Google’s Online Marketing Challenge: What is the Nedir?

Each year, Google releases marketing stats that intrigue marketers, but leave them confused. To fix that, we decided to ask a Google marketer what all the numbers mean: John Jaskolsky, Director of Marketing at AdWords.

Average Time Spent per Day on Search:

This stat measures the average amount of time users spend searching online per day (not including watching videos or using an RSS reader). Interestingly, time spent on mobile search actually increased this year, growing from 4.7 hours in 2016 to 5.4 hours in 2017.

To put that into context, consider that in the U.S., the average person spends 3.5 hours per day on their mobile phone (source: Mobile Marketing Store), and 71% of American Express survey respondents said they use their phones to research products before buying them (82% in Australia, 70% in the UK, and 58% in Germany).

With this newfound attention on mobile search, marketers should consider researching how to optimize their SEO for mobile search (including Google My Business, Shopping, and YouTube). This includes developing a clear strategy, considering key performance indicators, and creating content that is engaging and relevant to mobile users.

Average Time Spent on Mobile Search:

This stat measures the average time users spend on a mobile search engine, such as Google Search or Android’s search bar.

The average time spent per day on mobile searches increased from 2.9 hours in 2016 to 3.3 hours in 2017. At a time when more people are turning to their phones to consume media (especially since tablets are now considered “mobile phones”), this is no surprise.

Mobile SEO is becoming a must for marketers – and not just for mobile searches. This year, 71% of American Express survey respondents said they used their phones to research products before buying them. That’s up from 58% in 2016.

Whether you sell widgets, cosmetics, groceries, or jewelry, having a mobile-optimized website is a must. Why? It improves your user experience when customers are searching for your products online.

Including a Google Shopping feed on your eCommerce store will help customers discover your products when they are searching for them online. The same goes for a YouTube channel – especially if you have a sizable audience and can start creating buzz around your products or services via videos.

To optimize your eCommerce store’s shopping experience, consider using online marketplaces like Shopify, Bigcommerce, or Wix that help make online shopping easier. Designing a mobile-friendly website is also important – according to HubSpot Blogs research, 68% of consumers expect a mobile-friendly website (with a responsive design) from a brand they’re considering doing business with. So don’t forget to check your website’s mobile usability during the final stages of its design process.

Average Number of Search Results Visited per Day:

This stat tracks the average number of search results shoppers visit per day. While most people might think of SEARCH as the platform where they find information, it’s actually the first click of a potential customer’s journey. That’s why it’s important that search results appear both relevant and helpful to customers.

With so much competition, it’s vital that you consider how to stand out from the crowd. One option is to integrate your company’s logo into the page’s design (assuming you have one). Not only does this make your site more distinctive, it also helps customers remember your brand when they return for more information.

An SEO audit is an important step toward determining your site’s current SEO performance. Once you have one, you can work on making necessary changes to get the most out of it. Begin by setting up a Google Analytics account and creating a custom report. From there, you can determine your website’s key performance indicators such as traffic, conversions, and ROI.

Average Number of Impression Share Triggers per Day:

This stat tracks the average number of times users shared an impression of a brand or product (including websites, social media, and email marketing) within 24 hours of seeing it. Essentially, this stat measures the average “buzz” or conversation about a product or service.

Last year, this number decreased by 17% compared to 2016. While that might seem like a lot, consider that on average, users will experience 4.8 brand exposure events per day, and 58% of users will encounter an advertisement or commercial every day (Pew Research Center). So, in other words, the fewer times users see an impression of your brand or product, the better. Keep in mind: Your brand’s image, including its logo, color palette, and copy, will appear as part of a user’s experience on your site.

Creating a buyer persona, defining key goals and objectives, and considering specific marketing and sales channels are important steps toward designing a strategy for driving inorganic traffic to your site.

Average Number of Videos Viewed per Day:

This stat tracks the average number of videos users watch per day. While this number has remained relatively steady over the years, the amount of time users spend on each video decreased. In other words, users are getting savvier about how long they spend watching videos online.

After briefly checking in with this number in 2016, marketers shifted attention to other metrics, assuming that this would be a returning stat. However, in 2017, this average was 360 minutes, a 30-minute decrease from the previous year’s average of 390 minutes. As with other metrics, this doesn’t necessarily mean that users are getting more efficient – it could simply mean that they are finding videos of shorter durations more engaging.

Average Number of Events Attended per Day:

This stat measures the average number of events (including concerts, exhibitions, conferences, dinners, and other gatherings) attended per day. The amount of time users spend at each event, increasing from an average of 1.9 hours per day in 2016 to 2.1 hours per day in 2017, reflects increased leisure time for consumers and the aging of the baby boomers. With this newfound leisure time, users are expected to attend more events and engage with brands that they meet at these events.

Events can be an important source of leads, especially if you are looking to grow your marketing efforts beyond Google and social media. For instance, a recent HubSpot Blogs study found that users are 3x more likely to make a purchase after attending a live event than after reading an article or viewing a video (74% vs. 26%).

Live events also provide an opportunity to engage with users on a more personal level. Instead of simply seeing an advertisement or reading an article, consumers can meet face-to-face with a brand and form a connection that helps them relate and trust the brand more.

Average Number of Outdoor Spots Visited per Day:

This stat measures the average number of outdoor locations users visit per day. The amount of time users spend at each location (traffic lights, benches, green spaces, bus stops, etc.) is also tracked. Basically, this is a look at how often users are traveling outside of their homes – either by car, train, or bus – to get to work, school, or social occasions.

While this number has increased by 23% since 2015, when it was at 72 hours, it still amounts to only 2.8 hours per day. Traveling to places like restaurants, retail stores, and other commercial buildings, as opposed to staying at home, means that users are now going outside less than they were in 2015 – and that’s probably a good thing.

Average Number of Coffee Shops Visited per Day:

This stat measures the average number of coffee shops users visit per day. In case you’re wondering, a coffee shop is a location that provides customers with a place to meet and socialize – which is why this location type is included in the “outdoor spots” category (along with benches, green spaces, and traffic lights).

As with other metrics, this number continues to increase, year after year, but at a slower rate. In other words, while coffee shops might be a common sight in cities around the world, they are still relatively new to the landscape of American culture.

Now that you have a clearer picture of how Google’s statistics measure the digital marketing world, you can decide which ones to follow and which to ignore. Knowing more about how these numbers were calculated can serve as a guide, helping you develop more effective marketing metrics – and strategies – for your own business.