Werbeplanung.at SUMMIT 15 - Future of Search - Dominik Woeber
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Dominik Wöber gibt einen Einblick in Trends im Nutzerverhalten und zeigen, an welchen Innovationen Google gerade arbeitet. Diese umfassen Vertical Search, Spracherkennung, Google Now, Mobile, Measurement und Automatisierung.
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Werbeplanung.at SUMMIT 15 - Future of Search - Dominik Woeber
- 1. The Future of Search Dominik Wöber Head of Performance Solutions DACH + CEE
- 2. Austrian consumers love Mobile Gas station 66%
- 3. We don't go online We live online.
- 4. 35% of Austrians above 55 years have a Smartphone
- 5. 28% of Austrians use a Tablet
- 6. Mobile searches exceed desktop in 10 countries, including USA Japan
- 7. 2B people have internet access By the end of 2016, there will be 3B internet users globally
- 8. 1999 1GB - 500 euro 2015 16GB - € 5
- 9. Process of invention is never-ending
- 10. Building the future of search Answer Converse Anticipate
- 11. Answer
- 13. Converse
- 14. Anticipate
- 15. Micro-Moments
- 17. YoY growth in mobile shopping searches 175%
- 18. Shopping Ads
- 19. Local Inventory Ads increased in-store sales at 5x the rate of TV ads
- 20. Travel industry
- 23. of auto-related searches take place on mobile ~50%
- 24. Automotive Ads
- 26. *Images displayed are a mock of the actual ad format.
- 30. Time of dayLocation OS App Device BrowserAd creative Actual query Remarketing list Language Search partner Tailored bids for every auction
- 31. 9of 10 smartphone users start on one device and finish on another
- 32. In-appOnline Cross-device In-store Phone Estimated Total Conversions
- 33. rate attribution as high or top priority 53% *Source: Google/Forrester 2014
- 36. Data-driven
Hinweis der Redaktion
- What matters most in these moments isn’t who we are, but rather what we intend to do at that instant. We demand that information be right, and right away. In these moments we are far more loyal to our needs than to any particular brand. As a result, marketers who put these moments of decision-making and preference-shaping at the center of their strategy – and address consumer needs and motivations with relevance – are the marketers who will win.
- It’s an amazing time to be a performance marketer. The way people use technology to connect with the world around them continues to change at an unbelievable pace. Today, in the multi-screen world, people aren’t “going online” anymore -- we’re living online.
- Easy to do it 28% of 3-4 years old (next slide)
- It’s an amazing time to be a performance marketer. The way people use technology to connect with the world around them continues to change at an unbelievable pace. Today, in the multi-screen world, people aren’t “going online” anymore -- we’re living online.
- The next 5 billion connected customers More people than ever are living their lives on multiple screens In the UK, smartphone adoption has more than doubled in the last 2 years, going from 30% in 2011 to over 60% in 2013 BUT Two thirds of the world are not yet online. While over 2bn of us have access to the internet, ~5bn are still missing this privilege. By 2016, there will be 3bn internet users globally
- IMAGE This first became apparent after the 2000 Grammy Awards. Jennifer Lopez wore a green dress that, let’s just say, caught the world’s attention. I mean, the dress itself has its own Wikipedia page: Green Versace Dress of Jennifer Lopez. Seriously, it was a sensation. NEWS A more serious challenge led to Google News. After 9/11, one of our engineers realized that results for the query “World Trade Center” returned nothing about the terrorist attacks. And as every web site was a silo, there was no way of comparing news from different providers or different countries. Wouldn’t it be better if people could see all the news headlines in the world, and know in real time who was saying what about each story? MOBILE Enteprise Station
- But we’re obviously not done so we’re hard at work to build the perfect search engine. We’re doing that around developing three fundamental experiences that will make Google even better at answering any question that you may have, doing so in a conversational --more human-like-- way and even anticipating what you need to know.
- Switch to Mobile projector
- The original version of Google with its 10 blue links. Results today are richer in both content/format, incorporate images, smarter functionality and more relevant results. For example, as prepared for this trip, needed some basic facts about Sao Paulo
- How tall is the Eiffel Tower? Who designed it? What about the Shard? and what about the walkie talkie building?
- What if Google could give you the answer you’ll need before you even have to ask?
- What matters most in these moments isn’t who we are, but rather what we intend to do at that instant. We demand that information be right, and right away. In these moments we are far more loyal to our needs than to any particular brand. As a result, marketers who put these moments of decision-making and preference-shaping at the center of their strategy – and address consumer needs and motivations with relevance – are the marketers who will win.
- Ad experiences that help you deliver on consumer needs in the moment. Powerful tools for scaling and automating the things you do. and Measurement solutions for navigating a fractured customer journey.
- [Shopping Ads] Shopping Ads have been very successful. In the first quarter of this year, we’ve seen a 175% YoY growth in mobile shopping-related searches. Whether it’s finding product information, reading reviews, or completing a purchase, our smartphones have become our personal shopping assistants.
