Micro-Moments Workshop · Google Confidential and Proprietary Ask or a quote Mail order...

Google Confidential and Proprietary

Micro-Moments Workshop


Why Online?

Why Now?

Why Google?

Why work with an Agency?

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Agenda

MICRO-MOMENTS WORKSHOP


Why Online?

Why Now?

Why Google?


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As many as 88% of consumers are researching items online and then buying in a physical store.

Accenture: “Seamless Retail” - 2014

“”


Confidential & Proprietary

We don’t go online. We live online.


We’re tuning in more than ever.



2422 min/wk 1,939 min/wk

“Businesses that make use of the web are expected to grow 40% faster than businesses that don’t.”

- BCG: “The connected world” - 2014

Why online? Media consumption has changed.




Take a look at John’s sitting room.

LAPTOP


63%Watch TV and surf the web at the same time

90%Move between devices to accomplish a goal


TV

TABLET PHONE


11:15 PMBuy festival tote for Coachella next weekend

8:42amOn the bus, read about Coachella lineup

11:09pmUse flashlight app to find dropped earring

8:30amAt bus stop, listen to new music playlist

11:36amAt work, book Coachella tickets

5:29pmOn bus, check email for sales this weekend

7:15 PMBrowse festival styles on YouTube

6:50 AMWake up and check today’s weather

1:33pmAt lunch, play Scrabble while waiting in line

1:13pmUse maps to get directions to Creole food truck

50xPER DAY

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20%

increase in mobile's share of online sessions

18%

decrease in time spent per visit

29%

increase in mobile conversion rates

Micro-Moments Workshop


61%now prefer news on PC, tablet, laptop or

mobile to newspaper

of all online sales are made on a mobile device

20%more time spent online than

watching TV per week

4hr 13min 150 hr/mo


The world has changed.

spent online by theaverage American


Why Online?

Why Now?

Why Google?


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Consumer Behaviour Changed



How do donors use digital to research and select to which non-profits and charitable organizations to donate?

Start Early

Donors are going digital

Digital ads drive action

Mobile is a must.

30% increase in donation-related searches from August to September

75% of donors turn to online resources to look for information

76% of donors go online to research in less than a week from viewing an ad

25% of donors made a donation on their mobile device

Google Internal Search Data, August-September 2012; Compete/Google Non-profits Study, July 2013


Donor influence starts early for holiday season gifting


There is a 30% increase in donation-related searches from August to September.


47% of donors visited multiple non-profit websites before donating.

Donors take time to research.


More than 1 in 3 donors spend over 2 weeks researching

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75% of donors use online resources to look for information

Source: Compete/Google Non-profits Study, July 2013 RT 8: When did you use each of these sources to interact with non-profit/charitable organizations? Please select all responses that apply for each source. N=varies by source; selected “used thorughout my research.”

ONLINE SOURCES

TRADITIONAL SOURCES




75% of donors use online resources to look for information


ONLINE SOURCES

TRADITIONAL SOURCES

Nonprofits’ WebsitesSearch Engines

Consumer-generated Online ReviewsSocial Action Network SitesThird Party Evaluator Sites

Social Networking WebsitesEmail From Nonprofit

Video Sharing WebsitesFamily & Friends

Flyers or Brochures in the MailRadio

NewspapersTV

MagazinesNonprofit Events




3 of the top 4 sources donors use to understand the impact of a non-profit are digital.


Impact drives donations.




Digital advertising drives action.


76% of donors went online to research in less that one week after viewing

an online ad 58% of donors went online

to research in less than one week after viewing

a direct mail ad

80% of respondents agreed online video ads were extremely

useful in the research process 72%

of respondents agreed direct mail ads were a useful

resource






Video ads drive high engagement, quickly and drives researchers to donate. 57% made a donation after

watching an online videoYouTube is the #1 site where

donors watch videos about non-profits






Mobile is a key companion for donors.

