180fusion and google ppc management seminar

Google Confidential and Proprietary 1 Google Confidential and Proprietary 1


Agenda

Introductions

Review concept of Zero Moment of Truth

Highlight key trends driving change in today’s consumer behavior

180Fusion strategies that can assist in winning ZMOT

180Fusion customer testimonial

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 win today’s

customer?


New York City – RAIN on Broadway


As an SMB…

Step 1: Build a Great Product/Service

7


Step 2: Tell Your Target Audience About It

8


According to Procter & Gamble, shoppers make up their minds about a product in 3-7 seconds, just the time it takes to note a product on a store shelf. This time lapse is called (by P&G) the “First Moment of Truth," and it's considered the most important marketing opportunity for a brand.

— Wall Street Journal, 2005 9

Step 3: Win at Point of Decision


The last 50+ years…

The Traditional 3-Step Mental Model of Marketing

• Stimulus

10

Second Moment of

Truth

First Moment of

Truth


74% 74% 79% 77% 77% 77% 78%

26% 26% 22% 23% 23% 24% 22%

Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012

Before Going to the Store While Shopping in the Store

NOW: More Decisions Made Before Entering Store

Where Purchase Decisions Are Made (% of Buyers)

Source: SymphonyIRI, MarketPulse Survey Series Q1 2011-Q3 2012


New Path to Purchase: The 4-Moment Mental Model (circa Google 2011)

12

First Moment of Truth

Second Moment of Truth

Stimulus

Which becomes the next person’s ZMOT

Google Confidential and Proprietary 13 Google Confidential and Proprietary 13 13

Stimulus Stimulus

FMOT

Source: Google/Shopper Sciences, Purchase Funnel Analysis, April 2012. N = 3,000

The New “Many Moments” Mental Model

Looks More Like a Flight Map (circa Google 2012)


We have lots of moments

comic-con

2013

2:51p

auto lease

deals

10:01a

best pizza

delivery sf

10:26p

tony’s pizza

delivery

11:02p

who won

giants

game

3:35p

average

mpg suv

10:30a

candy

crush

download

9:38p

directions

to nissan

dealership

12:41p

superman

trailer

8:11a

amc theater

buy tickets

5:37p

superman

showings

11:08a

nearest

coffee

shop sf

7:43a


Together, the moments form a consumer journey

comic-con

2013

2:51p

auto lease

deals

10:01a

best pizza

delivery sf

10:26p

tony’s pizza

delivery

11:02p

who won

giants game

3:35p

average

mpg suv

10:30a

candy crush

download

9:38p

directions

to nissan

dealership

12:41p

superman

trailer

8:11a

amc theater

buy tickets

5:37p

superman

showings

11:08a

nearest

coffee shop

sf

7:43a


Millions of people, billions of moments

what’s

in theaters

now

11:16am

superman

movie

3:29pm

movie

theatre sf

5:27pm

superman

trailer

5:26pm amc

theater

buy tickers

5:37pm

nearest

movie

theatre

7:01pm

movie

ticket prices

3:41pm


Which moments matter to your business?

what’s

in theaters

now

11:16am

superman

movie

3:29pm

movie

theatre sf

5:27pm

superman

trailer

5:26pm amc

theater

buy tickers

5:37pm

nearest

movie

theatre

7:01pm

movie

ticket prices

3:41pm


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


Always relevant


Relevant to intent


Relevant to device


Google Confidential and Proprietary 25

Google Confidential and Proprietary


Relevant to time of day


Relevant to content


450%

Dynamic

remarketing

can boost CTRs by

Relevant to behavior

Google internal, 2013


Always optimized


Attribute value beyond the last click

72% of marketers agree

that attribution helps

them make better

decisions

“vacation ideas” “hawaii hotels” “maui expedia

deals”

Google/Econsultancy, Valuing the Customer Journey, 2012


Attribute, evaluate and optimize

the whole customer journey


180Fusion and Google helps you complete the picture


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 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 • Initially unsuccessful online with 2 seo vendors

• Selected top firm-180Fusion to take over to determine go/no go

• What was needed • Competitive industry- required best in class marketing

• Metric driven firm and talent to execute and scale up

• What we did • Started with small initial investment with 180Fusion

• Within 1 year, 180Fusion decreased our CPL and CPA by 65%!

• How it turned out • Grew budget over 10x with 180Fusion & Google to six figures per

month

• Positive ROI and doubled employee base to handle demand


how do you win today’s

customer?


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


38 Google confidential

Jump in!



Thank You!

180fusion and google ppc management seminar

Marketing

win todays

43a google

41pm google

google confidential

38p directions

nissan dealership

180fusion

truth