Google AdWords Partner Premier Miami 2014

1. Welcome!
Bienvenido!
Bem-vindo!

2. Network with Sponsors

3. The Move to a Digital World
Ben Wood
Director Channel Sales Americas

4. Digital Transformation in Last Decade

5. Huge Disruption of Existing Industries

6. Global YP Revenue: 2011 - 16

7. Newspaper Advertising Revenue

8. Digital Advertising Growth Remains Strong

9. Source: BIA Kelsey
Video ad spend will continue
to increase...
…and digital share of spend
will double by ‘18
Increasing Share of TV $ Moving to Digital

10. Opportunity From Mobile Web Dwarfs Desktop

11. Over $50B Global Opportunity

12. Google Well Positioned to Compete
Google Consistently
Ranks
As a Top Global Brand

13. Source: Neilsen, Google internal data
Over 1 Billion monthly users
Reaches more 18-34 year olds
in US than any Cable Network
Super Bowl ads viewed more
than 300M times - 3x the TV
audience size
Over 100 billion searches on
Google every month
Over 40 million calls driven to
businesses by Google ads
every single month
Coverage across web with
Google Display Network and
Admob
Google Well Positioned to Compete

14. Location Targeted Mobile Ad Spend by Format

15. Channel Sales is THE Entry Point

16. Google’s Investment in Partners
● Operating Expenses increased by 2.2x
globally since 2013
● Headcount increased by 30% globally since
2013
● Launched and expanded one global channel
marketing team and sales training support
● Launched new sales training curriculum:
TDMA - delivered to more than 13,000 sales
people globally
● 630 sales competitions in 2013, including
global initiatives: Race to Brazil, Race to
MTV, Race to NYC

18. Channel Sales as the entry point
Source: place source info here

19. 85%
Partner
Satisfaction

20. ● $50B opportunity to take advantage of the
shift to digital advertising
● Google well positioned to take advantage
of this shift
● We want to partner with YOU to take
advantage of this opportunity
Conclusion

21. Google Channel Sales
Partnership Benefits
Christine Merritt
Head of Premier SMB Partnerships, Channel Sales U.S.

22. Opportunity to create an
incremental revenue stream
for the digital future.

23. Google’s approach to selling into the SMB market
Channel Sales Partnership Program Overview
Partnership Models & Benefits to Partners
Expectations of Partners
Getting Started

24. Source: BIA Kelsey
# of
Advertisers
Ad
Spend
AM 47M SMBs
Direct
Sales
Channel
Sales
Relationships with or
access to local
businesses
Congruent or
complementary
product(s)
Direct sales force
Commitment to
building digital
marketing business
Strategic Partner Characteristics
The Google Premier SMB & Channel Sales Partner Program represents a strategic alliance
with hand-picked top-tier companies who market, sell, and service Google’s digital
advertising products to SMBs enabling partners to
diversify and expand their revenue base.
Selling to SMB “Through” Partners
Channel Sales Partner Program:

25. Build a team that
addresses each aspect
of the partners’ life
cycle
Focus on partner
profitability and
satisfaction, good
things then follow
Help our partners in
each aspect of the
customer life cycle
Have enough partners for
each segment, but don’t
have too many partners
chasing too few deals
Shared success
metrics to tie our
interests and results
together
Google’s Partner Philosophy

26. Source: BIA Kelsey
Partners help SMBs for many reasons including lack of engagement,
confusion and lack of time.
SMBs want to focus on their business- not being a digital Ad expert!
What SMBs Want:
• Human interaction
• Simple ad product
• Clear value proposition for online fund shift
• Advertising solutions customers want
• Brand, quality, reach and results
• Experts in search and digital advertising solutions
• End to end solution covering all online marketing channels
What SMBs Want From a Partner

