luuk kapteijns, google · best paper towels best bbq supplies best doorbells +215% +173% +137%...

Luuk Kapteijns, Google

Consumer Search Insights

Got it, message sent

I Want to BuyI Want to DoI Want to GoI Want to Know

Curious/ˈkjʊərɪəs/

Demandingdɪˈmɑːndɪŋ/

Impatient/ɪmˈpeɪʃ(ə)nt/

Source: Google Data, UK, Jan - Jun 2015 vs. Jan - Jun 2017.

best toilet accessories

best travel accessories

best paper towels

Best BBQ supplies

best doorbells

+215%

+173%

+137%

+400%

+156%

best umbrellas

best towels

best doorbells

best travel accessories

Thai Food

Local searches without ‘near me’ have outgrown comparable searches thatinclude ‘near me’

Pram friendly cafe

Local searches without ‘near me’ have outgrown comparable searches thatinclude ‘near me’

increase in mobile searches for

50%

Source: Google Data, US, Jan - June 2017 vs. Jan - June 2015.

Where to buy (product)

More than

Increase in same day shipping searches

Increase in last minute travel searches

Increase in ‘open now’ searches

same day shipping last minute travel open now

2X185% 145%

Source: Google Data Jan - June 2017 vs. Jan - Jun 2015. US

ASSIST

Show Up

Wise Up

Speed Up

assist /əˈsɪst/

help (someone), by doing a share of the work.

In store visits

10% increaseTested the impact that their online ads had on offline sales to help understand how their different channels were being used by customers

ASSIST

Show Up

Wise Up

Speed Up

assist /əˈsɪst/


higher click-through rate

(CTR) than standard

users

37% higher conversion rate

than standard users

3.1X

Show Up

Wise Up

Speed Up

ASSIST

assist /əˈsɪst/


1s

of visits are abandoned if a

mobile site takes longer than 3 secs

to load

53%2s 3s

Improve site load time

(seconds)

11.7s to 3.5sDecrease in bounce rate

35%

ASSIST

Show Up

Wise Up

Speed Up

assist /əˈsɪst/


conversion rate uplift

49% YoYUsed Store Visits & bidding by proximity in omnichannel, returning for every £1 spent on Google mobile ads £46 in sales -of which £31 in-store

Proprietary + Confidential

The

Omnichannel customer is the new customer

Proprietary + ConfidentialProprietary + ConfidentialProprietary + Confidential

There are 3 keys to drive omnichannel impact

Show consumers you are open to

business

Drive foot trafficto your store

Value total sales

Proprietary + ConfidentialProprietary + Confidential

Link your Google My Business Account to your Google Ads account

Follow the best practices for Google

My Business

Leverage Location Extensions on Search, Display & YouTube


business


Show people you are open for business with Google My Business

Want to know more?Read GMB help centre

https://support.google.com/business#topic=4539639


GMB hygieneNeed help? Check our GMB Help Center page.

Ask customers to share reviews - 71% of customers say that positive reviews on search engine results would make them more comfortable with using a business (3).

Verify your business - Having >90% verified locations is a mandatory requirement for Store Visits reporting.

Add a phone number - Every month Google drives hundreds of millions of calls to businesses (1). Make it easy for customers to contact you directly from Google.

Add a link to your website - You can create one if you do not have it yet - business listings with a website get 25-35% more clicks than listings without one (1).

Add open hours - Show when you are open for business - 40% of people searching for local information are looking for business hours (2).

Add a picture to show what your business has to offer - Businesses with photos get 42% more requests for directions (3).

http://support.google.com/business


Ads leveraging Location Extensions

see an average CTR uplift of ~10%

Direct consumers to your nearest stores with Location Extensions


Local Search Ads connect with consumers looking for local store information

Google.com Expanded Maps Results (Desktop)

Google Maps (Desktop)

Google Maps App (Android)


1. User clicks

address line

2. User presented

with Location Details

3. User scrolls for

further information

Location Extensions Unlock the Location Details Page


Capture nearby shoppers with YouTube Location ExtensionsShow local business info alongside a TrueView video ad & direct users to your business locations

Navigate to advertiser’s site

Get DirectionsCall the Business

Teaser

This section can include the following business data (through GMB)

● Business name

● Address (city, zip, country, etc)

● Phone number

● Business Hours (excl. holidays)

● (Store) Categories

● Review info


Target keywords & categories that drive the most in-store traffic

Leverage automation with Smart Bidding for Store Visits and Local Campaigns

If using manual bidding, adjust your bids around your store locations and on mobile



