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Digitizing SME’s Helping SME’s Win Moments that Matter
Kenneth Lingan Country Head, Google Philippines
Confidential and Proprietary
Small business is the backbone of our country
Big numbers don’t translate to big GDP
The internet is leveling the playing field
Confidential and Proprietary
The stars are aligning for a major shift to digital
Emerging middle class
More affordable data plans
Smartphone prices falling
Android One: Enabling every Filipino to experience the magic of the web
Confidential and Proprietary
8 out of 10 Filipinos will be online by 2018
10 M Filipinos are going online every year
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The next generation of Filipino netizens will be mobile-first
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Filipinos spend the most time online in Southeast Asia
Changing the way we connect
Confidential and Proprietary
Confidential and Proprietary
… the way we consume media
…the way we travel
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… where we shop
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… and how we shop
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First Moment of
Truth
Second Moment of
Truth
Stimulus
At shelf In-store
Experience
Traditional Path to Purchase
New path to purchase
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Zero Moment of Truth (ZMOT)
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67% of respondents in PH did online research for their their last purchase
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My own ZMOT story: Relocating back to the Philippines
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Search is the starting point
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Confidential and Proprietary
A search query is a moment that matters
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Billions of “moments that matter” happen every single day
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Are you winning those moments that matter?
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Audience Poll Question: How satisfied are you with the results when you searched your company online? A. Very satisfied B. Somewhat satisfied C. Just ok D. Somewhat satisfied E. Not satisfied at all
How do you win moments that matter?
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1. Ensure that your business can be found online
• Updated information: Description of your business, phone number, address, put in info that really matters
• Enrol in GOOGLE MY BUSINESS
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2. Make sure that people can easily see you when they Search
User’s search
AdWords ads / Paid ads
Organic results
Investing on paid search helps you get noticed
Affinity searches Things that your product makes possible
Category searches A product type
Branded searches A specific product
Lunch time Birthday parties
Dinner ideas
Best delivery services
Burgers
French fries
McDonalds
Fried Chicken
Best snacks
Jollibee
3. Own the keywords that matter to your business
3. Own the key words that matter to your business
4. Ensure a great experience especially in mobile
5. Measure everything
1. Get online 2. Be easily found on Google Search 3. Own keywords that matter
4. Be mobile
5. Measure everything
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Google AdWords is tailored-fit for Small Business
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1. Reaching new markets cost-effectively
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2. Pay for performance: Making every peso count
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3. Make your campaign targeted and customized
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Millions of businesses globally are already benefitting from Google AdWords
Confidential and Proprietary
An inspiring story from a claypot dish
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AdWords is already helping a number of Pinoy businesses and start-ups
Small business can be BIG
Confidential and Proprietary
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