Google and 180fusion Seminar on Paid Search Success
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Google and 180fusion Seminar on Paid Search Success

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Google and 180fusion Seminar on Search Engine Marketing Success. For more information visit http://www.180fusion.com or call 1-877-321-4180.

Google and 180fusion Seminar on Search Engine Marketing Success. For more information visit http://www.180fusion.com or call 1-877-321-4180.

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  • 1. Google Confidential and Proprietary 2Google Confidential and Proprietary 2 July 14, 2014
  • 2. Google Confidential and Proprietary 3Google Confidential and Proprietary 3 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 180Fusion customer testimonial Ø Q & A
  • 3. Google Confidential and Proprietary 4Google Confidential and Proprietary 4 Google, Channel Sales Marketing Discussion Heather Wilburn – Business Development 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: •  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 Bio:
  • 4. Google Confidential and Proprietary 5Google Confidential and Proprietary 5 180Fusion Marketing Discussion Scott Cohen – CEO •  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 Business Objectives for Clients: •  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 Bio:
  • 5. Google Confidential and Proprietary 6Google Confidential and Proprietary 6 how do you move people when it matters most?
  • 6. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
  • 7. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
  • 8. Google Confidential and Proprietary 9Google Confidential and Proprietary 9Pew Research Center, Smartphone Ownership, 2013. Google/Ipsos, Our Mobile Planet, 2013 We live in a constantly connected world 80% of people age 18-29 own a smartphone
  • 9. Google Confidential and Proprietary 10Google Confidential and Proprietary 10comScore, Media Metrix Multi-Platform, 2013 We go online at the moments that matter to us 100% because of tablets and smartphones 2010-2013: Time spent online has increased
  • 10. Google Confidential and Proprietary 11Google Confidential and Proprietary 11 Movie trailer Find nearest theater Buy tickets Check show times We’re drawn to relevance superman movie 3:50pm
  • 11. Google Confidential and Proprietary 12Google Confidential and Proprietary 12 We have lots of moments 7:43am Nearest Coffee Shop SF 8:11am Superman Trailer 10:01am Auto Lease Deals 11:08am Superman Showings 1:30pm Directions to Nissan dealership 9:26pm Best Pizza Delivery SF 10:02pm Tony’s Pizza Delivery 12:41pm Average mpg SUV 5:37pm AMC Theater, Buy Tickets
  • 12. Google Confidential and Proprietary 13Google Confidential and Proprietary 13 Together, moments form a consumer journey 7:43am Nearest Coffee Shop SF 8:11am Superman Trailer 10:01am Auto Lease Deals 11:08am Superman Showings 1:30pm Directions to Nissan dealership 9:26pm Best Pizza Delivery SF 10:02pm Tony’s Pizza Delivery 12:41pm Average mpg SUV 5:37pm AMC Theater, Buy Tickets 9:26pm Best Pizza Delivery SF 10:02pm Tony’s Pizza Delivery 10:01am Auto Lease Deals 12:41pm Average mpg SUV 1:30pm Directions to Nissan dealership 8:11am Superman Trailer 11:08am Superman Showings 5:37pm AMC Theater, Buy Tickets
  • 13. Google Confidential and Proprietary 14Google Confidential and Proprietary 14 Moment Driving Awareness Moment Driving Consideration Moment Driving Purchase 5:37pm AMC Theater, Buy Tickets 8:11am New Movie Trailer 11:08am Movie Showings Traditional purchase funnel
  • 14. Google Confidential and Proprietary 15Google Confidential and Proprietary 15 1 Digital Marketing Spend for Companies in 2014* •  Eight out ten marketers identify mobile as significant – yet only 3% of marketing budget goes to this area •  Nearly half of digital marketing budget is spent on search, with 31% on Paid Search and 18% on SEO •  63% of businesses will be increasing their paid search budget for 2014, while 47% plan to do so for SEO
  • 15. Google Confidential and Proprietary 16Google Confidential and Proprietary 16 Retailers organize, plan and price their inventory
  • 16. Google Confidential and Proprietary 17Google Confidential and Proprietary 17 What if you could manage your campaigns like a store?
  • 17. Google Confidential and Proprietary 18Google Confidential and Proprietary 18
  • 18. Google Confidential and Proprietary 19Google Confidential and Proprietary 19 1 Shopping Campaign Benefits
  • 19. Google Confidential and Proprietary 20Google Confidential and Proprietary 20 10:47am Learning French 8:03am Hawaii Flights 9:02am Bay Area Internships 8:26pm Vampire Weekend Tour 9:30am How to Fold Fitted Sheets 4:30pm Top Veterinary Colleges 7:43am Nearest Coffee Shop SF 8:44pm Vintage Cocktails 11:22am How to Play Croquet 12:01pm Who Won Giants Game 6:20pm Healthy Dinners 2:40pm Dogs Wearing Hats 8:11am Candy Crush Download10:01am Auto Lease Deals 5:36pm Dog Training 10:30am Average mpg SUV 11:14am Ballroom Lessons 10:41pm Summer Dress Sale 8:11am Directions to Nissan Dealership 5:26pm Superman Trailer 3:41pm Movie Ticket Prices 7:01pm Nearest Movie Theater 11:26am What’s in Theaters Now 5:37pm AMC Theater, Buy Tickets Millions of people, billions of moments
