Presentation delivered by Jordan Yates, Agency Success Manger at Google at Sagittarius Future of Search Event, Wednesday, 27th July 2016, London.

1. July 2016
Micro-Moments Workshop

2. Google Confidential and Proprietary
1. Why Online (Zero Moment of Truth)?
2. Why Now?
3. Why Google?
4. Why work with an Agency?
Micro-Moments Workshop - Agenda

3. Micro-Moments
Why Online?

4. Google Confidential and Proprietary
We’re tuning in more than ever
Micro-Moments Workshop

5. Google Confidential and Proprietary
“As many as 88% of consumers
are researching items online and
then buying in a physical store.”
Accenture: “Seamless Retail” - 2015
Micro-Moments Workshop

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

7. 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

8. Google Confidential and Proprietary
The world has changed
61%
now prefer news on
PC, tablet, laptop or
mobile to newspaper
3 hours
41 minutes
more time spent online
than watching TV per
day
110 hours per
month
spent online by the
average Brit
of all online sales
are made on a
mobile device
2.4% drop
in high street
footfall in 2013
27%
Micro-Moments Workshop

9. Consumer Behaviour Changed
Why Now?

10. Google Confidential and Proprietary
We are now a multi device nation
90%
Move between devices
to accomplish a goal
63%
Watch TV and surf the
web at the same time
TV
PHONE
LAPTOP
TABLET
Micro-Moments Workshop

11. Google Confidential and Proprietary
The buying process has changed too.
Buyers are
unpredictable.
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.
Micro-Moments Workshop

12. 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 quote
Compare in store
Mail order
Store purchase
Micro-Moments Workshop

13. Google Confidential and Proprietary
Now they use the internet as a hub.
New mobile phone
Online Video
62% of UK population
watches YouTube
Social Media
4x more likely to buy a product
recommended by a friend
Online Review
77% look at online reviews
before making a purchase
Mobile
41% research and purchase on
a smartphone
Display Ad
51% of consumers learn about
new products from online
advertising
View in Store
19% 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
Micro-Moments Workshop

14. So what can you do to ramp up
your presence online in 2016?
Why Google?

15. Google Confidential and Proprietary
INFLUENCE
CONSIDERATION
DRIVE SALES
YT Brand Channel + content
Livestream
TrueView
Rich Media Display
Search + Extensions
G+ pages and social
outreach
Enhanced Campaigns
+ Retargeting
Audience Targeting
Google Shopping
Click to Call
Location extensions
Proximity Bidding
G+ Community
Social extensions
Hangouts
Brand and category keywords
Dynamic search ads
Search Extensions
Mobile Extensions
Always optimized with Analytics
Remarketing (Search, Display,
Video, Dynamic)
Contextual targeting
Product info on YT
Google Shopping
Own all branded keywords
BUILD AWARENESS
Products to invest in per objective: an overview
TrueView
Micro-Moments Workshop

16. Proprietary + Confidential
Why email?
Drive awareness and influence
purchase decisions by delivering
content and messaging where people
keep coming back
86%
of people globally use email – more
than any other type of daily digital
activity
Gmail

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Proprietary + Confidential
How are marketers using email?
Purpose of email
marketing
programs
according to
brand marketers
58%
Brand
Awareness
70%
Engagement
78%
RetentionAcquisition
58% 68%
Revenue
Generation
Gmail ads help
achieve marketers
marketing goals
Build
Awareness
Influence
Consideration
Grow
Loyalty
Reach
Target
Audience
Drive Online
Sales
Source: StrongMail, “2013 Marketing Trends Survey”

18. Proprietary + Confidential
How it works:
Collapsed ad
A collapsed ad is displayed on
the Promotions tab to reach
users in a commercial mindset

19. Proprietary + Confidential
Once the collapsed ad is
clicked, the expanded
creative opens in the email
pane, for 100% share of
voice
How it works:
Expanded ad

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Proprietary + Confidential
listed email as their
preferred method to
receive marketing
56%
Format
62%
of emails are
opened on mobile
devices
Device
How are people engaging with their emails?
Subject Line
57%
click on
interesting
subject line
Message
59%
say discounts & free
products are the
preferred content

21. Confidential + Proprietary (NDA required)
Expanded Text Ads
Optimized for the mobile-first world, expanded text ads are designed to maximize your
presence on search results. With nearly 50% greater ad copy, this format features a more
prominent headline and extra room to highlight your products and services.
BEFORE AFTER

22. Demographics For Search Ads
Demographic targeting allows more intelligent bids and ad text to be shown to those demo
groups when they search on Google
Convert new customers
Appropriate products to the right
demographic
Enhance online conversions
Optimize bids, call out
special deals or use
sitelinks to attract users
who are more likely to
converted on your site
Customise ad text and
landing pages for the
products a specific
demographic is most
likely to be interested in
Bid down on or exclude
demographics that are
unlikely to convert

23. Click to Message
Using Click to Message ads, clients can easily
connect with new potential customers as part of
the growing generation of users that prefer to text
and may be looking for some assistance before
converting.
This is another way that business can connect
with people in a way that is most convenient to the
user.

24. Proprietary + Confidential
Conversations at the
customer's convenience
● When a user clicks the Text Icon,
we will launch their SMS app with a
pre-loaded message.
● That message will be sent to the
SMS capable number you provided.
● User and business continue to have
a conversation via SMS, or
transition to another mode (call, in
person, website)

25. Proprietary + Confidential
Why Messaging?
97% of smartphone owners use texting—it’s also the “app” they use most
frequently.
● The most innovative businesses have been
using SMS as an effective marketing channel
for years.
● On average, text messages are opened in 3
minutes with a 90% overall open rate.
● Messaging apps are rising in popularity, but
are primarily for personal conversations

26. Work & Win with Agencies
Why Work with an Agency?

27. Google Confidential and Proprietary
The value of an agency
Market knowledge
Performance
Time
Micro-Moments Workshop

28. Google Confidential and Proprietary
The value of a badged agency
What to expect from your agency:
1. Reporting
2. ROI
3. Optimization
4. Market & customer strategic insights
5. The latest ad formats/platforms
Micro-Moments Workshop

29. Thank you!