Search Advertising – Leveraging the New Signals Matt Ackley Head of Product Marketing Google, Inc.
Those ads – Not just text anymore
Full screen engagement after the click
Hyperlocal – bringing local relevance to mobile
Search advertising continues to evolve November 2009 Product Listing Ads (beta)  July 2009 Location  Extensions  October 2...
The best answer For every commercial query,  the best result  should be an ad.
According to Proctor & Gamble, shoppers make up their minds about a product in three to seven seconds, just the time it ta...
The First Moment of Truth
Prime and Connect at T-1 This… Before This…
More Decisions Made Before Entering Store Where Purchase Decisions Are Made % of Shoppers Source: Longitudinal Economic St...
Consumers Are Ever More Discerning Since the recession began,  54% of consumers are  spending more time researching  produ...
Consumers Trust People They Know 90 % Of consumers online  trust recommendations  from people they know 71 % Say reviews f...
Optimizing for the ZMOT: 5 Ps for  Digital Success ULSE ACE RECISION ERFORMANCE ARTICIPATION
What’s the [Buzz, Tweet, Blog] All About? Twitter Search Blog Search Real-Time Search
Rally and Connect – People & Platforms
The Buttonization of the Web
Across categories and contexts there is a “Zero Moment of Truth” to optimize for. The Problem: Its not there when you need...
Human comes to ZMOT in search
These personal interactions can now drive more, better qualified traffic
What it all means… <ul><li>Search is just getting started </li></ul><ul><li>Relevance will leverage circles of authenticit...
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Sis sat 0845 matt ackley

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  • Search has been about keywords
  • Combining the search is dead and the monty python memes We think search is just getting started Search has been about keywords and text Not it is changing to involve different formats and new signals – particular the people signal
  • Combining the power of the video medium with the targeting of search. Can we create formats that impact the brand value of search eBay story
  • Mobile is obviously a new growth area as we introduce the geo signal
  • And what about mobile?  As I said before, the internet is now with us everywhere.  For example, the average Android user downloads 40 apps and spends two hours a day using these applications. With mobile advertising you can take your existing desktop display creative and run it on mobile ad networks today.  That&apos;s really only just getting the tip of the iceberg though. The opportunity is much greater than that...  For starters, the creative possibilities of advertising within mobile apps is limitless. Last year, Docker&apos;s ran a &amp;quot;shakeable&amp;quot; ad that took the smartphone&apos;s motion-sensitive accelerometer and allowed people to control a street dancer&apos;s moves. They targeted their ads at tech-savvy men across several free mobile apps. The result was a huge success with over 42 seconds of user engagement on average.  But even this kind of ad is really just the beginning. Let&apos;s say you&apos;re walking down the street and you&apos;re using an augmented reality app like Google Googles on your mobile phone to see what&apos;s interesting around you. In your viewfinder, you see a billboard for a great product - say, basketball shoes. Using image recognition, we could recognize that it&apos;s a Nike billboard, and show an expandable Nike ad with a video of the shoe in action, and all the nearest stores on an accompanying map. But let&apos;s not stop there.  Imagine if the ad could also let you design your own custom shoe, and order it and pick it up on your way home from work. At the intersection of creativity and science, the possibilities are truly endless.
  • Notes: We started this effort a little over a year ago, and since then we ’ve grown a lot. We launched over a dozen new search ad formats for a variety of different use cases. And the advertiser adoption has been fantastic. Right now, over 10% of queries on Google.com with ads, have at least 1 new ad format
  • What is an ad what is information. Someone asked yesterday if expeida results are an ad. I would say yes. eBay sellers called their listings ads Traditonally sorting has been done on keywords and text – with maybe some other factors like price and merchant ratings Can we bring audience to the equation
  • In 2005, P&amp;G coined the term the &amp;quot;First Moment of Truth&amp;quot; to define the interaction between the shopper and product on the shelf, and it was considered one of the most important marketing opportunities for a brand. An article in the WSJ back in 2005 exposed the term and the concept and it has become a standard, commonly-held philosophy of many very savvy marketers.
  • So what is it? Essentially the FMOT is characterized by a 3-7 second period during which a shopper makes his decision at the shelf. P&amp;G regarded it as the most crucial moment for a marketer to appeal to that customer, whether by price point, packaging, design, messaging, and/or placement. The question we’ll think through today, though, is not just whether they will choose what you want them to choose – but what are the best ways to prime them to do so, even before they get to the grocery aisle. Tell the P and G story
  • The in-store circular? I remember the days of showing up at a retailer and stalling a few minutes by the front door as I evaluated the special offers and informed my shopping plan. Now, I can feature compare, price compare online -- then go into the store armed with more information than ever before. Brands that effectively speak to me during my ZMOT will have primed me so that I already have a narrowed focus by the time I get to the store. We all know the first moment of truth for B2B is different. B2B Buyers don’t walk into a store and compare wind turbine solutions on a shelf. The first moment of truth happens in other places, like in a face to face meeting with a sales rep, at a tradeshow, or possibly while reading a trusted industry journal. But now, that business decision maker is empowered to be substantially more informed in making a decision well before he ever talks to someone about it.
  • But is this a valid argument? Research says so. If you look at something even as (relatively) low-involvement as consumer packaged goods, you can see the importance of the pre-store experience in guiding a decision. Over 80% of shoppers say they make the decision before entering the store. Of course, where can we impact them before the store? Online, for one.
