Google@Croud Master Slides 26.11.2013
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Transcript of Google@Croud Master Slides 26.11.2013
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@
26.11.13
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Google Confidential and Proprietary 6 6 Google Confidential and Proprietary Google Confidential and Proprietary
Building Your Brand with Google+ The value of identity, relationships and sharing across the web
+BethFoster
NACE Social Lead
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Social has always been a core human behavior... What is changing is the way we socialize.
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First generation of social has been a game changer
of internet users, use a social network each month
70% source: Social Networking Reaches Nearly 1 in 4 Around the World, eMarketer, June 2013, http://www.emarketer.com/Article/Social-Networking-Reaches-Nearly-One-Four-Around-World/1009976.
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Social is limited to one dimension of relevance
But, technology has the capability to take us even further
Sharing gets stuck in the stream
Communication lacks a human element
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Book a trip together with friends, face to face
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Google+ makes your entire Google experience better
Search Gmail Chrome YouTube Maps Play
+Recommendations +Sharing +Relationships +People
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540,000,000+ ARE TAKING SOCIAL ACTIONS ACROSS GOOGLE
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300M ACTIVE USERS
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So what does this mean for you as a brand marketer?
Build Awareness Influence Consideration
Drive Sales Grow Loyalty and Retention
Google+ gives you the tools to reach and influence your customers throughout their journey
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BUILD AWARENESS
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How do people discover brands online?
54% SEARCH
Source: “How Consumers Found Websites in 2012”, Forrester Research, 19 July 2013, http://www.forrester.com/How+Consumers+Found+Websites+In+2012/fulltext/-/E-RES92661
32% SOCIAL
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The stream is just the beginning for a Google+ post…
Burberry announces their new line of sunglasses via Google+
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Burberry announces their new line of sunglasses in a Google+ post
Google+ content is amplified within Google search
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Burberry announces their new line of sunglasses in a Google+ post
Google+ video posts are also surfaced on YouTube
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Burberry announces their new line of sunglasses in a Google+ post
And now, even within Gmail
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Related hashtags make it easier to discover content on Google+
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Google+ enables a unified, consistent brand identity, across the web
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BE THE BE THE BE THE
Hangouts On Air extend your brand conversation to millions Topshop transforms the fashion show with exclusive Hangouts On Air & a Hangout app
T E A M 4M VIDEO VIEWS
ACROSS PLATFORMS Join live backstage hangouts with
the Topshop design team
F A S H I O N
7,500 LIVE VIEWS Take a front row seat at the exclusive red carpet event
via Hangout On Air
B U Y E R
Develop your own fashion collection with friends using
the Topshop custom Hangout app
AVG. 11 MIN IN APP & 52% RESHARE
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Google Confidential and Proprietary 27 27 Google Confidential and Proprietary
INFLUENCE CONSIDERATION
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72% of consumers trust
online reviews as much as personal
recommendations
78% of consumers say
brand’s social media influences their
purchase decisions
Source: Local Consumer Review 2012, Search Engine Land; Market Force, May 2012, http://www.marketforce.com/press-releases/item/research-social-media-influence/
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Burberry announces their new line of sunglasses in a Google+ post
Relevant Google+ content in search is driving consideration
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Communities help users discover recommendations from experts, including consumers and relevant brands
Lowe’s & Nest can influence consideration by joining the conversation
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Clinique delivers in-store experience, at scale
“The Google+ Hangout enabled us to deliver the high touch custom-fit service our clients experience in store and at counter”
-Liz Wright Group Digital & e-Com Manager, Clinique
• CTR 10 times higher than the standard brand ad • VTR 16 times higher than the standard brand ad
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Entertainment Weekly answers fans’ award show questions with Live Q&A in a Hangout on Air
“The Google+ Hangout enabled us to deliver the high touch custom-fit service our clients experience in store and at counter”
-Liz Wright Group Digital & e-Com Manager, Clinique
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“The Google+ Hangout enabled us to deliver the high tough custom-fit service our clients experience in store and at counter
-Liz Wright Group Digital & e-Com Manager, Clinique
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Toyota Collaborator revolutionizes the test drive with social car shopping before even entering the dealership
“The Google+ Hangout enabled us to deliver the high tough custom-fit service our clients experience in store and at counter
-Liz Wright Group Digital & e-Com Manager, Clinique
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Google Confidential and Proprietary 35 35 Google Confidential and Proprietary
DRIVE SALES
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Source: Google/Compete Brand Value of Annotations Study 2013
Social endorsements matter
37% of millennials say they are more likely to purchase a brand that
has social endorsements
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Social recommendations on paid search ads drive more traffic to your site
5-10% average search ad CTR uplift from social annotations
Source: Google Internal Data
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13% PC & Laptop purchases
20% apparel purchases
11% hotel bookings
Better yet, these social recommendations drive more qualified traffic to your site
Source: Google/Compete Vertical Research Studies 2012-2013
average lift in conversion rate when annotations are present
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40% more likely to convert
In the retail sector, Google+ referrals are
than referrals from other social networks
1
The Google+ audience is proving to be more valuable than other social audiences
A referral from Google+ is worth an average
$10.78 Compared to $2.35 for Facebook and $1.62
for Twitter. Source: Forrester and Source: SocialTimes.com May 23, 2013
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Google Confidential and Proprietary 40 40 Google Confidential and Proprietary
GROW LOYALTY
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Source: “IAB Social Media Effectiveness Research”, Internet Advertising Bureau UK (IAB), 4 July 2013, http://www.iabuk.net/research/library/iab-social-media-effectiveness-research
90% of consumers back brands after interacting via social media
“By making people love, not just like your brand, you’re more likely to drive future purchases and increased sales.”