27. Sells to and manages accounts in person,
online, or over the phone
Premier or Channel Sales Partner
Incentives on growth
Co-Op marketing funds
Sales rep incentives and rewards
Gross Margin + Cost of AdWords
= Total Retail Price
Cost of AdWords
Google funded sales and technical training
Google Channel Sales
Dedicated account team to
support Premier Partner
Partner Value
Google Value
Legend
Channel Sales Partnership Model:
Premier Partners’ existing
or targeted client base
Advertisers

28. Channel Sales Partner
• Develop new revenue stream
through Channel Sales
Partner program features
• Reach positive contribution
rapidly with limited up-front
investment
• Optimise operational costs
(no API usage cost, ongoing
ops and technical support)
• Provide higher service level
with support from Google
Advertiser
• Reduce online marketing
complexity as Channel Sales
Partners offer a fully
managed service – one-stop
shop
• Cement trusting relationship
between SMB & Partner
through established support
processes
• Partners provide customers
with transparent AdWords
reports.
• Partners and Google ensure
maximum return for SMB
investment
Google
• Partner with a market leading
brand
• Grow faster - customer base,
revenue, and profit
• Increase confidence in the
value delivered SMB clients
You + Google + YOUR Customers

29. On-site training Sales incentive programs
Seminars
& joint-speaking events
Joint-marketing campaigns
& co-branded studies
End to End Partnership Benefits

30. • Philosophical Alignment
• Executive Commitment to Go to Market with Google
• Ability to Participate in Product Betas
• Revenue Growth
• Advertiser Growth
• High Customer Satisfaction
• Low Customer Churn
• Engaged with your Google Channel Sales team
Expectations: What Google Needs From YOU

31. Next Steps: where do you go from here?
1. Learn more at this event about “Platform Partners”
2. Talk to Google’s Strategic Partner Development
- Set a follow up call or meeting
3. Evangelize the ideas back at your company

32. Growing with 3p
Platforms
Howard Tung
Head of US SEM/ Platforms

33. • Fulfilment options
• 3rd Party (3p) Platforms Overview
→ Who We Work with and Why
• 8 Questions to Ask a 3p AdWords Platform
Agenda

34. 1 Out of 2 Partners Choose 3p Platform
WHAT CAN THEY DO FOR PARTNERS?
Launch and grow revenue at scale
This includes, but is not limited to:
● Accelerating go-to-market time
● Enhancing account performance and retention
○ Rapid account creation: Create hundreds of new accounts
each week(s) and optimize more efficiently
○ Keyword Bids: Maximize conversions
○ Budget: Ensure contract targets are met
● Increasing ARPA through product expansions
WHICH PLATFORMS DOES GOOGLE WORK WITH?
10 platform partners that provide quality account performance
across Search, Display, and Video.

35. Fulfillment Options

36. Fulfillment Options: Choose a Model That’s Right For YOU
Adwords
(AW)
Build API Platform
Partner
Description Directly use
AdWords UI
Replicate and
customize AdWords
functionality
Most common
route to market
Hire in-house
account
managers?
Yes Yes, could
automate
Several options
Ability to Scale
(manage several hundred or
thousand customers)?
Low High High
Other AW Express
available in
select markets
Require dedicated
engineering; longer
launch time

37. VIDEO
● Ability to scale distribution
for TrueView ad formats
Technology only
● SaaS tool offering scaled
AM and reporting
● Partner hires AM team
FULL MANAGED SERVICE
● Partner focuses on sales
or sales + customer
service
● Fulfills technology,
reporting, and account
management (AM)
Hand Picked AdWords Platforms with Dedicated Google Support

38. 8 Questions to
Ask a 3p Platform

39. Fully Managed Technology Tool only
● Turn key: platform
fulfills technology,
reporting, acct mgmt
● Partner focuses on
sales or sales + service
● SaaS tool that offers
scaled templates/
automation
● Partner hires own
account managers
Fully Managed or Technology Tool Only?

