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Google tavo eksporto_rinka_visas_pasaulis



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  • 1. Google:  Your  export  market  –  whole  World!  Regimantas  Urbanas  Country  Marke4ng  Manager  for  Lithuania  Vilnius,  June  2012   Google Confidential and Proprietary
  • 2. The  Digital  Revolu4on   Google Confidential and Proprietary
  • 3. Digital Revolution in Context Information Distribution and Communication Commerce “Read” “Buy” “Talk”1994 1998 2000 2003 2006 2010Users 77M 400M 500M 1B 1.9B Google Confidential and Proprietary 3
  • 4. Consumer 2.0 ebay Farmville Sold $2B via mobile 62M people using it every day; an Amazon est. 800K+ virtual tractors sold daily eBooks outsell print books in 2010 at $3.33 each YouTube views Lady Gaga 1.5B video views iPhone App store Red Cross Over $4.5M of donations for Japan 25B apps downloaded made via text message Google Confidential and Proprietary 4
  • 5. 3 devices allow for constant connectivity in theevenings and weekends Hourly Distribution of Searches by Platform (doesn’t reflect absolute traffic volume) Night Morning Day Evening12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM Tablet Mobile DesktopSource: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. 5Does not indicate absolute or relative traffic volumes. Google Confidential and Proprietary 5
  • 6. Internet has enabled consumer empowerment
  • 7. Your Customers are Online. Are You? Shopping Starts Search Engines are Online Shopping Online Preferred Source Continues in Store •  94% of consumers •  60% use search engines •  75% search before or research products online as their go-to online during a shopping trip before buying shopping resource •  97% use online media when researching products or services locallySources: 2010 Compete Online Shopper Intelligence Study, March 2010 BIA/Kelsey consumer tracking study, Google Confidential and Proprietary2010 Deloitte LLP Survey
  • 8. Ad Spend is Following Consumers OnlineConsumers’ AdvertisingMedia InvestmentsConsumption Untapped Audience Gap between ad 8.2 % Online investments and media consumption 32% Online 47.5 % TV 37% TV 4% Press 27.9 % Press 27% Radio 7.9 % Radio Source: TNS Gallup, 2012 Google Confidential and Proprietary 8
  • 9. So,  did  the  Digital  Revolu4on  reach  Lithuania  ?   Google Confidential and Proprietary
  • 10. Internet users change their browsing patterns Google Confidential and Proprietary 10
  • 11. Companies report financial benefit from web Source: Eurostat, 2011 Google Confidential and Proprietary 11
  • 12. Lithuanian internet users, who have purchased on-line 35.30% 29.80% 23.70% Y2009 Y2010 Y2011Source: TNS Gallup, 2012 Google Confidential and Proprietary 12
  • 13. Lithuania – new rock star of start-up world!Source: Bloomberg Google Confidential and Proprietary 13
  • 14. First Lithuanian video to top 1M views Google Confidential and Proprietary 14
  • 15. Google investment in some categoriesVertical Monthly investment, LTLMedia 26 000Travel 61 000Insurance 8 000e-Commerce 27 000Quick loans 74 000Source: Google internal data (2012 Q1 monthly average of TOP3 clients in vertical) Google Confidential and Proprietary 15
  • 16. Why  exporters  choose  to  work  with  Google?   Google Confidential and Proprietary
  • 17. Full export potential for Lithuanian business? Google Confidential and Proprietary 17
  • 18. Full export potential for Lithuanian business! Google Confidential and Proprietary 18
  • 19. Why to export? Grow your business and gain Decrease your risk by being more economies of scale diversified Don’t wait for your competitors to become Spread out your international giants fixed costs Optimise your Existing Resources Why limit a successfulbusiness to one market? Don’t wait for players in other markets to enter your market first Google Confidential and Proprietary 19
  • 20. Consumers are increasingly willing to purchase their goods and services online from overseas suppliers 85% of worldwide internet Global Market: users have bought something online 1,838 Million 1 in 3 Internet Users**Would buy outside their country ifthe product/service were better or cheaper* Google Confidential and Proprietary 20 *Source: Report on cross-border e-commerce in the EU, Feb 09, Commission of the European Communities. ** eMarketeer Digital World Atlas, March 31st, 2011
  • 21. Opportunities in Europe Largest Markets: UK and Slovakia Penetrable Markets: Netherlands, Italy, Poland, France Google Confidential and Proprietary 21Source: Global Market Finder - http://translate.google.com/globalmarketfinder/index.html
  • 22. Global Market Finder - inputs Asses Global demand and online competition for your products in a minute! http://translate.google.com/globalmarketfinder/ Select your country Select Select the your regions/ language countries you Select your product or want to include service’s keywords in the analysis Google Confidential and ProprietarySource: Global Market Finder - http://translate.google.com/globalmarketfinder/index.html