Using Store Visits to measure the Online to Offline impact of Search, Display & Video ads


Store Visits methodology

Visits store

Store

2

Ongoing data validation (surveys) with 5M+ user panel

Store Visits

Extrapolated to the populationaggregated and anonymized

3

Geometry, Wifi scanning

(200M+ locations)

GPS, Wifi triangulation,

Location history

Backend data

Clicks on an ad

Signed-in and opted into location history

User behavior

1


Budgeting, bidding & targeting decisions must incorporate the value of store visits that were influenced by your online advertising


I-Want-To-Do I-Want-To-Know I-Want-To-Buy

Identify and target search keywords which drive the most store traffic


Ever-growing signals makes it harder to tailor the right bid to each user’s context


Local CampaignsBringing together the best of Google local formats to drive store visits

Search Maps Business Profile YouTube Display

Check requirements

here

https://support.google.com/google-ads/answer/9118358


Set your Store Visits value

Assess your omnichannel ROAS

Adjust budgets in campaigns with good omnichannel performance

Value total sales


Use Store Visits data to calculate your true ROAS

=$10m

online revenue

÷$2m

investment

50kconversions

200online AOV

X

5:1 ROAS

Online Sales

From Online

Tag

=$16m

offline revenue

÷$2m

investment

320kstore visits

25%in-store CVR

X$200

in-store AOVX

8:1 ROAS

Offline Sales

=$26m

Total revenue

÷$2m

investment

$10monline revenue

$16moffline revenue

+

13:1 ROAS

Total Sales

Your dataFrom SV

Reporting

Want to know more?Read help article here

Store Visits Value

https://support.google.com/adwords/answer/6190164

Proprietary + ConfidentialProprietary + ConfidentialProprietary + Confidential

There are 3 Keys to drive omnichannel impact


business


Value total sales

Luuk Kapteijns, Google

Dank!


Data points


Storage Rental ServicesSearch query, ads and device trends in Netherlands

Quarterly update for: Q1 2019Created on: June 03, 2019


8% Overall search growth in Q1'19 compared to the previous year

44% Searches from mobile phones

50% Searches from computers

13% Change in CPC compared to the previous year

Focusing Facts

Storage Rental Services in Netherlands

Source: Google internal data for Storage Rental Services | Netherlands. Time period: Q1 2019


Contents

● Metric trends

● Seasonality

● Device trends

● Appendix


Metric trends


Storage Rental Services

Queries Imp Clicks Ad CTR CPC Ad Depth

YoY YoY YoY YoY Q1'19 YoY Q1'19 YoY Q1'19

Metrics snapshot - Q1 2019 and YoY growth - Q1'19 vs Q1'18

Mobile 24% ▲ 26% ▲ 18% ▲ -6% ▼ 8.3% 17% ▲ $2.19 3% ▲ 4.4

Tablet -8% ▼ -15% ▼ -15% ▼ -1% ▼ 8.2% 13% ▲ $2.27 -2% ▼ 4.8

Computer -1% ▼ 2% ▲ -8% ▼ -10% ▼ 5.5% 11% ▲ $2.52 7% ▲ 4.5

Overall 8% ▲ 10% ▲ 4% ▲ -6% ▼ 7.0% 13% ▲ $2.31 4% ▲ 4.5



Queries

Queries grew 8% in Q1'19 with 44% of all searches on mobile.

Mobile 24% ▲ 4% ▲ 44%

Tablet -8% ▼ -2% ▼ 7%

Computer -1% ▼ 1% ▲ 50%

Overall 8% ▲ 2% ▲ 100%

Ind

exe

d q

ue

rie

s


YoY growth (Q1'19-Q1'18)

QoQ growth

(Q1'19-Q4'18)

% of queries

(Q1'19)


Impressions

Impressions grew 10% in Q1'19 with 48% of all ad impressions on mobile.

Mobile 26% ▲ 6% ▲ 48%

Tablet -15% ▼ -2% ▼ 8%

Computer 2% ▲ 1% ▲ 44%

Overall 10% ▲ 3% ▲ 100%

Ind

exe

d im

pre

ss

ion

s


% of imp (Q1'19)


QoQ growth

(Q1'19-Q4'18)


Clicks

Clicks grew 4% in Q1'19 with 56% of all clicks on mobile.

