Post on 08-May-2015
description
The Future of Media How Google Enhanced Campaigns benefit
connected brands
A iCrossing and Google Braintrust Webinar
Wednesday, March 20, 2013
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 2
With you today…
Surojit Chatterjee
Head of Global Mobile Search Ads Product
Jonathan Adams
Senior Vice President, Media
iCrossing
#iCinsight
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 3
Driving the future of connectedness
for 15 years and counting…
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 4
Why are we here today?
• Changing consumer behavior
• Implications for businesses and marketers
• Introducing enhanced campaigns
• iCrossing’s experience to date
Google Confidential and Proprietary 5 Google Confidential and Proprietary 5
People’s changing behavior
Google Confidential and Proprietary 6 Google Confidential and Proprietary 6
Consumer behavior
Implications for businesses and marketers
Introducing enhanced campaigns
Google Confidential and Proprietary 7 Google Confidential and Proprietary 7
We are constantly connected
Google Confidential and Proprietary 8 Google Confidential and Proprietary 8
We search for everything
Nail salons
Downtown Bakery
Mattress sales
AMC show
Weather forecast
Dyson D35 vacuum
Chase ATMs
Pizza
Bose headphones
Macy’s hours
Movie reviews
Google Confidential and Proprietary 9 Google Confidential and Proprietary 9
We search for everything… at any time
12:40 pm
Nail salons
1:45 pm
Downtown Bakery 2:30 pm
Mattress sales
3:40 pm
AMC show
7:10 am
Weather forecast
9:06 am
Dyson D35 vacuum
8:12 am
Chase ATMs
7:30 pm
Pizza
2:42 pm
Bose headphones
2:35 pm
Macy’s hours
Movie reviews
4:30 pm
Google Confidential and Proprietary 10 Google Confidential and Proprietary 10
We search for everything… across devices
12:40 pm
Nail salons
1:45 pm
Downtown Bakery 2:30 pm
Mattress sales
3:40 pm
AMC show
4:30 pm
7:10 am
Weather forecast
9:06 am
Dyson D35 vacuum
8:12 am
Chase ATMs
7:30 pm
Pizza
2:42 pm
Bose headphones
2:35 pm
Macy’s hours
Movie reviews
Google Confidential and Proprietary 11 Google Confidential and Proprietary 11
We search for everything… from anywhere
12:40 pm
Nail salons
1:45 pm
Downtown Bakery 2:30 pm
Mattress sales
3:40 pm
AMC show
4:30 pm
7:10 am
Weather forecast
9:06 am
Dyson D35 vacuum
8:12 am
Chase ATMs
7:30 pm
Pizza
2:42 pm
Bose headphones
2:35 pm
Macy’s hours
Movie reviews
Google Confidential and Proprietary 12 Google Confidential and Proprietary 12
These are the moments that matter
7:30 pm
Pizza
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Millions of people. Billions of moments that matter.
7:30 pm 10:30 pm
1:27 pm
1:16 pm
10:30 am 2:00 pm
6:31 pm 10:30 am
8:30 am 12:00 pm
6:31 pm
8:25 am 9:05 pm
10:30 pm 11:14 am
10:26 am
7:21 pm 10:26 am 11:14 am 10:30 pm
6:31 pm 7:21 pm 10:26 am 10:30 pm
11:14 am 2:55 pm
5:30 am 2:00 pm
6:30 pm 4:20 pm 5:00 pm 5:30 am 11:14 am
4:20 pm 12:00 pm 5:30 am 7:21 pm 10:30 pm
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Each person wants relevance – to each of her own moments
10:30 pm
Pizza
11:14 am
Pizza
7:30 pm
Pizza
Google Confidential and Proprietary 15 Google Confidential and Proprietary 15
Consumer behavior
Implications for businesses and marketers
Introducing enhanced campaigns
Google Confidential and Proprietary 16 Google Confidential and Proprietary 16
Results are powered by relevance.
