Adam Devlin from Google's Agency development team talks through some of the trends and changes in worldwide search on Google

1. Confidential & Proprietary
Insights into Google
& Search Trends in 2015

2. Confidential & Proprietary
Good morning!
Adam
Agency Development Manager

3. Confidential & Proprietary
How do we work together?
Dedicated account
troubleshooting
Team
Direct access to
Google experts
First to access
trial Ad Products
Agency
Team

4. What is Google Partners?

5. Partners in the UK & Ireland
● What does it mean to be badged?
○ A thumbs up from us and the highest
accolade a Partner agency can
receive
○ Demonstrates that the agency:
■ Is AdWords certified
■ Scores highly in best practices,
both in terms of performance
and customer care

6. Working together to grow online
Google Partners offers agencies access to:
● Free training and support
● Adwords exams
● Industry insights and new product updates
● Partners community to connect with other agencies

7. Work & win with agencies

8. Confidential & Proprietary
Ice Breaker
Think back to the period when you were between the ages of 12 and 16
years old…
...from the technology that was available to consumers back then, what was
one thing that you really wanted, or were excited about?
e.g. microwave, electric fireplace, walkie talkies…
...share with person(s) beside you!

9. Confidential & Proprietary
Consumer Trends

14. 2015 2016 2012014013
MOBILE
EXCEEDS
THE DESKTOP
2015
WELCOME TO

15. 20132010
% of Google searches on mobile
2015

16. 74%
of UK consumers have a
smartphone
Source: Mintel Digital Trends (Winter) - UK - December 2014

17. BY 2020
90%
source: Mobile Report, Nielsen IBOPE – entre usuários de smartphones- agosto de 2014 –

18. www.securenvoy.com/blog/2012/02/16/66-of-the-population-suffer-from-nomophobia-the-fear-of-being-without-their-phone/

19. Confidential & Proprietary
We no longer go online. We live online.

20. Confidential & Proprietary
Buy festival tote
for Glastonbury
next weekend
11:15pm
On the bus,
read about
Glastonbury
lineup
8:42am
Use flashlight app to
find dropped earring
11:09pm
At bus stop, listen
to new music
playlist
8:30am
At work, book
Glastonbury
tickets
11:36am
On bus, check email
for summer sales
this weekend
5:29pm
Browse festival
styles on
YouTube
7:15pm
Wake up and
check today’s
weather
7:50am
At lunch, play
Candy Crush
while waiting in
the queue
1:33pm
Use maps to get
directions to the
new Taco
restaurant
1:13pm
150X
per day

21. Confidential & Proprietary
Web Videos Images Shopping News More Search tools
mi·cro-mo·ment
/ˈmīkrō/ /ˈmōmənt/
noun; plural noun: micro-moments
1. A moment we reflexively turn to a device to act on a need we have that moment –
to learn, discover, find or buy something.
2. Intent-rich moment when decisions are being made or preferences being shaped.
About 44,800,000 results (0.37 seconds)
define: micro-moment

22. Confidential & Proprietary

23. FAST, UNPREDICTABLE CHANGE
is an absolute certainty
TECHNOLOGY
is changing
PEOPLE
are changing
THE WORLD
is changing

24. FAST, UNPREDICTABLE CHANGE
is an absolute certainty
Technology is
changing
To grow, your business
must exceed the pace of
change
The world is
changing
People are
changing

29. Search behavior
is sometimes strange
but always true

30. 2.5bn
Users of Google
Search
100bn
Search queries
conducted every
month

31. 6,000Search queries every
second that Google has
never, ever seen before

32. Google Confidential and Proprietary 32
Not just searching, but watching more than ever too
191 VIDEOS per viewer per month
Source: comScore MediaMetrix, Desktop and Mobile, UK, January 2015
40.7 MILLION people in the UK watch YouTube every month
8HOURS of YouTube videos watched per viewer every month
86%REACH of the UK online population

33. The database of intentions
is changing all the time

34. MORE COMPLEX MORE
CONVERSATIONAL
MORE “IN THE
MOMENT”

35. MORE COMPLEX MORE
CONVERSATIONAL
MORE “IN THE
MOMENT”

36. SEARCHES FOR “WHY”
ARE GROWING
1.5XAS FAST AS FOR WHAT

38. SEARCHES FOR “HOW TO”
HAVE GROWN
3X
IN THE LAST THREE YEARS

40. 2005 2007 2009 2011 2013
Marathon
Running Shoes
Nike Running
4x
as much traffic

41. It’s not just your product,
but your purpose that counts

42. MORE COMPLEX MORE
CONVERSATIONAL
MORE “IN THE
MOMENT”

43. SEARCH IS MORE
CONVERSATIONAL

45. MORE COMPLEX MORE
CONVERSATIONAL
MORE
“IN THE MOMENT”

46. SEARCH IS MORE ‘IN THE MOMENT’
51% OF UK SHOPPERS
GO ONLINE TO
COMPARE PRODUCTS,
PRICES, AND
FEATURES
GOOGLE CONSUMER BAROMETER

47. LOCATION BASED ADS LED
32% TO VISIT STORES &
PURCHASE, 19% TO MAKE
UNPLANNED PURCHASES
SMARTPHONE COMPUTER/TABLET
BUSINESS HRS
BUSINESS HRSDIRECTIONS
LOCAL ADDRESS LOCAL ADDRESS
PRODUCT AVAIL
TOP LOCATION BASED SEARCHES:

48. Google Confidential and Proprietary
Of course, people aren’t just searching
They go online when they are looking to be educated, entertained, and inspired
10:00pm
Watch video from a friend
8:00am
Check mail on phone
8:00pm
Browse the web
6:00pm
Look up recipe on tablet

49. MORE COMPLEX MORE
CONVERSATIONAL
MORE “IN THE
MOMENT”
IT’S NOT PRODUCT,
BUT PURPOSE THAT
COUNTS
CONSUMERS ARE
(LITERALLY) TALKING
TO YOUR BRANDS
CONTEXT IS
EVERYTHING

50. Data with a
heartbeat

51. Google Confidential and Proprietary