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Google Confidential and Proprietary Google Confidential and Proprietary

Google: Your export market – whole World! Regimantas Urbanas Country Marke4ng Manager for Lithuania Vilnius, June 2012


The Digital Revolu4on

Google Confidential and Proprietary

Digital Revolution in Context

3

2006 1B

2003 500M

1994 Users 77M

1998

Distribution and Commerce

2000 400M

Information Communication

2010 1.9B

“Buy” “Read” “Talk”


Consumer 2.0

ebay Sold $2B via mobile

in 2010

4

4

Farmville 62M people using it every day; an

est. 800K+ virtual tractors sold daily at $3.33 each

Amazon eBooks outsell print books

iPhone App store 25B apps downloaded

YouTube views Lady Gaga 1.5B video views

Red Cross Over $4.5M of donations for Japan

made via text message


3 devices allow for constant connectivity in the evenings and weekends

5

5 5Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day.

Does not indicate absolute or relative traffic volumes.

12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM Tablet Mobile Desktop

Day Evening Morning Night

Hourly Distribution of Searches by Platform (doesn’t reflect absolute traffic volume)

Internet has enabled consumer empowerment


Your Customers are Online. Are You?

•  60% use search engines as their go-to online shopping resource

Shopping Starts Online

Search Engines are Preferred Source

Online Shopping Continues in Store

•  94% of consumers research products online before buying

•  75% search before or during a shopping trip •  97% use online media when researching products or services locally

Sources: 2010 Compete Online Shopper Intelligence Study, March 2010 BIA/Kelsey consumer tracking study, 2010 Deloitte LLP Survey


Ad Spend is Following Consumers Online

8 Source: TNS Gallup, 2012

27.9 % Press

47.5 % TV

8.2 % Online

7.9 % Radio

4% Press

37% TV

32% Online

27% Radio

Gap between ad investments and media consumption

Untapped Audience

Consumers’ Media Consumption

Advertising Investments


So, did the Digital Revolu4on reach Lithuania ?

Google Confidential and Proprietary 10

Internet users change their browsing patterns


Companies report financial benefit from web

Source: Eurostat, 2011


23.70%

29.80%

35.30%

Y2009 Y2010 Y2011

Lithuanian internet users, who have purchased on-line

Source: TNS Gallup, 2012


Lithuania – new rock star of start-up world!

13 Source: Bloomberg


First Lithuanian video to top 1M views

14


Google investment in some categories

15

Vertical Monthly investment, LTL

Media 26 000

Travel 61 000

Insurance 8 000

e-Commerce 27 000

Quick loans 74 000

Source: Google internal data (2012 Q1 monthly average of TOP3 clients in vertical)


Why exporters choose to work with Google?


Full export potential for Lithuanian business?

17


Full export potential for Lithuanian business!

18


Why to export?

19

Optimise your Existing Resources

Decrease your risk by being more diversified

Don’t wait for players in other markets to enter your market first

Don’t wait for your competitors to become

international giants

Why limit a successful business to one market?

Spread out your fixed costs

Grow your business and gain economies of scale


Consumers are increasingly willing to purchase their goods and services online from overseas suppliers

20

*Source: Report on cross-border e-commerce in the EU, Feb 09, Commission of the European Communities. ** eMarketeer Digital World Atlas, March 31st, 2011

85% of worldwide internet users have bought something

online

1 in 3 Would buy outside their country if the product/service were better or

cheaper*

1,838 Million Internet Users**

Global Market:


Opportunities in Europe

21

Source: Global Market Finder - http://translate.google.com/globalmarketfinder/index.html

Largest Markets: UK and Slovakia Penetrable Markets: Netherlands, Italy, Poland, France


Global Market Finder - inputs

Source: Global Market Finder - http://translate.google.com/globalmarketfinder/index.html

Select your product or service’s keywords

Select the regions/

countries you want to include in the analysis

Select your

language

Select your country

http://translate.google.com/globalmarketfinder/ Asses Global demand and online competition for your products in a minute!


