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Sis sat 0845 matt ackley


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Sis sat 0845 matt ackley

  1. 1. Search Advertising – Leveraging the New Signals Matt Ackley Head of Product Marketing Google, Inc.
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  3. 3. Those ads – Not just text anymore
  4. 4. Full screen engagement after the click
  5. 5. Hyperlocal – bringing local relevance to mobile
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  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) "first moment of truth" 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