-Ian Ralph, Director at Marketing Sciences
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Develop lasting relationships with customers using Communities
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Identify valuable brand advocates using Ripples
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Drive app installs, and personalize experiences using Google Sign-in
Customize your app
Grow your audience when users pull friends to your app
Provide fast and trusted sign-in
Drive Android App installs 40% acceptance rate for OTA
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“Google is a trusted partner for our users. It is the most popular third-party sign-in option on the web for us, with 35% of users choosing Google. It is also our most popular sign-in option on Android, accounting for 45% of new user registrations. We are thrilled with the level of signed-in engagement Google+ Sign-In has brought to Flixster. ”
- Joe Greenstein, Co-Founder & CEO
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Building brand awareness with Google+
01 Getting Started Checklist Keep the conversation going, share content at least every 48 hours Create a consistent brand identity by merging your Google+ page and YouTube channel Grow your audience by adding follow and share widgets to your site and cross promoting your Google+ page Bring your brand to life with a live hangout on air
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Influencing consideration with Google+
02 Getting Started Checklist Think of the impact of social on SEO and optimize your post content to be discovered in search Create a community or join an existing community relevant to your brand Invite customers to tell your story on a hangout on air Make any experience more social with your own custom hangout application
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Driving sales with Google+
03 Getting Started Checklist Grow your audience and share engaging content on Google+ As a result of having an active page, benefit from automatic social annotations on your paid search ads Enable Google+ Sign-in on your website or mobile app
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Growing loyalty and retention with Google+
04 Getting Started Checklist Build your own community and reward loyal customers with exclusive content or hangouts Use ripples to identify and reach out to brand advocates Enable Google+ Sign-in on your website or mobile app
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Google Confidential and Proprietary 51 51 Google Confidential and Proprietary Google Confidential and Proprietary
Questions?
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Adwords 2014 Big Bets Caz Davies Industry Head, Performance. Google UK
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4 Areas of Focus in 2014
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1. Audience at the Core
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WHAT DO WE MEAN BY AUDIENCE SIGNALS?
WHO THEY ARE
Female 16-24
Male 35-44
Female 45-54
WHAT THEY LIKE & WHERE
THEY’VE
Login Page
Basket Bouncers
Homepage Visitors
BEEN
&
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“In 2020 audience targeting investment is projected to
exceed search spend”
Source: IAB
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WHAT IS “REMARKETING LISTS FOR SEARCH ADS” Reach higher-value audiences for more effective AdWords campaigns
Device Language
Location
Keyword
Existing AdWords targeting criteria Remarketing lists for Search Ads
Daypart
Already familiar with your products or brand 1
2 “Audiences” of higher- converting consumers
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“Pet Accessories”
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HOW HAS RLSA BEEN USED TO DATE?
Tailor ad text Optimize bids Broaden Keywords
• Telecoms provider customized ads based on product categories viewed (e.g., TV, voice, ISP)
• Saw a 66% decline in CPO
• Bid higher for home page visitors and even higher for product browsers
• Total sales +22%, -43% CPO, +161% CVR
• Used broad keywords like present and gift during peak gift season
• CvR comparable to brand terms, ROI 30% better than non-brand terms
1 2 3
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RLSA shows 48% lower CPAs* than rest of Search spend
*Google Internal Data: 1,000+ CIDs
RESULTS SO FAR….