  • And across categories, we found that consumers’ level of discernment was heightened even further by the recession – with more than half saying they are spending more time researching products online, and over 80% saying they are relying on reviews &amp; rating sites.
  • For a little over a year we have been talking about ZMOT The thrust as been on the 5 P’s As we begin to think about the people signal, pulse and participation become more important
  • We have always talked about search and social as a tool to understand the buzz – and have the ability to react to it
  • Participation has been about rallying brand advocates to link themselves together through the love of a Honda. We talk about things like word of mouth and brand networks.
  • Everybody beat, every body share
  • All this recommendation, sharing, discovering, socializing, but the problem is, how do you make sure it is there at ZMOT
  • For years, search has been actively connecting users with their interests and search advertising has inserted the marketer into that connection. We call it “Talking to the consumer at the Zero Moment of Truth. As search continues evolve new layers are added to these connections – social and geo (through mobile) are great examples. Understanding these connections signals brings tremendous opportunity for  deeper customer knowledge  and insight and better decision making Social brings a new signal of authenticity to search and advertising. Mobile brings location – how can these be used for the 5ps’ Its primarily been key words and web pages, people have been absent, signals like links, keywords, and text have been great, but people are missing, people are needed to translate and bring a greater degree of authenticity, The most authentic result can be an ad. Authenticity tied to panda. Social in search is about greater authenticity. Brands can gain insights and add to that authenticity. Can search be the conversation How do brands become experts and contribute to this ZMOT Most of us analytics folks have been watching this social trend with a jaundiced eye. How much is a fan really worth. Just because my friends like something does not mean I am into it. Its top of the funnel, it doesn’t convert, etc. etc. You no longer have the luxury. You need to think about how social in the form of likes/ +1’s , content, conversations, etc will impact users at this zero moment of truth. How will good content and conversations create +1 results that drive natural search rankings. Authenticity, no longer lump. You have to be real. How does impact user’s proclivity to click on ads. We know that some users don’t like ads. Will social improve their ctr, conversion rate – stuff at the bottom part of the funnel. Will you change your landing page strategy. How do you value a +1 if it has impact on CTR or con
  • As users begin endorsing your products, services and content, relevant searches will surface these recommendations, from people users trust, right when users need it most. We suspect this will drive more, and higher quality traffic to your site and business. Establishing those personal connections through the understand of pulse and participation
  • Integrating people into all of our products to build concentric circles of authenticity
  • Sis sat 0845 matt ackley

    1. 1. Search Advertising – Leveraging the New Signals Matt Ackley Head of Product Marketing Google, Inc.
    2. 2.
    3. 3. Those ads – Not just text anymore
    4. 4. Full screen engagement after the click
    5. 5. Hyperlocal – bringing local relevance to mobile
    6. 6.
    7. 7. Search advertising continues to evolve November 2009 Product Listing Ads (beta) July 2009 Location Extensions October 2009 Comparison Ads for Mortgages November 2009 Product Extensions June 2010 Ad Sitelinks, one line June 2010 Seller Rating Extensions 10% of queries with ads, have at least 1 new ad format October 2010 Ad Sitelinks, mobile June 2009 Video Extensions (beta) November 2009 – Ad Sitelinks, two line January 2010 Click to Call Phone Extensions July 2010 – Store Locator
    8. 8. The best answer For every commercial query, the best result should be an ad.
    9. 9. According to Proctor & Gamble, shoppers make up their minds about a product in three to seven seconds, just the time it takes to note a product on a store shelf. This time lapse is called (by P&G) &quot;first moment of truth&quot; and it's considered the most important marketing opportunity for a brand. – 2005 WSJ article
    10. 10. The First Moment of Truth
    11. 11. Prime and Connect at T-1 This… Before This…
    12. 12. More Decisions Made Before Entering Store Where Purchase Decisions Are Made % of Shoppers Source: Longitudinal Economic Study Series, IRI Attitude Link, n = 1,000+ shoppers. CPG Purchase Decisions. IRI, 2009.
    13. 13. Consumers Are Ever More Discerning Since the recession began, 54% of consumers are spending more time researching products online before they buy them in a store. And 83% are relying on trusted places like user ratings or product review sites.
    14. 14. Consumers Trust People They Know 90 % Of consumers online trust recommendations from people they know 71 % Say reviews from family members or friends influence purchase decisions
    15. 15. Optimizing for the ZMOT: 5 Ps for Digital Success ULSE ACE RECISION ERFORMANCE ARTICIPATION
    16. 16. What’s the [Buzz, Tweet, Blog] All About? Twitter Search Blog Search Real-Time Search
    17. 17. Rally and Connect – People & Platforms
    18. 18. The Buttonization of the Web
    19. 19. Across categories and contexts there is a “Zero Moment of Truth” to optimize for. The Problem: Its not there when you need it Anyone know a good hotel in Madrid? Today 6 months ago I stayed at the best hotel in Madrid! Recommendations get lost in Activity streams Email inboxes
    20. 20. Human comes to ZMOT in search
    21. 21. These personal interactions can now drive more, better qualified traffic
    22. 22. What it all means… <ul><li>Search is just getting started </li></ul><ul><li>Relevance will leverage circles of authenticity </li></ul><ul><li>Your job is getting harder, but with new opportunities </li></ul>
    23. 23. Thank you
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