Google and 180fusion Webinar - September 2014 - PPC Success

Google Confidential and Proprietary
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)

Introductions
180fusion and Google

Bo Pulito – Strategic Partner Manager
Business Objectives for Clients:
• 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
Bio:
• 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
Google, Channel Sales
Marketing Discussion

Scott Cohen – CEO
Business Objectives for Clients:
• 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
180Fusion
Bio:
Marketing Discussion

Any Time, Any Place, Any Device
The Digital Revolution

The digital revolution in context
information communication
2006
1B
2003
500M
1994
Users 77M
1998 2000
400M
2010
1.9 B
distribution and
commerce
“read” “buy” “talk”
2014
3B

MORE THAN 50% OF ONLINE DEVICES ARE
MOBILE

That growth is still going….
internet users worldwide
digital information in the world(videos,
photos, music, texts, etc.)
2010 800 exabytes
2020 53 zettabytes
2010 1.9B
2020 5 B
mobile subscribers
2010 5 B
2020 10 B

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

Majority of our daily media interactions are screen based
90%
10%
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.

Context drives device choice
Today consumers own multiple devices and move seamlessly
between them throughout the day

There are two modes of multi-screening

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.

Multi-Screen World: Insights for
Succeeding
What we expect this year

DO YOU HAVE MULTI-SCREEN STRATEGY?

Do you have an integrated search strategy?
search engine results page heat map
after 2 seconds after 8 seconds
first 5-6 links on the left get the most attention

Digital Marketing Spend for Companies in 2014*
• 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
*Source: SEMPO State of Search Marketing Report 2013

There’s a simple way to think about this

Always there

Across the whole web

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

Always relevant

Relevant to intent

Relevant to device

Google Google Confidential Confidential and and Proprietary
Proprietary
Relevant to time of day

Relevant to content

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

The Flow of Remarketing

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

Always optimized

Attribute, evaluate and optimizethe whole customer journey

180Fusion and Google helps you complete the picture
Mobile Ads: consumers turn to
their devices in various contexts –
be there when they do!
Display Ads: Reach
users further down the
purchase funnel; engage
& re-engage them!
Google and 180Fusion
support teams can help
you increase your
success

Google Confidential ConfideGnotiaolg alen d- cPornofpidrieentatirayl
Key Takeaways

• Find out how much of your traffic/
revenue is coming
from mobile. What's been
the growth?
Key Takeaways
Be There

Be There Be Relevant
For Constantly
revenue is coming
the growth?
Key Takeaways
• 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?
Connected Customers
Engage New
Consumer Contexts

revenue is coming
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

How to Manage Digital Marketing Effectively?
Search
Video
Mobile
Offers
Local
Site
300 x 250
Display
Social

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

Jump in!
Google Confidential and Proprietary Google confidential

““180Fusion’s 180Fusion Remarketing SEO and SEM on solutions Google allows on Google
us to
allows add value us to back maximize into our our ‘sunk’ digital costs. marketing It’s a great
so
opportunity we’re in front to of win our back addressable those users market that at we’ve
the
right already time driven and at to an the efficient site through cost.
other
advertising campaigns.”
Eric Hannelius
Vision Payment
Solutions
President & CEO
Eric Hannelius
Vision Payment
Solutions
President & CEO
Google Confidential Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP click outcomes ConfideGnotiaolg alen d- cPornofpidrieentatirayl
n=1,372 Q: How long after the search on your mobile device did you start these activities?.

Q&A

thank you!
For Personalized, One on One Consultation,
For Webinar Attendees Only
webinar@180fusion.com
877-321-4180

Google and 180fusion Webinar - September 2014 - PPC Success

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