Google Confidential and Proprietary
Think with Google:Understanding Consumers’ Local Search Behavior
Google Confidential and Proprietary
A generational platform shift
Google Confidential and Proprietary
A generational platform shiftSt. Peter’s Square
New Normal: Constant Connectivity
Google Confidential and Proprietary
We have lots of moments
comic-con 20142:51p
auto lease deals
10:01a
best pizza delivery sf
10:26p
tony’s pizza delivery11:02p
who won giants game3:35p
average mpg suv10:30a
candy crush
download9:38p
directions to nissan
dealership12:41p
supermantrailer8:11a
amc theaterbuy tickets
5:37p
supermanshowings
11:08a
nearest coffee shop sf7:43a
Google Confidential and Proprietary
Together, the moments form a consumer journey
comic-con 20142:51p
auto lease deals
10:01a
best pizza delivery sf
10:26p
tony’s pizza delivery11:02p
who won giants game
3:35p
average mpg suv10:30a
candy crush download
9:38p
directions to nissan
dealership12:41p
supermantrailer8:11a
amc theaterbuy tickets
5:37p
supermanshowings
11:08a
nearest coffee shop sf7:43a
Google Confidential and Proprietary
Millions of people, billions of moments
Google Confidential and Proprietary
WHAT WE WANTED TO LEARN
7:36pm
Movie theater show times
10:21pm
Mexican restaurant5:15pm
Hotels in San Francisco
Understand Consumers’ Local Search BehaviorGoogle partnered with Ipsos MediaCT and Purchased® on two custom studies to uncover consumers’ local search behavior across smartphone and computer/tablet.
This study explored consumers’ local search behavior in 9 verticals: Auto, CPG, Finance, Local Services, Media & Entertainment, Restaurant, Retail, Tech and Travel.
Google Confidential and Proprietary
consumers conduct local searches on search engines. They search on:4 in5
Computer/Tablet
84%88%Smartphone
WHAT WE FOUNDCONSUMERS SEARCH WITH LOCAL INTENT ACROSS DEVICES
Base: Used device to search for information on most recent vertical purchase (n=115-233 for smartphone, n=333-437 for computer/tablet)Google/Ipsos Survey Q8. What type(s) of information did you search for on your device(s) using search engines? Select all that apply for each device.
Google Confidential and Proprietary
Directions to local store
Local store address
53%
Businesshours
54% 50%
Businesshours
Local store address
42% 38%
Availability of product at local store
45%
CONSUMERS SEARCH FOR A VARIETY OF LOCAL INFORMATION
Base: Used device to search for information on most recent vertical purchase (n=115-233 for smartphone, n=333-437 for computer/tablet).Google/Ipsos Survey Q8. What type(s) of information did you search for on your device(s) using search engines? Select all that apply for each device.
SMARTPHONE
COMPUTER/TABLET
Google Confidential and Proprietary
51%
Hotels in SF
in-store
WHEN ON THE GO OR IN-STORES, A MAJORITY OF SMARTPHONE SEARCHES HAVE LOCAL INTENT
56%of searches have local intent
on the go
of searches have local intent
Base: n=293 on the go smartphone searches and n=95 in-store smartphone searches. Google/Purchased Diary Q1. Where were you when you conducted the search?; Q2. Was this a local search?
Google Confidential and Proprietary
% of consumers who visit a store within a day of their local search:
Smartphone Computer/Tablet
WHAT WE FOUNDCONSUMERS ACT QUICKLY AFTER THEIR LOCAL SEARCH
searches on smartphone occur right before consumers visit a store
1 3in 15%50% 34%
Base: Used device for local searches on most recent vertical purchase (n=94-214 for smartphone, n=289-378 for computer/tablet). Google/Ipsos Survey Q15. How soon after conducting a local search on your device(s) for information on your most recent [sub-vertical] [purchase / -related activity] did you visit a related store or business? Please select one for each device.
Base: n=216 smartphone searches related to in-store purchase; n=1,399 in-store visits. Google/Purchased Diary Del. Elab Q2: It looks like you conducted a web search on your smartphone related to this purchase decision. When did you conduct the most recent search? Inst. Elab Q1: What did you do while you were at [store]? Select all that apply.
Consumer behavior before visiting store and while in-store:
Google Confidential and Proprietary
Think Local Address is important
78%Think Phone Numberis important
77%
Think Get Directionsis important
73%Think Call Buttonis important
70%
CONSUMERS WHO HAVE USED LOCATION INFORMATION IN ADS SAY IT’S IMPORTANT
Base: Used ad features on device and quota assignment (n=77-124 for Get Directions, n=67-101 for Call Button, n=129-254 for Local Address, n=111-240 for Phone Number)Google/Ipsos Survey Q20. And, how important are these ad features to you when searching for [sub-vertical] information on your [device] to complete your [sub-vertical] [purchase / -related activity] at a local store or business? Select one for each.
