Google Age of Assistance Connected Devices 2017 8

Google Age of Assistance

Connected Devices 2017 = 8 billion 2020 = 20 billion

The increase in connectivity has a dramatic impact on how consumers behave and how they interact with businesses. Time Spent 5. 8 hrs online 6. 5 hrs other media 2015 Source: Emarketer| September 2017 6. 9 hrs online 2019 5. 9 hrs other media

Focus on the User and all Else will Follow • Over the past 2 years, searches for the term ‘best’ grew over 80% on mobile Source: Google Data, US Jan-June 2015 vs Jan-June 2017, Top 500 “best” search terms

Newly Empowered Consumer is: • More Curious • In the past 2 years, videos with review in the title had more than 50, 000 years worth of watch time on mobile alone • More Demanding • Starting in early 2017, search volume for local searches without ‘near me’ have outgrown comparable searches that include ‘near me’ • When users search they expect search results near them • Mobile cord cutters have grown 23% over the past 2 years • More Impatient • Over the past 2 years, searches for ‘how to’ and ‘do it yourself’ videos have grown 200% on mobile (for example, ‘Video Editing’, ‘Leaking Faucet’) • 2 X increase in same day shipping searches • Mobile searches for “does it work” grew 11 X in the last 2 years (for example ‘does flex-seal work’) Source: Google Data, Jan-June 2017 vs Jan-June 2015, US Source: Google Data, US Jan-June 2017

We’re Living in the Age of Assistance • https: //www. youtube. com/watch? v=D 5 VN 56 j. QMWM&feature=yout u. be

Only 1/3 of All Brand Experiences are Really Helpful • 3 Key Principles of a Helpful Brand Experience: • Be There • Be Valuable • Be Quick • Using Google Ad Helps you Cultivate a Helpful Brand Experience

Be There • Connect with the right people during key moments of intent • Your customers are constantly exploring the digital universe • Help your customers at multiple touch points, and ensure that all these valuable moments are tracked and valued properly • Simply tracking initial inquires isn’t enough. Instead, measure every moment that matters to your business • The Home Services business model is being challenged • 22. 4 = average number of resources checked prior to home services purchase Source: Google|Inmar Home Improvement Consumer Study, Nov 2015

Track Online Leads Through to Offline Conversions 1. User clicks on an ad and arrives on the site 2. User submits the lead (form) 4. The lead/sales in closed offline 5. Offline conversion data upload 3. CID/GCLID is passed and stored in your database

Switch to a non-last click attribution model • Last click • Time decay • Linear • Position based • First click • Data-driven attribution

Be Valuable • Create valuable experiences wherever your customers are • Your customers are using their devices more than ever • Give them a unique, compelling experience with the right message, wherever they are across the web. • Before, we were trying to reach the broadest audience. But any unsegmented one. When we got online we were targeting content, not people

Ozzy Osbourne Prince Charles • • Male Born in 1948 Grew up in England Married twice Two children Successful Wealthy Dog-lover

Understanding your audiences • Beyond the demographics • Beyond the transaction • Beyond the keyword

Be Quick • Automatically act on intent • Your customers are constantly looking for new ways to enhance their lives • Utilizing the power of machine learning, automatically deliver on customer demands, creating more business with less effort

4 Areas in Ads that Use Machine Learning Bidding – adjust bids in real time Targeting – find customers with dynamic campaigns Creative – Use right message for every user Attribution – Bid beyond with datadriven attribution

Intent is everywhere • 7 platforms • 1+ billion users each

Ask Yourself • What are the most searched topics for your business? • Try those searches on desktop and mobile, do you like what you see? • Where do you appear to the customer? • Are you only at the bottom of the funnel or are you there across the full range of consumer needs, wants, and curiosities? • Are you adjusting your strategy according to the various contexts of customer needs?

Google Partners can help answer these questions, and more… • Lead Generation • Calls to your business • Mobile commerce • App downloads • Store visits • Site traffic • User engagement • Cross-device

The Value of a Partner • Time • Knowledge • Desire • Resources