Google Research on the role of search for brand engagement, etc

1. Compelling Consumer Connections -
Search Builds Brands
Dominic Allon, Agency Leader
The Search Sessions, 16 September 2008
Google Confidential and Proprietary

2. 2
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3. Search is a
universal consumer
behaviour
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4. Search is a universal consumer behaviour
1.2 Billion people 1 Billion Google
online searches per day
Search is the most
85%of people online
popular online activity after
use Search
e-mail
4
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* Global

5. Google Confidential and Proprietary

6. 6
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7. 81%
of internet users enter
websites via a search
engine
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Source: Forrester Research Inc., “UK Internet User Monitor”

8. Automotive
Internet is the number one starting point Example
80%
of new car buyers
started their search on the
internet
Source: Ipsos MORI, Question 4.1: As you started to research your new car purchase, where was the first place you began searching for information?
Question 4.2: Which other sources of information did you use at any stage in researching and buying your car?
8
Google Confidential and Proprietary
Base: All respondents

9. Automotive
Search enables discovery of new brands Example
Automotive Example: Search engines help me
Discover new brands 44%
Discover new models 48%
Discover new and relevant websites 61%
Compare makes and models 64%
Make more informed decisions 64%
Find the best price 47%
Source: TNS / Google Automotive consumer study June 2007; Base: All respondents who bought a new car
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% - Completely Agree - Agree

10. 42 out of 100 top brand owners don't bid
on their own trademarks
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Source: Harvest Digital Report “Trademark bidding on Google”, July 2008

11. Top sponsored, top organic and especially the
combination of both deliver best results
3.95x
Source: Enquiro Research/Ipsos Interactive Services, May 2008, UK Example Google Confidential and Proprietary

12. Own your brand and your brand territory
Brand Territory
Products and Benefits
“Healthy Skin”
“Skin Facts” “Petroleum Jelly”
Brand
“Skin is Amazing” ‘Intensive Rescue”
“Cocoa Butter”
“Protect my Skin” “Vaseline”
“Face Wash”
“Skin Hydration”
‘Body Lotion”
“Dry Skin Tips”
“After Sun”
“How Skin Works” “Moisturiser”
“Lawrence Dallaglio”
“Skin Science”
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13. Offline touchpoints
drive online search
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14. 67% of online search
users are driven to
search for information
37% about a particular
company, product,
service, or slogan
30% by an offline
channel
20%
39%
40%
Source: iProspect, “Offline Channel Influence on Online Search Behavior,” 2007. (Q. Within the last six months, which of the
following prompted you to go to a search engine to look for information on a particular company, product, service, or slogan? Select
Google Confidential and Proprietary
all that apply.)/ RAB Word of Mouse Study 2007.

15. Internet usage is concurrent
with TV viewing
81% use the Internet while a
TV programme is running
Most are genuinely engaging
with both TV and Internet at
the same time
The balance of attention will
often fluctuate dependent on
content
Google Confidential and Proprietary
Source: IAB Thinkbox - TV & Online: better together , Base : All who use both together (1,934 weighted); Q6b

16. TV advertising is increasingly
being sought & shared online
22% have sent a TV ad (or link
to one) onto someone else
59% have looked for a TV
ad (or its song) online
32% YouTube
27% Search engine
I joined the ‘We all love the Cadburys’ gorilla’
Facebook group, but then my mum started
liking it and I decided it wasn’t very cool
anymore. (Pre family, female)
Google Confidential and Proprietary
Source: IAB Thinkbox - TV & Online: better together, Base : All adults (3,011 weighted); Q7a/b/c

17. Both TV and online advertising can
fulfill roles across all stages
Tells you about a new brand
you’ve never heard of before
Sparks interest in a brand
Gives you new information about
a brand you have heard of
Persuades you to try a
brand/product
Talked about with someone else
Helps you decide which brands
are relevant to you
Makes you re-evaluate a brand
Gives you enough information
to make purchase decision
Makes you like a brand
Online ads
TV ads
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Source: IAB Thinkbox - TV & Online: better together , Base : All adults (3,011 weighted); Q36a/b

