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Google Confidential and Proprietary 
May 2014
Google Confidential and Proprietary 
Today’s Agenda 
Introductions (5 mins) 
Any Time, Any Place, Any Device (10 mins) 
Multi-Screen World: Insights for Succeeding (20 mins) 
Key Takeaways (5 mins) 
Q&A (5 mins)
Google Confidential and Proprietary 
Introductions 
180fusion and Google
Business Objectives for Clients: 
• Educate clients on Google’s ever-growing suite of offerings 
• Promote Search, Mobile, Display, YouTube as aligned with client 
business needs 
• Support clients in growing new business 
Bio: 
• 5+ years focused on cross-platform and strategic advertising products 
• Advisor to many SMBs in a variety of industries including retail, 
engineering, and technology on Business Strategy and Digital 
Marketing 
• Currently managing high profile SMB partnerships for increased 
adoption of, and success with, Google advertising solutions 
Google Confidential and Proprietary 
Google, Channel Sales 
Bo Pulito – Strategic Partner Manager 
Marketing Discussion
Business Objectives for Clients: 
• Increase sales, general qualified leads, build brand awareness by driving 
qualified traffic in profitable way 
• Grow companies digital presence in the areas of PPC, SEO, Mobile & 
Social Media Marketing 
• Support overall strategy for online client growth 
Bio: 
• Industry veteran with 17+ years in software and internet sector 
• 180fusion awarded Inc 500 fastest growing private companies & Top 20 
Best Places to Work 
• Contributor to Wired, Tech.co ,Social Media Today, Search Engine Journal 
• Successfully led Fortune 500 executives to SMB market on digital 
marketing initiatives. 
• On the Board of Directors of Non Profits & Tech companies 
Google Confidential and Proprietary 
180Fusion 
Scott Cohen – CEO 
Marketing Discussion
Any Time, Any Place, Any Device 
Google Confidential and Proprietary 
The Digital Revolution
Google Confidential and Proprietary
Google Confidential and Proprietary
The digital revolution in context 
information communication 
2006 
1B 
Google Confidential and Proprietary 
2003 
500M 
1994 
Users 77M 
1998 2000 
400M 
2010 
1.9B 
distribution and 
commerce 
“read” “buy” “talk” 
2014 
3B
MORE THAN 50% OF ONLINE DEVICES ARE 
Google Confidential and Proprietary 
MOBILE
That growth is still going…. 
internet users worldwide 
digital information in the world(videos, 
photos, music, texts, etc.) 
2010 800 exabytes 
2020 53 zettabytes 
Google Confidential and Proprietary 
2010 1.9B 
2020 5 B 
mobile subscribers 
2010 5 B 
2020 10 B
Moment Search Conversion Report 
Google Confidential and Proprietary 
The audience journey has changed 
Source: Google Multi Screen World Study, 2013, www.thinkwithgoogle.com 
65% 
of retail search journeys start 
on mobile 
Consumers have new ways to convert
Google Confidential and Proprietary
Google Confidential and Proprietary
Majority of our daily media interactions are screen based 
90% 
Google Confidential and Proprietary 
10% 
Base: All Device Interactions – PC/Laptop (3817); Smartphone (6057); Tablet (542); TV (3592). Q. Which of the following did you use? Q. What else 
did you use at the same time? Note: Respondents were asked to consider printed hard copies of Newspaper and Magazine.
Google Confidential and Proprietary 
Context drives device choice 
Today consumers own multiple devices and move seamlessly 
between them throughout the day
Google Confidential and Proprietary 
There are two modes of multi-screening
Google Confidential and Proprietary 
There are two modes of multi-screening
Consumers rely on search to move between devices 
Base: Have Started Activity on One Device & Continued on Another: Searching (923); Browsing (1172); Shopping (969), Watching a Video (623). Q. 
You mentioned that you have started each activity below on one device and then continued it on another device. For each activity (column), please 
indicate the way(s) in which you did this. 
Google Confidential and Proprietary
Multi-Screen World: Insights for 
Succeeding 
Google Confidential and Proprietary 
What we expect this year
DO YOU HAVE MULTI-SCREEN STRATEGY? 
