180Fusion and Google PPC Management Seminar
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The document discusses how consumer behavior has changed with digital technology and the rise of search engines. It notes that consumers now make purchase decisions across multiple "moments" online rather than just in stores, and that companies need to be present at all stages of the consumer journey. The presentation recommends that companies partner with Google and agencies like 180Fusion to better understand these moments, optimize their advertising, and ultimately win customers who are constantly connected online.
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180Fusion and Google PPC Management Seminar
- 1. Google Confidential and Proprietary 1
- 2. Agenda Introductions Review concept of Zero Moment of Truth Highlight key trends driving change in today’s consumer behavior 180Fusion strategies that can assist in winning ZMOT 180Fusion customer testimonial Q&A Google Confidential and Proprietary 2
- 3. Google, Channel Sales Heather Wilburn – Business Development Manager Business Objectives for Clients: • Educate clients on Google’s ever-growing suite of offerings • Promote Search, Mobile, Display, YouTube as aligned with client business needs • Support clients in growing new business Bio: • Joined Google in 2002 as founding member of AdWords advertising program • Initially managed SMB client relationships with a focus on developing advanced online strategies • Currently managing high profile agency partnerships for increased adoption of, and success with, Google advertising solutions Marketing Discussion Google Confidential and Proprietary 3
- 4. 180Fusion Scott Cohen – CEO Business Objectives for Clients: • Increase sales, general qualified leads, build brand awareness by driving qualified traffic in profitable way • Successfully leverage PPC, SEO, Social Media Marketing, Conversion Optimization • Support overall strategy for online client growth Bio: • • • • Industry veteran with 17+ years in software and internet sector Responsible for overall vision and strategy for 180Fusion Recognized Thought Leader in internet marketing Successfully supported Fortune 500 executives to SMB market on global marketing initiatives • On the Board of Directors of Non Profit and privately held technology companies Marketing Discussion Google Confidential and Proprietary 4
- 5. how do you win today’s customer? Google Confidential and Proprietary 5
- 6. New York City – RAIN on Broadway Google Confidential and Proprietary 6
- 7. As an SMB… Step 1: Build a Great Product/Service Google Confidential and Proprietary 7 7
- 8. Step 2: Tell Your Target Audience About It Google Confidential and Proprietary 8 8
- 9. Step 3: Win at Point of Decision According to Procter & Gamble, shoppers make up their minds about a product in 3-7 seconds, just the time it takes to note a product on a store shelf. This time lapse is called (by P&G) the “First Moment of Truth," and it's considered the most important marketing opportunity for a brand. — Wall Street Journal, 2005 Google Confidential and Proprietary 9 9
- 10. The last 50+ years… The Traditional 3-Step Mental Model of Marketing • Stimulus First Moment of Truth Second Moment of Truth Google Confidential and Proprietary 10 10
- 11. NOW: More Decisions Made Before Entering Store Where Purchase Decisions Are Made (% of Buyers) 26% 26% 22% 23% 23% 24% 22% 74% 74% 79% 77% 77% 77% 78% Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Before Going to the Store While Shopping in the Store Source: SymphonyIRI, MarketPulse Survey Series Q1 2011-Q3 2012 Google Confidential and Proprietary 11
- 12. New Path to Purchase: The 4-Moment Mental Model (circa Google 2011) Stimulus First Moment of Truth Second Moment of Truth Which becomes the next person’s ZMOT Google Confidential and Proprietary 12 12
- 13. The New “Many Moments” Mental Model Looks More Like a Flight Map (circa Google 2012) Stimulus Stimulus FMOT Source: Google/Shopper Sciences, Purchase Funnel Analysis, April 2012. N = 3,000 Google Confidential and Proprietary 13 13
- 14. We have lots of moments nearest coffee shop sf 7:43a superman trailer 8:11a auto lease deals 10:01a average mpg suv 10:30a superman showings 11:08a directions to nissan dealership 12:41p comic-con 2013 2:51p who won giants game 3:35p amc theater buy tickets 5:37p candy crush download 9:38p best pizza delivery sf 10:26p tony’s pizza delivery 11:02p Google Confidential and Proprietary 14
