It’s said social is influential because we spend a lot of time there
But people don't usually buy directly through social.
And the Quarterly ARPU proves this
ARPU Q2 2013
Imagine where people ‘tell’ you they want influencing?
Trust across media
Below is the Edelman ‘trust barometer. In the developed world, Social Media is about half
as trusted as search results. And search results are nearly as trusted as traditional media.
Search gives you information you trust, when you ask for it.
Search + trust
Source: Pew Internet | http://pewinternet.org/~/media/Files/Reports/2012/PIP_Search_Engine_Use_2012.pdf
So do people ask ‘consideration’ questions on Google?
Google wanted the answer, so they commissioned Shopper Science to investigate and
make sense of online ‘consideration’ behaviour. 5,000 panellists were used. (that is
5,000 people below)
Trust in search has affected buyer behaviour: ZMOT
We now use Google to ask
The results were very interesting
Google found searching online for ‘shopper information’ was as popular as asking friends
and family for buying advice. Google group the information sources below as ‘Zero moment
of truth’ : ZMOT (odd name I know)
Users touch lots of information sources when in ‘consideration’
On average users look at 10.4 sources of information, mostly online before buying. And the
percentage of people influenced by ZMOT by sector ranges from 61% (Grocery) to 99%
Sources: No. of different sources of info i.
e. Amazon, a blog and so on
% ZMOT: People mainly using online
Google kicks ass on monetization...PPC click share must be HUGE?!
ARPU Q2 2013
PPC only accounts for about 7% of clicks. The other 93% of clicks go to natural search.
Keywords are mostly questions or implied questions.
phones long battery life
iphone battery life
galaxy note 4 battery life
phones removable batteries
galaxy 4 prices
galaxy 4 spare battery
Consideration is asking questions. Therefore
ask those consideration questions people will
ask of you.
Why should I buy your
306% CTR on Brand SERPS using Google WMT data
If you think of a brand query as a ‘consideration question’, then the CTR rates make sense
because people jump around looking at results to help them answer those questions.
Come up with answers around your brand phrases