Google Confidential and Proprietary 1111

Search Advertising – Leveraging the New Signals

Matt AckleyHead of Product MarketingGoogle, Inc.

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Google Confidential and Proprietary

Those ads – Not just text anymore

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Full screen engagement after the click

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Hyperlocal – bringing local relevance to mobile

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Google Confidential and Proprietary

Search advertising continues to evolve

November 2009

Product Listing Ads (beta)

July 2009

Location Extensions

October 2009

Comparison Ads for Mortgages

November 2009

Product Extensions

June 2009

Video Extensions (beta)

November 2009 – Ad Sitelinks, two line

January 2010

Click to Call Phone Extensions

June 2010

Ad Sitelinks, one line

June 2010

Seller Rating Extensions

10% of queries with ads, have at least

1 new ad format

July 2010 – Store Locator

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October 2010

Ad Sitelinks, mobile

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The best answer

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For every commercial query, the best result should be an ad.

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According to Proctor & Gamble, shoppers make up their minds about a product in three to seven seconds, just the time it takes to note a product on a store shelf. This time lapse is called (by P&G) "first moment of truth" and it's considered the most important marketing opportunity for a brand.

– 2005 WSJ article

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The FirstMoment of Truth

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Prime and Connect at T-1

This…This… Before This…Before This…

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More Decisions Made Before Entering Store

Where Purchase Decisions Are Made % of Shoppers

Source: Longitudinal Economic Study Series, IRI Attitude Link, n = 1,000+ shoppers. CPG Purchase Decisions. IRI, 2009.

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Consumers Are Ever More Discerning

Since the recession began, 54% of consumers are

spending more time researching products

online before they buy them in a store.

And 83% are relying on trusted places like user ratings or product review sites.

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Consumers Trust People They Know

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90%Of consumers online

trust recommendations from people they know

90%Of consumers online

trust recommendations from people they know

71%Say reviews from family members

or friends influence purchase decisions

71%Say reviews from family members

or friends influence purchase decisions

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Optimizing for the ZMOT: 5 Ps for Digital Success

ULSE

ACE

RECISION

ERFORMANCE

ARTICIPATION

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What’s the [Buzz, Tweet, Blog] All About?

Twitter SearchTwitter Search

Blog SearchBlog Search

Real-Time SearchReal-Time Search

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Rally and Connect – People & Platforms

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The Buttonization of the Web

Google Confidential and Proprietary

Across categories and contexts there is a “Zero Moment of Truth” to optimize for.

The Problem: Its not there when you need it

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Anyone know a good hotel in

Madrid?

Anyone know a good hotel in

Madrid?

TodayToday6 months ago6 months ago

I stayed at the best hotel in

Madrid!

I stayed at the best hotel in

Madrid!

Recommendations get lost in Recommendations get lost in Activity streams Email inboxes

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Human comes to ZMOT in search

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These personal interactions can now drive more, better qualified traffic

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What it all means…

• Search is just getting started

• Relevance will leverage circles of authenticity

• Your job is getting harder, but with new opportunities

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Thank you