Mobile 18% ▲ 7% ▲ 56%

Tablet -15% ▼ -2% ▼ 10%

Computer -8% ▼ 2% ▲ 34%

Overall 4% ▲ 4% ▲ 100%

Ind

exe

d c

licks


% of clicks (Q1'19)


QoQ growth

(Q1'19-Q4'18)


Ad CTR

CTR grew -6% YoY and was 7.0% in Q1'19.

Mobile -6% ▼ 1% ▲ 8.3%

Tablet -1% ▼ 0% 8.2%

Computer -10% ▼ 0% 5.5%

Overall -6% ▼ 1% ▲ 7.0%

Ad

CT

R


Ad CTR (Q1'19)


QoQ growth

(Q1'19-Q4'18)


CPC

CPC grew 13% YoY and was $2.31 in Q1'19.

Mobile 17% ▲ -4% ▼ $2.19

Tablet 13% ▲ -6% ▼ $2.27

Computer 11% ▲ -2% ▼ $2.52

Overall 13% ▲ -4% ▼ $2.31

CP

C


CPC (Q1'19)


QoQ growth

(Q1'19-Q4'18)


Ad Depth

Ad Depth grew 4% YoY and was 4.5 in Q1'19.

Mobile 3% ▲ -1% ▼ 4.4

Tablet -2% ▼ -2% ▼ 4.8

Computer 7% ▲ -0% ▼ 4.5

Overall 4% ▲ -1% ▼ 4.5

Ad

De

pth


Ad Depth

(Q1'19)YoY growth

(Q1'19-Q1'18)

QoQ growth

(Q1'19-Q4'18)


Seasonality


Seasonality - Queries and Impressions

Queries Impressions

Ind

exe

d q

ue

rie

s

Ind

exe

d im

pre

ss

ion

sSource: Google internal data for Storage Rental Services | Netherlands. Time period: Q1 2019


Seasonality - Clicks and CPC

Clicks CPC

Ind

exe

d c

licks

CP

CSource: Google internal data for Storage Rental Services | Netherlands. Time period: Q1 2019


Seasonality - Ad CTR and Ad Depth

Ad CTR Ad Depth

Ad

CT

R

Ad

De

pth



Jan Feb Mar Apr Sep Oct Nov DecMay Jun Jul Aug

Queries

CPC

62 77

$2.07 $2.23

Monthly seasonal patterns in queries and CPC

In the last 4 years, CPCs were in the range of $2.07-$2.23 and peaked in Jun.Category searches have consistently peaked in Oct.

⤓ ⤒

⤒ ⤓


⤓

⤓

⤒

⤒


Queries CPC

2018-07-29

2018-06-25

2018-06-25

2018-07-14

Week Mon Tue Wed Thu Fri Sat Sun Week Mon Tue Wed Thu Fri Sat Sun

Note: This is not a forecast for the next 8 weeks. It’s a daily view of key metrics from

last year near today’s date.56 100 $2.13 $2.65

Highest

Lowest

Highest

Lowest

The next 8 weeks: search trends from last year

2018-06-04

2018-06-11

2018-06-18

2018-06-25

2018-07-02

2018-07-09

2018-07-16

2018-07-23

2018-06-04

2018-06-11

2018-06-18

2018-06-25

2018-07-02

2018-07-09

2018-07-16

2018-07-23

⤒

⤓

⤓

⤒


⤓ ⤓ ⤒⤒


Device trends



YoY query growth by device in Q1'19 vs Q1'18

24% ▲ -8% ▼ -1% ▼



Query Mix across devices

43.9% of all Storage Rental Services related searches in Q1 2019 were on mobile devices



Mobile dynamics

CP

C

Ad

CT

R



Tablet dynamics

CP

C

Ad

CT

R



Computer dynamics

CP

C

Ad

CT

R



‘All Devices’ dynamics

CP

C

Ad

CT

R



Appendix


Metric definitions

● Impressions: Ads shown against search queries on Google Search (indexed to 100)

● Queries: Searches by users on Google Search (indexed to 100)

● Clicks: Clicks on ads shown against search queries on Google Search (indexed to 100)

● CPC: Cost per Click (Cost ÷ Clicks) in USD

● Ad CTR: Click-through Rate (Clicks ÷ Impressions) in percent

● Ad Depth: No. of ads shown whenever a search showed ads (Impressions ÷ Queries with ads)



Metric calculations

● Last Quarter: Most recent quarter whose earnings have been announced. It’s currently Q1 2019.

● All growth metrics are calculated by comparing metrics between 2 full quarter time periods.

○ YoY compares Q1'19 to Q1'18 and QoQ Q1'19 to Q4'18.