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2. Multi-Screen World
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Adwords Estimated Total Conversions
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3. Export with Adwords
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Online Sales By UK Retailers to Increase 7X By 2020
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Product Listing Ads Power eComm Export Growth
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4. Giving Users Choice
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Display Media is Somewhat Broken
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“Attention is a scarce resource. Branding is the experience marketers create to win that attention” -- Jeffrey Harmon, Co-founder and Head of Marketing, Orabrush
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Ads That Let Users Choose
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CPE Ads Case Study - Oxfam Providing a lean-in, engaging experience for
consumers drove great results for Oxfam
7.3M reached via Google CPE
(Oxfam only paid for 129k deep engagements)
52% LOWERCPE*
13% HIGHER -- Alison Price, Digital Acquisition manager, Oxfam ENGAGEMENT* RATES
*Compared to a fixed rate card engagement provider in a head to head test
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Thank You!
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MARSHALLS CASE STUDY... The brief:
Croud appointed in April 2013 to improve performance on the
account
What we did:
– Account Restructuring
– Keyword and Negative Builds
– Daily bid optimisation to maximise efficiency
– Product Listing Ads setup
– Creative Audits
– Remarketing
– Targeted GDN campaigns
The results:
Within 10 weeks:
• Revenue was up 120%
• We turned a declining ROAS into year on year positive
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1-‐Apr-‐13 8-‐Apr-‐13 15-‐Apr-‐13 22-‐Apr-‐13 29-‐Apr-‐13 6-‐May-‐13 13-‐May-‐13 20-‐May-‐13 27-‐May-‐13 3-‐Jun-‐13
YoY RO
AS
Revenu
e (In
dexed)
2012 Rev 2013 Rev YoY ROAS (cumul.)
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Google confidential
November 26th 2013
Nathan Tait-Hill, Sales Leader DoubleClick Search
Smarter, Faster & Better Search with DoubleClick
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Google confidential
All your search in one place, powered by Google and integrated into DoubleClick
Campaign Management
ReporMng
Bid Management
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Google confidential
Campaign automation with DoubleClick
Your business inventory
Auto-create based on inventory
Automate Standard Campaigns & PLAs with
inventory-aware campaigns
Optimize through smart bidding algorithms for increased performance
Your Product Here $ XXX – Your nameYour promotional message
Automated Rules monitor and take action across all
your campaigns, keywords and ads
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Google confidential
Better Bid Management with fresher data Keep closer to your CPA targets
Drastically increase conversions by 32%
Time
Target CPA = $5
4x daily bidding
1x daily bidding Real time ‘Instant’
Conversions
Real-time reporting
Faster remarketing
Better bid optimization
Conversions (online & offline)
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Google confidential
Robust Reporting for every audience
Executive Dashboards compelling, easy-to-create “dashboards” for clients
In-house data analysts: reporting API for programmatic, bulk access to engine & conversion data
DoubleClick Search Updated every 15 minutes across 90 metrics, all in one place for Croud
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Google confidential
Boost ROI through search to display Customers seeing results with “instant” remarketing
shoes |
Talking boots
FREE SHIPPING
A frictionless, tagless experience
Insights from paid search…
…fuel display performance
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MAKING THE MOST OF MULTISCREEN
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MULTI-TASKING
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BLUE
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30%
51%
62%
Smartphone usage
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30%
51%
62%
Smartphone usage
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Smartphone shopping
56%
Source: EnumeraMon study, Google/TNS, 2013
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Simultaneous use
Multi-tasking Complementary use
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Source: The New MulM-‐screen World: Understanding Cross-‐Plaaorm Consumer Behaviour, Google/Ipsos, Sept 2012
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Sequential use
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Continue on desktop or tablet Start on phone
Source: The New MulM-‐screen World: Understanding Cross-‐Plaaorm Consumer Behaviour, Google/Ipsos, Sept 2012
65%
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18%
24%
Source: ComScore: Mobilens, 2012
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20%
45%
Source: Cisco, 2012 and Google Our mobile planet, 2012
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Any guesses?
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HARRY DAVIES
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Harry davies
Harry Davies about.me/harrydavies Harry loves data marketing Find out how much by calling.
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BUT HOW DO I KNOW IF IT IS
IMPORTANT TO ME?
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BUT WHAT IS IT WORTH?
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1 Find out how many customers are using mobile
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1 Find out how many customers are using mobile
2 Assess how much value mobile is adding
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1 Find out how many customers are using mobile
2 Assess how much value mobile is adding
3 Measure everything you can
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1 Find out how many customers are using mobile
2 Assess how much value mobile is adding
3 Measure everything you can
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Digital Brand
Marketing Strategy
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V1 Brand = Product +
Personality
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V2 Brand = Context
+ Currency
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V3 Brand = Application
+ Involvement
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Dramatise
Augment
Embed
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@
Thank you!