- Over a year ago, we introduced the mobile carousel to take advantage of the tactile features of mobile devices, making Shopping Ads more intuitive for on-the-go shoppers. Around the same time, we also announced Local Inventory Ads to make it easier for these shoppers to find stores nearby that have the product they’re looking for in-stock.
- Sears, for example, uses Local Inventory Ads to extend the reach of their advertising budget, driving in-store sales at five times the rate of TV ads.
- Sears, for example, uses Local Inventory Ads to extend the reach of their advertising budget, driving in-store sales at five times the rate of TV ads.
- [Hotel Ads] Finding the right hotel can be overwhelming, especially with summer vacation right around the corner. Price, location, availability, amenities, reviews -- there are a lot of things to consider. So it makes sense that roughly 70% of our time spent researching travel on our smartphones is done when we’ve got a few moments to spare, like waiting in line at the grocery store or during our evening commute.
- [Hotel Ads] Finding the right hotel can be overwhelming, especially with summer vacation right around the corner. Price, location, availability, amenities, reviews -- there are a lot of things to consider. So it makes sense that roughly 70% of our time spent researching travel on our smartphones is done when we’ve got a few moments to spare, like waiting in line at the grocery store or during our evening commute.
- [Hotel Ads] Finding the right hotel can be overwhelming, especially with summer vacation right around the corner. Price, location, availability, amenities, reviews -- there are a lot of things to consider. So it makes sense that roughly 70% of our time spent researching travel on our smartphones is done when we’ve got a few moments to spare, like waiting in line at the grocery store or during our evening commute.
- [Automotive Ads] Buying a car is one of the biggest purchases someone can make. And it turns out 90% of commercial, automotive tasks start with an online search -- half of which occur on mobile devices. Looking at search queries, we know that auto shoppers want to see images and detailed information about the vehicle they’re interested in. And when people are ready to buy, we’re most likely to locate or call a nearby dealership on our mobile device.
- [Hotel Ads] Finding the right hotel can be overwhelming, especially with summer vacation right around the corner. Price, location, availability, amenities, reviews -- there are a lot of things to consider. So it makes sense that roughly 70% of our time spent researching travel on our smartphones is done when we’ve got a few moments to spare, like waiting in line at the grocery store or during our evening commute.
- You’ll see beautiful images that show you what the Challenger looks like, inside and out. In this example, you can see that the Challenger has optional performance seats and a massive V8 engine. These images are engaging and much more likely to inspire action.
- Automotive Ads for car models and dealerships are two new ad formats that work together to provide a better, more seamless auto shopping experience right within mobile search results. Thank you. [End demo]
- Consumers expect the right information, right away. Automotive Ads, Hotel Ads, and Shopping Ads are designed to help you build more relevant experiences, deliver on consumer needs, and win those I want-to-go and I-want-to-buy moments.
- And in February we started piloting search ads in the Google Play store. Google Play, which reaches more than a billion active Android users from over 190 countries, is one of the best places people turn to for popular apps, games, movies, and music. By bringing our unique expertise in search ads to Google Play, we’ve opened up a tremendous new opportunity for marketers and app developers to drive awareness for their apps. We’ll be talking more about this at Google IO, later this year.
- [Cross-device] 9 out of 10 smartphone users start a task on one device and finish it on another. So when planning that trip to Hawaii, most of us will switch between our mobile, desktop, and tablet device. Today, advertisers can measure these types of cross-device conversions within AdWords using Estimated Total Conversions.
- What about those of us who turn to travel apps when planning a trip, or maybe click on ads within an app to receive special offers? Starting today, you can also measure these types of in-app conversions using Estimated Total Conversions.
- [Google Analytics introduction] When we talk about measurement, attribution is a topic that commonly pops into mind. 53% of all marketers rate attribution as a “high” or “top” priority for their organization. And 57% of marketers who currently use last-click attribution say they want to use more advanced attribution models, but struggle to implement them. This is a challenge Google is helping our customers solve.
- Google has always been committed to measurement. Over a decade ago, we introduced Google Analytics as a tool to help businesses large and small understand how their website and their online advertising performs. Our recent acquisition of Adometry has further strengthened our attribution expertise. Working closely with both teams over the last year, we’re now making attribution actionable for search in AdWords.
- In AdWords, you can currently explore five attribution models: Last Click, First Click, Linear, Time Decay, and Position-Based. These models allow you to take a more conservative or more aggressive approach to attribution, and the right model to use often depends on your business goals.
- But a more powerful way to attribute search credit is to use your own conversion data to understand the actual value of each keyword. That’s why we’re introducing data-driven attribution in AdWords
- We understand your customers today have higher expectations than ever before, and that’s great news. We have the technology to help you reach them in those moments, in the most relevant ways. By putting to work the tools and insights we shared today, you can be there, with the right experience, in the right context, to win the moments that matter the most.