Get Found at the Zero Moment of Truth
As a Certified Google Partner, we rely on ZMOT to guide the methodology behind our Search Engine Marketing campaigns. Watch the video below or click here to download your free eBook on the Zero Moment of Truth.
The basic premise of ZMOT is this: The rise in digital adoption has yielded a correlating effect on consumer behavior. There has been a paradigm shift in the way consumers search for information online and make decisions about brands. Google has dubbed this the “Zero Moment” - the precise moment when a consumer has a need, intent or question they want answered online. These questions can be anything from "Which brand of diapers will help my baby sleep through the night?" to "What toothpaste is going to make my smile brighter?" or "What will remove crayon marks from my wood dining table?" A brand that answers these questions at just the right time scores a double win: It helps improve a consumer's life and stands to gain a competitive advantage over brands that don't. Search Engine Marketing helps answer those questions.
Turn searches into conversions for your business.
Based on keyword search, our team of digital advertising strategists will create targeted ads that will appear at the top of Google search results. Ads can be customized to showcase reviews, business location, contact information, and more.
This is a fully managed service, so our team will do all the heavy lifting for you.
We use industry-leading technologies including:
Automated bid & budget management, which uses market-leading algorithms designed to help maximize your return on ad spend.
Instant alerts combined with daily URL testing, to help us understand when we have errors and at-risk campaigns.
A global estimator tool, which combines our proprietary technology with Google’s to provide clearer estimates.
Google Analytics integration with UTM tags, which automatically helps us optimize your campaigns over periods of time.
We also take advantage of Google’s library of extensions to maximize conversions.
Click-to-Call Extension: adds a call button next to the search result, driving qualified phone call leads directly to your business.
Review Extension: showcase the reviews you have received throughout the web, influencing new customers to trust your business.
Location Extension: make it easy for customers to get directions to your business.
Ready to have our team maximize your Google Ads Search results?
How does this relate to advertising for small business?
Search and ZMOT continue to grow in importance and scale. In the span of a single month, Google answers over 100 billion searches. The ubiquity of smartphones means that ZMOT is no longer defined by a single discrete moment ("when I open my laptop and search"). Instead, it's an integral part of the constantly connected consumer's entire day. Search is always accessible—from anywhere, on any device and at any given time. In fact, approximately one-third of all CPG searches now originate from smartphones, according to Google Search data.
As consumers' behavior has evolved, so must the ways in which brands engage them. In today's always-connected, mobile-first world, how do you continue to win the Zero Moment of Truth? Here are four tips and questions to explore:
1. Use search to uncover and understand the moments that matter
Long before many brand managers even knew what they were, consumers were searching for things like "greek yogurt," "BB cream," and "ombre hair." If you had to guess what kind of stain is searched for most, would you know the answer? Overwhelmingly, it's "red wine stains." Do you know what's in the collective mind of consumers right now? (Answer: coconut oil). The trick is to use search to identify the moments that matter to consumers and act on them across your entire marketing mix.
2. Be present in the moments that matter
Woody Allen is often credited with saying, "Eighty percent of success is showing up." This is especially true when it comes to digital. You can't be a helpful brand partner and improve the lives of consumers if you're not present in the moments they need you most. And increasingly, these moments are happening on smartphones. On mobile, do you know how many people are searching for your brand? Your category? How many of those times do you show up? How many times do they choose you, and why? Most importantly, how many times does your competitor show up, but you don't?
3. Have something interesting, relevant and/or engaging to say
We've established that you need to have an answer to these many consumer moments, but do you have the "right" answer? And does your ad provide the best possible experience across screens? A search for "hairstyle" on, say, a Friday night probably means something different than it would on a Saturday morning (ideas for a quick hairdo for a night out vs. ideas for cuts for an upcoming salon appointment). Links to products may not be enough to hook consumers. Your ads should provide an experience that's as informative and entertaining as possible: links to rich content on your website and opportunities to engage on Facebook or watch videos on YouTube, for example.
4. Measure the impact
You've managed to successfully capture the Zero Moment of Truth. Now what? To what degree does a ZMOT win advance business KPIs such as awareness, consideration, purchase intent, trial and repeat and purchase considerations? A new study from Google and Ipsos MediaCT, for example, shows that search ads drive brand awareness: The results reveal an average increase of 6.6 percentage points in top-of-mind awareness, from 8.2% to 14.8%—a lift of 80%.
Brands that are committed to the Zero Moment of Truth—the ones that use search to uncover and understand the moments that matter, that show up, that provide the right mobile-relevant answers and that measure the impact—stand to gain a competitive advantage. More importantly, they can help consumers when they need it most. At the end of the day, what matters more?