Relevance
Results
Google Confidential and Proprietary 17 Google Confidential and Proprietary 17
Search gave us intent
Intent What's on her mind
Pizza
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A constantly connected world gives us context
Intent Context What's on her mind Her device
Her location
Her time of day
7:30 pm
Pizza
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Together, intent & context explode possibilities for relevance
Intent Context What's on her mind Her device
Her location
Her time of day
pizza
Saratoga Pizza $3 Slices
m.saratogapizza.com
Enjoy our $3 counter slices.
Or try a $10 carryout dinner.
Directions - $10 Dinner Specials
1.1mi Call
Google Confidential and Proprietary 20 Google Confidential and Proprietary 20
Relevance is not one-size-fits-all
Saratoga Pizza $3 Slices
m.saratogapizza.com
Enjoy our $3 counter slices.
Or try a $10 carryout dinner.
Directions - $10 Dinner Specials
1.1mi Call
On a smartphone
Downtown
7:30 pm
Saratoga Pizza for Lunch – Order online, ready in 15 mins. www.saratogapizza.com/
Fast, free delivery or dine in.
Order Online Now
Delivery Map
2 Large Pizzas for $15
Party Menu & Delivery
118 people +1'd or follow Saratoga Pizza
On a laptop
At home
11:14 am
Pizza Pizza
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We've been using devices as a proxy for context
Saratoga Pizza $3 Slices
m.saratogapizza.com
Enjoy our $3 counter slices.
Or try a $10 carryout dinner.
Directions - $10 Dinner Specials
1.1mi Call
pizza
Google Confidential and Proprietary 22 Google Confidential and Proprietary 22
But device types are blurring
Saratoga Pizza $3 Slices
m.saratogapizza.com
Enjoy our $3 counter slices.
Or try a $10 carryout dinner.
Directions - $10 Dinner Specials
1.1mi Call
pizza
Google Confidential and Proprietary 23 Google Confidential and Proprietary 23
Measurement must value more complex conversion paths
Moment Search Conversion Report
Google Confidential and Proprietary 24 Google Confidential and Proprietary 24
Consumer behavior
Implications for businesses and marketers
Introducing enhanced campaigns
Google Confidential and Proprietary 25 Google Confidential and Proprietary 25
8:25 am 8:25 am 8:25 am 8:25 am 8:25 am
8:25 am 8:25 am
8:25 am 8:25 am 8:25 am 8:25 am 8:25 am 8:25 am 8:25 am
8:25 am 8:25 am
8:25 am 8:25 am 8:25 am 8:25 am 8:25 am 8:25 am
8:25 am 8:25 am
8:25 am 8:25 am 8:25 am 8:25 am 8:25 am
8:25 am 8:25 am 8:25 am 8:25 am
8:25 am
Introducing enhanced campaigns
8:25 am 8:25 am 8:25 am 8:25 am
Enhanced campaigns help you reach people in the moments that
matter across all devices, with smarter ads that are relevant to
intent and context.
Google Confidential and Proprietary 26 Google Confidential and Proprietary 26
Key features of enhanced campaigns
Powerful tools
for the multi-device
world
Advanced reports
to measure more
conversion types
Smarter ads
for varying user
contexts
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Powerful marketing tools for the multi-device world
Bid adjustments
Location
Time
Device
+20%
+5%
+10%
-10%
+20%
0%
1.08x bid 1.39x bid
5:23 pm
Monday
Mountain
View
On laptop
7:30 pm
Friday
Palo Alto
On phone
Google Confidential and Proprietary 28 Google Confidential and Proprietary 28
Easily adjust bids for any location
United States
Canada
California, United States
Mountain View, California, United States
Palo Alto, California, United States
+0%
+0%
+0%
+0%
+0%
Targeted locations
Total - all locations
Total - all other locations
Total - all locations
Bid adjustment
United States
Canada
California, United States
Mountain View, California, United States
Palo Alto, California, United States
+0%
+0%
+0%
+0%
+0%
Google Confidential and Proprietary 29 Google Confidential and Proprietary 29
Easily adjust bids for different devices
United States
Canada
California, United States
Mountain View, California, United States
+0%
+0%
+0%
+0%
Targeted devices
Total – all devices
Total – all devices
Bid adjustment
Desktop and laptop computers
Mobile devices with full browsers
Tablets with full browsers
Fixed: +0%
+20%
Fixed: +0%
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Customized ads and extensions for mobile
Mobile Device preference
Enjoy our $3 counter slices.