Global Market Finder - outputs The Global Market Finder will generate a heatmap and list showing search volume and competition.

Click on + to see main keywords

and languages

Estimate of the competition in the market for your keywords

Search volumes and suggested

bids

Heat map showing

Opportunity

http://translate.google.com/globalmarketfinder/


How Google adver4sing can help you to get most from your marke4ng budget


Be Engaging

… we have come a long way


Be Engaging

… and we can offer so much more now

Google ecosystem

Google business overview


Be Found: Google Search

29

Benefits

• Control your budget

• Innovative ad units

• Time & place targeting

• Pay for performance

• Adjust on the fly

Pricing

• Pay per Click (CPC)

• Smart Pricing

Format Customizable:

• Ad Title, Text and URL

• Coupon ads

• Product extensions

• Local extensions

Placement Google.com

• Dozens of partner sites

Control and convey your brand message the instant users are looking for you on Google or our Search Partners.


Ads Appear Above and to the Right of Results

Search ads are fully customizable text ads that appear on google.lt, google.com etc. and Google’s partner sites.

Natural search results

Google AdWords

Search


Where your potential clients look at?


AdWords Key Benefits 1.  Reach

2.  Relevance

3.  Return on Investment (ROI)

4.  Impact on Conversions

5.  Costs and Flexibility


AdWords pays for itself

Reinvest profits, increase budgets

1000 Lt investment -> 5000 Lt in sales

Average sale = 50 Lt

5% conversion rate = 100 sales

0.50 ct CPC > 2000 clicks

1000 Lt spent on AdWords ads


Example of AdWords campaign – Domino Pizza


Benefits

• Millions of sites

• Placement targeting

• Contextual targeting

• Remarketing

• Multiplier effect on Search

Pricing


• Pay per Impressions (CPM)

Format • Text

•  Image

• Flash

• Video

Placement • You choose sites

• Google chooses sites:

(contextual targeting)

Engage with 80% of Internet users through millions of sites using text, rich media, image and video advertising.

Be Engaging: Google Display Ads


Be Engaging: Google Display Ads

Audience Reach your audience based on who they are

Op4ons: Demographics, Interests,

Remarke4ng, Similar Users

+

Context Target based on where your audience is

Options: Keyword Contextual Targeting,

Placement Targeting, Topic Targeting


GDN reaches

80% of Europe’s online population

37 Source: comScore, April 2010 Google Confidential and Proprietary

That’s 280 MILLION people every month!

In Germany: 77% & 41 MILLION people

In France: 84% & 38 MILLION people

In the UK: 84% & 36 MILLION people

In Italy: 88% & 19 MILLION people


What are the different targeting options?


Be Relevant: Google Mobile Ads

39

Benefits

• Control your budget

• Right ad at the right time

• Innovative ad units

• Flexible pricing

• Better ROI

Pricing


• Pay per Impressions (CPM)

• Pay per Phone Call

Format • Search text

• Image

• Video

• Google Maps-expanding

Placement • Google.com

• Mobile optimized websites

• m.youtube.com

• 1,000s of top apps

As more people use their mobile phones, use location-based targeting to be found on the go-whether through Google or through targeting in a mobile application.


Mobile solutions

40

Video Sites

BrandText

Search In Apps

Discover our Mobile app! Tap here.



Mock up samples


Resources


Resursai •  AdWords Žinynas https://adwords.google.lt/support

•  Skaitykite naujienas lietuviškame „Google AdWords“ tinklaraštyje:

www.adwords-lt.blogspot.com

•  Prisijunkite prie „AdWords“ bendruomenės ir dalinkitės patirtimi

lietuviškame forume:

https://groups.google.com/forum/#!forum/adwords-forum-lt

•  AdWords – www.adwords.google.lt

•  AdWords Editor – www.google.com/intl/lt/adwordseditor

•  Google Engage - https://google-engage.appspot.com/lt/


Thank you!

Download - Regimantas Urbanas, „Google“ rinkodaros vadovas Lietuvai, „Tavo eksporto rinka - visas Pasaulis!“

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