SMARTPHONE
COMPUTER/TABLET
Google Confidential and Proprietary
KEY TAKEAWAYS
Consumers search with their location and proximity in mind
Local searchers take action
Consumers prefer and act on location-based ads
Google Confidential and Proprietary
“For years, everyone talked about the multiscreen world. Now it’s arrived,
and on a scale few imagined,”Larry Page, Founder & CEO, Google, Oct 2013
Google Confidential and Proprietary
Consumers take a multi-device path to purchase (in order to truly measure the effectiveness of a digital campaign, tracking cross device behaviour is imperative)
Base: Use Device, Computer (n=2033); Tablet (n=772); Smartphone (n=2058) / Use Computer/Smartphone/Tablet with another device & shop on at least one of the devices, Computer (n=1649); Tablet (n=447) ; Smartphone (n=892) Q21. Changing gears, thinking about when you are shopping/researching something you might buy, how often in a typical week would you start, and then continue or finish (by making a purchase or visiting a store) in any of the following ways?
And end their path to purchase on…
14%Another Device
31%In-store
81%Start on a Computer
40%Another Device
37%In-store65%
Start on a Smartphone
29%Another Device
31%In-store
58%Start on a Tablet
Google Confidential and Proprietary
Smartphones play an important role within the path to purchase process
Purchases
28%
58%Typically use their
Smartphone in some manner while
shopping
33%
Store Info/Inventory
62%
Location
37%
Promotion/Coupon
Sale
68%
Review Product Info
Google Confidential and Proprietary
And within this context, they are facilitating purchases
58%Typically use their
Smartphone in some manner while shopping
52%Use their Smartphone
in a store while shopping
39%Made a purchase the last
time they used their Smartphone in a store
while shopping
Same store where originally used SP
Different store
On a device
23%
Smartphones are a great way to shop 23%
I feel comfortable using my smartphone to make a purchase
loca
tio
n o
f p
urc
has
e
Base: Smartphone Users (All Respondents) (n=2058) Q24. Generally speaking, how do you typically use your Smartphone when shopping? / Base: Smartphone Users (All Respondents) (n=2058) Q25. How often would you use your Smartphone while in a store to help with your shopping? / Base: Smartphone Users (All Respondents) (n=2058) & Base: Smartphone Users who use their Smartphone in a store while shopping (n=820, weighted base) Q26. Thinking about the last time you used your Smartphone in a store to help with your shopping, where, if at all, did you make your final purchase? / Base: Smartphone Users (All Respondents) (n=2058) Q22. What follows are a series of statements people have made about using devices available in the market today. Please indicate the extent to which you agree or disagree with each.
Google Confidential and Proprietary
Mobile advertising plays a role propelling the Smartphone based purchase cycle
Base: Among Smartphone Users.(n=2058) Q27. Which of the following types of mobile advertising do you recall seeing on your Smartphone in the past month? / Base: Respondents that recall mobile advertising on a Smartphone (n=867) Q29. How often have you taken each of the following actions as a result of seeing a mobile ad of any type on your Smartphone?
Recall seeing a mobile ad within the past month
Looked for more info
24%
Made a purchase
22%
Called the advertiser/store
13%
Steps taken as a result of seeing mobile ad
Visited Website/ Store21%
AD
42%
Google Confidential and Proprietary
KEY TAKEAWAYS
Vast majority of of media interactions are screen-based
Consumers turn to their devices in various contexts: Relevance is key
Prevalence of sequential usage
Consumers rely on search
Google Confidential and Proprietary
Move verb \ˈmüv\
a) to take action : actionb) to stir emotions, feelings, or passions
Google Confidential and Proprietary
Google My Business (www.google.com/business)NEW!
