Google and 180Fusion Discuss Successful Paid Search Strategies

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For More Information visit; http://www.180fusion.com
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180Fusion and Google got together at Google HQ to discuss paid search strategies and new technology.

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Google and 180Fusion Discuss Successful Paid Search Strategies

  1. 1. Google Confidential and Proprietary 2
  2. 2. Agenda Ø  Introductions Ø  What matters: key trends and changes in today’s consumer behavior Ø  180Fusion strategies to win customers in the moments that matter Ø Q & A Google Confidential and Proprietary 3
  3. 3. Google, Channel Sales Heather Wilburn – Business Development Manager Business Objectives for Clients: •  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 Bio: •  Joined Google in 2002 as founding member of AdWords advertising program •  Initially managed SMB client relationships with a focus on developing advanced online strategies •  Currently managing high profile agency partnerships for increased adoption of, and success with, Google advertising solutions Marketing Discussion Google Confidential and Proprietary 4
  4. 4. 180Fusion Scott Cohen – CEO Business Objectives for Clients: •  Increase sales, general qualified leads, build brand awareness by driving qualified traffic in profitable way •  Successfully leverage PPC, SEO, Social Media Marketing, Conversion Optimization •  Support overall strategy for online client growth Bio: •  •  •  •  Industry veteran with 17+ years in software and internet sector Responsible for overall vision and strategy for 180Fusion Recognized Thought Leader in internet marketing Successfully supported Fortune 500 executives to SMB market on global marketing initiatives •  On the Board of Directors of Non Profit and privately held technology companies Marketing Discussion Google Confidential and Proprietary 5
  5. 5. how do you move people when it matters most? Google Confidential and Proprietary 6
  6. 6. WHAT MATTERS TO Hasn’t changed PEOPLE Google Confidential and Proprietary 7
  7. 7. What’s changed are the ways WE LIVE WHAT MATTERS FEEL CONNECTED We check our phones 150x per day EXPRESS OURSELVES 4 out of 10 people repost photos or videos online EXPLORE OUR INTERESTS Americans spend more time online than watching TV Google Confidential and Proprietary (sources: Time Magazine, the Wireless Issue, Aug ’12; (Pew Research Center Sept ‘12; eMarketer July, ‘13) 8
  8. 8. BRANDS CAN More than ever MATTER Google Confidential and Proprietary 9
  9. 9. MOVE PEOPLE At the moments that matter Google Confidential and Proprietary 10
  10. 10. UNCOVER INSIGHTS ABOUT The Knowledge Graph WHAT MOVES PEOPLE Google Confidential and Proprietary 11
  11. 11. MOVE PEOPLE TO CARE With seamless storytelling AND REMEMBER Google Confidential and Proprietary 12
  12. 12. “IT’S NO LONGER A LEVEL PLAYING FIELD. TELEVISION COMMERCIALS ARE BEING BEATEN…BY FILMS MADE WITH THE COMPLETE FREEDOM AFFORDED BY THE INTERNET” Jason Stone, The Guardian Google Confidential and Proprietary 13
  13. 13. Move people to care & remember through SEAMLESS STORYTELLING DOVE Real Beauty Google Confidential and Proprietary 14
  14. 14. MOVE PEOPLE TO With choice PARTICIPATE Google Confidential and Proprietary 16
  15. 15. “IF YOU DROP THE IDEA OF AMBUSHING PEOPLE’S ATTENTION…AND INSTEAD ASK THEM TO VIEW BY INVITATION, YOU CAN SHARE AN IDEA.” Chris Anderson, Curator, TED Google Confidential and Proprietary 17
  16. 16. Move people to participate by giving them a CHOICE LG So Real it’s Scary Google Confidential and Proprietary 18
  17. 17. Move the Global CONVERSATION Google Confidential and Proprietary 20
  18. 18. MOVE YOUR BRAND And your business Credit Cards Mobile Handset Manufactur es Luxury Automotive 16% 10% 6% 4% 2% 23% 20% 13% 24% 14% Auto Insuranc e Incremental sales lift Recommended Google spend as a % of total media budget Media Mix Models across five verticals run by market share partners. Source: The modeling period spans from Feb 2009 to Sep 2012 Cosmeti cs Google Confidential and Proprietary 21
  19. 19. There’s a simple way to think about this Google Confidential and Proprietary 22
  20. 20. Always there Google Confidential and Proprietary 23
  21. 21. Across the whole web Google Confidential and Proprietary 24
  22. 22. On all devices, at all times of day Midnight 3am Google internal, 2013 AT&T Nielsen, Clickstream Study, 2010 6am 9am 12pm 3pm 6pm 9pm Google Confidential and Proprietary 25
  23. 23. Always relevant Google Confidential and Proprietary 26
  24. 24. Relevant to intent Google Confidential and Proprietary 27
  25. 25. Relevant to device Google Confidential and Proprietary 28
  26. 26. Relevant to time of day Google Confidential and Proprietary Google Confidential and Proprietary Google Confidential and Proprietary 29 29
  27. 27. Relevant to content Google Confidential and Proprietary 30
  28. 28. Relevant to behavior - X Your Site 96% of people who visit a website leave without completing the actions marketers want them to take 70% of people abandon their shopping cart without completing a purchase Your Ad Re-engage with visitors who’ve shown an interest in your products or services Google Confidential and Proprietary 31
  29. 29. Always optimized Google Confidential and Proprietary 32
  30. 30. Attribute, evaluate and optimize the whole customer journey Google Confidential and Proprietary 33
  31. 31. 180Fusion and Google helps you complete the picture Google Confidential and Proprietary 34
  32. 32. how do you move people when it matters most? Google Confidential and Proprietary 35
  33. 33. How to Manage Digital Marketing Effectively? Social Mobile Search Site 300 x 250 Display Local Video Offers Google Confidential and Proprietary 36
  34. 34. 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 37
  35. 35. Google Confidential and Proprietary 38
  36. 36. Jump in! 39 Google confidential Google Confidential and Proprietary 39 Google Confidential and Proprietary 39
  37. 37. Stick around to find out who won! Google Battery pack (3) Google Chromebook (1) $500 from 180Fusion towards Adwords PPC management (1) Drawing will be held at the conclusion of the presentation Google Confidential and Proprietary 40
  38. 38. Thank You! Google Confidential and Proprietary 41
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