Diese Präsentation wurde erfolgreich gemeldet.
Die SlideShare-Präsentation wird heruntergeladen. ×

Outside-in: Capturing the full value of search

Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige

Hier ansehen

1 von 32 Anzeige
Anzeige

Weitere Verwandte Inhalte

Diashows für Sie (20)

Andere mochten auch (20)

Anzeige

Ähnlich wie Outside-in: Capturing the full value of search (20)

Weitere von B2B Marketing (20)

Anzeige

Aktuellste (20)

Outside-in: Capturing the full value of search

  1. 1. Google Confidential and Proprietary 1 Google Confidential and Proprietary Outside In Capturing the Full Value of Search David Liu B2B Industry Manager, Google
  2. 2. Google Confidential and Proprietary 2 Google Confidential and Proprietary
  3. 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. 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. 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. 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. 7. Google Confidential and Proprietary 7 Google Confidential and Proprietary 3x growth in B2B mobile queries 1x 2x
  8. 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. 9. Google Confidential and Proprietary 9 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. 10. Google Confidential and Proprietary 10 Google Confidential and Proprietary search is useful… but is it emotional?
  11. 11. Google Confidential and Proprietary 11 Google Confidential and Proprietary
  12. 12. Google Confidential and Proprietary 12 Google Confidential and Proprietary brands have a new set of tools to inform your marketing strategies
  13. 13. Google Confidential and Proprietary 13 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. 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. 15. Google Confidential and Proprietary 15 Google Confidential and Proprietary 10% 55% 29% 2% 3% 1% Comparison Education Free Other Training Trial
  16. 16. Google Confidential and Proprietary 16 Google Confidential and Proprietary
  17. 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. 18. Google Confidential and Proprietary 18 Google Confidential and Proprietary from brand to demand
  19. 19. Google Confidential and Proprietary 19 Google Confidential and Proprietary Queries Engagement 2 4 6 8 10 12 14
  20. 20. Google Confidential and Proprietary 20 Google Confidential and Proprietary 90% of BDMs search on category keywords 10% of BDMs search only on brand keywords
  21. 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. 22. Google Confidential and Proprietary 22 Google Confidential and Proprietary think beyond the last click
  23. 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. 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. 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. 26. Google Confidential and Proprietary 26 Google Confidential and Proprietary 1 XYZ Business Analytics www.xyz.com/analytics Deliver Actionable Insights. Download Whitepaper Today to Learn More! Visited XYZ but abandoned lead form Business analytics XYZ Analytics Demo www.xyz.com/analytics Watch a Demonstration of XYZBusiness Analytics Solution in Action! 2 Analytics software
  27. 27. Google Confidential and Proprietary 27 Google Confidential and Proprietary
  28. 28. Google Confidential and Proprietary 28 Google Confidential and Proprietary
  29. 29. Google Confidential and Proprietary 29 Google Confidential and Proprietary
  30. 30. Google Confidential and Proprietary 30 Google Confidential and Proprietary
  31. 31. Google Confidential and Proprietary 31 Google Confidential and Proprietary
  32. 32. Google Confidential and Proprietary 32 Google Confidential and Proprietary Thank You!

×