○ For example, QoQ query growth = (No. of searches in entire Q1'19 - No. of searches in entire Q4'18) ÷ (No. of searches

in entire Q4'18).

● Query mix: This indicates relative spread of searches by device.

For Mobile, it’s (No. of searches on Mobile) ÷ (No. of searches on all devices).



Heatmap slides

● Monthly Average - Monthly average from last 4 years

○ Shows a high level monthly view to quickly spot what months have consistently peaked and complements the

time series charts.

● Next 8 weeks heatmap of CPC and queries showing peak/low days from last year

○ This is NOT a forecast for the next 8 weeks. It’s a daily view of last year’s metrics to understand recency of trends.

Useful to understand how many days a seasonal high lasts.

○ It starts from the closest Monday from today's date last year. For example, if you ran the report on Jan 13, 2017,

the data is from Jan 18, 2016, which is the closest Monday in the future from Jan 13, 2016.



Storage Rental ServicesSearch query, ads and device trends in Belgium

Quarterly update for: Q1 2019Created on: June 03, 2019


21% Overall search growth in Q1'19 compared to the previous year

37% Searches from mobile phones

57% Searches from computers

9% Change in CPC compared to the previous year

Focusing Facts

Storage Rental Services in Belgium

Source: Google internal data for Storage Rental Services | Belgium. Time period: Q1 2019


Contents

● Metric trends

● Seasonality

● Device trends

● Appendix


Metric trends



Queries Imp Clicks Ad CTR CPC Ad Depth

YoY YoY YoY YoY Q1'19 YoY Q1'19 YoY Q1'19

Metrics snapshot - Q1 2019 and YoY growth - Q1'19 vs Q1'18

Mobile 37% ▲ 44% ▲ 32% ▲ -9% ▼ 9.9% 12% ▲ $2.18 7% ▲ 3.9

Tablet 0% 1% ▲ -8% ▼ -9% ▼ 8.3% -3% ▼ $1.83 5% ▲ 4.5

Computer 14% ▲ 14% ▲ -4% ▼ -16% ▼ 6.6% 5% ▲ $1.95 8% ▲ 3.8

Overall 21% ▲ 24% ▲ 12% ▲ -10% ▼ 8.2% 9% ▲ $2.06 7% ▲ 3.9



Queries

Queries grew 21% in Q1'19 with 37% of all searches on mobile.

Mobile 37% ▲ 9% ▲ 37%

Tablet 0% 7% ▲ 5%

Computer 14% ▲ 7% ▲ 57%

Overall 21% ▲ 8% ▲ 100%

Ind

exe

d q

ue

rie

s



QoQ growth

(Q1'19-Q4'18)

% of queries

(Q1'19)


Impressions

Impressions grew 24% in Q1'19 with 44% of all ad impressions on mobile.

Mobile 44% ▲ 12% ▲ 44%

Tablet 1% ▲ 7% ▲ 8%

Computer 14% ▲ 7% ▲ 48%

Overall 24% ▲ 9% ▲ 100%

Ind

exe

d im

pre

ss

ion

s


% of imp (Q1'19)


QoQ growth

(Q1'19-Q4'18)


Clicks

Clicks grew 12% in Q1'19 with 53% of all clicks on mobile.

Mobile 32% ▲ 13% ▲ 53%

Tablet -8% ▼ 9% ▲ 8%

Computer -4% ▼ 7% ▲ 39%

Overall 12% ▲ 10% ▲ 100%

Ind

exe

d c

licks


% of clicks (Q1'19)


QoQ growth

(Q1'19-Q4'18)


Ad CTR

CTR grew -10% YoY and was 8.2% in Q1'19.

Mobile -9% ▼ 1% ▲ 9.9%

Tablet -9% ▼ 2% ▲ 8.3%

Computer -16% ▼ 1% ▲ 6.6%

Overall -10% ▼ 1% ▲ 8.2%

Ad

CT

R


Ad CTR (Q1'19)


QoQ growth

(Q1'19-Q4'18)


CPC

CPC grew 9% YoY and was $2.06 in Q1'19.

Mobile 12% ▲ -2% ▼ $2.18

Tablet -3% ▼ -7% ▼ $1.83

Computer 5% ▲ -1% ▼ $1.95

Overall 9% ▲ -2% ▼ $2.06

CP

C


CPC (Q1'19)


QoQ growth

(Q1'19-Q4'18)


Ad Depth

Ad Depth grew 7% YoY and was 3.9 in Q1'19.