18. Using both TV & Online brings the audience closer to the brand
% agree “I feel I know this brand really well”
Uplift among those exposed to both TV and Online :
+14% +8%
+17%
points points
points
Significantly higher levels of agreement with brand metrics,
amongst those who have seen TV and Online advertising
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Source: IAB Thinkbox - TV & Online: better together

19. Search behaviour
is personal and
iterative
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20. The car search process is personal & iterative Automotive
Example
of those who start with a generic search
83% later use a brand term
of those who first search on a brand term
57% later use a generic search
of all brand searches also include
18% a generic term
Source: Ipsos MORI
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21. Car buyers are undecided Automotive
Example
52% 62% 69%
Undecided on Undecided on Undecided on
Type of car Make of car Model of car
(eg. Sports car) (eg. Ferrari car) (eg. Enzo car)
Source: Ipsos MORI, Question 3.1/3.2/3.3: When you first started looking, how much did you know about the Type / Make / Model of car you wanted to buy?
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Base: New car buyers (n=500)

22. Automotive
Example
Most car
buyers switch
brands
55%
Source: Ipsos MORI, Question 5.2: What type of car did you buy in the end? Google Confidential and Proprietary
Base: All respondents

23. Travel
Follow the consumer’s path to purchase Example
Before a first transaction,
Distribution of searches
on average:
prior to purchase
100%
90%
12 travel searches
80%
70%
60%
50%
22 travel sites
40%
30%
20%
10%
29 days
0%
1 2 3 4 5 6 7 8 9 10 11-20 21-30 31-40 41-50 >50
Number of Searches
Google Confidential and Proprietary
Source: Comscore Research Paper October 2007

24. From ‘holiday in the sun’ to First Choice
Travel
purchase in 33 days Example
HolidayRentals Teletext Holidays ebookers Hotels.com TUI TripAdvisor TUI
Visits
Thomas Cook
TravelRepublic First Choice TUI
TripAdvisors
TUI First Choice
First Choice AirTours
TUI AirTours
HolidayWatchdog Expedia
Thomas Cook Thomas Cook
AirTours First Choice First Choice
Tui First Choice
Olympic Holidays
Day
33
1 5 8 13 21 29
Holiday in the sun Cheap Flights Cyprus Cyprus Palm Beach Hotel Thomson
Hotels Larnaca Cyprus Holidays
Searches
Spain Holidays Cyprus Holidays
Beau Rivage
Cyprus holidays
Hotel Cyprus
Europe Holidays
Holidays in the Sun
Google Confidential and Proprietary
Source: Comscore Research Paper October 2007

25. Search results
pages reflect and
influence
consumers’ brand
perceptions
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26. “A brand is a collective
perception in the minds
of consumers”
Paul Feldwick
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27. Shows what the brand is saying
And what people are saying
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28. 28
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29. Consumers associate search ranking with the CPG
Example
success of the company
of users expect leading brands
71% to be on top of the search results page
of users link placement to
36% company prominence
Source: comScore, US, CPG study, October 2007
Google Confidential and Proprietary
Jupiter Research / Ipsos Insight Consumer Survey, n=2.103 (Search Engine users US only), Jan 2008

30. Search ads have a clear impact on brand recall
Brand Affinity Purchase Intent Brand Recall
(do you like it?) (would you buy it?) (do you remember it?)
1.18x 1.14x + 2.5x
Source: Enquiro Research/Ipsos Interactive Services, May 2008, Aggregated Data: All Industries, all countries (UK, Germany, France)
Google Confidential and Proprietary

31. And search advertising has a demonstrable Technology
Example
impact on shaping brand attributes …
Samsung UK
Source: Enquiro Research/Ipsos Interactive Services, May 2008 Google Confidential and Proprietary

32. Search builds brands
Search is a universal consumer behaviour
Be found: always on, every market, full coverage
Search is the gateway to consumers’ online journey
Integrate on and offline activity
Search behaviour is personal and iterative
Follow the consumer to drive brand equity
Search results pages reflect and influence
consumers’ brand perceptions
Engage, listen and respond
Google Confidential and Proprietary

33. Q&A
Dominic Allon
Agency Leader
Mark Howe
Country Director
Google Confidential and Proprietary

34. Compelling Consumer Connections -
Search Builds Brands
Dominic Allon, Agency Leader
The Search Sessions, 16 September 2008
Google Confidential and Proprietary