Google and 180fusion Webinar - September 2014 - PPC Success
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Transcript of Google and 180fusion Webinar - September 2014 - PPC Success
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Today’s Agenda
Introductions (5 mins)
Any Time, Any Place, Any Device (10 mins)
Multi-Screen World: Insights for Succeeding (20 mins)
Key Takeaways (5 mins)
Q&A (5 mins)
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Introductions 180fusion and Google
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Google, Channel Sales
Marketing Discussion
• Educate clients on Google’s ever-growing suite of offerings • Promote Search, Mobile, Display, YouTube as aligned with client
business needs • Support clients in growing new business
• 5+ years focused on cross-platform and strategic advertising products • Advisor to many SMBs in a variety of industries including retail,
engineering, and technology on Business Strategy and Digital Marketing
• Currently managing high profile SMB partnerships for increased adoption of, and success with, Google advertising solutions
Bo Pulito – Strategic Partner Manager
Business Objectives for Clients:
Bio:
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180Fusion
Marketing Discussion
• Increase sales, general qualified leads, build brand awareness by driving qualified traffic in profitable way
• Grow companies digital presence in the areas of PPC, SEO, Mobile & Social Media Marketing
• Support overall strategy for online client growth
• Industry veteran with 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.co ,Social Media Today, Search Engine Journal • Successfully led Fortune 500 executives to SMB market on digital
marketing initiatives. • On the Board of Directors of Non Profits & Tech companies
Scott Cohen – CEO
Business Objectives for Clients:
Bio:
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Any Time, Any Place, Any Device The Digital Revolution
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2006 1B
2003 500M
1994 Users 77M
1998 2000 400M
2010 1.9B
distribution and commerce
information communication
“buy” “read” “talk”
The digital revolution in context
2014 3B
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MORE THAN 50% OF ONLINE DEVICES ARE MOBILE
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digital information in the world(videos, photos, music, texts, etc.)
800 exabytes 2010
2020 53 zettabytes
internet users worldwide
2010 1.9B
2020 5 B
mobile subscribers 2010 5 B
2020 10 B
That growth is still going….
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Moment Search Conversion Report
The audience journey has changed
Source: Google Multi Screen World Study, 2013, www.thinkwithgoogle.com
65% of retail search journeys start
on mobile
Consumers have new ways to convert
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90%
10%
Majority of our daily media interactions are screen based
Base: All Device Interactions – PC/Laptop (3817); Smartphone (6057); Tablet (542); TV (3592). Q. Which of the following did you use? Q. What else did you use at the same time? Note: Respondents were asked to consider printed hard copies of Newspaper and Magazine.
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Context drives device choice Today consumers own multiple devices and move seamlessly
between them throughout the day
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There are two modes of multi-screening
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There are two modes of multi-screening
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Consumers rely on search to move between devices
Base: Have Started Activity on One Device & Continued on Another: Searching (923); Browsing (1172); Shopping (969), Watching a Video (623). Q. You mentioned that you have started each activity below on one device and then continued it on another device. For each activity (column), please indicate the way(s) in which you did this.
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Multi-Screen World: Insights for Succeeding
What we expect this year
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DO YOU HAVE MULTI-SCREEN STRATEGY?
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Do you have an integrated search strategy?
first 5-6 links on the left get the most attention
after 2 seconds after 8 seconds
search engine results page heat map
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Digital Marketing Spend for Companies in 2014*
*Source: SEMPO State of Search Marketing Report 2013
• Eight out ten marketers identify mobile as significant – yet only 3% of marketing budget goes to this area
• Nearly half of digital
marketing budget is spent on search, with 31% on Paid Search and 18% on SEO
• 63% of businesses will be
increasing their paid search budget for 2014, while 47% plan to do so for SEO
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There’s a simple way to think about this
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Always there
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Across the whole web
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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
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Always relevant
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Relevant to intent
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Relevant to device
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Relevant to time of day
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Relevant to content
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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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The Flow of Remarketing
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450%
Dynamic remarketing
can boost CTRs by
Relevant to behavior
Google internal, 2013
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Always optimized
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Attribute, evaluate and optimizethe whole customer journey
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180Fusion and Google helps you complete the picture
Display Ads: Reach users further down the purchase funnel; engage & re-engage them!
Mobile Ads: consumers turn to their devices in various contexts – be there when they do!
Google and 180Fusion support teams can help you increase your success
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Key Takeaways
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• Find out how much of your traffic/revenue is coming from mobile. What's been the growth?
Key Takeaways
Be There
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• Find out how much of your traffic/revenue is coming from mobile. What's been the growth?
• Try your own site on mobile and do a transaction. Was it what you expected?
• Try a search for your own product on mobile and tap on it. Is the experience easy to complete?
Key Takeaways
Be There Be Relevant
For Constantly Connected Customers
Engage New Consumer Contexts
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• Find out how much of your traffic/revenue is coming from mobile. What's been the growth?
• Try your own site on mobile and do a transaction. Was it what you expected?
• Try a search for your own product on mobile and tap on it. Is the experience easy to complete?
• Follow-up with your digital team on how they measure mobile ROI.
• Are you accounting for mobile's impact on in store sales, call center sales, cross device sales?
• If you have an app, ask your team how they value app users.
Key Takeaways
Be There Be Relevant Be Optimized
For Constantly Connected Customers
Engage New Consumer Contexts
Measure All Conversions
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Search
Video
Mobile
Offers
Local
Site
Display 300 x 250
How to Manage Digital Marketing Effectively?
Social
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180Fusion partnership has historically…
Increased Account Performance
Increased Customer Satisfaction
Decreased Advertiser Churn
Enhanced Google Customer Service
Expanded Advertising Product Mix
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Jump in!
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Google Confidential and Proprietary Google Confidential and Proprietary Google - confidential Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP click outcomes n=1,372 Q: How long after the search on your mobile device did you start these activities?.
Eric Hannelius Vision Payment Solutions President & CEO
“180Fusion Remarketing on Google allows us to add value back into our ‘sunk’ costs. It’s a great opportunity to win back those users that we’ve already driven to the site through other advertising campaigns.”
Eric Hannelius Vision Payment Solutions President & CEO
“180Fusion’s SEO and SEM solutions on Google allows us to maximize our digital marketing so we’re in front of our addressable market at the right time and at an efficient cost.
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Q&A
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For Personalized, One on One Consultation, For Webinar Attendees Only
877-321-4180
thank you!