Google and 180fusion Seminar on Paid Search Success

Google Confidential and Proprietary 2 Google Confidential and Proprietary 2

July 14, 2014


Agenda

Ø  Introductions

Ø  What matters: key trends and changes in today’s consumer behavior

Ø  180Fusion strategies to win customers in the moments that matter

Ø  180Fusion customer testimonial

Ø Q & A


Google, Channel Sales

Marketing Discussion

Heather Wilburn – Business Development Manager

•  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

Business Objectives for Clients:

•  Joined Google in 2002 as founding member of AdWords advertising program

•  Initially managed SMB client relationships with a focus on developing advanced online strategies

•  Currently managing high profile agency partnerships for increased adoption of, and success with, Google advertising solutions

Bio:


180Fusion


Scott Cohen – CEO

•  Increase sales, general qualified leads, build brand awareness by driving qualified traffic in profitable way

•  Successfully leverage PPC, SEO, Social Media Marketing, Conversion Optimization

•  Support overall strategy for online client growth

Business Objectives for Clients:

•  Industry veteran with 17+ years in software and internet sector •  Responsible for overall vision and strategy for 180Fusion •  Recognized Thought Leader in internet marketing •  Successfully supported Fortune 500 executives to SMB market on

global marketing initiatives •  On the Board of Directors of Non Profit and privately held technology

companies

Bio:


how do you move people when it matters

most?



Google Confidential and Proprietary 9 Google Confidential and Proprietary 9 Pew Research Center, Smartphone Ownership, 2013. Google/Ipsos, Our Mobile Planet, 2013

We live in a constantly connected world

80% of people age 18-29 own a smartphone

Google Confidential and Proprietary 10 Google Confidential and Proprietary 10 comScore, Media Metrix Multi-Platform, 2013

We go online at the moments that matter to us

100% because of tablets and smartphones

2010-2013: Time spent online has increased


Movie trailer

Find nearest theater

Buy tickets

Check show times

We’re drawn to relevance

superman movie

3:50pm


We have lots of moments

7:43am

Nearest Coffee Shop SF

8:11am

Superman Trailer

10:01am

Auto Lease Deals

11:08am

Superman Showings

1:30pm

Directions to Nissan dealership

9:26pm

Best Pizza Delivery SF

10:02pm

Tony’s Pizza Delivery

12:41pm

Average mpg SUV

5:37pm

AMC Theater, Buy Tickets


Together, moments form a consumer journey

7:43am


8:11am

Superman Trailer

10:01am

Auto Lease Deals

11:08am

Superman Showings

1:30pm


9:26pm


10:02pm


12:41pm

Average mpg SUV

5:37pm


9:26pm


10:02pm


10:01am

Auto Lease Deals

12:41pm

Average mpg SUV

1:30pm


8:11am

Superman Trailer

11:08am

Superman Showings

5:37pm



Moment Driving

Awareness Moment Driving

Consideration

Moment Driving

Purchase

5:37pm


8:11am

New Movie Trailer

11:08am

Movie Showings

Traditional purchase funnel

Google Confidential and Proprietary 15 Google Confidential and Proprietary 15 15

Digital Marketing Spend for Companies in 2014*

•  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


Retailers organize, plan and price their inventory


What if you could manage your campaigns like a store?


Google Confidential and Proprietary 19 Google Confidential and Proprietary 19 19

Shopping Campaign Benefits


10:47am

Learning French

8:03am

Hawaii Flights

9:02am

Bay Area Internships

8:26pm

Vampire Weekend Tour

9:30am

How to Fold Fitted Sheets

4:30pm

Top Veterinary Colleges

7:43am


8:44pm

Vintage Cocktails

11:22am

How to Play Croquet

12:01pm

Who Won Giants Game

6:20pm

Healthy Dinners

2:40pm

Dogs Wearing Hats

8:11am

Candy Crush Download 10:01am

Auto Lease Deals

5:36pm

Dog Training

10:30am

Average mpg SUV

11:14am

Ballroom Lessons

10:41pm

Summer Dress Sale

8:11am

Directions to Nissan Dealership

5:26pm

Superman Trailer

3:41pm

Movie Ticket Prices

7:01pm

Nearest Movie Theater

11:26am

What’s in Theaters Now

5:37pm


Millions of people, billions of moments


10:47am

Learning French

8:03am

Hawaii Flights

9:02am

Bay Area Internships

8:26pm

Vampire Weekend Tour

9:30am

How to Fold Fitted Sheets

4:30pm

Top Veterinary Colleges

7:43am


8:44pm

Vintage Cocktails

11:22am

How to Play Croquet

12:01pm

Who Won Giants Game

6:20pm

Healthy Dinners

2:40pm

Dogs Wearing Hats

8:11am

Candy Crush Download 10:01am

Auto Lease Deals

5:36pm

Dog Training

10:30am

Average mpg SUV

11:14am

Ballroom Lessons

10:41pm

Summer Dress Sale

8:11am

Directions to Nissan Dealership

5:26pm

Superman Trailer

3:41pm

Movie Ticket Prices

7:01pm

Nearest Movie Theater

11:26am

What’s in Theaters Now

5:37pm


Which moments matter to your business?


There’s a simple way to think about this


Always there


Across the whole web


Midnight 3am 6am 9am 12pm 3pm 6pm 9pm

On all devices, at all times of day

Google internal, 2013 AT&T Nielsen, Clickstream Study, 2010

of online shopping takes place between 8pm and midnight

19%


Consideration

Awareness

Purchase

of conversions occur on a non- branded keyword

33%

At every stage of the funnel


Always relevant


Relevant to intent


Relevant to device


Google Confidential and Proprietary 30

Google Confidential and Proprietary

Google Confidential and Proprietary 30

Relevant to time of day


Relevant to content


Re-engage with visitors who’ve shown an interest in your products or services

of people who visit a website leave without completing the actions marketers want them to take

96%

of people abandon their shopping cart without completing a purchase

70% Your Ad

Your Site X -

Relevant to behavior



The Flow of Remarketing


450%

Dynamic remarketing

can boost CTRs by

Google internal, 2013



Always optimized


Attribute, evaluate and optimize the whole customer journey


180Fusion and Google helps you complete the picture

Increase Sales Lower CPAs

Increase Profits Increase Customer Lifetime Value

Holistic View of Marketing Strategy

Your Company Here!



IMCA Capital / Prime Credit


Blake Johnson – Managing Partner at Pacific Capital Companies

•  Managing Partner and Founder of IMCA Capital and Prime Credit •  Responsible for designing and managing the operations’s and direction

for the B2B and B2C divisions of Pacific Cap Co. •  Prior to establishing Pacific Cap Co, Blake was a Managing Partner at

CapNet •  Successfully grew CapNet to over $80M within 5 years •  Under Blake’s direction, CapNet was regularly Ranked on Inc. 500’s Top

50 Fastest Growing Financial Services Firm, and also named Los Angeles’ 5th Best Place to Work

Bio:


•  Where we started

•  What was needed

•  What we did

•  How it turned out

•  Plans for the future


how do you move people when it matters

most?


Search

Video

Mobile

Offers

Local

Site

Display 300 x 250

How to Manage Digital Marketing Effectively?

Social


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 44 Google Confidential and Proprietary 44 44 Google confidential

Jump in!

44 Google Confidential and Proprietary


Thank You!

Google and 180fusion Seminar on Paid Search Success

Technology