Google Confidential and Proprietary
Do you have an integrated search strategy? 
search engine results page heat map 
after 2 seconds after 8 seconds 
Google Confidential and Proprietary 
first 5-6 links on the left get the most attention
Digital Marketing Spend for Companies in 2014* 
Google Confidential and Proprietary 
• Eight out ten marketers 
identify mobile as significant 
– yet only 3% of marketing 
budget goes to this area 
• Nearly half of digital 
marketing budget is spent on 
search, with 31% on Paid 
Search and 18% on SEO 
• 63% of businesses will be 
increasing their paid search 
budget for 2014, while 47% 
plan to do so for SEO 
*Source: SEMPO State of Search Marketing Report 2013
Google Confidential and Proprietary 
There’s a simple way to think about this
Google Confidential and Proprietary 
Always there
Google Confidential and Proprietary 
Across the whole web
Midnight 3am 6am 9am 12pm 3pm 6pm 9pm 
Google Confidential and Proprietary 
On all devices, at all times of day 
Google internal, 2013 
AT&T Nielsen, Clickstream Study, 2010
Google Confidential and Proprietary 
Always relevant
Google Confidential and Proprietary 
Relevant to intent
Google Confidential and Proprietary 
Relevant to device
Google Confidential and Proprietary 
Google Confidential and Proprietary 
Google Confidential and Proprietary 
Relevant to time of day
Google Confidential and Proprietary 
Relevant to content
of people who visit a website leave 
without completing the actions 
marketers want them to take 
70% 
- X 
Your Site 
Re-engage with visitors who’ve shown an interest in your products or 
Google Confidential and Proprietary 
services 
96% 
of people abandon their shopping 
cart without completing a purchase 
Your Ad 
Relevant to behavior
Google Confidential and Proprietary 
The Flow of Remarketing
Dynamic 
remarketing 
can boost CTRs by 
450% 
Google Confidential and Proprietary 
Relevant to behavior 
Google internal, 2013
Google Confidential and Proprietary 
Always optimized
Attribute, evaluate and optimizethe whole customer journey 
Google Confidential and Proprietary
180Fusion and Google helps you complete the picture 
Mobile Ads: consumers turn to 
their devices in various contexts – 
be there when they do! 
Display Ads: Reach 
users further down the 
purchase funnel; 
engage & re-engage 
them! 
Google Confidential and Proprietary 
Google and 180Fusion 
support teams can help 
you increase your 
success
Google Confidential ConfideGntoiaolg alen d- cPornofpidrieentatirayl 
Key Takeaways
Google Confidential and Proprietary 
• Find out how much of your 
traffic/revenue is coming 
from mobile. What's been 
the growth? 
Key Takeaways 
Be There
Google Confidential and Proprietary 
Be There Be Relevant 
• Find out how much of your 
traffic/revenue is coming 
from mobile. What's been 
the growth? 
Key Takeaways 
• Try your own site on mobile and do 
a transaction. Was it what you 
expected? 
• Try a search for your own product 
on mobile and tap on it. Is the 
experience easy to complete? 
For Constantly 
Connected Customers 
Engage New 
Consumer Contexts
Google Confidential and Proprietary 
• Find out how much of your 
traffic/revenue is coming 
from mobile. What's been 
the growth? 
• Try your own site on mobile and do 
a transaction. Was it what you 
expected? 
• Try a search for your own product 
on mobile and tap on it. Is the 
experience easy to complete? 
• Follow-up with your digital team on 
how they measure mobile ROI. 
• Are you accounting for mobile's 
impact on in store sales, call center 
sales, cross device sales? 
• If you have an app, ask your team 
how they value app users. 
Key Takeaways 
Be There Be Relevant Be Optimized 
For Constantly 
Connected Customers 
Engage New 
Consumer Contexts 
Measure All 
Conversions
How to Manage Digital Marketing Effectively? 
Google Confidential and Proprietary 
Search 
Video 
Mobile 
Offers 
Local 
Site 
300 x 250 
Display 
Social
Google Confidential and Proprietary 
180Fusion partnership has historically… 
Increased Account Performance 
Increased Customer Satisfaction 
Decreased Advertiser Churn 
Enhanced Google Customer Service 
Expanded Advertising Product Mix
Google Confidential and Proprietary 
Jump in! 
Google confidential 
Google Confidential and Proprietary
““180Fusion’s 180Fusion Remarketing SEO and SEM on solutions Google allows on Google 
us to 
allows add value us to back maximize into our our ‘sunk’ digital costs. marketing It’s a great 
so 
opportunity we’re in front to of win our back addressable those users market that we’ve 
at the 
right already time driven and at to an the efficient site through cost. 
other 
advertising campaigns.” 
Eric Hannelius 
Vision Payment 
Solutions 
President & CEO 
Eric Hannelius 
Vision Payment 
Solutions 
President & CEO 
Google Confidential Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP click outcomes ConfideGntoiaolg alen d- cPornofpidrieentatirayl 
n=1,372 Q: How long after the search on your mobile device did you start these activities?.
