Slides from Digital Bites Event @ The Cullen 2016 with Google, DNA Digital and zen10

1. Digital Bites
Welcome Introductions

2. 9:00am
9:15am
9:20am
9:50am
Registration & Breakfast
Welcome Introductions - Google & Zen10
Micro-Moments - The new battleground for businesses
5 Cutting Edge Search Marketing Strategies
Psychology of Web Design10:10am
AGENDA
Q&A with Existing Client – JV Marine World10:45am
Final remarks / Q&A / 1:1 Consultation11:00am
15 Minute break for refreshments / networking10.30am

3. Micro-Moments
The New Battleground for Businesses
Cameron Clark
Agency Development Manager
Google Australia and New Zealand

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Proprietary + Confidential

5. 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

6. We don’t go online. We live online.

7. Proprietary + Confidential
per day
At bus stop, listen
to new music
8:30am
Buy product for upcoming
event
11:15am
Browse how-to content on
YouTube
7:15pm
On bus, check email
for sales this weekend
5:29pm
At lunch, play Scrabble while
waiting in line
1:33pm
Check email before
bed
11:09pm
Use maps to find lunch spot
1:13pm
Research topic on
search
11:36am
Wake up and
read news online
6:50am On the bus, checks out
articles
8:42am
150x

8. Proprietary + Confidential
At bus stop, listen
to new music
8:30am
Buy product for upcoming
event
11:15am
Browse how-to content on
YouTube
7:15pm
On bus, check email
for sales this weekend
5:29pm
At lunch, play Scrabble while
waiting in line
1:33pm
Check email before
bed
11:09pm
Use maps to find lunch spot
1:13pm
Research topic on
search
11:36am
Wake up and
read news online
6:50am
On the bus, checks out
articles
8:42am
Google can help
you reach
consumers across
these moments
Google
Display
Google
Display
YouTube
YouTube
Search
Search
Proprietary + Confidential
Gmail
Gmail
Google
Maps
Admob

9. 18%
decrease in time
spent per visit
29%
increase in mobile
conversion rates
20%
increase in mobile's share
of online sessions
Source: Google Analytics aggregated data, May 2015 vs 2014, AU

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THE BIGGEST OPPORTUNITIES
ARE IN THE
smallest moments

11. Succeeding in a micro-moment world
Be There Be Useful Be Quick Connect
the Dots

12. Succeeding in a micro-moment world
Be There Be Useful Be Quick Connect
the Dots

13. Be There
Showing up gets your brand in the game to
be chosen, not just seen
Being there drives
brand awareness
Many consumers aren’t
brand committed
You get a shot at your
competitors customers
Of smartphone users
say that they would
ignore a brand that
didn’t show up in their
search
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
47%47%

14. Be There
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?
What is the share of consumer intent you’re capturing with your mobile marketing strategy?
How big is the gap versus desktop? How big is the gap versus your peer set?
Are you also considering the various contexts of those needs, and are you adjusting your
strategy accordingly?
?
?
?

15. Succeeding in a micro-moment world
Be There Be Useful Be Quick Connect
the Dots

16. of consumers say that regularly
getting useful information from an
advertiser is the most important
attribute when selecting a brand
of smartphone users have bought
from a brand other than their
intended one because the
information provided was useful
of smartphone users say they're more
likely to buy from companies who
customize mobile information to their
location
Be Useful
Without utility in the moment, not only will consumers
move on, they actually might not ever come back
61%51%73%

17. 74%rely on their phones more than, or at least as
much as, they rely on their desktops when
searching for information, ideas, or advice.
Be Useful
I-Want-To-Know
Moments
Action: Create snackable, educational content —
not the hard sell
Source: Google/Galaxy, "Micro-Moments Study," Australia, June 2015,
n=1,002.

18. 86%found directions or contact details for a
business with their phones in the past three
months.
Be Useful
I-Want-To-Go
Moments
Action: Use location signals to highlight relevant locations,
store inventory, and driving directions
Source: Google/Galaxy, "Micro-Moments Study," Australia, June 2015,
n=1,002.

19. Be Useful
Key Questions
What do consumers want to learn about your category, products, or services?
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?
?
?
?

