1. Reaching the In-Market Shopper
Kristen Nomura
East & Central Region Manager, Search & Analytics
April 23, 2009
Google Confidential and Proprietary 1

2. Who is the In-Market Shopper?
Google Confidential and Proprietary 2

3. New Breed: “Recession Shoppers”
“They see online
shopping as part of
the solution, as it
offers the
opportunity to
research, compare,
and review products
that is often difficult
when shopping
in-store.”
Google Confidential and Proprietary 3
Source: Penn, Schoen, & Berland Associates, Inc., January 2009

4. 2009 Ad Spending: Shift to Digital
5.0%
Television Radio Magazine Newspaper Direct Mail Digital
-2.0%
-4.2%
-6.5%
-7.0%
-10.0% Interpublic Group
December 2008
Source: Interpublic Group estimates, January 2009 Google Confidential and Proprietary 4

5. The One Bright Spot: Online Marketing
25% of senior marketers
would increase online
spending in a recession
63% of CMOs expect an
increase in
interactive/online
marketing
Analysts say search
marketing will be the
fastest-growing
segment
Google Confidential and Proprietary 5
Sources: Forrester Research April 2008. Asked 33 marketers with 200 or more employees : “How would you change your online
spending patterns if there is an economic recession in the next six months?”; eMarketer, “Search Marketing Trends,” February 2009 ;

6. Why Does Online Shine in a Downturn?
Customers Are There, Flexibility
More and More
Measurability Better ROI
Google Confidential and Proprietary 6

7. How do we turn
Recession Shoppers
into
Vehicle Buyers?
Google Confidential and Proprietary

8. Selling Cars, Offline
Google Confidential and Proprietary 8
Source: Curb Your Enthusiasm, “The Car Salesman”, originally aired 9/23/01

9. Selling Cars, Online
Google Confidential and Proprietary 9

10. #1
Be There to Greet Your Customers
Google Confidential and Proprietary 10

11. 67%
of consumers search after seeing an offline ad…
45%
of marketers are still not integrating offline channels
with search marketing.
Google Confidential and Proprietary 11
Source: Jupiter Research/Ipsos Insight Consumer Survey 2007, in conjunction with iProspect

12. Hyundai Assurance Plus
Google Confidential and Proprietary 12

13. Google Confidential and Proprietary

14. #2 Know the Market
Google Confidential and Proprietary 14

15. Hybrid Category is Down Overall…
Google Confidential and Proprietary 15

16. But a Couple Themes Stand Out
Google Confidential and Proprietary 16

17. Smart Car Benefits of Interest: MPG & Price
Google Confidential and Proprietary 17

18. Which Ad Would You Click On?
Google Confidential and Proprietary

19. The Ever-Growing Long Tail
Between March 2008
and March 2009,
longer search queries
(5-8+ words)
increased +8%
Meanwhile, shorter
search queries
(1-4 words)
decreased -2%.
Google Confidential and Proprietary
Source: Hitwise, an Experian company. Note: Data is based on four-week rolling periods (ending March 28, 2009; Feb. 28,
2009; and March 29, 2008) from the Hitwise sample of 10 million U.S. Internet users.

20. Google Confidential and Proprietary

21. Google Confidential and Proprietary

22. Keep Your Ears Open
Google Confidential and Proprietary

23. #3 Be Relevant
Google Confidential and Proprietary 23

24. The Danger of Dashboards
Google Confidential and Proprietary

25. Average Salary = $130 Million
$260 Million $17,280
Google Confidential and Proprietary

26. Don’t Forget Visitors are People
Google Confidential and Proprietary

27. A Hypothetical Exercise…
Google Confidential and Proprietary

28. Each Visitor is Looking for Something Different
Looking
Wants for a safe
a Prius family car
Needs a Researching
new SUVs
pick-up
Google Confidential and Proprietary

29. Infer Visitor Intent from Search Queries
Google Confidential and Proprietary

30. Google Confidential and Proprietary

31. “Recession Buyers” using detailed queries
Which Landing Page
is Best?
Wants
a Prius
Google Confidential and Proprietary

32. Let the Data Decide
Google Confidential and Proprietary

33. Optimize, Optimize, Optimize
Luxury Rose Bouquet
4 headlines
X
3 images
X
2 “Submit” buttons
=
24 different possible
page combinations!
Google Confidential and Proprietary 33

34. Identify the Best Overall Combination
Combination 11 is
Combination 11 is
performing the best
performing the best
Original is highlighted
Original is highlighted
here
here
Google Confidential and Proprietary

35. Identify the Most Influential Sections
Variation 33is the best
Variation is the best
performing individual
performing individual
variation in Section 33
variation in Section
Variations 1-3 show
Variations 1-3 show
Variations 1-3 show
Variations 1-3 show
Section 33strongly
Section strongly promise but the overall
promise but the overall
promise but the overall
promise but the overall
influences conversions
influences conversions section contributes little to
section contributes little to
section contributes little to
section contributes little to
conversions
conversions
conversions
conversions
Google Confidential and Proprietary

36. A Google Case Study
Google Confidential and Proprietary

37. Picture was not worth a 1000 conversions
This version was one of 200 combinations, and drove 30%
more downloads.
Google Confidential and Proprietary

38. No Two Customers Are Alike
Google Confidential and Proprietary

39. 3 Keys to Reaching the In-Market Shopper
Be There to
Greet Them
Know the
Market
Be Relevant
Google Confidential and Proprietary

40. Thank You!
Q&A
Google Confidential and Proprietary 40

41. For More Details…
Insights for Search
www.google.com/insights/search
Search-Based Keyword Tool
www.google.com/sktool
Google Analytics
www.google.com/analytics
Website Optimizer
www.google.com/websiteoptimizer
Google Confidential and Proprietary