Confidential + Proprietary

An Ins ider's Guide:

Ben WalkerGoogle

SEARCH ENGINE MARKETING

Proprietary + ConfidentialP roprietary + Confidential

P roprietary + Confidential

Agenda

A Framework for Success with Google● YouTube● Search● Display● Mobile

○ 2 Principles

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A Framework for Success with Google

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AWARENESS

SALES

CONSIDERATION

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BB-8

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AWARENESS

SALES

CONSIDERATION

1. Search

Google Confidential and Proprietary

3. GDN

4. Mobile

2. YouTube

ADD DOUBLECLICK

1. YouTube

3. GDN

4. Mobile

2. Search

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Search

1. YouTube

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4xPeople who see a brand’s YouTube Masthead are

more likely to search for that brand or campaign

People who choose to watch a video ad are

75%

more engaged than those who are forced to watch

People who have seen a brand’s video ad 19%

increase in unaided brand awareness

YouTube Boosts Performance

The problem wi th vi ral

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AWARENESS

SALES

CONSIDERATION

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2. Search

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Bes t Buy Demons tratesAd Relevance

Relevant Call to Action

Information Increases Intent

Us eful S ite Links

20%-30% CTR Uplift

Location and Call Extens ions

10% and 9% CTR Uplift

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3. GDN

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Search is key, but you’re missing out

Only 5% of time s pent on the internet is on Search

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People who engage with ads are

4x more likelyto purchase

15%

Googledisplay ads average

increase in brandedsearch queries

Display Boosts Performance

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With Remarketing recency is of the es s ence

HOURS

CTR (%)

Conversion rate (%)

Click and conversion potential is most concentrated within the first few hours of a person leaving your

site and then being shown a remarketing ad.

What matters is how quickly you can reach them.

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Text Im age

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Us ing dynamic remarketing to capture los t s ales

Leave a website without converting

96% 70%

Abandon shopping carts without purchasing

49%

Typically visit 2–4 sites before purchasing

+17%of conversions are

recom m ended product s

Why remarketing matters….

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AWARENESS

SALES

CONSIDERATION

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4. Mobile

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If you’re not thinking mobile first, you’re losing

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Where would you put your money?

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800Full time Engineers work on

just the camera

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Half of mobile s earches take place during work hours

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Mobile not jus t for cas ual brows ing.Users act fast!

Confidential + ProprietarySource: http://www.kpcb.com/internet-trends

4%

18%

11% 11%

37%41%

24%23% 24%

8%

$25B+Opportunity

Total Of Which Internet Ad Mobile Ad= $50B = $13B

The ad indus try’s larges t opportunity by far

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SpeedMatters

INTERNAL: Google Confidential and Proprietary

Cut the room in half by pointing out key focal points, [i.e. everyone on the left s ide of the standing mic is team 1 - everyone on the right side of the standing mic is team 2]

vs.

Instructions1. Everyone stand up.2. You will be given one of the pages above. Navigate to it from your phone.3. When the page fully loads, sit down

Company Logo (in white)

Company Logo (in white)

Confidential + ProprietarySource: Google Webmas ter Central Blog: “# MobileMadnes s : a campaign to help you go mobile-friendly” (pos ted: Monday, April 27, 2015)

Encountering unplayable videos

Getting redirected to the homepage

Waiting for s low pages to load

Being s hown inters titials

Other

14%13%

46%16%

11%

Google Poll:

“What do you dislike the mostwhen brows ing the web on your mobile device?”

Confidential + ProprietarySource: http://convers ionxl.com/

-35%pageviews

-38%convers ions

+105%bounce rate

5s econds

3s econds

-22%pageviews

-22%convers ions

+50%bounce rate

Compared to a page that loads in 1 second

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Walmart s aw a 2% increas e in convers ion rates for every 1 second

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AWARENESS

SALES

CONSIDERATION

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Seal the Deal

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Recap

A Framework for Succes s with Google● YouTube - Create Great Content● Search - Capture Intent● Display - Be Pres ent● Mobile

○ 2 Principles : Mobile Firs t & Speed Matters