40. ● Min. $200 mo. on AdWords per customer to
demonstrate ROI (North America); $50 for LATAM
● Budget based; Avoid clicks based products
What is the Recommended Pricing?

41. ● Mobile optimized experience matters
● Advertisers are behind in capturing trend
What is the Platform’s Mobile Strategy?

42. Offer Video & Display ads to customers with longer
purchasing cycle to find new customers
10.4Consult 10.4 sources
before they buy
US Consumers
Social
Blogs and
Reviews
Video
Your website
What Customer Segments Does the Platform Target?

43. Creating Demand
Using YouTube and Display to influence
consumers, and attract new customers
C
Jan Dec
Apr May Jun Jul Aug Sep
B
A
Example Category Queries
C
A
Not Capturing Full Demand
Limited by Search budget or
campaign structure
Capturing Full Demand
Optimal Search budget and
campaign structure
B
Opportunity to Create Demand
Source: Google confidential

44. Source: place source info here
Years of expertise in
managing keywords,
ads, bids, etc., and offer
complementary
products
(e.g., websites, etc.,)
How does Platform deliver Quality Account Performance:
ROI for Your Customer?

45. Insights & Tools:
Budget Estimator,
Impression Share,
Benchmarks, Sales
Skills Training, etc.,
Account Insights to Help Sales Acquire, Grow, & Retain?

46. Source: place source info here
Accounts that are live
in less than 48 hrs have
60% higher Customer
Satisfaction scores
Services and Service Level Agreement Offered?

47. Reporting Transparency?
What customer
reporting is shared?
And How?
Required to show at min
monthly Google clicks,
impressions, costs, and
conversions

48. Solution...
● Fully managed vs. technology tool only?
● What is the min recommended pricing?
Product & Performance
● What is the platform’s mobile strategy?
● What customer segments does the platform target?
● How does platform deliver quality account performance,
ROI for your customer?
Tools & Services...
● What account level insights are available to help Sales
acquire, up-sell, or retain customers?
● What Services and Service Level Agreements offered?
● What customer reporting is shared?
8 Questions for Platforms Recap

49. VIDEO
● Ability to scale distribution
for TrueView ad formats
Technology only
● SaaS tool offering scaled
account management
● Partner hires AM team
FULL MANAGED SERVICE
● Partner focuses on sales
or sales + customer
service
● Fulfills technology,
reporting, and account
management (AM)
Hand Picked AdWords Platforms with Dedicated Google Support

50. Consider Build API
or Platform
Consider Platform
What Growth Rate are You Targeting?
If you plan to grow explosively (> 400+ customers in first year)
or lack dedicated engineering, not ideal to build via API.
Time to Market in First 12 mos
# of Advertisers
Option to Scale are to Build API or Partner

51. PSP Panel Discussion
Gonzalo Pascual & Alisson Pedro

52. One of the fastest growing partners in the Traditional Media vertical
Profile
Mark Zacs: VP Advance Visibility
Business: Traditional Media
Premier SMB Partner since 2011
“Our partnership with Google is
much more than a point of
difference. We have grown with the
Channel Sales team and together
we are able to deliver
comprehensive marketing solutions
for our SMB clients”
Advance Digital - US

53. Profile
Executive Name: Paul Gallucci GM
Rogers Outrank
Business: SEM scalable
Premier SMB Partner since April’
12
“OutRank by Rogers would not be
able to grow it’s business the way
it has without the partnership that it
has with Google.”
OutRank by Rogers - Canada

54. Fastest growing partner in South of LatAm
Profile
Andres Snitcofsky:
Co-founder & CEO.
Business: SEM scalable.
Premier SMB Partner since Jan’14.
“In the Google team we have found
truly business partners that support
us to drive the business. As we say
in Argentina: “we are all on the
same boat”.
Leadaki S.A.

