DEVICES GIVE US CONTEXT WHEN WE SEARCH - - PowerPoint PPT Presentation

DEVICES GIVE US CONTEXT WHEN WE SEARCH

Our$%me$online$is$spread$between$$ 4$primary$media$devices$$

Avg.$%me$spent$$ per$interac%on$ $

43$

37$

27$

16$

Smartphone$ Tablet$ PC/Laptop$ Television$

Minutes$

Minutes$ Minutes$

Minutes$

Base:9All9Interac=ons9(8591).99Q.9How9long9did9you9do9this9ac=vity?$ 9$

Context'drives'device'choice''

Today&consumers&own&mul0ple&devices&and&move&seamlessly&& between&them&throughout&the&day&'

The&device&we&choose&to&use&& at&a&par0cular&0me&is&o8en&& driven&by&our&context:'' The&goal'we&want&& to&accomplish&' The&amount&&

• f&3me'we&&

have&or&need&' Our&a5tude'and& state&of&mind&' Our&loca3on''

11'

The size of the screen doesn’ t matter

morning commute lunch break tv news dinner browsing in the bedroom?

12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM

Hourly Distribution of Searches by Platform

(doesn’t reflect absolute traffic volume)

Tablet Mobile Desktop

Google Confidential and Proprietary 3 Google Confidential and Proprietary 3

The Google ecosystem

Google+ Google Search YouTube Homepage YouTube Search YouTube Watch Page YouTube Brand Channels Google Wallet Mobile Search Mobile Display Gmail Google Display Network DoubleClick Chrome Google Offers +1 Button

Paid Listings Paid Listings Organic Listings

Paid Listings Paid Listings How do you get to the top of the paid listings? Organic Listings

Google Confidential and Proprietary 15 Google Confidential and Proprietary 15

Three line: 40% average CTR lift One line: 17% average CTR lift

Help customers navigate to your site faster, driving more volume at higher conversion rates

Ad Sitelinks

Source: Google Internal Data

Mobile: 30% average CTR lift

Google Confidential and Proprietary 6 Google Confidential and Proprietary 6

Location Bidding

Increase bids to push for volume during geo specific promotion You may use location bid adjustments to increase bids for users close to physical store Optimize bids based on performance differences in different areas

Google Confidential and Proprietary 7 Google Confidential and Proprietary 7

Device Bidding

You may use device bid adjustments to optimize ROI by device and customize bid level based on traffic goals from different devices.

Google Confidential and Proprietary 8 Google Confidential and Proprietary 8

Time Bidding

Optimize bids based on hours

• f operation

You may use time bid adjustments to

• ptimize ROI by

time of day or day

• f the week

Increase bids based on volume

• r competition by

times of day or day

• f the week

Social recommendations on paid search ads drive more traffic to your site

5-10%

average search ad CTR uplift t from social annotations

Source: Google Internal Data

YouTube Confidential and Proprietary

Remarketing possibilities on YouTube

Remarket to viewers of your YouTube Videos Remarket to visitors of your YouTube Channel Remarket to viewers of your Masthead Remarket to visitors of your site Negative Remarketing

1 2 3 4 5

DIGITAL BRINGS INSIGHTS INTO CONSUMER BEHAVIOUR

Social Insights

Category Impact

Category Impact

Category Impact

Category Impact

Thank you