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Google's Kathryn Devlin speaks @SLCSEM June 17th on the latest trends seen in Paid Search / adwords

Google's Kathryn Devlin speaks @SLCSEM June 17th on the latest trends seen in Paid Search / adwords

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  • Why: falling cost of storage, ubiquity of connectivity, emergence of devices to produce & consumer contentKhan Academy: 200M
  • Times have changed.The image shown here is from St. Peter’s Square at the debut of Pope Francis in 2013 versus the debut of Pope Benedict in 2005.Portio Research estimates some 6.9 billion cell phones are currently in use the world over. That’s up from 2 billion in 2005, according to Wireless Intelligence.In the U.S. alone, cell phone usage has jumped in the last 10 years from 34 million to 203 million, according to various surveys.Read more: http://www.nydailynews.com/news/world/check-contrasting-pics-st-peter-square-article-1.1288700#ixzz2QHOmLJmf
  • Mobile is the only significant device with growth potential in auto insurance industryMobile will reach 30% of clicks
  • Trend even more pronounced in developing countries
  • The bottom line: across the board – across categories, across audiences -- the Web is an absolutely critical piece of the puzzle in terms of arming consumers with information and steering them toward informed decisions.The stats on this slide highlight that trend. In fact, 60% of people use search engines as their go-to shopping resource. I know that the first thing I do when I want to buy something and I’m not in a store is go to Google and search for it. Sometimes, I search for things to find coupons, better deals, or reviews. And that’s reflected in the stats that reflect how online shopping continues in the store. 75% of people search before or during a shopping trip; while 97% use online media when researching products or services locally.

Google's Kathryn Devlin speaks @SLCSEM Google's Kathryn Devlin speaks @SLCSEM Presentation Transcript

  • Google Confidential and Proprietary 1Google Confidential and Proprietary 1What’s New at GoogleJune 19, 2013Kathryn Devlin, Account Manager
  • Google Confidential and Proprietary 2Google Confidential and Proprietary 2Google Fiber:200X more bandwidthGoogle Now:Answers without askingGoogle Glass:Seamless devicesProject Chauffeur:Really smart car!
  • Google Confidential and Proprietary 3Google Confidential and Proprietary 3
  • Google Confidential and Proprietary 4Google Confidential and Proprietary 4Source: Nielsen/Google 2013 “Mobile Search Moments” study
  • Google Confidential and Proprietary 5Google Confidential and Proprietary 5Mobile queries are skyrocketingSource: Google Internal Data201218%of totalclicks201330%of totalclicks
  • Google Confidential and Proprietary 6Google Confidential and Proprietary 6Higher smartphone/tablet sales thandesktop/laptopSource: Kleiner Perkins
  • Google Confidential and Proprietary 7Google Confidential and Proprietary 7TELEVISIONTABLETCOMPUTERPHONEGAME SYSTEM
  • Google Confidential and Proprietary 8Google Confidential and Proprietary 8Users expect a seamless cross-device experienceSource: Google Multiscreen World Study 08/12Continue ona PC/Laptop61%Continue ona Tablet4%Continue ona Tablet5%Continue ona PC/Laptop10%65% Start on aSmartphone11% Start on aTablet25% Start on aPC/LaptopContinue ona Smartphone19%DressesAutosGames
  • Google Confidential and Proprietary 9Google Confidential and Proprietary 9But device types are blurringSaratoga Pizza $3 Slicesm.saratogapizza.comEnjoy our $3 counter slices.Or try a $10 carryout dinner.Directions - $10 Dinner Specials1.1miCallpizza
  • Google Confidential and Proprietary 10Google Confidential and Proprietary 10It’s used to be all about keywordsSki bootsBest ski bootsSalomon ski bootsSki boots at REISki boots forsnowboardersselectrelevantkeywordsuserssearch onthosekeywordsGoogleranks ads(auction)winningadsappearpay onlywhen adis clicked
  • Google Confidential and Proprietary 11Google Confidential and Proprietary 11Intent ContextWhats on her mind Her deviceHer locationHer time of day7:30 pmPizzaTogether, intent & context explode possibilities forrelevance
  • Google Confidential and Proprietary 12Google Confidential and Proprietary 12Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Total mobile searches n=6,303Context drives device choiceToday consumers own multiple devices and move seamlessly betweenthem throughout the day
  • Google Confidential and Proprietary 13Google Confidential and Proprietary 13Relevance is not one-size-fits-allSaratoga Pizza $3 Slicesm.saratogapizza.comEnjoy our $3 counter slices.Or try a $10 carryout dinner.Directions - $10 Dinner Specials1.1miCallOn a smartphoneDowntown7:30 pmSaratoga Pizza for Lunch – Order online, ready in 15 mins.www.saratogapizza.com/Fast, free delivery or dine in.Order Online NowDelivery Map2 Large Pizzas for $15Party Menu & Delivery118 people +1d or follow Saratoga PizzaOn a laptopAt home11:14 amPizza Pizza
  • Google Confidential and Proprietary 14Google Confidential and Proprietary 14February 2013 Google Confidential and Proprietary 143:23 pm4:20 pm11:14 am5:52 pm2:16 am3:49 pm1:19 pm12:59 pm7:30 pm9:01 pm7:21 pm2:37 pm5:20pm1:30 pm2:56 pm3:30 pm11:14 am9:01 pm3:49 pm6:41 pm3:45 pm9:23 pm2:29 pm1:52 pm7:20 pm2:20 pm7:21 pm6:30 pm4:42 pm4:59 pm5:52 pm12:27 pm12:59 pm 2:59 pm5:59 pm6:41 pm 8:30 pm9:32 pm4:30 pm6:31 pm1:16 pm11:47 pm1:27pm12:13pm10:29 am9:05 pm7:30 pm2:19pm8:25 am12:10:26 pm3:32 pm4:42 pm7:42 pmIntroducing enhanced campaignsEnhanced campaigns help you reach people in the moments thatmatter across all devices, with smarter ads that are relevant tointent and context.
  • Google Confidential and Proprietary 15Google Confidential and Proprietary 15Powerful marketing tools for the multi-device worldBid adjustmentsLocationTimeDevice+20%+5%+10%-10%+20%0%1.08x bid1.39x bid5:23 pmMondayMountainViewOn laptop7:30 pmFridayPalo AltoOn phone
  • Google Confidential and Proprietary 16Google Confidential and Proprietary 16Key features of enhanced campaignsPowerful toolsfor the multi-deviceworldAdvanced reportsto measure moreconversion typesSmarter adsfor varying usercontexts
  • Google Confidential and Proprietary 17Google Confidential and Proprietary 17Source: Inside AdWords Blog: “New Image Extensions Enable You to “Show” and “Tell” with Search Ads”Image Extensions
  • Google Confidential and Proprietary 18Google Confidential and Proprietary 18Promote offers including coupons, discount, rebates and more viasearch ads on GoogleOffer Extensions• Offers are displayedunder the regular ad texton a search ad• Ads can lead customersto redeem the offer to in-store or online• Ads can show on bothdesktop and mobileLearn more by going to the AdWords help center – article “Enhance your ad using extensions”
  • Google Confidential and Proprietary 19Google Confidential and Proprietary 19App Promotion AdsLearn more by going to the AdWords help center – article “Create a click-to-download ad”• Icon and price will beautomatically displayed whenusing the app promotiontemplate• This ad format only shown onthe device from which the appcan be installed
  • Google Confidential and Proprietary 20Google Confidential and Proprietary 20Thank you!