55. Awarded “Fastest Growing Partner in Latin America” Dec. 2013
Profile
Claudia Martinez: Director,
Digital Products.
Business: Yellow Pages
Premier SMB Partner since
October ’11
“Together we have made a big
change in the organization:
helping salespeople learn more
about digital marketing and
helping our customers grow
with high value solutions.”
Sección Amarilla - Mexico

56. fastest ramping-up region of the company
Profile
José Coscelli: CEO of Latin
America
Business: SEM scalable
Premier SMB Partner since Jan’13
in Brazil
“Google has tremendously helped
ReachLocal to achieve success in
the country pushing us to expand
our operation much faster than
planned, including other countries
in Latam”
Reach Local - Brazil

57. Why Now?
Todd Rowe

58. Three objectives of today’s event
1. Inform & Educate

59. Three objectives of today’s event
1. Inform & Educate
2. Network

60. Three objectives of today’s event
1. Inform & Educate
2. Network
3. Accelerate Decisions

61. 1. Structure Organization Around Partner Life Cycle
2. Align Team Incentives (salary increase, promotion)
Around Partners’ Success
○ Revenue
○ Revenue Growth
○ Partner Satisfaction
○ Customer Satisfaction
3. Build Product With Partners in Mind
4. Don’t Create Over-Distribution
Google’s Partner Philosophy

62. Results of Partner Philosophy
Revenue
increased by 6x
● Channel Sales has over 400 partners in 60 countries
● Team on track to exceed a $xB target for 2014
● Partners give us REACH:
○ Our partners contribute a salesforce of 50K to sell AdWords to the long-tail
● Strong revenue stream for Google, but also also for our partners
○ Partners’ Google line of business one of their fastest growing.
1X
3X
4X
5X
6X

63. Illustrative list of segments we focus on
SEM
Traditional Media
Directories
Platform Partners
Web Hosting
Automotive
Franchise
Legal
= Existing Segments
= New Segments
Horizontal Segments Vertical Segments
Quarterly ARPA
# Advertisers
per Partner
Directories
Web Hosting
SEM
Franchise
Platform
Legal
Traditional Media
Automotive
$5,000
20,000
10,000
Export
Co-Op Funding,
Marketing Automation

64. How you could partner with Google - Partner models
Reseller Model
● Single tier between Google and advertiser
● Reseller has direct relationship with advertiser
● Integrates Google product into their own bundles
● Represents Google in customer relationship
● Revenue targets, C-Sat and compliance requirements
to become and remain a reseller
Reseller Customer
Distributor Model
● Two tier model: Distributor licenses proprietary
platform to their own resellers
● 1:Many model, allowing smaller resellers who Google
wouldn’t partner with directly to resell AdWords
● Distributor’s resellers compliant to same terms as
Reseller model
Distributor
Resellers
Aggregator Model
● Two tier model: Aggregator makes marketing funding
decisions on behalf of hundreds to thousands of
SMBs
● 1:Many scale model similar to Distributor model
without licensed platform.
● Typical model in industries where co-op funding
prevalent (e.g. Franchise, Auto, IT).
Aggregator
Customer
Customer

65. Today’s content
● "The future of Advertising" - Where next?
● "Strength of partnership" - #1 Brand, mature
program, successful
● "Platforms to help you with campaign mgt."
● Breakouts
○ (Inform) Learning more about becoming a channel
partner
■ How to approach sales execution
■ Why a "Product" to sell is important and what
that Product may look like
■ Options for fulfilling successful sales orders
○ (Evolve) Better sales management, optimal
program management
○ (Accelerate) Google methodologies to help you
grow
● Partner Panel: learning from success
● Other breakout sessions
○ Partner managers and the services they provide
○ Channel Marketing and programs they run
○ Adwords Xpress for customers new to digital
marketing
○ Google My Business and Waze, and their
opportunities for you

66. Why partner with Google?
1. Incremental revenue stream
2. Customer retention
3. Additional skill set to retain your
best employees
4. Competitive differentiator

67. Window of Opportunity

68. So let’s get started