Google Confidential and Proprietary
Data Driven Marketing to Convert Qualified Audiences Across Screens
Meet Stijn6:50 PMThursdayFeb 12, 2014
Wireless Access Point
Shape the unscripted journey of StijnInfluence purchase decisions by delivering content and messaging that is relevant and useful in the moment.
10+
consulted before making a
purchase
sources of consumers
who own multiple devices switch
between screensto complete tasks
2x
more likely to be influenced by
targeted digital ads
90%
30 steps in purchase cycle
70Mavailable signals
to bid on
5+ hours per day with digital
2M sites650K apps
22 creatives on 3 OSs
23,000 products in an average
feed
INFINITE PERMUTATIONS∞
MOMENTS PLACEMENT
MESSAGES FORMATS BIDSFEED SIZE
But real-time relevance is hard to execute at scale
GDN reach on sites & appsIAB approved creativesGoogle InternalGoogle’s Customer Journey to Online Purchase Sources: eMarketer Google Internal
Source: "Adding Data, Boosting Impact: Improving Engagement and Performance in Digital Advertising," The Boston Consulting Group, Sep 2014
Pro · gram · ma · tic makes it possible: Use technology and real-time audience insights to automatically buy and run campaigns and reach the right user with the right message at the right moment.
32% decrease
in cost per action
30 more mins
of consumer engagement
Google Confidential and ProprietaryGoogle Confidential and Proprietary
1. Collect data
3. Personalize creatives and optimize bids
2. Segment your audience
4. Measurethe impact
5. Automatedecisions
Convert qualified audiences across screenswith Google’s AdWords Programmatic Audience Solution
Collect data across all customer touchpoints to set the foundation for your digital strategy
Digital signals from your site and app
Offline data and CRM data
Google’s audience insights
1.
Instead of the traditional way of segmenting starting with broad reach in order to end with potential customers
Google’s audience insights
1.5
Awareness
Consideration
Purchase
Broad reach
to find
Potential customer
s
You should Flip The Funnel and start with customer data to identify the widest relevant segment you can reach
Google’s audience insights
1.5
Purchase
Consideration
Awareness
Learn from current
customersto find
Potential customers
Loyalty Strategy - Segment and reach your best customers when they are looking to buy online
2.
Past Visitors
NewVisitors
NewVisitors
NewVisitorsSimilar
Audiences
Find Intent in the moment
In-Market Audiences
Find the right user profile in
GmailGmail Sponsored
Promotions
Similar Audiences
Find Similarity at scale
Find Intent in the moment
In-Market Audiences
Find Similarity at scale
Similar Audiences
Find the right user profile in
Gmail
Gmail Sponsored Promotions
Remarketing List for Search Ads &
Display Remarketing
Find Second Chances as they search & browse
contentRemarketing List for
Search Ads &Display Remarketing
Find Second Chances as they search & browse content
Loyalty Strategy - Segment and reconnect with your audience on all devices
Product viewers
Homepage visitors
Cart abandoners
Past purchasersSearch results viewers
Smart remarketing lists, automatically created for you
2.
Penetration Strategy Segment and reach new qualified customers
Smart segmentation strategies
Set CPA goals based on new customer acquisition
Target similar audience lists based on goals (e.g. “homepage visitors”vs. “converters”)
Select in-market segment aligned with business goals
Segment GSP ads for specific audience profiles powered by Google data
Target “similar” lists
Similar Audiences
Gmail Sponsored Promotions
Tailor “creatives” to user profiles
In-Market Audiences
Select “intent” based segment
2.
Personalize your message to past visitors as they search, and optimize bids to win that second chance
3xconversion
rate
+40% bid adjustment
+100% bid adjustment
3.
B. Customize ad text and Optimize bidsA. Reconnect with past visitors as they search
2xclick through
rate
C. Drive action andsee results
2x
conversion rate
60%
decrease in CPA’s
Personalize your message with dynamic creatives as they browse content
3.3.
ESTIMATED CROSS-DEVICE CONVERSIONS IN ADWORDS
USER ID IN GOOGLE ANALYTICS
MULTI-CHANNEL
CROSS-DEVICE
MULTI-CHANNEL FUNNELS IN GOOGLE ANALYTICS
GOOGLE SOLUTIONS
“Our Mobile Display campaign generated 40 conversions but contributed to 80 conversions that occurred on other devices.”
“$1 invested in display and search leads to a return of $1.24 for display and $1.75 for search ads.”
UNIQUE INSIGHTSMEASUREMENT CHALLENGES
Measure the holistic impact of your audience strategy
ACTION
Optimize ROI across your search, display and video campaigns
Use insights from mobile’s mid-funnel impact to maximize performance across devices
4.
Marketing Geo Experiments
Time Series Experiments
Conversion Lift for Display
Measure the effectiveness of your audience campaigns with scientific rigor
Experimentation tools
4.
Search query
Automate to make smarter business decisions in real-time
40%increase in ROI when
Google bids to maximize your revenue*
Machine-Learning Algorithms
Real-time Bidding sets your bid based
on 70 million signals
Conversion history
First-timesite
visitorWatches
cat videos
Browses shopping sites
Looks like your best customer
Abandoned shopping cart
with $99
Visit was 18h ago
Clicked on Display
Ad
Viewed multiple products
Visited from mobile
device
*Source: Google Internal Data, 2013 and 2014
5.
Ease of use
Use one interface, one tag across search
and display
Workflow efficiencies
Improve workflow efficiencies by 33% on a unified global platform
Single customer view
Leverage learnings to make each customer
interaction better than the last
Source: "Cutting Complexity, Adding Value: Efficiency and Effectiveness in Digital Advertising," Boston Consulting Group, May 2013
Unify your audience strategy across the funnel on search and display
Campaign effectiveness
Compound your marketing impact with a full-funnel
strategy that scales across devices
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Dynamic Remarketing 5x profit
Similar Audiences2x conversion rate
Multi Channel Tracking“The ability to track every single
thing in AdWords is one of the strongest values to our business”
Campaign Optimizerautomation + scale
“Google is now the main driver in how we reach new customers.” - Tyler Vautier, Display Media Manager at BuildDirect
Google Tag Manager
NEXT STEPS
Build 360º customer view , leveraging a tag management solution.
Create smart segments to reconnect with past visitors on search and display. Find new qualified customers to augment your retargeting strategy.
Switch from static to dynamic creatives. Implement search custom creatives.
Set the right measurement strategy for multi-channel and cross-device performance.
Switch to real-time bidding and drive greater performance.
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