Confidential + Proprietary

I Win with Google

Dani Burlacu

May 3rd, 2017

Confidential & Proprietary

Quick Game - Please Stand Up!

2

Which was more Googled in the UK in 2016?

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OR

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OR

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OR

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OR

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OR

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Most Googled TV show globally in 2016?

Nokia 3310

20132010

% of Google searches on mobile

2015

Papal Conclave Vatican Square 2005

Papal Conclave Vatican Square 2013

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Papal Conclave Vatican Square 2013

US Presidential Election 2016

We no longer go online. We live online.

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

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

Mobile spans all age groups

Source: The Connected Consumer Survey 2015

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 YouTube7:15pm

On bus, check email for sales this weekend5:29pm

At lunch, play Scrabble while waiting in line1:33pm

Use flashlight app to find dropped earring11:09pm

Use maps to get directions to Creole food truck 1:13pm

At work, book Coachella tickets11:36am

Wake up and read news online6:50am On the bus, read articles

about Coachella 8:42am

150x

What are the main pillars for mobile performance & success

WorksLooks Speed

2 31

53%abandon if a

site takes >3 secto load¹

47%expect a page

to load in <2 sec²

52%say fast load time

is important to brand loyalty²

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How fast is fast?

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

37%

44%

12%

4%

39%

22%

22%

9%

Our media consumption habits have changed

… Yet the investment is not following

GOOGLE SEARCH VOLUME BY HOUR

12am 4am 8am 12pm 4pm 8pm 12am

Mobile

Desktop/Tablet

Sear

ch V

olum

e

GOOGLE SEARCH VOLUME BY HOUR

12am 4am 8am 12pm 4pm 8pm 12am

Sear

ch V

olum

e This is the same user.

consumer moments create relevant signals

Google Confidential and Proprietary

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

#1platform 18-34 year-olds choose to explore their passions

I-want-to-watchwhat-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-domoments

100M+ hours of “how-to” content have been watched on YouTube so far this year

I-want-to-buymoments

29% increase in mobileconversion 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 usersconsult their phones while in a store decidingwhat to buy

I Increase in ‘near me’ searches

Source: Google Trends 2016

Be ThereBe UsefulBe QuickConnect the Dots

I Succeeding in a micro-moments world

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

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

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 killsBe Quick

53%

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

I AgendaYour 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 20144. Google Analytics, retailer aggregated data, across GB, DE, FR, global March 2016

57%

3x

2x 26%

User Queries increase significantly at weekends, across key verticals.

Source: Google Trends, Date Range: May 1st, 2016 - June 30th, Categories for UK.

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.

high purchase intent

All weekend spikes

Source: Google Trends, Date Range: May 1st, 2016 - June 30th, Queries for UK.

Our spike lasts an extra day!

30th May BH

Source: Google Trends, Date Range: May 1st, 2016 - June 30th, Queries for UK.

peak at 9pm

Source: Think with Google - Dayparting Micro Moments & Google Internal Data

Spot the opportunity?

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Video will account for

69% of all online data traffic by

2017

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42%

95% 100% 100% 98% 93% 81%

% reach of online UK population

Source: comScore Media Metrix, July 15 Everyone is watching

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50%YouTube

watch time is Mobile

Source: KPCB: Internet Trends 2014 – Code Conference, May 2014; Google internal data

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

Google confidential | Do not distributeSource: 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

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