20. Succeeding in a micro-moment world
Be There Be Useful Be Quick Connect
the Dots

21. Action:
Load like
lightning
47%of consumers expect a page
to load in 2 seconds or less
Be Quick
Evaluate mobile site load time

22. Action:
Eliminate Steps
67%of smartphone users who
switch to another site or app
will do so because it takes
too many steps to purchase or
get desired information
Be Quick
Provide alternatives to
finish the transaction
Implement one-click
functionality
Design efficient
forms

23. Be Quick
Key Questions
What is the key action you want users to take on your mobile site or app? How long
does it take to perform it?
Which functions on your mobile site are absolutely, positively, undeniably essential
for your customer?
What do you already know about your customer that can help you anticipate their
needs?
?
?
?

24. Succeeding in a micro-moment world
Be There Be Useful Be Quick Connect
the Dots

25. Connect the dots
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%

26. 40%
Connect the dots
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.

27. 57%of people are more likely to visit a store
when they use mobile search to help make
a decision
Connect the dots
Action: Measure across
channels
Measure how digital influences
offline behaviors

28. Connect the dots
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 call center?
What can your organization do to break down silos and keep them
talking?
?
?
?

29. Micro-Moments Checklist
Be There
Be Useful
Connect the Dots
Be Quick
❑ Tap into Your Audience’s Passions
❑ Create Snackable, Educational Content
❑ Use Location Signals
❑ Empower Purchases on All Channels and Devices
❑ Identify your Moments
❑ Understand your Share of Intent
❑ Eliminate Steps
❑ Anticipate Needs
❑ Load like Lightening
❑ Measure Across Screens
❑ Measure Across Channels
❑ Breakdown Team Silos

30. Thank you
g.co/micromoments-au

31. 5 Cutting Edge Search Marketing Strategies
Mark Thomas
Co-owner zen10

32. Get Your Business Found

33. Leads
Exact Targeting
In Market Prospects
Phone Tracking
Reach
Remarketing
Banner Ads
Mobile
Helping businesses find customers

34. Local
Visits
Demographics
Campaigns
Mobile
Bookings
Scheduling
Helping businesses find customers

35. 2016

36. New layout helps advertisers
treemanmelbourne.com.au
position #4 can be profitable
average position 1.1 > 3.0
average CPC drop by 50%
clicks increased by 50%
price comparison behaviour
> up to 4 paid ads
> ads gone from right hand side
> ad icon now green
> ads taking up more real estate
above the fold
> blurring paid and non paid results

37. Paid Local - Attract Nearby Customers

38. Online Sales - Google Shopping
> Cleaner simplified display
> Carousel on mobile
> Qualified Visit
Set up Google Merchant Centre
> shopping campaign

39. Mobile is a big deal

40. Google Search - Mobile
For “highly commercial search queries” there are no organic results above the fold on mobile search results
90% of mobile clicks come for top 3 results

41. Your Competition Is Already There
>!<!

42. Google Search - Location Specific

43. Track Phone Calls From Your Website
> prioritise the keywords
that drive calls
> get the complete picture
of marketing results
> calculate exact ROI

44. Check your Google+ My Business page

45. Display Banner Ads— Remarketing

46. remove customers
there is always next year 540
use analytics segments
- VIP customers
change ad creatives
create a funnel
think about your sales cycle
cross sell / up sell
What Do Ads Follow Me Around The Internet?
Re-engage your audience
Remind them how great
you are
but

47. Youtube Video Ads
Match demographics, location, interests, diy, channels, only pay when someone watches your ad (30 seconds)

48. Gmail Sponsored Ads
Customer Match - Upload Your List to catch customers in the moment
• Keywords
• Demographics
• Competitors
• High Click Through Rate -3%!

49. Audience Insights
Expand reach to target customers in market customers

50. Google Keyword Planner - Quality & Quantity
Traffic & budget estimates for industry for financial planners

51. Research Your Market
Trends in the fitness industry

52. Competitor Analysis
Re-engineer competitors strategy

53. Insights & Accountability

54. Google Analytics - Insights & Performance
Understand visitor engagement, behaviour & outcomes

55. • Website design, hosting and internet marketing
• Experience and expertise
• Google Partner
• Free keyword research & competitor report ($150)
• Free website conversion rate optimisation review ($150)
• Free set up AdWords campaign ($299)
!
• Reach, Relevance & ROI

56. Thanks