Mobile 7% ▲ 4% ▲ 3.9

Tablet 5% ▲ 1% ▲ 4.5

Computer 8% ▲ 2% ▲ 3.8

Overall 7% ▲ 3% ▲ 3.9

Ad

De

pth


Ad Depth

(Q1'19)YoY growth

(Q1'19-Q1'18)

QoQ growth

(Q1'19-Q4'18)


Seasonality


Seasonality - Queries and Impressions

Queries Impressions

Ind

exe

d q

ue

rie

s

Ind

exe

d im

pre

ss

ion

sSource: Google internal data for Storage Rental Services | Belgium. Time period: Q1 2019


Seasonality - Clicks and CPC

Clicks CPC

Ind

exe

d c

licks

CP

CSource: Google internal data for Storage Rental Services | Belgium. Time period: Q1 2019


Seasonality - Ad CTR and Ad Depth

Ad CTR Ad Depth

Ad

CT

R

Ad

De

pth



Jan Feb Mar Apr Sep Oct Nov DecMay Jun Jul Aug

Queries

CPC

62 75

$1.46 $1.58

Monthly seasonal patterns in queries and CPC

In the last 4 years, CPCs were in the range of $1.46-$1.58 and peaked in Dec.Category searches have consistently peaked in Jan.

⤒ ⤓

⤓ ⤒


⤓

⤓

⤒

⤒


Queries CPC

2018-07-22

2018-06-14

2018-06-12

2018-07-14

Week Mon Tue Wed Thu Fri Sat Sun Week Mon Tue Wed Thu Fri Sat Sun

Note: This is not a forecast for the next 8 weeks. It’s a daily view of key metrics from

last year near today’s date.42 100 $1.50 $2.70

Highest

Lowest

Highest

Lowest

The next 8 weeks: search trends from last year

2018-06-04

2018-06-11

2018-06-18

2018-06-25

2018-07-02

2018-07-09

2018-07-16

2018-07-23

2018-06-04

2018-06-11

2018-06-18

2018-06-25

2018-07-02

2018-07-09

2018-07-16

2018-07-23

⤒

⤓

⤓

⤒


⤓ ⤓ ⤒⤒


Device trends



YoY query growth by device in Q1'19 vs Q1'18

37% ▲ 0% ▲ 14% ▲



Query Mix across devices

37.4% of all Storage Rental Services related searches in Q1 2019 were on mobile devices



Mobile dynamics

CP

C

Ad

CT

R



Tablet dynamics

CP

C

Ad

CT

R



Computer dynamics

CP

C

Ad

CT

R



‘All Devices’ dynamics

CP

C

Ad

CT

R



Appendix


Metric definitions

● Impressions: Ads shown against search queries on Google Search (indexed to 100)

● Queries: Searches by users on Google Search (indexed to 100)

● Clicks: Clicks on ads shown against search queries on Google Search (indexed to 100)

● CPC: Cost per Click (Cost ÷ Clicks) in USD

● Ad CTR: Click-through Rate (Clicks ÷ Impressions) in percent

● Ad Depth: No. of ads shown whenever a search showed ads (Impressions ÷ Queries with ads)



Metric calculations

● Last Quarter: Most recent quarter whose earnings have been announced. It’s currently Q1 2019.

● All growth metrics are calculated by comparing metrics between 2 full quarter time periods.

○ YoY compares Q1'19 to Q1'18 and QoQ Q1'19 to Q4'18.

○ For example, QoQ query growth = (No. of searches in entire Q1'19 - No. of searches in entire Q4'18) ÷ (No. of searches

in entire Q4'18).

● Query mix: This indicates relative spread of searches by device.

For Mobile, it’s (No. of searches on Mobile) ÷ (No. of searches on all devices).



Heatmap slides

● Monthly Average - Monthly average from last 4 years

○ Shows a high level monthly view to quickly spot what months have consistently peaked and complements the

time series charts.

● Next 8 weeks heatmap of CPC and queries showing peak/low days from last year

○ This is NOT a forecast for the next 8 weeks. It’s a daily view of last year’s metrics to understand recency of trends.

Useful to understand how many days a seasonal high lasts.

○ It starts from the closest Monday from today's date last year. For example, if you ran the report on Jan 13, 2017,

the data is from Jan 18, 2016, which is the closest Monday in the future from Jan 13, 2016.


luuk kapteijns, google · best paper towels best bbq supplies best doorbells +215% +173% +137%...

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