Digitizing SME’s Helping SME’s Win Moments that Matter

Kenneth Lingan Country Head, Google Philippines

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Small business is the backbone of our country

Big numbers don’t translate to big GDP

The internet is leveling the playing field

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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

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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

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… 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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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

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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

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