Google Marketing Platform -challenges 2020

Our clients come from

Latvia

Lithuania

Estonia

Norway

Netherlands

USA

Spain

Singapore

Spend on advertisement

monthly

more than 1 million EUR

(30 million turnover` 2019)

Google AdsGoogle Display&video 360

FacebookBing etc

Ads automation

Analytics

Social network

Contextual Ads Video & Display

Ads

Call tracking

The only Google Marketing Platform

agency in Baltics

with direct agreement for the service

use

Proprietary + Confidential

The Programmaticfuture in 2020

The PROGRAMMATIC

today

Promotion channels

Audiences

Unique selling

proposition

Price policyMarketing KPIs

Analysis of

competitors

Most likely you have a global

strategy which includes:

PROGRAMMATIC landscape

Marketer Publisher

Programmatic ecosystem

Ad ServingSearch

Management

Display

Buying

Rich

Media

Tag

Management

On-Site

Analytics

Data

Warehouse

Google AdTech ecosystem

Display & Video 360

DSP

Campaign Manager

Ad Server

Analytics 360

Advanced Measurement

Search Ads 360

Search Tag Manager 360Advanced Measurement

Data Studio Advanced Measurement

Optimize 360Advanced Measurement

StudioCreative

Customer journey with Google Marketing

Platform

Data from Display, Video and Search boughtthrough DV360 & Search Ads 360

flows into Campaign Manager & Analytics360

Data from social,email, affiliates

and other paid media is tracked

in Campaign Manager

Search Ads 360

Optimize 360

Data Studio

Export data into easy to read visualisations

Test best onsite content to show

particular audience segments

Tag Manager 360

Deploy tags faster for conversion

tracking, site analytics, remarketing,

and moreDisplay &

Video 360

Campaign Manager

Analytics 360

Re-target audience segment

UploadCRM

Datain A360

Importoffline user

actions

Track usage of websites and apps.

Create segments of users and see the complete user

journey from Adto Sale

Let’s take a closer look at the GMP

Campaign Manager

Ad Server

StudioCreative

Analytics 360

Advanced Measurement

Search Ads 360

Search

Tag Manager 360Advanced Measurement

Data StudioAdvanced Measurement

Optimize 360Advanced Measurement

Display & Video 360

DSP

Display & Video 360 enables

to...

Access high

value inventoryEasily find anddiscover

high-quality inventory.

Reach

your

audienceAccess the best range of

audience data from across

Google platforms

Drive

performance

through

automationUse Google’s machine learning

technology to drive high

performance

smartb

Display & Video 360 access to major digital market places

Including exclusive access toYouTube and Google Display Network

Multiple formats, including...

High Impact Display

TV

Display

Video

Native

Gmail

ads

In-App Ads

Audio

Creative formats

Display Dynamic

Display

Expandable

Display

Lightbox

Interactive

Video

Forced

New Video

Trueview YouTube

Bumper

Mobile

Display

In App

Ads

High Impact

DisplayMasthead

Vertical Video

Skins

Mobile App

Skipad

Skippable Video

Ordered season tickets thismorning

Checks Dallas Mavericksscores everyweek

Watches Kristaps Porziņģis interviews eachweek

Catches up onbasketball news every fewdays

Looking fornew basketball gear

A wide range of audience targeting: how it worksGoogle Affinity, In-Market and demographic data takes a detailed view of user behavior

Google audience data overview

Google affinityGoogle in-

marketDemographics

Reach people based on their specific interestsas

they browse theweb

Reach users based on their desires to purchase specific categories online

Reach people based on their individual

demographic identity

Google: affinity segmentsReach people based on their specific interests

Chose from 200+ signals

Based on user's browsing

patterns and contentdigest

Interests

Lifestyle

Passion

Sports

Segments

Health & Fitness Buffs

Business

Fashion Forward

Sports Fans

Shopaholics

Foodies

Add your audience’s interests

+ Specific basketball team

+ Basketball team players

+ Basdketball

Google: custom affinity segmentsBuild more specific Affinity Segments around certaininterests/passion

Exiting Affinity: Sports fans Custom Affinity: Basketball

Enthusiasts

Exiting Affinity:

Foodies Custom

Affinity: Italian Food

Lovers

Include web pages with content that your users care

about

+ Dallas Maverics teampage

+ Player interviews on YouTube

+ Game replay videos

Google: in-market segmentsFind users based on their desires to purchase online

The active intent of users is updated in real time, based on behaviour across the Google owned properties.

VS

Auto Enthusiast

Downloading

pictures of

sports cars

Watching

videos about

fastest cars

Auto In-Market

Visiting auto

aggregators

Buildingcar

on autosite

Comparing

safety features

on reviewsite

In market for:

Automotive // Flights //

Car insurance //Mortgages

Example Segments:

Abandoned cart; high value prospect;

saw 3+ pages; finished your video; etc.

Your ad is

served, the

user clicks

User latervisits

a publisher

web page

Impression

opportunity is

evaluated in real-time

They meet the custom criteria

you defined, and are included in

an audience list

User has not

yetconverted

They returnto

your site

and convert!

User is found

in your target

audience list.

User visits your

website

Floodlight

Pixel

1st party: remarketingRemarket to users who have visited your site but not converted

Top Tips

Use RMKT lists to make use

of your own first party data.

Customise your remarketing

message based on how far down the

funnel the user already is.

Assign different values to users

based on what action they have

completed on site and adjust bids

accordingly.

Combined audiencesCreate custom combinations between your 1st party, Google data and/or 3rd party lists

Why it is unique

Audience builder across platforms

where you can combine data from all

available sources.

Reuse those combinations across

campaigns

Category and contextual targetingUse category targeting to target your ads based on the content of webpages

News Home Auto Shopping Sports

Keywords

Electric cars Automatic gear Tires Tread

Source: Google Internal Data (Retail) 2016 |Positive & Negative Search Rem VS No Content Targeting

Technology targetingTarget: Browser, Device, Connection Speed, Carrier & ISP targeting

BrowsersAndroidWebkit

Chrome

Firefox

Internet Explorer, versions5–11

Microsoft Edge

Opera

Safari, versions 1 –6

+ Others

Device TypeMobile

Tablet

Desktop

Smart TV

Game Console

+ Others

Specific Device

e.g. Google Pixel

Operating System

(e.g.Windows 8 / iOS 10)

You can target a large majority of software and hardware in Display & Video 360 across:

Proprietary + Confidential

The future ofDisplay & Video 360...

Display & Video 360 will provide a single

tool for planning campaigns, designing

creatives, organizing audience data,

finding and buying media and

measuring and optimizing campaigns.

Proprietary + Confidential

Case study

Proprietary + Confidential

Goal

● Increase revenue from online sales (games)

● Increase downloading of applications

● Find new customers who match target segments

Approach

● to build appropriate creatives

● Automated bidding through Display &Video 360

● to target users most likely to downoad and buy

Results

+72% revenue

Proprietary + Confidential

+29% 160%ROI downloading

applications

Case study: Studio toDisplay & Video 360

Proprietary + Confidential

Goal

● Implement a data-driven approach by consolidating

audience data from Analytics 360 into Display & Video 360.

● Segment audiences from different parts of the site and

serve more relevant ads to these users.

● Increase revenue from online sales

Approach

● to build appropriate creatives

● To combine custom and affinity audiences

● to target users most likely to buy

Proprietary + Confidential

Results

+48%Conversions

-37%CPA

30%Conversions

From the Target Segments

Case study: Display & Video 360

Thank You for Your attention !

Velta Mestere

CEO

Tel. + 371 26494977

velta@realweb.lv

realweb.agency