Google Confidential ConfideGntoiaolg alen d- cPornofpidrieentatirayl 
Q&A
thank you! 
For Personalized, One on One Consultation, 
Google Confidential ConfideGntoiaolg alen d- cPornofpidrieentatirayl 
For Webinar Attendees Only 
webinar@180fusion.com 
877-321-4180

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Google Confidential and Proprietary Marketing Discussion

  • 1. Google Confidential and Proprietary May 2014
  • 2. Google Confidential and Proprietary Today’s Agenda Introductions (5 mins) Any Time, Any Place, Any Device (10 mins) Multi-Screen World: Insights for Succeeding (20 mins) Key Takeaways (5 mins) Q&A (5 mins)
  • 3. Google Confidential and Proprietary Introductions 180fusion and Google
  • 4. Business Objectives for Clients: • Educate clients on Google’s ever-growing suite of offerings • Promote Search, Mobile, Display, YouTube as aligned with client business needs • Support clients in growing new business Bio: • 5+ years focused on cross-platform and strategic advertising products • Advisor to many SMBs in a variety of industries including retail, engineering, and technology on Business Strategy and Digital Marketing • Currently managing high profile SMB partnerships for increased adoption of, and success with, Google advertising solutions Google Confidential and Proprietary Google, Channel Sales Bo Pulito – Strategic Partner Manager Marketing Discussion
  • 5. Business Objectives for Clients: • Increase sales, general qualified leads, build brand awareness by driving qualified traffic in profitable way • Grow companies digital presence in the areas of PPC, SEO, Mobile & Social Media Marketing • Support overall strategy for online client growth Bio: • Industry veteran with 17+ years in software and internet sector • 180fusion awarded Inc 500 fastest growing private companies & Top 20 Best Places to Work • Contributor to Wired, Tech.co ,Social Media Today, Search Engine Journal • Successfully led Fortune 500 executives to SMB market on digital marketing initiatives. • On the Board of Directors of Non Profits & Tech companies Google Confidential and Proprietary 180Fusion Scott Cohen – CEO Marketing Discussion
  • 6. Any Time, Any Place, Any Device Google Confidential and Proprietary The Digital Revolution
  • 9. The digital revolution in context information communication 2006 1B Google Confidential and Proprietary 2003 500M 1994 Users 77M 1998 2000 400M 2010 1.9B distribution and commerce “read” “buy” “talk” 2014 3B
  • 10. MORE THAN 50% OF ONLINE DEVICES ARE Google Confidential and Proprietary MOBILE
  • 11. That growth is still going…. internet users worldwide digital information in the world(videos, photos, music, texts, etc.) 2010 800 exabytes 2020 53 zettabytes Google Confidential and Proprietary 2010 1.9B 2020 5 B mobile subscribers 2010 5 B 2020 10 B
  • 12. Moment Search Conversion Report Google Confidential and Proprietary The audience journey has changed Source: Google Multi Screen World Study, 2013, www.thinkwithgoogle.com 65% of retail search journeys start on mobile Consumers have new ways to convert
  • 13. Google Confidential and Proprietary
  • 14. Google Confidential and Proprietary
  • 15. Majority of our daily media interactions are screen based 90% Google Confidential and Proprietary 10% Base: All Device Interactions – PC/Laptop (3817); Smartphone (6057); Tablet (542); TV (3592). Q. Which of the following did you use? Q. What else did you use at the same time? Note: Respondents were asked to consider printed hard copies of Newspaper and Magazine.