Google Confidential and Proprietary
Google Trends(www.google.com/trends)
Google Confidential and Proprietary
Google Consumer Surveys(www.google.com/insights/consumersurveys)
Google Confidential and Proprietary
Google Confidential and Proprietary
Making Digital easy is hard
Google Confidential and Proprietary
Useful Links
Understanding Consumers' Local Search Behavior
● Infographic, Article, & Research Study
The New Multi-Screen World
● Infographic, & Research Study
● Multi-Screen Resources
Tools:
● Google My Business & FAQ
● Google Trends
● Google Consumer Surveys
1 @ReachLocal #RLModMKTG
For Getting Found Online
10 Tips 10 Tips
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Jenni Williams Sr. Integrated Marketing Manager
@ReachLocal
@jennidw
#RLModMKTG
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ReachLocal at a Glance
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Claim & Optimize Google My Business 1a
@ReachLocal #RLModMKTG
Claim & Optimize Google My Business a
Accounts for 33% of visits to local business websites
Google Listings + Organic Search account for 58% of visits to local business websites
59% of consumers use Google every month to locate a local business (31% every week)1
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Claim & Optimize Local Listings & Review Sites
50% of business owners have found wrong information on their business listings, which causes consumer frustration.2 …and 50+ others
1b
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Use Tracking Phone Numbers for Offline
Half the money I spend on advertising is wasted; the trouble is I don’t know which half. Half the money I spend on advertising is wasted; the trouble is I don’t know which half. Half the money I spend on advertising is wasted; the trouble is I don’t know which half. John Wanamaker, Department Store Innovator
555.666.7777
2 555.666.8888
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Advertise on ALL Major Search Engines
35% of searchers may not use Google.3
of searchers
3
8 @ReachLocal #RLModMKTG @ReachLocal #RLModMKTG
Always Advertise on Your Business Name 4
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Always Advertise on Your Business Name 4
YOUR BUSINESS
YOUR BUSINESS
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Always Advertise on Your Business Name 4
YOUR BUSINESS
COMPETITOR
COMPETITOR
YOUR BUSINESS
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Monitor & Optimize Search Campaigns
IDENTIFY local search terms
WRITE better paid search ads
LINK to highly relevant landing pages
REALLOCATE BUDGET daily based on which keywords get clicks and calls
CONSIDER enhanced campaigns Extensions for location, phone #, website, sitelinks, and offers
!!
!!
!!
!!
!!
5 5 53% of SMBs only optimize their search campaigns 1x per quarter.4
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Use Modern SEO Practices 6 !! Website with modern design: clean,
easy-to-navigate site with responsive design for mobile
!! Optimize site for search: more than keywords, build a topic list and post frequent, relevant, content that is geo-specific
!! Social sites & local listings: owning your presence across the web boosts your search results
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Check Your Social Media Pages Daily 7
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Check Your Social Media Pages Daily 7
of consumers who contact a brand on social media expect a response within 1 hour.5 42%
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Regularly Post Fresh, Authentic Content 8 !! Post content weekly: new offers, community
service projects, product demos, how-to videos, helpful reminders, etc.
!! Leverage relevant events: news stories, holidays, seasons, community events, etc.
!! Encourage fans to enter contests and to post questions, reviews, photos, etc.
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Get More Customer Reviews
90% of consumers reported that a positive online review influenced their decision to purchase.6
Don’ts…
DON’T pay for or offer gifts for good reviews
DON’T encourage fake reviews about you or a competitor
Do’s…
DO send follow-up surveys
DO follow-up via email within 24 hours
!
9
17 @ReachLocal #RLModMKTG
Advertise on Mobile 10
yourapartmentwebsite.com!
yourapartmentwebsite.com!
85% of mobile users will look at the top two ads.7
•! Cater to a cross-media lifestyle
•! Shoppers research local products/services on mobile devices before making contact
•! Search + SEO + Mobile maximizes presence and contacts
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Bonus!
People who are retargeted with display ads are more likely to convert.8
70%
Stay in Front of Searchers With Retargeting
display ads are Your Keyword
Your Keyword
Your Keyword
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Follow Us: reachlocal.com/social
Presented by: Google & ReachLocal
Next Webinar: Wednesday, October 29 1:00pm CDT
http://www.reachlocal.com/lp/google-reachlocal-webinar2
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Subscribe: http://blog.reachlocal.com Download: http://bit.ly/NewSEORules
ReachLocal Blog Ebooks
Learn more about ReachLocal’s Digital Marketing Solutions: www.reachlocal.com
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Resources 1." BrightLocal http://blumenthals.com/blog/2011/04/14/brightlocal-survey-59-of-consumers-use-google-each-month-to-find-a-good-local-business/
2." Search Engine Land http://searchengineland.com/survey-half-of-small-businesses-never-update-their-listings-online-147459
3." comScore http://www.comscore.com/Insights/Press_Releases/2013/5/comScore_Releases_April_2013_US_ Search_Engine_Rankings
4." Wordstream http://www.wordstream.com/blog/ws/2013/10/09/free-adwords
5." The Social Habit http://socialhabit.com/uncategorized/customer-service-expectations/attachment/slide1/
6." Zendesk http://www.zendesk.com/resources/customer-service-and-lifetime-customer-value
7." Econsultancy, “State of Search Marketing Report 2013”
8." B2B Marketing Mentor http://b2b-marketing-mentor.softwareadvice.com/5-lessons-learned-in-site-retargeting-1120412/