 See this blog post for more details regarding the report [link]
A one second decrease in load time results in...
If speed thrills, friction kills

37. Be Quick
47%
of consumers expect
a page to load in 2
seconds or less
Evaluate mobile site load time
Action: Load like Lightning

38. What is the key action you want users to take on your mobile site or app? How long
does it take to perform it?
Which functions on your mobile site are absolutely, positively, undeniably essential
for your customer?
What do you already know about your customer that can help you anticipate their
needs?
How long does it take for your site to load?
Key Questions

39. Succeeding in a micro-moment world
Be There
Be Useful
Be Quick
Connect the Dots

40. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Google Confidential and Proprietary
Today’s Reality:
Search starts the conversation.
Proprietary + Confidential

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Why is building a digital strategy important?
66%
visited a store
94%
of smartphone
users looked for
local stores nearby
26%
made a purchase
in the store

42. What do search queries tell us about intent? Try those
searches on desktop and mobile. Are you there?
Six key questions to ask to connect the dots:
What do you already know about your customer?
How do you prioritize these “micro-moments”?
What stimulus could be triggering your customer’s micro-moments?
What questions are consumers asking about your brand?
What is your customer’s context?

43. I-want-to-know
moments
I-want-to-go
moments
I-want-to-do
moments
I-want-to-buy
moments
Homework: What are your customers’ micro-moments?
I-want-to-watch
what-I’m-into
moments

44. Confidential + Proprietary
What is your customer’s context?

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Search
Video
Mobile
Local
Site
Display
300 x 250
Social
How to manage effectively at scale?

46. Proprietary + Confidential
The Value of a Partner
Desire
Resources
Knowledge
Time

47. Be There
Be Useful
Be Quick
Connect the Dots
Succeeding in a micro-moment world

48. Confidential & Proprietary

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

50. Google Confidential and Proprietary
Always there

51. Google Confidential and Proprietary
Across the whole web

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

53. 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%

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

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Always relevant

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Relevant to intent

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Relevant to device

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

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Relevant to content

60. 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

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Relevant to behavior
The Flow of Remarketing

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450%
Dynamic
remarketing
can boost CTRs by
Google internal, 2013
Relevant to behavior

64. 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!

65. Google Confidential and ProprietaryPhD Ventures, 2014
Digital Opportunity is HUGE and GROWING

66. 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

67. Google Confidential and Proprietary
180Fusion has proven performance
Case Study-Hornblower: Hit annual revenue goal in 3 quarters
44% increased number of leads
31% drop in cost per conversion
30% lift in CTR
17% drop in CPC

68. Who Does SCORE Help?
Opening Growth
Research &
Planning
Pre-
Startups
Startups
Firms in
Business for a
Year or More

69. Get Started Today
Don’t Wait.
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▪ Start or grow your business
▪ Become a SCORE volunteer
Connect with Us:
▪ Text SCOREMENTORS to 22828 - get
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70. Google Confidential and Proprietary
Q&A