  • 20. Google Confidential and Proprietary 21Google Confidential and Proprietary 21 10:47am Learning French 8:03am Hawaii Flights 9:02am Bay Area Internships 8:26pm Vampire Weekend Tour 9:30am How to Fold Fitted Sheets 4:30pm Top Veterinary Colleges 7:43am Nearest Coffee Shop SF 8:44pm Vintage Cocktails 11:22am How to Play Croquet 12:01pm Who Won Giants Game 6:20pm Healthy Dinners 2:40pm Dogs Wearing Hats 8:11am Candy Crush Download10:01am Auto Lease Deals 5:36pm Dog Training 10:30am Average mpg SUV 11:14am Ballroom Lessons 10:41pm Summer Dress Sale 8:11am Directions to Nissan Dealership 5:26pm Superman Trailer 3:41pm Movie Ticket Prices 7:01pm Nearest Movie Theater 11:26am What’s in Theaters Now 5:37pm AMC Theater, Buy Tickets Which moments matter to your business?
  • 21. Google Confidential and Proprietary 22Google Confidential and Proprietary 22 There’s a simple way to think about this
  • 22. Google Confidential and Proprietary 23Google Confidential and Proprietary 23 Always there
  • 23. Google Confidential and Proprietary 24Google Confidential and Proprietary 24 Across the whole web
  • 24. Google Confidential and Proprietary 25Google Confidential and Proprietary 25 Midnight 3am 6am 9am 12pm 3pm 6pm 9pm On all devices, at all times of day Google internal, 2013 AT&T Nielsen, Clickstream Study, 2010 of online shopping takes place between 8pm and midnight 19%
  • 25. Google Confidential and Proprietary 26Google Confidential and Proprietary 26 Consideration Awareness Purchase of conversions occur on a non- branded keyword 33% At every stage of the funnel
  • 26. Google Confidential and Proprietary 27Google Confidential and Proprietary 27 Always relevant
  • 27. Google Confidential and Proprietary 28Google Confidential and Proprietary 28 Relevant to intent
  • 28. Google Confidential and Proprietary 29Google Confidential and Proprietary 29 Relevant to device
  • 29. Google Confidential and Proprietary 30Google Confidential and Proprietary 30 Google Confidential and Proprietary Google Confidential and Proprietary 30 Relevant to time of day
  • 30. Google Confidential and Proprietary 31Google Confidential and Proprietary 31 Relevant to content
  • 31. Google Confidential and Proprietary 32Google Confidential and Proprietary 32 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 Site X - Relevant to behavior
  • 32. Google Confidential and Proprietary 33Google Confidential and Proprietary 33 Relevant to behavior The Flow of Remarketing
  • 33. Google Confidential and Proprietary 34Google Confidential and Proprietary 34 450% Dynamic remarketing can boost CTRs by Google internal, 2013 Relevant to behavior
  • 34. Google Confidential and Proprietary 35Google Confidential and Proprietary 35 Always optimized
  • 35. Google Confidential and Proprietary 36Google Confidential and Proprietary 36 Attribute, evaluate and optimize the whole customer journey
  • 36. Google Confidential and Proprietary 37Google Confidential and Proprietary 37 180Fusion and Google helps you complete the picture Increase Sales Lower CPAs Increase Profits Increase Customer Lifetime Value Holistic View of Marketing Strategy Your Company Here!
  • 37. Google Confidential and Proprietary 38Google Confidential and Proprietary 38
  • 38. Google Confidential and Proprietary 39Google Confidential and Proprietary 39 IMCA Capital / Prime Credit Marketing Discussion Blake Johnson – Managing Partner at Pacific Capital Companies •  Managing Partner and Founder of IMCA Capital and Prime Credit •  Responsible for designing and managing the operations’s and direction for the B2B and B2C divisions of Pacific Cap Co. •  Prior to establishing Pacific Cap Co, Blake was a Managing Partner at CapNet •  Successfully grew CapNet to over $80M within 5 years •  Under Blake’s direction, CapNet was regularly Ranked on Inc. 500’s Top 50 Fastest Growing Financial Services Firm, and also named Los Angeles’ 5th Best Place to Work Bio:
  • 39. Google Confidential and Proprietary 40Google Confidential and Proprietary 40 •  Where we started •  What was needed •  What we did •  How it turned out •  Plans for the future
  • 40. Google Confidential and Proprietary 41Google Confidential and Proprietary 41 how do you move people when it matters most?
  • 41. Google Confidential and Proprietary 42Google Confidential and Proprietary 42 Search Video Mobile Offers Local Site Display 300 x 250 How to Manage Digital Marketing Effectively? Social
  • 42. Google Confidential and Proprietary 43Google Confidential and Proprietary 43 180Fusion partnership has historically… Increased Account Performance Increased Customer Satisfaction Decreased Advertiser Churn Enhanced Google Customer Service Expanded Advertising Product Mix
  • 43. Google Confidential and Proprietary 44Google Confidential and Proprietary 44 44 Google confidential Jump in! 44Google Confidential and Proprietary
  • 44. Google Confidential and Proprietary 46Google Confidential and Proprietary 46 Thank You!