google partners connect event

Welcome to Google Partners Connect19 October

Google Partners Connect

Agenda

Micro-moments: Winning the shift to mobile1

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First steps to get your business found online

Get to know your Google Partner agency

Micro-MomentsWinning the Shift to Mobile

Elizabeth Fox, Head of Agency RelationshipsGoogle Australia & New Zealand

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We don’t go online. We live online.

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We don’t go online. We live online.

Australian businesses with highest levels of digital engagement are:

Source: Connected Small Business 2016 report, Deloitte Access Economics

In this presentation you will learn how to

Win the shift to mobile

Identify your clients’micro-moments

Measure the moments that matter

Be useful in-the-moment

1 2 3

Identify your clients’ micro-moments

Showing up gets your brand in the game to be chosen, not just seen

You get a shot at your competitor's customers

Many consumers aren’t brand committed

of smartphone users have discovered a new company or product when conducting a search on their smartphones

smartphone users have purchased from a company or brand other than the one they were seeking because of information provided in the moment they needed it

51%

1 in 3


Key questions

Consider the most searched topics for your brand or category. Try those searches on desktop and mobile. Are you there, and do you like what you see?

Are you also considering the various contexts of those needs, and are you adjusting your strategy accordingly?

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86%found directions or contact details for a business with their phones in the past three months.


I-Want-To-Go Moments

Source: Google/Galaxy, "Micro-Moments Study," Australia, June 2015, n=1,002.

Action: Use location signals to highlight relevant locations, store inventory, and driving directions

58%of smartphone users are more likely to buy from companies whose mobile sites or apps allow them to make purchases quickly


I-Want-To-Buy Moments

Action: Test your website today www.google.com/webmasters/tools/mobile-friendly

Source: Consumers in the Micro-Moment, Wave 3, Google/Ipsos, US, August 2015, n=1291 online smartphone users 18+


Key questions

Are you helping consumers find nearby locations and highlighting in-stock inventory on mobile?

Where are consumers buying your product? How can you support consumers who are buying from you in-store or while on-the-go?

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Micro-moments have fragmented the consumer journey

of consumers do research before entering a store

of people say they use multiple screens for everyday activities, such as booking a hotel or shopping for electronics

of smartphone users turn to their devices to help them make a product decision when in stores

Digital drives people in store

Mobile is the new shopping assistant

People purchase across screens

82%87%90%

40%


Action: Measure across screens

Measure more than just app installs

Account for multi-device behavior

Make sure mobile gets credit for call conversions

of enterprises still use first-touch / last-touch attribution

Source: Forrester, ‘Cross Channel Attribution is Needed to Drive Marketing Effectiveness’, May 2014, United States.


Key questions

Are you measuring for clicks and sessions, or are you measuring the real bottom line?

Are you accounting for all types of mobile-driven conversions, including those that happen in your store, app, and calls?

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Micro-Moments checklist



Connect the Dots

❑ Tap into Your Audience’s Passions❑ Use Location Signals

❑ Identify your Moments❑ Understand your Share of Intent

❑ Measure Across Screens❑ Measure Across Channels

First stepsto get your business found online Mitchel O'Donohue, Agency Development ManagerGoogle Australia & New Zealand

Define your marketing objectives

Work with your Google Partner agency

Understand the solutions

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In this presentation you will learn

Three steps to start advertising

First step

Define your marketing objectives

Phone calls

Storevisits

Onlinesales

Leadgeneration

Brandawareness

Second step


AdWords search ads help you get found by new customers

when they’re searching for what you sell


Get found by new customers

Start, stop or adjust at any time

Real time results Flexible Pricing

There’s never a contract, so you can pause, end, or adjust your campaign at

any time with no cancellation fees.

Whether it’s website visitors, online sales, or phone calls the tracking tools

will always tell you how your investment is paying off.

It’s easy to set the price you’re willing to pay when someone clicks on your

ad. And you can always change it whenever you like.


Advertise with full control and flexibility


Examples and use cases

Phone calls

Storevisits

Onlinesales

Brandawareness

Store visits

Direct consumers to your stores with Location Extensions

Ads leveraging Location Extensions see an average click through rate uplift of ~10%

Call Extensions enable your customers to

“click to call” directly from search ads

Phone calls

Make it easy for customers to call

Leverage Call-only ads if you are primarily

focused on driving calls

Online sales

Google Shopping is a compellingformat to reach consumers on mobile

150% more Shopping ads reaching mobile shoppers last year using better mobile ad units

Scrollable carousel drives more user interaction

Send qualified users to your site with images, more product information and Local Inventory Ad in-store annotations

Brand awareness

Maximise your reach with guaranteed viewable display ads

Google display ads increase brand awareness

vs. display ads that may notbe viewable

15%Googledisplay ads average

increase in brandedsearch queries* at a CPM that is 10–40% cheaper(because they’re viewable)

maps

Source: Google Internal Brand Lift surveys

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Third step

Work with your Google Partner agency

Online marketing is a fast evolving

industry. Google Partner agencies

not only manage the execution,

they’re trusted by Google and have

proven capable to transform tools

into successful strategies for your

business.

Get to know your Google Partner agencyStarring: Google Partner agencies across Australia and New Zealand

Thank you.