This document discusses Google's search app strategy in India. It notes that India has over 1.3 billion people, with over 1.1 billion mobile connections, 400 million internet users, and 136 million active social media users. 33% of mobile connections are smartphones, and 90% of smartphone users spend their time using apps rather than mobile web browsers. The document outlines Google's goals to improve the user experience on mobile, provide instant one-tap access to information, understand customer behavior, and give localized suggestions. It then describes the features available through Google Search like autocomplete, knowledge graphs, maps, videos and more. Finally, it discusses targeting college students, professionals, and baby boomers across different platforms and with a total advertising

1. Google Search App Strategy

2. India’s
Internet
Population

4. Google
Search
Today

5. Mobile First

7. • India Population: 1.3 - 1.5 Billion
• Mobile Connection: 1.1 Billion
• There are approx. 400 Million active Internet
users in India.
• Out of this 400 Million users, 136 Million
active Social Media Users.
• Approx. 33% of the mobile connections are
Smart Phone users.
• Out of these smart phone users, Approx.
90% of the users spent time on mobile
applications and 10% spent time on mobile
web browsers.
• Avg. daily time spent by user on internet is
3 Hours 40 Minutes.

8. What’s
Missing?
And How Do
We Fix It?

9. • Better User Experience
• One Tap Information
• Instant Results
• Bridge Gap: Mobile Apps – Web Apps
• Learning Customer Behavior
• Effective & Fast

10. • Interactive Interface with Accessibility.
• “Google Now” – Solution for anything.
• Say “Ok Google!” – Voice Recognition.
• Everything & Anything Inside Me.
• Understanding & Analyzing Customer’s Behavior.
• Giving Suggestion with what is happening “Near By”

11. Welcome To
…One Tap Solution

12. Features
• Spelling Suggestions
• Autocomplete
• Related Searches
• Related Questions
• Calculator
• Knowledge Graph
• Answers
• Featured Snippets
• Maps
• Images
• Videos
• In-depth Articles
• Movie Show Times
• Sports Scores
• Weather
• Flight Status
• Package Tracking
etc.…

14. 95% of Internet Users Use Google Search Engine in India

15. Target Audience?

16. Where They Are Present?

17. Are They Everywhere?

18. Answer is…
They Are Everywhere…

19. How Do I
Reach Out?

20. Age: 15-21, M/F, Technology Early Adopters, Movie
Buffs, Sports Fans, Music Lovers, Traveler etc..
Age: 22-44, M/F, Technology, Foodies, News
Reader, Entertainment, Traveler, Fitness
Enthusiast, Lifestyle & Shopping Lovers, Sports
Lovers etc..
Age: 45+, M/F, Avid News Reader, Technology,
Entertainment & Music Lovers etc..
1
2
3

21. 1
2
3College Student Business Professional Baby Boomer

22. 1
2
3College Student
15 – 21 Years, Male/Female, Tier I, II & III Cities
Technology Adopter, Movie & Music Buff, Sports
Lover, Fitness Enthusiast, Foodie
Well Versed With Latest Technology, Likes to Play
Outdoor Games, Go to Restaurants with Friends,
Gym & Fitness Lover
Most of the time spent on Facebook, Twitter, YouTube,
Instagram & Gaming Application.
Demographic
Interest
Behavior
Platforms

23. 1
2
3Business Professional
Age
Interest
Behavior
Platforms
22 – 44 Years, Male/Female, Tier I, II & III Cities
Early Technology Adopter, News Reader,
Entertainment & Movie Buffs, Sports Lover, Life
Style & Shopping, Foodie, Traveler
Likes to Invest in Technology, Play Outdoor
Games, Going to Party & Restaurants, Gym &
Fitness Enthusiast, Traveler – Explore New Places
Most of the time spent on Facebook, Instagram,
YouTube, Twitter, LinkedIn & News Applications
Demographic
Interest
Behavior
Platforms

24. 1
2
3Baby Boomer
45+ Years, 90% Males – 10% Females, Tier I Cities
Avid News Reader, Sports Follower, Follow
Politics and Influencers, Technology, Music Lover
Avid Reader, Likes to Stay Updated With The
Current Affairs, Learn New Technologies,
Old Music Lover
Most of the time spent on Reading News on
Applications, Learning Facebook & YouTube
Demographic
Interest
Behavior
Platforms

25. Platforms To Use
For Advertising

26. 1
2
3

27. Key Areas To
Focus On

28. 1
2
3
• Mobile App Install Ads + Increase Engagement In App
• Page Post Promotional Ads + Video Engagement AdsFacebook
• App Install Ads
• Post Promotional Ads + Video Engagement AdsInstagram
• Search Ads including search partners
• Universal App Install AdsGoogle Search
• Skip Ads with App Installs – In-market audience YouTube
Twitter
LinkedIn
• App Install Ads
• Promotional Tweets
• Sponsored Post Promotion

29. Budget Allocation

30. 1
2
3
Facebook
26%
Instagram
14%
Google Search
35%
YouTube
18%
Twitter
5%
LinkedIn
2%
Total Budget: 5 Cr.

31. 1
2
3
References
• KPCB Internet Trends 2016 Report
• Google Consumer Barometer 2016
• Smart Insights – Mobile Marketing Statistics Compilation
• ThinkWithGoogle – Mobile Marketing Tactics
• TechCrunch – Google Native Apps With Instant Apps on Android
• Search Engine Land/Marketing Land – Google Mobile Search Data
• Digital Trends – Digital Trends 2016 Data & Insight

32. Thank You!