  • 23. Global Market Finder - outputs The Global Market Finder will generate a heatmap and list showing search volume and competition. http://translate.google.com/globalmarketfinder/ Heat map Search volumes showing and suggested Opportunity bids Estimate of the competition in Click on + the market forto see main your keywords keywords and languages Google Confidential and Proprietary
  • 24. How  Google  adver4sing  can  help  you  to  get  most  from  your  marke4ng  budget   Google Confidential and Proprietary
  • 25. … we have come a long way Be Engaging Google Confidential and Proprietary 25
  • 26. … and we can offer so much more now Be Engaging Google Confidential and Proprietary 26
  • 27. Google ecosystem
  • 28. Google business overview
  • 29. Be Found: Google SearchControl and convey your brand message theinstant users are looking for you on Google orour Search Partners. Benefits Pricing Format Placement Customizable: Google.com • Control your budget • Pay per Click (CPC) • Ad Title, Text and URL • Dozens of partner sites • Innovative ad units • Smart Pricing • Coupon ads • Time & place targeting • Product extensions • Pay for performance • Local extensions • Adjust on the fly Google Confidential and Proprietary 29
  • 30. Ads Appear Above and to the Right of Results Search Google AdWords Natural search results Search ads are fully customizable text ads that appear on google.lt, google.com etc. and Google’s partner sites. Google Confidential and Proprietary
  • 31. Where your potential clients look at? Google Confidential and Proprietary
  • 32. AdWords Key Benefits1.  Reach2.  Relevance3.  Return on Investment (ROI)4.  Impact on Conversions5.  Costs and Flexibility Google Confidential and Proprietary
  • 33. AdWords pays for itself 1000 Lt spent on AdWords ads 0.50 ct CPC > 2000 clicks 5% conversion rate = 100 sales Average sale = 50 Lt 1000 Lt investment -> 5000 Lt in sales Reinvest profits, increase budgets Google Confidential and Proprietary
  • 34. Example of AdWords campaign – Domino Pizza Google Confidential and Proprietary
  • 35. Be Engaging: Google Display AdsEngage with 80% of Internet users throughmillions of sites using text, rich media, imageand video advertising. Benefits Pricing Format Placement • Millions of sites • Pay per Click (CPC) • Text • You choose sites • Placement targeting • Pay per Impressions •  Image • Google chooses sites: (CPM) • Contextual targeting • Flash (contextual targeting) • Remarketing • Video• Multiplier effect on Search Google Confidential and Proprietary 35
  • 36. Be Engaging: Google Display Ads Context Audience  Target based on where your audience is Reach  your  audience  based  on  who  they  are    Options: Keyword Contextual Targeting,  Op4ons:  Demographics,  Interests,     Placement Targeting, Topic Targeting Remarke4ng,  Similar  Users   +   Google Confidential and Proprietary
  • 37. GDN reaches 80% of Europe’s online population That’s 280 MILLION people every month! In Germany: 77% & 41 MILLION people In France: 84% & 38 MILLION people In the UK: 84% & 36 MILLION people In Italy: 88% & 19 MILLION peopleSource: comScore, April 2010 Google Confidential and Proprietary Google Confidential and Proprietary 37
  • 38. What are the different targeting options? Google Confidential and Proprietary
  • 39. Be Relevant: Google Mobile AdsAs more people use their mobile phones, uselocation-based targeting to be found on thego-whether through Google or throughtargeting in a mobile application. Benefits Pricing Format Placement • Control your budget • Pay per Click (CPC) • Search text • Google.com• Right ad at the right time • Pay per Impressions • Image • Mobile optimized websites (CPM) • Innovative ad units • Video • m.youtube.com • Pay per Phone Call • Flexible pricing • Google Maps-expanding • 1,000s of top apps • Better ROI Google Confidential and Proprietary 39
  • 40. Mobile solutions Search Sites In Apps Video Discover our Mobile app! Tap Discover our BrandText here. Mobile app! Tap Discover our here. Mobile app! Tap here.Mock up samples Google Confidential and Proprietary 40
  • 41. Resources   Google Confidential and Proprietary
  • 42. Resursai•  AdWords Žinynas https://adwords.google.lt/support•  Skaitykite naujienas lietuviškame „Google AdWords“ tinklaraštyje: www.adwords-lt.blogspot.com•  Prisijunkite prie „AdWords“ bendruomenės ir dalinkitės patirtimi lietuviškame forume: https://groups.google.com/forum/#!forum/adwords-forum-lt•  AdWords – www.adwords.google.lt•  AdWords Editor – www.google.com/intl/lt/adwordseditor•  Google Engage - https://google-engage.appspot.com/lt/ Google Confidential and Proprietary
  • 43. Thank you! Google Confidential and Proprietary