  • 16. Google Confidential and Proprietary Context drives device choice Today consumers own multiple devices and move seamlessly between them throughout the day
  • 17. Google Confidential and Proprietary There are two modes of multi-screening
  • 18. Google Confidential and Proprietary There are two modes of multi-screening
  • 19. Consumers rely on search to move between devices Base: Have Started Activity on One Device & Continued on Another: Searching (923); Browsing (1172); Shopping (969), Watching a Video (623). Q. You mentioned that you have started each activity below on one device and then continued it on another device. For each activity (column), please indicate the way(s) in which you did this. Google Confidential and Proprietary
  • 20. Multi-Screen World: Insights for Succeeding Google Confidential and Proprietary What we expect this year
  • 21. DO YOU HAVE MULTI-SCREEN STRATEGY? Google Confidential and Proprietary
  • 22. Do you have an integrated search strategy? search engine results page heat map after 2 seconds after 8 seconds Google Confidential and Proprietary first 5-6 links on the left get the most attention
  • 23. Digital Marketing Spend for Companies in 2014* Google Confidential and Proprietary • Eight out ten marketers identify mobile as significant – yet only 3% of marketing budget goes to this area • Nearly half of digital marketing budget is spent on search, with 31% on Paid Search and 18% on SEO • 63% of businesses will be increasing their paid search budget for 2014, while 47% plan to do so for SEO *Source: SEMPO State of Search Marketing Report 2013
  • 24. Google Confidential and Proprietary There’s a simple way to think about this
  • 25. Google Confidential and Proprietary Always there
  • 26. Google Confidential and Proprietary Across the whole web
  • 27. Midnight 3am 6am 9am 12pm 3pm 6pm 9pm Google Confidential and Proprietary On all devices, at all times of day Google internal, 2013 AT&T Nielsen, Clickstream Study, 2010
  • 28. Google Confidential and Proprietary Always relevant
  • 29. Google Confidential and Proprietary Relevant to intent
  • 30. Google Confidential and Proprietary Relevant to device
  • 31. Google Confidential and Proprietary Google Confidential and Proprietary Google Confidential and Proprietary Relevant to time of day
  • 32. Google Confidential and Proprietary Relevant to content
  • 33. of people who visit a website leave without completing the actions marketers want them to take 70% - X Your Site Re-engage with visitors who’ve shown an interest in your products or Google Confidential and Proprietary services 96% of people abandon their shopping cart without completing a purchase Your Ad Relevant to behavior
  • 34. Google Confidential and Proprietary The Flow of Remarketing
  • 35. Dynamic remarketing can boost CTRs by 450% Google Confidential and Proprietary Relevant to behavior Google internal, 2013
  • 36. Google Confidential and Proprietary Always optimized
  • 37. Attribute, evaluate and optimizethe whole customer journey Google Confidential and Proprietary
  • 38. 180Fusion and Google helps you complete the picture Mobile Ads: consumers turn to their devices in various contexts – be there when they do! Display Ads: Reach users further down the purchase funnel; engage & re-engage them! Google Confidential and Proprietary Google and 180Fusion support teams can help you increase your success
  • 39. Google Confidential ConfideGntoiaolg alen d- cPornofpidrieentatirayl Key Takeaways
  • 40. Google Confidential and Proprietary • Find out how much of your traffic/revenue is coming from mobile. What's been the growth? Key Takeaways Be There
  • 41. Google Confidential and Proprietary Be There Be Relevant • Find out how much of your traffic/revenue is coming from mobile. What's been the growth? Key Takeaways • Try your own site on mobile and do a transaction. Was it what you expected? • Try a search for your own product on mobile and tap on it. Is the experience easy to complete? For Constantly Connected Customers Engage New Consumer Contexts
  • 42. Google Confidential and Proprietary • Find out how much of your traffic/revenue is coming from mobile. What's been the growth? • Try your own site on mobile and do a transaction. Was it what you expected? • Try a search for your own product on mobile and tap on it. Is the experience easy to complete? • Follow-up with your digital team on how they measure mobile ROI. • Are you accounting for mobile's impact on in store sales, call center sales, cross device sales? • If you have an app, ask your team how they value app users. Key Takeaways Be There Be Relevant Be Optimized For Constantly Connected Customers Engage New Consumer Contexts Measure All Conversions
  • 43. How to Manage Digital Marketing Effectively? Google Confidential and Proprietary Search Video Mobile Offers Local Site 300 x 250 Display Social
  • 44. Google Confidential and Proprietary 180Fusion partnership has historically… Increased Account Performance Increased Customer Satisfaction Decreased Advertiser Churn Enhanced Google Customer Service Expanded Advertising Product Mix
  • 45. Google Confidential and Proprietary Jump in! Google confidential Google Confidential and Proprietary
  • 46. ““180Fusion’s 180Fusion Remarketing SEO and SEM on solutions Google allows on Google us to allows add value us to back maximize into our our ‘sunk’ digital costs. marketing It’s a great so opportunity we’re in front to of win our back addressable those users market that we’ve at the right already time driven and at to an the efficient site through cost. other advertising campaigns.” Eric Hannelius Vision Payment Solutions President & CEO Eric Hannelius Vision Payment Solutions President & CEO Google Confidential Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP click outcomes ConfideGntoiaolg alen d- cPornofpidrieentatirayl n=1,372 Q: How long after the search on your mobile device did you start these activities?.
  • 47. Google Confidential ConfideGntoiaolg alen d- cPornofpidrieentatirayl Q&A
  • 48. thank you! For Personalized, One on One Consultation, Google Confidential ConfideGntoiaolg alen d- cPornofpidrieentatirayl For Webinar Attendees Only webinar@180fusion.com 877-321-4180