Or try a $10 carryout dinner.
Directions - $10 Dinner Specials
1.1mi Call
PizzaHouse $3 Slices
m.pizzahouse.com
Enjoy our $3 counter slices.
Or try a $10 carryout dinner.
Directions - $10 Dinner Specials
1.1mi Call
Saratoga Pizza $3 Slices
m.saratogapizza.com
Enjoy our $3 counter slices.
Or try a $10 carryout dinner.
Directions - $10 Dinner Specials
1.1mi Call
Google Confidential and Proprietary 31 Google Confidential and Proprietary 31
Scheduled extensions
Sat
Fri
Saratoga Pizza– Order online, ready in 15 minutes.
www.saratogapizza.com/
Fast, free delivery or dine in.
Order Online Now
Delivery Map
$7 Dine-in Lunch Specials
Office Delivery Menu
118 people +1'd or follow Saratoga Pizza
Saratoga Pizza – Order online, ready in 15 minutes.
www.saratogapizza.com/
Fast, free delivery or dine in.
Order Online Now
Delivery Map
2 Large Pizzas for $15
Dinner Side Salads and Desserts
118 people +1'd or follow Saratoga Pizza
Google Confidential and Proprietary 32 Google Confidential and Proprietary 32
Upgraded sitelinks available for each ad group
Tournament quality balls - $15/doz
Pressureless tennis balls - $14/doz
Kids foam tennis balls - $16/doz
Cage ball basket - $15
Men's rackets
Women's rackets
Kid's rackets
Clearance rackets - 30% off
Ad group 1 Ad group 2
Enhanced Campaign
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Performance reporting for each sitelink
Sitelink Status Clicks Impressions CTR Cost Avg. position
$4.72 Eligible
Eligible
Disapproved $9.78
$12.76
$38.97 Total - all sitelinks
Shop All
Track an Order
Store Locator
7 874 0.08% 1.7
34 622 2.93% 2.1
6 498 0.50% 1.9
258 3,614 7.01% 2.7
Google Confidential and Proprietary 34 Google Confidential and Proprietary 34
Advanced reporting to measure more conversion types
In-store offers Cross-device
Calls Digital downloads
Google Confidential and Proprietary 35 Google Confidential and Proprietary 35
Simplified campaign management
50
= 200
2 2
Legacy
Campaigns
= 1 Enhanced
Campaign
OR
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 36
iCrossing’s experience
to date
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 37
Enhanced campaigns today
iCrossing has been closely aligned with Google on the roll out of
enhanced campaigns globally – and have tested the new
functionality for several months across a variety of clients:
Profile Global leader in
the beverage
industry
Objective Branding and
Engagement
Premium
spirits brands
Category
differentiation
National network of cancer
hospitals and treatment
centers
Performance marketing
and acquisition
Client A Client B Client C
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 38
Preliminary client experience
Performance (ROI)
Complexity
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 39
Bottom line
• Enhanced campaigns can:
– Simplify many of our clients’ most complicated
initiatives
– Improve overall ad performance by adding
location, time of day and device level
optimization at scale
– Give marketers and agencies the tools to
create smarter ads
Q&A
Stay Connected with iCrossing
Find out more at www.icrossing.com
Call us toll-free at 866-620-3780
Email us at findout@icrossing.com
Connect with us on Google+
https://plus.google.com/+iCrossing
Follow us on Twitter
@icrossing and @thecontentlab
Become a fan at
Facebook.com/icrossing
#iCinsight
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 41
Thank you