Digital Marketing Spotlight: Lifecycle Advertising Strategies.pdf
Outside-in: Capturing the full value of search
1. Google Confidential and Proprietary 1
Google Confidential and Proprietary
Outside In
Capturing the Full Value of
Search
David Liu
B2B Industry Manager, Google
3. Google Confidential and Proprietary 3
Google Confidential and Proprietary
Source: CEB’s “The Digital Evolution in B2B Marketing,” Sept. 2012
0% 57%
of the way towards
making a decision before
reaching out to a potential
vendor
100%
4. Google Confidential and Proprietary
4
Google Confidential and Proprietary
29%
35-44
26%
45-54
18%
55+
22%
35-44
13%
55+
19%
45-54
27%
18-34
2012
46%
18-34
2014
+70%
increase
5. Google Confidential and Proprietary
5
Google Confidential and Proprietary
50%
55%
60%
65%
70%
75%
80%
85%
90%
20%
25%
30%
35%
40%
45%
50%
55%
60%
65%
70%
75%
80%
85%
90%
95%
100%
50%
55%
60%
65%
70%
75%
80%
85%
90%
20%
25%
30%
35%
40%
45%
50%
55%
60%
65%
70%
75%
80%
85%
90%
95%
100%
Traditional
In Person
Digital
% ranking resource as “Extremely Useful”
% using resource
6. Google Confidential and Proprietary
6
Google Confidential and Proprietary
90%
use search specifically to do research for business purchases
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
7. Google Confidential and Proprietary 7
Google Confidential and Proprietary
3x
growth in B2B mobile
queries
1x
2x
8. Google Confidential and Proprietary
8
Google Confidential and Proprietary
0%
5%
10%
15%
20%
25%
30%
35%
40%
Discover products or services I wasn’t aware of
Helped me contact a service provider
Compare prices across products or services
Discover products or services I was aware of but hadn’t previously considered
Understand specific features
Compare features across providers
Decide which provider to purchase from
Primary functions of Utilizing Search as a Resource
(Of those who use Search in Research Process)
Source: Google & Compete B2B Customer Study, June 2014. How did each of the following sources (search) help you while you researched Tech B2B n-1190
9. Google Confidential and Proprietary
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Google Confidential and Proprietary
0%
10%
20%
30%
40%
50%
60%
70%
Search engines
Video Sharing Sites
Social networking websites
Newspapers
Flyers or brochures
Catalogs
Radio
TV
Magazines
Sources ranked by Trustworthiness
(Of those who Used Source in P2P)
Source: How trustworhty, if at all, do you consider each of the following sources to be while you researched Tech B2B, n-1196
10. Google Confidential and Proprietary
10
Google Confidential and Proprietary
search is useful… but is it emotional?
12. Google Confidential and Proprietary
12
Google Confidential and Proprietary
brands have a new set of tools to inform your marketing strategies
13. Google Confidential and Proprietary
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Google Confidential and Proprietary
8.50
8.70
8.90
9.10
9.30
9.50
9.70
9.90
10.10
10.30
10.50
50
60
70
80
90
100
110
120
January
February
March
April
May
June
July
August
September
October
November
December
2009-2013 B2B Annual Search Seasonality
Avg. Auction Depth
2009-2013 Avg. Query Volume
14. Google Confidential and Proprietary
14
Google Confidential and Proprietary
$-
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
0%
5%
10%
15%
20%
25%
30%
35%
CPC US$
Query Growth YoY Q2 2014
Italy
France
Germany
Finland
Denmark
Netherlands
Sweden
United Kingdom
Spain
15. Google Confidential and Proprietary
15
Google Confidential and Proprietary
10%
55%
29%
2%
3%
1%
Comparison
Education
Free
Other
Training
Trial
17. Google Confidential and Proprietary
17
Google Confidential and Proprietary
6%
15%
No Ad in Google Search
Google Ad in Search
Lift in Brand Awareness
(SERP listing for B2B brands)
No Ad in Google Search
Google Ad in Search
+9 PPTS
18. Google Confidential and Proprietary
18
Google Confidential and Proprietary
from brand to demand
19. Google Confidential and Proprietary 19
Google Confidential and Proprietary
Queries
Engagement
2 4 6 8 10 12 14
20. Google Confidential and Proprietary
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Google Confidential and Proprietary
90% of BDMs search on category keywords
10% of BDMs search only on brand keywords
21. Google Confidential and Proprietary
21
Google Confidential and Proprietary
32%
20%
6%
68%
67%
49%
33%
11%
13%
45%
65%
88%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1
2
3 to 4
5 to 9
10+
Branded vs. Non-Branded Search by Number of Queries
(Converters, Q1 2014)
Branded Only
Non-Branded Only
Both
22. Google Confidential and Proprietary
22
Google Confidential and Proprietary
think beyond the last click
23. Google Confidential and Proprietary
23
Google Confidential and Proprietary
Moment
Search
Conversion
Report
mCommerce
Shop visits
App installs
Phone calls
Cross-device
Full Value of AdWords
24. Google Confidential and Proprietary
24
Google Confidential and Proprietary
Robust SEO and SEM coverage
100,000 categorised business searches by theme
Measurement framework to score every engagement and track conversion to a lead up to 180 days later
85% reach of UK micro-business sector
130M impressions, 580,000 engagements
13,000 PDF downloads and 600 leads
Source: eConsultancy
25. Google Confidential and Proprietary
25
Google Confidential and Proprietary
Introducing Remarketing Lists for Search Ads
Device
Language
Location
Keyword
Existing AdWords targeting criteria
Remarketing lists for Search Ads
Daypart
Already familiar with your products or brand
1
2
“Audiences” of higher- converting consumers
26. Google Confidential and Proprietary 26
Google Confidential and Proprietary
1
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