- 15. Together, the moments form a consumer journey nearest coffee shop sf 7:43a superman trailer 8:11a auto lease deals 10:01a average mpg suv 10:30a superman showings 11:08a directions to nissan dealership 12:41p comic-con 2013 2:51p who won giants game 3:35p amc theater buy tickets 5:37p candy crush download 9:38p best pizza delivery sf 10:26p tony’s pizza delivery 11:02p Google Confidential and Proprietary 15
- 16. Millions of people, billions of moments nearest movie theatre 7:01pm superman movie what’s 3:29pm in theaters now 11:16am amc theater buy tickers 5:37pm movie ticket prices 3:41pm superman trailer 5:26pm movie theatre sf 5:27pm Google Confidential and Proprietary 16
- 17. Which moments matter to your business? nearest movie theatre 7:01pm superman movie what’s 3:29pm in theaters now 11:16am amc theater buy tickers 5:37pm movie ticket prices 3:41pm superman trailer 5:26pm movie theatre sf 5:27pm Google Confidential and Proprietary 17
- 18. There’s a simple way to think about this Google Confidential and Proprietary 18
- 19. Always there Google Confidential and Proprietary 19
- 20. Across the whole web Google Confidential and Proprietary 20
- 21. On all devices, at all times of day Midnight 3am Google internal, 2013 AT&T Nielsen, Clickstream Study, 2010 6am 9am 12pm 3pm 6pm 9pm Google Confidential and Proprietary 21
- 22. Always relevant Google Confidential and Proprietary 22
- 23. Relevant to intent Google Confidential and Proprietary 23
- 24. Relevant to device Google Confidential and Proprietary 24
- 25. Relevant to time of day Google Confidential and Proprietary Google Confidential and Proprietary Google Confidential and Proprietary 25 25
- 26. Relevant to content Google Confidential and Proprietary 26
- 27. Relevant to behavior Dynamic remarketing can boost CTRs by 450% Google internal, 2013 Google Confidential and Proprietary 27
- 28. Always optimized Google Confidential and Proprietary 28
- 29. Attribute value beyond the last click 72% of marketers agree that attribution helps them make better decisions “vacation ideas” “hawaii hotels” Google/Econsultancy, Valuing the Customer Journey, 2012 “maui expedia deals” Google Confidential and Proprietary 29
- 30. Attribute, evaluate and optimize the whole customer journey Google Confidential and Proprietary 30
- 31. 180Fusion and Google helps you complete the picture Google Confidential and Proprietary 31
- 32. Google Confidential and Proprietary 32
- 33. IMCA Capital / Prime Credit Blake Johnson – Managing Partner at Pacific Capital Companies Bio: • Managing Partner and Founder of IMCA Capital and Prime Credit • Responsible for designing and managing the operations and direction for the B2B and B2C divisions of Pacific Cap Co. • Prior to establishing Pacific Cap Co, Blake was a Managing Partner at CapNet • Successfully grew CapNet to over $80M within 5 years • Under Blake’s direction, CapNet was regularly Ranked on Inc. 500’s Top 50 Fastest Growing Financial Services Firm, and also named Los Angeles’ 5th Best Place to Work Marketing Discussion Google Confidential and Proprietary 33
- 34. • Where we started • • Initially unsuccessful online with 2 seo vendors Selected top firm-180Fusion to take over to determine go/no go • What was needed • • Competitive industry- required best in class marketing Metric driven firm and talent to execute and scale up • What we did • • Started with small initial investment with 180Fusion Within 1 year, 180Fusion decreased our CPL and CPA by 65%! • How it turned out • • Grew budget over 10x with 180Fusion & Google to six figures per month Positive ROI and doubled employee base to handle demand Google Confidential and Proprietary 34
- 35. how do you win today’s customer? Google Confidential and Proprietary 35
- 36. How to Manage Digital Marketing Effectively? Social Mobile Search Site 300 x 250 Display Local Video Offers Google Confidential and Proprietary 36
- 37. 180Fusion partnership has historically… Increased Account Performance Increased Customer Satisfaction Decreased Advertiser Churn Enhanced Google Customer Service Expanded Advertising Product Mix Google Confidential and Proprietary 37
- 38. Jump in! Google Confidential and Proprietary Google Confidential and Proprietary 38 Google confidential 38 38
- 39. Thank You! Google Confidential and Proprietary 39