● 1 in 4 use mobile to discover nonprofits they were not previously aware of

● 40% compared reviews on mobile devices

● Over 1/3 contacted nonprofits via mobile devices

● 25% completed donation on mobile devices





Impact drives donations. ● Search Only Network

● Text Ads Only

● Limit on Max CPC (Cost Per Click) $2

USD

● Limited Impression Share

● Limited Daily Budget

● Display Network

● YouTube

● Image, Engagement Ads, Video Ads...

● Ability to target by Interest, Topics,

Keywords and Demographics

● More Impression Share

Google Grants Paid Advertisement


So what can you do to ramp up your presence online in 2015?

Why Online?

Why Now?

Why Google?


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INFLUENCE CONSIDERATION DRIVE DONATIONS

YT Brand Channel + content

Livestream

TrueView

Rich Media DisplaySearch + Extensions

G+ pages and social outreach

Enhanced Campaigns + RetargetingAudience Targeting

G+ CommunitySocial extensions

Hangouts

Trueview

Brand and category keywordsSearch Extensions

Mobile Extensions

Always optimized with Analytics Remarketing (Search, Display, Video, Dynamic)

Contextual targeting

TrueView

Own all branded keywords

BUILD AWARENESS

Products to invest in per objective: an overview



People won’t donate to a brand

if they don’t know it

Create iconic experiences● Rich Media & Engagement Ads● GDN Awareness Ads & YT

Prime Packs

Reach your audience at the right time and place

● Click-to-call, app download, and location mobile extensions

● Active View Display Ads● Engagement Display Ads● TrueView YouTube Ads ● G+ Hangouts

Greet those who are looking● Google and YouTube Search● Location, sitelink & offer extensions● Remarketing● Display Targeting (interest Category, Topic,

Keyword Contextual)● YouTube Content and Brand Channel

Amplify with social endorsement● Social extensions for search● Google+ communities● Google+ Hangouts● Community/Blogger Outreach● YouTube Channel Subscriptions

INFLUENCE CONSIDERATION DRIVE SALESBUILD AWARENESS

Targeted mass reach across devices during moments of relevance



Tell them the story they need to hear

● Enhanced campaigns ● Targeted video & display ads● Retargeting (search, display,

and video)● Display Rich Media &

Engagement Ads● YouTube TrueView

Make it easy to donate● Click-to-call, location extensions, and

proximity bidding● Mobile app extensions

Answer their questions● Display Targeting (Interest

Category, Affinity, Keyword Contextual)

● Google & YouTube Search across devices

● G+ communities and circles● G+ hangouts

Help them discover what others think● Review extensions + Google places page● G+ badge, Social Annotations, +Posts● Google+ communities● YouTube TrueView

Turn people who are aware

of the brand into a donors for the

cause


Engaging communication for the right audience



Always There● Brand and category keywords

for Google Search and YouTube Search

● Display Targeting (Keyword Contextual, Similar Audience, Interest category)

● Display enhanced campaigns with Geo and Proximity bidding

● G+ page for business

Always Optimized● Search funnels ● Use Conversion tracking● Use Google, YouTube● Display Campaign Optimizer

Always Relevant● Remarketing with relevant messaging

(Search, Display, Video, Dynamic)● Extensions (sitelink, location, social)● Mobile extensions (app download,

click-to-call, etc.)● Display on product comparison and

review sites

Lead from consideration to

donation


Ensure your brand is present across the web when and where your customers are looking with smart ads that are relevant to their context and intent



Why Online?

Why Now?

Why Google?


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Work and Win with Agencies



Performance

Time

Market knowledge


The value of an agency



1. Has certified knowledge of AdWords, which can effectively improve your online advertising.

2. Demonstrates Google best practices through testing and performance optimization.

3. Actively manages customer needs and provides tailored reports to track ROI.

4. Runs a healthy business, proven through a minimum level of spend with AdWords.

5. Provides ongoing market and customer strategic insights.

The value of a Badged AgencyMICRO-MOMENTS WORKSHOP

Google Confidential and ProprietaryGoogle Confidential and Proprietary


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Micro-Moments Workshop · Google Confidential and Proprietary Ask or a quote Mail order...

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