Google Confidential and Proprietary
WELCOME
1. Google prize pack 2. $500 from 180Fusion
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Google Confidential and Proprietary
Marketing for a constantly connected world
Bo PulitoChannel Partnerships
Moving People in the Moments That Matter
Google Confidential and Proprietary
Google, Channel Sales
Marketing Discussion
Bo Pulito – Strategic Partner Manager
• Educate clients on Google’s ever-growing suite of offerings• Promote Search, Mobile, Display, YouTube as aligned with client
business needs• Support clients in growing new business
Business Objectives for Clients:
• 5+ years focused on cross-platform and strategic advertising products• Advisor to many SMBs in a variety of industries including retail,
engineering, and technology on Business Strategy and Digital Marketing
• Currently managing high profile SMB partnerships for increased adoption of, and success with, Google advertising solutions
Bio:
Google Confidential and Proprietary
180Fusion
Marketing Discussion
Scott Cohen – CEO
• Increase sales, general qualified leads, build brand awareness by driving qualified traffic in profitable way
• Grow companies digital presence and ROI in PPC, SEO, Mobile & Social • Support overall strategy for online client growth
Business Objectives for Clients:
• Thought leader with 17+ years in software and internet sector• 180fusion awarded Inc 500 fastest growing private companies & Top 20
Best Places to Work• Contributor to Wired, Tech.co ,Social Media Today, Search Engine Journal• Guest Lecturer at USC Marshall School of Business, Georgetown, and
UofA• On the Board of Directors of Non Profits & Privately Held Tech companies
Bio:
Google Confidential and Proprietary
Marketing for a constantly connected world
Bo PulitoChannel Partnerships
Moving People in the Moments That Matter
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
AgendaPeople are ALWAYS ON across MULTIPLE DEVICES
Think MOBILE FIRST to communicate with potential customers
Use LOCAL INFORMATION to maintain relevance
180Fusion strategies to win customers in the moments that matter
Blake Johnson, Managing Partner and Founder of IMCA Capital and Prime Credit
Google Confidential and Proprietary
AgendaPeople are ALWAYS ON across MULTIPLE DEVICES
Think MOBILE FIRST to communicate with potential customers
Use LOCAL INFORMATION to maintain relevance
180Fusion strategies to win customers in the moments that matter
Blake Johnson, Managing Partner and Founder of IMCA Capital and Prime Credit
Google Confidential and ProprietarycomScore, Media Metrix Multi-Platform, 2013
100%because of tabletsand smartphones
Time spent online has increased
2010-2013
Google Confidential and Proprietary
Our time is spread between 4 primary devices
Google Confidential and Proprietary
People are constantly multi-screening and multi-tasking
Google Confidential and Proprietary
Device proliferation has changed the path to purchase
Google Confidential and Proprietary
People are always online many moments throughout the day
comic-con 20132:51p
auto lease deals
10:01a
best pizza delivery sf
10:26p
tony’s pizza delivery11:02p
who won giants game3:35p
average mpg suv10:30a
candy crush
download9:38p
directions to nissan
dealership12:41p
supermantrailer8:11a
amc theaterbuy tickets
5:37p
supermanshowings
11:08a
nearest coffee shop sf7:43a
Google Confidential and Proprietary
Together, the moments form a consumer journey
comic-con 20132:51p
auto lease deals
10:01a
best pizza delivery sf
10:26p
tony’s pizza delivery11:02p
who won giants game
3:35p
average mpg suv10:30a
candy crush download
9:38p
directions to nissan
dealership12:41p
supermantrailer8:11a
amc theaterbuy tickets
5:37p
supermanshowings
11:08a
nearest coffee shop sf7:43a
Google Confidential and Proprietary
What moments matter to YOUR business?
Google Confidential and Proprietary
AgendaPeople are ALWAYS ON across MULTIPLE DEVICES
Think MOBILE FIRST to communicate with potential customers
Use LOCAL INFORMATION to maintain relevance
180Fusion strategies to win customers in the moments that matter
Blake Johnson, Managing Partner and Founder of IMCA Capital and Prime Credit
Google Confidential and Proprietary
Your customers are using mobile
Google Confidential and Proprietary
Mobile device usage will continue to grow
Google Confidential and Proprietary
Mobile is no longer the second choice
Google/Nielsen Life360 Mobile Search Moments Q4 2012. 09 Base: Total mobile searches n=6,303. Q: Where are you?
Google Confidential and ProprietaryCQ11: Where did you make your most recent purchase in the following categories?
45%Purchased
online (desktop/tablet)
Purchased in-store
17%Purchase directly on their mobile phone
82%
Google/Nielsen Mobile Path to Purchase custom study, Nov 2013. Data varies by category.
