Dani Burlacu shares Google's latest market information and product updates, ensuring you have the inside knowledge to make the most of the AdWords tools that Google provides.

1. Confidential + Proprietary
I Win with Google
Dani Burlacu
May 3rd, 2017

2. Confidential & Proprietary
Quick Game - Please Stand Up!
2
Which was more Googled in the UK in 2016?

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Most Googled TV show globally in 2016?

10. Nokia 3310

11. 20132010
% of Google searches on mobile
2015

12. Papal Conclave
Vatican Square
2005

13. Papal Conclave
Vatican Square
2013

14. Confidential & Proprietary

15. Papal Conclave
Vatican Square
2013
US Presidential
Election
2016

16. We no longer go online. We live online.

17. Internet Population
Global Population
2016
3.5 BN
7.4 BN
2021
8 BN
*
> 7 BN
8 BN
I The internet is borderless and more people are connecting

18. 64% are using
search engines
via smartphones
at least weekly
…making it crucial for businesses to think mobile.
Search is mobile
Source: The Connected Consumer Survey 2015

19. Mobile spans all age groups
Source: The Connected Consumer Survey 2015

20. 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

21. What are the main pillars for mobile performance & success
WorksLooks Speed
2 31

22. 53%
abandon if a
site takes >3 sec
to load¹
47%
expect a page
to load in <2 sec²
52%
say fast load time
is important to
brand loyalty²
Google Confidential and Proprietary
How fast is fast?

23. Faster Sites Lead to Better Conversions
2% slower = 2% fewer searches/user 100ms faster = 1% more revenue
7s > 5s
4s > 2s
+24%
+4%
+2%
15s > 7s
+30% conversions

24. 37%
44%
12%
4%
39%
22%
22%
9%
Our media consumption habits have changed
… Yet the
investment is not
following

25. GOOGLE
SEARCH VOLUME
BY HOUR
12am 4am 8am 12pm 4pm 8pm 12am
Mobile
Desktop/Tablet
SearchVolume

26. GOOGLE
SEARCH VOLUME
BY HOUR
12am 4am 8am 12pm 4pm 8pm 12am
SearchVolume
This is
the same
user.

27. consumer moments create
relevant signals
Google Confidential and Proprietary

28. I-want-to-know
moments
66%
of smartphone users turn
to their phones to look up
something they saw in a
TV commercial
53%
of online video viewers
watch online video to be
inspired or entertained
YouTube is the
#1
platform 18-34 year-olds
choose to explore their
passions
I-want-to-watch
what-I’m-into
moments
65%
of online consumers
look up more information
online now versus a
few years ago
I-want-to-go
moments
82%
of smartphone users use a
search engine when
looking for a local business
I-want-to-do
moments
100M+
hours of “how-to” content
have been watched on
YouTube so far this year
I-want-to-buy
moments
29%
increase in mobile
conversion rates in
the past year
2X
increase in “near me”
search interest in the
past year
91%
of smartphone users turn
to their phones for ideas
while doing a task
82%
of smartphone users
consult their phones
while in a store deciding
what to buy

29. I Increase in ‘near me’ searches
Source: Google Trends 2016

30. Be There
Be Useful
Be Quick
Connect the Dots
I Succeeding in a micro-moments world

31. You get a shot at your
competitor's customers
Many consumers aren’t
brand committed
Being there drives
brand awareness
Be There
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

32. of consumers say that regularly
getting useful information from an
advertiser is the most important
attribute when selecting a brand
of smartphone users have bought
from a brand other than their
intended one because the
information provided was useful
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

33. of smartphone users will immediately
switch to another site or app if it’s too
clumsy or slow
of customers will abandon a site
that takes over 3 seconds to load
Dissatisfied visitors will never
return to a website where
problems have occurred
If speed thrills, friction kills
Be Quick
53%

34. of consumers do
research before
entering a store
of people say they use
multiple screens for
everyday activities, such
as booking a hotel or
shopping for electronics
of smartphone users
turn to their devices
to help them make a
product decision
when in stores
Digital drives people
in store
Mobile is the new
shopping assistant
People purchase across
screens
Micro-moments have fragmented the
consumer journey
Connect the Dots

36. I Agenda
Your Short Description Here
In the past five years, foot traffic
in retail stores has declined by
57%, but the value of every visit
has nearly tripled
Searches for “near me”
In doubled 2015
Mobile’s share of online
retail purchases is 26%
1. ShopperTrak 2015 holiday, US retail sales; 2. Mastercard Spendpulse 2010-2015, US retail sales; 3. Google Trends, Search for "near me", U.S., 2015 vs 2014
4. Google Analytics, retailer aggregated data, across GB, DE, FR, global March 2016
57%
3x
2x 26%

38. User Queries increase significantly at weekends, across key verticals.
Source: Google Trends, Date Range: May 1st, 2016 - June 30th, Categories for UK.

39. There is more traffic on Google.co.uk at weekends and bank holidays, than any other day in the
month.
*Source: Hitwise, Date Range: May 1st, 2016 - May 31st, Google UK total pageviews.

40. high purchase intent
All weekend spikes
Source: Google Trends, Date Range: May 1st, 2016 - June 30th, Queries for UK.

41. Our spike lasts an extra day!
30th May
BH
Source: Google Trends, Date Range: May 1st, 2016 - June 30th, Queries for UK.

42. peak at 9pm
Source: Think with Google - Dayparting Micro Moments
& Google Internal Data

43. Spot the opportunity?

44. Confidential & Proprietary
Video will account for
69%of all online data traffic by
2017

45. Confidential & Proprietary6-14 15-24 18-25 25-34 35-44 45-54 55+
42%
95% 100% 100% 98% 93%
81%
% reach of online UK population
Source: comScore Media Metrix, July 15
Everyone is watching

46. Confidential & ProprietaryConfidential & Proprietary
50%
YouTube
watch time is
Mobile
Source: KPCB: Internet Trends 2014 – Code Conference, May 2014; Google internal data

47. Google confidential | Do not distribute
Google Confidential and ProprietarySource: Behavioral Lift Research with Millward Brown Digital, January 2014

48. Google confidential | Do not distribute
Source: Behavioral Lift Research with Millward Brown Digital, January 2014
74%lift in website
visits
76%lift in relevant web
searches
3Xlift in YouTube
searches
CHOICE IS A GAME CHANGER

49. Proprietary + Confidential