Mobile drives consumers to convert in other channels
Google Confidential and Proprietary
leave a non-mobile-optimized Business’s Website
86%
67%
[gTIP] Mobile optimized websites prevent bounce
Go to a competitors site
CQ8: For each of the categories you considered purchasing in the past 30 days, did you do any of the following on your Smartphone?
Google/Nielsen Mobile Path to Purchase custom study, Nov 2013. Data varies by category.
Google Confidential and Proprietary
AgendaPeople are ALWAYS ON across MULTIPLE DEVICES
Think MOBILE FIRST to communicate with potential customers
Use LOCAL INFORMATION to maintain relevance
180Fusion strategies to win customers in the moments that matter
Blake Johnson, Managing Partner and Founder of IMCA Capital and Prime Credit
Google Confidential and Proprietary
51%
Hotels in SF
in-store
56%of searches have local intent
on the go
of searches have local intent
Base: n=293 on the go smartphone searches and n=95 in-store smartphone searches. Google/Purchased Diary Q1. Where were you when you conducted the search?; Q2. Was this a local search?
1 in 3 mobile searches have local intent
Google Confidential and Proprietary
Consumers use location information in ads
Computer/Tablet
61%use local address or phone number
Smartphone
68%use get directions or call button
Base: Exposed to device image and quota assignment (n=134-179 for smartphone, n=306-361 for computer/tablet).Google/Ipsos Survey Q19. Have you ever used any of the following ad features when searching for [sub-vertical] information on your [device] to complete your [sub-vertical] [purchase / - related activity] at a local store or business? Select one for each.
Google Confidential and Proprietary
[gTIP] Leverage Click-to-Call call extensions to increase CTR
increase in CTR+8%
Google Confidential and Proprietary
[gTIP] Claim your business on Google My Business to maintain updated local information
Google Confidential and Proprietary
AgendaPeople are ALWAYS ON across MULTIPLE DEVICES
Think MOBILE FIRST to communicate with potential customers
Use LOCAL INFORMATION to maintain relevance
180Fusion strategies to win customers in the moments that matter
Blake Johnson, Managing Partner and Founder of IMCA Capital and Prime Credit
Google Confidential and Proprietary
There’s a simple way to think about this
Google Confidential and Proprietary
Always there
Google Confidential and Proprietary
Across the whole web
Google Confidential and Proprietary
Midnight 3am 6am 9am 12pm 3pm 6pm 9pm
On all devices, at all times of day
Google internal, 2013AT&T Nielsen, Clickstream Study, 2010
of online shoppingtakes place between 8pm and midnight
19%
Google Confidential and Proprietary
Consideration
Awareness
Purchase
of conversions occur on a non- branded keyword
33%
At every stage of the funnel
Google Confidential and Proprietary
Always relevant
Google Confidential and Proprietary
Relevant to intent
Google Confidential and Proprietary
Relevant to device
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Relevant to time of day
Google Confidential and Proprietary
Relevant to content
Google Confidential and Proprietary
Re-engage with visitors who’ve shown an interest in your products or services
of people who visit a website leave without completing the actions marketers want them to take
96%
of people abandon their shopping cart without completing a purchase
70%Your Ad
Your SiteX-
Relevant to behavior
Google Confidential and Proprietary
Relevant to behavior
The Flow of Remarketing
Google Confidential and Proprietary
450%
Dynamic remarketing
can boost CTRs by
Google internal, 2013
Relevant to behavior
Google Confidential and Proprietary
Always optimized
Google Confidential and Proprietary
Attribute, evaluate and optimizethe whole customer journey
Google Confidential and Proprietary
180Fusion and Google helps you complete the picture
Increase Sales Lower CPAs
Increase ProfitsIncrease Customer Lifetime Value
Holistic View of Marketing Strategy
Your Company Here!
Google Confidential and Proprietary
AgendaPeople are ALWAYS ON across MULTIPLE DEVICES
Think MOBILE FIRST to communicate with potential customers
Use LOCAL INFORMATION to maintain relevance
180Fusion strategies to win customers in the moments that matter
Blake Johnson, Managing Partner and Founder of IMCA Capital and Prime Credit
Google Confidential and Proprietary
Google Confidential and Proprietary
• Where we started
• What was needed
• What we did
• How it turned out
• Plans for the future
Google Confidential and Proprietary
Search
Video
Mobile
Offers
Local
Site
Display300 x 250
How to Manage Digital Marketing Effectively?
Social
Google Confidential and Proprietary
180Fusion partnership has historically…
Increased Account Performance
Increased Customer Satisfaction
Decreased Advertiser Churn
Enhanced Google Customer Service
Expanded Advertising Product Mix
Google Confidential and Proprietary Google confidential
Jump in!
Google Confidential and Proprietary
Google Confidential and Proprietary
WELCOME
1. Google prize pack 2. $500 from 180Fusion
towards Adwords PPC management
DROP YOUR BUSINESS CARD TO WIN A PRIZE